A new running expo aims to bring together the B2B running community in Amsterdam in November 2025. The concept focuses on brands, retailers, media, influencers and event organizers. SGI Europe attended the exclusive launch event and has the details.
The International Running Expo (IRX) will take place on Nov. 4-5 at RAI Amsterdam. “We are offering 10,000 square meters of exhibition space and expect 300 brands and 6,000 visitors,” says Mike Seaman, CEO of Raccoon Media Group, which is organizing the event. The Running Expo in Austin, Texas, was the inspiration. But the goal is to be more than just a trade show for retailers and brands. The central element will be matchmaking opportunities for target groups. For example, exhibiting brands will receive exclusive appointments with retail buyers through a hosted buyer program and the opportunity to showcase and network with influencers and journalists.
International Running Expo promises leads
According to show director Shirry Liram, key accounts from major retailers will be invited to ensure enough retailers are on site. Seaman can imagine order placements at the show, but, most importantly, exhibiting brands will be promised leads and retailers will be allowed to see and test new products. There will be accompanying running and testing events at the Olympic Stadium in Amsterdam and the surrounding area.
Seaman is satisfied with the registration so far. Although the official registration phase only starts with the launch event, almost 30 brands (like Veja, Vaga, Nike Vision and Petzl) and numerous retailers (like Bergfreunde, Private Sport Shop and Sportshoes.com) and influencers have already confirmed their participation. Running personalities such as Paula Radcliffe, Dean Karnazes and Susie Chan will be present.
Trust for IRX organizers through B2C running shows
“Through our B2C events in the UK, we have very good contacts in the running industry and the necessary trust,” says Seaman. “That helps us now.” Intensive research has been carried out in advance and the signals are clear, according to Seaman. The running industry wants an event where it can not only exchange ideas but also test products, see details and get to know new influencers from the brand side, among other things. The focus should be on performance running and trail ultrarunning. This is “essential for success. We are laser-focused On Running,” adds the Raccoon CEO. Under no circumstances do they want to position themselves too broadly. The running industry by itself is enough and continues to grow, adds Liram. And it is already quite large, as the SGI Europe Performance Shoe Market Report shows.
Raccoon Media Group CEO Mike Seaman: “Running is cool”
New brands “also have the opportunity to enter the market through our event. We want to offer established brands, scale-ups and start-ups a platform here,” says Seaman. Trail-running overlaps with outdoor, of course, and the trick is to proceed brand by brand to determine the best fit for the trade show.
But not at the expense of the community. “Running is cool. The community is cool. We will also put on a cool event, including running events in the morning and a big community party on the first evening,” promises Seaman. We will find out in November 2025 if this plan works. If you want to know more, visit: https://internationalrunningexpo.com/
