Pinkbike Visits iceBike*

Mar 15, 2014 at 10:38
by Simon Nieborak  
iceBike* has been a regular fixture on the UK tradeshow scene for a number of years now. For those not in the know, iceBike* is the in-house, trade-only show of UK distribution powerhouse, Madison. With a brand list that reads like a who’s who of top brands (Shimano, GoPro, Thule, PRO, Park Tool and Garmin to name a handful), with the company also running a successful DH team (Madison Saracen), road team (Madison Genesis) whilst also sponsoring a whole raft of UK athletes, teams and supporting an impressive list of events.

Unlike most tradeshows, iceBike* is held at Madison’s own premises, with the permanent showrooms at the Milton Keynes HQ opening their doors, along with the erection of a specially constructed two-storey expo marquee.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
Madison are Shimano in the UK and as you’d expect, the Shimano stand was an impressive affair, with every road and MTB groupset on display, along with Shimano’s ever-increasing wheel selections, catering for every size you could want.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
It wouldn’t be a tradeshow without a special bike on display. Rachel Atherton’s World Champs GT Fury was on display with full Saint groupset.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
Bliss Protection are one of a number of additions to the Madison stable this year. Stock will be landing very soon, so expect to see a whole lot more of Bliss at your LBS very soon.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
BDS head honcho, Si Paton, gets the lowdown on Bliss’ unique Armourgel protection.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
Stems might not be the first thing that comes to mind when you think of Gamut, but the brand are soon to be bringin out a range of stems. The Cillos stem is aimed at trail/endure riders, coming in a range of lengths from 40-70mm and an RRP of £89.99 Weight is pretty impressive, with the Cillos coming in at 150g with steel hardware. Weight weenies can shave another 10g with the optional Ti bolt kit. There’s even a direct mount stem in the works too.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
  Gamut have been very busy of late, redesigning their chain devices to make them some of the lightest out there as well as releasing TTR rings for the ever expanding 1x market.

iceBike trade show for Madison SportLine

iceBike trade show for Madison SportLine
The ultimate workshop accessory – a powered workstand from Park Tool.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
  And no, you probably can't afford it for your home setup!

iceBike trade show for Madison SportLine
Kryptonite are pretty much the first and last name in security.

iceBike trade show for Madison SportLine
Outdoor Technology are another new brand for Madison this year

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
With a range of audio products focussed on outdoor lifestyles, you can bet items such as the Turtlesheel Bluetooth speaker will be making an appearance at your local pumptrack/DJ spot over the summer RRP £109.99

iceBike trade show for Madison SportLine
  The iceBike* show is also an opportunity for dealers to ask questions and listen in on seminars direct from the brands

iceBike trade show for Madison SportLine
A new brand in the cleaning segment is Duck-Smart, who’s parent company have been creating cleaning products for over 25 years. Originally designed for MX duties, it’s also ideal for cleaning your non-motorised steed as well.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine

iceBike trade show for Madison SportLine
Need to stow your bike in your house, but don’t have the space? Gear Up probably have the solution to your problems. Interestingly, the bike pictured here is a 650b road bike, designed for younger riders – an interesting application of the wheelsize for sure.

iceBike trade show for Madison SportLine
Got racks? Thule’s new Pack n Pedal range is designed to fit on bikes without existing mounts, so you can turn your MTB into an expedition ready bike (or dare we say, commuter bike) with ease. That’s a Genesis High Latitude 29er in case you were wondering.

iceBike trade show for Madison SportLine
  Fresh rubber from Continental

iceBike trade show for Madison SportLine
Lazer aren’t a brand that might be on your radar, but the Belgian brand already have the likes of Brian Lopes on the books and now, with Madison on board have added the likes of Chris Akrigg, Matt Jones and Blake Samson to the fold. With a wide range of offerings in some subtle and not-so-subtle colour options, there's something to cater for pretty much all tastes.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine

iceBike trade show for Madison SportLine
Arcane are Madison’s own-brand BMX brand, with staffer Paul King helping out with product development and testing. One of the perks for working for the big boys

iceBike trade show for Madison SportLine
  Not a torture machine, but Shimano's new BikeFitting venture


Last year, Madison split its bike business into a new venture called Sportline, which handles the Saracen, Genesis, Ridley and Ridgeback brands. The inaugural Sportline Show ran in tandem with iceBike*, with the bikes located at hotel a short drive away from the iceBike* venue.

