The OUTDOOR TRADE SHOW 2026 (OTS) will run from 2-4 June in the Exhibition Centre at Liverpool Experience Campus with over 120 exhibitors filling the venue on the banks of the iconic River Mersey. 2026 marks a significant milestone in the evolution of the UK’s key industry event as it will be celebrating its 20th birthday in the city it now calls home.
Manchester-based MCS PR & Events has guided and curated OTS through venues and challenges with eyes fixed firmly on building a sustainable platform for the UK outdoor industries to meet, share experience and build enduring commercial and personal relations.
Commenting after last year’s show, MCS Director Marta Williams, said, “The increase in visitor numbers and the record exhibitor turnout, show just how essential OTS has become for the outdoor trade. With major watersports and surf brands joining us this year for the first time, the breadth of the show continues to expand. Exhibition Centre Liverpool is the ideal venue for the show, providing a cost-effective and attractive experience for exhibitors and visitors alike.”
That OTS is a well-established, lively, essential fixture in the outdoor industry calendar is not a happy accident. It’s the result of the hard work, resilience and commitment of a relative handful of brands and individuals, supported by the OUTDOOR INDUSTRIES ASSOCIATION (OIA), combined with the industry’s desire for a platform to build business and celebrate community. To enter OTS past the display of OIA Award contenders is an inspiring introduction to the energy and innovation evident through the aisles.
Outdoor i invited personal feedback from across the outdoor industries on its contribution to forging a vibrant, resilient trade community. Key themes emerged, including resilience, agility, integrity, innovation, sustainability and the importance of meeting to build support and brand engagement, to name but a few. The reflections of our commentators are typical of the character that has forged the UK outdoor industry as a driver of innovation.
With such a wave of positivity coming from all quarters, it wasn’t easy to narrow down the contenders for a hearing but in the immortal words of W. S. Churchill we got our heads down to “Keep buggering on.” Rather like the UK outdoor industries’ responses to the challenges and evolving business landscapes of the past 20 years!
Andrew Denton, entrepreneur, brand builder and OIA CEO, has been the driver of the UK outdoor industry’s rebirth and outreach.
Twenty years of OTS feels like a remarkable milestone for the UK outdoor industry – despite missing one for COVID! I’ve personally had the privilege of attending every OTS over that time I believe – in my role as CEO at the Outdoor Industries Association more recently, and previously with brands. In fact, the very first OIA board meeting I hosted as a new CEO in 2011 was at the Stoneleigh OTS.
One of the things I remain most proud of was the OIA’s work in helping bring together KORS, ROKS, the Stoneleigh Tent Show and other parts of the industry together under one united banner with OTS. The outdoor sector works best when we work together, and OTS has become a brilliant example of that spirit of collaboration & cooperation.
Over the years I’ve attended wearing many different hats — the OIA, as a brand owner and as a volunteer in the charitable outdoor space – always I have found the right people to network with, deal with, catch up with, learn from. Having experienced the show from all sides of the industry, I genuinely understand the value of getting together. Yes, the opportunity to show, to sell and buy is important but there is so much more to OTS than that.
OTS remains one of the highlights of the outdoor calendar. I’m proud the OIA have been part of its journey, and that I have personally so many great memories from the very beginning. I look forward to many more shows – and seeing a new generation of trade taking it forward for the next 20 years.
Sam Fernando, Sales Director at Keela International and OIA Development Board member, has both eyes firmly on the future, building on her extensive experience at the sharp end. With the outdoor industry in her genes, she’s a passionate supporter of OTS.
So… wow! Twenty years of OTS. How time flies. We were one of the first brands to sign up after the sad demise of COLA, and I think everyone felt a mixture of relief and uncertainty. Relieved the outdoor industry still had a dedicated trade show, but wondering what exactly we were all heading into as we drove down to Stoneleigh.
And actually, it was rather lovely. Sunny countryside, cottages in the middle of nowhere, and one of the most relaxed shows we ever did. Yes, we missed Bettys and who can forget the George… but Stoneleigh became a cosy quaint alternative.
