# 04

PREVIEWA publication by Madison & Sportline

THE ICEBIKE

VENUE: ARENA:MK

E X T R A V A G A N Z A - SHOW ONLY OFFERS FROM TOP EXHIBITING BRANDS -

interaction | connection | education

MILTON KEYNES, MK1 1ST

REGISTER ONLINEWWW.ICEBIKE.CO.UK

A 1 0 T H A N N I V E R S A RY

TRADE23RD-25THFEBRUARY

PUBLIC27TH-28THFEBRUARY

PEARL IZUMI • THULE • SHIMANO / SHIMANO STEPS

LAZER • FINISH LINE • PRO • KRYPTONITE

ELITE • CONTINENTAL • PARK TOOL • GARMIN

..AND MORE...

S H I M A N O P E D A L I N G D Y N A M I C S

INTRODUCING ROAD PERFORMANCE, A NEW RANGE OF SHOES FOR THE CYCLIST LOOKING FOR PERFORMANCE AND SPEED WITH THE ADDED BENEFIT OF INCREASED COMFORT OVER LONG DISTANCES. WITH AN UNDERSTATED DESIGN AESTHETIC, THESE SHOES ARE STYLISH YET SIMPLE,

FAST YET FUNCTIONAL AND OF COURSE FEATURE SHIMANO’S LEGENDARY QUALITY.

SH-RP9 £174.99

FLAGSHIP ROAD PERFORMANCE SHOE DESIGNED

FOR LONG DAYS IN THE SADDLE. AVAILABLE IN BOTH

BLACK AND WHITE COLOUR OPTIONS.

ALLOF

THECOMFORT

N O N E O F T H E P R E S S U R E

SH-RP2 £69.99 SH-RP3 £79.99 SH-RP5 £89.99

“ALL THAT JAZZ..!”

Have you registered yet? This is a very special edition of Sports Etc, we are extremely proud to bring you our iceBike* preview, filled with news, guides and more from what is one of the trades biggest shows in the UK.

10 years. iceBike* has been held every year for a decade and gone from strength-to-strength. Now bigger than ever before, Madison has to host the show in Arena:MK, the expo area of Milton Keynes football stadium! Here you will find brands-galore with all the latest products and tech you’ve seen online and heard rumours of.

Not only will you see all of the very best that Madison has to offer, when you attend Arena:MK this February you will also have access to two other shows that are under the same roof as iceBike*. The Sportline Show is home to all of the bike brands that Sportline distributes, and iceTackle* will feature all the very best bits from the fishing industry and distributor Leeda.

Want to find out more? (why wouldn’t you!) Read on…

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BEHIND THE SCENES

FAQ’SThe questions and the answers.iceBike* is a massive show and this year will simply be huge. To help you out and to make your trip to Milton Keynes easier, we’ve put together a handy FAQ for you to peruse.

What is iceBike*?iceBike* is a market leading trade show run by UK distributor Madison. It features exclusive products from some of cycling’s biggest brands as well as team launches, pro cyclist Q&As and insightful seminars on everything cycling.

Why should I come to iceBike*?Come along and see some of the biggest cycling brands in the world showcasing exclusive products and items. We also have plenty of iceBike* offers that mean you can get great deals on your favourite products. Seminars to keep you up to date with the latest retail trends and celebrity guests and team launches.

All for free!

How long is the show?The show runs from Tuesday 23rd to Thursday 25th February. There is also a special public opening on the weekend (27th & 28th).

What/who will I see at the show?Do the names Shimano, Garmin and Park Tool ring a bell? How about Chris Akrigg or Manon Carpenter? You can see all of them plus much, much more (50+ brands in attendance).

What about accommodation?We have you covered for accommodation, we have options for hotel rooms available when you register online... limited availability though!

How much does it cost?iceBike* is FREE! Simply make sure you’re registered on www.icebike.co.uk and you can come along to the show.

Can I buy stuff there?Your local Sales Agents will be in attendance so if you see something you like and/or you’d like to take advantage of one or more of the very special iceBike* offers then you will be able to place an order straight away.

Three different shows?Sportline and Leeda (two other major distributors) also host shows at the same time in the same venue. If you attend you will have access to iceBike*, Sportline Show and iceTackle*

If you have any other queries about iceBike* please contact us at iceBike@madison.co.uk

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Information overload

Write to us: sportsetc@madison.co.uk

WELCOME

THE EXCLUSIVE PUBLIC WEEKENDTo help celebrate the tenth anniversary of iceBike*, we are opening our doors to the public.

