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Birmingham Today
By the People, for the People
BETA International 2026 Unveils Expanded Offerings
UK's leading equestrian and country trade show announces new features and pavilions for upcoming edition.
Apr. 7, 2026 at 9:33pm
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BETA International 2026 promises an immersive, innovative trade show experience for equestrian and country industry professionals.Birmingham TodayBETA International, the UK's premier annual trade exhibition for the equestrian and country sectors, has announced an expanded lineup of offerings for its 2026 event. The show, sponsored by Neue Schule, will feature over 200 exhibitors showcasing thousands of products, including returning top brands like LeMieux, Gallop, Shires, and evoke. New dedicated spaces will highlight innovations in equine nutrition, business services, startup brands, saddlery skills, and pet products.
Why it matters
As a leading industry event, BETA International provides a crucial platform for equestrian and country retailers, distributors, and buyers to discover the latest products, network with peers, and stay ahead of market trends. The addition of new specialized areas signals the show's commitment to evolving with the needs of its attendees and exhibitors.
The details
Key new features for BETA International 2026 include the Feed Hub for equine nutrition insights, the Business Pavilion for industry services, the Start-up Pavilion for emerging brands, the Saddlery Skills Showcase, and the new Pet Pavilion. The New Product Showcase will also highlight the latest innovations, with award winners celebrated at a special ceremony. Attendees can also take advantage of the Hosted Buyer Programme for a premium show experience.
- BETA International 2026 will take place from September 27-28 at the NEC Birmingham.
- The event will once again be co-located with PATS, the UK's leading pet and aquatics trade show.
The players
BETA International
The UK's leading annual trade-only exhibition dedicated to the equestrian and country sectors, bringing together international retailers, distributors, and buyers.
Neue Schule
The sponsor of BETA International, a leading brand in the equestrian industry.
Liz Ormesher
The Event Director of BETA International, responsible for overseeing the show's expansion and new offerings.
What they’re saying
“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.”
— Liz Ormesher, Event Director of BETA International
What’s next
Potential exhibitors are encouraged to secure floor space at BETA International 2026 as early as possible to ensure their participation in the expanded show.
The takeaway
BETA International's commitment to evolving its offerings signals the continued importance of in-person trade events in the equestrian and country sectors, providing valuable opportunities for businesses to discover new products, build relationships, and stay ahead of industry trends.
