Eurobike 2025 - 10 Takeaways from the Show Floor in Frankfurt

Eurobike 2025 returned to Frankfurt with a noticeably different tone. Held from June 24th to 29th, the world’s leading bicycle trade show still drew thousands of visitors and packed halls with innovation, debate and networking. But the mood was more restrained than in previous years. Questions about the show’s location, format and purpose are becoming louder, even as the industry itself shows signs of recovery and adaptation. From new event formats to product trends and policy debates—here are ten observations from this year’s edition.
 

1. Eurobike itself: Fewer visitors, more uncertainty

Attendance was down across the board. According to the Eurobike organiser fairnamic, 31,270 trade visitors came to Frankfurt this year, compared to 35,080 in 2024. The consumer-facing weekend also saw a drop, from 33,090 to 30,420. While more than 1,500 international exhibitors filled the halls and outdoor areas, there was a visible drop in energy and density on the floor. Behind closed doors, the show’s long-term future was a frequent topic of discussion. According to a recent survey by German bicycle industry magazine SAZbike, 41.5% of industry visitors are dissatisfied with the Frankfurt venue. Almost half rated the cost-benefit ratio as poor. This suggests that some in the industry are starting to question whether the current format and location remain viable.
 

2. A new show in the making: Mobifuture joins the calendar

Amidst the ongoing debate about Eurobike’s future, organiser Fairnamic announced a new event: Mobifuture. Launching in 2026, also in Frankfurt, the B2B format will focus on sustainable and digital mobility, bringing together cities, planners, startups, and infrastructure providers. The idea is to broaden the scope beyond cycling and establish a second event that looks at urban transport as a whole. Whether this signals a strategic shift for Eurobike itself—or simply a diversification—remains to be seen. What’s clear is that Fairnamic is responding to an industry that’s evolving fast, with increasingly segmented audiences and new players entering the mobility conversation.
 

3. Market sentiment: Surprisingly steady

One of the more surprising impressions from the show floor: optimism. Despite the cautious setup and fewer visitors, many exhibitors reported stable or even improved sales compared to 2024. Brands pointed to slight growth, particularly in the German market, where official ZIV data shows the bicycle sector holding up well despite ongoing economic pressure. The reduced scale of the show seems less a sign of crisis and more of strategic refocusing. Several companies explained that their absence or reduced presence reflected changes in marketing and sales strategy—not a downturn in business. In short: the mood in Frankfurt was better than the numbers suggested.
 

4. A thinning exhibitor field: Major brands absent

Still, the absence of some key players at Eurobike 2025 was noticeable. German industry player ZEG and its brands did not exhibit this year, Pon.Bike focused on its own Ride On events, and Specialized limited its presence to a test fleet. Yet despite these absences, the exhibitors who did attend reported strong visitor quality and a steady flow of meaningful conversations at their booths. Many expressed satisfaction with the business outcomes of the show, underlining the continued relevance of a central, international trade fair for the bicycle industry. Our learning: For buyers, media and suppliers alike, Eurobike remains a valuable platform to experience the market’s diversity in one place.
 

5. Strong presence from international manufacturers

The gaps left by well-known brands were filled, in part, by a growing number of international exhibitors—especially from Asia. The halls were lively with manufacturers from Taiwan, China, Cambodia, Vietnam, India, and Turkey, many of whom presented broader, more confident product ranges than in previous years. The East meets West networking event by Anchors Asia underlined this shift, creating targeted B2B matchmaking opportunities on-site. But it wasn’t just Asia making a statement. Several Portuguese manufacturers under the Portugal Bike Value umbrella used the show to position Europe as a competitive and sustainable production hub. Miranda Bike Parts, for example, showcased high-end components and even brought a full quality testing station to demonstrate their capabilities live at the booth. The combined message from both continents was clear: global manufacturing is evolving rapidly—and the lines between supplier, brand, and innovation leader are increasingly blurred.
 

