The majority of brands in the cycling world gathered in Frankfurt: either as one of the 1,500 exhibitors, or representing as some of the 31,270 trade visitors. Next year the show will be divided as Eurobike and Mobifuture at Messe Frankfurt, Germany.

As first-timers, we (Charlie and Kirstin) arrived at our first Eurobike, ready to soak it all in and left with tired feet and a brain buzzing with insights we didn't see coming! Here are our top 5 takeaways from our inaugural Eurobike adventure:

1. E-Bikes diversify, and continue to take over Europe!

Given the wide selection of e-bike stands, it was clear the popularity of this category is still growing rapidly across Europe. Compared to our European neighbors, the UK's adoption is noticeably slower (+2m sold in Germany, vs 150k in the UK). What stood out the most, was the variety and proliferation of this segment. Models ranging from e-road, e-gravel, e-cargo bikes, e-tandems, and even e-recumbents – the innovation is incredible. It was also good fun to try a few out for ourselves!

2. The real opportunity for partnerships

We attended a fascinating panel talk on the topic of sponsorship that really captured the different approaches brands can take. The key takeaway being brands should consider allocating at least as much to the activation budget as they do to the sponsorship itself. This message resonated far beyond just the partners we work with, highlighting how crucial it is to truly leverage a partnership once it’s announced. They even cited Nike, a master of marketing, investing at a staggering 7:1 ratio for activation compared to their core sponsorship spend. Always ahead of the curve, we are hosting our webinar, ‘Unlocking the Power of Sponsorship in Cycling’, on Thursday, 10th July, 15:00 - 16:00 BST. Please email hello@shiftactivemedia.com to request your place. Places are limited.

3. The power of bold creative

Walking through hall after hall, it became incredibly clear: the huge volume of creative in the cycling world tends to blend together. It's all very… similar! The need to stand out in a crowded category couldn't be more evident. Who did it differently? Continental’s Terra creative (produced by SHIFT ;) ) used a stylised animation to showcase the peace of mind a reliable gravel tyre can bring. Deuter also caught the eye with some incredible photography in bold locations. These stood out from the more generic visuals and was a powerful reminder that in a saturated market, you need the confidence to be different.

4. The Wonderful World of Weird and Wacky Products

We loved stumbling upon the weird and wacky products that add so much character to the industry. These creations are a real testament to the boundless imagination within the cycling world. We found almost every bike component available in a range of materials, colours and patterns, including leopard print hubs, chrome cranks, magnesium wheels and hot-pink chains?!

5. Roastery Rivalry

The unspoken competition at Eurobike is the fierce coffee rivalry between brands. With every stand bringing their best beans and sharpest barista, we were treated to an array of fantastic flat whites and intense espressos. Notable coffees were enjoyed at Factor, Twiceme, Continental, KMC and Shimano. The nature of the show means these coffee stations are a chance to fuel up, and learn more about the brands, simultaneously. There was only one true winner, however, with our Uplift event swapping the coffee for prosecco (or orange juice!)

Bonus: The Undeniable Passion of the Industry

Above all the bikes, the tech, and the unbelievable scale of the event, what truly shone through was the incredible passion of the people in the industry. Every conversation, every presentation and every product demonstration was infused with a genuine love for cycling. Events such as Uplift are only strengthening this community, and bringing more people to the world of cycling. It's a community driven by innovation, a desire to get more people on bikes, and an infectious enthusiasm that's truly inspiring.

Our first Eurobike was a bit of a whirlwind! We left Frankfurt with a deeper understanding of the industry's trends, challenges, and boundless energy… and we're already looking forward to next year!