FRANKFURT (BRAIN) — Eurobike announced on the opening day of its 34th annual four-day event that Matthias Pietsch has been named show director. It's another change in the trade show's leadership structure during a year of upheaval.
Pietsch recently served as A.S.O. Germany GmbH managing director and was responsible for the strategic and operational development of German cycling events. According to Eurobike, for more than 15 years, he shaped and positioned event platforms within the international cycling and mobility landscape.
"By appointing Matthias Pietsch, we are gaining a leader who knows the cycling industry, its stakeholders and its dynamics from many years of practical experience," said Philipp Ferger, managing director of Fairnamic GmbH, Eurobike's organizer. "His expertise in the strategic development of successful event formats, his strong industry network and his deep understanding of the needs of partners, companies and communities will provide valuable impetus for the future direction of Eurobike."
Ferger replaced Stefan Reisinger as head of Eurobike on Jan. 1. During that announcement, Eurobike said two new roles — including show director — would be created.
In another change announced in May, 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.
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, which said in April it would attend this year's show after all, 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.
Next year's event will return to its traditional early September place on the calendar, and organizers said it will return 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.
