This September, the NEC in Birmingham, England will host BETA International, the premier equestrian and country trade event that shares the very best in global innovation across two brilliant days.
At the heart of the event is the New Product Showcase and subsequent New Product Awards. Both of these highlight what’s new since the last show from cutting edge advances, different ways to tackle common problems, and new developments based on research and trials to improve horse welfare, performance and comfort too. The New Product Showcase has eight different categories, including the popular Horse Care category which always sees a vast range of products entered.
“We’re so excited to see the products that enter this year’s New Product Showcase,” said Liz Ormesher, Event Director for BETA International. “This feature provides a hub for visitors to come and see what’s new and innovative across all areas of the industry. The Horse Care section is always a major highlight due to the incredible list of exhibitors in this space, and how much people really do care about their horses.”
Last year, the Horse Care category was won by Pioneer Sports Hoof Boot’s Pioneer Hoof Protection. This revolutionary hoof boot automatically adapts to the horse’s hoof and changes shape during the trimming cycle. This product also went on to win the overall Innovation category.
In addition to the New Product Showcase, the Seminar Theatre and The Feed Hub will host a world leading line up of talks. These broad programmes share research, ideas, and new thinking with speakers being announced all the time. Currently, speakers confirmed include:
- Eventing world champion Lucinda Green
- BETA’s Executive Director Claire Williams
- Red Gorilla’s Managing Director Dean Cox
- Lemieux’s Robin Spicer
Joining this distinguished line up is Sarfraz Mian, the CEO of Neue Schule, an industry leader that has invested a huge amount into research and development when it comes to bitting, comfort and equine performance. Neue Schule also proudly returns as BETA International’s title sponsor, a partnership that spans over a decade.
BETA International itself has an incredible list of exhibitors attending from all over the world. With a blend of start-up companies, first time exhibitors, and leading names across the industry from all over the world, the event brings together the very best that the industry has to offer. Plus, with its exceptional transport links thanks to its proximity to Birmingham International Airport, it is very easy to visit, wherever you are in the world.
The exhibitors list can be searched by product name or type, but a browse through the names shows just what an amazing array of products and brands will be in attendance.
One of the biggest benefits of attending a show like BETA International in person is the unique opportunity it provides to speak to the minds behind these products and understand what makes them truly unique. By being able to access this information, from the horse’s mouth so to speak, visitors get to know the story of how products came to be, how the company came into existence, and all of this helps when it comes to selling products to customers. And let’s not forget that with so many of the equestrian industry’s movers and shakers under one roof, a trip to BETA International is a highly efficient use of your time too!
And, of course, the new discoveries made along the way can’t be overlooked.
“There are so many incredible products out there, and we know that bringing these together, under one roof, at BETA International, is incredibly useful for our visitors,” said Liz Ormesher. “More than this, it’s where people start to form relationships that can be built on remotely, regardless of distance or time zone, and where the seeds are planted for amazing opportunities. We know that the value from the show is immense for those that attend, not just at the time, but in the months that follow too.”
As if all this wasn’t enough, it’s absolutely free to attend BETA International. To secure your ticket, all you need to do is register through the website and secure yours.
“Last year, we had the biggest event in BETA International’s recent history with over 200 exhibitors and thousands of products from over 50 countries. Make sure you don’t miss out on the premier event for equestrian and country sector.”
Building on the huge success of last year’s event, this year’s BETA International promises to be something not to miss for anyone in the equestrian and country trades.
Secure your ticket for BETA International held at the National Exhibition Centre, Birmingham, England on 27-28th September 2026. Just visit www.beta-int.com for all the details.
