Author: Ashley Cox

Raccoon Media Group has signed a three-year agreement with Explori, the global leader in customer experience (CX) research and measurement.

One of the world’s fastest-growing exhibition organisers, Raccoon opened the doors to its first event just seven years ago and now employs over 50 members of staff and operates in UK, Europe and the US.

Mike Seaman, Group CEO and Founder at Raccoon, said:
 “I’m delighted to be working with Explori who include most of the exhibition industry’s major players among their prestigious client-base. Our partnership with them will significantly enhance our ability to gather and apply customer and market intelligence — a vital step in supporting our growth strategy.”

Group Chief Operating Officer Jo Tyler added:
 “The latest innovations that have been developed by Explori were pivotal in our decision to move forward with this collaboration. Its benchmarking capabilities, AI-powered analytics, automated reporting, and tailored data visualisation tools are exceptional and will give us data insights that we were struggling to gather cost-effectively elsewhere. When you are growing quickly through a series of launches and acquisitions, it is essential to be able to make effective data-driven decisions. We needed a partner who really understood our business, a team that we trusted and a business with a clear and credible AI vision — and Explori certainly fits that bill.”

Mark Brewster, CEO and Founder of Explori, commented:
 “I’ve long admired Raccoon’s achievements and rapid expansion. We’re thrilled to be part of their future plans and to contribute meaningfully to their strategic toolkit.”

Explori’s insights platform delivers real-time benchmarks for different event formats, drawing on data from thousands of events worldwide. Its client base includes major players such as Informa, Clarion, Diversified Communications, Access Intelligence, Arc, IMEX, and Messukeskus.

Brewster continued:
 “Recent advancements in large language models (LLMs) have opened up game-changing opportunities for SaaS platforms like ours. The struggle to convert survey responses into clear, actionable insights is becoming a thing of the past. As organisers navigate critical decisions around formats, pricing, and product development, understanding attendee and exhibitor sentiment is more essential than ever. And because AI is only as effective as the strength of the data behind it, we believe Explori has even greater advantages over generic platforms moving forward.”

Raccoon Media Group is proud to announce it has taken home four major accolades at the 2025 AEO Excellence Awards, one of the most prestigious awards ceremonies in the UK events industry calendar.

The company was recognised in the following categories:

• Marketing Campaign of the Year – Consumer Show (The National Running Show)
• Consumer Show of the Year (The National Running Show)
• Independent Organiser of the Year – Over 20 Employees
• ESG Initiative of the Year

In addition to these wins, Raccoon Media Group was also a finalist in two further categories:

• Organiser Team of the Year
• Best International Show – Americas (Abilities Expo)

The awards mark a significant milestone in the company’s journey, recognising the dedication, innovation and team spirit that underpin Raccoon Media Group’s approach to live events and community engagement.

Mike Seaman, Group CEO, commented: “We went into the Awards with no expectations – in my head I had thought that if we came away with one award it would be cause for huge celebration, our entire team was completely blown away to have won four awards. The standard across the board was incredibly high and to be acknowledged among such strong competition is truly humbling. These awards reflect how far we have come in just a few short years – and most importantly, they affirm that the work we’re doing matters. We’re excited about the future and incredibly grateful to our team and partners for their continued belief and support.”

Jo Tyler, Group COO, added: “At the heart of Raccoon is a brilliant, committed team – and these awards are really a celebration of them. We have always tried to nurture a culture that encourages entrepreneurial thinking, creativity and resilience. That spirit drives everything we do and helps us deliver events that truly connect with communities. This recognition means the world to us.”

For more information about the AEO Excellence Awards visit: https://www.aeoawards.org/

How Raccoon Media Group turned a respected brand into a global force for good and growth

What happens when a successful, mission-driven event meets the right partner? For Abilities Expo, that meeting came in 2023—when UK-based events powerhouse Raccoon Media Group acquired the much-loved series of disability-focused events. The result? Not just growth, but transformation.

In the space of just 12 months, Abilities Expo has expanded its reach, diversified its revenue streams, increased its profitability and doubled down on its commitment to the disability community. It has become the blueprint for how event brands can grow without compromise – doing good while doing well commercially.

Honouring a legacy, building a future

Long before the acquisition, Abilities Expo had a strong foundation. With a loyal following across seven major US cities, it served more than 30,000 annual attendees – people with disabilities, caregivers, families, service providers and industry experts – offering critical support, resources and education. It had a stellar reputation in the accessibility space and was beloved by its community.

