A new industry congress, Towards Tomorrow - Cycling Industry Convention 2026, will launch on 5 November at WECC Berlin, bringing together stakeholders from across the German bicycle industry. The event is organised by German trade organisations ZIV, Zukunft Fahrrad and VSF (Verbund Service und Fahrrad) and marks the organisation's next step since departing from Eurobike.
The Dutch bicycle industry is less enthusiastic about Eurobike this year than ever before. Many (former) exhibitors have revised their strategies and are skipping the struggling trade fair, according to a survey by Bike Europe's sister publication, Tweewieler. Most brands have stated that they now prefer other ways of connecting with customers.
Messe Frankfurt has taken up the challenge of getting the derailed Eurobike back on track. The once-leading platform for the e-bike and bicycle industry has lost its glamour in recent years. "A key topic that emerged from the more than 50 industry expert interviews we conducted was Eurobike's lack of focus," Philipp Ferger, manager of Eurobike organiser Fairnamic, told Bike Europe in an exclusive interview. "Our first step was to put up an advisory board — a regular vehicle to exchange views with the industry for many trade shows at Messe Frankfurt."
The spike in oil prices has drastically changed the market outlook. Raw material prices plus the costs of production and logistics have been affected by the geopolitical situation. The high fuel prices worldwide could also attract more people to start cycling. Are you prepared to adapt to the new situation? The Global Bicycle Purchase Index (GPBI) will provide you with these insights next month.
In response to industry requests, the Eurobike organiser, Fairnamic, has decided to move the show back to the first week of September, starting in 2027. This was announced after the Eurobike advisory board convened yesterday in Frankfurt to discuss the results of around 50 industry interviews and the feedback from a customer survey. And the new date is not the only change to the concept of the once-leading industry show.
The debate around Eurobike has entered a new phase since German industry organisations announced they will organise "a leading international trade show" in 2027. This decision stems from a dispute between the Eurobike organiser, Fairnamic, and the German industry organisations ZIV, Zukunft Fahrrad and VSF. This latest strategic move suggests a potential return to a dual-tradeshow landscape for Europe, reminiscent of the pre-2008 era when IFMA Cologne and Eurobike operated alongside each other.