The first ever public iceBike* exhibition takes place at the MK:Arena on Saturday 27th and Sunday 28th February and offers visitors the opportunity to see the latest products first-hand as well as take advantage of any unique brand offers.

Visiting the show is completely free and open to everyone as long as they have registered online in advance. Register online via www.iceBike.co.uk

CONTACTNeed iceBike* related help? You can contact us by email or telephone.

EMAIL:ICEBIKE@MADISON.CO.UK

TELEPHONE:01908 326032

EVENINGENTERTAINMENTFood and booze...Free food and drink have been arranged for each night at some of the best bars and restaurants in and around the Milton Keynes Hub. The venues are booked from 7pm until 11pm.

We have exclusive use of the following venues on the following days:

WEDNESDAYItalian

Zizzi Ristorante

Well-chosen ingredients, simply put together to

make exceptional Italian food.

THURSDAYLatin American

Las Iguanas

Delicious, authentic South American food, made with

passion, love and lots of Latin magic.

TUESDAYIndian

Jaipur

Opulent restaurant in an exotic, Indian-style

building serving a menu of traditional dishes.

DURING THE SHOWDuring the day there will be a hot and cold food buffet available from 12pm ranging each day from jacket potatoes, baguettes, wraps and salads.

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#04 THE ICEBIKE PREVIEW

www.iceBike.co.uk

iceBike* Show1. Shimano2. PRO3. Th ule4. Aztec5. Trufl o6. Nutrak7. MPart /MWheels8. Hump9. Madison Clothing

10. Park Tool11. SiS12. Profi le Design14. Compressport15. Garmin16. Lazer17. Pearl Izumi18. Stealth

19. Nuun20. Mule Bar21. Elite22. Ogio23. Gear Up24. Bobike25. Bikefi tting26. Bliss27. Wheels Manufacturing28. White Lightening29. Finish Line30. Outdoor Tech31. Quadlock32. Recon33. SP Gadgets/GoPole34. DT Swiss35. Kryptonite

36. Continental37. K-Edge38. Respro39. Lifeventure/Lifesytems40. Mechanix Wear41. Gamut42. Madison Saddles43. Light & Motion44. Electron45. Infi ni46. Fibertec47. Madison Helmets48. ATG49. ACT50. Direct Debit51. B2B

Sportline Show1. Genesis2. Ridgeback3. Rapide4. Wishbone5. Adventure6. Saracen7. Ridley

iceTackle Show1. Wychwood Carp2. Wychwood Game3. Clothing (MAP & Wychwood)4. Wiley X / Maxima / Petzl5. MAP poles6. Leeda Profi l, Leeda Rogue, Leeda Concept7. Leeda Sea8. Silverpoint / Seal Skinz / Kryston / Gorilla / Kamsan9. MAP

SIS

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KRYPTONITE BIKE LOCK UP

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Vote for your HERO PRODUCT

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E-BIKETESTTRACK

FIRST AID

SEMINARS THIS WAY

Talks and Presentations are held on

the fi rst fl oor balcony

NB: Th e above layout is subject to fi nal changes

Find your way aroundFLOORPLAN

Contain your excitment

#04 THE ICEBIKE PREVIEW

WHAT’S HAPPENING

Arguably the biggest name in cycling, Shimano, will be exhibiting its latest range of products including full groupsets, wheels and pedals. In addition, Shimano will be coming to the MK:Arena loaded with exclusive iceBike* off ers that will not be available anywhere else in the country. With the expected growth of e-bikes in the UK next year, Shimano STEPS will also be on show with a demo track for visitors to get to grips with the technology and speak to the brand about its exciting plans for the e-bike market.

VISIT THE BELGIAN BIKE BONANZABelgian powerhouse, Ridley is displaying its entire 2016 road range at iceBike*.

Ridley is the bike of choice for the Lotto- Soudal team and will be proudly showing off Andre Greipel’s famous green Noah SL. It is the bike he rode to victory on stage fi ve of the 2015’s Tour de France! Cyclo-cross riders will be able to check out the brand new X-Night SL25, which makes its fi rst public appearance at iceBike* to wow visitors.

USE YOUR HEADDemonstrating a whole host of its latest innovations in the safety market, Lazer will exhibit its limited edition Blue EPS helmets, one-of-a-kind Revolution Helmet and new MX7 full face helmet, as worn by the Madison Saracen Downhill team.

In addition, the innovative Inclination Sensor will be on display for people to see. Th is clever invention detects when riders move out of the optimum aerodynamic position, and alerts them to ensure that position is maintained for maximum performance.

Lazer is one of the leading helmet manufacturers in the world and has been making them since 1919, so iceBike* 2016 is a great opportunity to fi nd out more about the brand and see its entire product range.

