As well as bringing together an unrivalled collective of brands, manufacturers, distributors, wholesalers, retailers, and press from around the shooting and hunting world, IWA is also a place for visitors to learn and grow, thanks to an extensive programme of seminars, experiences, and other enrichment opportunities.
Attending a show should not only be about taking action to benefit your business in terms of sales and orders, but also about expanding your thinking, improving your strategies, and becoming a more rounded professional. The supporting programme of activities at IWA adds incredible value for attendees, proving why it is much more than just a trade show. The real question is: how do you make the most of it?
IWA Xperience: developed to delve deeper into new sectors
Perhaps the best starting point to make the most of IWA’s rich selection of added extras is the IWA Xperience program. Here you will find the SHOOTING EXPERTS’ Stage, the BLADE Demo Area, and the AIRSOFT Shooting Area.
The SHOOTING EXPERTS’ Stage is always a hugely popular part of the show and has a packed calendar with fascinating and engaging speakers booked almost every day. In fact, you could probably justify the trip to Nuremberg if all you did was sit in the audience for the whole four days – the schedule is dripping with talent, new ideas, and inspiration.
A highlight of this star-studded schedule is a talk by Brazilian shooting industry journalist Pedro Pligher. In this engaging session, which will be conducted in English, Pedro will be offering insights into the civilian firearms market in South America’s largest economy, offering the chance to see new potential in a non-European market. On Stage, Pedro will be accompanied by two major exhibitors from Brazil – Taurus Arms and CBC Ammunition - to give an even more focused presentation on the market situation. A very insightful topic, that is not often on the table.
Another seminar of note will be the When the Dog Matters live demonstration. This practical session, also delivered in English, will showcase first aid techniques for dogs when out in the field, including highlights of the most useful products for retailers to sell in this category.
Other unmissable talks on this stage include Focus: Firearms Transport, delivered in German Jil Greimann, and Political Impulse, delivered by State Minister Joachim Herrmann. The first of those will focus on the increasingly complicated subject of logistics surrounding firearms – not only domestically but also internationally – and how retailers can remain legal and efficient in the modern world. The latter will be a special presentation in German by Joachim Herrmann, who is the official patron of IWA OutdoorClassics. You can check the full schedule online here.
Returning in 2026 after a hugely successful outing at the 2025 show is the AIRSOFT Shooting Area, including Parkour range. Here, visitors can get hands-on experience with the latest airsoft products in a specially designed shooting range that will not only bring excitement to the day but also offer invaluable information. Alongside the shooting range and parkour experience presented by Airsoft Helden, there's a new stage where talks will be ongoing throughout the show on topics related to the fast-growing airsoft market.
For those interested in the knife market, IWA’s BLADE Demo Area is the place to head to. Here, retailers will get the opportunity to meet with manufacturers and designers in an invaluable face-to-face environment to discuss current trends and technologies in this buoyant category during a special newcomer presentation. There’s also a talk by Pola Malandain, founder of the SHE BLADES network, which aims to promote knifemaking among women. This will be conducted in English. The knife programme will be rounded off by Jan Frederik Kremer of the Industrial Association for Cutting and Household Goods. In his talk, which will be available in English and German, Jan will focus on the B2B outlook for the knife market and on which challenges and opportunities will be most prevalent.
IWA Vision: where new ideas grow
This is the part of the show where the future of trade begins, where innovation meets opportunity, and where you can leave the show with some practical takeaways to boost your profits for the remainder of 2026. The overarching theme of the Vision area this year is ‘From Survival to Crisis Preparedness: An Opportunity for the Hunting Trade?’ – a topic on which a keynote speech will be delivered by Herbert Saurugg, focusing on European blackouts and crisis scenarios. This talk, which will be conducted in German, will explore why preparedness is not only important for civilians but also represents a great sales opportunity for our markets.
Following that keynote speech, Herbert will be joined by Johannes Kouba, Florian Würtenberger, and Martin Linke in a panel discussion (again in German) examining in greater detail which products are the most relevant to this potential new category, how large its potential is, and whether it could be a lucrative area for retailers to explore.
Also under IWA Vision, visitors will find the Newcomer Area – a special section of the show dedicated to first-time exhibitors. Sold out for another year, the Newcomer Area will host 19 companies with fresh ideas, intriguing products, and plenty of potential to help retailers boost their bottom lines. A quick and easy way to get to know these new faces is to watch the Newcomer Pitches – a presentation where each company gets three minutes on stage to deliver their elevator pitch to those present.
The last highlight of IWA Vision is IWA Talent, an area focused on the people behind the products, designed to help you find new talent, improve your existing team with relevant training, and explore other opportunities for your staff. Shirley Weber, an award-winning gunsmith, will be delivering a talk in this area focused on the importance of vocational training in the shooting industry.
A reference point for the knife market
Besides the BLADE Demo Area, IWA’s importance to the knife market will be further underlined by the 2026 IWA Knife Award – a vital awards ceremony that is rapidly becoming an essential reference point for the sector.
The theme of the award this year is focused on Everyday Carry (EDC), and to help guide visitors through this hot topic, Martin Linke will be delivering a talk in German to outline what products are useful and saleable in the EDC market. He’ll also be drawing on real-life survival scenarios to show just why EDC is so vital in the modern world.
For the actual awards, knife expert and jury member Christoph Daim will give a presentation in English highlighting the entrants and the benefits and selling points of each product, before the award ceremony itself, which takes place at 16:00 on Saturday, 28 February.
The program sounds convincing? Make sure to secure your ticket today and benefit from it in person – at IWA OutdoorClassics 2026.
