Upcoming Trade Shows in Italy for Sports & Fitness

The sports and fitness industry in Italy has always been in a strong position. After all, over 20 million Italians participate in sport on an amateur level. There’s also the 12 million that have some sort of affiliation with promotional bodies and the Italian National Olympic Committee (CONI). This totals to nearly half the population that engages with sport in some capacity and you can definitely see this reflected in the revenue, which exceeded €8 billion back in 2018. But it’s most interesting to see how the COVID-19 pandemic impacted the population and where the sector is heading next thanks to a wave of creative problem solving during the lockdowns. Despite pandemic-related setbacks in recent years, the industry remains resilient and is increasingly viewed as a core economic driver. Before the pandemic, regular visits to gyms and sports centers were the norm. During the lockdown, that model was replaced by livestream workouts, on-demand sessions, and outdoor group training. What emerged was a hybrid fitness culture, which not many thought would stay once gyms reopened, but what we see is that it has found its permanent audience. This hybridization has opened new opportunities for people to explore unfamiliar disciplines and embrace sport at different stages of life. It has also introduced a broader understanding of the psychological factors driving sport participation. From childhood through adulthood, motivations vary. Of course, many do it for the health benefits, but we also see the need for social belonging or the desire for emotional connection inspired by professional athletes. That last reason cannot be underestimated. It would be false to reduce athletes to performers, when they are potent indicators of identity. Their victories often generate ripple effects, inspiring fans to emulate them and driving increased interest in their sports. In marketing terms, this creates modern-day “tribes,” bonded by shared passion and loyalty.