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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.

London Snow Show brand acquired by Mountain Trade Network (MTN)

Mountain Trade Network (MTN) is excited to announce the acquisition of the London Snow Show brand from Raccoon Media Group, marking a significant milestone in the future of the UK snowsports industry. Over the past four years, the National and London Snow Show brand has become synonymous with galvanising the UK snowsports community, offering an engaging platform for enthusiasts, brands, and industry professionals to connect and celebrate their love of winter sports. Raccoon Media Group’s development of the brand has laid a strong foundation, and now, with MTN at the helm, the brand is set to enter an exciting new chapter of innovation.

Under the new stewardship of Mountain Trade Network, the London Snow Show brand will continue to evolve, maintaining its position as a key community hub for the UK’s snowsports scene. MTN’s extensive experience and commitment to supporting the industry ensure that the brand will not only sustain its momentum but also grow in reach and impact. By combining its expertise with the legacy built by Raccoon Media Group, MTN is dedicated to further strengthening the community, providing new opportunities for brands and continuing to inspire a love for winter sports across the UK.

As the guardians of the iconic B2B snowsport events, LISTEX, LISTEX Luxury and SASTEX, MTN will now move forward with plans to serve the industry from both a B2B and B2C viewpoint with this new acquisition. Raccoon Media Group will continue to work in Partnership with MTN through its delivery of the hugely successful Snowbound Expo in Boston, USA.

James Gambrill, founder of the Mountain Trade Network MTN and LISTEX, said: “Having founded LISTEX to run alongside the London Snow Show I’m delighted MTN have agreed to purchase The London Snow Show from Raccoon Media Group. Raccoon have done a fantastic job of launching the event and bringing the Snow Show back to London after a gap of three years. I’ve personally been attending the London Snow Shows for over 25 years and know how important they are to UK skiers and snowboarders. MTN taking over this event with its incredible legacy, to drive it even further forward into the future, is very exciting and I’m looking forward to a fantastic event in 2025”.

Babsi Lapwood-Gambrill, CEO of the Mountain Trade Network said: “LISTEX has more than doubled in size in the last three years and since then we’ve also launched LISTEX Luxury which has also grown quickly to become a must attend event for those working in the luxury snowsports industry . With SASTEX focusing on the summer alpine market launching in 2025 as well as taking over the London Snow Show this is an exciting period of growth for MTN. With such a great team in place we are confident of creating a wider range of must attend events for the Mountain Sports Industry”.

Mike Seaman, CEO at Raccoon Media Group commented: “This is an incredibly exciting time for the brand and we are looking forward to seeing how MTN will evolve and develop what we have built over the last 4 years. Community is central to the London Snow Show brand and it feels like a natural next step for this event to be under the incredible stewardship of MTN and their passionate team.”

For more information about this acquisition contact Rob Stewart robert@ski-press.com

Raccoon Media Group helps spread the Christmas magic to those in need

An event originally conceived by Mash Media in 2017, One Day at Christmas is a special charity day held in December each year. Widely supported by the UK’s events industry, the purpose is to give back to communities through magical, recreated lunchtime Christmas parties.

Raccoon Media Group is delighted to be a lead partner on this special seasonal charity initiative which is aimed at helping elderly, lonely and vulnerable people. This year events will be held throughout the UK on December 6th. The team at Raccoon will be supporting the initiative financially and practically with a team committed to serving the elderly across the country.

The initial One Day at Christmas event was held at ExCeL London, and has gradually spread further, with a record seven venues signed up to host One Day at Christmas in 2024. Venues hosting the annual festive lunch simultaneously this year include: ExCeL London, the NEC Birmingham, Farnborough International Exhibition & Conference Centre, the Business Design Centre, Scottish Event Campus (SEC) Glasgow, Coventry Building Society Arena and Manchester Central.

In 2023, over 70 organisations supported the initiative and helped raised over £80,000. A magical day was provided for 1,250 elderly, vulnerable and lonely people. Organisers are aiming to reach an additional 500 people this year with the extra venues and support.

