FEATURE
brand owners speaking directly to retailers, listening to their challenges and explaining the thinking behind product development. I wanted retailers to meet our staff, share food, have a drink and discover that we are normal, passionate people who care deeply about what we do. Some years, karaoke helped prove that point a little too well! Education was also pivotal. We invested heavily in seminars on technology, merchandising, industry trends and business systems, bringing in people like Jay Townley and Mercedes Ross as well as third-party partners such as EPoS providers, the ACT, and The Bicycle Association. That commitment remains today. The early shows were held at our warehouse, which also
allowed us to showcase our operation and, memorably, run a “Supermarket Sweep” giveaway each day. It was fun, but it also reinforced a point: we wanted to bring retailers into our world and build a partnership that felt open, collaborative and long-term.
Did you receive any significant feedback from visitors following the 2025 shows? And what, if anything, has changed or been improved for 2026 in direct response to that?
2025 was a significant step change. We completely overhauled the layout, the look and feel, and the response was hugely positive. It became our best attended iceBike* to date, with the Thursday in London absolutely buzzing. For 2026, we are really building on that success and turning the dial up to eleven. More new product than we’ve shown post-Covid, exciting brand announcements and a layout designed for discovery, interaction and fun. You’ll also experience new caterers, some fantastic new cocktails in the Croix de Bar on Sunday and Thursday evenings and enhanced experiences including track access. Here are a few comments from the post-show survey: “The layout was much more attractive and user-friendly
this year. Being able to ride the track as part of the event was great.”
“I took a young mechanic with me, and he thought it was amazing - the effort that Madison had gone to was very clear.” “Lots of new product, good displays, great to speak to staff who know and love what they do, informative seminars.”
Many independent retailers are currently feeling lost or cautious about making major commitments. Beyond seeing new products, what are the two or three core actions that Madison advises retailers should prioritise right now to drive business growth in 2026, and how is the iceBike* set up to help them achieve that? First, take a long, honest look at your store from a customer’s perspective, including the people who walk past but never come in. Window display, signage, layout and visual merchandising matter more than ever. Ranging needs to be
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logical and easy to navigate. “Good, better, best” is a simple but powerful model, yet many shops overwhelm customers with too much choice that lacks structure. Second, clear out slow-moving stock and reset your space for the new season. Move legacy items into a dedicated sale area. January is ideal, and invest effort into fresh, compelling displays for the products you’re committed to. Our Product Promoter Team is ready to help with that. Third, get your workshop fully prepared for spring: tools
replaced, service parts topped up, processes tightened. Workshop performance drives margin, repeat business and reputation. iceBike* is an ideal opportunity to accelerate all three priorities, with exclusive offers, merchandising support and easy access to every brand, product category and business service under one roof.
January 2026 | 13
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