Iceman Cometh Challenge
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November 8th, 2014

Press Release

Thursday, July 21, 2011
Susan Wilcox Olson, Media Relations


Traverse City, MI — Iceman Promotions, Inc. is proud to announce that Bell's Brewery, the largest craft brewery based in Michigan, has signed as title sponsor of the 2011 Iceman Cometh Challenge mountain bike race.

Held each year on the first Saturday in November, participants of the 2011 Bell's Beer Iceman Cometh Challenge will take to the trail on Saturday November 5. The Bell's Beer Iceman, presented by Trek, is a safe and fast twenty-nine mile mountain bike adventure from Kalkaska to Traverse City, Michigan. The course takes riders through the hardwood forests, meadows, and cross country ski trails of the Pere Marquette State Forest. Iceman events will welcome athletes from 2 to 72 years old from 38 different states. An estimated 7,500 spectators will line the course to catch the excitement of the Bell's Beer Iceman as the competitors roll along the trail.
"Bellís is thrilled to lend its name to this season ending, iconic, Michigan race and is excited to continue its long standing policy of supporting cycling in the Great Lakes region,î stated Larry J. Bell, President and Founder of Bell's Brewery, Inc. based in Comstock, Michigan.

Bell began brewing beer 25 years ago in a 15-gallon soup kettle. Today Bell's Brewery is one of the few craft breweries in the nation to remain under original ownership. Bell's produces some 170,000 barrels of beer each year and distributes its products to 18 states. Bell's, the largest brewery in Michigan, is well known for its famed summer "Oberon" wheat ale and "Two-Hearted Ale" among many other premium and specialty brands. Recently, Larry Bell announced a $52 million expansion over the next five years targeted toward meeting consumer demand and a multi-year trend of twenty percent growth annually.

"Iceman is unique due to the unpredictable weather that occurs in Northern Michigan during November. It could be 55 degrees and sunny or it could be 20 degrees and snowy like it was last year," said Bell.
"Iceman Promotions, Inc. is absolutely thrilled to have a Michigan-based company with the quality reputation of Bell's Beer as the title sponsor of the Iceman," said Steve Brown, Event Director. "Since the Bell's Beer Iceman is the "unofficial" end of the riding season, the post-race celebration, featuring Bellís Beer, is as important as the race itself for most of the riders!

The Bellís Beer Iceman weekend kicks off with the Ice Cycle Expo on Friday, November 4, from 12 noon until 9:00 PM at Grand Traverse Resort & Spa. In addition to the Bell's Beer Iceman, the ìMeijer Slush Cup features a half-frozen eight mile event for beginning racers, and the Meijer Sno-Cone event, for riders under the age of 12, offers a chance for future world champions to experience the thrill mountain bike racing.

The Bell's Beer Iceman is widely regarded as the premier mountain bike event in the Midwest and is the largest single day race in the country. Sanctioned by USA Cycling, The Bell's Beer Iceman boasts a $52,000 cash purse with $30,000 reserved for professional cyclists.

For more information on the 22nd Annual Bell's Beer Iceman Cometh Challenge, visit Iceman Promotions online at or