ETN - Equestrian Trade News - June 2014

Equestrian Trade News

June 2014 Volume 38, No 6 Monthly

T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y

lops e v e d ace e g a s Dres addle range s

SADDLES

Special

PLUSatters,

m file, a i d e M er pro retail ple and peo ucts prod

2015

NEC, Birmingham, UK 22-24 February www.beta-int.com

Main Sponsor

ETN is the official media partner of BETA International

SMS accredited CPD feature Saddle myths busted

WE’RE BACKING

Britain!

Meet the official team suppliers ahead of WEG

... the magazine for the industry, about the industry, by the industry

CONTENTS

Comment THE problem with saddle fitting problems is that they often take a while to manifest themselves, by which time the horse’s back is damaged or his behaviour compromised. That’s why an item on BBC Radio 4 news back in April caught my ear.

Researchers at Southampton University have developed a new type of pressure sensor which gives amputees an early warning of soreness caused by their artificial limbs. Uniquely, this system can detect subtle rubbing as well as full-blown downward pressure.

The sensor itself is thin and flexible, resembling a small golden postage stamp. Taped to a liner placed between the artificial limb and the stump, it sends information about pressure peaks and troughs to researchers.

The plan is to develop an alert system via patients’ mobile phones. Now wouldn’t that be useful to monitor saddle fit?

SOON, for the first time in its 130 year history, Horse & Hound will no longer have an editor. Instead, when current incumbent Lucy Higginson leaves the weekly title this summer, ‘content director’ Sarah Jenkins will be in charge.

A former H&H editor once told me that his (and they were all men until Lucy arrived) job was a “poisoned chalice” largely because it was impossible to please everyone.

Well, Lucy hasn’t appeared to care about pleasing anyone, let alone everyone. She’s kicked on and championed hunting, exposed wealthy and powerful people as cheats in horse sports and tackled the grim and unglamorous aspects of equine welfare.

Editorial integrity has been her watchword.

We wish Sarah well as custodian of one of equestrianism’s – if not the planet’s - most famous brands.

COMMUNICATION is a common thread across two of ETN’s features this month - the media and the importance of good translation when doing international business.

When ETN receives a press release in badly written English, it takes a great deal of effort to re-write it – if not to bin it.

Occasionally the content is barely comprehensible.

Ah, ha, I bet you thought I was talking about copy submitted for the European feature...In fact, it’s often just as hard to work with some so-called professional PR submissions from British companies.

ETN doesn’t need fancy press releases from which to produce stories. Funnily enough, the most welcome written items I receive are from busy people who don’t have time to embellish or play with purple pros.

Liz Benwell

JUNE 2014

NEWS.........................................................................4 LETTERS....................................................................8 PRODUCT NEWS Check out the latest launches ...............................10 FOCUS EUROPE Why good translation matters ..............................14 Gallery of European companies ............................16 WE’RE BACKING BRITAIN COVER STORY Meet the official Equestrian Team GBR suppliers ...........................17 SHOWSCENE Guy Roper reports from Badminton .....................20 PEOPLE ...................................................................22 SADDLES & SADDLE FITTING COVER STORY Busting saddle myths.............................................24 Carl Hester’s new saddle deal and other news ...26 SMS ACCREDITED CPD FEATURE Fitting the short-backed horse plus quiz.............32 RETAILER PROFILE COVER STORY Why Lorraine Meadowcroft re-branded Equestrian Clearance Warehouse........34 BETA MEMBERS’ PAGE ..........................................36 MEDIA FEATURE A week in the life of an editor................................37 Make the most of regional PR ...............................38 Equestrian media news .........................................39 COUNTY COURT JUDGMENTS................................46

FRONT COVER: Dressage ace Carl Hester has been working with Fieldhouse Riding Equipment to develop the PDS (Professional Dressage Solutions) saddle collection. Carl is pictured at his Gloucestershire yard, location for this month’s PDS trade launch.

Tour disrupts horse sports THE Tour de France, which starts in Yorkshire on 5 July, has caused the cancellation of at least two equestrian fixtures.

Aske Horse Trials, due to run on 27 and 28 June, has been called off.

“A recent change to the organisation of the Tour de France means that the site will now be used as a car park for the Tour the week after Aske Horse Trials would have taken place. Therefore the Estate owners would like to protect the site,” said British Eventing in a statement.

Aske Horse Trials (2) is scheduled to go ahead on 27 and 28 September.

In endurance riding, the Last of the Summer Wine Ride due to take place on 25 May around Holmfirth in Yorkshire has been cancelled “due to part of the ride route being resurfaced for the Tour de France.”

Footwear supplier does U turn TUFFA FOOTWEAR has returned to trading directly with the trade.

For the past few years, its boots, chaps, gloves and accessories have been distributed by Battles.

Tuffa has appointed Richard Gorringe, previously with The English Gaiter Co, as sales representative. Ken Duncan is the company’s agent for Scotland.

“We aim to be as supportive as possible to our trade customers,” said managing director Michelle Girling.

Brits on show

BETA International sponsor returns

2015

NEC, Birmingham, UK 22-24 February TOPSPEC is to return to BETA International www.beta-int.com 2015 as the trade fair’s Coffee Shop sponsor.

It will be the sixth consecutive year that the popular refreshment and meeting point has been flagged up in the North Yorkshire based feed company’s green and yellow branding.

“TopSpec is highly regarded by the equestrian trade and we are proud to welcome back [company founders] Philip and Nicola Tyler – and their experienced team – to our loyal group of sponsors,” said BETA International organiser Claire Thomas.

Well known for its feed balancers, blends, chops and supplements, TopSpec has won the Haygain Nutritional Helpline of the Year – a BETA Business Award – seven times over the past eight years.

BETA International 2015 takes place at the NEC, Birmingham, from 22 to 24 February.

For information about exhibiting, contact James Palmer, telephone +44 (0)1937 582111 or email jamesp@beta-int.com ● Pet product wholesaler Petface will make its début at BETA International 2015. The Hertfordshire based company will show pet accessories, treats, toys and bedding. “Even in this digital age, when information is so much easier to come by, people need to meet face-to-face,” said Petface managing director Peter Johnson.

Main Sponsor

ABBEY ENGLAND is to exhibit at the inaugural Meet the Manufacturer event in London this month.

Held at The Old Truman Brewery in East London on 11/12 June, it’s said to be the only sourcing event for British clothing, textile and leather goods manufacturers.

The show is run by former fashion buyer Kate Hills who set up Make it British in 2011 to promote UK made brands Wholesaler Abbey England will show its bespoke range of buckles, locks and other metalwork items produced in its Walsall foundry.

ADVERT INDEX

Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales@equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111

4 JUNE 2014 EQUESTRIAN TRADE NEWS

Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

The magazine is independent of all groups.

Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526

Abbey England............................................................31 Academy Of Master Saddlers........................................28 Animalife ................................................................3 & 7 Battles ..........................................................................9 BETA International .......................................................44 British Equestrian Directory ..........................................46 Classified ....................................................................45 D A Saddles ................................................................28 Dodson & Horrell Limited .............................................21 Faulks & Cox Ltd ..........................................................23 Fieldhouse ..................................................................25 Finest Brands International...........................................19 Holdsworth PR ............................................................43 Horka............................................................................5 Horse & Country TV .....................................................41 E Jeffries......................................................................27 Jenkinsons Equestrian..................................................13 John Whitaker International Ltd....................................26 Mirror Me PR...............................................................43 Natural Animal Feeds ................................................OBC Rocky Equestrian ...........................................................6 Sherwood Forest.........................................................IFC Snowhill Trade Saddlery..............................................IBC South Essex Insurance Brokers........................................5 Spoga .........................................................................12 Trade Suppliers Directory..............................................40 United Sportproducts Germany GmbH ..........................16 Vale Brothers Ltd .........................................................29 W F Young Inc.............................................................15 Web Directory .............................................................46 Wow Saddles ..............................................................29 Zoetis..........................................................................11

www.equestriantradenews.com

Barnsby on the brink?

BARNSBY, one of Britain’s oldest saddlery brands, was advertising ‘ex-demonstration’ saddles at bargain prices last month.

Consumers were being invited on social media to “come to the factory, make me an offer and take one away.”

On Saturday, 10 May, the company’s Facebook page stated: “If you are at Badminton Horse Trials today don't miss your last chance to pick up a bargain from the Barnsby Stand.”

It went on to say that dressage and show saddles, girths, martingales, bridles and leather belts were available at “ridiculous discounted prices.”

The “bargains” were also advertised on a billboard outside Barnsby’s stand (see picture).

When ETN called Barnsby during Badminton to ask about rumours that the company had gone into administration, Sam Duffy in the accounts department said: “Not yet. James [Hitchen, managing director] has gone to Badminton but he was talking about putting in for intent of administration.”

She could not provide any more information, she said.

According to commercial experts, ‘notice of intent to go into administration’ is a powerful step that stops creditor action and can give a troubled company breathing space. Its effects usually last for ten business days.

Jabez Cliff & Co, which trades as Barnsby, entered a Company Voluntary Agreement (CVA) at the end of last year. The company was founded in 1793 and is a Royal Warrant holder.

On 14 May, the “last few ex-demo saddles” were advertised on Facebook. ETN understands that most of Barnsby’s staff have been laid off, some claiming that they are owed up to four weeks’ wages.

ETN has called Barnsby’s Walsall premises on several occasions.

No-one has answered the phone or returned calls since 8 May. Jabez Cliff’s CVA is supervised by insolvency practitioner Andy McGill of Smith & Williamson in Birmingham.

“There have been challenges within the business and it may well culminate in some form of insolvency,” he told ETN last month.

Brush up your French...

BETA has highlighted a useful briefing opportunity for companies doing business in France ahead of this summer’s World Equestrian Games (WEG) taking place in Normandy (23 August to 7 September).

The two-day event, organised by The Franco-British Chamber of Commerce and Industry (FBCCI), in collaboration with local equestrian partner Normandy Horse and UK Trade and Investment (UKTI) France, is aimed at developing business and showcasing British and French equestrian excellence.

It will take place in Normandy on 3/4 July. The cost to participate is approximately £200 including organisational fee and accommodation.

French facts and figures ● In 2012, equestrian sport and leisure was ranked the third most important Olympic federation in France, in terms of members, just behind football and tennis. ● More than 1.5 million French people claim to ride regularly. ● The French equestrian market has an estimated annual turnover of €12.3 billion in 2008 (according to a 2012 study).

For information on next month’s event for businesses, contact Justine Barker, Deputy Trade Adviser, UKTI France justine.barker@fco.gov.uk or on +33 1 44 51 33 93. www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2014 5

Non-vet therapy probed THE Government is asking horse owners for feedback about any non-veterinary services they use.

Included in an online survey are questions about equine dental care, hoof care and musculoskeletal therapy provided by people who are not vets or farriers.

The results will be used to discuss how such services should be managed to protect equine health and welfare.

Current regulations covering veterinary and farriery activities were drawn up decades ago before many of today’s services were routinely available.

“Many horse owners simply aren’t aware of the level of skills, knowledge and protection that they are paying for and that this could open the door for unscrupulous individuals (or even well-meaning individuals without appropriate training) to set up in business,” said David Mountford of the British Equine Veterinary Association (BEVA) which is conducting the survey.

The survey is a part of the Review of Minor Procedures Regime (RMPR) project, set up by Defra.

It’s at https://www.surveymonkey.com/s/ RMPRHorseOwner

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Mail order catalogue gets overhaul RIDE-AWAY’S spring/summer mail order catalogue has been given a facelift.

As well as detailing products, many of the printed pages have a glossy magazine feel. There are practical hints and tips and suggestions for co-ordinating and accessorising clothing.

“We’ve added new brands such as Cavallo, Pikeur, Spooks, Gersemi and Veredus, as well as stunning new lines from our current suppliers, such as Ariat, Brogini and Mark Todd,” said Diane Caswell, commercial manager at Ride-away.

Ride-away’s rug range and showing products have been “vastly enhanced”, she added.

Retail chain Pets at Home acquired Yorkshire based retailer Ride-Away in December 2012.

RETAILER ANALYSES FORAGE: Countrywide has launched a forage analysis service.

The retailer is offering to measure protein, metabolisable energy, minerals and trace elements in customers’ hay and haylage. Customers are provided with a sample bag for their hay/haylage. A result and report is ready within two weeks, says the retailer.

Customers are also offered a free feeding plan and advice.

www.equestriantradenews.com

Feed law laid down at conference

BETA has developed a new guide advising producers and sellers of horse feeds or supplements how to stay within the law.

Keeping it Legal, a revised version of the BETA Feed Code, was launched at the 2014 BETA Feed Conference on 15 May at Whittlebury Hall, Northants.

Conference speeches and debate concentrated on an appendage to Keeping it Legal called BETA Claims Guidance. Thus the hot topic of this year’s conference was the labelling of products and the substantiation and legality of claims made for them.

“The target of today is to create a level playing field [for all feed companies],” said Chris Gordon, chairman of the BETA Feed Committee, as he opened the conference.

“We also need to achieve a balance of adherence to the regulations with welfare issues such as allowing us to help guide owners while avoiding [illegal] claims.”

The conference was attended by representatives of most major UK feed companies as well as wholesalers and merchants.

Delegates heard how the feed industry is diverse, covering forage products, compound feeds and supplements. It is subject to complex legislation at national and European levels.

Further challenges are posed by the horse’s status in feed law. While UK horses are largely kept for recreation or sport, they are considered a food producing animal by the European Union.

In the US, feed law sees horses are pets, a status UK companies are keen to avoid as it may attract VAT to currently exempt products.

Conference delegates heard how BETA is constantly negotiating over complex legal detail to obtain the best outcome for the equestrian feed industry. The trade association has been particularly active where legislation threatens to pose pernicious restrictions on the way feed is produced and marketed.

Even the language of feed legislation can be contentious. As BETA’s Claire Williams pointed out. “Horse ‘output’ is judged differently from output of food producing animals, typically via performance and behaviour rather than in meat, milk or eggs.”

Other conference speakers included Dr Ray Smith of the Food Standards Agency’s (FSA) Animal Feed Unit on labelling and substantiation of claims.

Ron Cheeseman of the FSA continued the theme before looking at enforcement and how companies can prepare themselves to justify claims made for products.

Consultant Ruth Bishop opened the afternoon session with a breakdown of the claims that can and cannot be made, and how to substantiate them.

Dr Catherine Dunnett of Independent Equine Nutrition (IEN) then explained how a company can conduct its own trials of various types to produce sufficiently robust data to support claims.

A briefing day on the BETA NOPS scheme, that aims to reduce the risk of dope test failures due to naturally occurring prohibited substances, is to be held on 24 June.

The new code Keeping it Legal and the BETA Claims Guidance are available to members.

Pictured are, from left, Chris Gordon, Catherine Dunnett, Ray Smith, Ruth Bishop and Claire Williams.

www.equestriantradenews.com

Half pads: some answers Dear ETN,

I was as amazed as Mandy Mason [Letters, ETN May issue] to hear that half pads can cause atrophy behind a horse’s shoulders; then I started to think about it.

A well fitting half pad of good quality material is unlikely to cause such pressure as would be necessary to cause atrophy, unless the saddle was already too narrow. However, if the saddle in question is on a high withered horse and has short tree points, the panel will not be supported sufficiently to give clearance to the spinous processes.

The points and panel will put considerable pressure on the muscles running above the rib cage (which would start much lower on a high withered horse). If a rider were to use a half pad with such a saddle in an effort to give some clearance to the withers, the pressure would be increased to even greater levels - and atrophy will occur.

Personally, the only problem I have had with half pads, which also goes for sheepskin numnahs, is the turn back of sheepskin at the back of the saddle. If sitting under the bearing area of the panel, this can cause pressure damage.

Many of my customers use half pads without any resultant damage.

