Fitness. For everybody. SHINE Conventions GmbH launches World Fitness Experience


Sport makes people happy: the first edition of the World Fitness Experience (WFX) shows how it's done.
WFX is the new experience event for all facets of the fitness world. On 13 and 14 August, the ultimate meeting place for sports enthusiasts will celebrate its premiere. Live workouts, entertainment, convention: All this will transform Messe Essen into an interactive sports ground for two days. Visitors meet experts. Brands meet influencers. Together they will immerse themselves in the latest trends.
The focus is on trying things out. After all: being active strengthens your body image. Feelings of happiness included. WFX is therefore more than just a convention. WFX is a way of life.

Sport that moves
Brands and products as an experience. This is what SHINE Conventions GmbH, a subsidiary of Social Chain AG, stands for. Together, the specialists for brand messages present the most important event in the sports calendar. WFX focuses on unique live experiences: for a new understanding of fitness. And above all: a new social relevance of sport.

Georg Kofler, anchor shareholder and Chairman of Social Chain AG, explains: “For me, physical fitness also means mental fitness. The industry was hit hard by the pandemic. Especially now it is important to communicate a positive attitude towards life. With the World Fitness Experience, we are creating an event that inspires, entertains and makes fitness and health fun.

Ralph Scholz was brough on board as a strategic partner. The managing partner of SportsConnected GmbH is considered to be one of the most experienced industry personalities in the German-speaking market. "Reaching new target groups for fitness - that is the goal of the World Fitness Experience," Scholz explains the ambitions. "Together we are contributing towards highlighting the health and social importance of sport. SHINE Conventions has already impressively proven with the GLOW Convention how B2C events in times of social media have to be conceptualized to get people to participate enthusiastically."

Together, SHINE and Ralph Scholz stand for an innovative convention concept. The diversity of the industry is reflected. Sport is more than just performance. Rather, it is a matter of the heart. For Maiko Heinrich, CEO of SHINE Conventions GmbH, WFX sends an important signal: "Our programme stands out from other conventions in a special way: we think of health as a multilayered concept - regardless of fitness level or body type. We focus on all areas of the industry: from power to endurance to mindfulness - there is something for everyone. The joy of discovering new things is most important for us. That's what we stand for with "Fitness for all".

Fitness in a Nutshell
WFX focuses on three programmes in two halls. The focus is on interactive challenges. Whether alone, with friends or with a sports crew: "Live Fitness" calls for participation. The additional "entertainment" area connects exhibitors with fitness stars and influencers. In talks and coaching sessions, they will go into a deep dive on topics such as motivation and body positivity. Hall Two focuses on health and lifestyle: product presentations on mindfulness, nutrition, sports fashion and e-sports bring new perspectives.

WFX & GLOW Convention by dm: concentrated power
At the same time as the WFX, the organizers will present the "GLOW by dm" for the 13th time. An attractive combination ticket gives visitors the chance to enjoy both events. Tickets will be available at the event. This will create synergies between the events and their target groups.
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About SHINE Conventions
As event and live marketing enthusiasts, SHINE Conventions is the creator and organizer of the successful beauty convention "GLOW by dm", the lifestyle convention "Generation WOW - presented by Meins" and the New Year's Eve celebrations "Celebrate at the Gate" at the Brandenburg Gate. They work with all relevant influencers and brands from the beauty, fitness, food and lifestyle sectors, making brands an experience, products an event and campaigns a success. SHINE Conventions GmbH is a one hundred percent subsidiary of The Social Chain AG and, together with DEF Media GmbH, forms the "Media & Experiences" division within the Social Chain Group.