A Maidenhead-based business which specialises in personal/medical information identification has been appointed ‘official supplier’ to Welsh Cycling for three years.

ICE ID (In Case of Emergency Identification), which is based in Springfield Park, Maidenhead, leads the way in sport specific and medical bracelets that provide quick and comprehensive identification at the time of an accident or emergency.

The new agreement means over 15,000 Welsh cycling members across more than 180 clubs can get wristbands for men, ladies, children and those with medical conditions, which also includes dog tag necklaces and a helmet strap ID.

ICE ID owner Gila Overton, herself a former pro cyclist back in her native South Africa, says: “The synergy is perfect, because we will build awareness together from the beginner cyclist through to elite level and everyone in between. Riding and training outdoors means you have to take precautions and we are in the business of saving lives and offering peace of mind by providing all the vital personal and medical ID information as conveniently and efficiently as possible.

“Mobile phones are often damaged or locked; this is when ICE ID speaks for you, when you can’t. The first person on the scene will have access to all the vital information of the rider."

Welsh Cycling CEO, Anne Adams-King, said: “As the governing body for cycling in Wales, it is our responsibility to be pro-active and look for ways to increase safety for cyclists – indeed one of our major corporate objectives is for more people to have the opportunity to cycle safely."

ICE ID has over 10,000 customers nationwide.