The International Running Expo (IRX) Debut Draws Global Running Industry to Amsterdam
Raccoon Media Group, organisers of The International Running Expo (IRX) powered by SCOTT Sports, are celebrating the resounding success of the event’s first edition. The two-day Expo, held at RAI Amsterdam on 4-5 November, marked a major milestone for the global running
industry. As Europe’s first-ever dedicated business-to-business event for running professionals, the International Running Expo drew thousands of visitors from across Europe and beyond. It set a new benchmark for innovation, collaboration, and community within the sport.
Over the course of two dynamic days, IRX brought together industry leaders, trailblazing brands, and breakthrough technologies. It created a vibrant hub of networking, learning, and inspiration. Attendees explored hundreds of products and innovations. They experienced exclusive launches and connected directly with retailers, brands, athletes, and influencers through scheduled one-to-one meetings and live demos.
The International Running Expo featured an informative agenda across both days. Day one opened by acclaimed host Susie Chan and included live podcasts. There were fireside chats with ultrarunning legends Dean Karnazes and Scott Jurek, plus athlete and content creator Yana Strese. Panel sessions led by industry experts allowed them to share their expertise on key topics such as sustainability and shaping the future of the running industry. Running tech trends and the future of footwear technology were also discussed.
The day was interspersed with social and immersive activations. These included breathwork workshops, a CEP morning run, and a warm-up drill session. There was also ice bath immersion, a BrandLABs workshop, and yoga sessions. The day concluded with networking and socialising opportunities via the Sip & Social happy hour. It was followed by The Cool Down Party, sponsored by ISPO. This took place at De Hallen Studios with a live band, where many hit the dancefloor ‘til late.
The second day of the International Running Expo featured an exclusive discussion with Intersport CEO Tom Foley. During this, he explored the future of sports retail with Urs Webber, Editor of Runner’s World. Live Podcasts from Borderlands and Bad Boy Running featured Scott Jurek in Conversation with Josh Rosenthal. There was also a Bad Boy Running live episode with special guest Jurrie Van De Velden. In addition to this, there featured a candid talk with SCOTT athlete and Golden Trail Series 2025 Champion Mădălina Florea.
Bespoke sessions from industry experts on day two included topics around marketing and AI. The Global Active Network for PR professionals in the sport hosted talks too. A panel discussion on ‘Lessons from the Field’ featured prominent Race Directors from leading global race organisers. They discussed the future of running retail. Running without borders and a session on how brands can engage the untapped potential of midlife women in sport were also covered. Active and social outlets throughout the day came in the form of activations. These included breath workshops, a running warm-up, and an exhilarating scavenger hunt through iconic Amsterdam landmarks. There was also ice bath immersion and yoga
The International Running Expo sessions truly set the stage for future gatherings.
Shirry Liram, Event Director of IRX, commented: “I’m thrilled with the success of this event and would like to thank all involved, the speakers, exhibitors, sponsors and press; plus the retailers, industry professionals, athletes and influencers who attended the Expo from all over the world.
It is especially rewarding to see the culmination of hard work deliver two days of invaluable conversations, connections, collaborations and fun! The immediate feedback from all attendees has been excellent.”
Looking toward the future, Raccoon Media Group recently announced a strategic partnership with Messe München to usher in a new era for ISPO, the world’s largest and most influential trade event for the sporting goods and outdoor industry. To deliver this transformation, the partners have announced a €3 million investment programme. It is designed to strengthen both the commercial and cultural foundations of ISPO. This investment will have a positive impact on attendance for IRX. It will cement both shows as the must-attend events for the running, outdoor, and winter sectors.
Both ISPO and The International Running Expo will take place on 4-5 November 2026 at the RAI Amsterdam.