Saracen are a brand who are always busy beavering away. Although the likes of Manon Carpenter make sure the Myst is grabbing the headlines, the brand offer a wide variety of models across XC, Trail, DH, Commute, DJ and Road, with entries across a large spectrum of pricing options. Guaranteed there's a bike in here that you want.

iceBike trade show for Madison SportLine
iceBike trade show for Madison SportLine
The range-topping Myst Pro is a very special bike indeed. With a price tag of £4899.99 this is one serious piece of kit, complete with a carbon fibre rear end, full Saint groupset, Fox 40’sm and PRO finishing kit, this is the exact same bike that the Madison Saracen team race on. The mixture of raw and matte finish looks even better in the flesh.


Genesis are another of Sportlines in-house brands (one that started as an off-shoot of Ridgeback). Although more known for their steel road bikes (as raced by the Madison Genesis team), off road is where it all started for Genesis.

iceBike trade show for Madison SportLine
Now in its second season the High Latitude is a trail 29er with a very British feel to it : Reynolds steel frame, 1x drivetrain, big tyre clearance and routing that’s actually been thought about with the great British winter in mind.

Speaking of British weather, we’ve just come out of the wettest winter ever recorded, with a lot of the South West still underwater and a lot of trail resembling some kind of venue from the bog snorkelling world championships. With that in mind, the Caribou is probably a firm choice for a bike right about now!

iceBike trade show for Madison SportLine
Yes, yes, it’s a fat bike, but one that’s designed with expedition-style riding in mind (with some nice little addition from UK outfit, Alpkit). Interestingly, this is the only non-Surly fat bike that features Surly’s market-leading fat bike wheels and tyres. A pretty nice industry nod of appreciation, if you ever saw one.


To find out more on pricing or availability of anything Madison distribute, head to www.madison.co.uk

Words by Ian Carter
Photos by Simon Nieborak
Special thanks to Si Patton


48 Comments

  • + 20
 If I was designing a bike with the UK winter in mind I'd use full length cable outers everywhere, not cable stops and exposed cable on the downtube and chainstays, as on that Genesis High Lattitude.

Or is that just me?
  • + 4
 Absolutely agree, I don't know why more bikes aren't like this. Is the weight saving really worth it?
  • + 1
 I see where your coming from but for me personally I think a split cable is more advantages as it allows you to re-lube the inner during the winter months - once you've got grit and whatnot into an full length inner then its a time-bomb before reliability is an issue and ultimately early failure but if every time you clean then bike (every ride with any luck in the conditions discussed!) you spray even a little wd40 into the inner and onto the cable before pulling it in and out a few times (shifting throughout the range) then I reckon your better off....

Just my fairly uneducated but experienced opinion.
  • + 5
 Always go for the full length. I had to drill out the cable stops on my stumpjumper, but so worth it. just make sure you use a 4 or 4.5mm drill bit otherwise the cable slides around. if theres no where for the muck to get in, then your cable will remain free for ages. what you are basically saying is that you prefer to spend 20 minutes taking apart, cleaning and re-lubing your cable after every ride, over only having to worry about it once a year or two...
  • + 0
 No taking apart required but I see your point - no worries
  • + 1
 The thing about the open downtube option is that it cuts down on friction inside the cable outer (as there's a lot less of it) and provides good routing for the front mech. Cables are also easy to clean and outers are easy to get into (assuming cable stops are slotted: magazine.bikeradar.com/2011/07/06/tech-walkthrough-cable-flushing) to add more lube when needed (a definite bonus during the British winter). Cables are normally either stainless steel or teflon coated, so corrosion isn't a huge problem in the short-mid term.

The routing also keeps the top-tube clearer, which is good if you ever shoulder your bike, or carry luggage or a bike light battery - all possibilities in the Genesis target market which includes long-distance riders and bikepackers.

Finally, cable routing also tends to be 'cleaner' to the downtube as there's less bend in the outer.

