November this year will see in excess of 6,000 professionals from the running industry, including senior buyers, athletes, top brands, press, media and influencers converge in Amsterdam for a European first – a pure business running event. The International Running Expo (IRX), a two-day gathering organised by the award-winning Raccoon Media Group is being held at RAI 4th – 5th November 2025.
Testament to the appetite for a European B2B running event, among the 300+ international brands attending are emerging and established brands that have marked their intention to utilise IRX as a conduit for their strategic ambitions in Europe.
Travelling over 10,000 miles for the Expo, is Australian made and owned brand Gooch Goo®. The anti-chafe, anti friction balm is already making waves down under in the endurance space. Tried, tested and securing repeat business by triathletes (Kona Ironman) and long distance runners (full length of Australia), Gooch Goo is now looking to Europe to stretch its legs.
Commenting on his expectations of The International Running Expo, Gooch Goo company founder Luke Crozier said: “I’m looking at IRX as a way of creating brand awareness and getting the product in front of people.” He is actively encouraging potential European distributors to meet with him at the Expo, with a view to making ground in the European market.
Also travelling from afar to put a firm step in Europe at IRX is Hong-Kong based performance footwear brand Mount to Coast . Rooted in long-distance running, they engineer road and trail shoes that allow runners to transcend distance. The Mount to Coast R1 shoes were worn by British ultrarunner and vicar Justin Montague when he competed in a 17-day ultramarathon MTC joggle. Wearing only one pair of the R1 shoes, he completed 854 miles and broke the previous course record by 40 hours.
Commenting on exhibiting at IRX, Vincent Chen founder of Mount to Coast said: “Mount to Coast is honoured to be part of the inaugural edition of The International Running Expo in Amsterdam. As a newcomer to the running industry, we are humbled by the growing momentum across Europe and look forward to connecting with more customers and B2B partners through this exposition. We also hope to grow alongside IRX and contribute meaningfully to the global running community.”
Scandinavian activewear brand Pure Lime are also looking towards IRX with strategic aspirations. Established in Copenhagen in 1995 and 100% Danish owned, the company mission is to inspire all women to lead active, healthy lives and to feel confident and comfortable while doing it. In pursuit of this, the company has worked on collections in collaboration with elite runners such as Kristina Schou Madsen, who has a host of global running accolades on her resume.
Commenting on IRX, Brand Manager Jesper Dyrmose said: “The International Running Expo marks an exciting step forward in our journey to expand Pure Lime’s brand presence across Europe. We hope to meet potential distributors, retailers, and collaborators who share our passion for empowering women through movement. We see this as a valuable opportunity to exchange ideas, get inspired, and explore new possibilities for growth — together.
We’re especially interested in expanding into new European markets and are actively looking for distribution partners who believe in quality, inclusivity, and long-term relationships. We believe great things happen when brands and partners come together with a shared vision. We can’t wait to see what kind of connections and conversations The International Running Expo will spark.”
There are still some opportunities for businesses to get involved and join the 300+ international brands attending the European first running business event.
To find more about IRX and to register, please visit www.internationalrunningexpo.com
