FIBO is currently taking place in Cologne, Germany, with the two consumer-based days going down today and tomorrow, and it is a packed house, with all sorts of European sports nutrition brands exhibiting, many of them being relatively new faces and popping up in more recent years. It is most certainly a loaded health and fitness show in the area of supplements, functional foods, and beverages, but the one name that simply steals the show is the local powerhouse ESN.
ESN is incredibly dominant in the German market, and that is more than reflected in how the brand is presented at FIBO, as it is not next to anyone else. ESN has hired out its own hall specifically for its family of brands, which are ESN, More Nutrition, and Oath. The way FIBO is set up is it has halls for different areas of health and fitness, with one for equipment, one for technology and even gaming, another for healthy foods and supplements, and then, yes, one entirely for the ESN family.
The sports nutrition giant has packed the hall with sample stations to try products from all of the brands; some of those items are top sellers, some more recent, and some have yet to be released. There are storefronts for visitors to purchase supplements and clothing, a Venice Beach-inspired gym, an intense training square, a mechanical bull-riding challenge, meet-and-greet opportunities with some of ESN’s top athletes and ambassadors, and a stage for seminars and announcements.
We’ve been to many health and fitness shows over the years; however, never have we seen one as giant as FIBO, where a brand takes over a space that could essentially house half of the supplement companies at the event and keep it all to itself. That is incomparable dominance and an incredible experience for fans to walk into and see nothing but their favorite brand and products.