And I don’t believe that I need to re-think the wisdom of this, provided of course that the saddle is a good basic fit.

Yours etc Kay Hastilow, Master Saddler and Registered SMS Qualified Saddle Fitter

ETN welcomes letters to the editor. Please write to: The Editor, ETN, Stockeld Park, Wetherby, LS22 4AW or email editor@equestriantradenews.com Correspondents are asked to supply their name and business name; requests to publish letters with name withheld will be considered individually. Please note that letters may be edited for reasons of space and clarity.

FOUR FIGURE WINNERS: Staff at Wynnstay’s St Asaph, North Wales store are celebrating after winning the TopSpec competition held at BETA International 2014. Equine specialist Mandy Dawkes (right) received the £1,000 prize from Corrie Green of TopSpec.

The competition was based around TopSpec Joint Feed Balancer with trade fair visitors to provide missing words from sentences about the product. Many came up with the correct answers in the fastest time to scoop the fourfigure sum.

8 JUNE 2014 EQUESTRIAN TRADE NEWS

HEART OF GOLD: Charlotte Dujardin proved she has a heart of gold to match her medals when she adopted a needy pony called Santa. The Olympic dressage champion came across the scrawny black foal via a friend who cares for horses on behalf of the RSPCA. “Santa’s going to have a really great life as a field companion for one of my younger horses, Vogue,” she said.

When Charlotte first saw Santa, he was so tiny he was wearing a dog coat. “Charlotte contacted me to tell me about the pony she was rescuing and said that he was cold and needed some rugs,” said Simon Middleton of Zebra Products, distributor of Bucas rugs.

Sure enough, an especially small Bucas rug was sourced. “Charlotte is not only an unbelievable world beating rider but a true animal lover,” added Simon.

The RSPCA has more than 800 horses and ponies in its care, all needing good homes.

NEWS IN BRIEF label Equetech has launched a design lab for • CLOTHING consumers to create their own cross country colours at the touch of a button. Riders can order online for store collection from their local stockist.

IN THE latest round of Sport England’s Inspired Facilities Funding, • six equestrian centres have been awarded grants to improve their facilities. Among those to benefit from the £200,000 funding pot are Friends of Landlord Riding for the Disabled Association (RDA) Group [Wigan], Northern Racing College [Doncaster], Chiverton RDA Group [Truro], Tyne and Wear RDA Group [Tyne and Wear], Barrow Farm RDA Group [Chelmsford] and Ferring Country Centre [Worthing]. has opened a new look store in Liphook, • COUNTRYWIDE Hampshire. The store has been re-launched following a merger with Denes Country Store, previously located less than a mile away.

Britain’s double gold Paralympic dressage rider Natasha Baker was at the official opening last month. Caroline Alexander, who previously managed Denes Country Store, will now be based full time at Countrywide in Liphook. auctioneers Brightwells is to run a new Elite Event • EQUESTRIAN Horse Auction at this year’s Blenheim International Horse Trials (September 11- 14).

GROUP of London retailers is set to lobby the Government to • Arepeat the relaxation of Sunday trading hours that happened during the London 2012 Olympics. The New West End Company (NWEC) says it’s important to ensure that bricks and mortar retailers can compete with 24/7 internet retailing.

DPD is set to become the first UK carrier to provide a nationwide • Sunday delivery service. Internet retailers will be able to offer next-day delivery to customers who buy on a Saturday. The service has been made possible with the introduction of collections from business customers on a Saturday. On a Friday, online retailers will be able to specify either Saturday or Sunday delivery. The service starts on 20 July.

www.equestriantradenews.com

www.britishequestriandirectory.com

Simple but effective

Catalogue is packed with new products

AN 18 year old rider and an acclaimed designer have created a clearly defined riders’ clothing range.

Aztec Diamond Equestrian is the brainchild of Jordan McCabe from Co Durham. With the help of Stacy Marshall of Creative Textile Solutions, Jordan has developed 18 pieces of apparel within three collections – essentials (pictured), everyday and limited.

Jordan told ETN she came up with the idea after finding that good quality equestrian clothing is generally too expensive for the average rider. Her three collections are designed to offer different price points for every rider, whatever their budget, with a fashionable edge the common theme.

Despite their creator’s youthfulness, the clothes appear practical, comfortable and with styling and colours to suit all ages.

Aztec Diamond Equestrian launched its consumer website last month. Trade enquiries are welcome. t Aztec Diamond Equestrian 01388 764656.

Blocks with added benefits

EQUILIBRIUM Products has launched new snack variants to its munch range. calmmunch and fleximunch join vitamunch healthy snacks with added benefits.

New calmmunch is a low calorie, low sugar and high fibre, cereal-free snack designed for excitable or anxious horses and ponies.

Made from Timothy grass, calmmunch blocks are enriched with magnesium and B-vitamins with added chamomile, vervain and hops, all known for their calming properties.

Under a dual approach to calming, the compressed fibre encourages extended eating time, so satisfying the equine need to forage and supporting gastric health.

New fleximunch is a high-fibre, cereal-free snack with built in joint support.

Made from Timothy grass, the blocks are enriched with glucosamine and MSM, plus rosehips, ginger and boswellia, all known for their joint supporting properties.

The 1kg block munch snacks are easy to transport and store.

Airtight packaging retains freshness and provides a clean, fresh and attractive in-store display.

They can be served wet or dry, in a munch net, feed bucket, in the stable, field or trailer/horsebox. New fleximunch and calmmunch have RRPs of £3.95 each. t Equilibrium Products 01442 879115 10 JUNE 2014 EQUESTRIAN TRADE NEWS

HOT off the press, these stunning images are from Snowhill Trade Saddlery’s brand new catalogue.

The glossy publication is packed with beautiful new products and established best-sellers from leading brands such as Rhinegold, John Whitaker, Brogini and Heritage.

There’s a definite emphasis on sparkle, including Crystal decorated breeches, headcollars, browbands and accessories.

Also featuring are new season colours for popular Rhinegold rugs; while Rhinegold has expanded its premier range of European-made boots including the exquisite, Spanish-style Bonita.

The Snowhill Trade Saddlery Catalogue 2014 is also available in a ‘counter copy’ version without trade prices, making it an attractive and useful sales tool.

The catalogue is available to order from Snowhill now… t Snowhill Trade Saddlery 01243 672323

Bedding brand relaunched THE ComfyBed equine bedding brand has been acquired by Greenwood Forest Products (GFP).

Sheffield based GFP’s sister company, McClure, is a major player in the timber garden buildings [sheds] industry.

Also new at GFP is sales manager Colin Smith. He was with Plevin for 15 years and worked on its equine bedding brands.

“We’ve picked up the ComfyBed name and blended premium woodchip with softwood shavings to create new and improved ComfyBed Plus,” Colin told ETN. GFP also produces pet and poultry bedding.

ComfyBed plus comes stacked on weatherproof hooded pallets.

“It’s a totally cost effective bedding option,” said Colin. “And as we are the manufacture of both key ingredients, we can guarantee supply year on year whatever the weather.”

A 10% discount is available on first orders. t Greenwood Forest Products 01909 773151 www.equestriantradenews.com

Wholesaler introduces air jacket WESTGATE EFI has added an air jacket to its Rodney Powell range.

The new garment incorporates technology by air jacket supplier Point Two. Inflation rate is said to be of one tenth of a second.

Designed to complement Rodney Powell’s BETA Level 3 body protector, the new air jacket is manufactured in lightweight fabric with a soft shell collar.

The airbag component has a lifetime warranty, provided it is registered and receives an annual service with a nominated specialist.

The Rodney Powell air jacket pictured here is worn by top eventer Lucinda Fredericks. t Westgate EFI 01303 872277

Research confirms benefits of small-holed haynets

AS NEW research shows that small-holed haynets may help horses on restricted diets to stay healthier, Spillers and Shires Equestrian have produced a guide on how to use them.

Restricting access to pasture and forage is often necessary to manage equine weight, but reduced time eating or grazing can be physically and mentally damaging.

Studies were conducted by the Waltham Equine Studies Group, which provides the science behind the Spillers brand, in collaboration with Andrea Ellis of Nottingham Trent University (now director of research based animal welfare company Unequi Ltd) and her colleagues.

The first showed that stabled horses often finish their forage in the early evening, then spend most of the night without food. However, there was a small advantage of using small holed haynets as they slowed down forage intake by increasing chewing time.

The most recent study, conducted using Shires’ haynets, suggests that layering two small holed haynets and placing them in several locations around the stable may be even more valuable in prolonging the time spent foraging. The full results of this study should be published later this year.

The Spillers/Shires guide is presented as a tag on all new Shires small-holed hay and haylage nets. t Spillers 01908 226626 or Shires Equestrian 01568 613600. www.equestriantradenews.com

Dogs in the buff!

UPDATED Dog Buff point of sale is free with Buff stockists’ orders.

Featuring revised logos and rear graphics, the display holds 16 units and is ideal for plinth or counter display.

Dog Buff is one of the multifunctional headwear brand’s best-sellers. With an estimated 8.5million pet dogs in approximately 25%of homes*, there’s a large potential market for what’s a great impulse purchase for dog owners.

Dog Buff comes in small and regular sizes with two designs featuring retro-reflective material for improved visibility in poor light conditions. t Buffera 01707 852244 * Source: Pet Food Manufacturer’s Association Pet Population Report 2013.

New way to manage equine stress CONFIDENCE EQ has been developed by French company CEVA to help horses cope with stressful situations.

The odourless gel is an exact copy, compound for compound, of the pheromone which a mare produces to help her foal feel safe.

Confidence EQ, an over-thecounter product, is designed to be applied to the nostrils half an hour before a horse faces a challenging event. The effects are said to last for two and a half hours.

CEVA has a track record of products that address animal bahaviour issues, in particular those using pheromones.

Hand in glove A NEW range of Elico gloves caters for every equestrian occasion.

All are supplied with header cards for easy retail hanging and effective display.

Elico Ravensdale Children’s Horseshoe Gloves have Amara palms for grip and an attractive horseshoe design. With stretch backs and Velcro wrist straps, they come in various sizes and colours with a per pair RRP of £5.95.

With a hearts design and matching stones on the wrist straps, Elico Buxton Gloves offer that sought-after bit of bling. In ladies’ sizes, they have Amara palms and an RRP of £11.95 Ideal for warm weather riding, Elico Kilburn Gloves have breathable, stretch fabric backs, analine leather palms and reinforced finger patches. In black and brown for formal wear, and ladies’ sizes, the RRP is £16.50.

Elico Chatsworth All Leather Gloves in soft analine leather provide the ultimate in comfort. With an elasticated wrist, hook and loop fastening tab, children’s and adults’ sizes are available with RRPs from £17.50 to £23.50. t Jenkinsons 01924 454681 www.equestriantradenews.com

Lost in translation Language can be a deal-maker - or deal-breaker - when you trade internationally, says Carol Hogg. ince1992, companies within the EU have enjoyed the trading benefits of the single European market.

During approximately the same period, computer technology has leapt ahead.

Prices can be converted into any currency at the push of a button, electronic orders and invoices have become the norm and the Internet has provided access to information on a previously inconceivable scale.

The cumulative consequence is increased professionalism in the way we do business, at least within our own cultural zone. And this is where the crunch comes; or to put it more positively, where there's still immense scope for development.

The attitude that English is the lingua franca [common language] of the business world and that a good product will sell anywhere on its own merits is as much of an illusion today as it was in 1992.

Despite such impressive progress in trading benefits and technology, appreciation of cultural differences and the significance of language in international business remains neglected by many - often otherwise very professional – companies.

S

Missing out Not everyone makes an effort to understand the culture and to communicate in the language of the countries with which they’re doing business.

It's a pity because by adhering to the belief that “everyone speaks English anyway”, such companies are failing to maximise their international potential.

They don't realise how irritating and frustrating this

attitude can be to their European counterparts, who may indeed have made the effort to acquire quite a good knowledge of the English language - and would appreciate at least some indication of a reciprocal effort.

The importance of foreign languages (especially English) is much more highly rated in mainland Europe than in the British Isles. Nevertheless it’s an illusion to believe that any European interested in a specific product will be able or even should be able - to discuss and comprehend its qualities and special features in English. Business people with such attitudes are missing out badly.

It’s a matter of fundamental politeness to have some knowledge of other cultures and languages (or to have enlisted the services of an interpreter). And in business terms, the consequences of misunderstandings can be serious.

Precise and correct expressions in a specialist field underline your expert knowledge.

On one occasion at Equitana, I was called to help out in a discussion on stable construction during which a German exhibitor had started talking about the quality of his “coffins.” The British potential buyer was, understandably, confused - not to say alarmed!

It transpired that the German exhibitor, clearly

14 JUNE 2014 EQUESTRIAN TRADE NEWS

flagging on day eight of the show, had confused the English translation of the German word ‘zarg’ (the correct word for door frame) with ‘sarg’ which indeed means ‘coffin’.

Similar mix-ups can happen in French. ‘Pferderassen’ is often translated as ‘horse races’ when it actually means ‘horse breeds’ (horse races: Pferderennen).

At the Salon du Cheval exhibition one year, a French saddler was perplexed about the relevance of an ‘arbre’ (tree in the forest) to his saddles. The word actually used in this connection is ‘arcon’.

Another mishap was an important piece of copy involving a limousine and a glass of lemonade, both of which are referred to in German as ‘limo’. Google Translate is usually not a cheap option!

Such confusions can cause a hearty laugh if your business is not directly concerned. They can also have devastating effects on a potential business transaction.

More pitfalls A further language-related pitfall concerns numbers.

Twenty nine, for example, is ‘neun und zwanzig’ in German. Numbers are expressed the other way round, so always write them down to check.

Expressions of time are perhaps even more potentially precarious. Half past eight, for example, is ‘halbneun’ – so make sure you don’t turn up an hour late to any important meetings or get caught on the hop when a German arrives to speak to you apparently an hour early.

Finally, don’t discount the human touch. Even when people do speak a foreign

In a discussion on stable construction, a German started talking about the quality of his “coffins”. language quite well, they always feel more comfortable and assured when addressed in their own language. Putting a customer at ease and into the right frame of mind can make a significant contribution towards concluding a business deal.

Putting it in writing PRECISE and correct expressions in a specialist field underline your expert knowledge. The reverse is equally true.

Whether you present yourself in different countries through brochures, catalogues, correspondence or at trade shows, all your expertise is transferred into different languages (and thus different markets) with a good translation – or lost with a bad one.

It’s a great shame to forfeit any of a product’s qualities through vague or even incorrect translations.

This can not only confuse potential customers, but cause them to doubt a company’s professionalism too.

And what’s the point of writing an impressive press release in English if it will simply be binned by an important European publication because it’s in the ‘wrong’ language? www.equestriantradenews.com

International equestrian know-how IN the equestrian field, background knowledge of horse sports and the trade in different countries is indispensable for good translation.

For instance, it might be important to understand how competitive riders and the various disciplines are organised in various countries. Or to be familiar with the respective roles played by organisations such the British Horse Society (BHS) or the FN (German National Equestrian Federation) or where the FédérationÉquestre International (FEI) fits in.

It’s also useful to have knowledge of how horses are kept in France, Germany or Spain compared with the UK, ie, each country’s ‘horsiculture’.

Knowing how the trade is organised and whether it has trade associations, co-operatives, buying groups and/or chain stores is invaluable too.

First impressions A first impression can only be made once, so check the following: ● Is your sales literature correctly translated? ● What about your website (or at least relevant parts of it)? ● Do you either speak the relevant language(s) yourself or have access to a good interpreter to support you on visits to new customers in their country or when exhibiting at international trade fairs?

Carol Hogg (right) on translating duties at BETA International.

About the author CAROL HOGG founded HippoTranslation in 1985 to provide interpreting and translation services for clients around the world. Carol has worked with the BETA International team for nearly 30 years, assisting clients from around the world prior to during and following the exhibition.

