Registration is now open for The Run Show, a brand-new running exhibition taking place at Dubai Exhibition Centre on 3–4 October 2026.
Designed as a season-starting celebration for runners of all abilities, The Run Show brings together the region’s running community to discover the latest gear and technology and learn directly from the world’s best athletes, coaches and experts - whether they’re training for their first 5K or their next marathon.
The two-day event - positioned ahead of the Dubai Fitness Challenge - will welcome more than 8,000 runners and over 150 international and regional brands across footwear, apparel, performance technology, nutrition, injury prevention and recovery.
The line-up includes some of the most recognisable names in the sport, including Sir Mo Farah, Paula Radcliffe and Dean Karnazes, alongside Abdulla Alshehhi, the first Emirati to complete the Abbott World Marathon Majors, and Jess Smith, a leading voice in inclusive sport and disability advocacy.
A full programme of talks, workshops and experiences will be announced in the coming months.
Paula Radcliffe, Marathon world-record legend & Dubai Marathon commentator, said:
“I’m really excited to be speaking at the inaugural The Run Show in Dubai later this year. Having seen the success of the show in the UK, it’s a real pleasure and incredibly exciting to be part of the very first Dubai edition.
Having personally seen the growth of running in the UAE over recent years, I’m really looking forward to seeing how the show connects with the running community and continues the global reach of a sport I’m so passionate about”
Abdulla AlShehhi, first Emirati to complete the World Major Marathons, said:
“I’m proud and excited to be part of The Run Show and what it stands for. It’s more than an event; it brings the running community together, educates and inspires runners of all levels, and shows how the running scene in Dubai and the region continues to grow.”
Mike Seaman, Group CEO of Raccoon Media Group, said:
“Dubai is one of the most dynamic and international cities in the world, with a fast-growing, passionate running community. The Run Show is about creating a home for that community - a place that feels inspiring, inclusive and genuinely useful for runners at every stage of their journey.”
Running has become one of the fastest-growing participation sports in the region, with communities expanding across road running, trail, fitness and endurance.
The Run Show is part of an international portfolio that includes The National Running Show in the UK, The Boston Run & Outdoor Expo in the US, and The International Running Expo in Europe - and marks the brand’s first event in the Middle East.
Registrations can be completed for The Run Show via this link: The Run Show Registration
Additional background
The Run Show is a consumer and industry platform designed to unite the fragmented running ecosystem across the region, providing a central meeting point for runners, brands, retailers, coaches, physios, sports scientists, event organisers and performance specialists at the start of the running season in Dubai.
The event will showcase innovations across running footwear and apparel, wearable and performance technology, training tools, sports nutrition, injury prevention, rehabilitation and recovery - reflecting the full lifecycle of the modern runner.
The opening of registrations comes amid rapid growth in the region’s health, fitness and wellness economy. The UAE’s health and wellness retail sector was valued at USD 2.75 billion in 2020 and is projected to reach USD 3.7 billion by 2025, supported by rising consumer interest in preventive health, physical activity, and wellness-focused travel.
Launched by Raccoon Media Group in October 2025, The Run Show represents the company’s first event in the Middle East and a strategic expansion of its international events portfolio. Raccoon Media Group’s wider portfolio spans Sports & Outdoor, Animal Health & Equestrian and Disability & Accessibility, and the company has signalled its intention to continue expanding in the Middle East, with The Run Show representing the first step in a broader regional strategy.