European Outdoor Week 2026: The industry is moving from “No Excuses” to tangible action

Integrating strategy, trade, and media into a single ecosystem 

From May 14–19, 2026, the Garda Trentino region will serve as an international hub for the outdoor and running sectors. By integrating the Outdoor Impact Summit (OIS), the ORBDAYS & Outdoor trade show, and the European Outdoor Media Day, the European Outdoor Group (EOG) and MagNet Srl SB have brought together several complementary formats that reflect the complexity of the modern outdoor market. 

And the signal from the industry couldn’t be clearer. A format like that is needed–already 400 exhibitors are confirmed. 

The week is structured to move the industry from strategy to commercial execution. 

The Outdoor Impact Summit (May 14–15) 

Serving as the intellectual opening of the week, the summit carries the blunt theme “No Excuses.” It is designed to redefine the boundaries of responsibility through a direct and practical lens. EOG Managing Director Christian Schneidermeier notes: “The sustainability challenge is huge, and it is more urgent than ever. Collectively, we must do much more and be certain that we make genuine, positive impacts.” The agenda tackles specific technicalities, including the correlation between ESG-linked executive pay and financial performance, as well as the mechanics of Circular Economy industrial levers, featuring case studies from REJU, Rematrix, and Decathlon’s repairability framework. 

The ORBDAYS & Outdoor Trade Show B2B (May 17–19)  

This segment acts as the center of the week, where the conversation transitions from strategy to the physical product. Set at the ISO 20121-certified Riva del Garda Congress Centre, it provides a platform for retailers to gain a market overview at the start of the sales campaign season. The focus stays on Product Storytelling and Order Preparation, allowing brands and buyers to align on commercial goals within an outdoor setting that reflects the culture of the sector. The weekend between the Summit and ORBDAYS & Outdoor serves as testing occasion for end consumers.  

European Outdoor Media Day (May 16) 

This track bridges the gap between industrial innovation and public perception. Designed to facilitate networking between brand communication teams and international journalists, it provides a space for Responsible Communication. The goal is to ensure that the technical advancements debated at the Summit and the innovations displayed at ORBDAYS & Outdoor are translated into credible narratives that build consumer trust. 

The organizer’s view: An interview with Benedetto Sironi 

To understand how this week balances high-level strategy with the commercial needs of the trade, we spoke with Benedetto Sironi, CEO of MagNet Srl SB, regarding the development of the EOW ecosystem. 

European Outdoor Week is a complex, multi-format event. What was the strategic necessity for this shift away from a traditional trade fair? 

Sironi: The outdoor industry is no longer siloed. You cannot discuss sales campaigns in total isolation from ESG governance or EPR regulations. We needed a platform that mirrored this reality. European Outdoor Week is an ecosystem where these conversations happen in parallel. The Summit provides the intellectual framework, while the ORBDAYS & Outdoor trade show and B2C Activation Days ensure those ideas translate into business opportunities. 

How do you balance the needs of B2B professionals with the new B2C elements? 

For 11 years, our focus was exclusively B2B. However, strong demand from brands encouraged us to create opportunities for direct consumer engagement. We are introducing two dedicated B2C days, the Activation Days. Those will be at Spiaggia Olivi. The overlap with the trade fair is limited to a single day, Sunday, May 17 and the B2B trade show is not open to consumers. Most companies are prepared with staffing to manage both audiences effectively. We see this as a necessary evolution for the event. 

Logistics in a tourist-heavy region like Riva del Garda can be a concern. How are you supporting participants? 

After 12 years of organizing this fair, we have the expertise for handling scale. We implement dedicated shuttle services and additional mobility solutions. Accommodation remains our priority. We have a long-standing policy of offering one night of accommodation to industry professionals. This year, we have strengthened this aspect by involving the local agency that works with all international trade fairs, optimizing our internal team that handles requests, and setting up a five-person call center available 24/7 to support shopkeepers with bookings and useful logistical advice.  

What is the primary goal for retailers attending this year? 

We aim to revive the sense of excitement in the business. The Summit provides the “why” and the “how” of sustainability, while the trade show offers the “what” in terms of product. Our pricing is aligned with leading B2B fairs, and visitor access to the trade show remains free. We want Riva del Garda to be a place where the industry comes together to innovate. 

Aligning the value chain for long-term resilience 

The outdoor industry is entering a period where collective action and credible sustainability strategies will define future market leadership. As demonstrated by the “No Excuses” theme, the era of vague commitments is coming to an end, replaced by a demand for measurable accountability. 

The event’s goal is to make sustainability a standard part of daily business, not just a topic of conversation. It does this by merging technical talks about circularity and traceability with the commercial drive of the ORBDAYS & Outdoor trade show. For those looking to secure a place in a more transparent market, the dialogue in Riva del Garda this May will be essential.