After more than half a century in Munich, the ISPO International Sporting Goods and Outdoor Trade Fair will officially relocate to Amsterdam in 2026, marking a major milestone in the history of the global sports industry.

According to organizer Messe München, this year’s ISPO, scheduled for late November, will be the final edition held in the Bavarian capital.

ISPO Relocation and Operational Transition

Messe München has established a joint venture with the UK-based Raccoon Media Group to manage the transition and future operations of ISPO.

The new management team will be led by Michael Andrew Seaman and James Douglas Emslie, overseeing all operational matters during the transition period. Responding to industry demand, the future ISPO will take place earlier in the year—from November 3 to 5 annually—to better align with the global buying cycle. This schedule adjustment was not feasible in Munich due to venue availability constraints.

The revised concept also aims to optimize cost structures, making participation more affordable for exhibitors and visitors while improving accessibility for international audiences. Amsterdam, as a globally connected hub and home to many major sports brand headquarters, is expected to strengthen ties with the North American market and attract renewed participation from U.S.-based associations and brands.

Declining Attendance in Recent Years

ISPO Munich has experienced a steady decline in both exhibitor and visitor numbers in recent years.

• In 2018, the show hosted 3,307 exhibitors, but by 2024, that number had dropped to 1,937.
• Visitor attendance fell from 80,000 in 2019 (the last pre-pandemic edition) to just 55,000 in 2024.

Traditionally focused on winter sports and outdoor activities, ISPO saw major global brands such as Adidas, Nike, and Puma withdraw even before the pandemic. While non-ski outdoor categories briefly benefited during the COVID-19 period, the segment has since shown signs of slowing down.

Strategic Significance of the Move

According to Messe München, relocating to Amsterdam will ensure ISPO remains a global meeting hub for the sports, outdoor, and snow industries while preserving its role as a catalyst for innovation.

Messe München co-CEOs Stefan Rummel and Reinhard Pfeiffer commented:

“The partnership with Raccoon Media Group represents a true fresh start and brings new opportunities for the continuation of our long-standing event.”

Financial details of the joint venture have not been disclosed. It is worth noting that ISPO Shanghai and ISPO Beijing are not part of the joint venture and will continue to be managed independently by Messe München.

Vision from the New Management

Michael Seaman, Group CEO of Raccoon Media Group, shared his vision:

“We are proud to lead ISPO into its next chapter. By combining ISPO’s heritage with our community-driven approach, we aim to create an event that not only reflects the future of sport and the outdoors but actively shapes it. For too long, ISPO has been guided by logic but lost some of its passion and heart. We are restoring that balance—bringing back enthusiasm, purpose, and community spirit.

The industry needs a platform that unites voices, protects where we play, and inspires the next generation of brands and leaders—and that’s exactly our goal.” Messe München’s Executive Director of Corporate Strategy & Development, Harald Kirchschlager, added:

“Through our strategic collaboration with Raccoon Media Group, we are purposefully reshaping our flagship event. There remains a strong demand for a platform that drives innovation, networking, and business opportunities. This partnership ensures our transformation continues to be guided by the needs of our customers and the global sports and outdoor industry.”

€3 Million Investment Program to Support the Transition

To support this transformation, both partners announced a €3 million investment plan (approximately RMB 24 million), aimed at reinforcing ISPO’s commercial and cultural foundation. The program includes:

• €1 million for industry advocacy, supporting non-profit organizations focused on protecting sports environments, increasing participation, and developing grassroots sports.
• €1 million for a global hosted buyer program, bringing together top international retailers and brands to maximize exhibitor ROI and foster cross-border partnerships.
• €1 million for world-class content initiatives, including the launch of the ISPO Leaders’ Summit—a C-suite forum centered on three shared pillars: Participation, Sustainability, and Fair Trade.

Author’s Reflection – Roger Yao

I still remember my first time attending ISPO—around 2008 or 2009, when I was working for KETTLER Germany. For me, it was a fascinating experience. Back then, KETTLER, the German home fitness equipment brand, was a true global icon—many industry peers looked up to it.

I recall vividly that KETTLER’s booth at ISPO was completely enclosed; only guests with prior appointments were allowed in. It gave off a sense of exclusivity and prestige, representing the power and influence of that era. Many other European brands also shone brilliantly at ISPO in those years.

But things have changed. In recent years—especially after the pandemic—the number of traditional European and American exhibitors has decreased significantly, while Chinese companies have become more visible. Many industry colleagues have shared that ISPO’s appeal has diminished: fewer truly innovative products are on display, and strong international buyers are attending less frequently. Exhibitors, too, feel that the return on investment (ROI) has dropped.

Recently, I discussed this trend with the head of an exhibition company, who admitted that this is not unique to the sports or fitness industry—many traditional trade shows across different sectors are also struggling. More companies are questioning whether exhibitions still deliver real value and have turned instead to video marketing and social media promotion.

Yet personally, I believe trade shows still hold great importance. Business relationships thrive on interaction, and exhibitions remain one of the best platforms for face-to-face connection.

For organizers, the key lies in adapting to today’s market realities—rethinking the role of exhibitions so they are more than just selling booth space, but rather creating genuine value and engagement.

For Chinese fitness equipment manufacturers, this new era also presents opportunity. They must learn to embrace digital tools while maintaining strong offline presence—leveraging both to enhance visibility, credibility, and global reach. The future belongs to those who can combine and complement online and offline strategies, turning integration into a competitive edge.