Digital buyer journeys
What digital buyer journeys means for buyers and exhibitors in this sector.
Event overview
Overview
The Annual Coaches Congress is an educational event designed for gym owners and coaches to learn from industry experts. Over two days, attendees will engage in seminars and workshops that cover essential business strategies and coaching techniques.
This event provides a unique opportunity to connect with peers and industry leaders, ensuring that participants leave inspired and equipped to elevate their coaching careers. Annual Coaches Congress takes place in Stockholm, Sweden.
TL;DR
- 1Dates and Venue: The Annual Coaches Congress takes place from January 30 to 31, 2027, at Nacka Strandsmässan, Stockholm, Sweden.
- 2Scale and Focus: This event is a premier educational gathering for gym owners and coaches, focusing on business strategies and coaching techniques.
- 3Organiser: Hosted by Coaches Congress, known for its commitment to empowering fitness professionals.
- 4Buyer Authority: Attendees include CrossFit gym owners, personal trainers, and sports coaches looking to enhance their skills.
- 5Entry / Access: Tickets include access to all sessions, with options for VIP packages that offer additional benefits.
Why visit
Attending the Annual Coaches Congress offers invaluable insights into the fitness industry, networking opportunities with like-minded professionals, and access to practical workshops that can enhance your coaching skills. Participants will gain knowledge from experienced speakers and have the chance to connect with vendors showcasing innovative solutions for fitness professionals.
Why exhibit
Exhibiting at the Annual Coaches Congress allows brands to showcase their products directly to a targeted audience of gym owners and coaches. This event provides a platform to engage with potential customers, build brand awareness, and foster relationships within the fitness community, ultimately driving sales and growth for your business.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
CrossFit gym owners seeking to improve member retention and marketing strategies.
Sports coaches looking to enhance their coaching skills and develop unique training programs.
Micro gym owners facing challenges in a competitive market.
Physiotherapists aiming to attract clients and optimize revenue streams.
Studio owners from F45, Orangetheory, and other fitness studios.
Independent personal trainers wanting to build a steady client base.
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Fitness equipment manufacturers showcasing the latest gym technology.
Nutrition brands offering products tailored for fitness professionals.
Software solutions for gym management and client engagement.
Educational content providers focusing on coaching certifications.
Health and wellness service providers targeting fitness professionals.
Marketing agencies specializing in fitness industry strategies.
Product categories
Key solution areas showcased across the event.
Fitness equipment and accessories for gym setups.
Nutrition supplements designed for athletes and fitness enthusiasts.
Software solutions for gym management and client tracking.
Educational resources for coaching certifications and professional development.
Health and wellness products tailored for fitness professionals.
Marketing tools and services for gym promotion.
Location & Facilities
Venue
Nacka Strandsmässan
Stockholm, Sweden
Facilities
Parking
Nacka Strandsmässan in Stockholm typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Food options
On-site catering
On-site diningParking: Nacka Strandsmässan in Stockholm typically provides on-site or adjacent visitor parking during major trade fairs; confirm daily rates, payment methods and hall access on the organiser or venue website before travel.
Gate: Follow organiser signage to the main visitor entrance at Nacka Strandsmässan for badge collection; allow extra time for security screening during peak morning arrival.
Attend
Entry & tickets
Who runs the show
Organisers
Coaches Congress
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Stockholm, Sweden
Why it matters
Attending Annual Coaches Congress on 2027-01-30 to 2027-01-31 in Stockholm lets buyers and specifiers benchmark suppliers, see live demonstrations, and compress months of vendor meetings into one focused trade visit — worthwhile when your category roadmap aligns with the official exhibitor profile.
Industry trends
Key trends shaping this market and its wider industry.
Sustainability in procurement
What sustainability in procurement means for buyers and exhibitors in this sector.
Automation and labour efficiency
What automation and labour efficiency means for buyers and exhibitors in this sector.
Regional supply-chain resilience
What regional supply-chain resilience means for buyers and exhibitors in this sector.
Hybrid engagement models
What hybrid engagement models means for buyers and exhibitors in this sector.
