Pace Check is a new interview series from the International Running Expo, designed to spotlight the brands, people and organisations shaping the future of the running industry.
Through a series of quick-fire questions, exhibitors, sponsors and industry leaders share their insights on current trends, challenges, opportunities and what lies ahead for the global running community.
From product innovation and retail strategies to community building and industry growth, Pace Check offers a snapshot of the conversations driving running forward.
1. What were your main objectives for exhibiting at the International Running Expo, and how did meeting Sander fit into your wider show goals?
Our main objectives for exhibiting at the International Running Expo were to support a much-needed European-based running trade show, connect with new retailers, and spend time networking with media and potential partners within the industry.
Meeting Sander fitted very naturally into those goals. It wasn’t something we set out to do in a planned way, but more a by‑product of being present, visible, and open to conversations. Those kinds of organic introductions are exactly what we see as the real value of a show like this.
2. How did the International Running Expo environment help facilitate that initial connection with Sander compared to meeting talent through more traditional routes?
The Expo environment made the connection feel very easy and informal. Sander introduced himself after seeing our campaign at the show, something that likely wouldn’t have happened if the event didn’t exist or if we’d only relied on more traditional outreach routes.
Being in the same physical space, surrounded by product, storytelling and conversations, created a context for a partnership that may not otherwise have come about. It felt much more natural than a cold introduction or formal briefing process.
3. What role do live B2B events like this play in your brand’s approach to partnerships, innovation and product launches?
Live B2B events play an important role in how we grow our dealer network across Europe and building new partnerships. They give us the chance to show product in context, have real conversations, and test ideas face‑to‑face rather than purely digitally.
They’re also a valuable space for innovation, not necessarily because everything turns into a big campaign, but because they help seed relationships that can evolve over time in a very natural way.
4. Following the meeting at the show, how did the relationship develop into the launch campaign for your new trainer?
After the initial meeting at the show, we stayed in touch through a few follow‑up calls to explore whether there was a simple, authentic way to work together around the launch.
Rather than forcing a large‑scale collaboration, we kept it lightweight and focused on shared interests and a clear moment in time. That approach made it easy to move from conversation to activation without over‑complicating things.
5. Looking back, how did activating a relationship that began at the Expo add value or authenticity to the final campaign?
Starting the relationship face‑to‑face added a layer of authenticity that’s hard to replicate digitally. Meeting partners organically often leads to stronger trust and more honest conversations, which in turn helps generate more original ideas — even on a small scale.
For us, the value came less from the size of the activation and more from the fact that it grew naturally from a real‑world connection. Face‑to‑face is still king when it comes to starting meaningful partnerships.