March 19, 2020 - On a recent trip to Europe for a series of e-bike factory tours, we had the opportunity to visit the offices of VELOBerlin, the leading consumer bicycle show, in the German capital.
VELOBerlin was established in 2011 via a collaboration between Messe Friedrichshafen, organizer of world’s leading trade fair EUROBIKE, and the Berlin-based bicycle agency Velokonzept. It has evolved into the leading public bicycle show in Germany, with an impact not only on consumers, but also on politics and the media.
In 2018, after seven years at the Messe Berlin fairgrounds, the show moved to Tempelhof Airport, the former city airport. The great atmosphere, historic magnitude and vast possibilities fit the show’s new concept perfectly. VELOBerlin was hoping to attract the best cycling exhibitors from the urban and electric, lifestyle and performance, and travel and adventure sectors.
The new venue offered great testing opportunities as well as organizers also planned thrilling side-events such as bike races, shows, group rides and an exciting stage program with experts, bike travelers and panel guests.
We caught up with Christoph Schulz, Communications & Programs, at the VELOBerlin offices in Berlin, in late January. This year’s event was originally scheduled to take place April 18-19 but in light of the recent COVID-19 global challenges their 2020 event is currently postponed with possible new dates as yet unannounced.
Congrats on your 10th anniversary and thanks for making time for us… can you give us a brief history of Velokonzept and how the show came together with Eurobike ?
Christoph Schulz: This is not only the 10th VELOBerlin, but also the 20th anniversary of Velokonzept which is still run by founder Ulrike Saade. Velokonzept has three main departments where we place our focus. First, we collaborate with local like-minded bike shops about cycling in the city. Second, we host conferences, campaigns and workshops on cycling mobility, and thirdly we organize consumer bike shows, like VELOBerlin for the public.
Eurobike is the biggest B2B bike show in the world but they also wanted to offer a show for the public. With their location not being suited for a large public event of this nature, Berlin was chosen which started VELOBerlin.
Berlin is an ideal location as it is the capital city where politics are in play with a central German location to attract the public. It provides a platform for the public and the press to show the people in power that cycling is important.
How has the transition been from the Messe Berlin fairgrounds to the Tempelhof Airport and how has this changed your attendance numbers?
CS: When we held our show at the Messe Berlin fairgrounds, we had attendance of 13,000 to 15,000 people. We quickly outgrew that location, which prompted the move to the Tempelhof Airport in 2018. As it is not longer used as an airport, it was open to the public 10 years ago. Our new location at the historic airport provides a good space and unique atmosphere to represent cycling as it also highlights the industries great products and lifestyle. It allowed us to grow from a more commuter / touring show to include road racing, fixed gear, cycling fashion and many other areas.We attracted 16,000 in our first year at the airport and are expecting over 20,000 people at this years show
Are the two large test tracks a big part of the show and busy all the time?
CS: Yes. People come to VELOBerlin to test ride bicycles on the 2-tracks, so it is very busy. We also have a pump track along with test areas for BMX, MTB, Trials, kids bikes and of course, eBikes. There is even a covered area that is used for bike testing.
Have you seen more e-bikes growing steadily and how big is its presence as the show?
E-Bikes do have a big presence in the show, as they make up 25% of German bike sales and the big bike companies want to showcase them. We have a strong representation of brands from small, local to big International bike companies. You see eBike popularity bigger in other German cities, with the biggest sector of eBikes in the tourist areas. With that being said, Berlin cycling culture is slowly embracing the eBike movement.
Tell us a bit about the cycling culture in Berlin.
CS: With Berlin being a large, flat city, a commuter culture has evolved. Simple city bikes with fenders, lights and dynamo hubs are a very popular choice along with bikes for carrying cargo.
The challenge we have is that Berlin’s cycling infrastructure is an accumulation of different ideas and system over the years which don’t work well together and makes riding in the city dangerous.
The government’s mobility law which is increasing the number of bike lanes over time along with a strong “bottom-up” movement of activists advocating with the new government is helping to support green initiatives.
Over time, cycling in the city should become more attractive and safe.
With cycling growing in importance around the world, how does VELOBerlin try to get in involved both locally and nationally?
CS: VELOBerlin attracts exhibitors mainly from Germany, Austria and Switzerland, with smaller representations from other cycling countries like Netherlands and Belgium. Our advocacy efforts are focused mainly on local issues to address current cycling topics related to Berlin. We also work closely with local politicians for transportation and environmental issues for overall improvement of mobility in the city.
Eurobike is hosting a networking dinner with your Minister of Transportation this year and the Chancellor once opened that show which points to the importance of cycling in Germany?
CS: Cycling continues to gain importance in cities and communities across Germany. We do not have high level politicians at VELOBerlin as yet. We work more closely with the local senate for transportation and environment so do not focus dorecty on high level political leaders.
Are there any special highlights at this year’s show?
CS: For our 10th anniversary we are hosting a Saturday night party at the show. We also have some new partners and exhibitors on board which we will announce shortly. We also have a new test track with digital registration which also helps us integrate into the eBike world.
All the best and congrats again on your 10th anniversary.
CS: Thanks
