If equipment is the key, BlackHawk is the answer…!

An interview with Mike Noell, President and CEO of BlackHawk Industries

By Roger Stenning

This interview was conducted through a series of short e-mails, and my thanks goes to Steve at MasterChiefs in the UK, for setting up the initial contact with Don Wright, the International Sales Manager for BlackHawk Industries Inc., who put me through (so to speak) with Mike Noell. I'd also like to thank Sophy Ivy, their Marketing Director, for the photographs used in this interview.

Background…

BlackHawk is one of the premier makers of after-market combat equipment, ranging from assault vests, through to webbing harnesses and pouches, and so on. British equivalents would be Arktis Ltd, and Special Air Sea Services.

BlackHawk has, however, made their name by not only specialising in the US market particularly, but in managing to keep up quality, as well as mass-producing as much as they have; their ranges are bought by both military and police units, and have helped equip television shows and movies. They're also a customer-driven company, and when a customer comes to them with a requirement for large-scale orders, they go to great lengths to fulfil those requirements.

So, without further ado, here's the interview!

Mike, thanks for agreeing to be interviewed (by e-mail, no less!) For both Practical Airsoft and gun mart magazine!

To get the ball rolling, then, why and how did BlackHawk actually get started (including where and when)?

BlackHawk Industries got started because the SEAL teams needed updated and better equipment after Iraq and Somalia. BlackHawk was originally started to, and was focused on, the custom gear for tier one and black ops units. As our popularity grew within these secret units, other units began to contact us and wanted our gear as well. This in turn allowed BlackHawk to grow, and offer gear globally.

In starting up BlackHawk Industries, how did you come by the name 'BlackHawk'?

Well, at the time, strong and ferocious birds were popular names among companies. We chose to stick to BlackHawk because the name was fitting for the black ops groups we were dealing with. Once we used the name a few times amongst the troops we knew that was it, and we were sticking to it. Besides, having a helicopter named Black Hawk did not hurt either.

Without getting into specifics, what's the current average turnover of the company?

I assume you mean sales figures? If so, because BlackHawk is a privately held corporation we keep that information confidential. However, we feel we are the largest tactical gear company in the world.

How many people do you directly employ, and what was the initial number when the company first started?

We have about 100 employees in the US but if you include our capabilities worldwide we account for approx 500 people.

They say that a good working relationship, and a team spirit, helps to make A successful business, and from personal experience, I think this is true. How well do all the folks at BlackHawk get on? Is it a team feeling, and, if so, what sort of things do you guys get up to as a group, when you're not working the 'shop floor' (what we in the UK call "works outings")?

We get out often, at least a company lunch once a month and typically 4 times a year we have company outings to a ball game or something like that. Typically we have a very tight team that hangs out on the weekends and after work. Everybody is dialled into what we do and who we do it for.

How did the company get it's admittedly envious reputation for quality, and how do you first get the ideas for the kit (webbing, vests, etc.) that you produce?

Our quality is a matter of obsession and, if nothing else, we are kept honest by all my buddies that use it in the field. If something is not right we hear about it while they are in the field over satcom telephones with them cursing me... I really hate that, so we just get it right the first time and avoid any field calls.

I can understand then, having worked in retail myself! From the start of an idea for production, how does the 'flowchart' of design, testing, etc., work?

This is actually pretty simple; we get a call from a unit, or one of my buddies, for some special requirements. They come into our factory with an appointment, and we sit down in the design department and start putting down a wish list of what they want and how they envision it. Then we plug it into our cad computer system.

After we get a basic understanding and computer design, we begin to add in all of our experience for the actual manufacturing of the stitches, webbings, hardware, thread strength, etcetera. Once this is completed, we build a pattern of each and every component. This pattern is then taken to the materials department and the materials are stacked cut. The cut materials then go to our very best prototype design and sewers [EDIT: I think he means Seamsters, not the smelly pipes under streets!]. A few hours or days later, depending on the size of the project, we have a working prototype.

