ETN (Equestrian Trade News) – April 2023

The upsurge of interest in saddle fitting shows how consumers now ‘get’ how important it is. They’re also realising that a qualified expert should be consulted.

However, as so many new courses and qualifications spring up, the potential for confusion has exploded. That’s why the new Equine Fitters Directory (see News in this issue) is arriving at just the right time.

The directory aims to guide the public by detailing fitters’ credentials and the courses they’ve taken. I hope it also explains who has assessed the fitters to deem them worthy of their qualifications.

Surely the gold standard is an independent tester with no vested or financial interest in whether candidates pass or fail. Compare training to saddle fit with learning to drive…

Driving instructors are paid by learner drivers to teach them. But when it comes to taking a driving test, we don’t allow these instructors to assess their pupils’ ability to drive. That important job is done by an independent, accredited examiner.

I wonder how different things would be if saddle fitting was controlled by law, like farriers shoeing horses or RAMAs/SQPs prescribing wormers?

Meanwhile, let’s welcome this new enlightened era. But let’s be aware too of who’s marking their own homework.

Another thing the horse owning public is ‘getting’ is the need not to over-use the precious worming drugs we have available.

Thanks to the new CANTER (Controlling ANTiparasitic resistance in Equines Responsibly) campaign, more consumers want to talk about testing as well as worming, and genuinely crave good advice.

FRONT COVER:

This month’s all-action front cover shows Lucy Jackson competing at Blenheim International Horse Trials 2022 riding Dassett Showman owned by Gillian Greenlees and fuelled by Dengie. It reflects the importance of correct feeding for a top performance. Find out more about products to stock and the latest advice from leading nutritionists in this issue of ETN.

There’s never been a better time to train as a RAMA (Registered Animals Medicines Advisor) or for businesses to employ them. Once again, independent, qualified experts are in high demand.

The new National Equine Show, run by Raccoon Events at the NEC, Birmingham last month, seems to have gone down well with traders.

With demonstrations, talks and seminars rather than competitive classes, visitors appeared to spend plenty of time browsing the stands.

The general feeling was that most shoppers were local-ish to the West Midlands. Food outlets got the thumbs up; a shortage of loos was about the only thumbs down.

There’s definitely a post-pandemic appetite for live events and the chance to meet real people. Whether this show will complement or compete with Your Horse Live remains to be seen.

Should the light bulb theory of planned obsolescence apply to equestrian products? When sustainability is a strong selling point, what is an optimum life-span?

Chris Bradwell from Stubbs observes how, when Jane Holderness-Roddam came onto his BETA International stand, she enthusiastically related that her Stubbs buckets were 25 years old and still going strong.

All credit to this British manufacturer for such a durable product. But if retailers only sold each customer a couple of buckets every 25 years, their businesses wouldn’t be nearly so long-lasting.

Perhaps the answer lies in innovation - prompting sales out of a desire for something new, clever and useful? Fortunately, Stubbs England has many more products in that category!

Liz Benwell

Liz Benwell

(Photo: Tim Wilkinson @ Tim Wilkinson Photography)

Celebrating 60 years with big prize

SEIB Insurance Brokers is giving away an £8,500 horse trailer to mark its 60th anniversary.

Barry Fehler, former CEO of SEIB and now a non-executive director, started the firm as a brokerage for home, car and life insurance in 1963.

Later that decade, he began offering equine polices when unable to find the right cover for his expensive show hunter, Princes Street.

“SEIB became the first company to

specialise in equestrian insurance,” he says.

“We went on to offer the first horsebox insurance on the market, this then led to SEIB introducing horsebox breakdown cover.”

SEIB’s current CEO Suzy Middleton described the company’s 60th anniversary as “a major milestone.”

SEIB is now part of the Benefact Group and has donated £250,000 to good causes since 2018 through its annual SEIB Giving Awards.

Advertising Manager

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Equestrian Trade News

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Email: info@equestriantradenews.com

Website: www.equestriantradenews.com

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The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

SEIB founder Barry Fehler with another great supporter of equestrianism, Desi Dillingham.

New campaign to combat wormer resistance

A pan-industry group has been formed to tackle the threat wormer resistance poses to horse health and the equine industry.

The initiative, known as CANTER (Controlling ANTiparasitic resistance in Equines Responsibly), brings together prescribers, diagnostic providers, pharmaceutical companies, trade organisations, technical experts, horse owners, charities and policy makers.

Members acknowledge a need for coordinated action to slow the development of resistance and maintain efficacy of our limited treatments.

“I hope CANTER will raise awareness and stimulate action across the equine community towards sustainable parasite control,” said Dr Claire Stratford of the Veterinary Medicines Directorate (VMD) and core steering group lead.

“Our aim is for CANTER to become the trusted source of information for prescribers and horse owners and to facilitate informed discussion about this important aspect of horse health.”

The group is to publish best practice guidelines by the year’s end. This will give prescribers – including RAMAs and SQPs - evidence-based information on sustainable, responsible and practical strategies for parasite control in equines.

Faecal egg count guidance will be produced to inform protocols on collecting, processing and interpreting

A REALLY IMPORTANT NEW ASSURANCE,” SAYS SUPPLIER

Horses competing at Badminton Horse Trials in May will find Bedmax shavings waiting for them in their stables.

Importantly for competition horses, Bedmax is the only UK bedding manufacturer to achieve accreditation to the BETA NOPS scheme for bedding.

Its bags carry the NOPS badge indicating that every aspect of its operations from timber traceability through production and distribution is managed to prevent the possibility of contamination by naturally occurring prohibitive substances (NOPS).

“The organisers see NOPS as a really important new assurance for events like Badminton, and for their competitors,” says Bedmax’s managing director Tim Smalley.

“Dope tests today are capable of detecting minute traces of NOPS, and a failed test at this level would be a disaster.”

Bedmax began making purpose-made shavings for equine bedding in 2000 and has been Badminton’s chosen bedding since 2006.

the results and promote effective use of diagnostic and monitoring tools.

A research arm has been formed to identify knowledge gaps and opportunities, and a communication strategy is being developed.

“The aim is to support a consistent approach to parasite control across the equine community and to become a ‘single source of truth’ on issues related to antiparasitic resistance in equines, in an area that has traditionally seen some mixed messaging,” says CANTER, other members of which include Claire Shand of Westgate Labs and Claire Williams from BETA.

David Rendle, president of The British Equine Veterinary Association (BEVA) added: “Anthelmintic resistance represents a huge threat to equine health and welfare.

“Universal adoption of a diagnostic led approach to parasite control and a dramatic reduction in the use of anthelmintics is what’s needed to address this, and I hope, what CANTER will provide the impetus for.

“If horse owners don’t make these changes now, it will be too late.”

Badminton and Burghley winner, Piggy March, is supporting the campaign.

For more information and to download a free parasite risk profile, visit www.canterforhorses.org.uk

SADDLERY FITTERS’ DIRECTORY LAUNCHED

An Equine Fitters Directory is set to provide an independent, verified list of saddle, bit, bridle and harness fitters.

It’s a much-needed guide in the face of overwhelming [consumer] choice, says the body behind it.

The online resource will present information about each fitter or training course. It’s being overseen by the Equine Fitters Council, a not-for-profit and impartial body set up by the Saddlers’ Company and Loriners’ Company.

The council says that offering voluntary regulation for fitters will contribute to public confidence in equestrian activities and lift standards of practice and horse welfare.

“The Equine Fitters Directory is a muchneeded resource in an industry where the choice of practitioners, products and training providers can be overwhelming,” said a spokesman.

“This makes it difficult for those seeking professional [saddlery] fitting to identify the practitioner most likely to satisfy their needs.”

The directory opens for applications in early April 2023.

The company says it’s “delighted to be able to offer competitors the peace of mind that comes with using a bedding with an unrivalled reputation for safeguarding the health and wellbeing of stabled horses.”

Tim Smalley shows Badminton director Jane Tuckwell around one of Bedmax’s three factories.

Photo: Valeri Vatel/Shutterstock.com

New event inspires the next generation of saddlers

Inspiring a new generation of saddlers was the theme of a Saddlery Showcase run by the Saddlers’ Company.

The new event – attended by The Princess Royal, who is Perpetual Master of the Saddlers’ Company - was part of a three-day celebration of British saddlery hosted by the Company at Saddlers’ Hall in London.

The programme included this year’s Society of Master Saddlers (SMS) National Saddlery Competition, the introduction of an equine fitters’ directory and presentation on the importance of saddlery to the future of riding.

Following the competition, the Company and SMS put the winning entries on show for a diverse range of

invited guests to enjoy.

They included pupils from Islington Academy and Alleyn’s School, City University of London students, young people from Ebony Horse Club, the British Racing School and the Fortune Centre for Riding Therapy.

On show was leather and saddlery crafted by staff and students from Capel Manor College, the Saddlery Training Centre, the Royal Mews, the Kings Troop, the Household Cavalry Mounted Regiment and Master Saddler Suzie Fletcher, star of BBC TV’s The Repair Shop Training courses and qualifications available in the saddlery sector were explained for those considering a career in the industry.

RIDER NUMBERS UP, HORSE OWNERSHIP DOWN - BUT ONLY SLIGHTLY…

An impressive 3.2 million people in the UK have ridden in the last year, with 1.82 million of them getting into the saddle at least once a month.

The small uptick in riding is revealed by the 2023 National Equestrian Survey, commissioned by the British Equestrian Trade Association (BETA) every five years to provide a snapshot of the UK equestrian industry.

The study also shows that someone would like to start riding in more than one in ten British households. Perceived expense and lack of time are what’s stopping them.

Of 6 million riders who have given up over the years, half hope to get back into the sport – further underlining the industry’s potential for growth.

When it comes to owning horses, cost is behind a small decrease since 2018 to 331,000 in the number of households doing so.

Survey roll-out

Phase one of BETA’s National Equestrian Survey covers riding and horse ownership. Phase two, the results of which are being analysed, explores riders’ and owners’ expenditure.

Work is underway on phase three which delves deeper into consumers’ shopping and spending habits.

Detailed reports will be available to order from BETA. Members receive summary data as part of their membership benefits. Find out more by emailing info@beta-uk.org

Retailer on the move

After 40 years at Frogpool Manor in Kent, David Dyer Saddles (DDS) is moving to a new location in Westerham.

DDS specialises in saddles and has six contracted saddle fitters which it supports with stock. The new premises will host a showroom and saddlery workshop. A grand opening is planned.

Horse sport get concussion guidelines

British Equestrian has released concussion guidelines for use within equestrianism,

The move is in response to a government action plan on head injuries and bring horse sports into line with other sports.

A six-page document helps participants to recognise concussion and know what actions to take, both in the immediate aftermath and during recovery.

“Concussion in sport has hit the headlines in recent times and we’re increasingly aware of the devastating, lasting impact it can have,” said Jim Eyre, British Equestrian chief executive.

FEED FIRM LAUNCHES KNOWLEDGE AWARDS

Baileys Horse Feeds has consolidated its Horse Owners and Merchant Knowledge Awards into three new online Feed Knowledge Awards.

Covering all aspects of equine nutrition and feeding, they can be completed online and are free of charge. Elementary, intermediate and advanced levels are available.

Baileys says its Feed Knowledge Awards are ideal for horse owners and anyone interested in equine nutrition, from trainers and coaches to those who work in equestrian retail including Registered Animal Medicines Advisors (RAMAs/SQPs) or the veterinary sector. AMTRA CPD points can be earned for successfully completing each level.

THE DAWN OF A NEW ERA IN VETERINARY SUPPORT SALES

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• Striking new informative packaging for clear and effective communication to the horse owner

• National Advertising Campaigns and Promotion to drive consumer demand

• Comprehensive marketing support to all retailers

* The 20% off applies to 1L, 5L, 1.2kg and 3 x 30ml NAF Five Star Metazone and runs until 30th June 2023. For

Sizes available: 1.2kg, 1L, 5L and 3 x 30ml syringes.

THANK YOU

We are proud of our relationship with our retailers and would like to thank all of you for selling these products on our behalf.

Saddlers’ skills on show

ETN reports from the Society of Master Saddlers’ (SMS) National Competition which took place at Saddlers’ Hall in London.

The National Competition was back with a real buzz following a hiatus due to Covid.

With a record of nearly 150 entries forward, the event was a showcase of fantastic craftmanship.

“Each year the bar is raised for the standard of entries, and this year was no exception,” said SMS president Chris Taylor.

“Especially encouraging was the standard of the Apprentice and Trainee class which was at the highest level it has been for many years.

“Everyone who entered the competition should be extremely proud as once again they were instrumental in raising the standard of the competition.”

The SMS National Competition results 2023

Master and Apprentice

A Cavesson Noseband made by the Apprentice and Plain Browband made by the Master.

First Place - Master Saddler

Sarah Stevens and her Apprentice Charlotte Cheesman

Premiums - Apprentices

Charlotte Cheesman, Tahia

Frost, Christie Farren and Gudrun Thuesen and Masters

Sarah Stevens, Chris Taylor and Godfrey Morris MBE

Trainee Bridlework

A Stable Headcollar conforming to Level 2 City and Guilds Skills Assessment specification

First place - Bonnie Dale, Capel Manor College

Second place - Harri Bruce, Capel Manor College

Third place - Filip Lazic, Capel Manor College

Fourth place - Regina Mitchell

Premiums - Bonnie Dale, Harri Bruce, Filip Lazic and Regina Mitchell

Show Double Bridle conforming to Level 3 City and Guilds Skills Assessment specification

First place - Charlotte Cheesman, SES Saddlery

Second place - Gudrun

Thuesen, The Saddlery Training Centre and David Dyer Saddles

Third place - Ruby Knights

Premiums - Charlotte Cheesman and Gudrun Thuesen

A Driving Bridle Browband Sponsored by The Worshipful Company of Coach and Coach Harness Makers

First place - Bonnie Dale, Capel Manor College

Second place - Harri Bruce, Capel Manor College

Third place - Gudrun Thuesen, David Dyer Saddles

Premiums - Bonnie Dale, Harri Bruce, Gudrun Thuesen, Regina Mitchell and Charlotte Cheesman of SES Saddlery

Trainee Saddle (Rural)

Any type or size of Leather

Saddle suitable to meet the criteria of C&G Level 2 or 3 Saddle specification

First place - Gabrielle Mitchley, Saddlers’ Den & Saddlery Training Centre

Second place - Shaun Powell, Saddlery Training Centre

Third place - Tahia Frost, The King’s Troop RHA & Saddlery Training Centre

Premiums - Gabrielle Mitchley and Shaun Powell

Trainee Saddle (Trade)

Any type or size of Leather Astride Saddle

First place - Alec Brandwood, Albion Saddlemakers

Second place - Sam Smith, Albion Saddlemakers

Third place - Gus Billard, Hastilow & Son

Premiums - Alec Brandwood, Sam Smith, Gus Billard and Jordan Fluk and Tonishia Lugsdin of Ideal Saddle Company and Nico Edwards of Bliss of London

Prize winners at the 2023 Society of Master Saddlers’ National Competition.

