A brief look at some of the product at Madison's latest house show

iceBike* July: GoPro, Cervelo S5, Saracen and more

Madison’s iceBike* opened its doors to the trade this week, with an extra two days still to come on Monday 25th and Tuesday 26th July.

The next issue of BikeBiz will include a feature review of iceBike*. The issue is due out at the end of next week, but in the meantime, here’s a small taster of some of the sights of the Milton Keynes event.

New signing GoPro took an eye-catching display next to the welcome desk, showing off its wares for the first time to dealers at iceBike*.

Saracen bikes were showing off some new smart colourways.

While the Saracen Amplitude line has been given a stronger identity.

Don’t try this at home: One Hydrapak product manager puts the integrity of the tough Reservoir to the test.

The Cervelo S5 was among the eye-catching products on offer…

…here again in detail, focusing on some of it’s air-bending curves.

Additions to Madison’s own clothing range include the MTB focused Flux Deluxe Men’s Shorts.

Some of Giro’s latest lines have been pitched those that don’t usually cycle with a helmet. This model sports an old Giro logo for a bit of retro cool.

For more on the show look out for that forthcoming feature in BikeBiz August, or head to the iceBike* site here.

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