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As The Emergency Services Show marks 20 years, HAIX has been part of that journey from the very beginning, returning year after year as a founding partner.
The emergency services footwear manufacturer has exhibited at every edition of the show, not just to showcase its products, but to build relationships with the people who rely on them on the frontline.
Looking back over two decades, that consistent presence offers a useful perspective on how the show has grown and how expectations across the sector have shifted alongside it.
Starting with visibility and a need to be seen
When HAIX first committed to the show, its presence in the UK was limited. The business was well established in Germany, but here it was still building recognition, working through a sole agent and looking for ways to connect more directly with the market.
The show offered something that was hard to replicate elsewhere, particularly when it came to demonstrating a product that needs to be experienced, not just explained.
“You can talk about footwear, you can show pictures of it, but until you actually get your hands on them – or better, your feet in them – you don’t really understand what it’s all about.
“For us, it was about getting that presence in the market and being able to speak directly to the emergency services, because the most important person is always the end user. You can talk to distributors and dealers, but unless you’re speaking to firefighters, ambulance crews or police officers, you don’t really get that true feedback.”
Simon Ash, UK & Ireland Sales Manager, HAIX.
That direct access to frontline users quickly became one of the key reasons for returning year after year.
“We’ve seen our business grow over the years, and The Emergency Services Show has played a big part in that. It’s become a key date in the calendar – not just for us, but for the people we work with. We’re constantly hearing, ‘we’ll see you at ESS,’ and when you look at the relationships and opportunities that have come from those conversations, it’s clear the show continues to deliver real value.”
From unfamiliar name to established presence
In the early days, HAIX was still introducing itself to much of the UK emergency services market. When the team first began attending, awareness was low, and much of the conversation centred on simply explaining who they were and what they did.
That has shifted over time. Where people once asked, “What does HAIX do?”, the brand is now a recognised and expected presence at the show, with attendees actively checking whether it will be returning each year. That change hasn’t happened by chance, but through consistency – maintaining a visible stand, returning to the same space where possible and delivering a clear, repeated message that has gradually built recognition across the sector.
At the same time, the need to show up hasn’t disappeared. With new people continually entering the emergency services, there is always a fresh audience discovering the brand for the first time. That ongoing turnover means the show still plays an important role, not just in maintaining relationships, but in continually introducing HAIX to the next generation of end users.
A place to build relationships, not just showcase products
For HAIX, The Emergency Services Show has always been about more than visibility. It’s a place to build relationships, have meaningful conversations and give people a fuller understanding of the brand.
Without a permanent showroom in the UK, the event offers a rare opportunity to present the entire product range in one place. That, in turn, opens the door to more informed discussions with end users, many of whom may only be familiar with one part of the offering.
“The show gives us the chance to bring everything together in one place. In the UK, we don’t have a dedicated showroom, so outside of ESS it’s often a case of showing what we can carry. Here, we can put the full range in front of people, which often leads to those moments where someone realises we offer far more than they expected. It allows us to properly demonstrate what HAIX is about.”
Those conversations often extend well beyond the stand. Over time, introductions made at the show have developed into longer-term partnerships, supported by ongoing dialogue between suppliers, distributors and end users.
“The UK Coastguard is a good example of that. The show creates an opportunity to speak to their teams directly, gather feedback and build relationships over time. It also brings together all the key people in one place – ourselves, our distribution partner and the end user – which is something that’s difficult to replicate elsewhere. That shared space is where those relationships really start to take shape.”
How expectations have changed on the frontline
Over the past 20 years, expectations among emergency services personnel have shifted, particularly in how equipment is expected to support both performance and wellbeing.
There is now a far greater awareness of the impact that kit can have on the individual, with decision-making moving beyond basic compliance towards long-term comfort and health.
“End users today are far more informed. There’s a clear understanding that the lowest-cost option isn’t always the right one, and that factors such as posture, breathability and overall comfort play a crucial role – not just whether a product meets the required standards.”
That shift is especially evident in attitudes towards comfort, which is no longer seen as a trade-off against safety.
“In the past, there was an acceptance that if something offered the necessary protection, comfort might have to be compromised. That’s no longer the case. There’s an expectation now that footwear should deliver on both – providing the required level of safety while also supporting the wearer throughout a demanding shift.”
Designing for performance, not just protection
Those rising expectations have driven a clear shift in how footwear is designed, with the focus moving beyond basic protection towards overall performance and usability.
“At its simplest, if someone is thinking about their boots while they’re doing the job, then we haven’t got it right. The aim is to create something that allows them to focus entirely on the task in front of them, without distraction.”
That thinking has led to lighter, more flexible designs that better support the way responders move, offering a closer, more natural fit. Where traditional boots were often heavier, more rigid and limited in terms of breathability, newer designs are built to feel like a natural extension of the wearer rather than something they have to work around.
Advances in materials have also played a key role, allowing manufacturers to move beyond simply meeting required standards. What was once the end goal is now the baseline, with greater emphasis on durability, weather protection and breathability.
That evolution has been shaped in large part by feedback from end users, with real-world insight continuing to influence how products are refined over time.
Responding to wider changes in the sector
Alongside product innovation, wider changes across the emergency services have also influenced development, particularly around inclusivity and sustainability.
Procurement frameworks are placing greater emphasis on ensuring equipment works for a more diverse workforce, which is shaping how products are designed and offered. This includes a broader range of fits, as well as alternative materials, reflecting a shift towards designing for the end user rather than expecting individuals to adapt to standardised kit.
Sustainability is also becoming a more prominent consideration, although it presents particular challenges for footwear, where multiple materials are combined in a single product.
“Recycling boots isn’t straightforward because of the number of different materials involved, but there are solutions emerging and we’re working with partners to explore those. One of the most effective things we can do in the meantime is focus on longevity – if a product lasts five to ten years, that’s already reducing waste, and we also offer repair services to extend that lifespan wherever possible.”
Looking ahead
As both HAIX and The Emergency Services Show look to the future, some challenges remain familiar, particularly around budgets and cost pressures.
“There’s no getting away from the fact that budgets are tight and costs are rising, and that’s a challenge across the sector. We know we’re not the cheapest option, so a big part of the conversation is about demonstrating value – showing what that investment delivers over time.”
That conversation is also evolving, with greater emphasis on long-term performance and wellbeing, rather than upfront cost alone. Increasingly, the focus is on how equipment supports the individual day to day, from comfort to durability and overall health.
After 20 years, the conversations at The Emergency Services Show may have evolved, but the reason for being there has remained consistent: to stay close to the end user and continue learning from the people the products are designed to support.
Check out our recent interview with David Brown, Co-founder of The Emergency Services Show, where we look back at the last 20 years together. Read more here.
HAIX is a founding partner at The Emergency Services Show 2026, taking place from 16-17 September at the NEC in Birmingham. You can find them on Stand H64. Register your interest to attend here.
