Kicking Things Off: Hollands Hit The Stalking Show
It’s safe to say there’s always a bit of anticipation when you do something for the first time, and after months of planning, preparation, and pulling everything together, hitting The Stalking Show 2026 felt like a big moment for us here at Hollands.
In many ways, it felt like something of a full-circle moment. At Hollands, our story began on country stalls long before the website, so being back out on the stand and meeting people face-to-face again felt like returning to our roots (just on a slightly bigger scale!) Not to mention, it was at the very same venue Uncle Mark used to visit for chicken shows back in the day, which made it all feel even more fitting!
From Set up to Show Time
They say the early bird catches the worm... and the Hollands team were certainly up bright and early, as we loaded up the van and headed down to Staffordshire County Showground on Friday morning.
Excited (and powered by very strong coffee), the team arrived at the stand ready for action and to get things set up. The banners went up and the carpet was laid, the goodies were unpacked, and the small details were put carefully into place, ready for the busy weekend ahead.
Friday setup in full swing: a bit of heavy lifting, a lot of strong coffee… and Rab showing off his real stand-out centrepiece
As Saturday rolled around, there was something about the first morning at the show, too. The calm before the doors open, a few early conversations, last-minute tweaks…and then, as is often the case here with the British weather, the clouds had other ideas.
With the rain setting in, the doors opened a little earlier than planned, and the crowds weren’t far behind. From that point on, it didn’t really slow down!
Hollands X Outfitter Tales: A Collaboration in Action
A big part of the weekend, and something we were genuinely excited about, was teaming up with Outfitter Tales. Having Chris and Rab on the stand brought a whole new level of energy to the weekend, and it didn’t take long to see just how many people follow what they do (and also manage to recognise the back of Chris’s head!)
From the first few hours, there were plenty of those “I’ve seen your videos!” moments, with people stopping by to chat, ask questions, and share their own experiences. Chris and Rab were exactly as you’d expect: open, down-to-earth and always happy to have a proper conversation, whether that was about kit, stalking, or just a general chat about the venison burgers on offer!
Chris and Rab drawing in the fans...both two and four-legged alike!
And, somewhat surprisingly, it wasn’t just them being recognised either. Having been part of a few Outfitter Tales videos myself, I wasn’t quite expecting the number of “Oh, I’ve seen you on there too!” moments… but they definitely kept coming! I was genuinely really grateful for the support, though, especially the encouragement, positive chats, and bits of advice people were happy to take their time to share as I continue my own stalking journey.
Alongside the conversations, there was plenty going on to get people involved too. Our headline giveaway certainly drew attention, with £1,000 worth to spend on Hollands kit paired with a guided stalk with Outfitter Tales up in Scotland up for grabs (not a bad prize if we do say so ourselves!) We also had a healthy flow of branded goodies to give away throughout the weekend, from mugs and bottle openers to hats, caps and beanies… all of which seemed to find very willing new homes!
Just a few of our very enthusiastic Hollands merch models!
But what stood out most wasn’t just the interest in the giveaway; it was what it created. It gave people a reason to stop, have a chat, ask questions, and share their stories. And more often than not, those quick conversations turned into longer ones, sharing a love for country sports, good kit, and an overall passion for country life.
For us, that was what it was really about. Not just handing out goodies or selling things, but building connections, having honest conversations, and spending time with people who care about the same things we do.
The Bigger Picture: Deer, Land & Understanding
Spending a weekend at The Stalking Show 2026, it’s hard not to come away thinking about the bigger picture.
As we’ve covered in previous blog posts like Field Tested, Field Trusted: Why Hollands Sponsor Outfitter Tales, deer stalking, and more broadly UK deer management, is one of those topics that can raise questions, and rightly so. But what an event like The Stalking Show does so well, is create a space where those questions can be explored openly. From seasoned stalkers to those already following Outfitter Tales, or those who were simply curious about the sport and where wild food comes from, there’s a real opportunity to learn, whatever your knowledge level.
