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About this event
Equitana (EQUITANA Essen) — Event Overview
Equitana is an international equestrian trade fair and show event held at Exhibition Centre Essen (Messe Essen), Messeplatz 1, 45131 Essen, Germany. The next edition is scheduled for 18–24 March 2027, running across the full week with dedicated opening hours through Tuesday, 23 March (10:00–18:30) and Wednesday, 24 March (10:00–18:00).
Equitana positions itself as the world’s leading horse show, combining a large multi-hall exhibition with high-profile equestrian performances and a substantial education programme. The event spans 30,000+ square metres and takes place across seven halls, bringing together 650 exhibitors and showcasing both established brands and innovative start-ups. The programme features a strong blend of commercial showcase, sport, training, and community networking for horse enthusiasts and professionals.
Scale and Key Highlights
- Dates: 18–24 March 2027
- Venue: Exhibition Centre Essen (Messe Essen), Germany
- Exhibition footprint: 30,000+ square metres across seven halls
- Exhibitors: 650
- Countries represented (market reach): 40
- Horses featured: 1,000 horses
- Duration: 7 days
What Makes the Event Distinct
Equitana is structured to deliver more than product browsing. Alongside the exhibitor areas, it offers a large public-facing and industry-facing experience built around training evenings, a major education component, and standout performance programming.
A core highlight is the HOP TOP Show, which features over 1,000 horses. This show element increases overall visitor engagement by delivering a high-energy spectacle that attracts horse lovers across experience levels—from young enthusiasts to international professionals.
In addition, Equitana provides 500 hours of educational programming, supporting learning and knowledge exchange across equestrian disciplines. This education-focused layer is especially relevant for visitors who attend with a goal of improving training practices, deepening discipline knowledge, and connecting with industry experts.
Who Attends (Audience Composition)
The audience is broad and includes equestrian enthusiasts, sport participants, and industry stakeholders. The event explicitly references participation from reiter (riders), trainers, and breeders, and it highlights that it brings together young horse lovers as well as international professionals.
Because the fair blends an exhibition environment with educational and performance programming, visitors typically come for a combination of: product discovery, innovation and brand updates, training and learning content, and direct interaction with the equestrian community. This structure supports both casual attendees and highly motivated buyers, trainers, and decision-makers seeking practical solutions for horse care, training, and equestrian sport.
Venue Experience and Location
The show is hosted at Messe Essen in Essen, Germany. The venue information on the official event page notes Entrance Hall 6 and South. With the event held in a major convention/exhibition facility, the layout is designed to support large-scale foot traffic, multi-hall exploration, and simultaneous show and education programming.
Networking and Industry Connectivity
Equitana emphasizes that it unites equestrian enthusiasts globally, with participation across 40 countries. The event is positioned as a meeting point where visitors and exhibitors can connect, learn, and shape the future of equestrian sport. For exhibitors, this format supports meaningful engagement—because the audience is present for both commerce and education—while for visitors it provides a complete, “event plus industry” experience.
Visitor Planning Summary
- Event dates: 18–24 March 2027
- Main venue: Messe Essen (Exhibition Centre Essen), Essen, Germany
- Exhibition scale: 30,000+ sqm across seven halls
- Programme depth: 500 hours of education + training evenings + HOP TOP Show
- Core entertainment element: HOP TOP Show with over 1,000 horses
Overall, Equitana Essen is designed as a high-visibility, international equestrian marketplace and learning hub—where brands and start-ups showcase products and innovations, while trainers, stars, and industry leaders drive educational value and community engagement throughout the week in Essen.
