While looking at another more distant continent for a possible trade show, the management of Messe München has decided to put ISPO Russia on hold after its next session in Moscow on Sept. 6-8. For the future, its partner in the fair, Moscow’s Sport Communication Group, is now considering a different format, possibly more consumer-oriented and more focused on specific product categories. It will likely serve as a follow-up event to the ISPO show in Munich, where more and more Russian buyers are coming anyway to get a more comprehensive view of the international offer.
With the Russian sporting goods market developing very rapidly, Messe München became a partner in Sport Communication Group in 2005, renaming the former young In Sports fair, set by two enthusiastic executives from the cosmetics industry, as ISPO Russia in September of that year. More than 300 brands have been showing there twice a year, and some of them have found new distributors, but they have had a hard time reaching out to the retailers in any big way, partly due to the location of the fair, its timing and existing order mechanisms. One big hurdle has been the fact that many brands continue to trade through distributors that are also major retailers, such as Sportmaster, which has been showing regularly, and Trial Sport, which has stayed out of the show consistently.