Eurobike, the premier international trade fair for the bicycle and e-mobility sectors, is undergoing a significant transformation for its 2027 edition. Scheduled from September 1 to 3, 2027, in Frankfurt, the event is shifting to a biennial format with a pronounced emphasis on the business-to-business (B2B) market. (eurobike.com)
Strategic Realignment
In May 2026, Eurobike’s advisory board, comprising 15 senior representatives from industry, workshops, retail, and associations, convened to discuss the fair’s future direction. The consensus was to realign Eurobike’s strategy to better serve the B2B community. This decision follows a series of industry interviews and a customer survey, which indicated a clear preference for a September schedule. (eurobike.com)
Event Focus and Structure
The 2027 fair will occupy Halls 3, 4, and 5 on the eastern side of Messe Frankfurt, centering around the Agora outdoor area. This new layout aims to create dedicated spaces for test tracks and demo areas, enhancing the B2B experience. (bikeradar.com)
Organizers are also introducing cost-effective participation formats to attract leading bike brands and industry stakeholders. The event will focus on the entire value chain of the bicycle industry, with flexible and cost-efficient participation options available for exhibitors. (eurobike.com)
Separation of B2B and B2C Activities
In response to industry feedback, Eurobike is separating its B2B and B2C activities. While the main fair will concentrate on B2B engagements, consumer-focused events will continue through festivals, roadshows, and other public-oriented activities, building upon existing collaborations like Veloberlin. (eurobike.com)
Year-Round Brand Engagement
Beyond the biennial fair, Eurobike envisions itself as a year-round brand at the heart of the bike and e-mobility ecosystem. The strategy includes four pillars: the international trade fair, consumer festivals, roadshows, and other public-oriented events. This approach aims to provide continuous value to the industry and its stakeholders. (eurobike.com)
Leadership Appointment
To steer this strategic transformation, Matthias Pietsch has been appointed as the new show director of Eurobike. With extensive experience in the cycling industry and event management, Pietsch is expected to drive the fair’s evolution and strengthen its position in the global market. (eurobike.com)
The inaugural edition of the revamped Eurobike is set for September 1–3, 2027, in Frankfurt. The 2026 edition will be held from June 24 to 27, serving as a precursor to the new biennial format. (eurobike.com)
For more information, visit the official Eurobike website.