With roughly 12 months to go before FIT Show 2027, Glass Times editor Luke Wood, talks to FIT Show event director, Nickie West, on why we should be looking forward to the next instalment of the industry’s premier exhibition.

Luke Wood (LW): The 2027 FIT Show is still a year away – why is now the moment for potential exhibitors to start planning their involvement?

Nickie West (NW): Early planning gives businesses the best choice of stand locations, more time to shape a strong presence, and the chance to build momentum with their own customers and prospects well ahead of the show.

It also gives them more time to think strategically about what they want FIT Show to achieve for them – this is where our team comes in. We work alongside them, as an extension of their marketing team, to develop a campaign that helps them get the right message, to the right audience at each key touchpoint in the campaign. The earlier a business starts, the more effective and commercially focused its campaign can be.

LW: How has exhibitor behaviour changed in recent years in terms of planning, budgeting and stand ambitions?
NW: Exhibitors are planning earlier and being much more considered in how they invest their budgets. There’s a stronger emphasis on return, on making the stand work harder, and on ensuring the experience is aligned to wider sales and marketing goals.

Brands increasingly recognise the benefits of being aligned with the FIT Show campaign, which broadens their reach across all of our channels from the moment they sign up to exhibit. We pick each and every brand up from the minute they join the lineup which extends the shelf life of exhibiting at FIT Show and helps maximise ROI.

Stand ambitions have also evolved. Businesses increasingly need stands that do more than showcase products – they want spaces that support conversations, demonstrate capability and create a memorable brand presence.

LW: For companies weighing up marketing spend, what makes exhibiting at FIT Show such a strong ROI opportunity?
NW: FIT Show offers a highly relevant audience in one place, over three days, which makes it an incredibly efficient use of marketing spend. It gives exhibitors the chance to meet existing customers, open conversations with new prospects, launch products and build brand visibility all at the same time.

Because the audience comes with commercial intent, exhibitors aren’t just generating awareness – they’re creating real opportunities for business. That combination of lead generation, relationship building and sector visibility makes FIT Show a strong ROI opportunity.

Exhibiting at FIT Show sends a clear signal to customers and the wider market that your business is stable, strong and ready to do business. In periods of global and economic uncertainty, that message is more valuable than ever.

LW: Every edition of FIT Show evolves – what new features or ideas are you most excited about introducing in 2027?
NW: We’re always looking at how we can make the show more relevant and more useful, and 2027 is no different. One of the most exciting things is developing features that reflect how the market is changing and how different parts of the supply chain want to engage.

The rebranded Trade Counter is a good example of that, and we’re continuing to build out content and features that speak to installers, fabricators and the wider trade in a more meaningful way. We’re also looking at how to create more value for exhibitors by giving them even better ways to connect with the people that matter.

LW: What kind of visitor audience can exhibitors expect in 2027?
NW: Exhibitors can expect a strong mix of decision-makers from across the sector, including installers, fabricators, housebuilders, developers, specifiers and architects. We’re also focused on making sure we reflect the wider supply chain, because that’s what makes the show so commercially valuable.

The audience is there to do business, find solutions and understand what’s coming next in the market. That makes it a very focused and relevant environment for exhibitors.

LW: What advice would you give to companies exhibiting for the first time?
NW: Start with clear goals and be really focused on what success looks like for your business. Think about what you want visitors to take away from the stand, keep your messaging simple and make sure your team is prepared to have meaningful conversations.

It’s also important to use the build-up to the show well, so that when you arrive you already have momentum. A first-time exhibitor can get a lot out of FIT Show if they approach it strategically and make the most of the support available. Think of the FIT Show team as an extension of your marketing department – we can help you create momentum, generate interest and make sure your presence is working hard for you before, during and after the event.

LW: How international is the audience becoming, and what does that mean for exhibitors?
NW: The international element is definitely growing, and that creates a real opportunity for exhibitors. It means they’re not just reaching the UK market, but also gaining visibility with international brands, partners and buyers who are interested in the sector.

For some businesses, that could open the door to export conversations or new distribution opportunities. For others, it adds extra credibility and scale to their presence at the show.

LW: What would you say to businesses that might be taking a ‘wait and see’ approach?
NW: I’d say that waiting can mean missing out on the strongest opportunities. The businesses that act early are the ones that usually secure the best stand positions, have more time to plan properly and get more from their investment. I’d urge brands to join the competition and be part of the conversation – don’t get left behind!

FIT Show rewards preparation and commitment. If a business wants to be part of the conversation in 2027, now is the time to start planning, especially with the next show not until 2029.

FIT Show, the UK’s only dedicated fabricator and installer trade show, returns to the NEC Birmingham from 18 – 20 May, 2027.