When the booth spaces at MSPO 2025 sold out before EnGarde could secure one, the team did not even think of skipping the show. On their LinkedIn account, EnGarde announced that their team is excited to attend the trade show. Still, instead of exhibiting, they’ll be scheduling one-on-one meetings with visitors throughout the event over a cup of coffee.
Post on EnGarde’s LinkedIn account
“We look forward to catching up with anyone interested in our work. Even though EnGarde’s name isn’t on the official exhibitors list this year, we cannot wait to come to the MSPO and meet some people there,” said a sales representative at EnGarde in a comment for BodyArmorNews.com.
EnGarde welcomes inquiries from anyone interested in exploring potential collaborations or simply curious about what they do. Meeting requests have already begun to roll in, and scheduling is now underway.
In this article, BodyArmorNews is following the example of the this Dutch body armor manufacturer and exploring ways to network during the busy events. Find out why you should also never skip the show.
Why Are Trade Shows the Place to Be?
In the world of defense, events like Eurosatory, SHOT Show, DSEI, Enforce Tac, or Segurex are among the most significant events of the year. These expos create excellent opportunities for international networking, often leading to notable shifts and innovations in the industry. They can get crowded, yes, but that’s because it is a place to be if you are looking to expand your business and find potential partners in industry leaders, engineers, or end users.
With growing focus on investing in defense in Europe, the tickets and booth space at major industry shows sell out faster than ever; sometimes already months or a year in advance. This year alone, the presence at Enforce Tac in Germany grew staggering 40%, motivating the organizers to open another exhibition hall during the following edition in 2026.
But not only the Germans are meeting with high interest. MSPO, one of the leading defense industry events in the region, is set to take place this September in Kielce, Poland, with an expected turnout of nearly 28,000 visitors and close to 800 exhibitors. The booth space for exhibitors is already sold out.
To many businesses, missing out on a spot at a major defense industry trade show can feel like a missed opportunity, but looking at the market leaders, it is not necessarily the truth. Popular defense and tactical brands prove that trade shows offer a lot of opportunities to network.
In this article, we go over strategies that have worked for defense companies that found creative ways to maintain a strong presence on the ground, with or without their booth. With the right combination of off-site presence and digital engagement, businesses attending shows make a significant impact in the industry. The key is early planning and some creativity.
Networking is an Art
“Attending a trade show is very important,’’ says Jorge Cevallos, director of marketing at Carolina Performance, experts in technical textiles from Mexico. As we find out, sometimes the company walks the show even two years in advance as a trial before they exhibit with a booth.
“[…] Make sure to connect with some of the suppliers before and try to make some connection meetings with them. You can use LinkedIn mailing or direct mail if you have their contact”.
The goal is to learn more about the market and the potential partners. Strong networking before the exhibiting allows companies to create a lively hub at their booths once they officially exhibit.
This week, Carolina Performance attended the American Society of Safety Professionals trade show in Orlando, Florida.
Carolina Performance’s team at their booth
Partner With Like-Minded Companies
After the German government withdrew funding for its national stand, dozens of companies were left without support. It turned out that the alternative to securing their own exhibit space was a joint pavilion, organized by NürnbergMesse, which, by stepping in, created a big booth space for defense and tactical brands. Dozens of European companies got a chance to present their innovation under a unified banner at the IWA Pavilion during the 2024 SHOT Show. After the big success, IWA Outdoor Classics announced a 100% growth in 2025, doubling their exhibiting space.
With rapidly growing interest in similar trade shows, finding a way to be present, one way or another, seems to be crucial to expand business within the defense industry.
Join Live Demo Zones and Public Conferences or Host Offsite Events Nearby
Enforce Tac 2025, Village Camp – Trade Fair Activity
Enforce Tac created live demonstration areas that give companies the chance to present their equipment in realistic, mission-like scenarios. Zones like Enforce Tac Village offer an exciting alternative to traditional static booths and allow manufacturers to highlight their innovation in a non-obvious manner.
Enforce Tac 2025, Village Camp – Trade Fair Activity
On the other hand, Polish MSPO invites its visitors to one of nearly 20 different public galas, training sessions, conferences, and lectures this September. They plan to touch upon the variety of topics in the world of defense. This is a great opportunity to learn more about the market needs, but also to get to know like-minded entrepreneurs.
Some companies host private showrooms, demos, or briefings at nearby hotels, conference rooms, or even outdoor ranges. This tactic allows full control over messaging and guest experience. For instance, select exhibitors during the SHOT Show have hosted meetings in hotel suites and tactical gear testing sessions outside the expo floor to connect with key buyers.
SHOT Show Industry Day at the Range is the leading one-day trade event for the hunting and shooting sports industry, held each year just before SHOT Show. Officially sponsored by the NSSF, it is the only range event directly connected to the SHOT Show.
Day at the Range, 2024
Engage with Media and Influencers
Reach out to defense media ahead of time to set up interviews or offer expert commentary. Coverage in BodyArmorNews.com can significantly elevate your visibility before you decide to present your booth at the trade show event.
Not securing an exhibiting place doesn’t mean sitting out the show. Trade Shows are now keeping up with the growing demand and rapidly developing industry, offering their attendees creative ways to network and meet up with potential partners. Whether with or without a booth, for defense companies aiming to stay relevant in competitive environments, attending a show is always a great option, and opportunities to connect are endless.
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BodyArmorNews.com is an official media partner of MSPO 2025! Comment to let us know which companies we cannot miss this year, or share what is your favorite way of attending trade shows.
