Welcome to the latest edition of Snöcap.
Messe Frankfurt is preparing for a packed third quarter, with 30 international guest events scheduled between July and September, including the Rhythmic Gymnastics World Championships and the aviation industry’s Routes World conference.
Meanwhile, Hyve Group has unveiled Ascend30, a strategy to guide its growth through 2030, following the early completion of its previous GO27 plan and paired with the appointment of Elizabeth Deeming as Global President. Scroll down for the full stories.
Here are the full headlines from this week’s roundup:
Get the full stories below:
Messe Frankfurt Sees Strong Demand With 30+ International Guest Events in Q3 2026
Messe Frankfurt will host 30 international guest events in the third quarter of 2026, the company announced.
The lineup includes 16 congresses, 13 concerts and other events, and one guest fair.
Wolfgang Marzin, president and chief executive officer of Messe Frankfurt, said: “It is clear from the sheer variety and quality of our guest events that Frankfurt is a trusted event destination among both German and international event organisers. The high capacity utilisation in our exhibition grounds confirms the great strength of our business model.”
Key events:
- Rhythmic Gymnastics World Championships, Aug. 12-16, Festhalle
- Air Cargo Conference (11th edition), Sept. 2-3
- German Society for Vascular Surgery and Vascular Medicine convention, Sept. 23-26
- Compounding & Recycling Expo Europe, Sept. 23-24
- Routes World, Oct. 21-23
The gymnastics championships will draw about 300 athletes, including Olympic champion Darja Varfolomeev. Routes World is expected to bring:
- 230 airlines and aviation stakeholders
- Representatives from 110 countries
- About 11,000 pre-scheduled meetings
Two concerts are also set for the Agora space: rapper Tream on July 30, and the 6PM Festival on July 25 with Yeat, Luciano and reezy.
Hyve Group Unveils Ascend30 Strategy to Scale Growth and Value till 2030
Hyve Group has launched Ascend30, a strategy to scale the company’s growth and value through 2030, the company announced.
The plan follows Hyve’s GO27 strategy, introduced in 2024 to accelerate growth and more than double the size of the business by 2027. The company said it hit that target a year early.
Ascend30 builds on the same model: deepening leadership in existing markets, expanding brands into new geographies, growing products and services, and pursuing further acquisitions. Hyve completed seven acquisitions in recent years.
The strategy also extends beyond individual events, with continued investment in hosted meetings, brokerage services, leadership development and networking formats meant to connect customers year-round.
Hyve named Elizabeth Deeming Global President. Elizabeth previously held a leadership role during Hyve’s earlier transformation and most recently served as chief executive of MVF. She will oversee commercial and strategic execution, including delivery of Ascend30.
Julie Driscoll was promoted to chief revenue officer, and will lead global sales practices across the business.
Mark Shashoua, Hyve’s chief executive, said:
“We start our ascent from a position of strength, with a proven model, exceptional brands, the right team and investors backing our vision. As AI reshapes industries, trusted human connection will become more valuable, and Hyve is well positioned to be the trusted meeting place for entire industries, bringing ecosystems together and creating value both at our events and, increasingly, beyond them. Our focus is clear: scale what works, invest where we see opportunity, and build a category-leading business of the future.”
Easyfairs Nordic Acquires Nordic Live Expo to Strengthen Regional Portfolio
Easyfairs Nordic has acquired full ownership of Nordic Live Expo, the company announced.
Easyfairs Nordic was previously a shareholder in Nordic Live Expo. The deal is part of Easyfairs’ push to expand in the Nordic region, covering Sweden, Finland, Norway and Denmark.
Nordic Live Expo runs B2B events and has a track record of launching new ones. Easyfairs said the acquisition also supports its presence in sectors covered by events including Stockholm Tech Show, Oslo Tech Show, Energimässan and Lösningar för Offentlig Sektor.
Henrik Johansson, chief executive officer of Easyfairs Nordic, said: “Taking full ownership of Nordic Live Expo is a natural and very positive next step for us. As an existing shareholder, we have already had the opportunity to see the strength of the business, the quality of the team and the value the events create for their communities. This acquisition strengthens our position in the Nordics and gives us an even stronger platform for future growth.”
Susanne Hallencreutz, chief executive officer of Nordic Live Expo, said: “Easyfairs has already been an important part of our journey, so this feels both natural and exciting. Having Easyfairs as full owner gives us even better opportunities to grow the business and build on what we have created so far.”
Financial terms were not disclosed in the source material.
Trade Shows Report Dip in Q1 2026
Trade shows recorded declines across three key metrics in the first quarter of 2026, according to Trade Show Executive‘s Q1 Dashboard.
Compared with 2025 editions, Q1 2026 shows saw:
- Net square footage of exhibit space down 0.1%
- Number of exhibiting companies down 2.2%
- Total attendance down 1.4%
NADA Show, organized by the National Automobile Dealers Association, led blended growth at its February show in Las Vegas. Connie Mikels, senior director of expositions at NADA, said: “The 2026 NADA Show in Las Vegas reflects a more intentional approach to how we design and deliver the show experience. Our reimagined North/West multi-hall layout allowed us to better organize the floor into distinct product zones, improving traffic flow and making it easier for attendees to navigate and engage with exhibitors in a more meaningful way.”
Twenty shows declined across all three metric categories in the quarter, while 23 shows grew in all three.
Who is hiring?
The LEGO Group | Experiential Producer, Our LEGO Agency
HSBC Innovation Banking | Senior Events Manager
Autodesk | Director, Events & Experiences Operations
SME | Group Director, Events (US)
Bloomberg | Product Manager – Company Events
