The future of Eurobike has been questioned for months - now the former leading bicycle trade fair has to accept a new low blow. At the general meeting of the industry association ZIV - Die Fahrradindustrie, ZIV Managing Director Burkhard Stork announced a new international trade fair format from autumn 2027. "A sustainable and effective influence of the German and international industry on their trade fair could not be achieved! Therefore: Out of necessity, but now with relish, the ZIV - The Bicycle Industry has today announced a new international trade fair format in Germany," he himself reports on his LinkedIn profile.
Eurobike on the decline
Exhibitor numbers at the Frankfurt exhibition centre have been falling 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. There are major differences in the ideas for saving it. The conflict between the Eurobike bike show and the bicycle associations has been dragging on for some time. At the beginning of November 2025, the bicycle industry association ZIV and the association Zukunft Fahrrad announced that they were ending their cooperation with the Eurobike bicycle trade fair in Frankfurt. "We could not recognise that both partners were supporting measures with the same consistency that would be necessary to make the trade fair fit for the future of the bicycle industry," said Bernhard Lange, ZIV Executive Committee member and Managing Partner of Paul Lange GmbH & Co. KG, explained the decision at the time.
Industry heavyweight cancels Eurobike
The ZIV's announcement is a real low blow for Eurobike - it was only in February that Shimano's cancellation had to be announced. "Shimano will no longer be exhibiting at Eurobike from 2026," the press release stated. (see update at the end of the article - Shimano has changed its decision) Shimano is one of the industry heavyweights and the announcement sounded like a final farewell. Shimano's explanation for withdrawing from Eurobike was similar to the reasons given or criticised by other manufacturers. The aim was to establish "direct and meaningful contacts" with partners, customers and cyclists. "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 pursue other approaches."
Leading international trade fair from autumn 2027
The ZIV project has been announced as the new leading international trade fair for the bicycle industry. The first edition is scheduled to take place in autumn 2027. Details on the location and programme have not been announced. However, it is clear that the industry associations are behind the concept. The ZIV member companies in Hamburg unanimously paved the way for further preparations for the merger with Zukunft Fahrrad in 2027. With the planned merger, the two associations want to pool expertise, utilise synergies and speak with one strong voice for the bicycle industry in the future. The new trade fair is an important joint project. Shimano has held a stake in the German importer Paul Lange & Co. for some time. Its managing director Bernhard Lange is also a member of the executive committee of the German Bicycle Industry Association (ZIV). No matter where the new trade fair takes place - you can count on Shimano as an exhibitor.
Update on 27/04/2026:
Shimano has completed a 180-degree turnaround in just a few weeks - now the company is at least represented in the outdoor area of the Eurobike 2026 bike show. Shimano Marketing Director David Greenfield explains in a Eurobike press release: "Eurobike is an important trade show and we are determined to actively support the newly formed show advisory board in the further development of the event. Shimano will have an important and even more focussed presence at Eurobike this year. This is an exciting opportunity for visitors to experience our technologies in the best possible way: on a nice bike ride in the fresh air."
The reasons behind the sudden turnaround are not clear, and one can only speculate about financial and content-related concessions. Shimano will still not be represented in the hall in 2026, but will have a test offer in the outdoor area. In fact, this is only a partial withdrawal from the trade fair.
Kristian Bauer
Editor
