The great rival of Eurobike is born, and brands will have to choose where to be

The break between the German Bicycle Industry Association (ZIV) and Eurobike continues its course and we are already seeing its consequences. ZIV and Koelnmesse have announced the creation of “Towards Tomorrow – European Bike Show”, a new international fair that will take place from September 6 to 8, 2027, in Cologne, and which is born with the clear intention of becoming a reference for the sector.

Towards Tomorrow – European Bike Show: the German industry creates a new fair to compete directly with Eurobike

The movement represents a new chapter in the confrontation between ZIV and the organizers of Eurobike. In October 2025, the German association officially abandoned its collaboration with the Frankfurt fair, considering that there was no common vision regarding the necessary changes to adapt to the future of the industry.

Now, far from finding common ground, ZIV is betting on promoting its own event alongside Koelnmesse, one of the largest fair organizers in Europe.

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According to its promoters, Towards Tomorrow will have a clearly professional focus and will be aimed at manufacturers, distributors, suppliers, and service companies throughout the entire value chain of the cycling sector. The chosen slogan, “By the industry, for the industry”, reflects the intention that the companies themselves define the contents and formats of the fair.

The choice of Cologne is not coincidental either. The city has a long tradition as a host of international events and seeks to regain prominence within the European cycling industry.

The announcement also comes at a particularly sensitive time, as Eurobike will also move its dates to September starting in 2027. Everything points to manufacturers and brands having to decide in the coming months which of the two major European fairs they will support, although Eurobike has already announced that starting in 2028 it will be held every 2 years.

The organizers have confirmed that on September 9, 2026, they will hold a presentation event for exhibitors and media in Cologne, the first step of a project that could change the fair landscape of cycling in Europe.