Italian indoor trainer manufacturer Elite has announced the Zwift Virtual Shifting update for its standard Direto XR and Direto XR-T models is now live on Upgrado – the dedicated app for managing firmware updates of Elite home trainers.

This means existing and new owners will be able to update their firmware in just a few steps and transform your Direto XR or XR-T into a trainer that’s fully compatible with Zwift’s Cog and Click for virtual shifting.

A spokesperson for the brand comments: “With every update, we’re always pushing the boundaries to enhance your training experience with an ever-evolving, easy-to-expand ecosystem”.

“After introducing the Cog and Click integration with Direto XR, we’re thrilled to extend this to all standard models”.

Firmware updates for Justo, Justo 2, and Avanti are expected in early 2025, with updates for Suito(-T), Direto, Direto X, and Direto XR Team coming this spring.

Update firmware to unlock Zwift’s Virtual Shifting

With the latest firmware update on Upgrado, your Direto XR(-T) unlocks virtual shifting and is fully compatible with Zwift Cog and Click.

Zwift’s convenient two-button Zwift Click controller allows riders to adjust trainer resistance with 24 virtual gears, giving seamless control over resistance while cycling on the platform – aiming to deliver a smoother, quieter, and more immersive training experience.

Switch to the Zwift Cog

Getting started is easy—just remove the cassette and replace it with the Zwift Cog to open up new training possibilities on the Direto XR(-T). Compatible with almost any 8 to 12-speed bike, the Cog ensures quick, hassle-free transitions between bikes without compatibility issues.

Upgrades for existing users

With the launch of the update, Zwift introduces a unique offer for Elite users with a Direto XR(-T).

Elite trainer owners making the upgrade can order the Zwift Cog and Click Upgrade Pack (the Elite-compatible “No Freehub” version) through an affiliate link and use the code ELITEZCOG2024 at checkout to get $20/£20/€20 off.

Purchases on Zwift are available only in the EU, UK, and US.

In the UK Elite products are distributed by Madison.

BikeBiz takes a look at the latest indoor trainers and power meters from some of the leading brands in the sector, including Muoverti, Wattbike, Wahoo, ETC, JetBlack, Saris, Elite, FSA, Shimano and 4iiii

This guide first appeared in the July edition of BikeBiz magazine – get your free subscription here

Muoverti – TiltBike

Distributor: N/A

Muoverti’s TiltBike features balancing, steering and advanced algorithm-powered acceleration and deceleration, riders can freely and fully engage legs, core and upper body as they would when riding outdoors. Furthermore, with digitised handlebar steering, braking and shifter-integrated joysticks, once the bike becomes the controller, the possibilities for exploring new open-world digital platforms are endless from e-sports to interactive gaming.

RRP: TBC

Weblink: www.muoverti.com

Wattbike – Wattbike Atom

Distributor: Wattbike

Unlock your performance potential with Wattbike Atom. With unrivalled accuracy and seamless connectivity, the award-winning smart bike is the most realistic indoor cycling experience. Smoother climbs and instant gear changes helps to replicate the feeling of riding outdoors, indoors. Its small footprint doesn’t take up loads of space in your home and its quiet mechanisms means its
suitable for even the busiest of households.

RRP: £1,999

Weblink: https://wattbike.com/products/wattbike-atom

Wahoo – Kickr

Distributor: Wahoo

The newest version of the Kickr offers best-in-class indoor smart trainer design, with a carbon steel body for enhanced durability and stability. Compatibility expands to include three simultaneous Bluetooth connections for a trouble-free start to your workout. New AXIS Action Feet allow five-degrees of motion, mimicking the side-to-side movement experienced riding outdoors. Provides accurate power measurements of +/- 1%.

RRP: £999.99

Weblink: https://uk.wahoofitness.com/devices/indoor-cycling/bike-trainers/kickr

ETC (Everything To Cycling) – X5-2 Smart Trainer by Think Rider

Distributor: Moore Large

The X5 Smart Trainer is the ultimate off-season tool to get ahead and boost mileage while training when the weather is less kind.

