Madison has set out ambitious plans to create a brand new, purpose-built hub for retailers to get educated about all things Shimano.
The Shimano Technical Service Centre will be based in Milton Keynes at Madison's Distribution Centre.
The move comes as Madison and Shimano look to address what they interpret as a need for regular, technical dealer training to "keep shops up to speed on all the latest Shimano products".
Both companies say they want to do more to help educate retailers to ensure the very best consumer experience. Shimano tech reps will continue to travel the country for Madison, offering localised in-store training, but the new centre will allow for a curated programme of regular training, open to all retailers to attend.
All Shimano service centre days will take place at the new hub as well as a bi-annual, all-encompassing workshops for the latest technologies, two OEM-specific days and the NPP (New Product Presentation).
A permanent training room is being built to offer hands-on time with products alongside experienced Shimano experts so retailers and mechanics can get the information they need and take it back to their respective stores.
Dominic Langan, Madison CEO, said: "Providing the best consumer experience is key to the success of Shimano and this can only be achieved if the support, knowledge and expertise exists in the marketplace. Madison is investing more and more into education and training as the way to drive brand loyalty and deliver business success."
The official launch of the Shimano Technical Services Centre will be early in the autumn, when a full schedule of events and training days will be communicated to all Shimano retailers.