The fifth part of BikeBiz's guide to Core Bike 2010...

CORE BIKE 2010 GUIDE: Ison and Jim Walker

Ison will again be showing nearly all of its brands at Core Bike, including Identiti, Halo, Gusset, Society, Genetic, ODI, TSG, Renthal, KHE, Salsa, Surly, MRP, White Brothers, Dia Compe, Passport, All-City and Rohloff. Fibrax, Weldtite and Schwalbe will also feature.

The firm will have global brand managers in attendance to answer questions, including John Fleck from Surly and David Gabrys from Salsa, as well as Ison’s own sales staff.

Many of the existing ranges have been expanded for 2010 and Ison anticipates showing dealers its most comprehensive collection yet. Halo wheels has added to its success and popularity in the MTB market with its collection of fixie models, which have already become bestsellers and been lauded by the press and riders alike.

For 2010 the brand will be bringing out a new rim and wheelset. The Aerowarrior is a fixed gear freestyle specific rim designed with today’s rider in mind. Available in bright colours and as complete wheelsets, these look set to follow the success of the Aerorage and Aerotrack wheels in the market.

For 2010, Identiti has developed a new fixie ‘freestyle’ frame, dubbed the Persona. To accompany this model, matching freestyle forks – the FFX forks – have been manufactured.

Ison will also be showing a revolutionary new helmet design from TSG – the Kraken. TSG tackled its competition with the Superlight helmet and it has now taken another step forward with this new design. It has to be seen to be believed, but the Kraken actually adapts to the wearer’s head shape for the one of the most comfortable and secure fits available.

Identiti is also dabbling in the singlespeed with a new Fixie freestyle frame (the Persona) and fixie freestyle forks –the FFX. Rider input, including from Chris Delia helped design the products.

Identiti’s Krisis frame has become possibly the most popular 4X hardtail frame in the NPS series and has seen top-ten finishes at World Cup events this year – but rather than sitting back, Ison has further improved the frame and will have the next generation version, the Krisis SL, on show. SL stands for superlight and it’s a good description, as the frame weighs in at sub 4lbs.

Jim Walker is set to show a plethora of its exclusive brands, including models from Sunn, Eddy Merckx, De Rose and Argon 18.

Sunn’s 2010 line-up boasts great choice from great value hardtails through to World Championship-winning downhill bikes, XC, freeride and all mountain. The award-winning Kern and the phenomenal Radical BOS-equipped frameset are also set to feature.

Eddy Merckx Cycles boasts a completely new line-up for 2010, notably seeing an expansion of the women-specific AFX and EFX ranges. Two aluminium models – the AFX and AMX bikes – also feature and fall into the all-important Ride to Work scheme price bracket. A key model from the line-up is the carbon EMX-3 which recently scored a near perfect nine out of ten from
Cycling Weekly.

DeRosa will be another focus brand for Core. Blending artisan craftsmanship with cutting-edge technology and chic Italian style, the DeRosa has relaunched the Merak carbon. The range’s flagship has been improved still further for 2010 with the addition of the King 3 RS, which boasts a mix of Toray’s finest 46T and 60T fibres to improve rigidity, comfort and weight. It also allows the customer a full customisable option on geometry, BB selection and headtube standards.

The halls of Whittlebury Hall will also see the latest from triathlon specialist Argon 18. The E-80, E-112 and E-114 bikes are ideal for the TT crowd, while the superlight carbon Gallium Pro, Gallium, Krypton and the aluminium Radon are ideal for road riders. The Electron is a Track bike, while the carbon Arsenic is perfect for Cyclocross.

Jim Walker’s presence at Core will also feature components and clothing from Campagnolo, Northwave and Fulcrum.

For more on the products and services on show at Core Bike 2010 click on the links below:
2pure and Buffera
Chicken Cycle-Kit and Citrus-Lime
Cordee and Extra
Fox and Hope

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