Shot Show 17 - Half marathon through the world of guns

After the Shot Show is before the Shot Show: Over 200,000 square meters of exhibition space, everything about Shooting, Hunting, and Outdoor Trade Show, the "Shot" is the largest event of its kind in the world. Info exchange, scene meeting point, big show, Las Vegas madness, and at the same time barometer on weapon technology and accessories and the equipment industry. Everyone was there, including Lutz Hauske, since 2000 CEO of the security company CETTAS EUROPE and experienced Operator/Trainer in the areas of PMC/PSD, visited this year's trade fair in Las Vegas. This time, we want to turn the tables and not report on the Shot Show, but ask Lutz Hauske what his impression was as a professional. Udo Lücken interviewed him for SPARTANAT.

SPARTANAT: What opportunities does a trade show like the Shot Show in Las Vegas offer to a German buyer?

Lutz Hauske: Of course, no sales of items take place at the trade fair, regardless of the type. The trade fair serves primarily, in addition to the exhibition/presentation of the items, for making contacts and preparatory sales talks. For German buyers, a variety of legal framework conditions must be observed, which are very extensive and must be adhered to in any case. Here, appropriate "know-how" is absolutely necessary. Many items fall under the American ITAR Regulation. The "careless" export of, for example, a ballistic protection plate can lead to criminal prosecution. When purchasing weapons, appropriate import or export permits with corresponding end-user certificates are of course mandatory.

SPARTANAT: What was the first impression when entering the trade fair premises?

Lutz Hauske: For this year's show, 1,600 exhibitors were registered, and so I believed I knew roughly what to expect there. The first impression was already simply unbelievable. In the spacious surroundings of the venue, I could already see many visitors of the Shot Show, all recognizable by their visibly worn access authorization. While looking for a parking space, it became clear to me that this trade fair was already well attended on the first day and early in the morning. Upon entering the actual venue, the "Sands Expo Center," I was overwhelmed by the number of visitors. It was absolutely crowded with visitors. It really felt to me like an anthill. I immediately realized that I would need several days to see everything and would have to walk nearly half a marathon on foot to reach everything. Good footwear and high endurance are definitely helpful here.SPARTANAT: What were you looking for at the Shot Show?

Lutz Hauske: Of special interest to me were, of course, the areas "Law enforcement and tactical military section." Furthermore, I was looking for new, innovative, and mission-related products in the areas of weapon technology (including accessories and optics), tactical operational equipment (ballistic protection), and special training equipment, to name a few. Due to my years of experience as an Operator and Trainer, my focus was particularly oriented towards these focal points, and only here do I find these products in such a concentrated form.

SPARTANAT: What is of professional interest to you as the CEO of CETTAS Europe at a trade fair like the Shot Show?

Lutz Hauske: For me, the focus was naturally on meetings and exchanges with American trainers (I have had the opportunity to train with some of the leading trainers in the past), as well as colleagues and friends. The Shot Show provides the appropriate framework for this, as everyone who is anyone in this industry is concentrated represented at this event. I was able to personally engage in conversation with a small but renowned equipment manufacturer as well as high-profile shooting instructors. Currently, we are in close contact to offer corresponding products and special training measures in the near future in Germany, Europe, and Brazil. For this purpose, I will travel back to the USA in a few weeks.SPARTANAT: How do you assess the exchange with suppliers on your inquiries?

Lutz Hauske: In the first place, the dealers want to sell. Trading is preferred in thousand-unit quantities. The exhibitors inquired about the business background of CETTAS Europe and the corresponding business opportunities in Germany and Europe. Surprisingly to me, I had to point out to some dealers that they also need to consider the ITAR regulations when making sales. Some could not believe that certain items are prohibited in Germany or Europe (e.g. suppressors, laser and light modules, etc.) as well as items that are declared as essential weapon parts in Germany and are therefore not freely and easily purchasable for me.

SPARTANAT: Was there an exchange with other professionals from the security industry and how can I imagine this?

Lutz Hauske: There was a very close and open exchange with other professionals. Despite the typical hustle and bustle at a trade fair, the atmosphere was very comradely and friendly. All exhibitors willingly provided information about their products and their application and deployment possibilities. There was technical discussion and all offered products were demonstrated upon request and could be thoroughly inspected. Here, I was among colleagues, professionals, and certainly as a German, a little exotic.

SPARTANAT: What impressions and suggestions did you take away?

Lutz Hauske: The impression was, as mentioned before, simply overwhelming. This openness in dealing with the very sensitive topic of weapons from our perspective impressed me a lot. However, it is of course true that the majority of the products offered there are not available for purchase by the "average citizen." Nevertheless, it was interesting to see what is actually possible in the USA, the land of unlimited possibilities.SPARTANAT: How do comparable trade fairs in Germany and Europe compare?

Lutz Hauske: A comparison on an equal footing is almost impossible, as there are hardly any parallels. In the USA, the basic attitude towards firearms is at a completely different level. The normal end customer, regardless of whether they are a private individual, hunter, sports shooter, officer, or soldier, has an overall relaxed, almost personal attitude towards weapons. This results in a different approach, especially in terms of handling and purchasing behavior. In particular, private individuals with very high purchasing power can buy almost any kind of weapons and accessories as well as equipment, which are not even close to being freely available for purchase here in Germany.

SPARTANAT: How are products from Germany perceived by American customers?

Lutz Hauske: "Made in Germany" is still very popular in the USA. As I could see, the stands of the German providers were very well attended. However, German products are often more expensive than a comparable American counterpart due to their sometimes higher quality, which is offered by many different manufacturers in the US. A often underestimated economic factor is American patriotism. Here, the motto is often "buy American," even if the product does not have the same quality or is even produced in Vietnam.

SPARTANAT: Mr. Hauske, thank you very much for the interesting conversation.

The interview was conducted by Udo Lücken.

CETTAS Europe on the Internet: www.cettas.de

CETTAS Europe on Facebook: https://www.facebook.com/CettasEurope/

The SHOT SHOW on the Internet: www.shotshow.org