Still Stoneleigh wasn’t always the easiest place for customers to get to. The move to Manchester was a brilliant step forward, more central, more energy and buzz.
And then Covid arrived and turned everything upside down. Yet somehow OTS carried on in Liverpool and became one of the first trade shows back. It felt special to be part of that return. Even though it felt so surreal… no shaking hands, mask wearing. But the walk along the promenade in the evening post-show with some of the most spectacular sunsets I have seen!
Over the years there’s been laughs, sweat and hard graft all held together by sometimes literally duct tape and whisky. Looking at what OTS has become since those early ‘field show’ days, it is a huge credit to Marta, Alastair and Andrew. Quite a journey.
Owner of the independent outdoor and travel specialist retailer Outdoors & Active in England’s South-West, Paul Batts is in no doubt as to the value of OTS.
Congratulations to OTS, 20 years and still going, something my business celebrates next year. As much as we all love to see suppliers visiting our shops there is only so much they can carry, so the importance of seeing more of what they offer and lots of other suppliers all in one place is more important than ever, especially as the large European shows are less frequent, and not many UK businesses can spare the time or the expense of travelling to Germany.
Why come to OTS? Sometimes, it is all too easy to stay in your business, especially these days when we are all firefighting and watching costs rise and rise, but over the years we have found new suppliers, seen products that we had not seen before. More importantly, we have had great conversations with people that we would not normally meet, other retailers, manufacturers and other suppliers.
At a time when the empty experience of the internet and the self-service of the supermarket frustrate so many, this is the time for good retailers to bring back the joy of the customer experience, to have that conversation. After all, as human beings we love to talk to each other, and it might just lead to that extra sale!
See you there.
Cathy Casey, co-owner of The Climbers’ Shop and the Joe Browns stores with her husband Paul, is a proud carrier of the ethos embodied by those iconic retail brands, established so many decades ago and thriving in the 21st Century.
First there were the mythical halls of Harrogate – COLA, the legendary outdoor trade show. I remember attending, wide eyed and agog at the sheer number of brands packed into the exhibition centre, the basement and even the stalls of the adjoining theatre. And the people! Sundays were packed with shop staff from across the country spending their day off interacting with reps.
Today’s business-scape is very different and while the lines of OTS may feel comparatively quiet, the show has evolved over the past 20 years into a business hub pivotal to our UK industry.
For our company, it is an intense three days with our buying team casting eagle eyes across ranges, fresh brands and new product available to buy in the UK. We travel by train and stay close by so we can immerse ourselves not just in the business of buying but also marketing, innovation, display and, most importantly, face to face contact.
The addition of socials, networking events, the Sustainability Breakfast and awards means OTS has secured itself a key place in our company calendar. If it didn’t exist, we would find it almost impossible to meet with all the people required to build our business.
In a world where our lives are increasingly spent in the blue light of a device screen, OTS returns us to a colourful three-dimensional world of human contact, an inclusive, immersive and constructive space to talk about the kit we love and use.
Retired now, industry veteran Ralph White, latterly running Fenix Outdoor UK, has long experience of the ups and downs of trade shows.
When the annual outdoor trade show moved to Stoneleigh in 2005 I remember the industry still feeling the aftershock of 2001’s foot & mouth outbreak. Our industry’s end consumers didn’t need the gear we were making and selling. They weren’t allowed access anywhere to use it. The irony wasn’t lost on me that we were using a location that was the exhibition heartland of that agricultural sector. The venue offered exhibitors much more freedom of space, for important but mundane stuff like parking hired cargo trucks for more easily unloading everything and building up exhibition stands more quickly. That was an incredibly welcome relief compared to the previous, claustrophobic years of Harrogate.
What there was no easy solution for, however, was the reduced footfall of foot & mouth’s aftermath. Many small to medium retailers couldn’t spare the time or cost (or both) to come. Accommodation was spread out over the nearby towns and the evening community spirit that had personified Harrogate became a thing of the past. It’s a pleasure to know the Outdoor Trade Show is celebrating its 20th anniversary. Its location in Liverpool is a good move by all accounts, although I have only been there once since retiring.
