Holy crap! Last week, I relatively randomly chose to ramble about the long-term return on attending tradeshows, but little did I know that the bottom was really about to fall out for Eurobike. 😲
To be honest, I was caught off guard like most everyone else. I had bookmarked Werner Mueller-Schell's interview with CEO of Eurobike organiser fairnamic GmbH, Stefan Reisinger about Eurobike's Plans & Key Changes For 2026. I anticipated sprinkling their optimism in this issue... 😅
Then I saw my friend Bastian Dietz break the story that ZIV & Zukunft Fahrrad bailed on the show. 🫨 And with without mincing words, to boot.
Then several dozen outlets & armchair linkedin pundits lurched into the foray regurgitating the same summer shade they had thrown on the cycling industry's oldest tradeshow. Alotta low blows across the baord but Laurens van Rooijen stood out with his useful context & upbeat yet honest insight in 6 points. Laurens also penned Eurobike's official response to the news here.
The last article I saw on the topic before sending this to you was that Bosch has bailed too. My .02?
Eurobike may be the butt of your jokes & have just broken a few more spokes but the wheels are still turning. And tradeshows abound when you look around. Peek this list for Q1 for next year and Q2 here. And even when they pull the plug, they pivot. Like ISPO's relocation from Munich to Amsterdam next year.
Real advice? Just like some Twotone clients already decided in '24 & '25, they simply cannot invest in contributing budget to keeping the Eurobike dream alive. Regional shows with more engaged B2B & consumer attendees get the marketing spend in the end. B2B shows like Corebike in the UK are so sold out you can't even get an exibitor spot, Bespoked broke records and Cyclingworld stays hot.
Personally, I'm not giving up on Eurobike and, in line with my message last week, will still go in '26 but Eurobike needs a new bag of tricks. Brands don't bet on tradeshows because they're the biggest anymore, its more about the public mood and vibe on the floor, media attendance & potential commercial partners also coming through the door.
What do you think? If you're in the industry will you still make the trip to Frankfurt for the 5th time?
Thank you for reading,
Jon
p.s.
Some 'new' music this week? I've been listening to Antenna from Australia and I'm gearing up to see Poison Ruïn this week in Cologne!
November
- 🇩🇪 3-4 DT Swiss Craft Days w/ Quirk Cycles
- 🇳🇱 5 Wheelrunner Wednesday Ride (Weekly at 6:30am)
- 🇳🇱 6 The Mechanics of Joy Nº50
- 🇳🇱 9 AMS CX COMP | HSC DE BATAAF
- 🇬🇧 13-15 Rouleur Live w/ Remco Tools & Gravaa
- 🇳🇱 16 AMS CX COMP | WV DE AMSTEL – OUDERKERK AAN DE AMSTEL
- 🇳🇱 23 AMS CX COMP | WV AMSTERDAM – SPORTPARK SLOTEN
- 🇳🇱 30 AMS CX COMP | FC TRAPPIST – ‘T TWISKE
December
- 🇳🇱 7 AMS CX COMP | ARC ULYSSES
- 🇳🇱 12 Twotone 11 Year Party | Food, beverages, tattoos & live music!
- 🇳🇱 14 AMS CX COMP | ASC OLYMPIA – SPORTPARK SLOTEN
- 🇳🇱 20 AMS CX COMP | ZWC DTS (Evening Edition!)
- 🇳🇱 31 AMS CX COMP | WV AMSTERDAM – SPORTPARK SLOTEN
January
- 🇳🇱 4 AMS CX COMP | UWTC – UITHOORN
- 🇧🇪 16-18 Velofollies
Bikes
ACROSS THE ANDES ON A TI MINI & OMNIUM TI PREORDER
Old Man Mountain Launched Two New Hemlock Bags
Introducing the 5L Hemlock w/ FLiP and 5L Hemlock Dry Bag. Read more here.
Going FURTHER in 2026
Ideas
Taste is a Competitive Advantage
jacob.elliott
"'taste' is what most brand teams strive to attain – they just go about it with rigid standards and sharp-looking style guides, when the reality is that taste is developed the same way a palette is: over the course of a 1,000+ tastings. 1,000 small decisions. An intentional effort to curate a point of view, then express that – and only that – in everything you do."
“When the cost of getting answers drops to zero, the value of asking the right questions compounds exponentially.” – Aaron Orendoroff
What Made Blogging Different?
Allegra Kirkland
I often give punk rock the credit for my politics but like Elizabeth Spiers, it mighta been blogging too!
The Simplest Argument for Veganism
Bentham’s Bulldog
Disclosure: I'm not vegan but have a deep respect for those that are!
Friends
Adornment Amplified Show Opening 7 November
Portrait Sessions with William Lounsbury at Workspace 6
0
Need a new professional headshot? Do it TOMORROW with William at Workspace 6!
Kamu in Breda is Crowdfunding
One of my favourite Dutch cycle cafes is stepping up their space & raising money to do so!
Radness
Amsterdam's Twelve Hour Alleycat Returns 14 March, 2026
Thank you very much for reading!
Here's to more good taste & less waste this week!