With ticket sales up 20 percent in comparison to October in the previous year and especially more than 100 start-ups confirmed as exhibitors, ISPO 2025 is signaling renewed momentum ahead of its show in Munich-Riem from November 30 to December 2, 2025. Yet behind the positive figures, questions persist about the long-term direction and business model of Europe’s largest sports trade show.
A few weeks before the opening of ISPO 2025, organizer Messe München has shared a cautiously optimistic outlook for the upcoming event. As of mid-October, ticket sales were up 20 percent compared to last year. Without absolute figures, it remains unclear what this increase represents in real terms. Nevertheless, ISPO interprets it as a sign of stronger international participation. The Start-up Area will feature over 100 young companies — the highest number of start-ups to date.
“ISPO 2025 impressively demonstrates how change and continuity can go hand in hand,” said Lena Haushofer, Exhibition Director ISPO. “Every new idea, every start-up, and every partnership reflects the close dialogue we’ve had with the industry.”
Future of ISPO, signals of change
The theme of change remains central not only to the show’s content but also to its organizational future. Since early 2025, industry speculation has continued around the long-term role of ISPO within Messe München’s portfolio and the viability of Munich as the show’s permanent venue.
“We have emphasized repeatedly this year that we are in the midst of a change process. With ISPO 2025, the process is showing its first positive interim results, but it needs to continue into the coming year,” the ISPO team told SGI Europe when asked about the trade show’s future.
In the official press release, Christoph Rapp, Head of Sales & Marketing at ISPO, framed the transformation as a strategic repositioning:
“It’s more about clearly defining direction and strategically positioning the ISPO brand for the years ahead.”
ISPO show with the motto “Maze to Movement”
The release describes ISPO 2025 as a “driver of movement for the entire industry”, emphasizing that change is being viewed as an evolution rather than disruption. ISPO aims to maintain its role as a global meeting platform for the sports and outdoor community, offering connection and exchange in a rapidly changing market landscape.
Under the motto “Maze to Movement”, the show will again feature a cooperation area with Highsnobiety, a new Retail Club, and a House of Content for creators, athletes and influencers. The conference program places a strong focus on sustainability, while parallel events such as Sports Tech Nation and the Trainers’ Summit highlight ISPO’s ongoing expansion beyond its core exhibition model.
The trade show landscape in the active lifestyle industry is changing
How can trade shows balance physical and digital reach, attract international decision-makers in a fragmented calendar, and redefine their value amid tightened budgets and accelerating consolidation across the industry? This remains the key question for all events in the active lifestyle sector. While shows such as Prowinter are gaining momentum, Outdoor has moved to Riva del Garda, and the IRX, the international running show is preparing for its inaugural edition in early November 2025, the overall trade show landscape remains far from settled — and the future of ISPO is still uncertain. Messe München’s leadership has acknowledged that the transformation process will continue into 2026.
ISPO 2025 takes place from November 30 to December 2 at Messe München. The SGI Europe team will be present in Hall B1, Booth 405-2.