RRP: £575

Weblink: https://www.moorelarge.co.uk/accessories/training.html

JetBlack – Volt EMS Smart Trainer

Distributor: Chicken CycleKit

JetBlack’s R&D team have worked tirelessly over many months to significantly refine the user feel on the Volt, drawing on the expertise of experienced riders and coaches. Acceleration, inertia and applied resistance are the things that set JetBlack’s Volt aside from competitor direct drive trainers. The Volt is also an exceptionally quiet trainer, so riders will not disturb their neighbours when using it.

RRP: £699.99

Weblink: https://www.chickencyclekit.co.uk/shop/jetblack/volt-ems-smart-trainer/

Saris – H3 Direct Drive Smart Trainer

Distributor: Raleigh UK

The Saris H3 has a sound specification of 59 decibels at 20mph. The H3 is five times quieter than previous generations and features the same reliability and durability as its predecessors. Built to handle 2,000 watts and replicate a 20% climbing grade. Includes one month subscription to Rouvy Virtual training app.

RRP: £749.99

Weblink: https://shop.accentry.com/RAL/articleDetails/1294586.064/SAR9830TF

Elite – Direto-XR T

Distributor: Madison

More power, faster response and more performance, the third generation Direto pushes the limits of what can be expected of a trainer. A further refined and upgraded drive unit gives the XR the capacity to faithfully replicate inclines of up to 24% and the ability to produce over 3,600 watts of resistance at
60km/h.

RRP: £829.99

Weblink: www.madisonb2b.co.uk

FSA – PowerBox SC Road Alloy Crankset

Distributor: Windwave

FSA Powerbox SC POD Alloy Road Compact Chainset is the next step in FSA’s power-meter offering. With an accuracy of more than 99%, it features virtual L/R balance to estimate total power more accurately, it is Zwift compatible via BLE5.0 and has a 450-hour battery life. Available in various crank
lengths and chainring options.

RRP: £374.95

Shimano – FC-R9200 Dura-Ace 12-Speed Double Power Meter

Distributor: Madison

Shimano’s first fully integrated power meter HollowTech II 12-speed Dura-Ace chainset. Accurately calibrated strain gauges are integrated inside both left and right crank arms, this provides a stable measurement system through rotation from both sides for extremely precise data.

RRP: £1,199.99

Weblink: www.freewheel.co.uk

4iiii Innovations Inc. – 4iiii Precision 3 Powermeter

Distributor: Pinpoint

Consumer Electronics Ltd With up to 800 hours of battery life, +/-1% accuracy and weighing in at only 9
grams, the Precision 3 Powermeter will be a trusted training tool for years to come.

RRP: NDS £325-£475

Weblink: www.4iiii.com/p3/

Dominic Langan, CEO of Madison, which won P&A Distributor of the Year at 2020’s BikeBiz Awards, tells us what it means to win, how the business adapted to 2020’s challenges and what’s in store for this year

2020 presented challenges for the cycling industry – how did Madison adapt, and how were dealers supported in this time?
2020 was an incredibly challenging year and some of those challenges still continue. We had to adapt the business to working from home when we had no previous culture of doing this.

In February, I could see the writing on the wall and we prepared the business for remote working – we brought in more laptops, trialled teams working from home to ensure everything worked well and by 23rd March we were ready.

Our primary concern was and continues to be ensuring the warehouse operations are protected and all the staff kept safe. We implemented numerous protocols to ensure the maximum safety for personnel possible along with team bubbles.

The warehouse team have been our heroes during what has not only been a challenging time but also bonkers busy. There were some times when we fell a little behind but on the whole, we have maintained a high level of service throughout and we are all really proud of that.

When the first lockdown happened, we did not know what impact it would have on the business or the industry, but we communicated with all customers assuring them that we would stay open as long as they were open and if they needed support with terms or whatever it may be, we would support them 100%.

