Icebike 2018 presents much more than product as IBD development takes centre stage

We’re now just two weeks away from Madison Sportline’s three day Icebike* house show, for which trade members can register here.

Considering the journey to Arena:MK? Here’s a recap on the trade-interest events that the distributor is putting on alongside a plethora of product:

Expanded Business Services Area

New for 2018 this area will be full of stands about the various tools and services at Madison that are available for dealers to take advantage of. Stands focusing on new website Freewheel, the Professional Retailer Programme, Madison’s updated B2B system, credit control and an opportunity to meet and find out more about the demonstrator team.

Find out more about the Business Services Area here.

Professional Retailer Programme

Any interested visitors to iceBike* are encouraged to head to the Professional Retailer programme to see if it is something that can work for their business. After successfully completing its two-year trial phase, the initiative has been opened up to the industry for more retailers to be a part of it. Icebike* presents a great opportunity to have an informal conversation about how it could help your business.

Find out more here.


Every year, the iceBike* seminars are a real highlight of the show and 2018 pays close attention to market needs. Shimano will be talking about the E-Bike market, there will be a Q&A with CEO Dominic Langan and the senior management team, interviews with MTB legends, Steve Peat and Danny Hart, an e-commerce seminar, talk from Zwift and Elite and so much more.

You’ll also be able to catch CI.N columnist and HighStreetMentor’s Mark O’Dolan delivering a seminar on business improvement. Unable to make IceBike? O’Dolan recently delivered a similar talk as part of the CI.N Seminar series, found here.

To catch the full line up of speakers, head here.

Madison Genesis Launch and Ride Out

On the final day of iceBike*, Thursday 22nd February, visitors will once again get exclusive access to the official 2018 Madison Genesis Team launch. Under the careful guidance of new team manager, Colin Sturgess the new-look team will be revealed with a Q&A session with the riders. Following this, there will be a 60km ride-out with the guys that visitors can apply to join. Strictly limited spaces.

Trade members can apply for the ride out here.

Evening Entertainment

iceBike* evenings have been legendary in previous years and this year Madison is putting on a show. Each night has a different theme and will be held over at an overhauled Madison HQ that will be decorated to suit the theme of the evening. On Tuesday expect a taste of Japan with sushi and sake, Wednesday night is channeling vibes from Belgian with moules, frites and classic cycling races replayed on televisions. Go big on Thursday with the American night providing quality hamburgers and fries.

Head to the iceBike* website for more information about the show –