The 25th edition of Prowinter, taking place from Jan. 11 to 13, 2026, at Messe Bozen in South Tyrol, continues to broaden its relevance for manufacturers, retailers and brands across the Alpine region. What began as a winter-sports event has increasingly evolved into a hub that connects winter and outdoor segments – a shift driven by climate-related changes and new consumer behavior. Exhibitors now range from apparel and equipment suppliers to companies presenting safety-focused and sustainable technologies, reflecting a more holistic view of mountain sports.
Outdoor meets winter: A growing platform for retailers and brands
Milder winters and more variable weather patterns have expanded the overlap between winter sports and year-round outdoor activities. Trail running, hiking, snowshoeing and ski touring increasingly coexist – and Prowinter mirrors this development. A key highlight in 2026 is the new Scandinavian Village, where brands from Northern Europe showcase decades of craftsmanship and innovations designed for harsh conditions. The expanded outdoor hall will feature companies such as AKU, Devold, Fjällräven, La Sportiva, Millet, Montane, Ortovox, Petzl, Vaude and many others. Ski brands will also have a strong presence. For the first time at the show are Bauerfeind, Bergans, Blackyak, Hestra, Kilpi Sports, Luhta, Norrøna, Rab, Osprey, Houdini, Montane, Merrel and Zamberlan.
Get your ticket now and experience the future of skiing and outdoor sports firsthand!
Networking, sustainability and product innovation
For retailers and suppliers, Prowinter offers opportunities to:
- engage directly with decision-makers, from leading brands and specialty retailers
- gain insights into technologies and trends shaping the 2026/27 season
- participate in dedicated knowledge events, such as the Winter Sports Sustainability Network Meeting and the Ski Industry Climate Summit by Atomic
Additional highlights include over 250 product tests conducted during the Prowinter Test Days in Carezza, as well as the Prowinter Award, which recognizes innovation and sustainability.
Geraldine Coccagna, the event’s Brand Manager, emphasizes the growing importance of this cross-segment positioning: “The boundaries between winter and outdoor are increasingly blurring. Prowinter 2026 is the ideal stage to leverage these synergies – for brands looking to reach new consumer groups and for retailers wanting to understand tomorrow’s trends early.”
Her full perspective on the show’s evolution is available in SGI Europe’s recent interview:
Prowinter evolving from national trade show to Europe’s winter sports meeting point
Prowinter’s 25th edition confirms its shift from a national winter-sports event to a broader European meeting point for the winter and outdoor industry.
