The 26th edition of Prowinter, the leading B2B trade fair for outdoor and winter sports, which took place at Fiera Bolzano from January 11th to 13th, concluded on Tuesday the 13th with a largely positive outcome – 5,400 admissions and visitors from 35 countries.
This edition marks a concrete step forward in the event’s growth, increasingly recognized as a dynamic, concrete, and strategic professional platform for the entire winter mountain industry.
4Outdoor is also on Whatsapp. Just click here to subscribe to the channel and stay up to date.
An integrated and quality format
Prowinter combines exhibitions, field tests, training, and networking—a mix appreciated by exhibitors and industry professionals.
Today, the fair confirms its position as:
- Dynamic, for the ability to intercept market evolution;
- Concrete, for the real value of the relationships and opportunities generated;
- Strategic, due to its central role in the European trade fair landscape of the sector.
Exhibitors and new thematic areas
Growth of internationality
Prowinter 2026 saw a significant increase in exhibitors: 230 companies representing 400 brands, 30% of which were international, consolidating the fair’s position as a benchmark for winter sports and outdoor businesses.
Scandinavian Village and Italian Outdoor Village
A distinctive feature of this edition was the opening of a new outdoor pavilion, with the debut of the Scandinavian Village alongside the Italian Outdoor Village.
This strategic expansion fostered dialogue between Northern and Southern Europe, highlighting increasingly transversal and versatile collections.
In the new space, numerous international brands presented their products with European headquarters and teams, for a total of 90 exhibitors, strengthening Prowinter’s role as a meeting place for industry decision makers.
Qualified visitors and professional networking
The participation of retailers, rental companies, buyers, and professionals from Italy, Germany, Austria, Scandinavia, Benelux, and Eastern Europe confirms a positive trend consistent with the evolution of the offering.
Direct interaction between exhibitors and operators was fostered by events such as the Prowinter Après-Ski Party, stand meetings, test areas, and in-depth discussion spaces.
Field tests and new features for the 2026/2027 season
Prowinter Test Days and Retail Free Trials
On Monday, January 12th and Tuesday, January 13th, professionals tested the new downhill skis for the 2026/2027 season on the Carezza slopes, transformed into a true open-air testing ground.
Attendance was higher than in 2025, confirming these moments as among the most popular formats of the event.
Market data and season outlook
Prowinter Lab
The Prowinter Lab has offered an initial snapshot of the 2025/2026 season, thanks to a questionnaire surveyed by 120 Italian operators (60 rental companies and 60 specialized shops).
Main results:
- 78.5% rate the season as positive or stable
- Bookings and sales stable compared to 2024/2025
- 63% expect stable or growing revenue
- Widespread equipment renewal; 54.2% introduce new brands or services
Sustainability and innovation
Sustainability was a cross-cutting theme:
- Prowinter Award: for the first time with ESG criteria entrusted to a specialized consultant
- International events: Winter Sports Sustainability Network Meeting and Ski Industry Climate Summit, to share strategies and best practices
“Prowinter 2026 confirms the fair’s evolution as a dynamic, concrete, and strategic platform, increasingly international and capable of generating real value for the supply chain.” – Geraldine Coccagna, Brand Manager, Prowinter.
“Our goal is to drive qualitative rather than quantitative growth, offering a compact, high-quality fair focused on business, relationships, and sustainability.”
Upcoming events
After this edition, the next event will be the Prowinter Season Finale, the end-of-season event dedicated to industry insiders with the presentation of market data, and the Athlete’s Festival, scheduled for April.
The leading B2B trade fair for the winter mountain world will return from 10 to 12 January 2027 at Fiera Bolzano.