But Raccoon Media Group saw untapped potential – not just to grow the events, but to elevate their impact and build a 360-degree ecosystem around them.

“Our goal wasn’t to change what made Abilities Expo special, it was to enhance it,” said Mike Seaman, Group CEO of Raccoon Media Group. “We knew that community was at the heart of this brand and we wanted to protect that whilst sensitively exploring new growth opportunities that add value to the core offering.”

The numbers don’t lie

The results speak volumes. Since acquiring Abilities Expo the numbers have soared:

• Rebook was introduced and exceeded $1.25million in the first year
• SPEX (sponsorship and exhibition revenue) increased by 62%
• Event footprint expanded by 62% in total square footage
• Exhibitor numbers also up by 69%
• Attendee numbers climbed 68%
• Visitor Satisfaction has increased from an average NPS of 32 to an NPS of 54
• Exhibitor Satisfaction has increased from an average NPS of 38 to an NPS of 44

Abilities Expo’s community-first approach isn’t just talk; it’s backed by action. As part of its ongoing commitment to give back to the community, Raccoon Media Group has made charitable donations to organizations making a real impact for people with disabilities. Among them is Help Hope Live, a dynamic nonprofit that helps individuals fundraise for mobility equipment, medical treatments and other critical needs that fall outside the reach of insurance. And when the wildfires ravaged Los Angeles, Abilities proudly supported Triumph Foundation in providing urgent assistance to members of the disability community impacted by the devastation. These efforts reflect a core belief at Raccoon: growth means nothing if it doesn’t lift others along the way.

More than just consumer: The B2B leap

Perhaps the boldest and most strategic move has been the launch of the Abilities International Accessibility Conferences, a new B2B layer of the brand set to debut in 2026. These conferences will run alongside expos in Long Beach, New Jersey and Chicago, uniting manufacturers, care providers, service organisations and industry leaders from around the globe.

Designed as a three-stream, CEU-accredited professional platform, the new series marks a turning point. It bridges the gap between consumers and industry, driving innovation, commercial opportunity and sector-wide collaboration.

“This is about building something truly transformative,” said Katy Roberts, Managing Director at Raccoon Media Group. “The B2B conferences expand our influence, attract new stakeholders and help push the accessibility conversation forward at a global scale.”

A platform for global growth

Raccoon’s ambitions don’t end at the US border. With the backing of Cuil Bay Capital, led by former Tarsus Group CEO Doug Emslie, the company is pursuing an aggressive acquisition and launch strategy y across Europe, the US and the Middle East.  with B2B and B2C events in their key verticals of mobility, animal health and sport/outdoor.

Abilities Expo is now the leading example for what’s possible. From a respected US show series to a multi-layered platform for accessibility innovation, it has become a living case study in what great event stewardship looks like.

Katy Roberts, Managing Director, Raccoon Media Group commented: “One of the things I’m most proud of is how seamlessly we’ve merged our UK and US teams to create a unified, high-performing group that’s truly greater than the sum of its parts. We didn’t just bring in new systems—we brought in shared values, mutual respect and a real sense of purpose. That team dynamic has been fundamental to the growth we’ve seen across Abilities Expo. The same people who helped drive the transition are now driving the momentum forward.”

Raccoon Media Group’s growth has been rapid but never rushed. At the core of its success is a simple philosophy: find communities built on passion and purpose, then invest in helping them grow. Raccoon seeks out spaces where real people are doing meaningful things and where events can serve as catalysts for connection, innovation and impact.

The company doesn’t always take the most obvious route. It’s known for spotting overlooked opportunities and taking calculated risks on under-served or emerging markets. That mindset has helped Raccoon build a proven track record, scaling events in both the UK and US, launching new formats and now successfully expanding into the B2B space.

Rather than apply a rigid formula, Raccoon focuses on listening first, building trust and working closely with teams on the ground to make thoughtful, sustainable changes. It’s this collaborative, community-first approach that’s driving the momentum behind Abilities Expo and shaping the company’s wider international growth plans.

To work with Raccoon Media Group on a launch or acquisition, contact Group CEO Mike Seaman mike@raccoonmediagroup.com

Global events company Raccoon Media Group has been shortlisted in a record six categories at the prestigious AEO Excellence Awards. The Awards #AEOAwards25 have been running annually for 32 years and represent the very best that the events industry has to offer.