Plan your trip
Travel & logistics
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Stockholm Arlanda
Main international gateway for the congress, with direct European routes and the fastest public transport into Stockholm. Allow extra time in winter for de-icing and snow clearing on the E4
Approx. 55 km by road
to venue
45-60 min by car or taxi; Arlanda Express to Stockholm Central in about 20 min plus 25-35 min onward to Nacka Strand
by car
Stockholm Bromma
Closer to Nacka Strand but with a limited domestic-heavy route map. Practical only if your origin or connection is served from Bromma, since public transport to Nacka requires a transfer through the city
Approx. 15 km by road
to venue
25-35 min by car or taxi
by car
Hotel tiers
A range of accommodation options near the venue and across key areas.
Hotel J
4-star
Nacka Strand330 m from Nacka Strandsmässan to venueWalk to the halls from this waterfront property; free breakfast and Wi-Fi, paid parking, hot tub, spa and fitness centre, pet-friendly, air conditioned. Best pick for a two or three day congress stay.
Home Hotel Tapetfabriken
midscale
Nacka Strand / SicklaApprox. 2 km from Nacka Strandsmässan to venueBreakfast and Wi-Fi included, paid parking, bar and restaurant, accessible and smoke-free. A short bus or taxi ride along Värmdövägen to the venue.
ProfilHotels Nacka
midscale
NackaApprox. 2.5 km from Nacka Strandsmässan to venueFree breakfast and Wi-Fi, paid parking, bar, restaurant and fitness centre. Useful for exhibitor crews arriving by van or truck.
Scandic Södra Kajen
midscale
Södra Kajen, central Stockholm4.6 km from Nacka Strandsmässan to venueEco-certified, free Wi-Fi, paid breakfast and parking, restaurant and laundry. Central base with a 20-30 min commute to Nacka Strand.
Clarion Hotel Stockholm
upscale
Södermalm, central StockholmApprox. 5 km from Nacka Strandsmässan to venueBreakfast, free Wi-Fi, paid parking, fitness centre, bar and restaurant. Good for evening meetings in Södermalm after the halls close.
Clarion Hotel Amaranten
upscale
Kungsholmen, central StockholmApprox. 7 km from Nacka Strandsmässan to venueBreakfast, free Wi-Fi, paid parking, fitness centre, bar, restaurant, laundry and accessible rooms. Close to Cityterminalen for the Flygbussarna airport coach.
Hilton Stockholm Slussen
upscale
Slussen, SödermalmApprox. 5 km from Nacka Strandsmässan to venuePaid breakfast, free Wi-Fi, paid parking, air conditioning, fitness centre, bar and restaurant. The most convenient central hotel for Saltsjöbanan departures to Nacka station.
Radisson Blu Waterfront Hotel, Stockholm
upscale
Norrmalm / WaterfrontApprox. 6 km from Nacka Strandsmässan to venuePaid breakfast, free Wi-Fi, paid parking, air conditioning, pet-friendly, fitness centre and restaurant. Directly beside Stockholm Central and the Arlanda Express terminal.
Långholmen Hotel Stockholm
3-star
Långholmen island, SödermalmApprox. 7 km from Nacka Strandsmässan to venueFree breakfast, free Wi-Fi and free parking in a quiet island setting; bar, restaurant, room service and laundry. Best value if you are travelling by car.
Local transport
Get around the city with these convenient transport options.
airport train
Estimated costApprox. SEK 320 one way (approx. USD 30)
Best forStockholm Arlanda (ARN) to Stockholm Central via Arlanda Express
About 20 minutes non-stop. From Stockholm Central or Slussen continue to Nacka by Saltsjöbanan, bus or taxi. Confirm live fares and any advance-purchase discount.
airport coach
Estimated costApprox. SEK 130-160 one way (approx. USD 12-16)
Best forStockholm Arlanda (ARN) to Stockholm Cityterminalen (Vy Flygbussarna)
Roughly 45 minutes depending on traffic. Cheaper than the airport train; from Cityterminalen take the metro or walk to Slussen for the onward leg to Nacka.
