The countdown is on to one of the biggest dates in the equestrian business calendar, with BETA International preparing to open its doors at the NEC Birmingham this weekend.
Taking place on Sunday 27 and Monday 28 September 2026, the trade-only event will bring together retailers, manufacturers, distributors, buyers, suppliers and equestrian professionals for two days of new products, business, networking and industry discussion.
Sponsored by Neue Schule, BETA International is expected to welcome more than 200 exhibitors, with thousands of products represented across the show floor. This year’s event will once again be co-located with PATS, the Pet & Aquatics Trade Show, giving registered visitors access to both exhibitions with one badge.
But BETA International has developed into considerably more than a buying show. Alongside established equestrian brands and emerging businesses, the 2026 programme includes seminars, new product launches, business support, live pitches and specialist areas covering subjects from equine nutrition to saddlery.
Here’s what visitors need to know ahead of BETA International 2026.
Where is BETA International 2026?
BETA International takes place at:
NEC Birmingham
Pendigo Way
Marston Green
Birmingham
B40 1NT
The show returns to the NEC following its move back to the Birmingham venue in 2025.
When is BETA International 2026?
The show runs across two days:
Sunday 27 September: 9.30am–5.30pm
Monday 28 September: 9.30am–5pm
Who is BETA International for?
BETA International is a trade-only event, rather than a consumer equestrian show. It is aimed at people working within the equestrian, country and connected industries, including retailers, wholesalers, distributors, manufacturers, importers and exporters, buyers and equestrian professionals.
For retailers, the show provides an opportunity to meet existing suppliers, discover potential new ones and see products first-hand before deciding what could earn a place on their shelves.
For manufacturers and brands, it provides direct access to buyers and retailers from the UK and overseas, alongside opportunities to establish new commercial relationships and strengthen existing ones.
Admission is free to eligible members of the equestrian and connected trade and industry.
Why visit BETA International?
While much of today’s equestrian buying and business communication happens online, trade shows still provide something that is difficult to replicate through a screen: the chance to see products, meet the people behind them and have conversations face-to-face.
Across the two days, visitors will be able to explore thousands of products, meet established and emerging brands and attend seminars covering some of the issues currently affecting equestrian businesses.
The 2026 show also places considerable emphasis on new ideas and business development, with dedicated areas for start-ups, specialist advice and new products.
What’s happening at BETA International 2026?
New Product Showcase
For retailers looking for what’s coming next, the New Product Showcase will once again provide a dedicated area for products entering the equestrian market.
Products are being judged across eight categories: Riderwear; Safety; Feed, Supplements & Forage; Bedding; Yard & Arena Equipment; Horse Wear; Horse Care; and Innovation.
Shortlisted finalists will pitch their products live on stage on Sunday, with the winners announced during the first day of the show.
For buyers, it provides a useful opportunity to see a concentration of new products in one place rather than trying to find launches individually across the exhibition.
Mustangs Corral brings investment into the mix
One of the more unusual additions to this year’s business programme is Mustangs Corral, a Dragons’ Den-style pitching feature designed to put equestrian entrepreneurs in front of potential investment.
HLM Investment Group has ringfenced up to £250,000 for the winning business, bringing another dimension to a show traditionally centred around wholesale buying and supplier relationships.
Everything Horse at BETA International 2026
Everything Horse will be exhibiting at the BETA International Trade Show 2026 on Stand D60, where we’ll be joined by showjumping legend John Whitaker for a special meet and greet and book signing.
Visitors will have the opportunity to meet John on the Everything Horse stand, pick up a signed copy of his book and meet the Everything Horse team.
We’ll also be showcasing the latest issue of Everything Horse Magazine and talking to brands and businesses about our plans for 2027, including the magazine’s move to monthly publication, upcoming editorial features and print and digital advertising opportunities.
Also…
Seminar Theatre – Visitors looking to spend some time away from the exhibition stands can head to the Seminar Theatre, sponsored by Helmet Connect. The programme brings together speakers from inside and outside the equestrian industry, with sessions designed around the realities of running and developing a modern business.
Feed Hub – Equine nutrition returns to the spotlight through the Feed Hub, combining exhibiting feed and nutrition businesses with educational content. The dedicated area gives retailers and professionals the opportunity to discuss products and developments directly with those working within the sector, while its seminar programme explores nutrition, feeding trends and related industry topics.
Business support and expert advice – Marketing, contracts, technology, staffing, finance and the day-to-day demands of running a company are increasingly important parts of the industry, and BETA International will provide a dedicated space where visitors can connect with business specialists.
Support at the show includes expertise from The Equestrian Index, The Horse Lawyer and EC Pro.
Start-ups and emerging brands – Alongside some of the industry’s most established names, the Start-Up Pavilion provides space for younger equestrian businesses to introduce themselves to the trade. The area is open to equestrian businesses under five years old and provides an interesting stop for retailers looking beyond their existing supplier lists for emerging products and brands.
Saddlery skills on show – Traditional equestrian skills also retain their place within the increasingly business-focused exhibition. The Saddlery Skills Showcase, supported by the Society of Master Saddlers, brings craftsmanship onto the show floor and provides visitors with an opportunity to see the skills behind an important part of the equestrian trade.
British Horse Society named BETA International Charity of the Year
The British Horse Society has been named BETA International’s Charity of the Year for 2026 and will have a dedicated presence at the show across the two days.
The charity will use its stand to speak directly with businesses and industry professionals about its work across horse care and welfare, access, safety, education and participation.
BHS Chief Executive James Hick said the organisation was looking forward to building new connections with businesses attending the event and exploring ways the trade and charity could work together.
For BETA International Event Director Liz Ormesher, the partnership also provides an opportunity to introduce more people within the commercial side of the equestrian industry to the breadth of the charity’s work.
BETA Gala Dinner to support Riding for the Disabled Association
The business of the day will give way to one of the equestrian trade’s major social events on Sunday evening, when the BETA Gala Dinner and British Equestrian Trade Awards take place at the Hilton Birmingham Metropole.
Riding for the Disabled Association has been selected as the Gala Dinner’s nominated charity for 2026. RDA supports more than 37,000 disabled children and adults each year, using horses to support health and wellbeing while helping participants develop confidence, independence, skills and connections.
Funds will be raised through the evening’s raffle, with prizes donated for guests to win. RDA Chief Executive Michael Bishop said the charity was “incredibly grateful” to have been selected, adding that growing demand for RDA activities made support from across the equestrian trade increasingly important.
The evening will also see the winners of the 2026 British Equestrian Trade Awards (BETAs) announced, recognising businesses, products and individuals from across the industry.
Plan your visit before you arrive
With more than 200 exhibitors expected and a full programme running alongside the trade stands, some forward planning could make a considerable difference to how much visitors manage to see.
The BETA International app allows visitors to explore exhibitors and seminar sessions, request meetings, plan their time at the show, access live updates and arrange NEC parking.
Those attending primarily to buy may want to identify their priority suppliers and New Product Showcase entries before arriving, leaving time in the day to discover brands they haven’t previously worked with.
Likewise, anyone interested in the business programme should check seminar times in advance rather than relying on fitting sessions around meetings on the day.
For an industry built heavily on relationships, BETA International remains one of the relatively few occasions each year when such a large part of the equestrian trade gathers in the same place.
And with buying, new products, investment, education and networking all sharing the show floor in 2026, there should be plenty to keep visitors busy across both days.
