LandForces 2022: Does “Where the bloody hell are you” apply to you?

Reporting from LandForces 2022, Line of Defence Magazine Correspondent Jennie Vickers highlights the Kiwi companies who made the long-anticipated trip across the ditch to fly the New Zealand flag.

You had to be really determined to go from New Zealand to LandForces in October this year. With fewer flight options out of New Zealand and demand high, flying Qantas was the only option and then only a flight to attend on the last day.

The sense of pent-up demand to meet in person was clearly reflected in the record attendance numbers of 20,000 attendees across three days, 810 participating companies and 39 nations represented, and 128 defence, government, industry, and scientific delegations from 23 countries.

The next LandForces is confirmed for 2024 but before then Avalon takes place from 28 February to 05 March 2023 and IndoPacific across 7-9 November, so maybe book flights now!

In conversation after the event with organisers AMDA, Chief of the Australian Army, Lieutenant General Simon Stuart AO DSC said:

“It’s been a really energising event. I think we’ve got more participants this year than we’ve ever had before, and I think that speaks volumes to the degree of teamwork and partnership between industry, academia and our Army as we get around solving the problems that our soldiers face on a day-to-day basis.”

The Kiwis at LandForces

New Zealand businesses and supporters of defence in Aotearoa were out in force this year.

Here are some thoughts and reflections on why they were there and why other New Zealand businesses should have been, from just a few of the Kiwi businesses at the event.

Cratos

The Cratos strategy for LandForces is a great example of kiwi collaboration, with a presence on three different stands: with Teledyne FLIR, with Teal, and with New Zealand. Founder Mick Turner demonstrated his belief in the value of being there by bringing a team of three including: Phil Coyle and Callum Scully, (Chief Drone Pilot and former NZ Army lead RPAS pilot). On returning to New Zealand after the event, Mick Turner commented:

“Land Forces 2022 was a great event for us (supported by our primary long-term partners at Teledyne FLIR) which enabled us to showcase new technologies in Integrated Solutions, Uncrewed Systems and Detection. It was also exciting to introduce Teal Drones and the Golden Eagle to Australia and New Zealand. This was the first time this emerging, industry leading UAS has been shown in the region. Look out for us, we are following up with some exciting Teledyne FLIR developments at Avalon in 2023.” https://www.cratos.com.au.

Chiron Global

Our old friend Tim Watson of Chiron Global Tech, had his team demonstrating their new X-1 Training Armour on the DangerSolutions Stand. Their demo included the firing of UTM training munitions safely at point blank range into the suit!

“The consistent and regular attendance by Chiron at events such as LandForces has made an important difference to us,” said Tim Watson. “We are remembered and recognised and each new conversation with a potential customer leverages from where we left off pre-Covid-19, with no need for a return to square one. This enabled us to substantially increase the number of qualified customer interactions we could squeeze into three busy days.”

Shark Seating

Shark exhibited for a second time in a row at LandForces this year, making this their fourth time exhibiting to ADOD in Australia (Indo Pacific accounting for the other two events).

“This show was special because now we are widely known and our product is in use by many,” explained Paul Zwaan, Founder and CEO. “So our further discussions are happening in an environment of trust and confidence, resulting in some significant projects currently in the RFT phase.”

Customers were impressed by the modular approach we have taken, which allows maximum versatility, 26 modules, each with their own NATO Stock Number, can be combined as desired to make a plethora of seat configurations. This flexibility is popular as demonstrated by the number of unique combinations which have been used on hundreds of defence boats in the Indo Pacific region, during our 10 years in business.

“Shark is trying to introduce standardisation into the way seats of this kind are fitted, and has utilised a universally accepted track system that makes it possible for even our competitors to fit shark mounting tracks and vice-versa,” he said. “It is what is best for the end user that drives us forward, and standardisation helps with that”.

StaplesVR

Aliesha Staples, CEO of StaplesVR which creates “AR/VR training that improves and saves lives” explained that being able to, “talk directly to customers at Landforces and show our products firsthand has been a huge benefit of attending the conference. Also, the opportunity to network with like-minded suppliers and potential customers was enormously valuable.” https://www.staplesvr.com.

ADA

It was hard to get onto the ADA stand such was the excitement and buzz around it. The range of innovation ranging from equipment delivery through to the clothing items themselves were drawing a crowd.

“Land Forces 2022 was not only a great opportunity to showcase a cascade of uniforms, body armour and load carriage innovations,” explained ADA CEO Chris Dixon, “but also how ADA is revolutionising the experience with advanced technological integration.”

“The individuals who serve our communities and country deserve the best apparel and the best experience. Sharing with the public our vision of how we protect those who protect us we hope will foster a deeper sense of appreciation.” Mr Dixon said.

“ADA’s successful operation comes down to many factors, but our constant commitment to combining leading textiles and new technologies to solve design problems, is key. At the end of the day, we exist to protect those who protect us, and to ensure they have access to high-tech apparel systems that are enhanced by seamless fitting solutions and processes.

“The future of apparel delivery is about simplicity, circularity and connectedness,” he explained. “We are delighted to have secured the entire clothing contract to the New Zealand Defence Force, having gone live with the contract in February. This has led to the creation of ADA New Zealand, allowing us to work with local New Zealand manufacturers, as well as build a brand-new facility in Palmerston North,” said Mr Dixon.

Other friends of New Zealand at LandForces

A quick shout out to other companies at LandForces who are Kiwis and/or friends of New Zealand and which will be featured next year. It was good to reconnect with Kongsberg, L3Harris, DXC, Thales, Lockheed Martin, Rheinmetall, BAE Systems and many more.

It was also a great pleasure to catch up with a number of Australian Veterans who we have connected with in the past. Ranging from young blokes like Neil Curtis of DXC through to Keith Payne who is the last living Australian recipient of the original ‘Imperial’ Victoria Cross. Next year look out for features about Veterans career paths in 2023.

And last but not least…

Go Logistics Group

SMEs who have tried to get face time during the year with senior defence people to demonstrate amazing innovations and solutions, will tell you it is virtually impossible.

So Patrick Gottstein, Manager of Go Logistics Group is chuffed with this photo from LandForces, showing Go taking the opportunity to introduce the Chief of the Australian Army, Lieutenant General Simon Stuart AO DSC, to their way of managing logistics.

Go Logistics Group were first time attendees and exhibitors at LandForces. Patrick shared some of the many reasons (apart from time with the Chief of Army) why they were so delighted with their LandForces experience:

“The old Qantas ad said “where the bloody hell are you,” and this speaks volumes as to why NZ SMEs who need to qualify an opportunity or follow up, need to attend in person either as an exhibitor or as a visitor. NZ government has dedicated teams in country including an excellent Defence Attaché, so there are really no excuses not to make the journey.”

There is time to get planning for Avalon and IndoPacific as soon as the holidays are over!