Raccoon Media Group is shortlisted in the categories of Organiser Team of the Year, ESG Initiative of the Year and Independent Organiser of the Year >20 Employees. The National Running Show has been shortlisted in two categories: Marketing Campaign of the Year (Consumer) and Best Consumer Show. While Abilities Expo Los Angeles picks up a nomination for Best International Show – Americas.

The National Running Show, hosted at the NEC Birmingham in January 2025, has seen significant growth since its inception in 2018. The stages are graced by over a hundred speakers from a diverse range of running backgrounds, from community initiatives, to world-record attempts, and celebrities to athletes. Experts featured this year included Dame Denise Lewis, Jasmin Paris MBE, Sir Mo Farah, Scott Jurek, Deo Kato, Spencer Matthews, Susie Chan, Bryony Gordon and Iwan Thomas MBE. There was also a record turnout of over 30,000 runners in attendance.

The Abilities Expo held in Los Angeles Convention Center in March is an event that brings products, resources, education and fun together for the disability community. The show features adaptive activities, such as an accessible climbing wall and valuable informative workshops advising on topics such as home design and how to navigate healthcare hurdles.

Mike Seaman, Group CEO at Raccoon Media Group commented: “What I love about being nominated for Awards is the perspective it allows for not only myself, but the entire Raccoon team. The events industry is fast-paced and hard work, but the Awards nominations and ceremonies allow an opportunity for pause and reflection. In those moments, there is a collective ‘pat on the back’ where you feel seen by the industry, and it’s not just me telling my team they are fantastic, but their peers too. I’m very grateful for our multiple AEO Excellence Awards nominations, I wish the other nominees luck and I’m eagerly awaiting the Awards in June.”

The National Running Show will be back at the NEC Birmingham on 31 January – 1 February 2026 and The Abilities Expo currently takes place in seven U.S. cities throughout the year. For further information about other Raccoon Media Group events visit: https://raccoonmediagroup.com/ .

Raccoon Media Group today announces a significant international expansion with the launch of the Abilities International Accessibility Conferences, a world-leading series of B2B events designed to unite professionals, innovators and organisations within the global accessibility and disability sector.

Building on the legacy of Abilities Expo—a series of well-established consumer events in seven major US cities—this strategic expansion marks a bold investment by Raccoon Media Group to enhance global accessibility dialogue and drive business growth. Working hand-in-hand with key industry partners and associations, the new conference series will deliver cutting-edge education, professional networking and insights into the latest advancements in assistive technology, mobility therapy and disability services.

The new three-stream conference programme is aimed at care providers, service organisations, product developers, manufacturers, dealerships, and vendors from around the world. Attendees can expect a dynamic blend of CEU-accredited sessions, hands-on workshops, and interactive forums covering essential topics from market dynamics and regulatory compliance to consumer needs and distribution strategies.

Katy Roberts, Portfolio Director at Raccoon Media Group, commented: “This launch is about creating something truly transformative for the sector. We’re bringing together the best minds and innovators in accessibility, forging stronger ties with key associations and delivering a platform that fosters both business growth and better consumer outcomes. Abilities Expo already serves an incredible community and this next step allows us to connect the wider industry, drive innovation, and support those at the heart of what we do—the consumers, their families and caregivers.”

The Abilities International Accessibility Conferences are planned to debut in Los Angeles, New Jersey and Chicago in 2026, complementing the consumer-facing Expos in these cities and providing a new dimension of thought leadership and commercial opportunity.

Mike Seaman, Group CEO of Raccoon Media Group, added: “We are incredibly proud to be investing in the accessibility space with the launch of this international B2B conference series. This is a pivotal moment for our business and the sector at large. In just 12 months, we’ve reinvigorated the Abilities Expo brand and now we’re expanding its reach with a significant investment in global accessibility events. This move will offer unrivalled opportunities for collaboration, education and growth and further strengthens our commitment to creating events that deliver real impact for both industry professionals and the wider community.”

For UK and international companies looking to engage with a rapidly growing market, the Abilities International Accessibility Conferences present a unique opportunity to showcase products, share knowledge, and connect with key stakeholders in a high-value, collaborative environment.

For more information, contact Katy Roberts at katy.roberts@raccoonmediagroup.com or visit www.abilitiesexpo.com.

Raccoon Media Group has been shortlisted in four categories of this year’s Exhibition News Awards (EN Awards). Widely known as “The Oscars” of the global exhibition industry, the EN Awards have been running for almost 30 years, with the first event taking place in 2008.

Selected as a nominee for Show Rising Star is The National Equine Show and the National Running Show is shortlisted in three categories: Content Programme of the Year, Best Consumer Show and Best Consumer Marketing Campaign.

