Sportline has announced that its annual 2017 Bike Launch trade show is to take place in Milton Keynes

Sportline announces date for 2017 Bike Launch

Sportline has announced that its annual 2017 Bike Launch trade show is to take place in Milton Keynes across two dates from Tuesday 6 September until Thursday 8 September and Tuesday 13 September until Thursday 15 September. 

The Sportline Bike Launch this year has been organised a little later than previous years. Taking place just after the Eurobike rush, the launch will see new bikes on display from Genesis, Saracen, Ridley, Adventure, Ridgeback and Wishbone.

The event is due to take place at the Bradwell Abbey site in Milton Keynes, to introduce visitors to a new range of bikes. Brand managers and designers will be on hand with 2017 catalogues to take away and offer merchandising advice to retailers. There will also be free parking and food and drink for all attendees.

Dom Langan, CEO at Sportline, said: “Every year the 2017 Bike Launch is a big deal for us and this year we are incredibly excited about the new models and can’t wait to show them to dealers. As well as see the new bikes, it is a perfect opportunity to touch base with our customers and scope out plans for 2017.”

A representative from Sportline told us what to expect from the six brands this September:

"Genesis will be bringing a whole host of exciting new models as well as updates on best-selling bikes. It is a proud British brand that has worked extremely hard to design a range of bikes to suit every need and is excited to reveal some brand new models to visitors."

"Ridgeback has a long history of creating beautiful and practical bikes for all ages and MY17 is no exception. The new range looks better than ever before and also has some exciting new developments to reveal in the urban and mountain bike arena. Its range of brilliant children’s bikes are also on display for visitors to get to know."

"Belgian brand Ridley needs little introduction and has had another historic season with wins in the Tour de France and more. Ridley’s iconic designs are recognised across the globe and MY17 will bring some new and improved models across the range. There is no better chance to see these new bikes in the flesh."

"Wishbone has a perfect range of children’s bikes that are designed beautifully, are lightweight and made to grow as children get older. With more and more children getting into cycling, it is a great opportunity to see what is on offer at this year’s Sportline Bike Launch."

"Adventure is a brand that promotes exactly that with an excellent and diverse range of bikes that are perfect for urban cycling and touring. Utilising Shimano STEPS technology Adventure also has e-bike options to cater for the growing demand in the industry."

Members of the cycle trade can register for the show now by

For more information on any Sportline brands, speak to a local Sportline sales representative or visit

Address for the 2017 Sportline Bike Launch is:

74 Alston Drive

Bradwell Abbey

Milton Keynes

MK13 9HA

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