Category: News

ISPO organisers Raccoon Media Group and Messe München today announce that INTERSPORT, a global leader in sporting goods retail, is the FIRST major retail partner to confirm attendance at the reimagined expo in 2026.

As the doors close in Munich, the world’s most influential trade event for the sporting goods, outdoor and winter sports industries enters a new chapter with relocation to Amsterdam on earlier November dates. The signing of INTERSPORT, which has a long standing relationship with ISPO, is a mark of confidence in the future of the event by the industry.

Mike Seaman, Group CEO of Raccoon Media Group said; “Partnering with INTERSPORT as our first confirmed retail partner for ISPO 2026 is a major milestone for the event and for the entire sports industry. INTERSPORT’s global influence, deep consumer connection, and commitment to innovation make them the perfect collaborator as we build a future-focused ISPO. This partnership allows us to bring brands and retailers closer together – and sets a powerful foundation for what ISPO 2026 will represent.” 

The collaboration will bring the global retailer and brands together seamlessly. With 5,464 specialist stores across 42 countries, the improved accessibility and earlier dates of ISPO 2026 make attendance more practical and valuable for INTERSPORT. ISPO 2026 will host a dedicated INTERSPORT Members Lounge at the Rai Amsterdam, bringing INTERSPORT’s buyers from all over the world to the event as part of the £1M expansion and intensification of the global hosted buyer programme.

Seaman continued: “ROI is everything, our exhibitors want meaningful business outcomes. This is driving our strategic emphasis on lead-gen, buyer meetings and metrics that demonstrate value. Our Hosted Buyer Programme is central to this and INTERSPORT clearly recognise the potential ROI to be gleaned by hosting multiple meetings in one location.”

“Confidence is clearly high in our new strategic direction and investment commitment. To have INTERSPORT confirm their attendance at such an early stage reinforces that ISPO remains THE premier global trade fair to attend.”

The synergies between ISPO and INTERSPORT are more deep-rooted than business ROI and longevity.  As multi-category and multi-brand specialists, INTERSPORT and ISPO are both committed to connecting the world to the benefits of sport, health, and well-being, ensuring that everyone can enjoy and benefit from the joy of sport.

ISPO 2026 promises to be more than a trade show. Exhibitors and attendees will experience an immersive, inspiring and commercially vibrant gathering. The three days of will feature carefully curated content, learning and activations that transcend traditional display booths, ISPO 2026 parties and organised networking will bring INTERSPORT buyers and brands together beyond business hours fostering greater relationships going forward.

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For further information or to arrange an interview, please contact: ispopress@raccoonmediagroup.com

Translated versions of the release are available here in  French, German, Spanish and Dutch 

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 Ashley Cox ashley.cox@raccoonmediagroup.com.

Messe München

As one of the world’s leading trade fair organisers, Messe München showcases the world of tomorrow at around 90 trade fairs worldwide. These include twelve leading global trade fairs such as bauma, BAU, IFAT, and electronica. The portfolio covers trade fairs for investment and consumer goods as well as for new technologies. Together with its 1,300 employees in the group and its subsidiaries, it organizes trade fairs in China, India, Brazil, South Africa, Turkey, Singapore, Vietnam, Hong Kong, Thailand, and the USA. With an international network of subsidiaries and foreign representatives, Messe München is active worldwide. More than 150 events each year attract around 50,000 exhibitors and approximately three million visitors domestically and abroad. This makes Messe München a key economic driver, generating purchasing power effects worth billions.

Organizers of Snowbound Expo are celebrating a standout year, with the 2025 edition setting new records reinforcing the show’s position at the heart of the winter sports community. As New England’s leading consumer event for winter sports, Snowbound Expo returned to the MCEC in the Seaport district from 14–16 November, surpassing expectations across every key metric and delivering exceptional engagement for brands, athletes, and enthusiasts alike.

Attracting a record number of 23,420 skiers, snowboarders and winter sports enthusiasts, a 10% increase from 2024, with 42 states represented, visitors coming from Massachusetts, Vermont, Connecticut and travelling from as far afield as Colorado. Organizers welcomed 234 vendors to the expo, an increase of 14 more exhibitors in comparison to the previous year.

A strong rebook rate of 70% already secured for Snowbound Expo 2026 attests to importance of the event for brands and resorts on the East Coast of America. Demonstrating that the recently announced relocation of the event to Earth Expo & Convention Center, Mohegan Sun, Connecticut from 2026 will not adversely affect industry support and interest.

Speakers at the expo, the majority of whom graced The Inspiration Stage sponsored by IKON Pass across three days included snow sports adventurers Zeb Powell, Amie Engerbretson, Donny Pelletier, Noah Dines, Julie McGuire, Blotto, Shannon Dunn, Gary Land, Todd Ligare and Dan Egan. In addition, there were joint discussions featuring the Protect Our Winters panelists and the Technically Doing It crew, including LJ Henriquez, Rob Roethler, and Luis Medearis.

Dynamic on-site activations included The Inspiration Stage sponsored by IKON Pass, the Epic Pass Winter Arcade where visitors could compete in Xbox and Wii games, the Resorts Village with a host of New England ski resorts and the Colorado Ski Shop Retail Zone, a magnet for winter sports shoppers with thousands of products from leading brands, showcasing cutting-edge technologies, innovative apparel and an array of exclusive show-only bargains.

