IN BRIEF
The German bicycle industry association (ZIV) and Koelnmesse are launching a new trade show: “towards tomorrow – European Bike Show”, in Cologne from 6 to 8 September 2027, and every year thereafter. A launch event is already scheduled for 9 September 2026, and an industry convention (taking over from vivavelo) will be held in Berlin on 5 November 2026. The announcement comes as Eurobike, the major Frankfurt gathering, goes through a turbulent patch.
The European bike scene is getting a new major gathering. On 23 June, the German bicycle industry association (ZIV) and Cologne’s exhibition centre, Koelnmesse, announced the creation of an all-new trade show, planned for 2027.
A show built by the industry itself
Koelnmesse will host the event; the ZIV will be its industry partner and the owner of the brand. The format is resolutely trade-oriented — retailers, manufacturers, component suppliers and service providers from Europe and beyond — under a stated motto: “by the industry, for the industry”. The first edition is announced for 6 to 8 September 2027, on an annual cycle.
An umbrella brand called “towards tomorrow”
The show is not arriving on its own. The ZR GmbH structure oversees a “towards tomorrow” brand meant to bring several events together. A launch event will bring exhibitors and press together in Cologne on 9 September 2026. And as early as 5 November 2026, the “Cycling Industry Convention” — taking over from the former vivavelo — will be held in Berlin, run by ZR GmbH, the VSF, the ZIV and Zukunft Fahrrad.
Against a backdrop of a Eurobike under strain
The timing is anything but incidental. For several months now, Eurobike has been taking hits: Bosch, Shimano and the ZIV itself have distanced themselves from the Frankfurt show, which has changed management and is looking for a fresh start. The German press has not missed the point and is already presenting Cologne as a direct competitor. Pre-registration is open on the official site, show.twrds.com.
Enough to reshuffle the deck of Europe’s big bike gatherings — provided the brands follow. The date is set for September 2027.
