BETA International sponsored by Neue Schule is the UK's leading annual trade-only exhibition dedicated to the equestrian and country sectors, bringing together international retailers, distributors, and buyers from all over Europe and beyond.
The NEC Birmingham will host over 200 exhibitors and thousands of products from 27 to 28 September, positioning BETA International as an essential epicentre for industry professionals. Attendees can source the latest innovations, network with key leaders, and find fresh inspiration through an extensive content programme of expert panels and insightful talks.
BETA International 2026 promises unparalleled industry insights with a curated panel of leaders, featuring the following experts - with more to be announced:
- Claire Williams, Executive Director of the British Equestrian Trade Association (BETA) and a recognized voice for the UK equestrian industry.
- Dean Cox, Managing Director of Red Gorilla, a global leader in innovative equestrian and yard equipment.
- Lucinda Green MBE, Eventing World Champion, legendary coach, and Co-Founder of the Lucinda Green XC Academy.
- Robin Spicer, Technical Design and Innovation Lead at LeMieux, the UK’s fastest-growing equestrian brand.
- Sarfraz Mian, CEO of Neue Schule Ltd, experts in high-performance equine bit design and ergonomics.
BETA International 2026 features a packed programme across two days of business. Each feature is designed to inspire and inform, help grow businesses and enhance the visitor experience. Dedicated spaces providing a platform for suppliers to showcase new ranges and innovations include:
- BETA International 2026 New Product Showcase & Awards - Open exclusively to BETA International 2026 exhibitors, the Showcase provides an exceptional platform to launch new products, gain industry recognition, and present your latest innovations to retailers, buyers and industry professionals attending the show.
- The BETA International Feed Hub - a dedicated space for all things feed, offering a unique opportunity for brands to showcase their leadership in the feed sector without the need to staff the area.
- The Business Pavilion - The Business Pavilion at BETA International is a dedicated space connecting equestrian and country sector professionals with leading consultants and service providers. From marketing and PR to finance, legal, insurance, logistics, software solutions, videography and HR, this vibrant hub brings together the tools and expertise businesses need to grow and future-proof their operations.
- The Saddlery Skills Showcase, sponsored by the Society of Master Saddlers - Step into the world of fine craftsmanship at BETA International with the Saddlery Skills Showcase, sponsored by Society of Master Saddlers where tradition and skill come alive.
- The Start-Up Pavilion - a dedicated space designed to support emerging brands and first-time exhibitors. Whether launching a new product, building brand awareness, or looking to reach a new audience, the Start-Up Pavilion provides the perfect platform to get started.
- Seminar Theatre - Submission for session ideas for the Seminar Theatre are open. We’re inviting industry experts, innovators and thought leaders to help shape the content programme at BETA International 2026.
BETA International’s Hosted Buyer Programme offers a sophisticated trade environment for the industry’s most significant retail players. By providing a tailored show itinerary, the programme
simplifies the discovery of new products and fosters deeper collaboration between premium retailers and global suppliers.
Attendees can enhance their experience with the officialBETA International 2026 app. Available closer to the event, this dedicated tool allows users to seamlessly arrange meetings, manage their personal schedules, and bookmark favourite sessions. It also enables them to collate scanned badges and access bespoke features designed for a productive visit.
“While digital tools have their place, the magic happens in person - rapport is built faster and deals are sealed with confidence, which is exactly why we are attracting 3,000+ visitors and over 2,000 exhibitors from across the globe,” said Event Director of BETA International Liz Ormesher. “With an incredible, top-tier line-up of industry experts already confirmed and a proactive Hosted Buyer Programme, we are delivering an unbeatable experience for every sector professional looking to stay ahead in the current market.”