Madison's iceBike* opened its doors to the trade this week, with an extra two days still to come on Monday 25th and Tuesday 26th July.
The next issue of BikeBiz will include a feature review of iceBike*. The issue is due out at the end of next week, but in the meantime, here's a small taster of some of the sights of the Milton Keynes event.
New signing GoPro took an eye-catching display next to the welcome desk, showing off its wares for the first time to dealers at iceBike*.
Saracen bikes were showing off some new smart colourways.
While the Saracen Amplitude line has been given a stronger identity.
Don't try this at home: One Hydrapak product manager puts the integrity of the tough Reservoir to the test.
The Cervelo S5 was among the eye-catching products on offer...
...here again in detail, focusing on some of it's air-bending curves.
Additions to Madison's own clothing range include the MTB focused Flux Deluxe Men's Shorts.
Some of Giro's latest lines have been pitched those that don't usually cycle with a helmet. This model sports an old Giro logo for a bit of retro cool.
For more on the show look out for that forthcoming feature in BikeBiz August, or head to the iceBike* site here.