Where Wheels and Innovation Converge: Inside Eurobike 2025
The Media Kick-Off officially ushers in the Eurobike2025 trade fair week. One day before the opening, the world’s most important platform for the bicycle and ecomobility industry is already bringing together representatives from industry, lawmakers, science and the media. This year’s kick-off was all about strategic transformation – the trade fair itself, but also the entire industry as the backbone of a new mobility culture. Industry associations Zukunft Fahrrad, the Zweirad-Industrie-Verband (ZIV – German Bicycle Industry), and the U.S. industry association People For Bikes present exclusive market data while discussing the future potential of cycling tourism.
“Eurobike2025 not only mirrors the market, with our new trade fair concept we will continue to influence the market in the future – for old and new target groups. It creates spaces in which market rationalities harmonize with social responsibility.” Stefan Reisinger, Managing Director of Fairnamic GmbH
A transition trade fair – with a clear frame of mind
Stefan Reisinger, Managing Director of the organizing company fairnamic GmbH initiated proceedings. He underlined in his keynote address the increasing responsibility of Eurobike2025 as the world’s leading international trade fair for sustainable mobility, but also the traditional role for the sports and performance scene. The function of Eurobike, where this year already more than 1,500 exhibiting companies from more than 60 nations come to Frankfurt, has long since extended beyond traditional product exhibitions – it is a bridge builder between the mobility and bicycle industries, between lawmakers and civil society. Specifically, the solidarity between urban everyday mobility and sporting performance culture was highlighted by the organizer of the trade fair:
The intention is to combine actors of various domains and to offer individually tailored impetus for a sustainable and resilient mobility culture.
Progressing collectively – the sector dialogue
In the following panel, members of prominent umbrella associations – Burkhard Stork (ZIV – German Bicycle Industry), Wasilis von Rauch (Zukunft Fahrrad) and Jenn Dice of the American association People For Bikes debated the structural problems and chances of the bicycle industry.
The ZIV expects a complicated situation for manufacturers and retailers of bicycles and e-bikes, bicycle parts and bicycle accessories this year, too. “We remain on course for normalization in the bicycle market. From 2026, we see light at the end of the tunnel and thus clear signs of an end to the difficult phase,” said ZIV Managing Director Burkhard Stork.
The topics covered are broad and highly relevant. Reshoring and onshoring of production facilities as a strategic option. Service bike leasing as a growth area. Business mobility as a strategic lever for companies. And the ever-present question of how we make the leap from the niche into the mainstream.
“Despite price pressure and a fall in sales in 2024, the bicycle industry is showing its resilience: Employment remains virtually stable, with leasing providers even managing to increase headcounts. Service bike leasing and the used market in particular are future-proof growth areas. The price level of service bikes continues to significantly outstrip prices in the market as a whole, making leasing a key stability factor for the entire industry. To deliver further growth, we need modern infrastructure and consistent implementation of the National Cycling Plan,” said Wasilis von Rauch, Managing Director Zukunft Fahrrad.
The discussion also showed that the industry is ready – but the political and social framework need to pull together. We need stable support structures, bold urban and regional development and a change in mentality that sees the bicycle as a serious part of modern mobility – not just as an option for the few, but as a solution for the many.
“Now is the time to work together across borders to promote cycling globally. At Eurobike2025, we bring the latest data from the U.S. market and urge international partners to work together on the big issues, from trade and production to participation and public policy, the future of cycling depends on bold action, shared knowledge and a united global effort.” explained Jenn Dice, President and CEO of People For Bikes.
Data that makes a difference – cycling tourism as an economic factor
A key topic of the Media Kick-Off was also the presentation of the first results from the basic research on cycling tourism by Tilman Sobek. The research provides impressive figures on the economic relevance of the cycling market – and it shows that bike tourism is much more than a niche segment.
“Bike tourism is booming – whether for day trips or discovery tours lasting several days. More and more regions are developing sustainable offerings that combine experiences of nature and culture, appealing to leisure cyclists and cyclists with sporty ambitions alike,”said Tilman Sobek,
who is responsible for the basic research on cycling tourism together with dwif and DTV. The data presented proves how closely interlinked the bicycle industry, tourism, infrastructure and regional development are. The impetus behind the research was not only analytical, but also programmatic: targeted investment in bike-friendly infrastructure, supply development and mobility linkage can boost the labor market, protect the climate and make a location more attractive – especially in rural areas.
At the end of the Eurobike2025 Media Kick-Off, young and established brands presented innovative product innovations. One highlight comes in the shape of a bike from Estonian manufacturer Ampler that can be charged via a USB-C port – a small detail that promises great things: standardization, simplification and user-friendliness. It is precisely these solutions that are driving the bike industry forward – because they respond to needs and set new standards.
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