Key figures in the outdoor industry are rallying behind the new concept for the OUTDOOR trade show unveiled by the EUROPEAN OUTDOOR GROUP (EOG) and MESSE MÜNCHEN. Following months of development and extensive consultation with stakeholders, full details of plans for the 2025 show went live during the recent European Outdoor Summit.
OutDoor 2025 will be held at Messe Munich from 19-21 May and the new concept is underpinned by a ‘20-20-20’ commitment from show partners – a pledge to increase brand exhibitors by 20% and retail visitors by 20% while decreasing the cost for participation by 20%. The EOG and Messe München have also refreshed the show brand, developing a new visual identity for OutDoor, designed to resonate with the industry, and help market the platform to other audiences.
Plans for major changes to OutDoor from 2025 were first unveiled at this year’s show in June. The EOG and Messe München 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.
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.
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, there followed 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.
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, said, “Delivered in the right way, OutDoor is a platform that can bring our industry together and add huge value to the whole community. The show needed a big change and I believe that the new concept definitely achieves that, so LOWA is excited about its potential. We are very pleased to have already committed to space at OutDoor in 2025 and we look forward to our retail customers and many other brands joining us there.”
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, added, “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, said, “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.”
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 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.
Bookings for exhibition and meeting room space for OutDoor 2025 are now open; show partners are offering a 20% discount on m2 until the end of 2024. To discuss options for participating in the show, contact Lena Haushofer on lena.haushofer@messe-muenchen.de or +49-89-949-20163.