Raccoon Media Group enters Middle East market with launch of Run Show MENA

October 8, 2025

October 8, 2025 /ENDURANCE SPORTSWIRE/ – Raccoon Media Group has today announced the launch of Run Show MENA, a new B2C and B2B running exhibition set to take place at the Dubai Exhibition Centre on 3–4 October 2026.

Over 100 high-profile guests attended a launch party at Dubai Exhibition Centre on Tuesday 7 October to mark the launch, with x3 Olympian, British and European Record Holder Eilish McColgan participating in a Fireside chat as part of the launch. Run Show MENA marks Raccoon’s first event in the Middle East and 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, designed to unite the fragmented running community across the region.

The launch comes at a pivotal time for the Middle Eastern market. The UAE’s health and wellness retail sector, valued at $2.75 billion in 2020, is projected to reach $3.7 billion by 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.

The event launches with a speaker lineup including 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 and a comprehensive global speaker lineup being announced soon.

Run Show MENA will be strategically positioned in the calendar ahead of the Dubai Fitness Challenge, leveraging the city’s role as a global hub for sports, wellness and innovation. The event will showcase cutting-edge running technology, nutritional and recovery expertise, and the latest footwear and apparel innovations to a diverse audience of consumers and industry stakeholders.

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 company has signalled its intention to continue expanding in the Middle East, with Run Show serving as the first step in a broader growth strategy.

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 is preparing to announce its largest acquisition to date later this month, underscoring its position as one of the fastest-growing independent exhibition organisers in the market.

ENDS

About Raccoon Media Group

Raccoon Media Group is a dynamic, high-growth media business dedicated to serving passion-led communities across both B2C and B2B markets worldwide. Through its impactful events and media properties, Raccoon delivers year-round content, education and growth and networking opportunities to specialist, self-identifying audiences. Founded in 2018 the company has rapidly expanded its portfolio across health, wellbeing and specialist passion-led markets. Entrepreneurial and disruptive, Raccoon challenges the status quo, invests in exceptional people and creates sustainable events that foster industry growth and meaningful connections. Connect with us at www.raccoonmediagroup.com or for all media enquiries contact: kate.gallagher@racoonmediagroup.com