Shimano has been one of the key players in the international bike industry for decades, and Shimano is probably the best-known brand in the entire bike industry. The attention generated by a decision like this is all the greater: from 2026, the Japanese component giant will no longer be represented as an exhibitor at Eurobike in Frankfurt. Instead, Shimano wants to invest more in its own event and communication formats that are more closely aligned with retailers and end customers.

The move does not come as a complete surprise. Eurobike has changed significantly in recent years - from a classic industry gathering to a hybrid event for industry, media and consumers. At the same time, the costs and organizational effort for large trade fair stands have risen continuously. The visitor profile has also changed and no longer meets the original objectives of many exhibitors in every case. 

Shimano justifies its withdrawal with the desire for a more direct exchange and more intensive product experiences. In future, the focus will be on formats where products can be tested under real conditions and personal dialog with riders and retail partners will be the focus. Such experiences are becoming increasingly important, especially in the mountain bike segment, where riding feel, setup and confidence play a central role. "Our aim is to connect with riders and retail partners in a way that is more personal and relevant to the current development of the industry," explains David Greenfield, Marketing Director at Shimano Europe. The brand presence will be further developed while remaining closely connected to the global cycling community.

For the market, this step primarily means a shift in communication strategy. Shimano is not withdrawing from the public eye, but is focusing on other avenues. Own test events, decentralized dealer events, media camps or regional ride formats offer significantly more control over content, target groups and experiences - and are better suited to an industry that is increasingly defined by authenticity, community and product experience. 

It remains to be seen whether other major brands will follow this example. One thing is certain, however: the withdrawal of a heavyweight like Shimano underlines the fact that classic leading trade fairs need to redefine their status. This could make the coming years even more exciting for mountain bikers and specialist retailers - with more opportunities to get to know new products where they ultimately belong: on the trail.

bike.shimano.com