Convention Sensation GLOW by dm celebrates Comeback as a Double Act


Comeback of the year: GLOW by dm is back! After a two-year break, Europe's amusement park for beauty invites you to a spectacular experience. On 13 and 14 August, the show will be transformed into a convention party with 15,000 fans and the best lifestyle and fashion influencers. And bigger than ever as a celebrated double feature: the premiere of the World Fitness Experience (WFX) will take place at the same time. The new passion event for sports lovers will transform the halls of the Ruhr metropolis into an interactive marketplace. For the first time, content creators and brands from fitness and active lifestyle will come together here.

With GLOW by dm as the most exciting event series in Germany, the organisers of SHINE Conventions GmbH are considered pioneers in the industry. In combination with the new WFX, the success story is now being topped even more: as a wholly owned subsidiary of Social Chain AG with Dr. Georg Kofler as Chairman of the Supervisory Board and Ralf Dümmel as Chief Product Officer, they stand for extraordinary experience conventions. Louder. More colourful. Bigger.

"Meet & Sweat" was the name of the game today at the preview at Messe Essen. Georg Kofler, known from "Die Höhle der Löwen" (the German version of the UK's "Dragons' Den" und "Shark Tank" in the US), presented the concepts live in action together with Maiko Heinrich, the creative head of the conventions. Also attending: "Miss Germany" Domitila Barros, founder of the brand "She is from the Jungle", hair and make-up artist Samira Manß and Thomas Kufen, Mayor of the City of Essen. With a workout at the Physical eSports station by HADO, Georg Kofler and lifestyle influencer Lourene Gollatz showed how fitness can be a lot of fun.

Power package convinces with pure experience

As usual, GLOW triumphs with the best exhibitors: Besides the main partner "dm", 50 brands are confirmed, including lovebrands such as L'Oréal Paris, Rituals and essence. A "Die Höhle der Löwen" booth with five successful start-ups from the show will also present themselves on over 75m². Three stages will thrill visitors with entertainment, tutorials, music stars and panels. And new highlights will be added weekly: the Podcast Stage will also attract visitors with exciting master classes this year.

Next door, the new WFX event presents itself in all its diversity. Live workouts, edutainment and an expo floor await sports enthusiasts. Fitness is put to the test with the HYROX fitness race. With Aygo, you can take on the challenge of the Ninja course. As a top brand of physical eSports, HADO will be hosting the largest AR real-time tournament "Energy Ball", while Jamfya Fitness will take you out of your comfort zone through dancing.

"If you want to position brands successfully, you have to focus on community experiences," explains Georg Kofler. "Our Social Commerce has understood this. We create unique live formats. Brand communication is not a one-way street for us, but an interactive event with fans as the most important ambassadors.“

Maiko Heinrich sees great potential potential: "Finally, we are live again! The community had to wait almost two years and the demand was enormous all along. We are now even launching as a double act with the WFX. A must-have for all fitness and beauty fans. Get ready to GLOW with us!“

Be a Part
Tickets for the World Fitness Experience (WFX) and GLOW by dm are available via the official websites.


As event and live marketing enthusiasts, SHINE Conventions is, among other things, the inventor and organiser of the successful beauty convention "GLOW by dm", the lifestyle convention "Generation WOW - presented by Meins" and the New Year's Eve celebrations "Celebrate at the Gate" at the Brandenburg Gate. They work with all relevant influencers and brands from the beauty, fitness, food and lifestyle sectors, turning brands into experiences, products into events and campaigns into successes. SHINE Conventions GmbH is a wholly-owned subsidiary of Social Chain AG and, together with DEF Media GmbH, forms the "Media & Experiences" division within the Social Chain group of companies.