public transport (SL)
Estimated costApprox. SEK 43 per single journey in the SL app (approx. USD 4)
Best forSlussen to Nacka station on Saltsjöbanan, then local bus or 15-20 min walk to Nacka Strandsmässan
SL tickets cover metro, bus, tram and Saltsjöbanan within the same zones. Allow 30-40 minutes door to door from central Stockholm to Augustendalstorget.
taxi
Estimated costApprox. SEK 550-800 (approx. USD 50-75)
Best forStockholm Arlanda (ARN) to Nacka Strandsmässan
45-60 minutes in normal traffic. Use a major licensed operator and agree the fixed fare before departure; winter weather can extend the trip.
taxi
Estimated costApprox. SEK 350-500 (approx. USD 33-48)
Best forStockholm Bromma (BMA) to Nacka Strandsmässan
25-35 minutes by road. Bromma has fewer arrivals, so pre-book if you land late in the evening.
taxi
Estimated costApprox. SEK 250-350 (approx. USD 24-33)
Best forStockholm Central / Cityterminalen to Nacka Strandsmässan
20-30 minutes depending on traffic on Stadsgårdsleden and Värmdövägen. A sensible option when carrying stand material or samples.
Weather
The listing places this edition in January, Stockholm's coldest and darkest month: expect daytime temperatures near -5 to +1 C, snow or slush underfoot, and daylight only from roughly 08:30 to 15:30. Snowfall varies year to year, and icy pavements around Nacka Strand are common. Confirm the exact edition dates on the official schedule before packing, because a late-spring or autumn date would call for a very different kit.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Sweden has excellent mobile coverage and EU roaming rules apply, so most European SIMs work at no extra cost for short trips. Prepaid data SIMs from Swedish operators are sold at Arlanda and central Stockholm shops if you need a local number, and registration rules apply to prepaid cards. Expect free Wi-Fi in hotels, the venue and most cafes; ask the venue about exhibitor Wi-Fi capacity and wired connections if you plan live demos of telematics or booking systems.
Ride-hailing
Taxis
Public transit
Car rentals
Cultural notes
Useful information to help you have a smooth and respectful visit.
Punctuality and meeting style
Swedish business meetings start on time and run to a tight agenda. Confirm appointments in writing, arrive a few minutes early, and keep introductions short: first names are normal, hierarchy is flat, and decisions are usually taken by consensus rather than by the most senior person in the room.
Cashless payments
Stockholm runs on cards and mobile payments. Swish is the domestic transfer app and some venues, cafes and museum desks no longer accept cash at all, so carry a contactless card and keep only a small SEK backup for the trip.
Fika and hospitality
Coffee and cake breaks are a real institution, not a formality. Accepting fika is a quick way to build rapport with Swedish counterparts, and evening hospitality usually means a seated dinner rather than a long bar session. Tipping is modest: round up or add around 10 percent for good table service.
Winter practicalities around Nacka Strand
Nacka Strand is a waterfront district with exposed walkways; in January you will want studded or grippy shoes for icy pavements and a windproof layer for the walk between hotels and the halls. Daylight is short, so plan outdoor transfers and any waterfront walks for the middle of the day.
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: ARN
Book into Stockholm Arlanda (ARN) for the widest choice and the quickest public transport to the city; use Stockholm Bromma (BMA) only if your route is materially cheaper or you are connecting domestically. Fly in the afternoon or evening before your first meeting, because a January arrival carries a real risk of de-icing and snow delays, and keep at least two hours between a connecting flight and your onward train. Return fares on the short northern European routes usually sit in the USD 100-380 band when booked four to eight weeks ahead, but Swedish winter demand can push last-minute prices sharply higher, so confirm live fares before committing.
Transport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Stockholm Arlanda (ARN): 45-60 min by car or taxi; Arlanda Express to Stockholm Central in about 20 min plus 25-35 min onward to Nacka Strand; Stockholm Bromma (BMA): 25-35 min by car or taxi. Allow road or rail time to Nacka Strandsmässan; on-site parking is usually available at major exhibition venues.
Hotel → venue: Precinct hotels near Nacka Strandsmässan: Nacka Strand: Hotel J; Nacka Strand / Sickla: Home Hotel Tapetfabriken; Nacka: ProfilHotels Nacka.
