FRANKFURT (BRAIN) — The Trade Show Advisory Board announced Eurobike will return to its traditional early fall place on the calendar in 2027 after its meeting Tuesday. Next year's show will be from Sept. 1-3.
Eurobike was last held in September in 2021, the final year in Friedrichshafen. Since then, the show has taken place in Frankfurt in June or July. The advisory board, which was created late last year to guide future decisions, consists of 15 senior representatives from industry, workshops, retail and bike associations.
Trade fair organizers said the show is returning to a more B2B show while attracting more leading bike brands. Last year's show lacked some major brand exhibitors and attendance was down slightly, which the organizers attributed to a recovery bike market in Germany. They said shortening the consumer festival for next year will reduce exhibitor costs and return focus to the trade.
In April, Eurobike said Shimano Europe will attend this year's show with an outdoor demo display, in addition to Canyon Bicycles, FSA, Kenda, and Tektro Europa and others.
In addition, Eurobike will move to the eastern section of the Frankfurt exhibition grounds, occupying Halls 3, 4 and 5 around the Agora, which as a central outdoor area offers new opportunities for test tracks and demo areas, according to Eurobike.
In another change that will take place immediately, show organizers Messe Frankfurt Exhibition GmbH and Messe Friedrichshafen will separate from their joint venture Fairnamic GmbH. Messe Frankfurt will take over decision-making authority over Eurobike, with Messe Friedrichshafen working to develop the Aero aviation trade show.
The final trade fair concept for 2027 will be presented at this year's Eurobike on June 24-27.
Show organizers said in January they were optimistic about continued talks with Germany's two bicycle trade groups that announced last year that they no longer would support the show. Shimano Europe is the longtime partner of the German distributor Paul Lange, whose managing partner, Bernhard Lange, is a board member of the ZIV trade group that pulled its support from Eurobike last year. Other major exhibitors, including Bosch and Schwalbe, also withdrew.
Eurobike announced the e-mobility event Mobifuture at last June's show. Mobifuture was planned to be held at the same venue as Eurobike over the same dates, with a single entry ticket. In October, the two German trade groups pulled their support, saying in part that Mobifuture would be a distraction from Eurobike's focus on the traditional bike market.