2016 SEES THE RETURN OF LEEDA’S ANNUAL TRADE

ONLY EVENTOver at iceTackle*, our spotlight on the hottest angling and outdoors brands will be featuring all the very best bits from the fishing industry and distributor Leeda.

Leeda will be showcasing some awesome new tackle from MAP and Wychwood to cover all disciplines, plus the military-spec, waterproof apparel from Sealskinz, the latest tech from global lighting geniuses PETZL, and Wiley X, producer of high performance eyewear that is literally bullet-proof!

FREE BEER!AT THE END OF THE DAY BOTH LAZER AND RIDLEY WILL BE OFFERING SOME FREE, TASTY BELGIAN BEER...

THE ICEBIKE* AWARDS HALL2016 marks the inaugural iceBike* Awards. Each of the brands will be proudly nominating its best product and presenting it in the iceBike* Awards Hall for visitors to nominate their favourite products. Winners will be announced after the show!

You can fi nd the awards hall just after you pass reception.

Th is year at iceBike* we have a designated area to lock up your steed for all those who would like to ride their bike to the show. It won’t just be locked up but the area will will also be manned by a security personnel for the duration of the shows’ opening hours.

Now you have no excuses not to ride!

BIKE LOCK UP

UPDATED ENERGY GELS MuleBar is exhibiting its range of bars and by popular demand will be launching its range of updated energy gels at the show. Th e fast-acting energy gels are made with Himalayan crystal salts and come in fi ve diff erent fl avours that off er steady release energy, making them perfect for long rides or runs. Visit the MuleBar stand to see and try the delicious new MuleGel collection.

GET YOUR COFFE HITGet a proper taste of iceBike* by visiting the Th ule stand at this year’s show. iceBike* regulars will be thankful to hear that world famous coff ee barista Roberto Dell’Aquila will be serving amazing coff ee all day, every day. Always a highlight of the show, Roberto will show his skill with a delightful blend of Italian coff ee beans.

DATUM 30

See Road.cc’s 2015 Sportive Bike of the Year, the Genesis Datum 30! In addition, Genesis also has the Zero on show, the bike ridden by the Madison Genesis team that competed so well in last year’s Tour of Britain.

E-BIKE TEST TRACKThe Ridgeback Electron will be available for visitors to try out. The Electron is the debut e-bike range from Ridgeback and makes use of Shimano STEPS technology that has a charge time of 4 hours and a range of up to 125km.

DAILY TITLE PRESENTER11 am Shimano STEPS and the e-Bike market BOY OUDENAMPSEN Shimano

11.30 am Retailing clothing - Getting it right CLEMENCE COPIE Brand Manager, Madison

12 pm Bike assembly in your retail business CALVIN JONES Park Tool

1pm LUNCH

1.30 pm Social Media - Making it work for your shop ADAM TRANTER Social Media Manager, Fusion Media

2 pm Retail Finance – The fastest growing sales tool in the UK KEVIN HUGHES National Account Manager, Central, V12 Retail Finance

3 pm In-store: Merchandising and Promotions that make a difference MARK O’ DOLAN Managing Director, High Street Mentor

3.30 pmTuesday Only Sports Nutrition - The easy sell TIM LAWSON Sports Nutritional expert and Stealth founder

3.30 pmWednesday Only Sports Nutrition – Getting it right GARETH MILLS Head of UK Retail, Science in Sport

“LISTEN TO THE CHAT...”Every year, iceBike* provides unique industry insights and retail advice from independent experts to add real value to retail owners and staff.

2016 has its best line-up ever.

The seminars are designed to give visitors valuable skills and ideas that they can apply to their businesses and offers a great opportunity to speak

to brands about what matters to them.

Calvin JonesPark Tool

One of the most recognised bike mechanics in the world, Calvin is known for his

entertaining tutorial videos and incredible product knowledge.

Clememce CopieMadison

Brand Manager and apparel expert, Clemence will be hosting an invaluable session on profitably ranging, managing

and selling cycling-specific clothing.

Boy OudenampsenShimano

Boy looks at the e-bikes market, it’s projected growth and what makes Shimano STEPS a true force to be reckoned with in

2016.

Tim LawsonStealth Nutrition

Founder of Stealth nutrition with over twenty years’ experience of developing

the best sports nutrition products on the market shares his knowledge.

Gareth MillScience in Sport

Head of UK Retail at SiS, Gareth will be taking a session on what retailers can do to make more of sports nutrition in their

business.

Mark O’DolanHigh Street Mentor

Retail expert Mark will present the best practice in how to merchandise shops

effectively and how to activate promotions and sales to enhance retail offerings.

