There’s a reason why so many wellness-forward conversations start with “look at Europe.” Europeans have a reputation for knowing how to live: not just work hard, but truly savor life. They draw boundaries, take their time at meals, walk more and prioritize social connection in a way that’s both refreshing and inspiring for anyone coming from the “always-on” hustle of the U.S.
Attending IMEX Frankfurt, I got a firsthand lesson in how this approach translates to our industry. It’s not perfect—but there’s plenty to celebrate and a lot for the meetings and events world to learn.
Well-being as a Core Value
The Well-being Lounge was more than a token gesture—it was a destination. The journey began with colorful signage, leading attendees to an oasis in the heart of the trade show. The space itself was intentionally calm: bamboo, ferns, a sand garden with Buddha statues and low lighting created an atmosphere that whispered, “It’s okay to pause.”
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Inside, the daily programming was diverse with morning meditation, breathing workshops, healing circles, Qi Gong and Tibetan singing bowl meditation. Since the modalities were repeated daily you could try different things. Unlike many North American events where “wellness” can be a buzzword, here it was present, accessible and grounded in genuine care for attendees’ well-being. While some may have been slow to take advantage—tradeshow culture is still catching up—it’s clear that wellness is steadily moving from the periphery to the center.
Embracing Movement, Together
One of the highlights was the IMEXrun—a sunrise riverfront 5K that invited everyone, regardless of fitness level, to lace up and start the day with movement and connection. In a city built for walking, it felt perfectly on brand. The run exemplified what European wellness does best: build community, prioritize movement and make it accessible to all.
There’s a beautiful simplicity to it—no frills, low carbon footprint, just hundreds of us moving together as the city woke up.
Evenings Done the European Way
Let’s talk about dinners. In Frankfurt, meals are an event—multiple courses, great conversation and no rush to finish. I never got to bed before 11, but not because of endless obligations. Instead, it was because of the richness of the conversations and the shared enjoyment of good food. It’s a reminder that well-being isn’t just about what happens in the gym or the meditation lounge. It’s about social connection, joy and taking time to nourish more than just the body.
That said, for those who are more “early to bed, early to rise” (or who have a packed schedule the next day), it’s worth balancing the magic of these late European evenings with opportunities for earlier wind-downs or “wellness evenings” that offer restorative activities alongside networking.
Wellness Opportunities: Cheers to Choice!
If there’s one area still ripening, it’s beverages. While off site every heritage German beer now offers a NA options, happy hours were lively and social, but if you wanted a mocktail, you had to get creative. For all our industry’s talk of inclusion and holistic wellness, we still default to alcohol more often than not. Imagine the impact if every exhibitor offered fresh mocktails, kombucha, or simply beautiful infused waters—a simple, sustainable step that’s both healthier and more welcoming.
Fitness: Let’s Add Some Strength
I’d be remiss if I didn’t mention the hotel “fitness center.” True to form, it checked the cardio boxes with treadmills, ellipticals and bikes, plus a sauna for recovery. But for anyone who craves resistance training (and let’s be honest, that’s the secret sauce for longevity and real energy on the road), options were limited.
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Here’s where we can look ahead: hotels and venues, let’s add modular strength equipment, lots of resistance bands, or partnerships with local gyms. The European commitment to movement is strong; let’s build on that foundation to include every pillar of well-being.
Boundaries, Balance—and a Better Way Forward
What struck me most at IMEX was the contrast in work-life boundaries. Europeans protect their time fiercely—emails after hours are rare and weekends are sacred. My old London-based teammate used to remind me that if you email someone in Germany after work hours, you’ll get a reply tomorrow, not tonight. It’s a stark difference from the American habit of emailing from the bathroom or bed. And it’s a form of wellness we should aspire to—respect for personal boundaries creates space for real rest and recovery.
Listen to David T. Stevens here.
Of course, even the best habits can waver in the whirlwind of a major trade show, but the underlying philosophy remains: well-being is a right, not a reward.
Final Thoughts: Celebrating Progress, Inspiring More
IMEX Frankfurt is a beacon for where the meetings industry is headed—blending business, wellness and human connection, all through the lens of the European lifestyle. The Well-being Lounge, the morning run, and the leisurely dinners are a testament to how events can nourish both mind and body.
We still have work to do: more non-alcoholic options, broader wellness programming, true fitness facilities and schedules that honor circadian rhythms. But the spirit is there.
If you want to create events where people leave not just smarter but truly better—more connected, energized and restored—look to Europe for inspiration. IMEX is proof that the future of meetings is about so much more than business. It’s about well-being, in every sense of the word.
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David T. Stevens, co-founder of Olympian Meeting and 6x Fittest #EventProf, championing holistic, sustainable, and joyful events that put people first.
