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Lucie Gallen from Cyclinguists shares her thoughts on her recent visit to CyclingWorld Europe in Düsseldorf.
As part of a collective of freelance copywriters and translators specialising in cycling content, I recently attended CyclingWorld Europe in Düsseldorf to explore potential business opportunities and assess whether this growing trade fair offers a viable alternative to the industry-dominating Eurobike. With rumours swirling about major brands reconsidering their Eurobike presence, the timing seemed perfect to evaluate this emerging contender on the trade show circuit.
A different atmosphere with business potential
CyclingWorld Europe strikes a noticeably different tone from its Frankfurt-based counterpart. While Eurobike projects corporate polish, CyclingWorld embraces a more relaxed, approachable atmosphere that successfully blends consumer engagement with business opportunity. This consumer-friendly approach didn’t prevent meaningful B2B connections – in fact, it may have enhanced them.
The venue itself contributes significantly to this distinctive character. Housed in a repurposed steelworks rather than a purpose-built exhibition centre, the industrial setting adds character and authenticity. Yes, the lack of sound-absorbing materials made for a noisy experience, but this enhanced the event’s energetic buzz and created a sense of vitality often missing in sterile convention halls.
Economic advantages that cannot be ignored
Perhaps the most compelling argument for CyclingWorld Europe is its affordability. Entry fees tell the story clearly: a three-day visitor ticket costs just €10 per day compared to Eurobike’s €104 for three days. Exhibitors I spoke with confirmed similarly dramatic differences in stand fees.
This cost-effectiveness extended beyond the event itself. Düsseldorf offered reasonably priced accommodation, and even when I encountered a last-minute issue with my Airbnb, I easily secured affordable alternative lodging – something that would have been challenging during Eurobike in Frankfurt.
The exhibitor experience
“We got more return on investment here than at Eurobike,” was feedback from two exhibitors who typically attend both events. This sentiment gains significance against whispers that major brands plan to reduce their Eurobike footprint or withdraw entirely. These exhibitors mentioned they were actively reconsidering their trade show strategies in light of their CyclingWorld experience.
Despite its “Europe” moniker, the show did initially present as predominantly German. However, this surface impression proved misleading given the international presence, highlighted by French brand Van Rysel choosing this venue to unveil its latest road bike, the RCR-F. The presence of retail bike shops among exhibitors added a practical dimension, allowing visitors to make purchases rather than merely view products.
Visitor experience and logistics
The event’s Friday evening opening proved surprisingly strategic, allowing industry visitors like myself to get oriented before the weekend crowds arrived. This thoughtful scheduling meant I could map out a plan for meaningful visits during the busier days.
Transport and accessibility presented no challenges. Public transport options were plentiful with a tram stopping right outside the gates of the site, flights to Düsseldorf were straightforward, and on-site parking was available for both cars (limited) and bicycles (plentiful).
The show’s consumer-friendly character was evident in the number of families – and even dogs – in attendance, creating a welcoming atmosphere. While the event programme was considerably more modest, with talks primarily hosted in the Blogger Lounge and just a few outdoor events, including a surprisingly entertaining bicycle polo demonstration – this focused approach felt appropriate for the scale.
Is it worth the trip?
For UK industry professionals weighing options for 2026, CyclingWorld Europe deserves serious consideration. Though quite small, it delivers impressive value through more reasonable costs, a focused exhibitor mix, and an atmosphere conducive to both relationship building and transactions.
From my perspective as a cycling content specialist seeking new connections, the show delivered exactly what I needed – quality leads and interesting conversations in a setting that encouraged genuine engagement. With increasing costs for other shows, some exhibitors suggest this might be the perfect moment to explore this alternative.
CyclingWorld Europe has carved out a distinct and valuable position in the industry calendar. Its blend of business functionality and authentic cycling culture makes it not just a viable alternative, but potentially a preferable one for many UK industry professionals.
