BETA International

BETA International, sponsored by Neue Schule, is the UK's leading trade event for the equestrian and country sectors, taking place annually at the NEC Birmingham. In 2026, the show returns on 27–28 September, bringing together over 200 exhibiting brands under one roof, from feed and bedding to safety equipment, tack and stable supplies, giving retailers and buyers the chance to source, compare and order directly.

The show is known for its strong mix of commercial opportunity and industry insight. Visitors can discover the latest innovations at the New Product Showcase, get expert nutrition advice at The Feed Hub, sponsored by Red Gorilla, and spot emerging brands at the Start-Up Pavilion. Traditional craftsmanship also features prominently at the Saddlery Skills Showcase, supported by the Society of Master Saddlers, where visitors can watch live trainee competitions or try their own hand at leatherwork.

For those looking to grow or future-proof their business, The Business Pavilion connects retailers, wholesalers and other professionals with expert consultants covering marketing, finance, legal, logistics and software solutions. A full Seminar Theatre programme runs throughout the show, covering everything from industry trends to sustainability and employment law. SQPs attending can also put their visit towards AMTRA self-reflection CPD.

BETA International is co-located with PATS, the UK's leading pet and aquatics trade event, meaning one ticket grants access to both shows across their overlapping dates. The event also offers a Hosted Buyer Programme for leading international retailers, including a VIP bag, dedicated meeting space and travel support.