Giugno 29, 2025
The Bottom Line: Despite significantly reduced European and American brand participation, Eurobike 2025 delivered a focused, high-quality experience that left exhibitors with more visibility and industry professionals feeling optimistic about sales growth.
Eurobike 2025 concluded Sunday at Messe Frankfurt, marking a pivotal year for the cycling industry’s premier trade show. What emerged was a tale of strategic transformation, reduced Western participation, and surprising strength in an evolving marketplace.
The most striking aspect of this year’s show was the steep decline in European and American brand participation. Major household names that have been Eurobike stalwarts for decades were notably absent, alongside many mid-tier brands that typically form the show’s backbone. This exodus wasn’t limited to struggling companies – even established players chose to sit this one out, creating a noticeably different atmosphere on the Frankfurt show floor.
Perhaps nowhere was this more evident than in the cycling apparel sector, where only two European clothing brands made the journey: q36.5 and GOBIK. This stark representation highlighted just how dramatically the exhibitor landscape has shifted, leaving vast halls that would normally buzz with European innovation feeling surprisingly sparse.
Where European and American brands retreated in terms of exhibitors, Asian manufacturers stepped forward in force. This trend is likely strengthened by US tariff policy that are leaving the US market reeling and opening the door to new opportunities in Europe for Asian brands.
Despite the reduced european and US exhibitor count, the “less is more” philosophy proved remarkably effective. With 1,500 exhibiting companies from more than 60 nations still participating, the brands that did invest in Eurobike 2025 found themselves with dramatically increased visibility. Without the usual crowd of competitors, exhibitors enjoyed more meaningful conversations with buyers, longer booth visits, and genuine engagement rather than the typical trade show rush.
The announcement of MobiFuture represents perhaps the most significant strategic shift in Eurobike’s recent history. Starting in 2026, this new trade fair for light electric vehicles will run concurrently with Eurobike, effectively separating urban electric mobility from traditional cycling.
As Fairnamic managing director Stefan Reisinger explained, “Bike and e-bike manufacturers, suppliers and components, parts and accessories continue to form the heart of Eurobike, which will position itself more with a stronger emphasis on sports and lifestyle focus in future.” This division should address the growing tension between traditional cycling culture and the expanding e-mobility sector, allowing each to develop its own distinct identity and target audience.
For traditional cycling brands, this separation could prove beneficial, returning Eurobike to its sporting roots while giving urban mobility innovators their own dedicated platform. The question remains how this division will affect cross-pollination between sectors and whether it will encourage more traditional cycling brands to return.
Despite industry challenges and reduced show participation, conversations on the Frankfurt floor revealed surprisingly positive sentiment around sales performance. Most exhibiting brands reported modest but encouraging growth in 2025 compared to 2024, suggesting that underlying market demand remains healthy even if trade show strategies are evolving.
This disconnect between show participation and business performance indicates that brands may be questioning traditional marketing approaches rather than facing fundamental business problems.
With the above mentioned show results, could non-participating brands be experiencing regret or ‘FOMO’ about skipping Frankfurt? The combination of increased visibility for present exhibitors, positive sales sentiment, and the announcement of strategic changes for 2026 has created a sense that non-participants may have missed a crucial industry moment.
Eurobike 2025 proved that bigger isn’t always better. While the show was undeniably smaller, it was arguably more focused, effective, and strategically important than many recent editions. As the cycling industry continues evolving, this year’s show may be remembered as the moment when quality definitively trumped quantity – both for exhibitors and the show itself.
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