With different trade shows changing dates and the inception of two new trade shows, there will be lot of choice for the bike industry in 2027. Among those changes, NieuwsFiets Media & Events hopes to create an event dedicated purely to OEM business. With a clear concept that puts exhibitors first and prioritises low costs, organisers Arnauld Hackmann and Rick Hackmann aim to create an important meeting point for bicycle developers and producers from all over the world.
Although 6–8 October 2027 seems far away, there is already an important milestone in a few weeks’ time. On 1 October of this year, father and son Hackmann will decide whether the show will definitively take place, depending on the amount of interest and early registrations by exhibitors.
OEM first
With most signs pointing in the right direction, the organisers still hope to attract a few more exhibitors before that deadline to further shape the event. “Of course we have a very clear concept, but there are still some areas where we can make adjustments, and we try to remain as flexible as possible. The exhibitors who have already registered definitely have a say in the further development of the fair,” explains Rick Hackmann.
That clear concept means a show that puts OEM business first, but the supporting programme and other details are still up for discussion. “We have an auditorium where we could organise talks, for example. We really want to make this an event for our industry, so we want to hear from stakeholders across the industry how they want to shape that programme. There are different meeting rooms, so if brands have ideas for events they want to host there, we’ll think along with them.”
“Schwalbe is a good example of that. They support our idea that this should really be a networking event where they’ll be working with mainly pre-planned appointments, so they want a meeting room in their booth. That wasn’t an issue, because we already offered meeting rooms. However, they requested a second meeting room because they really expect to be hosting many meetings. That was a new request and something we needed to figure out, but that type of feedback is super valuable for us, because we really want to make the event as attractive as possible for exhibitors.”
Early registrations profit
With the deadline approaching, the organisers hope to grow the exhibitor list and increase support for the event. The fact remains that by 1 October, there needs to be enough interest to make the event work. “We really want to pull this off because we feel the need in the industry for this type of event, but we need a bit of help from the industry too. We really hope to put our shoulders to the wheel, together with different stakeholders.”
Brands that decide to register early, get a 5% discount”
At the same time, there is still a clear goal of quality over quantity. “We want to organise an event that is worthwhile for exhibitors and visitors, it doesn’t have to be as big or as profitable as possible. We had bike brands approach us about exhibiting and we told them — very openly — that it would be much more interesting for them to attend as visitors rather than exhibitors. Of course we want to fill up the floor plan, but above all we aspire to deliver a high-quality event,” continues Hackmann.
For brands that decide to register early, there are also a number of benefits. “Firstly, they get a 5% discount. It might not be very much, but this way we hope to thank brands that register before 1 October for their support. Secondly, they also get first choice when it comes to the floor plan. Right now, many booths are still available so they get to choose where they stand and next to whom.”
Business-oriented event
Above all, Hackmann hopes for many different brands and other stakeholders to unite and organise the business-oriented event that the industry seems to be hungry for. “In the end I really believe this will be the place to be if you want to reach bike brands. Throughout the year, there are countless sales fairs all over the world, but only a few purchasing fairs where bicycle product developers can make purchases. In fact, as far as we know, these are all in Asia. That is why it is important to participate in CycleExpo, the only purchasing fair in Europe. Let’s try to create this meeting point together.”
This article is sponsored by CycleExpo Amsterdam.
