Driven by the sporting success of cyclists on big Italian brands, the bicycle has evolved into a tool for promoting the country and creating enormous strategic value for Made in Italy products. Exports totaled €759 million in 2024, a 2.4% increase from the previous year. The upward trend will continue in 2025, with a 6% gain from January to May. Foreign trade includes not only finished goods, but also technical clothing and protective equipment. The significance of IoT solutions is increasing: navigation devices, safety systems, lighting, and digital assistance are distinguishing features of Made in Italy products. Europe is the primary commercial channel, with Germany, France, Spain, and the Netherlands as significant markets. The United States is also a strategic area, but tariffs have created uncertainty. Asia plays an important role in this regard. At the Osaka Expo, Matteo Zoppas, president of the Italian Trade Agency, gave an update on Italian bicycle exports.