ISPO Trade Fair Leaves Munich After 50 Years for Amsterdam in Strategic Relaunch

The prestigious ISPO sporting goods and outdoor trade fair is set to relocate from its long-standing home in Munich after more than five decades. From 2026 onwards, the event will be hosted in Amsterdam, a significant move announced by Messe München. This means that the upcoming ISPO in late November will mark its final iteration in the Bavarian capital.

This strategic relocation is a direct result of Messe München contributing its owned ISPO brand to a newly formed joint venture with the British events company Raccoon Media Group. The primary objective behind this partnership is to inject new life into the well-established trade fair, with Raccoon Media Group taking over operational responsibility to orchestrate a fresh start for the event.

The decision to move comes amidst a noticeable decline in ISPO's visitor and exhibitor figures in Munich over recent years. While 2018 saw an impressive 3,307 exhibitors, this number had fallen to just 1,937 by 2024. Similarly, visitor numbers, which peaked at 80,000 in 2019—the last year before the pandemic—have decreased to only 55,000 in 2024, highlighting the challenges the fair has faced.

The difficulties experienced by ISPO are not isolated, as sports trade fairs globally have been grappling with evolving market dynamics. Shifts in customer purchasing behavior and the restructuring of retail models have profoundly impacted these events. Furthermore, the significant growth in manufacturers' direct-to-consumer (D2C) business has increasingly diverted attention and resources away from traditional trade fair participation.

Historically, ISPO has maintained a strong focus on winter sports and various outdoor activities. However, major brands such as Adidas, Nike, and Puma had already ceased their participation prior to the pandemic. Although the outdoor industry, excluding skiing and winter equipment, experienced a boost during the pandemic—leading to a "hiking boom"—this sector too has seen a more recent downturn, compounding the fair's struggles.

In response to industry feedback, the move to Amsterdam will facilitate a crucial schedule adjustment: ISPO will now be held a few weeks earlier, shifting from the end of November to the beginning of the month. This change, which was not feasible within Munich's event calendar, aims to better serve industry needs. The Amsterdam location is also expected to foster a more globally oriented exhibition, expanding ISPO's international reach and appeal.

Stefan Rummel and Reinhard Pfeiffer, co-CEOs of Messe München, articulated their optimism in a joint statement, asserting that "The joint venture with Raccoon Media Group is a genuine fresh start and brings opportunities for the continuation of our traditional event." While the financial specifics of this transaction were not disclosed, it is important to note that ISPO's overseas editions, specifically ISPO Shanghai and ISPO Beijing, are not included in this new joint venture and will continue to be managed directly by Messe München.