Martin Joosen, Managing Director for EMEA at LION, discusses Europe’s new EN-certified turnout gear, customer-centred strategy, and redefining fire training.
Navigating evolving standards, rising risks, and mounting environmental pressures, Europe’s fire services face growing complexity. From government brigades to industrial teams, operational demands now stretch beyond conventional firefighting – into multi-threat environments requiring smarter protection, deeper training, and better support.
Across Europe and beyond, fire and rescue services are undergoing a critical evolution. The roles firefighters play are expanding—encompassing not only structural fire suppression but response to industrial accidents, climate-related events, hazardous material incidents, and increasingly complex rescue scenarios. These demands are pushing services to re-evaluate what readiness truly means in practice. Gear must be lighter, smarter, and more adaptable. Training must mirror real-world threat environments. And support must extend across the entire operational lifecycle—from recruitment to post-incident decontamination.
Against this backdrop, manufacturers are being asked to do more than supply products; they must provide strategic solutions. Procurement teams are now looking for partners who understand operational realities and can deliver integrated offerings that support firefighter health, performance, and long-term resilience. This shift has sparked innovation across the PPE and training sectors—blurring the lines between equipment, service, and infrastructure.
LION, a company with more than 125 years of experience, has long operated at the intersection of personal protective equipment (PPE) and firefighter education. With deep roots in the US market and a significant presence globally, the firm has become known for developing high-performance turnout gear and fire training solutions that respond to real-world needs.
LION’s global reputation has long been built on its ability to blend technology with practicality, heritage with innovation. But what makes its approach particularly relevant today is the growing emphasis on modularity, lifecycle thinking, and human-centred design. Whether through next-gen turnout gear engineered for European standards or training facilities designed to reduce long-term health risks, LION is positioning itself as a catalyst for change. It’s no longer just about making gear that protects—it’s about building systems that enable firefighters to perform at their best, every time they respond.
Today, as LION prepares to launch its EN-certified turnout gear in Europe, its EMEA division is also reshaping its sales model to better meet the diverse demands of modern fire services.
In this ‘Ask the Expert’ interview, Martin Jewson, Managing Director for EMEA at LION, explains the thinking behind the company’s strategic transformation and how its latest innovations are designed to elevate firefighter safety and readiness across the region.
Martin, could you briefly introduce yourself and LION’s core focus in the EMEA region?
Yes, of course. I’m Martin Jewson, Managing Director for LION EMEA, which is a subsidiary of LION US. We’re a family-owned company with over 125 years of heritage and we’re a global leader in personal protective equipment (PPE) for fire and rescue. In EMEA, our focus is twofold: we produce turnout gear and also specialise in firefighter training. This includes designing and delivering training products and complete sites based on three fire training types – carbonaceous, gas-based, and digital. These three components together offer a 100% training solution for firefighters worldwide.
