Eurobike is taking action: Will this be the decisive move to break free?

Messe Frankfurt, or rather Fairnamic as the organizer of Eurobike, is relying on its proven leaders like Philipp Ferger at this time of crisis – and it is indeed in a major crisis. But stiff competition awaits in Cologne.

By Urs Seiler || September 2, 2026 || Representative of Messe Frankfurt for Switzerland and Liechtenstein

Initially, the leading bicycle industry associations wanted to move Eurobike away from the Friedrichshafen trade fair location. The move to Messe Frankfurt was accompanied by a reorganization of the trade fair and its operating company, the joint venture Fairnamic, a joint venture between Messe Frankfurt (49%) and Messe Friedrichshafen (51%). Now the associations want to leave Frankfurt because they remain dissatisfied with the organization. What's going on here?

Eurobike is going through a difficult period, a fact that Fairnamic Managing Director Philipp Ferger (pictured above) and the new trade fair director Matthias Pietsch made no secret of at the press conference on September 1st. At the press conference, Philipp Ferger drew a sobering conclusion regarding the 2026 edition: a respectable success, but with a noticeable decline in both exhibitors and visitors. This openness is remarkable. However, with "towards tomorrow – European Bike Show," a new, purely B2B format will be launched in Cologne in 2027. Among those behind the new trade fair are the German Bicycle Industry Association (ZIV) and Koelnmesse. The ambition is nothing less than to create a new leading international trade fair for the bicycle industry. This strategic realignment of Eurobike is thus turning into a genuine race for the industry.

A new focus

The next Eurobike will take place in Frankfurt am Main from June 30 to July 2, 2027. The previously planned dates in September 2027 and the biennial cycle have therefore been abandoned. Strategically, Eurobike is sharpening its profile: a consistent B2B focus without a B2C audience, but with a strong international focus. Fairnamic points to Messe Frankfurt's presence in over 150 countries and aims to attract exhibitors and trade visitors from all relevant global markets. The new concept is based on four pillars: business, innovation, networking, and media visibility – a framework designed to allow the trade fair to evolve from a mere exhibition space into a platform with substance.

Frankfurt is also focusing on both continuity and renewal in terms of personnel: Philipp Ferger, a proven leader, remains on board, while the new trade fair director, Matthias Pietsch (pictured above), brings a fresh perspective. Pietsch openly acknowledges the economic pressures and new formats that the bicycle industry has to grapple with – but is convinced that the need for an international platform remains strong.

flexibility

Also noteworthy is the change in booth layout: exhibitors can now book meeting or VIP rooms in Hall 3 instead of exhibiting in the traditional way. This is a pragmatic offering for companies that want to participate in the trade fair differently in the current environment without missing Eurobike altogether – a sign that Frankfurt is listening instead of clinging to rigid formats.

“We do not see ‘Your Business BASE’ as cannibalization, but as a conscious expansion of participation options: The classic exhibition stand remains central for brand and product presence, while companies whose focus is on focused business meetings can choose a form of participation that is more suitable for their goals in the future,” says Frank Gauß (pictured above), Head of Communications, Press Spokesperson and Member of the Management Board of Messe Friedrichshafen.

Will the transformation succeed?

Cologne remains a real challenge as a competing location, and whether the new concept will win back the lost exhibitors will only become clear in 2027. However, with the combination of an honest assessment of the current situation, a clear strategic focus, and a reliable annual schedule, Messe Frankfurt is creating the foundation on which trust can truly be rebuilt.

The 35th Eurobike will take place from June 30th to July 2nd, 2027 at the Frankfurt Trade Fair grounds.