Spoga Horse Expands Its Village Concept with New Health & Care and Western Platforms
New HEALTH & CARE VILLAGE and WESTERN VILLAGE will create dedicated platforms for equine health, care, prevention and Western riding at the 2027 trade fair
Spoga horse is expanding its VILLAGE concept for 2027 with two new dedicated platforms focused on equine health and care and Western riding.
The new HEALTH & CARE VILLAGE and WESTERN VILLAGE will join the existing STABLE VILLAGE, START-UP VILLAGE powered by ekor and DIGITAL GROWTH VILLAGE powered by WOXOW as part of the trade fair’s evolving B2B concept.
The development reflects the increasing importance of clearly defined market segments within the international equestrian industry while giving suppliers and brands more targeted environments in which to present their products and connect with relevant trade audiences.
HEALTH & CARE VILLAGE brings equine health and care into focus
The new HEALTH & CARE VILLAGE will create a dedicated area within spoga horse for products and solutions related to equine health, care, prevention and well-being.
The platform will address suppliers of care products, over-the-counter medical products, therapeutic accessories, insect protection, health and recovery solutions and medical devices.
By bringing these categories together in a dedicated Village format, spoga horse aims to give equine health and care greater visibility within the exhibition.
For exhibitors, the format provides a clearly positioned environment for reaching relevant target groups. Trade visitors, meanwhile, will have a more concentrated overview of products, services and innovations covering care, prevention, therapy and animal welfare.
The new platform is also closely aligned with the broader development of the equine care market, where grooming, prevention, recovery and animal well-being increasingly intersect with product innovation and specialised professional solutions.
The official HEALTH & CARE VILLAGE concept also highlights access to equine veterinarians, therapists, specialised trade, distributors and professional users as one of the platform’s intended benefits.
WESTERN VILLAGE creates a dedicated platform for Western riding
Western riding will receive its own dedicated platform at spoga horse for the first time in 2027 with the introduction of the WESTERN VILLAGE.
The segment has a strong international community, distinctive identity and its own product and lifestyle ecosystem. The new platform will cover areas including saddles, clothing, hats, boots, accessories, horse equipment, Western fashion and lifestyle products.
The WESTERN VILLAGE is aimed at national and international brands, manufacturers, specialist retailers, distributors, stable owners and professional Western riders.
The objective is to connect suppliers with international buyers while creating a clearly defined B2B environment for the Western riding community in Cologne.
Spoga horse’s current exhibitor information describes the new platform as a dedicated environment where international buyers, trade professionals and the Western community can meet specialised suppliers and brands.
Building on the existing Village formats
The two new platforms will complement rather than replace the existing VILLAGE formats at spoga horse.
The STABLE VILLAGE will continue to bring together suppliers of capital goods and solutions relating to stables, pastures and transport. Its areas of focus include stable construction, smart stable technology, sustainable equipment and transport solutions.
The START-UP VILLAGE powered by ekor will continue to provide young and innovative equestrian companies with a platform for visibility, networking and market entry.
The DIGITAL GROWTH VILLAGE powered by WOXOW will also remain part of the trade fair concept, focusing on digital solutions for the equestrian retail trade, including online marketing, merchandise management, modern webshops and digital business processes.
The continued development of these specialised platforms points towards a more segmented approach to the exhibition, allowing different areas of the equestrian industry to have a more clearly defined presence within the wider trade fair.
Spoga dog remains part of the wider portfolio
The dog market will also continue to have a connection with the spoga portfolio.
In 2027, spoga dog powered by ZZF will be staged as an independent B2B trade fair parallel to spoga horse. The new event will focus specifically on the dog supplies market and will take place from 30 January to 1 February 2027.
As spoga dog is planned as a biennial event, the dog market will remain visible during intervening years through a spoga dog VILLAGE at spoga horse.
This approach allows spoga dog to retain its independent identity while maintaining a continuing presence within the wider spoga portfolio.
Middle East receives its own platform
The international alignment of spoga horse will also be strengthened in 2027 with the introduction of a MIDDLE EAST PAVILION.
Alongside the existing country pavilions from Great Britain and France, the new platform will provide dedicated visibility for brands and companies from the Near and Middle East.
The move reflects the growing importance of the equestrian industry in the region and gives companies from these markets an additional platform for international business development at spoga horse.
A more focused environment for exhibitors and buyers
The expansion of the Village concept reflects a broader shift towards more specialised environments within large B2B trade fairs.
For exhibitors, dedicated platforms can provide a clearer market position and help place products in front of more relevant target audiences. For buyers, the segmentation can make it easier to identify suppliers and innovations within specific areas of interest.
For spoga horse, the new HEALTH & CARE VILLAGE and WESTERN VILLAGE therefore add two distinct dimensions to an already diversified exhibition concept.
As Bernd Voss, Director of spoga horse and spoga dog, explained:
“The success of the current VILLAGE formats demonstrates how important thematically-focused platforms have become for the industry. With the HEALTH & CARE VILLAGE and the WESTERN VILLAGE, we are tapping into two segments that have clearly-defined target groups, high relevance and strong development potential. As such, we are providing a better orientation for the trade visitors and additional visibility for the suppliers, who would like to present their products in an appropriate environment.”
Spoga horse 2027 continues to evolve
The expansion of the VILLAGE concept is another development in spoga horse’s preparations for its 2027 edition.
With dedicated platforms for equine health and care, Western riding, stable solutions, start-ups and digital business, alongside its international country pavilions, the trade fair is creating a more segmented environment for the international equestrian industry.
For manufacturers, suppliers, brands, retailers and other trade professionals, the new platforms will provide additional points of focus when spoga horse returns to Cologne.
Spoga horse 2027 will take place from 30 January to 1 February 2027 at Koelnmesse in Cologne, Germany.
Source: Koelnmesse / spoga horse press information, September 2026.
About spoga horse
Spoga horse is an international B2B trade fair for the global equestrian industry, bringing together manufacturers, brands, suppliers, retailers and other trade professionals in Cologne.