HippoTranslation also works closely with many equestrian organisations and companies, applying horse sense and specialist knowledge to its translation and interpreting activities. Regular and one-off commissions include translation of a variety of texts and copy, contacting foreign customers or interpreting for sales meetings and trade fairs.

Carol has also translated a number of equestrian books.

Collaboration with a network of qualified translators means Carol and her team offer a wide range of language combinations. In addition to equestrian-related fields, they also offer translations for academic studies, law and business as well as tourism. For further information visit www.hippotranslation.de and www.carol.hogg@translation-hogg.com

www.equestriantradenews.com

Crossing continents...

ETN finds out what leading European suppliers have to offer UK retailers.

Scandinavian inspiration STRONG design is one of Scandinavian brand Horze’s best features.

Inspired by the Nordic colour scheme and the Scandinavian lifestyle, the clothing collections and products are designed by riders with functionality in mind.

Attractive retail prices and retailer friendly margins complete the package.

Horze is part of the Finnish trotting [harness racing] company FinnTack.

Owning and controlling much of its production chain enables Horze to offer good quality at keen prices.

UK retailer customers are supported by its Oxford based sales team.

Horze offers two seasonal collections annually, plus a ‘standard assortment’ held in stock all year, with 95% stock availability.

This spring saw the launch of two new bridles. The Gironde and Nevada have cut-back headpieces and flexi-rubber reins; both retail at £70.99.

Another new item is the Elisa tallboot. A fitted, sharply styled, leather competition boot, it features elastic panels on both sides of the zipper for adjustable fit, and comes in regular and wide fittings. The RRP is £108.99 B//Vertigo is the higher-end brand from the same company.

Established in 2010, B//Vertigo breeches - in technical fabrics and with RRPs from £100 to £150 - have been particularly successful.

Horze and B//Vertigo orders are shipped from the company’s warehouse in Holland with two to five days to the UK. Orders are sent via DPD. t Horze UK national sales manager Emilie Sandersen 07824 387643.

Now distributing upmarket clothing brand UNITED Sports Germany (USG), founded and managed by Stefan Schwanbeck, offers a complete range for equestrian sports and leisure riders.

USG’s Flexi body protector and Equiairbag won a BETA International 2013 Innovation award for safety. The body protector combined with Equiairbag was worn by members of the German and Swedish teams at the London 2012 Olympics. Top UK riders Ben Hobday and James Somerville are also fans.

In a new development, USG has been appointed UK distributor for the upmarket Kentucky clothing brand.

USG also supplies its own fashionable breeches, plus footwear including short boots and country boots plus riding boots.

Saddle pads and matching fly veils in bright colours have proved popular with UK customers. USG’s leather work ranges from classic styles to the best in sparkly bling.

Everyday sundries such as shampoos, grooming equipment, supplements and treats are also offered. The minimum order required is £200 with carriage paid on orders over £500.

“We generally get orders to retailers within two or three days.

Stockists can also do their own ordering online with our B2B website,” says Marylise Silk of USG’s UK distributor Walk Trot Canter. t Walk Trot Canter 07590 714539 www.equestriantradenews.com

We’re backing the British team!

A select few companies will be boosting the British bid for medals at this summer’s World Equestrian Games (WEG). ETN finds out what it takes to be selected by the British Equestrian Federation (BEF) as an official supplier to Equestrian Team GBR.

GRIFFIN NUUMED - official supplier of

NAF -

saddlepads and numnahs for eight years

official supplier of nutritional supplements and care products for 18 years

ROSIE POCOCK says: “We were approached by the BEF who were looking for a British company to supply the team with high quality saddlepads and numnahs.

It was an ideal match.

“We provide whatever the team horses need. Over the years, this has included quilts, anti-slips, corrective shim pads and half wool pads.

What’s the spin-off for your trade customers?

“We handcraft saddlepads for Team GBR at our base in Somerset. We’re a British manufacturing company supporting the British equestrian team. Our trade customers can see that our brand is a favourite among riders of all levels, of a high quality and affordable. “ Who are your hot tips for British medals at WEG? “After Charlotte Dujardin won the FEI World Cup and William Fox Pitt’s success at the Rolex Kentucky Three Day event, they must be among the favourites.

We’re looking forward to team selections being announced.” [Photo of Nastasha Baker riding Cabral courtesy of Kit Houghton/BEF.]

TRACEY LLOYD says: “We are in our fifth Olympiad and I believe we are the longest standing official supplier to Equestrian Team GBR. We were approached by the BEF initially through the veterinary channels. We felt it was an honour to support Britain’s most elite riders and a great way to invest in our sport and give something back.

“Over the years, we’ve developed a great working relationship with the riders and their staff plus the team vets. This is all managed by Lorna George, who makes regular visits to the team riders’ yards. She also attends many of the team training and development days where she meets up with riders from all squads (World Class, Start and Potential) as well as owners, trainers and the vets.”

What’s the spin-off for your trade customers?

“They sell our products to their customers with the huge confidence that comes with the fact that they are used by the best riders in the country. The products come with great credibility, not only in quality and safety (they are obviously safe for competition use), but also from an aspirational angle. NAF products are used by the best riders, including Olympic gold medallists, so they must be the best.”

Who are your hot tips for British medals at WEG? “ Good luck to all Equestrian Team GBR members across all disciplines.”

LAND ROVER - official vehicle supplier for five years

MEARS COUNTRY JACKETS -

RICHARD DUNCAN says: “The Land Rover Discovery 4 is the official vehicle. Land Rover is a long standing supporter of equestrian sport in the UK and around the world.

“Land Rover’s support of Equestrian Team GBR includes the provision of vehicles while the teams participate in events across Europe, including around their participation at WEG.” What’s the spin-off for your trade customers?

“Equestrian sport is a shared passion with many of our customers. Land Rover uses its equestrian sponsorships to engage with and reward its customers through money-can’t-buy competitions and promotions as well as creating video content using our various equestrian ambassadors.”

Who are your hot tips for British medals at WEG? “We couldn’t possibly choose one particular rider so will wish all of Equestrian Team GBR every success at WEG.”

official formal riding jackets and coats supplier for 16 years

www.equestriantradenews.com

JOHN MEARS says: “We were asked by the BEF if we would produce the garments and since then have regularly consulted with riders and the federation on styling. Prior to major events, we measure and fit individual riders for their competition jackets and coats.”

What’s the spin-off for your trade customers?

“It means we’re recognised and respected as a British manufacturer of top quality riding jackets and coats, producing garments to highest standards for all disciplines appropriate to top competition.”

Who are your hot tips for British medals at WEG? “Mears would like to wish all riders the very best of luck.”

EQUESTRIAN TRADE NEWS JUNE 2014 17

TOGGI - official clothing supplier for nine years

TAGG EQUESTRIAN - official rug supplier for two years

SARAH-JANE FEDARB says: “Will Connell [British team performance director] came to us about ten years ago with his mission to present a stronger championship team identity across all equestrian sports. His vision was to develop a uniform look to make everyone - owners, vets, support staff, riders and grooms - feel part of the team.

“The official Toggi Team GBR supporters’ collection was created to complement the team kit and allow fans to show their support. A percentage of sales goes back to the BEF to help fund all equestrian disciplines.

“Our designers work with the BEF to ensure every item portrays the right Team GBR image while being practical, durable and comfortable for the teams to wear. We supply teams across all equestrian disciplines and age categories, including the Team GBR support network of vets, grooms and trainers - so it’s a mammoth project in logistical terms to plan, implement and coordinate.”

What’s the spin-off for your trade customers?

“Having the Toggi brand positioned alongside the best British riders has been enormously positive for our brand visibility and positioning. The Toggi Team GBR supporters’ collection allows retailers to offer their customers something they can’t get from any other clothing brand. It also gives stockists additional sales opportunities and revenue stream – plus a feeling of being part of the extended Team GBR family.”

Who are your hot tips for British medals at WEG? “We’re hoping for a British whitewash! We’ve great hopes that at least one of our Toggi sponsored riders will bring home medals, with Pippa Funnell in eventing and Sophie Wells in para-dressage in particular having great chances for podium finishes. We’ll be cheering them all the way!”

TOM EASTWOOD says: “We were approached by Will Connell [British team performance director] and his team who were saying a lot of the riders had been using our rugs. They also wanted to use a UK company as their rug supplier.

“We have regular meetings with team officials to discuss rugs for nations cup competitions, European, world and Olympic championships. We then put together and provide a package of coolers, fly and rain sheets.

“Occasionally bespoke rugs are required. We have them made in the UK and also have an in-house embroidery service, so we can work to what’s sometimes very short notice.

“Tagg Equestrian also promotes the official Team GBR merchandise ranges with various partners. We worked with Gibsons Saddlers at Badminton this year, for instance. This is important because a proportion of all official merchandise sales go back into the sport.”

What’s the spin-off for your trade customers?

“Recognition that the UK’s top riders are using our products gives our customers the assurance that they are made to the highest standards. The products are also seen at all the major international competitions during the year.

“Retailers also have the opportunity to stock official merchandise to offer supporters – and enjoy the feeling that they’re putting something back into equestrian sport.”

Who are your hot tips for British medals at WEG? “The dressage team is very strong with Charlotte Dujardin’s FEI World Cup win making her a clear medal prospect for WEG. We will also be rooting for our sponsored riders Piggy French and William and Pippa Funnell, all of whom are in contention for selection.”

DODSON & HORRELL official equine nutrition supplier for six years ANNALISE KERR says: “We can supply world class nutrition to the team – we have the experience, research and quality of product to provide the very best advice and back-up to Equestrian Team GBR. “We have day to day liaison with the team management to stay up-to-date with specific requests and queries from trainers and riders which enables us to give the best service.

“Dodson & Horrell attends squad sessions across the disciplines, including paralympic dressage, which is particularly important for the development squads. We evaluate the horses’ fat score, weigh them and give advice on diet.

“We organise feed to be delivered to the teams when they are competing abroad, working closely with the BEF team including obtaining the required documentation. Two pallets of feed were sent to Kentucky for WEG 2010.”

What’s the spin-off for your trade customers?

“It’s an honour to be the official supplier of nutrition to Equestrian Team GBR. Combined with our Royal Warrant, it reflects our standing in the market.”

Who are your hot tips for British medals at WEG? “It would be inappropriate to speculate on medal placings, but we hope that Equestrian Team GBR are at the top.”

18 JUNE 2014 EQUESTRIAN TRADE NEWS

POINT TWO - official supplier of air jackets for five years LEE MIDDLETON says: “Our business derived from eventing; therefore we feel privileged to support the British team and world of eventing.

“We keep the riders’ jackets upto-date with the latest technology and serviced. Our staff constantly liaise with the riders for ongoing product development and feedback.”

What’s the spin-off for your trade customers?

“Team GBR want the best safety products available to them, therefore we are privileged that they’ve chosen the Point Two brand.”

Who are your hot tips for British medals at WEG? “We think William Fox-Pitt will be hard to beat following his win in Kentucky.”

WEG FACTFILE ● The Alltech FEI World Equestrian Games take place from 23 August to 7 September in Normandy, France. ● It hosts the world championships for dressage, show jumping, eventing, endurance, reining, carriage driving and para-dressage. ● More than 500,000 spectators are expected to watch the action. ● WEG is organised with public and private funding totalling €75.6 million (£61.5 million). ● More than 3,000 volunteers will work at the five competition venues. www.equestriantradenews.com

A Badminton like no other...

Guy Roper* files his first report from the 2014 show circuit CARNAGE was the best way to describe conditions on Badminton’s cross country course – and at times it wasn’t much better around the shopping village.

A combination of frisky weather and a demanding track meant that only 32 of the original 124 entries made it through to the final horse inspection in bitter conditions on Sunday morning.

Ironically, a reduced Sunday morning show jumping contingent meant increased footfall though the tradestands, leading to a late surge in business for many previously disappointed companies.

Final takings are still being counted as I write, but inevitably some were up and some were ‘challenged’. Lifestyle products experienced a Sunday bonus as visitors sought refuge from squalls in the bigger tents.

That the tents were still there was a testament to the hard work of engineers called out on Saturday night. They were asked to make a judgement call on safety for the big marquees in the unprecedented winds sweeping across the site.

Were numbers down? The organisers have yet to comment but many working at the event felt there were less people "in the way", particularly on cross-country day. By Sunday afternoon, the weather had decimated spectators at the big screens and the last minute shopping surge looked set to plummet.

The crowds brave d Griffiths and Paulathe weather to see Sam Badminton title winks Brockagh take the th a brilliant jumpin performance. (Photo g s: Bob Hook)

Were they tipped off?

As well as the weather, a talking point among besieged Badminton traders was the new car parking arrangements - and whether the changes meant a loss of visitor numbers in traditional hotspots.

Saturday afternoon at a weather besieged The old routes had gone with visitors directed from the car parks, down Badminton. permanent roads into the site, rather than via the former entrances to the trade village from the north. This seemed to have caused more than 50% of the footfall to drift well away to the east, arriving at the site behind the main arena or by the Mitsubishi hospitality area.

Many traders noted that Joules had relinquished their long held position at the former site entrance. Instead the clothing emporium had glided into a new space with a big frontage, well down into the site on the top row between the arena and the bulk of the trade area. Joshua James occupied their former spot. It was almost as if Joules had been tipped off about the car park changes.

A less than happy group were the food traders with perishable stock. They reported on Saturday that they were 50% down on previous years - and questioned the car park channelling decision. ers. and shopp The provision of means for traders to conduct online card for horses g in st te e wer transactions has become an essential for any show Conditions organiser. Badminton did its best with on-site WiFi; although anyone trying to use Vodafone was inconvenienced by the non-appearance of the chaps who were supposed to put up their mast.

Maybe it was the combined weight of frustrated Vodafone users migrating to the WiFi system, plus small traders in some of the big tents giving it a good hammering, that eventually cause it to crash. Sometimes we long for the old days of the reliable old swipe machines.

That Badminton’s winner emerged from well down the dressage leaderboard was also somewhat old fashioned – and all the more refreshing for it.

In more ways than one, this was a Badminton unlike any other in the last ten years. *Some long-standing readers of ETN will remember Guy Roper’s reports and reviews from around the major shows’ trade stands back in the 1990s. We are delighted to revive his insightful reports.

20 JUNE 2014 EQUESTRIAN TRADE NEWS

When you gotta go...

www.equestriantradenews.com

• Mervyn Perring has retired after

• Bryoni Stephenson has joined Dengie

20 years’ working at HorseHage producer Mark Westaway & Son. Born locally in Devon, Mervyn began working on the payroll and purchase ledger before moving to the transport and stock control side of the business.

“Merv has been a dedicated and loyal member of staff and he understands the business and our customers inside out,” said Chris Tar, partner at Mark Westaway. “We wish him the very best in a long and happy retirement.”

Mervyn is planning to spend more time gardening, walking, watching cricket and visiting his family – plus a holiday to Italy with his wife, Lin.

as a feed adviser covering the south-west and South Wales. An equine science graduate from the Royal Agricultural University, Cirencester, her role includes conducting weighbridge clinics and providing feed advice at yards.

Bryoni studied Cushing’s Disease at university. She owns two horses, enjoys hacking and previously played horseball internationally.

• Emma Waterhouse has joined Horse of the Year Show (HOYS) organiser Grandstand Media as a marketing assistant. She’s involved with the website, advertising, project management and marketing campaigns for HOYS and the Grandstand Group’s venue management business, Stoneleigh Events. Emma owns Harley, an Irish Sports Horse, who she enjoys show jumping.

• Boston, Lincolnshire based fencing and gates specialist Calders &

Grandidge has appointed Mike Lisney as national sales manager. He has worked in the fencing and timber sector for more than 30 years.

