Shirry Liram has been in the events industry for more than 20 years, with experience directing trade and consumer exhibitions, plus summits and festivals in the UK and overseas ranging from dance, travel and design to tech, medtech and AI.
We recently caught up with Shirry to find out about the current mission: to launch a new international running event in 2025. The International Running Expo (IRX) is a new B2B running event, the first of its kind in Europe, launching in Amsterdam this November.
How did you get involved with Raccoon Media Group and what attracted you to the role?
Having had a long standing career within events, I’ve known of Raccoon Media Group for some time. When an ex-colleague who currently works with Raccoon approached me with an ‘opportunity I couldn’t refuse’, I was instantly intrigued. The stars aligned and the rest is history…
Launching an event in the running industry is what made this role particularly attractive. That is what drives me. I thrive on the energy and adrenaline of launches and the satisfaction of bringing something that is needed to a new community. The running industry has seen incredible recent growth and the market potential is clear. Raccoon has a strong background and industry pedigree, and I knew they would have researched the launch thoroughly before pressing ‘go’ on the project.
What has been the highlight of the role so far? And the biggest challenge?
It may sound cliché, but the highlight has been my team. You can’t underestimate the importance of a good team, especially when it comes to a launch. I’m thankful that everyone brings different strengths to the table and we aren’t afraid to challenge each other, but we also all get on like a house on fire.
The biggest challenge is launching an event from scratch. It can be a rollercoaster. To an extent, you are selling a ‘dream’ because you don’t have the event history to rely on. When you are on this side of things, you’re aware that we have all the contacts in the running industry and a very experienced team who know how to deliver events, but that is something you need to keep communicating. Even though we don’t have that history to rely on, the numbers of registrations and exhibitors for IRX has been phenomenal. As Event Director, it is really rewarding to be confident it is going to be something special that will make a mark on the industry.
Were you already a keen runner or has being involved with IRX drawn you to the dark side?
I would describe myself as a social and culinary runner. I’m happy to get involved in social runs and I can be extra tempted if there are pastries on offer afterwards! Seriously though, it is quite addictive when you are surrounded by people who love running and talk about running, you get swept along. Just getting involved is brilliant, it is a way of getting to know people and networking that is totally different. For instance, some of the team got involved in the TCS Amsterdam Marathon, and that was a lot of fun.
We are now just a few months away from IRX, which top 3 things are you looking forward to?
Firstly, the world class content being put together by the Raccoon content team led by Kate Jamieson. We will have industry leaders and running giants discussing new developments in running and top trends via fireside chats and live podcasts. They are going to be unmissable.
I’m also super excited to have over 200 exhibitors in the room. For a launch event that is incredible! I know that a lot of them have surprises planned for activations and I can’t wait to see those. It is the biggest pleasure for me, seeing the engagement between retailers, exhibitors and influencers – the meaningful conversations in action.
The third, if I have to pick a top three, would be all the experiences and activations , the ‘icing’ on top of and surrounding the event. I know the Cool Down Party is going to be quite a spectacle, and there are morning drills, ice baths and more activities that will foster a fun, energising and collaborative environment for attendees.
What is the mix of brands attending IRX?
What is the mix of brands attending IRX? We have a fantastic mix of brands that are known and established Vs newcomers and disruptors to the industry. This is fascinating to watch and by attending IRX, visitors will get a chance to connect with the next ‘big thing’ that they haven’t heard of.
The geographical spread of brands is amazing and global. We have businesses from just about every country in Europe, as well as from the USA, Canada, Taiwan, Hong Kong, Australia, China, Malaysia, Japan, South Africa and more. See the exhibitor list here.
You’ve been in the industry for many years, how do you think B2B events are evolving?
I think the most important aspect is connection. People go to events to connect. Learning and networking are the critical elements. To establish itself as a staple on the industry calendar, a B2B event must do two things well. That is give visitors the opportunity to learn and grow and facilitate opportunities to meet and network with other people. Those opportunities will naturally depend on the space being operated in, but the running industry is super creative, and opportunities can be in the form of runs, hikes, parties and more.
Is there an event activation that has stood out to you?
I didn’t experience it first-hand, but from everything I’ve heard since and the impact it had, I would say that our sister event TrailCon got their activations on point earlier this year. If you are looking for that virality and moments that people talk about long after, then TrailCon by all accounts set the bar. As I understand it, there was a run up a mountain at 6am followed by a live DJ in a cable car and breakfast after. You’ve got to have serious respect for the person who thinks ‘yes, let’s put a DJ in a cable car early in the morning’.
I’m also really anticipating our own activations at IRX in Amsterdam. The scavenger hunt run that will involve sightseeing and an ice bath in November sound particularly interesting to me..!
What are the key trends in the industry you expect to be discussed at the Expo?
The main trend topics will include:
– The Future of Running Events: Innovation, Technology, and Experience
– Sustainability in Running: How Events and Brands Can Lead
– Gen Z & the Next Wave of Runners: Building the Future Audience
– Retail Reinvented: The Running Gear Marketplace Post-COVID
– Running Tech Trends: Wearables, Recovery, and Personalization
– Inside the Brand: Building a Global Running Community
– Monetising Running Events in the Digital Era
– Performance Meets Tech: The Science Behind Smarter Training
What is your go-to karaoke song?
Ha! I love a duet! I would do Summer Nights from Grease.
Following that answer, we need to ask… who would be your dream person to duet with?
John (Travolta), and if he reads this, I’m free from Thursday 6th November .