Firefighter readiness before, during and after with LION

Anne-Lise Artaud, Marketing Manager EMEA, shares perspectives on LION’s regional integration, firefighter readiness strategies and the company’s preparations for INTERSCHUTZ 2026

LION EMEA has recently expanded its role within the global LION organisation by adding EN-certified turnout gear to its portfolio.

This integration means the division can now deliver the full range of LION solutions, combining protective equipment, immersive training and post-incident maintenance into one complete package.

The aim is to provide a structured approach that supports firefighters before, during and after each call.

To explain how this approach is being developed and applied across the region, IFSJ spoke with Anne-Lise Artaud, Marketing Manager EMEA to discuss the company’s philosophy, the challenges faced across EMEA and its priorities ahead of INTERSCHUTZ 2026.

For readers who may not know, what is LION Protects and how does the EMEA division fit within the wider organisation?

LION is a global leader in personal protective equipment and fire training, based in the US, with over 125 years of experience.

The EMEA division based in the Netherlands delivers a complete package of solutions – from immersive training to gear maintenance and cleaning – ensuring safety and readiness for first responders across Europe, the Middle East, Asia and Pacific.

What was the reason for bringing the EMEA business into the global LION portfolio?

Until recently, the EMEA business offered only part of the complete LION portfolio:  Training Solutions, CBRN and Maintenance and Services.

Integrating EMEA into the global organisation was a strategic move to align our regional capabilities with the comprehensive solutions available in the U.S.

This shift allows us to deliver the full range of offerings – from immersive fire training to service and maintenance and, now, proudly, EN-certified PPE.

Adding this final piece enables us to strengthen our value proposition and truly serve our customers with end-to-end readiness solutions.

We’re excited and proud to bring the whole LION experience to EMEA.

You’ve spoken about supporting firefighters “before, during and after” an incident – what does that philosophy mean in practical terms?

Supporting firefighters “before, during and after” means being there at every step.

We help them prepare with realistic training, protect them with high-quality gear during emergencies and ensure their equipment is safely cleaned and maintained afterward.

It’s a full-circle approach that puts firefighter safety, readiness and health first – so they can focus on saving lives, knowing they’re fully supported.

What pressures are fire and rescue services currently facing that make this approach especially relevant?

Fire and rescue services today face mounting pressures – from shrinking budgets and staffing challenges to rising operational risks and stricter safety standards.

These realities make our “before, during and after” approach more relevant than ever.

By offering complete support – from realistic training and high-performance PPE to post-incident gear cleaning and training solutions maintenance – we help teams stay prepared, protected and ready to respond.

It’s a practical, full-circle solution that saves time, reduces risk and ensures long-term readiness.

Does being part of a global organisation help you respond to very different needs across such a wide region?

As part of a global organisation like LION, we’re able to tackle a wide range of needs across the EMEA region by blending global expertise with a strong local presence.

Our regional partners play a crucial role in crafting solutions optimised to specific market needs.

We collaborate closely with partners in key sectors such as municipal fire services, industrial safety, aviation, defence and energy to develop customised solutions.

We’re constantly looking to grow our network of local partners while staying true to LION’s mission and values – keeping our goals clear and customer-centric.

INTERSCHUTZ 2026 will be a key platform for you – what themes or priorities are you hoping to bring to the event?

At INTERSCHUTZ 2026, we will present the complete LION portfolio, structured around the firefighter journey – before, during and after the incident.

This means showcasing how we prepare crews with advanced training solutions, protect them with state-of-the-art PPE on the frontline and support them afterward through post-incident care, including gear and training equipment service and maintenance.

By showing this complete spectrum, we demonstrate the importance of the integrated LION approach and our commitment to safeguarding firefighters at every stage of their mission.

How do you see firefighter protection and preparedness changing in the coming years?

Firefighter protection and preparedness are evolving fast.

In the coming years, we’ll see smarter gear, more realistic training and better support after each incident.

LION will play a key role by offering complete solutions – from training and PPE to cleaning and maintenance.

Our 360° approach helps fire services stay ready, safe and supported as risks grow and resources tighten.

We’re proud to be part of this future and excited to keep improving how we protect those who protect us.

Together with our partners, we’re building a safer tomorrow for firefighters across the region.