The bike industry is at a crossroads – and one of its last big symbols is starting to crumble: Eurobike.
For years, it tried to juggle three worlds at once – industry showcase, dealer order platform, and consumer festival. In the end, it became a little bit of everything, and not enough of anything. Too many compromises, too little clarity, no true identity.
After years of structural issues and growing alienation from the major brands, the two most influential Geerman associations – ZIV – Die Fahrradindustrie and Zukunft Fahrrad – have pulled the plug on their cooperation with the fair. So now what?
What will replace the former must-attend event of the global bike scene? Where will the industry present itself as a united front – to politics, media, and the public? Who will take on the role of leading the conversation, setting the tone, and representing cycling on the big stage?
Does the industry even need another “classic” trade show – or is it time for something entirely new? A platform with purpose, conviction, and vision.
And perhaps the most important question of all: who has the courage and the competence to fill the vacuum Eurobike leaves behind? Who will give the industry a new voice, a new face, a new stage?
The truth is: no event, association, or platform has yet managed to create a strong, unifying vision for the future of cycling. Instead of addressing the causes, we’ve been numbing the symptoms – short-term fixes instead of long-term healing. And in the process, we’ve weakened ourselves.
But maybe that’s exactly what needed to happen. Maybe this is the wake-up call the industry has been avoiding for too long. Because pointing fingers is easy – building something better isn’t.
The good news: change is coming. Slowly but surely, a new awareness is taking hold. This was also the central theme of our recent 41 Think Tank in Brixen, which proved a true success. In the upcoming Brixen Bike Papers, we’ll tackle the industry’s biggest pain points – and present concrete ideas for a more resilient, forward-thinking bike world.
Let’s be clear: The last thing the industry needs right now is a knee-jerk reaction or panic move just to patch things up for 2026. What we need is a long-term vision – a solid, future-ready concept that can actually last. Because if we keep chasing short-term fixes, we’ll just stumble from one half-solution to the next – and learn nothing.
As much as we value Eurobike, these current crises are not a reason to despair. They’re an opportunity – maybe the opportunity – to rethink and rebuild an industry structure that’s grown tired and outdated.
So: keep your head up. The shake-up is overdue. Let’s rebuild this thing – better than before.
Here’s the original press release by the associations ZIV – The Bicycle Industry and Zukunft Fahrrad
ZIV – German Bicycle Industry and Zukunft Fahrrad end cooperation with Eurobike
Berlin, 30 October 2025 | The associations ZIV – German Bicycle Industry and Zukunft Fahrrad have announced that their talks with Eurobike regarding the future direction of the trade fair have failed. Both associations will end their cooperation and will not participate in Eurobike 2026.
«After intensive discussions with the shareholders of Eurobike, we have decided to end the cooperation. We could not see that both shareholders were equally committed to supporting the measures that would be necessary to make the trade fair fit for the future of the bicycle industry», says Bernhard Lange, ZIV – German Bicycle Industry Presidium Member and Managing Partner of Paul Lange GmbH und Co. KG, explaining the decision.
«The members of Zukunft Fahrrad and ZIV – German Bicycle Industry have formulated clear ideas about the necessary structural and content-related adjustments. Unfortunately, we do not see any realistic chance of achieving these», adds Ulrich Prediger, CEO of Zukunft Fahrrad and Founder of JobRad.
The decision was preceded by an intensive joint feedback process between the associations and their members immediately after this year’s trade fair. The result was a «10-point plan for Eurobike 2026», which served as the basis for discussions with the trade fair companies.
«The industry expects fundamental changes as a prerequisite and clear signal for a successful future for Eurobike – we do not see this in the outcome», says Claus Fleischer, Board Member of ZIV – German Bicycle Industry and CEO of Bosch eBike Systems.
«We did not take this joint decision lightly and we very much regret that it is necessary. It is important that we now create clarity for all sides», emphasises Dirk Zedler, Board Member of Zukunft Fahrrad and Founder and Managing Director of the Zedler Group.
ZIV – German Bicycle Industry and its subsidiary ZR Zweirad-Gesellschaft mbH terminated their cooperation agreements with fairnamic GmbH yesterday. At the same time, Zukunft Fahrrad requested the cancellation of the contract.
Both associations are now looking ahead with determination:
«The demand among our members for a strong joint platform remains high. We are, therefore, continuing the close dialogue we have begun with our companies and partner associations», says Wasilis von Rauch, Managing Director of Zukunft Fahrrad.
Burkhard Stork, Managing Director of ZIV – German Bicycle Industry, announces: «We will move forward with the process very quickly. The issue of an industry platform needs to be resolved in a forward-looking manner, as we all recognise the enormous political and economic challenges facing our industry.
»
ZIV – German Bicycle Industry
The ZIV is the national representative and a strong voice for the German and international bicycle industry, including importers and wholesalers as well as established businesses and start-ups from the entire bicycle ecosystem. As an industry association, the ZIV brings together and represents the interests of around 140 member companies vis-à-vis lawmakers in the EU and Germany, the German government, authorities, media, institutions and organisations. Around ninety percent of the bicycles and e-bikes produced in Germany in 2024 were from ZIV member companies, which export 1.3 million units every year in addition to sales on the domestic market.
Zukunft Fahrrad
The Zukunft Fahrrad trade association represents the interests of the innovative bicycle industry in Germany. Its more than 100 members include service providers, manufacturers, suppliers of digitalisation software and hardware, retailers and suppliers to the bicycle industry. From start-ups to global players, they are united by the goal of an ambitious transport policy that promotes cycling. Zukunft Fahrrad is committed to transforming the mobility industry in Germany and is working to make Germany an international leader as a rapidly growing and innovative location for the bicycle industry.
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Words: Robin Schmitt Photos: EUROBIKE Frankfurt: Frank Baumhammel / Silke Magino / Jens Braune del Angel