It's no surprise to many that cycling trade shows are having a tough time. Eurobike, historically the big industry gathering, has been in the headlines over the last few weeks, with an increasing number of brands questioning not just the cost of attending, but the relevance of the show altogether.
A few weeks later, at Rouleur Live in the heart of London – part industry meet-up, part end-of-season party – the contrast couldn't have been sharper. Where the Eurobike 2025 halls felt noticeably empty, Rouleur's opening night had the atmosphere of a sold-out gig: bodies pressed shoulder to shoulder, humid air, and that sardines-in-a-sweaty-tin feeling.
Over a two-day visit to Rouleur Live, instead of focusing only on the shiny bikes, we spent time speaking with brands about why they're there in the first place. Why does the industry want to gather together at these events, and are we going to see them grow or fail?
From the conversations, it's clear that while Eurobike no longer feels like the default place to be, that doesn't mean bike shows are dead. Far from it. The value they offer has changed and the format has grown more diverse – and so have expectations around what, and who, they are for, with some arguing they are no longer essential for the industry at all.
B2B, B2C, or something else?
As the number of shows worldwide has grown well into double digits and now encompasses everything from massive traditional trade shows like Eurobike to sprawling outdoor festivals like Sea Otter and smaller, intimate gatherings like Enve's Grodeo and Builder Roundup, they no longer fit into a single bucket – and brands can't be everywhere. Choosing the right show is now a decision based not only on logistics, but also on value.
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