Unexpected turn from Shimano: it will indeed be at Eurobike 2026

When it seemed that Shimano's exit was yet another symptom of Eurobike's wear and tear, the Japanese brand has unexpectedly shifted its strategy and will indeed be present at the 2026 edition. This decision comes just a few months after confirming its withdrawal but arrives with important nuances.

Shimano changes course and confirms its return to Eurobike 2026 amid a crisis in the trade fair sector

At the beginning of the year, Shimano announced that it would stop exhibiting at Eurobike starting in 2026, in line with a strategy focused on its own events and more direct formats. That decision was understood as a significant blow to a fair that was already accumulating doubts after the departure of major players in the sector.

However, the scenario has changed. Shimano Europe has confirmed that it will indeed attend Frankfurt this June, although it will do so with a different approach than usual. The brand will not return with a large traditional stand, but with a much more specific presence focused on the direct user experience.

The focus of this participation will be an outdoor testing area where visitors can try their products in real conditions. The company aims to convey its message of direct connection with cyclists in a practical environment, something it had already indicated as a priority when justifying its initial exit.

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In the words of David Greenfield, marketing director of Shimano Europe, the presence in 2026 will be “more focused” and aimed at allowing users to experience the brand's technology on the bike, rather than just seeing it on display.

Far from representing a complete retreat, this return aligns with the direction Shimano had previously set. The brand maintains its intention to evolve towards formats that are closer to the end user, but uses Eurobike as a platform to do so under its own rules.

The choice of an outdoor testing space reinforces this idea. Shimano prioritizes the real use of the product over static display, which also responds to the transformation of the sector and the need to generate more direct and measurable experiences.

Moreover, the historical relationship with Eurobike, which has lasted for more than two decades, has weighed in the decision to maintain at least a partial presence at a key moment for the future of the event.

Shimano's return brings some relief to a fair that had been hit by several bad news. Its initial absence was compounded by the exit of Bosch eBike Systems and the loss of support from two of the main German industrial associations.

Nevertheless, Eurobike 2026 will feature the presence of other relevant brands such as Canyon, Mahle, FSA, or Tektro, in an attempt to maintain a competitive lineup in a complicated context.

The threat of a rival fair takes shape

The real problem for Eurobike is not just in the loss or recovery of exhibitors, but in the movement that is being gestated in parallel within the German industry.

The associations ZIV and Zukunft Fahrrad, which had already expressed their disagreement with the direction of the event, have announced that they are working on the creation of a new international fair with European reach. This new project, planned for autumn 2027, aims to redefine the format and regain lost relevance.

Both entities have also confirmed their intention to unify to strengthen their representation capacity within the sector, which could give even more weight to this alternative against Eurobike.