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Yep, that’s right iceBike* really is just one week away! On 19th February we open the doors of Arena:MK for three days of new products, seminars, demos, new brands, food, drink, old faces, new faces, centenary anniversaries, E-Bikes, offers and much more!

Make sure you register now so you don’t miss out. To help, here’s a recap on what to expect…

Over 250 New Products!

We have loads of new products to see this year. There’s new clothing from PEARL iZUMi, Shimano and Madison Clothing, plenty of new Park Tool, hydration packs from Thule, bottles from Elite, lids from Lazer, Dynaplug, new-look Ridgeback, DT Swiss wheels and that is only scratching the surface!


We have brought in the services of customer service expert Alf Dunbar, Park Tool guru Calvin Jones and Shimano to talk about E-Bikes and Shimano Service Centres. We’ll also have updates on Freewheel and how to join, our demonstrator team and our updated, shiny new B2B system.

Evening Entertainment

On Tuesday we are taking you all to our Bradwell Abbey site for an Italian-themed evening to celebrate Elite’s 40th. Wednesday evening will be Lazer’s centenary celebration, the official launch of the Shimano Technical Centre and some live Zwift action!


Check out the fresh new look for Ridgeback along with a new E-Cargo Bike that the brand is looking for feedback on. Genesis has a new fork, flat bar Croix de Fer and new colourways while visitors can also check out the brand-new Madison Saracen Team Myst.


We are opening up the Freewheel programme so that any interested retailers can join the union. iceBike* is the perfect opportunity to talk to us about what it entails and what level of commitment suits your business.

Concept Store

Taking centre-stage at the show will be the concept store. Consulting retail and merchandising experts, we have created a space to help visitors with visual merchandising and POS best practice. It was a big hit in 2017 so is back for 2019.