Intermediate Bridle

open to qualified and trainee members only

Matching Set of Double Reins for a Showing Bridle

First place - Hattie Crabtree

Second place - Charlotte

Cheesman, SES Saddlery

Third place - Kate Hardt

Fourth place - Stephanie Smith

Premiums - Hattie Crabtree and Charlotte Cheesman

Special Open Class A Waist Belt

First place - Lynsey Ellis

Second place - Katy Warriner

Third place - Tahia Frost, The King’s Troop RHA

Premiums - Lynsey Ellis, Katy Warriner, Tahia Frost, Christer Dahlberg, Tiffany Parkinson and Louise Palmer

Small Business Saddle Makers

Any design of English Astride leather saddle

First place - Faye Williams

Second place - Kate Hardt

Third place - Penny Dickson

Premiums - Faye Williams

Trade / Company Saddle

Any design of leather English Astride Saddle

First place - Ryder Saddles

Premiums - Ryder Saddles, Hastilow & Sons and Albion Saddlemakers

Open Harness

Any Driving or Working Harness Pad / Saddle

First place - Catrien Coppens

Second place - Jenna McCall, The King’s Troop RHA

Third place - Carolyn Truss

Fourth place - Louise Palmer, Saddlers’ Den

Premiums - Catrien Coppens, Jenna McCall, Carolyn Truss & Louise Palmer

Open Bridle

A Double Bridle suitable for Dressage

First prize - Lisa Hoskins

Second prize - Catherine Baker

Third prize - Lucy Ellis

Premiums - Lisa Hoskins, Catherine Baker, Lucy Ellis, Isobel Russell, Steph Smith, Kelly Jones and Kirsty Thomson

CONTINUED OVER THE PAGE

Premium award winner Charlotte Cheesman.

Alec Brandwood, winner of the Trainee Saddle, received his award from Saddlers’ Company Prime Warden Lucy Atherton.

Open Saddle

Any design of Dressage Saddle

First place - Andrew Hastilow, Hastilow & Sons

Second place - Dan Jones, Albion Saddlemakers

Third place - Alex Russell, Albion Saddlemakers

Premiums - Andrew Hastilow, Dan Jones and Alex Russell

A Side Saddle

First place - Coralie Chung

Second place - Kitty Jameson

Third place - Jocelyn Danby

Open Class

Any type of Leather Box / Container

Competition Trophies

First place - Line Hansen

Second place - Catrien Coppens

Third place - Carolyn Truss

Premiums - Line Hansen, Catrien Coppens and Carolyn Truss

The President’s Choice ‘Scrapbox to Top Notch’

First place - Lucy Cushley for her turtle

Second place - Line Hansen for the Shoe carrier and shoes

Third place - Christie Farren, The Kings Troop RHA for her head and hat

Premiums - Lucy Cushley, Line Hansen, Christie Farren, Catrien Coppens and Helen Leedham

The Tony Byrne Memorial Trophy for the best Harness entry by an Apprentice or Trainee was awarded to Jenna McCall for her entry in the open harness class.

The Tony Russell Memorial Trophy for the best harness entry was awarded to Catrien Coppens for her entry in the open harness class.

The Side Saddle Association Trophy for the best side saddle was awarded to Coralie Chung; presented by SSA President Jane Pryor

The Neil McCarraher trophy for the best Trade Saddle was awarded to Ryder Saddles

The Ken Lyndon Dykes Perpetual Trophy for best entry in the President’s Choice class, ‘From scrapbox to Top notch’ was awarded to Lucy Cushley for her Turtle.

The Alf Batchelor Memorial Trophy for the best bridlework entry was awarded to Lisa Hoskins for her entry in the open bridle class, presented by John Batchelor.

The Les Coker Millennium Trophy for best entry by an Apprentice was awarded to Jenna McCall for her harness pad entered in the Open Harness class

The Bruce Emtage Memorial Plate for Best in Show was awarded to Line Hansen for her Box entry in the open class for a Leather Box

SPONSORS AND SHOWS

• Winners of each British Eventing Intermediate Masters leg will receive a voucher to purchase a helmet of their choice, thanks to new title sponsors Uvex. Running as a step up from the Novice Masters series, the Intermediate Masters involves riding a bespoke dressage test in an international sized arena in front of two judges with the option of wearing a tailcoat. “This unique series offers the rider a great atmosphere, a competitive field and a preview of what the step up is like,” said Simon Middleton of Uvex’s UK distributor, Zebra Products.

• Helite UK has been named Official Equestrian Safety Partner to Bolesworth International (14 – 18 June). The air vest brand says it hopes to raise awareness of the importance of rider safety in showjumping and improve understanding of how these products work. Bolesworth competitors will be offered the chance to rent a Helite system during the show. “This is a massive step forward for the sport as Bolesworth is the first equestrian venue to promote the safety and wellbeing of their competitors as a core principle when running their events,” says Helite’s Peter Riley.

• An international dressage competition will take place at Hickstead next month for the first time since 2019. The I.C.E Horseboxes All England Dressage Festival at Hickstead (9 –14 May) has been expanded to include international and para dressage classes.

• British Eventing (BE) has ended its affiliation of Barbury Castle International Horse Trials, causing the fixture to be dropped from the 2023 BE and FEI eventing calendar.

• Baileys Horse Feeds has become the Official Feed Partner of British Eventing (BE). The agreement marks Baileys’ 21st consecutive year of support, making the company BE’s longest standing sponsor within the national governing body.

• Heavy horses have been part of the Horse of the Year Show (HOYS) since the gentle giants worked in harness to harrow the main arena. Now in its 74th year, HOYS is introducing a driven heavy horse championship to support and promote these breeds.

• Isuzu UK has become a sponsor of Badminton Horse Trials. 30 pick-ups will be provided for on-site use by officials and Isuzu will have a stand at the event.

• The Centre Line has formed a brand partnership with dressage horse agent Bret Willson International.

Bret’s fiancé, dressage rider Rosie MoretonDeakin, appears alongside Carl Hester in the 2023 campaign for Lotus Romeo which The Centre Line distributes.

Photo: Michelle Randolf

Photo: Jo Hansford Photography

Pictured, from left, are Bret Willson, Claire Hubbard (co-owner of The Centre Line), Rosie Moreton-Deakin and Carl Hester.

Lisa Hoskins and Catherine Baker, first and second in the Open Bridle class.

Product News

Gallop into Spring!

Gallop has launched its first ever equine ear veils plus an exciting collection of leather headcollars.

Embellished with a horse-head logo, the ear veils come in burgundy with grey binding, blue with sky blue binding, green with a yellow binding and black with a silver binding.

“The colour combinations will be a permanent addition to our product ranges, and ultimately we will be expanding this Spring into our new, higher quality summer sheets, ultra-soft jersey coolers and new luxurious double braided nylon lead ropes,” says Gallop’s Amy Richards.

Ear veils are sized from pony up to extra-full, the fit ensuring great ear and forehead coverage while sitting securely under the bridle.

Headcollar heaven

Gallop’s two new premium leather headcollars have solid brass fittings and are immediately soft and supple.

There’s a plain padded version and a diamond stitched design in four colour combinations which coordinates with other products across Gallop’s range.

“Last year, we’d started to work on new products and improving designs; now this year looks very exciting,” said Amy, giving an insight into Gallop’s product development.

“Now we’re launching the first of the new horse wear range. I try to test all initial prototypes on my horses to ensure the fit is true, fixtures and fittings are right and the overall look is perfect.”

WASH AWAY TROUBLE

Leovet MED Wash Lotion is new from Mackey Equestrian by Agrihealth.

It’s suitable for cleaning sensitive skin, especially on lower legs, as well as before applying first aid applications.

MED Wash Lotion supports regeneration by removing dirt and incrustations. It gently cleans with mild, soap-free surfactants.

The product contains the protein Pentavitin which is extracted from wheat and acts as a natural moisturiser for skin and hair.

NOW WASH YOUR HANDS…

Dirty hands are an occupational hazard around horses – and it’s not always possible to find the means to wash them.

ETN thinks this product, originally designed for dog walkers, would be great for horse owners too…

New WildWash x DoffleDog Defence Gel comes with a lead clip, making it easy to attach to a belt, hoof pick or even a saddle. The solution, said to kill 99.9% of bacteria, contains natural alcohol made from 62% beetroot in a blend of organic aloe vera, tea tree and eucalyptus.

A parasol for riders…

Equivisor, an American product which caused great interest when exhibited at BETA International 2022, is due for UK launch this Spring.

With a 4” tapered brim, Equivisor fits over a riding helmet to shield the rider from the sun’s rays. It can also be worn on its own.

A hook and loop closure secures the Equivisor in place, and the inventors say it stays put - even at the gallop.

Key to this product’s shelf appeal is the choice of fabrics and finishes available. From sparkly pink piffaz glitz to leopard, via natural jute and plain navy, there’s a style to suit all tastes.

It also works well for hiking, jogging, skiing or while doing general stable yard duties.

STRONG NEW LOOK

Rowen Barbary Horse Feeds has launched new packaging for its popular conditioning supplement Muscle Builder.

It’s now available in handy 5kg tubs as well as 20kg bags.

Muscle Builder contains good quality protein sources that provide essential amino acids to help support the formation and repair of muscle tissue, aiding recovery from hard training.

Providing a beneficial source of slow-release energy, Muscle Builder also supports increased stamina for sustained performance in hard working horses.

Itching for a promotion?

British Horse Feeds has a special offer on Golden Paste Co TurmerItch until the end of April.

When purchasing a pallet of Speedi-Beet, wholesalers receive £36 off a case of TurmerItch. And for retailers buying ten bags of Speedi-Beet, there’s £3 off a tub of TurmerItch

Stockists must display a counter card in store or on their website promoting the ‘win a fly rug’ campaign which consumers enter via QR code.

GREAT GIFT IDEA

A delightful collection of goldcoloured, rust-proof stock pins has joined the Elico portfolio. Each one is presented in a display box, and with RRPs from just £10, they make fabulous gifts.

Designs range from an understated chain or wave to the more elaborate heart and crown embellished with diamantes.

Staff uniform supplier back in business

Equestrian workwear brand Equithread has been revived by entrepreneur and horsewoman Issey Gill.

The business was put “on hold” during the pandemic, but is now offering corporate and personalised clothing and accessories.

Issey, who’s worked in racing, says she knows first-hand the importance of good quality workwear and uniform to keep staff warm, dry and comfortable.

“Uniforms also promote a sense of team spirit and belonging,” she adds.

The Equithread product range comprises jackets, gilets, sweatshirts, fleeces, hoodies, t-shirts, baseball caps and beanie hats, all of which can be personalised with logos or business names.

Clothing and outerwear from other manufacturers can be personalised too.

“Our state-of-the-art, in-house production facilities, highly skilled artwork and production team, and strong relationships with suppliers means we can offer a reliable, all-round service,” adds Issey

“We’re looking forward to investing heavily in a single head embroidery machine in the coming months.”

BALANCERS ON OFFER

Blue Chip Feeds has a promotion running until 30 April. There’s £5 off Pro Feed Balancer for performance horses, a £5 discount on Ulsa-Cool Feed Balancer for digestive support and £2 off Garliq supplement.

Images, blogs and bespoke support is available to retailers.

CLOSER THAN EVER…

Jeffries Saddlery has introduced two new single-flap saddle designs – the Monoflap Jump and Monoflap Dressage.

Monoflap saddles aim to bring the rider closer to their horse and achieve the desired ‘close contact’.

These saddles are made in England from premium leather on laminated wooden trees.

The dressage saddle has options of standard, comfort or semideep seat styles. The jump saddle has a wool flocked panel.

Both models are available on either the Sport tree which caters for finer sport horse types or the Extra tree with its wide, open head to suit broader, native and traditional types.

The panel of both saddles is modified for easy fitting of the TreeClix tree alteration system.

In black or Havana, the jump saddle has an RRP of £2,280 and the dressage £2,628.

And now close-contact stirrup leathers…

Close-contact mono-flap saddles are very much in vogue, and now Passier has developed stirrup leathers with the same principle in mind.

The brand’s new Mono Stirrup Leathers are narrow and soft with a flat hanging mechanism. With just one strap under the rider’s leg, there’s no ‘stacking’.

The stainless-steel buckles are protected by a soft leather cover. And the leathers have a nylon core to avoid stretching.

Each leather has seven holes with an additional one near the top to allow the stirrups to be ‘put up’ when not in use.

Digest this offer!

BETTALIFE is offering a free 120g PharmaTRAC Total Digestive Support with trade orders while stocks last.

Ideal as an add-on or freebie for customers, mini 120g PharmaTRAC are the perfect travel companion for horses needing extra digestive tract support when stabled away.

It can also be fed all year round to support daily maintenance of the fore and hind-gut, as well as during changes in routine, forage or diet.

FEEL THE FORCE

The new DynaForce collection of coordinating rugs, clothing and accessories from Hy Equestrian has an army print twist.

The first part of the range comes in Pacific/grey and features a 50g turnout rug from the StormX Original range, Mizs clothing comprising base layer, riding tights, socks and hat silk, along with a matching hat, boot and grooming bags plus head-collar set.

The rugs are available from 4ft 6in to 7ft 3in while clothing ranges from from 7 to 8 years to 13 to 14 years.

‘LEGAL’ JUMPING WHIP

Fleck has a launched a new whip which meets the latest British Showjumping (BS) rules.

the well-balanced whip has an RRP of £19.

Zebra Products.

Monoflap Dressage

Monoflap Jump

Dressage saddle created by Carl

PDS saddles has developed a new dressage saddle in conjunction with Carl Hester.

The PDS Brioso is named after one of the British dressage ace’s top mares.

It has a new and improved girthing system with three girth straps, including a point strap. There’s also a new skirt design with attractive stitch detail.

The saddle is made in natural tanned, pigmented double leather for grip and softness.

