Menu

Author: Sophie Honeywell

Sophie is the Marketing Executive for Raccoon Media Group. She Graduated in 2020 is now keen to progress in the marketing and events industry. Sophie enjoys leading a healthy lifestyle and feels passionate about the positive effects health and fitness has on our mental and physical well-being. When she’s not at work, you can either find her getting stuck into a book or exploring the great outdoors (weather dependant!).

Raccoon Media Group enters Middle East market with launch of Run Show MENA

Posted on by Sophie Honeywell

Raccoon Media Group has today announced the launch of Run Show MENA, a new B2C and B2B running exhibition set to take place at the Dubai Exhibition Centre on 3–4 October 2026.

Over 100 high-profile guests attended a launch party at Dubai Exhibition Centre on Tuesday 7 October to mark the launch, with x3 Olympian, British and European Record Holder Eilish McColgan participating in a Fireside chat as part of the launch. Run Show MENA marks Raccoon’s first event in the Middle East and a strategic expansion of its international running portfolio, which includes the multi-award-winning National Running Show in the UK, the Boston Run & Outdoor Expo in the US, and International Running Expo in Europe. Run Show MENA is the UAE’s first dedicated running expo, designed to unite the fragmented running community across the region.

The launch comes at a pivotal time for the Middle Eastern market. The UAE’s health and wellness retail sector, valued at $2.75 billion in 2020, is projected to reach $3.7 billion by 2025, with double-digit growth expected over the next five years. This is supported by government-backed initiatives such as the Dubai Fitness Challenge, a young and expanding middle class and the rise of wellness tourism.

The event launches with a speaker lineup including Dean Karnazes, Paula Radcliffe and Sir Mo Farah as well as over 30 local and international running ambassadors.  The event set to host over 150 international and regional running brands and a comprehensive global speaker lineup being announced soon.

Run Show MENA will be strategically positioned in the calendar ahead of the Dubai Fitness Challenge, leveraging the city’s role as a global hub for sports, wellness and innovation. The event will showcase cutting-edge running technology, nutritional and recovery expertise, and the latest footwear and apparel innovations to a diverse audience of consumers and industry stakeholders.

Mike Seaman, CEO of Raccoon Media Group, commented: “The launch of Run Show MENA is a significant milestone for Raccoon Media Group as we establish a footprint in Dubai and begin building our portfolio in the Middle East. We see strong growth potential in the region, underpinned by government support and consumer demand for health and wellness experiences. Our running shows have proven hugely successful in Europe and the US, and we believe Dubai offers the ideal conditions to replicate that success while delivering meaningful value to both the local running community and international brands looking to engage with this market.”

Raccoon Media Group’s wider portfolio currently spans three key sectors: Sports & Outdoor, Animal Health and Disability. The company has signalled its intention to continue expanding in the Middle East, with Run Show MENA serving as the first step in a broader growth strategy.

The launch comes during a period of rapid growth for Raccoon Media Group. The business recently strengthened its Animal Health division with the acquisitions of BETA International and PATS. In the Disability space, the company acquired seven events in the disability sector in the US with Abilities Expo and has since launched three new sister conferences in the past year. Furthermore, Raccoon is preparing to announce its largest acquisition to date later this month, underscoring its position as one of the fastest-growing independent exhibition organisers in the market.

ENDS

About Raccoon Media Group

Raccoon Media Group is a dynamic, high-growth media business dedicated to serving passion-led communities across both B2C and B2B markets worldwide. Through its impactful events and media properties, Raccoon delivers year-round content, education and growth and networking opportunities to specialist, self-identifying audiences. Founded in 2018 the company has rapidly expanded its portfolio across health, wellbeing and specialist passion-led markets. Entrepreneurial and disruptive, Raccoon challenges the status quo, invests in exceptional people and creates sustainable events that foster industry growth and meaningful connections. Connect with us at www.raccoonmediagroup.com or for all media enquiries contact: kate.gallagher@racoonmediagroup.com

Raccoon Media Group celebrates exponential success of BETA International and PATS under first year of stewardship

Posted on by Sophie Honeywell

Organisers of the 2025 BETA International and PATS trade shows, Raccoon Media Group, are celebrating exponential success with record numbers of visitors and exceptional onsite rebooking levels achieved at both events. BETA International (British Equestrian Trade Association), sponsored by Neue Schule is the premier event for the equestrian and country sectors and PATS (Pets and Aquatics Trade Show) is the leading, trade-only event for the pet and aquatics industry.

