Two of Germany’s most influential cycling industry bodies have pulled out of Eurobike, signalling waning confidence in what was once the world’s leading cycling trade show.
ZIV – Die Fahrradindustrie and Zukunft Fahrrad (Future Bicycle) announced their withdrawal after failing to reach an agreement with Eurobike’s organisers on how to make the event more relevant to the trade.
The two groups – which represent most of the German cycling industry – had presented a 10-point plan aimed at strengthening Eurobike’s importance to the industry, but said their proposals weren’t met with equal commitment.
Eurobike has been the top dog trade show for the cycle industry for years, with 1,500 exhibitors travelling to Frankfurt in June this year to showcase their wares to other cycling businesses and the general public.
But Eurobike has been becoming less of a must-do event for the bike industry in recent years.
ZIV has around 140 member companies within Germany and internationally, representing the companies responsible for around 90 per cent of bikes and ebikes made in Germany each year.
Meanwhile, Zukunft Fahrrad has around 100 member companies, including retailers and suppliers, as well as manufacturers.
According to Bernhart Lange of ZIV and the managing partner of Shimano’s German distributor: “We could not see that both shareholders [ZIV and Eurobike’s organisers] were equally committed to supporting the measures that would be necessary to make the trade fair fit for the future of the bicycle industry.”
A source close to the matter claimed Shimano – one of the biggest exhibitors at the show – has cancelled all of its hotel rooms. Shimano did not immediately respond to our request for comment.
Fragmented landscape
Posting on LinkedIn, Bastien Dietz of Leatt points to the fragmentation of bike industry trade shows, with national-level shows such as Velofollies in Belgium and the Italian Bike Festival gaining in prominence.
- Read more: Eurobike is old news: why Velofollies is now the best show for bike nerds, journalists and brands
Eurobike’s move from Friedrichshafen to Frankfurt in 2022 and retiming from September to July, and latterly late June, have also been problematic.
For its part, Eurobike has announced changes for the 2026 show, with a one-day shorter four-day event and reduced costs for exhibitors.
It’s also splitting into sport and non-ebike electric vehicle/ecomobility segments, with the latter accommodated at a new fair called Mobifuture, a change opposed by the two German cycling industry bodies.
“The desire for an international industry summit in Europe is ubiquitous and Eurobike provides the key impetus for market stimulation,” counters Stefan Reisinger, managing director of Fairnamic, Eurobike’s parent.
“Our aim here is to be the leading meeting place and networking event in the world with Eurobike, where all international players are invited and welcome.”
Smaller and less relevant
Eurobike's 2025 event was smaller than previous years, with 31,720 trade visitors and 30,420 members of the public attending, against 35,080 and 33,000-plus in 2024.
Trade visitors are down even more from 2013, when 43,700 attended Eurobike in Friedrichshafen, although there’s been a compensating increase in general public attendance of around 10,000 since the move to a more accessible location.
Setting up a stand is expensive for exhibitors too, with one brand quoting an all-in cost of around $100,000.
Some large brands, such as Specialized, Scott and SRAM, had already pulled out, and other brands we spoke to last year were questioning the value of the show.
Speaking today to BikeRadar, WTB's James Heaton says growing doubts over the viability of the show don't come as a surprise: "With the digital world holding increasingly greater importance, I think companies are questioning whether events like Eurobike are still bringing the return on investment they once were, or whether budget is better spent elsewhere."