Two thigh support options are available; the PDS anatomical knee-roll or the new ‘Corta’ knee-roll which is moulded from soft foam and slightly shorter in length.

The Brioso, designed for the tricky-to-fit wider horse, has the PDS interchangeable gullet plate system and synthetic wool panels.

Says Carl Hester: “I particularly encourage riders to try this new saddle – it gives the horse freedom of movement and is totally adjustable so can be altered to fit on site, and the price [RRP £4,200] is very competitive.”

EYE-CATCHING NEW COLOUR

PolyPads has added yet another colour to its already extensive collection.

New olive is available across the PolyPads range of saddle pads and numnahs. Matching binding is due to be available this Spring.

Harmony in a bottle

New Leovet Gastro Relax Elixier 1L is ideal before stressful situations such as moving, transport and competitions.

It works as a permanent supplement for sensitive horses too, by supporting intestinal health.

It contains oils with a harmonizing effect on the digestive tract and intestinal environment. These include linseed, black cumin, bitter fennel, anise and cinnamon oils.

Leovet is distributed by Mackey Equestrian at Agrihealth.

STOP THE SLOP!

With feeding horses sloppy mashes or soaked feeds being so popular, these Flat-sided Hanging Buckets from Stubbs England are a great item to stock.

They hold 14 litres (three gallons) and are shaped to hang happily against a wall. The fact you can carry one full of wet feed or water and it doesn’t slop down your leg is a big bonus!

There’s a recess in the base to improve stability on the ground and a handy finger grip for easy tipping.

Flat-sided Hanging Buckets are made in heavy-duty Stubbythene moulding with a thick, galvanised handle shaped to aid hanging. Stubbs England also has trigger hooks, wall plates and hook ups.

Flat-sided Hanging Buckets come in white, red, blue or black.

HUNT IS ON FOR THE BEST IN THE BUSINESS

The 2023 BETA Trade Awards ceremony is returning to be run alongside BETA International on Sunday 10th September at Chesford Grange Hotel, Kenilworth. Here’s how you can nominate companies and individuals.

Winners of a BETA (British Equestrian Trade Award) are people and businesses who go above and beyond for the benefit of the equestrian industry.

To make sure your favourites get through to the finals, check out the list of awards below – and make a nomination.

SAFETY EQUIPMENT FITTER OF THE YEAR AWARD

This Award aims to recognize the work undertaken by riding hat and body protector fitters based in equestrian shops who go the extra mile in achieving a high level of competence and support for their customers.

Nominations: Can be made by consumers from around the country for BETA member and non-member stores where they have items fitted in the last year. Retail shops can also nominate their best in-store fitter.

Entry deadline: 30 June 2023

WEATHERBEETA GROUP RETAIL EMPLOYEE OF THE YEAR

Nominations are sought for employees showing excellent customer service, great product knowledge and a passion for professional retailing. The winner will receive a cash prize in addition to the award and his or her employer will be given BETA training vouchers.

Nominations: The award is designed for shop-floor staff rather than managers. Nominations are invited from employers or sales representatives. An independent judging panel will compile a shortlist, then a period of interviews will follow to decide the winner.

Entry deadline: 14 July 2023

ZEBRA PRODUCTS RETAILER OF THE YEAR

An award for tack shops and feed merchants –whether or not they are BETA members – that relies on customer nominations, the Zebra Products Retailer of the Year award is divided into two categories: Equestrian Retail Store and Online/Mail Order Retailer.

Nominations: Customers can nominate a retailer by completing a nomination form in-store or by filling in a form on the BETA or Zebra Products websites. Alternatively, retailers can add their details to forms to make it as easy as possible for customers wishing to nominate them. On receipt of nominations, retailers will be sent a questionnaire by BETA for them to complete and return to the trade association by 14 July 2023 to be considered for the next stage of judging. Shortlisted companies will be put forward to a vote by BETA trade members. This award also involves independent mystery shoppers and incognito third party telephone calls.

Entry deadline: 30 June 2023

NEW CATEGORY FOR 2023: ‘BEST NEW RETAILER’ for businesses established 12-36 months prior to the awards opening. Nominations by businesses themselves and by customers.

EQUINE CAREERS SALES REPRESENTATIVE OF THE YEAR

This award is open to both employed and selfemployed sales representatives and agents, and is given to the individual judged outstanding in his or her approach to customer service.

Nominations: Retailers and suppliers are invited to submit nominations, stating why they feel their nominee deserves to win. The final decision will be made by a combination of BETA members’ votes and an interview with each finalist.

Entry deadline: 7 July 2023

MARKETING EFFECTIVENESS AWARD

This award celebrates effective communications and the increased value a company’s marketing campaign has brought to its brands. Marketing plans and activity will be put under the spotlight to see how different aspects, including in-store and show-circuit promotions, mass media advertising, sponsored riders and social media, play a powerful role in helping to solve business problems and generate revenue.

Nominations: Retailers and suppliers are invited to put themselves forward for this award. Judging will reward the contribution marketing has made to business improvement and, because of this, low- or no-budget entries are encouraged.

Entry deadline: 7 July 2023

A GREAT PLACE TO WORK AWARD

A chance for employees to nominate their employer for an award who offers an excellent working environment, support and guidance on their career path and benefits to make a productive and happy work place.

Nominations: Equestrian employees can submit their nominations to the BETA office.

Deadline: 30 June 2023

STUBBS

ENGLAND NUTRITIONAL HELPLINE OF THE YEAR

The company considered to offer excellence in nutritional advice and service to customers – consumer, trade and retail – wins this accolade.

Nominations: Customers can nominate via the BETA website or download a nomination form from the BETA or STUBBS ENGLAND websites and post it to the BETA office. A shortlist will be drawn up for final judging, which will include incognito calls.

Entry deadline: 7th July 2023

How to nominate

Nominations can be made by completing a form or link on the BETA website, beta-uk.org. Forms should be sent to the BETA office by post to BETA, East Wing, Stockeld Park, Wetherby LS22 4AW, or email to info@beta-uk.org.

Please provide the name and award category, reason for nomination and your own name and address. Supporting information can be included where appropriate.

Entries must be received by the deadlines stated. Help and advice on making a nomination is available by contacting Agy Mossakowska in the BETA office tel 01937 587062.

BETA LIFETIME ACHIEVEMENT AWARD

This award celebrates an individual who has made a long-standing and significant contribution to the equestrian industry.

Nominations: Biographical details of the nominee are invited from all sectors.

Entry deadline: 14th July 2023

CITATION TRADE SUPPLIER OF THE YEAR

The manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailer requirements will win this award.

Nominations: Retailers can nominate the supplier they judge best and suppliers can nominate themselves using the official application forms. Shortlisted companies will be judged by an independent panel of judges.

Entry deadline: 14th July 2023

EQUINE FITTER AWARD (SADDLERY, BITS AND BRIDLES)

This Award aims to recognize the work undertaken by saddle, bridle and bit fitters who go the extra mile in achieving a high level of competence and support for their customers.

Nominations: Can be made by consumers for independent or employed fitters, who are BETA members or Non-Members, where they have used their service in the last year.

Entry deadline: 30 June 2023

10th September

The BETA’s Gala Dinner and Awards ceremony is a brilliant excuse to dress to the nines and party with friends and colleagues as we celebrate the remarkable achievements of the industry’s own. Always a glitzy affair, the evening begins in style with a champagne reception before moving on to dinner and a disco. Tickets for this unmissable evening will be available from the BETA office soon. To register your interest to book a table or individual tickets contact Tina Hustler at tina@beta-uk.org.

People

BETA’s liaison manager Agy Mossakowska was the star of Horse&Hound’s popular All In a Day’s Work feature recently.

Agy is working her way up the ranks as an official at international equestrian events. She’s already a Level Two dressage judge and qualified to be a ground jury member for eventing up to four-star.

Agy, who hails from Poland, told H&H that she’s found the British equestrian community very welcoming. When her officiating colleagues hear that her ‘day job’ is with BETA, a conversation about body protectors or horse feed often strikes up.

Dena Hellowell, who has many years’ experience in the feed sector, is joining the British Horse Feeds team. She will be working as a sales representative in the south-east on a part time basis.

British Horse Feeds says her remit is “to grow and maintain our foothold across our product base whilst also evolving the

Golden Paste Company product range

in stores.”

Dena has previously worked for Dodson & Horrell and Dengie, and more recently with HoneyChop.

Battles has boosted its marketing team with Charlotte Lawson joining as marketing assistant to cover primarily the Coldstream Equestrian brand.

“We have lots of new products launching very soon and I’m excited for the future of the brand.” said Charlotte, a business management graduate.

Meanwhile, Laura Clegg (pictured with her daughter Amelia) has returned from maternity leave. Laura, who’s worked for Battles for four years, is the brand manager for Supreme Products and oversees the company’s show stands.

Bella Fricker, SPILLERS’ senior social media manager, has been appointed chef d’equipe to the England endurance riding squad. As well as being a key member of the feed brand’s marketing team, Milton Keynes based Bella is an accomplished endurance rider. She’s ridden on international teams at home and abroad, including competing at a European championship.

This year, Bella will lead the 12-strong England team as they take on Scotland, Wales and Ireland at the Home International Endurance Championships this autumn.

“My primary goal is to establish a great team dynamic in the run up to and during the competition - but bringing home the silverware wouldn’t be unwelcome!” she says.

The team at Mars Horsecare UK, home of SPILLERS, will be cheering on their colleague.

“We’re extremely proud that Bella has been appointed as new chef d’equipe for the England endurance riding squad,” said Clare Barfoot, marketing and research and development director. “She is an inspirational, dedicated and talented member of our team as well as a committed and highly experienced endurance rider.”

Who knew that Claire Shandmarketing director of Westgate Labs and campaigner for sustainable equine worm control – is a talented artist?

Claire’s watercolour Silent Night Hunter has been selected for an open exhibition entitled Wild Northumberland which runs at Woodhorn Museum until 8 May.

The art show, the largest in the county, attracted 230 entries of which Claire’s painting was one of two to be highly commended.

Claire’s painting was inspired by the barn owls that live on her family’s farm – and Westgate Labs’ HQ - near Morpeth. The exhibition organisers, Museums Northumberland, note that Silent Night Hunter “captures the intensity and piercing stare of these ghostly assassins.”

Photo: Kasia Lichnowska

Charlotte Lawson

Laura Clegg

Tom Macguinness, the founder of Horseware Ireland, achieved an outstanding result at the endurance riding world championships.

He completed in 17th place riding Horseware HLM Fontana for Ireland in the 160km (100-mile) race held at Butheeb in the United Arab Emirates.

Of 117 starters, just 44 – including Tom and Horseware HLM Fontana – completed the course with their horses passed fit by the vets.

Competitors from Bahrain dominated the championship claiming individual and team gold medals. The only British finisher was James Dickinson with Magdy in 42nd place.

Tom (pictured left) founded Horseware in Dundalk, Ireland in 1985.

Charlie Thornycroft, who has worked tirelessly to help horses in war-torn Ukraine, received the Sir Colin Spedding Award at the National Equine Forum. She was presented with the award by The Princess Royal in recognition of her dedication and support for the British Equestrians for Ukraine Fund which counts BETA among its benefactors.

Photo: FEI/Jon Stroud

Celebrating the best bench saddlers...

How Lucy Cushley recycled pre-used leather products to win one of the saddlery industry’s most coveted prizes.

Making something good from old leather items was the theme of The President’s Choice class at the 2023 Society of Master Saddlers (SMS) National Competition.

Of 22 entries, one that stood out a little more than the others was Thomas the Turtle, created by Lucy Cushley from a couple of old saddles.

County Down, Northern Ireland based Lucy owns The Irish Saddler. The main focus of her business is bridles, harnesses and other leather goods such as handbags and belts.

‘Scrapbox to Topnotch’, the theme for The President’s Choice class this year, was the idea of SMS past-president Helen Reader. Entrants had to design and make an item incorporating at least 60% repurposed leather.

The finish product could be decorative, ornamental or practical - but it had to be fit for purpose and made of leather using traditional saddlery skills.

SADDLERY FAMILY

Lucy normally enters one of the classes at the National Competition every year. She makes the journey to the prize-giving at Saddlers’ Hall in London as it’s a great opportunity to meet up with what she calls her ‘saddlery family’.

This year, the environmentally friendly theme of the President’s Choice class caught her eye. So she decided to enter.

“The inspiration to create a turtle came from a family joke with my brother-in-law – ‘if you don’t keep up with the recycling, you’re ‘killing turtles’,” explains Lucy.

“Also, I hate seeing videos on social media of sea life suffering due to plastics. I wanted to make something that highlighted this issue, but also maintaining the original features of the saddle.”

The end result is the magnificent Thomas the Turtle, modelled on the green sea turtle. Lucy jokes that she should really have made a leatherback turtle, but that type has a smooth shell whereas the green sea turtle’s patterned shell made for a more interesting design.

HIGHLIGHTING PROBLEM PLASTICS

Lucy’s turtle is made from two saddles and a cart saddle top with pieces of old wire fencing. There’s a plastic straw piercing the

head, highlighting the problem of using plastics and its impact on our oceans.

In total, Thomas the Turtle took around two weeks to make –and Lucy found the whole process all-consuming. With no pattern to follow, just pictures she found on Google, she now calls herself an expert on the different types of turtle.

“It was extremely fiddly to make, and evolved into what you see now,” she says. “It took longer than I anticipated, however I’ve relished the challenge.

“I like to be different and I’ve enjoyed embracing the theme of using leather that’s reusable, recyclable, repairable and biodegradable - and plastic that’s not.”

Thomas the Turtle, made by Lucy Cushley from recycled leather, creates a conversation about materials and what happens at the end of their lifetime.

Taking some old saddles and turning them into something completely different highlights Lucy’s skill, craftsmanship and vision. While Thomas the Turtle creates a conversation about materials, their lifetime and what happens to them at the end of that timeframe.

“Winning the President’s Choice class is probably one of the biggest achievements of my career so far,” says Lucy. “It was a total shock to me that I won - but the congratulations and praise from my colleagues is the greatest prize I could ever receive.

“Thank you to the judges for deeming my entry to be worthy of first place.”

So, does Lucy have plans to create more items from recycled leather?

“Not at the moment,” she laughs. “Never say never, I may be inspired to do something again in the future. But for now, I’m more than happy to return to my day job.”

HOW TO NOMINATE A BENCH SADDLER:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month. Candidates for the award must be a member of the SMS and based in the UK or overseas.

