Organisers of the 2025 BETA International and PATS trade shows, Raccoon Media Group, are celebrating exponential success with record numbers of visitors and exceptional onsite rebooking levels achieved at both events. BETA International (British Equestrian Trade Association), sponsored by Neue Schule is the premier event for the equestrian and country sectors and PATS (Pets and Aquatics Trade Show) is the leading, trade-only event for the pet and aquatics industry.
Following their respective acquisitions in 2024, BETA International and PATS were moved to the NEC Birmingham, allowing for the huge increase in space needed to accommodate the growing events and to open up these events to an International audience.
BETA International returned with a host of exciting new features, including a free event app sponsored by Neue Schule, the launch of the new Business Pavilion sponsored by Breyer, and a dedicated Hosted Buyer Programme. These innovations helped attract a truly international audience. Receiving in excess of 3,000 delegates across two days, the show experienced record-breaking visitor numbers, triple that compared to 2024. In addition, there was an outstanding rebook rate during the event of over 60% for 2026, with many new businesses expressing their interest in securing exhibitor floor space.
“We are absolutely delighted with the success of the 2025 event and incredibly grateful to everyone who sponsored, exhibited, and attended,” said Liz Ormesher, BETA International Event Director. “While we’re proud of the record-breaking numbers overall, we’re especially pleased with nine times the number of international visitors this year and the success of the Hosted Buyer Programme, which attracted key buyers from the UAE, America, and the UK to the show. We were aware that several companies came as visitors to ‘check us out’ this year, and we were pleased to see so many book spaces for 2026.
“Following this year’s success, we will be looking to grow the floorplan again next year and are already planning further features and ways to open the show to the growing International audience and improve the offering for the UK industry. Popular features such as The Seminar Theatre, Feed Hub, and New Products Showcase will all be returning, and we’ll be working with a charity partner, adding new initiatives, and strengthening collaboration with our partners and sponsors. The future of the industry is bright — and so is the future of BETA International!”
The Pets and Aquatics Trade Show (PATS) also achieved significant success breaking all previous records. Upwards of 6,000 people attended the show across three days, which marked an impressive 70% uplift on 2024 figures. Testament to the international draw of the event, there were 445 exhibitors present, representing 15 countries. Data also revealed that 317 visitors attended from oversees, signifying a 169% increase compared to 2024. On site, the show achieved an unparalleled rebook of 100% topping over £2million, with many new companies expressing their interest in the 2026 show.
PATS 2025 delivered an unrivalled platform for the launch of exciting new pet product innovations, including a record number of 450 entries to the New Product Showcase. Other highlights included the Aquatics Zone – a dedicated area for aquatics, water gardening and reptile exhibitors – and live grooming demonstrations.
“The pet industry is an exciting and dynamic space to be part of right now,” said Event Director Ian Reynolds. “I’m genuinely looking forward to collaborating with so many incredible brands and companies – and, most importantly, with the passionate people who work tirelessly to innovate and deliver outstanding products.
At PATS, we’re committed to matching that passion by investing in the show and the sector. Going forward, we are launching a new event app, supporting a dedicated charity partner within the pet industry, and expanding into Halls 3 and 3a to deliver our largest show yet at 18,000sqm.
We are also working more closely with PetQuip, the Pet Industry Federation, plus other partners, introducing a Hosted Buyer programme, and strengthening our presence in the international pet market. Together, these steps are designed to ensure PATS continues to be the most valuable and vibrant trade exhibition for our industry – helping you connect, grow and succeed.”
“We’re delighted with the response to PATS – Pet & Aquatics Trade Show – this year,” said Nicole Cooper, CEO of Raccoon Media Group’s Animal Health Division. “There has been an enormous amount of work behind the scenes since the acquisition to develop this event and I’m delighted that has culminated in an outstanding success with unprecedented visitors and rebook figures.
The event continues to be a cornerstone for the industry, and it was fantastic to see so many visitors and exhibitors engaging, networking, and sharing their passion for the sector. We’re already looking ahead to 2026, building on this year’s success and exploring new ways to make the show even more valuable for everyone involved.”
BETA International 2026 will return on 27-28 September 2026 and PATS 2026 will take place on 27-29 September 2026. For more information on exhibiting at the respective events visit BETA International 2026 or PATS 2026 .
ENDS
For all media enquiries, contact Group Marketing Director Ashley Cox at ashley.cox@raccoonmediagroup.com
Notes to Editors:
About Raccoon Media Group
Raccoon Media Group is a dynamic, high-growth media business focused on enabling healthy and active lives. Our media properties deliver year-round content and advice to specialist, self-identifying consumers that share a love of being outside, healthy and active. Our events are well-timed, community-driven, tightly focused and passion-led. They bring buyers and sellers together to see cutting edge innovations in a fun and exciting way.
Raccoon Media Group acquired BETA International and the Pet and Aquatic Trade Show (PATS) in 2024, and 2025 marked the first year both events were organised by the company. Raccoon Media Group’s Animal Health division, led by Nicole Cooper, now manages three events, including the consumer-focused National Equine Show. This year, PATS and BETA International were co-located at the NEC, with BETA International taking place on 28–29 September and PATS running from 28–30 September 2025.
About BETA International
https://www.beta-int.com/
BETA International, established by the trade association whose name it bears over 40 years ago, is the UK’s leading equestrian and country trade fair with visitors and exhibitors from over 25 countries.
Photography
https://www.beta-int.com/2025-show-images
About PATS
https://www.patshow.co.uk/
PATS is the UK’s trade Show for the pets and aquatics trade and sees thousands of brands launch new products and do business over the three-day event.
Photographs of PATS 2025 are available to download at