In this month’s column, Steve Monnington, CEO of Mayfield Merger Strategies, explores a potential shift in relationships between UK and German trade show organisers and checks in with another entrepreneur behind one of this year’s acquisitions.
A new dawn for Anglo-German trade show relationships?
Much has been written about the joint venture between UK organiser Raccoon Media Group and Messe München to reinvent ISPO, the long-standing trade fair for the sporting goods and outdoor industry.
The show’s KPIs tell a stark story. Post-COVID, ISPO has continued to contract: compared with 2019, the 2024 edition saw a 34% drop in exhibitors, a 55% reduction in net space, and 66% fewer visitors.
Although ISPO remains a substantial event, Raccoon is unlikely to have paid heavily for its stake. This helps explain the €3m investment programme spanning advocacy and non-profit initiatives, a global hosted-buyer scheme, and an expanded content strategy.
The transaction stands out for two reasons:
- Scale and identity: It increases Raccoon’s size by roughly 50%, shifting the company from a consumer-show organiser to one with a strong trade-event centre of gravity.
- A German first: It marks the first time a German Messe has allowed a non-German organiser to control one of its brands — and to move it out of its home venue, to Amsterdam RAI.
Stefan Rummel, the co-CEO responsible for Messe München–owned events, called the deal “a milestone for all of us.”
Does this signal a shift in attitude and the start of closer collaboration between German and UK organisers?
In a follow-up column for Exhibition World, Kai Hattendorf underscored the need for German Messes to evolve from historically subsidised, state-owned models into diversified, globally focused organisers.
Doug Emslie captured both the challenge and opportunity: “With a new group of CEOs leading Germany’s trade fairs, there are fresh perspectives and new viewpoints on the industry and how it evolves. Munich is leading the way in its readiness and willingness to embrace the industry changes we see today.”
As Hattendorf notes, unless others follow suit, they risk the fate of Hanover’s CeBIT, Frankfurt’s Tendence, and Cologne’s Photokina — all now defunct.
Momentum is already building
tfconnect and Fair Network — a loose collective of five German-speaking organisers are organising a mini Anglo-German Summit in January with eight UK organisers to explore partnership opportunities.
tfconnect founder Trevor Foley tells me: “I’m incredibly encouraged by the heavyweight UK organisers supporting the event. With last week’s news of the ISPO partnership between Raccoon and Messe Munich, the interest has intensified.”
The event will focus on areas of commonality and how the combination of German organisational discipline and the UK’s entrepreneurial approach could help accelerate growth on both sides.
With the inaugural meeting selling out immediately, tfconnect and Germany-based research firm agendum Schmitt & Jähnke Partners, whose co-founder Oliver Schmitt is CEO of Fair Networks, are now planning a larger Anglo-German Summit later in 2026, open to all German Messes, independent organisers, UK organisers, and relevant partners.
It only takes one innovative move — such as the ISPO deal — to unlock long-latent interest in collaboration between two of the world’s oldest trade fair organising nations.
The Entrepreneurs journey:
Dan Cockerton & James Howell – Digital Accountancy Show
Last month, I profiled Ian Stone, who sold both his Advanced Engineering portfolio and ChemUK to Easyfairs after building a tightly run family business.
Not everyone has family willing or able to join their venture, and for many founders, the next-best option is a like-minded partner. That’s the story of Dan Cockerton and James Howell — whose path to entrepreneurship began outside exhibitions, and not because of them.
Cockerton briefly worked at ITP Media Group in Dubai on construction events in Qatar, but his real lightbulb moment came later at Xero, the accounting software company.
He saw the industry struggling with digital transformation: while some firms were innovating, many lacked software capability and change-management skills. He spotted the gap for a dedicated platform — the Digital Accountancy Show (DAS).
Howell, meanwhile, was working in insurance while preparing to launch a recruitment business. A conversation over a Nando’s at Euston Station prompted both men to quit their jobs and pursue entrepreneurship together.
Unsure which idea to focus on, they started two ventures on a 50/50 basis. But, echoing the “opportunity cost” moment faced by Ian Stone, they soon realised exhibitions offered greater long-term value — so DAS became the priority.
An exit was always part of the plan. Initially, they intended the 5th edition in 2025 to be their showcase. Their chairman, Ralph Collett, encouraged them to invite potential buyers to the 4th edition in 2024 to gauge interest.
Personal circumstances then accelerated the timeline: Cockerton’s young son had been diagnosed with Usher Syndrome, a rare genetic condition causing progressive hearing and vision loss, and Cockerton himself underwent open-heart surgery. These events sharpened the focus on securing the right future for the business.
Easyfairs, fresh from backing from Inflexion and Cobepa, was interested, and Cockerton and Howell were attracted by both the culture and the autonomy on offer. The deal was finalised just before the 2025 show.
Looking back, Cockerton says the one thing he would have done differently is hire an event director earlier, if resources had allowed.
For now, there are no immediate plans for a “Season 2.” DAS is preparing for its move from Battersea Evolution to ExCeL London in 2026, with geoclone opportunities already under exploration.
And finally, a round-up of recent transactions…
There have been 6 transactions announced since my last column, mainly focused on the USA.
| Buyer/Investor | Business | Sector | Country |
| Hyve | HGAN (Health Grown Advisory Network) | Health | USA |
| Questex | The Conference Forum | Life Sciences | USA |
| Questex | Versalinx Global Events | Life Sciences | USA |
| Events Venture Group | Stablecon (investment to fund geographical expansion) | Tech | USA |
| Raccoon Media | ISPO (JV with Messe Munich) | Sports | Europe |
| Messe Dusseldorf | AccessAbilities Expo | Disability | UAE |