The National Equine Show is a premium shopping experience for equestrians. The event this year, held in March and hosted at the NEC Birmingham, attracted over 15,000 visitors over two days and included popular speakers such as Bob Champion CBE, Rosie Turner, Megan Elphick and Carl Hester MBE, with over 135 top brands exhibiting.

The seventh edition of National Running Show, hosted at the NEC Birmingham in January 2025, attained a record turnout of over 30,000 people. The stages and dedicated spaces featured a wide range of speakers from celebrities to athletes, and community leaders to industry experts. These included Dame Denise Lewis, Jasmin Paris MBE, Sir Mo Farah, Scott Jurek, Russ Cook ‘The Hardest Geezer’, Deo Kato, Spencer Matthews, Nicky Spinks, Bryony Gordon and Damian Hall. Crowds at the National Running Show were also drawn to the real-time World Record attempt by ultrarunner and activist Sophie Power. At the event, Sophie set a new Guinness World Record for the furthest distance achieved by a female on a treadmill in a time of 48 hours, covering over 370km and featuring on BBC News and multiple other national and international media channels.


Mike Seaman, CEO at Raccoon Media Group commented:” It is humbling to be shortlisted in multiple categories at the EN Awards. Our amazing team continue to develop, learn, adapt and strive for continuous improvement and this recognition means a lot, particularly when you see the high calibre of the other shortlisted events. I wish the other nominees luck and look forward to the EN Awards event at the end of March.”

The National Running Show will be back at the NEC Birmingham on 31 January – 1 February 2026 and the National Equine Show will return to NEC Birmingham from 28 February – 1 March 2026. For further information about other Raccoon Media Group events visit: https://raccoonmediagroup.com/ .

Inspirational ultrarunner Sophie Power has set a new Guinness World Record for the furthest distance covered by a female, achieving the groundbreaking feat at the National Running Show in Birmingham. Power covered over 370km demonstrating exceptional athleticism and dogged determination in her mission to inspire change.

Power shot to notoriety when a remarkable image taken during the 2018 UTMB captured Sophie breastfeeding her second child of three, her son at mile 106 of one of the world’s toughest ultra-marathons while a male competitor napped beside her. Power has since made it her mission to break down the barriers that women face in the sport such as equal representation, fair opportunities and greater consideration of women’s needs in race planning and participation. Such as the abity to defer entry when pregnant or access to sanitary products during races. Power went on to launch SheRaces an inspirational charity that champions equity and inclusion for women in trail and ultrarunning.

“I’m thrilled to have achieved this record and to do it for a cause so close to my heart,” said Sophie Power. “SheRaces is about changing the narrative for women in endurance sports—breaking down barriers, creating opportunities, and empowering women to achieve their full potential. This record is proof that when given the platform, we can achieve the extraordinary.”

Sophie continued: “Running on a treadmill is so much harder than being outdoors. The unchanging environment makes it mentally exhausting, and you don’t have the stimulation of scenery or fresh air to keep you going. It was tough not being able to nap or properly eat while trying to keep moving, and the monotony tested my resilience but ultimately we can do hard things and that’s what I set out to prove. Knowing I was doing it for SheRaces and ensuring my daughter does not experience the barriers I faced, the message we’re trying to spread kept me pushing through every mile.”

The previous record, set by Emma Timmis, New Zealand had stood as a benchmark of endurance and resilience. Sophie Power’s achievement redefines what is possible for female ultrarunners and underscores the importance of visibility in promoting women’s participation in endurance sports.

The event at the National Running Show was a fitting stage for Power’s record-breaking attempt, showcasing the vibrancy and passion of the UK’s running community. Over 30,000 runners were inspired by the sheer determination Power displayed throughout her effort, embodying the values SheRaces seeks to instil in the next generation of runners.

Mike Seaman, CEO at National Running Show commented: “When Sophie first contacted me about this challenge we were keen to support and enable the running community to witness what we knew was going to be a remarkable example of what a person can achieve. Having the support of athletes cheering her on at the show including Sir Mo Farah CBE, Colin Jackson CBE, Russ Cook ‘Hardest Geezer, Jasmin Paris MBE, Spencer Matthews and Jenni Falconer helped give much-needed morale boosts when Sophie hit tough periods during the challenge. Sophie embodies the spirit of resilience, dedication, and passion that inspires runners of all levels, and her achievement is nothing short of extraordinary. It was an honour to host such a ground-breaking moment and we couldn’t be prouder to celebrate it with our amazing running community. Congratulations to Sophie for showing us all that limits are meant to be broken!”

