The first of its kind in Europe, the ground-breaking new B2B running show will launch in 2025, providing an unparalleled platform for brands, retailers, industry professionals, influencers and media to connect, collaborate and drive business. Award-winning events company Raccoon Media Group (the team behind the UK National Running Show and the US Boston Running Show) has announced its most ambitious project yet: the International Running Expo (IRX 2025), taking place at RAI Amsterdam on the 4th November 5, 2025. Designed specifically for the running industry, IRX 2025 aims to be the event of choice for industry stakeholders to build partnerships, showcase innovation and engage in valuable discussions with leading industry professionals shaping the future of running.
The industry’s premier summit will be the central gathering point for the European running business community, with over 300 exhibitors and attracting more than 6,000 influential delegates – from retailers and B2B buyers to thought leaders, athletes, influential people Influencers and media from around the world Europe. Attendees will have exclusive access to the latest innovations transforming the running industry, test cutting-edge technology first-hand, delve into emerging trends and gain valuable opportunities to share insights. Designed to foster high-impact connections, the event will feature dynamic social events, including a morning run in a scenic location and a VIP after-party, making it a can’t-miss event filled with signature surprises and unforgettable moments experiences that define Raccoon Media Group.
The International Running Expo will also showcase a hosted buyer program, allowing premium buyers to connect with brands from across Europe, making it an ideal venue for retailers and brands of all sizes to establish strategic partnerships and gain unparalleled face-to-face contact. A valuable opportunity. Decision makers from across the industry.
The official launch event in Amsterdam on November 6th gave us a taste of what’s to come. Attendees started the day with an energetic cross-country run led by renowned Yoshi Groen, followed by an energetic track workout with Peloton star and ultra-running icon Susie Chan. The evening’s reception, hosted by Chan and featuring an inspiring interview with ultrarunning legend Dean Karnazes, attracted some of the top names in European running. From influential brands and retailers to the press, media, elite athletes, partners and influencers, the launch highlights the unique opportunities IRX 2025 will bring for networking, brand awareness and business growth.
Event Director Shirri Liram Commenting on the International Running Expo, he said: “International Running Expo provides an unparalleled platform for innovation, collaboration and business acceleration. We not only showcase the latest advancements and trends, but also actively promote partnerships and shape the future of running. This event aims to Providing resources and services to brands, retailers and professionals Connect to drive growth, reach and strengthen the running community across Europe and beyond. The demand ahead of launch has been incredible and the momentum continues with an unprecedented number of brands and partners signing up and exhibiting. It will be the biggest running event in Europe and the early interest and commitment is very encouraging.”
Commenting on the launch of International Running Expo, Mike Seaman, CEO of Raccoon Media Group, said: “The running industry has expanded significantly in recent years and now represents a multi-billion dollar global market impacting health, lifestyle and all aspects of community. Despite this huge growth, there is no dedicated B2B in Europe. Events bring together innovators, brands and leaders to drive the industry forward, which is where the International Running Expo comes in. The event is absolutely vital in fostering meaningful connections, exchanging ideas and inspiring business opportunities for the industry. and the running community. We are creating a space where brands can make a real impact, industry professionals can gain insights that drive their business, and we can work together to shape the future of running.”
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