Festival returns to Monterey in two weeks with the largest number of industry leaders set to attend
Monterey, California - 30th March 2026: The Life Time Sea Otter Classic returns to Laguna Seca Raceway from April 16-19 for its 36th edition, to kick off the 2026 season for the global cycling industry. With over 1,000 brands from 33 countries confirmed to exhibit, the event has established itself as the world's premier cycling festival.
While the festival remains a mecca for fans, it has also become a primary growth engine for the industry. In 2025, the Sea Otter Classic expanded its Industry Connect program to a four-day experience, designed to foster business growth and professional networking. The program offers cycling and outdoor industry professionals exclusive access to the heart of the trade. As the ultimate networking event for the cycling and outdoor sectors, Industry Connect provides a platform for retailers, buyers and industry leaders to engage with over 1,000 exhibitors.
This year, the Industry Connect program, now hosted by Hasty Awards, includes 1,132 industry professionals, seeing a 30% increase in attendance from 2025. Find out more about the program here.
With over 75,000 expected attendees, the Life Time Sea Otter Classic continues to go from strength-to-strength, providing the pathway for the cycling industry's continued success. In its 36th year, the festival welcomes back several iconic brands, which continue to use the festival to debut new products and use it as the launchpad for the year.
Peter Orcutt, Senior Director of Outdoor at Adidas, said: "Mountain biking has been a foundational pillar of Five Ten's identity for decades, and we've been proud to grow our brand alongside the culture."
"Whether contributing to grassroots events or shaping our footwear innovation around rider input, our core belief has always been to show up for the community. The Life Time Sea Otter Classic is a cornerstone moment for the sport, and returning allows us to connect with that culture, support those who drive it forward, and preview what's next for Five Ten."
Sylvie Woroniecki, Global Brand Manager, LOOK Cycle, said: "The Life Time Sea Otter Classic is where the global cycling community comes together to discover what's next, and that's exactly the energy LOOK and PEMBREE thrive on. With over 70,000 passionate riders and 1,000+ brands converging on Monterey, there is simply no better launchpad to showcase our vision for gravel and gravity riding."
"Sea Otter's unique blend of racing, demo rides and expo culture gives us the perfect setting to put our latest innovations directly into riders' hands. We're bringing the full breadth of our new gravel ecosystem, from bikes to pedals, alongside PEMBREE's gravity range, and we can't wait to share what we've been working on."
James Baldwin, Country Manager - North America, Brompton Bicycle, said, "We have been exhibiting at the Sea Otter Classic for the last decade. Having been part of the festival's growth, it remains a vital moment in the calendar for us to connect with cyclists, showcase our range, and engage with new audiences.
This year, we're excited to bring the Brompton World Championship race back on Saturday, April 18. We last held the race there in 2018 and feel it's the right time to bring the energy back stateside and connect with new riders."
Frank Yohannan, Founder of the Sea Otter Classic, said: Our mission has always been to create a truly great experience for everyone involved—from the consumers, to the media and the entire cycling industry. As the Life Time Sea Otter Classic grows, we continue to maintain the same sense of family that started it all 36 years ago. It also certainly doesn't hurt to be in Monterey and to get out on the bike in the sun once the work is done!"
The full schedule for the Life Time Sea Otter Classic 2026 can be found here, and the full exhibitor list here.
About the Life Time Sea Otter Classic
Known as the "World's Premier Cycling Festival," the Life Time Sea Otter Classic is a four-day celebration of cycling featuring over 1,000 brands, 6,000 athletes, 70,000 attendees and almost 6,500 campers. The 36th annual edition takes place April 16-19, 2026, at the Laguna Seca Recreation Area, Monterey, California. For more information visit www.seaotterclassic.com.
About Life Time
Life Time (NYSE: LTH) empowers people to live healthy, happy lives through its more than 185 athletic country clubs across the U.S. and Canada, the complimentary and comprehensive Life Time app featuring its L•AI•C™ AI-powered health companion, and more than 30 iconic athletic events. Serving people ages 90 days to 90+ years, the Life Time ecosystem uniquely delivers healthy living, healthy aging, and healthy entertainment experiences, a range of unique healthy way of life programs, highly trusted LTH nutritional supplements and more. Recognized as a Great Place to Work®, the company is committed to upholding an exceptional culture for its 43,000 team members.
