In a landscape full of consumer-facing events and local expos, The International Running Expo (IRX) is positioning itself as a game-changer for the running industry. Set to take place on November 4–5, 2025, at the RAI Amsterdam, IRX will be Europe’s first pan-European B2B event dedicated solely to the running market.
Shirry Liram, Raccoon Media Group Event Director, The International Running Expo, explains that the inspiration for IRX came from a clear gap in the industry: “Up until now, there hasn’t been one central meeting point in Europe for the B2B running community. While we’ve seen plenty of consumer-focused events, marathons and expos, nothing truly connects the entire industry on a continental scale — and that’s what we’re changing.”
Not Just Another Running Show
Unlike the National Running Show in the UK or the Boston Run Show — both successful consumer events run by Raccoon Media Group — IRX is focused on business-to-business engagement. “You won’t see people buying shoes off the shelf here,” says Liram. “This is about forging connections between brands, retailers, media, race directors and influencers.”
Since its official launch in November 2024, interest from brands has been “phenomenal.” Over 80 global companies are already confirmed on the floorplan, including leaders in apparel, footwear, nutrition, and wearable tech. Brands are coming in from the US, Taiwan, Hong Kong, Australia, Thailand, and across Europe, reflecting the truly international nature of the event.
Retailers are equally enthusiastic. Even with eight months to go, over 300 visitors have already registered, and the team expects to hit 6,000 attendees by showtime. “We wouldn’t have launched without solid backing from the retail community,” said Liram.
Influencers, Race Directors, and Scaled Marketing Opportunities
In a unique twist for a B2B event, IRX will also feature groups of influencers, press, and race directors. “These aren’t just attendees — they’re part of the show’s marketing strategy,” Liram notes. Influencers with six-figure followings will be on hand to test, review, and promote products live from the event floor, offering brands an unmatched promotional opportunity.
The inclusion of race directors, described by Liram as “rock stars” of the industry, adds further value.
Networking, But Make It Fun
IRX is not content with traditional networking formats. “We’re going beyond the classic exhibitor-meets-visitor model,” says Liram. The event will include a range of fringe events designed to foster informal networking opportunities, such as:
- Coffee & Connect morning briefings
- Morning Miles Mixer shakeout runs
- Cool Down Parties and after-hours socials
A bespoke IRX app will also enable attendees to pre-arrange meetings with key figures — from influencers to buyers — making the show highly efficient for business development.
The Place to Be for the Running Industry
Liram is clear about the event’s ambitions: “We’re not trying to replicate existing shows. We’re building something hyper-focused, highly curated, and unapologetically dedicated to running.”
For now, early bird tickets for visitors are available until April 30, 2025, with tiered pricing structures to follow. Exhibitor spaces are already being snapped up, with full-rate bookings now in effect after an initial early bird period that closed in January.
Shirry Liram said: “We’re creating something very, very special — and everyone in the running industry should be part of it.”