Data sheet
| Field | Details |
|---|---|
| Event Name | EQUITANA Essen |
| Event Date | 18–24 March 2027 |
| Event Status | Upcoming |
| Venue | Messe Essen / Exhibition Centre Essen |
| City | Essen |
| State / Region | North Rhine-Westphalia |
| Country | Germany |
| Organizer | RX Global / Reed Exhibitions |
| Official Event Website | equitana.com/essen/en-gb.html |
| Event Type | Trade show, exhibition, education program, live show, and networking event |
| Primary Category | Animals & Pets |
| Secondary Applicable Categories | Business Services, Travel & Tourism, Education & Training |
| Audience Reach | Global |
| Estimated Attendance / Expected Footfall | Attendance figure not publicly confirmed by the organizer. Official site confirms 650 exhibitors, 40 countries represented, 30,000+ square metres, 7 days, and 1,000+ horses. |
| Attendance Data Reliability | High for venue, dates, exhibitor count, and program scale; attendance count not publicly confirmed |
| Main Purpose of Event | To connect the global equestrian community through product discovery, education, training, live shows, and business networking across the horse sport value chain |
EQUITANA Essen is widely positioned as the world’s leading equestrian show, combining a major exhibition floor with extensive education, live entertainment, and networking. The official event description highlights seven halls, 650 exhibitors, 40 countries, more than 30,000 square metres of show space, and over 500 hours of educational programming, making it a major platform for product launches, brand visibility, and professional learning in the horse sector.
The event matters because it brings together the full equestrian ecosystem: riders, trainers, breeders, stable operators, distributors, retailers, importers, service providers, and industry leaders. For suppliers, it is a strong B2B/B2C hybrid venue for category discovery, dealer development, international sourcing, and relationship building across horse care, tack, apparel, nutrition, veterinary support, transport, infrastructure, and equestrian technology.
| Buyer / Attendee Segment | Typical Organizations | Buying Role or Influence | Relevance to Exhibitors / Suppliers |
|---|---|---|---|
| Retail and category buyers | Equestrian retailers, tack shops, saddlery chains, sports retailers | Assortment selection, purchasing, vendor onboarding | High relevance for apparel, tack, grooming, accessories, and rider equipment |
| Distributors and wholesalers | Regional importers, wholesale equine suppliers, dealer networks | Product sourcing, stock planning, territory rights | Strong channel-development opportunity for brands seeking coverage in Europe |
| Importers and exporters | Cross-border equestrian trading companies | International sourcing and market entry | Useful for manufacturers and brands expanding across the EU and global markets |
| Stable and facility operators | Riding schools, boarding stables, training centers, equestrian venues | Facilities, equipment, safety, maintenance, horse welfare purchases | Important for stalls, flooring, arena equipment, stable tech, and welfare products |
| Trainers, coaches, and clinicians | Training academies, riding schools, independent professionals | Influence on product preference, endorsements, education uptake | Strong for demo-based selling, education-led marketing, and brand advocacy |
| Breeders and breeding farms | Stud farms, breeding associations, horse breeding operations | Feed, veterinary, genetics, transport, and stable supply purchasing | Relevant for nutrition, animal health, and horse management solutions |
| Veterinary and equine health buyers | Equine clinics, veterinarians, rehabilitation centers, animal health distributors | Treatment, diagnostics, supplements, equipment recommendations | High relevance for diagnostics, supplements, therapeutic products, and medical devices |
| Federations and associations | National equestrian federations, breed associations, clubs | Program partnerships, standards, education, member services | Good for sponsorship, education, and industry partnership outreach |
| Event and competition organizers | Show organizers, competition venues, show jumping and dressage circuits | Equipment, event services, safety, logistics, and sponsorship decisions | Relevant for suppliers of venue, event, and performance-related products |
| Professional riders and teams | Elite athletes, training teams, stable managers, agent representatives | Influence on brand choice and sponsored product use | Useful for premium gear, performance, nutrition, and recovery products |
| Geographic Area | Likely Attendee Origin | Buyer Concentration | Notes |
|---|---|---|---|
| Host city: Essen | Local riders, retailers, stables, trainers, and institutions | Medium | Strong local turnout due to venue familiarity and easy access |
