Menu

National Running Show 2025 Wins EN Award for Best Content Programme

We’re thrilled to announce that The National Running Show picked up the prestigious EN Award for Best Content Programme on Friday night!

A new addition to the award categories for 2025, Best Content Programme highlights the exceptional stage content and show floor experiences created for visitors.

In January, the National Running Show took bold steps to redefine its content strategy and deliver an unparalleled experience for attendees. With an increased investment in high-profile speakers, interactive features and brand collaborations, the event broke new ground in terms of visitor engagement and content innovation.

The show combined running royalty like Sir Mo Farah, Dame Denise Lewis, Colin Jackson and Scott Jurek, alongside live podcast sessions, record-breaking challenges, and brand-new interactive zones.

“We are thoroughly delighted to have won Best Content Programme,” said Kate Jamieson, Content Director at Raccoon Media Group, organisers of the National Running Show. “This achievement is a testament to the hard work of our entire team, who believed it was worth the investment and pushed the boundaries to deliver a truly exceptional experience.

“From world record attempts to running celebrity appearances, we aimed to engage and inspire our visitors, and it’s incredibly rewarding to see that effort recognised on such a prestigious platform.”

The event’s content strategy focused not only on star power but also on inclusivity, sustainability, and community. Highlights included The Village Green, the Sweaty Betty Warm-up Zone, the Adidas Run Café, and The Funetics Kids Zone. These initiatives, combined with groundbreaking PR stunts and live content, ensured the event connected with a diverse audience and created a lasting impact.

The results speak for themselves: the show achieved a 127% increase in marketing reach, a 5.9% rise in attendance, and a 164% boost in ticket revenue. Additionally, visitor engagement soared, with 81% of attendees interacting with content features, proving that the show’s bold content strategy resonated with its audience.

As NRS prepares for its 2026 event, the team remains focused on delivering even more exciting and engaging content to inspire runners of all levels.

Raccoon Media Group Announces ‘The Great Raccoon Run 2025’ – A Midnight Urban Adventure Like No Other!

London, 1 April 2025 – Raccoon Media Group is proud to unveil its most daring and unconventional event yet: The Great Raccoon Run 2025. This one-of-a-kind experience promises an exhilarating urban adventure, challenging participants to embrace their inner raccoon in an unforgettable midnight escapade.

Taking place in a top-secret London location, The Great Raccoon Run 2025 will test participants’ agility, resourcefulness, and sense of adventure. The event will feature:

  • Urban navigation challenges – Navigate the city’s backstreets under cover of darkness.
  • Stealth scavenging trials – Master the art of the midnight snack hunt.
  • Best-dressed competition – Face paint, fluffy tails, and all things raccoon-inspired encouraged!

A coveted grand prize awaits the most cunning contestant: a lifetime supply of snacks (terms and conditions apply, of course).

“We’ve organised some incredible events over the years, but The Great Raccoon Run takes things to a whole new level. It’s about strategy, agility, and fully embracing the raccoon way of life,” said a Raccoon Media Group spokesperson.

Mike Seaman, Chief Raccoon Handler at Raccoon Media Group, added: “This event is for anyone who has ever looked at a raccoon and thought, ‘I could do that.’ It’s all about having fun, taking on quirky challenges, and enjoying a completely unique experience. We can’t wait to see the creativity and enthusiasm people bring to the race!”

With limited spaces available, thrill-seekers are encouraged to sign up quickly before all the slots mysteriously disappear into the night…

Raccoon Media Group announces landmark expansion into global accessibility market with launch of world-leading series of B2B events

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 shortlisted for four distinguished Exhibition News Awards 2025

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/ .

Sophie Power shatters Guinness World Record at National Running Show, Birmingham

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

Musings from Mike: The meteoric rise of the global running industry

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.

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

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. 

Raccoon Media Group unveils Europe’s only B2B Running Expo, revolutionising the business of running 

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 unveils Animal Health Division with new CEO and two strategic acquisitions

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.

