What to expect from iceBike* 2024

After a successful return in 2023 with a new format, Madison’s house show is back to highlight all that Madison and Sportline has to offer. CEO Dom Langan discusses what people can expect from the 2024 edition

This piece first appeared in the February edition of BikeBiz magazine – get your free subscription here

How do you reflect on the success of iceBike* 2023 one year on?

We are really pleased with how iceBike* 2023 went. It was a bit of a risk to switch the show to a two-venue format and move away from Milton Keynes but it paid off in a big way.

Just as we felt when we moved away from the two-storey marquee in our car park to the Marshall arena in Milton Keynes, it was time to change the format and freshen things up for our first post pandemic iceBike*.

It worked and it was the best attended iceBike* since we launched 17 years ago and the feedback from attendees was really positive but we learned a few lessons from last year and are determined to make 2024 even better again.

What can visitors expect from iceBike* 2024?

Above all we want iceBike* to be a positive learning experience for all who attend.

The show is designed to stimulate new ideas for retailers to take back to their businesses. Visitors can expect a packed-out seminar schedule to provide up-to-date information on market and product trends, while it is also a great opportunity to see the latest products on display from the biggest brands in cycling.

This year we have increased the size of the stands so there will be more product on display for visitors to see and learn about.

Our brands put a lot of effort into the show and we often have brand owners available to speak with directly on their booths – this is a unique opportunity to get and offer feedback to the real decision makers in the industry.

We believe that it is the best show in the trade that puts such an emphasis on knowledge sharing and relationship building. It’s also why we always ensure we put on some top evening entertainment so visitors can continue their conversations in a more informal environment.

It’s also important to note that visitors can expect exclusive access to promotional pricing that will only be available to those who attend the show in person – we are very strict about that!

The seminars are always a huge attraction at the show and we have a very exciting line-up for 2024 including a daily “ask the panel’ session with all Madison directors on the main stage. This is the perfect opportunity to voice any concerns, share ideas and hear directly from the horse’s mouth.

Another exciting addition for 2024 is that we are offering track sessions to attendees. On Sunday and Monday in London and on Friday in Manchester, visitors will be given a chance to ride the iconic velodrome track.

More information on how attendees can secure a spot on one of the sessions will be shared closer to the time. On Thursday in Manchester, Team GB will be training so visitors can witness the pros on track while enjoying the show.

There will even be an option for some visitors to have a tour of the athlete facilities with Team GB performance director, Stephen Park.

A new venue for 2024 with the Lee Valley Velodrome, why did you choose this venue/location?

Many of us have fond memories from the Olympics in 2012 so from an emotional perspective we are incredibly excited to be able to hold iceBike* South at the iconic Lee Valley Velodrome.

We quite liked the open feel of the show in Manchester last year so that was something we were keen to replicate.

Aside from that it has excellent transport links from inside and outside of London which will make it as easy as possible for suppliers and customers to find. 19.5 million visitors came to the Olympic Park during the 2012 games so it’s pretty easy to get to and with the Elizabeth Line now operational it is even easier.

What are you personally looking forward to at this year’s event?

I think as ever it is to have the opportunity to talk to customers. In store there are so many distractions which makes it hard but at iceBike* everyone is more relaxed and has time to properly engage.

It is incredibly tough at the moment and retailers are likely to be frustrated, concerned and even confused about what is going on and why things are happening and it gives us the chance to explain our perspective and strategy which hopefully will be helpful and reassuring.

For me it also really marks the start of the new season after a long Winter, so it is all about optimism, motivating our customers and getting them excited about new brands, products, service initiatives and helping drive growth in their businesses.

Can you tell us a bit about some of the product highlights?

The new Lazer Z1 KinetiCore will be a star of the show and it promises to be just as popular as the original best-selling Z1.

New brand Aeroe will be making its iceBike* debut with its innovative line-up of bike racks and bags including the new Pannier Receiver and Spider Rear Pannier Rack. Shimano is always a huge draw at the show and this year expect to see lots about Cues, 12-Speed GRX, the latest road 12-Speed groupsets and the new GE and GF MTB shoes.

For shops that offer bike fit options, you will want to see the new top-end bikefitting.com rig that will be on display at the show. Knog was a huge hit last year and there will be some new lights to check out at this year’s show as well as the excellent new Scout Travel.

Another popular stand in 2023 was Madison Clothing and there will be more exciting SS24 and AW24 products on display for visitors to see and ask about.

There will also be new products from the likes of Vittoria, Too Cycling, Park Tool, Quad Lock, Slime and even a sneak peak at some brand new Genesis bikes – so plenty to see at this year’s show. On top of all those product highlights we will have at least two new brands exhibiting at the show for the first time, which makes iceBike* 2024 another unmissable event.

What other highlights can attendees look forward to?

The evening entertainment is always a huge draw at iceBike*.

On the Sunday night in London and the Thursday night in Manchester we will be putting on another fantastic evening for visitors, suppliers and staff to relax after a big day at the show. iceBike* is about so much more than product and offers, it is also about connecting with our peers and forming relationships that help us to succeed together.

Based on feedback from last year, we have made several improvements to make iceBike* the best possible experience to all attendees. We are bringing in first-class coffee stations to each venue this year with experienced baristas to help keep everybody fuelled throughout each show.

The registration and check-in process has also been refined to get people into the show as quickly and smoothly as possible.

In addition, when attendees check-in, they will be emailed their exclusive iceBike* 2024 offer pack. Prior to the show, everyone that has registered will be emailed a unique QR code, which they simply need to present at the check-in desk to enter and get their goody bag.

Talking of goody bags, these are making a return in 2024 and will be available to all visitors with an array of top-quality gifts.

Lee Valley Velodrome will host iceBike* South on Sunday, February 25 and Monday, February 26, before the show heads north to the Manchester Velodrome on Thursday, February 29, and Friday, March 1.