The European Outdoor Week will return to Riva del Garda from 8-13 May 2027

Organisers of the first European Outdoor Week (EOW) have outlined plans to build on the success of the first event. Currently underway in Riva del Garda, Italy, EOW is being delivered by the European Outdoor Group in partnership with the MagNet Group. Each event that makes up the initiative has been well supported by organisations from across the industry and the organisers have confirmed that the initiative will return to the same location in 2027, from 8-13 May. The full programme will run again, in a new order that reflects feedback and learnings from this year.

Outdoor Impact Summit

European Outdoor Week kicked off with the second edition of the Outdoor Impact Summit (OIS) from 14-15 May. The agenda for the two-day event was built around the theme of ‘No Excuses!’, and included keynote presentations, workshops, breakout sessions, networking and time outdoors. Content throughout the summit focused on direct actions that organisations can take to redefine the boundaries of responsibility in the outdoor sector. After its debut last year, OIS grew in 2026, with over 220 delegates participating in the event.

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European Outdoor Group Summer Member Meeting

On Saturday 16 May, the European Outdoor Group held its Summer Member Meeting, with representatives from among its membership of almost 170 organisations gathering for updates on the association’s key projects, such as its market data programme (see below) and Solar Rooftop Scaling Programme. During the meeting, EOG Managing Director Christian Schneidermeier outlined the association’s aspirations for future development, including the publication of a political manifesto to inform and elevate public affairs activities on behalf of the outdoor industry.

The meeting concluded with a presentation on AI and the outdoor industry by entrepreneur and podcaster Alex Jacobi, who has been a pioneer at the intersection of artificial intelligence and creativity since 2015.

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Market Data

During its Summer Member Meeting, the EOG team shared the latest data insights from the European outdoor market. 2025 was a transition year for data in the European outdoor industry. The EOG moved from focusing on solely sell-in data to a more complete picture of the market. The association now looks at overall market trends, individual category and subcategory sell-out/sell-through insights, and brand level data down to the SKU level.

Data presented to EOG members came from the Outdoor Market Intelligence Service (OMIS), which delivers sell-out data from outdoor retailers, and is managed on behalf of the association by Sporting Insights. At the meeting, the EOG shared some key OMIS insights, from the UK and DACH (Germany, Austria, Switzerland) markets.

In 2025, DACH was up 5% year-on-year, in both value and units. Compared to 2024, there was a very similar sales pattern, with positive growth especially in June and July. So far in 2026, the market has been resilient in Q1, with value essentially flat (-0.55%) and unit volume sales growing +2.55% year-on-year. In the UK, sell-through value declined 4.21% year-on-year in Q1, though the average selling price rose +1.87%. British consumers are buying less but spending more when they do make purchases.

Climbing and bouldering (Verticality) was the standout performer in both markets, up +13% in the UK and +9% in DACH by value in Q1, bucking the wider market trend in both regions. Camping was a bright spot in DACH in March, posting positive year-on-year growth against a broadly declining market. Apparel and footwear remain under the most pressure across both markets.

Following extensive input from the industry about a requirement for up to date, robust market data, the EOG has shifted its focus and is developing a project to deliver an annual market report that will incorporate a sell-out market sizing exercise. For now, OMIS is live and is delivering sell-out data in a monthly format for the UK, DACH and France, with aspirations to roll out the project to other markets.

EOG Head of Data & Insights Hannah Piatok comments:

“Clear industry demand has driven us to update our approach to market data, shifting focus from sell-in to sell-out. Thanks to the roll out of OMIS, for the first time our industry can access up to date monthly sell-out data from Europe’s three biggest markets. The more data that we have from more sources, the stronger we are collectively, so I urge retailers and brands with a retail platform to contribute to OMIS as part of a pre-competitive exercise. Everything is done with genuine confidentiality through a third party, and the outputs are of huge value to the whole sector. Please supply data, and please take the opportunity to subscribe to OMIS and benefit from the insights that the project provides.”

For more information about OMIS and other EOG market data work, contact Hannah Piatok on hannah.piatok@europeanoutdoorgroup.com.

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Outdoor Media Day

A new initiative that was launched during EOW, the Outdoor Media Day took place on the afternoon of 16 May, the day before the return of OUTDOOR, and was designed to help engagement between exhibiting brands and journalists from around Europe. Over 120 media representatives signed up for the day, which was followed by a social event and then the European Outdoor Award ceremony.

European Outdoor Award

The new European Outdoor Award scheme celebrated the best of the outdoor sector in 16 product and community categories. The awards showcased innovative product developments to support both sell-in and sell-out, while also highlighting diversity and inclusion, and best practice in environmental, social and governance work. Following an assessment by a jury of industry experts, the winners were revealed at a ceremony on the evening of 16 May, and are being celebrated throughout OUTDOOR.

