Top 5 Professional Equestrian Exhibitions: The 2026 Industry Calendar
The equestrian world is big, but the circle of professionals who drive the industry forward is surprisingly small. If you run a brand or a retail store, you know that standing still is not an option. Competition is fierce, and trends change fast. To succeed, you need to be where the action is.
Choosing the right exhibition to attend or exhibit at is one of the most important decisions you will make all year. These events are where you find the next big product, meet distributors, and see what your competitors are up to. As Zest Paardensport, we help brands prepare world-class collections for these exact stages, so we know exactly how much preparation goes into a successful show season.
Quick Guide: The 2026 Equestrian Trade Show Calendar
If you are planning your travel schedule for 2026, you need to know the dates and locations right now. Here is the essential "Cheat Sheet" for the top 5 global events you should consider.
| Exhibition Name | Locatie | 2026 Dates | Focus | Key Statistic |
|---|---|---|---|---|
| AETA Trade Show | Dallas, USA | Jan 21–24 | B2B (US Market) | Co-located with Dallas Market Center |
| Spoga Horse | Cologne, Germany | Feb 7–9 | B2B (Global) | ~58% International Exhibitors |
| Dubai Int. Horse Fair | Dubai, UAE | Mar 17–19 | Luxury / B2C | Access to $100M+ Middle East Market |
| BETA International | Birmingham, UK | Sept 27–28 | B2B (Saddlery) | UK's Premier Trade Event |
| Fieracavalli | Verona, Italy | Nov 5–8 | B2C / Sport | 160,000+ Annual Visitors |
Detailed Breakdown: The Top 5 Global Shows for Brand Owners
Knowing the dates is just the first step. To get a return on your investment, you need to understand the "personality" of each show. Each event serves a different purpose. Some are for finding factories and wholesalers, while others are for selling directly to riders.
1. Spoga Horse (Cologne, Germany) – The Global B2B Hub
The Vibe: Strictly Professional. This is the heavyweight champion of equestrian trade fairs. You won't find families buying pony treats here; you will find CEOs, product developers, and international distributors.
Who is it for? If you are looking to choose an equestrian manufacturer or find a distributor for your brand in Europe, this is the place. It is purely B2B (Business to Business).
Insider Insight: Innovation is the main theme here. Every year, the "Top Innovations" award highlights the future of the sport.
According to TRUVA (2024), "spoga horse 2024 hosted over 400 exhibitors and more than 7,700 trade visitors from 72 countries, consolidating its position as the leading and innovative trade fair for the global equine sports industry."
2. AETA International Trade Show (Dallas, USA) – The North American Gateway
The Vibe: Western meets English. Located in the massive Dallas Market Center, this show is the heartbeat of the American equestrian trade. It is friendly but very business-focused.
Who is it for? This is crucial for brands trying to crack the US market. The US market is huge, and boutique paardensportmerken in Noord-Amerika use this event to stock up for the year. If you want your products in American tack shops, you need to be seen here.
3. Dubai International Horse Fair (UAE) – The Luxury Frontier
The Vibe: Opulence and Investment. This show caters to high-net-worth individuals, royal families, and professional stable managers. It focuses heavily on Arabian breeds, endurance riding, and luxury stable equipment.
Who is it for? Brands selling premium goods. If you manufacture high-end horse care products or luxury stable accessories, the budget of the buyers here is unmatched.
4. BETA International (Birmingham, UK) – Heritage & Safety
The Vibe: Tradition and Quality. The UK is famous for its saddlery and safety standards. This show has recently returned to the NEC Birmingham, re-establishing itself as a major hub.
Who is it for? This is the best show for safety equipment and technical gear. If you are developing riding safety products like body protectors or helmets, the UK market sets the global standard.
5. Fieracavalli (Verona, Italy) – The Consumer Powerhouse
The Vibe: A Festival. Imagine a massive party combined with a top-level horse show. There is the FEI World Cup Jumping, Western competitions, and huge shopping halls packed with 160,000 visitors.
Who is it for? Brand visibility. Unlike Spoga, this is largely B2C (Business to Consumer). It is the perfect place to launch a new signature saddle pad collection and get instant feedback from riders.
Trade vs. Consumer Shows: Which Strategy Fits Your Brand?
Before you book a booth, you must understand the difference between "Trade" and "Consumer" shows. Getting this wrong can be an expensive mistake.
B2B (Trade Shows)
Shows like Spoga Horse en AETA are B2B. The general public is not allowed inside. The people walking the aisles are shop owners and buyers for large retail chains.
Strategy: Your goal here is to take wholesale orders. You need to have your aangepaste ruitersportartikelen ready for bulk production. You aren't selling one pair of breeches; you are selling 500 pairs to a retail chain.
B2C (Consumer Shows)
Shows like Fieracavalli or Equitana (which returns in 2027) are open to everyone. Riders come here to shop.
Strategy: Your goal is cash flow and marketing. You need to bring actual stock to sell on the spot. It is a great way to clear old inventory or build hype for a new launch.
Professional equestrian sport’s overlap with luxury and lifestyle is creating premiumization opportunities showcased at trade fairs. This is especially true in apparel, safety gear, and accessories that can be co‑branded or positioned alongside fashion houses.
Sourcing & Innovation: Trends to Watch in 2026
When you walk the floor at these exhibitions, you will notice certain trends dominating the booths. If you want to compete, your products need to match these standards.
1. Sustainability is Standard
Eco-friendly products are no longer a niche; they are a requirement. Buyers are actively looking for gear made from responsible materials.
2. Tech-First Apparel
Riders want athletic performance. We are seeing a move away from traditional heavy cotton toward technical fabrics that stretch, breathe, and protect.
"Performance fabric technologies are set to revolutionize equestrian apparel… riding pants, jackets, and gloves can now be made from moisture‑wicking, UV protective, durable and flexible materials." – Global Market Insights, equestrian apparel report.
This means if you are planning to start an equestrian clothing business, you must prioritize fabric technology. Design is important, but function is king.
3. Customization and Branding
With so many brands on the market, standing out is hard. We see more brands using unique trims, silicone grip patterns, and custom hardware to create a "signature look." Retailers love this because it makes the product feel exclusive.
Frequently Asked Questions (People Also Ask)
Here are some common questions we hear from brand owners planning their exhibition strategy.
What is the largest equestrian trade show in the world?
Spoga Horse in Cologne is widely considered the leading B2B trade fair for the global industry regarding international influence. However, Equitana (Essen) is the largest regarding total visitor numbers (consumer + trade), often exceeding 180,000 visitors, though it only takes place every two years (next in 2027).
How much does it cost to exhibit?
Costs vary wildly. For a major show like Spoga, you should budget for €200–€300 per square meter for raw space. However, you also need to add the cost of stand construction, travel, and marketing. A smart tip for startups is to visit as a guest first to understand the layout before committing to a booth.
Can I visit Spoga Horse if I am just starting up?
Spoga is strictly for trade visitors. You generally need to prove you are a retailer, manufacturer, or industry professional. If you are in the process of building your brand, bringing your business registration documents is usually enough to gain entry.
Ready to Scale? Let’s Prepare Your Collection
Attending these top 5 exhibitions can change the trajectory of your business. Whether you are shaking hands in Dallas or spotting trends in Cologne, the opportunities are endless. However, to make a real impact, you need a product line that impresses buyers instantly.
Op Zest Paardensport, we specialize in turning your concepts into market-ready collections. From sample development to bulk manufacturing, we ensure your gear has the quality and style to stand out on the global stage. If you are ready to launch a collection that buyers will love, we are here to help you make it happen.
External References & Further Reading