INTERVIEW
shifts for 2026, including a more compact hall layout and the removal of the Sunday show date. Last year, the narrative was heavily focused on the “Mobility Transformation.” However, many traditional bike brands felt that the “bicycle” was being lost in the “mobility” noise. Do you now have a clearer understanding of where the industry wants that line to be drawn? Is the 2026 consolidation a signal that you’ve heard those calls to return to your roots? The bicycle clearly remains at the centre of Eurobike. At the same time, cycling naturally connects to broader discussions around mobility and sustainability. We received clear feedback that the core bicycle business must maintain a strong presence within the event experience, influencing our plans for 2026. Rather than a nostalgic return to the past, we aim to sharpen the show’s profile and achieve balance. The industry currently seeks relevance over size or noise.
Every major change at a show this size creates ripples. What has been the primary feedback from long-term exhibitors regarding this smaller footprint? Is the industry asking for a “tighter” show, or is there a concern that Eurobike is being scaled back? Adjusting any format often brings about diverse perspectives, and we’ve noticed that many exhibitors genuinely value a more focused and efficient setup. The market has transformed dramatically in recent years, prompting companies to carefully evaluate their investments, travel efficiency, and return on participation. In this light, a streamlined layout can significantly enhance the experience for both visitors and exhibitors. I understand why people sometimes immediately associate
“more compact” with “smaller” or “scaled back,” but that is not how we see it. Our objective is quality, relevance and stronger interaction density — not simply scale for the sake of scale. At the same time, we are seeing strong commitment from important international brands and partners across the value chain, which gives us confidence as we continue developing the format for 2027 and beyond.
There is a growing sense that Eurobike is facing a bit of an identity crisis. In trying to be a bicycle trade show, a high-level mobility congress, and a global networking hub all at once, has the show become “over-extended”? Is the problem simply that you are being asked for too many different things by too many different stakeholders? I wouldn’t call it an identity crisis, but rather a recalibration period for both the industry and its main international platform. The bicycle market is rapidly changing, with evolving business models, distribution structures, and consumer expectations. As a major platform, we must adapt to this reality while balancing the varied priorities of stakeholders like retailers, brands, suppliers, and consumers. Our goal is to create a valuable framework for meaningful exchange, making focus a key topic for 2026.
www.bikebiz.com
PHOTO: EUROBIKE FRANKFURT BY FRANK BAUMHAMME
PHOTO: EUROBIKE FRANKFURT BY NICOLAS DET
In managing this ‘identity crisis’, what have you learned about the ‘must-haves’ for a trade show in 2026? What new features have been added to ensure that the networking isn’t just accidental, but structured and valuable for the trade? Trade shows must focus on creating intentional business opportunities. Simply providing exhibition space is no longer sufficient, as attendees come with limited time and specific goals. This emphasises the need for matchmaking, curated networking, targeted meetings, and relevant content. For 2026, we’re developing structured touchpoints to enhance industry exchange and business networking, aiming to make participation more efficient and valuable for both exhibitors and visitors.
You’ve spent the last few months in deep dialogue with the industry. Beyond the hall changes, what is the most significant operational or content-driven change you’ve implemented for 2026 specifically because of that feedback? What will a visitor experience this year as a result? The main change is a shift in focus towards a clearer, more navigable event structure. Visitors will benefit from shorter distances, stronger thematic clustering, and a clearer B2B
June 2026 | 13
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