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One of the central themes of this year’s iceBike* is retailer education and assistance, and Madison have made a commitment to offering the best of both at the show, which runs from 18-20th February in Milton Keynes.

One of the most popular areas of iceBike* 2019, the Business Services Area is being expanded this year and will be bigger and better than ever. More external partners have been invited to share their knowledge and experience with visitors, with representatives from the Association of Cycle Traders, the Aylesbury Training Group, Bikmo Insurance and the Bicycle Association all coming along to showcase their various retailer services and answer questions.

On top of that, Madison will have its own business services available, including credit control, B2B and Freewheel – the latter being one of the fastest growing retailer networks in the UK cycling industry. Dealers who are interested in joining Freewheel will be able to ask any questions and find out how they can get involved.

CEO at Madison and Sportline, Dominic Langan, said: “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 have designed it so you can get a huge amount out of attending the show which will more than justify you taking a small amount of time out of the business. We will also have a great schedule of seminars to visitors to attend. The full schedule will be announced in the coming days so keep an eye on the website.”

As usual, visitors can expect the same huge range of brands to speak to and loads of brand new products on show, some of which will be in the UK for the first time. The likes of Shimano, Park Tool, Thule, Kryptonite, Lazer, Elite, Saracen, Genesis and many more will be out in force, so make sure you register now.

More details will be confirmed in the lead-up to the show and dealers are encouraged to register now at