The countdown to EICMA 2026 has begun, and NUTSWP is bringing its biggest exhibition presence yet to Milan. As the world’s premier motorcycle show, EICMA draws over 500,000 visitors, 1,800 brands, and the global motorcycling press to a single venue every November. This year, we are pulling out all the stops.
Whether you are a dealer looking to expand your product offerings, a rider curious about the latest Performance Line components, or simply a motorcycle enthusiast who loves being surrounded by the best machines on the planet, our booth has something for you. Here is everything you need to know to plan your visit.
1. Where to Find Us
We have moved to a larger space this year to accommodate an expanded product display and a dedicated live demonstration area. Knowing where we are—and when to visit—will help you make the most of your time at the show.
Booth Location and Hours
You will find NUTSWP in Hall 14, Booth C28—right in the heart of the aftermarket and performance section. The booth is a 90-second walk from the South Entrance and directly adjacent to the main food court. Show hours run from 9:30 AM to 6:00 PM daily, November 3-8. We recommend visiting before 11:00 AM for the most relaxed browsing experience, or stopping by during the exclusive evening hours on Thursday and Friday when the halls stay open until 9:00 PM for industry professionals.
What to Bring
Bring comfortable shoes—you will be walking a lot. If you are a dealer or distributor, bring your business credentials for access to the private dealer lounge at the back of our booth, where we will be serving espresso, holding one-on-one product briefings, and offering show-only ordering incentives. Riders should bring a phone with plenty of storage: there will be photo opportunities with our custom builds that you will not want to miss.
2. Live Demonstrations and Interactive Experiences
This year, we are moving beyond static displays. Our booth will feature live, hands-on experiences designed to let you feel the Performance Line difference yourself.
Dyno Shootout Stage
The centerpiece of our booth is a fully instrumented Dynojet 250i dynamometer cell running live pulls every hour on the hour. We will be demonstrating back-to-back comparisons of stock versus Performance Line-equipped motorcycles, with real-time horsepower and torque curves displayed on a 75-inch screen. Between scheduled demos, show attendees can sign up for a complimentary three-pull baseline of their own motorcycle. Slots are limited to 12 per day—sign up early at the booth reception desk.
Suspension Setup Clinic
Our suspension engineers will be conducting free sag and damping setup consultations at the booth. Bring your gear, sit on one of our demo bikes equipped with the fully adjustable Performance Line fork and shock kit, and our technicians will measure and dial in baseline settings for your weight and riding style. You will leave with a personalized setup card that you can apply to your own motorcycle at home. These 15-minute sessions run continuously throughout the day, no appointment needed.
Virtual Reality Track Experience
Ever wondered what the Performance Line feels like at speed? Put on our VR headset and take a simulated lap of Mugello Circuit aboard a motorcycle equipped with the full Stage 3 Performance Line package. The simulation uses real telemetry data from our development bikes, so the acceleration, braking forces, and lean angles you experience in VR match what our test riders recorded on the actual track. It is as close as you can get to a track day without signing a waiver.
3. Exclusive Show-Only Offers
EICMA attendees get access to pricing, bundles, and limited editions that will not be available through any other channel. If you have been considering upgrading your motorcycle, this is the time and place to commit.
Show Pricing and Bundle Discounts
Every Performance Line product at the show will carry a 10% discount off MSRP when ordered at the booth. Stage bundles (intake, exhaust, and tuning packages selected for specific motorcycle models) carry an additional 5% off—stackable with the show discount for a total of 15% off. We will also be offering free worldwide shipping on all show orders over $500. These offers are exclusive to EICMA and will not be repeated online.
Limited Edition EICMA 2026 Components
We are releasing a small batch of 100 serial-numbered EICMA 2026 Edition carbon fiber front fenders and bar-end mirror sets, each engraved with the show logo and production number. These are available only at the booth, while supplies last. Last year’s limited edition sold out by Saturday afternoon—arrive early in the week for the best selection.
4. Meet the Team and Special Guests
Products are important, but people are what make this industry special. We have assembled a lineup of guests, engineers, and riders who represent the very best of the motorcycle community.
Rider Meet-and-Greet Schedule
We are honored to host several special guests at the booth throughout the week. On Wednesday, former MotoAmerica champion Josh Herrin will be signing posters and chatting with fans from 2:00-4:00 PM. Thursday features a panel discussion with the engineers behind the Performance Line, moderated by Motorcycle.com senior editor Troy Siahaan, at 11:00 AM. On Saturday, the WMRC scholarship recipients will be at the booth to share their racing experiences and talk about the growing role of women in motorcycle competition.
Plan Your Visit
For the full daily schedule, product catalog previews, and advance registration for dyno sessions, visit NUTSWP. We will be updating the EICMA event page with new details as the show approaches. We cannot wait to see you in Milan. Come say hello, grab an espresso, and let us show you what the Performance Line can do for your ride.
