In this Fire Buyer Live Series, Martin Joosen, Managing Director EMEA at LION, unveils the company’s upcoming launch of EN-certified turnout gear—bringing LION’s North American PPE quality to the European market.
Martin brings over 30 years of international business expertise, including 24 years in the fire rescue sector, 17 by Holmatro and now 7 at LION.
As a key force behind LION’s New Fire Training Technologies (NFTT) philosophy — integrating smart, realistic, and connected systems to transform emergency training — Martin leads with vision and passion, inspiring teams and partners to raise the bar for safety, readiness, and performance in every mission.
He shares insights into LION’s newly restructured sales strategy, built around three pillars, designed to better meet the evolving needs of government and industrial fire brigades.
The session also explores LION’s New Fire Training Technology (NFTT), which combines carbonaceous, gas, and digital training for safer, more sustainable firefighter preparation.
Martin highlights how LION’s omnichannel approach, expanded partner network, and commitment to innovation support its mission: ensuring every firefighter is ready for what comes next.
Watch the session on-demand here.
Speakers:
Martin Joosen, Managing Director EMEA, LION
Rebecca Spayne, Managing Editor, International Fire Buyer
