IWA: is Nuremberg the home of the second best sporting arms trade show?

Shooting Industry, May, 1994 by Frank James

Trade shows for the firearms industry come in various shapes and sizes. Usually, the larger the show the more important it is for commerce and trade. Obviously, the SHOT Show is the largest sporting firearms trade show in the world. Naturally, it follows that it is the most important, but what show is the second most important?

It is a subject that is open to debate, but a leading contender would have to be the IWA show in Nuremberg, Germany. Held every year in March, this sporting arms trade show carries far more impact than its size would indicate. (For those new to the industry, IWA stands for International Trade Fair For Hunting and Sporting Arms and Accessories.)

The show is held at the same location in Nuremberg each year. This is in stark contrast to the constantly moving SHOT Show. This was my sixth IWA show and I've noticed some changes. Six years ago the floor traffic was not nearly so heavy as the past two years. IWA is successful, and it has become the mecca for European sporting arms manufacturers and dealers. The floor traffic is coming ever closer to the crowded conditions experienced at the SHOT Show. But there are few complaints because of the volume of business.

In comparison to the SHOT Show, the aisles at the IWA show are narrow, the booths smaller and packed tighter together. However, every American interviewed at the show indicated the business interest was real and serious. There were few "tire-kickers" among the European buyers.

There were 622 direct exhibitors at IWA this year. While Germany had 220 firms at the show, 34 other countries had firms represented in the booths crowding the show floors.

The United States had the largest number of foreign exhibitors at this year's show with a total of 91 direct exhibitors and another 51 associated exhibitors. (Associated exhibitors are those firms not renting the actual booth, but their products are on display, or they have a sales representative with the main exhibitor.)

Italy had the next highest number of exhibitors from outside Germany. This year, the Italians had 75 direct exhibitors and 14 associated exhibitors.

IWA is vital for any American firm wanting to increase its sales to both the old Western Europe and the newly developing Eastern Europe. Many U.S. businesses have yet to recognize the importance of this sporting arms trade show. By any measure, IWA is the second most important trade show for sporting arms in the world.

The Europeans like to think it even may be more important than anything else. If you want to do business in Europe, that may well be the truth.

For a convention city, Nuremberg has a lot to offer. It has over 19,000 hotel beds and motels are available close to the exhibition hall. For those choosing to stay in the old city center, it is an easy commute every morning on the subway. A ticket is available for the duration of the show at a reasonable fee. It entitles riders to unlimited use of the subway from the day before the show starts to its final day.

Nuremberg is a beautiful city dominated by the castle located above the old part of town. One of the pleasures of this show is experiencing the many fine restaurants located in and around the old city center.

Many of the legislative threats facing American shooters and manufacturers also are present in Europe. This was reflected in conversations and press releases. Europe is undergoing change.

The Common Market states are trying to come to some agreement over firearms laws to make it possible for sportsmen of one nation to travel freely and without undue restrictions to another country for the sole purpose of hunting. The problem lies in the implementation of these laws, and it appears France and Belgium will be forced to tighten their domestic laws as a means of conforming to the European standard. As expected, that is meeting with resistance in some quarters of both countries.

Shotshell ammunition has suffered lower sales in Europe because of environmental factors. The environmentalists in Europe, often referred to as "The Greens," have raised successfully the issue of lead contamination from lead shot. This has increased attacks against shotshell shooting in some areas.

Another problem regarding the environment and shooting is the different noise regulations in various areas of Europe. In some districts, the noise restrictions are completely arbitrary and unreasonable. As a result, many within the European shooting community are pushing for a set of objective and rational noise level standards.

European countries are emerging in various degrees from an economic recession. The United Kingdom is probably the leader. My British contacts indicate that business has been improving slowly, but steadily, over the past several months. Germany is still struggling with a sluggish economy and the problems inherited with the absorption of former East Germany. (Germany now has four million unemployed, with fears that it will grow to five million by the year's end.)

Fortunately, certain segments of the European sporting arms economy have remained constant and vigorous. The demand for hunting rifles and ammunition has remained consistent. In addition, the European sport shooting market has increased, with the growing popularity of IPSC pistol shooting but one example. Sporting clays is another shooting sport growing in popularity.