The opening of Eurobike comes at a pivotal moment. The industry is still trying to find a new balance between price fluctuations and a stable supply. In both procurement and retail, brands are facing high price volatility. In many boardrooms, future strategies are being discussed. Time is ticking as the industry's character is changing rapidly.
The highly volatile market posed a big challenge for the bicycle industry in recent years. More stability would have created room to start building on a new growth path. It appears that the market will be stable in 2026, thereby bringing the necessary calm for future recovery. "The market is steadily returning to a more normalised environment as inventory adjustments near completion," said Giant Chairman Young Liu at the annual meeting of shareholders.
The demise of Porsche eBike Performance came at a significant moment for the e-bike drive system market. The company was founded in 2022 by Porsche AG and the Pon investment vehicle Ponooc. After they entered the sector in 2022 through the acquisition of Fazua, Porsche communicated it would likely present its drivetrains in 2026. That never happened.
The market has finally reached a renewed level of stability. Despite global economic uncertainty and disruptions in recent months, overall confidence remains stable to moderately positive, as shown by the latest Global Bicycle Purchasing Index (GBPI). Following several years of exceptional volatility, the industry can once again look ahead with greater confidence and focus on sustainable growth and future development.
The aftermath of the COVID bubble, which hit the bicycle industry hard, also impacted Accell Group substantially. When Jonas Nilsson joined Accell Group as COO in July 2023, the company was perceived as being in a critical state. In January 2025, Nilsson took over as CEO and initiated the One Accell Strategy. In an exclusive interview with Bike Europe, he explains where the Accell Group is on the strategy timeline and what the market can expect from this once industry-leading company.
Europe's bicycle markets are entering 2026 on very different footing. While Italy continues to struggle with declining sales and mounting pressure on specialist retail, the German and Spanish markets are showing signs of stabilisation as higher-value segments, particularly e-bikes, drive revenue growth. In the UK, the industry recorded its first year of growth since 2020, offering cautious optimism after several difficult seasons. Together, the latest European market reports reflect an industry still navigating post-pandemic correction, changing consumer demand and the growing importance of value-driven segments.