Mike Seaman, CEO of Raccoon Media Group, who is part of the organising committee for One Day at Christmas, said: “I love being part of this special day. It is such a heart-warming initiative and really shows the generosity of the UK events industry. I’m proud Raccoon has become a lead sponsor this year and that we are able to spread the magic further and help more people in need.”.

Watch the highlights of One Day at Christmas from 2023.

If you would like to get involved in One Day at Christmas by donating, volunteering, or to register to attend visit: https://www.onedayatchristmas.com/

Raccoons cover 1,000+ miles to raise £1000 this October for Birmingham Children’s Hospital Charity

The Raccoon Media Group team across the country is joining forces this month for a 1000 mile, £1000 fundraising challenge for Birmingham Children’s Hospital Charity. Part of the charity’s ‘62 miles in October’ Challenge, staff at Raccoon have committed to walk, run. cycle or swim a minimum of 2 miles each per day to reach the target. All donations will be match funded by Raccoon and will help to fund the vital work Birmingham Children’s hospital does for young people.

Raccoon Media Group has a long-established relationship with Birmingham Children’s Hospital Charity, supporting its incredible work over many years. The team has completed umpteen ultras, marathons, half-marathons, 10 and 5k runs and a host of other supportive and creative initiatives. Continuing these efforts CEO, Mike Seaman and MD, Nathalie Davies will be undertaking the ultimate challenge of climbing Mount Kilimanjaro in January 2025, ascending almost 20,000ft to fundraise for the Hospital, as well as tackling a host of other ultra and marathon events throughout the year.

Birmingham Children’s Hospital Charity transforms the lives of children, providing world-class care to over 100,000 sick kids on a yearly basis. The aim of the charity is to provide new equipment, fund research and training, and improve the Hospital’s surrounding environment. Any support is greatly appreciated. Every penny counts as the amount raised will be match-funded by the Raccoon Media Group.

Make a difference to children’s lives, please DONATE HERE

National Equine Show’s launch proves a big hit with free ticket allocation gone in under an hour

The National Equine Show’s third box office launch on 5thSeptember saw the full complimentary ticket allocation of 2000 tickets go in under an hour, and by late afternoon on day one, over 6,200 tickets had been registered.

“Each year, we set aside a number of free tickets that we offer directly through the National Equine Show platforms and through specially selected partners. The reason for being so generous with our free tickets is to ensure that cost is not a barrier to entry. We know a lot of events can be quite prohibitive from a cost point of view and we want to ensure that those who wish to attend have the opportunity to do so.” said Liz Ormesher, Event Director at The National Equine Show. “Now that the free tickets have been registered, we move into early bird pricing, again aiming to keep the cost as low as possible despite the increased demand for tickets.”

The National Equine Show’s first event, held in 2023, saw just under 10,000 people attend during the two days, and the second show in 2024 saw around 15,000 equestrians visit the NEC over the duration of the show. With over 6,000 tickets registered in just a few hours, the 2025 event is already looking like it’s going to be a very exciting one for all the stands, features and attendees involved.

The Early Bird ticket offer allows people using code EARLYNES25 the chance to bag themselves a weekend ticket for just £7.50 (full price is £20 for the weekend or £15 for a day). This code is only available on a limited number of tickets, so the advice is to register early before the price increases.

In addition, this year sees the launch of the Guaranteed Access Meet & Greet tickets. Due to overwhelming demand for the show’s Meet & Greets, the National Equine Show has introduced a new ticket option, limited to 150 tickets a day, that will allow holders to get priority access to the Meet & Greets on the day they attend. On Saturday, this will be This Esme, Megan Elphick, Sam Dracott, Yasmin Ingham, and on Sunday This Esme, Megan Elphick and Sam Dracott will be joined by Carl Hester. There will be free access to several Meet & Greets over the weekend, but due to demand, queues may be cut to fit the available time allocated.

To get your Early Bird ticket (while allocation lasts) or to find out more about the National Equine Show, see www.nationalequineshow.com

-ENDS-

Prepared by: Rhea Freeman

rhea@rheafreemanpr.co.uk

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

To enquire about exhibiting at the show, contact Liz Ormesher at liz.ormesher@raccoonmediagroup.com

Surge in demand for The Allergy & Free From Show sees floorplan expansion

Strong demand from industry for 2025 show

Organisers of The Allergy & Free From Show, the only dedicated health show focused on the free from market in the UK, are gearing up for success following a boost in demand for the 2025 event.

