Celebrating 125 years of NAMM
We experienced 125 years of NAMM live in Anaheim, California. NAMM has established itself as one of the world’s biggest trade shows for the music industry. And despite this impressive anniversary, the focus was firmly on the future. Of course, there was plenty of tradition and history, but above all, there were countless conversations about how we can truly reach musicians today, and why experience makes all the difference.
Between the show floor, sessions, and performances, this year’s message was pretty clear: it’s not just about what we sell, but the experience behind it.
That’s why we were especially happy not only to be there, but to be part of the on-stage conversation too, sharing our perspective with the audience.
“Industry Insights” Keynote: Hans Meets NAMM CEO John Mlynczak
Right at the start on Thursday morning, NAMM kicked off with its industry keynote, “Industry Insights”. Our CEO, Hans Thomann, was invited to take part and, in a moderated interview with NAMM President and CEO John Mlynczak, spoke about Thomann’s story and the key moments over more than 70 years when it became clear that we had to change, keep learning, and keep getting better.
Throughout it all, we’ve never lost sight of what truly matters: staying close to musicians, understanding them, and sharing the passion we all have in common.
“The Experience Economy” Panel: Dominic on Connection Over Content Overload
On Friday, the session “The Experience Economy: Redefining Retail and Brand Connection for Musicians” tackled the question on everyone’s mind right now: how do you truly stand out in a world of content overload?
Our CMO, Dominic Wagner, discussed this with Thomas Ripsam (Martin Guitars) and Sarah Yule (Orange Amps), moderated by Mike Nelson (Martin Guitars). The shared takeaway was clear: experience is what makes the difference, and it can be designed intentionally.
Not as a marketing buzzword, but as a system: communities that feel real. A journey where physical and digital touchpoints fit together. Using new technologies like AI to improve service, efficiency, and relevance without losing sight of what matters most: the human side.
Because ultimately, we’re all working toward the same goal: getting more people into making music, and helping them stay motivated to pursue their dreams for the long run.
What else we’ve been up to at #ThoNAMM26:
Product Management on trend patrol:
While others got caught up in surprise jams (understandably), our team took a closer look: what’s new, and what actually has substance? The best finds went straight back to Treppendorf.
Partnerships & Affiliates on tour:
If NAMM had a “most handshakes per hour” ranking, Karim (Partnerships & Affiliates) would be right up there. Between catch-ups, new contacts, and genuinely great conversations, long-term partnerships are born.
Social team in full content mode:
Our Social Team captured the best NAMM moments on site to share with you on Instagram, TikTok, YouTube & more. And they even spotted Herbie Hancock! Yes — there’s a “proof-or-it-didn’t-happen” photo.
Between team dinners and California sunsets, we were in out happy place. Sitting together after long days, swapping stories, and meeting so many like-minded people — along with inspiring musicians — is something truly special. We can’t wait to share these experiences with our colleagues and with our customers at home.
