NEWS HUB Eurobike Changes Show Dates for 2027
THE NEW EUROBIKE ADVISORY board, made up of 15 senior representatives from industry, workshops, retail, and associations (Bike and LEV), convened for its second meeting on May 19. At the advisory board meeting, the results of around 50 industry interviews, as well as feedback from a customer survey on the date, duration and sequence of days of the trade fair were presented. The majority of the industry clearly favoured September, so Eurobike 2027 will take place from September 1 to 3.
As announced in January,
Eurobike will also move to the eastern section of the Frankfurt exhibition grounds, occupying Halls 3, 4 and 5 around the Agora, which as a central outdoor area offers numerous new opportunities for test tracks and demo areas.
the interviews with exhibitors, visitors, stakeholders, international associations and multipliers dealt with key parameters such as target group positioning (B2B/B2C), pricing, participation formats, curation, hall occupancy, product groups, etc.
In addition, Messe Frankfurt Exhibition GmbH and Messe
Friedrichshafen are implementing an organisational change within their joint venture Fairnamic GmbH: With immediate effect, the shareholder Messe Frankfurt will take over decision- making authority over Eurobike.
Troy Lee Designs Announces New UK Distribution Partnership
Northwave Strengthens UK Market Structure with Direct-to-Retail Model
NORTHWAVE is reinforcing its presence in the UK through a renewed market approach designed to expand local reach and support the brand’s long-term growth ambitions in one of Europe’s most established cycling markets.
The brand has re-entered the UK market with a direct-to-retail model, supplying retailers directly from its headquarters in Northern Italy, supported by dedicated local representatives. This structure enables closer relationships with dealers and a more responsive approach to the needs of the UK market.
For commercial partnership enquiries and further information regarding the UK market: Rachele Favero
rachele.favero@northwave.it
TROY LEE DESIGNS has announced a new distribution partnership with Silverfish UK. As of June 1, 2026,
Silverfish became the official distributor for Troy Lee Designs’ Bike Helmets, Tech Gear, Protection and Sportswear in the United Kingdom. Silverfish is ready to support Troy Lee Designs’ existing UK dealer network
with sales and service. All current and future UK Troy Lee Designs bike dealers are encouraged to contact Silverfish directly regarding
product availability, dealer support, and spring and Autumn 2026 bookings.
Retailers interested in becoming a Troy Lee Designs stockist should contact their Area Sales Manager, call the Sales Team on 01752 843882, or email
sales@silverfish-uk.com (UK and Ireland).
Kuga Sports Appointed Exclusive Distributor for SEKA Bikes
KUGA SPORTS has announced its appointment as the exclusive distributor for the UK and Ireland for SEKA Bikes, bringing one of the “cycling industry’s most exciting high-performance brands to cycling enthusiasts in the UK.” Already established in the UK as a distributor for premium cycling
brands including TOKEN, DeFeet, and Berk Composites, Kuga Sports continues to strengthen its position within the high- performance cycling market by adding SEKA
Bikes to its growing portfolio.
For opportunities to stock Seka, or more information about SEKA Bikes in the UK, please contact
info@kugasports.com
www.bikebiz.com
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