To nominate a bench saddler (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

Lucy Cushley (left) receives the President’s Choice award at the 2023 SMS National Saddlery Competition from past-president Helen Reader.

In the hot seat

With Aidan Keogh of Tredstep Ireland.

WHAT’S YOUR ROLE AT TREDSTEP IRELAND?

Managing director and joint owner with my wife Dr J Christine Carey.

HOW DID YOU COME TO BE IN THE JOB?

I started the company back in 1993 after making some elasticated half chaps for myself. These have since become standard for riders around the world, but back then they didn’t really exist as most riders wore either full chaps or rubber riding boots at home and kept their expensive leather boots for good wear.

WHAT DO YOU ENJOY MOST ABOUT YOUR WORK?

I love that we create products that I can use myself and that others find merit in too when we bring them to market.

I’m extremely lucky to work in an industry which is also my chosen sport so I meet so many equestrians from all over the world as I travel promoting Tredstep. That makes my job very enjoyable.

YOU HAD A SUCCESSFUL COMPETITIVE RIDING CAREER. PLEASE TELL US MORE…

Like many other riders, I had a very successful Junior and Young Rider eventing period. But then the realities of adulthood and a young family quickly help focus your priorities and Tredstep was born.

Later on, after Tredstep was more established, I returned to eventing and with the help of some exceptional horses and training from William Micklem, I managed to get to run at some 5* events such as Rolex in Kentucky and Pau in France and represent my country at a couple of Nation Cups.

HOW MUCH DOES RIDING AT TOP LEVEL HELP WHEN IT COMES TO DESIGNING AND MARKETING RIDING CLOTHING?

It’s been hugely beneficial; it’s given me a unique insight and makes my design work clearly focused on what’s required from a rider’s perspective.

It’s great when travelling and competing with other international riders at a high level. We get time to discuss many aspects of product design, what’s missing, what they would like to see made available etc.

I spent time in the US back in the late 80s working with some of the best eventers and show jumpers. This has also helped as the US market is very different from the European one.

Understanding the subtle nuances of the US rider has been invaluable as many brands trying to come from Europe to the US have failed as they simply don’t have this understanding.

WHAT WILL BE THE NEXT ‘BIG THING’ IN EQUESTRIAN GEAR?

Products that are more eco-friendly and sustainably produced is becoming ever more important.

Our sport, and therefore industry, is built on a long history of tradition which can be a double-edged sword. As other industries progress and encourage the adoption of new technology, the equine industry tends to change less freely.

We must respect the traditional nature of our sport as we introduce new fabric and manufacturing technology into our products. The perfect balance is to utilise the latest advancements in technology without compromising the traditional elegance of our sport.

HOW MUCH DO LABELS/BRANDS LIKE TREDSTEP MEAN TO THE AVERAGE EQUESTRIAN CONSUMER?

The average equestrian consumer is becoming more aware of sustainability – and appreciates that better designs using better quality raw materials ultimately perform better and last longer.

Tredstep prides itself on using the very best materials within our designs, making sure they work and perform to the levels required by our demanding sport. Tredstep brand values are not simply a collection of words, they are built into our products that we wear and use every day.

HOW DO YOU LIKE TO RELAX AT THE END OF A BUSY DAY’S WORK?

I enjoy nothing more than going for a ride on my favourite horse ‘Pride of Tredstep’ aka Molly.

Competing at a high level in eventing has given Aidan Keogh a unique insight into what’s required from a rider’s perspective.

Consumers want sustainability, says Aidan Keogh of Tredstep – and they appreciate that good quality products perform better and last longer.

Werthy of a celebration!

Earlier this year, selected influential equestrian retailers and saddle fitters were whisked to a secret event at a country-side hotel for the product reveal of a lifetime. To top it off, the day concluded with the ultimate treat, an afternoon with the iconic Isabell Werth including a ridden masterclass with two lucky British riders.

In attendance were representatives from British Equestrian, British Eventing, the Fédération Equestre Internationale, major media groups and a number of elite riders including Sarah Bullimore of Bullimore Eventing.

Isabell Werth and her friend of over three decades, Ron Bates, were in England for under 24 hours for a whirl-wind VIP reveal of a highly-anticipated new edition of the ever-popular Isabell saddle, which she has been quietly competing in for the past two years. As iconic as the woman herself, the evolving Isabell saddle is found prominently in yards around the world and we have no doubt this new model will be an instant success.

The following pages include sneek-peeks into this private, invitation-only event and glimpses of their newest masterpiece. More details are set to spill in May 2023.

Isabell Werth and Ron Bates, a 30 year friendship

Isabell Werth enjoys her time with our UK’s best saddle fitters

1. James MacGregor (Stockley Outdoor & Equestrian) and Ron Bates (Managing Director, Bates Saddles) 2. Isabell Werth and Amy Stovold (Team Stovold Dressage) 3. Felicity Jubb (Balmoral Equestrian), Jane Scrannage (Jane Scrannage Saddlery Services) and Aimee Burge-Maclean (Cork Farm Equestrian) 4. David Dyer and Gudrun Thuesen (David Dyer Saddles) 5. David Dyer and Ron Bates 6. Sarah Bullimore (Bullimore Eventing) and Ron Bates 7. Amy Stovold (riding) 8. Jenny Gray-Wallis and Nicole Louer (Martin Wilkinson Master Saddlers) and James MacGregor 9. Winnie Murphy (British Equestrian/British Eventing), Ron Bates, Aimee Cayless (Southam Saddles) and Sarah Olivier (Sarah Stretton/Olivier Eventing) 10. Winnie Murphy (British Equestrian/British Eventing) and Ron Bates 11. Ellen Bates (General Manager, Bates Saddles UK), David Dyer, Sue Norton (Saddle Doctors) and Ron Bates 12. Ellen Bates, Ron Bates, David Dyer and Liz Pears (Buckets Saddlery and Saddle Fitter of the Year 2022 Finalist) 13. Ellen Bates, Tammie Norton (The Saddle Doctors) and Ron Bates 14. Maddy Frewin (Maddy Frewin Dressage) and Isabell Werth 15. Ron Bates and Bea Blakeman (Crewe Saddlery and Treasurer of the Society of Master Saddlers)

1. Isabell Werth 2. Poppy Webber (PeeWee Saddlery and Saddle Fitter of the Year 2022 Winner) and Bea Blakeman (Crewe Saddlery and Treasurer of the Society of Master Saddlers) 3. Greg Walters (GW Saddlery) and Ron Bates 4. Nigel Bexon (Balmoral Equestrian) 5. Stephanie Smith (Stephanie Smith Saddlery) 6. Nigel Bexon and Emily Bright (Independent saddle fitter, working with Saddles Direct) 7. Isabell Werth and Maddy Frewin 8. Front: Jade Smith and Adi Eames (The Saddle Bank) Behind: Judith Richardson (Judith Richardson Master Saddle Fitting Consultant) and Rachael Barker (Optimal Equine) 9. Ron Bates 10. Maddy Frewin, Amy Stovold, Ellen Bates and Isabell Werth 11. James MacGregor and Ron Bates 12. Ellen Bates, Ron Bates and Isabell Werth 13. Ellen Bates and Sarah Olivier 14. Jane Scrannage, Aimee Burge-Maclean and Ron Bates 15. Karina Cope (Saddle Fitters) and Nina Ball (NB Saddlers).

Word has it

The write way

Ok, so I’ve played on the word ‘write’ instead of ‘right’ to draw you in…

However, consistent incorrect spelling - such as ‘their’ when you mean ‘there’, or ‘were’ instead of ‘we’re’ - won’t sit well with your customers or present your brand as a professional outfit.

According to one poll*, 74% of survey participants said they noticed the quality of spelling and grammar on company websites, and 59% of consumers said they would not use a company whose site featured poor spelling and grammar. That’s a lot of lost revenue.

Yes, it’s true that we scan the written word rather than immerse ourselves in reading digital content. But don’t underestimate the art of selling via website and social media posts.

Well-written copy helps sell your products. A core part of our business is writing product descriptions because companies know it helps to engage the reader and incentivise sales.

Socially unacceptable

Bad grammar and spelling on social media posts matter. Too many brands concentrate on their website and PR copy and forget that their social channels are just as important.

Of course, mistakes can happen. After all, we are only human, but copy accompanying social media posts can easily be amended if you spot an error.

A social media account full of grammatical faults is not only jarring for the reader but can also put potential customers off your brand. Why would your social media channels be an afterthought if you’re trying to convey professionalism in your business?

Among the most common mistakes is when a brand has had a professional writer craft the copy on their website - yet their social channels are managed by various

people who don’t have access to a brand deck or guidelines and therefore speak in a very different and personal tone of voice.

For example, a high-end luxury brand probably won’t be starting a social media post with ‘Slay Your Look!’. However, this terminology could work for a midbracket brand whose customer base is predominantly aimed at Gen Z.

Some business owners can’t resist getting involved with their social media and referring to ‘I, me and my’ when, otherwise, the company speaks with a collective ‘we’. Comfortable shifts in the essence of posts can immediately look and feel odd to your followers. After all, we are programmed to query anything online that stands out, which could be a scam or spammy content?

Website woes

As seasoned copywriters, we’re used to crafting content which supports a brand’s SEO [search engine optimisation] efforts, but it’s not about simply creating content for SEO.

It’s about composing well-constructed content that’s an engaging and informative read. Presenting your brand with accurate copywriting lends credibility and aids fluid communication. Most visitors to your website will be short on time and big on information, so highlighting key features or angles related to your business, products or services is crucial.

Consumers want information fast, but you can still optimise your website content for SEO; it just needs to be executed correctly.

If you haven’t undertaken a website audit in the past 12 months, it’s time to review your content, as it can date quickly. With evolving Google updates, your website copy may no longer be current and could even hinder your SEO efforts.

*Global Lingo Survey

Written pet hates

Courtesy of ETN editor Liz Benwell

• Missing and unnecessary apostrophes.

• ‘Were’ instead of ‘we’re’ or ‘we are’.

• Pointless exclamation marks!

• Capital letters used for emphasis instead of because a word is a proper noun.

• Overly long sentences – 50 words is too many. If you have to re-read it, it’s too long.

• Meaningless use of ‘unique’ and ‘iconic’.

• Writing in the first person, sometimes to the extent that the name of the company or brand isn’t even mentioned.

• Patronising statements to introduce a product or service, eg. we’re all so busy/stressed/juggling commitments… It’s so negative.

• Rambling is rife, eg. ‘The importance of this crucial exercise cannot be over-emphasised’ could be ‘This exercise is important’.

• Bad grammar, eg. ‘compromising of’ instead of ‘comprising’.

About the author:

Ashley Rossiter is a qualified journalist, certified social media expert and copywriter.

Founder of MirrorMePR, a multi-award-winning PR and digital marketing agency, Ashley & her experienced team specialises in promoting premium brands across equine, lifestyle, pet and beauty sectors. www.mirrormepr.co.uk

Good copywriting remains king - and it’s not exclusive to print. What and how you write on your digital offering is equally crucial to your brand’s reputation and trustworthiness, says Ashley Rossiter.

ABOUT ETN’S RAMA/SQP FEATURES

ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/ SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

FROM ONE EXTREME TO THE OTHER:

Feeding the laminitic and feeding for performance

Being asked for nutritional advice can feel daunting, especially when you are put on the spot. We asked SPILLERS nutritionist Sarah Nelson for some advice on how to approach two very different situations; a pony in light work with a history of laminitis that is prone to weight gain, and a competition horse prone to non-glandular ulcers and weight loss.

DIET & LAMINITIS

Providing a diet low in non-structural carbohydrates (NSC) or ‘starch and sugar’ and maintaining a healthy body condition are top priorities when it comes to the nutritional management of those prone to laminitis. Recommend customers seek specific advice from a nutritionist, especially in cases of severe insulin dysregulation.

STARCH & SUGAR

Some of the different terms used to describe starch and sugar can lead to confusion. Here’s a quick guide to busting some of the jargon

• Non-structural carbohydrate (NSC) = starch + water soluble carbohydrate

• Water soluble carbohydrate (WSC) consists mainly of simple sugars such as sucrose and fructan

• Fructan is the ‘storage’ form of sugar in the majority of UK grasses and consequently hay and haylage

UK forage contains very little starch but may be high in WSC. Whole cereal grains on the other hand are high in starch but relatively low in sugar.

FORAGE FOR GOOD DOERS PRONE TO LAMINITIS

Ponies are renowned for being grass guzzling machines and have been seen to consume up to 5% of their bodyweight (dry matter) in grass per day when living out 24/7 - this could equate to enough calories to fuel a 500kg racehorse and almost 2kg of simple sugars per day for a 250kg pony!

Forage only diets may be lacking in key nutrients

Hay soaking is common practice for good doers and laminitics. Research has shown both water temperature and the length of soak influences WSC losses, but results are highly variable. Soaking also increases microbial contamination although the implications of this are still not fully understood.

Practical tips for customers

• Restrict or remove grazing. Horses and ponies at very high risk of laminitis may need to be removed from grazing completely.

• Winter grazing and ad lib hay may exceed calorie requirements for good doers and may be deceptively high in WSC or ‘sugar’.

• Ideally feed a hay containing <10-12% NSC.

• Grazing muzzles have been shown to reduce grass intake by an average of 80% regardless of the season. This means they can be used all year round provided the grass is not too long or too short to be accessed through the base of the muzzle. However, some horses and ponies may simply eat more once their muzzle has been removed so consider nongrass turnout or stabling for the remainder of the day. Advise customers seek advice from a nutritionist on how to use a muzzle safely.

• As a guide, recommend owners soak their hay for 1-3 hours in warm weather and 6-12 hours in cold weather but remember this doesn’t guarantee suitability for laminitics. Alternatively consider suggesting a hay replacer low in starch and sugar.

• Due to the loss of nutrients (and therefore dry matter) into the water, each haynet will contain more water and less ‘hay’ post soaking. Recommend owners increase the amount of hay they soak by approximately 20% to compensate (unless feeding ad lib) - this will help to ensure that total forage intake is not restricted too severely.

• Consider replacing up to 30-50% of the forage ration with straw. Any straw fed should be introduced gradually and be of good hygienic quality.

• Total forage intake should not be restricted to less than 1.5% of current bodyweight per day on a dry matter basis. This is equivalent to approximately 5.5kg of hay (or 6kg if it is to be soaked before feeding) for a 300kg pony without access to grazing on an ‘as fed’ basis.

