European Bike Show vs. Eurobike: The trade fair landscape is being reshaped

​Germany is set to host a new cycling trade fair – though it will be for industry professionals only: the “towards tomorrow – European Bike Show” will take place for the first time in Cologne in 2027

Large sections of the international cycling industry turned their backs on Eurobike in the spring and announced their intention to launch a new cycling trade fair. At the time, many observers regarded this as a ploy to put pressure on Eurobike to get its act together, to revise their concept. But now the German Bicycle Industry Association (ZIV) and Kölnmesse are making it official: the first new bicycle trade fair, called “towards tomorrow – European Bike Show”, will take place in Cologne from 6 to 8 September 2027.

With this new trade fair, the organisers are aiming for nothing less than the role of the new leading international trade fair for the cycling industry. Its unique selling point and the key difference from previous editions of Eurobike is that ‘towards tomorrow’ is planned as a trade fair exclusively for industry professionals, with no public access.

A race venue with a cycling heritage

Cologne has a long tradition and a wealth of experience as a trade fair venue for the cycling industry, both in positive and negative respects. From 1964 onwards, the International Bicycle and Motorcycle Fair (IFMA) was held in Cologne’s exhibition halls, where the bicycle sector gained increasing importance compared to the motorcycle sector right up until the 1990s. From the early 1990s, the newly founded Eurobike in Friedrichshafen – a trade fair dedicated solely to bicycles – capitalised on the mountain bike boom and eventually eclipsed the IFMA. After 1996, the IFMA continued as the ‘International Bicycle Market’ before being discontinued for good in 2008. The consumer show ‘Cycolonia’ was also unsuccessful between 2010 and 2012.

So, “towards tomorrow”. Under the motto “By the industry, for the industry”, content, formats and key themes are to be developed in collaboration with key players in the cycling market, according to a joint press release from ZIV and Kölnmesse. The trade fair is therefore consistently aimed at a B2B audience.

Bernhard Lange, a member of the ZIV Executive Committee and CEO of Paul Lange GmbH & Co. KG, says of the new trade fair: “The industry needs a leading global trade fair, and this should take place in what is arguably the most important cycling market – Germany. I am convinced that with ‘towards tomorrow’ we are creating exactly the right format for this.” And Burkhard Stork, Managing Director of the ZIV, adds: “From the German retail sector to European and international players, ‘towards tomorrow’ reflects exactly the network that makes up today’s global cycling industry. What the new trade fair also brings back is that community spirit. This special drive within the industry and the partnerships that grow from it are what make us strong together. In short: a trade fair that doesn’t just follow the crowd, but leads the way. I’m really looking forward to it!”

Attack on Eurobike

Given that Eurobike – first in Friedrichshafen, now in Frankfurt – has undoubtedly spent over two decades first establishing and then maintaining its role as the world’s leading trade fair, these statements can certainly still be interpreted as retrospective criticism of the Eurobike organisers. Nor have the changes to the management team and the adjustments to the concept – implemented this year by Fairnamics, the joint venture company behind the trade fairs in Friedrichshafen and Frankfurt – evidently been enough to reconcile critics in the cycling industry with Eurobike once again. In any case, the purchasing and specialist trade associations such as BICO, ZEG and VSF have already pledged their support for and participation in the new “towards tomorrow” event.

The timing of the announcement has undoubtedly been carefully chosen and draws attention to Eurobike, which begins today (24 June 2026) in Frankfurt – and which, at the opening press conference, continues to describe itself as the leading international trade fair for the cycling industry. At the same time, Eurobike claims that, as part of its reorientation from 2027 onwards, it intends to sharpen its profile as the leading European B2B platform for the bike business.

Weak resistance?

Philipp Ferger, Managing Director of Fairnamic GmbH, explains: “The industry needs a strong international hub for face-to-face interaction. That is why we are consistently developing Eurobike further – making it more focused and even more attuned to the needs of our exhibitors, trade visitors and market partners.” This is almost the same wording as is now being heard from Cologne. Despite 800 exhibitors from 44 countries, Eurobike is once again facing a significant decline in the number of exhibiting companies and the amount of exhibition space booked this year. Two key changes for 2027 were also announced at the kick-off press conference: From 2027, Eurobike will return to its traditional autumn dates (1–3 September 2027), and from then on it will only take place every two years, with the next edition scheduled for 2029.

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