Industry Rallies Behind New Concept For OutDoor Show

Plans for major changes to OutDoor from 2025 were first unveiled at this year’s show in June. The EOG and Messe Munich shared a preview of proposals that are designed to deliver a high value, long-term business platform to represent and serve the whole of the outdoor sector. Developed to meet the core needs of brands and retailers, the new concept is also intended to provide a compelling in-person platform for every segment or function in the sector, including marketing and communications, design, sourcing, CSR and sustainability, and more.

After revealing the initial proposals, the EOG and Messe Munich undertook months of extensive consultation with brands, retailers and other stakeholders to continue developing the plans. There was a very positive response, along with constructive suggestions, and the show partners refined the concept, which has now been revealed in full. The EOG and Messe Munich have also refreshed the show brand, and developed a new visual identity for OutDoor, designed to resonate with the industry, and help market the platform to other audiences. 

Since the new concept for OutDoor has gone live, strong messages of support have emerged from outdoor business leaders around Europe. The first brand to demonstrate its backing for OutDoor in 2025 was German specialist outdoor footwear brand LOWA, which has committed to space at the show.

Alexander Nicolai, managing director of LOWA, comments: “The outdoor industry thrives on connection, and having a central platform to come together is essential. As a community, it’s vital to meet, exchange ideas, and collaborate at least once a year. At the heart of every business are the people, and bringing them together creates immense value for the entire industry. OutDoor provides the ideal platform for this. We believe the new concept to be a significant step forward, and LOWA is excited about its potential. We are pleased to have already secured our space at OutDoor 2025 and look forward to welcoming our retail partners and many other brands to join us.”

Other senior industry figures have also voiced their support for the new OutDoor concept.

Robert Brigham, CEO of specialist retailer Ellis Brigham Mountain Sports, and founder of Outsiders Store, comments: “For a retailer, our large, pan-European trade show was always a place of inspiration. A place where you could pick up on trends and hear from the brands directly about their vision and direction. A place where you could discover something new or set up a meeting that would never happen at home. Over the years, the people I have met at Outdoor have gone on to become allies in the quest to bring the best outdoor goods to our customers. We all accept that we needed to hit reset and I believe the new format is nothing  short of inspired! Exactly what we needed, and not a moment too soon!”

Andrew Shand, global chief operating officer at Helinox, comments: “Trade shows are a contentious topic, but there's strong agreement that coming together as a community is vital for our industry. The absence of the US Outdoor Retailer show had unforeseen negative impacts that are becoming clearer each year. Despite differing views, there’s far more that unites us in this industry than divides us. The former OutDoor show format needed a fresh approach from the EOG and partners, and while this new concept might not be perfect, and will also need to evolve, it is a significant move in the right direction and has my full support.”

Andrew Denton, CEO of UK trade body the Outdoor Industries Association, comments: “The Outdoor Industries Association believes that a unifying international trade show can bring many benefits to the outdoor sector in Europe. We need only look to the USA for a cautionary tale, where there is turmoil in the space, leading to multiple options, an increase in time, money, carbon use and selling opportunities, but with no single focus for the trade to gather around.” 

“We had that in the UK ten years ago with multiple road and trade shows, diluting everyone’s efforts—now we have OTS that we all attend. Of course a large booth with a full range of samples is not for everyone, but the opportunity to meet and network, showcase innovation, share best practice, work together for common cause and to address shared issues, all in one place, is more essential than ever. One need only look at the number of non-exhibiting brands attending shows in recent years to hold meetings, to see how much they all value an in-person gathering.”

“We urge the industry to support the new OutDoor concept. Take a space of some sort, to sell, and to spend time with customers, media, athletes, film-makers, influencers and many more, all under one roof and as part of a unified outdoor industry community.”

Central to the new OutDoor is a very different approach to in-hall layouts and display areas including the Village, Freestyle area, and additional new spaces:

• The ‘Village’ space will combine aspects of traditional booths with a few essential updates including ‘town squares’, external walls, and an asymmetrical layout to provide much more prime real estate and encourage investigation and discovery. This space is where those who already have investments in existing booths can confidently display their organisation.
• The ‘Freestyle’ area consists of smaller staggered booths in a wandering track to create an intimate, innovation-focused area for exploration providing ultimate flexibility of choices. The Freestyle area is the most significant proposed change and is based directly on retailer and large brand feedback. The focused format of the space will concentrate on product and brand stories, and an exercise in merchandising and storytelling. The end result it intended to be a space where attendees can quickly see emerging trends and themes from the sector. Organisers will only impose two limitations on this area, which are size restrictions, and what types of organisations can take up space.
• Additional new spaces include cost-effective meeting rooms around the edges of the halls which can be rented for short periods of time or the full duration of the event. These will reshape the look and feel of the physical spaces in the show, encouraging booths and freestyle exhibits to be entirely product and story focused. They will further provide unique homebases for retailers.

The new format for OutDoor will be backed by a more sophisticated and proactive approach to marketing, targeting different potential visitor groups from across the trade, and engaging with industry adjacent business networks. 

Scott Nelson, managing director of the EOG, comments: “This is much more than simply a rebrand – it’s a ground up rethink using feedback directly from the retailers, brands, advisory boards and councils, national associations, and other stakeholders of the event. We believe that the new concept for OutDoor is compelling, and the response from leaders across all parts of the trade gives us great confidence that they agree. We’ve kept our promise to present the new concept by October, before most have locked in their 2025 budgets. Now it’s up to companies to back a show that they have consistently stated that they want to succeed, and help us to deliver the high value proposition that we all want.”

Tobias Groeber, head of ISPO Group, adds: “This is a really exciting time for an event that is hugely important to our sector. Now that the full concept for OutDoor has been released and has been received so well, everyone involved in the show is looking forward to filling those different spaces and welcoming colleagues from all over the world to Munich next May.”

Bookings for exhibition and meeting room space for OutDoor 2025 are now open, and show partners are offering a 20% discount on m2 until the end of 2024. To find out more about the new concept, visit www.theoutdoor.show and to discuss options for participating in the show, contact Lena Haushofer on lena.haushofer@messe-muenchen.de or +49-89-949-20163.