| North Rhine-Westphalia | Regional equestrian businesses, clubs, suppliers, and dealers | High | Germany’s largest state by population and a major commercial base |
| Nearby business hubs | Düsseldorf, Cologne, Dortmund, Duisburg, Ruhr metropolitan area | High | Dense concentration of trade, logistics, retail, and service companies |
| Germany national market | Buyers from across Germany | High | EQUITANA is a flagship German equestrian event with national pull |
| Western and Central Europe | Austria, Netherlands, Belgium, Switzerland, France, Denmark, Poland, Czech Republic | High | Proximity and strong equestrian market participation support cross-border attendance |
| Global / international | Brands, distributors, professionals, and enthusiasts from outside Europe | Medium to High | Official website states 40 countries represented, indicating strong international reach |
| Reach Level | Assessment | Explanation |
|---|---|---|
| Global | Primary classification | The official site describes EQUITANA as the world’s leading equestrian show and notes participation from 40 countries. |
| Buyer Company / Organization | Buyer Type | Why It Is Relevant | Website | Best Job Titles to Target | Evidence Level |
|---|---|---|---|---|---|
| FN Deutschland / FN-Verlag | Federation / association / media | Major German equestrian stakeholder; relevant for education, sponsorship, and communications | fn-press.de | Director, Partnership Manager, Event Manager, Editorial Lead | Strong Market Fit, Attendance Not Confirmed |
| FEI | International federation | Global governing body for equestrian sport; strong partnership and policy relevance | fei.org | Head of Commercial, Partnerships Director, Sports Development Director | Strong Market Fit, Attendance Not Confirmed |
| Horze | Retailer / e-commerce | Large equestrian retail brand; strong buyer for merchandise, apparel, and tack | horze.com | Category Manager, Merchandising Manager, Sourcing Manager, Buying Director | Strong Market Fit, Attendance Not Confirmed |
| Kramer Equit | Retailer / wholesaler | Major German equestrian retail operation with broad product assortment | kramer.de | Head of Buying, Category Buyer, Procurement Manager, Product Manager | Strong Market Fit, Attendance Not Confirmed |
| Loesdau | Retailer / distributor | Well-known equestrian supplies retailer; ideal for sourcing and distributor development | loesdau.de | Buying Manager, Merchandiser, Sourcing Lead, Private Label Manager | Strong Market Fit, Attendance Not Confirmed |
| PFERD WAGNER | Retailer / supplier | Equestrian product supplier with strong relevance for consumer and pro gear | pferd-wagner.de | Purchasing Manager, Sales Director, Product Specialist, Category Manager | Strong Market Fit, Attendance Not Confirmed |
| Kerbl | Manufacturer / distributor | Animal care and stable supply company; likely buyer for industrial and retail inputs | kerbl.com | Procurement Director, Supply Chain Manager, Product Manager, Sales Director | Strong Market Fit, Attendance Not Confirmed |
| Covalliero | Brand / apparel supplier | Relevant for rider apparel, fashion, and branded merchandise sourcing | covalliero.com | Brand Manager, Product Manager, Head of Sales, Sourcing Manager | Strong Market Fit, Attendance Not Confirmed |
| Cavallo GmbH | Manufacturer / apparel | Premium riding apparel brand; strong fit for B2B buying and licensing conversations | cavallo.de | Managing Director, Buying Director, Key Account Manager, International Sales Manager | Strong Market Fit, Attendance Not Confirmed |
| Pavo Horsefeed | Feed manufacturer / distributor | Feed and nutrition buying relevance for stables, breeders, and retailers | pavo-horsefood.com | Product Manager, Export Manager, Commercial Director, Distributor Manager | Strong Market Fit, Attendance Not Confirmed |
| LeMieux | Brand / retailer | Premium equestrian brand; strong for innovation, apparel, and accessories sourcing | lemieux.com | Chief Commercial Officer, Buying Manager, E-commerce Director, Product Lead | Strong Market Fit, Attendance Not Confirmed |
| Mustad Hoofcare | Manufacturer / veterinary-adjacent | Farrier and hoof-care products are highly relevant to equine professionals and distributors | mustad.com | Sales Director, Export Manager, Product Manager, Distributor Manager | Strong Market Fit, Attendance Not Confirmed |
| Deutscher Reiter- und Fahrerverband or regional riding clubs | Association / buyer community | Membership, education, and sponsorship opportunities; drives event visitation | varies by association | Secretary General, Partnerships Lead, Event Coordinator, Education Manager | Strong Market Fit, Attendance Not Confirmed |
| Priority | Job Title / Function | Department | Seniority Level | Why This Role Matters |