Details of all of the European Outdoor Award winners can be found in the dedicated award area in the main entrance (Hall D – Booth D 32) at OUTDOOR, and online at https://futureofsportshub.com/european-outdoor-award-magazine.

OUTDOOR

Around 400 brands are represented at the return of OUTDOOR, the European outdoor sector’s premier international trade show. The event runs until 19 May, alongside the popular Outdoor & Running Days (ORBDAYS) show, in five halls at the Riva del Garda Exhibition Center, and in outdoor areas around the venue. As well as the booths, there is a full programme of events in and around the show, including new Activation Days for the trade and consumers, offering opportunities to engage at a deeper level with brands and their products. A key feature of the new OUTDOOR is the Innovation For Outdoor (In4Out) programme, which is designed is for product managers and business decision makers and is an opportunity for start-ups to pitch innovations to investors and the wider industry. As well as a dedicated In4Out session at OUTDOOR, selected start-ups also have a stand presence on the show floor.

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Planning for 2027

After taking on board feedback from the companies and individuals involved in the first European Outdoor Week, the EOG and MagNet have agreed to adjust and re-order the programme for 2027. Next year, the event will kick off with Outdoor Activation Days on 8 and 9 May. The Outdoor Media Day and European Outdoor Award will take centre stage on 9 May, and the EOG will hold its Summer Member Meeting on the same day. OUTDOOR and ORBDAYS will run from 10-12 May, including an expanded Outdoor Innovation Day on 11 May. The 2027 Outdoor Impact Summit will bring EOW to a conclusion from 12-13 May.

EOG Managing Director Christian Schneidermeier, comments:

“When we revealed the concept for European Outdoor Week, we were confident that the format we presented responded to the demands of our industry colleagues, but the critical success factor was always going to be whether they showed up. They have, and it has been a rich and varied week so far, with more to come during OUTDOOR and ORBDAYS. Wherever I have gone so far, there has been a positive atmosphere and constant buzz of conversation around each event.

All of this reaffirms our clear understanding at the European Outdoor Group that the industry wants – and needs – in person events like this. It’s our job to make sure that such events are delivered to the standard required, and with relevant, valuable content. The first European Outdoor Week has achieved that, but we have already identified aspects that we can improve, and we’re excited about working with the MagNet Group to deliver an even bigger and better showcase for the outdoor sector in Riva del Garda from 8-13 May in 2027.”

Benedetto Sironi, CEO of MagNet, comments: “

When we decided to join forces with the European Outdoor Group to launch the ambitious project of an entire week dedicated to all players in the outdoor industry, from every type of sector operator to end consumers, we were confident in the great potential of this evolution, building on what we had achieved through 12 editions of the Outdoor & Running Business Days. However, the enthusiasm and the response that the entire industry has shown toward this ambitious project have exceeded all expectations. This success is also the result of the outstanding teamwork carried out by the respective teams, each of which brought an incredibly effective added value.

“Encouraged by the excellent feedback, the remarkable numbers, and the excitement generated by the Outdoor Impact Summit, the Activation Days, the Media Day, and the European Outdoor Award, we are now enthusiastically beginning three intense days of trade show activities. We are opening our doors to industry professionals from more than 60 countries, with the goal of establishing as the must-attend event for the European and international outdoor industry, hosted in the fantastic setting of Riva del Garda, a place where the outdoor spirit can be experienced in its most authentic form.”

For more information about European Outdoor Week visit www.europeanoutdoorweek.com.

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KEY STATISTICS FROM THE FIRST EUROPEAN OUTDOOR WEEK

Outdoor Impact Summit:

• 220+ participants

• 40+ speakers

• 13 keynotes

• 7 workshops

• 10 official partners

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Outdoor Media Day:

• 120+ accreditated media

• 45 confirmed brands

• Supported by Garda Trentino & TRENTINO

• 250 attendees

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European Outdoor Award:

• 11 product categories

• 5 community categories

• 8 members of jury

• 360 people for the award ceremony

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Outdoor Activation Days:

• 35 participating brands

• 27 experiences / activities

• 700+ participants expected to participate in the activities

• 6,000+ visitors expected in the village

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OUTDOOR AND ORBDAYS:

• 280+ exhibitors

• 400+ participating brands

• 7,000+ visitors expected

• 2,500+ buyers registered to attend

• 50+ countries represented

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Innovation for Outdoor Day

• 20 startups

• 40+ investors and brands

• McKinsey’s involvement in DTC and AI topics