The Eurobike bicycle trade fair has recently faced a stormy headwind: Exhibitor numbers have been falling at the Frankfurt exhibition centre for years. The bike show, which was once founded in Friedrichshafen and has developed into the leading international trade fair for the bicycle industry over the years, is becoming less and less important. Most recently, the two industry associations ZIV and Zukunft Fahrrad cancelled their participation and joined the ever louder chorus of those who accused Eurobike - a joint venture between the two trade fair companies in Frankfurt and Friedrichshafen - of conceptual mistakes and, in some cases, overpriced stand fees.
Shimano is also getting out
The latest bad news for Fairnamic GmbH: Japanese component manufacturer Shimano has now also cancelled its participation and the wording does not bode well for a possible return in the future: "Shimano will no longer exhibit at Eurobike from 2026," reads the press release. Shimano is one of the industry heavyweights and, as a parts supplier to the vast majority of bicycle manufacturers worldwide, is of course still present at Eurobike with its products - but no longer with its own stand. In the heyday of Eurobike in Friedrichshafen, Shimano dominated Hall A1 and was something like the secret epicentre of the trade fair. Shimano has held a stake in the German importer Paul Lange & Co. for some time now. Its managing director Bernhard Lange is also a member of the executive committee of the German Bicycle Industry Association (ZIV). ZIV and Zukunft Fahrrad are currently negotiating with Eurobike about its conceptual reorganisation.
Shimano's explanation for withdrawing from Eurobike is similar to the reasons given or criticised by other manufacturers. The aim is to build "direct and meaningful contact" with partners, customers and cyclists, Shimano said in a press release, adding: "As the industry evolves, we are increasingly focussing on customer and consumer-focused events where we can have face-to-face conversations and provide hands-on experiences. Eurobike has played an important role in our industry for many years and we value the relationships we have built there. However, changing visitor flows, rising exhibition costs and new forms of interaction between brands and riders have led us to take a different approach."
New Eurobike hall concept
The Shimano cancellation came at the worst possible time in Eurobike's efforts to secure the trade fair and make it fit for the future. On 1 January, Philipp Ferger took over the management of Fairnamic GmbH together with Stefan Mittag. Ferger was previously Head of Division and replaces the previous Managing Director Stefan Reisinger. The plan of the new management is to make "conceptual adjustments to the trade fair concept for 2026", according to the trade fair on the occasion of the change in management. In particular, joint discussions with important industry representatives and key exhibitors should be at the centre of efforts in order to involve them in the strategic and conceptual adaptation of Eurobike. The fact that Shimano, one of the world's most important key exhibitors, is now turning its back on the trade fair is a major setback for the efforts of the trade fair management. Referring to a new hall concept in Frankfurt with bundled theme worlds, the new Managing Director Philipp Ferger recently reported that he had perceived a "common interest in a strong, future-proof Eurobike" in the industry during the talks.
Thomas Musch
Publisher
