Raccoon Media Group has announced the launch of Run Show MENA, a new B2C and B2B running exhibition set to take place at the Dubai Exhibition Centre, 3-4 October 2026.
Over 100 high-profile guests attended a launch party at Dubai Exhibition Centre on 7 October to mark the launch, with three-times Olympian, British and European Record Holder Eilish McColgan participating in a fireside chat as part of the launch.
Run Show MENA marks the UK-based organiser’s first event in the Middle East and signifies a strategic expansion of its international running portfolio, which includes the multi-award-winning National Running Show in the UK, the Boston Run & Outdoor Expo in the US, and International Running Expo in Europe.
Run Show MENA is the UAE’s first dedicated running expo and the launch comes as the UAE’s health and wellness retail sector is projected to reach $3.7bn by the end of 2025, with double-digit growth expected over the next five years. This is supported by government-backed initiatives such as the Dubai Fitness Challenge, a young and expanding middle class and the rise of wellness tourism.
Speakers lined up for the event include Dean Karnazes, Paula Radcliffe and Sir Mo Farah as well as over 30 local and international running ambassadors. The event set to host over 150 international and regional running brands.
Run Show MENA will be positioned in the calendar ahead of the Dubai Fitness Challenge, leveraging the city’s role as a global hub for sports, wellness and innovation and the event will showcase cutting-edge running technology, nutritional and recovery expertise, and the latest footwear and apparel innovations.
Mike Seaman, CEO of Raccoon Media Group, commented: “The launch of Run Show MENA is a significant milestone for Raccoon Media Group as we establish a footprint in Dubai and begin building our portfolio in the Middle East. We see strong growth potential in the region, underpinned by government support and consumer demand for health and wellness experiences. Our running shows have proven hugely successful in Europe and the US, and we believe Dubai offers the ideal conditions to replicate that success while delivering meaningful value to both the local running community and international brands looking to engage with this market.”
Raccoon Media Group’s wider portfolio currently spans three key sectors: Sports & Outdoor, Animal Health and Disability.
The launch comes during a period of rapid growth for Raccoon Media Group. The business recently strengthened its Animal Health division with the acquisitions of BETA International and PATS. In the Disability space, the company acquired seven events in the disability sector in the US with Abilities Expo and has since launched three new sister conferences in the past year. Furthermore, Raccoon says it is preparing to announce its largest acquisition to date later this month.
More information: at www.raccoonmediagroup.com
