North America

IEG’s record editions of fitness and wellness exhibitions full of stamina in São Paulo and Dubai

Italian Exhibition Group (IEG) has flexed its muscles by staying the course to wrap up two record breaking fitness and wellness shows in Brazil and Dubai, respectively. The two events which drew to a close last week, drew a total of 515 exhibitors and 86,000 trade visitors.

“We have confirmed the success of our IEG Wellness Network,” said IEG CEO Corrado Peraboni, “which originates from RiminiWellness, the leading trade show for the sector that will return to Rimini in Italy from 30 May to 2 June 2024.” The fitness and wellness network of events includes not just the completed events in São Paulo and Dubai, but also MACS – Mexico Active & Sports Expo – organised in partnership with Deutsche Messe and its subsidiary Hannover Fairs Mexico.

BTFF-Brasil Trading Fitness Fair providing a useful boost to the fitness, health and wellness sector for the South American market. In total, 115 brands gathered in the Expo Center Norte in São Paulo for the fifth edition of the event, which registered 50,000 visitors, including physical education professionals, athletes, nutritionists, physiotherapists, doctors and industry entrepreneurs. A series of cultural events supported the expo, which offered 240 hours of content and experiences.

According to the Global Wellness Institute, the global health and fitness market achieved a global turnover of $5.6 trillion in 2022.

IEG is also hailing its Dubai Muscle Show, Dubai Active and Dubai Active Industry for which 36,000 professional visitors came to the Dubai World Trade Centre during the three-day event.

For the first time, the halls of the Dubai Muscle Show hosted the reigning champion and five-time Mr. Olympia winner, Chris Bumstead, and also welcomed the legendary bodybuilder and 8-time Mr. Olympia, Ronnie Coleman, 7-time Mr. Olympia and American IFBB Pro, among others.

It was a record edition for Dubai Muscle Show, Dubai Active and Dubai Active Industry with 400 exhibitors and the world’s leading brands in sports nutrition, fitness, wellness and bodybuilding in attendance from 40 countries. The 2024 edition has already been confirmed, again at the Dubai Exhibition Centre in Expo City Dubai, the venue for this year’s COP28.


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