Mark Held, co-founder of the European Outdoor Group and a consultant on a range of industry projects, has written the following article about the future of the sector's key trade show platform, OutDoor, which he has been helping to develop with our team and our partners at Messe Munich.

"Intuitively, we all knew that things had fundamentally changed post pandemic, and that this would have a deep impact on business and how we do it, in some areas much more than others. We’ve certainly seen some profound changes to the nature of big in-person trade events such as OutDoor. In truth, these were already coming.

"The enforced break and careful return to events delayed its roll out, but the reset of OutDoor that is now happening is much more robust and thoroughly thought through as a result. It’s been an incredible journey finding out from retailers, brands and other show participants, how the events of recent years have affected them and how they view that in relation to the role that OutDoor plays.

"From all of the conversations and correspondence that colleagues and I have had, the consensus among everyone with whom we have engaged, is that OutDoor is an important part of the sector’s cohesion, and is needed. The industry wants the show to thrive and that comes from the combination of a deep sense of ownership, and an appreciation that it can add significant value to both individual businesses, and the collective prosperity of the sector. The snag has been each party not speaking to their counterparts about this necessity, which has undoubtedly – and understandably - contributed to hesitation and the chicken-and-egg status quo of “I will if you will”.

"Anyone who has been monitoring developments with OutDoor and the new concept for 2025, will have seen plenty of statements about how we’ve altered things quite dramatically. Don’t be fooled by the new branding and look and feel, that this is simply a new coat of paint. From the ground up and at every touchpoint, we’ve created a new model for OutDoor, to serve all stakeholders in our industry.

"Irrespective of company size, brands can show up at a much lower cost and emphasise any new line, or key messages that they wish to get across. We’ve delivered the framework of a creative platform that can be utilised by sales and marketing in dynamic and strategic ways. Meanwhile, retailers will have the option of securing their own ‘home base’ at the show and similarly, there are new services aimed at creating facilities to ensure that other attendees can have meetings in the right, private settings.

"There are way more options in terms of placement and key real estate, and one of the most significant changes is that the new ‘Freestyle’ hall is showcased online and those wanting to take space, can choose their location themselves. The website will be updated each week as bookings are accepted, to show the locations of those that have already secured space.

"OutDoor has long been about much more than displaying the latest range, and it’s now ready to step up and be the essential trade platform for the long-term. For 2025 and beyond, we have set the show up to be a vibrant showcase of the outdoor community, and a melting pot of market intelligence, and relationship opportunities. It will be a unique in-person gathering for connecting with existing and new contacts, all there to do business. There is simply no other event on the calendar that brings such a wide cross-functional international audience together in one place.

"Details of everything that the above promises, and more, is live several months earlier than when we opened up bookings for OutDoor last year, and the entire team is ready to answer your questions and explain some of the options for making the most effective return on your organisation’s investment in attending the show.

"In presenting all of this to industry contacts in recent months, I’ve been party to many individual conversations during which it’s clear that organisations want to commit and are ready to commit, but until now have held off from taking the leap, perhaps waiting for someone else to lead the way. We’ve reached the stage at which all of the options have been clearly laid out and well received, and the sentiment is very positive. The team is available to assist you in working out how you can make the best of the new opportunities. What we need now is some confidence from the sector, and decision making about supporting OutDoor, which is, after all, a show that belongs to all of us."

‍Mark Held,

November 2024.