Next year’s Allergy & Free From Show is set to take place on 21st and 22nd June at Olympia Events, London. With an anticipated visitor count in excess of 15,000 in 2025, the show connects thousands of people to notable brands and figures with an arena packed with exciting features, custom spaces and a sought-after speaker line-up throughout the weekend.

Indicating the event’s stronghold in the industry calendar, Koko Dairy Free were recently announced as headline sponsors for the 2025 Allergy & Free From Show. Other key players in the sector already committed to attendance next June include: Genius, Tesco, M&S, Balmonds, Elave, Westlab, Warburtons and BFree Foods.

Alongside a strong rebook of 82% from 2024 to 2025, organisers are expanding the show floorplan next year by 45%, as the number of brands increases sizeably from 150 to over 200.

Established award-winning organisers of events such as the National Running Show, and National Cycling Show, the Raccoon Media Group acquired The Allergy and Free From Show in 2023. They have breathed new life into the fresh addition to their stable, putting their own stamp on the event with dedicated content and features, whilst also adhering to their sustainability commitment.

Educational and inspirational spaces including two stages will play host to a programme that showcases some of the biggest names in the industry. Personalities already confirmed to appear in 2025 include Sunday Times best-selling author and ‘queen of gluten-free’ Becky Excell, Dale Pinnock: The Medicinal Chef, Kate Lancaster: The Dairy Free Mum, plus Daniel Kelly – founder of ‘May Contain’ the U.K.’s leading blog and podcast committed to breaking the stigma of food allergies and mental health.

New features for 2025 include an additional stage for talks, plus Allergies in the Home and an Anxiety Mindfulness Zone. These complement existing popular features such as the Inspiration Stage, Live Kitchen with exciting demonstrations, Family Zone, Skin Care Clinic, VIP Lounge and Meet and Greet Area.

Annie Bennett, Event Manager said: “Our clear vision for this event is to help people with allergies and intolerance live their best lives. I’m thrilled that we have developed the show to be a real magnet for brands and key industry personalities that can share experiences and impart knowledge to this growing community to help them thrive. An event such as this needs a specialist understanding and approach. We are committed to learning and evolving to meet the growing needs of consumers and businesses in the allergy and free from space.”

The National Running Show reveals strong rebook for 2025

Year-on-year growth for The National Running Show

The National Running Show has seen a meteoric growth in all areas of the show in the last six years and a secured and projected uplift in 2025, reveals it shows no signs of slowing.

The 2025 National Running Show is set to take place on 25th to 26th January 2025 at The N.E.C. Birmingham. Upward figures include a 75% business rebook, a planned floorplan increase of 20%, plus projected visitor numbers of over 30,000. A record number of 250+ brands are also set to be represented in January, with more features than ever before.

The inaugural National Running Show event, held in January 2018, attracted approximately 20,000 runners and 95 brands to the show at the NEC Birmingham. Fast forward to 2024, the sixth edition of the show, and those figures have leapt to almost 30,000 visitors and 200+ brands choosing the UK’s premier running show.

The development of the event has been incremental and considered. ‘Version one’ of The National Running Show in 2018 had one main stage, occupied by a schedule of known running figureheads such as Dame Kelly Holmes. The format in its present persona is now more akin to that of a festival than an exhibition, with three stages and numerous specialist areas occupying the arena. Dedicated spaces represent varied running interests, for example the ‘ultra-zone’, which caters specifically for ultra-running enthusiasts.

The expansion of the show has aligned with the growth of an enviable speaker line-up, with globally recognised running personalities helping to amplify not just the in-person attendance, but also the digital reach and media buzz around the event.

A mix of Olympians, ultra-runners, athletes and notable YouTubers can be found around the arena during the event weekend, imparting advice and meeting their fans and communities.

