With four months still to go before the first edition of the OutDoor by Ispo fair, about 700 exhibitors from 36 countries have already applied to participate in the event, scheduled to run in Munich from June 30 to July 3, well over an initial target of around 600 firms. The organizers are open for additional applications, but the first hall allocations are due to be completed by the end of March.

The companies that have signed up include names like Adidas Outdoor, Aku, Arc'teryx, Asolo, Beal, Birkenstock, Black Diamond, Camelbak, Coleman, Danner, Deuter, Ecco, Edelrid, Fiskars, Fjällräven, Garmont, Goldwin, Icebreaker, Jack Wolfskin, Katadyn, Keen, Leki, Lowa, Luhta, Marmot, Montane, Mountain Equipment, Nemo, On, Osprey, Patagonia, Petzl, Primaloft, Royal Robbins, Scarpa, Scott, Sigg, Singing Rock, Tasci (Montura), Tecnica, Treksta, Treré, Trespass, Vaude, Viking and Walltopia, among others.

No mention yet of Salomon or The North Face in the list of all the brands and manufacturers that have already registered, which is available on the fair's website, but there is no fixed deadline for new applications.

The organizers had originally planned to fill six halls on the eastern side of the fairgrounds, but they are now going for eight halls, or maybe even nine. Messe München has 18 halls, and they are twice as big as those in Friedrichshafen, giving the trade show ample room for future expansion.

Messe München may have been tempted to relaunch the former Summer Ispo, covering all kinds of sports and outdoor categories. While adding mountain bikes and trekking bikes to the offer, it has decided to limit itself for the time being to two segments of the outdoor market that will be housed in different spaces – Core Outdoor and Outdoor+ – and to add another segment called Cross-Industry or X-Industry. Prospective exhibitors have been asked to indicate the space in which they think they would fit.

Core Outdoor brands will be allowed to exhibit in Halls A5, A6, B5 and B6 – right in front of the East Entrance of the fairgrounds. They will be mostly the kinds of companies that have been showing in Friedrichshafen, with the addition of suppliers of other products such as apparel and other gear for mountain bikes and trekking bikes. As at Ispo Munich, outdoor industry start-ups will have their own space there.

Watersports, mountain biking, trail running, camping, urban outdoor and other categories will be featured in the Outdoor+ area in the adjacent Halls C4, C5 and C6. The space will also host suppliers to the industry such as suppliers of fibers and fabrics, as well as companies involved in travel and tourism in cooperation with the Adventure Travel & Trade Association (ATTA), which has a presence in about 100 countries. There will be Tent City and a test area for electric mountain bikes. The open area in front of Hall C6 will be used as an exhibition and test area. A camping and glamping site will be set up nearby.

The Cross-Industry area in Hall B4 is set to feature digital solutions, future retail store concepts, wearable technologies, an OutDoor Academy and a Digitize section, resembling similar initiatives taken for the broader sporting goods sector at Ispo Munich.

Messe München already organizes more than 50 trade shows around the world, giving it a total of about three million industry contacts. While they are not all relevant to the outdoor sector, it is calling on some companies in the areas of environmental protection, logistics, electronics and others that show at other fairs to participate in the show.

The organizers are investing a lot in retail activation, notably by offering an online platform for inviting foreign retailers in their own languages and to manage appointments with them. It is currently available for retailers in Austria, Italy, Poland, the Scandinavian countries, Spain, Switzerland and the U.K. More than half of the exhibitors haven't taken the initiative to invite buyers, the organizers say.

As with Ispo Munich, Messe München is also going to involve local consumers in a series of local outdoor-related events all over the city during the trade show, directly and with the cooperation of exhibitors and local retailers. It will organize industry awards and place its internet platform at the disposal of the brands and manufacturers to communicate with retailers and consumers all year round.

The concept developed for OutDoor by Ispo is going to be more inclusive than the former OutDoor show in Friedrichshafen, but it is still designed to create a stimulating community spirit. It was fine-tuned after a meeting last November with an advisory board in which von Dewitz was joined by other influential top executives from specialist retailers like A.S. Adventure and Fenix Outdoor and companies like Equip Outdoor, Icebug, Jack Wolfskin, Mammut, Oberalp, Tecnica and W.L. Gore.