Prowinter is on a clear trajectory to evolve into a major international meeting point for the European ski and winter outdoor industry. In a recent interview with our sister publication SGI Europe, show director Geraldine Coccagna shared how the January trade fair in Bolzano is growing beyond its roots as a rental-focused event and gaining traction among outdoor and retail professionals across the DACH region and beyond.
Held annually just after the holiday season, the event has successfully repositioned itself since shifting from its former April slot to early January. “The date now works for both hardware brands and outdoor companies,” says Coccagna. For the upcoming 2026 edition (Jan. 11–13), Prowinter will expand into a second hall, featuring a new Scandinavian Village and an enhanced Outdoor Lounge. This expansion is driven by growing interest from international brands like Stöckli, Kästle, Reusch, Hestra, Ziener and Montura, many of whom will now participate with full European sales teams instead of through Italian distributors.
One of Prowinter’s biggest draws is the Prowinter Test Days in Carezza, taking place Jan. 12–13, 2026. These ski tests offer a hands-on preview of next season’s equipment in real-world conditions. Organized in collaboration with ITASnow and Pool Sci Italia, the 2025 edition drew over 250 testers – mainly retailers – and this number is expected to grow. While currently limited to alpine skis, there is demand to expand the format to other categories.
A notable new alliance is forming between Scandinavian brands and the Italian Outdoor Group, whose co-location in Hall AB symbolizes Prowinter’s increasing international relevance and collaborative spirit. This is supported by its growing outreach to buyers from Germany, Austria and Switzerland – regions where ISPO Munich’s shift to November has left a gap in winter hardware engagement.
Prowinter is also putting sustainability high on the agenda. For 2026, the show will host the Ski Industry Climate Summit (organized by Atomic and Protect Our Winters Europe) and the Winter Sports Sustainability Network Meeting. A dedicated jury will also assess exhibitors’ sustainability efforts as part of the Prowinter Award.
Coccagna’s vision is clear: “Our goal is to make Prowinter the meeting point for the winter sports and winter outdoor industry in Europe.” With its focused format, strategic timing and growing network of outdoor and alpine brands, the show appears well on its way.
Read the full SGI Europe interview here.
