The 35th annual Life Time Sea Otter Classic presented by Continental is set to take place at the Laguna Seca Recreation Area in Monterey, California, from April 10-13, 2025.
This year’s event has a focus on brand engagement initiatives, including an expanded Industry Connect program, Media Day, networking events, and a ‘sold-out expo’.
In its 35th year, the event will welcome over 1,000 brands, of which 75% are returning from last year, as well as more than 400 credentialed media and some of the cycling industry’s leading voices.
Incorporating elite racing and a cycling festival, the Life Time Sea Otter Classic is also a networking event for cycling and outdoor industry professionals.
Thursday, April 10, recognized as ‘Industry Day’, will welcome both consumers and trade visitors to the Sea Otter Classic expo.
Qualified retailers, buyers, and industry professionals are invited to apply for complimentary four-day Festival Passes. These passes grant access to the expo and a dedicated Industry Hub – an area designed for meetings, networking, and a quiet space to recharge amidst the festival excitement.
Industry Connect applications can be submitted online by March 27, 2025.
Media Day
Wednesday, April 9, will offer journalists, photographers, and content creators an opportunity to pick up credentials and media parking passes before the event officially opens.
In a new addition for 2025, Media Day will also offer credentialed media the chance to speak with the Life Time Grand Prix athletes ahead of the first race of the 2025 Series (Gravel Race on Thursday, April 10).
“We’ve been lucky to be partners of the Sea Otter Classic since the beginning,” said Georgia Leslie, EMEA Category Marketing Lead – Mountain at Specialized Bicycles.
“What makes it so special is the face-to-face interactions we have with riders and our partners. It’s a place where we all get to connect once a year from all around the world.
“Riders can talk to the people who made the products, test ride the latest bikes and equipment and hang out with pro athletes. It’s like a really fun family reunion, and we look forward to it every year.”
Lucinda Beresford, Global Retail Marketing Manager at Endura added, “We have been coming to the Sea Otter Classic expo for many years.
“We were unable to attend last year, so we are excited to be back. It’s always been the place to kick off the year as a brand and reconnect with the industry after the off-season. The face-to-face interactions we have here build lasting connections with our customers and partners and preview new and existing products in our range.”
