Shimano will not return to Eurobike in 2026, joining a growing list of major brands stepping away from the show. The move raises new questions about the future role of the world’s largest bike trade fair.
Shimano has confirmed it will not exhibit at Eurobike 2026, becoming one of the most prominent brands to step away from the Frankfurt-based trade show. For the global component market leader, the decision reflects a strategic reassessment of how and where to engage with customers, partners and end consumers in a rapidly changing industry landscape.
In its communication quoted by several media sources, Shimano underlined that the classic trade fair model no longer fits all objectives equally well. Instead, the company plans to focus more strongly on targeted formats, regional events and direct engagement opportunities that allow for deeper interaction and clearer messaging. Rising costs, shifting visitor structures and changing expectations on both sides of the exhibition floor are widely seen as key drivers behind the move.
Shimano is not alone. German premium e-bike manufacturer Riese & Müller has also confirmed it will not exhibit in 2026, adding another well-known name to the list of absentees. Earlier, Bosch eBike Systems and key German industry associations such as the ZIV and Zukunft Fahrrad had already announced they won’t participate in 2026, citing concerns about the show’s format, costs and relevance.
At the same time, Eurobike itself is already responding to these developments. With Eurobike appointing Philipp Ferger as CEO, the show has entered a phase of strategic reorganisation aimed at sharpening its profile and adapting to new market realities. One visible result is the announcement of a more compact format for 2026, with three exhibition halls instead of four, designed to concentrate content, reduce complexity and improve the overall experience for exhibitors and visitors alike.
Organisers have repeatedly emphasised that this consolidation is not a retreat, but a deliberate step toward a more focused and efficient trade fair. The goal is to maintain Eurobike’s role as a central meeting place for the global bicycle and ecomobility industry, while acknowledging that the expectations placed on such platforms have fundamentally changed.
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