Donate to SheRaces here: https://sportsgiving.co.uk/sponsor/activity/48hr-treadmill-world-record-challenge/sophie-power-2?fbclid=PAZXh0bgNhZW0CMTEAAaY6KpMYl89fOE-iiMsbJpKtcb65B9j5LDcDit55iNsBIoyxroMbTNB0ZCg_aem_MIkySYiGqIz68NGiFiNy6A

As we near the end of 2024 I wanted to share some thoughts about the opportunities for 2025 as I see them.

As I write this, enthused after an incredible launch party for the International Running Expo (IRX) in Amsterdam, buzzing from the energy of The Running Event (TRE) in Texas, and looking forward to the eighth National Running Show in the UK, I can’t help but marvel at the state of the running industry. We’re not just in a golden age of running; we’re witnessing an explosion of growth that is reshaping the market for brands, retailers, and consumers alike. It’s not hyperbole to say that running has become a global cultural movement — one that shows no signs of slowing down.

At TRE, the energy in the room was palpable. You could feel the collective momentum as industry leaders, event organisers, product innovators, and grassroots communities came together. This isn’t simply a trade show anymore, it’s a snapshot of a surging industry — an industry that is breaking records and redefining its boundaries year after year.

And it’s not just TRE. The global running ecosystem is on fire. From mass participation races to ultra-exclusive trail events, from virtual runs to large-scale expos, the opportunities for engagement, innovation, and growth are endless. As CEO of Raccoon Media Group and as an avid runner (not that I mention it much!), I’ve had a front-row seat to this unprecedented surge. Our portfolio of events — including the National Running Show, the Boston Run Show, and our newly launched International Running Expo in Amsterdam — has never been more exciting. 2024 was our biggest year yet, and 2025? That’s the year the running industry could truly reach new heights.

The perfect storm: why running is exploding globally

So, what’s driving this meteoric rise? Several factors are converging to create the perfect storm for growth:

1. Health and wellness priorities: People are prioritising physical and mental health more than ever. Running has become a cornerstone of that lifestyle shift — it’s accessible, cost-effective, and infinitely scalable
2. Community connection: The sense of belonging that running communities foster is unparalleled. Whether it’s Parkrun, a local trail running club, or a mega-event like the London Marathon, the shared joy of running connects people across borders and backgrounds
3. Technological advancements: From smart shoes to data-driven training apps, the intersection of tech and running is a hotbed for innovation. This is driving both consumer engagement and significant investment in the space
4. Sustainability and outdoor focus: Trail running and eco-conscious events are seeing exponential growth. With events like the National Running Show and TrailCon leading the charge, the running industry is becoming a powerful voice for sustainability

Events as catalysts: The power of engagement

At Raccoon Media Group, we’re seeing first hand how events are serving as catalysts for this growth. The National Running Show, for example, is about to have its biggest year to-date. The consumer appetite is insatiable, and brands are seizing the opportunity to engage directly with their target audiences. This is not just about showcasing products; it’s about creating experiences, telling stories and building loyalty.

TrailCon is another shining example of how niche markets are flourishing. Trail running has moved from a subculture to a thriving sector, with its own dedicated community of passionate enthusiasts. Meanwhile, our newly launched International Running Expo in Amsterdam is set to become the European hub for running innovation and commerce. Add to that the Boston Run Show—right in the heart of America’s running culture — and it’s clear that the market is ripe for both trade and consumer-focused initiatives.

Why 2025 is the year to seize the opportunity

For brands, the message is clear: the time to act is now. The running industry’s growth isn’t a passing trend, it’s a seismic shift. With 2025 on the horizon, it’s the perfect time to assess how you’re going to leverage this unprecedented moment.

Here are just a few reasons why:

• Unmatched returns: Running has one of the highest ROIs of any sport in terms of participation and engagement. Runners are loyal, informed consumers who are willing to invest in quality products and experiences
• Global reach: Whether you’re targeting the European market through the International Running Expo or engaging with U.S. consumers at the Boston Run Show, the opportunities are genuinely global
• Diverse demographics: Running crosses age, gender, and socioeconomic lines, making it a uniquely inclusive industry with vast potential

Looking ahead

As I reflect on the success of 2024 and look ahead to the events in our calendar, I’m filled with optimism. The running industry has reached a tipping point where innovation, engagement, and growth are feeding into each other, creating a cycle of success that benefits everyone involved.

