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Promotional feature: FIBO
FIBO 2017 is fast approaching. FIBO’s Cornelia Tautenhahn went behind the scenes with event director Ralph Scholz to find out what goes into the organisation of this global trade show
In the over 30-year history of FIBO, fitness has developed from an exotic pastime into a sport for the masses – driven by numerous innovations from manufacturers and new concepts promoted by fitness club operators. Illness prevention and health promotion, digitisation and the emergence of special-interest clubs are just some examples of the changes this market has seen over the years.
FIBO has actively promoted this development. As fitness became a popular activity, the range of training methods for various target groups has become increasingly overwhelming. We want to present trends to trade visitors in a way that’s easy to digest, so they can find the products they need.
In 2017, we will focus on nutrition and its importance in the business models of both club operators and retailers.
Furthermore, we’re stepping up our efforts as an active player in the industry. We see the trade show as an industry leader and a promoter of a healthy lifestyle. Every year, approximately 1,000 journalists relay the industry innovations presented at FIBO to the public. We consider FIBO, along with the European Health and Fitness Forum (EHFF), which takes place the day before, to be an influential voice directed at policy makers.
What do you see as the big trends in fitness for 2017, and how is FIBO responding to these?
Market diversification means there’s no such thing as one big trend. We’re more concerned with the challenges facing the industry and how we can rise to them. One such challenge is the rise of low-cost clubs, which is a cause for concern for many owner-managed clubs.
Operators must give better justification for high membership fees than ever before. Apart from the equipment and programmes offered, support by skilled staff plays a decisive role. This will be a key theme at FIBO this year.
What’s your main focus for the 2017 show, and why?
As mentioned, we have a strong focus on skilled staff in clubs. To assist with this, we’re collaborating with the Federation of International Sports, Aerobics and Fitness (FISAF), the European Register of Exercise Professionals (EREPS), INLINE consultancy and EuropeActive, to name a few.
We’d like to present trainers with an extensive overview of the latest workouts and training methods. To make this happen, we’re completely re-arranging the Group Fitness Area in Hall 4.1. Themes covered in this area will include virtual group exercise classes, the recurring trend of hip-hop and courses for kids.
A very special highlight will be the inaugural FIBO European Convention – powered by FISAF and supported by EuropeActive and EREPS – which will bring together trainers from all over Europe. The aim is to create the biggest line-up of education and further training courses for fitness trainers in Europe.
What have you learnt from organising FIBO over the years?
We learn with each and every trade show. This year, visitor management and safety will be a major focus for us. Managing visitor flow is a constant challenge due to the growth of the event. In response, we’ll have a completely new allocation of exhibition space for FIBO PASSION, with visitor access made easier thanks to the new Group Fitness Hall.
FIBO 2017 is also the first year that bags will be controlled at the entrances. Given that we’re expecting over 150,000 visitors, this has already been a mammoth project, requiring a great deal of planning to ensure smooth access to the event. We will, of course, be relying on the understanding and co-operation of exhibitors, visitors and the press, who may have to allow for longer waiting times.
How do you reflect the different interests of visitors from all over the globe?
We have visitors from well over 100 countries, and our wide range of exhibitors successfully reflects international fitness trends. This is complemented by a focus on global trends in the accompanying programme.
But we believe an international approach is not only a question of content, but also about the way we address and attract visitors. To attract trade visitors from around the world, we collaborate with numerous FIBO ambassadors. Every market has its own language, challenges and information needs. These ambassadors liaise with industry representatives in their respective countries to determine their requirements and expectations for the show.
What are your key aims for 2017?
We’ve seen strong increases in visitor numbers over the past few years, which has often exceeded our expectations. But qualitative growth has always been the main focus for us – both for the international industry decision-makers who attend FIBO EXPERT, and for all the fitness fans with high purchasing power who visit FIBO PASSION.
The aim for 2017 is, therefore, to further develop the trade show content and to cover emerging and future trends. We want visitors to go home with a ‘knowledge headstart’.
What can you tell us about this year’s EHFF?
‘Consumer engagement’ is the theme for this year’s EHFF (European Health and Fitness Forum). We will again bring together managers from Europe’s top manufacturers and leading European industry insiders who will share ideas.
Speakers already confirmed for the event include professor Luis Huete of the IESE Business School in Barcelona. Meanwhile Christophe Collinet, director of marketing and strategy at Fitness First, will explain consumer engagement using his clubs as a concrete example.
What other events are coming up in the near future?
We look forward to the imminent FIBO Innovation Tour, which will kick off in London on 26 January 2017. The tour provides valuable insights into the innovations and challenges of the sector.
This tour is not only a joy to organise, but has also become an indispensable learning opportunity for us as organisers. The exchange with local industry representatives and the insights we gain into the European fitness markets inform our organisation of future events.
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