Editorial team: Niklas, you come from an emergency services background and now also work as a content creator. How did that happen?
Niklas.on.fire: I began making short video clips showcasing my day-to-day work – informative, honest, and unpolished. Initially, they were meant for my colleagues, but soon, people outside the field became interested in what real-life operations looked like, the gear we use, and the crucial aspects in critical situations. The interest was overwhelming, and that’s how the community started to grow.
Editorial team: As an emergency responder, you face real dangers. Why did you choose to share that world publicly?
Niklas.on.fire: It was important to me to show the reality of the job. Many people don’t understand how complex and demanding it is – whether on duty or in the field while hunting. I want to show how much technology, training and knowledge are behind it - it's not just about action but also about prevention, planning and teamwork. For me, that’s also a way of showing respect for the profession.
Editorial team: You’re deeply involved with personal protective equipment (PPE). What developments are you currently observing in this field?
Niklas.on.fire: Comfort is becoming increasingly important. In the past, it was all about functionality, but today, many manufacturers realize that protective clothing also needs to be wearable: lighter, more flexible, and more breathable. However, practical usability is often still lacking. Some products may look great on paper but do not perform in reallife operations. That’s why I do so much testing myself – it’s only in real use that you see what works and what doesn’t.
Editorial team: In your opinion, what are the major weaknesses in protective clothing currently in use in many places?
Niklas.on.fire: In practice, you often observe that the equipment does not match the job realities. There’s much room for improvement, especially when it comes to fit – mainly for extra-small or extra-large sizes. I know situations where colleagues had to work in illfitting clothes just because of missing sizes or unpractical fits. Especially in the field of emergency medical services, a practical pocket arrangement is also an important issue. Material quality is another issue that shouldn’t be underestimated: if protective clothing is uncomfortable or restricts movement, people are less likely to wear it consistently. In my opinion, there needs to be a greater long-term awareness that good PPE not only provides protection but that well-fitting gear ultimately enhances the overall safety on the job.
Editorial team: Your feed focuses on two main topics: firefighting and hunting. How do these go together?
Niklas.on.fire: I see many parallels – both require responsibility, quality gear and solid knowledge. And many people in my community are active in both fields. The overlap is bigger than most would expect.
Editorial team: Your engagement rate is exceptionally high. Why do you think your community is so active?
Niklas.on.fire: I think it’s because I always try to be honest. I don’t create content just for the sake of advertising. When I test or recommend products, it’s with substance – and with critique when necessary. And I’m reactive on comments and DMs. And the people feel how much this closeness matters to me.
Editorial team: How important is credibility to you in terms of cooperation?
Niklas.on.fire: For me, credibility is not just an aspect - it’s the foundation of everything I do online. I don’t see myself as an advertising platform; I feel responsible for what I communicate. Emergency services and hunting are not about lifestyle but about responsibility, safety and substance. If I feature something, it has been tried and tested in real life. And if I can’t stand behind it, it doesn’t make it onto my feed, plain and simple.
Editorial team: In November, you’ll be attending A+A for the first time. What are your expectations for the influencer tour?
Niklas.on.fire: I’m so excited. It’s a fantastic opportunity to witness innovations in PPE and on-the-job safety directly, talk with manufacturers personally and share real insights with my followers. I’m also looking forward to con-necting with other creators and exhibitors.
Editorial team: What does a company need to bring to the table for a collaboration to work for you?
Niklas.on.fire: I need trust and openness from the company to create content that truly fits me and my community. For me, a good partnership means communicating at eye level, providing creative freedom and developing something together that has real substance. That’s the only way to create authentic content – and that's why it works.
