Arnold Sports Festival

Launching any new event is a challenge.
Launching a new event during a global pandemic is a challenge like no other.

The brief for this one was simple. Create a showstopping sports festival.

The UK’s first Arnold Sports Festival was planned in the midst of a global pandemic, however, the trust given to the Equinox team, to create a concept, then run with it and design + build the whole festival event, this is what we do best. And we delivered.

Determining the visitor flow, designing bespoke visitor attractions, bringing arenas and stages to life, just some of the work that the team had to complete, not knowing if the event would even be allowed to open.

The Arnold Sports Festival UK in numbers

3 Days
4 Halls
6 Stages
25 Sports
200 Exhibitors
5000 Athletes
60,000 Visitors

A living legend.

Paying homage to Arnold Schwarzenegger ‘The Arnold Experience’ is an experiential walkthrough. Taking a look back over decades worth of accomplishments, not only in the sports and bodybuilding world, but also across film and tv.

Complete with AV footage of Arnie’s most famous moments and memorabilia from iconic films, the walkthrough experience finishes with a 3m tall, bronzed statue of the main man himself, in his signature bodybuilding pose, ready for those all-important photo opportunities.

Bringing the iconic Muscle Beach Venice to Birmingham.

No event linked to Arnold Schwarzenegger could pass without a tribute to the home of bodybuilding.

20ft high red shipping containers set the backdrop for the Arnold Sports Festival gym, perfect for visitors and competitors to not skip a day of training.

Replica muscle beach signage was created alongside the travelling rings and bar area. Sponsored by Nocco, the area was complete with a dedicated meet + greet experience.

The Equinox team transformed four halls of the NEC into a sports arena, each area with its own dedicated production, staging and audience zones.

Not forgetting also creating multiple client experiences, including headline sponsors Boohoo Man Active

Seeing the NEC filled with people enjoying sports and events after such a long time was truly an incredible experience for the team. Now the team just have to bring it bigger and better for 2022!

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