Following their respective acquisitions in 2024, BETA International and PATS were moved to the NEC Birmingham, allowing for the huge increase in space needed to accommodate the growing events and to open up these events to an International audience.

BETA International returned with a host of exciting new features, including a free event app sponsored by Neue Schule, the launch of the new Business Pavilion sponsored by Breyer, and a dedicated Hosted Buyer Programme. These innovations helped attract a truly international audience. Receiving in excess of 3,000 delegates across two days, the show experienced record-breaking visitor numbers, triple that compared to 2024. In addition, there was an outstanding rebook rate during the event of over 60% for 2026, with many new businesses expressing their interest in securing exhibitor floor space.

“We are absolutely delighted with the success of the 2025 event and incredibly grateful to everyone who sponsored, exhibited, and attended,” said Liz Ormesher, BETA International Event Director. “While we’re proud of the record-breaking numbers overall, we’re especially pleased with nine times the number of international visitors this year and the success of the Hosted Buyer Programme, which attracted key buyers from the UAE, America, and the UK to the show. We were aware that several companies came as visitors to ‘check us out’ this year, and we were pleased to see so many book spaces for 2026.

“Following this year’s success, we will be looking to grow the floorplan again next year and are already planning further features and ways to open the show to the growing International audience and improve the offering for the UK industry. Popular features such as The Seminar Theatre, Feed Hub, and New Products Showcase will all be returning, and we’ll be working with a charity partner, adding new initiatives, and strengthening collaboration with our partners and sponsors. The future of the industry is bright — and so is the future of BETA International!”

The Pets and Aquatics Trade Show (PATS) also achieved significant success breaking all previous records. Upwards of 6,000 people attended the show across three days, which marked an impressive 70% uplift on 2024 figures. Testament to the international draw of the event, there were 445 exhibitors present, representing 15 countries. Data also revealed that 317 visitors attended from oversees, signifying a 169% increase compared to 2024. On site, the show achieved an unparalleled rebook of 100% topping over £2million, with many new companies expressing their interest in the 2026 show.

PATS 2025 delivered an unrivalled platform for the launch of exciting new pet product innovations, including a record number of 450 entries to the New Product Showcase. Other highlights included the Aquatics Zone – a dedicated area for aquatics, water gardening and reptile exhibitors – and live grooming demonstrations.

“The pet industry is an exciting and dynamic space to be part of right now,” said Event Director Ian Reynolds. “I’m genuinely looking forward to collaborating with so many incredible brands and companies – and, most importantly, with the passionate people who work tirelessly to innovate and deliver outstanding products.


At PATS, we’re committed to matching that passion by investing in the show and the sector. Going forward, we are launching a new event app, supporting a dedicated charity partner within the pet industry, and expanding into Halls 3 and 3a to deliver our largest show yet at 18,000sqm.

We are also working more closely with PetQuip, the Pet Industry Federation, plus other partners, introducing a Hosted Buyer programme, and strengthening our presence in the international pet market. Together, these steps are designed to ensure PATS continues to be the most valuable and vibrant trade exhibition for our industry – helping you connect, grow and succeed.”

“We’re delighted with the response to PATS – Pet & Aquatics Trade Show – this year,” said Nicole Cooper, CEO of Raccoon Media Group’s Animal Health Division. “There has been an enormous amount of work behind the scenes since the acquisition to develop this event and I’m delighted that has culminated in an outstanding success with unprecedented visitors and rebook figures.

The event continues to be a cornerstone for the industry, and it was fantastic to see so many visitors and exhibitors engaging, networking, and sharing their passion for the sector. We’re already looking ahead to 2026, building on this year’s success and exploring new ways to make the show even more valuable for everyone involved.”

BETA International 2026 will return on 27-28 September 2026 and PATS 2026 will take place on 27-29 September 2026. For more information on exhibiting at the respective events visit BETA International 2026 or PATS 2026 .

