Quality Bicycle Products (Q), the leading North America-based bicycle parts distributor and brand manufacturer, is excited to announce the return of its industry event, Frostbike. Taking place February 26–28, 2026, at Q headquarters in Minneapolis, Frostbike is back after a four-year hiatus, bolder and more intentional than ever, with the powerful theme Take the Lane.
A long-standing winter highlight for the bike industry, Frostbike 2026, presented by Continental, will reconnect hundreds of Q retailers, supplier brands, and thought leaders from across North America through a product expo, meaningful education sessions, and authentic peer-to-peer connections.
The theme Take the Lane empowers and calls on all members of the bike industry—retailers, suppliers, non-profits, Q staff, and beyond—to step up, show up, and engage with the challenges and opportunities of a rapidly evolving market. Rooted in cycling safety, “taking the lane” is a move riders make to assert their presence on the road, placing themselves visibly in the center to navigate complex or hazardous environments. Applied more broadly, it’s about leadership, boundaries, and confronting change head-on.
“Frostbike has always been about bringing the industry together—and this year, that connection feels more important than ever. With Take the Lane, we’re creating space for honest conversations, shared learning, and the momentum we need to move the industry forward,” said Rich Tauer, Q President. “On behalf of all of us at Q, we invite you to take the lane with us.”
This year’s programming will challenge participants to share their strengths and expertise while also embracing opportunities for growth. Explore new products through hands-on access from the industry’s leading and emerging brands at the expo. Learn new ways to drive your business through educational sessions designed for today’s evolving retail landscape. Frostbike attendees can expect to take with them actionable business insights tailored to support growth and adaptability.
“With Frostbike, Q is creating a central space for collaboration, learning, and inspiration, to help the industry forge ahead with intention and resilience. Everyone gives a little and takes a little at Frostbike—because progress happens together,” said Tauer. “Frostbike 2026 is about taking action and controlling what is within our power to ensure our businesses thrive in 2026.”
Additional details, including seminar topics, the keynote speaker, vendor list, and additional activations, will be rolled out over the next few months. Please visit frostbike.com for more information.
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