Calders & Grandidge is a Royal Warrant holder. “Our creosote pressure treated fencing is ideal for the equine market,” said Mike.

• DJ Murphy, publisher of

Horse&Rider and PONY Magazine, has appointed Samantha Backstrom as account manager on its equestrian titles.

The former Sammy Pharo partnered the great show jumping pony Colton Maelstrom (not pictured) to team gold and individual silver medals at the European Pony Championships.

• Footwear and clothing company Tredstep Ireland has appointed Julie Hayward (left) and Kelly Whapples (right) as UK sales managers. Both were previously with equestrian wholesalers; Julie worked for Westgate EFI and Kelly (pictured with one of her two dogs) was at Shires.

• Alison Mason, who set up as an agent in January, is now representing Griffin NuuMed in northern England, Scotland and Ireland. She is also an agent for John Whitaker saddles and Accedemia Italiana clothing.

Her previous field sales experience includes working with Barnsby. Alison is an accomplished show jumper.

22 JUNE 2014 EQUESTRIAN TRADE NEWS

• Horse & Hound editor Lucy

Higginson is to leave publisher IPC Media this summer. She became the weekly title’s first female editor 12 years ago.

Under a restructure of publisher IPC Media’s Equestrian editorial team, current brand development editor Sarah Jenkins is appointed to the new role of content director.

Lucy told ETN: “The new role involves substantial commercial targets which makes it a very different role to that of editor.

While I am very comfortable exploring new commercial ideas, my first love is editorial.

“I wish Sarah the very best of luck with the new role; she is a very switched-on young lady. I haven’t yet established my leaving date even. While, longer term, I plan to stay involved with the equestrian world, in the short term I plan to write more, ride more, and drink less coffee!”

Horse & Hound’s deputy editor Jaki Bell is also due to leave IPC Media shortly, along with managing editor Karen Spinner.

Lucy is pictured by presenting the Horse & Hound Foxhunter trophy at last year’s Horse of the Year Show. (Photo: E S Photography, courtesy HOYS).

See page 39 for more on this story.

• Phil Duff has been appointed a nonexecutive director of Matchmakers International. With more than 30 years’ experience in the equestrian trade, he was until last year the managing director of Ariat Europe.

“Matchmakers represents a family of iconic brands,” said Phil. “I’m looking forward to influencing their return to prominence in the market, both in the UK and further afield.”

Matchmakers International’s brands include Harry Hall, Caldene, Cottage Craft, Masta and Tottie. “[Phil’s] knowledge, relationships and experience will be invaluable as, with the benefit of new investment, Matchmakers continues its renewed focus on outstanding product, great brands and first class customer service,” said Edward Wakefield, who is co-chairman of the company with Oliver Hoare. www.equestriantradenews.com

• John Ireland has joined John Whitaker

International and Brogini as business development manager. He was previously with Matchmakers International for 17 years and has experience of domestic and international markets.

“I’m delighted to have joined this thriving and growing company which offers fabulous products backed up with excellent customer service,” said John.

“After many years in the trade, I couldn’t resist this exciting opportunity.

• Emma Dyer, founder of equine recruitment specialist Equine Careers, has been spotted campaigning in the Inter Hunt Relay series on the show circuit this season.

She was one of a squad of four representing The Bicester Hunt with Whaddon Chase who finished fourth of 38 teams on their debut at Larkhill. Check out Emma’s baton changes at upcoming relays scheduled for Royal Windsor, Barbury Castle, The Festival of Hunting and The Royal Bath & West Show.

• Louise Kittle is the new editor of Horse&Rider. She takes over on 23 June from Alison Bridge who retires from the post after 25 years.

Louise started her career at publisher DJ Murphy in 2005 on PONY magazine. More recently she has worked as magazine group editor in the B2B sector, responsible for five magazines and associated websites.

She has a number of British Horse Society (BHS) qualifications, owns Cino, a TB/Irish grey gelding and has competed at novice level in eventing, show jumping and dressage.

• Retiring editor Alison Bridge talks to ETN on page 39.

• Dutch wholesaler Horka has appointed Rhonda Hicks as sales

agent for the south-east of England. She has worked in the equestrian trade for ten years, including roles with Matchmakers International and Sherwood Forest. Rhonda can tell retailers about the Horka and Red Horse collections.

• Jason Brautigam is the new chief executive of British Dressage (BD). He replaces Amanda Bond who departs the organisation on 12 June to work for the Hong Kong Jockey Club.

Jason (42) has been running his own marketing communications consultancy business for the past two years, with clients including Goodwood Racecourse, Arena Racing Company and York Racecourse.

Prior to that, he was the managing director for Totepool, responsible for Tote betting at all 60 racecourses in the UK, with total turnover of £410 million.

Before that, Jason was head of sales and marketing at Ascot Racecourse.

Jason joins BD on 9 June. “There’s a great opportunity to capitalise on the recent success of British riders to promote dressage to a wider audience and attract new supporters, whether as competitors, spectators or sponsors,” he said.

BD chairman Penny Pollard commented: “We’re looking forward to harnessing the skills Jason brings to BD, particularly his strong commercial background.” www.equestriantradenews.com

Fact or fairy tale?

Members of the Master Saddle Fitting Consultants (MSFC) Society address some retail saddle myths.

As long as it is the correct length any girth will do…

Not so.

The correct girth completes the well-fitting saddle and can make a real different to the fit of the saddle and freedom to move for the horse.

Consider: Girth materials Elastic – either strong both sides(triple layer is good), or none at all. We are looking to achieve balance and symmetryso stretch on one side does not help –infact, it can contribute to problems in both horse and rider.

Try to ensure the tensile strength is not coming from a webbing (or other) core. This narrows the bearing surface and can be uncomfortable for the horse.

Girth design Forward, curved or anatomical girths are designed to overcome several issues. They are shaped to allow room for elbow movement, and because they curve forwardthey do not pull the saddle into the shoulders. They work well for horses with narrow girth grooves and can prevent slip with rounder horses and ponies. There are several high quality leather girths on the market, or Vale Bros make a more affordable waffle version.

With exaggerated forward curves, the curve should not be too wide – customers should select appropriately for ‘horses with a leg in each corner’ or narrow chested horses.

Girth billet options Girthing can help to balance asymmetry issues which may present in the horse or rider, although attention must be paid to the Teardrop shaped, or horses with cause in both cases. any of these features can benefit Choice of girth billet from a forward girth. on each side (including point and balance) and for illustration only attachment, such as Y webbing or ring can improve saddle and rider balance. In turn, this will improve ease of carrying for the horse. A qualified saddle-fitter will need to see horse and rider in order to advise your customer.

24 JUNE 2014 EQUESTRIAN TRADE NEWS

I don’t sell saddles so I don’t need to know about them OK, maybe so, but consider for a moment the products you offer which may have something to do with saddle fit or saddle accessory fit…

Calmers or joint supplements? Head shaking supplements and nose nets?

Non-slip saddle pads? Bits and bridles? High starch feed and energy supplements or, conversely, low energy feed?

Training aids? Spurs?

The symptoms or behaviours of the horse, which the rider wants to counteract, may be caused by an ill-fitting saddle.

Symptoms and behaviours

The attention of the horse may well be on how restrictive (it is placed too far forward) and uncomfortable the saddle is, rather than a clear round.

such as being ‘naughty’ (bucking, rearing, refusing jumps, unwilling to move forward, ‘come onto the bit’ or stand to be mounted), ‘lazy’, ‘excitable’ or stiff may be related to saddle fit.

Cobs of all types are sexy right now.

And, as they are weight carriers, I should have some bigger saddles in stock…

Although strong, cobs are built to pull rather than carry heavier loads. And they are often ‘close-set’ which leaves little room for a saddle. So, when a larger rider chooses a native horse, they may not be able to have the 18”+ saddle to go with it. There are ways around this, but to ensure your customers have the best fit for them and their horse and that your stock moves through, we advise thatyour customer engages a saddle-fitter before larger saddles are ordered.

With their big, powerful shoulders, cobs often benefit from straight cut saddles like working hunter or VSD models. The rider benefits from a broader, flatter seat with square cantle.

Be aware that the rider may have to consider lengthening stirrup leathers to accommodate legs and to achieve good balance in these saddles.

Image from BioSphera 3D Equine Anatomy

www.equestriantradenews.com

The needs of most saddle-shopping customers can be met with one range of adjustable saddles …and the sub-myth Adjustable saddles will fit any horse and any rider.

Wouldn’t that be brilliant? Unfortunately no one range of adjustable saddles seems to do this, although some manufacturers offer two or three different shapes of tree. If the tree shape is too curvy (most usual) or too flat the range of horses they fit will be limited.

When considering which adjustable saddles to stock spend time listening to the manufacturer or wholesaler rep because they will have in-depth knowledge of features and benefits.

Then talk to your friendly saddle-fitter (See Bonus box) who can give you their experience and advice. This can be particularly helpful if the local area is characterized by a particular type of rider.

Popular synthetic saddles are reliably the same, size to size, type to type Although manufacturing set-up and procedures will be carefully designed and monitored in every saddle there is human input.

And humans are rarely perfect. So, it is wise to check each saddle carefully as it comes out of the box. Be aware of: * Symmetry: Look at the saddle from below, above, front and back. Each side should match.

The panels on this * Panels: Should be firm and soft diagram look OK - even with even feel – no lumps or hollows. and with room for the spine flex Panels should also be broad enough to distribute the rider’s weight, especially under the seat. If the Panels are too high panels are narrow and stuffed full little room and resemble a rolling pin, speak to andinleave the gullet to your supplier rand return the saddle. accomodate the spine * Gullet: As a rule of thumb the gullet – space between the panels – should be at least 2” wide and Asymetric panels should not narrow alarmingly can cause or exacerbate soreness anywhere along the length. or stiffness in horse Note on gullet plates or rider measurements: not the same from brand to another. One Wide may not be the same as another Wide from a Uneven flocking - more seen in used saddles different manufacturer. Sometimes often- can cause similar even the same SKU may have problems to variations. If you think your eyes are asymetrically attached panels deceiving you, they are probably not.

Bonus box: How do I know which saddle-fitter to speak to?

They should be qualified through an accredited course, continue professional development throughout their career, be properly insured (at least Professional Indemnity and Public Liability) and be independent of any manufacturer in the UK or overseas.

MSFC saddle fitters are on hand to give advice to you or your customers over the phone or via email, and would be delighted to give talks or demonstrations at your premises.

Visit www.msfc-saddlefitting.info or call 07534 989 467 for more information and to find your nearest saddle-fitter.

● The Master Saddle Fitting Consultants (MSFC) Society has members from England, Scotland, Wales, Spain and Holland.

Their aim is to exchange ideas and information while working to develop best practice in saddle fitting. MSFC Society members have either qualified or are students with the Dutch based Academy for Master Saddle Fitting Consultants. The MSFC course and examination are accredited by the Utrecht University School of Veterinary Science. www.equestriantradenews.com

Saddle up with Toddy

WESTGATE EFI offers a choice of saddles under the Mark Todd Collection brand.

Mark Todd Professional Saddles are manufactured on lightweight synthetic trees with moulded panels. While the Walsall manufactured Generation range is flocked and built on a traditional laminate wooden tree.

Representing good value for money and offering dressage, GP, jumping and close contact styles across many sizes, the Mark Todd saddles range is complemented with matching girths and stirrup leathers. t Westgate EFI 01303 872277

Get the right image

THERMAL imaging can be used as a saddle fitting aid as well as for conventional diagnostic purposes.

It works by mapping heat patterns, so can reveal a great deal about the distribution of pressure under a saddle.

The image is taken once the saddle has been removed. The photograph shows the thermal image of a bridging saddle ie. where pressure is concentrated at the front and back rather than being evenly distributed throughout the panels.

Veterinary Thermal Imaging (VTI) offers back and saddle scans for £50 each plus travel. If more than five horses are booked at the same venue at the same time, the cost is £40 each. t VTI 0844 544 3314

Bespoke and British THE bespoke design of the Grand Prix Special from Sue Carson Saddles allows complete freedom for the horse to move.

Manufactured in the UK by SMS qualified craftsmen, each saddle is individual to the horse for which it’s intended.

Riders can choose from a number of comfort and performance enhancing features, such as custom made blocks placed where required on each side of the saddle.

The seat on the Grand Prix Special is a little deeper than its stable-mate the Grand Prix saddle. The Special also supports the upper thigh with freedom for the lower leg to move.

Sue Carson Saddles are available nationwide from the company’s distributors, all of whom are experienced saddle fitters.

Retailers interested in stocking the range are welcome to make contact. t Sue Carson Saddles 01629 540343

Competition ready

Great grip for jumping

JUST like its namesake, the new John Whitaker Professional Saddle is competition ready!

Thanks to the calfskin leather covered latex seat, it’s instantly comfortable for the rider.

“This saddle didn’t need much breaking in because the leather is really flexible and it’s ideal for my competition horses.” says John Whitaker.

The forward cut style is finished with the bevelled JW diamond logo in contrast stitching.

Saddles within the John Whitaker Saddle Collection are said to be fully adjustable to most horses.

This is achieved by owners taking two templates and sending them with the saddle to John Whitaker International’s base for adjustment.

The lightweight, injection moulded nylon trees are then adjusted to suit the template using heat lamps.

The flexible trees also feature higher than usual tree points to prevent shoulder restriction when jumping or moving. The trees are guaranteed for the life of the saddle The latex under panels are felt lined, and have flocking slits to enable stuffing with wool if required.

Altogether there are nine saddles within the John Whitaker collection, catering for every need from happy hackers to top competition riders across every discipline. t John Whitaker International 01706 340500

THE new Continental Seat and Flap from WOW saddles has padded knee rolls and a grippy feel – making it perfect for jumping.

The seat is wider than the company’s previous Flat Square Cantle Jumping Saddle.

The new model also has a small belly support at the sides of the cantle, for rider comfort and support.

WOW Saddles start at £2,600 and can be customised to suit horse and rider. t WOW Saddles 01227 831614

Training opportunities galore THE Society of Master Saddlers (SMS) runs training days and courses aimed at improving knowledge and skills, and maintaining high standards of craftsmanship within the saddlery industry.

The Society’s main aim is to safeguard the quality of work, services, training and qualifications of all those who work in the saddlery trade from manufacturers and retailers through to individual craftspeople and saddle fitters.

To become an SMS member, applicants must either have certain saddlery qualifications or run retail or manufacturing businesses which fulfil the Society’s criteria. Membership categories include Master Saddler, Qualified Saddler, Master Harness Maker, Qualified Harness Maker, Qualified Saddle Fitter, plus those for retailers and manufacturers.

The Society also provides CPD courses to help members of the saddlery trade keep their knowledge up-to-date and maintain their high standards of service.

Upcoming SMS courses and events Saddle Fitters’ Refresher Day - Monday 7th July, Moulton College Manufacturer’s Showcase Day - Monday 7th July, Moulton College Qualified Saddle Fitters’ Course - 28th July – 1st August, Moulton College Centaur Biomechanics Day for SMS members - Thursday 14th August, venue TBC Saddlery Training Centre Flocking Course at Salisbury - 11th – 15th August – apply to Saddlery Training Centre Annual General Meeting - Thursday 11th September, King’s Troop RHA Seminar: ‘Built to Fit’ - 1st October, venue Grangewood Farm Livery, Swadlincote, Derbyshire Introductory Saddle Fitting Course - Monday & Tuesday 27th & 28th October, Moulton College Saddle Fitting Assessments - Wednesday 29th October t The Society of Master Saddlers 01449 711642 ● The following are newly qualified as SMS Qualified Saddle Fitters: Laura Kitchiner - West Essex Saddlery, Alison Kinge - Pointings Saddlery, Garry Garcia - Metropolitan Police Mounted Regiment, Marja Isotalo - Satula.com, Finland, Satu Peltomaki - Satula .com, Finland, Vincianne Wittamer, Belgium.

