"Hybrid events will save businesses money, as there’s less of an outlay for travel. On the business side, you can also reach a greater number of people, while as a customer, you can pick what you want to see at a time that suits you. And provided event organisers are flexible enough to adapt efficiently and smoothly, there’s also less of a chance that big exhibitors will cancel completely due to the unseen.
WE ARE WELL-VERSED IN CREATING A SAFE ENVIRONMENT. I DON’T BELIEVE IT WOULD BE ANY DIFFERENT AT A TRADE SHOW THAN IN A GYM. "Looking forward, as a partner of FIBO, EuropeActive has the opportunity to embrace two of its overarching priorities for the year 58
RIDE HIGH January 2021
ahead: digital and community. Whether that’s streaming online with others in attendance on-location, or dedicated green-screen presentations, stepping backwards on our discovery of how to reach more people would be a serious missed opportunity. "Having physical and digital running in tandem will mean that opportunities for networking and product experiences are still very much available for suppliers, even if numbers are restricted and physical distancing measures in place. Many suppliers already have fantastic scheduling for demonstrations, so these experiences can still be offered even if the attendees aren’t physically there in the same numbers. "I have no fear when it comes to the safety of showing off new product innovations. Despite closures worldwide, our sector has exceeded expectations under constant scrutiny, particularly on sanitisation standards. We are wellversed in creating a safe environment for anyone who comes through our doors, and I don’t believe it would be any different at a trade show than in a gym.