After spending last weekend at Velofollies in Kortrijk, Belgium, I’m convinced it might be the ideal cycling trade show—at least for those of us working in the industry. And yes, I’ll admit my bias upfront: many of the things that make Velofollies great are specifically what make it effective for business, not necessarily what makes it exciting for consumers.

The Goldilocks Venue

The Kortrijk Xpo strikes that rare balance of being neither too large nor too small. You can cover the entire show floor without needing a fitness tracker to log your steps, but it’s substantial enough to feel like a proper trade event. The lower ceilings create an intimate atmosphere without the acoustic chaos you find at massive convention centers—you can actually have a conversation without shouting. And when you need a break? Restaurants and cafés are right there, no taxi required.

Focused Without Being Narrow

One of Velofollies’ smartest decisions is maintaining a clear product focus on road and gravel. This isn’t an “everything cycling” show trying to accommodate mobility of all types under one roof. That discipline keeps the exhibitor list manageable and the audience aligned. If you’re working with performance cycling brands, everyone you need to see is there.

January Energy

The timing—early in the calendar year—matters more than you might think. People arrive fresh, energized, and genuinely ready to engage with the upcoming season. There’s none of the late-summer fatigue you sometimes encounter at shows happening after months of travel and tradeshows. The weather cooperates too; mild Belgian winter beats sweltering summer convention halls.

The Belgian/Dutch Advantage

There’s something about Northern European cycling culture—particularly Belgian and Dutch—that creates an ideal environment for a trade show. These markets have a deeply ingrained cycling sensibility that goes beyond sport into lifestyle and transportation. The conversations reflect that depth of understanding. People know their products, they know the market, and they come prepared.

Decision Makers Everywhere

Here’s what matters most from a business perspective: Velofollies punches well above its weight in terms of who actually shows up. The compact format and focused scope mean brand owners, product managers, and actual decision-makers walk the floor rather than sending junior staff. You can have meaningful conversations that lead somewhere, not just exchange business cards.

The Industry Perspective

I recognize this assessment comes from someone who measures trade shows by meetings booked, partnerships formed, and deals discussed rather than the spectacle or consumer appeal. Velofollies isn’t trying to be Eurobike or Sea Otter. It’s carved out something specific: an efficient, focused, business-oriented event that respects everyone’s time while creating real opportunities for the cycling industry.

For those of us working in cycling business—whether consulting, manufacturing, or distribution—Velofollies delivers exactly what we need. And sometimes, especially in an industry that can trend toward excess, doing one thing exceptionally well beats trying to be everything to everyone.