BMC Switzerland is set to welcome their European retail partners and Distributors to the company’s global headquarters in Grenchen for an annual BMC Retail Summit, taking place on the 20th – 26th April 2026.
Following a spring season marked by the launch of several new bike platforms, BMC is extending an exclusive invitation to European Retailers to join a week filled with what they’ve called, “insights, innovation, and hands-on experiences.”The summit underscores BMC’s long-standing commitment to its retail network and celebrates the strong partnerships that drive the brand forward.
Retailers attending the summit can look forward to:
Product Training & Platform Deep-Dives
Participants will receive in-depth technical and commercial training on the entire MY27 product line, including first looks at newly released – and in some cases not yet publicly unveiled – models. Exclusive Test Rides
Retailers will have the chance to ride BMC’s newest key platforms on BMC’s local Swiss roads and trails, experiencing the brand’s latest engineering innovations first-hand.
Tour of the Renovated European Test Center and the Impec Lab
BMC will open the doors to its newly upgraded European Test Center and event facility as well as offering a behind-the-scenes look at prototype evaluation, testing methodology, and product validation in the renowned Impec Lab.
Insights Into Sales, Product & Marketing Strategy
Attendees will receive direct updates from BMC’s leadership team on future product direction, the 2027 strategy roadmap, and BMC’s evolving approach to sales and marketing.
Community, Celebration & BMC Culture
True to BMC spirit, the summit is not just about technology – it’s about people. The program includes shared rides, Swiss culinary experiences (yes, plenty of cheese), and opportunities to connect with BMC employees and ambassadors including cycling icon Fabian Cancellara.
A Strong Signal to the European Retail Channel
The annual Retail Summit reflects BMC’s full commitment to its retail partners. By welcoming shops to their home in Grenchen, BMC reinforces the importance of close collaboration, product transparency, and mutual success.
“We are excited to bring our European retailers together and showcase everything we’ve been working on,” John Glett, newly appointed CEO of BMC states. “This summit is our way of saying thank you and ensuring our retailers are equipped, inspired, and connected to the heartbeat of the brand.”
Event Details
- Event: BMC Retail Summit 2026
- Dates: 20–26 April 2026
- Location: BMC Headquarters, Grenchen, Switzerland
- Audience: European BMC Retail Partners
- Highlights: New MY27 platforms, test rides, training, Test Center tour, ambassador interactions