ENDS

For all media enquiries, contact Group Marketing Director Ashley Cox at ashley.cox@raccoonmediagroup.com

Notes to Editors:

About Raccoon Media Group

Raccoon Media Group is a dynamic, high-growth media business focused on enabling healthy and active lives. Our media properties deliver year-round content and advice to specialist, self-identifying consumers that share a love of being outside, healthy and active. Our events are well-timed, community-driven, tightly focused and passion-led. They bring buyers and sellers together to see cutting edge innovations in a fun and exciting way.

Raccoon Media Group acquired BETA International and the Pet and Aquatic Trade Show (PATS) in 2024, and 2025 marked the first year both events were organised by the company. Raccoon Media Group’s Animal Health division, led by Nicole Cooper, now manages three events, including the consumer-focused National Equine Show. This year, PATS and BETA International were co-located at the NEC, with BETA International taking place on 28–29 September and PATS running from 28–30 September 2025.

About BETA International
https://www.beta-int.com/
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.

Photography
https://www.beta-int.com/2025-show-images

About PATS
https://www.patshow.co.uk/

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.

Photographs of PATS 2025 are available to download at

https://stewartwrittle.dphoto.com/album/oupfw21x

Team of Ladies from Raccoon Media Group set to take on Peak District ultra charity trek for Birmingham Children’s Hospital

Posted on by Sophie Honeywell

On Saturday 2nd August, a team of six ladies from the Raccoon Media Group, organisers of events such as the International Running Expo, National Running Show and many more are lacing up for a challenging 50 kilometre trek over the Peak District as part of the SheRaces trail series, to raise funds for Birmingham Children’s Hospital.

The event, taking place in Hathersage in the Peak District is not only roughly 50 kilometres in length, but also includes approximately 1100m of ascent. Putting this into perspective, Ben Nevis, the tallest mountain in the UK, has an ascent 1352m.

The Raccoon Media Group has a long-established relationship with Birmingham Children’s Hospital. Raccoon Team members have undertaken numerous arduous challenges and supported the charity’s important work for many years. Birmingham Children’s Hospital provides a range of specialist services and operates the Child and Adolescent Mental Health Services for the city.

The SheRaces trail series, launched in 2025, is the UK’s first female-only trail running series, with the first edition in the Peak District this year and further events taking place in 2026 including the Surrey Hills and Shropshire Hills. SheRaces was founded by campaigner, advisor and ultrarunner Sophie Power. It is a global network of champions, driving change to support female athletes.

Supported by Her Spirit, the Raccoon crew set to take on the challenge includes: Jo Tyler, Hannah Hopwood, Nathalie Davies, Annie Bennett, Sophie Ferrier and Chloe Hyland. Commenting on the challenge, Jo Tyler, Chief Operating Officer at Raccoon Media Group said: “We know it’s going to be tough, and to be honest, I’m a bit terrified. But I’m glad to be doing it with this incredible group of women. We know we have the grit to get through it, even if we aren’t very fast.

Birmingham Children’s Hospital do so much life-changing work with every penny they raise. We have met many of the children and staff and seen the difference that this money will make to young lives and families who are going through the worse challenges in life.  That will drive us forward to keep putting one step in front of the other, and I’m certain the wonderful Peak District scenery will keep us inspired too!”.

To support Team Raccoon and make a difference to children’s live DONATE here: https://www.justgiving.com/team/50kmfor5k

ENDS

Notes to editors
For all media enquiries, contact Senior Marketing Manager, Sophie Ferrier at: sophie.ferrier@raccoonmediagroup.com


About Raccoon Media GroupRaccoon Media Group is a dynamic, high-growth media business focused on enabling healthy and active lives. Our media properties deliver year-round content and advice to specialist, self-identifying consumers that share a love of being outside, healthy and active. Our events are well-timed, community-driven, tightly focused and passion-led. They bring buyers and sellers together to see cutting edge innovations in a fun and exciting way.

BETA International 2025: A strong rebook response and vision for growth as the event returns to NEC Birmingham

Posted on by Sophie Honeywell

BETA International, the premier event for the equestrian trade industry, is already generating excitement for its 2025 show following a strong onsite rebooking of 92% at this year’s event. Exhibitors have clearly demonstrated their confidence in BETA International’s future with Raccoon Media Group and the new vision for the show’s growth.