From garden shed to global events expansion

Driving forward continuous development in the Raccoon Media Group

In Conversation With – Jo Tyler, COO

Jo Tyler is the Chief Operating Officer of Raccoon Media Group and has been with the company since the early days in 2019, experiencing the highs and lows of a high growth, fast-paced global business.

What is the origin story, how did the Raccoon Media Group begin?
Mike Seaman, the CEO of Raccoon Media Group initially started working on the concept of a running show in 2016. He’s always been a keen runner and he was doing an event in spring 2016. He had gone to the running expo but was reluctant to buy anything new at it as it was too near to the event. This spawned the idea of having a similar expo earlier in the year, which he thought made more sense for training blocks and trying new kit.

Already working in sales in the events industry, Mike set up office in his shed and worked on a business plan for a running show, doing so as a side-line to his existing job. He got a few of his mates involved, who were tasked with setting up a website, event marketing and admin etc.

The initial National Running Show at the NEC Birmingham in 2018 had around 70 stands, but Mike and the organising team weren’t sure what to expect in terms of visitor numbers. The show exceeded all expectations, with over 12,000 visitors, there were points when they were at capacity and had to operate a ‘one in, one out’ system. This was the confirmation Mike needed that there was huge demand. He left his job, set up the business and ploughed his savings into his vision.

At which point did you get involved in Raccoon Media?
Mike and I had known each other through the events industry for a good length of time. We had both worked on lots of different events, mainly B2B. Our backgrounds complemented each other, as Mike is from a sales background and my specialism is marketing. We had both been event directors and ran portfolios. In 2019, just after the second National Running Show, I came on board to lead marketing activities. From that point until now, we have gone from one event to seventeen international events and the team has expanded from six people when I started, to forty-one at present. That is massive growth, especially considering that we had the pandemic in that period.

How have you developed the business in the last 12 months?
We’ve seen real change over the last 12 months. Last September, the business was bought out by Cuil Bay Capital – an investment vehicle founded by one of our previous shareholders Douglas Emslie. He is an avid runner, an experienced business owner and someone that really understands how to scale a business (he led his previous business Tarsus to a $1bn exit in 2023). Doug has brought a depth of knowledge into the business and has a lot more experience of international events, particularly in the U.S.

There has been significant new investment in products and the associated overheads, that has allowed us to acquire and launch new shows. Which is where Abilities Expo has come in. We are currently delivering seven shows throughout the year, in various U.S. locations ranging from New York to Los Angeles. The community around Abilities Expo is amazing. Mainly for those who have varying degrees of disability, the objective of the shows is to encourage them and enable them to have active and independent lives.

Activities range from dance classes to climbing walls. The format is similar in each location, but the brands are often more regional, and speakers will vary. We have a fantastic team of seven staff who facilitate Abilities Expo in the U.S and work with the show clients, but the overall management is done here in the UK.

What can you disclose about the new International Running Expo?
It’s very exciting. The International Running Expo is a business to business event that will take place in Europe. The first expo will be held in Amsterdam in November 2025, but we are launching it in November this year in Amsterdam with well-known industry personalities Susie Chan (distance runner and Peloton queen) and Dean Karnazes (ultramarathon man), with some fun events planned around it, such as community trail runs.

This event will have a very different feel to our other events. It is a ‘closed’ event, invite only just for the industry. We work very closely with brands and retailers in the running space and we wanted to provide an invaluable event in Europe. The expo is the stage before the consumer running show. We want to be at the leading edge, to give the industry an opportunity to come together, network and preview new innovations, technology and thinking. Media, influencers, brands and distributors will converge to celebrate and potentially collaborate. We want to lead on fostering those interactions.

Raccoon Media have added The Allergy and Free From Show to their portfolio, how did that come about?