In the best Walsall traditions ALL Jeffries’ saddle-makers have many years’ experience in producing saddles individually from start to finish.

But that doesn’t mean to say the Walsall based manufacturer relies on tradition alone.

“Product development is ongoing, with technical advances in materials and methods applying where appropriate,” says managing director Dave Darley.

“The designs of the well-known models are reviewed on a regular basis, ensuring their continuing popularity with today's increasingly demanding riders.”

When it comes to saddle trees for most of the Falcon and Jeffries saddles, in-house manufacturing means the company has control over quality, design, availability and consistency.

Rider comfort is catered for with maximum-density foam and latex for saddle seats and knee rolls.

Saddle flaps are ‘raced’ to ensure that stitching is in a channel and thus protected from abrasion. This reduces wear, so prolonging the life of the saddle.

Want to know more? A short DVD about Jeffries’ saddlery manufacture can be seen on the company’s website.

Pictured is the Jeffries Falcon F1 general purpose/jumping saddle, available from stock in most popular widths, colours and sizes. t Jeffries 01922 748767 28 JUNE 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

“Probably the largest equestrian sponsorship deal ...”

COVE R STOR Y

IN A deal with Fieldhouse Riding Equipment, Carl Hester has become a brand ambassador for the company’s new range of dressage saddles.

The PDS (Professional Dressage Solutions) collection will be launched to around 40 invited retailers at the Olympic team gold medallist’s Gloucestershire base this month (13 June).

What’s been described as “probably the largest sponsorship deal ever offered in the equestrian market” came about after Carl met Geoff Fieldhouse, founder of Fieldhouse Riding Equipment, and the company’s saddle fitter Helen Stone.

Geoff had been developing close contact dressage saddles for a number of years, with the PDS range already taking shape. But Geoff says that having the Carl’s input enabled him to take it to a new level.

Carl’s ‘feel’ on a horse, plus the shape of the modern sports horse, were among the factors taken into consideration during the saddles’ development.

“Carl demand that his horses must be able to move freely and that nothing must impede their performance was at the heart of it,” said a spokesman for Fieldhouse.

“I’m thrilled to be part of the development of what I consider to be some of the best saddles I have ever ridden in,” said Carl. “I’m also happy to be supporting a British company.”

Consumers will be able to purchase PDS saddles through approved saddle fitters from the end of this month (June). Stockists will be trained in how to fit the PDS range, regardless of any existing saddle fitting qualifications they may - or may not - hold.

PDS saddles are adjustable, have carbon fibre trees and foam and flocked panels. t Fieldhouse Riding Equipment 01922 638094

Charlotte sits still OLYMPIC champion Charlotte Dujardin – famously trained by Carl Hester - will continue to ride in Equipe saddles, the brand’s UK distributor has confirmed.

Simon Middleton of Zebra Products told ETN: “Charlotte is definitely still in Equipe saddles. All her medals and world records have been won in Equipe. She loves the saddles.” www.equestriantradenews.com

EQUESTRIAN TRADE NEWS JUNE 2014 29

Economics versus education

Improving the connection

In this extract from his book Suffering in Silence, the saddle fit link to physical and psychological trauma in horses (J A Allen, £19.99), Jochen Schleese considers commercial dilemmas facing the saddle industry.

MANY of the traditional and newly rediscovered realisations about the cause and effect of saddles, anatomy, and riding were not documented in literature until recently. Saddle fitting is still not part of the curriculum in many of the mainstream educational programs within the equestrian industry—whether for body workers or veterinarians; nor is it yet included in the training to become a professional rider or trainer.

It is an unfortunate, though realistic, fact that saddle issues are the cause of many behavioural and training problems, as well as being responsible for a lot of lameness, which is more often than not addressed pharmaceutically rather than physically.

To better accommodate the physiological and anatomical requirements of horse and rider, the saddle industry needs to undergo a shift in willingness to produce a product that takes these into consideration, for example, by incorporating a fully adjustable gullet plate into the saddle tree.

There are already a number of companies that have embodied into their designs wider gullet channels, adjustable gullet plates, and larger panels for better weight distribution over the saddle support area. However, there are still way too many saddles on the market that are simply not adjustable and do not take the horse’s requirements into consideration.

It is not only the lack of knowledge and a certain inherent resistance to change that hinders innovation and new designs being introduced to the market. It is a long and expensive process to bring a new product to the consumer; to change an entire mindset to produce completely different saddles using new technologies and stateof-the-art information is even more difficult to achieve.

One of the main obstructions in this process is the simple fact that both manufacturer and retailer likely have a huge inventory of saddles remaining— made and bought without the benefit of this new knowledge—and these still need to be sold! What happens to these thousands and thousands of saddles not made in accordance with these criteria? What about the client who just bought one of these new saddles?

This is an unfortunate situation that is simply ignored by many companies, even if they know that there are alternatives out there that would definitely be better for the horse and rider. This is where the conflict arises between knowing what is right and doing what is right.

Of course, restocking a saddle inventory that is made using the anatomically correct criteria is an extremely expensive proposition—not only for the above reason. Even the manufacturer could not immediately revamp the entire production process to accommodate these criteria.

Developing new saddle models requires planning and beta-testing of prototypes.

New moulds will need to be made, new patterns designed, and possibly new tools and machinery required. And none of these guarantee instant success or resonance in the marketplace. Even a structured and focused marketing campaign will not result in immediate sales.

Market testing and acceptance by the end consumer are crucial, as are the actual results and changes seen when a saddle is used. The new designs need to be seen as being more effective than what is currently available, and this can take years, given that some of the damage attributed to a poor fitting saddle can take a long time to manifest. The attitude may well be, “If it ain’t broke, why fix it?” which leads to some resistance as well. Financial considerations for both manufacturer and retailer also take time to resolve when rolling over the inventory.

Riders will become more and more frustrated and angry as issues arise and saddles don’t fit time and time again. The end consumer will become more educated and able to draw her own conclusions, based on findings on the Internet, at conferences, symposia, and seminars, and will be able to ask the relevant questions and raise the arguments for or against saddle designs.

The pressure to design a mainstream offering of physiologically and anatomically correct saddles will come from this person. If we ignore this, horses will continue to suffer long-term damage. The more critical the end consumer becomes, the faster saddle manufacturers, wholesalers, and retailers will bow to her wishes. t Suffering in Silence is published by J A Allen tel 0207 251 2661.

30 JUNE 2014 EQUESTRIAN TRADE NEWS

THE design team at Harry Dabbs Saddle Makers is consistently working to improve comfort, harmony and connection between horse and rider.

And they believe they’ve hit the spot with two new saddles, the Italiano and the Future.

The sleek, stylish Italiano jump gives a truly close contact feel. Featuring a wood laminated spring tree guaranteed for the life of the saddle, it’s covered with Italian calf leather.

With an open seat for quick position changing between jumps, the Italiano is available with either foam or wool flocked panels and comes in a choice of sizes and colours.

Believe in the Future The Future saddle is designed to increase freedom of movement of the horse's shoulder as it rotates, enabling strides to be lengthened with minimal interference from the saddle.

To achieve this, Harry Dabbs Saddle Makers have changed the cut (leg) of the panel used on most jump, GP and event saddles.

Traditionally, the cut follows the line of the top flap, however the panel at the front of the Future saddle has been cut away so that it can sit comfortably behind the shoulder.

To maintain balance and stability for the rider’s leg, the flap at the front has been reinforced. This also prevents the flap from collapsing against the horse’s shoulder and interfering with his movement.

The Future is available with event, jump or GP style flaps. t Harry Dabbs Saddle Makers 01922 612238

Saddle fitting science on show SCIENTISTS and saddlery experts will share their knowledge at the second Saddle Research Trust (SRT) International Conference in Cambridge on 29 November.

BETA has negotiated discounts for members who would like to attend.

The event, supported by World Horse Welfare, will examine the latest scientific research on the interaction between horses, riders and saddles.

Advance tickets are £100, £75 for SRT members and students or £125 on the door. Email research@saddleresearchtrust.com or telephone 07775 912202 to reserve your place. www.equestriantradenews.com

Made-to-measure made affordable

EVERY horse and rider deserves a bespoke saddle – yet they shouldn’t have to win the lottery to afford one, says David Rollinson.

David, a qualified saddler whose previous jobs include working for Ideal in Walsall, has set up East Midlands based D A Saddles.

If his name rings a bell, it’s because David is a former apprentice winner of an SMS Saddlery Competition at Saddlers Hall with the winning saddle being shown at BETA International.

Now he’s on a mission to provide made-to-measure saddles that all riders can afford.

All saddles, bridles and girths are individually fitted and made by David in the D A Saddles workshop. Examples of those all important prices are £900 for a GP and £1,100 for a jump saddle.

With no compromise tolerated on quality of materials or

craftsmanship, it takes David around 30 hours to make each saddle using calf leather from Marcus Gear and butts from Sedgwicks.

David’s partner is a dressage rider and it’s this input, plus regularly rubbing shoulders with other international riders, that keeps D A Saddles equine focused.

David goes out to see each customer wherever their horse lives.

“I need to see and measure the horse. Length of back is so important, for instance, but the only way to assess this is to see it.

“I need to see the horse move too – and I need to see the rider riding it.”

David takes a demo saddle on visits. “The customer can sit in it and it gives us a starting point to discuss and work from,” he explained.

“Not everybody wants a saddle that would suit an Olympic rider; they may want more security or comfort might be important to them.”

But all this is fine detail compared with David’s main mission.

“My first purpose is to create a saddle that will fit the horse and suit the rider too.

“I also want to make good quality products and be fair to the customers. A saddle shouldn’t need to be costing the earth.” Indeed, D A Saddles’ single flap event saddle (pictured) at £1,100 has the look and feel of one at least twice that price.

The company is also using a W type girthing system it’s developed for jump saddles, of which David modestly says: “It's a new system for us but so far it’s worked wonders on every horse we’ve used it on.”

Watch this space!

Although D A Saddles currently deals directly with consumers, David’s open to working with retailers too. No doubt there are riders out there who are struggling to find a suitable saddle or longing for a cost-effective made-to-measure option.

And, finally, what’s David’s biggest bugbear as far as saddles go?

“It’s that riders wait too long between saddle checks. Horses constantly change shape, especially with the spring grass about, and it should really be done every six months.” t D A Saddles 07921 393839

SocietyofMasterSaddlers(SMS)Members:earnCPDpointswithETN

Fitting the short-backed horse F or years there have been various breeds of horse such as the Arab and traditional cob that are commonly known to have short backs.

Nowadays, as more and more people home-breed, saddle fitters see more horses and ponies with challenging conformations; one of which can be a very small area onto which to fit the saddle.

Furthermore, a lot of the modern warmbloods being bred are more compact than of old.

If we only had the horse to consider, it would be easy to fit a saddle to a short-backed horse. We would simply fit a shorter saddle! But add a rider to the equation and it can become far more difficult.

As a race, we humans are getting taller and heavier.

Latest statistics show that nearly two-thirds of people in England are overweight or obese (figures published by Public Health England) and how many teenagers do we now see with a very long hip to knee ratio?

We know that to fit a saddle correctly we do not want to sit the saddle tree past T18 (the 18th thoracic vertebrae).

We also want the rider to be sat in the middle of the saddle. This is firstly to distribute the pressure evenly across the whole bearing area of the saddle, and secondly to put the rider in the correct riding position.

If the rider is either too tall or too large for the size of saddle, all their weight will be pushed to the back of the saddle, putting too much pressure on that point on the horse’s back, which inevitably could lead to back problems for the horse.

We also want the saddle to sit behind the scapula, which

will rotate when in motion, so putting the saddle further forward is not an option.

If we have a rider who rides ‘long’ or whose chosen discipline is flatwork or dressage, the solution is slightly easier to find, as the rider’s weight is positioned further forward.

If the rider does a lot of jumping or rides ‘short’, it’s trickier. So what are the options available to assist us in fitting a saddle to a shortbacked horse?

Curved / compact panel – A saddle made with a ‘scooped’ or ‘compact’ panel is designed to avoid pressure in the loin area. These panels sweep over and away from the last rib. This style of panel has often been found on European manufactured saddles but now more UK saddle manufacturers are offering ‘short-back’ or ‘compact’ panels.

Forward cut saddle – A more forward cut saddle or one with a flatter seat will allow more room for the rider than a deep seated saddle.

Some manufacturers will in addition ‘lay back’ the cantle which will help gain a few extra vital centimetres. This is a helpful solution for a rider with a long femur or a rider who rides short.

Wide seat – A saddle with a wider seat can be useful, particularly when fitting a rider with a fuller figure to a short-backed horse. Many saddle manufacturers make a wide seat version of their standard saddle models. This solution will only work where the horse has a good breadth of back to accommodate the wider panels, such as the traditional cob or hunter type. If the horse has an angular back this would not be a suitable option.

Shortened panel – A saddle can be made with a

32 JUNE 2014 EQUESTRIAN TRADE NEWS

shortened panel, for example a 17.5” seat made on a 17” panel. This will help to give a bit more room for the rider, but as saddle fitters we need to take care the weight of the rider is not sitting on the edge of the panel.

Scalloped panel – A saddle made with a scalloped front panel will sit the points of the tree slightly closer behind the scapula, again maybe gaining a vital extra couple of centimetres.

Sometimes, if all else fails, the answer is just plain ‘no’.

When faced with a 12.2hh pony (originally bought as a companion, now ridden) and a lady rider of 5’4 and a dress size 12, I could find nothing on a traditional treed saddle that placed the rider in the correct place and fitted within the last rib of the pony. After explaining this, I declined to fit a saddle. I have since seen the rider – the pony has been fitted with a saddle and both appear to be

ACCREDITED BY

happy, but I was not confident that I could find something that would not give the pony a bad back.

If any saddle fitters have any other suggestions or successful solutions to fitting the short-backed horse, please do get in touch as by sharing experiences and learning from others we can develop and gain better knowledge. You can contact me at enquiries@smilnerandson.com SMS members can participate in such discussions by joining up to the SMS group at www.linkedin.com

A typical cob back.

About SMS CPD THE Society of Master Saddlers (SMS) is offering its members opportunities for Continuous Professional Development (CPD).

This SMS accredited CPD feature aims to help improve knowledge and skills on relevant aspects of saddle fitting and saddle crafts. The next edition will appear in ETN December 2014 issue.

Other SMS CPD opportunities include taking part in SMS seminars and courses; saddle, bridle and harness making qualifications; outside conferences including visiting BETA International, health and safety and first aid courses; reading books and periodicals including ETN; attending business courses and giving presentations. t SMS 01449 711642 www.equestriantradenews.com

ETN SMS CPD Questions

Cru is so short-backed, her hip sits right up against her last rib.

SELECT YOUR ANSWERS AND TICK THE BOXES 1. Which point on the horse do we not want the saddle tree to exceed? a. Tail b. T16 c. T18 2. Where should the front of the saddle sit? a. Behind the scapula b. In front of the scapula c. On the horse’s withers 3. What is the purpose of a ‘curved’ / ‘compact’ panel? a. To sweep away from the last rib b. To tip the rider forwards

The shortened panel and flat seat that solved the problem.

c. To provide a smaller bearing area 4. Why do we want the rider to sit in the middle of the saddle?

Horse and rider enjoying themselves in a correctly fitted saddle.

a. To help break the saddle in b. To distribute the weight across the whole bearing area of the saddle

Case Study I first met Liz and Cru in 2009. Cru is a 15.1hh Anglo Arab, Liz is 5’3 and weighs 56kg. Liz does a lot of long distance and pleasure rides as well as a bit of jumping. When I first met her, Cru was a very round horse, with a short back and on her 8th saddle and Liz was unsure of what to try next.