The 2025 event will return to its roots at Hall 2, NEC Birmingham on 28 – 29 September 2025. This shift is in response to exhibitor feedback highlighting the NEC’s accessibility by road, rail, and air, which benefits both national and international exhibitors and attendees.

Now under Raccoon Media Group’s ownership, an experienced global event organiser, BETA International 2025 will benefit from Raccoon’s industry insight in mobilising passion-led B2C and B2B communities. The strategic date alteration also positions the show later in September, away from other major early-month events, ensuring a dedicated timeframe that caters specifically to the equestrian community.

“BETA International 2025 aims to deliver a new era of growth that meets the equestrian sector’s needs, both within the UK and abroad,” said Event Director, Liz Ormesher. “With Raccoon Media Group’s insight, we are confident in our ability to attract a wider range of exhibitors and visitors, ensuring a vibrant, robust event that reflects the industry’s importance.”

Attendees can look forward to the continued presence of staple features like the product showcase and seminar theatre, whilst expecting plans for additional opportunities to enhance the event experience.

There is now less than 20% of the BETA International 2025 floorplan remaining so to secure your place, contact Liz Ormesher at liz.ormesher@raccoonmediagroup.com for live floorplan availability. 


ENDS 

For all media enquiries, contact Senior Marketing Executive Sophie Honeywell at sophie.honeywell@raccoonmediagroup.com

Notes to Editors: 

About Raccoon Media Group 

Raccoon Media Group is a dynamic, high-growth media business focused on enabling healthy and active lives. Our media properties deliver year-round content and advice to specialist, self-identifying consumers that share a love of being outside, healthy and active. Our events are well-timed, community-driven, tightly focused and passion-led. They bring buyers and sellers together to see cutting edge innovations in a fun and exciting way. 

Click On, Cycle Off- Skarper launches the future of eBikes

Posted on by Sophie Honeywell

Launched today, Skarper™ is a ground-breaking eBike drive system set to revolutionise the world of eBikes. Skarper drives the bike via the rear disc brake transforming any bike into a high performance eBike and back again in a matter of seconds.

This first-of-its kind, patent-protected disc-brake drive system has been developed by a London-based start-up with backers including six-time OLY and 11-time World Champion track cyclist Sir Chris Hoy.

Sir Chris Hoy has been heavily involved in the product development since its beginning and is excited about what it means for the future: “I’ve always been an advocate of getting more people on bikes, regardless of their fitness, ability or age, and I’ve discovered that eBikes can play a huge role in making cycling more accessible to anyone. It opens up opportunities – whether it’s making a commute possible which would otherwise have been too difficult, keeping pace with a fitter friend for a challenging bike ride, returning to riding after an injury or illness, or just going further on your rides and seeing more for the same effort. eBikes offer something for us all; I even take my kids to and from school on an eCargo bike which they absolutely love!”

“What I’m most excited about with the launch of Skarper is that we are offering something entirely new. People will now have the freedom and flexibility to choose whenever they want electric assistance. Within a couple of seconds they can transform the way they ride. I truly believe this is going to make a significant impact on the industry by opening up cycling to a much wider audience”.

Skarper inventor and co-founder Dr. Alastair Darwood, is no stranger to innovation, having previously invented and developed several medical devices in orthopaedics and anaesthesia whilst working as a doctor in the NHS. At the start of the pandemic, Alastair invented one of the novel emergency ventilators selected by the cabinet office for rapid production and worked with Red Bull Advanced Technologies to develop the device in record time.

“At Skarper, we live and breathe innovation and this is just the beginning of our product development”, says Dr. Alastair Darwood. “The Skarper system is fully enclosed and wire free, seamlessly integrating into your bicycle via its DiskDrive™ technology. It is an ultralight, clip-on motor technology, transforming any bike into an eBike with no modification required to the frame or wheels, and without compromise on performance. We are also very excited to be working with Red Bull Advanced Technologies on an off-road version, news of which will be released later this year.”

