ICEBIKE PREVIEW


ICEBIKE 2025 PREVIEW


February will see the return of iceBike*, marking 18 years since the event was first introduced. With the 2024 edition seeing record numbers, Madison’s house show is back to highlight all that Madison and Sportline has to offer. CEO Dominic Langan reflects on the history to-date, and previews what people can expect this term.


How do you reflect on how far the event has come? iceBike* was created back in 2007 in order to provide an interactive environment where retailers could get closer to Madison staff and Madison’s suppliers. People buy from people and back then the perception of Madison was not great and seen as somewhat faceless. I think it was a bit unfair but at the end of the day perception is reality. It was my mission to ensure Madison overall and me personally were seen as very much approachable and friendly – which we are of course. I think we have achieved that and I often get direct messages from retailers and I also respond frequently on industry forums as do my colleagues.


www.bikebiz.com January 2025 | 7


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