|---|---|---|---|---|
| 1 | Chief Procurement Officer / Head of Procurement | Procurement | C-level / Executive | Owns buying strategy for retailers, distributors, and supply chains |
| 2 | Buying Director / Category Manager | Merchandising / Buying | Director / Manager | Selects assortment and negotiates supplier terms |
| 3 | Sourcing Manager / Strategic Sourcing Manager | Procurement / Supply Chain | Manager | Identifies manufacturers, private-label partners, and import sources |
| 4 | Merchandising Director / Product Manager | Merchandising / Product | Director / Manager | Shapes product strategy for horse, rider, and stable categories |
| 5 | Supply Chain Director / Operations Director | Operations / Logistics | Director | Ensures inventory flow, supplier reliability, and fulfillment |
| 6 | Import / Export Manager | International Trade | Manager | Supports cross-border trade, distribution, and compliance |
| 7 | Stable / Facility Director | Facilities / Operations | Director / Manager | Purchases equipment, maintenance, and horse-care consumables |
| 8 | Veterinary Practice Owner / Equine Health Manager | Animal Health | Owner / Senior Manager | Influences diagnostics, supplements, and treatment-related purchases |
| 9 | Partnerships Director / Sponsorship Manager | Commercial / Marketing | Director / Manager | Important for event sponsorship, federation support, and brand activation |
| 10 | Business Development Director / Export Manager | Commercial / International Sales | Director / Manager | Targets dealers, distributors, and new geographic markets |
| Priority | Apollo Industry | Why It Fits the Event | Best Buyer Use Case |
|---|---|---|---|
| 1 | Retail | Equestrian retailers and category buyers are core attendees | Assortment, sourcing, merchandising |
| 2 | Wholesale | Distributors and bulk buyers are central to trade flow | Dealer development, import/export |
| 3 | Import & Export | International trade is highly relevant to brands and distributors | Cross-border sourcing and channel expansion |
| 4 | Food Production | Feed, nutrition, and supplements are major horse-care categories | Equine feed and nutritional products |
| 5 | Consumer Goods | Rider and stable products are consumer-facing | Brand partnerships and retail distribution |
| 6 | Apparel & Fashion | Riding apparel, boots, and safety wear are key categories | Technical apparel sourcing and private label |
| 7 | Sports | EQUITANA sits at the intersection of sport performance and fan culture | Athlete and performance products |
| 8 | Veterinary | Equine health and welfare are major buying drivers | Diagnostics, treatment, rehab, supplements |
| 9 | Logistics & Supply Chain | International distribution and fulfillment are relevant for exhibitors | Inventory, warehousing, transport services |
| 10 | Events Services | Show production, demonstrations, and sponsorship are significant | Event partnerships and experiential marketing |
| 11 | Manufacturing | Tack, equipment, stable systems, and accessories are manufactured goods | OEM, private label, contract manufacturing |
| 12 | Hospitality | Travel, accommodation, and premium visitor services support attendance | Venue services, visitor experience, sponsor hospitality |
| Metric | Figure | Status | Source / Basis | Notes |
|---|---|---|---|---|
| Estimated total footfall | Not publicly confirmed | Confirmed unavailable | Organizer website does not publish an attendance count in the provided content | Use exhibitor and country footprint as scale indicators |
| Exhibitor count | 650 | Confirmed | Official website | Strong commercial density |
| Buyer count | Not publicly confirmed | Unavailable | No official buyer count published in provided content | Likely mixed B2B/B2C audience |
| Speaker / expert count | Not publicly confirmed | Unavailable | Official content references trainers, stars, and industry leaders but no tally | Educational programming is substantial |
| Sponsor count | Not publicly confirmed | Unavailable | No sponsor count published in provided content | Potential sponsorship inventory likely exists |
| Historical attendance | Not publicly confirmed | Unavailable | Current provided source does not disclose prior footfall | Attendance data reliability is medium without organizer count |
| Focus Area | Typical Buyer Need | Buyer Engagement Opportunity | Relevant Supplier Offering |
|---|---|---|---|
| Horse care and welfare | Health, comfort, prevention, recovery | Product demos, expert talks, clinical proof points | Supplements, bedding, hygiene, stable care |
| Rider apparel and safety | Performance, style, protection | Category merchandising, retail partnerships | Helmets, boots, jackets, breeches, air vests |
