Tradeshows! The often debated opportunity cost debate. 😅
Attend & exhibit, just go to network or don't even make the trip all? 😵💫
I've almost always attended shows with clients who make the investment to build booths. Sometimes I help build up and/or break down but, for instance, Twotone hasn't ever had it's own booth. My point is that I'm acknowledging that my take is relatively abstract considering it hasn't been our dime on the line.
Twotone regularly advises clients on how & which shoes to attend. We help them team up with other brands to be present in other lands and prepare tradeshow plans. While there, we throw our weight behind getting our customers their best bang for their buck! We love it!
Nowadways, there more shows than ever and more ways to use marketing spend too: advertorials, paid content & online ads. Not to mention, producing shoots, sponsored athletes & influencers + simply seeding product. Did I mention paying PRO's like Twotone too? 😎
That being said, depending on the demographic of the show (i.e. public or b2b), the region, and ultimately, each brand's goals; one thing is certain: not having your brand on hand is rarely is the answer. My tradeshow experience goes back to before Twotone.
12 years ago, I arrived in Amsterdam via a merger between a company called Highgroove and another called Big Nerd Ranch. At Highgroove, I was the sole sales guy and I replaced the CEO, Charles Brian Quinn, aka CBQ''s sales efforts. Big shoes to fill!
While at Highgroove/Big Nerd Ranch, I went to some pretty sick tradeshows like WWDC, SXSW, GOTO Berlin, & more. CBQ not only saw the value in tradeshows but also organizing, supporting and attending local community events.
This week, I had the epiphany of how infuential his approach was when I saw him share about 7 years of experience attending a tradeshow called Equip Expo with his company, Greenzie, started after Highgroove/Big Nerd Ranch:
- Year one, people asked “does it work?”
- Year two: [womp womp Covid]
- Year three: “how does it work?”
- Year four: “what are the numbers?”
- Year five: “what are my numbers (my ROI)?”
- Year six: “how do we get one on every property that needs it?”
"Now, year seven: we’re here in the booths with four OEM partners, proving it every day in the field." – Charles Brian Quinn, Greenzie
He succinctly condensed 7 years of gradual return earned by attending Equip Expo over the long-term. I think about this example when people knock on Eurobike's relavance or balk at the effort/budget to show up at smaller shows too. The results take time and the face-to-face relationship building in unmatched, especailly over time!
I get that it isn't doable with booths everytime – hell, maybe that format is even antiquated to an extent – but supporting the industry, nurturing your own network and ultimately improving your own bottom line over time is worth really evaluating before the next time you whine. ; )
That all being said! I'll see you all in London for Rouleur Live with Gravaa & Remco Tools! If you're also there, hit reply to ensure we have the chance to say hi!
Thank you for reading & supporting this newsletter,
Jon
p.s.
I'm also going to heading to DT Swiss's annual Craft Bike Days next week for the 3rd year running with my good friend Rob Quirk of Quirk Cycles. You too?
p.p.s.
Some new music singles that I'm loving: Begging Dog (out 12.12), Home Front (out 14.11 & 1st two singles are 🔥), Angel Du$t (out 13 Feb. '26) & Militarie Gun ( the track 'God Owes Me Money' has been on heavy rotation. Album is out now!)
November
- 🇳🇱 2 AMS CX COMP | LRTV SWIFT – DE BULT LEIDEN
- 🇩🇪 3-4 DT Swiss Craft Days w/ Quirk Cycles
- 🇳🇱 5 Wheelrunner Wednesday Ride (Weekly at 6:30am)
- 🇳🇱 6 The Mechanics of Joy Nº50
- 🇳🇱 9 AMS CX COMP | HSC DE BATAAF
- 🇬🇧 13-15 Rouleur Live w/ Remco Tools & Gravaa
- 🇳🇱 16 AMS CX COMP | WV DE AMSTEL – OUDERKERK AAN DE AMSTEL
- 🇳🇱 23 AMS CX COMP | WV AMSTERDAM – SPORTPARK SLOTEN
- 🇳🇱 30 AMS CX COMP | FC TRAPPIST – ‘T TWISKE
December
- 🇳🇱 7 AMS CX COMP | ARC ULYSSES
- 🇳🇱 12 Twotone 11 Year Party | Food, beverages, tattoos & live music!
- 🇳🇱 14 AMS CX COMP | ASC OLYMPIA – SPORTPARK SLOTEN
- 🇳🇱 20 AMS CX COMP | ZWC DTS (Evening Edition!)
- 🇳🇱 31 AMS CX COMP | WV AMSTERDAM – SPORTPARK SLOTEN
January
- 🇳🇱 4 AMS CX COMP | UWTC – UITHOORN
- 🇧🇪 16-18 Velofollies
Bikes
VIA Race: Chapter III & Documentary Premiere
Gravaa's Newsletter: Gravel Worlds, New Retailers & Ready for Rouleur Live!
Sofiane Sehili Freed By Russian Court
Iain Treloar
Iain at Escape Collective reports on The French ultracyclist Sofiane Sehili, who was detained in far-eastern Russia for seven weeks, being released. Man, what a relief and what a crazy story.
Ideas
Mastering Mobility With Car-Free Days | A Brief History
Against Tech Inevitability
Mark Sutton's E-Bike Design & Industry Wish List For 2026
mark sutton
Some solid wisdom from Mark right here!
Friends
Art in Motion: Katharina Siegel’s 8,000km Journey Across Europe
Bicycle Film Festival 25th Anniverary Edition | 7-9 November
Movement & Precision | Matt Ben Stone
Radness
Twotone Turns 11 on 12 December, 2025
Twotone Turns Eleven on 12.12.25! 11 YEARS OF UNITING PEOPLE ON TWO WHEELS
Please join us on 12 December to celebrate your favorite cycling savvy agency’s 11th birthday in style with live music, great food, refreshing drinks, real tattoos and all your friends new & old!
19:00 Party Start, food from @papapatataaa ready & tattoos begin
19:30 Pizza Lawaii — heavy post-punk with local legend @fish_the_wild_bunch_cc on drums!
21:00 @amber.decay — local shoegaze up-and-comers with heavy riffs and emotional vocals
22:00 @neonriver_ — eclectic group of local @doxamsterdam artists: @chaerinmusic, @mazzum_bass & @pedronobre97 crearing a very danceable blend of electronic, indie, rock, and jazz!
23:00 DJ General K – Vinyl collector, selector, soundsystem operator, radio host, ragamuffin soldier; General K on a mission since 2001 to bring Reggae, Dub and Dancehall to all quality music-loving public without discrimination. NICENESS GUARANTEED!
We’ve also got @paulsmoothsailingtattoo aka @v.d.zwaard offering permanent party favors along with local Amsterdam tattooer @inkedbythefox. (See separate posts for their flash for the party)
We’ll also have Ashton from @nativewines.eu on the scene + plenty of @walhallacraftbeer!
We also have T’s available onsite printed here in Amsterdam by @screens.ink & designed by @kike.molares & featuring an image he took during a fixed crit at @cyclingworldeurope of @soulcyclingmagazine’s Chief Editor, @merlingraphy diving into a turn in the drops.
Drop Bars Not Bombs! With so much polarized politics, the threat of war & long-standing unjust aggression, years of genocide, and violent conflicts around the world, we’re promoting a message of peace this year! ☮️💜
See you all on Friday, 12 December!
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(Add the party to your calendar here)
Thank you very much for reading!
Here's to braving the wet & cold this week!