TAICHUNG BIKE WEEK 2025, Taiwan

Day 1 seemed to be a sheepish affair by most accounts, with booths discussing lower attendance than previous years and many "smaller" named booths simply hoping to secure new partnerships and gain some much-needed positive exposure over the course of the week. With so many booths and even entire floors seeing only a few visitors, it is understandable that some exhibitors would take to their phones and mingle around the booths.

Hotel lobbies weren’t as busy as before but still provided essential networking spaces. (Pic: Ash Suter) 

Areas around the booth were also pivotal discussion areas. (Pic: Ash Suter) 

Perhaps it was too early in the week to discuss the specifics of successful conversations and deals, but there was still a lot of positive energy, networking, and name cards flying around. The networking booths provided by Taitra were proving to be effective for meeting like-minded people (and enjoying a well-deserved snack and beverage)—a welcome break from the serious discussions that needed to be had.

L-Twoo’s Sales Manager Kimmy Deng said, “It’s not been as ‘good’ as last year. Yet, some new customers have come to visit us, and I think it’s been successful already.”

The teddy bear marketing was one of the more popular sights again this year. (Pic: Ash Suter) 

Onto the rest of the week, the lobbies and elevators were noticeably busier (not dramatically so, but noticeable), and booths had a steady flow of visitors. Exhibitors were polishing their pitch notes and executing well-structured pitches and product demo routines. Some of the local Taiwanese exhibiting staff deserve credit for being able to demonstrate their products and share very detailed information in English, rather than just in Mandarin too.

A bit more liveliness from the second day on at TBW. (Pic: Ash Suter) 

Coming out of the elevators into a bit more traffic on Day 2. (Pic: Ash Suter) 

Many mentioned great connections, even with the “low attendance,” and spoke of many promising conversations that could lead to successful business over the next two years.

“We have had fewer meetings compared to previous years; we’ve not been doing a 9-6 with a meeting every hour, but we're now more focused on quality meetings,” said Selle Italia Global OEM Sales Manager Alberto Curtolo.

The Selle Italia team brought a new generation of their famed SLR saddle this year. (Pic: Ash Suter) 

“It’s been a good week. Not the attendance we’re used to, but we see lots of great customers at the same time. We’ve had a few good surprises anyway,” said Magura’s Key Account Manager Sandra Dewald.

The Magura team had many good meetings in a short time. (Pic: Ash Suter) 

Mavic Global OEM Manager Mario Pereira pointed out that even with a smaller attendance figure, there’s still a condensed number of like-minded, essential Industry people in one place. “Although TBW is smaller than it used to be, where else can you meet 30 OE clients in one hotel in 3 days? Even in Europe you’d need to travel a lot to meet and share ideas,” he said.

MAVIC will soon launch their new 32” rims and new road range. (Pic: Ash Suter) 

For some, there was not much time to even explore the venues, let alone the surrounding parts of the city, due to their focus and busy scheduling. “I’ve had no real time to explore [other booths or the city], but we’ve been very busy and satisfied with our discussions. We’re seeding and hoping for a good harvest!” said Edoardo Ferraresi of MAHLE.

Mahle are excited by the potential of the M40. (Pic: Ash Suter)

“Y 2027” was mentioned a few times, with many companies riding out their current models or product lines until the fall of 2026. On the flip side, some companies have no intention of changing their lineup at all due to the strong success of a specific product.

This is, after all, the goal of TBW 2025: to close deals in person for the future, while also getting a hands-on feel for some prototypes, receiving valuable feedback, and catching wind of the selling trends that paper and emails cannot always provide. Importantly, it was evident that solid and constructive meetings were favored.

“It’s good to be at the show,” said Julian Schikofsky from by,schulz. “We’re still in strong times, and it’s good to be here to send a signal to the market and deliver our branding. I think it’s important to have personal contact with suppliers, customers, and other vendors.”

by,schulz were pushing their SEP.2 seatpost and M.2 pedal this year. (Pic: Ash Suter) 

Karsten Jacke, Global Head of OE Sales at Continental, said, “Being with customers, networking, selling, and presenting is why I’m here. Although I’m surprised at the lack of traffic this year. We’ve had more quality discussions than quantity."

It is reassuring to know that many brands visited did not mention "overstocking," "inventory," "regulations," or, oh no, "tariffs" (as it appears I just did). We have certainly grown tired of writing about such topics. However, reassuringly, the bicycle community was talking about “innovation," "affordability," and "togetherness." As a key example, with the new expected influx of 32" tires, rims, and wheels already on the way, many agree that working in tandem with others is essential going forward.

Brands must now consider adjusting seatpost adjustments, fork dimensions, cable lengths, and weight limits, among other factors, to bring their parts into compatibility with 32” sizes. However, some argue that it is simply a “literal gap in the market” that is being “targeted for sales [in a tough time]”—but they admit it’s going to just continue to take off and must be something we have to come to terms with.

Key meetings were taking place with brands like DT Swiss, Shimano, and Schwalbe, and understandably the press was not openly welcomed for unscheduled visits. It indicates that major transactions were still taking place, with many exciting ideas and proposals in the works—but not yet made public. Hush hush.

Another subject on the lips was venues. Not only here, but also at the recent Eurobike in Frankfurt. "The value of Eurobike is being lost,” said one European rep. “The focus was missed, and many big brands didn’t attend. The costs are getting crazy for booths, dealers, and partners, so visitors need to pay more.” Congestion, overcrowding, and a lack of transportation options were mentioned in relation to Eurobike 2025, which was held during the same week in the same city as the European Ironman Championship—adding to the transportation dilemma and overbooking in hotels the city faced.

The new Expo Center in Taichung has been completed, and discussions about moving TBW there have heated up, but many people emphasize the importance of staying at the Splendor, Evergreen, and Tempus Hotels due to their proximity to each other, easy transportation links, and center-of-city atmosphere. Even if the new location is grand and spacious, it may not provide all of these benefits in the short term.

“The uniqueness of TBW means we can have a few intimate conversations per day without being out in the public; it's probably the best way to organize it,” said Thomas Ettema, Head of Enviolo’s Product Management.

Some of the people we spoke with have been coming to the exact same hotel suite for over ten years, with one rep even stating that it was their twentieth year. Many international visitors visit Taiwan twice a year, for the Taipei Cycle Show in Nangang in March and the Taichung Bike Week in the fall (which began earlier this year). Many are comfortable with the setup and familiarity. Without trying to fuel the speculation, the decision is still unknown; it was something seen in other printable media and online sites around the week too, so it was on the lips and mattered to some.

The hotels are eager to preserve their yearly "tradition." Many local bars and restaurants around Taichung have also recognized the potential of TBW and offered promotions and additional events welcoming international visitors.

Vee Tire CCO Bike Sukanjanapong always passionately talks about the company's progress. (Pic: Ash Suter) 

The Bosch E-Bike Systems team discussed their desire for their fleet API to take off. (Pic: Ash Suter) 

ITM General Manager Luigi Seghezzi proudly singles out their new VOLATA rims. (Pic: Ash Suter) 

TOKEN have been working on USB-C ready products to meet EU regulations. (Pic: Ash Suter) 

RSP’s chain wax has been gaining in popularity since the Tour De France, and they specialize in suspension lubrication. (Pic: Ash Suter)