(Frankfurt, GER) On the opening day of the show Eurobike announced the appointment of Matthias Pietsch as new Show Director. A 15-year veteran, his record includes the Deutschland Tour, Eschborn-Frankfurt and the Hamburg Cyclassics.
“By appointing Matthias Pietsch, we are gaining a leader who knows the cycling industry, its stakeholders and its dynamics from many years of practical experience. His expertise in the strategic development of successful event formats, his strong industry network and his deep understanding of the needs of partners, companies and communities will provide valuable impetus for the future direction of Eurobike,” said Philipp Ferger, Managing Director of Fairnamic GmbH.
Most recently Pietsch served as Managing Director of A.S.O. Germany GmbH and he will share the responsibility for the strategic and operational direction of Eurobike.
“Eurobike is one of the strongest global brands in the cycling and ecomobility industry – combining a business platform, showcase for innovation and international network in one. Now is the right time to take this ambition to the next level. I am looking forward to strengthening the brand together with the team and our partners and to further expanding its relevance for cycling, urban mobility and sustainable logistics,” commented Pietsch.
During the show’s opening ceremonies Ferger also announced that Eurobike will take place in Frankfurt every two years beginning in 2027 with more developments to be revealed after this year’s show. Next year Eurobike is reverting back to fall timing and will be held Sept. 1-3.
On the second day of the show Ferger provided more details about Eurobike’s future strategy given the new challenges that lie ahead with the decrease in exhibitors and retailers attending the event, and the announcement of a new trade show “Towards Tomorrow – European Bike Show” by ZIV, the German cycling industry association, to take place Sept. 6-8, 2027 in Cologne – read more here.
As previously announced, Eurobike will move to the eastern section of the Messe Frankfurt exhibition grounds, occupying Halls 3, 4 and 5 around the Agora, a central outdoor area that offers numerous new opportunities for test tracks and demo areas. The adjacent Forum and the Frankfurt Festhalle offer additional opportunities for partner events and networking.
“The idea is to create a more intimate and easily accessible set-up with shorter distances, that can offer a better experience at the show for exhibitors, retailers and visitors,” commented Ferger.
As well, Eurobike will focus on B2B only going forward and is in the process of developing the engagement its B2C strategy.
“We’re already aligned with consumer events such as Velo Berlin and see great value in continuing to support the consumer aspect of the industry but need to review and communicate further with other stakeholders to determine the best way forward with our new B2C strategy,” said Ferger.
The Eurobike brand is also well established and recognized in the marketplace but is primarily focused on visibility during the period leading up to, and during the show, but it’s less visible year-round. “This is another area where we see great potential to engage and promote the Eurobike brand and community throughout the year with valued content,” noted Ferger.
The show will also put more focus on retailers and retail groups to create a more VIP experience at Eurobike. “Retailers are the heart and soul of the show and we will put more emphasis on attracting them to Eurobike. While we can’t easily influence certain costs associated with attending, we can look at providing incentives with flights etc. to the show,” he commented.
For exhibiting companies Eurobike will also lower the cost of booth space going forward from €204 square/meter to €194 square/meter, with early-bird pricing of €164 square/meter. In addition, the show will offer custom booths and more turn-key options for exhibitors.
Some companies also expressed interest in having meeting rooms to connect with customers and associates but not having a booth at the show, and this is another option to be offered going forward.
