Thailand’s IMPACT Muang Thong Thani is betting that the rapid growth of sports-fitness events could open up a new market for exhibition and convention venues traditionally associated with trade shows and conferences.
The venue operator points to the staging of the Allianz Ayudhya Presents Legacy Race 2026 at Hall 5 of its exhibition centre on 31 October as evidence that large-format exhibition halls can be adapted for emerging sports events.
The move comes as fitness racing continues to expand internationally. Events combine endurance running with functional workout stations such as sled pushes, rowing and lunges, attracting both serious competitors and recreational participants. According to fitness racing organiser Hyrox, more than 1.5 million athletes took part in its 2025-26 season, underlining the growing appeal of mass-participation fitness competitions.
For exhibition venues, the attraction lies in the physical requirements of such events. Large, column-free halls provide space for race courses, workout zones, spectator areas and sponsor activations under one roof. Organisers can also take advantage of supporting infrastructure including hotels, transport links and outdoor event space.
An IMPACT spokesperson said the Legacy Race demonstrated how exhibition facilities could be reconfigured for specialised sporting formats while allowing organisers to manage competition areas, event operations and participant flows within a controlled environment.
The event targeted an older athletic demographic, highlighting another potential opportunity for venue operators seeking to diversify beyond traditional exhibitions and conferences. As participation sports broaden their appeal across different age groups and fitness levels, organisers are increasingly looking for venues capable of accommodating competition, social activities and sponsor engagement in a single location.
Executives at IMPACT say the exhibition complex offers substantial room for such events. Halls 5-12 at the venue provide 47,000 square metres of exhibition space, while Halls 5-8 alone comprise about 20,000 square metres of column-free floor space.
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The trend reflects a broader shift in the events industry, where exhibition centres are increasingly seeking alternative uses for their facilities between major trade shows.
With fitness racing formats such as Hyrox continuing to expand globally, it won’t be long till more venue operators target sports events as a way to broaden revenue streams and attract new audiences.