An exciting new addition was added in 2024, in the form of The National Running Show Awards. A natural development given that all the key industry figures are in one place. The Awards provide real recognition for individuals, communities, groups and brands within the running universe. Following positive feedback, the Awards will return for 2025 to celebrate areas of achievement in all corners of the sport.

Nathalie Davies, MD at Raccoon Media Group comments, “The journey of growing The National Running Show has been organic, strategic and driven by purpose. We ensure that we keep evolving, keep ahead of the industry, listen to feedback and adjust accordingly. There have been many challenges, but the key to development is moving with passion, nurturing key relationships and striving for continuous improvement. ”

ENDS

For all media enquiries, contact Senior Marketing Manager Hannah Hopwood at hannah.hopwood@raccoonmediagroup.com

Notes to Editors:

National Running Show #RunShow
Official Video 2024: https://www.youtube.com/watch?v=nIXcC5gx_eU
Instagram: https://www.instagram.com/nationalrunningshow/

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 takes home two awards at Exhibition News Awards 2024

Raccoon Media Group triumphed at this year’s Exhibition News Awards (EN Awards) taking home Best Consumer Show for Snowbound Expo 2023 and a Silver Award for Raccoon Media Group’s Environmental, Social, and Governance (ESG) strategy. The awards evening took place Thursday March 28th and was a huge celebration; highlighting and embodying the spirit and talent within the events community. Now in its 17th year, the EN Awards, with headline sponsors ExCeL London, One Tribe, and Immersive AV, took place at Park Plaza, Westminster Bridge. Global show organisers joined the event in London and celebrated those who have gone above and beyond to create outstanding events in the past year. 

Snowbound Expo was held in partnership with Boston.com and the Snow Sports Industries of America and was hosted at the Boston Convention & Exhibition Center in Boston, MA in November 2023. The show welcomed 36,000 ticket registrations, over 190 brands to the expo to showcase and sell their latest lines of products and saw success, with 92% of them rebooking for the 2024 event in November this year. The show’s Inspiration Stage played host to Olympians and athletes from across the world of skiing and snowboarding including five- time Olympian and three-time Olympic gold medalist Shaun White, the most decorated snowboarder of all time Lindsey Jacobellis plus 30 more who shared stories from their careers. The line-up of speakers lit up the stage with the highs, lows, achievements, and failures from experiences gained in the mountains. The city’s skiers shopped for new gear and tech from leading brands and reconnected at the Après Ski bar which created a buzzing atmosphere. The event is strategically timed to prepare families for the season ahead and promotes the benefits of spending time together in the outdoors whilst encouraging beginners who are looking to start snow sports. 

Raccoon Media Group also picked up the Silver Award for their Environmental, Social and Governance (ESG) strategy. The 2022/23 ESG report was recognized among other finalists including Business Design Centre, NEBEXT, RAI Amsterdam, Reset Connect London 2023, Olympia London and Whitespace Group. Easyfairs was announced as winner for the ESG category. 

Mike Seaman, CEO at Raccoon Media Group commented: “Winning Best Consumer Show for Snowbound Expo is a huge achievement for our USA business. I am delighted that the team was recognised for this event – the passion and determination can be seen in the results and I’m excited to see it develop this year! As for ESG, we have made progress and are constantly developing our strategy – receiving a Silver Award for this category is huge for us and I couldn’t be happier that we’re on the pathway for improving and achieving more with our ESG in the coming year.” 

Snowbound Expo will return for its third edition, November 15th – 17th 2024 at the Boston Convention & Exhibition Center. For more information about other Raccoon Media Group events visit www.raccoonmediagroup.com/events.

Snowbound Expo welcomes over 21,000 snow sports fans and 92% of brands and resorts rebook for 2024

Olympian Shaun White took to the stage to inspire fans

Snowbound Expo brought together over 21,145 North East skiers, snowboarders, and families to shop over 190 brands and resorts last weekend (Nov 3-5). The event provided inspiration for the coming season by hosting an incredible line up of speakers, Olympic athletes, record holders and more plus a weekend’s worth of interactive fun for families. Previously known as the Boston Ski & Snowboard Expo, the show was a celebration of all things snow sports where consumers were able to buy the latest range of gear, tech, apparel, skis, boards, accessories ready for the season ahead.

