SPORTS Trader 2024

young people and this only works if we customise our message to be in tune with their everyday life.” Low-threshold prevention tools for everyone “Taking a preventive approach to our own health is now starting to be the norm,” observes Christian Howaldt, CEO of in Me Diagnostics GmbH. Applications previously reserved for top athletes are now available to the public at large. This also includes the blood test by ‘in Me’, which records organ, hormones and metabolic parameters as well as minerals and trace element levels in no time and displays them in a user-friendly format. “At FIBO, health already plays a relevant role and should be developed further in terms of prevention. With its combination of experts and fitness enthusiasts, FIBO is an important building block and 2023 has been an incredible success for us.” It is precisely this increasing interest that people take in their own health which has made FIBO so key for the protein offered by Orthomol, says Kira Popp of Orthomol event management. “Micro-nutrients or highly targeted, special nutrient mixes catering to special demands are now also gaining ground in recreational and popular sports.” Growing synergy of physio & fitness Body awareness is gaining importance over body building, says Nihan Izgec, Sales Manager Health & Wellness at Novacare GmbH. He explains that physio- TRADE SHOW REVIEW www.IMB2B.com 174