OPINION
PHOTO: EUROBIKE
alive— are starting to question whether it’s still worth the ride. That’s no longer a budget issue. That’s a meaning issue. Because if even the believers lose faith, the problem runs deeper than floor space or booth design.
A Mirror of the Industry Eurobike has always been more than a show. It’s a mirror — and right now, that mirror is showing a
tired reflection. The same performance obsession, the same disconnect between product and purpose, the same reluctance to change until someone “kicks your balls,” as a colleague bluntly put it. The move from Friedrichshafen to Frankfurt was supposed to be a rebirth. It brought a new stage, a bigger spotlight, a stronger mobility narrative. But the soul of the event —the sense of community, the grassroots energy, the feeling that this is where cycling speaks with one voice— has been harder to recreate. The irony is that the very organisations meant to strengthen that unity have only deepened the divisions. Instead of building bridges between trade, mobility, and advocacy, the German associations have chosen internal politics over progress. And now, in trying to launch their own show, they have triggered exactly the opposite: a crisis of credibility that risks damaging everyone involved.
www.bikebiz.com
PHOTO BY SILKE MAGINO
The Industry’s Trust Problem Let’s not romanticise the past: Eurobike hasn’t been perfect. For too long, it failed to listen to the international community, focusing inward on the domestic ecosystem and taking its dominance for granted. But now the tables have turned. Messe Frankfurt and the Eurobike team suddenly find themselves defending the moral high ground — and for once, they’ve done it with restraint and class. Their statement may have been “neutral,” but it landed like a controlled punch: calm, firm, and undeniably clear about who just blinked first.
December 2025 | 49
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