Remember that before attending the talks, you must pick up your accreditation at the Accreditation Room.
- 17 Sep CYCLE TOURISM CONFERENCE (Connect Room)
- 18 Sep BIKE INDUSTRY SUMMIT (Connect Room)
- 18 Sep HEALTH AND CYCLING FORUM (Health Forum)
Reception & Welcome
Welcome coffee and networking session for conference participants, speakers and industry professionals.
MODERATOR:
Maurici Carbó. Director. Sports Tourism Consulting
The new cycle tourist: profiles, behaviours & travel trends. Special focus in the french cycle tourist
Who is today's cycle tourist, and how are their expectations evolving? This session explores the changing profile of cycling travellers, from road cyclists and gravel riders to e-bike users, bikepackers, families and active holidaymakers. Through the latest market insights and consumer trends, speakers will examine travel motivations, spending patterns, booking behaviours and destination preferences, helping destinations and businesses better understand and respond to the future demand for cycling travel.
SPEAKERS:
Karine Lassus. Sykkle. Consultante vélo 360
Josefina Mariné. Director France Office at Catalan Tourist Board
Agència Catalana de Turisme
Planning & Managing Cycling Destinations: France & Catalonia
How can destinations successfully plan, manage and market cycling tourism in a sustainable and coordinated way? Through the examples of the France and Catalonia, this session explores how regional tourism agencies and public stakeholders are developing cycling as a strategic tourism and territorial development tool, balancing destination growth, infrastructure development and environmental sustainability.
MODERATOR:
Karine Lassus. Sykkle. Consultante vélo 360
SPEAKERS:
Florence Gall. Délegué Génerale. France Velo
Josefina Mariné. Director France Office at Catalan Tourist Board / Agència Catalana de Turisme.
Florence Laparra. Responsable Promotion Communication. L'Agence des Pyrénées.
- Caroline Bayard. Chargée des activités outdoor. Ariège Pyrénées Tourisme.
Building cycling experiences. The partners behind successful cycling tourism products and events
What does it take to create a successful cycling tourism experience? Behind every cycling holiday, training camp, gravel adventure, MTB trip or cycling event, there is a complex ecosystem of partners working together to design, operate and deliver the final customer experience.
MODERATOR:
Maurici Carbó. Director Sports Tourism Consulting
SPEAKER:
José Fresco. CEO. La Fuga Cycling
Girona.
Coffe break
Networking break with exhibitors, speakers and conference participants.
Bike Rental market insights
How are cycling holidays, bike rentals, cycling events and active travel experiences being distributed and sold in an increasingly digital and AI-driven travel market? This session explores how operators, destinations and service providers are adapting to new booking behaviours, online distribution channels, personalization technologies and AI-driven customer journeys.
MODERATOR:
Maurici Carbó. Director Sports Tourism Consulting
SPEAKERS:
Joan Terradas. CEO. Bikelia.
Bike Rental 2030: Cycle tourism, bike events & digital distribution
Bike rental is becoming a key component of cycling holidays, destination experiences and bike events, driven by the growth of e-bikes, premium fleets, international travellers, and new digital booking behaviours.
The discussion will address the future of bike rental in cycle tourism: online booking, fleet management, partnerships with hotels and tour operators, event-based rental models, logistics, pricing and customer expectations.
MODERATOR:
Maurici Carbó. Director Sports Tourism Consulting
SPEAKERS:
- Joan Terradas. CEO. Bikelia.
- Bea Ariza Events & Tours Manager. Gran Fondo Community
- Alba Jordà Sales and Marketing Manager. ESCAMPA Hotels
AI, content creators & the new cycling media economy
How are AI, social platforms, creators and specialized cycling media transforming the way destinations, events and brands inspire, influence and sell cycling experiences? From YouTube and online communities to podcasts, newsletters, athlete ambassadors and short-form content, this session explores the evolving cycling media ecosystem and the growing role of creators, digital communities and AI-powered storytelling in cycling tourism marketing.
MODERATOR:
Maurici Carbó. Director Sports Tourism Consulting
SPEAKER:
Jordi Cadena. CEO Artic Outdoor - Evasion TV
Josep Morales. Co-CEO. Cordada
Marc Figueres. Periodista. Creador canal El Sello Ciclista
Building win-win partnerships between the bike industry and cycling tourism ecosystem
How are bike brands, retailers and cycling destinations collaborating to create new experiences, reach new audiences and generate mutual value?
This session will showcase emerging collaboration models and successful case studies, exploring how sponsorships, destination partnerships, product testing, ambassador programmes, co-branded experiences, cycling events and digital content are generating value for all stakeholders.
MODERATOR:
Maurici Carbó. Director Sports Tourism Consulting
SPEAKER:
- Quentin Guignard. Directeur Marketing et Communication. Origine Cycles
Networking Lunch
Networking lunch for conference delegates, speakers and industry professionals.
SOE Connect speed marketplace. The B2B cycle tourism networking
A dynamic networking session designed to connect destinations, tour operators, accommodations, bike brands, mobility companies, media, creators and cycling industry professionals. Through curated speed meetings and open networking, the SOE Connect Speed Marketplace encourages cross-sector collaboration, new business relationships, content partnerships and innovative projects across the cycling, tourism, mobility and outdoor industries.
