Madison and Sportline are urging dealers to prepare for 2016 by getting iceBike* 2016 into the diary and registering at www.icebike.co.uk.
The long-running show has over 50 brands showcasing their latest product ranges as well as offering retailers exclusive show deals that can only be taken advantage of at the show. iceBike* will return to Arena:MK from Tuesday 23 February and Thursday 25 February.
The firm said: "February is an ideal time to start looking to the year ahead and with unique show offers available for dealers on brands such as Shimano, Lazer, Compressport, Madison Clothing, Pearl Izumi, Park Tool and many more it is a great opportunity to get up to speed.
"Not only will brands be showcasing their latest product ranges and offering unique discounts, they will also be offering special demonstrations and masterclasses on specific areas. Shimano STEPS for example will be on demo for dealers to experience first-hand, while Park Tool will be offering mechanics masterclasses over the course of the three days.
"The rest of the Madison and Sportline brand portfolio will be out in force at the show with Kryptonite, K-Edge, Quad Lock, Ridley, Saracen, Genesis and more to reveal more information about their attendance as we approach the end of February. Each brand will have its own exclusive iceBike* offers that dealers can only take advantage of by coming along to the Arena:MK."
For the first time ever, there will also be a public weekend on Saturday 27 February and Sunday 28 February, which is exclusive to British Cycling members and Immediate Media readers.