MOORE Expo Launches Trailhead Program for Emerging Outdoor Brands

MOORE Expo, presented by SDMG Events, has announced the launch of the Trailhead Program, a new exhibitor program created for small and early-stage companies working in the overland, off-road, camping and outdoor adventure industry. Trailhead will debut at MOORE Expo 2027, April 16-17 at the Missouri State Fairgrounds in Sedalia, Missouri.

For a young company, getting a product in front of thousands of potential customers can make a big difference. Getting there can also be expensive. MOORE Expo created Trailhead to make that first show more attainable, according to event officials in a press release.

The program will offer reduced exhibitor pricing and place participating companies together in a dedicated Trailhead area where attendees can meet the founders, see their products and discover brands they may not have come across before.

“We meet people every year who are building really cool products in their garage, shop or small warehouse, but they’re looking at the cost of exhibiting at a major event and wondering if they’re ready for it,” said Chris Holloway, founder of MOORE Expo. “I don’t want cost to be the reason a good company never gets its shot. Trailhead gives these brands a place to start, put their product in people’s hands and become part of this industry.”

33 Spots Built for Small Brands

Trailhead will include 33 outdoor exhibitor spaces, with:

• 18 20×20-foot spaces
• 15 10×10-foot spaces

The spaces will be grouped in one Trailhead area, making it easier for attendees to find the participating companies and discover what they’re working on, the release noted.

Eligible Companies

The program is open to founder-led companies and small teams offering a product or service related to overlanding, off-road recreation, camping, outdoor travel or adventure. Applicants must meet at least two of these three requirements:

• Three or fewer employees
• Less than $300,000 in annual gross revenue
• Three years or less in business

“We want to find the companies people are going to be talking about a few years from now,” Holloway said. “Some of the biggest names at MOORE today started with a small booth and a big idea. There are more of those companies out there right now. We want them here.”

Trailhead Awards

During the show, attendees and vendors will vote for their favorite Trailhead exhibitors in two categories:

• Best New Product: Recognizing a product that catches the attention of attendees and brings something fresh to the outdoor market.
• Best Booth Experience: Recognizing the company that does the best job presenting its brand, telling its story and connecting with attendees.

The winning companies will each receive a prize package valued at $5,000, including premium exhibitor space at MOORE Expo 2028 and added promotion through MOORE Expo, event officials said.

“We’re giving these companies an opportunity in 2027, but I’d love to see Trailhead become the starting point for brands that come back year after year,” Holloway said. “Five years from now, I want someone walking through MOORE Expo to be able to say, ‘I remember when that company was over in Trailhead.’ That would be pretty damn cool.”

Applications Are Open

Applications for the 2027 MOORE Expo Trailhead Program are now open. Only 33 companies will be selected for the inaugural program, and the application deadline is February 16, 2027.

Companies interested in participating can review the requirements and apply at mooreexpo.com/trailhead-program.