ISPO Group announced this afternoon that ISPO Munich 2022, originally scheduled for the end of January, will be postponed to Nov. 28-30, 2022. At the same time, it was announced that the date of OutDoor by ISPO 2022 has also been moved to mid-June, thus establishing a completely new schedule for all future ISPO trade shows. SGI Europe and The Outdoor Industry Compass spoke with Tobias Gröber, executive director of the consumer goods business unit at Messe München, about the background to this decision.
OIC: Please briefly explain the new schedule status of ISPO Munich and OutDoor by ISPO for 2022.
Tobias Gröber: Both trade shows will move permanently to the beginning of the order season as kick-off dates from 2022. In the future, ISPO Munich will take place at the end of November, OutDoor by ISPO at the end of May/beginning of June. In doing so, we are following the changes in the market and will do justice to these changes. We are thus strengthening the claim of both events to be the respective leading trade show. The new dates are: OutDoor by ISPO 2022: June 12-14, 2022; ISPO Munich 2022: Nov. 28-30, 2022; and OutDoor by ISPO 2023: May 22-24, 2023.
Why new dates and why was this decision made - in the case of ISPO Munich - with only 2 months lead time?
You don’t rush into a long-term decision like this. Above all, you have to get all the important stakeholders on board, validate the decision thoroughly and coordinate it with the industry. The previous date of ISPO Munich was still an ideal compromise between hardware and apparel a year ago when planning for ISPO Munich began. It still seemed like that for quite some time in 2021. But today, this is no longer the case. There are many reasons why the decision to move the dates of ISPO Munich and OutDoor by ISPO may now seem to be relatively short notice. First and foremost, it is attributable to the fact that events and general conditions have accelerated once again in recent weeks. Many of our partners have also increasingly realized that we should adjust the dates. When all this became obvious, we decided, together with the industry, to seize the opportunity and act quickly.
As far as we know, you called many companies in the run-up to ISPO Munich - existing exhibitors as well as potential new exhibitors. How many did you get in touch with? What percentage of them said they would not exhibit? What were the main reasons for the cancellation?
We have directly or indirectly (through associations) contacted several hundred companies. My team and I have made many, many phone calls and, as far as possible, used face-to-face meetings to exchange information with industry, trade and associations. And the overwhelming majority of existing and potential exhibitors were in favor of permanently rescheduling the dates of ISPO Munich and OutDoor by ISPO for numerous reasons. The consensus was unmistakable. In these discussions, we also came to know that many non-participations would have occurred simply because of the current market situation and especially because of the travel restrictions expected in January. We experienced an enormous demand for our trade shows - and a desire to meet the industry in person soon. Preferably at dates that optimally fit the changing order cycle.
As for last-minute cancellations for the previous date in January 2022, was the need for earlier orders due to the current supply chain disruption a key reason? Additionally, are restrictions on travel and socializing because of Covid still a factor?
If we claimed now that the pandemic did not play a role, we would be lying. Of course, ISPO Munich 2022 in January would have been affected by Covid-specific restrictions due to the show’s high degree of international participation. But we would have been able to pull it off.
IAA Mobility with more than 400,000 visitors and Expo Real and other fairs on our premises have shown that we can also organize a trade show under Covid conditions. However, intercontinental travel, such as from Asia, has become much more difficult than before the pandemic. In this respect, we would certainly have had to cope with a drop in the number of visitors from Asia and the U.S.
However, we decided to permanently postpone the trade show dates purely for strategic reasons; we did not consider a one-time postponement. Under normal conditions, we would have had to make this decision in a few years either way due to the changing supply chain and order cycles. Covid accelerated this decision and provided us with the ideal window of opportunity to reach such a major decision.
How many confirmed registrations for Jan. 22 did you already have at the time of the postponement? Which segments responded most favorably?
Enough to realize a trade show with an international claim. Of course, this would not have been comparable to what our aspiration is from pre-Covid times. Positive response came from all the segments quite evenly. Only in the area of winter sports hardgoods did the lockdown of ski resorts last winter lead to budget cuts and thus also to cancellations not of all but some important brands.
How do you deal with the already booked booth spaces? And how do you deal with expenses already incurred (flights, hotels, logistics) that may be non-refundable?