We then make a second prototype to give to the field testers which are the actual unit agents or soldiers. They immediately come back to evaluate, try on and run around our facility to make sure that it is good to go then they are off to the field for long term testing.

We have a saying here… "If the gear comes back in a few weeks, we need to tweak it and re-design it a bit...if we never see it again we know it works!" Typically we get feedback immediately and then once is all said and done the unit places a bulk manufacturing order to complete the process.

From the point of inception, to the production release, how long, on average, does it take to produce a new design of gear?

This depends on the item, but we can design a pouch and go to production in about 24 hours.

What did BlackHawk first produce for sale?

Some of the first items we produced were secret explosive carrying items, gear bags, load bearing web gear and highly specialized back packs for the SEALs.

Come to that, what's the oldest bit of kit that you still stock, and sell?

Our 3-day Assault packs. There are some others but I am not a liberty to discuss them, because we only do them for specific units, and they are considered confidential.

Following on from this, what new kit are you looking into?

Newest on the production line is the incorporation of HydraStorm Hydrations systems into many of our standard products and the ISAAK web gear.

BlackHawk recently moved offices. Was this due to expansion, to get better facilities, or for another reason, for instance, lease renewal?

No, we needed a larger HQ facility and distribution capability. We actually bought this facility 8-9 months ago and were getting it ready for the move.

In the normal course of events (before 9/11), how much stock did the company hold, ready for shipping to retailers and stockists around the world?

BlackHawk is a company that manufactures to stock; this means we do not wait until we get an order to build the products, we build them in production runs and put finished ready to ship goods in our special operations distribution facility here in Norfolk, VA.

When we get an order, our goal is to ship it immediately and not have any delays. Our customers appreciate this and can depend on us for this capability. We have millions of dollars in inventory ready to go at all times.

We al know the immediate effects of the terrible days following the 9/11 attacks; how did this affect the company, and what have been the knock-on effects?

The 9-11 attack has really got us jumping right now. BlackHawk has been gearing up for this for some time but just like everyone else we did not expect this to be so huge so quickly. I have a counter terrorist operators back ground and have known all along that things were going to heat up.

Myself, Scott Berube and Greg Andersen piled into our company van and loaded it up with gear to take to NYC (New York City, USA) to hand out to our troops, agents and rescue workers immediately following 9-11. When we got there I knew right then this was going to be a major undertaking and that BlackHawk would step up to the plate and put up or shut up. So far, we have proven our organizations ability to respond and respond in record time.

Do you see any of these problems lasting for long, and if so, when do you envisage the company returning to a pre-9/11 production/dispatch status?

I don't foresee BlackHawk ever returning to pre 9-11 production levels. This war on terror, and maybe now going back to Iraq, will be a long term endeavour.

Following on from this, and given that BlackHawk kit is sold over the world, do you see the time coming when you could be in a position to offer other forms of camouflage patterned BlackHawk kit, such as British DPM, German Flecktarn, etc.?

Yes, as a matter of fact we already do British DPM. We can do any pattern of camouflage but typically it all comes back to basic Olive Drab green and desert tan.

There are so many pieces of kit , pouches, packs, web gear etc that you can't have everything exactly identical. It looks good and is nice to think this way, but realistically when the time comes you are grabbing what ever you can to get the mission done. That also means using other countries assets, gear weapons etc. Most of our guys use the Olive Drab, and paint or camo spray what is the local design to best use the surroundings.

You mentioned that you do supply British DPM: I've looked over your site, and your current price list, and cannot seem to find this option - is it on special request, or just an omission (E&OE is always a nuisance!)? The reason I ask: Many British Serviceman and Airsoft players know of the good reputation of BlackHawk, but a lack of DPM is the main reason that many of them won't buy it, as US Woodland doesn't exactly mix and match with DPM!

We do DPM on bulk orders. We have outfitted the entire Portuguese Special Forces with DPM vests. We do not stock it because our best sellers are OD. We have so many items that stocking them in all colours would be impossible.

