Madison hails successful return of two show/one week iceBike* format

Last year, Madison shook up its long-established iceBike* house show, splitting it over two locations (for the North and the South). Judging it a success, Madison has stuck with this new format for 2024 and that too has gone down well with the trade, with numbers hitting new highs.

1,900 people registered for iceBike* North and South 2024, this time running over the UK’s best known left-turn-only cycling venues – London’s Lee Valley Velodrome and the Manchester Velodrome, home of British Cycling.

Stands sizes were increased for 2024 allowing for more product for visitors to see, with brand new products on display from  Park Tool, Shimano, Vittoria, Finish Line, Genesis, Madison Clothing, SiS, Knog and more.

Alongside product the usual schedule of seminars proved extremely popular particularly the Shimano, Freewheel and Bicycle Association seminars, said Madison, adding that its ‘Ask The Panel’ Director Q&A session was also extremely well attended in London and Manchester with some excellent discussion topics put forward by guests.

Dominic Langan, CEO of Madison and Sportline, said: “As I reflect on another successful iceBike* trade show, I am filled with immense pride and gratitude to all the team of staff and suppliers who made it possible and to all the customers who took the time and made the effort to attend. We are in challenging times, but from the moment the show opened in both London and Manchester it was clear that there was nothing but optimism, determination and an unwavering commitment to driving the industry forward.

“The energy and enthusiasm at iceBike* – from industry veterans to newcomers – created an atmosphere of camaraderie and shared purpose. There were plenty of great conversations, thought provoking seminars and networking both at the show and at our evening social events which make it clear that iceBike* is more than just a tradeshow but a community of like-minded business people.

“To all my staff, suppliers, partners and customers, I extend my deepest thanks for your continued support and dedication and it is that which makes iceBike* such a premier event in the cycle industry.”

Peter Duynslaeger, Sales Director at Lazer, said: “We’re all aware iceBike* is a massive undertaking both in time and resources, but speaking for the Lazer team, it’s priceless engagement with retailers that gets stronger each year.

“Thank you to the Madison team for providing us that extremely valuable opportunity year over year that helps us in bringing better products and services to the UK bike market.”

Andrew Inman, Global Sales Director from Aeroe, said: “I just wanted to say: what an amazing show! You guys can be proud of the culture you have created, it was rad to see everyone pitch in, roll up their sleeves and get things done.

“It was cool to see every shop that came in treated like a long-lost friend. I left the show knowing we are in great hands, with new friends and so excited for what lies ahead.”

Registrations for iceBike* 2025 will open in October.

Watch the iceBike* South highlights video here: https://vimeo.com/919665896

Watch the iceBike* North highlights video here: https://vimeo.com/919670667