OTS represents a unique opportunity for brands to connect with dozens of journalists and other consumer opinion informers. It’s a key strand in the showcasing of product innovation, delivering business growth and making contact personal. Jo Lowe, PR Account Director at Spring PR, knows her way around OTS like the back of her hand.
“Over the years, OTS has become a real fixture in the calendar for Spring PR. It’s always one of the busiest and most valuable events of the year for us with plenty of planning involved behind the scenes. What makes the show so valuable is the chance to catch up face-to-face with brand representatives, media contacts and industry partners all under one roof – something we really missed during Covid. There’s still no substitute for meeting in person when it comes to building relationships and giving journalists the opportunity to get hands-on with new products.
OTS creates a relaxed and engaging environment for our brands to connect directly with the media, strengthen relationships and share new products and stories in a way that feels natural, authentic and personal. We’re in for another busy time at this summer’s OTS – comfy shoes at the ready.”
Underpinning the sense of community and the driving force behind trade show evolution is business growth. Not necessarily writing orders but developing leads and relationships. Planting the seeds and nurturing seedlings. Neil Bradley, Brand Director at Mountain Equipment, certainly believes in the many layers of networking.
Trade shows are one of those things you don’t fully appreciate until you’ve actually been to one. They’ve got a certain buzz about them — an exciting mix of people, ideas, and energy — and it’s far more engaging than scrolling through websites or reading brochures. You can see things new products up close, ask straight questions, and get honest answers from people who actually know what they’re talking about.
What really makes them worthwhile, though, is the people you meet. You’re surrounded by potential customers, suppliers, and partners, and the conversations just happen naturally. A quick chat over a brew can turn into a lead, a demo, and a sale. It’s surprising how often a simple conversation opens a door you didn’t even know was there.
They’re also brilliant for sparking new ideas. When you’re walking around, taking everything in, you start spotting gaps and opportunities. You come away thinking about new products, improvements, and better ways of doing things. It gives your thinking a bit of a kick, in the best possible way.
And to OTS; after twenty years of turning up, enabling learning, selling, and creativity — thank you; see you again soon!
Debbie Read, Head of Corporate Communications and CSR at Equip Outdoor Technologies UK, has made quite an impact on the outdoor industry, influencing developments far beyond the UK. She is in no doubt about the value of OTS.
“Although I spend time enjoying the outdoors, hiking and biking, when I started working in the outdoor sector, I recognised I needed to get up to speed with understanding this new world, the terminology, big issues, key players, trends, routines and people. Seven and a half years later, as I reflect on my relatively short time in this sector, and with the upcoming OTS 20-year celebration I realise what a significant role this event has played in shaping my enjoyment and value within the industry.
I’ve walked the floor, manned the stand, voted in the awards, actively supported Rab’s Sustainability Breakfasts, engaged with the women’s networking sessions. I’ve loved the conversation, the challenge and the support. I’ve learnt more than I ever anticipated, and I’ve met lifelong friends along the way.
This industry is more than just one trade show, but having a UK focus each year on OTS amplifies the good that we are all doing. It ensures that outsiders, like me, are warmly welcomed, opinions are listened to, and challenge embraced, to allow us to create an industry that thrives with more positivity, together.”
Outdoor Trade Show 2026
Exhibition Centre
Liverpool Experience Campus
Kings Dock
Liverpool L3 4FP
L3 4FP (for sat nav, use the postcode L3 4BX)
Tuesday 2 June 9am-6pm (exhibition hall open till 8pm for networking)
Wednesday 3 June 9am-6pm
Thursday 4 June 9am-3pm
If you would like to speak to the show organisers, please email ots@mcpsr.co.uk or call on 0161 437 4634.
For all of the latest news and information about OTS 2026, visit https://outdoortradeshow.com.