China, Mexico, the US and South Africa: FIBO Shows travel the globe in 2019

More than 45,000 visitors in four countries: from August to October, FIBO brought together companies from the international fitness industry, studio operators, trainers and fitness fans on three continents. They met at events with a years-long history, such as FIBO CHINA, and at premieres like FIBO USA, which made its debut this year in Miami.

“No two shows are the same – but whenever it says FIBO, you’ll of course have plenty of FIBO inside”, says FIBO director Silke Frank at the end of the autumn of global trade shows. “That means we get suppliers and users in exciting markets to engage in direct talks with each other. Combined with our top-notch education programme, we win over professionals and consumers at the same time.” That’s how FIBO also managed to further ignite the enthusiasm of many fitness-loving private visitors around the world.

FIBO CHINA: Door opener to the Chinese market

Things got started in China in late August. FIBO CHINA has been a fixture on the annual calendar of the Asian and international fitness industry since 2014. Two-thirds of the 27,185 visitors from 61 countries attending the show in Shanghai this year were trade visitors. Correspondingly, the share of global brands is always large here.
Participating in 2019, for example, were Life Fitness, Matrix, Precor, SportsArt, Star Trac and Technogym. Altogether, 60 per cent of the exhibitors come from the international environment. The growing Chinese fitness market has consolidated in recent years while becoming more orderly and powerful; product variety is booming in categories like rehabilitation, essential nutrients, VR technology and smart physical testing. The holistic concept of wellness is getting more and more popular in China. Fitness is coming to the fore, bringing vast growth potential as well for the private visitor segment at FIBO CHINA.

Heat Mx combines fitness and global business

Up next in late August at Heat Mx Sports and Fitness Fest powered by FIBO in Mexico. Here, fitness is a strong exhibition segment embedded in a selection from other sports, including running, boxing and football. The show offers two trade-visitor days and a consumer day, plus supporting seminars and congresses, such as the Fitness Management Summit for industry pros.
In total, more than 8,500 visitors attended Heat Mx; 1,345 of them were trade visitors. That makes the show into a valuable platform from which to conquer the Mexican market, where the areas of lifestyle and health play an increasingly important role. Mexico still holds second place in the global obesity ranking, with more than 70 per cent of adults and 30 per cent of children being overweight. More and more people actively attempt to improve their health and wellbeing. Leading this trend is the middle class, a steadily growing segment of the population. Millennials, in particular, increasingly follow the lead of influencers and pay more and more attention to fitness brands, training methods and their own diet.

FIBO USA takes root in Miami

Going to the US for the second time, FIBO for the first time went to one of the world’s fittest cities: Miami. The event took place in October at the Miami Beach Convention Center, in an ideal environment not far from famous Muscle Beach, countless gyms and local companies invested in a healthy lifestyle. About half of the 4,000 visitors from 34 US states and 35 countries represented the B2B segment.
Like FIBO in Germany, FIBO USA covers the entire fitness and health ecosystem, giving trade visitors a 360-degree view of the industry. Contributing to that was the extensive education programme with about 120 workouts, workshops and presentations and the American Health & Fitness Forum as the show’s kick-off event. Buyers this year were particularly focussed on the EMS market launch.


Summit first, then festival: FIBO Global Fitness Africa combines an exclusive industry meeting of top players in South Africa with an action-packed fitness festival, which was attended by 6,000 fitness fans this year. Some 80 club owners, managers and trainers took part in the FIBO Global Fitness Africa Summit in Johannesburg in late October.
Besides an overview of innovative exercise concepts and equipment, they received business expertise tailored specifically to their home market. Topics included successful customer retention strategies, current market figures, and opportunities and risks of digital technology.

Continuing on: The launch of FIBO Southeast Asia

Another event will be added to the lineup of global FIBO Shows set to be staged again from August to November 2020: taking place from 24 to 26 September 2020, the first FIBO Southeast Asia will bring together emerging countries such as Indonesia, Malaysia and Thailand with Singapore, the metropolis of millions. The city is in a great strategic location and a major international business hub, making it the perfect location. FIBO Southeast Asia is the strategic partner to help international fitness-industry brands serve the growing demand of the fitness and wellness community in the region.

About FIBO Global Fitness

From Cologne to Shanghai, Johannesburg, Mexico City and Miami to Singapore, FIBO has a direct presence in the target markets. FIBO in Cologne, the Leading International Trade Show for Fitness, Wellness and Health, draws about 1,200 exhibitors and 145,000 visitors to Germany each year. FIBO China has been the central meeting place of the Asian fitness industry since 2014. The first FIBO event in South Africa was added in 2017, today’s FIBO Global Fitness Africa. In 2018, the first HEAT MX powered by FIBO took place in Mexico, and FIBO USA was launched. The first FIBO Southeast Asia will join the lineup in 2020. FIBO is organised by Reed Exhibitions, one of the largest trade show organisers worldwide.