BikeBiz Bicycle and cycling retail news
Eurobike continues to evolve as a show, working to meet a variety of industry, environmental, societal and economic needs. No easy task, being something for everyone, yet not something the show organisers shy away from.
Latest announcements from the Frankfurt-hosted show include the introduction of the Eurobike Adventure Area, which aims to combine the trending topics of bikes, leisure, sport, camping and outdoor lifestyle.
Given the strong lifestyle overlap for outdoor and adventure, with cycling’s bikepacking, there’s a clear appeal for such a move.
Commenting on the news, John Wedlake, whose professional background spans marketing, exhibitions, and cycling apparel, notes “It’s funny though that you never see cycling brands at ISPO. I saw one pair of bib shorts last year on a fabric producer’s stand. Eurobike could (benefit from) taking a look at ISPO for some new ideas.”
Added value in the Adventure Area
Eurobike itself outlines that with the Adventure Area, they are aiming to create a meeting point for all those who are active in the world of bikes and outdoor.
As is, Eurobike already benefits from, and functions as, the international meeting point of bike and sports industries, with the additional political reach critical to connecting with future mobility goals.
With this new Adventure Area addition, the central base camp – with cafe area – makes it possible to meet not only bicycle business professionals but also dealers and stakeholders from the general sporting goods industry.
This news will certainly have ISPO Munich organisers looking closely at how the outdoor and sports sectors engage with Eurobike and its cycling overlapping segments.
Beyond adventure
The key message the show organisers are promoting for 2025 is “class instead of mass – reaction to market circumstances – with the show profile honed further in the areas of sports, lifestyle and mobility.
For attendees, this means the is expanding, to embrace potential new audiences, whilst also refining what it does for the pure-play cycling industry brands and businesses who remain its core audience.
New date. Better calendar slot. Frankfurt IM in town
The 33rd edition of the world’s leading trade fair for the bike and ecomobility industry Eurobike will take place from Wednesday, 25 June to Sunday 29 June 2025 on the grounds of Messe Frankfurt.
The date in June is earlier than last year, before the main holiday season and right in the week before the Tour de France.
Coinciding with the Eurobike Festival on the last weekend of June, Frankfurt will play host to the Ironman European Championship.
Among the almost 70,000 international visitors to Eurobike, thousands more participants and guests of the major triathlon event are expected in the Rhine-Main area – a trump card for the topic of cycling in the region and beyond.
Focal points that reflect market changes
The 2025 edition of the show will see organisers placing more emphasis on the exhibition segments Parts and Accessories, Boutique Brands, Trendsetter Services and International Supplier than in the most recent edition.
With its focus on innovations, new products and new target group-specific activities and topics, the upcoming Eurobike focuses squarely on the turnaround in the market, stimulates desire and demand and puts power brands and newcomers in the media spotlight.
After the highly acclaimed premiere, the Handmade Area featuring custom and small-series manufacturers attracted a large number of visitors, while the new Adventure Area is also putting the megatrend of cycling and outdoor adventures at the centre of the trade fair. The ‘Festival only’ option gives exhibitors the opportunity to present themselves exclusively to the general public, i.e., the cyclists themselves, on the Eurobike weekend.
Stefan Reisinger, MD of show organiser Fairnamic is optimistic about changes introduced to make 2025 a success: “While a number of industry participants are facing major challenges, cycling as a sport and lifestyle, and increasingly as an alternative to the car, remains in line with the trend and Eurobike is driving this development.
“Our diversity, our range of services and our showcases for trade, community, media and politics will bring together the world’s key players in the bike and ecomobility industry at Eurobike 2025.”
The trade days of the trade fair will again be accompanied by an extensive conference and networking program with countless opportunities for discussions and sharing ideas on the key topics and future visions of the mobility world. The most outstanding innovations will once again be honoured with the prestigious Eurobike Award.
Bicycle festival for testing and joining in
At the Eurobike Festival on Saturday 28 June and Sunday 29 June 2025, thousands of bicycle fans and enthusiasts are once again expected in the huge outdoor area of Messe Frankfurt.
The success of the last festival edition with 33,090 visitors, 2,000 test vehicles and over 50,000 test drives is already reflected in the keen interest of exhibitors in the demo area of the upcoming trade fair.
The extensive test, show and presentation lineup provides something for every cyclist: with exhibitors and a versatile program from sports to family and everyday mobility to cycling.
