Eurobike is the world’s largest cycling trade show, but its future has looked far from stable with key exhibitors and Germany’s two most influential trade associations withdrawing their support. Now, the show, which takes place annually in Frankfurt, has been hit with a double whammy of good and bad news.
In January, Shimano announced it was withdrawing from the show. The company stated the decision reflected its focus on “prioritising our customer- and consumer-focused events” where it can connect with riders and business partners in ways that are personal and relevant to how the industry is evolving.
A long-term partner of the show, Shimano’s withdrawal was seen as a blow to Eurobike, especially after Bosch eBike Systems confirmed it would not exhibit at the 2026 edition.
But Eurobike revealed in a press release last week that Shimano Europe will attend this June after all. Fairnamic, the show’s organisers, also confirmed Canyon, Amflow, Mahle, Tektro, FSA and others will be in attendance.
At Eurobike 2026, Shimano will set up an outdoor testing area, giving visitors the opportunity to try out equipment.
In a change of tune from January, Shimano Europe’s marketing director, David Greenfield said: “Shimano will have a vital and more focused presence at Eurobike this year. It is an exciting opportunity for people to experience our technologies in the best possible way: by enjoying a nice ride in the fresh air.”
A Shimano Europe spokesperson told BikeRadar: “While our broader strategic direction is evolving, our 25-year partnership with Eurobike is something we value deeply, and for 2026, we have chosen to offer a direct consumer experience through a dedicated outdoor demo area.
“This allows us to focus on what matters most – allowing riders to experience our latest products and technologies firsthand.”
Yet, Shimano Europe’s rekindled support for Eurobike comes as several German industry bodies have announced a rival show following a dispute with Fairnamic.
German trade body ZIV (Zweirad Industrie Verband) and Zukunft Fahrrad announced their withdrawal from Eurobike in October 2025 after failing to reach an agreement with the show’s organisers on how to make the event more relevant to the industry.
The two groups released a 10-point plan aimed at strengthening Eurobike’s status in the industry, but they said its proposals weren’t met with equal commitment.
Now, in a press release published yesterday following its annual general meeting, ZIV announced that a merger with Zukunft Fahrrad will take place in 2027.
“The two associations plan to pool their expertise and leverage synergies to represent the bicycle industry with one strong, unified voice in the future,” ZIV said.
But what will likely alarm Eurobike is that ZIV CEO Burkhard Stork also revealed at the AGM that it is “working with determination to develop its own leading international trade fair with a European reach”.
The new show is said to take place in Autumn next year.