Downsides? The routing to traditional rear mechs may not be quite as good as it is from the seatstay (as opposed to being routed along the chainstay), but not really an issue with newer Shadow-type mechs.

Personally I would ride a bike with either option (and I have) as both are reasonably weather resistant, as long as you spec decent outer when running it full length. However, I do personally also prefer cable routing under the bottom bracket on a front mech.
  • + 2
 I like full length too. Protects the cable from damage be it mud or crash. And if it does get some friction, A your bike may have fell in the pond / mud pit, B it takes like 10 minutes to replace cable and housing anyway (which is still less work with full length.
  • + 1
 "A your bike may have fell in the pond / mud pit" Describes the last winter nicely. Wettest since records began. Wink

"it takes like 10 minutes to replace cable and housing anyway (which is still less work with full length" So about eight minutes longer than cleaning and lubing an open cable with slotted stops...
  • + 1
 Holy crap man, sounds miserable. Does it ever stop raining over there haha? Props for riding through it all.
  • + 2
 Heh! In all seriousness, between December and March it really felt like there wasn't a day without rain. So many trails are now absolutely trashed. I even managed to kill a Hope bottom bracket in six rides. It was wet. Wink
  • + 9
 My god..... forget 26" or 650b or even 29er - they've invented the INVISI-WHEEL! (See picture #3)

Marketing speel below:

"Tired of having to choose which wheel size may complement your riding best?
Don't!
Introducing the INVISI-WHEEL - no-one can tell what clique your in so your bound to fit in everywhere!
INVISI-WHEEL rolls over nothing so no bitching is required
INVISI-WHEEL is the lightest wheel on the market (when paired with INVISI-SPECIFIC tyres/sealent) so you can still feel superior!
INVISI-WHEEL will take your riding to the next level - and fit ptoperly in your boot!"

At last....
  • + 0
 WHY would being in INVISI-WHEEL be lite?
That's no wheel
  • + 3
 Shut up and take my money
  • + 5
 650b was a wheelsize for small road riders & junior-size road bikes for a decade before hipster endurbros started needing it for their strava KOM's. It was thought to be a better wheel size for TT/Tri riders as well as climbers back in the day because of the reduced weight of the wheel. Eventually people realized the larger wheel covers the same distance faster than the smaller wheel, and it slowly lost popularity in the cycling industry, only to be recently brought back.

Why would you be suprised in the least by seeing a 650b road bike at a trade show?
  • + 6
 650c is the road name for the wheelsize
  • + 2
 Came here for this!
  • + 7
 650b and 650c are entirely different wheel sizes. If you're going to write snarky comments you might want to at least know what you're talking about.
  • - 2
 Bravo dogboy for your own snarkyness. Even though you are right about 650b and 650c if you consider the fact that 650c has been used on small road bikes for a long time it is probably more likely that the bike was using 650c, and the blogger made the mistake of calling it 650b. If it really was 650b then I can understand the blogger's surprise. But i really doubt this was the case, simply be because I'm not to sure that there are many wheel manufactures producing 650b rims skinny enough to handle a 20c tire, nor do I think that there are many 650b x 20c tires out there. There's already a limited selection of 650c frames, forks, wheels, and tires, so trying to figure out why a road frame manufacturer would build a custom, frame and fork with braking mounts and spacing for 650b when there already is a standard 650c is really beyond me (the irony of which is truly funny considering the current trends in mountain biking). In all honesty (since the bike in question is simply a display for a bike rack company) it is more than likely that the blogger saw 650 and assumed it was 650b, which unfortunately leaves the impression that he/she is ignorant of cycling/wheel history or at the very least road biking history. We've all been there though. I remember making the same mistake when I was first starting out in bike shops. Got teased by the mechanics for a week, but it's all good. In the end I hope this was either a typo or a learning moment, but either way the snarky comment is no more unwarranted than your own.
  • + 0
 It probably is 650b but it's not new on small road bikes, it's also not interesting.
  • + 7
 That's how I imagine what Heaven would be like
  • + 1
 That High Latitude with "routing that’s actually been thought about with the great British winter in mind." I thought the newest trend of full length cable housing was the dirt/water proof setup? I've had extreme cold weather issues with that setup, slow shifting from shrinkage. I actually never had a problem with down tube/split cables and had a bike for 18 years in that setup and changed cables and housing every 4 years just to change housing and cables, not because it needed it. Better when using a car rack too. Always had issues with top tube split cables. Wish my last 3 bikes had down tube routing because I've had issues with dirt and water and pinched housing from a car rack.
  • + 0
 Salsa Mukluk also has Surly wheels and tires. I mean Surly kindof makes the best rims and tires (I guess you could make an argument for 45north, or carbon rims), so to me, that's definitely a quality build, just not a unique one. Single ring is a bold move on a fatbike loaded up like that though! Bring your legs...
  • + 0
 Salsa and Surly are both owned by QBP as is 45NRTH so yeah there's that but Trek uses Surly/Salsa on their Farley so that's another brand...