We also managed to source PPE through our suppliers in the Far East and we continue to offer this small range of masks, visors, digital thermometers, protective and nitrile gloves for store staff and customers to use. For those retailers offering free bike services to key workers and NHS staff, we supported them with a free care package of a Hump hi-viz waterproof jacket, helmet and light set.

We gave several hundred of these Key Worker Care Packages away and they were very well received by the recipients and the stores. Everyone at that time wanted to play a part in supporting the frontline workers.

Freewheel also played a key role during the lockdown. We promoted the message of supporting the local community bike shop and instantly had 400 retailers earning commission on sales via the site when at the time many consumers were reluctant to even leave home.

Our sales team were on hand throughout and were in regular communication with all our customers and as soon as visits were possible once more, we were meeting with all customers who wanted to and our demonstrator team was in-store helping remerchandise stores and train staff.

Indeed, we even managed a very successful launch of Vittoria tyres during this period! Ultimately, we tried our best to look after our staff and our customers whilst we went through something none of us had ever experienced before and it is still not over but as a company, I believe we can hold our heads up high with how we behaved in 2020.

Are there any brands in your portfolio that have performed better than others in recent months, and if so, what do you attribute this to?
Pleasingly, we had several brands perform well for us in 2020.

We saw a 209% increase in sales of Elite trainers as more and more people started indoor training in the early part of the pandemic but unlike other years, the demand continued through the summer, autumn and still hasn’t eased up. We have the equivalent of another great year already on forward order for Elite with deliveries arriving regularly.

With so many new people cycling in 2020, we saw huge growth in the leisure and commute sectors with Ridgeback bikes growing +74% in 2020 and wiping us out of all our stock, Lazer helmets grew by 170% and total helmet sales with Lazer in 2020 were bigger than any previous year for helmets in Madison’s entire history with any other brand.

Madison clothing also enjoyed huge sales growth in the year thanks to a great leisure, commute and kids ranges and was boosted further by significant sales of our cloth protective facemasks.

Obviously, workshops were flat out in 2020 and this drove growth of +38% for Shimano. Demand for tools saw Park grow by 68% in the year as well as huge growth within our tyre and tubes offering.

Madison won P&A Distributor of the Year at the BikeBiz Awards for the second year in a row in 2020 – what is the secret to this continued success?
Not to take anything for granted. We have to continue to be relevant to our customers.

We have to keep adapting our model to ensure we meet and exceed the demands of the market, our retail customers and the consumer as well as listening to them and taking the input on board.

It is also important during a period like we are in now to be visible, supportive, approachable and compassionate and that is what I ask of my team.

We will of course continue to seek the best brand offering we can, to be as competitive as possible and to be innovative with our initiatives such as Freewheel and digiBike*. Hopefully, we may win it again!

What are your expectations for the year ahead, both for the business and the industry?
Cautious optimism! COVID, Brexit and stock will be primary challenges for at least the first half of 2021, if not longer.

Our industry is in good shape though and I am sure supply chain challenges will ease as time progresses, and with Brexit, I am sure we will find ways of making it work for business because we have to. Hopefully, the vaccine rollout will eventually put COVID behind us too.

The economy, in the meantime, will be massively damaged but cycling is now in a great place and I think we can look forward to some very positive years ahead.

Following the commencement of the voting process for the BikeBiz Awards last week, we’ll be highlighting each and every finalist from our list of expertly-curated accolades.

The final decision will be placed in the hands of those that know best – professionals that work within the industry day in day out and prosumers with a passion for cycling.

The online vote will close on Friday 27th November and the results will determine the 2020 BikeBiz Awards winners.

Today, we’re showcasing the brand awards: Bike Brand of the Year and P&A Brand of the Year.