Reception & Welcome coffee hosted by AMBE (Spanish Association of Bicycle Brands)
Welcome coffee and networking session for bike industry professionals, brands, retailers, distributors, startups and mobility stakeholders attending the SOE Bike Industry Summit.
Spanish Bicycle Industry Barometer published by AMBE
Presentation of the latest edition of the Bicycle Sector Barometer, prepared by the Spanish Association of Bicycle Brands (AMBE), with an analysis of market trends, sales, consumer trends, and the current state of the bicycle industry in Spain.
SPEAKER:
AMBE. Javier López, Data Manager
AMBE Round Table: The State of the Bicycle Sector in Spain
Industry leaders will discuss the current state of the industry, the latest data, the transformation of retail, the evolution of demand, and the future prospects of the sector.
MODERATOR:
Jesús Freire, General Secretary, AMBE (Spanish Cycling Industry Association).
SPEAKERS:
David Martín, CEO (Tradeinn).
José Fresco, General Director (La Fuga Cycling).
Íñigo Isasa (Specialized).
Javier López (AMBE)
European bicycle industry outlook by AMBE and Paul Walsh, CEO European Cycling Industries
Overview of the current European bicycle industry landscape, analyzing market trends, economic context, mobility policies, international competition and the future outlook for the cycling sector across Europe.
MODERATOR:
Jesús Freire. General Secretary. AMBE (Spanish Cycling Industry Association).
SPEAKER:
Paul Walsh. CEO. European Cycling Industries.
Networking Brunch
Networking brunch bringing together bike industry professionals, retailers, distributors, startups, media and mobility stakeholders to encourage business connections and informal meetings.
Country focus France. French market bicycle industry trends.
Focus session on the French bicycle market, exploring consumer trends, retail evolution, mobility policies, financing models and business opportunities in one of Europe’s leading cycling economies.
SPEAKER:
Florence Gall. Délegué Génerale. France Velo.
Julien Gauthier. Vice-president Union Entreprises Sport et Cycle
Brands, distribution & retail transformation pulse by Tradebike & Cetelem
Analysis of the evolution of bike retail, consumer behaviour and distribution channels, including omnichannel strategies, financing solutions, leasing models, e-commerce and the transformation of the independent bike retail ecosystem.
MODERATOR:
Tradebike Toni Amat. Director
Bike & mobility start-up presentations
Presentation session featuring innovative startups from the cycling and mobility ecosystem showcasing new technologies, services and business solutions related to active mobility, micromobility, digital platforms and the future of urban and sustainable transportation.
PRESENTED BY:
Light Mobility Cluster & INDESCAT
ENTERPRISES:
Mariano Suñé. CEO. Ubica Design Studio
Chema García. CEO. Geniux Bikes
Jaume Busquet. Co-founder. RILY
Guillem Graell. Co-founder and CEO. Eversting
Networking
Reception & welcome
Arrhythmias in Cycling
This keynote will explore the relationship between cycling and cardiac arrhythmias, the cardiovascular adaptations associated with exercise, and the importance of prevention, medical follow-up, and the early detection of potential risk factors.
SPEAKER:
Ramon Brugada. Cardiòleg
Cardiovascular Health, Performance & Cycling
This discussion will bring together perspectives from cardiology, public health and technology to explore safe cycling practices, prevention, the relationship between health and performance, and the use of sports monitoring devices and wearable technologies.
MODERATOR:
Xavier Aldeguer. Metge especialista en gastroenterologia i coordinador d’Innovació de l’Hospital Universitari de Girona Dr. Josep Trueta i de l’Hospital Santa Caterina.
SPEAKERS:
Gemma Brunet. Coordinadora de Promoció de la Salut i Benestar de Dipsalut
Roman Freixa. Cap del Servei de Cardiologia del Complex Hospitalari Moisès Broggi.
Johanna Blanco. B2B & inReach Department Manager. Garmin
Coffee break
Glucose Monitoring, AI & Cycling
This presentation will explore how glucose monitoring, data analytics and artificial intelligence can help better understand the body's response to exercise, providing valuable insights for both health and cycling performance.
SPEAKERS:
Dr. Josep Vehí. Especialista en intel·ligència artificial aplicada a la salut
Digestive Health & Cycling
This presentation will address the main gastrointestinal issues associated with cycling, particularly in endurance disciplines, and examine the relationship between exercise, nutrition and digestive health.
SPEAKER:
Xavier Aldeguer. Metge especialista en gastroenterologia i coordinador d’Innovació de l’Hospital Universitari de Girona Dr. Josep Trueta i de l’Hospital Santa Caterina.
Nutrition, Digestive Health & Diabetes in Cycling
This panel will combine perspectives from sports nutrition, innovation, technology and personal experience to discuss topics such as personalised nutrition, digestive health, glucose management and cycling with diabetes.
MODERATOR:
Xavier Aldeguer. Metge especialista en gastroenterologia i coordinador d’Innovació de l’Hospital Universitari de Girona Dr. Josep Trueta i de l’Hospital Santa Caterina.
SPEAKERS:
Cesc de Bode Oliveras. Responsable de producte de Finisher
Joel López Bercianos. Biòleg i bioinformàtic especialitzat en intel·ligència artificial aplicada a la salut
Georgina Agell. Ciclista i impulsora del perfil «Con diabetes también se puede».
Networking brunch
Networking brunch bringing together bike industry professionals, retailers, distributors, startups, media and mobility stakeholders to encourage business connections and informal meetings.