“IWA 2025 has been a great success. The most important thing for me as the sales responsible for all of Europe is being able to meet with all the important European and international distributors. Almost all of them were here – it is a great chance to meet them all within a few days. It’s the most important show in Europe. Sig Sauer has been present on the show for many years, this year we are here in cooperation with our German Distributor German Sport Guns, and it is great to be here with them. The stand has always been busy. We will definitely be here next year, we had a good size booth this year. Of course it’s a decision for our marketing department, but maybe next year we will look at a few square metres more.” 

“IWA show was really good for us this year. We met several customers from many different countries and received some pretty good feedback from the people visiting and our stand, and overall, we made pretty good business. All the days have been quite busy for us even with our big team of around 15 people. It’s hard work for four days, but it is really worth it for us. Most of the customers who came to see us are very satisfied with our products but we also find the feedback we get from them very useful to help us develop new products in the future. Most customers tell us what they want and what they do, and we only need to listen.”

“The show has really been amazing, we have made really good contacts with German retailers and also international retailers. We have met with old friends and made a lot of new friends too, and I feel like I really I got in touch with a lot of people and the right people – it’s been a blast. A lot of people came to us and said they knew our brand and they were happy to see us back, whereas some were very surprised to see us here – they knew us from general sports but didn’t realise we have been doing hunting gear since 1908. It’s a natural fit for us to be here, we will absolutely be back again.”

“In these modern times when a lot of socialising in done in a digital way, for me, it’s really important to still have these in-person fairs. They give you a chance to have face-to face communication with customers and partners, which I believe is the best way. With face-to-face communication it is easier to solve problems together, but I think that more and more people maybe forget this. IWA is very important show for us – it gives us four days to have a lot of contact with important partners who we have had long relationships with, and also to find new contacts, which often happens in an organic way.”