The previous organisers had unfortunately closed the business and we agreed to purchase the assets. The first Allergy and Free From Show we organised was held this year in 2024. A lot of research went into what the format should be, and elements required by visitors. There is massive demand for this type of event, and it is a good fit in our health and lifestyle focus. We work with many high-profile brands in this community and a show we will grow incrementally.

What direction will Raccoon Media Group be taking in the next 12 months?
The focus is in 3 areas – developing our existing events organically and also launching and acquiring new shows or businesses. Our strategic goals are to run shows domestically and also in key target markets (particularly the USA) and also to increase the number of B2B events in our stable.

We are in the process of buying two businesses right now and also have several launches being developed. It is anticipated that at least by Christmas this year, we will have two new shows in the portfolio, plus possibly a third. The new products are a natural fit for our existing business and will be a valuable addition to our existing set, likely in the UK and business focused. As the portfolio grows, so will the team, which I expect to increase to around sixty people this year.

 

How is the team evolving, and how are you maintaining the culture you have worked so hard to create?
It’s tricky and can be a balancing act. We have grown quickly, but we are committed to taking our staff on a journey with us. We are motivated to cultivate homegrown talent and provide good career progression opportunities. We have the usual structure of teams and line managers, but you could have a mentor in a completely different part of the organisation.

The nature of an events business is that you regularly get together, but we also have a monthly ‘coffee and catch-up’, where even people working remotely are sent care packages, so they have their coffee and biscuits to hand.  We work hard at creating ‘moments’ for staff. We do try, but it’s not always easy. We have a Tuesday run club, a summer team party, a Christmas party and we collectively get involved in charity initiatives.

We want Raccoon to feel like a community that helps each other. Events are hard work, but we try to balance that with fun, making them something people look forward to. There are naturally some tough times throughout the year, when it can be high pressure. Things can go wrong, but we try to get to the event looking like swans, calm on top and splashing away below. There’s normally real team morale at the close of an event, even if everything hasn’t gone perfectly. You’ve survived and have a great sense of achievement to take onto the next one.

At events based in the U.S. the staff will regularly see myself, Mike, or other members of the management team. Spending the whole weekend together is vital for team building. Socialising is important, and we actively encourage the team to get to know each other in a way that isn’t solely work-based. This is also available to all, as we will sometimes send say, someone from accounts (in the UK) to assist at an Abilities Expo in the U.S., fulfilling a required role. But this allows them face-to-face interaction with the team they are communicating with and to see the business from a completely different perspective.

You’ve grown substantially in a short space of time, what would you say has been the biggest challenge?
When we were a smaller business and had to make decisions quickly, you needed to adapt and sometimes decisions were emotion or instinct-based. Part of growing has been having to put more justification behind decisions with proper processes, having to report on quite tedious things.

I wouldn’t say we’ve become ‘boring’, but we’ve had to become more business-minded, with more structure and rules in place. The challenge has been doing that without wrapping the company up in bureaucracy – maintaining pace is crucial. We don’t want to slow down the decision-making process or suffocate innovative thinking. We are an entrepreneurial business, we don’t want there to be fear around making mistakes, because that is how you learn.

As long as it is isn’t too big or costly(!) we want an environment where staff embrace new things, learn from failure and move on quickly. Empowerment comes from getting people to think for themselves. Sometimes there will be resistance, as people will believe that they should follow what Mike or I said, but we want people to step up and lead the way and not be tied to the weight of pressure of doing things our way. The balance of wanting to encourage failure, but not wanting people to royally screw up is quite a delicate one!

The company thus far has resisted the need to have a HR department. We do have a HR consultant and there are people in the business that do elements of HR, but there is a real steer from us away from that kind of bureaucracy. To keep it a fun, people-driven business, where people have the freedom to recruit their own people.

If you could choose a guest speaker that hasn’t been at any previous event for a future one, who would it be?

I think the whole team would be pretty keen on getting Usain Bolt to one of our events. It would be amazing to see him to talk to, inspire and meet with his fans at a show one day.