Following the steady rise in popularity of Madison's show in February, the distributor has revealed a second iceBike* show – set to take place in July 2010.
The mid-year event will combine next season's launch events into one show, so dealers won't have to attend multiple events.
Again set in the grounds of Madison's Milton Keynes distribution centre, iceBike* Winter will run from Tuesday July 20th to Thursday 22nd, with a special Sunday preview on July 18th for those unable to dedicate time out of the shop in the week.
Unlike February's event, there is no official press day for iceBike* Winter, so members of the media are able to attend on all days.
Attendance can be registered on the official site.
Will Fripp, Madison marketing director, told BikeBiz: “iceBike* Winter, showcasing the winter range, will be taking place on July 20th to 22nd with a Sunday preview day on the 18th for those who find it hard to travel from their stores on busy weekdays.
"The new event has been created thanks to the success and great feedback from dealers and suppliers about our February show and nicely rounds up the various secondary launches that Madison often holds for bikes and winter goods all into one bigger event, earlier in the year."
Fripp added: "The second show offers a new platform upon which we can launch what’s new from our bike brands ahead of the arrival of new stock. The summer date also allows dealers to start gearing up for the winter season with new offerings from Shimano and our lighting, helmet, clothing and footwear brands."
You can read more on iceBike* Winter and the latest from Madison here.