Bike Brand of the Year

Cube – “The brand’s 2021 e-mountain bike collection includes the Stereo Hybrid 160 SLT, an endurance full-suspension e-mountain bike made out of carbon. The stem and spacers have also been redesigned. In the Cube Hybrid full-suspension Stereo series, riders of the Stereo Hybrid 140 or 160 models can now choose between two different Bosch displays, Kiox and Nyon. The more performance-oriented models of the Stereo Hybrid 140 and 160 have thinner tyres.”

Genesis – “Genesis has been refining what it stands for over the last year. Since stepping away from professional racing with Madison Genesis, it has gone back to its roots to define itself as the original British adventure bike brand. A lot of time and money has gone into the marketing of the brand so that retailers know what they are getting and consumers know they are buying quality. The recently launched new range is further proof that Genesis listens to what riders want.”

Revel Bikes – “Revel Bikes launched in 2019 by industry veterans with a goal to build the ultimate full-suspension bikes. Revel have utilised legendary CBF (Canfield Balance Formula) technology. CBF points the chain line and corresponding drive forces around the top of the chainring through 100% of the travel resulting in maximum pedalling efficiency, regardless of where you are in the travel, what terrain you are on or what kind of power you are putting down.”

Scott Sports – “2020 has seen Scott Sports introduce our Re-Source initiative. We are committed to improving the impacts of our products and business practices, preserving the environment for future generations and stimulating positive change in our communities. Re-Source by Scott was put in place to develop and promote Corporate Responsibility. This programme focuses on three key pillars: People, Product and Planet.”

Specialized – “Specialized has continued to pedal the world forward in 2020, launching a range of bikes that could shape the way bikes are made for years to come. Two hero bicycles – the Specialized Turbo Vado SL e-Bike, and the Specialized Aethos, represent Specialized’s quest for best in category, as the ultimate companion to a cyclist.”

Vaast Bikes – “VAAST Bikes has gone above and beyond the call of duty as a commercial bike brand since inception, by consciously minimising environmental impact in every area of its business; from product design and intended user purpose, to packaging. As a relatively new brand to the cycling market having only launched in 2018, VAAST Bikes has already made a name for itself, not only with its supremely high-quality range of sport performance bicycles across the gravel, mountain, urban and youth bicycle product categories but also by launching the first line of performance bikes that use 100% recyclable Allite Super Magnesium frames, in 2019.”

P&A Brand of the Year

Campagnolo – “Campagnolo is synonymous with innovation, quality and World Tour bicycle racing. From the inception of the company when Tullio Campagnolo invented the Quick Release following a racing mishap on snowy roads, to the recently released, and lightest gravel groupset on the market, Ekar, Campagnolo lead, not follow. Every component, every bolt, moulding and machined part has been meticulously designed with an attention to detail unmatched in the industry.”

Elite – “At Elite we love the effort and the joy of victory. We’re 50-strong, all well versed in cycling, so there’s no room for improvisation. Many of us have been working here for more than 20 years. We work inside a historic refurbished furnace that took us ten years to restore. We manufacture locally, based on an idea that turned out to be fundamental to achieve success: our partners work exclusively for us, so we are primarily focused on marketing and research rather than production.”

Elvedes – “Elvedes has many years of experience and knowledge of the cycle trade and this enables them to provide an extremely broad and comprehensive of bike components of premium quality at competitive prices. This year too has seen several new products, including various new tools and most interestingly a mechanical 2 piston flat mount disc brake calliper. These new items complement the superb range of cables, disc brake pads, rim brake pads, hydraulic components and bottom brackets.”

Muc-Off – “Proving incredibly popular through the dealer network, we’ve introduced an Antibacterial range featuring hand sanitisers, face masks and cleaners. 10% of profits from hand sanitisers are donated to the WHO COVID-19 Solidarity Response Fund. Back to cycling, we launched our carbon positive Inner Tube Sealant in June. Our Refill Programme launched globally this year. We provided IBDs with our Bike Cleaner Refill Station for free when purchasing a 25L bundle. We also introduced new services for IBDs to take advantage of, such as our Eco Parts Washer.”