6. Sustainability: From concept to commitment

Sustainability was visible throughout the show—less through radical innovation, more through consistent product development and transparency. Vaude’s TrailControl 20+ Zero backpack set a benchmark with a net-zero CO₂ footprint and fully traceable production. Toraman Bikes from Berlin showed a recyclable steel frame with clear sourcing and reusable packaging. Giant presented detailed CO₂ footprint calculations for several models, covering materials, production, logistics, and end-of-life—a move toward measurable transparency. Selle Royal’s Nivo Gel grips use certified bio-circular plastics, while Schwalbe’s Aerothan tube, made from recycled TPU and paired with the new Click-Valve, was praised for its eco-design and ease of use. These are just a few of many examples. The takeaway: sustainability is no longer a trend—it’s the new industry baseline.
 

7. The motor race continues: More torque, less weight

EBike drive systems were once again a major focus on the Eurobike floor, with innovations highlighting power, integration, and software. Bosch showcased its updated Performance Line CX motor offering up to 750 watts and 100 Nm of torque, along with a new eMTB+ mode for smoother transitions. Bafang introduced the M510RS: a compact motor delivering 790 watts and 110 Nm with terrain-adaptive assist and heart-rate sync. Ananda launched the new M7600 system, featuring a European version that operates at 36V and delivers a maximum torque of 100Nm, along with a peak power of 675W. The American version, running on 48V, is even more powerful, cranking out up to 120Nm of torque and up to 900W, while weighing only 2.7 kg. These are just a few examples among many. At the minimalist end of the spectrum, New Urtopia drew attention with its sub-1.2 kg DM1.2 mid-motor, developed for ultra-light e-road bikes. It’s a clear sign that lightweight design and performance no longer exclude each other.
 

8. EPAC rules: Regulation on the horizon

The upcoming revision of EU regulations for EPACs (Electrically Power Assisted Cycles) sparked quiet but crucial debate at Eurobike 2025. The German industry association ZIV has proposed to modernise the framework, calling for clearer rules that reflect today’s diverse eBike landscape. In its position paper, ZIV proposes new performance thresholds, including an assistance ratio of 1:4 as standard and 1:6 up to 15 km/h, a maximum output at the drive wheel of 750 watts. At the same time, LEVA-EU  voiced concern. The organisation warns that new technical requirements or classification changes could increase costs, reduce competitiveness and create confusion among consumers.
 

9. Women in Cycling: Greater visibility, wider impact

Representation and visibility of women in the cycling industry continued to grow. The Women in Cycling breakfast brought together over 100 industry professionals for networking and discussion. Liv by Giant made a strong showing with a large booth dedicated entirely to its women-specific range. More brands showed clear efforts to design not just for, but with women in mind—from geometry and ergonomics to messaging. Several conference sessions touched on gender diversity in leadership and design teams. While there’s still progress to be made, Eurobike 2025 marked a visible step forward in making the industry more inclusive—not just in content but in presence.
 

10. Product trends: New formats, broader use cases

The product landscape at Eurobike 2025 reflected two main trends: expansion and specificity. Bigger wheels made waves, with several tire and wheel suppliers showcasing their 32-inch concepts aimed at off-road efficiency. At the other end, child and youth bikes gained momentum: Puky’s Next balance bike offered modular wheel sizing and extended product life, while Giant presented a youth-specific road bike. In the cargo segment, Tern’s GSD S10 was updated with ABS, GPS and tool-free adjustability. Van Raam’s Thuja trike added inclusive options, and Berlin’s Super Mini stood out with its compact design and accessibility. SUV-style eBikes like Orbea’s Muga 10 and Hepha’s Trekking 8 aim to offer everyday versatility without sacrificing performance. And on the lightweight front, Urtopia’s sub-10 kg e-road bike drew attention for combining minimalism with smart integration.
 

Conclusion: A show under pressure, an industry in motion

Eurobike 2025 made clear that the bicycle industry is evolving faster than the trade show model that helped build it. Participation is shifting, formats are diversifying, and brands are testing new ways to engage with their audiences. Yet despite fewer attendees and missing brands, the show still delivered value—for those who knew where to look. However, this year’s edition also showed that Eurobike now stands at a crossroads. Whether it can evolve into a future-proof platform—or become one of many fragmented touchpoints—will depend on how well it listens, adapts and leads.

Text: Werner Müller-Schell

Photo credit: EUROBIKE Frankfurt

Source: Cycling Industry News, https://cyclingindustry.news/eurobike-2025-10-takeaways-from-the-show-floor-in-frankfurt/