Q’s flagship winter industry event aims to reignite the industry — encouraging engagement, connection, and growth for 2026 and beyond.
Minneapolis, MN (October 7, 2025) – 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.”
Retailer registration will open on October 29. 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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About Quality Bicycle Products
Quality Bicycle Products works to advance the experience of bicycling for the well-being of people and the planet. From developing our own compelling bicycle and accessory brands to distributing the most comprehensive portfolio of top brands in the industry, to sparking advocacy efforts that increase ridership, Q serves as a common thread that weaves together retailers, suppliers, industry partners, and riders. With distribution centers in Minnesota, Pennsylvania, Nevada, Colorado, Vancouver, and Toronto, Q reaches a network of more than 5,500 independent retailers. As a certified B Corporation, we strive to be an extraordinary business partner and employer, and we have made good on that goal for more than 40 years. For more information about Quality Bicycle Products, visit qbp.com.
About Frostbike
Frostbike, Q’s flagship winter industry event, serves as a central gathering place where retailers, suppliers, and thought leaders come together to share knowledge, showcase innovation, and build meaningful connections. For more information about Quality Bicycle Products and Frostbike, visit qbp.com.
About Continental Bicycle Tires
Continental is a worldwide leader in bicycle tire innovation with 150 years of experience in the industry. All Continental tires are born in their development center in Korbach Germany, many of which are completely “Handmade in Germany.” Continental’s rigorous testing and their revolutionary technologies, such as the unbeatable Black Chili compound, have produced some of the most highly respected products on the market today. The Continental product family includes the flagship road tire Grand Prix 5000, the gravel-specific tire range Terra, and its range of MTB tires developed using Gripology, the science of grip, in collaboration with top pro-athletes. Continental’s Urban Taraxagum tire, created from dandelion rubber, continues to receive international accolades for its pioneering approach to sustainability.
Media Contact: Verde Brand Communications, frostbike@verdepr.com
Downloadable Media Assets: HERE
