“Reboot” – Observations from the first OutDoor by ISPO
This is the word that best describes the prevailing spirit at the first OutDoor by ISPO that took place in Munich June 29 through July 3. According to the trade show organizers, 1,018 exhibitors participated, more than 22,000 people from 90 countries attended, and 18 areas of focus were featured showcasing a new topic aimed at the “modern outdoor world.” 84 percent of exhibitors we international. Total. Countries with the largest participation were Germany, UK, Italy, the Netherlands, China, Sweden and the USA.
The spirit behind the outdoor industry in Europe is alive and well, even though the financial numbers may indicate otherwise, as growth is relatively stagnant. There is a clear and definite revolution taking place across all facets of the industry. Key observations included:
We came away with a keen sense that the industry itself was calling for a reset.
The Definition of the Outdoor Experience is being Driven by Consumers. The show offered a distinct blend of classic outdoor pursuits, e.g. trail running and hiking, but, more importantly, drew attention to the fact that consumers are defining their own idea of the outdoor experience and will make buying choices based on their needs.
The Modern and Urban Outdoors is Top of Mind. The modern and urban outdoor experience is translating to more activities in cities, adventure travel and biking.
Peripheral but Relevant Technology Industries Are Inching Closer, Paving the Way to Collaboration. The cross–industry segment brought in related environmental technologies, e.g., printed electronics, paving the way for alliances with related industries outside the immediate outdoor industry.
Stagnant Financials in the Marketplace Call for a Reboot. The European outdoor market, valued at approximately 5 billion euros, is relatively stagnant, thus the strong call for a reboot. One key European trade used the words, “game over” referring to the fact that the old ways of developing product and conducting business are over. We felt this clear tipping point in all of the halls.
Other Key Prevailing Trends. Doing more with less, health tourism (being one with nature), the use of AI in the world of fashion (the growing importance of data) and, lastly, small is big.
Here are a few more trends that we observed: