At the end of October, two of Germany’s most influential cycling trade bodies announced they were withdrawing their support from Eurobike. ZIV (Zweirad Industrie Verband) and Zukunft Fahrrad said their talks with the Eurobike operators regarding the future of the show, which takes place annually in Frankfurt, had “failed”.
“We could not see that both operators were equally committed to supporting the measures that would be necessary to make the trade fair fit for the future of the bicycle industry,” said Bernhard Lange, a member of ZIV and managing partner at Shimano’s German distributor.
The end of cooperation from these two bodies was followed quickly by the news that Bosch won’t be exhibiting at the 2026 edition of Eurobike. Claus Fleischer, Bosch’s CEO and a member of ZIV’s board, said the company no longer saw the “fundamental changes” required for a “successful future for Eurobike”.
The loss of support from these three organisations paints a desperate picture for the world’s largest cycling trade show. But for those who have been following Eurobike’s fortunes, this development has been in the works for quite some time, as the trade show grapples with its underlying purpose.
ZIV and Zukunft Fahrrad spelt this out when they presented the organisers of Eurobike with a 10-point plan for the future of the show in July, based on an online survey of the members of both organisations.
The document didn’t mince its words. It stated: “Eurobike is facing a severe crisis. The absence of leading companies, a significant drop in visitor numbers and the announcement of strategic developments that industry associations and their members see as the wrong approach are jeopardising the future of the trade fair.”
The plan covers recognising the importance of electric bikes and the diversity of the industry, alongside encouraging Eurobike’s organisers to revamp what it offers brands to entice them back, especially given the “sharp rise in the price per square metre”, and refocusing the show to “win back” important partners.
But is this who Eurobike is really for? And does the show need to win back big companies? Michael Benner, who has worked in the cycling industry for more than 30 years and now acts as an advisor for retail companies, told BikeRadar that Eurobike is fundamentally a business-to-business and specialist event. And whereas Eurobike can be valuable for smaller companies, larger brands simply don’t need to attend to fulfil their business needs.
“Each company weighs the cost and benefit of attending carefully,” Benner said. “For Bosch, the absence will likely have no business impact – but I also don’t think it will have a decisive effect on the success or relevance of the show.”
Benner also pointed to how the bicycle industry’s recent troubles have impacted Eurobike. “The cycling industry is currently going through a period of adjustment after Covid – with high inventories, tighter budgets, and new consumer dynamics. Many brands had to cut costs, and of course marketing and trade show activities were part of that,” he said.
However, Benner added that the attendance of large brands would still have benefits. “The market thankfully isn’t defined only by the big players, though it would still be great to see them continue to show presence in some way – it adds strength and unity to the overall industry image.”
Away from attracting big brands and visitors back to Eurobike, much of the 10-point plan addresses Eurobike’s role as a forum for the future of mobility. During this year’s show, Eurobike’s organisers, Fairnamic, announced a new show, Mobifuture, dedicated to e-mobility.
Benner sees the value in this differentiation, calling it a “contemporary evolution” that will increase Eurobike’s appeal to visitors and exhibitors. But the 10-point plan rejects the plans to separate heavier e-cargo bikes and bicycle-related vehicles into their own show, stating the need for a separate format for these vehicles “must be clarified”.
Annick Roetynck, manager of LEVA-EU, a European trade association for light electric vehicles, told BikeRadar these products should be included in the show.
“From our perspective, Eurobike should continue to evolve beyond a purely bicycle-oriented focus and include the wider LEV [light electric vehicle] sector,” she said. “There is no valid reason to exclude LEVs – on the contrary, the bicycle and LEV sectors can inspire one another, driving innovation and growth on both sides.”
Roetynck, who has previously clashed with ZIV, said the market for heavy-duty cargo bikes has a clear need for components that aren’t available from ‘traditional’ bicycle manufacturers. “This is exactly the kind of emerging trend that Eurobike could embrace to attract new participants and strengthen its relevance for the future,” she said.
For Roetynck, this also comes back to how she sees the industry struggling to adapt to the ‘evolving mobility landscape’: “[W]e are convinced that the market can expand significantly if we work together to promote light, sustainable mobility. Both bicycles and LEVs hold enormous potential to help individuals and businesses make the transition to cleaner transport.”
The talks prompted by ZIV and Zukunft Fahrrad may have failed, but below the severe crisis, it seems those in the industry still recognise the potential of Eurobike.
Roetynck said it remains the “only truly international trade show” to bring together companies and visitors from around the world, while Benner remains positive about its future – even if that requires working together.
“From my perspective, keeping a strong, joint trade show is in the best interest of the entire industry – especially now, when we’re all facing structural challenges that require more cooperation, not less,” he said.
How Eurobike 2026 shapes up is yet to be seen. It will certainly be different from previous years, but for an industry that has struggled since Covid and could play a greater role in the future of sustainable transport, that might not be such a bad thing.