| Stable and facility equipment | Durability, safety, maintenance efficiency | Solution selling to operators and venue teams | Stalls, mats, flooring, feeders, water systems |
| Feed and nutrition | Performance, digestion, specialization | Sampling, formulation education, distributor outreach | Feed, supplements, balancers, additives |
| Veterinary and rehabilitation | Diagnostics, therapy, injury management | Clinical engagement and professional education | Medical devices, rehab equipment, care products |
| Retail and wholesale distribution | Margin, range, reliability, exclusivity | Meeting rooms, line reviews, order capture | Consumer goods, branded ranges, private label |
| Education and training | Skill development and certification | Seminars, workshops, clinician-led sessions | Training services, digital learning, tools |
| Event and show production | Venue support, entertainment, sponsorship value | Partnership pitches, experiential activation | Event services, staging, branding, hospitality |
| Factor | Assessment | Explanation |
|---|---|---|
| Buyer relevance | Very High | The event attracts retailers, distributors, trainers, stable operators, and equine professionals with active purchasing influence. |
| Decision-maker availability | High | Category buyers, owners, directors, and association leaders are likely to attend or exhibit. |
| Data collection potential | High | Official exhibitor directory, product directory, and event pages support strong list-building. |
| Apollo targeting potential | High | Clear fit for retail, wholesale, import/export, manufacturing, veterinary, and sports-related companies. |
| Geographic targeting potential | High | Germany plus broader DACH, Benelux, and wider European equestrian markets are meaningful targets. |
| Best outreach approach | Very High | Use buyer-first outreach, category-specific offers, and meeting-booking campaigns before the show. |
| Overall lead quality | Very High | Strong commercial event with direct relevance to equestrian sourcing and relationship development. |
| Best use case | Attendee list building, exhibitor prospecting, distributor sourcing, and partnership outreach | Best suited to lead generation campaigns for equestrian, consumer goods, and specialty retail vendors. |
| Limitations / risks | Moderate | No publicly confirmed attendance count; current-year attendee list not provided in source content. |
| Filter Type | Recommended Filters | Purpose |
|---|---|---|
| Apollo industries | Retail, Wholesale, Import & Export, Food Production, Consumer Goods, Apparel & Fashion, Veterinary, Logistics & Supply Chain, Sports, Events Services, Manufacturing | Capture the most commercially relevant equestrian buyer and channel partner segments |
| Departments | Procurement, Purchasing, Merchandising, Operations, Supply Chain, Product, Business Development, Partnerships, Sales | Prioritize people with direct buying or partner-selection responsibility |
| Seniority | Manager, Director, VP, Head, Owner, Partner, C-level | Reach decision-makers and final approvers |
| Job titles | Buying Manager, Category Manager, Procurement Manager, Sourcing Manager, Merchandising Director, Product Manager, Export Manager, Supply Chain Director, Commercial Director, Partnerships Director | Find the most actionable buyer personas for outreach |
| Geography | Germany, DACH, Benelux, France, UK, Italy, Nordics, wider EU | Match the event’s strong European and international draw |
| Employee size | 11–50, 51–200, 201–500, 501–1,000, 1,001–5,000 | Best fit for specialty retail, distributors, and mid-market brands |
| Keywords | equestrian, horse, tack, saddlery, stable, riding apparel, horse feed, equine, hoof care, riding school, breeder | Refine to companies directly tied to the event’s ecosystem |
| Company type | Privately held, family-owned, subsidiary, distributor, manufacturer, retailer | Reflects the typical structure of equestrian buying organizations |
| Source | Type | What It Verified | Reliability |
|---|---|---|---|
| EQUITANA Essen official website | Official organizer / event website | Dates, venue, city, organizer branding, exhibitor count, country count, show scale, opening hours, official positioning | Very High |
| Messe Essen | Venue website | Venue identity and location confirmation for Messe Essen / Exhibition Centre Essen | High |
| RX Global | Organizer corporate website | Organizer ownership and event-family context | High |
| Official EQUITANA press and program pages | Official event content | Educational programming, event positioning, and scale indicators | Very High |
🎯 Selling to this event's audience? Get a free tailored buyer list
Tell us your work email and our AI instantly builds a buyer list matched to Equitana — the best‑fit companies to target, the exact decision‑maker job titles, and the industry filters that fit what you sell.