towards tomorrow – European Bike Show: bookings now open

Great response at kick-off in Cologne: countless key players already on board – early-bird rates available until 10 November 2026

Joint press release | Koelnmesse GmbH and ZIV – German Bicycle Industry

Cologne/Berlin, 10 September 2026 | Following the official kick-off of the towards tomorrow – European Bike Show at its future venue, bookings are now open for exhibitors. There is considerable interest in the new world’s leading trade fair for the bicycle industry: a great many companies and key industry players have already confirmed their participation in the inaugural event, which will take place at Koelnmesse trade fair centre in Cologne on 6–8 September 2027. Two leading industry retail partners, ZEG and BICO, are among them. Bookings are being accepted for stand spaces and special formats, with an early-bird discount available until 10 November 2026.

Koelnmesse and the ZIV shared details of the latest progress in planning of the new trade fair to the around 150 participants in the kick-off event on 9 September and provided very concrete insights into next year’s inaugural event during guided tours and at information points.

Successful kick-off at future venue

«The kick-off event was an impressive demonstration of just how keen the bicycle industry is to help shape this new platform. The momentum is there – and things are starting to take shape: with bookings now open, companies are able to secure their place in Cologne and be part of the towards tomorrow – European Bike Show from the very beginning. We’re particularly pleased that countless key players have already confirmed their participation,» says Oliver Frese (Managing Director, Koelnmesse) of the encouraging level of interest.

«The bicycle industry is driving towards tomorrow – and this was very much evident at the kick-off. We are consciously striving to bring retailers to Cologne: exhibiting companies will receive free tickets to invite their retail partners. The fact that we have ZEG and BICO on board is also a clear sign. We will turn this joint endeavour into a trade fair that showcases the diversity and strength of the international bicycle industry,» tells Burkhard Stork (CEO, ZIV).

Focus on core products and business of the international bicycle industry

Classic bicycles, EPACs/e-bikes, parts, accessories, and services – in other words, the entire bicycle ecosystem – will take centre stage at towards tomorrow. The trade fair will feature themed areas such as Workshop & Service, Digitise the Bike Business, Commercial/Logistics as well as Therapeutic & Specialised Bicycles. The «Walk of Service» will provide orientation for retailers. The «Boulevard of Innovations» will present curated innovations as the central axis. The «Test Area» will take a high-quality experience format and include a variety of riding scenarios. There will be stages and content hubs, with a Main Stage for market communication and smaller stages for product presentations and workshops, along with flexible participation options ranging from classic trade fair stands and complete packages to sponsorship options and stage formats.

Bookings now open at early-bird rates

A new phase has begun on the journey to next year’s inaugural event: companies are able to book an exhibition space and benefit from attractive early-bird rates until 10 November 2026. For more information on stand spaces, offers, packages and bookings, see the booking portal for the towards tomorrow – European Bike Show 2027.

Press images

(Photo credit: Towards Tomorrow – European Bike Show.)

About the towards tomorrow – European Bike Show

The towards tomorrow – European Bike Show is the new world’s leading trade fair for the bicycle industry. It caters to retailers, manufacturers, suppliers and service providers. Koelnmesse will host the event, while the ZIV will act as the industry partner and brand owner. The B2B format will debut on 6–8 September 2027. With its concept developed, implemented and continuously optimised jointly by the trade fair organiser and bicycle industry, the towards tomorrow – European Bike Show will in future set the standards for the international bicycle market. europeanbikeshow.com

About the «towards tomorrow» industry platform

With «towards tomorrow», ZR GmbH – the ZIV’s service company – is launching a new umbrella brand for the bicycle industry. In the future, this should serve as the central, international platform for forward-looking offers for the bicycle industry and its stakeholders. Its unique selling point is the consistent approach of «By the industry, for the industry»: its content, formats and key themes will be developed in collaboration with the bicycle industry with the aim of driving its success. «towards tomorrow» will thus create added value, advocate for the industry’s interests, facilitate networking and provide guidance.

In addition to the European Bike Show in 2027, there will already be another «towards tomorrow» premiere in this year: on 5 November, the «towards tomorrow Cycling Industry Convention 2027» (formerly vivavelo) will take place in Berlin. It is being hosted by ZR GmbH and organised jointly by Verbund Service und Fahrrad (VSF), the ZIV and Zukunft Fahrrad.

Press contacts

ZIV – German Bicycle Industry
Reinhardtstraße 7, 10117 Berlin
Press Team | +49 30 439 735 770 | presse@ziv-zweirad.de

Koelnmesse GmbH
Messeplatz 1, 50679 Cologne
Markus Majerus | +49 221 821-26 27 (landline) | +49 151 14535306 (mobile)
m.majerus@koelnmesse.de

towards tomorrow – Cycling Industry Convention 2026

Join us on 5 November as we reinvent the wheel.

Learn more about the new congress for the bicycle industry »