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. Drawing thousands of visitors from across Europe and beyond, IRX 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, creating a vibrant hub of networking, learning, and inspiration. Attendees explored hundreds of products and innovations, experienced exclusive launches, and connected directly with retailers, brands, athletes, and influencers through scheduled one-to-one meetings and live demos.
The event featured an informative agenda across both days. Day one opened by acclaimed host Susie Chan and included live podcasts and 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, shaping the future of the running industry, running tech trends and the future of footwear technology.
The day was interspersed with social and immersive activations including breathwork workshops, a CEP morning run, warm up drill session, ice bath immersion, a BrandLABs workshop and yoga sessions. The day concluded with networking and socialising opportunities via the Sip & Social happy hour, followed by The Cool Down Party, sponsored by ISPO, at De Hallen Studios with a live band, where many hit the dancefloor ‘til late.
Day two featured an exclusive discussion with Intersport CEO Tom Foley, during which 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, and 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 arounds marketing and AI, the Global Active Network for PR professionals in the sport, a panel discussion on ‘Lessons from the Field’ with prominent Race Directors from leading global race organisers, the future of running retail, running without borders, plus a session on how brands can engage the untapped potential of midlife women in sport. Active and social outlets throughout the day came in the
form of activations including breath workshops, a running warm-up, an exhilarating and scenic scavenger hunt through iconic Amsterdam landmarks, plus ice bath immersion and yoga sessions. 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 designed to strengthen both the commercial and cultural foundations of ISPO. This investment will have a positive impact on attendance for IRX and 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.