Building on the success of its inaugural 2025 edition, the International Running Expo (IRX) will return to RAI Amsterdam on 4–5 November. The leading business event for the running industry was established with a clear mission: to foster collaboration and build a more connected global running market. The event serves as a dynamic, multi-day platform designed to unite brands, retailers, distributors, race organisers, key opinion leaders, world-class athletes, and media professionals.
Designed to bridge elite athletic performance and business expansion, the carefully curated programme dives into the data, retail innovations, and cultural narratives transforming global running culture. Industry professionals will gain the strategic tools needed to capture current market share and anticipate upcoming shifts by connecting with visionaries from across the ecosystem, including speakers from World Athletics, London Marathon Group, UTMB Group, Runner’s World, Salomon, Brooks, COROS, parkrun, SheRACES, SportsShoes.com, TCS Amsterdam Marathon, Midnight Runners, and Friday Night Lights.
An initial highlight of the schedule, taking place on the evening of Tuesday 3rd November is a private screening of The Hillbilly Scientist, the only authorised documentary on Gary “Lazarus Lake” Cantrell. Built on a year of unprecedented access, the film goes behind the scenes at the Barkley Marathons, Big’s Backyard Ultra, and Cantrell’s home life, while also capturing a week of his Nevada TransCon journey. The documentary features commentary from prominent endurance figures, including Jasmin Paris, Rich Roll, John Kelly, and Mathieu Blanchard.
Further highlights include:
Industry insight and trends shaping the running sector
Key sessions designed for running industry professionals, where expert speakers will break down the core themes and market drivers shaping the business of running today to give you actionable insights for tomorrow.
For a deep dive into foundational business philosophy, The Formula of the Formulas features author Alberto Uncini Manganelli and moderator Urs Weber (Editor of Runner’s World Germany). They will discuss the powerful parallels between sports and business, highlighting how companies can apply an athletic mindset to build resilience and drive long-term growth.
On the data side, Shaping What’s Next: Industry Trends & Insights for 2027 delivers actionable market intelligence through a data-driven analysis of the European running market. Featuring fresh consumer data from Germany, France, and the UK, industry experts Guillaume Adam (RunMotion), Marc Anderman (Sporting Insights Ltd), and Urs Weber (Runner’s World) will break down shifting runner demographics, evolving consumer habits, and the brands winning the market.
Shifting the focus to community events, The Era of Mass Participation: Scaling Races Without Losing Identity features a debate among industry titans. Leaders from World Athletics, Friday Night Lights, UTMB Group, Le Champion/TCS Amsterdam, and SheRACES will discuss how to grow major running events while preserving their unique atmosphere, community, and identity.
Meanwhile, Talking Retail: Online vs In-Store delivers a dedicated, high-impact B2B debate on modern retail strategy. Featuring industry leaders Alistair Cameron (SportsShoes.com), Anvay Bharat (Amazon Sports), Markus Hupach (HERVIS), and Stephen Holmberg (Insight Accelerator), this panel dives into the intersection of e-commerce, specialty run retail, and omnichannel execution to discover the real drivers behind today’s sales.
Elite competitors to share performance and data Insights
The event brings together some of the world’s top athletic talent, including Olympic triathlete Alex Yee, who is partnering with COROS to show how elite competitors analyse data and how these insights influence future product design. The business side of the sport is also in focus as Olympic champion Allyson Felix and endurance runner Susie Chan host a fireside chat on The Podium on the business of women’s running, covering market participation, inclusive design, retail opportunities, and entrepreneurship. Additionally, two-time 200m World Champion and Olympic silver medallist Dafne Schippers joins the roster for a live podcast recording, where she will reflect on her career and share her perspective on the modern sports landscape.
Beyond the exhibition floor, the International Running Expo offers a packed schedule of social, active, and educational sessions. Highlights include a Strava Art Run as well as a Scott and Midnight Runners Amsterdam takeover featuring a mystery route by GPX artist Runbrandt. Attendees can also join the Precision Fuel & Hydration Running Track, a Runner’s High silent disco interval session, and an interactive Speed Skills Lab clinic with Olympian Dafne Schippers and Arj Thiruchelvam. Unwind at the Sip & Social at the Run Cafe, before letting your hair down at the iconic After Party at Escape Amsterdam for an evening of celebration and connection with great music across two DJ-led dance floors.
Complementing the action is an expert seminar programme covering running shoe cost analysis, brand building, the retail planning cycle, and run specialty. Key panels will also tackle the impact of running on high fashion and green initiatives in Transforming Running: Pathways to Sustainable Events and Brands.
IRX is where the global running community meets. Final opportunities are currently open for brands looking to exhibit, and early-bird delegate registrations remain available for a limited time. A ticket to IRX provides dual access to ISPO, the flagship event for the global sports industry, which runs concurrently at the same venue. Both events are organised by Raccoon Media Group – a global dynamic media and events business that builds sustainable, passion-led communities focused on healthy and active lifestyles.
