Behind the Scenes at Eurobike 2024 Part Two: A How-To Guide for Start-Ups

by Chris Wolhuter 

EUROBIKE SHOW is one of the premier cycling exhibitions in the world. Hosted annually over five days in Frankfurt, from late June to early July, it offers brands the opportunity to showcase their products to a large audience within the industry. However, being an exhibitor at the show takes a lot of planning and involves a number of costs.

Having exhibited in the Start-Up area for the past three years, I can share some of our experiences and tips.

Disclaimer

Please note that this is based on our experience in the Start-Up area and may differ for other sections of the show. Our company has a registered European entity, and I am a South African citizen traveling to the show from South Africa. Requirements may differ based on your personal circumstances. This post does not constitute financial or other advice.

Before the Show - Communication with the Organizers

The application for the Start-Up area at Eurobike typically opens a full eight months before the show starts, usually around October-November of the preceding year. If successful, you will be notified in January and receive an invoice in March. Keep an eye on the Eurobike Award, which opens in April, as it may be worth submitting your product or brand for this recognition. As part of the Start-Up area package, the organizers will print a vinyl graphic for the back of the stand. Artwork for this is to be submitted in May.

Visas

As a South African on a South African passport, a Schengen Visa is required to travel to Europe. Be aware that there can be a long turnaround time from booking an appointment to receiving the visa, so plan accordingly. I did my appointment at VFS Global in Cape Town, ensure you have all the necessary paperwork for your application.

Stand Infrastructure

In the Start-Up area, you have some infrastructure in place, including a graphic on the back wall, carpeting, and a bar/cocktail table.

Before our first show, I bought a shelf from IKEA and a bar stool, which have lasted three years.

For show flyers, business cards, and branding materials, I order from Drukwerkdeal.nl This site allows you to prepare your artwork, submit it online, choose the finish type, and pay online, with delivery to your hotel or an EU address.

We were fortunate to have connections who could help with delivering stock, so we freighted stock and displays to their offices. If this isn’t an option for you, consider sending stock directly to the show, but confirm specific details with your freight forwarder or courier.

Factor in enough time for your stand build, our Eurobike setup was fairly basic and we could get it done in a couple of hours so we do it the day before. Worth having some extra time for any curve balls that may come your way.

Trusty Ikea stand going strong.

Printed graphics done by DrukwerkDeal.


During The Show

The show runs from 9am to 6pm each day, for 5 days, so you’re really in for a test match effort here. That’s where the bar stool comes in handy, you can at times be seated but still have a conversation with someone.

I was at our booth on my own for the majority of the show this year, it’s not the ideal way in which to do it and it certainly is easier if there is two of you or more.

For me, it was easier to have bought lunch, snacks and drinks to take onto the stand each morning.

When meeting someone new, I always exchange business cards and jot down notes about them in my notebook—key details and interesting follow-up points that help me remember them and continue the conversation after the show.

It's essential to work hard and smart to make these connections count, but don't forget to enjoy the experience, smile a lot, and be a 'lekker' person that people want to hang out with. And of course, make sure you’ve earned that Weiss beer and Schnitzel each evening.

Be lekker boet.

Stand ready for action.

Expected Costs

• Flights: R20,000 (return from SA)
• Visa: R2,500
• Travel within EU: Varies based on your itinerary
• Accommodation: R11,000 (around EUR75 per night for 7 nights)
• Food & Drinks: R7,000 (mix of eating out, coffees, beers, and supermarket shopping)
• Exhibition Stand Rental: R60,000 (Start-Up area)
• Freight for Stock to Show: R5,000-R10,000
• Miscellaneous: R5,000-R10,000 (additional branding and unexpected costs)
• Total: R120,000 (EUR6,000)
  
  

• Plan in Advance: Give yourself extra time for visa processing, courier deliveries, and travel. Sh!t happens, fly in a day earlier if you can.
• Supermarket at the Show: There’s a supermarket between halls 8 and 9 for last-minute odds and ends that you might have forgotten or stand repairs. They do also have food and drinks.
• Toolbox Essentials: Include a multi-tool, cable ties, double-sided tape, duct tape, screwdrivers, socket and hex set, drawing pins, plug adapters, and clips.
• Food and Drink: Save money by buying from supermarkets like Lidl, Rewe, tegut, and ALDI. Queue at some of the food trucks can get long, so having food on your stand helps not having to stand in these queues.
• e-SIM for Connectivity: I use Airalo for a data-only e-SIM, but check your phone’s compatibility or consider a local SIM card.

• Accommodation: Choose a place near public transport for easy access to the Messe. Cheaper accommodation further out can result in a hour or more of travel each way.
• Public Transport: With a printed exhibitor pass, you can access public transport at no additional cost.
• Experience Matters: Eurobike might not be ideal for your first show. ‘Practice’ at local trade shows first.
• Relationship Building: Post-show meetings over drinks or meals can help cement relationships.

• Eurobike: https://eurobike.com/frankfurt/en.html
• VFS: https://visa.vfsglobal.com/zaf/en/nld
• Travelstart: https://www.travelstart.co.za/
• Booking.com: https://www.booking.com/
• Airbnb: https://www.airbnb.co.za/
• Airalo: https://www.airalo.com/
• DrukwerkDeal: https://www.drukwerkdeal.nl/
• Ikea: https://www.ikea.com/nl/en/p/kallax-shelving-unit-white-30275861/
• Trainline: https://www.thetrainline.com/en-us