CUT CALORIES NOT NUTRIENTS

While forage can easily exceed the horse or pony’s energy (calorie) requirements, forage only diets may be lacking in key nutrients including copper, zinc, vitamin E and the essential amino lysine. Balancers are the ideal way to provide essential vitamins, minerals and amino acids (quality protein), while adding minimal amounts of energy, starch and sugar to the total diet.

Practical tips for customers

• Balancers labelled as ‘Lite’ are not significantly lower in calories than alternative options (exception of stud balancers) – look for products that offer additional benefits for horses on calorie restricted diets such as high levels of lysine and vitamin E. Some balancers also contain functional ingredients to help support a healthy metabolism.

• Feeds for good doers and laminitics do not necessarily need to be molasses free.

• Don’t choose feeds based on percentages alone – remember the amount of starch & sugar (and other nutrient for that matter) consumed from any feed will depend on how much of it is eaten!

EQUINE GASTRIC ULCER SYNDROME (EGUS)

It has been estimated that approximately 90% of racehorses, 60% of competition horses and up to 50% of leisure horses may have gastric ulcers. Several risk factors have been identified including:

• High starch, low forage diets

• Feeding straw as the sole forage source

• Intensive exercise

• Stress including weaning

• Prolonged stabling and travelling

• Use of non-steroidal anti-inflammatory drugs (NSAIDs) such as ‘bute’

If customers suspect their horse has gastric ulcers, advise them to get a confirmed veterinary diagnosis as medication may be needed. It’s also important to establish the location of the ulcers as glandular ulcers may be less responsive to medication and changes in diet.

FORAGE FOR PERFORMANCE & EGUS

Forage should be the foundation of every horse’s diet and the competition/ performance horse is certainly no exception to the rule. The fibre provided by forage is essential for maintaining digestive health and accounts for a significant portion of the horse’s energy (calorie) intake. Saliva, which is only produced when the horse chews, provides a natural buffer to stomach acid which means long fibre (grass, hay and haylage), plays a key role in supporting gastric health. In fact, one study found periods of 6 hours or more without forage significantly increased the risk of gastric ulcers.

Despite common misconceptions, haylage is not automatically higher in energy or protein (or other nutrients) than hay. While certain grass species such as rye grass and less mature (earlier cut) forages generally tend to be higher in calories, there are no guarantees! Regardless of visual appearance, maturity or grass species, the only reliable way to assess the nutrient content of your forage is to have it analysed.

All forage should be of good hygienic quality for all horses, but respiratory health may be of increased concern for competition horses. Multiple studies have found steaming hay in a commercial steamer to be highly effective at improving hygienic quality, but homemade varieties may act as incubator for bacteria.

Practical tips for customers

• Forage should be fed ad lib. If voluntary intake is a concern, suggest customers monitor how much forage their horse is eating by weighing the amount fed and the amount leftover in 24 hours, ideally for 3-5 days.

• Provide forage while travelling.

• Steaming (in a commercial steamer) is the most effective method of improving the hygienic quality of forage. Some horses also find steamed hay more palatable.

• Provide as much turnout as possible – the incidence of gastric ulcers seems lower in horses at pasture.

Intensive exercise is a risk factor for equine gastric ulcer syndrome.

FEEDS FOR COMPETITION HORSES PRONE TO EGUS

With increased work comes an increase in the horse’s requirement for protein, including the essential amino acid lysine, and the majority of vitamins and minerals. Choosing an appropriate compound feed, fibre feed or even a mash, will supply additional energy for condition, alongside essential amino acids to support muscle development and topline, and vitamins and minerals to support optimum health and performance.

DID YOU KNOW?

Recent research was the first to prove that changes in diet can help to reduce the recurrence of non-glandular gastric ulcers following veterinary treatment?

In this study, horses were paired according to the severity of their gastric ulcers, the type and intensity of their work and their management (including forage intake). One horse from each pair continued with their normal diet whilst the other had their ‘bucket feed’ replaced with a 50:50 ration of two commercially available feeds frequently recommended for horses prone to gastric ulcers’ if needed

All horses with grade 3 and grade 4 ulcers were treated with the recommended course of omeprazole. Whilst the majority of horses improved as a result of veterinary treatment regardless of their diet, over-all only horses that had their feed changed remained improved six weeks after the treatment had stopped. On the flip side, gastric ulcers scores in the ‘no diet change’ group were overall no better than the pre-treatment scores by the end of the study.

Practical tips for customers

• Choose fibre-based feeds that are low in starch and sugar. Feeds high in oil as opposed to cereal starch are ideal for poor doers – oil is approximately 2.5 times higher in energy compared to cereal grains but starch-free.

• Aim to feed less than 1g of non-structural carbohydrate (NSC: starch + water soluble carbohydrate) per kilogram bodyweight per meal and ideally less 2g NSC per kilogram bodyweight per day. For a 500kg horse this equates to less than 500g of NSC per meal and ideally less than 1kg of NSC per day. Remember 10% is equivalent to 100g per kilo.

• Recommend a balancer for horses that maintain weight well on less than the recommended amount of compound feed or for customers preferring to use feeds without added vitamins and minerals.

• Feed small meals, less than 2kg (dry weight) in total for horses, less for ponies.

• Add short chopped fibre, ideally containing alfalfa, to every meal. The high protein and calcium content in alfalfa is thought to help buffer stomach acid.

• Provide a small chopped, fibre-based meal or access to forage before exercise to reduce gastric splashing.

• Feeds carrying the BETA® Equine Gastric Ulcer Syndrome (EGUS) Certification Mark may bring added reassurance but they are not the only suitable options

• Ensure all feeds and supplements are BETA® NOPS (naturally occurring prohibited substances) approved

• Avoid using concentrated electrolyte pastes. In one study, multiple hypertonic electrolyte pastes were seen to significantly increase the number and severity of gastric ulcers

SELECT

THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION

1. The term non-structural carbohydrate (NSC) is often described as

a. Sugar and protein

b. Starch and sugar

c. Starch and fibre

2. Water soluble carbohydrate (WSC) is predominantly made up of

a. Simple sugars and fructan

b. Simple sugars and starch

c. Simple sugars and protein

3. UK forage is

a. low in starch but may be high in WSC

b. high in starch and WSC

c. low in WSC and high in starch

4. Whole cereal grains are high in

a. Starch

b. Sugar

c. Starch and sugar

5. Alfalfa is naturally high in which two nutrients that are thought to help buffer stomach acid

a. Fibre and oil

b. Protein and oil

c. Protein and calcium

6. Non-structural carbohydrate (NSC) intake from ‘bucket feed’ for horses prone to gastric ulcers should be restricted to less than

a. 1g per kg bodyweight per meal

b. 1.5g per kg bodyweight per meal

c. 2g per kg bodyweight per meal

7. Multiple studies have shown steaming hay with a commercial steamer is a highly effective method of

a. Reducing the WSC ‘or sugar content’

b. Improving hygienic quality

c. Reducing the WSC content and improving hygienic quality

8. Total forage intake should not be restricted to less than

a. 1% of ideal bodyweight on a dry matter basis

b. 1.5% of ideal bodyweight on a dry matter basis

c. 1% of current of bodyweight on a dry matter basis

d. 1.5% of current of currently bodyweight on a dry matter basis

9. The incidence of EGUS appears to be

a. About the same in pasture kept horses and stabled horses

b. Higher in horses with access to grazing

c. Lower in horses with access to grazing

10. Grazing muzzles can be shown to reduce grass intake by an average of

a. 25%

b. 50%

c. 80%

Feed small meals, less than 2kg (dry weight) in total for horses, less for ponies.

Fuelled for performance

Rhea Freeman asks BETA and its feed committee members what to look for and what to avoid in feeds for horses who are competing

With the season well under way and the launch of BETA’s spring Feed Fact Fortnight on 1 April, to make your selling job easier we asked some of BETA’s nutrition members questions about performance feeds.

WHAT IS NOPS AND WHY DOES IT MATTER?

Claire Williams, BETA Executive Director

NOPS stands for Naturally Occurring Prohibited Substances and is a scheme to help reduce the likelihood of these substances appearing in equine feed. This is important for every horse owner, but for those with competition horses, it’s even more important that they get the correct advice from their retailer.

Naturally occurring prohibited substances are present within a range of ingredients and can enter the process through cross contamination. The main NOPS are:

• Caffeine (cacao)

• Theobromine (cacao)

• Theophylline (tea)

• Morphine (opium poppy)

• Hyoscine (nightshade)

• Atropine (nightshade)

• Cannabinoids (hemp)

It’s important that people are aware of what the prohibited substances are and that they can occur in human food. This makes it all the more important that they not share their own treats with their horses. BETA is able to supply information leaflets and posters for retailers to use in store to highlight the risks and help riders understand how they can ensure their own actions on and around the yard don’t cause contaminations.

Companies who use the BETA NOPS mark have been audited to ensure that stringent quality management procedures are set in place. If a bag or tub of feed has the NOPS label, it means that the manufacturer has evaluated the risk of contamination at each step, from field to sack, and that suppliers of the raw materials that go into the products are also audited on a regular basis.

HOW DO YOU EXPLAIN DIGESTIBLE ENERGY TO A CUSTOMER, AND WHAT TYPES OF PRODUCTS PROVIDE ENERGY WITHOUT HEAT?

Sarah Nelson, Spillers Nutritionist

Energy is not a nutrient but is the ‘fuel’ derived from nutrients. The highly complex process of metabolism converts certain nutrients in food – the main ones being fibre, oil, starch and sugar – into energy that can be used by the body. Customers often get confused about energy versus calories but, essentially, they are two different terms used to describe exactly the same thing. This means it’s

impossible to find a feed that is high in calories but low in energy or vice versa. In human nutrition, energy from food is measured in kilocalories or ‘calories’. In the UK, energy in equine feeds/diets is described in megajoules of digestible energy which is often abbreviated to MJ DE.

While diet is just one of many factors that can affect behaviour, cereal starch is the most common culprit when it comes to feedrelated excitability. In some cases, simply oversupplying energy or ‘overfeeding’ can have an effect, too, although this is less common. Advise customers to adjust the amount of energy in the diet according to the horse’s body condition and choose fibre-based feeds that are low in starch and sugar.

In practice, choosing feeds containing less than 15% starch (or less than 10% for very sensitive) is a good starting point although the amount of starch consumed from any feed will depend on how

Photo: Lucy Merrell

much of it is eaten. Feeds high in oil as opposed to starch are a great ‘non-heating’ option for poor doers – gram for gram, oil is approximately 2.5 times higher in energy compared with cereal grains but starch free.

WHAT IS THE KEY INFORMATION ON THE LABEL THAT RETAILERS NEED TO UNDERSTAND TO SUGGEST THE RIGHT PRODUCTS?

Katie Williams M.Sc (Dist) RNutr Technical and Product Development Manager, Dengie

Feed labels contain two main sets of information that are useful in determining the suitability of a feed for a particular horse: ‘composition’ refers to the ingredients used in the feed, and ‘analytical constituents’ are the levels of nutrients the feed contains.

The ingredients are listed in descending order of inclusion so what there is most of is listed first, with the smallest ingredient listed last. If the first few ingredients are cereals, then it gives a good indication that the starch level in the feed is likely to be quite high. This is useful information as starch isn’t legally required to be listed on a label unless the company producing the feed makes a claim or statement about starch being low, for example.

The levels of nutrients should also be considered in conjunction with the recommended feeding rate. Levels of particular nutrients may look high but if the feeding rate is low, such as with a balancer, the actual amount of nutrient supplied is not excessive. This is important when considering the value-for-money aspects of feeds, too, as feeds that look better value may not be if they provide the horse with less.

The final tip would be to look for added extras. Additives such as B vitamins, chelated minerals, etc, are not essential but they add benefits and make a feed better quality. These ingredients are more expensive to include but customers should see the benefits in their horse’s health, condition and performance. They will be listed on the label but, again, compare levels against feeding rates when comparing feeds to be sure which really is the best-quality product!

WHAT TYPES OF PRODUCTS COMPLEMENT PERFORMANCE FEED IN STORE?

Kate Hore RNutr(Animal), R.Anim.Technol (Cert). Head Nutritionist at NAF

Don’t forget electrolytes. In addition to the base diet, using the right targeted nutrition is imperative in getting the most from any competing horse – whether local level, or elite equine athlete.

One area common to all competing horses is that of compensating for sweat losses, so electrolytes should certainly be displayed alongside competition feeds in store, to help owners with that choice.

Owners sometimes mistakenly think that only endurance or top-performance animals need electrolytes, but they are just as relevant to Pony Club, riding club and leisure horses. Remember, simply travelling a horse is equivalent to moderate intensity exercise and causes sweating. The most important electrolytes for horses are sodium, potassium and chloride, though calcium and magnesium should also be considered.

In light work, potassium levels are generally provided by forage, while sodium and chloride requirements can be met by free access to a salt lick. However, sweat losses increase with exercise, and electrolytes must then be replaced through the diet. Table salt alone will not meet the requirement, as it won’t provide the vital potassium required that is particularly important to muscle function.

Remember, when feeding electrolytes, it is really important to also replace the lost water. Adding electrolytes to a really wet feed or training horses to take them in water are good options – just ensure clean, fresh water is also available. It’s best to avoid superconcentrated forms, such as pastes, as feeding without adequate water intake can further dehydrate the horse and has been associated with gastric ulceration.

Tips for selling electrolytes

• Point out the sodium, chloride and potassium (at least). The potassium is of vital importance but is not in standard, cheap, table salt from the supermarket

• Remember electrolytes are not just for hot days. As soon as owners are increasing work, attending clinics, going to competitions they need electrolytes – whatever the weather

• Electrolytes are an essential for Pony Club or riding club camp

• Sugar (i.e. dextrose, maltose, glucose, etc.) is often included in electrolyte blends, and is a benefit as it aids uptake and palatability. But do be aware that it should be fairly low down on the composition list. If it comes too high, the product is likely to be too diluted for electrolytes

Relevant References:

• Lindinger MI. (2022) Oral Electrolyte and Water Supplementation in Horses. Vet Sci. Nov 10;9(11):626.

• Holbrook TC, Simmons RD, Payton ME, MacAllister CG. (2005)Effect of repeated oral administration of hypertonic electrolyte solution on equine gastric mucosa. Equine Vet J. Nov;37(6):501-4.

