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Welcome to the roaring twenties or at least it should be our shared ambition to make it a roaring decade for all of our businesses. To survive in business, you have to constantly observe and adapt to ensure you remain relevant otherwise you are just a dinosaur and we all know what happened to them.

As a business owner or business manager, you owe it to yourself and your staff to be constantly looking for new ways to move your business forward – it is your responsibility. You need to stay as fresh and as motivated as you did on the day you started out. You need to be excited about what you do and give it 100% because your competitors will be doing exactly that and you’re better than your competitors, right?

Retail is highly competitive and challenging and the cycle market is not immune to the changes in how consumers like to shop. This coupled with a low level of consumer confidence as the country exits the EU, makes for a perfect storm. There are two options as I see it. You can either be a winner or a loser. It is easier to lose and there are businesses in our trade that have lost but you are still here and reading this letter from me and we want you to be the winners.

We like working with and supporting the winners, be that staff, customers or the brands we range and we want you to get excited about what you do and how you can take your business forward. Madison wants to help you achieve this.

iceBike* is designed to inspire you, motivate you, refresh you, stimulate you, educate you and reinvigorate you and your team.

iceBike* is not just about product. We know you get a buzz out of seeing new product and brands at iceBike* and clearly it is a really important part of the show, but we know it is way more than that. You get to meet the people behind the brands. Business people passionate about product and cycling, just like you. You get a better brand and product insight than you would ever normally get and often end up becoming friends.

Brands and products are only part of the iceBike* offering. We want to help you sell them with confidence and provide the best consumer experience possible. iceBike* has always placed a huge emphasis on education. Mark O’Dolan will be located in our popular “demo store” to provide one-to-one help on visual merchandising techniques and how to range plan effectively. As in other years we also have many technical training sessions, headed up by our Head of Training, Julian Thrasher, who will be known to many of you from his long stint at the ATG.

A few years ago, we introduced the business lounge area to iceBike* where we can have private conversations covering your specific business needs as well as training on B2B for example. We will also have representatives from the Association of Cycle Traders, The Aylesbury Training Group, Bikmo Insurance and the Bicycle Association, all promoting their various retailer services. Key members of the senior management team along with credit control staff will be available to cover any questions or requirements you may have – we want to support you wherever we can. This year we will also be demonstrating how you can become part of the fast growing Freewheel Retailer Union network.

We believe we have put together our best iceBike* yet. We have designed it so you can get a huge amount out of attending which will more than justify you taking a small amount of time out of the business. We hope you can look at it as an investment in yourself and your business which really does deliver a return. Sure, we’ll have amazing offers and promotions exclusive to only those who attend to help boost your profits for the whole season (and believe me, you don’t want to miss out on this year’s offers). However we also hope to give you the chance to think about your business and how you are going to approach the 2020 season and how to make sure you guarantee 2020 is great year for you.

Finally, iceBike* is a great opportunity to network and socialise. We’d love you to stay over and join us for the various evening entertainment. Tuesday night will be celebrated in a local Italian restaurant with great good and wine. For Wednesday night we are having a fish and chips, Karaoke and casino night which is always a favourite I hope you can all attend!

iceBike* is made for you, so without you it is nothing. Please register at and make that investment of time for your business which I guarantee will pay you dividends.

See you there!

Dom Langan