One week to go until iceBike* 2019

With only one week to go until iceBike* opens its doors for 2019, we recap what visitors can expect when they descend on Arena:MK from the 19th February.

250 new products

This year’s show will see the launch of over 250 new products, including new clothing from PEARL iZUMi, Shimano and Madison, new Park Tool, hydration packs from Thule, bottles from Elite, lids from Lazer, Dynaplug, new-look Ridgeback, DT Swiss wheels. New product line-ups have also been announced from the likes of Finish Line, Wheels Manufacturing, MilKit and Respro.

Three new brands which joined the Madison portfolio last year will also be making their iceBike* debut next month at Arena:MK; 100%, Cosmo Connected and Flat Tyre Defender.


Show host Madison has brought in the services of customer service expert Alf Dunbar, Park Tool guru Calvin Jones and Shimano to talk about e-Bikes and Shimano Service Centres. There will also be updates on Freewheel and how to join, a demonstrator team and Madison’s new and updated B2B system.

You can view the full seminar schedule here.

Evening entertainment

On Tuesday Madison is taking attendess all to its Bradwell Abbey site for an Italian-themed evening to celebrate Elite’s 40th. Wednesday evening will be Lazer’s centenary celebration, the official launch of the Shimano Technical Centre and some live Zwift action.


After rolling out its IBD e-commerce Freewheel programme last month, Madison is opening up the programme so that any interested retailers can join the union. Those wanting to find out more about Freewheel are encouraged to attend iceBike* this year to get all of the details about what the programme entails and how they can get involved. There will also be daily seminars at the show explaining more about the platform.

Concept Store

Taking centre-stage at this year’s show will be the concept store. Consulting retail and merchandising experts, Madison has created a space to help visitors with visual merchandising and POS best practice. The store was a big hit in 2017 so is making a return for this year with a focus on offering something tangible that retailers can learn from and take back to their respective businesses.

There is still time to register for the show, by visiting

Hayley Everett

Multimedia Reporter

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