To the brands, retailers, and entrepreneurs reading this: 2025 is your year. This is the moment to double down, innovate, and connect with the running community like never before. Whether it’s through product launches, event sponsorships, or grassroots initiatives, the opportunities are as vast as the trails we run.

The global running community is moving forward with unstoppable momentum and I would love the opportunity to chat about how we might make the most of this together. Please get in touch if this is of interest.

For more information or to discuss opportunities in 2025 contact Mike at Mike@raccoonmediagroup.com.

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.” 

If you would like to enquire about exhibiting at IRX 2025, then please get in touch with the team to discuss. 
 

For media enquiries contact Sophie Wright, Senior Marketing Manager at Raccoon Media Group on sophie.wright@raccoonmediagroup.com  

Raccoon Media Group, a leading global events and media company, is excited to announce the formation of a new Animal Health Division as part of its growing portfolio. This division will oversee the company’s well-established National Equine Show and two new acquisitions, PATS (Pets & Aquatics Trade Show) and BETA International.

Heading the new Animal Health Division is Nicole Cooper, who joins Raccoon Media Group as CEO, Animal Health Division. With 30 years’ experience in the Events sector, Nicole brings with her a deep understanding of strategic growth, industry trends, and operational excellence, along with a proven track record of delivering successful, high-impact events that engage and inspire passion-led communities.

Raccoon Media Group announced the acquisition of PATS (Pets & Aquatics Trade Show) today. Launched in 2009, PATS is the UK’s trade Show for the pets and aquatics trade and sees thousands of brands launch new products and do business over the three-day event. The existing PATS team will work closely with Raccoon Media Group, combining resources and expertise to enhance and evolve the PATS brand and experience for both exhibitors and attendees. Gordon Thomas, Director of PATS, will continue in his role, working alongside Nicole Cooper, CEO of Raccoon Media Group’s Animal Health Division, to build on PATS’ strong foundations and drive the show to new heights.

Commenting on the acquisition Gordon Thomas, Director of PATS, shared his optimism: “Joining Raccoon Media Group is a fantastic opportunity for the PATS brand and our team. Raccoon’s commitment to our industry, alongside their expertise in running successful trade shows, means we’ll be able to take PATS to the next level. I look forward to working alongside Nicole and the broader Raccoon team as we embark on this exciting journey together.”

The second acquisition is BETA International which will see the Raccoon team deliver its first event in September 2025 when the team will bring the event to the NEC, Birmingham. BETA International, established by the trade association whose name it bears over 40 years ago, is the UK’s leading equestrian and country trade fair with visitors and exhibitors from over 25 countries. This acquisition strengthens Raccoon’s position within the Equestrian market, serving both the B2B and B2C audience in the UK. Speaking of the acquisition Claire Williams, Executive Director at BETA commented: “The integration of BETA International into the new Animal Health Division will enable it to continue to develop whilst attracting both new visitors and exhibitors when it returns to the NEC. We are looking forward to working alongside Nicole and her team to grow BETA International in the future”.

The formation of the Animal Health Division is a strategic step for Raccoon Media Group, underscoring its commitment to expanding its influence in serving passion-led communities with deep-rooted interests. The National Equine Show, a key component of the new division, was launched three years ago and has grown in popularity and profitability during this time, and with the new acquisitions, the division will deliver even more value to professionals, enthusiasts, and businesses within the animal health ecosystem.

Mike Seaman, CEO of Raccoon Media Group, commented on this latest development: “Our vision for rapid growth continues, but we’re deeply committed to staying true to the sectors that serve passion-led communities. The new Animal Health Division, under Nicole’s leadership, will allow us to expand our influence while continuing to provide meaningful experiences and services to the people and industries we care about. Nicole’s track record, industry knowledge, and enthusiasm for creating impactful events make her the perfect fit for this exciting new chapter.”

Nicole Cooper added: “I am thrilled to take on the role of CEO at such a pivotal moment for the Animal Health Division. The acquisition of PATS and BETA International represents a tremendous opportunity to expand our influence and innovation in the pet care and animal health sectors. These leading platforms align with our mission to support the welfare of animals and bring together key stakeholders to drive advancements in the industry. I look forward to working with our talented teams to maximize the potential of these acquisitions and continue to shape the future of animal health.”

Raccoon Media Group is known for its dedication to creating impactful events that engage communities, and this latest development marks another milestone in the company’s global expansion strategy.