We discovered a major thing back in 2001: It’s much more fun to go outside when you have great traction. Since then, our only mission is to inspire people to go outdoors. To do this, we make a series of events where people can meet and do the things they love, together with the people they love. We do it year-around, in all kind of terrains and surroundings, to introduce people to the beauty of the seasons and to show them what Icebug is all about. We call it Icebug Xperience.