Cooperation beats Competition

The exhibition companies Friedrichshafen and Frankfurt rely on fairnamic GmbH for an unusual and groundbreaking cooperation. But what is the background? We have asked the fairnamic managing directors Stefan Reisinger and Stefan Mittag (who is also the holder of special statutory authority of Messe Friedrichshafen) and AERO project manager Tobias Bretzel. What is the idea behind fairnamic – and what advantages does it bring to the region?

A joint venture like fairnamic is quite unusual between two trade fair companies – how did it come about? 

Stefan Reisinger: When the International Motor Show (IAA) moved from Frankfurt to Munich, we had the opportunity to start a joint project with the Frankfurt trade fair company and transfer the Eurobike to a larger trade fair venue with international connections. We actually already had a plan in place before the COVID-19 pandemic in case the Eurobike in Friedrichshafen reached its limits. When the crisis came, the trade fair business stood still for two years – and we knew: Now is the right time. With a new concept and a strong partnership, we successfully repositioned Eurobike in Frankfurt. At the same time, we were able to integrate another mobility/future topic with AERO, which was also very exciting for Messe Frankfurt.

Stefan Mittag: We must also say very clearly that the Eurobike, as we hosted it for many years, would have had no future in Friedrichshafen in the long run. On the one hand due to the infrastructure – the Eurobike was by far the event with the largest number of people on the trade fair grounds and in the region, but also because the bicycle as a product has transformed from a sports device to an urban mobility concept. This has also changed the industry's self-perception and it rightly wanted to become more politically visible. So we had two options: either offer a new, suitable concept – even at a different location – or risk someone else taking on this role. We said to ourselves: We'd rather stay at the helm. It is important that this is not a sale of our brand or event – or a mere change of location. Instead, we are working towards the future and continuing to cooperate on an equal footing in our partnership. 

Stefan Reisinger: Right from the beginning, our credo was: "One and one is three." When two people agree, appreciate each other's strengths and focus on what they do really well – then more can emerge from it than what seemed mathematically possible at first. 

How did the trade fair industry react to fairnamic? 

Stefan Mittag: In the beginning, people indeed first had to understand what we were doing. Perhaps also because this partnership was so unusual. I actually didn't get any negative feedback, but rather respect for the fact that we we had the courage to do it that way. And at one point or another, perhaps there was a thought: "Why didn't you do this with us?"

What makes the cooperation between Frankfurt and Friedrichshafen so special?

Stefan Mittag: So far, there has been no role model for this type of joint venture. So basically, we are the role model. The fact that two trade fair companies, which are actually competing with each other, are leading the way together is certainly a novelty. Especially since we are two rather different companies. Frankfurt is a group with a strong international orientation and a large international sales network. As a trade fair company, Messe Friedrichshafen certainly plays on a different scale, but we can act very quickly and are very agile as a result. To combine this in a joint venture was something new – but it worked very, very well. This is certainly also because of the people who had the goal from the outset to work together and to lead the whole idea to success. We have done that and we will continue to do that. In summary, it was a really good idea for the trade fair and the region – even if it is a bit unusual at first glance. And I think everyone involved can be proud that it works.

What role do Friedrichshafen and Frankfurt play in fairnamic?

Stefan Reisinger: Friedrichshafen contributes its industry expertise and network. We have accompanied the bicycle industry and the general aviation industry for decades and know exactly how they work. This knowledge cannot be acquired or purchased in a short time. The people of Frankfurt contribute their location, infrastructure and logistics advantages to Eurobike and their international network to both events. 

Stefan Mittag: The expertise, the brands and the team from Friedrichshafen go into the fairnamic business model. In addition, the company's location will remain here with us and Messe Friedrichshafen takes over a lot of additional services – for example, human resources, accounting, but also communication and marketing. 

What advantages does fairnamic bring to the Friedrichshafen location?

