How would you describe the current state of the bicycle industry in your region? What are currently the main challenges?

Based on my in-depth conversations with brand owners and marketing teams, there is a clear need to balance ambition with available marketing budget. Therefore upturns in revenue are slower than wished for, but many brands are happy to see gradual positive growth.

How do companies in your region deal with these challenges? What are concrete steps, companies have taken?

Consumer facing brands are keen to reach further into Europe to better connect with the audience, provide highly competitive products and grow revenues. Some are reinvigorating brand image, messaging and marketing activities to better suit the European market but many still need to do a lot to overcome the perceptions of Asian brands or simply gain brand awareness.

Are there any signals that the market might be stabilising or recovering? Which signals do you see?

I’m working with many brands to crystallise marketing plans and (with those brands) there is a real sense of optimism for 2026. Brands are willing to commit a healthy slice of revenue to really engage with the cycling audience. I feel 2026 will be a key turning point for many brands as they have become leaner and more focused across marketing and product programmes.

How do you assess developments on the Asian bicycle trade fair scene? Which trade shows are currently the winners?

The cycling trade show scene in Asia is healthy at the moment and 2026 looks to continue along those lines. China Cycle (Shanghai) and Taipei Cycle Show are of a scale to draw a large enough regional and international audience to make the event attractive to many. The spring timing also helps them introduce products and innovations early enough for the industry to react accordingly.

Speaking of Taichung Bike Week. There are rumours about a bicycle trade show in the new Taichung International Convention and Exhibition Centre. Do you have any information on that?

Taichung Bike Week holds a unique place in the cycling industry calendar and I believe there is a real need to hold this type of event. I’ve heard a few things about potential developments but cannot divulge any details!