ONLY THOSE WHO ARE PREPARED TO MAKE RADICAL CHANGES CAN TRULY START AFRESH

The move is more than a change of venue. It also means a new concept consisting of a C-suite level conference and a traditional trade fair, with significant investment in content, retail and CSR, reflecting a profound transformation of the sports ecosystem which reflects a broader transformation within the sports ecosystem: faster innovation cycles, changing markets, and the need for new ways of connecting brands, retailers, and creators.

ISPO aims to bring this dynamic together – earlier in the season, closer to the markets, and more focused on relevance, collaboration, and inspiration. ISPO.com spoke with Harald Kirchschlager (Executive Director Global Strategy & Development) and Mike Seaman (Group CEO Raccoon Media Group) about what this evolution means for the ISPO community, how Europe becomes the new home for global sports business, and why change, for ISPO, has never been a break but a continuation of its DNA.

A Fresh Start for ISPO

Harald Kirchschlager:

When I joined ISPO in January, I had the advantage of coming in with fresh eyes. ISPO is a legendary brand, and everyone I spoke to – brands, retailers, associations and our employees – expressed both affection for it and a powerful desire for a strong and shining ISPO. After Covid, ISPO hadn’t regained its former strength. It was clear we needed to reinvent it and worked hard to innovate within the existing Munich setup but realized real transformation required a even bolder move. Staying in the same environment wouldn’t convey that a new era had begun. Changing the venue, timing, and structure sends a clear signal: ISPO is evolving. The new strategy embodies that change. Partnering with Raccoon allows us to bring in fresh energy and new perspectives.

Mike Seaman:

Post-Covid, participation in outdoor sports has exploded. People want to be active and outdoors more than ever. But the industry itself has become fragmented. In the U.S., winter trade shows have collapsed; in Europe, people still love ISPO, but they wanted it to feel unified and relevant again.

The move to Amsterdam is symbolic and practical. It’s a historic trading capital where many brands are based and thus a good international hub for a trading platform. The new date in early November also fits better into the global trade fair calendar. Amsterdam marks the beginning of a new, more global ISPO.

Keeping the Heart of ISPO Alive

Mike Seaman:

With care. We often talk about balancing the head and the heart. The “head” is about business – ISPO must remain a valuable trade and B2B platform. But the “heart” lies in human connections, community, fringe events, and legacy such as ISPO Brandnew, and the ISPO Awards. Those emotional elements are essential.

We’re investing €1 million in a content program to elevate the experience with first-class speakers, a C-suite Summit and unique activations. Another €1 million will go into a hosted-buyer program to connect global retailers with brands, and a third €1 million, and this one is really close to my heart, into good causes protecting the places we play, fostering inclusion, and supporting the next generation of athletes.

We also want to bring back groups that drifted away. Our goal is to build an even bigger outdoor and sporting goods community and invite everyone in for one big reunion.

Structure and Focus: What’s New

Mike Seaman: 

The show will run for three days, with a new rhythm: day one will be a high-level C-suite conference, followed by two days of exhibition. The opening conference will focus on a C-suite level on the most pressing key themes and issues for our industry right now, i.e. sustainability, fair trade, social responsibility – we already have some incredible speakers confirmed for this including Jimmy Chin (Filmmaker and Mountaineer), Hap Klopp (Founder, The North Face), Professor Laura McAllister (Vice President of UEFA), Andy Rubin (Deputy Chair, Pentland Group), John Lacey (CEO, Burton) and Pia Heidenmark Cook (Former Group Chief Sustainability Officer Ingka/IKEA).

The next two days will be the exhibition where business is done. And we're really adding to that in terms of the experience. We’ll combine high-impact content with a redesigned show floor that’s inspiring and interactive. Expect spaces that showcase innovation, storytelling, and community. Content creators and influencers now play a major role in connecting brands to consumers, so they’ll be an integral audience group for ISPO, too.

Harald Kirchschlager: 

In the past, ISPO tried to address all areas of sport holistically, adding more and more segments to do so. The new ISPO will refocus on our core communities – outdoor, winter sports, and sporting goods – while connecting them with globally relevant topics such as health or sustainability. It will be more focused and valuable for everyone involved.

A New Partnership, a New Energy

Harald Kirchschlager: 

To be transparent – Mike and his team will run the show. Messe München will provide global reach, networks, and heritage, supporting wherever needed. We provide large-scale B2B event expertise, historical industry expertise and connections, while Raccoon brings entrepreneurial spirit, agility and B2B2C expertise to the table. That’s exactly the energy ISPO needs for the future.

Mike Seaman: 

ISPO is one of the most respected trade events in the world, and we want to help it reach its potential again. Our goal is to gather the outdoor and sporting goods community under one roof and reignite the shared purpose of protecting the places we play.

Harald Kirchschlager and Stefan Rummel will stay involved at board level, advising and guiding us. Operationally, Raccoon will drive the day-to-day execution and we will bring some members of the Messe München team across with us. It's really important that we don't lose what's good about ISPO but also try new things and do things differently. The combination of heritage and innovation is what will make this partnership powerful.

Who Will Benefit?

Mike Seaman: 

Anyone who has loved ISPO in the past. We’re bringing it back to its roots with a clear focus on outdoor, winter, and sporting goods. Retailers, brands, and suppliers across the ecosystem will have a stronger, more meaningful experience.

Our aim is simple: make ISPO a little better every year. If we succeed in doing that consistently, imagine where we’ll be in ten years’ time.

Mike Seaman: 

Because of scale. ISPO is the largest sporting goods trade show in the world and its power lies in bringing the entire ecosystem together at the start of the buying cycle. It’s where inspiration and collaboration happens but also serendipity: The beauty about a trade show at this size is that you'll find things that you didn't know that you needed to know.

Smaller events may seem cost-efficient, but they’re time-intensive and limited in reach. The ability to do things together in one place really frees up the most important commodity that your business will have, which is time.

Harald Kirchschlager: 

Exactly. It’s not a question of shifting budgets – smaller events have their own added value and are complementary.  ISPO remains the place where the whole community meets. You can do both, but if you skip ISPO, you miss the moment when the industry truly comes together.

Looking Ahead: Success and the Road to Amsterdam

Mike Seaman: 

Success means the community showing up and saying: “That worked.” It’s not about overnight transformation but about rebuilding step by step until ISPO is once again the global meeting point for the sporting goods and outdoor world.

Harald Kirchschlager: 

ISPO Munich 2025 will mark the beginning of this new chapter. We’ll celebrate the heritage of the brand while showing that ISPO is back: stronger, clearer, and ready for the future. It’s the bridge to a new concept, and we want the community to be part of this transformation.

Mike Seaman: 

And yes, it will also be fun. Expect the first Raccoon-style party – an open invitation for everyone to connect, celebrate, and catch the spirit of what’s to come. Because ultimately, that’s what ISPO is about: business and community. So we hope to see you all there.