Geoffrey Sauer has been appointed chief executive officer and president of Messe Düsseldorf North America (MDNA), effective Aug. 17. He will lead the Chicago-based subsidiary’s operations and growth across North America.
Sauer brings more than 20 years of leadership experience in the international tradeshow, media, and technology sectors. He spent much of his career with Reed Exhibitions, now RX, where he advanced from international sales to group vice president of sales.
During his time at Reed Exhibitions, Sauer led global sales organizations with more than 100 employees and managed international tradeshow portfolios. He also oversaw business operations generating up to $300 million in annual revenue. His work included launching events, expanding international exhibitor participation, and developing partnerships with associations, government organizations, and multinational companies.
Later, Sauer held senior executive positions at several organizations, including Emerald Expositions. He also has ties to Messe Düsseldorf’s home city. From 2015 to 2017, Sauer lived in Düsseldorf while leading international sales activities for Reed Exhibitions’ German and French offices.
“We are pleased to welcome Geoffrey Sauer, an accomplished leader with deep expertise in the international trade fair industry and a strong entrepreneurial mindset,” said Wolfram N. Diener, president and chief executive officer of Messe Düsseldorf. “He combines international market expertise with outstanding sales leadership and brings exactly the experience we were looking for in this key role.”
At MDNA, Sauer will focus on developing its existing tradeshow portfolio, identifying new market opportunities, and expanding outbound business. He will work alongside Tom Mitchell on MDNA’s North American operations and coordination with Messe Düsseldorf headquarters in Germany.
“Messe Düsseldorf is one of the world’s most respected trade fair organizations and offers tremendous growth potential in North America,” Sauer said. “I’m excited to work with the team in Chicago to continue growing our business, pursue new market opportunities, and connect even more exhibitors and visitors from the region with our world-leading trade fairs in Germany.”
Messe Düsseldorf has operated in North America for more than 40 years. Today, MDNA develops and organizes 10 tradeshows in five countries and manages official U.S. pavilions at Messe Düsseldorf events.
Recent expansion includes Messe Düsseldorf’s 2022 acquisition of a 60 percent stake in the trademark rights to XPONENTIAL. The company later launched XPONENTIAL Europe, which joined its German portfolio in 2025. In addition, MDNA launched Valve World Calgary in Canada in 2026.
The Messe Düsseldorf Group organizes about 40 tradeshows at its Düsseldorf exhibition center and more than 80 events outside Germany. Its global network includes seven international subsidiaries and representatives serving 142 countries. For more information, visit www.messe-duesseldorf.com.
Press release submitted by Messe Düsseldorf North America. Edited by Exhibit City News for clarity, length, and style.
