OPINION


 Eurobike and the European Dilemma: Between Fatigue and the Need for Leadership By Juansi Vivo I


n a normal year, news about Eurobike announcing its next edition wouldn’t make many headlines. But these are not normal times — not for Eurobike, not for


Germany, and certainly not for the cycling industry. The latest statement from Frankfurt reads like a polite


rebuttal, a controlled counter-move to the drama that has unfolded around the German industry associations. Behind the neutral language lies an undeniable truth: the big show has been outmanoeuvred, and the people behind ZIV and Zukunft Fahrrad have been left exposed, with egg on their faces. The optics are terrible. The timing, worse. And yet, maybe this shock was necessary. Because the reality is that the European industry has been dancing around the same problems for years — fragmented agendas, national egos, and an inability to align on what truly matters. Now, with the talk of “Mobifuture” collapsing before


48 | December 2025


it even started, and with domestic heavyweights quietly questioning whether they still need Eurobike at all, the entire structure is showing its cracks.


The Fatigue Is Real Let’s be honest: most brands are exhausted. Trade shows that cost millions but deliver little measurable


return. Endless launches, press events, and “new mobility” panels repeating the same old buzzwords. Meanwhile, dealers are closing, stock is piling up, and the people who actually ride bikes feel increasingly disconnected from the industry that supposedly serves them. In this climate, Eurobike’s survival beyond 2026 is far from guaranteed.


Many global brands left years ago. What’s worrying now is that even the loyal ones —the brands that kept the flame


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