Messe München Acquires U.S. Show Management Company

Messe München has acquired Tradeshow Logic, a full-service event solutions company as part of its foreign market growth strategy. The terms of the deal were not disclosed.

“Messe München brings the global reach, brand strength, and resources of a world-class trade fair organizer. Tradeshow Logic brings deep U.S. market knowledge, an entrepreneurial spirit, and a proven ability to grow events with precision,” said BJ Enright, President & CEO of Tradeshow Logic.

The acquisition is set to help Messe München develop and execute proprietary events from the portfolio in North America following the 2025 launch of two U.S. shows, analytica USA and transport logistic Americas. 

Messe München expects to further diversify its international business, which also benefits its home-ground shows. 

“Our presence in international markets allows us to build relationships with new exhibitors and customers, many of whom go on to participate in our world-leading trade fairs in Munich,” said the two CEOs of Messe München, Dr. Reinhard Pfeiffer and Stefan Rummel, in a joint statement. 

The acquisition comes on the back of Messe München’s positive financial results for 2024 and projections for 2025. It posted strong results for 2024 with sales of $569 million (€488 million), a profit of $82 million (€70 million), and $166 million (€141.9 million) in EBITDA for 2024, making the second largest of the German messe organizers, trailing only Messe Frankfurt. In December the company projected a record financial year for 2025 with revenues of around $700 million (€600 million) and record earnings of $117 million (€100 million) at group level.

Messe München operates four venues across two sites in Munich, Germany. Additionally the company has run shows away from its Munich venues for over 25 years, many in partnership with subsidiaries. It is present in China, India, Brazil, South Africa, Turkey, Singapore,

Vietnam, Hong Kong, Thailand, and Saudi Arabia. In 2024 it hosted 109 events at its Munich venues including 16 of its own and 93 guest events which attracted around 1.3 million visitors. Its international activities included 47 events, attracting around 1.2 million visitors.

The acquisition of Tradeshow Logic will not affect the existing outbound business from the USA for trade fairs in Munich and other Messe München trade fairs abroad. The AHK New York, a New York-based German-American Chambers of Commerce Abroad, remains responsible for outbound business.

Tradeshow Logic will continue operating under its own brand as a Messe München company. BJ Enright will remain CEO, with the existing leadership team and workforce continuing in their current roles to ensure continuity for clients and existing business relationships.

Tradeshow Logic offers show management services including event strategy, stakeholder analysis, audience acquisition, and exhibitor sales and sponsorship. Enright launched Tradeshow Logic as Tradeshow Logistics in 2000 as an alternative to the traditional general contracting model.