Raccoon Media Group unveils Europe’s only B2B Running Expo, revolutionising the business of running

A pioneering new B2B running show, the first of its kind in Europe, is coming in 2025, offering an unparalleled platform for brands, retailers, industry professionals, influencers and media to connect, collaborate and drive business forward. Award-winning events company Raccoon Media Group, the team behind the UK’s National Running Show and the USA’s Boston Run Show, has announced its most ambitious project yet: the International Running Expo (IRX 2025), set to take place at RAI Amsterdam on 4-5 November 2025. Designed exclusively for the running industry, IRX 2025 is positioned to be the go-to event for industry stakeholders to forge partnerships, showcase innovation, and engage in valuable discussions with leading industry professionals that shape the future of running.

This essential, industry-first summit is set to become the central gathering point for Europe’s running business community, featuring over 300 exhibitors and drawing more than 6,000 influential delegates—from retailers and B2B buyers to thought leaders, athletes, influencers, and media from across Europe. Attendees will gain exclusive access to the latest innovations transforming the running industry, with hands-on testing of cutting-edge technology, deep dives into emerging trends, and invaluable opportunities to share insights. Designed to foster high-impact connections, the event will feature dynamic networking sessions, including morning runs in scenic locations and a VIP after-party that promises to be a can’t-miss event—packed with the signature surprises and unforgettable experiences that define Raccoon Media Group.

The International Running Expo will also showcase a hosted-buyer programme that will see senior buyers connecting with brands from across Europe, making it an invaluable opportunity for retailers and brands of all sizes to forge strategic partnerships and get unparalleled face-to-face access to decision makers from across the industry.

The official launch event on 6 November in Amsterdam offered a taste of what’s to come. Attendees started the day with an invigorating trail run led by the celebrated Yoshi Groen, followed by a high-energy track session with Peloton star and ultra-running icon Susie Chan. The evening’s reception featured an inspiring interview with ultra-running legend Dean Karnazes, hosted by Chan, captivating top names from Europe’s running community. From influential brands and retailers to press, media, elite athletes, partners, and influencers, the launch underscored the unique opportunities IRX 2025 will bring for networking, brand visibility, and business growth.

Commenting on The International Running Expo, Event Director Shirry Liram said: “The International Running Expo provides an unmatched platform for innovation, collaboration and business acceleration. We are not only showcasing the latest advancements and trends but actively facilitating partnerships that will shape the future of running. This event is about empowering brands, retailers and professionals with the resources and connections to drive growth, elevate their impact and strengthen the running community across Europe and beyond. Demand has been incredible pre-launch and the momentum continues with an unprecedented number of brands and partners registering to attend and exhibit. This will be the largest running event in Europe and the early interest and commitment is extremely encouraging.”

Commenting on the launch of The International Running Expo, Mike Seaman, CEO of Raccoon Media Group, said: “The running industry has expanded massively in recent years, now representing a global market worth billions and impacting every facet of health, lifestyle, and community. Despite this tremendous growth, there hasn’t been a dedicated B2B event in Europe to bring together the innovators, brands, and leaders driving the industry forward—that’s where the International Running Expo comes in. This event is absolutely essential for fostering meaningful connections, exchanging ideas, and igniting business opportunities that fuel both the industry and the running community. We’re creating a space where brands can make a real impact, industry professionals can gain insights that will push their businesses forward, and we can all work together to shape the future of running.”