Massage Trade Shows 2027

Massage trade shows are the place to try before you buy. You can lie on new tables, compare oils, waxes and balms, test percussion and heat tools, and talk to suppliers of linen, couches and studio equipment, often with show offers you will not find elsewhere.

In North America, Be+Well New York opens the buying year in March and Be+Well Las Vegas follows in June. The World Massage Festival in Las Vegas runs a trade show alongside its competitions in late July, and the AMTA National Convention in Savannah has its own exhibit hall in August. Florida's FSMTA Massage Convention and Trade Show usually runs each July, and the Canadian Massage Conference in Calgary combines learning with exhibitors each September. In Europe, Cosmoprof Worldwide Bologna takes place in March and Beauty Trade Special in the Netherlands in April. The UK has the Therapy Show in Birmingham in November 2026, the Newcastle Wellbeing Expo in January and Tones of Beauty Expo at ExCeL London in summer.

Every massage trade show is listed below with dates, venues and who can attend, so you can plan your next equipment upgrade.

When to shop

Spring and summer bring the largest US shows, while the UK and Europe offer good options from November to April. If you are planning a big purchase such as a new table, visiting a show lets you compare several brands in one day.

Getting value from a trade show

• Test for comfort: try tables and stools at your working height and ask about adjustments.
• Ask about delivery: larger items are often shipped from the show, so you do not need to carry them home.
• Combine with learning: the Therapy Show, AMTA and Be+Well all run education alongside the exhibition.
• Check access: the Therapy Show and Cosmoprof Worldwide Bologna are trade only, while the Newcastle Wellbeing Expo welcomes the public.

Travelling to a show

Bring a list of what you need and your budget. For multi day events in Las Vegas or New York, book rooms early and wear comfortable shoes, as the halls are large.