After attending ISPO 2026 in Amsterdam, I came away feeling optimistic about the future of one of the sporting goods industry’s most recognised trade exhibitions. There is still work to be done, but every new beginning needs a starting point, and I believe this was a very encouraging one.
Having attended ISPO 2026, my overriding impression was that this was an important first step in rebuilding an event that has played a significant role in bringing the international sports and outdoor industries together.
Moving an established exhibition to a new location, introducing a different approach and attempting to reconnect with an industry that has changed considerably over recent years was never going to be straightforward.
However, having spent time at the event, I genuinely believe the organisers have created a strong foundation from which ISPO can develop over the coming years.
Was everything perfect? Of course not. But I don’t think anyone realistically expected it to be.
What matters is whether the event demonstrated that there is still a demand for an international meeting place for the industry, and from what I experienced, the answer is certainly yes.
A New Location and a Fresh Opportunity
The decision to move ISPO from Munich to Amsterdam represented a significant change for an exhibition with such a long history.
For many within the industry, Munich and ISPO had become almost inseparable. Changing that relationship was always going to generate discussion, particularly among exhibitors and visitors who had attended the event for many years.
However, sometimes an established event needs to make a significant change to create an opportunity for renewal. Amsterdam offered ISPO the chance to establish a different identity while retaining the heritage and recognition that the exhibition has built over decades.
Walking around the event, I felt there was a genuine sense that this was the beginning of something new rather than simply an attempt to recreate what had existed previously.
That distinction is important. The sports and outdoor industries have changed, and exhibitions need to change with them. Brands are more selective about where they invest their marketing budgets, retailers have different expectations, and visitors increasingly need a clear commercial reason to attend.
For ISPO to succeed in the future, it needs to reflect those realities.
A Busy Event and an Encouraging Atmosphere
One of the most positive aspects of ISPO 2026 was that the event was busy. For a first edition in a new location, that was particularly encouraging.
There was clearly an appetite for people to reconnect, meet existing contacts, develop new relationships and discuss the opportunities and challenges facing the industry.
I have always believed that face-to-face meetings remain one of the most valuable parts of our business. We can communicate through emails, video calls and social media throughout the year, but none of those completely replaces the opportunity to sit down with someone, discuss their business and develop a relationship in person.
Trade exhibitions provide an environment where those conversations can happen naturally. You might arrive with a number of meetings arranged, but often it is the unexpected conversations that prove equally valuable. That is something the industry should not underestimate.
Seeing people engaging with one another, discussing products and exploring opportunities reinforced my belief that there is still a place for an event such as ISPO.
The Industry Needs a Strong International Meeting Point
The outdoor and sporting goods sectors are built on relationships. Manufacturers, distributors, retailers, designers, agencies, media organisations and service providers all contribute to an industry that depends on collaboration.
A successful international trade exhibition provides a meeting point for those different parts of the market. It also gives smaller and emerging brands an opportunity to introduce themselves to potential customers and partners who might otherwise be difficult to reach.
For established businesses, it offers an opportunity to maintain relationships, communicate new developments and understand what is happening across the wider industry.
That is why I believe rebuilding ISPO is important. The industry benefits from having a recognised international event that brings people together, creates commercial opportunities and provides a platform for discussing the future. However, the organisers must ensure that the event delivers genuine value for everyone involved.
Exhibitors need to feel that their investment is worthwhile, while visitors need to leave believing their time has been well spent. Finding that balance will be central to ISPO’s long-term success.
There Are Areas That Need Improving
It would be unrealistic to suggest that everything worked perfectly at the first Amsterdam edition.
Any exhibition undergoing such a significant transition will encounter challenges, and there will inevitably be aspects that need reviewing and improving. I think it is important to approach those issues constructively.
The real test of an event is not whether every detail is right in its first year, but whether the organisers listen to feedback and make meaningful improvements.
Exhibitor experience, visitor engagement, the commercial value of attending and the overall structure of the event should all remain priorities as ISPO develops.
The organisers have an opportunity to speak directly with the brands, retailers and industry professionals who attended and understand what worked and what could be better.
That feedback will be extremely valuable. One of the biggest mistakes any established exhibition can make is assuming that its reputation alone will guarantee its future. It won’t. ISPO needs to demonstrate its relevance year after year and give businesses a compelling reason to return. But having attended this first event, I believe that is entirely achievable.
Building for the Future Rather Than Looking Back
One thing I would particularly encourage is for ISPO to concentrate on what it can become rather than spending too much time comparing itself with what it once was.
There will inevitably be comparisons with Munich, and that is understandable given the history of the event. However, the industry itself is not the same as it was ten or fifteen years ago. Retail has evolved, consumer behaviour has changed, digital communication has transformed how businesses operate, and brands are increasingly focused on demonstrating a measurable return on their investment.
The future of ISPO should be built around those changes. That means creating an event that is commercially relevant, accessible and genuinely useful to the people who attend. It should be a place where established businesses can strengthen relationships, emerging brands can find opportunities, retailers can discover products and the wider industry can exchange ideas.
There is also an opportunity to make the event more than a traditional exhibition.
Industry discussions, education, networking and opportunities for collaboration can all contribute to making ISPO a destination that people actively want to attend.
The important thing is that these elements support the central purpose of bringing the industry together and helping businesses develop.
Give the Event Time to Develop
I think it is worth remembering that rebuilding an event of ISPO’s size and reputation is not something that can be achieved overnight.
It requires investment, commitment, patience and a willingness to adapt.
It also requires support from the industry itself.
Brands, retailers, distributors and other businesses all have a role to play in helping create the type of event they want to see in the future.
That does not mean overlooking problems or accepting an experience that fails to deliver value.
Constructive criticism is essential.
But there is a significant difference between identifying improvements and dismissing an event before it has had a reasonable opportunity to establish itself.
From my perspective, ISPO 2026 deserves that opportunity.
The first Amsterdam edition has provided a starting point, and I believe there is every reason to be positive about what can follow.