Registrations already made remain valid for November 2022. Of course, exhibitors have the right to cancel their registration. We will refund any registration fees already paid. We will settle all expenses in direct consultation with the respective customers.
What advantages and challenges do you see for the industry with the new dates?
The only real challenge I see is getting the industry to accept the new dates and book them appropriately. But given the overwhelming acceptance from our partners, I’m not worried about that. Beyond that, I see only opportunities and advantages. ISPO Munich and OutDoor by ISPO will once again occur when leading international trade shows are supposed to occur: at the order kick-off and start of the new season. Retailers can get a comprehensive overview of the new products, trends and developments in the industry and use it to be better prepared for designing their product range and placing orders.
How are retailers reacting to the new dates?
Retailers were involved in the process of finding the dates. In the past, there was a clear reluctance towards an early date among them. This has changed significantly in the last 6-12 months.
How are the hardgoods manufacturers reacting?
We spoke to all industry representatives before we made the decision – from retailers and the individual industry segments to the most important associations. The absolute majority welcomes and supports the new date.
Does the new schedule also include a new trade show concept? Also, regarding the growing pressure for the industry to become more sustainable?
We are continuing to pursue the strategy announced at our 50th-anniversary event consistently. This means that we will continue to position ISPO Munich for the sports market as a whole, that there will be a separate Consumer Festival in addition to the trade show, and that we will create space for brand stories, purpose, and experience in addition to the focus on products and innovations. Furthermore, we will introduce size limits for the trade show booths so that a maximum of 200m² per exhibitor can be occupied at ISPO Munich and 150m² at OutDoor by ISPO.
The time of gigantism is over. This massively supports our sustainable concept. We will also offer pre-built and sustainable booth solutions so that companies “only” need to rent and can therefore plan as flexibly as possible. In addition, there will be a Green Ticket for visitors, which will compensate for their travel footprint to ISPO Munich.
Are you planning separate solutions for the implementation of collection presentations during the trade show?
The new dates are primarily for orientation about the new products. Of course, orders can also be placed on-site, but the ordering will mainly take place afterward in familiar formats such as order center meetings or showrooms. We are considering offering a stage for innovation pitches as a new initiative. Brands could present their innovations to retailers in the form of an elevator pitch. In addition, these presentations could also be made available to our Consumer Experts of the ISPO Collaborators Club (formerly ISPO Open Innovation) at the same time or with a time delay so that “professional” consumers can also give their feedback on selected innovations. This helps to minimize the purchasing risk and optimize the final configuration of the product range.
The last day of past shows has often been poorly attended; are you going to keep the concept of a 4-day show?
We have also discussed this with our partners, and ISPO Munich will run for 3 days in the future.
Are you sticking to your intention of also admitting consumers in separate areas? What was the feedback from the industry after you announced this concept for the upcoming events?
Yes, we are keeping this concept and will offer a separate Consumer Festival. The industry feedback was very positive - especially from those brands that focus almost exclusively on B2C. The combination of B2B and B2C enables our partners to decide strategically for which target groups and, above all, with which topics they want to present themselves.
Will winter sports remain the foundation of ISPO Munich? Or will the shift to November also have an impact on the segments? Do you see new segments (excluding outdoor) that can boost the sporting goods industry?
Winter sports will remain a mainstay within ISPO Munich in the future. Beyond that, however, we also see further potential in the health and fitness segment. Ultimately, the sports and outdoor industry is also part of the health market. In terms of the industry’s future, ISPO Brandnew remains an important driver for innovation and the emergence of new segments. Therefore, the awards remain an important compass for innovations and trends.
Overall, in my opinion, the industry’s growth potential also lies primarily in the fact that it is making significant steps in its external presentation in topics such as health, sustainability and environmental protection, and is thus reclaiming market share from other industries such as pharmaceuticals and fashion. However, this requires the industry to work together across the segments and be tangible for political decision-makers and the mass media – on physical platforms such as OutDoor by ISPO and ISPO Munich.
Will IAA remain the main Munich platform for the bike industry?
IAA Mobility was held in Munich for the first time in 2021. The objective is to present the complete range of mobility carriers and solutions, including the bicycle. This will continue to be the case in the future and will be expanded in close coordination with the industry. But of course, especially with regard to OutDoor by ISPO, there is potential for overlap and synergy, particularly when it comes to apparel and accessories.
