Iceman Cometh Challenge 2025: Traverse City, Michigan
Iceman Cometh Challenge 2025: Traverse City, Michigan
The Mitt. Only eight hours from our office, yet it feels like a different world. From the natural beauty to what people wear, Michigan is built for anyone who loves the outdoors. This time of year the leaves hang on a little longer to show off their color, and the air has that edge that makes coffee taste better and conversations feel warmer. I came for Iceman week and left feeling like I had only opened the cover of a great book.
This was my first time in Michigan and my first Iceman week. I spent it at the Ice Cycle Expo, watching how a whole community comes together before the race. There is a rhythm to an expo that you feel as soon as the doors open. People filter in, find friends, and drift from booth to booth with a mix of purpose and curiosity. Being on the other side of the table reminded me how much I enjoy the work itself. It was steady and social and the kind of day that makes you want to come back next year.
The people made the strongest impression. Michigan feels full of folks who love the land and take care of it. You see it in the way they talk about trails, in the gear they choose, and in the easy kindness that comes with long winters and short summers. Late fall kept the mood calm. It was not crowded with summer tourists. It was a room of riders, families, and friends who were excited to be together and to celebrate a challenge called the Iceman Cometh.
Traverse City sets the tone. It sits at the tip of the Mitt, tucked into trees, yet it has enough energy to feel like a city. That mix made the expo lively from the first hour. Nearby riders showed up early and out-of-towners rolled in with big smiles and questions. By 11:08 our booth was already full of people hunting for early finds, asking about layers, and telling us what worked for them last year.
The weather did what Northern Michigan weather does. The temperature dropped fast, snow was a rumor, and rain the day before the expo made riders rethink their plans. That turned into a blessing for us. We came prepared with options and had the chance to show the range of our line. The best moments were with riders who already knew us. Hearing that our apparel solved real problems at a fair price felt great. The Sierra Puffer Vest, the Polartec Power Grid Pullover, and the AeroReflective Gloves were easy favorites. We brought a bit from every category and put a spotlight on what we make in the USA. It landed.
I loved the stories most. A man told me this year would be his thirty-first Iceman and that he had only missed the finish once because of an injury. Parents pointed to the Sno-Cone ride and kids grinned back. Friends compared notes on the Slush Cup and waved over first-timers who wanted to be part of the day without jumping straight into the full distance. It did not feel like a hard race from the outside looking in. It felt like a community that built something generous enough to include everyone.
When closing time came, I was not ready to be done. We talked and sold from eleven to seven. It was a long day that passed fast. Packing up the booth felt like stepping out of a glow. I left with a simple plan. Come back next year, bring the same warmth to the expo, and this time bring a mountain bike. The single tip I heard most about the race itself was to train and to stack steady miles on climbs. Iceman asks for fitness and focus, and it feels different from the gravel and road riding we do in Pittsburgh.
There was not much time to explore, so I grabbed a small look at town the morning of the expo. I drove around quietly and then stopped at Bubbie’s Bagels for breakfast. Pittsburgh does not have bagels like this. A crisp shell with a soft bite, bacon and egg, and a swipe of chive cream cheese that won me over. If you visit, add it to your list. It set the tone for a day that felt both new and familiar.
I left Northern Michigan with a clear picture in my head. Gray water, bright maples, pockets of sunlight in the trees, and a busy room full of riders who were happy to be together. We came for the expo and found a place that makes you want to return. Next year I would like to line up, hear the runway noise, and see the forest open in front of me. Until then I will remember the people, the color in the leaves, and the feeling of being part of a community that cares about the land and the ride.