With the new “Retail First” program, Eurobike 2026 aims to strengthen the role of specialist retailers at the show. The initiative offers free access, dedicated services and a tailored expert program designed to support the retail sector in a challenging market environment.
As part of its strategic repositioning, Eurobike 2026 will introduce a new initiative aimed at strengthening the role of specialist retailers. With the launch of the “Retail First” program, the show’s organizers are placing a clear focus on the retail sector during the Eurobike Business Days from June 24 to 26, 2026 in Frankfurt.
The program is designed to make trade show visits more efficient and valuable for retailers at a time when many businesses in the sector are facing strategic questions. Issues such as changing customer expectations, digitalization, service-based business models and the growing role of e-mobility are currently reshaping the retail landscape.
“Specialist retail is the backbone of our industry. With ‘Retail First’, we are creating tangible added value for trade fair visits while at the same time sending a clear message: Eurobike is the central platform and a reliable partner for the retail sector in challenging market conditions. Our goal is to provide orientation, open up new perspectives and enable sustainable business opportunities,” explains Philipp Ferger, Managing Director of Fairnamic GmbH.
As part of the program, registered retailers, wholesalers and traders will receive free access to the Eurobike Business Days. Additional services such as fast lane admission, personal assistance and vouchers for drinks and snacks are intended to simplify and improve the trade show experience.
Dedicated meeting points will also be created within the exhibition grounds. “Retail First” check-in counters and two dedicated lounges located in Halls 11.0 and 12.0 will serve as networking hubs where retailers can relax, prepare meetings or exchange ideas with industry partners. The organisers have also included mobility support as part of the package, offering free public transport tickets for the Rhine-Main region as well as DB Call-a-Bike vouchers.
A key element of the initiative is a curated expert program tailored specifically to the needs of specialist retailers. Presentations, guided tours and networking sessions will address topics such as the balance between specialist stores and full-range retailers, developments in the e-bike market, leasing models, service concepts and the growing importance of digital sales channels.
The program is intentionally designed to reach beyond the traditional bicycle retail sector. Stakeholders from sports retail, the LEV and micromobility segments, as well as related sports industries, are also invited to participate, reflecting the increasing overlap between these markets.
In addition, Eurobike will introduce a digital networking tool designed to support connections before, during and after the show. The platform will allow participants to identify potential partners based on sector, interests or professional roles and schedule meetings in advance.
With these measures, the organizers aim to underline Eurobike’s ambition to remain a central meeting point for the bicycle and mobility industry while adapting the show format to the evolving needs of exhibitors and retailers alike.