Don’t forget…. the role of the feed helpline

If in doubt, don’t forget most feed companies have excellent advice on hand through their nutritional helplines. They can offer both generic and specific advice on diets either to retailers or end users. The Stubbs England Nutritional Helpline Award is once again up for grabs this year to recognise excellence in helpline advice, with nominations now open. If you have received great service from a helpline, do nominate it. The award will be made at the BETA’s award dinner on 10 September 2023.

About the author: Rhea Freeman is an award-winning PR adviser and social media expert who is a Meta Certified Lead Trainer and accredited #SheMeansBusiness trainer. She runs a webinar series with BETA which includes free sessions for BETA members and paid for sessions that are open to members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office.

Putting petrol in the tank

With

Power to perform

SPILLERS’ versatile range can meet the energy needs of competition horses in all disciplines and activities.

SPILLERS Performance

Mix has added oil to support condition and coat shine, natural vitamin E for muscle and immune health and pre and probiotics to support gut health.

Fast soaking SPILLERS Perform & Restore Mash supports optimum condition while assisting hydration.

SPILLERS Stamina+ Cubes are a low starch, super-fibre blend for controlled performance. They contain highly digestible fibre and oil to fuel endurance and have added pre and probiotics.

SPILLERS Ulca Fibre is an ultralow starch, high oil fibre feed that is proven [reference available] to support horses prone to gastric ulcers following veterinary treatment. It carries the BETA Equine Gastric Ulcer Syndrome (EGUS) Certification Mark. The short-chopped alfalfa helps to extend eating time and provides a natural buffer to stomach acid while the high oil content gives

WHY FUEL WITH FIBRE?

Removing cereals to reduce starch levels in horses’ diets can lower the chances of fizzy behaviour, says Dengie Horse Feeds.

Research published recently (Bach et al, 2020) showed that the concentration of starch digesting bacteria positively correlated to bowing following a high starch, low fibre diet.

Bowing is described as a horse putting its head down more than normal when not eating, which is considered as an alert or alarm type of behaviour.

The main source of starch in horses’ diets tends to be cereal grains. Dengie points out that while a typical ‘cool’ mix or pony cube contains around 20-25% starch, feeds in its Alfa-A range contain only 2% starch.

slow-release energy for condition and performance.

SPILLERS Ulca Power Cubes are high energy and low starch for racing and performance horses prone to gastric ulcers. Based on SPILLERS HDF Power Cubes, a favourite in racing, there are ingredients to support gastric health as well as vitamin C for respiratory support. They carry the BETA EGUS mark.

SPILLERS Alfalfa-Pro Fibre is a conditioning alfalfa blend with oil, also carrying the BETA EGUS mark. It’s intended for feeding with the recommended amount of compound feed or balancer.

All SPILLERS feeds are BETA NOPS approved.

NUTRITION FOR WELLBEING

British Horse Feeds Cooked Linseed is a nutritious feed for performance, condition and wellbeing.

It offers quality protein alongside high levels of omega-3, omega-6 and omega-9 fatty acids which aid skin and coat condition.

Naturally low in starch and sugar, it’s an excellent source of slow release, non-heating energy and is also an important source of vitamins, trace elements and natural antioxidants.

The cooked linseed can be fed directly from the bag. It’s particularly useful for maintaining condition and topline.

Slow-release energy

EQUIGLO Quick Soak 10 Minute Beet offers an excellent supply of nonheating, slow-release energy for working horses and ponies.

Many people underestimate how much energy good-quality fibre can contribute to the ration, adds Dengie. In fact, a fibre and oil diet can provide plenty of energy for horses in harder work.

Dengie Alfa-A Oil, for example, contains as much energy as a competition or conditioning mix (12.5Mj/kg DE) but with around ten times less starch.

A fibre and oil diet, which provides slowrelease energy, is ideal for horses like Alex Bragg’s sharp mare Quindiva who is aiming at 5* this year.

Made from British-grown, nonGM, micronised sugar beet flakes, it is low in starch and sugar, and does not cause fizziness or excessive exuberance, even when fed at maximum levels. A high-quality fibre feed, EQUIGLO Quick Soak 10 Minute Beet assists rehydration due to the water absorbed during soaking, is easy to digest and supports gut health naturally. It can be used as a direct replacement for cereal-based feeds and as a partial forage replacer.

This premium-quality feed at a great value-for-money price is created by Henry Bell & Co (Grantham) Ltd, a trusted name in the feed sector since 1825.

It is approved by the BETA NOPS scheme and carries a BETA assurance mark for feeds suitable for equines prone to gastric ulcers.

a busy season ahead, your customers will be seeking out feeds to help their horses perform at their best.

Power feeds

Feeding for performance is an exact science when only the best will do.

Ensuring our horses and ponies can perform to the best of their ability requires correct preparation and continued appropriate support. Nutrition, training, management and veterinary care are vital elements of this, working together to optimise the performance output. The nutrients supplied by the diet are particularly important, as they’re needed for every function within the horse’s body, influencing his health and response to training. Feeding a diet balanced in vitamins and minerals that meets energy and protein demands is therefore essential.

When horses and ponies undertake exercise, there is an increased demand for energy to fuel muscle contraction. The predominant energy source for this process is glycogen stored within the muscle tissue and this must be continually replenished by energy from the diet.

Muscle tissues also require amino acids for development and to repair damaged cells. Amino acid molecules combine to form proteins, and certain amino acids must be included in the diet, as horses cannot synthesise them. These are classed as essential amino acids, with ‘quality proteins’ containing the most.

Sustained energy

Dodson and Horrell’s Staypower feeds have been designed to meet the nutritional demands of horses and ponies performing prolonged exercise. Staypower Cubes and Staypower Muesli combine linseed, barley, beet pulp, wheatfeed and oatfeed to supply sustained energy to replenish glycogen levels and support muscle contraction without excitability, while quality protein sources provide key essential amino acids.

Both Staypower feeds contain comprehensive micronutrients and vitamins at the increased levels required by horses performing more demanding exercise. The inclusion of chelated minerals optimises nutrient absorption and activity within the body.

MIGHTY MICROBES

A healthy digestive system with a stable hindgut microbial population is important for maintaining health and maximising performance. Increased exercise, travelling and changes in routine can affect hindgut stability and function, impairing digestive efficiency.

Staypower Cubes and Staypower Muesli contain ActiSaf, a live yeast probiotic that supports hindgut health and function to optimise fibre fermentation and nutrient uptake, helping any horse get the most out of his feed.

For more information on Staypower Cubes and Staypower Muesli, visit dodsonandhorrell.com or call 01270 782223

Why feed Staypower Cubes and Staypower Muesli?

Providing performance-level nutrition in the form of both Staypower Cubes and Staypower Muesli allows selection of the most appropriate feed for the individual.

Staypower feeds can be fed…

• to provide sustained energy without excitability to horses in medium to very hard work

• to supply quality protein and key amino acids

• to meet increased vitamin and mineral levels of harder working horses and ponies

• to support digestive function

“Designed to meet the nutritional demands of horses and ponies performing prolonged exercise.”

LOW STARCH PERFORMANCE COMBO

Travel and competition can take their toll on the horse’s digestive system, so tailoring the diet accordingly can help keep them comfortable and eating well, says Baileys Horse Feeds.

Low starch Baileys Ease & Excel is designed for the ulcer-prone and contains Protexin In-Feed formula, which supports a healthy digestive environment along the whole length of the gut.

It also supplies performance levels of slow-release energy and other nutrients to maintain condition and top line and support the highest workloads.

Ease & Excel Cubes bring many of the same benefits and are super-palatable for the picky feeder.

Hat-trick of winners

TopSpec has products for horses that need extra sparkle, more concentration, or help with maintaining a healthy stomach lining.

TopSpec Performance Cubes provide the energy needed to work hard and perform well but are non-heating, therefore ideal for horses that need to focus on their jobs.

Performance Cubes are cereal-grain-free and high in super-fibres. At the same time, they have a good digestible energy value of 12.5 MJ/kg, equivalent to most cerealcontaining competition feeds.

Stomach care

TopSpec UlsaKind (Ultra Low Starch Analysis) Cubes are suitable for horses prone to gastric ulcers. They’re formulated to be highly sympathetic to the equine digestive system, especially when the normal increase in acidity occurs between feeds.

Cereal-grain-free, very low in starch and sugar, and high in fibre, these cubes still have a conditioning index of 12MJ/kg making them both non-heating and conditioning.

UlsaKind Cubes help to maintain a healthy stomach lining in all circumstances because they contain high levels of ß-glucans which form a gel and coat the stomach lining with a soothing film. The gel-like stomach contents are less likely to splash the upper squamous epithelium in the stomach.

Fast-release energy

TopSpec Turbo Flakes include cereal grains and therefore provide fast-releasing energy. This muesli blend is the ultimate high-performance feed, with 35% more digestible energy per kg than good quality oats.

Turbo Flakes can replace traditional cereals or the energy and protein component of ordinary cereal-based cubes/mixes, where additional stamina or performance is required.

TopSpec Turbo Flakes, UlsaKind Cubes and Performance Cubes are designed to be added to a TopSpec feed balancer or TopSpec All-in-One multi-supplement.

Alternative energy

Saracen Horse Feeds Re-Leve is a cereal and alfalfa free, low starch mix.

It’s formulated to replace cereal based hard feed for horses in work that react adversely to high starch feeds or are prone to equine gastric ulcer syndrome.

The use of alternative energy sources optimises power generation and recovery, providing controlled energy from highly digestible super-fibres and oils.

Re-Leve is fully fortified with vitamins and minerals along with elevated levels of antioxidants such a vitamin E to support normal muscle function and recovery. In addition, it contains a probiotic yeast for optimum fibre digestion and maintenance of the hindgut.

THE INDUSTRY STANDARD…

Beer comes in pints – and horses’ grub in scoops…

The Stubbs scoop has been the feed industry’s standard measuring device for more than 30 years.

Each scoop typically holds 2kg of cubes, 1.5kg of mix or 0.5kg of chaff. Graduated markings make a useful guide.

This iconic feed-room essential is made from tough Stubbythene moulding with a Stubbyfine steel handle.

Stubbs scoops come in white, red, blue, green, black, purple or pink.

Benefits of target feeding

Giving a horse a feed while grooming and tacking up can line the stomach and help protect it from acid splash. However, so called target feeding can only be done with forage feeds like theirs because they have no starchy ingredients, says Simple System.

Target feeding 500g (dry weight) of soaked Red Bag Grass Pellets and 200g of Build and Shine immediately before work helps to increase energy, stamina and concentration.

As a regular feed, Red Bag Grass Pellets – made from tall fescue grasses harvested at an early stage - provide spring-type grazing all year round. They have an energy level similar to oats and are rich in protein and calcium.

They support muscle repair and aid recovery following work too.

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. So, let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

In April 2018, ETN reported:

Countrywide Farmers went into administration. The retail chain, which traded from 48 stores and employed 700 people, admitted it faced “a very uncertain future.”

Administrators for KPMG blamed “weakening retail performance and tightening supplier credit terms” for the failure.

In April 2013, ETN reported:

There was huge interest at BETA International in SIGG Swiss drinking bottles. The vacuum insulated, stainless steel vessels, decorated with eco-friendly designs, were promoted as ideal to refresh equestrians

FIVE YEARS AGO...

Horseware was preparing for a busy World Equestrian Games (WEG) in Tryon, USA. The company had secured exclusive rights to produce and sell official WEG merchandise – and its founder Tom Macguinness was in training to ride for the Irish endurance team at the championships.

Rhinegold launched a range of turnout rugs with stretchy waterproof chest panels. Meanwhile TopSpec launched two mashes, High Fibre Mash and Linseed Mash, both using oatbran which is sympathetic to the horse’s digestive system. Print editions of equestrian consumer magazines remained more popular than their digital counterparts, according to the latest figures from industry auditor ABC. On average, 30,112 people bought Horse&Hound every week, with just 740 choosing to purchase the digital version.

In April 2003, ETN reported:

TEN YEARS AGO...

‘on the go.’ German safety product manufacturer uvex signed up Zebra Products as its UK distributor of equestrian helmets and safety eyewear. Meanwhile Marylise Smague told ETN her wholesale business Walk Trot Canter had taken on the distribution of Dutch clothing label Mercer.

Worm count specialist Westgate Labs opened a new laboratory and office suite near Morpeth in Northumberland. Founders David and Gillian Booth said the conversion of a disused farm building would enable them to double capacity as interest grew in testing for equine worm burdens. Tweed was making a comeback. The coarse cloth, once the preserve of ghillies and gamekeepers, featured in fresh styles from Caldene, Alan Paine, Timothy Foxx, Jack Murphy and Tayberry.

In April 1993, ETN reported:

The Chancellor, Norman Lamont, gave heart to the beleaguered racing world by confirming that racehorse owners may register for VAT as if they were a business. The move, it was said, would make horse racing “a commercial activity, rather than a rich man’s hobby.”

20 YEARS AGO...

John Blayney said it was a “terrific wrench” to sell Mars Oil Company, which he’d run for 20 years, to Storm Waterproofing. Known as ‘The Man from Mars’, John was easy to spot at the many shows he attended – he always dressed entirely in red. Reigning European evening champion Pippa Funnell and her trainer Ruth MacMullen visited Allen & Page’s Norfolk mill to see how their favourite brand of horse feed was made. The Walsall Equestrian Society arranged a collaboration of saddlery companies from the town to create a special saddle for disabled riders. The Lewis saddle, named after a sixyear-old cerebral palsy sufferer, had high, padded supports emerging from the cantle and pommel. Asked to report from BETA International, Monty Stuart Monteith described the Charles Owen party at the Metropole Hotel on the Sunday night as “the social high point.” It had the perfect ingredients, he said, “gossip, laughter, lubrication in plenty, the odd long-standing feud played out in public, abysmal dancing (although mine was rather good!), spillage of both drink and bodies – and a peculiar feeling of all being part of an extended family.”

At Equitana, there was high drama on the DTI sponsored British stand. “The contractors failed to bolt it together,” reported ETN. “That, and some rather optimistic loading of shelves by Peter Hay of Bridlepath Saddlery, could have ended in calamity when the whole edifice collapsed, very nearly hitting an innocent by-stander.”

30 YEARS AGO...

Elsewhere at the German consumer show, the Keith Luxford stand sold out of Jeffries bridles with the saddlery’s David Seipel having to hot-foot it from Walsall with more. And Tony Gray noticed how eco-conscious the Germans had become. “They don’t want anything in a plastic bag, and some even refuse wrapping paper,” he reflected from his Grays giftware stand.

