Eurobike 2025 Takeaways: We get knocked down, but we get up again

The 33^rd edition of Eurobike took place amidst a heatwave of change and gave a warm reflection of the changes and challenges the industry has faced over the past years. The mood may have appeared low-key to regular attendees, but our new CEO Paul Walsh, attending for the first time, clearly felt the energy, enthusiasm and engagement that characterises our industry and its global trade show. “The vibe is unlike any other trade show I have attended before – if this is what we get during a difficult year, what’s like when business is good?”

As a more seasoned Eurobike attendee, our Industry Manager Jacques Lovell – who cannot believe this was already his fourth visit – thinks the show was placed under the signs of transformation and resilience. The role of cycling in society and the economy is changing, as is the broader mobility sector, and this evidently the dominant theme throughout.

Read Jacques Lovell's and Lauha Fried's takeaways from the week below.

1. Will Eurobike ever be the same again?  
Eurobike 2025 pushed deeper into "ecomobility"—highlighting e‑scooters, cargo solutions, smart logistics, even high‑speed 120 km/h pedal vehicles prototypes—as part of its wider “holistic mobility” vision. Eurobike will refocus on sports and performance cycling, while Mobifuture will become the new trade show home for all e-mobility in between bicycles and e-vehicles.

While the business rationale to expand the scope of the trade show adds up, the announced changes have stirred debate among traditional cycling stakeholders concerned that the show is losing its cycling-first DNA. Will the next edition show that the bicycle is the frontman of the e-mobility revolution, or will bicycles be relegated to the back row? The goal to renew focus on performance cycling may bring back the enthusiasts but is there a risk of losing sight of the bike’s role in transforming urban mobility.  

2. Quality over quantity
The mood on the opening Wednesday was tinged with slight disappointment about the lower attendance and exhibitor numbers, with a more streamlined presence and some major players absent. But this created a more concentrated environment for genuine connection as the show went on: exhibitors and visitors reported deeper, more strategic exchanges. The conversations also revealed relative optimism about the most difficult years being behind and an improved inventory situation.

3. New funding models
Capital is taking note. The “East Meets West × Bike Venture” panel convened investors and founders from Asia, the US and Europe to reimagine long-term funding models for cycling businesses. As René Wiertz of Fundracer noted, micromobility VCs are increasingly seeing bikes and micro-mobility as integral to the future of urban transport.

At the same the VC model designed for fast-growing Silicon Valley firms won’t fit the ‘longer burn’ nature of cycling start-up growth: investors need to reshape their funding models to complex supply chains and tight margins. “Innovation in how we fund innovation might matter even more than the innovation itself”, said Elisa Chiu of Anchor Taiwan, who is bringing together a global panel of dedicated innovation and funding angels to the cycling industry. 

4. Is sustainability still a smart move?

Our full-house sustainability session Beyond the hype: Is sustainability still a smart move? this year brought five leading CEOs on the stage to discuss whether in a time of shifting regulations and global uncertainty sustainability still remains a strategic priority. The answer was a resounding yes. Sustainability is not only a nice-to-have - it’s the new baseline. “Because there’s no other option. Sustainability is part of our DNA”, said Sandra Wolf, CEO of Riese & Muller. And to put it simply, the companies make more money by being more sustainable.

Will Butler-Adams, CEO of Brompton, concluded the session by saying: the cycling industry does not have to be scared to talk about business and sustainability at the same time: “We are transporting people with 10kgs of equipment instead of them sitting in 2500kg metal boxes. Get a grip, we provide the most sustainable form of transport and make our customers happier through cycling”

Our panelists included Marc de Vries (Swapfiets), Will Butler-Adams (Brompton), Florian Baur (JobRad), Sandra Wolf (Riese & Muller) and Damien Simon (BNP Paribas). The session was moderated by Cycling Industry Sustainability Expert Group Chair and Vice Chair Freya Wood (Swapfiets) and Anke Schäffner (ZIV).

5. Women In Cycling breakfast bigger than ever

The packed Women in Cycling Breakfast on Friday morning was a clear reflection of the network’s rapid growth and increasing influence. Launched just over four years ago by a handful of women working for the cycling industry, Women In Cycling has evolved into a vibrant international movement. Today, the network has more than 3,000 members and has expanded into national chapters across Germany, France, Italy, Benelux, Portugal, Switzerland and Women In Cycling Mountain biking.

The breakfast started with a series of powerful keynotes, and each was followed by time for networking – it’s amazing how during the five minutes slot you can connect, learn and get inspired. We then heard updates from each national WIC chapter. We at CIE Women In Cycling launched a new diversity survey aimed at establishing baseline data on gender diversity within the industry. Our goal is to gain a clearer picture of how many women are currently working in the sector, in which roles, and what the application and retention rates look like for both women and men. The survey will help us shape future initiatives and set targets for the industry. Help us shape a more inclusive cycling industry and take the survey here.

What a dynamic morning full of ideas, connection, and action – more of this!

6. Come Together
A major announcement at Eurobike was the signing of a Letter of Intent by CIE and CONEBI to merge into a single entity based in Brussels, effective 1 January 2026. This merger promises unified advocacy, streamlined policy engagement, a stronger representation of the European cycling industry in EU mobility and industrial strategy, and crucially, a single line to speak to the European cycling industry.

Photo: Eurobike/Frank Baumhammel