Watchbird Takes Flight: Laying Groundwork for U.S. Market Entry
Picture: On our first stop of the Roadshow, Tampa. Groups: Squarehead Technology | Axnes | ACAPULKA | Teleplan Globe | Watchbird AS | Kongsberg Geospatial | NFM Group.
From Tampa to D.C., the 2025 NADIC Roadshow connected Watchbird to key defence hubs to build bridges, share insights, and grow our U.S. network.
Over the past week, the Watchbird team had the privilege of participating in the NADIC Roadshow, an initiative by the Norwegian-American Defence and Industry Council (NADIC). This journey has not only introduced us to key players across the U.S. defense landscape, but it also marked a milestone in our long-term strategy to build a strong presence in the American market.
Together with seven other innovative Norwegian defence and security companies, we traveled across the south eastern U.S., visiting some of the most significant military hubs. These stops were more than symbolic—they are central to understanding how the U.S. defence ecosystem operates, how communities support their military members, and how we, as a Norwegian medical technology provider, can align our solutions with their needs.
A Roadmap Through Defence Hubs
Our journey began in Tampa, Florida, home to U.S. Special Operations Command (USSOCOM) and U.S. Central Command (USCENTCOM). The kickoff event, hosted by Liberty Alliance, set the tone with good network introductions, presentations and dialogue. We were honored to be welcomed by senior representatives from the U.S. defence industry, including Lisa Sanders, Director at United States Special Operations Command (USSOCOM) Science & Technology. Local norwegian military and civilian partners were present, including the Norwegian Special Operations Command (NORSOCOM) brigadier Frode Kristoffersen. This was an inspiring first step, planting the seeds for future collaboration.
Next visit was Fort Benning, known as the Home of the Infantry and the Cradle of the U.S. Army, where we were reminded of the history, pride, and heritage that define U.S. military service. Visiting the Army museum and the surrounding historic sites reinforced our respect for the culture and values important to understand to succeed in the US military market.
Picture: The "Follow Me" statue outside the National Infantry Museum serves as a constant reminder of the valor and leadership expected of infantry soldiers.
Next, we arrived at Fort Liberty (formerly Fort Bragg), the Home of the Airborne and Special Operations Forces. We visited the US Army Warrior Training Center, to understand and feel the energy and sense of their missions. The Norwegian team was welcomed with genuine Southern hospitality and interest, completed with an unforgettable barbecue.
Our next stop was Virginia Beach, where potential partners informed us on how to set up a business i Tampa and the US, and which networks is preferred to align business. We visited GBRS Group, a local business where the company was led and staffed by Navy SEALS veterans. The company told success story in both innovation and social responsibility, employs over 40 veterans and combines advanced technology development with elite training services led by former Navy SEAL Team 6 troopers. Their model is a strong reminder of how closely U.S. communities and defence businesses are connected.
Before wrapping up in D.C., we visited Norfolk, home to the largest naval base in the world, and boarded the USS Wisconsin, a retired battleship with a storied history stretching from WWII to Operation Desert Storm. Standing on its deck underscored the scale of U.S. military operations and the legacy we aim to contribute to, with humility and purpose.
Picture: The USS Wisconsin shows both the magnitude and legacy that the U.S. Navy, and denfence represents. A humbling experience to be onboard this historic battleship.
The week ended with a visit at the Royal Norwegian Embassy in Washington, D.C., where we connect with key stakeholders and potential players in a more formal setting. This last event provided the ideal platform to reflect, network, and plan next steps on our US journey.
Picture: In the Atlantic Ocean Hall at the Norwegian Embassy in Washington D.C., Watchbird showed its products to contacts within trade, politics and defence.
Planting Seeds for U.S. Market Entry
For Watchbird, this Roadshow was more than just meetings, it was an investment in our U.S. market journey. We participated to explore, listen, learn, and build relationships. We are establishing a fundament for a structured market entry, backed by insight, presence, and strong network.
We believe that the best way to navigate in a new market is to be present, understand the culture, and contribute to its ecosystem. The connections we have established in Tampa, Fort Benning, Fort Liberty, Virginia Beach, and Washington, D.C. are hubs in what we hope will grow into a robust and responsive network for Watchbird.
Gratitude and Looking Ahead
We extend our sincere thanks to NADIC, particularly Einar, Chloe, and Finn, for their leadership, coordination, and commitment throughout this journey. Their work has made a real impact in enabling Norwegian defence innovators the access to the U.S. military market.
We are also grateful to share these events with other Norwegian companies. We thank you all for the camaraderie, collaboration, and shared ambitions. Together, team Norway has taken a powerful first step.
A video from the Roadshow:
On the road with Squarehead Technology | Axnes | ACAPULKA | Teleplan Globe | Watchbird AS | Kongsberg Discovery | Kongsberg Geospatial | NFM Group