A conversation with the CEO of Stream1 about trade fair videos, livestreams and why exhibitors need more than just a nice stand these days
ISPO Munich opens its doors again in November – and with it the order season for the global sports industry. 72% international visitors, exhibitors from 50 countries, the latest innovations. But how do brands stay visible after the trade fair? We talk to Martin Prankl, CEO of Stream1, about video strategies that really work.
Martin, ISPO is huge. Thousands of exhibitors are fighting for attention. What makes the difference today?
Honestly? An impressive stand alone is no longer enough. Sure, it attracts visitors – but what happens afterwards? Most trade fair conversations peter out after a week or two. That’s why video content is so crucial. With a well thought-out livestream or professional trade fair film, you can extend your presence by months. You reach people who have never been there and give your sales teams material that really convinces.
You’re talking about live streams. Many exhibitors first think of the technical effort involved.
Understandable. But that’s exactly where a lot has happened. We produce directly on site in Munich, know the exhibition halls, the lighting conditions, the WLAN situations. You no longer need a huge setup. What you need is a clear strategy: What do you want to show? Who do you want to reach? And above all – what makes your content authentic?
Authentic is a good keyword. What specifically works at ISPO?
Let me give you four formats that we implement successfully time and again. Firstly: live product tests. And I mean really live. Not sterile presentations, but real tests. How does your functional jacket hold up in icy winds? How does the carbon shoe react on different surfaces? Retailers and end customers want to see, not just hear.
Does that mean getting out of your comfort zone?
Exactly! Secondly: expert talks, for example from the Future Lab. The trade fair has this great area in the middle of the hall – perfect for expert discussions. Get your developers in front of the camera and talk about sustainability, material innovations and consumer trends. Talks like these position you as a thought leader, not just a salesperson.
And the other two?
Fourth: Behind-the-scenes content. Show the path from the first prototype to the trade fair presentation. People love this transparency. You emotionalize your brand.
And fifthly: Interactive challenges with audience participation. Invite visitors to take part in short competitions. Who can do the most repetitions with your fitness equipment? Who can blindly recognize differences in materials? Such formats generate viral content and real interaction.
That sounds like a lot of content. But is it really worth the effort?
Absolutely. Think long-term. Video content turns a three-day trade fair event into a marketing asset lasting several months. You can use the videos in sales presentations, for training, in international campaigns. And at ISPO in particular, with so many international visitors, you can reach markets that you could never physically cover.
What is the biggest mistake exhibitors make with trade fair videos?
They produce too much advertising. Nobody wants to see a five-minute glossy product presentation on social media. What works are real emotions, real insights, real people. Show me the developer who talks about his innovation with shining eyes. Show me the athlete who honestly explains why the product makes a difference in training.
And for exhibitors planning video content for the first time in 2025?
Start with a clear goal. Do you want reach? Lead generation? Brand awareness? And then: plan early. The best spots for interviews, the most interesting people to talk to – these are quickly snapped up. With the right production team at your side, who know the trade fair and are on site, you can turn trade fair visitors into enthusiastic fans. And interested parties into long-term business partners.
About Stream1
Stream1 specializes in live streams, trade fair films and video production directly on location in Munich. Whether ISPO, PERFORMANCE DAYS or other leading trade fairs – Stream1 brings sports innovations to life.
🎥 Are you planning your video strategy for ISPO 2025? Request advice now!