Thomson – “At Thomson Bike Products, we love the ride as much as you do, which is why we are passionate about creating the best riding experience possible, starting with your equipment. We construct all our parts with a dedication to innovation and excellence, and the proof is in our customers’ loyalty and support. Since we began in the mid-1990s, we have produced patented bike components designed to give you a superior ride.”

Topeak – For the 2020 season, Topeak introduces over 60 new and updated products for every kind of cyclist. We’ve added exciting new products to our Bikepacking series and PakGo series, developed new mini-pumps and floor pumps, new tubeless tire repair tools and innovative power link tools. Further refinements to bags, lighting, fenders, racks and more, reinforces our commitment to create the world’s best cycling accessories. With over 28 years of experience, Topeak continues to lead the pack!”

The Awards is returning for its 12th iteration this year in a digital format, forgoing a live event to ensure those working tirelessly to keep the sector’s wheels turning can receive the recognition they deserve while ensuring the safety of all involved.

The winners will be revealed online on Friday 11th December. Check out BikeBiz’s November edition to find out what last year’s winners have been up to since.

For sponsorship and promotion opportunities, please contact Richard Setters.

Pure Electric is sponsoring the Cycle Advocacy Award at the BikeBiz Awards 2020. The specialist electric mobility retailer has stores nationwide, offering a range of e-scooters, e-bikes and accessories, together with e-bike demo centres in selected stores, plus service and repair centres.

www.bikebizawards.com
www.pureelectric.com

Read the November issue of BikeBiz below:

BikeBiz has carefully sifted through the nominations for this year’s Awards and we can now reveal those companies that have made it into the shortlist.

The final decision will be placed in the hands of those that know best – professionals that work within the industry day in day out and prosumers with a passion for cycling.

The online vote will close on Friday 27th November and the results will determine the 2020 BikeBiz Awards winners.

Congratulations to everyone listed below, and thank you to everyone who took the time to enter!

The finalists for the BikeBiz Awards 2020 are:

Best Independent Bike Dealer

• Berkshire Cycles
  Criterium Cycles
  Mountain Mania Cycles
  Phoenix Cycleworks
  Rides on Air
  The Bike Stable

Best Omnichannel Retailer

• Freewheel
  Pure Electric
  Ribble Cycles
  Rutland Cycling
  Sigma Sports
  Velorution

Best Retailer Services

• bikefitting.com
  Citrus-Lime
  Green Commute Initiative
  The ACT
  The Bicycle Association
  Unearth Marketing

Innovation from a Newcomer

• Busby
  Knaap Bikes
  Leopard Tech
  Ochain
  Superstrata
  SureShift

Bike Distributor of the Year

• Cycling Sports Group
  Raleigh UK
  Scott Sports
  Silverfish UK
  Sportline
  ZyroFisher

P&A Distributor of the Year

• Ison Distribution
  Madison
  Oxford
  Raleigh UK
  Silverfish UK
  ZyroFisher

Bike Brand of the Year

• Cube
  Genesis
  Revel Bikes
  Scott Sports
  Specialized
  Vaast Bikes

P&A Brand of the Year

• Campagnolo
  Elite
  Elvedes
  Muc-Off
  Thomson
  Topeak

BikeBiz Woman of the Year

• Clare Dewey, Epic Road Rides
  Georgia Yexley, Beryl
  Lauren Goode, Chicken CycleKit
  Nikki Hawyes, ZyroFisher
  Rachael Wight, Off Road CC
  Sandra Corcoran, Pennine Cycles

Cycle Advocacy Award, sponsored by Pure Electric

• #BikeisBest
  Brompton Bike Hire
  Cycling UK
  LEVA-EU
  Sustrans
  Trash Free Trails

The Awards is returning for its 12th iteration this year in a digital format, forgoing a live event to ensure those working tirelessly to keep the sector’s wheels turning can receive the recognition they deserve while ensuring the safety of all involved.

