As the industry returns home from Frankfurt, what did the 33rd Eurobike reveal about the state of the bike business? The absence of key European and US brands opened the stage for smaller players and a growing Asian presence, including a strong contingent of Chinese manufacturers.
First, the numbers: Eurobike 2025 attracted 31,270 trade visitors, down from the previous year’s figure of 35,080. This decline, although significant, was largely expected given the broader challenges facing the industry. Consumer attendance during the public “Festival Days” also saw a drop, from 33,090 in 2024 to 30,420 this year. Despite this, the event boasted a robust lineup of 1,500 international exhibitors spread across six dedicated halls and a large outdoor exhibition area.
Absence of Major European and US Brands
The most significant development at Eurobike 2025 was the conspicuous absence of several key European and US brands. These companies, long-time fixtures at the show, opted to reallocate their marketing budgets toward house shows and digital platforms. While this shift highlights changing priorities in the industry, it also raises concerns about the long-term vitality of the event. The loss of such anchor exhibitors can be perilous, as evidenced by the demise of Interbike in 2018.
In response, Eurobike organizers fairnamic are already looking to adapt, proposing a strategic spin-off of the eco-mobility segment into a standalone event. This new format, called Mobifuture and set to debut in 2026, will run in parallel with Eurobike, allowing the latter to refocus on its core bicycle-focused identity.
Eurobike’s Conference and Product Showcase
As in previous years, Eurobike provided an extensive conference program across multiple stages, addressing key industry topics and trends. With over 200 keynote speeches, panel discussions, and presentations, the conference covered a wide range of subjects, from cycling infrastructure to the future of mobility. Dedicated product areas, including Sports & Performance, Adventure, Handmade, Cargo, and Start-ups, created dynamic spaces for innovation exchange and networking. Additionally, the Eurobike Award, with a total of 37 prizes, once again showcased the industry’s most exciting products and designs.
The theme of this year’s event, “Hello Future. Shaping Active Mobility,” set the tone for a forward-thinking dialogue on industry developments. Networking, as always, was a key benefit of attending the show in person, offering valuable opportunities for collaboration that cannot be replicated by digital channels.
Market view
The market for bicycles and accessories appears to be on a slow but steady path toward recovery. Data released by the German Bicycle Industry Association (ZIV) at the start of the trade fair showed a modest upward trend in the first quarter of 2025, offering cautious optimism. However, a full market rebound has yet to materialize, and some companies are still grappling with significant challenges.
Interestingly, the absence of large brands that typically dominate the show floor may have worked in favor of smaller exhibitors, with many reporting a successful event. A notable increase in participation from Asian companies, particularly Chinese manufacturers, also became apparent. This surge reflects the shifting dynamics of global trade, with many Chinese brands now focusing on expanding into European markets in light of punishing US tariffs.
Exhibitors generally expressed positive sentiment about both the event itself and the broader market outlook. Uwe Wöll, Managing Director of VSF Service GmbH, emphasized the importance of Eurobike as a critical stage for showcasing industry achievements and building public visibility. He stated, “The bicycle industry needs a stage to showcase its innovations and gain visibility. Neither in-house nor internal order fairs can fulfill this role.”
Bernhard Lange, Managing Director of the German Shimano importer Paul Lange GmbH & Co. KG, echoed this sentiment, noting that while many well-known companies were absent from the exhibit halls, they were still actively participating as visitors. He added, “Eurobike 2025 was a very successful trade show for us. The quality of conversations was consistently positive, and it indicates that the industry as a whole is on a very promising path.”
Mobifuture: A New Eco-Mobility Event Format
One of the most significant announcements came just before the show opened: starting in 2026, the eco-mobility segment of Eurobike will transition into its own dedicated trade fair. The new event will take place in parallel with Eurobike at Messe Frankfurt, creating synergies between the two events.
Eurobike will refocus on its core identity as a bicycle-centric event, while Mobifuture is intended to evolve into the premier platform for urban and connected mobility solutions. This new event will target manufacturers, city administrators, policymakers, and infrastructure providers, offering concrete solutions for the future of urban mobility. The introduction of Mobifuture reflects the growing importance of e-mobility and connected transport, positioning both events as key players in the rapidly evolving mobility landscape.
Conclusion
Eurobike 2025 demonstrated both the resilience and the challenges facing the global bike industry. While the absence of key exhibitors posed risks to the event’s stature, the show proved that there is still substantial innovation and business activity within the sector. The creation of the new eco-mobility event, alongside the continued success of Eurobike itself, points to an exciting and evolving future for both the bike and mobility industries. As the market continues its recovery, Eurobike remains a crucial platform for networking, innovation, and dialogue.
The 34th edition of Eurobike and the inaugural Mobifuture will take place at Messe Frankfurt from June 24-28, 2026.