The National Running Show 2018

Case Study

Launching a brand-new event to the fitness industry

Client: Raccoon Events
Event: The National Running Show 2018
Date: 20-21 January 2018
Attendance: Over 23,000

Raccoon Events is a dynamic, high-growth media business focused on health and wellbeing markets. They organise a host of exciting fitness and activity events in the UK and America, including The National Running Show, The National Snow Show, The National Cycle Show and The National Outdoor Expo.

The National Running Show was set to be the first ever of its kind – a non-affiliated, solely running dedicated show. The client aimed to host a large-scale expo where products can be sourced, brands can be promoted, experts can be showcased, and runners can be inspired. Ensuring it was a first-year success and providing a platform for future renewal growth was pivotal.

The reputation and accessibility of the NEC were fundamental in the decision process of the client. Launching a new show is obviously daunting but the NEC offers security in that the venue is very well-known across the UK by a vast audience that can reach the venue with relative ease, thanks to a great range of transport links. This strong reputation and associated vast audience that the venue already has exposure to, provides a platform that a new event can capitalise upon. The size of the venue also entered calculations as the client knew there was room for significant event growth, along with potential for hosting further large-scale events in the future.

The NEC offered the perfect venue to ensure our efforts resulted in success.

Mike Seaman

Chief Executive Officer at Raccoon Events

The event took place across Hall 11. All exhibitor spots were sold out in advance and speaker stages, along with further amenities, filled the remainder of the hall space.

The greatest challenge was in launching a brand-new event. There was no history or past experience to build on but the proposed show content and considered format ensured the event would be engaging and successfully delivered.

Pre-event ticket sales and the attraction of exhibitors were key, fuelling momentum in a brand-new show. With 23,000 visitors pre-registering and all exhibitor spaces selling out, the challenge surrounding exposure and advance participation was clearly effectively navigated.

Thanks to the inaugural edition success, the 2019 renewal was enhanced to include greater hall space for activity, more interactive elements and the presence of many more star-studded names in the running and fitness industry.

The event achieved event industry recognition by winning ‘Best Consumer Show Launch’ at the 2018 AEO Excellence Awards and ‘Best Launch’ at the 2018 EN Indy Awards. The National Running Show Director, Mike Seaman, also won ‘Best Show Director’ at the same Indy Awards for the efforts and success of the show.

Mike Seaman said of the inaugural show: “We are thrilled with the reception and achievements of the very first National Running Show. We worked very hard to deliver this innovative new show for runners and ensure that it had all the right ingredients from the outset. The NEC offered the ideal venue platform to ensure our efforts resulted in success.”

Since the 2018 edition, along with successful renewals of The National Running Show, Raccoon Events has announced further fitness and activity events are set to take place at the NEC, including The National Cycling Show, The National Outdoor Expo and The National Snow Show.

Get in touch to find out more

If you'd like to find out more about what we could do for your event, please send us a message below or call one of the team on +44 (0) 121 767 2782.

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