Across the weekend, that learning was everywhere. From stage talks covering deer management and fieldcraft, to live cooking demonstrations and conversations around wild venison and sustainable food, it wasn’t just about what you could buy, but also about what you could take away and understand.
Not just browsing, but talks, demos and plenty to take in
It’s something that brought real value to the weekend. People weren’t just browsing stands, but asking thoughtful questions, listening to real experiences, and gaining a better understanding of what ethical deer stalking and field-to-fork living actually look like in practice.
It’s also one of the reasons teaming up with Outfitter Tales made so much sense for us. The feedback and knowledge Chris and Rab share is invaluable, based on years of experience, from real days in the field, in all weathers, on all types of ground.
For us, that kind of honest insight is priceless. It means when we recommend something, we know it’s been properly put through its paces, and as proud sponsors of the Outfitter Tales YouTube channel, it’s something we’re keen to support beyond just the show itself.
From Rifles to Ridgeline: Trusted Brands on Show
Speaking of kit, like any good show, there was also plenty of great gear to get hands-on with.
Alongside the wide range of rifles, scopes and tracking equipment, brands like Deerhunter (this year’s headline sponsor), Gateway1, Ridgeline, Seeland, Harkila, and Pinewood all attended with their own stands too, bringing a strong brand presence and the chance to properly see and feel the kind of gear that’s built for real time in the field.
A strong line-up of top brands were on show across the halls
It also turned into a real team effort across the board, as we found ourselves taking orders on behalf of several of the brands, helping people find the right sizes, talk through options, and make sure they were getting kit that would genuinely work for their needs.
And that’s something we always come back to at Hollands. It’s not just about what looks good on a hanger, it’s about what actually works when you’re out in it (rain or shine!) Because at the end of the day, it all comes down to backing the kind of knowledge, experience, and honest conversation that help people make the right choices.
In many ways, the weekend felt like a natural extension of that, and you could say, for The Stalking Show, Hollands had the stalking seal of approval.
Looking Beyond the Stand: Community, Content & What’s Ahead
One of the best things about the weekend was just how much was going on beyond our own stand.
From Hunter Gatherer Cooking filming throughout the show (even managing to catch us on tape a few times!), to the stage talks drawing in crowds and The Deercast keeping everyone up to date on the action, there was a real buzz across the whole event- and of course, it wouldn’t be complete without a fair few four-legged friends wandering about, families in tow, and plenty of familiar faces popping up too!
That’s really what made an event like The Stalking Show what it was. It brings together people from all corners of the countryside- stalkers, farmers, gamekeepers, families, and those just starting to find their feet in it all. Some had travelled a fair distance, others were local, but everyone shared that same interest in the land, the lifestyle, and learning more about it.
For us, we were just proud of the sheer number of people who came over to say a genuine hello. Whether it was long-time customers who’ve been shopping with us for years, hardcore Outfitter Tales Fans, or new faces discovering Hollands for the first time, those conversations meant a lot to us. It’s one thing running an online business, but moments like that remind you there are real people behind every order, and real faces behind the name.
Putting faces to names with a brilliant mix of long-time customers and new visitors stopping by for a chat
Looking ahead, it’s something we’re really keen to build on. We’ll be continuing to support Outfitter Tales, sharing more of their content, and helping to keep these conversations going, not just around stalking, but around the wider picture of countryside life. Because weekends like this show there’s still a growing community of people who care about the same things, and we were very proud to be a part of it.
Final Thought: This Is What It’s All About
Looking back, The Stalking Show was certainly more than just a good show.
Yes, it was a great few days for us as a business, but more than that, it was about being surrounded by people who share the same passion, the same respect for the countryside, and the same curiosity to learn.
If the weekend sparked your interest, we’d always encourage you to keep that curiosity going, whether that’s following Outfitter Tales, coming along next year, or simply learning a bit more about field-to-fork life.
So, until next time......
A great weekend all round, and certainly not one to forget for the Hollands team!
