In August 2007, it was announced that Swiss Exhibition was launching a new public trade fair for the bicycle industry, which would take place for the first time in parallel with the popular Muba trade fair in February 2008. Frank Malter, who was in charge of the fair at the time, was able to drum up around fifty exhibitors, with everything from triathlon bikes to e-bikes - albeit not without gaps - providing a reasonably representative overview of the Swiss cycling landscape.

Over 24,500 visitors flocked to the exhibition hall in Kleinbasel for the first edition over the four days of the fair. Exhibitors such as Thomas Binggeli (formerly Thömus), Philip Douglas (Simpel) and Kurt Schär (Flyer) expressed their satisfaction with the trade fair.

2008: The first event shapes the concept
The first edition of the trade fair was already set to shape the future direction of the event. Direct sellers such as Stöckli, Simpel, Thömus and Rose had a strong presence. However, alongside a handful of "big players" such as Cannondale, Trek and Intercycle, there were also prominent absentees. Manufacturers rooted in Switzerland, such as Scott or BMC, were nowhere to be found, while international brands such as Specialized or Merida did not make their way to the Rhine bend.

Many manufacturers were lured to Twoo by teaming up with local dealers at the trade fair stands and thus sharing the financial and personnel costs. Thanks to the strong presence of dealers from Basel and the Basel region, everyday bikes and electric bikes attracted considerable attention. The urban environment of the trade fair was used to put e-bikes in the spotlight, and the public intersection with the parallel Muba trade fair also lent itself to focusing on electromobility.

In 2008, Twoo took on a pioneering role, as never before had so many e-bikes been on display at an end customer trade fair and experienced on a large-scale test course. Intercycle, for example, used the event to present the Bionx drive for the first time and introduce it to the Swiss market. With almost 25,000 visitors, organizer Messe Schweiz was also delighted with the premiere.

2009: Even more visitors
After a change at the top of the trade fair - Chantal Amhof takes over the reins from Frank Malter - there is a visitor explosion. In the wake of Muba, which takes place at the same time, over 35,000 visitors find their way to Twoo. Due to this 40 percent increase, the organizer, Swiss Exhibition, continues to be pleased with Twoo's performance.

While the trade fair was previously dismissed as a regional event, the organizer emphasized that visitors from all over Switzerland, southern Germany and Alsace were attracted to the event. The organizer has not changed much of the concept, even if the focus has shifted even more to city bikes and e-bikes. As with the first edition, an e-bike test course as well as BMX and dirt jump shows framed the event.

2010: Regional and yet national
During the third run, Twoo almost loses the sporty segment: the trade fair is mainly populated by everyday bikes and e-bikes. And with a noticeable and visible decline in exhibitors, it is difficult for the organization team around trade fair manager Chantal Amhof not to leave the exhibition hall looking empty.

Since they have twice failed to get away from the idea that the event only has an impact in the Basel region, Swiss Exhibition is trying to change the concept and is calling the event a "regional trade fair with national appeal". The press spokesperson for Twoo, Christine Kern, is the first to openly state that there are problems with integrating bicycle manufacturers and importers directly into Twoo. Exhibitors who present themselves together with local specialist dealers and direct suppliers are also taking part in the event for the third time.

The strong city and e-bike focus of the event meant that the dirt jump facility had to make way for the first time. The e-bike test course experienced a veritable rush during the four days of the trade fair in February 2010, and Twoo's reputation as an e-bike show began to be etched in stone. With almost 34,000 visitors, the organizers were able to signal their satisfaction in this respect. On the exhibitor side, however, there have been complaints that the stand costs are set far too high and that the costs are too high for smaller exhibitors to present themselves at Twoo.

2011: Trade fair in new hands
In August 2010, Swiss Exhibition sets a new course for Twoo. It hands over the Basel Bike Show to the event company Fairmeetings AG. The event specialists from Winterthur have formulated a concept for the further development and organization of the trade fair, which, in addition to the trade fair in Basel, envisages a presence at various regional public trade fairs in German-speaking Switzerland several times a year.

For the fourth Twoo, for which Raphael Oerer is in charge of Fairmeetings AG, the direction is being adjusted and for the first time the name "The Swiss Bicycle Fair" is being abandoned in favor of "The fair that gets things moving". The focus of Twoo is almost completely limited to e-bikes, with direct suppliers such as Thömus still exhibiting a few bikes for the mountain bike or road bike sector.

The new organizer has made the most striking change by extending the duration of the trade fair to ten days. For the first time, Twoo moved closer to the Muba trade fair in 2011, with the venue shifting from Hall 3 to Rundhof Hall 2. The Basel Bike Show had to accept a further decline in exhibitors, as it was again unable to attract a wider range of visitors from the Swiss importer and manufacturer scene.

As Twoo 2011 was completely surrounded by the Muba trade fair, it was not possible to record separate visitor figures for the first time. When the trade fair was first held in 2008, over fifty exhibitors were still present, with clothing from "Trailheidi" to the triathlon test pool from "Tridome", there was encouragement from exhibitors from a broader area of the bicycle industry. Several BMX and cycle ball shows every day, an electric bike test track and a dirt jump facility including a contest gave the event an even higher profile.

These offer and show elements were omitted from the 2011 version of Twoo, the exhibition focused almost entirely on e-bikes, and many of the 21 exhibitors can be attributed to the electromobility sector. The loss of exhibitors compared to previous years is so great that the e-bike test track will not be placed in the outdoor area as planned, but will be integrated into the exhibition hall as a space filler.

The new organizer took a big step forward with the new look of Twoo. The exhibitors paid even higher prices per square meter for the stands than in the previous year, even above the Muba level. In return, they received a stand concept with lighting, signage and furnishing elements. This was pleasant for visitors, as Twoo managed to free itself from the construction site charm and tent city look of the past. However, the trade fair paid for the more attractive look with a reduction in exhibitors due to the high stand costs.

You can read here about how Twoo is moving towards its finale in 2012.

www.twoo.ch

(The author of this article was responsible for organizing side events such as BMX and trial shows, dirt jump competitions and mountain bike team presentations for the Twoo editions in 2008, 2009 and 2010 as a freelancer on behalf of Messe Schweiz. As managing director of a specialist bike store, the author was also present as an exhibitor with a stand at the Twoo trade fairs in 2008, 2009 and 2010)

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