Coming hard on the heels of one another, late September saw the European bike show calendar hit its stride. First up was the International Bike Festival (IBF) in Misano, Italy, followed just two weeks later by Sea Otter Europe in Girona, Spain. For the most dedicated event-goers, these back-to-back shows were even sandwiched around the Ironman 70.3 in Nice. It was definitely a busy stretch for bike brands, media, and cycling fans alike - so what did I think of both events?

International Bike Festival (IBF), Misano Italy:

One for the passionate purist.

My first impression of IBF was that it was quite an incongruous setting, given that it’s right next to a seaside resort full of holidaying families. However, when I got to the show proper it was a pleasant surprise at just how big it was and how many brands showed up. The event was packed with big international brands with big impressive stands, but despite being upscale, it was also surprisingly laid-back. That said, it has an orderly, structured trade show feel (that is laid out like a hall at Eurobike) but one that was held outside in the glorious Italian sun.

What makes IBF work so well is how simple and accessible it is:

• Low cost for brands: Exhibiting is relatively inexpensive compared to traditional trade halls, giving smaller and mid-sized brands space to shine next to industry giants.
• Free for consumers: Free entry, free parking, and a simple three-hour drive from almost anywhere nearby in Italy keeping domestic cycling fan visitor numbers high.
• Easy logistics: It’s spacious, logical to navigate, and refreshingly affordable to hang out there. You could get a great €12 lunch on-site, and in the evening sit in a restaurant on the beach and eat a delicious €7.5 pizza while watching the waves lap the shore.

To me, Italy has a unique place in cycling culture with so many special brands hailing from the country. Brands weren't just showing off products; they were connecting with consumers, creating brand advocates, and actually selling gear directly - one tyre brand told me they sold 200 to 300 units right off their booth. At the end of each day, you see crowds of riders, staff from the show, in sandals and trainers streaming into town riding beautiful high-end bikes from the stands, just to get back to their hotel or apartments. I was told it wasn't quite as busy as usual, but from where I was standing, it felt spot on: relaxed, spacious, and easy to get around and brilliantly Italian.

Sea Otter Europe, Girona, Spain:

Slap bang in Cycling Heaven

Moving on to Girona, the big difference is that this show takes place in one of the great cycling meccas of Europe. This beautiful city is wall-to-wall bikes. Everywhere you look, you see cyclists, from professionals to amateurs, cruising around on fast-looking gravel setups, mountain bikes, and high-end road bikes. Girona is a city bursting with flavour, specialty coffee shops entwined with pica pica bars. You don't feel like you're crashing someone's family beach holiday here; you feel like you've landed straight in a cycling enthusiasts' heaven.

I started my trip at the legendary Velodrom - one of the finest, most beautiful bike shops in the city - which set the bar pretty high right out of the gate.

When it comes to the show itself, Sea Otter Europe hits a similar winning formula:

• Free entry and easy access: It's free to enter and just a short walk from Girona's city center.
• Expo meets racing: The trade area is closely tied into a heavy race schedule. With the Shimano Super Cup Massi XCO race happening in the middle of the show grounds; mountain bike marathons and mountain bike classic and children's races; XCE and XCC World Series events; culminating with the UCI Gravel Race on Saturday. Sea Otter Europe brings high-energy racing right into the show ground.
• A great mix of people: You get a solid blend of big and smaller international brands, passionate local media, global outlets, and riders across the spectrum.

While it's a bit more spread out and sprawling than IBF—and missing a few big names like Giant and Specialized this year - the sheer density of cycling culture in Girona makes it special.

Key Takeaways

• Great for business and passion: If you love bikes, you’ll enjoy spending time at both. If you want to do business, both offer a brilliant, relaxed environment to get things done.
• Venue vs. Location: Italy probably just edges it on the quality of the venue and ease of getting around the show, but as charming as Misano is, Girona has it all: a gorgeous city, bikes everywhere with awesome riding both on and off-road, and amazing coffee shops and restaurants. That said, you do have the option to take a dip in the sea in Misano!
• A real buzz: The air of positivity was palpable at both, which is really encouraging given these take place at the end of the summer season rather than the start, which hopefully bodes well for 2027!
• Media on form: Local media turned out in force at both venues, but there was significant European media presence at Sea Otter too. Everyone I spoke to was positive about how their publisher businesses were performing, which is great news given how critical specialist media is to a thriving bike industry.
• 32-inch wheels: are now looking inevitable!