Two weeks ago, I professionally visited a consumer event for the first time after being in the B2B exhibition industry for 25 years. Attending the National Running Show in Birmingham felt more like indulging in a hobby, as I am quite fond of running—though I have an even greater passion for race cycling—and it provided an opportunity to reconnect with some old friends.

The National Running Show had all the elements needed to satisfy visitors, exhibitors, organizers, and any other professionals within this industry, reaffirming our deep affection for this sector. The event was bustling with families, friends, and individuals united by their love for running. It was inspirational, featuring top-notch speakers and an abundance of great activities. People sat together, exchanging experiences, training schedules, nutrition tips—they were genuinely connected.

Despite not attending as many shows as I would have liked in recent years, stepping into Hall 3 of the NEC in Birmingham and feeling at home within five minutes was incredible. This industry is where my heart lies. I felt butterflies in my stomach; the show truly demonstrated the power of exhibitions. It’s all about bringing people together for face-to-face interactions.

Finally if you like ultra-running and want to get inspired, check out this video of Susie Chan!