Sue Moxon, manager of Coleman Croft Saddlery, issued a statement saying: “We’re still very much in business.” She was responding to rumours that the Hertfordshire retail store, started by Rod Sharp and acquired in 1991 by Giddens, was about to close down.

Turned out nicely today…

Owners enjoy making their horses look smart. Keeping equines well-groomed and fly-free is also important for their health and comfort.

BOXING CLEVER

This ingenious Tack Step grooming-boxcum-mounting-block from Stubbs England is perfect for days away at shows and equally useful on the yard.

The generously-sized, robust Stubbythene box has a steel reinforced lid and long, V-shaped feet for stability. The box’s internal height allows upright bottles of lotions and potions to be stored.

Produced in red, blue, green, black or pink, the steel handle is Stubbyfine coated in a contrasting colour.

It’s showtime!

NAF has all the products your customers need to sparkle in the show ring.

Stubborn stable stains mean nothing to the powerful formula behind Muck Off. A little of this fantastic foam lifts stains clean away, for a spotless horse. Great for when customers are in a hurry on a show morning. RRP £9.99 for 500ml.

Shine On gets horses squeaky clean and adds that little extra sparkle to get noticed in the crowd. Coats can be finely misted with this spray; it’s great for silking up manes and tails too. RRP £11.99 for 500ml.

Show Off is a fabulous shampoo which not only

We’ve got the power

Lincoln Power Repel from Battles provides reliable defence against flying insects, midges, gnats and horseflies.

The dual-action formulation uses Deet plus PMD (a botanical mosquito repellent) for effective protection for up to 12 hours.

It’s available in an easy-to-use spray bottle for sizes 500ml and 1L. Or comes in a large 4L bottle which is useful for refilling smaller containers.

RRPs are £18.50 for 500ml, 1L at £33.99 and 4L at £109.99.

cleans deep and shines bright, it smells wonderful too! Added to water and worked up to suds, Show Off has dazzling results. RRPs from £9.99 for 500ml.

Silky Mane & Tail

D-Tangler is a deluxe conditioning spray for a smooth, tanglefree finish. It leaves a non-greasy, non-sticky shine that won’t attract dust and allows mud to be easily brushed from hair. RRPs from £11.55 for 750ml.

And when the successful show day is done, there’s Cooling Wash for a no rinse, relaxing wash-down. It removes builtup sweat and grim while refreshing tired muscles. RRP from £9.99 for 500ml.

FOR STRONG, MANAGEABLE HAIR

ShowSheen 2-In-1 Shampoo & Conditioner from Absorbine deep cleans and conditions hair in one easy step.

Containing pro-vitamins to help nourish the skin and strengthen hair, it leaves coats, manes and tails soft, strong and manageable. It revitalises and brightens, then rinses out easily leaving no residue.

Available in a 591ml bottle, with a targeted application cap and safety lid to prevent spillages, the RRP is £11.49.

24/7 fly control

Horslyx Garlic Balancer contains pure garlic oil to help combat the problem of biting insects.

The free access lick allows horses to self-regulate and consume Horslyx as and when they need it.

As well as balancing the diet, Horslyx Garlic Balancer provides a supply of garlic round the clock.

SHOWRING SHINE

ShowSheen Hair Polish & Detangler from Absorbine is hugely versatile.

Not only does the spray-on formula make coats smooth and sleek, it’s also great at detangling knotted manes and tails –and keeping them that way.

It contains pro-vitamins to condition the skin and coat, plus silk proteins to strengthen the hair giving it a healthy shine. It also repels dust and dirt, making grooming easier.

ShowSheen is clinically proven to reduce breakage by 40% and smooth the hair shaft.

The ‘quilted’ bottle allows targeted application with a vertical or horizontal fan spray pattern; it even sprays upside down

Renowned range of fly products

The Power Phaser range of fly products is renowned for its protection against mosquitoes, horseflies, flies and ticks.

Developed in Germany by leovet, and tested and approved by the Swiss Institute for Tropical Medicine, these products repel insects for up to seven hours.

Their stay-on, long-lasting effectiveness is guaranteed even if the hair becomes wet or sweaty, says distributor Mackey Equestrian at Agrihealth.

Active plant ingredients include the natural insect repellents cade/juniper oil, citriodora oil, geranium oil and pennyroyal oil. It also contains cedarwood oil which is kind to hair and skin.

Power Phaser Spray, one of leovet’s top-selling products, comes in a 550ml spray bottle or 2.5l refill.

WELL OILED

for those hard-to-reach areas.

Shades of summer

Summer coolers from Thermatex –known as TKCS - are perfect after a bath, for travelling to a show or after exercise. Now they’re available in a selection of summer hues, namely light blue, lilac and red. The machine-washable range has 23 colours in total.

The TKCS’s woven knitted fabric provides warmth when needed, yet encourages airflow too. Features include a double front closure with quick release buckles and adjustable belly strap. With sizes from 4ft to 7ft 3in, the RRP is £86.65.

Phaser Durative is an insect repellent gel for sensitive parts of the body. A sponge is included for easy application.

The introduction of the 75ml Roll-On last year won leovet a New Product award at BETA International 2022. It offers a high concentration of active ingredients yet is gentle on the skin and ideal for storing in a pocket.

Leovet fly products have RRPs from £5.95 to £84.95.

Supreme Products Hot Oil removes grease and dirt while adding shine to the coat.

It’s particularly effective at the start of the season and after clipping to clean the coat and keep the skin moisturised and supple, as well as enhancing its appearance.

Hot Oil contains panthenol and collagen to help strengthen and repair damaged or dry coats. It also contains UV protection and moisturising oils. No rinsing is necessary.

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KEEPS FLIES AT BAY

The Combo Mesh Air Fly Rug from Premier Equine is made from durable, lightweight sports mesh fabric.

An elasticated shoulder gusset allows for movement across the shoulder, while cross surcingles help secure the rug.

The long-length cut and integrated neck cover give full coverage, even when grazing.

Antibacterial, anti-static lining over the mane and shoulders helps prevent rubbing and is comfortable against the horse’s skin. This fly rug is approximately 70% UV reflective. The PPR is £98.

HERE COMES SUMMER…

Violet/green and green/violet are the stunning new seasonal colours to join the Bucas Freedom Turnout range. Navy remains available all year round.

These lightweight waterproof, breathable rugs are perfect for changeable Spring weather. Silk-feel linings along the withers, shoulders and chest help prevent rubbing of the new summer coat. Other features include overlap T-bar front closure, cross surcingles, attachment points for leg straps, tail flap and fillet string. The RRP is around £92.

Bucas is available from UK distributor Zebra Products.

Time to shine

Lincoln Silky Shine 2 in 1 Shampoo & Conditioner from Battles is a shampoo and conditioner all in one.

It deep cleans for a sparkling, vibrant coat, and is enriched with Pro Vitamin B5 to support the hair along with glycerine to replenish moisture.

RRPs are 500ml 7.99 and 4L £31.99.

FLIES DRIVING HORSES CRAZY?

If your customers are complaining about flies driving their horses crazy, tell them about TRI TEC-14.

The pesky insects won’t live long with this well tried and tested product around…

Made in the USA, TRI TEC-14 deals with horse flies, Scottish midges, mosquitos, deer flies, Hampshire crab flies and most other common flying pests.

It comes bottled with a sprayer in 600ml and 946ml sizes, while the 3.8L economy refill bottle has a screw on top.

Registered with HSE 9215, Tri Tec is available from Battles, Trilanco or from the importers, LS Sales (Farnam).

Skin and coat supplement

TurmerItch from The Golden Paste Company is a skin and coat supplement.

It combines key specialist ingredients including neem, red bush tea and chamomile, to help promote a healthy skin and coat.

The active ingredients in TurmerItch support biting insect repulsion and help maintain reduced sensitivity.

In the zone

No Fly Zone from Kilchurn Equestrian keeps flies and midges at bay, even at times of day when they normally plague equines left in the field.

Available in a 1-litre spray bottle (RRP £22) and a 2.5-litre refill (£38), it’s formulated

Summer Survival

WINNING THE WAR ON FLIES

NAF has a whole armoury to keep horses fly free whether they’re being ridden or turned out.

NAF Off Deet Power

Performance is long lasting liquid protection against flies, horse flies and insect menace. RRPs are from £19.99 for 750ml.

Pink is in, flies are out… NAF Off Extra Effect offers naturally effective protection against flying pests. RRPs from £16.99 for 750ml.

NAF Off Citronella is a longlasting spray for summer coats. RRPs from £13.50 for 750ml.

from all-natural ingredients including neem oil and organic apple cider vinegar.

The latter not only helps to repel flying insects, but also leaves the horse’s coat, mane and tail soft and glossy with no oily residue.

Looking good, feeling great!

There’s nothing like a fresh jacket or stylish pair of boots to catch customers’ eyes. These latest launches offer shoppers the ultimate in retail therapy.

Full of the joys of Spring

Pikeur’s new Spring range is in full bloom with its usual display of brilliant colours and inspiring designs.

“The Selection and Athleisure ranges were particularly popular this year,” reports Catherine Powell from UK distributor Shaws Equestrian. “The cut and fabrics are as striking as ever and we’ve got some exciting new competition clothing.”

Pikeur doesn’t do plain; even its more sober tones, like beluga and velvet grey, are cleverly judged. This Spring’s collection is enhanced with hot pink, coral red, noble rose and soft Lind green.

The A/W 2023/24 collection is available to pre-order.

Four-way freedom

Equetech ladies’ performance AquaShield riding tights have everything the competitor needs.

The smart, high waisted style has a practical silicone full seat. A technical fourway stretch construction allows for total freedom of movement.

These versatile riding tights also have belt loops to the waistband, flat-lock seams for a comfortable, chafe-free fit, an Equetech logo to the back and two thigh pockets, each large enough for a smartphone.

The machine washable garment comes in navy, grey, beige and white at a great RRP of £69.95. Adults’ and junior sizes are available.

Sock it to ‘em

HJ Hall’s ProTrek sock collection comes in a variety of lengths.

The brand’s lightweight walking socks are ideal for yard duties in Spring or summer – even when we get a heatwave, thanks to their Coolmax cotton composition with quick drying and moisture wicking qualities.

Pink marl and mint are new colours for this season.

Eco-friendly footwear

The Original Muck Boot Company’s new Muckster Lite Clog is ideal to slip-on and easy to keep clean.

Lightweight for all-day comfort, it’s made from a durable foam called Bio Lite which is eco-friendly.

The clog’s uppers feature side ventilation holes for breathability and drainage for water and debris.

In case the heavens open…

Ariat’s Atherton jacket keeps wearers warm, dry and stylish thanks to its EcoDRY water-repellent finish with breathable laminate.

The sleek, lightweight design is perfect for country outings or rides. With buttoned pockets at the bottom and zip pockets on the chest, the style is as convenient as it’s chic.

With the cinchable waist, adjustable/removable hood and mock collar, the Atherton can be styled to personal preference and the weather.

Cloaked in mystery

New pieces from Fairfax & Favor’s expanded outwear collection pair up effortlessly with the brand’s bag and boots.

The Sienna Cape comes complete with a signature slimline removable belt to guarantee a flattering silhouette, along with arm slits and access to the discreet front pockets. There’s epaulette detailing on the shoulders, plus branded buttons too.

The cape is twill lined inside and out, storm flap detailing on the back and breasts giving it a classic trench coat look.

Well matched

Tommy Hilfiger Equestrian launches its new horse wear collection for S/S 2023 this month (April).

The range encompasses classic Desert Sky Global pieces that celebrate the brand’s core through to sporty seasonal colours and rhinestone pieces for those who love a bit of bling.

The colour palette features modern seasonal hues such as hot magenta, blue coast, grey melange as well as the brand’s signature red, white and blue.

The collection covers rugs, fly veils and saddle pads, extending into rider wear so those who just love to match their horses can now do so in true Tommy Equestrian style.

The collection is designed, produced and distributed by Barney & Baxter AG, official Tommy Hilfiger Equestrian license partner for Europe and the Middle East.

Tommy Hilfiger is owned by PVH Corp, also home to Calvin Klein.

Effortlessly easy

Knitted from fine merino wool, the Sennowe Quarter Zip Jumper from Whale of a Time is effortlessly easy to style.

The cosy jumper from the North Norfolk based label is finished with block-colour details. The brand’s signature stripes add a pip of colour at the waistband and sleeve cuffs.

It’s a flattering addition to any yard-wear wardrobe.

Best friend on the yard

Town & Country’s Curbridge boot is fully lined for warmth, with a waterproof rubber shell to keep feet dry.

Busy horse owners can work comfortably all day long in this boot with its cushioned, odour-resistant insole and lightweight fit.

The Curbridge has an RRP £43.99.

Strong and good-looking

It’s what every horsewoman wants inside her back door…a row of Retro Tack and Coat Pegs from Stubbs.

The classic piece of furniture, reminiscent of wood-panelled saddle-rooms from times gone by, is equally popular for tackrooms, cloakrooms, yards big and small, and works well in a retail setting too.

Made with coated heavy steel and waxed wood, the vintage style rack has traditional end finials; while the good looking 18cm (7inch) pegs are strong enough not to droop under the heaviest coat.

Retro Tack and Coat Pegs match Stubbs’ Retro Saddle and Bridle Racks. It all adds up to traditional quality at an affordable price.

Back at base

The Coldstream Midlem short sleeve base layer from Battles comes in grey, blue and black.

Made with flat lock seams to prevent chafing, it’s moisture wicking for temperature regulation.

The four-way stretch fabric creates a tailored fit and maximises flexibility. Perforated hexagon detailing under the arms gives ventilation.

Biker inspired

Toggi’s new Malvern Country Boot features contemporary biker-inspired buckles and a chunky sole.

Made with supple waxy leather, it has a snug sheepskin lining which can be revealed thanks to a clever fold-down cuff.

A braided zip pull and tassel at the rear elevate the look and feel of this boot to appeal to town and country dwellers alike.

Child’s play

Dublin’s S/S 23 range sees the addition of a new children’s collection.

Featuring bright, summery tones of bluebell, orchid pink and mint, an outfit of dreams for little riders can be created with key pieces.

Dublin also invites grown-up equestrians to mix ‘n’ match this Spring, by adding a pop of colour with bright and beautiful ocean, jade, butter and ice blue tones.

From gilets to technical tops to polos and legwear, Dublin has everything for the equestrian’s Spring wardrobe.

Stride out in the country

Elico Roundhay Country Boots are extra-extra wide leather country boots with discreet calf gussets for comfort.