Stefan Mittag: From an economic point of view, fairnamic brings clear advantages to the city and the region: The company is located in Friedrichshafen, pays trade tax here and creates jobs. In addition, Messe Friedrichshafen benefits as a service provider for fairnamic – for example by renting out halls and spaces for AERO as well as by providing infrastructure and services. Messe Friedrichshafen holds a 51% share in the joint venture. This means that fairnamic also contributes significantly to the financial result of the trade fair in the long term. Last but not least, the remaining 49% was sold to Messe Frankfurt – this had a significant effect on liquidity and earnings.

And how did Eurobike and AERO develop through fairnamic? 

Stefan Reisinger: Eurobike has made an tremendous leap in Frankfurt. It occupies around 50 percent more space there than is available in Friedrichshafen. Its central location in the middle of the city makes it even more attractive for visitors. We also revised the concept: While the end customer day was more of an add-on in Friedrichshafen, we have expanded it into a two-day festival in Frankfurt with more than 33,000 visitors. 

Tobias Bretzel: And at AERO, we enter many discussions with a firm backbone because we can offer our partners and exhibitors even greater internationalization and a global sales network. At the same time, we are examining new markets with potential. For the location in Friedrichshafen, our partners are bringing even more international exhibitors, for example from China. And through the globalization of the AERO brand, we will also be perceived very differently by future partners on an international level.

What are the plans for fairnamic in the future?

Stefan Reisinger: Internationalization is central to us – in both directions. Through the international subsidiaries of Messe Frankfurt, we are gaining new business for AERO in Friedrichshafen and Eurobike in Frankfurt. At the same time, we are jointly checking which future markets have potential, and where Messe Frankfurt is already present and/or wants to expand its activities and where we can jointly tap into new markets. Eurobike has already taken a first step with Asia Bike in Jakarta. We are optimistic that we will soon be able to hold a first event in Turkey as well. In addition, we are currently taking a close look at the Chinese market, as well as India. This is where we see great potential in the future. AERO, on the other hand, made the leap to South Africa before the founding of fairnamic, but in the future there will also be an AERO Asia, which we will carry out in partnership with our colleagues in Frankfurt and their subsidiary in China. 

Stefan Mittag: This is precisely where we use the strength of Messe Frankfurt: We know some markets only from a distance, but not from the inside. Thanks to Messe Frankfurt's established subsidiaries, we now have access to local expertise that helps us better assess markets and find suitable partners. 

Tobias Bretzel: This is a crucial aspect, after all: The sales partners really have in-depth local knowledge and help us to take cultural nuances into account. For an international trade fair, there must always be some degree of local and regional adaptation. At AERO Asia, for instance, the topic of low-altitude economy – i.e., the whole area of air taxis and sustainable mobility – plays a huge role, which is also being driven forward politically. At AERO in South Africa, on the other hand, it is also about being able to overcome these incredible distances with business aircraft. Of course, some components at AERO Friedrichshafen are similar to those in China, but there are also these regional, special influences, which we naturally have to and want to incorporate into the trade fair concept.

Are there any plans for further cooperation?

Stefan Reisinger: At fairnamic, we want to focus primarily on our core competencies: mobility, sports and lifestyle. These are the topics in which we have a lot of expertise, knowledge and a good network, with which we can achieve a lot in the future. The Eurobike 2025, for example, will feature an Adventure Area for the first time, which includes the areas of bike, outdoor and travel. We see a great overlap in outdoor lifestyle and bike adventures, so there is a lot of potential here – especially since we have strong connections in both industries.

Stefan Mittag: From a trade fair point of view, we can say that we are not actively looking for cooperation opportunities. After all, our focus lies clearly on the fact that we are a trade fair for the city and the region. The decision in favor of fairnamic was also a decision for the region. But what we have learned from this is that cooperation can work, even between trade fair companies. So if we find ourselves in a situation where it makes sense for the city of Friedrichshafen and the region, we will certainly be the first to say: We will consider it.

News about fairnamic

Further information about fairnamic and its events can be found on their respective homepages:

fairnamic GmbH      Eurobike      AERO Friedrichshafen