New world's leading trade fair for the bicycle industry to focus on Europe's strengths, the B2B market, specialist retailers and a close partnership between the bicycle industry and trade fair organiser.
Joint press release | Koelnmesse GmbH and ZIV – German Bicycle Industry
Cologne/Berlin | The ZIV and Koelnmesse today presented the new leading international trade fair for the bicycle industry: the «towards tomorrow – European Bike Show» will debut in Cologne from 6 to 8 September 2027.
This new event will take place annually and bring together retailers, manufacturers, suppliers and service providers from Europe and beyond. Koelnmesse will host the event, while the ZIV will act as the industry partner and brand owner.
Together, the two partners are creating a central meeting place for the global bicycle industry – by the industry, for the industry. Countless key industry players, including all of the major retail associations, have already confirmed that they intend to participate.
A new world's leading trade fair with a European profile
With the «towards tomorrow – European Bike Show», a new platform with clear ambitions to be a leading authority is taking shape: it will combine the international appeal of a world-leading trade fair with roots firmly in Europe. The trade fair will showcase the bicycle industry's innovative power, value creation and future viability to policymakers and the wider public – and serve as a strong voice for the bicycle industry as an economic sector. Leading figures from the federal and state governments as well as from the city of Cologne have already pledged their support.
A unique partnership model
The new trade fair's unique selling point lies in its consistent industry focus. According to the motto of «By the industry, for the industry», its content, formats and key themes will be developed in collaboration with key players from the bicycle industry. The trade fair is intended as a platform for the entire value chain and is consistently geared towards a B2B audience.
Cologne as the ideal venue
Cologne is well established as a venue for international trade fairs and affords extensive expertise in mobility solutions and a global reach. Koelnmesse will contribute its many decades of experience in establishing and developing leading industry platforms and at the same time build on Cologne's long-standing tradition as a venue for bicycle trade fairs.
Kick-off in September 2026
The joint project team from the ZIV and Koelnmesse has already begun its work. All interested exhibitors and media representatives are invited to attend the official kick-off event that will take place in Cologne on 9 September 2026.
To pre-register and for regular updates, see show.twrds.com.
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 in 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. show.twrds.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, another «towards tomorrow» event will already make its premiere in 2026: on 5 November, the «towards tomorrow – Cycling Industry Convention 2026» (formerly vivavelo) will kick off in Berlin. It is being hosted by ZR GmbH and organised jointly by Verbund Service und Fahrrad (VSF), the ZIV and Zukunft Fahrrad.
