{"id":399733,"date":"2026-01-31T00:59:10","date_gmt":"2026-01-31T00:59:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/399733\/"},"modified":"2026-01-31T00:59:10","modified_gmt":"2026-01-31T00:59:10","slug":"shimano-shifts-away-from-eurobike-as-industry-continues-to-evolve","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/399733\/","title":{"rendered":"Shimano shifts away from Eurobike as \u201cindustry continues to evolve\u201d"},"content":{"rendered":"<p>Shimano has today issued a statement that it will no longer exhibit at Eurobike, starting this year, 2026. The news is an obvious blow to the show, which has been contending with a difficult few months, with other high-but-not-quite-as-high-as-Shimano profile exhibitors like Reise &amp; M\u00fcller pulling away from the show. It was German trade associations ZIV and Zukunft Fahrrad <a href=\"https:\/\/cyclingindustry.news\/german-bicycle-associations-will-not-participate-in-eurobike-2026\/\" target=\"_blank\" rel=\"noopener nofollow\">dropping the show in October<\/a> that seemed to begin the public voicing of what has been some lower level discontent with the show.<\/p>\n<p>Back to Shimano. The huge brand said: \u201cThis decision reflects our focus on creating direct, meaningful engagement with our partners, customers and riders.\u201d<\/p>\n<p>The brand acknowledged the huge role that Eurobike has played, but emphasised exhibitor costs, shifting visitor patterns and changes in industry approaches: \u201cAs the industry continues to evolve, we are prioritizing our customer- and consumer-focused events, where we can have personalized conversations and hands-on interactions. Eurobike has played an important role in our industry for many years, and we value the relationships formed there. However, shifting visitor patterns, rising exhibition costs, and changes in how brands and riders connect have led us to explore different approaches.\u201d<\/p>\n<p>Shimano Europe Marketing Director David Greenfield said: \u201cOur goal is to connect with riders and partners in ways that are personal, meaningful, and relevant to how the industry is developing,\u201d said\u00a0 \u201cWe are evolving the way we show up as a brand, while staying fully committed to supporting the global cycling community.\u201d<\/p>\n<p>Shimano said it remained committed to advancing cycling, supporting partners and investing in <a href=\"https:\/\/cyclingindustry.news\/saracen-shimano-madison-partner-with-aston-hill-bike-park-ahead-of-march-2026-opening\/\" target=\"_blank\" rel=\"noopener nofollow\">activities<\/a> that bring innovation and the joy of riding to more people around the world.<\/p>\n","protected":false},"excerpt":{"rendered":"Shimano has today issued a statement that it will no longer exhibit at Eurobike, starting this year, 2026.&hellip;\n","protected":false},"author":2,"featured_media":399734,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[37],"tags":[4985,101,56,54,55],"class_list":["post-399733","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cycling","tag-cycling","tag-sports","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/399733","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=399733"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/399733\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/399734"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=399733"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=399733"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=399733"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}