Ride-hail: Uber and Bolt both operate in Stockholm, and app-based hail is useful for the last leg from Nacka station or for evening returns to central hotels when Saltsjöbanan has thinned out. Coverage in Nacka Strand is good but waiting times can lengthen during hall close-out; pre-book or walk to the taxi rank by the venue if you need a guaranteed departure. Confirm current app availability and pricing in Sweden before you rely on it for an airport transfer.
Public transit: Nacka Strandsmässan sits at Augustendalstorget 6 in Nacka Strand, east of central Stockholm. The backbone of the trip is SL's Saltsjöbanan from Slussen to Nacka station, followed by a local bus or a 15-20 minute walk to the venue; single journeys cost roughly SEK 43 in the SL app and tickets cover buses and metro in the same zones. From Arlanda, take the Arlanda Express or a Flygbussarna coach into the city first. Allow 30-40 minutes from central Stockholm and longer at peak times, and check SL service updates in winter when snow can slow the Saltsjöbanan.
Parking: There is parking in the Nacka Strand district, including spaces serving the venue, but capacity is limited during a busy congress and rates are set by the parking operator rather than the organiser. Arrive early on the first morning or pre-book if the venue offers it. Exhibitors bringing a coach, chassis or oversized stand material must agree a delivery slot, gate access and unloading area with Nacka Strandsmässan in advance, since the surrounding streets are narrow and residential.
Weather
Plan and pack for the event climate.
Month: January (confirm the exact edition dates on the official schedule)
Temperature: Approx. -5 to +1 C daytime in January, with clear nights dropping to -10 C or lower; confirm the forecast in the week before travel.
Seasonality: January is Stockholm's darkest period, with daylight roughly 08:30 to 15:30. Precipitation often falls as snow or sleet and pavements around Nacka Strand can turn icy; snow depth varies considerably from year to year.
Packing: Pack for a Nordic winter: thermal base layers, a warm mid-layer, a windproof and waterproof outer shell, gloves, a hat, a scarf and shoes with grip for icy pavements between Nacka Strand hotels and the halls. Bring a compact umbrella for sleet, a power bank for short daylight days, and a Type C/F adapter for 230 V Swedish sockets. Add one smart-casual outfit for evening hospitality and keep a spare pair of shoes in your bag if you are walking to the venue.
Plan your trip
Planning
Best day to visit: Day 2 (mid-show)
Mid-show days at Annual Coaches Congress usually combine full exhibitor attendance with scheduled B2B meetings, before early pack-down on the final day.
T-1
Confirm your registration is approved and the badge name matches your passport or ID exactly; trade-only congresses re-check names at the door.
T-2
Book flights into Stockholm Arlanda (ARN) arriving the afternoon or evening before your first meeting, with a buffer for winter de-icing and Stockholm traffic.
T-3
Reserve a room at Hotel J in Nacka Strand, or a midscale fallback at Home Hotel Tapetfabriken or ProfilHotels Nacka; ask about late checkout for your departure day.
T-4
Check Schengen entry rules for your nationality and confirm your travel and medical insurance covers Sweden.
T-5
Plan the airport-to-venue leg: Arlanda Express or Flygbussarna into the city, then Saltsjöbanan from Slussen to Nacka station and a local bus or walk to Augustendalstorget.
T-6
Download the SL app and load a ticket in SEK, and note the approximate taxi fare from Arlanda so you can compare it with the train plus local transport.
T-7
Download the official schedule and shortlist the sessions and supplier stands you need: coachbuilders, telematics vendors, tyre and parts suppliers, and tour distribution partners.
T-8
Pack insulated layers, a windproof and waterproof shell, warm shoes for icy pavements, a power bank and a Type C/F plug adapter for 230 V Swedish sockets.
Sample visitor itinerary
Route-optimised day
Day 1 · morning
Registration and hall orientation at Nacka Strandsmässan
Day 2 · core sessions
Supplier meetings and product demos
Day 3 · wrap-up
Final negotiations and follow-up
Networking spots
2Annual Coaches Congress registration concourse
Nacka Strandsmässan
Central meeting point before and between hall appointments during show days.
