OutDoor by ISPO’s most important goal? To strengthen the outdoor community. Exhibition Director Lena Haushofer explains how the outdoor industry’s biggest event is going to transform the MOC Event and Order Center in Munich into the place to be for three days, June 4–6. With over 600 companies exhibiting, she updates us on how the event is attracting retailers, the program, sustainability at OutDoor by ISPO, and what the outdoor industry trade show is doing to support the next generation.
Lena, in our interview last month, you spoke of “four packed halls.” The registration deadline is now over. How many exhibitors have you been able to attract to OutDoor by ISPO?
Lena Haushofer: We have now completed the planning for the halls and atriums and have 607 exhibitors. All the halls and the outdoor area are completely occupied with exhibitors from 33 countries. We are super happy with this result. There’s going to be a lot of different brands at this year’s OutDoor by ISPO.
MORE: the FULL OutDoor by ISPO Exhibitor Directory
If necessary, more can be added, because brands with permanent showrooms who have not yet registered can do so until shortly before the start of the trade show.
Brands’ expectations will also be correspondingly high that enough retailers will come to OutDoor by ISPO. How are you planning to ensure this?
Our most important visitor goal is to get as many retailers as possible into the MOC Event and Order Center. So this year we launched a postcard campaign and wrote to 15,000 retailers. We did this in addition to the contacts that we connect with via e-mail, for example, and so we identified many new international contacts.
We are also asking all exhibitors to invite their retailer contacts free of charge using the Connect by ISPO tool. And likewise, we’re letting retailers know that they can come to OutDoor by ISPO free of charge via their exhibitor contacts. On top of this, we have been visiting many retailers throughout Europe.
For retailers, there will be a special retailer program at the fair, with free admission to the OutDoor by ISPO party as well as access to a Buyers Lounge with drinks. The party tickets include all drinks, a vegan and vegetarian BBQ, and live music.
The €1,999 entrance fee for non-exhibiting industry participants has been the subject of a lot of discussions in the industry. Can you tell us more about this ticketing strategy?
Our most important goal at OutDoor by ISPO is to strengthen the outdoor community. Following dialogue with our partner, the European Outdoor Group (EOG), we decided to set up this new ticket structure. Our feedback from different stakeholders has been that most of them understand our pricing structure and support it.
But for anyone who needs more background to ticket prices: The ticketing structure and pricing are carefully designed to drive meaningful traffic and to finance the infrastructure of the event. The pricing structure is not punitive, but rather it’s designed to support and protect the exhibitors whose investment makes it possible for the industry to come together.
The 2023 OutDoor by ISPO is in a unique setting at the MOC Event and Order Center, with unique economics, but the principles are the same: We aim to create a welcoming and inviting space for exhibitors and their customers to meet.
And to maximize the effectiveness of these interactions and improve our target group-oriented approach, this year we’ve introduced a color code for the tickets. The community tickets will be either media, retail, non-exhibiting brands, or exhibitors.
This community also includes the next generation…
That’s right. To support this new generation, this year we have set up a Young Talent program for retail trainees.
At OutDoor by ISPO 2023 there will be an independent get-together of almost 50 trainees to enjoy an outdoor cooked lunch. And they can spend the night in Nordisk tents on the event camp site. On Monday, they will be able to take part in a guided tour, tailored to trainees, and of course join the OutDoor by ISPO party in the evening.
VDS and FEDAS are supporting us with this, and we hope that we can extend the program to include trainees who attend ISPO Munich.
I should add that, of course, the camping facility is available to all visitors.
MORE: Camping at OutDoor by ISPO
Sustainability is a huge topic in the outdoor industry. Many even see the outdoor industry as a pioneer. But how does Messe München handle sustainability when it comes to event design?
Here are a few points we are starting from: We offset the emissions generated by the exhibitors with the help of our partner myclimate.org. The GoGreen Ticket, which makes a contribution to climate protection for the greenhouse gas emissions produced, means exhibitors can participate in the trade fair in a climate-neutral way at no extra cost.
We use pre-built stands, which are largely made of circular materials, and we do not use carpet in the entrance area and in the corridors.
In our restaurants and at the official parties we only offer vegetarian and vegan food. And, of course, our program is filled with content dedicated to the topic.
Good point, let’s talk about the program.
“Circularity” is this year’s focus topic. On Monday morning the EOG is offering the talks “Approaches to Circular Business Models” and “Realities of Scaling Supply Chain Decarbonisation” and, of course, there’ll be daily guided tours of the Sustainability Hub.
But I also think your own Outdoor Industry Compass panels “What to expect from the EU strategy for more sustainable products” and “How to design for a circular future according to the upcoming ’Ecodesign for Sustainable Products Regulation’” are very exciting.
The OutDoor by ISPO program at a glance
In addition to the well-filled program in the Sustainability Hub, you have a lot of side events planned, which offer real opportunities for networking…
May I list some highlights?
Yes, of course.
We have morning runs with Joe Nimble as a partner on Sunday and Monday at 7:30 am, followed by breakfast. Our Energy Zone is supported by recovery sessions with Blackroll and Gibbon Boards. We will have yoga sessions on-site and Dometic will provide charging facilities for laptops & smartphones.
The Run&Trail Summit by Runner’s World will take place on Monday.
For journalists and other media representatives, we teamed up with our outdoor chef Kieran Creevy to organize an Editors’ Lunch. In addition, the media program offers press tours on both Sunday and Monday. The press conference with OutDoor by ISPO and our partner EOG will kick the event off on Sunday at 11 am.
Find all press information here
Will there be an ISPO Award ceremony at this year’s OutDoor by ISPO?
Absolutely. On Sunday and Monday, the prizes will be awarded at 5 pm at the ISPO Award Gathering. This takes place outdoors in one of the huge tents. The entries this year are even more diverse than last year.
In addition to the ISPO Award area, there are around 20 start-ups you can discover in the Brandnew Area alongside more established brands such as Vaude, Marmot, Exped, Dometic or Berghaus and Primus.
We’re welcoming back Patagonia with its Repair Truck too.
I think this year we have succeeded in gathering together a good mix of exhibitors and putting together an informative program. I can only encourage everyone to mark your calendars for June 4 to 6, and come to OutDoor by ISPO!
All the info you need to plan your visit to OutDoor by ISPO, at a glance:
- Tickets: https://www.ispo.com/en/outdoor/services/tickets
- Overview: https://www.ispo.com/en/outdoor
- Press information: https://www.ispo.com/en/outdoor/press
- Program: https://www.ispo.com/en/outdoor/program
- MOC: https://www.ispo.com/en/outdoor/impressions-moc-event-center
- Campsite: https://www.tagkonzept.com/outdoorcamping/?lang=en
- How CO2 compensation works for exhibitors and visitors: https://www.ispo.com/en/munich-about-ispo-munich/gogreen-co2-compensation