After providing some initial information about ISPO Munich’s new concept in passing during a webinar in July – including plans to partially open the show to consumers – Messe München finally gave more details about the event, set for Jan. 23-26, 2022, in an official press release.

The new B2C2B hall – previously referred to as the “consumer hall” and now called the “Collaborators Zone” – will be a partially separate area of ISPO Munich for targeted consumer activation and engagement. Here, consumer experts and (micro-)influencers from ISPO’s new Collaborators Club – a derivative of the ISPO Open Innovation platform – will be able to meet brands and customers with a strong B2C focus.

“The Collaborators Zone is not designed as a classic trade fair hall, but focuses on interaction,” Messe München explains in the press release. Entertainment, infotainment, focus topics and testing opportunities will “provide the framework and ensure a lively exchange between brands and the influential consumers.” Addressing one of the main concerns of exhibitors, Messe München pointed out that “exhibitors in this area can present special editions for the first time or offer exclusive sales drops, direct selling of products will not be possible.”

Tobias Gröber, executive director in charge of Messe München’s consumer goods business unit, explained, “For our B2C-oriented customers, this hall offers an ideal presentation space for entering into dialog with the highly active consumers who act as experts for their field in the industry and setting trends together. The classic, specialized B2B area at ISPO Munich, in which exhibitors present their products and innovations in the familiar halls to international retailers and experts from around the world, continues to account for the lion’s share of the event.”

As usual, the B2B area essentially consists of the exhibition area for trade visitors as well as an “Experience Hall” with a large conference stage and additional exhibition areas focusing on the megatrends of the industry such as sustainability and digitalization. It will offer training, information and learning programs specifically aimed at ISPO’s typical B2B target group.

More information can be found at