Shimano has confirmed it will no longer exhibit at Eurobike, marking another significant blow for the world’s largest cycling trade show as it prepares for major restructuring.
In a statement published today, Shimano says the decision reflects its focus on “prioritising our customer- and consumer-focused events” where the brand feels it can better “have personalised conversations and hands-on interactions”.
“Our goal is to connect with riders and partners in ways that are personal, meaningful, and relevant to how the industry is developing,” says David Greenfield, marketing director, Shimano Europe.
“We are evolving the way we show up as a brand, while staying fully committed to supporting the global cycling community.”
Shimano also cites shifting visitor patterns, rising exhibition costs, and changes in how brands and riders connect as key factors in its decision.
Formerly one of Eurobike’s biggest exhibitors, and a long-standing partner of the show, Shimano described Eurobike as having “played an important role in our industry for many years,” but said it would now prioritise smaller-scale, more focused events.
‘A fresh breeze for Eurobike'
There have been vocal criticisms of the show for years, and this latest announcement follows months of significant upheaval for the Frankfurt-based event.
In October, Germany’s two most influential trade associations withdrew their support after talks with the organiser, Fairnamic, failed to reach an agreement on a 10-point plan to reform the show’s format. Soon after, Bosch eBike Systems confirmed it would not exhibit in 2026.
Yesterday, Fairnamic released a statement signalling a reset of Eurobike’s long-term direction, describing it as a “fresh breeze for Eurobike”.
Speaking after meetings with industry representatives in Brussels, Fairnamic’s managing director, Philipp Ferger, said there was “a shared interest in a strong, forward-looking Eurobike”, and that Eurobike 2026 would be an “important milestone in jointly laying the foundation for an enhanced trade fair concept from 2027 onwards”.
Alongside the restructuring talks, Eurobike announced a new, more compact hall layout, splitting out OEM producers and “everyday mobility solutions” from more consumer-focused exhibitors.
The changes come after Fairnamic cancelled its planned Mobifuture spin-off event in November – a move seen as a concession to German industry bodies who had criticised Eurobike’s expansion into adjacent mobility categories.
Eurobike 2026 will take place in Frankfurt from 24 to 27 June 2026.