Steeped in a 40-year legacy Snowbound Expo is a community-led event which connects winter sports enthusiasts and businesses. The organisers cultivate a dynamic atmosphere where thousands of passionate skiers, snowboarders, and outdoor enthusiasts converge to discover new gear, score exclusive deals, meet world class athletes, and plan their next adventure. The ultimate kick-off for winter, brands value the expo as a platform to showcase products, drive sales, and engage directly with a loyal, high-value audience in the heart of New England’s snow sports market. Snowbound Expo 2026 will return to Mohegan Sun, Earth Expo & Convention Center, a premier convention destination in the Northeast. Snowbound Expo 2026 is set to return Nov 14-15, 2026 to increase proximity to 52+ New York City and Connecticut resorts, expand to a wider East Coast audience and to grow the expo with larger activations, increased investment into speakers and all in an accessible and flexible venue.

Potential sponsors and exhibitors for Snowbound Expo 2026 are strongly advised to get in touch with organizers as early as possible to secure prime opportunities and avoid disappointment.

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For all media enquiries, contact USA Marketing Director, Chloe Hyland at chloe.hyland@raccoonmediagroup.com

Notes to Editors:

Snowbound Expo #SnowboundExpo

Website: https://snowboundexpo.com/

The home of winter and outdoor sports, this retail-led experience brings together inspiring athletes and expert coaches with the latest kit and technology all under one roof.

About Raccoon Media Group

Raccoon Media Group was founded in 2018 with the launch of the multi-award-winning National Running Show and over the next few years went on to launch many popular consumer events in health and wellbeing markets. The business has expanded significantly since its inception and is now a dynamic, scaled, high-growth media business focused on mobilizing passion-led B2C and B2B communities across the globe. Our events and media properties deliver year-round content and advice to specialist, self-identifying audiences. Raccoon is entrepreneurial, fast-paced and disruptive. As a business we question the status quo, we invest in exceptional people, we operate with a clear purpose and deliver sustainable events that directly meet the needs of our audiences in a way that ignites and bolsters the industries in which we operate.

Raccoon Media Group has today announced the launch of The Run Show, 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. The Run Show 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. The Run Show 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 The Run Show 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 The Run Show 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.

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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

We recently sat down with Nicole Cooper, CEO of Animal Health Division, Raccoon Media Group to find out more about her ethos and the transition from being a solo entrepreneur to part of a more structured corporate setting with Raccoon Media Group.

Tell us about you, what is your background?

I was born in Cape Town and have lived in the UK for around 35 years. My career in events spans 30+ years. Within that time, I founded Touchpoint Live Media. We were renowned for launching and running lifestyle events. I have launched and scaled some of the most recognised live event brands in the UK including Grand Designs Live, The National Pet Show, DogFest and the Vet Festival.

What drew you to Raccoon Media Group?

It didn’t happen overnight, there was a lot of groundwork laid over time. Several factors aligned and it really became an organic transition. This is a close-knit industry and I knew Mike Seaman (Group CEO) and Doug Emslie (Chairman) for many years before I joined Raccoon. I initially met Mike many moons ago through ‘Surrey Curry Night’, which was an informal get-together for event organisers. Through many discussions between myself, Doug and Mike, we had a shared understanding of the animal health market and vision for the future. The animal sector is thriving, and although Raccoon Media Group already had The National Equine Show in their portfolio, we could see the significant potential in the B2B space particularly and wanted to capitalise. I officially joined Raccoon Media Group in November 2024 to build and grow the animal health division.

What is your role now, and how has the initial phase with the company been?

I was brought in to grow the division by acquiring and launching events and it has honestly been an amazing experience. My initial, strategic manoeuvres were to bring PATS (Pet & Aquatics Trade Show) and BETA International (British Equestrian Trade Show) into the animal health division. Those events are now co-located at the NEC Birmingham in September, making it convenient for industry professionals with sector convergence to visit both Expos.

Going from one event to three events within nine months has meant a lot of work integrating teams and identifying opportunities, but this period has also been a real success story for the division. We have increased revenues by over 30% in the last nine months. The pet industry is very buoyant and is still experiencing year-on-year growth.

How have you found the transition from running your own business to being part of Raccoon Media Group? Do they give space for corporate entrepreneurship?

What I have loved about Raccoon is that it is a young, dynamic and supportive environment. They recognise, encourage and foster the entrepreneurial spirit, which is important to me. The culture and philosophy are very much move fast and don’t be nervous of tripping up along the way, which gives you real confidence to go and deliver. I joined the company at a time when it was gearing up for growth. That has been rapid in the last year and thrilling to be part of. After many years spent in the ‘trenches’ of events, I earned my stripes, but my interest concentrated more on what growth looked like. This role presents exciting opportunities you don’t get when running a smaller company. You can’t make acquisitions easily, which limits your growth.

What can you tell us about the future of the animal health division?

This is an exciting market and the opportunities are abundant. I am a natural entrepreneur who can spot ideas and assess them commercially. I’m here to drive growth, actively evaluating how we can develop the existing portfolio and where the natural brand extensions are. There is also enormous scope beyond the UK. We have our eyes set on internationalising our events and may even be announcing new launches later this year – watch this space!

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/ .

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.