Guarantees and warranty, now. BlackHawk is justifiably proud of their lifetime warranty to the original purchaser, but there seems to be a grey area, which perhaps you could clarify for the readers of this interview: BlackHawk kit purchased from outside the USA is normally bought from your authorised retailers (such as MasterChiefs, in the UK), thus allowing full registration of the purchaser at the point of Sale. Does the warranty also extend to people who buy direct from the factory in the USA, when they're outside the USA, say, a British citizen?

BHI backs our guarantee with any customer regardless of location or country. Typically we don't have many issues, but if you do, go back to the dealer that serviced you and they will take care of you and in turn we will take care of them. Also it is important to note that this guarantee is more manufacturing problems...if you happen to rip it on a fence, or cut it with a knife, we don't feel that is a warranty or issue. Also if you leave your gear soaking wet in a bag and it begins to rot over time, once again this is not our process that has made the product fail etc, etc.

Going back to design for a moment, one of the things that I like about BlackHawk gear, is a feature found on your vests - the grab handle on the back of the vest. By way of example, the current issue British PLCE Vest, although it's fitted with a grab handle, it isn't that strong, and could break under a full load: Now, when a vest is loaded to the gunnels with a fighting load of gear and equipment, it oftentimes weighs in excess of thirty pounds; add to this the weight of the man wearing the vest, and in a real situation, when he's got to be dragged out of harms' way, how did you figure out how strong to make those handles? Was it trial and error, over engineering, or design?

All three. We beefed it up the best we could then started dragging people around the field and office. So far we have had very few come back because of pulling out.

We did have one come back in particular because the guy was 6'4" and weighed 220 pounds with his gear on he weighed over 260 pounds… he got hit and it took 4 guys to pull him away. The grab handle held to get him out, but it would not have survived another round of dragging. They sent it to us, we gladly replaced it and were as proud as we could be.

The vest was covered in blood. We kept the vest for a reminder of how important our jobs are here. From this, we tweaked the design to be even beefier and, so far, no issues.

What do you see as your best market? The military, police and security, Modern (recent) re-enactment, paintball, airsoft, or something else?

Well, times are changing and the door is wide open, but I would say Military special ops and law enforcement special ops.

What's the best selling line at the moment?

The BlackHawk tactical gear line is much larger and has been out there for 9 years. The HydraStorm is coming on strong as well as the HellStorm glove Line. Different major events in the Spec-Ops world kind of drives what is selling at the moment. Things change rapidly.

What's been the most amusing product request (without naming names!)?

I cannot remember the most amusing: We get so many requests each week that there is no way to answer this. The only one that sticks to my mind is when some good friends of mine called and needed to outfit the entire cast of "BlackHawk Down" movie and had to have it now. We pulled it off and we are proud to say that 'all' the gear in that movie was BlackHawk Industries gear.

Mike, that's an impressive way to finish an interview! Thanks for your time, and good luck to all of you at Blackhawk Industries, for the future!

INFORMATION…

BlackHawk maintain a website; this may be found at:
http://www.blackhawkindustries.com/
Their phone number is:
(001) 757-436-3101,
And their Facsimile number is:
(001) 757-436-3088

In the UK, their Authorised Retailers are:

Master Chiefs
1, School House,
Burton-in-Lonsdale
CARNFORTH
Lancashire, LA6 3JZ
Tel: 015242 63435
Fax: 015242 62119
E-Mail: Steve@master-chiefs.co.uk
Please note that the above address is a postal contact address only - they are a purely Mail Order business!

Drop Zone Supplies
2 Orchard House,
Connaught Road,
Brookwood, Woking
Surrey, GU24 0AT
Tel: 01483 489 228
Fax: 01483 488 076
E-Mail: sales@army-surplus.co.uk

The UK Authorised (Trade Only) Dealer is:

Edgar Brothers
Catherine Street,
Macclesfield,
Cheshire, SK11 6SG
Telephone: 01625 613177
Fax: 01625 615276
E-Mail: admin@edgar-brothers.co.uk

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