Summary:
The EUHA Congress is rebranding its future-focused Friday as Sound of Future, introducing a refreshed format, new stage area, and expert-led presentations to highlight upcoming trends in hearing care.

Key Takeaways:

  1. New branding and format: The event’s former “Future Friday” will now be called Sound of Future, featuring short, trend-focused presentations in a redesigned EUHA Live Area.
  2. Expanded accessibility and engagement: Talks will occur in the center of the exhibition hall with headphone-based audio and live translation, making it easier for attendees and exhibitors to participate.
  3. Keynote highlights: Futurologists Tristan Horx and Anja Kirig will deliver back-to-back keynote speeches on the future of work and preventive health in hearing acoustics on Sound of Future day, October 24.

The future focus of the EUHA Congress is getting a new name: Sound of Future. The organizers, the European Union of Hearing Aid Acousticians (EUHA), and the Federal Association of the Hearing Aid Industry (BVHI) have set themselves the goal of constantly integrating new, modern formats into the event in order to increase its appeal.

“The look of the event has been revamped, the new EUHA Live Area has been created as a networking and stage platform, and topics such as best practices in the hearing care industry have been included in the program of the EUHA Live Area,” says Tobias Bartels, managing director of EUHA e.V. “We want to offer hearing care professionals an attractive package.” 

Adds Dr Stefan Zimmer, managing director and chairman of the BVHI, “It is important to us that more visitors from hearing care businesses take part in the industry event.” 

When the EUHA Congress takes place October 22-24, 2025 at the Nuremberg Exhibition Centre, top experts will present the future trends in the industry. Beginning Thursday October 23, 2025, the short presentations on the topics of the future will start in the EUHA Live Area in Hall 7. Friday October 24 will be the Sound of Future day.

The highlight of this part of the event is expected to be the two keynote speeches by futurologists Tristan Horx and Anja Kirig. Horx will speak Friday October 24 at 12:30 on the topic of “How we will work in the future – attracting and retaining young talent with future skills” and Kirig in her keynote speech directly following will address the topic of “Health as a resource: the future of prevention in hearing acoustics.”

For the first time, the presentations will take place on the stage of the EUHA Live Area in the center of the industry exhibition. This will enable visitors and exhibitors to take part in the program without having to travel long distances. The presentations in the EUHA Live Area will take place on all three days of the event with a silent system via headphones.

Simultaneous translation from German to English and English to German will be provided. The presentations in the EUHA Live Area are a supplement to the Scientific Lecture Program, which will take place in NCC East.

The stage program of the EUHA Live Area and the scientific lecture program will be published soon at euha.org/en.