Motorcycle Live organisers announce first phase of major overhaul in bid to attract more biking fans

The annual Motorcycle Live show at Birmingham’s National Exhibition Centre (NEC) is set to gain a radical overhaul for 2024, with organisers promising a new festival theme, as well more live action shows, and music performances.

Taking place from November 16-24, the event is set to welcome the usual array of manufacturer stands with the latest metal, alongside new features such as freestyle motocross and trials riding, plus stunt shows from world record holding professionals, still to be announced.

Last year’s event attracted just shy of 90,000 visitors across nine days and it’s hoped this year’s alterations will boost that total further – with organisers looking to attract new areas of the market, as well as encourage people to return more frequently.

“Post Covid it’s been a challenge, but it would appear from the feedback that we’ve got that Motorcycle Live was delivering regularly and people were happy,” Managing Director, Finlay McAllan told MCN late last week.

“But people were not coming regularly and by that I mean every second or third year and the feedback from that was they weren’t coming every year because the show was similar. 

“It struck us that it really wasn’t enough of a pull to make people come back to Motorcycle Live every year,” McAllan admitted. “People know it’s a show that they want to come to – it’s almost like it’s their nirvana – but what we’ve got to do is grow the audience.

“We want younger, newer people coming into motorcycling and we spent time looking at the things that excited people.”

Despite there still being months to go until showtime, hundreds of tickets have been sold and 37 manufacturers have signed up to attend – giving visitors the opportunity to sit on, and familiarise themselves with, the latest machinery.

As usual, test rides will also be available, as well as free instruction on the brand-new indoor off-road Festival Trail – with kit on offer to use from Arai, AGV and RST, meaning there’s no need to lug yours around on the day.

It’s not all about new bikes either, with classics set to be on display, as well as a number of riding kit retailers on hand to deck you out for the upcoming year of riding.

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“It’s not about what’s in fashion, but the things igniting people’s interest, and festivals seem to be that thing that unite people,” McAllan continued. “We looked at festivals that were working and elements that were working and that really kind of lit people’s imagination and interest.”

A number of new presenters will also be used across multiple sections, with the traditional Blackhorse Stage also getting a new look before welcoming stars from multiple motorcycling disciplines.

Away from the exhibits, the food and drink has also had a revamp – moving away from the traditional burgers and chips to welcome a number of street food vendors from across the world.  

“Food is as important to a day out as the day out itself,” the organiser added. “On the high street now it’s street foods, it’s that smell that draws you in, and we realised we need to work harder in what we’re delivering people for their day out at lunch time.”

More announcements are set to be made in the coming weeks, with tickets already available at motorcyclelive.co.uk for the same price as last year.