road.cc publisher F-At Digital expands Bike Live events arm and backs Everything Electric

F-At Digital, the parent company behind prominent cycling media outlets road.cc, off.road.cc, and ebiketips, has announced a significant expansion of its Bike Live events division for 2026. This strategic move includes a new partnership to back the 'Everything Electric' show, signaling a clear intent to grow its presence in the live event space, particularly within the burgeoning e-mobility sector. This initiative positions F-At Digital to deepen its engagement with both traditional cycling and the rapidly evolving electric vehicle market.

This expansion is noteworthy as it reflects a broader trend within the cycling industry: the increasing convergence of traditional cycling with electric mobility and the growing importance of direct consumer engagement through events. For a digital publisher like F-At, leveraging its established audience to create tangible, experiential connections offers a diversified revenue stream and a way to maintain relevance in a dynamic media landscape. It also underscores the undeniable shift towards electrification across various transport sectors, with cycling media keen to capture its share.

Ultimately, F-At Digital is hedging its bets on the future of two wheels, whether human-powered or electrically assisted. A sensible play, given the current market, but one that will demand careful navigation to ensure both traditional cycling enthusiasts and electric vehicle adopters feel equally catered to.