SPOGA Horse 2025: Balancing Innovation, Collaboration, and Our Thoughts on the Future of B2B Trade Fairs in the Equestrian Industry
SPOGA Horse is the world’s leading trade fair for equestrian sports, held annually in Cologne, Germany. The event serves as a global platform where industry leaders, innovators, and enthusiasts come together to showcase the latest products, discuss emerging trends, and foster connections that drive the future of equestrian sports. With a diverse range of exhibitors, from equine health and welfare specialists to cutting-edge technology providers, SPOGA Horse is an unmissable event for anyone invested in the equestrian world.
Throughout the weekend, it was evident that sustainability and horse welfare continue to be key priorities within the industry. From eco-friendly equestrian products to innovative training solutions designed with horse well-being in mind, exhibitors demonstrated a strong commitment to advancing practices that benefit both horses and the environment. These shared values are central to our mission at EQuerry Co., and we were inspired by the collective dedication to creating a more sustainable future for equestrian sports.
Beyond the impressive innovations on display, what stood out most was the spirit of collaboration that permeated the event. The conversations we had underscored the importance of supporting one another - not only in driving technological and product advancements but also in fostering a community that values shared knowledge and collective progress. This sense of partnership is essential for sustaining the growth and evolution of our industry, and we were thrilled to witness so many individuals and organisations committed to working together toward common goals.
Another key takeaway from this year’s SPOGA Horse was the potential for greater international exchange, particularly between the U.S. and Europe. While the event already attracts a diverse global audience, there is exciting potential for an even stronger U.S. presence in the future. Strengthening these transatlantic connections could unlock valuable opportunities for growth, enabling businesses and professionals on both sides of the ocean to share insights, expand their networks, and collaborate on innovative solutions that benefit the entire equestrian community.
However, events like SPOGA also highlight the need to reassess traditional industry practices, particularly regarding pre-orders and copyright issues. Gathering competitors and overseas manufacturers in one location can accelerate product copying, making it essential for brands to prioritise innovation within controlled environments to protect their intellectual property. This happened in the past for Kentucky Horsewear, and occurred again for Trolle Company at this year’s event, underscoring the risks associated with showcasing entire collections in public settings. If more brands offered flexible ordering options, financial viability for retailers is ensured as seasonal pre-order requirements carry high financial risks for retailers. Moving away from this model would reduce or even remove the necessity of B2B trade fairs such as SPOGA. Moreover,
As we reflect on our experience at SPOGA Horse, we are more motivated than ever to continue championing innovation, sustainability, and collaboration within the equestrian industry. The event served as a powerful reminder of the incredible passion and dedication that drive our community, and we are proud to be part of a global network working to shape the future of equestrian sports.
