On 24 July, Fire Buyer will host a special LinkedIn Live session featuring Martin Joosen, Managing Director for EMEA at LION, offering an exclusive look at the company’s latest innovations in firefighter PPE, training, and strategy.
Drawing on decades of experience in the fire and rescue sector, Joosen will share his perspective on the evolving challenges facing fire services in Europe and beyond, and how LION is addressing them through its products, services, and philosophy. A key focus of the session will be LION’s soon-to-launch EN-certified turnout gear – a milestone product designed specifically for European operational and regulatory needs.
Joosen is expected to explain how LION approached the development process, what differentiates the gear from competitors, and why comfort, breathability, and weight are critical to firefighter safety. He will describe how close collaboration with European brigades informed the design, ensuring the turnout gear meets not only EN standards but also the realities of firefighting across the continent.
The webinar will also explore LION’s broader philosophy of supporting firefighters “before, during and after” the call – a lifecycle approach encompassing training, operational protection, and post-incident care. Joosen will offer insights into how LION’s training technologies integrate carbonaceous, gas-based, and digital platforms, and how the company is responding to new demands for sustainable, safer training environments.
Post-incident care and firefighter wellbeing will be another key focus. Joosen is expected to discuss how LION is addressing carcinogen exposure with improved PPE cleaning technologies, such as CO₂-based systems, and emphasise the importance of durability and cleanability in modern turnout gear.
Attendees will also learn about LION’s revamped sales strategy, which combines direct customer engagement with strong distributor partnerships, supporting closer communication and more responsive service – particularly valuable for fire services navigating complex procurement needs.
Looking ahead, Joosen plans to share LION’s R&D priorities, highlighting how sustainability, durability, and end-user feedback are shaping their product pipeline. He will speak about the importance of building solutions that reduce environmental impact while improving health outcomes for firefighters, and outline the company’s ambitions for expanding its partner and distributor network across the EMEA region.
Throughout the event, Joosen will emphasise that innovation at LION is driven by collaboration – with end-users, research partners, and regulatory bodies – to ensure that products not only comply with standards but also deliver meaningful benefits on the fireground.
The session will conclude with a live Q&A, giving participants the opportunity to ask questions about certification timelines, field testing, training methodologies, procurement strategies, and more.
This Fire Buyer Live webinar promises to deliver a timely and insightful perspective on how firefighter protection and training are evolving to meet modern challenges. From the imminent launch of EN-certified turnout gear to the integration of innovative cleaning technologies and smarter training solutions, the session will showcase LION’s commitment to supporting firefighter readiness across the full mission cycle.
Register to attend here: https://www.linkedin.com/events/7336672013647814656/about/
