15 Oct 2014
LIW to rebrand as fitness-focused event for 2015
BY Jak Phillips
Organisers of Leisure Industry Week (LIW) have announced a rebrand that will see it become a health, wellbeing and fitness-focused event for 2015 onwards.
The announcement comes following a series of consultations – some of which are still ongoing – with further details of the show’s new format to be announced in the coming weeks. Having seen falling attendances in recent years, show organiser UBM events teamed up with ukactive to survey more than more than 40,000 industry professionals for their feedback on the show. This information, together with focus groups and consultations with key exhibitors and buyers, plus a suggestions hub at this year’s event, has been gathered to explore how the industry’s longest-running trade show can be developed to meet suppliers’ and operators’ changing needs.
The new focus reflects a slow shift over recent years that has seen some leisure sectors such as tourism and attractions become a less visible presence at the show, while active leisure has grown in prominence.
In addition to a new Group Exercise area – which joins the existing sectors of Play, Health & Fitness, Pool & Spa, Leisure Facilitates, plus Eat & Drink – LIW event director James Samuel told Leisure Opportunities that in future, each sector of the show will have a focus around providing health, wellbeing and activity.
“(From the research...) it became clear that LIW should be a health, wellbeing and fitness focused event in which each individual sector exhibiting has a key focus on these aspects, giving the show floor more focus, consistency and direction,” said Samuel.
“Taking the Play sector as an example, there will be more emphasis on how this sector and its exhibitors engage and increase physical activity, whether it be indoor, outdoor or children specific.”
Today’s announcement (15 October) was accompanied by ringing endorsements of LIW 2014 from a number of key exhibitors and buyers, including The Gym Group, TRX, Clubbercise, Matrix Fitness and ukactive.
Matrix head of marketing Gemma Bonnet said: “The big thing for us is that a trade show has to be a show and I think sometimes that gets forgotten. Members of our team and customers have flown from all over the world just to be at LIW because they want to see where the brand is and what we’re delivering.
“It’s important to be at an event like this because the leisure industry is so fast growing but also still very young. The biggest thing for fitness overall is it’s not just about equipment suppliers, there’s lots of people involved and they’re all here. It’s a perfect networking opportunity.”
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