The 2025 Eurobike show concluded with noticeable shifts in attendance and participation. The event drew 31,270 trade visitors, down from 35,080 last year. Public attendance during the consumer-focused days also declined, with 30,420 visitors compared to 33,090 in 2024. Despite this, the event hosted 1,500 international exhibitors across six exhibition halls and a large outdoor area.
01. Major Western Brands Sit Out
One of the most significant changes at the 2025 Eurobike was the absence of several longstanding Western brands. These companies, typically regulars at the event, chose instead to reallocate their marketing budgets to brand-specific events and digital platforms. This shift reflects changing industry priorities and has raised concerns about the long-term vitality of large-scale trade shows. The departure of key exhibitors could be a critical blow—similar to the collapse of Interbike in 2018.
To address these concerns, Eurobike organizer Fairnamic has already begun restructuring. A major initiative involves spinning off the eco-mobility segment into an independent exhibition. The new format, Mobifuture, will debut in 2026 alongside Eurobike, allowing the latter to refocus on its core identity as a bicycle-centered show. Bernhard Lange, Managing Director of Paul Lange GmbH & Co. KG (Shimano’s German distributor), noted that while many big-name brands skipped the exhibition halls, they still engaged with the event as visitors.
02. Test Tracks, Events & Show Highlights
Cycling and mobility enthusiasts from around the world were treated to a comprehensive overview of the latest innovations and trends in the industry. With over 130,000 square meters of indoor and outdoor exhibition space, the show covered nearly every aspect of cycling.
Visitors not only got to see new products up close but also had the chance to test them. A total of 189 exhibitors offered around 1,200 bikes for real-world test rides on outdoor tracks. For the first time, Friday afternoon was included in the public Bike Festival schedule, giving fans early access before the weekend crowd. Another new feature this year was the ability for exhibitors to sell directly at the show during the weekend. Many brand booths and specially designated retail areas offered exclusive deals on apparel, accessories, parts, and complete bikes.
03. Market Insight
Beyond networking and product discovery, many trade visitors were focused on hard market data—especially given the importance of the European market for many international brands. As Europe’s largest single market, Germany plays a key role. At the opening of the show, the German Bicycle Industry Association (ZIV) released Q1 2025 figures showing moderate growth.
According to ZIV, Germany saw 385,000 bikes sold in Q1 2025—a 10% year-on-year increase. E-bike sales outpaced regular bicycles, growing 11% to reach 500,000 units. Combined sales of bicycles and e-bikes rose nearly 11%, totaling 885,000 units. Domestic bicycle production grew even more robustly, rising 13.5% to 760,000 units, with e-bike production jumping nearly 16%.
The overall bicycle and components market is slowly but steadily recovering. Interestingly, the absence of dominant global brands may have played to the advantage of smaller exhibitors, many of whom reported a successful show. The presence of Asian companies—particularly manufacturers from China—saw a noticeable increase. This surge reflects global trade shifts; in light of punitive tariffs in the U.S., many Chinese brands are now pivoting toward the European market.
04. A New Format: Mobifuture
Just before the show opened, a major announcement was made: starting in 2026, Eurobike's eco-mobility segment will be spun off into a separate, dedicated trade show. Mobifuture will be held concurrently with Eurobike at the Messe Frankfurt exhibition grounds, fostering synergy between the two events.
This change will allow Eurobike to concentrate once again on its bicycle-focused core, while Mobifuture aims to become a premier platform for urban and connected mobility solutions. The launch of Mobifuture reflects the growing importance of e-mobility and smart transportation in the modern mobility landscape. Together, these two shows are set to play pivotal roles in shaping the future of transportation.
The 34th edition of Eurobike and the inaugural Mobifuture will take place from June 24 to 28, 2026, at Messe Frankfurt.
