Erik Chalhoub here, roaming the grounds of the Life Time Sea Otter Classic on its first day.
The expo in the center of WeatherTech Raceway Laguna Seca is always bustling with people, booths and bicycles. So many bicycles.
I’ve been interacting with various industry people today, using the opportunity to show them a photo of my 25-year-old-plus Specialized mountain bike. The reactions range from laughter to excitement and shock that it’s survived more than two decades of abuse. But everyone I’ve talked to has said the same thing: Get with the times, man.
Yes, I’m rolling on 26-inch wheels with a triple chainring. Those in the know will realize how ancient this setup is.
While the industry has passed me by, I consider that a positive sign. A biking boom during the pandemic popped in the following years, causing a downturn in the industry.
But signs are pointing to a rebound. More than 1,000 brands from 33 countries are participating in the event, now in its 36th year. Organizers say the Industry Connect program, where industry professionals are brought together to network, has seen a 30-percent increase over 2025, with 1,132 people participating.
A representative of Pivot Cycles told me today that Sea Otter Classic is the place for the industry to get together and share ideas and grow their businesses. Thursday and Friday are geared toward the industry, while Saturday and Sunday gets the consumers involved, he noted.
Interest in covering the Sea Otter Classic has also soared, with about 400 media and influencers attending, a 25-percent increase over 2025, a spokesperson says.
In Monterey County, it’s been a bit of a mixed bag in recent history for the industry. While Work Horse Bicycles in Monterey closed at the end of 2025, Cycles House Bikes opened in Marina. And in 2024, AMG Cyclery opened in Seaside and has continuously grown its presence with frequent rides and other activities.
Heading out to the Sea Otter Classic? Check out this week’s edition of the Weekly, out today.
In it, we break down the Life Time Grand Prix gravel race, which wrapped up this afternoon, while also sharing new and returning events. I also wrote an article about the more than 1,000-plus volunteers who keep the wheels turning for the Sea Otter Classic—as I’m writing this, I’m witnessing volunteers check in and help out the constant stream of media representatives flowing into the grounds.
Maybe I’ll finally break down and upgrade my ride. The longer I stay here, the more nervous my wallet gets.