In her final ISPO Munich as Exhibition Director, Lena Haushofer reflects on intense preparation marked by uncertainty, motivation and a packed program. In our interview she discusses why the last Munich edition is worth attending, what’s new across the halls and how the team is navigating the transition toward ISPO Amsterdam.
SGI Europe: How are preparations going with only a few weeks left?
Lena Haushofer: Preparations are in full swing. The team is highly motivated to deliver one last successful ISPO in Munich. Over the past one and a half weeks, so much has happened – partners reaching out, last-minute start-ups signing up, the conference program filling up, the event calendar growing. The show is taking shape, and we’re getting ready to open the doors.
How challenging was it to keep daily operations stable after the announcement that ISPO will be moving to Amsterdam?
There were emotional highs and lows – inside the team and from the reactions on LinkedIn. Everyone had to make personal decisions about their future, and that naturally influenced preparations. It’s not easy to stay 100 percent focused during such a hot phase. But we handled it well, had many conversations, and it ultimately brought us closer together. Now everyone is fully focused again.
Some are skeptical that the final Munich edition can still be a success. What do you say to them?
It is absolutely worth coming. It’s the last chance to celebrate 55 years of ISPO in Munich. We have new halls, many highlights, a huge number of innovations and conferences – and more start-ups than ever. ISPO remains the place where the innovations of tomorrow are shown. We also put a strong focus on retail this year with the Retail Club, the three-day Retail Conference, curated tours and more.
How can retailers take part?
Retailers can register for the Retail Club at ispo.com/retail. They then receive a free, three-day ISPO ticket and are included in the Retail News distribution list. Many retailers are also invited to the ISPO Executive Night, on Sunday, where the ISPO Retailer Award and ISPO Cup will be presented.
Where should decision-makers meet, and what should they not miss?
I would definitely start with the ISPO Executive Night – a networking event for C-level leaders from industry, retail, media and athletes. And of course the conferences: Sport Brand Media in the ICM, as well as the Retail Conference, Women in Sports Summit and the Runner’s World Running Symposium. Visitors should also try some sports – pick up a padel racquet, test running shoes or join the activities.
Can you deliver a general overview of the exhibition area?
We’ve structured the show into three arenas: Upstream & Supply, Brands & Products, and Commercial Experience. In Hall A1, the curated ISPO 520M and Zeitgeist areas feature brands like Merrell, Peak Performance, On, Icebreaker and Snow Peak. Hall A2 highlights outdoor functional brands such as Icebug and Bergans and includes a large Sustainability Solutions area curated by Studio Nima with the Sustainability Stage and the Material Lab.
And in the B halls?
Hall B1 hosts ISPO Brandnew, with more than 100 start-ups, and the Digitize & Retail zone, with the Retail Club and Retail Stage. In Hall B2, everything revolves around team sports and training – with the Padel and Pickleball Villages and a trail-running test track supported by CEP.
What’s new in terms of content and formats?
We introduced a new Health & Wellbeing area in Hall B1 focusing on corporate health, nutrition and trackers. And for the first time, we strongly highlight content creation with the House of Content in Hall A1. The Creator Summit brings in seven or eight high-reach creators, and Media Monday offers a program for journalists and influencers with an Olympic focus. Plus, there are activities like ice bathing, morning runs, padel matches and yoga sessions.
How can exhibitors learn about ISPO Amsterdam 2026?
We have an ISPO 2026 Rebooking Lounge in Hall B1. The Raccoon Media Group team and members of the new joint venture will be there. Registration for 2026 will already be live during ISPO, and exhibitors can select stand locations directly via an interactive hall plan.
How much of ISPO Munich will remain in the Amsterdam edition?
Raccoon Media Group has an operational lead, but we are involved in concept development. Many elements – like the three arenas and the segment structure – will be taken to Amsterdam. Not everything will change. But, of course, the new venue will give it a different touch, and that’s okay.