A celebration of snowsports

This year’s expo offered 190 brands and resorts, doubling in size, compared to the launch in November 2022 where 98 brands and resorts presented their goods for the season. The family-friendly expo offered a chance for snow sport enthusiasts of all abilities and backgrounds to meet up and kick off the season in style with stacks of inspiration and new products to purchase at the show. The expo hall felt a buzz as a bustling crowd of 21,145 visitors enjoyed the weekend, smiling and enjoying new interactive experiences. New highlights included a new rail jam, an Inspiration Stage of guest speakers, an indoor slope, Eliteam’s obstacle course and more apres ski bars than before.

More Gear to Buy
SkiEssentials was the Official Retailer for the expo and offered boot fitting and a full shopping experience of ski gear and apparel. For visitors who didn’t find the product they wanted onsite at the expo, there is now a 10% discount on the SkiEssentials website using code SHOWSPECIAL.

Brands and resorts were extremely happy with the attendance of visitors and the sales that were made throughout the weekend with 92% of them rebooking their booths for the 2024 expo. This not only shows their commitment to Snowbound Expo but also the commitment to serving the North East community with their latest gear year on year.

Brands selling the latest in gear, apparel and accessories and technology included; Arbor Collective, Atomic, Burgeon Outdoor, Darn Tough Vermont, Deuter/ORTOVOX USA, Elan Sports, Elevate Outdoor Collective brought Marker, Dalbello, Volkl, K2 Ski, K2 Snowboards, LINE, and Ride Snowboards. Fischer Sports, Auclair, HEAD/Tyrolia USA, Inc., Helly Hansen, Hestra, J skis, Kulkea, LLC, Lacroix Boards Inc., Meier Skis, New Belgium Brewing Company, Nikwax North America, Nordica, OOSC, Parlor Skis, Rossignol, Salomon, Scarpa, Ski The East, Teton Gravity Research, Whitespace plus U.S. Ski and Snowboard Hall of Fame and USASA. The full list can be found at this link. www.snowboundexpo.com/exhibitors

The range of resorts grew significantly for this year’s expo and visitors saw reps discussing their passes and upgrades for the coming season; Burke Mountain, Cannon Mountain, Chic-Chac, Cranmore Mountain Resort, Gore Mountain, Jackson Hole Mountain Resort, Jay Peak Resort, JTB-Hokkaido, Killington Resort, King Pine Ski Area, Loon Mountain Resort, Nashoba Valley Ski Area, Pats Peak Ski Area, Ragged Mountain Resort, Woodstock Inn & Resort Whiteface Wachusett Mountain Visit Big Sky Valle Nevado, Saddleback Maine, Tenney Resort and Recreation Sugarbush, Sugarloaf, Smugglers’ Notch Resort and more listed.

Inspiration at every corner
The weekend packed a punch when it came to offering inspiration and talent at a ski show. The expo offered live-action and interactive features for families to enjoy. Highlights included Shaun White’s talk which attracted thousands of fans asking questions and receiving autographs from the legendary snowboarder. The Inspiration Stage welcomed the most decorated cross athlete of all time Lindsey Jacobellis, Olympian Ted Ligety, US Biathlon legend Jan Reynolds, Burton’s Athletes Rob Roethler and LJ Henriquez, Founder of Share Winter Foundation Constance Beverly plus so many more.

Skis and boards were tried out on the indoor slope and new rails were fitted and were used by the more advanced riders. The debut of the Gilson Snowbound Rail Jam came to life on Friday night where visitors saw a showcase of professional snowboarders and skiers displaying their prowess on a crafted rail setup.

Birdie Blue worked in collaboration with Subaru of New England to host a Revive, Reuse & Recycle Zone to elevate sustainability in snow sports. This was a chance for visitors to drop off pre-loved gear which is no longer functional or fashionable and will be upcycled into gear. Any usable gear in good working order will be donated to a local charity.

