The new team behind Leisure Industry Week have said they plan to revive the industry showpiece's fortunes by harnessing their knowledge gleaned from consumer shows to create an enhanced visitor experience.

BodyPower Holdings – the company which produces popular health and fitness consumer show BodyPower Expo – recently finalised a deal to acquire the longstanding industry event from United Business Media (UBM) for an undisclosed fee. Since launching in 2009, BodyPower Expo has grown to become a three-day fitness event attracting more than 70,000 visitors, covering products, services and athletes.

Speaking to Leisure Opportunities, BodyPower marketing director Ollie Upton confirmed the two events – which are both staged at the NEC in Birmingham – would remain as separate shows serving their respective markets.

“LIW will stay as a trade event serving the leisure industry,” he said. “The format will change in terms of the layout of the expo, as we believe major events like LIW should inspire visitors, providing opportunity to be educated and entertained. LIW will therefore become a much more interesting and rewarding experience as a visitor.

“LIW is a great event with a long history. It’s an excellent strategic fit with our current business and we think that we can improve LIW significantly which will be positive for the leisure and fitness industry.”

LIW has been the leisure industry’s premier trade event since its inception in 1989, however it has struggled in recent years due to falling attendances from operators and suppliers, plus competition from rival events such as FIBO. However, Upton and BodyPower CEO Nick Orton believe the company’s experience and dedicated 30-strong team can help spark a resurgence, with customer service to be a key focus.

“We have a vast amount of experience in delivering top quality trade expo’s, so are well placed to lead LIW – as major event organisers, we take pride in offering the very best customer service, so expect a more hands on approach from us as organisers,” added Upton.

“We want LIW to be a catalyst for the industry, a focal point for leisure and fitness trade. We are passionate about creating events where visitors leave with a smile on their face and exhibitors/partners feel that they have got really good value by being involved.”

This year’s LIW will run at the NEC from 22-23 September under a new two-day format.