The Canyon booth at Eurobike was impossible to miss this year. In the middle of Hall 11, the German D2C brand put up one of the nicest booths at the show, claiming a centre stage position at the event. "We want to showcase our team effort since I assumed operational responsibilities as executive chairman in September 2025," said Canyon founder, Roman Arnold.

The Indian family-owned company Amar Wheels Pvt. Ltd. has been doing business with European companies for close to five decades. "We strive to stay relevant, which we love. The challenges are amazing and the last 10 years have been more challenging than the past 40 years. We are constantly evolving in order to stay relevant," Karan Aggarwal, director of Amar Wheel tells Bike Europe.

Where last year's Women in Cycling event at Eurobike centred on the industry's gender pay gap and the launch of new national networks, this year's programme opened with a freshly released market study and pushed the conversation onto a harder question: what should manufacturers and retailers actually do about the €950 million the bicycle industry is potentially missing out on.

The 2026 Eurobike, the European International Bicycle Trade Show, drew to a close at Messe Frankfurt after four days of intensive industry exchange. Folding-bike innovator DAHON captured attention with the debut of its new 'DAHON-V' technology suite and a portfolio of new bicycles built around it.

"We want to stay on top of innovation, and we love to be leading," Avinox's Product Experience Director, Ferdinand Wolf, told Bike Europe on the final business day of Eurobike. True to his word, the Chinese drivetrain maker surprised many with the launch of its MG concept motor during the tradeshow. The progression from a shared outdoor booth in 2024 to one of Hall 12's defining exhibitors in 2026 marked a shift in how the company is positioning itself as a long-term industry player.

Eurobike 2026 was in size a shadow of its former self, a far cry from the industry's leading trade fair it once was. The industry brought this debacle upon itself by no longer participating in what was once the largest bicycle show in the world. Obviously, the visitor and exhibitor numbers for this transformation edition didn't come close to what they were in the past, but that also reflects the current economics in the bicycle industry.