The winners will be revealed online on Friday 11th December.

For sponsorship and promotion opportunities, please contact Richard Setters.

www.bikebizawards.com
www.pureelectric.com

Read the October issue of BikeBiz below:

This month we take a look at the latest indoor trainers and power meters from some of the leading brands in the sector, including LifeLine, Saris, Tacx, Topeak, Elite, Rotor, Look/SRM, SRAM Quarq, Easton, Stages and Minoura

LifeLine – Xplova NOZA S Smart Trainer

Distributor: Hotlines

The latest addition to the Lifeline home training range, the Xplova NOZA S Smart Trainer offers exceptional performance and value for money. With backing and input from tech giant Acer, it operates across both ANT+ and Bluetooth data protocols and pairs easily with the most popular online training programs including Zwift and TrainerRoad. Test riders have been used in the development to make sure it meets and exceeds the needs for your next home workout.

Saris – MP1 Infinity Motion Platform

Distributor: Raleigh Bike Parts

The new Saris MP1 has been specially designed to enhance the virtual training experience, featuring Nfinity Technology that revolutionises traditional indoor training by bringing the movement of the bike indoors.  The platform has a maximum fore-aft travel of 9.5” and a side-to-side angle of up to 6° which offers an improved experience by requiring the rider to balance as they would on the bike and exercise more muscle groups than traditional training improving comfort and engagement. Compatible with all major brands and models of bike trainers and suitable for road and MTB riders.

Tacx – Neo 2T

Distributor: ZyroFisher (Garmin from 01/08)

The iconic, progressive and popular NEO 2 Smart is optimized into an even quieter and more powerful Smart direct drive. The motor is redesigned in order to provide a better indoor cycling experience and ride feel, especially during climbs and sprints. The NEO 2T Smart is more silent than ever thought possible and without question the most powerful, realistic and accurate bike trainer to date.

Topeak – RideCase

Distributor: Extra UK

The RideCase for iPhone has a scratch-resistant, dual-density, non-slip, polymer/rubber exoskeleton for shock and impact protection that securely holds your phone while on the go. Its unique and full angle adjustable mount allows viewing in landscape or portrait orientation and lets you mount or remove the RideCase in seconds. The RideCase mount allows you to use your phone’s accelerometers to enable the latest steering functionality in Zwift or monitor/record your virtual workout on your phone.

Elite – Suito

Distributor: Madison

With power calculation to 2.5%, a maximum output of 2,900 watts at 60kph and incline replication of up to 15%, the Elite Suito packs an awful lot of technology into a competitively-priced package. That’s not even mentioning the fact that it comes as standard with a Shimano 11-speed cassette attached. It also packs down into a ‘suitcase-sized’ slim package, making it very easy to store under a bed or similar.

Rotor – INspider

Distributor: Velotech

To complete the family of Inpower cranks Rotor has developed a very lightweight spider integrated power meter, with a smart design that is compatible with Q RINGS oval or round rings & all ROTOR modular cranks, both 1x and 2x, Road and MTB systems. INspider is a reliable and intelligent spider-based power meter that is easy to use and install for accurate measurement of watts without complications. Now you can record power data of the highest level on any bike and share the same power meter across all your bikes with Rotor Modular cranks and chainrings. 30mm or 24mm axle. Road or MTB applications. Cranks lengths from 150mm to 175mm. Until June 30th all rotor power cranks have free chainrings of choice.

Look/SRM – Exakt Power Meter

Distributor: ZyroFisher

The Exakt power meter is the result of a close collaboration between two leaders: Look and SRM. SRM developed the first power meter in 1986, then expanded this technology by equipping the greatest champions and cyclists in search of true training precision. Look invented in 1984 the first automatic pedal, revolutionizing the world of cycling. Look pedals are a model of innovation and performance. A totally integrated power meter, extremely accurate, reliable and ultra-light!

