FIT Show 2027: Q&A with Nickie West

FIT Show Event Director, Nickie West, is in the hot seat as the one-year countdown to FIT Show 2027 begins. Nickie discusses show momentum, industry regulations, installer insight, international growth and why face-to-face matters now more than ever.

Q: FIT Show is now a year out from the 2027 edition. How would you describe the show’s momentum right now?

We’re in a really strong place. There’s a huge amount of positivity around the show, with exhibitor interest building, new conversations happening all the time and a real sense that the industry sees FIT Show as the place to come together, do business and keep moving forward.

Q: The world, and indeed industry is facing a lot of change, particularly around regulations. How will FIT Show help the market navigate that?

That’s absolutely one of the most important things we can do. There are some big regulatory updates coming through, and FIT Show is the perfect platform to bring those conversations in person and into one place. It’s timely, practical and relevant, and we want the show to help visitors and exhibitors understand what those changes mean in real terms, and how they can be transformed into opportunities.

Exhibiting at FIT Show sends a clear signal to customers and the wider market that your business is stable, strong and ready to do business. In periods of global and economic uncertainty, that message is more valuable than ever.

Q: You’ve also spoken about getting under the skin of the installer. Why is that so important?

Because installers are such a vital part of the supply chain,we need a clear understanding of their business needs, and challenges in order to translate that into solutions on the show floor. FIT Show also needs to speak to housebuilders, developers, specifiers and architects, as well as the wider trade. If we really understand the different needs across the entire audience mix, then we can make the show much more valuable for everyone involved.

Q: How is FIT Show using research to do that?

We’re investing in targeted research to make sure we understand what each part of the audience needs, how they work and what brands need to do to connect with them successfully. It’s about making the show smarter, more relevant and more useful, so every part of the event reflects the real needs of the market and speaks to the people who influence specification and buying decisions.

Q: Why is it so important for brands to keep investing in marketing right now?

Because in a challenging political and economic backdrop, visibility matters more than ever. Brands need to stay connected with customers and with the wider market, and they need to show resilience and stability. There is nothing like face-to-face interaction for building trust, and exhibiting at FIT Show is a powerful way to do that.

Q: What makes FIT Show the right platform for that?

Nothing beats face-to-face. It gives brands the chance to have real conversations, build relationships and demonstrate exactly what they offer. FIT Show is the best platform to do that because it brings the right people together in one place, whether that’s installers, housebuilders, developers, specifiers, architects or other key decision-makers.

Q: What can visitors expect from the show experience in 2027?

We’re continuing to develop features that make the show as relevant and commercially useful as possible. The rebranded Market Place, now The Trade Counter, is a great example of that, and we’re making sure every link in the supply chain is represented. The aim is to create a show that feels complete, connected and valuable for everyone who attends.

Visitors can expect to see the full spectrum of products that make up the fenestration and wider building envelope market, from windows, doors and hardware through to software, technology and machinery. We’re also seeing real growth in areas like outdoor living, which continues to expand, and shading, which is increasingly relevant in the UK because of climate change and the rising need for smarter, more adaptable solutions.

Timber is another area that’s growing in both interest and prominence at FIT Show 2027, reflecting the shift in the market toward more sustainable, high-performance solutions and the opportunity it creates for installers and manufacturers alike.

For installers in particular, FIT Show is a place to explore opportunities to broaden their portfolios and stay competitive in a changing market. Alongside the product showcase, we’ll also have content designed to help visitors drive more profit and run better businesses, because we know the current landscape remains challenging and business owners and leaders need practical ideas, solutions and products they can take away and use, see, develop and see results from in the short and long-term.

Q: How important is the international side of the show?

It’s massive. There are so many untapped brands out there that offer the full spectrum of products and are really excited by the prospect of the UK market. That creates a brilliant opportunity for FIT Show to deliver a truly international showcase and give visitors access to a wider, more diverse range of products and suppliers.

Q: How do you help exhibitors stand out in such a busy marketplace?

By really getting under the skin of what makes them different, and what a successful FIT Show looks like to them. We really take exhibitors on the journey with us, from the moment they sign up to post-show – we’re committed to delivering ROI. We’re also focused on investing in features and in the way we present exhibitors so we can help them connect with the right people at the show. It’s not just about being present, it’s about making sure their story lands with the audience that matters, at every point in the campaign.

Q: FIT Show 2025 was a record-breaking event. What does success look like for 2027?

We want FIT Show 2027 to deliver above and beyond 2025. That means growing the right kind of momentum, continuing to evolve the show in step with the industry and making sure we create an event that really reflects the scale, ambition and resilience of the sector.

FIT Show, the UK’s only dedicated fabricator and installer trade show, returns to the NEC Birmingham from 18 – 20 May, 2027.

FIT Show 2027 | 18 – 20 May | NEC, Birmingham