Organiser B2B lounge (if offered)
Nacka Strandsmässan
Hosted matchmaking and buyer programmes when published by the organiser.
Budget
Costs & budget
Build your working budget
Adjust the inputs below to create a directional event budget.
Estimated budget
Live estimate
- Hotel × 2 nights$190.00
- Per diem × 2$150.00
Estimated total$340.00
This is a directional estimate. Please verify live rates before booking.
Decision
Visit, exhibit, or skip?
Should you go?
Use this quick check to decide whether Annual Coaches Congress fits your visit, exhibit or skip plan.
QUESTION 1 OF 6
What is your primary role?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
Your category focus aligns with the official product themes.
Best for
Buyers, researchers, and delegates evaluating the programme and networking value.
Min. budget
$400.00
Timeline
4-8 weeks before opening day for registration and travel.
Risks
Limited session times published - confirm agenda before booking.
exhibit
You have a clear lead-generation or launch goal for this market.
Best for
Suppliers and brands seeking qualified meetings with the event audience.
Min. budget
$2,500.00
Timeline
3-6 months for stand booking, freight, and marketing prep.
Risks
Booth pricing not published in captured sources - confirm with organiser.
skip
Programme, audience, or commercial goals do not match your plan.
Best for
Teams whose category or region fit is weak this edition.
Timeline
N/A
Risks
No major risks listed.
Gallery
Photos
FAQs & glossary
Answers
Frequently asked
What is the coach industry congress at Nacka Strandsmässan about?
It is a Stockholm gathering for the coach and group-travel sector: coach operators, coachbuilders and vehicle suppliers, tour operators, destination management companies and the systems vendors that support them. Expect vehicle and interior presentations, sessions on tour demand and regulation, and supplier meetings in the exhibition area at Nacka Strandsmässan.
How do I get from Stockholm Arlanda (ARN) to Nacka Strandsmässan?
Take the Arlanda Express or a Flygbussarna coach into central Stockholm (Cityterminalen or Stockholm Central), then continue east to Nacka by Saltsjöbanan from Slussen plus a local bus or a 15-20 minute walk to Augustendalstorget. A direct taxi from ARN to Nacka Strand takes roughly 45-60 minutes in normal traffic; agree the fixed fare before leaving the taxi rank.
Is the congress open to anyone, or trade only?
Coach industry congresses are normally trade-only: registration is checked against a company role (operator, supplier, tour organiser, press). Register in advance through the official organiser site and carry photo ID matching the badge name; hall access for the exhibition area usually requires a badge even when sessions are invitation-based. Confirm the current policy with the organiser before booking travel.
Which Stockholm airport should I fly into?
Stockholm Arlanda (ARN) has the widest European network and the fastest onward public transport, and it is the default choice for this venue. Stockholm Bromma (BMA) is closer to Nacka Strand (roughly 25-35 minutes by road) but has a much smaller route map, so compare it only if you are connecting from a Bromma-served domestic city or the fare difference is large.
Where should I stay for a show at Nacka Strandsmässan?
Hotel J in Nacka Strand is a short walk from the venue and the obvious first choice for a two or three day stay. Home Hotel Tapetfabriken in Sickla and ProfilHotels Nacka are the midscale fallbacks within a short taxi or bus ride. Staying in central Stockholm (Södermalm or Norrmalm) trades a 20-30 minute commute for a wider choice of restaurants and evening options.
Do I need a visa to attend in Stockholm?
Sweden is in the Schengen area. EU/EEA and Swiss nationals travel on an ID card or passport with no visa. Many other nationalities can stay up to 90 days in any 180-day period without a visa, while some need a Schengen short-stay visa applied for in advance. Check the Swedish Migration Agency and Sweden Abroad pages for your nationality, and apply well before the congress because appointment slots can be scarce.
What is the weather like in Stockholm during the congress?
The current listing places the edition in January, which is Stockholm's coldest, darkest month: daytime temperatures hover around -5 to +1 C, daylight runs roughly 08:30 to 15:30, and snow or slush on pavements is common. Confirm the exact edition month on the official schedule before packing, because a spring or autumn date changes the kit completely.
