SPORTS Trader 2026

We welcomed many visitors from the club sector, hospitality but also from the home-fitness segment – so both B2B and B2C target groups,” says Andrej Murnik, Managing Director Technogym Germany. Calzedonia celebrated a debut at the trade show. Verdict: “We are super happy with the trade show. We would not have expected such large crowds. People are not only keen on challenges and getting to know the brand, but they actually also spend money. Our feedback is super positive,” delights Elena Göcke, Head of Communication Calzedonia Group Germany. Digital offerings and Artificial Intelligence revolutionise the fitness and health ranges and drive personalisation, efficiency and innovation. Be it smart strength training equipment, AI-controlled personal health tools or personalised nutrition concepts – here the trends were set and business deals concluded right on site. Companies such as Technogym, EGYM and Milon, DRAX or Life Fitness demonstrated impressively how digitalisation, AI and personalisation are shaping the future of health. According to Bernhard-Stefan Müller, CEO of milon industries GmbH, there is growing focus on such concepts as instructor-less gyms or operations with reduced staff deployment. To be able to efficiently run these, he says, digital solutions are needed – especially data-based exercise. TRADE SHOW REVIEW www.IMB2B.com 122