This year marks the 64th edition of CHI Geneva. Looking back over its history, what do you feel has enabled the show to maintain its reputation as one of the world’s very best? 

SMM: I think there are many factors involved. When riders come here, they know we place the sport at the very highest level. As organisers, our goal is simply to deliver great sport. It’s also important to remember that we attract the world’s best riders, who are here purely on merit. Together, these elements give CHI Geneva another dimension in terms of its identity. 

We’re fortunate to have a large arena, excellent stabling close to the main ring, and a venue with an incredible atmosphere. These elements – along with several others – help to give the show its strong reputation among both riders and spectators. 


This year marks Rolex's 25th year of sponsoring the Rolex Grand Prix at CHI Geneva. How would you describe the impact that this long-standing partnership has had on the show? 

SMM: The impact has been huge, and all of us at CHI Geneva are incredibly proud to have had Rolex supporting the show for so many years. This marks the 25th anniversary of the Rolex Grand Prix, but it’s important to remember that Rolex’s association with CHI Geneva began long before that, and we consider ourselves very fortunate for their loyal partnership. 

When you work with a brand like Rolex, you must operate at the very highest level. That expectation gives everyone at CHI Geneva real energy and motivation to deliver a world-class show, and we’re truly inspired to have Rolex by our side. 


CHI Geneva has played a central role in the Rolex Grand Slam of Show Jumping since its inception in 2013 - what makes the Swiss Major such a defining part of the series? 

SMM: We don’t feel alone – we feel part of a team and a family, because the concept began with three shows [CHI Geneva, CHIO Aachen, CSIO Spruce Meadows] and later grew to four with the addition of The Dutch Masters in 2018. Each of the four Majors has its own identity and history, which means they all bring different ideas and perspectives to the table. This diversity has strengthened the Rolex Grand Slam concept, as we’re constantly having open, transparent conversations and genuinely listening to one another. I find this incredibly interesting, because we’re all learning and ultimately growing together. 

Even though CHI Geneva is an indoor show, we still draw inspiration from outdoor events like Aachen and Spruce Meadows. For instance, at this year’s Spruce Meadows ‘Masters’, course designer Leopoldo Palacios recreated the 1976 ‘Masters’ Grand Prix track for the ATCO Cup to mark Spruce Meadows’ 50th anniversary – a wonderful idea that has inspired me and my team as we think about CHI Geneva’s future milestone years. 

Beyond the equestrian world, I also believe it’s important to look at what other sports – such as tennis and skiing – are doing and to take inspiration from their innovations. Show jumping is unique in that it involves both athletes and animals; however, we can still learn from other sports how to enhance the experience for spectators, volunteers, VIPs, and the media. 


Scott Brash arrives as the Rolex Grand Slam Live Contender. What does it mean for the show to host a rider who is chasing the sport’s most difficult challenge for a second time? 

SMM: I think what he’s achieved is incredible, and I genuinely believe he can do it again. Scott is in great form and in excellent shape, and so are his horses, so I’ll certainly be keeping my fingers crossed for him. It’s an amazing story: for Scott to return to CHI Geneva 11 years after his Rolex Grand Prix win in 2014, once again chasing the Rolex Grand Slam, gives us a truly special narrative to share.


This year, CHI Geneva once again provides a platform for both national riders and U25 athletes. Why is nurturing and showcasing emerging talent such an important part of the event’s philosophy? 

SMM: For me, it’s incredibly important that CHI Geneva stays connected to our local region, the Swiss public, and our national riders, who are truly passionate about show jumping and eager to meet the sport’s stars and their idols. That’s why I believe it’s fundamental to CHI Geneva's philosophy to include national competitions and classes for young riders and emerging talent, who will be the stars of tomorrow. 

Being here at CHI Geneva gives these national and young riders the chance to mix with the top athletes, share experiences, and learn from them – while also having the space to express their own thoughts and feelings. 


Your team – which includes over 700 volunteers – is widely praised for delivering one of the world’s best-run shows. What aspects of CHI Geneva’s organisation are you most proud of? 

SMM: Between January and the end of August, the full-time team at CHI Geneva consists of just four people, which I think is remarkable. We’re incredibly fortunate to have our volunteers, who bring the spirit and soul to the show – and I’m always delighted to see so many of them return year after year. I’m very proud of my team, which is constantly generating new ideas for how we can evolve the show and introduce improvements for future editions. 

I also love focusing on the horse – it’s our shared passion – so I always enjoy our sports meeting at the beginning of the year. But it isn’t always easy. We face challenges such as securing sponsorship funding to ensure the show runs successfully. When the event finally begins, we can look back on months of preparation and feel proud of what we’ve accomplished. 

It may sound strange, but with the show, it feels as though we’ve been nurturing a baby and watching it grow. I feel incredibly fortunate – I truly love my job. 


Looking ahead to 2026, when you take on the role of President of the Rolex Grand Slam Steering Committee, do you have any personal priorities or ambitions for the concept? 

SMM: There are always many things to improve on and to discuss. We’re currently talking about our television distribution, as there are some major changes we hope to introduce in 2026. We also speak a great deal about the welfare of the horse, which is central to the philosophy of the Rolex Grand Slam of Show Jumping. I would say these are the two main topics on the table at the moment. Of course, we also look at other areas – from rules and new ideas to potential small adjustments to the Rolex Grand Slam concept. 

 

In Episode 7 of The Slam Show (available on YouTube), you mention the 9-10 months of preparation behind CHI Geneva. Could you expand on that, and on the unique challenges of staging a Rolex Grand Slam Major in a non-permanent venue? 

SMM: The main challenge we face is that when we arrive at Palexpo, the space is completely empty – just four walls and a roof. We have to build everything from scratch. In some ways this is a positive, because it gives us complete freedom: if we want to improve the stands or change the layout from one year to the next, we can. 

However, other events take place at Palexpo before and after CHI Geneva, which means we are always working to very tight deadlines for both the build and the dismantling. Many years ago, for example, a motocross show occupied the venue beforehand, leaving us only four days to construct CHI Geneva. It was wild – we had three teams working in continuous eight-hour shifts just to finish on time. 

Thankfully, things are easier now. We usually have around three weeks for the build – working from 6am until 10pm – and five days to take everything down. It’s still intense, but far more manageable than before. 


Finally, what do you hope riders, spectators, and partners take away from the 2025 edition of CHI Geneva? 

SMM: We want everyone to leave the show with stars in their eyes. We hope they remember the incredible sport they witnessed at Palexpo, the emotions they experienced, and – most importantly – that they can’t wait to return next year.