Was this pinkbike that visited iceBike or was this a Madison distribution press release? Why mention Rachel's Gt Fury and only show us a pic of her chain guide?
  • + 1
 by the looks of it, they got Si Paton (who you may know posts a lot of things on here) to go for them and the photo's are all taken by 'Lunatyk' (www.pinkbike.com/u/lunatyk)

I think the idea is that they were showing of the new Saint chainguide as its Shimanos very first foray into the chain device market.
  • + 1
 Yeah, a shot of all of Rachel's bike would have been nice.
  • + 1
 Am I the only one who noticed how off centre the Kore bars are in that Gamut stem? I definitely need to work on my life outside bikes...
  • + 1
 It's for automatic scrub on the jumps.
  • + 3
 What's the name of that light mount on the Lazer helmet - The Decapitator?
  • + 2
 Man, i want one of those invisible chairs!
  • + 1
 Good to see Lazer can design good looking helmets. Take note Urge and Scott.
  • + 1
 I would just love that Park Tool wall with the tools, I'd be happy with that big time Mmmmmmmm..........
  • + 1
 is it just me, or is that kore mega bar WAY out of alignment on that new Gamut stem?
  • + 1
 When I saw it, it actually made me want to fix it. Very disturbing photo. Haha. When I worked for bike shops, I set up every bike correctly, tilts, angles, stretch cables, etc. Everything setup neutral. Used to piss off the shop owners because it took me longer to build bikes, but when we'd sell a bike built by the kids that threw them together, the levers would be aimed at the sky or floor, seat aimed up or down. Wheel and stem not lined up. The brakes or shifting would be off after a test ride. The same shop owners would make me fix them before they took the bike, which I felt like it made us look bad. Don't even get me started on chain store bikes..
  • + 1
 Ha, the wall would not allow us to correctly position the bar for how we wanted to angle the stem. Nothing is out of alignment, just out of position.We will not recommend this setup when the stems release. Wink
  • + 1
 @oldschool43 i feel that man, I'm super ocd about that too, especially while that shits all out of alignment and you see people riding there bikes around that way. @range i'll keep that in mind when i get it! so stoked on that new stem and chainring, awesome job Gamut
  • + 1
 That makes more sense now. Saw the fork/stem were off too. After closer examination, I see it. Cool stem though, centered or not.
  • + 1
 This show looks very royal, very sophisticated. I even see well behaved citizens walking around this extravagant exposition.
  • + 2
 those Kryptonite chains...
  • + 1
 I've been told that them chains are easy to cut trough and that the almax are a lot better. although they are expensive.
www.almax-security-chains.co.uk/All-Products/c-1-73
they have a wall of shame showing a lot of other makes that they have cut through easy. there is vids of a guy with about 6ft bolt crops not getting through there chains.
its just weather you believe the hype
  • + 1
 Saracen makes some nice looking dj frames.
  • + 1
 That shimano fit tool....are you f*cking kidding me?
  • + 1
 Go ahead punch that dummy as hard as you want! Wont hurt him a bit!
  • + 1
 I love my odt turtle shell! Outdoor tech is dialed!
  • + 1
 ↑↑↑ cmon its just a joke dont be critical.
  • + 1
 he said erection teehee
  • + 1
 Cool chairs.
  • - 1
 That would suck if that place caught on fire and burned to the ground...
  • + 1
 Roll on computer digital fire starting

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