Declining Popularity, Giants Departing: Germany's Two Major Associations Announce Termination of Cooperation with Eurobike!

This year's Eurobike exhibition seems to have delivered less-than-ideal results. The collective absence of industry giants like Canyon, SPECIALIZED, and DT SWISS has further significantly diminished the exhibition's appeal.

Recently, two authoritative institutions in Germany's bicycle industry – the German Bicycle Industry Association (ZIV) and Zukunft Fahrrad (Future Bicycle Association) – announced that they will terminate their cooperation with fairnamic GmbH and the Eurobike exhibition. Meanwhile, the ISPO exhibition also confirmed that it will relocate from Munich to Amsterdam in 2026.

What Has Caused the Exhibition to Lose Its Former Appeal?

Since the conclusion of the 33rd European Bicycle Exhibition in June, dissatisfaction has been spreading within the industry.

For exhibitors, the core pain point lies in a severe imbalance between input and output. The soaring exhibition costs at the Frankfurt Exhibition Center have not been matched by corresponding commercial value or industry influence. Booth fees often run into millions, plus hidden costs such as decoration, travel, and labor – yet all this only yields a year-on-year decline in foot traffic and a continuous drop in order conversion rates. As the internet makes new product information easily accessible, and young buyers increasingly rely on YouTube reviews and community word-of-mouth for purchasing decisions, the irreplaceability of physical exhibitions is being eroded, gradually reducing them to an "expensive formality."

For professional visitors, rising ticket prices – combined with the absence of many well-known brands like Bosch and Specialized – have greatly undermined the exhibition's appeal. Industry giants such as Germany's Zweirad Einkaufs Genossenschaft (ZEG) and Bike & Co have opted out of the 2025 European Bicycle Exhibition, instead hosting their own internal events. This has undoubtedly had a tangible impact on the substantive content of this year's exhibition.

A deeper cause lies in the drastic changes to the industry structure. Trade wars and economic uncertainty have left the entire industry grappling with high inventory levels. Brands have been forced to adopt conservative strategies, cutting unnecessary expenses and buying time to reduce stock.

The absence of major brands has triggered a worrying chain reaction: distributors and bike shops stay away, leaving manufacturers in the awkward predicament of "exhibiting with no one to visit." The supply chain now faces not an issue of exposure, but rather one of precision – "who exactly is the exposure for?"

Associations’ Frustration: "Fundamental Changes" Plan Rejected

According to the associations, immediately after this year's exhibition, they launched a joint internal feedback initiative and developed a ten-point plan aimed at driving "fundamental changes" to the 2026 exhibition. However, during in-depth consultations with the exhibition organizer's shareholders, this plan – which carries the industry's hopes – failed to secure a positive response.

"Our members have put forward clear ideas for the necessary structural and content adjustments, but unfortunately, we believe these ideas are unlikely to be realized," said Ulrich Prediger, CEO of Zukunft Fahrrad, in a tone of resignation.

Bernhard Lange, Member of the Presidium of the German Bicycle Industry Association (ZIV), was more blunt: "We believe the exhibition shareholders are not equally committed to supporting the measures needed to adapt the exhibition to future development."

Industry Leaders Voice Their Stances

Several industry leaders have spoken out about the joint withdrawal:

• Klaus Fleischer, CEO of Bosch eBike Systems: "The industry expects the exhibition to be a success, and that requires fundamental changes – but we have not seen this reflected in the final outcome."
• Dirk Sedler, Founder of the Sedler Group: "We reached this decision after careful consideration, and we deeply regret it. But now, we must make this clear to all parties."

These voices converge on a clear message: the industry no longer needs minor tweaks, but a thorough overhaul centered on "solving pain points."

Associations Pledge to "Build Something New" – A New Platform in the Works

Despite parting ways with Eurobike, the two associations have no intention of slowing down. They emphasize that the industry’s need for "a strong joint platform" remains urgent.

"We will advance this process quickly," said Burkhard Stork, Managing Director of the German Bicycle Industry Association. "The issue of industry platforms must be addressed in a forward-looking way, as we all face enormous political and economic challenges."

This statement suggests that Germany’s bicycle industry is likely to develop a brand-new exhibition or exchange platform – one that better aligns with the industry’s future needs.

Meanwhile, just two days before the associations announced their withdrawal, another major industry event – ISPO – revealed plans to move from Munich to Amsterdam in 2026.

With two iconic exhibitions undergoing changes at the same time, does this signal a large-scale restructuring of the European exhibition industry? And regarding the current problems plaguing exhibitions, can a new model emerge in the future – one that meets the value demands of exhibitors and retailers, while ensuring investments deliver real returns?