Eurobike’s official stats, which we’re sure you find riveting, say 15,130 industry professionals attended the trade show this year. We didn’t get an invite this year, which is probably for the best given the shit we’ve pulled at that trade show. Still, we could’ve made their attendance numbers higher, which seems to be valuable since they’re down from 31,270 in 2025. We’re not good at maths, but that’s less than half.
We’ve kind of forgotten what it’s all about (which, really, is the challenge they’re facing), but the Eurobike Festival Day had 8,970 ‘cycling enthusiasts’ attending. Somehow that number last year was 30,420. Is the festival day the one where they try to get you to ride their bikes and stuff? Someone remind us.
The organizers, Fairnamic, say its what they expected, and that the trade show is in a period of transformation. Transforming into a mostly empty conference hall, from the sounds of it. Like that birthday party we had where we invited all those empty chairs.
Here’s some more spin:
The international profile of our visitors was particularly strong, with roughly two-thirds coming from Europe and one-third from other global markets. The media reach achieved over the past seven days is impressive, exceeding 440 million. At the same time, visitor quality improved significantly: 71% were executives, compared with 58% in 2025.
Philipp Ferger, Managing Director of Fairnamic
Visitor quality is a funny metric. We definitely can’t help with that one.
And we got the scoop on the transformation they’re working on. In 2027, the show will move back to September, where it always was, that is. Hitting ctrl-z on June, basically.
It’s also moving into a ‘two-year pattern.’ We wrote biennial up in the headline because we know you’re literate. Either way, you’ll see the show in 2027, and then in 2029. Or, not to be too negative, you’ll see the show in 2027, and then the next one will be scheduled for 2029… because we’re not so confident it’ll happen.
The many conversations throughout Eurobike clearly demonstrated a strong willingness across the industry to collaboratively shape the future of this leading trade fair. We will carefully evaluate this feedback and use it to further strengthen business value for both exhibitors and visitors as we move toward 2027. It’s now also about bringing leading brands back to Frankfurt.
Matthias Pietsch, Eurobike Show Director
Well, fair enough. Feels a bit doom and gloom, but that’s the Cyclry vibe at the moment too. We’d certainly love for this one to get successful again. And then for them, or anybody else, to pay us to be there writing stuff about carbon wheels and silly helmets again.
They sent us a whole bunch of quotes from industry people about how valuable the show has been. We’re not sharing that because these days we don’t really have the industry pull for it to make a difference whether or not we say positive things about the show. Instead, have this quote that ruined all trade shows for us:
That hall at the back, I can’t go in there. It’s too depressing. It’s like Gil from the Simpsons. ‘Give old Gil a chance’ while he tries to get you to look at the bike bells he’s spent his life savings importing from China.
Cycling industry escapee, paraphrased
Good luck to Eurobike. And if anybody from Eurobike or Fairnamic is reading this, do get in touch. You can send us press releases, or press passes if you’re feeling really bold.
