Show Launches: Raccoon Media Group and Shomex Productions Set to Debut New B2B & B2C EventsShow Launches: Raccoon Media Group and Shomex Productions Set to Debut New B2B & B2C Events
Safety and Security Expo to debut in L.A. next year while the International Running Expo kicks off in Amsterdam this fall.
August 15, 2025
The global exhibition industry continues to expand with two new trade shows preparing to launch in different corners of the world: a consumer-focused Safety and Security Expo in Los Angeles and a dedicated B2B running industry event in Amsterdam.
Safety and Security Expo to Debut in L.A. Next Year
A new B2C event dedicated to safety, security, and emergency preparedness is gearing up to launch in Los Angeles next year. Scheduled for Feb. 28-March 1 at the Los Angeles Convention Center, the Safety and Security Expo will showcase a full spectrum of life-protecting solutions—from smart home systems and self-defense tools to emergency preparedness kits and cyber safety tech.
Lew Shomer, Shomex
“The Safety and Security Expo isn’t just an event, it’s a wake-up call,” said event co-owner and Shomex Productions President and CEO Lew Shomer, a veteran show organizer and former owner of Abilities Expo who previously served as vice president of marketing and sales for the Interface Group, producers of COMDEX.
He added, “We’re not here to sell fear. We’re here to arm people with the knowledge, tools and confidence they need to take control of their safety in a rapidly changing world.”
Designed for parents, seniors, business owners, homeowners, renters, and community leaders, the new consumer event will offer the following:
Interactive workshops and live demos led by leading manufacturers, top law enforcement, tech leaders, and disaster preparedness professionals
Hands-on experience with new products that can be tried out and purchased
Free consultations from experts in security, finance, law, insurance, and wellness
Networking and community building
Safety & Security Expo vendors will showcase a wide range of tools and resources, from everyday essentials to high-tech innovations, including:
Home Security: Alarms, cameras, gates, babyproofing, smart home tech
Personal Safety: Self-defense, body cams, wearable SOS devices
Electronic Protection: Cybersecurity, anti-theft tech, scam prevention
Emergency Preparedness: Earthquake kits, water filtration, survival tools
Auto Security: Vehicle alarms, dash cams, anti-theft gear
Financial Safety: Estate planning, credit monitoring, document security
Health and Wellness: Secure telehealth, medication reminders, stress management
Senior Safety: Medical alerts, home aids, assisted living resources
“If you’ve ever wondered whether you’re truly prepared for life’s unexpected moments, this is where you find real answers,” said Clare Shomer, co-owner of the Safety and Security Expo. “We’ve brought together everything under one roof and, no matter who you are or what you’re facing, there’s something here to help you live safer and smarter.”
The International Running Expo Prepares to Launch in Amsterdam in November
More than 6,000 running industry professionals, including senior buyers, athletes, top brands, press, media, and influencers, are expected to converge in Amsterdam this fall for the International Running Expo (IRX), Europe’s first B2B event solely dedicated to the running industry, according to show officials.
Organized by UK-based Raccoon Media Group and set for November 4-5 at RAI Amsterdam, the new show will feature more than 300 emerging and established brands showcasing the latest product launches, innovations, and trends shaping the running sector; 2,700 pre-arranged, one-to-one meetings with retailers, brands, wholesalers, athletes, and influencers; and myriad networking opportunities.
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The new show joins Raccoon Media’s growing portfolio of active lifestyle events serving passion-led B2C and B2B communities across the globe, including the National Running Show, National Outdoor Expo, National Equine Show, BETA International, PATS, and the Allergy & Free From Show London––all held annually at the NEC Birmingham, UK, as well as the Boston Run Show, Boston Outdoor Expo, Snowbound Expo, and the Abilities Expos series in the U.S.
According to show officials, many global brands that will be at the show are actively looking to leverage the event as a launchpad into the European market, including Hong-Kong based performance footwear brand Mount to Coast.
“Mount to Coast is honored to be part of the inaugural edition of The International Running Expo in Amsterdam,” said Founder Vincent Chen. “As a newcomer to the running industry, we are humbled by the growing momentum across Europe and look forward to connecting with more customers and B2B partners through this exposition. We also hope to grow alongside IRX and contribute meaningfully to the global running community.”
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Denmark-based activewear brand Pure Lime is also looking toward IRX with strategic aspirations to expand its presence across Europe as well as find like-minded distribution partners, according to Brand Manager Jesper Dyrmose.
“We hope to meet potential distributors, retailers, and collaborators who share our passion for empowering women through movement,” Dyrmose said. “We’re especially interested in expanding into new European markets and are actively looking for distribution partners who believe in quality, inclusivity, and long-term relationships. We believe great things happen when brands and partners come together with a shared vision [and] we can’t wait to see what kind of connections and conversations The International Running Expo will spark.”
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