Liz was in a vicious circle – she could not get the horse fit without a properly fitting saddle and Cru would not tolerate anything she didn’t find comfortable. Luckily Liz had a budget to accommodate a made-to-measure saddle and was prepared to wait to get the right saddle.

Having found the correct tree shape and saddle that suited both Cru and Liz, I spoke to the saddle manufacturer and between us we came up with a saddle made with a 17” seat on a 16.5” panel. The saddle in question has a fairly flat seat and leans more towards a jump saddle.

Even this was not short enough as the leading edge of Cru’s hip sits right up against her last rib and she has a big square action behind. This meant that even with the shortened panel, we were still getting some movement at the back of the saddle, caused by her action.

I had a replica of the saddle made, this time with a 16.5” seat on a 16” panel. Fortunately Liz is a petite and very well balanced rider and could still sit in the middle of the saddle.

The saddle was a success for both horse and rider and four years later Cru is now a fit horse with a healthy top line and is in full work.

c. To make sure the stirrup leathers are level 5. Which of these options might help when fitting a short backed horse? a. More forward cut / flatter seat b. Sticky numnah c. Anatomically shaped girth 6 Which of these options might help when fitting a short backed horse and a larger rider? a. Close contact saddle b. A saddle with a wide seat c. A straight cut saddle Full name ...........................................................................

Company name/address .................................................... ..........................................................................................

Email .................................................................................

Telephone number..............................................................

About the author

Send your completed answers to: ETN/SMS CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW.

www.equestriantradenews.com

✁

KIRSTY MILNER is an SMS Qualified Saddle fitter and a partner alongside her husband Andy Milner at S Milner & Son in Leicestershire.

EQUESTRIAN TRADE NEWS JUNE 2014 33

An entrepreneur without limits Her company was named 2014 SEIB/BETA Internet Retailer of the Year and later this month sponsors the Hickstead Derby meeting. ETN meets Lorraine Meadowcroft.

Just some of the Equestrian.com team celebrating their SEIB Internet Retailer of the Year Award. At the front is Joshua Marriott (7), Lorraine’s grandson.

n a move that neatly sums up its intentions, Equestrian Clearance Warehouse Ltd has changed its trading name from Equestrianclearance.com to Equestrian.com With claims to being the UK’s largest online equestrian retailer, the West Yorkshire based business traditionally sold branded clearance stock.

Its rebranding in March this year heralded a fresh offering of premium and in-season ranges alongside clearance and own brands.

“We were the TK Maxx of equestrian,” said Lorraine Meadowcroft, founder and CEO. “But now it’s time to broaden our product base and expand outside the UK and Ireland.”

It’s a far cry from where she started 21 years ago. Then, recently divorced with two children aged five and eight in tow, Lorraine opened a tack shop in an old corn mill attached to her house high up in the Yorkshire Pennines.

Customers trekked to the remote 1,500sq ft. shop to buy new, seconds and

I

clearance items. Eventually, Lorraine started taking the goods to shows and events and Equestrian Clearance Warehouse was born.

“My mum and dad were instrumental in helping me build the business,” she reminisced. My father was great at DIY and helped expand and renovate the shop.

Mum used to repair a lot of the seconds horse rugs.”

It was the Yorkshire Post that first approached Lorraine about setting up an online catalogue page for Equestrian Clearance Warehouse. It was included in the newspaper’s new business website in 1999 – and it introduced Lorraine to the Internet.

“I knew absolutely nothing about websites but it seemed to be trendy at the time,” she recalled. “I started looking at other people’s websites and decided I didn’t want just a catalogue page. I wanted people to be able to see what I was selling instantly. I basically designed my own space for the Yorkshire Post website.

“I remember getting my first order through at 10am the

34 JUNE 2014 EQUESTRIAN TRADE NEWS

day it launched. It made me feel great and was probably the start of taking my business online.”

Shut up shop It wasn’t until 2006 that Lorraine shut up shop and began trading solely online as Equestrianclearance.com.

The website now receives more than two million hits a month, 65% of which is returning custom. More than 50,000 product lines appear

on the company’s website with around 7,000 items dispatched each week.

The 34-strong team of staff includes Lorraine’s daughters Katie Farmer, who is the marketing manager, and Charlotte Farmer who’s in charge of human resources.

Her brother Nigel Meadowcroft drives the forklift trucks when he is not working as an extra on TV soaps Emmerdale and Coronation Street.

Everybody who works for Lorraine has to pass a psychometric and horse question test. Each of her customer service team owns their own horse.

“I employ people on their knowledge and performance, not just because their face fits,” she explained.

“Specialist retailing at its best” Investment in staff – whom Lorraine describes as “the beating heart of my business” - came to fruition when Equestrianclearance.com won the 2014 SEIB Internet Retailer of the Year, a BETA Business Award. A judge said of the company: "This is specialist retailing at its best. Staff showed a thorough

From left, Katie Farmer, Lorraine Meadowcroft and Charlotte Farmer with Charlotte’s son and Lorraine’s grandson Joshua Marriott.

www.equestriantradenews.com

knowledge of the products, enthusiasm for their subject and a light touch when it came to closing the sale."

Indeed, this is a retailer as big and experienced as many of its suppliers. “We’re always happy to look at new suppliers, new brands and their ideas,” says Lorraine who has instigated a marketing and design team to work with manufacturers and distributors.

Her role as CEO is definitely not one for the faint-hearted.

“People think selling online is an easy way of getting sales, but in reality it’s twice as expensive and ten times as difficult as running a bricks and mortar shop.

“There are a lot of third parties we have to manage, a legal minefield to get through and a lot more technical elements if you are doing it properly. We also have to employ experts in a number of different fields.”

Lorraine believes the competitive nature of the high street is pushing the technical advances.

“At one time people surfed the web via PCs. Now it’s via mobile, tablet and expanding to Google glasses. There will be other devices in the future and our website has to continually adapt to accommodate all of them.”

As well as buying the domain name Equestrian.com, Lorraine has invested in a bespoke IT platform. It will take 12 months to make the transition.

“The beauty of it is that it has no limitations,” she said.

“That means an endless number of products, suppliers and pages. As an entrepreneur, I’m continually coming up with ideas so I don’t want to be restricted by the IT platform.”

Connecting with customers Social media and presence at events enables Equestrian.com to stay in touch with its customers.

“We have 84,000 Facebook fans and around 200 social media profiles which provide us with the chance to have a conversation with our customers in a way that is comfortable for them,” said Lorraine.

www.equestriantradenews.com

A new Equestrian.com rug range reminds its customers to eat their ‘five a day’.

EquestrianClearance.com recently won the 2014 Equestrian Social Media Award (ESMA) for an online tack shop As a former show jumping competitor, Lorraine has made a point of supporting riders at all levels, especially some of the juniors. For many years, she has also sponsored British Riding Clubs, British Showjumping and the British Eventing BE80 (T) series.

Her latest and possibly most ambitious sponsorship - this time in association with Horse&Hound magazine, is of the Hickstead Derby meeting (26 – 29 June).

Again, it’s about getting consumers involved. One lucky customer will win the chance to help present the Boomerang Trophy to the winner of the Derby live on SKY Sports. [See box for more details].

“This will be a lifetime dream for that person. They will never ever get an opportunity like this in any other way,” said Lorraine, who has pledged to plough some of the profits from merchandise sales back into the event.

Equestrian.com has also developed and marketed exclusive ranges for British Eventing and British Showjumping, and has plans to offer the collections to other selected retailers in the future.

Fruity rugs Lorraine’s sense of social responsibility extends to helping the average rider look after herself. Colourful five-aday rugs are due to be launched this summer, each style representing one of five different in-season fruits.

“Our customers spend hours lovingly looking after their horses and we want to remind them to look after themselves as well,” she said.

Equestrian.com may be a technological giant, but the equestrian community remains at its heart.

About the Equestrian.com Derby at Hickstead...

WITH its famous Derby Bank, Devil’s Dyke and Irish Bank, the Derby is the biggest class at the 2014 Equestrian.com Hickstead Derby Meeting on 26-29 June.

In the run-up to the show, consumers are invited to join the Hickstead Derby Community by signing up to become ‘official partners’. By purchasing a Hickstead Derby Community polo shirt for £24.99, fans are given automatic membership of the Community. The shirt comes with a free members’ ticket for Thursday 26 June (worth £26) plus other benefits including the opportunity to upgrade to a hospitality area overlooking the International Arena and entry into a competition for a VIP weekend at Hickstead. There’s also the chance to present the Boomerang Trophy to the Derby winner.

Community members receive e-newsletters telling them about discounts and offers – plus the chance to win a Derby course walk with one of this year’s competitors. (Photo: Samantha Lamb) EQUESTRIAN TRADE NEWS JUNE 2014 35

SELLING SKILLS FOR RETAILERS

Spruce up your store

e are really pleased to offer a fantastic, new one-day course – Sales Skills for Retailers – to be held at Stoneleigh Park on Wednesday 25 June. The event, which covers the essentials of selling in a retail environment, will be led

by Dave Purslow, a highly experienced sales trainer with extensive knowledge of the equestrian industry, and includes a session presented by Sylvia Rook, of Trading Standards.

Topics to be covered feature looking at what makes a great salesperson, openings, the sales process, dealing with returns and complaints, cross-selling and up-selling, and common mistakes that are made.

IT’S AMAZING how a fresh eye can work wonders for your store. Our visual merchandising and store layout course, at Stoneleigh Park on Wednesday 11 June, is guaranteed to give you plenty of food for thought.

Run by Julia Andrews, who has a background in retail buying and visual merchandising for M&S, it is ideal for retailers seeking to improve on their VM techniques or wishing to give their store a complete overhaul.

The day course costs £75 plus VAT for BETA members and £150 plus VAT for non-members. A few places are still available, so please get in touch if you would like to book.

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The course costs £80 plus VAT for BETA members and £150 plus VAT for nonmembers. Delegates will start the day at 9am, break for lunch, then finish at 4pm. Spaces are limited, so early booking is advised.

BETA backs RDA award BETA has been a loyal supporter of RDA for many years and we will be sponsoring the Business Partnership category in the charity’s annual Gala Awards for a second time.

The awards ceremony is a prestigious event designed to recognise and reward the outstanding achievements of RDA supporters, participants, horses, ponies and volunteers. Winners are announced at the association’s Gala Dinner, in London on Tuesday 30 September.

Nominations for the awards – Business Partnership, Brilliant Idea, Vet of the Year, Horse or Pony of the Year and Most Improved Participants – are invited, to arrive by the closing date, 31 July. If you would like to nominate a company, project or individual, visit www.rda.org.uk/2014/gala-awards-2014nominations-open/ for further information and to download an application form.

We are delighted to be backing this award again. It is a great way to support the equestrian industry and a highly effective means of raising BETA’s profile.

What’s going on with NOPS? A BETA NOPS Day at Whittlebury Hall, near Towcester, on Tuesday 24 June will provide plenty of information on the BETA NOPS (naturally occurring prohibited substances ) approval scheme.

Packed with presentations suitable for those working in both technical and non-technical roles, it promises to be a highly informative day to keep you abreast of all developments.

Speakers include Jenny Hall, of the British Horseracing Authority, and Dr Mark Dunnett,of testing laboratory IEN. The day costs £85 plus VAT for BETA members and £110 plus VAT for non-members.

36 JUNE 2014 EQUESTRIAN TRADE NEWS

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ETA’s presence at both Spoga Horse and the World Equestrian Games gives trade association members the opportunity to include products and literature on the trade association’s stand – and put them before an international audience.

BETA will be raising the profile of our work and that of our members at Spoga Horse, in Cologne, Germany, from 31 August to 2 September, and the World Equestrian Games, in Normandy, France, from 23 August to 7 September.

We appreciate that it is not

always possible for a company to attend every event, so BETA’s showcase is a fantastic way for you to reach out to potential new customers without having to be present.

If you are interested in either of the BETA showcases – or any of the training courses highlighted on this page – please contact Tina Hustler in the BETA office for bookings or further information.

Please note that in the case of the BETA showcase that, although literature and product can be included at both, there is limited space for the latter at WEG.

CONTACT TINA HUSTLER AT BETA Tel: 01937 587062 Website: www.beta-uk.org Email: tinah@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW www.equestriantradenews.com

A week in the life...

Ever wondered what goes on behind the scenes of a regional equestrian magazine? ETN brings you a seven day snapshot in the life of Fiona Rafferty, editor of Localrider.

SATURDAY: Visited a stallion parade and open day at The Fielden Stud to put together a feature. The stud was established in 1958

by Bunty Douglas and is now managed by Jan Carmichael. There were lots of local equestrians in attendance.

SUNDAY: The weekend is a great time to catch up with paperwork, as in the week I’m often juggling phone calls.

Today I contacted people about tried & tested features plus competition prizes for the magazine and website. I also edited pictures for the online It’s been a busy week for Localrider editor Fiona Rafferty. gallery.

MONDAY: After preparing a sample magazine to be uploaded to the website, I posted pictures and news to Facebook and Twitter.

Mid-morning saw me visiting local event rider Francis Whittington who is always happy to help with articles. He gave me a tour of the yard and I met his Badminton horse Easy Target. Then it was back to the office to catch up on calls, talk to the advertising team and Sam Snowball, our designer. I ordered some pictures from the weekend’s events.

supporting show rider Jayne Ross and taking pictures for Absorbine.

WEDNESDAY: A morning in the office spent reading emails and sending pages to the designer. Then off to Lingfield Park Racecourse for a media day and racing. During lunch I sat next to Jenny McCririck, wife of extrovert racing pundit John, who had lots of ideas for features including the racehorse welfare charity, Greatwood. After watching the first race, I headed back to the office.

THURSDAY: Today I was up early to clean and prepare my stable for a delivery of Verdo Horse Bedding for a tried & tested feature. I felt guilty as south east sales executive Lyndsay Sims did most of the hard work, while I took the pictures. Later, I checked the results from the NAF Five Star Winter Dressage Championships online and used the power of social media to wish luck to those competing at the South of England Horse Trials at the weekend.

Photographer Luru Wei, pictured with Ellie Horne and Diesel. Ellie won a photo shoot with Luru via a competition in Localrider.

TUESDAY: This morning started in East Sussex, visiting pony and junior event rider Felicity Collins. Felicity won a Localrider sponsored show jumping league in 2007 and the magazine has followed her progress since. Felicity’s mother Vicky rode Welton Molecule at Badminton and Burghley. Now 28, Molecule is retired and has a job keeping his younger relations in order. Whenever I visit Felicity, I can’t resist a cuddle with Molecule.

Former Badminton competitors Vicky Collins and Welton Molecule.

FRIDAY: A morning in the office writing articles and dealing with correspondence. We ran a competition with photographer Luru Wei and I met her in the afternoon after she had photographed one of the local winners. Next, I headed to a meeting with our advertising team. Karen Ede joined me at Annabel Elliott’s house for tea, cake and an opportunity to discuss the features we are working on over the next few issues. Yes, it’s been a busy week – but such fun too.

About Localrider

The afternoon was spent in West Sussex, reporting from The South of England Spring Show. It was good to see familiar faces, such as show rider Lynn Russell, who often features in Localrider. I chatted with equestrian PR Rachael Holdsworth who was www.equestriantradenews.com

LOCALRIDER magazine was established in 2002. It aims to feature everything and everyone who has a connection with horses in the south east of England. There are photographic show reports, in depth articles as well as profile interviews with grassroots competitors to international stars.

Localrider is available via subscription, WH Smiths, newsagents, supermarkets, tack shops and feed shops. The monthly magazine is supported by a responsive website www.localrirder.co.uk as well as Facebook and Twitter pages.

EQUESTRIAN TRADE NEWS JUNE 2014 37

How to make news

Grabbing valuable local media coverage for your store isn’t as difficult as you may think, says Ashley Rossiter.