Kevin HughesV12 Retail Finance

Retail finance is also the fastest growing sales tool in the UK in the cycling and

angling industries, so Kevin will be hosting a seminar on how dealers can make better

use of it in their businesses.

Adam TranterFusion Media

Social media expert Adam will host a workshop on how to make Facebook, Twitter, Instagram and other online

platforms work for retailers.

Listen and learnSEMINARS

WIN A BIKEGENESIS CDF 20Th e ‘one bike’ that will take you almost anywhere, come rain or shine, that you’ll be hard pushed to reach its’ limits and most importantly, induce big grins with each and every outing?! Th e Genesis Cdf 20...

Enter online at www.madison.co.uk/sportsetc “What is Road.cc’s 2015 Sportive Bike of the Year?”

Supply your email address and a few other details. Th e winner will be notifi ed by the end of February. Terms and conditions apply, see online for further details.

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JOS DYER

RETAIL OPERATIONS CO-ORDINATOR

“If you’ve called our Sales department or attended iceBike* over the last 5 years, the chances are we’ve probably crossed paths!

My role in the Marketing Department at Madison is Retail Operations Coordinator; I work directly with stores trying to ensure Madison’s brands are as prominent as possible and getting maximum exposure to consumers in store. That can be something as simple as making sure you have the latest Point of Sale or helping with full store re-fits requiring custom graphics and installs. I also have involvement with larger projects that require multiple stores to be branded, such as the recent re-launch of Shimano Service Centres.

Ultimately, I make sure our products and brands are being seen.”

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THE

MADISONFLEET

TO DO: WORDSEARCH

Just a little bit of fun

GET IN TOUCHSPORTSETC@MADISON.CO.UK

#04 THE ICEBIKE ISSUE

W S S J W N A R E A C C K I CT E D D S R O L E S B R S C ID Q S N E R K I L G L D E E LU Z W N A C T E T T I J K B BJ L A W A R K N I I Z S S I UA M Q T N Y B I A J B R T K PK P E F Z O W L Z Z E I U E AI C T R A D E T U F B I H M RI K B Z X K P R F U E T K X BS E N Y E K N O T L I M L V EN O S I D A M P Y Z Q P V Y KH W P I C B N S N D G C J X KF E B R U A R Y H R N O E F YV V A M U L Z N E O E Q I S ZP R O D U C T S U J W V V R A

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QUICK FIRE

RUTH SCHOFIELDTrade Marketing and Events Manager

iceBike* is coming! Are you looking forward to the 2016 show?iceBike* 2016 is set to be our biggest and best iceBike* to date, with the added excitement of opening the doors to the public for the first time in the history of the event.

When did planning start for this year’s event?Planning for this year’s iceBike* started in April of last year.

How many iceBike* shows have you worked on? This will be my fifth iceBike*.

What’s your favourite bit of the “iceBike* week”?My favourite part of iceBike* week is usually during the fi rst morning of the event when the hall is full of all of our dealers, long standing and new, and all of our staff . Th e atmosphere is buzzing with excited conversations about all of the new products, the many hugely benefi cial show off ers and the wide range of brands on display. Th e whole event suddenly becomes alive and it makes all of the planning, preparation and hard work that everyone involved in the event has put in hugely worth while.

What other events do you do for Madison/Sportline?I am involved with and organise alongside the rest of our Marketing Team, all of the events that we attend with Madison/Sportline. These include events such as; The Cycle Show, The London Marathon Expo, The Pearl Izumi Tour Series, The DirtBike Show and The London Triathlon Show as well as many of our in house events including The Sportline Bike Launch.

Name one thing you’d recommend to see at this year’s show?The new addition of the ‘iceBike* Awards Hall’, where you can vote for your favourite products from all of our brands on display at iceBike* this year.

What’s your biggest indulgence?I have a great and apparently quite well known fondness for Cadbury’s Dairy Milk Giant Chocolate Buttons!

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WIN A BIKE

SPORTSETC@MADISON.CO.UK

RANDOM

Bigger and better than ever before

23rd - 25th February 2016Location: Arena:MK, Milton Keynes, MK1 1ST

iceBike* is returning for its 10th year with a bang. With some of the biggest cycling parts and accessory brands in the UK exhibiting and offering exclusive show deals this is an event not to be

missed! Tickets also include entry into the neighbouring iceTackle* and Sportline Show.

Register for a ticket today online

www.iceBike.co.uk

iceBike* is a trade show hosted by Madison and Sportline

interaction | connection | education

KEY BRANDS EXHIBIT ING INCLUDE