Are the new dates coordinated with other international trade show organizers (e.g., Emerald in the U.S.) to avoid overlaps?
Each market has its own requirements, first and foremost. As a platform, we have to meet these requirements. In some cases, these are different in the U.S. than in Europe or Asia. In the United States, we talk about one market; in Europe, we talk about many markets. We naturally communicate regularly with our colleagues in the U.S. to exchange market information and coordinate dates. In this respect, neither the new OutDoor by ISPO nor the new ISPO Munich dates overlap with Outdoor Retailers’ summer or winter shows.
Are you planning any digital/physical conferences or interim events on top to effectively bridge the new dates and keep the industry connected?
Currently, we are working at full speed on the implementation of OutDoor by ISPO in mid-June and the rescheduled ISPO Munich in November. We are still planning to publish the Consumer Insights Report, which we compiled together with the ISPO Collaborators Club, in webinar form every quarter and give our partners space for presentations in this format. In addition, we are working on a seminar series that addresses the most pressing topics in the industry (such as supply chain, future business models, sustainable growth, lobby for good). This concept is still under development, and more details will be communicated early next year.
Will the ISPO Award, which has just been redesigned, be continued? Is the January 22 judging round happening as announced?
The judging round for Q1 2022 will be conducted according to plan and will also be communicated. The award-winning products will then be exhibited at OutDoor by ISPO.
Are ISPO Beijing and ISPO Shanghai confirmed for 2022?
ISPO Beijing will already take place in Dec. 2021 (Dec. 28-30) due to the Olympic Games. The booking status is currently above that of the previous year. In this respect, a positive development. However, the number of infections in China is also dynamic and is constantly monitored by the government.
By the way, Covid had a positive effect on winter and summer sports in China. Since the Chinese people could not travel or only with difficulty, they discovered their own country and the possibilities. For example, winter sports (skiing and snowboarding) or outdoor and water sports as well as camping are growing faster than ever before. Oh, and ISPO Shanghai 2021 was bigger than the events in 2020 or 2019.
Are there any staff changes in the ISPO Group team?
Staff changes are normal. Maybe the biggest change is that now, after IAA MOBILITY, I can and will once again devote significantly more attention to the ISPO Group. I grew up in this industry, and it is extremely close to my heart. In addition, our team is complemented by extremely motivated colleagues who identify strongly with the sport.
After the absence of the big manufacturers and brands, the first U.S. show in 2021 (Outdoor Retailer Summer) was a festival of the “small,” new and less connected brands. It was very positively received in this respect. Now that many big players are organizing their own order events digitally or physically, maybe the “new old” chance for trade shows is to focus on innovation?
One of the most important functions of ISPO Munich is to provide an overview of the overall market - and thus, of course, to highlight which trends and innovations are coming up or are on the rise. As a leading international trade show, we aim to represent as broad a picture of the industry as possible and depict the entire value chain. This overview of new products is supported by ISPO Brandnew, the world’s largest start-up competition in the industry, the ISPO Awards for established companies, and ISPO Textrends for innovations in fabrics and fibers. We continuously improve the range of products featured on these platforms to ensure that our customers have an optimum and rapid overview of the market.
Discussions about reducing the impact of consumption on our environment have been intensifying, and not just since COP26. Where do you see the ISPO trade shows against the backdrop (and necessity) of less consumption and circular economy?
All of our platforms claim to create space for exactly these topics - for discourse around solutions, networking between the people involved, presenting innovations around the megatrends of our society, and (media) outreach towards political decision-makers. With a common, strong platform, the industry has the opportunity to find solutions not in the sense of “everyone for themselves” but by working together. We offer physical and digital space for this - and bring up controversial topics.
As part of its sustainability strategy, Messe München has set the goal of becoming climate-neutral by 2030. This is where the ISPO Group, but also the IAA Mobility, play an important role. At IAA Mobility, we have taken the first step of making the companies’ appearances in downtown Munich climate-neutral with our partner MyClimate. The learnings will be incorporated into further projects. There is still a long way to go, but it is important to take the first step. And that is what we have done.
Thank you very much!
