While the U.S. outdoor retail market is inundated with a packed trade show calendar this spring and summer, Europe is going to go show-less this year as the European Outdoor Group (EOG), along with trade show organizer Messe München, have jointly decided not to hold the OutDoor 2025 as scheduled in May. The issues surrounding the show are not unlike those of Outdoor Retailer, which moved its show from a popular location to address the needs of its constituency only to find the shows lacking the expected support.
“Sometimes, courageous decisions are needed“, said Christian Schneidermeier, the newly-minted director of the European Outdoor Group. “But beyond being courageous, our decision not to hold OutDoor in 2025 is logical. Despite our best efforts – ranging from a new trade fair concept to thorough discussions and appeals – the number of registrations that we have received to date indicates that we will not achieve the goals set for OutDoor 2025. If we cannot meet these targets of 20 percent more exhibitors and visitors, I believe that not holding the trade fair this year brings us greater opportunities than risks. At the same time, we are also expanding our strategic partnership with Messe München to strengthen our future endeavors.”
EOG set a goal of increasing exhibitors and visitors by 20 percent this year, along with achieving cost reductions, and fell short of both. The decision comes on the heels of a push in late January to stir up support for a show that was once the toast of Europe and garnered tremendous support and buzz in the U.S. and other international markets when the show was held in mid-July as OutDoor Friedrichshafen on the shores of Lake Constance. Many industry executives from the U.S. made the trek to Zurich, Switzerland, and took a two-hour drive to the small town of southern Germany. SGB Media reported live from the show.
All that energy stopped when the show directors moved the venue to Munich in 2019. Now, they are left making last-minute requests to spark interest in the show. Now, the show has been “paused,” “postponed,” or “canceled,” depending on who you talk with after the efforts of the last few weeks fell short of expectations.
“The EOG exists to represent the will and needs of the industry,” the trade group said in their January 27 push. “Let us be absolutely clear that the trade has repeatedly stated its need for the OutDoor show and for a revitalized, 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.”
Exhibition Director Lena Haushofer expressed disappointment over the suspension of OutDoor 2025 but remains optimistic about ISPO Munich 2025, which she expects to provide a valuable platform for the outdoor community’s future challenges.
“We are undeniably disappointed, as we invested considerable energy into developing and promoting the new concept for OutDoor 2025,” Haushofer commented. “Nonetheless, we are confident that ISPO Munich 2025 will serve as an effective platform for addressing the pressing and relevant future issues of the outdoor community, both for exhibitors and visitors, given the current circumstances.”
The focus will now be on integrating these aspects into the hall and conference designs for early December.
The EOG, which has fewer than 150 members, said it is embracing transformation in 2025, including preparing for board member and presidential elections. Schneidermeier will formally join the EOG in March 2025.
“We will use 2025 to conduct necessary analyses and develop all measures needed to get off to a flying start again in 2026 – with new names on the board, fresh ideas and compelling formats that will offer real added value for industry participants,” Schneidermeier added,
“The outdoor sector has always stressed the need for a global networking and knowledge-sharing platform.”
Instead of OutDoor 2025, EOG and Messe München said two key opportunities will arise at ISPO 2025, including the group’s support of the Sustainability Hub at ISPO 2025 and the planning of a “Sustainability Conference” around the original OutDoor dates.
Image courtesy OutDoor/Messe München GmbH
