Shimano's new drivetrains at BikeRadar Live 2010

Plus Commencal, Cervelo and more

Shimano will have a huge expo area at BikeRadar Live this summer where visitors can try out their latest technology – including new versions of their groupsets.

Shimano will be at the show courtesy of UK distributors Madison, who have also hinted about previewing some other new products, to be confirmed nearer the event.

Madison will have their own 'village' within the festival where products from major brands including Commencal, Cervelo, Genesis, Saracen and Ridgeback can be seen and demoed.

They'll also be bringing along the Animal Commencal team of Dan, Gee and Rachel Atherton – who'll be looking to clean up in the racing after Gee's win in the Mountain Biking UK Eliminator dual slalom last year – and sponsoring the bike lock-up area with Kryptonite locks.

Madison didn't exhibit at the event in 2009 but marketing director Will Fripp checked it out and was so impressed that he was determined to attend this year. "We're really excited about BikeRadar Live and think it promises to be a ‘must attend’ cycling event in this year’s calendar," he said.

"We'll be there in force with expo and test bikes from Shimano, Genesis, Cervelo, Commencal, Saracen and Ridgeback as well as a general expo zone showing a selection of products from within the Madison portfolio of brands like Garmin, Giro, Bell, Kryptonite, Elite, Blackburn, DT Swiss and Park Tool – the list goes on!"

BikeRadar Live takes place on the weekend of 10-11 July at Brands Hatch in Kent. Some 8,500 riders and their families came to the inaugural event in 2009 and this year's event promises to be even more fun with more riders, more pros, more features and more races.

You can test-ride the latest road and mountain bikes, see the pros in action, ride Brands Hatch circuit on your own bike or challenge yourself in one of the many races and challenges. Whether you want to ride 1km or 100km, on the road or off-road, there is something for every type of cyclist.

Exhibitors at the event so far include: BMC, Bohle UK, Brompton Bicycle, Buffera, CycleActive, Evans Cycles, Evolution Imports, Fisher Outdoor Leisure, Hargroves Cycles, Hope Technology, Ison Distribution, Madison, Osprey Europe, Peak Leaders, Polaris Apparel, Propel Distribution, Raleigh, Riding High, Rose Bikes, Scott Sports, Tredz and Ultimate Sports Engineering.

You can book online now at www.bikeradar.com/live or call the BikeRadar Live hotline on 0871 230 1085. One-day, weekend and family tickets are available, with prices starting at £15 in advance.

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