A New Chapter for the Bicycle Industry: Berlin’s "Towards Tomorrow" Convention Challenges the Status Quo

Introduction: A Strategic Pivot in the German Cycling Sector

In a decisive move that marks a significant shift for the European bicycle industry, major German trade associations have officially announced the launch of a new flagship congress: "Towards Tomorrow – Cycling Industry Convention 2026." Scheduled for November 5 in Berlin, this event represents a direct response to the deepening disillusionment with the Eurobike trade fair—a long-standing pillar of the industry that has recently faced intense criticism, declining attendance, and a perceived loss of political influence.

By moving the focal point of the industry’s strategic discourse from a traditional exhibition format in Frankfurt to a policy-driven, high-level convention in the nation’s capital, the industry is signaling that it no longer views itself merely as a manufacturer of goods, but as a critical pillar of modern mobility policy and climate strategy.

Main Facts: The "Towards Tomorrow" Agenda

The convention is not intended to be a trade fair in the traditional sense, where manufacturers display new carbon frames or components. Instead, it is designed as a think-tank and strategic forum. The primary organizers—the VSF (Verbund Service und Fahrrad), the ZIV (Zweirad-Industrie-Verband), and the association "Zukunft Fahrrad"—have outlined three core pillars for the event:

1. Legal Certainty for E-Bikes: As Pedelecs (e-bikes) become the dominant mode of personal transport in urban environments, the industry faces an ongoing battle to maintain their legal classification as "bicycles." The congress aims to preempt legislative challenges that could impose more stringent regulations on the sector.
2. Scaling Digitalization: The industry is looking to harmonize digital standards for fleet management, bike-sharing integration, and smart-city connectivity.
3. Institutionalizing Political Advocacy: By holding the event in Berlin, the industry is positioning itself closer to federal lawmakers, aiming to exert greater influence on transport infrastructure spending and tax incentives for corporate leasing.

The event effectively replaces "Vivavelo," a conference that served the industry for 16 years, signaling a modernization of the industry’s communication strategy to match the pace of the e-bike revolution.

Chronology: The Road to the Split

The relationship between the bicycle industry and the Eurobike trade fair, once symbiotic, has undergone a turbulent transformation over the last decade.

• 2018-2019: The "Golden Years" End: Following the pandemic-driven boom, which saw unprecedented demand for bicycles and e-bikes, the industry faced a "hangover" period characterized by massive overproduction and a saturated retail market.
• 2022: The Frankfurt Relocation: Eurobike made the controversial decision to move from its historic home in Friedrichshafen to Frankfurt. While intended to provide a larger, more urban stage, the transition was plagued by logistical complaints and a perceived lack of "cycling soul."
• 2024-2025: The Widening Gap: Throughout 2024, tension grew as exhibitors noted a sharp decline in professional visitors. Major players began questioning the value of the high fees associated with exhibiting at a sprawling trade fair when their primary needs were focused on legislative support and supply chain stabilization.
• May 2026: The official termination of the partnership between the ZIV and Eurobike was announced, acting as the catalyst for the Berlin congress.

Supporting Data: An Industry in Transition

The necessity for this strategic shift is rooted in hard economic realities. Post-COVID, the bicycle industry has been hit by a "perfect storm."

Market Overhang

Data from the ZIV suggests that inventory levels in warehouses across Europe remain significantly higher than pre-2020 levels. As consumers tightened their belts due to inflationary pressures, the demand for high-end e-bikes—the industry’s primary growth driver—stagnated.

The Shift in Consumer Behavior

The market is shifting from "enthusiast-led" purchases to "utility-led" purchases. Corporate bike leasing has become the primary engine of the German market, accounting for a substantial percentage of all new bike sales. This makes the industry’s relationship with tax authorities and labor ministries far more important than their relationship with traditional retail dealers.

Political Relevance

The bicycle is no longer just a hobby; it is a central pillar of the European Union’s Green Deal. However, the industry has historically struggled to speak with a single, powerful voice in the halls of government. By professionalizing their advocacy through the "Towards Tomorrow" convention, the industry hopes to secure long-term subsidies and infrastructure commitments that are currently being threatened by changing budget priorities.

Official Responses and Stakeholder Sentiment

The decision to break away from Eurobike has been met with mixed, yet largely supportive reactions from within the industry.

The Industry Perspective:
A representative from the ZIV stated, "We have outgrown the format of a traditional trade show. Our challenges today are not about the latest tire tread patterns; they are about regulatory frameworks, European-wide charging standards, and sustainable supply chain logistics. Berlin provides the platform we need to speak to policymakers directly."

The Retailer Perspective:
The VSF has emphasized that the transition to the new congress is essential for the survival of the specialized trade. "If the industry doesn’t secure the legal status of the e-bike, the local bike shop has no future. This congress is about survival as much as it is about innovation," noted a VSF spokesperson.

The Eurobike Reaction:
While Eurobike organizers have attempted to pivot to a "new concept" to save the fair, market analysts observe that they are struggling to maintain relevance. By trying to cater to both the general public and the industry simultaneously, the trade fair is suffering from a "dilution of focus," which the specialized industry is now actively moving away from.

Implications: What This Means for the Future

The move to Berlin carries profound implications for the future of the cycling landscape in Europe.

1. The Death of the "Mega-Fair"?

This split suggests that the era of the massive, all-encompassing consumer-and-trade hybrid fair may be nearing its end. Future industry interaction is likely to be bifurcated: highly technical, legislative-focused summits for the industry stakeholders, and smaller, localized, consumer-focused events for the public.

2. E-Bike Regulation as a Key Battleground

By prioritizing the legal definition of the pedelec, the industry is signaling that it fears a "crackdown." As e-bikes reach higher speeds and greater weights, calls for mandatory insurance, licensing, or age restrictions have gained traction among some lawmakers. The "Towards Tomorrow" congress will likely serve as the war room for the industry’s defensive lobbying efforts.

3. Digitalization as the New Frontier

The mention of "digitalization" in the congress agenda points to the integration of the "Internet of Things" (IoT) into cycling. From anti-theft tracking systems to predictive maintenance software and vehicle-to-infrastructure (V2I) communication for city traffic management, the bicycle is becoming a smart device. The Berlin convention will be the venue where these standards are negotiated, effectively setting the rules for the next generation of smart urban mobility.

4. A Harder Line on Sustainability

Finally, the industry is under immense pressure to improve its environmental footprint, specifically regarding lithium-ion battery recycling. With upcoming EU regulations on battery passports and circular economy requirements, the industry needs a unified front to implement these changes without crippling profit margins.

Conclusion: A Turning Point

The launch of the "Towards Tomorrow" convention in Berlin is a watershed moment. It signifies an industry that has matured, moving away from the glitz of traditional trade fairs toward the pragmatic, gritty world of political lobbying, digital standardization, and long-term economic strategy. Whether this shift will successfully revive the growth trajectories of the past remains to be seen, but one thing is clear: the bicycle industry is no longer content to wait for policy to happen to it—it has decided to move to the capital to start shaping the policy itself.