SRAM Quarq – Power Meter Spider Red/Force Axs

Distributor: Raleigh Bike Parts

Fully integrated into the chainring set to reduce weight, this power meter’s readings are accurate within +/-1.5% and aren’t affected by climate conditions during a ride.  X-Range gearing technology gives you more range and a smoother gear progression, so you’re always in the right gear.  Power balance measures left and right legs separately for more detailed riding insights and front shifting performance is improved for crisp and accurate shifts.

Easton – Cinch Power Meter

Distributor: Silverfish UK

The Cinch Power Meter utilises spindle-based power paired with highly adaptable EC90 SL Crankset giving the flexibility to evolve your setup. No need to buy a new power meter, just move the spindle. With an easily-accessible 400+ hour rechargeable battery, it only adds 65g to the EC90 SL’s lightweight crankset, providing cadence readings and pedal efficiency in a clean and protected spindle. Plus, with the CINCH App, you can check battery levels, install updates and calibrate on the fly.

Stages – Smart Bike

Distributor: Saddleback

Simulated riding with real bike feel and options to swap to your preferred saddle and handlebar to make it your own. Electronic shifting, braking, and steering that is programable to handle any future app developments with shift and sprint buttons integrated into the hoods. Four-position cranks 165mm, 170mm, 172.5mm and 175mm. Stages Gen 3Dual-Side Power Meter. Zwift and 3rd party compatible.

Minoura – FG542 Hybrid Roller

Distributor: ZyroFisher

Minoura has been creating high-quality rollers for the global market for decades, so they know a thing or two about what it takes to improve your strength and make you at better cycling. Minoura rang of Hybrid roller continues that message with 2 models, the simple & easy to use FG220 and the FG542 with an adjustable front end and a huge range of resistance. In stock and ready for the indoor trainer season.

Saris – H3 Silent Smart Trainer

Distributor: Raleigh Bike Parts

Reliable. Durable. Quieter Than Ever Before.  The H3 is Saris’ popular direct-drive smart trainer with an impressive power measurement accuracy of +/- 2%. The trainer measures power, speed and cadence without the need for external sensors and features a precision-balanced flywheel built to handle 2000 watts and replicate a 20% climbing grade.  Tested to withstand heavy training, the H3’s internal cooling system will keep the electromagnetic resistance system working – and accurate – long after your legs have given out. Compatible with Shimano 8-11 speed cassettes.

Madison and Sportline have announced the dates for the iceBike* and Sportline Show 2020, and visitors are encouraged to register now.

As in previous years, the trade show will take place in the third week of February from 18th to 20th February and will once again be returning to the Marshall Arena:MK venue.

Visitors can expect to see Madison and Sportline’s portfolio of brands including Shimano, Park Tool, Kryptonite, PRO, Saracen, PEARL iZUMi and Elite to name a few.

CEO at Madison and Sportline Dominic Langan said: “iceBike* over the years has become a stalwart of the trade events calendar and its endurance is a testament to the fact that it is a valued event for the UK cycle industry.

“We massively appreciate every single retailer who takes the time to visit us at iceBike* and once again we will be working extremely hard to put on a show that is as productive as it is enjoyable for our customers. We look forward to welcoming as many of you as possible in February next year.”

There will also be a raft of new brands for dealers to visit for the first time alongside new products, demos, evening entertainment and a range of seminars from industry experts.

The Bike Shop will be set-up in the centre of the show to help advise retailers on merchandising best practise and demonstrate how POS can be used most effectively for each brand.  Freewheel is also an initiative that continues to be a major part of Madison’s future plans, so iceBike* is an opportunity to get the latest on the programme and find out more for those interested in signing up.

More details will be confirmed in the coming months. Register now at www.icebike.co.uk.

You can read BikeBiz’s roundup of the 2019 show here.

Address:
Marshall Arena:MK
Stadium Way
Bletchley
Milton Keynes
MK1 1ST