The full Seminar Theatre agenda for BETA International 2026 is now live, delivering targeted business insight and opinion for visitors attending the trade show at the NEC on 27-28 September.
Building on previous success, this year's schedule combines commercial expertise from inside and outside the industry. The line-up features dedicated discussion panels and technical talks alongside a fireside chat. Everything is focused entirely on current issues affecting the equestrian and country sectors.
Event Director Liz Ormesher noted that the team focused the Seminar Theatre programme on practical business skills and problem solving, ensuring the line-up offers distinct value for every scale of business operating within the trade.
The schedule starts on Sunday morning with a keynote interview featuring serial investor and founder of Child’s Farm, Joanna Jensen. Alongside her commercial background, Joanna is an active equestrian, having previously co-owned Natasha Baker OBE’s Paralympic medal-winning horse Keystone Dawn Chorus. After the sale of Child’s Farm, she now invests in a range of businesses and supports many other founders too.
Following Joanna, Sunday’s sessions cover critical business topics including HR, sustainability, AI implementation, and digital innovation. The afternoon concludes with live pitches from the New Product Awards finalists before the winners are announced. On Monday, the schedule shifts to equestrian participation trends, followed by technical presentations on product development, marketing, retail strategy, and safety innovations.
Tickets to attend BETA International are available now and remain free for verified members of the equestrian, country, and associated trades. Visitors can secure their registration and view the full speaker schedule at www.beta-int.com