Madison Genesis unveiled their new look for 2018 at iceBike*, before riding out with fans.
Laura Winter introduced the 12-rider line-up to media, sponsors and team supporters at Arena:MK.
Madison Clothing presented another year of innovation to the range-topping Road Race Premio line.
The team’s recognisable chilli red and curacao blue flashes match with houndstooth detailing.
There are several performance updates after Madison Clothing’s designers interpreted rider feedback, iterated product and delivered the improved garments.
Erick Rowsell has ridden with Madison Genesis since 2014 and has seen the kit evolve through four designs.
"Our team kit is constantly being developed and each year we have new things or tweaked items to test out and report back on.
“Madison invest a lot in developing their kit and the team plays a big part in helping them with that and it’s very satisfying to see the end result.”
Fans can see the kit in action throughout 2018 and purchase the all-new kit at the Madison Genesis shop.
Prototyped and raced to victory by Connor Swift last year LINK, Genesis present the newly developed Zero SL.
Developed for the toughest races on Britain’s unforgiving roads the new Genesis Zero SL will be standard issue to all 12 team riders.
The third generation Zero drew high praise from Swift after his first race – and win – on the new bike.
“It felt great straight away. Everything you want from a bike was there; stiff, responsive, aero, racy, comfortable and bloody good looking!
“I had full confidence in the bike; it was great when cornering and accelerating, but going and winning on a prototype clearly shows it wasn’t lacking in any areas!”
Under the stewardship of Colin Sturgess, 12 riders will take on the biggest races in the British calendar, with overseas opportunities.
Now in its sixth year, Madison Genesis’ aim remains to develop young, British road racing talent, assisting them to achieve pro continental or world tour contracts.