The Fit Show 2025: Navigating the Future of Fenestration

This week the NEC once again played host to the UK's premier fenestration event, The Fit Show 2025. Rather than attend the ‘graveyard’ final day, I chose to go on the opening day on Tuesday. And I’m glad I did.

Having partnered with several manufacturers throughout the supply chain – from System Houses to fabricators and component suppliers in between – I spent much of the day enjoying conversations with clients and placed leaders. With hindsight, I would have freed up my diary for the networking day on the Wednesday, as I only had chance to visit around one-fifth of the exhibitors!

I was particularly struck by the innovative spirit and forward-thinking approach evident this year. Furthermore, there’s quiet optimism among the industry; irrespective of what media and the broader building products perspectives are.

This was further confirmed by a keynote seminar - Behind the Data – presented by Keystone, Fensa and the GGF. The crux of which pointed towards, yes, we did experience an 8% decline after the covid RM&I boom of 2020. However, upon reviewing data over recent quarters, there has been a gradual uptick. In other words, the market has normalised itself.

Interestingly, Google trends point towards a positive increase, and data firmly highlights that there are less ‘tyre kickers’ enquiring. Over recent months, buyers are more determined to purchase.

Furthermore, the presenters highlighted that towards the higher end of the market, revenue hasn’t taken a hit. Equally, although volume from a single orders are down, the number of distressed purchases has stabilised, too.

The conclusion that I took from this stat heavy, objective view on our industry: the market is far more predictable as we move through 2025 and, if manufacturers and installers are savvy, opportunities to remain (or regain) profitability is a reality.

Aside from the uncertain landscape we’re all battling with currently, if one theme dominated conversations, it was sustainability. The industry has clearly embraced its environmental responsibilities, with exhibitors showcasing innovative approaches to reducing carbon footprints.

A major client of mine – one of the largest system houses operating in these shores – has adopted a closed-loop recycling system for uPVC.  Recycling both uPVC and aluminium isn’t a new concept, but it’s clearly gathering pace. Through my observations of the day, not only have manufacturers adopted this approach, but providers of such services have made themselves more visible at the show.

Of course, most manufacturers were eager to highlight improved energy efficiency ratings and extended product lifecycles. However, they’re now marketed as standard features rather than premium options.

Against the backdrop of innovation, many discussions centred on the persistent challenge of recruiting and retaining skilled talent.

Given my role, I’ve written a lot around this subject and so won’t focus on manufacturers battling to increase apprenticeship numbers or retained desirable staff (although it’s evident these challenges are still prevalent).

During my conversations, it’s apparent that as industry shifts accelerate, manufacturers must invest in leadership positions that specifically address emerging priorities. Traditional roles are evolving—today's Technical Directors require data analytics expertise, while Commercial Directors must be genuine strategic leaders, rather than the traditional sales managers, with strong industry relationships. Forward-thinking manufacturers are creating new positions like Chief Sustainability Officers and Digital Experience Directors to navigate these changes effectively.

What an invaluable barometer Tuesday was for me. I returned to the office with a clearer vision of where my clients need to position themselves to thrive in the changing landscape of British fenestration.

For those who missed this year's event, I would strongly recommend blocking out dates for the next show in your calendars now – the insights gained are vital for any business serious about maintaining a competitive edge in our dynamic industry.

I’d welcome the opportunity to discuss more around the show and your business's current challenges. Get in touch with me for a confidential chat – mark.goldsmith@collingwoodsearch.co.uk