OUR NEW B2B EXPERIENCE PARTNER: GROFA - HOUSE OF BRANDS
CYCLINGWORLD EUROPE PROFESSIONALIZES INDUSTRY FORMAT WITH GROFA AS NEW PARTNER
The distributor GROFA will help shape the new B2B experience of Cyclingworld Europe from 2026 and support the trade fair in further expanding its position as an industry platform close to the public. Cyclingworld Europe, an increasingly relevant platform for cycling culture in Europe, is professionalizing its B2B activities. With GROFA Action Sports GmbH, the trade fair has gained a strong partner who, together with the Cyclingworld organizers, will be responsible for the content and organization of the B2B Experience over the next two years.
The aim is to strengthen the exchange within the industry while maintaining the special experiential character of the trade fair. “We not only want to offer our exhibitors a showcase for end customers, but also create space for business-relevant discussions and personal networking,” explains Stefan Maly, Managing Director and initiator of Cyclingworld Europe. “With GROFA, we have gained an experienced partner who is deeply rooted in the industry and shares our goal of combining trade visitors and the public event in a meaningful way.”
A central component of the new cooperation is to establish the traditional trade fair opening day, Friday, March 20, 2026, even more clearly as a platform for professional exchange. Even before the official Press Release 2 start of the trade fair, Cyclingworld and GROFA are inviting visitors to an industry get-together with networking elements for the first time.
In addition, trade visitors will receive their own access points and passes in future, a distinction that has resulted from the wishes of many exhibitors. This should make it possible to hold more targeted technical discussions while maintaining the open, public-oriented trade fair atmosphere.
“Cyclingworld and we share the vision of a modern, networked bicycle industry. We want to create experiences that inspire brands, retailers and consumers alike – far removed from traditional product presentations. As a modern distributor, we are shaping the future of the market together with brands and specialist retailers. The partnership with Cyclingworld is the ideal format for this and sends a strong signal, as we also have the end customers directly in view here,” says Thomas Laschet, Head of Brand & Marketing at GROFA.
With around one third of trade visitors, Cyclingworld continues to see itself as a trade fair for the general public with a clear commitment to the industry. It sees its strength in creating experiences, making products tangible and promoting exchange. In addition to the new Urban Hub in Düsseldorf city center, which will complement the trade fair in the future with a second trade fair location primarily for families, the new B2B Experience will continue along this path without changing the core of the event.