At ispo winter 07 the exhibition of “ispo Best Ager” was presented for the first time. This concept showed completely new directions and contents within the long established fair. ispo Best Ager was brought into being by the exhibition management in order to sensitise the sports trade for the current demographical mega-trend: society is continually getting older and sports and free time activity become more and more important for the life of the generation 50plus.

Information about the Best Ager concept was presented in an interactive gallery. That means that, other than mere product presentation, ispo Best Ager has been directed from the very beginning towards the provision of relevant information about the market in addition to the products already available.The Best Ager Gallery since then provides background knowledge about the motives, motivations, interests and needs of the target group and shows the potentials for its development. This information, which is derived from studies and current research, serves for a better understanding of the Best Ager and therefore builds the basis for the approach of the new market.

The awareness of potentials for Best Ager, which have not yet been developed in the sports sector, has to be awakened not only on the part of the sports retail and the specialist sports trade, but also with regard to other important players in the field. This is the declared aim of the ispo initiative.