The Skarper unit fully charges in under 2.5 hours and has a range of up to 60km. With a suite of sensors and control algorithms, the motor intelligently responds to the terrain and provides instant, class leading power as needed. Skarper will be available from 2023 and, with demand expected to be high, the company will soon be taking pre orders for those who want to be amongst the first to use Skarper.According to Ean Brown, CEO and co-founder of Skarper, “this innovation is set to revolutionise the industry with its cutting edge DiskDrive technology. For the first time you can hold an eBike in the palm of your hand. Ultimately, it is our ambition to see the DiskDrive disc brake fitted as standard from the factory on millions of bicycles around the world.”

Skarper is promoting a world in which consumers have the freedom to create their ultimate bike, with no compromise.

Bike Week 2022 Delivered by Cycling UK

Posted on by Sophie Honeywell

This year Bike Week is all about you and your local community, we want to encourage as many people as possible to get out there and enjoy their community by bike. We want you to dream big and imagine how your community could be improved if everyone in it used their bikes more, together we can make a better world by bike.

These last few years have seen a lot of change, many people took up cycling or rediscovered it, dusting off that old bike sitting in the shed to get out there again. Some for exercise, some for commuting to work, to go to the shops or even just to be able to see friends and family. The bike can give everyone freedom, freedom to choose how to travel and how to live their lives better and healthier.

So this Bike Week from 6-12 June let’s really celebrate cycling, it’s our chance to all come together and tell the UK that cycling is the answer to many questions – how can I help myself? My community? My county? My planet?

The Recovery Zone sponsored by MyoMaster at The National Cycling Show

Posted on by Sophie Honeywell

Come and see leading sports recovery brand, MyoMaster, offering you the very best recovery products to keep you ahead. Founded by Harlequins rugby player, Joe Gray and avid runner, Lottie Whyte to provide everyday athletes with the ultimate everyday recovery, their products give you the power to train harder.

Offering the strongest and quietest percussive massage therapy guns on the market and the most powerful pneumatic compression in the world, MyoMaster’s products are a must-try.

Visit the Recovery Zone sponsored by MyoMaster on stand G70 at the show.

Your next cycling challenge awaits with Sports Tours International

Posted on by Sophie Honeywell

Sports Tours International has been sending cyclists and cycling fans to the biggest sportives and professional races on the planet for decades. From the Tour de France and five monuments of cycling to the toughest mountain sportives, Sports Tours offers the most comprehensive range of cycling trips in the business.

As the UK’s number one cycling tour operator, Sports Tours International is delighted to be a gold sponsor of the National Cycling Show. Make sure you visit stand J54 to claim an exclusive show offer on packages to Paris-Roubaix and the Tour of Flanders. You can also enter a free competition to win a dream cycling trip and spin a wheel of fortune with hundreds of prizes up for grabs. Pre-book an appointment with the Sports Tours team below and you could be a step closer to finding your once-in-a-lifetime cycling trip.

Book and appointment 

Graystone prepares to bring a piece of their park to the National Cycling Show

Posted on by Sophie Honeywell

Graystone is the Home of Action Sports and we’re stoked to be bringing a little piece of our park to the National Cycling Show for the first time. Our super-talented bike and BMX coaches will be offering free ‘Intro to Freestyle Biking’ sessions for total newbies or those who want to brush up on their freestyle skills, led by our Head Coach, Rob Sidlow. Come by our stand to sign up for the skills sessions or just to say ‘hi’ and learn more about why we are known as ‘The Home of Action Sports’.

National Cycling Show announces Eovolt as a new exhibitor

Posted on by Sophie Honeywell

At Eovolt, we want to make your travels enjoyable again and reinvent urban mobility. And to do that, we needed inspiration. Our inspiration is you. To make you free, more mobile, more spontaneous. To make you enjoy your trips. To become your mobility partner from morning to night. It is for you that we design lightweight, folding, durable, powerful bikes inspired by French excellence and uncompromising on safety. At Eovolt, we believe that the journey is as important as the destination. And we are equally sure, that it’s time to put the fun back into travelling. We will reinvent mobility with the same ease that our bikes fold.

EOVOLT is a French brand whose production site is based in the Lyon region. All our bikes are assembled by hand, by a team of cycling professionals. We ensure that each product meets our high quality standards and we are meticulous in our choice of the various components that we use as well as the partners with whom we work.