TREAD Attends IWA Outdoors Classic in Germany with Montana Department of Commerce
Last week, TREAD Agency had the opportunity to attend IWA Outdoor Classics in Nuremberg, Germany, as an opportunity that came about through our partner, the Montana Department of Commerce, and its Export MT program. This initiative helps Montana businesses to expand into international markets and increase business opportunities that flow back to Montana. Being a part of this program provided a unique opportunity to engage with fellow entrepreneurs and industry professionals while expanding TREAD’s network by talking with businesses that we may not otherwise have the chance to meet.
IWA is an iconic tradeshow and is considered one of Europe’s premier events for hunting, shooting sports and outdoor equipment. It was truly a privilege to attend.
Here are some of our favorite highlights:
- We meet international members of some of our clients, such as Beretta’s Italy team.
- Observing key differences between European and U.S. markets regarding hunting and firearms. Europe, of course, is much more regulated, and that is reflected in the tradeshow halls.
- There is a lot of focus on optics, so we took the time to learn more about the latest technologies and check out products from European optics manufacturers.
- IWA Outdoor Classics is not quite as large as the SHOT Show in the U.S., which allows for more intimate conversations and meaningful interactions in a more laid-back environment.
- In addition to the difference in pace mentioned above, we enjoyed the European approach to trade in general. We witnessed many mini-cafes with baristas onsite in the booths, an elevated dress code and a very polished approach to booth design.
- Beyond the trade show, exploring the city of Nuremberg added another layer to the trip. Nuremberg is located in Bavaria and has a medieval look and feel. We had some time to explore with industry friends and other businesses that attended the show with the Montana Department of Commerce. If you ever visit Nuremberg for IWA, we recommend visiting the historic castle and the Nuremberg Trials Museum along with trying some authentic German cuisine!
This event is a wonderful opportunity for anyone involved in the outdoor, hunting or tactical gear industries. We are so grateful to have been invited to attend with the Montana Department of Commerce. Check out more about its mission and the other companies that attended with us below!
Montana Department of Commerce Export Montana Program
We hope to see everyone again next year for IWA 2026!