RETA IL TIP

PR coup: Natasha Baker shares gold medal stories with visitors to Gladwells Pet & Country Store open day.

o you want some local publicity for an upcoming open day at your store?

Your event will be one of hundreds going on in the area on any given week – so firstly let your local papers and radio stations know about it. They’re not psychic!

Next, come up with an angle or ‘story’ to get the media interested. You may well be offering great deals on superb products – but what will really grab journalists’ attention is what you’re giving to the regional community.

Tying in with a local charity can encourage media coverage. So can inviting a local celebrity or running competitions or raffles with

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outstanding or unusual prizes.

You must make it easy for a journalist to see the benefits of offering you precious column space. Otherwise it becomes an advert as opposed to being genuine and valuable community news.

So, if you’re looking for preevent publicity, provide your local media with a short, snappy synopsis of what’s going on plus a highresolution jpeg image. Do check that any photos you submit are copyright free.

Make good use of ‘what’s on’ pages or events diaries on websites and in local media too. Check deadlines and submit your entry in good time. Include the date, location and a phone number.

You may be lucky and get a

38 JUNE 2014 EQUESTRIAN TRADE NEWS

journalist or photographer along to your open day. But if not, it’s still worth writing a couple of paragraphs and sending a high resolution and copyright free image post event. Add the full names of the organisers and prize winners; local papers love names.

Working with suppliers Working with the brands you stock can be a mutually beneficial way to gain press coverage.

Verdo Horse Bedding supports its retailers in a number of ways as Lyndsay Sims, sales executive for the south-east, explains: "Recently we supported one of our retailer’s [Gladwells Pet & Country Store] open days with a presence at the event along with a personal appearance by one of our sponsored riders Paralympic gold medallist Natasha Baker.

“As well as being a huge hit with the crowd, Natasha generated some nice publicity with regional equestrian titles as fed through by our PR agency. A local radio station was also present and again out retailer was able to work with Natasha there as well.”

Aloe vera supplement specialist Aloeride is also keen to support retailers by providing product for prizes.

“We can also involve our team of sponsored riders if relevant to help raise awareness and assist retailers in gaining some exposure,” said managing director Han Van De Braak.

In general, journalists are busy individuals who like information fed through to them in the correct fashion.

Hence a professional PR often has more success in planting a story because they talk the same language and understand how the whole media/PR machine works.

Indeed, Jean Hammond of Golly Galoshes believes some stockists are missing a trick.

“Very often retailers ignore the fact that many of the brands they stock already have PR companies on-board,” she points out. “So there may be the opportunity to piggy back on this.”

About the author ASHLEY ROSSITER is the managing director of equestrian, country and lifestyle PR and marketing agency MirrorMePR. Find out more at www.mirrormepr.co.uk www.equestriantradenews.com

All change at H&H

Popular editor bows out ETN catches up with Alison Bridge, long-time editor of Horse&Rider magazine, on the eve of her retirement.

ETN: How long have you been editor of Horse&Rider?

Alison Bridge: Oh crikey, nearly 25 years!

ETN: What job did you do before that?

Alison: I was a freelance journalist.

A RESTRUCTURE of Horse & Hound publisher IPC Media’s Equestrian editorial team was announced last month.

The move sees current brand development editor Sarah Jenkins (pictured) appointed to the new role of content director.

Sarah, a former Horse & Hound dressage editor, will be responsible for developing content for what IPC describes as “both current and emerging platforms”.

Sarah will also “lead the editorial team in evolving new commercial initiatives.”

Horse & Hound has “huge scope to offer even more to its impassioned audience, on numerous platforms and through myriad initiatives,” she said.

In a separate move, Horse & Hound editor Lucy Higginson will be leaving IPC Media in the summer.

Read more about Lucy’s departure on page 22.

TV channel short-listed for awards HORSE & COUNTRY TV has been shortlisted in three categories for this year’s Broadcast Digital Awards.

The satellite channel is in good company as it’s up against the likes of itv.com/news in the ‘best app or website’ section, Discovery Channel and BBC Four in the ‘best factual channel’ and Animal Planet for ‘best specialist channel’.

Earlier this year, Horse & Country TV won a BETA International Innovation Award for its Horse & Country TV Everywhere service. The judges said the online viewing option offers great value for money. www.equestriantradenews.com

ETN: How has the equestrian magazine market changed during your editorship?

Alison: It has become much more professional and practical.

Readers can learn virtually everything about riding and looking after horses in our magazines now, with really clear explanations and fantastic photography. We go into quite a lot of depth about equine veterinary matters, demystifying them for readers and keeping them really up-to-date with research, diagnosis and treatments.

Equine behaviour is another area that has changed hugely in magazine coverage, both in scientific terms with academic experts and with hands-on horse trainers like Kelly Marks and Michael Peace who encourage more humane handling of horses. More recently we have been featuring equitation science. And of course, we have a lot a lot of web-based material now on horseandrideruk.com, including videos, as well as thriving Facebook and Twitter accounts.

Horse&Rider is also available as an app, which is great – I love reading magazine apps on my ipad.

ETN: What’s been the biggest change in attitudes towards riding/owning horses?

Alison: The spread of DIY and assisted livery yards and sadly, the reduction in numbers of riding schools; the upsurge of interest in natural horsemanship and other ways of training horses on the ground; the growth in interest in dressage as a spectator and participant sport.

ETN: What’s been the funniest moment as editor of H&R? Alison: So many, we’re always laughing, especially when we’re going to press! I think going to Hickstead with Marion (O’Sullivan MBE, who was then managing director). We had decided to run a competition called ‘whose backside is this?’ So we grabbed various show jumpers and photographed their bums – they loved it! They were still wearing their breeches, I hasten to add.

ETN: And what’s been your proudest moment?

Alison: Horse&Rider has won or been nominated for various awards, but perhaps the most exciting was when Kate (Austin, now our managing director) won Publisher of the Year for Horse&Rider at the Periodical Publishers’ Awards. We had plotted and planned ways to improve the magazine and increase its circulation – and they worked! Alistair McGowan presented the award, which was the icing on the cake.

On a more mundane level, going to press on time, every issue is something I feel proud of. It’s quite a task, and comes every four weeks without fail. Of course, I couldn’t do it with brilliant backup from our wonderful staff, including our hawk-eyed deputy editor Jane Gazzard and assistant editor Lucy Turner.

ETN: What is your most memorable editorial venture?

Alison: Bringing top level training information to everyday riders. For example, a series about 20 years ago with Carl Hester aimed at encouraging everyone to have a go at dressage. He also guest edited an issue probably 15 years ago – I have a great photo of him sitting at my desk with his feet up.

We’ve worked with so many inspirational trainers, from Tim Stockdale to Mary King, and they have all been incredibly generous with their time and expertise.

Another highlight was going on a UK tour with Monty Roberts, culminating in a massive lecture demonstration to 3,000 people at London’s Excel. And hiring a cherry picker to do an aerial shoot at Pachesham Equestrian Centre was a blast – our brilliant photographer Bob Atkins is always climbing on things to get good shots, so we thought we’d give him the ultimate high!

ETN: What advice are you giving your successor?

Alison: Enjoy – it’s the best job in the business. ● To find out who is succeeding Alison as editor of Horse&Rider, see People on page 23.

EQUESTRIAN TRADE NEWS JUNE 2014 39

How did they film that?

A STALLION galloping free on the beach is the spectacular centrepiece for NAF’s television advertisement for Five Star Optimum Feed Balancer.

But how did they film it? And how did they persuade the horse to canter so calmly through the surf?

The horse concerned is a stallion called Marcus Aurelius, owned by liberty trainer Emma Massingale.

“She trained him in under two weeks to chase a quad bike, which is what he was doing as he galloped along the beach,” revealed NAF’s Tracey Lloyd who masterminded the project.

“Emma was on the back of the quad talking to the horse and as the bike stopped, she simply asked him to stop for her.”

NAF’s advertisement links to the company’s sponsorship of the return of the Black Beauty series on Horse & Country TV. But the logistics of recreating the scene of the famous horse galloping along the beach didn’t end with training Marcus.

“We headed for Newquay beach in Cornwall very early one morning,” said Tracey. “We had limited time, not only for roping off the beach but before the tide turned.

“We shot the footage for the advert and the Black Beauty sponsor credits in just four runs. Marcus didn’t put a foot wrong, despite the wide open space, the sun, sea, sand - and increasing audience of passers-by who couldn’t quite believe their eyes when they saw a stallion galloping loose around their beach.”

How to get editorial in ETN....

FREE editorial is a bit like a free lunch; there’s no such thing, writes ETN editor Liz Benwell.

We include editorial in ETN because it’s of interest to our readers in the trade. In fact, no detail is too small if it’s worth being talked about by that very trade.

If you have some news, and you’re unsure about telling ETN, apply the ‘sales rep test’. Anything business related that a retailer and rep might chat about over a cuppa qualifies as news.

To share your news, drop us an email at editor@equestriantradenews.com If you would prefer to talk about your news or new product: phone Nicki Lewis on 01937 582111 or Liz Benwell on 0845 618 5007.

Hints to help get your press release published...

T:

E LABL I A V A n NOW act Laura o nt.com 5 1 t 0 n -i 2 014/ ur copy co ac@beta 2 D r TS rder yo E: lau To o 11 58 21 7 3 9 01

The words: keep it simple and to the point. Put important facts first. If you use people’s names, check the spelling and mention their job title.

If you use phrases such as ‘scientifically proven’ or ‘award winning’ tell us how and what. Stick to the facts and cut out the flowery bits.

Presentation: write your copy on a word document to be attached and/or paste it into the body of the email. Don’t include embedded pictures, logos, words in bold, italics, caps or colours. Do include a telephone number that ETN can call for more information.

Images: attach images as j-pegs. Include a caption on the j-peg label or within your copy. We need to know who people are in photos.

Deadlines: for editorial, it’s officially the 1st of the month preceding publication of the magazine. This can be flexible, however, so send your news as soon as it’s happened.

Be brave: don’t worry if your copy is not perfect. Editorial submissions to ETN are edited for reasons of space, clarity, style and legality.

ETN digitally: As well as the monthly ETN magazine, our website at www.equestriantradenews.com is updated most working days. We also distribute an email newsletter most weeks. To be sure of receiving your copy, contact Nicki Lewis on 01937 582111.

And another thing...

“It’s entirely to the benefit of all of us that newspapers’ editorials are written in Standard English, and that we can all speak it in situations such as business and air traffic control, and understand each other.” Professor Geoffrey Pullum, linguistics expert.

40 JUNE 2014 EQUESTRIAN TRADE NEWS

www.equestriantradenews.com

MAGAZINES

Advertisement feature

BRITISH DRESSAGE MAGAZINE PUBLISHER/OWNER: Think Publishing EDITOR: Barbara Young ADVERTISEMENT MANAGER: Sophie Conway FREQUENCY/AVAILABILITY: Eight times a year GEOGRAPHICAL COVERAGE: UK nationally plus overseas members COVER PRICE/SUBSCRIPTION: £4.50 / £30 annual subscription (by direct debit) TARGET READERSHIP/VIEWER PROFILE: British Dressage members – all affiliated dressage competitors in the UK CIRCULATION/HITS/VIEWING FIGURES: 13,500 ABC AUDITED: No KEY EDITORIAL FEATURES: Editorial includes in-depth training features, insightful profiles plus all the schedules as well as coverage of key events including the Winter Championships and National Championships. Additional planned features include tack, breeding, transport and clothing.

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Display page: £2,000 Half page: £1,250 Quarter page: £700 Advertorial and classified opportunities: POA WEBSITE: www.britishdressage.co.uk TELEPHONE CONTACT: 020 3181 0943 / 07880 237 364

SHOWING WORLD® PUBLISHER/BROADCASTER/OWNER: Robin Aldwood Publications Ltd EDITOR: Sandy Wooderson ADVERTISEMENT MANAGER: Tracy Robinson FREQUENCY/AVAILABILITY: six issues per annum bi- monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: Showing World is delivered free and direct to the doors of the members of leading showing organisations across the UK. Available on subscription - £16.99 per annum. Free to read online TARGET READERSHIP/VIEWER PROFILE: Guaranteed to reach a dedicated showing audience. Professional producers, competitors, breeders etc CIRCULATION/HITS/VIEWING FIGURES: Circulation: 14,000 Facebook: official page in excess of 38,000 Website: monthly page views 33,788

ABC AUDITED: no KEY EDITORIAL FEATURES: Show reports, product features and profiles.

Show Personality of the Year Awards EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Showing World supports advertisers with editorial opportunities, please contact the office for details WEBSITE: www.showingworldonline.co.uk TELEPHONE CONTACT: Sandy 01449 722505 Tracy 01449 782037 Madeline (assistant editor & online manager) 01449 722505

EQUESTRIAN LIFE PUBLISHER/ OWNER: Equestrian Life EDITOR: Louise Graham ADVERTISEMENT MANAGER: Zoe Molesworth FREQUENCY: Monthly COVER PRICE/ SUBSCRIPTION: £2.70 TARGET READERSHIP: Competition riders from riding club to professional VIEWING FIGURES: Average readership of 15,000 monthly ABC AUDITED: No CIRCULATION AREA: East Midlands, Yorkshire & North KEY EDITORIAL FEATURES: Wide ranging topical and seasonal features for the discerning horse owner ADVERTISEMENT OPPORTUNITIES AND RATES: Available from media pack on request WEBSITE: www.equestrianlifemagazine.co.uk TELEPHONE CONTACT: Zoe Molesworth 01949 851555

EQUESTRIAN TRADE NEWS

TRADE SUPPLIER DIRECTORY

PUBLISHER/OWNER: Equestrian Management Consultants Ltd EDITOR: Liz Benwell ADVERTISEMENT MANAGER: Nicki Lewis FREQUENCY: Monthly COVER PRICE/SUBSCRIPTION: Free to BETA members & UK retailers, also available on subscription TARGET READERSHIP: Mailed to BETA members, saddlers, retailers, feed merchants & subscribing overseas retailers manufacturers, wholesalers, agents & distributors CIRCULATION/HITS/VIEWING FIGURES: 5,500 – 9, 000 dependent on issue CIRCULATION AREA: UK and overseas KEY EDITORIAL FEATURES: AMTRA accredited SQP CPD worming features, clipping & accessories, Clothing – leisure & riding wear, Feed & Supplements, Finest saddles, Best of British & Focus Europe, Product news, Retailer profile, CCJs more.

ADVERTISEMENT OPPORTUNITIES & RATES: FP colour £1,320, HP colour £825, qtr colour £460, classified available & inserts carried WEBSITE: www.equestriantradenews.com to sign up to receive ETN’s e-newsletter TEL: Nicki Lewis 01937 582111 EMAIL: info@equestriantradenews.com

PUBLISHER/OWNER: Equestrian Management Consultants Ltd (a wholly owned subsidiary of BETA) CONTACT: Laura Clegg FREQUENCY: Currently in print and available online at www.britishequestriandirectory.com/tsd. From 2016 only available in printed format on an annual basis.

GEOGRAPHICAL COVERAGE: National and international business listing COVER PRICE/SUBSCRIPTION: Sent free of charge to all UK BETA retail members. It can also be bought by British and international manufacturers, suppliers, nonmember retailers, agents, marketing companies and other bona fied memebers of the equestrian and related trades priced at: UK: £18.00; Europe: £21.50; Rest of World:

PUBLISHER/BROADCASTER/OWNER: Roundbale Limited EDITOR: Fiona Rafferty ADVERTISEMENT MANAGER: Annabel Elliott FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: Magazine covers South East of England, website international COVER PRICE/SUBSCRIPTION: £3 per copy / £24.80 per month TARGET READERSHIP/VIEWER PROFILE: Enthusiastic, competitive horse riders in the South East. Mainly competing at Pony Club, Riding Club, local shows, plus grassroots levels at British Show Jumping, British Eventing and British Dressage events.

