Trade Shows Are Back, and That Means Quality Connections for Fitness Vendors


Key Points:

  1. For EGYM, the virtual trade show experience is efficient but lack the interpersonal experience you get from see old friends, colleagues, and fitness vendors at in-person trade shows.
  2. A smaller trade show at IHRSA 2021 has helped EGYM connect with more potential buyers.
  3. The small trade show size has led to more quality discussions between EGYM and clients about their products, and how they can impact potential clients’ businesses.


The past year and a half has been a tough one for trade shows, with very few if any taking place across the country. For many who attended IHRSA 2021, being able to participate in an in-person trade show was almost like going to a trade show for the first time again. One company in the larger fitness space, EGYM, was excited to be back in the trade show setting, solely due to the close interpersonal connections that they value within their company, according to North America EGYM General Manager Dana Milkie. MarketScale’s Justin Honore talked with Milkie about that feeling of returning to in-person trade shows and how IHRSA 2021 has been a perfect place to speak with quality fitness vendors about their Fitness Hub technology.

Abridged Thoughts:

Zoom meetings have allowed us to be more efficient, but they have also created this distance that we have between people being back in person. Being able to hug people, like our CEO likes to call us the hugging company.

The ability to see old friends, people that you have known for years and actually hug them, say “hi” and connect that way is, you know, it feels so good. Seeing old friends and many new friends is a big part of trade shows. But let’s be honest, the most important thing is the product that is being showcased.

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