EOG Issues Statement To The Trade About OutDoor: ‘The Time Is Now’
The EOG has provided an update on the progress of the OutDoor trade show. With over 150 brands now committed to exhibit, and the deadline of the discount pricing fast approaching, the trade stands at a critical junction. Although more companies have committed now than at the same time last year, some brands continue to hesitate.
The EOG’s stance on the trade show has remained unchanged since the new concept launch in 2024, and Scott Nelson, interim managing director, has made the following statement: “The EOG exists to represent the will and needs of the industry. Let us be absolutely clear that the trade has repeatedly stated its need for the OutDoor show and for a revitalised, refocused concept. This has been provided with OutDoor 2025. As a reminder, the concept is in place and was presented with more than sufficient time to plan and include in budgets. The new concept answers the urgent call to provide unique ways to exhibit, while deeply reducing overhead costs. Both the Village with its discount pricing, and the Freestyle area with its size restrictions, do exactly this. It is a dramatic step forwards, and there are now several compelling brands and retailers openly stating that they will exhibit and attend.
“Momentum builds, but it is not yet guaranteed. With over 150 committed brands and outspoken retailer support for the concept, we are tempted to celebrate, but not yet. We look squarely at the trade for decisiveness and a renewed sense of urgency. We cannot coerce the remaining brands to stand up and be counted among their peers, but make no mistake, if the show falters, it will not be because of a lack of concept, communication, innovation, support from peers, support from retailers, or brute effort.
“The EOG will support the voice of the trade, and if the trade demands that OutDoor is not for them, then so be it. But let that not be a decision that is the consequence of a lack of action. The show now has enough support to advance, and we directly ask the remainder of the trade to join us immediately. To sit back and say ‘we will wait and see’ is frankly not good enough. Stand up and be counted, take a small space in the Freestyle area, come and see your peers, have face-to-face discussions, get an overview of your business, and help us to deliver a successful OutDoor, even in the most economically difficult of years. The time for your action is now.”
During 2024, the EOG and Messe Munich completed a major project to review, reshape and revitalise OutDoor, in order to create a successful and sustainable international trade show platform for the European outdoor sector. The focus was clear: To deliver a concept that that retailers want to attend and vastly reduce overheads for exhibitors. Following extensive consultation and feedback, the new concept was underpinned by a ‘20-20-20’ commitment to reduce the cost of participation, while increasing key target visitor footfall. A range of different options for exhibiting at the show was at the heart of the final plans, with ‘Village’ and ‘Freestyle’ areas that offer more options than ever, at different levels of investment.
The show will take place at Messe Munich from 19-21 May and many major players in the market have committed to exhibit, from across the apparel, footwear, equipment, hardwear, and technology and ingredient categories. Those brands includeDevold, Rab, Patagonia, Mountain Equipment, Helinox, LEKI, EXPED, Aku, LOWA, Meindl, KEEN, ICEBUG, Nordisk, Marmot, Sea to Summit, Sympatex, Gore, Kamik, Gregory, Stubai, DMM, Skylotec, and YKK. Nevertheless, the overall level of commitment from the industry remains lower than hoped.
Scott Nelson adds: “If the European outdoor industry truly values its international trade show platform - and the opportunity that it provides to bring us all together - then we must aim for this year's show to be even more vibrant than we anticipated. Our sector thrives on developing personal contacts, relationship building and intelligence gathering and OutDoor is the premier moment in the year for all of these, as well as a chance to showcase innovations and campaigns to a big and engaged audience.
“This is the crux moment for OutDoor and we jeopardize the show if the industry doesn’t get behind it with more than encouraging words or commitments for subsequent years. When we asked colleagues whether OutDoor was important to them, the overwhelming answer was ‘yes’. Now is the time to prove that, and for brands that have not already committed to space at OutDoor in May to step forward.”
The deadline for using the early booking discount for the space in the Village halls at OutDoor is Friday 31 January. There are also flexible cost effective options available for securing brand space in the Freestyle area, along with a wide range of meeting spaces that exhibitors can book for the hour, day, or whole show.
