Eurobike refocusing on sport & lifestyle roots, launches Mobifuture for micromobility market

News in from the currently-underway Eurobike and this time it’s about the show itself and its future, with owner fairnamic signalling a strategic change with the launch of sister show Mobifuture.

2026 will see the launch of electric, smart and connected urban mobility solution-focused Mobifuture, meanwhile Eurobike will be ‘repositioned’ more strongly to its roots of sport, performance, technology, style and community.

If you have found the inclusion of electric cargo bikes that look more akin to a commercial delivery vehicle off-putting at the show, then you have been seen/acknowledged: The move comes as Eurobike’s “sporting origins have receded somewhat into the background”.

“Mobifuture allows us to give the Eurobike more of a sporting character again – full of passion for performance, high-tech and community,” explained Martina Rumschick, Eurobike Head of Brand & Content.

While there’s a split in terms of focus, in practice the two shows will run virtually alongside – with Eurobike over 25-29 June 2025 (25-27 for the trade, 28-29 for the public), with Mobifuture overlapping on 24-28 June 2026. So if you did like seeing the mix of sports and micromobility products then you can effectively explore both areas in a similar time-frame – something that probably would not have been possible at the more limited-in-size Friedrichshafen show grounds.

The PR added: “The aim is to better meet the diverse requirements of both the sporting bicycle and pedelec segments, as well as the dynamically growing micromobility market. The plan is to achieve this via target group-oriented communication, and maximum relevance for exhibitors, trade visitors, and consumers.”

fairnamic managing director Stefan Reisinger said: “With the move to Frankfurt and the expansion towards ecomobility, Eurobike has grown significantly in recent years. At the same time, its sporting origins have receded somewhat into the background. Bike and eBike manufacturers, suppliers and components, parts and accessories continue to form the heart of Eurobike, which will position itself more with a stronger emphasis on sports and lifestyle focus in future. While the vehicle segment from e-scooters to microcars is getting a new umbrella under Mobifuture – including its own separate foci and adapted testing opportunities on a separate course. Both formats will take place simultaneously at the Frankfurt exhibition grounds, utilising all available synergies.”

As the organiser notes in its press statement, the character of Eurobike has shifted, and few would argue with that. Perhaps it has changed as a result of its shift from Friedrichshafen to the considerably-more-urban Frankfurt and perhaps also due to the prevailing wind in the European market with players keen to capitalise on the evolving micromobility sector. fairnamic has likely listened to criticism of the show and looks to reassure Eurobike fans – in its 33rd year in 2026 – while keeping the door firmly open to the burgeoning urban mobility market. And this all comes against the backdrop of the IAA Mobility show which, with limited interest in the sports and leisure side of cycling, is gunning notably for the micromobility sector.