Take a look at a few examples from the wide range of events we've hosted here at Lee Valley VeloPark, in Queen Elizabeth Olympic Park, Stratford. No matter if it's an international crowd or a local community event, we hope from these you'll find inspiration on how you can create your own amazing event experience with us.
A record breaking year for iceBike at Lee Valley VeloPark
IceBike 2025 returned to Lee Valley VeloPark for its second consecutive year, delivering two days packed with cutting edge cycling innovation, unmissable networking opportunities, and exclusive access to the latest gear. From hands on demos of the newest tech to expert led seminars offering real industry insights, this year’s show pushed the bar even higher.
The buzz hit its peak on Thursday, as the final day saw a record breaking turnout with over 800 visitors engaging directly with top tier brands from the Madison and Sportline portfolio. Across both days, attendance surpassed expectations, with an estimated 550 on day one and 250 on day two - a strong showing that reflects the growing momentum within the UK cycling industries.
This year’s seminar lineup drew packed crowds, with the State of the Industry Panel shining a spotlight on the trends shaping 2025. Key voices included Shimano Europe President Marc van Rooij, Park Tool CEO Eric Hawkins, Elite Sales Manager Peter Lago, Bikeability CEO Emily Cherry, Basil Export Manager Robert Scholten, Jonathan Harrison from ACT, Peter Eland from the Bicycle Association, Joyriders CEO Mariam Draaijer and Madison’s own CEO Dominic Langan.
Madison CEO Dominic Langan, said: “The atmosphere throughout the show was incredibly positive, and there’s a real sense that the UK and Irish cycling industries are back on the rise. 78% of those who registered attended - our best turnout yet.”
Transforming Lee Valley VeloPark into a sleek, professional show space for iceBike 2025 was no small feat. Completed in just a day and a half, the ambitious build demanded meticulous planning and expert collaboration. At the forefront was Tecna UK, responsible for the custom exhibition stands and layout design.
Power infrastructure was handled by Midas, who fed off the venue’s 32amp 3 phase supply, distributing 13 amp outlets to stands for lighting, TVs, POS systems, and iPads - ensuring a reliable power supply and a smooth experience for exhibitors and visitors alike.
Lighting throughout the venue used the standard 300 lux setup, with Tecna UK adding tailored stand lighting around the Track Centre to highlight key exhibits. Wise Security played a crucial role in stewarding the event, managing entry points and vehicle movement.;
As for the layout, the arena was designed with a clear vision - from initial floor plans to final execution, the team delivered a seamless visualisation to realisation process.
Highlights
Record crowds for The Cyclist (Demo Days) at Lee Valley VeloPark
The Cyclist (Demo Days) stormed back to Lee Valley VeloPark for its seventh edition, smashing attendance records and reaffirming its place as the UK’s premier hands on cycling event.
With two packed days of demos, product testing, and direct brand engagement, 2025 was the most ambitious and best attended yet. Day one focused on manual bikes, day two on e-bikes, a now proven format that drew over 800 visitors across both days (550 on day one, 250 on day two). Thursday saw a new record high in attendance, with top tier brands from the Madison and Sportline portfolios front and centre.
The seminar stage buzzed with big names and fresh insights. The "State of the Industry" panel brought together Shimano Europe President Marc van Rooij, Park Tool CEO Eric Hawkins, Bikeability CEO Emily Cherry, and Madison CEO Dominic Langan, among others, drawing standing room only crowds.
Behind the build
Building the show space in just 36 hours, Tecna UK led the charge with custom stand designs, while Midas powered the event using the venue’s 32amp 3-phase supply. Wise Security kept operations smooth and safe.
The road circuit and plaza came alive with a festival style layout, no heavy infrastructure, just 60+ brands building their own setups from 07:00. By 10:00, the gates opened and the track buzzed with activity. Across two sun drenched days, 670 test riders got hands on with the latest bikes, gear, and tech, many making their public debut.
Brands arrived with fully charged e-bike batteries, allowing the venue’s power to be dedicated to catering, led by Calzone Kitchen, whose handmade calzones quickly became a crowd favourite.
Adrian Hogan, Commercial Director at Cyclist & Cycling Electric, said: “We've worked with the team at Lee Valley VeloPark on our Cyclist Track Day events for nine years and counting. The venue is exceptional and truly one of a kind, with its history and iconic location always a big draw for our audience. The team is fantastic to work with, friendly, responsive and genuinely committed to helping us deliver a great experience. We wouldn’t hesitate to recommend them.”