Eurobike 2025 is now history – and it leaves behind a multifaceted picture. Significantly smaller and noticeably quieter than in the boom years, but by no means without relevance. Even though many big names were absent as exhibitors this year, the trade fair in Frankfurt once again became the meeting place for the bicycle industry – a place for genuine encounters, dialogues, and an open exchange about challenges, opportunities, and the future of the market.

Fewer exhibitors, fewer visitors – but many good conversations

The numbers speak for themselves: In terms of both exhibitor and visitor numbers, Eurobike 2025 failed to match its previous heights. The decline was noticeable – both in the number of halls and in the aisles. Nevertheless, the trade fair had its qualities: Those who came wanted to truly exchange ideas, meet people, experience products, and feel the pulse of the industry. After years of video conferencing, the longing for real-life interaction was palpable – and that's exactly what Eurobike offered.

“Despite the decline in exhibitors, the trade fair was very successful for us,” said Bernhard Lange (Paul Lange & Co.), who presented, among other things, the new Q’AUTO automatic derailleur system from Shimano.

Other brands such as Giant, Puky, SQ-Lab, and Crussis also took to the stage in Frankfurt – with confidence and large stands, while many former top dogs were conspicuous by their absence, but still had representatives on hand. The truth, as is so often the case, lies somewhere in between: Some celebrate their decision to participate, others are happy not to have been there.

Hands-on technology: drives, circuits and electronics

Those interested in e-bike technology were in for a treat in 2025. While there were no major surprises, there was plenty to see – especially new products that had previously only appeared in press releases or renderings. Bosch, for example, showcased the technological advancements of its system with the new PX , Cargo , and Speed ​​drive systems. Brose presented the much-discussed Qore drive, and Mahle also unveiled innovations that attracted particular attention in the lightweight segment.

There was also plenty of new stuff to discover in the areas of drivetrains, connectivity, and integration. Development is accelerating significantly, especially in the gravel and road bike segments : with the wireless Shimano GRX and increased interest in drop-bar bikes, even though these were rather underrepresented at the show itself.

The market remains divided – VDZ and ZIV with different assessments

The market situation remains tense, even though some signs offer hope. In its trade fair summary, the ZIV ( German Furniture Industry Association) spoke of a slow recovery and an expected stabilization from 2026 onwards. Sales in the first quarter of 2025 were slightly above the previous year's level, inventories were reduced, and the mood is cautiously optimistic.

“Currently, the improved sentiment in the bicycle market is mixed with continued economic stability,” said Burkhard Stork (ZIV). “We see many signs of a normalization of business in our industry from 2026 onwards.”

The VDZ , however, expressed considerably more skepticism . Retailers' sales expectations had been missed, inventory levels remained high, and discount campaigns were further squeezing margins. Consumer reluctance, particularly for high-priced bicycles, persisted – fueled by economic uncertainty and political stagnation. The discrepancy between these two assessments demonstrates that the industry continues to search for direction.

Eurobike & Mobifuture: Two formats, one location – but is that the solution?

From 2026, Eurobike will take a new direction. The classic trade fair format will be split: While Eurobike continues to focus on performance, sport, and specialist retailers, Mobifuture will be created as a new event for urban, connected mobility. E-scooters, micromobility, infrastructure, and political stakeholders will come together here – running parallel to the bicycle trade fair, but with its own distinct profile.

As sensible as the separation of content may seem, doubts remain about its practical implementation. Two formats, two concepts – but only limited resources from manufacturers and visitors. Furthermore, Frankfurt is expensive . Many in the industry are already calling for a rethink – perhaps away from the traditional trade fair, perhaps even back to the old location in Friedrichshafen, where the proximity and sense of community created a different dynamic.

ZEG Bike Show as an industry event with a signal effect

While large trade fairs are being questioned, in-house exhibitions and proprietary formats are gaining in importance. ZEG , Europe's largest bicycle purchasing cooperative, is leading the way: From July 11th to 14th, 2025, it is hosting the ZEG Bike Show in Cologne. There, not only will new models be presented, but the focus will also be on fostering personal interaction with affiliated retailers – including training sessions, test rides, and a comprehensive trade fair experience.

It's already clear that more dealers will be coming to Cologne than ZEG welcomed at Eurobike in Frankfurt. This speaks volumes – and demonstrates how much the industry longs for focused, practical event formats.

Conclusion: Rethink trade fairs, create new proximity

Eurobike 2025 wasn't a loud industry spectacle, but it was important – as a place for genuine conversations and as a reflection of an industry in transition. The challenges are significant, but things are moving forward. What the bicycle trade fair of the future will look like remains to be seen. One thing is clear: it needs new concepts, more dialogue, and an environment that brings together not only products but also people.

Photos: Eurobike, Silke Magino