In an international "cycle trade fair" landscape that already includes Eurobike in Frankfurt in early summer and IBF in Misano in late summer, a new appointment is officially being born. Also in Germany, but in Cologne, on September 6-7-8, 2027, Towards Tomorrow European Bike Show will take place: organized by the Cologne Trade Fair and the German association for the cycling industry (the equivalent of Italian ANCMA) in contact with similar associations in major markets, it positions itself as a global reference point for B2B related to bicycles, e-bikes and their components. It consists of 60,000 square meters of indoor space, divided into three pavilions, aimed at companies, exhibitors, retailers, and industry professionals: the first registration phase, opened on September 9 and running until November 10, has already seen over two-thirds of spaces sold, with requests from 25 countries.

Among the main brands officially confirmed so far are Bosch, Yamaha, Schwalbe, Abus, KTM, Paul Lange, but the director of the newly established trade fair Diana Dréan assures that Shimano, Prologo, Ursus and many other major players will also be present. Once the picture of these first (already substantial) registrations is completed, the three pavilions can be precisely designed: "We won't be a copy of any other trade fair, our novelty will be an industry speaking to industry: what are your needs? Who are you? Who do you want to reach at our trade fair? What do you want to exhibit and see? And then the partnership model with the association and dialogue with those from many other countries," added director Dréan yesterday at Eicma in Rho, during a presentation dedicated to Italian media held together with Thomas Rosolia, CEO for Italy of the Cologne Trade Fair.

On that occasion, we raised a delicate issue regarding the scheduling of the Towards Tomorrow European Bike Show: why organize it immediately after Misano, scheduled for September 3-4-5, 2027? "We conducted careful surveys and analyses with the cycling industry world in Germany and identified this time of year, fundamental for orders and agendas for the following year, upon return from vacation. We discussed and responded to the sector's needs," replied Diana Dréan. But if it's true that Misano is more B2C-oriented while Cologne will be B2B only, there remains the logistical problem for companies of having to participate without interruption in two trade fairs almost 1,200 kilometers apart. For this reason, Rosolia intervenes to supplement the argument, clarifying that work will be done in the future to space out the two events.

A topic particularly felt by Cristiano De Rosa, present in his capacity as CEO of the historic bicycle company and vice president of ANCMA: "If the numbers we heard today are confirmed, I first congratulate the organizers because it would undoubtedly be the leading trade fair of its kind in Europe. However, it's unfortunate to see this overlap with Misano; there are few companies that can participate in both. Furthermore, while it's certainly necessary to provide high-level B2B moments, it's essential that enthusiasts return to seeing bicycles, whether at a sporting level or for simple mobility. If we continue to exclude contact with the public, we're not doing ourselves any favors! At Shanghai and Asian trade fairs, real business is still being done; in Europe we struggle to work as a system..."