CIRCULATION/HITS/VIEWING FIGURES: For details of circulation and website viewing figures request a Media Pack ABC AUDITED: No KEY EDITORIAL FEATURES: Full of colourful photographic show reports featuring amateur and international riders. Local news, interviews and profiles. Regular features on Feed, Bedding, Saddlery, Equipment, plus everything you need to give your horse that winning edge.

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Request a Media Pack WEBSITE: www.localrider.co.uk TELEPHONE CONTACT: 01892 863062

RIDSPORT PUBLISHER/OWNER: Tidningsaktiebolaget Ridsport EDITOR: Lena Sellman (email redaktionen@tidningenridsport.se) ADVERTISEMENT MANAGER: Jeanette Flensburg (email annons@tidningenridsport.se) FREQUENCY: Every second week.

RIDSPORT has also a magazine, Ridsport Special, which comes twice a year, spring and autumn GEOGRAPHICAL COVERAGE: Sweden and some overseas COVER PRICE/SUBSCRIPTION: 48 SEK TARGET READERSHIP: Riders in all disciplines, breeders, instructors and trainers, entrepreneurs, professional staff, competition organizers, horse owners, horse club members – all kind of dedicated and active horse and pony people CIRCULATION/HITS/VIEWING FIGURES: 90.000 readers KEY EDITORIAL FEATURES: News, competitions, breeding, horsemanship, products, equipment, stable solutions, veterinary topics, training and education, international issues, equestrian portraits, discussions WEBSITE: www.tidningenridsport.se TELEPHONE CONTACT: +46 156 348 79, Jeanette Flensburg

42 JUNE 2014 EQUESTRIAN TRADE NEWS

MEDIA ETN E-NEWSLETTER PUBLISHER: Equestrian Management Consultants Ltd ADVERTISEMENT CONTACT: Nicki Lewis FREQUENCY: Weekly GEOGRAPHICAL COVERAGE: International TARGET READERSHIP: Mailed to approximately 6000.

AVERAGE OPEN RATE: 28.4% KEY EDITORIAL FEATURES: News stories.

ADVERTISEMENT RATES: Prices upon

request. Banners only available to companies advertising in Equestrian Trade News (ETN) during the same month.

WEBSITE: www.equestriantradenews.com TELEPHONE CONTACT: Nicki Lewis +44 (0)1937 582111 EMAIL: info@equestriantradenews.com / editor@equestriantradenews.com

EQUESTRIAN CREATIVE NETWORK BRIEF PROFILE: The global showcase of marketers, publishers, broadcasters, designers, photographers, artists, software developers and journalists with an equestrian flair.

KEY PEOPLE: Director, Liam Killen HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Members of the Equestrian Creative Network (ECN) can help you stand out from the crowd with new thinking for your writing, photography, graphic design and digital production. Search the ECN and browse portfolios of members’ work, find out what other clients have said about them, and be inspired by the very best outside-of-the-box

thinking thinking.

ECN members give you a feel for their work by creating content rich portfolios with photos, video, testimonials and news stories. Join more than 3,000 subscribers of the ECN newsletter and receive creative news, views and inspiration straight to your inbox.

WEB ADDRESS: equestriancreativenetwork.com Twitter: @EquineCreatives

HORSE & COUNTRY TV NAME OF CHANNEL: Horse & Country TV OWNER: H&C TV Ltd HEAD OF PROGRAMMING: Jonathan Rippon, programmes@horseandcountry.tv ADVERTISEMENT MANAGER: Mary Bisco, maryb@horseandcountry.tv , 01633 647951 FREQUENCY/AVAILABILITY: Horse & Country TV broadcasts 24 hours per day. The Channel is available on Sky (Channel 280) and also on laptop, smartphones and tablets through the Channel’s subscription service, H&C TV Everywhere GEOGRAPHICAL COVERAGE: In addition to the UK and ROI service above, Horse & Country TV runs localised versions of the Channel in Sweden and the Netherlands SUBSCRIPTION: Free as part of any Sky package. Subscription to H&C TV Everywhere costs £4.99 per month TARGET READERSHIP/VIEWER PROFILE: Horse & Country TV caters for any one with a passion for horses and horse sport, whatever their level CIRCULATION/ HITS/VIEWING FIGURES: Latest quarterly reach for the Channel of 736,000 (the number of unique individuals

who tuned in at some time during the quarter). In addition H&C has an awardwinning website and vigorous social media communities (FB; 121k, Twitter; 34k) KEY EDITORIAL FEATURES: World-class horse sport, rider profiles, masterclasses, documentaries, equestrian news, and Black Beauty!

EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: A wide range of broadcast airtime, sponsorship and online/social media opportunities are available WEBSITE: www.horseandcountry.tv TELEPHONE CONTACT: Richard Burdett, Managing Director: 07768 511702 Advertisement feature

LOCALRIDER MAGAZINE

£22.50.

TARGET READERSHIP: Retailers in equestrian, pet, country and outdoor sectors CIRCULATION/ HITS/VIEWING FIGURES: Book version – 1000 copies printed ADVERTISEMENT OPPORTUNITIES AND RATES: Book version: Full Page: £1360; Half Page: £850.00; Quarter Page: £475; Eighth Page: £299; Logo: £98.

WEBSITE: www.britishequestriandirectory.com/tsd TELEPHONE CONTACT: +44 (0)1937 582111

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www.britishequestriandirectory.com PUBLISHER: Equestrian Management Consultants Ltd ADVERTISEMENT CONTACT: Laura Clegg FREQUENCY: Available online 24/7 GEOGRAPHICAL COVERAGE: National and international business listings PRICE: Accessible free of charge TARGET READERSHIP: End users in the equestrian, pet, country and outdoor sectors HITS/VIEWING FIGURES: 218,000 + Visitors KEY EDITORIAL FEATURES: Business listings in equestrian, pet & country

sectors ADVERTISEMENT RATES: Banners from £295-£350; Gold Listing: £95; Silver Listing: £80 WEBSITE: www.britishequestriandirectory.com TELEPHONE CONTACT: +44 (0)1937 582111 EMAIL: directories@beta-int.com

PR AGENCIES PROFESSIONAL PR WITH PERSONALITY

ANDREA SEXTON

www.mirrormepr.co.uk +44(0)1932 918 089 info@mirrormepr.co.uk BRIEF PROFILE: Andrea is a specialist in PR, marketing strategy and brand development. She has 20 years experience in the equine industry and has worked with many top international brands and riders. Her skills include: PR, media and campaign planning, promotion of brands and products, market research and management of sponsored athletes.

Andrea has a background in science and is close to completing an MSc. in Strategic Marketing.

CURRENT CLIENTS: Team GB riders, equestrian and lifestyle brands. Andrea also works with clients in the arts and events industries and with other sports

such as cycling, triathlon and Rugby HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? "I have a wealth of knowledge of the industry in the UK and am able to pinpoint the best possible marketing strategy for any type of business. Having written for several national magazines, I have excellent relations with the media and am able to create unique, cost effective campaigns that build brand profiles and boost sales.

My aim is to bring a modern and creative view to PR and marketing in the equine industry."

CONTACT TEL NO: +44 (0) 7887 997922

HOLDSWORTH PR BRIEF PROFILE: An established and reputable marketing and PR agency with over 20 years’ experience in the equestrian industry, Holdsworth PR provides a broad range of marketing and publicity services for companies and organisations in the equestrian and rural sectors.

KEY PEOPLE: Rachael Holdsworth, Senior Consultant; Jenny Viner, PR Account Manager.

CURRENT CLIENTS: Absorbine/W. F. Young, Inc.; American Thoroughbred Products Limited; Back On Track; British Equestrian Federation; Equestrian Vision; McTimoney Animal Association; South Essex Insurance Brokers; Trailblazers; VBandz.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? We can turn marketing ideas into reality, deliver your message to the most appropriate audience and raise your profile in the equestrian world. Our knowledge and experience as well as an extensive

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network of media contacts enable this agency to create a wide variety of opportunities for exposure in print, broadcast, digital and social media. We can also manage your advertising schedule to a specific budget, create ad copy or artwork, run product launches and promotional campaigns, create newsletters, digital campaigns and customer incentives and manage sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that reach your target audience, increasing awareness, raising your profile and supporting sales growth.

CONTACT TEL NO: 01903 892060

EQUESTRIAN TRADE NEWS JUNE 2014 43

2015

MIRRORMEPR

NEC, Birmingham, UK 22-24 February

Buy in before we sell out...

Abbey England Absorbine Agrihealth Airowear Al Basti Equiworld Alan Paine Country Collection Albedo100 Reflective Sprays Albert Kerbl GmbH J.A. Allen Anderson & Co The Animal Health Company Ltd Animalife Ariat Europe Limited Armstrong Richardson Wholesale Ashwood Leather Baillie Haylage Baleno Battles Bedmax Shavings Ltd Bliss of London Br-Anky,Bieman De Haas Breyer Model Horses Bridleway Equestrian British Country Collection British Equestrian Trade Association Buffera Ltd Cabotswood/Quayside Carr & Day & Martin, Day, Son & Hewitt Carrots Celtic Equine Supplies Ltd Le Chameau Charles Owen & Co (Bow) Ltd Chatham Citrus-Lime Ltd Cloakrooms Commercial Laundry Supplies Coxmoore D A Saddles Dainese De Niro Boot Co Dee Two Ltd Dublin Clothing Easyspur, Easytap, Easystuds Ekkia Ella and Cherry London Emerald Green Feeds English Utopia Ltd Equestrian Trade News Equi-Ads Equilibrium Products Equine Careers

Equine Management Limited Equine Productions EQUIscan e.K Equiter Galante Equus Health euro-star Fair Mare Products LLC Fairfax Saddles Ltd Faulks & Cox Ltd First Euro (Manufacturers) Flint's Yard Fyna-Lite Gallop Equestrian Ltd Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Gumleaf Clothing H K M Sports Equipment GmbH Harpley Equestrian Ltd Heather Hats and Accessories Hilton Herbs Ltd Hi-Tec Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse First Ltd Horse Health Trade Horsecrocz Horseshape GmbH & Co. KG Horseware Ireland Horslyx Horze The House of Cheviot Ltd Hunter - Outdoor Intelligent Retail J Arthur (PVT) Ltd Jack Murphy Outdoor Ltd John Whitaker & Brogini Kanyon Outdoor LLP Keela Keyflow (UK) Ltd Kyron L S Sales (Farnam) Ltd / Leslie Sutcliffe La Valencio Lansdown Life Data Labs Likit Products Lord and Lady Muck Mackenzie & George Matchmakers International Ltd

Matelia Industries Medilogic Neue Schule OnTyte Oxford Blue P J Pet Products pampeano polo Patrick Saddlery Ltd Peak & Brim Hats Petface Ltd R Plevin & Sons Professional's Choice Ramblers Clothing Redpin Publishing Ltd Rockfish Rolltack Ruth Lednik The Saddlery Training Centre Sarome UK Schockemöhle Sports GmbH SealSkinz Limited Seeland International A/S Sherwood Forest Ltd / Puffa Country Sports Ltd Shires Equestrian Products Silverline Tack Inc The Society of Master Saddlers (UK) Ltd Spooks Stetson + Hardy + Parsons Stormchase Stubbs England SupaStuds Ltd T M Startech TRM Target Dry Ltd Taurus Footwear Tilley Endurables Ltd Tilly's Whim Toggi/Champion TopSpec Equine Ltd Tredstep Ireland Treehouse Trespass Trilanco Tuffa Footwear Limited Turtle Fur USG GmbH Vale Brothers Ltd Waldhausen GmbH & Co KG Walsh Products Wendy Goode Westgate EFI Worklite Ltd

BRIEF PROFILE: A public relations agency specialising in equestrian, country and lifestyle brands KEY PEOPLE: Ashley Rossiter MD Current clients: Dressage Deluxe, Childéric Saddles, Shadow Horse, Timothy Foxx, Verdo Horse Bedding, Aloeride, Golly Galoshes, First Focus Consultants At MirrorMePR we understand that choosing the right PR Company to promote your brand can be a difficult decision, which is why we will only ever give you our honest opinion on what we feel we can do for your product(s).

Whether you’re a small company wanting to build your profile or an international name looking for a multi-media campaign, we can offer a ‘Big Agency Service’, with the personal touch. Our services cover a wide spectrum, from social, print and online media through to managing your brand’s sponsored riders.

With a wealth of experience within the equestrian industry and plenty more outside, we offer our clients a fresh approach and an unrivalled PR service, which does what we promise!

CONTACT TEL NO: + 44 (0) 1932 918 089

TIM SMITH MARKETING (TSM) LTD. BRIEF PROFILE: Tim Smith Marketing Ltd (TSM) is a full service PR and marketing agency, founded in 2002 and headed by MD, Tim Smith. We combine journalism, marketing and media expertise with a love for all things pet and equestrianrelated, along with a passion for country sports, luxury goods and fine dining.

KEY PEOPLE: Tim Smith (MD), Becky Taylor, Claire Hogarth, Jacqueline Spouge, Joanna van den Bos, Sarah Mason (Account Managers).

CURRENT CLIENTS: A wide variety of pet and equestrian clients, covering everything from veterinary supplies to

fashion accessories.

HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? TSM is well-known for developing successful PR & marketing strategies to help businesses grow. We offer an excellent bespoke service for all our clients and provide a dynamic and inspirational approach to all aspects of public relations, marketing, print and design work.

CONTACT TEL NO: +44 (0)1724 784600 WEBSITE: www.timsmithmarketing.co.uk

Advertisement feature

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For further information please contact: James Palmer on Tel: +44 (0) 1937 582111 Email: sales@beta-int.com Web: www.beta-int.com

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EQUESTRIAN TRADE NEWS JUNE 2014 45

County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.

List your website here For more information call 01937 582111

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

MANDY FORSYTH T/AS SEALWOOD SADDLERY, 38 WOODVILLE ROAD, OVERSEAL, SWADLINCOTE, DERBYSHIRE, DE12 6JG, £1,960

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STUDFARM FENCING LIMITED, SPRING HOUSE, SPRING WALKS, THETFORD, IP24 3BU, £10,855

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For more information visit website or email info@stable-hands.co.uk

WALSDEN EQUESTRIAN CENTRE & STUD LTD, LOWER ALLESCHOLES FARM, ALLESCHOLES ROAD, WALSDEN, TODMORDEN, OL14 7TL, £237 ZELINE STUD LIMITED, LANGLEY HOUSE, PARK ROAD, EAST FINCHLEY, LONDON, N2 8EY, £1,667 ELAINE COOK T/AS LINCS EQUESTRIAN & COUNTRY, SUNNYBANK COTTAGE, NORTHMOOR FARM, SCOTTER, GAINSBOROUGH, DN21 3HT, £2,187 PHILIPPA JACKSON T/AS BILLZ EQUESTRIAN, WILLOW FARM, BAGSHOT ROAD, CHOBHAM, WOKING, GU24 8SJ, £4,328 REDWOOD EQUESTRIAN (A FIRM), 1 MAIN STREET, EAST AYTON, SCARBOROUGH, NORTH YORKSHIRE, YO13 9HL, £754 1642 EQUESTRIAN LIMITED, OLD LINEN COURT, 83-85 SHAMBLES STREET, BARNSLEY, SOUTH YORKSHIRE, S70 2SB, £477 EQUINE TRANSPORT SOLUTIONS LIMITED, UNIT 8, LYE VALLEY INDUSTRIAL ESTATE, STOURBRIDGE, WEST MIDLANDS, DY9 8HX, £1,427 PET PLAN EQUINE, GREAT WEST ROAD, BRENTFORD, MIDDLESEX, TW8 9DX, £1,860 MAS FARM FEEDS UK LIMITED, UNIT 2 & 3, BRIDGE MILL, HOLLAND STREET, SALFORD, M6 6EL, £8,100

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