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.
With over 200 exhibitors and thousands of products – including returning leading brands such as LeMieux, Gallop, Shires and evoke – BETA International taking place from 27 to 28 September 2026 at NEC Birmingham is a must-attend for industry professionals seeking to source new innovative products, network with industry leaders, and spark fresh inspiration. An exciting content programme features insightful talks, expert panels, and industry-leading discussions.
Dedicated spaces providing a platform for suppliers to showcase new ranges and innovations include:
The Feed Hub;in addition to presenting products, this space also brings together industry leading experts to discuss equine nutrition, feeding trends, and product insights via a seminar programme. A full agenda will be published online nearer to the event.
The Business Pavilion a platform for highlighting services to equestrian and country retailers and brands. This dedicated space provides a unique opportunity to connect with decision-makers face-to-face and engage with retailers, wholesalers, importers/exporters, and equine health professionals actively looking for trusted partners.
The Start-up Pavilion: acting as a springboard for emerging brands in the equestrian and country retail market wanting to showcase new products. Retailers will visit this space to seek innovative solutions and fresh ideas.
The Saddlery Skills Showcase, sponsored by the Society of Master Saddlers: a dedicated area celebrating traditional craftsmanship, where exhibitors and visitors can see expert saddlery skills in action and discover the artistry behind high-quality products.
The Pet Pavilion – New for 2026 and specially curated space for pet brands. Engaged equestrian and country retailers will evaluate products and reactively seeking to expand their pet offering.
The New Product Showcase is a designated area displaying a wide variety of new and innovative products for trade, allowing them to explore the latest industry trends. The New Product Showcase Awards recognise excellence and innovation in new equestrian products. Award winners will be recognised and celebrated at a special prize-giving at BETA International 2026.
Equestrian and country retailers can benefit from exclusive access to a Hosted Buyer Programme in 2026. The specially curated programme will offer a premium show experience, making it easier to discover the latest products, build new supplier relationships, and strengthen existing ones.
A dedicated free ShowApp,available nearer to the time of the event, provides bespoke and useful functionality allowing users to arrange meetings, manage their event schedule, add selected sessions to their favourites, collate scanned badges. and more.
To welcome exhibitors and encourage networking, BETA International is hosting an exhibitor drinks reception, providing a relaxed setting for businesses to connect, strengthen relationships, and celebrate the equine industry, with show awards also presented in person by Event Director Liz Ormesher.
Event Director of BETA International, Liz Ormesher, comments: “Attracting in excess of 3,000 visitors and 200 exhibitors from 50+ countries, BETA International is an unmissable opportunity to connect face-to-face with retailers, distributors, and buyers. In-person interactions forge rapport, trust and facilitate partnerships faster and deeper than any virtual setting. The Hosted Buyer Programme will promote new UK and International supplier relationships and strengthen established ones I highly recommend that potential exhibitors make contact to secure floor space as early as possible.”
For 2026, BETA International will once again be co-located with PATS (Pet and Aquatics Trade Show) — the UK’s leading trade event for the pet and aquatics industry — at the NEC Birmingham. One trip gives visitors access to two unmissable shows, offering the chance to discover the latest products, meet industry innovators, and find fresh ideas to grow their business.