A 'World Leading Show' doesn't just appear out of nowhere, as became clear after the first presentation of 'towards tomorrow - European Bike Show' at the fairground in Cologne, Germany. Building a leading trade show takes time, so the industry will have to live with a fragmented show landscape for some years as Eurobike is also ambitious. The German industry association has taken on a major responsibility for the industry worldwide by pulling out of the Frankfurt show and launching a new one.

The German bicycle market rose 10% year on year between January and June, while e-bike sales increased slightly by 2%. Despite this positive market development, the German industry association ZIV is careful in its reporting and calls it only a 'slow recovery'.

The central analysis tool of ZIV's market data service has been officially launched, with participating German bicycle dealers now having access to the dealer dashboard. "This is an important step towards greater transparency in the German bicycle market and an important milestone for business planning for the entire industry," says Katharina Hinse, ZIV Head of Industrial and Economic Policy.

The opening of Eurobike comes at a pivotal moment. The industry is still trying to find a new balance between price fluctuations and a stable supply. In both procurement and retail, brands are facing high price volatility. In many boardrooms, future strategies are being discussed. Time is ticking as the industry's character is changing rapidly.

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 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.