Will I need cash in Stockholm?
Stockholm is close to cashless: cards, Swish and mobile payments cover taxis, cafes and public transport, and some venues refuse cash entirely. Carry a card with contactless payment and a small SEK backup, and buy SL tickets in the app rather than at a machine.
How do I get from my hotel to Nacka Strandsmässan each morning?
From Nacka Strand hotels it is a walk: Hotel J is about 330 m from the venue. From Sickla or Nacka, use a local bus or a short taxi ride of 5-10 minutes. From central Stockholm, take Saltsjöbanan from Slussen to Nacka station and walk or take a local bus to Augustendalstorget, allowing 30-40 minutes door to door.
Can I park at Nacka Strandsmässan?
Yes, there is parking at the venue district, but capacity around Nacka Strand is limited during a busy event and rates are set by the operator rather than the organiser. Exhibitors displaying a coach or large equipment need a pre-arranged unloading window and should confirm gate dimensions with the venue before departure.
What language are the sessions in?
Swedish industry events usually run plenary content in Swedish with some sessions in English, and supplier presentations and technical documentation are commonly bilingual. Confirm the language of specific sessions with the organiser, and ask exhibitors for English specification sheets when booking meetings.
Glossary
- Coach
- A high-floor, long-distance passenger vehicle with underfloor luggage bays and reclining seats, built for touring and intercity work rather than urban stop-start bus service. Coach specification choices (luggage volume, seat pitch, toilet, wheelchair lift) are the core product debate at a coach industry congress.
- Coach operator
- The company that owns or leases coaches and sells charter, tour or contract work. Operators attending in Nacka Strand are typically buying vehicles, telematics, ticketing systems, tyres, and tour distribution.
- Coachbuilder / bodybuilder
- The manufacturer that builds the body on a supplied chassis, or produces the complete vehicle. Coachbuilders use congress weeks to show new interiors, luggage handling and accessibility layouts to fleet buyers.
- Chassis
- The rolling platform (engine, driveline, axles, frame) on which a coach body is mounted. Chassis spec, service network and parts availability usually decide which brand an operator buys.
- GIT (group inclusive tour)
- A pre-packaged trip sold to a group at one price covering transport, accommodation and often meals or excursions. GIT volumes are the bread and butter of coach tour operators and a recurring topic in tour-operator sessions.
- FIT (free independent traveller)
- A traveller who books components individually rather than as part of a group. Operators tracking the shift from group to FIT demand look at smaller vehicles and more flexible routing.
- DMC (destination management company)
- A local ground handler that assembles coaches, guides, hotels and excursions for incoming groups. DMCs are key counterparties for coach operators selling into Sweden and the Nordics.
- Incoming tour operator
- A specialist that packages a destination for outbound agencies in other markets. Incoming operators source coach capacity locally and negotiate season-long allocations.
- Tachograph and driving time rules
- EU rules on recording driver hours, breaks and rest periods (Regulation 561/2006 and the tachograph regulations). Compliance determines how tours are scheduled and is a standard congress agenda item for operators running cross-border work.
- Accessible coach travel
- Vehicles fitted with lifts, ramps, securing points and accessible toilets so wheelchair users and passengers with reduced mobility can join group tours. Accessibility is increasingly a tender requirement for public-sector and school contracts.
- Euro emission class
- The EU exhaust standard (Euro VI for current heavy vehicles). Low-emission zone rules in Swedish and European cities make the fleet's emission class a buying criterion, not just an environmental footnote.
- Telematics and fleet management
- Onboard hardware and software that reports vehicle position, fuel use, driver behaviour and diagnostics. Telematics suppliers use the congress to sell fuel-saving and maintenance-planning tools to coach fleets.
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Also known as
Alternate names and search phrases for this event.
- Annual Coaches Congress
- Annual Coaches Congress 2027
- Annual Coaches Congress Stockholm
- Annual Coaches Congress Stockholm 2027
- Stockholm Sweden
- Fitness and Coaching Stockholm 2027
- Fitness and Coaching Conference Stockholm
- Fitness equipment and accessories for gym setups.
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.