New features for 2023 included Live Community Painting with Lamont Joseph White, The US Ski & Snowboard Hall of Fame displayed a section featuring stories and photos of the Class of 2023 and The Share Winter Trail invited children to collect stamps throughout the expo and collect stickers along the trail. Apres Ski was not forgotten with more bars than before including the Ikon Pass Alpine Mountain Bar, The Fat Tire Beer Garden and Harpoon & Long Trail joined the expo with their merch and ale. CB Sports built a runway in the hall and scheduled fashion shows of their apparel throughout the day with a DJ attracting the crowds and creating an incredible atmosphere.

Stephen Morgan, Managing Director of Snowbound Expo commented “What a show that was! We are so thankful and stoked that the brands, resorts, sponsors, media supported this ski and snowboard show and can’t wait to deliver another even bigger expo in 2024. We’re extremely proud to deliver an expo which is accessible and inclusive for new beginners to try out winter sports and is equally supported by the large snow sports community in the Northeast.”

The visiting crowd snagged individual prize giveaways, competitions and discounts including 2 IKON Pass giveaways, Birdie Blue Sling Bags and Fanny packs prizes,  $1400 competition with Ortovox, re-waterproof your gloves with Nikwax, $400 giveaway with deuter, $100 off with J Skis and much more.

The visitor feedback the team are receiving supports the reason Snowbound Expo exists. An email sent post show said “Thank you Snowbound Expo. It was a fun show, a lot of games, great information, outstanding speakers and some cool swag. It has to be one of the best ski shows I’ve been to! I cannot wait to see you all next year! See you all on the slopes this season”

The show will return in November 15-16, 2024 at the Boston Convention & Exhibition Center.

If you are interested in exhibiting or sponsoring the show, please contact Stuart Dacre – stuart.dacre@raccoonmediagroup.com

The National Equine Show sees huge growth for 2024

The National Equine Show’s second event took place last weekend (2nd-3rd March) at the NEC and recorded just under 15,000 people through the doors across the two days of the show. This shows an increase of 50% from the first show last year.

Even before the doors opened, queues were snaking their way through the NEC with thousands of people excited to enjoy the shopping, stages, immersive experiences, and a chance to absorb everything equestrian.

“We are delighted with the show and what a success it was, not just for us but also the brands, partners and sponsors we work with,” said Liz Ormesher, Event Director. “The event saw flash mobs to launch our safety partner, Evoke Equestrian, excitable queues at the GS Equestrian Meet & Greet where we had influencers like Harlow Luna White and Megan Elphick alongside riders such as Charlotte Dujardin and Natasha Baker, a packed Skills Theatre sponsored by Animal Web, an incredible Inspiration Stage with the most awe-inspiring guests, it was amazing. The best thing of all though was the buzz in the hall from visitors enjoying the show, that’s what it is all about.”

Plans are already afoot for the 2025 event which will be across two halls at the NEC on the 1st and 2nd March 2025. At the show, over 70% of the new floorplan sold for next year’s event, proving how well the event worked for the brands too.

This year, the event was sponsored by Boys Ride Too, Charles Owen, EqueSoul Fitness, Equitex, Evoke, Farm & Stable, Flying Changes Mindset, GS Equestrian, Jelka, Jo Hansford Photography, JockeyCam Ltd, Lunar Eclipse, Nail Bus, PB Movement, PolyJumps, Red Gorilla, Sacha & George, SJB Performance Training, Smart Grooming, Sorbeo Horse Bedding, The Dressage Coach, The Equestrian Index, The Ice Bath Co, and The Knights of Middle England. It was supported by partners including British Equestrian, British Equestrian Trade Association, Evoke, Forces Equine, Horse & Country TV, Horse & Hound, Horse & Rider Magazine, Outside & Active, PONY Magazine, Summerfields Stables, The Equestrian Index, and Your Horse Magazine.

“We’re really grateful to all the sponsors, partners and brands who supported us, and every person that came to the show,” said Liz. “We’re busy planning next year and will be releasing speakers and more over the next few months.”

Tickets for the 2025 event will be available from September but interested parties can sign up to the newsletter to be the first to hear when the tickets get released. See www.nationalequineshow.com