UK-based Raccoon Media Group announced the launch of Run Show MENA, its first event in the Middle East. The consumer and trade show will take place at the Dubai Exhibition Centre on Oct. 3–4, 2026, bringing together international running brands, speakers and regional stakeholders. The launch event featured three-time Olympian Eilish McColgan and drew more than 100 attendees. The Dubai show builds on Raccoon’s portfolio of running events in the UK, the US and Europe, and marks a strategic move into the Gulf region’s expanding health and wellness market, which is projected to grow from $3.7 billion in 2025.
“Dubai offers the ideal conditions to replicate our success in other regions,” said Mike Seaman, CEO of Raccoon Media Group.
Run Show MENA will coincide with the Dubai Fitness Challenge and feature high-profile speakers such as Mo Farah, Dean Karnazes and Paula Radcliffe. Over 150 regional and international brands are expected to participate, alongside a lineup of local ambassadors and wellness experts. The show aims to unite the fragmented running community across the UAE and Gulf region, offering access to cutting-edge running tech, apparel innovation, nutrition and recovery solutions.
Run Show MENA also reflects Raccoon’s broader growth in the Middle East, following acquisitions in the animal health and disability event sectors in the US and the UK.
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