At RX, event innovation is driven by insight. We listen to our markets, follow the data, and act early where new opportunities are emerging. The result: bold new events and strategic adjacencies that open doors for our customers to high‑growth sectors, new audiences and fresh revenue streams. Read on to discover how RX is bringing this approach to life across sports, energy, luxury, and maritime ̶ using trade show innovation to support industry transformation and deliver long‑term business growth.
Expanding sports events through emerging categories
For decades, the PGA Show has been the place to see where golf is heading. In January, it sent a clear signal: the future of club business, grounded in golf, is being powered by the explosive growth of racquet sports.
With the launch of Racquet Sports at the PGA Show in January, the world’s largest golf gathering created a powerful platform for new business opportunities. “Facilities are looking for proven ways to increase participation, maximise revenue and retain members – and racquet sports are delivering across all those areas,” said Event Manager Nick Mastro.
Golf is now joined by pickleball, padel, tennis, and other emerging categories as the PGA Show helps clubs diversify and improve member experiences. Of the 30,000 professional attendees in 2026, more than 4,000 buyers expressed a direct interest in racquet sports. The space featured 50+ exhibiting brands, purpose built pickleball and padel courts, hands on activations, a dedicated education stage, and a headline grabbing Celebrity Pickleball ProAm.
For exhibitors, the commercial impact was immediate. “The show delivered meaningful exposure and momentum,” said Ryan Wienbach, Director of Sales at PodPlay. “We saw strong partnership conversations, and clear validation that pickleball and padel growth, especially internationally, is accelerating fast.” The Racquet Sports Professionals Association echoed the sentiment, praising “the energy, the conversations and the shared passion for growing our sports.”
“Performance-driven categories like golf and racquet sports demand hands-on interaction,” added Nick. “Those moments – hitting, testing, learning and connecting ̶ are what build confidence, spark ideas and lead to long-term partnerships. That’s what the PGA Show does best.”
When specialisation drives event innovation
Some rapidly advancing technologies need more than visibility – they need their own space to grow. That insight led RX to launch Heat Pump Technologies (HPT) in Milan, not as a zone within MCE - Mostra Convegno Expocomfort, but as a standalone event built entirely around one of the most significant tools to speed the energy transition .
While MCE continues in even‑numbered years as an international meeting place for the full HVAC+R, energy efficiency, renewables and water value chain, HPT now runs in odd‑numbered years, offering a highly targeted environment for innovation, policy discussion, business development, and networking.
“It’s not about replacing a flagship,” explained Massimiliano Pierini, Managing Director of RX Italy. “It’s about giving companies a different stage – specifically designed for deeper, more targeted conversations.”
The first edition validated that strategy. Over two tightly curated days last April, HPT 2025 welcomed 118 exhibitors and more than 6,000 visitors, with every major industry player represented. Strong international participation showed the event’s relevance far beyond Italy.
“We focused on quality, not scale – and it paid off,” Pierini said. “The feedback confirmed that highly specialised events create real value. That’s exactly what RX is about: anticipating market needs and building platforms that truly serve our customers.”
Heat Pump Technologies returns to the Alianz MiCo Milan from 7-8 April 2027.
Industry convergence as a growth strategy
In the world of luxury, growth is increasingly driven not by staying in lane, but by crossing boundaries – bringing brands, sectors and disciplines together in new and exciting ways.
That shift was impossible to miss at ILTM (International Luxury Travel Market) Cannes in December, which shattered records welcoming nearly 10,000 attendees and hosting more than 100,000 meetings – clear evidence that the luxury ecosystem is evolving at speed.
Anticipating the convergence of once‑distinct luxury sectors, RX has announced the launch of The Luxe Convergence, from 3-5 November in Cannes. This two-day summit will unite senior leaders from influential brands across fashion, travel, beauty, art, technology, hospitality, and more, to accelerate cross-category collaboration.
Curated by ILTM Portfolio Director Alison Gilmore, the programme includes keynotes from global brand strategists and sessions covering themes such as collaboration as a growth engine, evolving luxury consumer behaviour, and the role of AI in the future luxury ecosystem.
“The Luxe Convergence is where established heritage brands and bold disruptors can come together to shape the next chapter of luxury,” explained Alison. “Cross-category collaboration is luxury’s most powerful emerging growth and marketing tool, and we will show how the power of smart brand partnerships can boost sales and create cultural moments, building loyalty and growth for now and the future”
Event innovation supporting energy transition
From luxury convergence to technological alignment, RX has underscored its visionary strategy for the maritime sector with the launch of the NEXT ENERGY at KORMARINE in Busan.
Anchored in two core pillars – Future Fuels and Renewable Energy – the first NEXT ENERGY at KORMARINE 2025 brought together shipbuilders, energy providers, and technology leaders to address decarbonisation in a practical, commercially viable way.
“As hydrogen, LNG, and ammonia move from concept to construction, we have created a space where these technologies can be explored at scale,” explained Project Manager, Doa Kim. “Offshore wind has emerged as the most closely aligned renewable sector, sharing engineering expertise, infrastructure, and supply chains with maritime. Bringing these areas together allows us to accelerate real industry change in one focused platform.”
Despite being a new event launch, NEXT ENERGY 2025 attracted major global participants including CRRC, Hyosung Heavy Industries, NOV, and Schneider Electric.
Korea’s ‘Big 3’ shipbuilders – HD Hyundai, Samsung Heavy Industries, and Hanwha Ocean – jointly showcased innovations ranging from AI based vessel optimisation to carbon free carrier designs, while the Korea Wind Energy Industry Association highlighted offshore wind and renewable integration.
“For the first time at KORMARINE 2025, we were able to engage both the shipbuilding and energy sectors in one place,” said HD Hyundai. “As a main sponsor, this greatly increased our visibility across industries and created meaningful new business opportunities.”
Over 30,000 professional visitors from 77 countries attended KORMARINE 2025 – a 10% increase on the previous edition, reflecting the strong international interest in Korea’s growing maritime and energy markets.
“With this inaugural edition of NEXT ENERGY, we took our first step toward expanding beyond maritime into a broader energy ecosystem, including renewable power generation, energy storage, power infrastructure, and smart energy solutions,” revealed Doa. “Watch this space!”
Discover what’s next across RX Events
From focused innovation to powerful industry convergence, RX continues to turn emerging trends into real business opportunities. Explore upcoming events and opportunties across the RX global portfolio.
