OutDoor trade fair has been reflecting on the development of the entire outdoor industry over the last 20 years and is expressing  positive expectations for the future as it gets  ready for its 20th edition that will take place from 11-14 July in Friedrichshafen, Germany.

The show is celebrating  the growing numbers of exhibitors, as it welcomes around 20,000 visitors and more than 900 exhibitors, compared to 231 brands presenting their products when the show debuted  in 1994.

In the beginning 

OutDoor explains that the meaning of ‘outdoor’ was understood in continental Europe by only a small community of enthusiasts. “At Lake Constance, the industry and Messe Friedrichshafen have together decisively shaped the outdoor concept and the worldwide movement associated with it. It is here that the outdoor concept took centre stage, coming into its own as an industry distinct from the broader sport segment,” commented Klaus Wellmann, CEO of Messe Friedrichshafen.

The expression ‘outdoor’ has since become widespread in France, Germany and Italy. When leading German brands like Deuter, Big Pack, Jack Wolfskin, Lowa, Meindl, Salewa, Tatonka and Vaude initiated the first OutDoor, the industry found itself somewhere between camping, hiking and mountaineering.

Outdoor movement

Taking into consideration the dominance of trade fairs covering the entire spectrum of sports, the outdoor community realised the need for a platform that would represent this particular market niche.

Ludwig Meier, Head of Marketing in Friedrichshafen at the time, remembers: “At this time, we were still at our previous and admittedly rather outdated fairgrounds. So we really couldn’t impress potential exhibitors with our modern infrastructure. Instead, we assumed the role of a ‘flexible, helpful customer solutions provider’. We oriented ourselves strictly – something that is even more true today – around the needs of an industry which was slowly beginning to blossom and presented them with a comprehensive concept. Everything was included, from the logo, which is still used in a modified form today, to the marketing strategy and even the supporting program.”

Into the wild

The increasing interest in outdoor activities and sports, travelling and going out into nature, as well as the growth of certain brands has led to the internationalisation of the entire industry in several years.

Political changes in Europe, an increasingly global supply chain, and the strong competition among brands and with other trade fairs level brought new challenges for the young and growing outdoor industry.

In order to meet them, the European Outdoor Group (EOG) was founded, holding its very first in-person meeting at the OutDoor. Driven by the idea of concentrating on a single, strong European trade fair, the decision was made to transfer the rights to the OutDoor brand to the EOG. The concentration of the most important producers at a single leading trade fair in Europe created the basis for the OutDoor to grow from a German-speaking trade fair into the industry’s leading trade fair with global significance.

Growing interest

The longing for peace and quiet, real-life experiences in nature and the need to counterbalance hectic work routines coupled with an increasing health consciousness positively influenced the industry’s development, which has been growing out of its niche.

Societal developments also led outdoor apparel to be seen as the antidote to ‘Fast Fashion’. Characterised by its performance, durability and comfort, outdoor apparel in particular became just as well-suited to city or everyday use, truly representing a new lifestyle.

Future expectations

Today the industry and the trade fair have grown up to become much more professional. Many European markets are saturated with long-lived products, investors are looking to profit from the outdoor industry’s success, both producers and retailers are undergoing a period of concentration and consolidation, and sustainability and corporate social responsibility are presenting new challenges.

“Although we are all looking to the future in these economically challenging times, we also want to allow ourselves to celebrate the success of the OutDoor over the past 20 years. This birthday is an important moment for both the OutDoor as a trade fair, as well as the outdoor industry as a whole. Throughout the history of the OutDoor, we have seen a lot of changes and our industry has developed very positively during this time”, says EOG President David Udberg.

Klaus Wellmann holds a similar view and is emphasising continuity: “We will continue to orient ourselves around the needs of the industry, without reservation.”

www.outdoor-show.com