Messe Essen: “WFX” and “Glow” combine sport and makeup

In August, the new World Fitness Experience fitness fair will take place in Essen at the same time as the Glow “Beauty & Lifestyle” fair. information

Yoga and E-Sports: For the first time on August 13 and 14 World Fitness Experience (WFX) takes place and transforms the fair in essen on an interactive sports field.

Behind the new fair format is Jorge Koflermember of the jury of the well-known TV show“The lion’s den”, where the founders present their business ideas. “The event will be a great gathering for like-minded people,” says Kofler, announcing the start of the new format. After the two-year dry spell caused by corona, the entrepreneur hopes for great success: “There is no substitute for personal meetings.”

The WFX focuses on three pillars of the two-room show: competition, entertainment from fitness influencers and lifestyle products, but first and foremost, the fun of trying things out, they say.

After Corona: inspiring people to exercise again

“The fitness studios were temporarily closed during the Corona period,” says Ralph Scholz, Strategic Advisor at WFX and CEO of SportsConnected GmbH. During this time, many people became inactive and played less sports. “We want to get people excited about the movement again.” The best way to do this is through innovation.

In addition to classic strength training, mental fitness and nutrition, the topic should also be about esports. Athletes train as virtual avatars, leading them through various games with the help of their body movements. Visitors have the opportunity to learn new training courses with on-site trainers, which they can then apply directly.

Interested parties could also play games with each other via so-called digital head displays and wrist sensors. For example, three game stations invite you to the tournament: live on the site and with the digital community. “The WFX shows where fitness training is headed,” says Scholz. “Our visitors can train live and interactively in virtual environments. In this way, we are already showing what will be offered in fitness studios in the future.”

‘Glow’ organizes fair for more self-love and diversity

In mid-August, WFX is not the only interactive event at Messe Essen: “Glow by dm” takes place in parallel with the event: according to the company, it is Europe’s largest trade fair for beauty and lifestyle. Maiko Heinrich, organizer of the Glow, is looking forward to a “big party”: “We have not only used the last two years to cry, but we have also intensively dealt with our content and our orientation.”

The main themes that emerged were diversity, body positivity (acceptance of one’s own body) and makeup, understood as part of self-esteem. Because glitter represents much more than simple cosmetics. One of the guests is Miss Germany 2022, Domitila Barros. As the founder of the “She is from the Jungle” brand, she focused on sustainability, inclusion and diversity.

Also present are fashion blogger and actress Lourene Gollatz, who is followed by almost 170,000 people on the Instagram platform, and hairdresser and makeup artist Samira Manss, who, she says, as a woman with an immigration background, participated at the beginning touched on related topics. with body acceptance and diversity.

Visitors can expect booths with new cosmetic products, makeup stations, live music and gift bags. And the same applies here: Trying things out and talking to influencers, YouTubers, and bloggers is the focus of the event.

WFX Tickets are available in advance via the cheapest is the “WFX Experience Ticket” which costs €29.90. For 39.90 euros, guests with the “WFX – Gym Bag Ticket” can take part in a warm-up program one hour before the official opening of the fair at 10 am and receive a goodie bag, a bag with gifts. Tickets for the Shining Interested parties can obtain them in different price categories via The cheapest ticket costs 19.90 euros and is valid from 2:30 p.m.

More articles from this category can be found here: Essen


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