LISTENING FIRST-HAND TO THE UK TRADE
For IWA, the primary motivation was straightforward: connect directly with UK retailers, not only through email exchanges or exhibition halls, but by visiting shops, listening in person, and attending events such as Eaton Hall Shooting Ground and The Game Fair.
“Our main goal was simple: to connect personally with UK retailers and better understand their current needs and challenges,” Georg explained. “Attending The Game Fair was a perfect choice because it’s such a vibrant event where the heart of the UK shooting and hunting community comes together. It’s one thing to meet via emails or at exhibitions; it’s another to be right there in the thick of things, experiencing the market firsthand.”
The decision to visit came at a significant time. In recent years, IWA has observed a decline in both British exhibitors and trade visitors. Georg noted that while this reflects wider pressures on the UK market, it also sharpens IWA’s determination to demonstrate value. “Our goal is to actively position IWA as a valuable platform for UK companies, demonstrating that despite the hurdles, the exhibition offers an excellent opportunity to establish new business contacts, showcase products, and connect internationally.”
IMPRESSIONS OF A C HANGING MARKET
Spending time with UK retailers and visiting Eaton Hall Shooting Ground left a strong impression on the IWA delegation. According to Georg, one of the most notable trends is how community and engagement are reshaping the UK retail landscape.
“During our visit, we gained a clear sense that the UK shooting sports sector is evolving holistically. It’s not just about selling products anymore, there’s a strong shift toward building and nurturing communities. Eaton Hall is a great example of this approach: here, the focus is less on direct sales and more on bringing people together. Paradoxically, this community-first mindset creates an incredibly natural sales atmosphere.”
This resonates with IWA’s own outlook. “Today’s market thrives on engagement, trust, and experience, not just transactions,” Georg added.
WHAT UK RETAILERS EXPECT
When asked what feedback IWA has received from UK retailers, Georg was encouraged by their recognition that IWA remains more than a product showcase. “Retailers value that IWA is a dynamic platform where industry thought leaders come together. It’s encouraging to hear that IWA continues to be top of mind when it comes to creating opportunities and discovering new products.”
However, he also acknowledged the realities of cost and competition. “Concerns around travel and budgets do arise, which is completely understandable. There is a clear desire for IWA to stay flexible, inclusive, and responsive to the changing needs of the industry. At the same time, we face direct competition from growing local shows. Therefore, it is crucial that we clearly communicate the unique value an IWA visit brings to any retailer.”
AREAS FOR STRONGER UK ENGAGEMENT
IWA is already considering how it can provide additional support. Targeted matchmaking services, simplified exhibiting processes, and stronger communication with UK companies are among the ideas being discussed.
“We’re exploring ways to offer more targeted networking opportunities that create real business value,” said Georg. “Highlighting UK success stories can also inspire more local companies to participate. Ultimately, we want everyone to feel that IWA is their platform as much as ours.”
THE VALE OF FACE TO FACE
Georg also reflected on how international trade fairs are changing in the post-pandemic era. While some businesses rely increasingly on digital tools, others remain committed to the irreplaceable value of in-person meetings. “For those who see the foundation of their business success in long-term partnerships and hands-on conversations, IWA remains indispensable, a unique place to build trust, exchange ideas in real time, and deepen relationships beyond what any virtual format can offer.”
“SPENDING TIME WITH UK RETAILERS, VISITING EATON HALL SHOOTING GROUND AND THE GAME FAIR LEFT A STRONG IMPRESSION ON THE IWA DELEGATION”
IWA’s Georg Loichinger shakes hands with Shooting Supplies’ Antony Bill.
The visit confirmed that IWA intends to remain close to its markets. “We’re already taking ideas from these conversations to improve the visitor journey and introduce new formats for dialogue and discovery at IWA 2026,” Georg said.
THE RETAILER PERSPECTIVE
Antony Bill from Shooting Supplies offered a candid view of why IWA continues to matter for UK businesses and how his own relationship with the show has evolved.
“The reasons I visit IWA have changed over the years,” he explained. “What once was a centre of new releases and incentives for customers to visit has shifted. In a digital age, products are released whenever they’re ready, often via social media or smaller targeted events. There is less support for existing customers, as the focus is often on new ones.”
Despite this, Antony sees IWA as more valuable than ever, particularly since moving into importing. “I now visit to seek new brands and to engage with my current importers. I can have face-to-face meetings with most of them under one roof, making good use of my time, whilst also directly contacting brands that I may be interested in. It has become invaluable to make the trip every year.”
For Antony, the ability to evaluate products and suppliers in person is a major advantage. “Face-to-face meetings are much more engaging and personal than contacting via email or phone. You can get more immediate answers, and it makes the whole journey more efficient. There is always that one hidden gem that might catch your eye as you browse the various manufacturers at the show.”
UNDERSTANDING THE UK MARKET
During IWA’s visit, Antony highlighted the unique nature of the UK trade, shaped by strict firearms legislation and specific customer requirements. “Between our complicated gun laws and the unique needs of UK shooters, it can be hard to navigate without prior knowledge of working within the trade,” he said. “Many things are changing, mainly detrimental at the moment, but if IWA understands these struggles, they will be better equipped to improve the show for UK visitors.”
He also pointed to current market dynamics. “Smaller calibre firearms and technology are doing well, while areas like clay shooting and older equipment are struggling. There are still gaps in the market, and we’re all trying to figure out what’s missing.”
LOOKING AHEAD
Both Georg and Antony agree that IWA’s continued engagement with UK retailers will be important in the years ahead. “As the landscape changes, IWA needs to change with it,” Antony concluded. “If that manifests as creating more relationships across the world and supporting the UK gun trade, it will create more sales and opportunities. We are still a good market to look at for manufacturers, and there are still areas that are growing despite the struggles.”
For IWA, the message to the UK trade is clear: “IWA OutdoorClassics is your international home base,” Georg said. “The post-pandemic era is behind us, and it’s time we come together again across borders, because only by uniting and working as one community can we ensure a thriving future for the global industry.”