Made from a waterproof outer, the top is finished with on-trend drawstring detail.

With a soft lining and hardwearing soles for good grip in all conditions, these durable yet comfortable country boots come in dark brown with a great value RRP of £105.

Let’s get layering

Riders love layering – and the new Combi waistcoat from Covalliero fits the bill perfectly.

Ultra-sporty and super lightweight, it has a feminine cut to flatter without restricting.

A two-way metallic zip ensures a comfortable fit in the saddle. Two zipped pockets keep belongings secure.

The Combi waistcoat comes in dark navy, light graphite, clay, chili pepper, deep water and perl rose with an RRP of around £77.

Covalliero is distributed in the UK by Zebra Products.

Safety in numbers

Rigorous testing ensures that all protective equipment used in equestrian activities meets the highest standards says BETA’s Claire Williams

On every piece of safety equipment, including those used for horse riding, you’ll find a tag and printed on it will be a list of codes made up of numbers and letters. While it’s easy to disregard these codes, they are, in fact, a record of the safety standard met by that particular item and they represent the minimum level of protection it offers.

For retailers, knowledge of these standards and how they’re achieved is important if they’re to effectively advise customers on the most suitable product for their needs. This is especially relevant if those customers are competing because the various organisations and bodies governing equestrian disciplines have strict safety standard criteria that must be adhered to in their events.

MEETING EXPECTATIONS

Safety standards are most commonly seen on hats and body protectors but they’re also found on other protective gear, such as boots and high-visibility clothing. In the case of the former, the standards are specific to equestrian activities, while for the latter, they are more generally applied for any appropriate use.

Nevertheless, whatever the type of product, the relevant standard provides a consistency in the level of protection offered

by items of the same type and an assurance to the user that the items will function as expected when used correctly.

In addition, there may also be a quality mark which adds another layer of safety above the standard itself through batch or annual testing. For a hat this might be the Kitemark or SEI and for body protectors the BETA label.

STANDARD SETTING

Different countries have their own safety standard specifications and, in the UK, these are published by the BSI under its Product Approval Specifications (PAS) – the British standard responsible for the hat standard PAS015.

European standards are set by technical committees (TC), with working groups (WG) writing European standards for specific sports. However, even post-Brexit, the UK remains heavily involved in the development of these standards. In Europe, TC158 (head protection for sport) and TC162 (sporting protection) are the main committees that impact equestrian sport, with WG5 being responsible for riding hats and WG11 for equestrian body protectors.

Although testing is a continuous process, it is focused on products in development rather than existing ones. At this point,

Photo: USG

the new product will be tested for safety but then, once developed and having met the necessary standard, no further testing will be carried out until material changes are made to it. This means that a standard can remain in place on an item for several years with no updating required.

Nevertheless, bringing a new product to the market can be a lengthy process. Matt Stewart, Head of Innovation at Charles Owen, says: “Depending on the complexity of the product, the design lifecycle can be anything from six to eighteen months from start to finish, with safety always the number one priority throughout the process.”

TESTING TIMES

To be awarded a safety standard, items must undergo a series of tests. These vary in number and kind according to the item in question. For example, hats are put through various tests that reflect the typical types of accident that may occur when riding a horse, the most common of which is the flat impact.

For this, a hat is placed on a head form and dropped onto a flat surface, with the forces then measured by a tool placed within the head form. The amount of force transmitted through to the sensors is measured to indicate the level of protection given to the wearer by the hat

and the amount of force absorbed. Body protectors are tested in a similar way.

Other tests for hats include the hazard anvil, which replicates landing on an angled object such as a fence post, and the mechanical strength or crush test. In addition, buckles and harnesses will be tested for strength and stability.

It’s worth noting that hats with a Snell or PAS015 standard have greater crush resistance, (also known as mechanical strength), than other standards and so would be a good choice for any customer who does jumping or eventing.

In contrast, body protectors go through a smaller range of tests than hats. The latest standard for them is the EN13158:2018 with the BETA quality mark required throughout the UK by the main riding organisations. BETA 2018 garments are identified by the Level 3 blue and black label. Meanwhile for air vests an equestrian specific European standard is currently being drafted with a finished standard now published in France. The EU standard is likely to be published within the next year to eighteen months.

Bruno Goyens de Heusch is managing director of Design Headwear Limited, which manufactures the Gatehouse brand of riding hats and body protectors, and he embraces independent assessment of his company’s products.

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EQUESTRIAN SAFETY STANDARDS

Photo: Charles Owen

Photo: Champion

New European hat standard on the horizon

On 12 April 2023, the EN1384:2023 will be published following three years of revision by the EU working group convened by BETA’s Claire Williams. The working group is comprised of representatives from around Europe, including experts from three UK helmet manufacturers whose primary focus has always been to ensure that the continued advancement of safety for riders is paramount.

The new standard offers greater levels of protection when compared with both

“Standards and testing are an integral and inseparable part of what we do,” he says. “When we are developing a new product, they steer the design process, enable us to evaluate new designs and new materials against established benchmarks, and provide the means to check on consistency between production runs.

“With certification testing, Kitemark batch testing and twiceyearly Kitemark audit testing for riding hats, and annual BETA retesting of body protectors, plus assessment visits to our factories and to our head office to scrutinise how our ISO 9001 certified quality management system is functioning, a considerable sum of investment is involved – and that’s how we view it: as an investment in ensuring we can supply our customers with the safest products.”

LEVELS OF PROTECTION

In essence, the more standards a product bears, the wider the variety of tests it will have gone through, so a multiple standardised item will be likely to offer a greater level of protection than one with only a single standard.

It should also be borne in mind that if you’re stocking foreign-made products, they will bear the standards of the country of manufacture, and these standards may vary from those of the UK.

Independent safety equipment expert Paul Varnsverry works with manufacturers, test houses and research facilities, and he believes it’s essential that customers understand the product they’re buying to be certain it will meet their requirements. To do this, information is key. He says, “Consumers should be provided with access to clear and accurate information which will enable them to make informed purchasing choices.

“The safety of horse riders has been well served for many years by standards for both riding hats and body protectors. In combination with European safety regulations, which have been retained in UK law post Brexit, testing ensures only products which meet specified requirements can be legally placed onto the market.

Additional checks provided by BSI’s Kitemarking scheme for riding hats and the British Equestrian Trade Association’s BETA 2018 standard for body protectors ensure manufacturers maintain the quality of their products across and between production runs, adding to consumer confidence that the safety equipment they choose will be fit for purpose.”

the previous versions, as well as the VG1, which was introduced to bridge the gap while the 1384 was being revised. It responds to the European Commission’s demands that the standard be more “state of the art” and includes a new test requirement as well as improved performance in several of the existing tests. It still, however, falls behind the PAS015 2011 in performance in several key areas.

Only when the standard is accepted by the European Commission through the harmonisation process are manufacturers

likely to adopt the new standard over the VG1. The previous EN1384:2017 was never harmonised and never widely accepted by either manufacturers or riding disciplines.

The standard will be submitted to the Commission for harmonisation once published and the earliest harmonisation expected is May, although timing is always uncertain in this process. Once harmonised, more information will be expected on the future of the VG1, although hats already placed on the market can continue to be sold for the foreseeable future.

“The safety of horse riders has been well served for many years by standards for both riding hats and body protectors”

Photo: USG

Photo: Adam Fanthorpe

Setting a high standard…

SHINY SHOWPIECE

The uvex suxxeed Blaze helmet is a real show-stopper with its shiny lacquer finish shell, shimmering glitter insert and sparkling chrome-plated frame.

The helmet conforms to the EN 1384:2012 and VG1 01.040 201412 standards.

Features include a onehanded lock harness closure and dial adjustment system and synthetic leather strap system.

The Blaze comes in black shiny, navy shiny and burgundy shiny in three adjustable sizes. RRPs are from £325.50.

Uvex is distributed in the UK by Zebra Products.

Adventures in the saddle

The Odyssey Riding Helmet from Premier Equine conforms to PAS 015 2011 and VG1 01.040 2014-12, making it suitable for competition use.

The peaked helmet is exceptionally lightweight with an antibacterial, padded liner and immense moisture wicking properties for all-day summer riding comfort.

Further cooling is made possible by ventilation points between the gloss chrome panelling and the central glitter panel.

The adjustable four-point eco-leather and webbing harness features a quick-release buckle and padded chin guard. The Odyssey has an in-built dial system for precise fitting.

The Reflect 24 Glove from SSG is perfect for increased visibility with a high-viz top panel in a choice of pink or grey. The gloves have the bonus of the SSG Digital Palm which offers enhanced grip in wet or dry weather. They come in sizes 6 to 11.

EASY FIT FEATURES

The Gatehouse Superflex Contour Air Flow body protector has a front zip fastening, with touch and close adjustment at the waist and shoulder for ease of fit.

The perforated block foam construction makes the garment close-fitting as it moulds to the body. A mesh fabric outer ensures good airflow.

The Superflex Contour Air Flow conforms to BETA 2018 Level 3.

Innovative materials and visionary designs mean modern safety products meet the latest safety standards and score highly in the fashion stakes too.

MIPS IS A

ROTATIONAL MOTION CAN CAUSE BRAIN INJURIES.

THE LOW FRICTION LAYER ALLOWS A SLIDING MOVEMENT OF 10–15MM, IN ALL DIRECTIONS, REDUCING ROTATIONAL MOTION TO THE BRAIN DURING IMPACT.

MIPS ADDS PROTECTION.

As featured in Episode 2

Champion Safety Podcast

COOL PROTECTION

The Champion REVOLVE Vent-Air MIPS peaked helmet incorporates the MIPS brain protection system to counteract the effect of rotational forces in a fall and offers a highly ventilated airflow system to provide maximum comfort to the wearer. It has a superior synthetic leather finish with pearlised patent piping detail and a contrast silver vent. It also benefits from a removable crown comfort padding in breathable, hi-tech microfibre, a four-point padded synthetic leather harness with rear lacing adjustment and a quickrelease buckle.

SLEEK, STYLISH AND SAFE

The new Halo hat is the latest addition to Charles Owen’s performance range. The unique lattice harness grips the occipital bone at the base of the skull and can be adjusted to provide the perfect fit. The hat combines comfort with style offering a full ventilation system and padding underneath the Flexzone peak, as well as on the washable headband, which also provides neck support. Meanwhile, the Halo’s sleek looks come in a number of colour combinations that can be customised. A wide peak is also available for riding in a variety of weather conditions. The Halo meets three international safety standards (including PAS015) and uses MIPS technology to reduce the likelihood of brain injury from rotational forces.

Riding on air

The lightweight ProAir is Point Two’s most popular air vest.

It has a pleated neck for optimal inflation time and protection from neck and collarbone injury.

Adjustable straps ensure a proper and comfortable fit, and the extended shirt tail covers the lower back, kidneys and coccyx.

V FOR VENTS

The Gatehouse HS1-V, developed from the everpopular HS1 Jockey Skull, has vents for air circulation.

Featuring a soft, fourpoint padded harness with Aegis anti-bacterial lining for extra rider comfort, it’s suitable for all competition disciplines.

The helmet’s gritty outer finish helps keep hat silks in place; and the HS1-V comes with a padded hat bag. It meets SNELL E2016, is certified by BSI and is CE and UKCA marked.

Show jumpers’ favourite

Seaver’s Safe-Fit air vest is a market leader in France and a favourite with show jumpers internationally.

The Safe-Fit holds the [French] S72-800:2021 standard and CE marking and inflates in under 0.25 seconds with minimal noise.

Made from lightweight, breathable material, the Safe-Fit weighs under 600g and offers complete freedom of movement. It can be worn discretely over a competition jacket - or even invisibly under a compatible one with at least 15% elasthan in it.

Every garment comes with a year’s subscription to the Saferide technology on the Seaver App which can notify a nominated friend/relative if a rider falls, along with their precise location.

Monty Stuart Monteith, from sole distributors Shaws Equestrian, says: “Seaver brings the latest technological advances into equestrian sports and safety. You can see from the design of the SafeFit that Seaver is a company run by riders for riders.”

Sammy’s in the driving seat

Sammy Johnson, of SJ Equestrian Supplies, near Kilmarnock, tells Deborah Hayward about her journey from long-distance lorry driver to becoming a bricks-and-mortar retailer.

Motherhood put the brakes on Sammy Johnson’s career as a long-distance lorry driver three years ago when she and her partner, Stuart Young, welcomed their baby daughter, Eilidh.

“I used to be away for five or six days a week, every week, and I couldn’t do that anymore,” she says.

During maternity leave, Sammy began to sell equestrian gear bought on eBay. “It gave me something to do when I couldn’t do anything else,” she explains. “I would buy job lots, sell them and then buy more.

“When people called to collect things or I sent them out, they would ask if I could get other specific items for them.”

From this casual online buy-and-sell venture, the seeds of a fully-fledged retail business, SJ Equestrian Supplies, began to take root, with Sammy setting up shop on the farm. “It’s all grown organically, with everything very much word of mouth,” she says.

A FAMILY BUSINESS

Sammy and Stuart work from the family farm in Dunlop, Ayrshire, seven miles from Kilmarnock, caring for around 200 sheep and cattle. Sammy runs her equestrian business while Stuart operates his own haulage business, Moneyacres Transport.

“We can be outside working until 9pm at night and Eilidh has adapted to our way of life,” says Sammy. “She doesn’t really have much of a routine, but she has dinner at 5pm and is in bed at six. She loves being outside with us. We never really switch off, as there is always something to do.”

A GROWING STORE

The shop, based in the former haulage office, opened its doors in 2021. “It’s only small, but a real Aladdin’s cave, with a lot in it,” says Sammy. “We have expansion plans for later in the year.”

She currently runs the store single-handed. “Once we have a bigger space, I’m hoping to get someone in to help with the shop and the Facebook and website,” she says.

“At the moment, I’m doing it all. I would like more time and it will be much better not to have to shut the shop when I’m at a show.”

A GOOD REPUTATION

Riders and owners in the area know they can count on Sammy, who is a new BETA retail member. She is dedicated to providing excellent customer service and tries to keep the store open seven days a week.

A proud moment for SJ Equestrian Supplies owner Sammy Johnson when her cob Ace of Kings is named Supreme of Champion at Stewarton Agricultural Show in 2022.

SJ Equestrian Supplies might be small, but it’s an Aladdin’s cave of all things horsey.

“We are as flexible as we can be,” says Sammy. “We’ve had people contact us at eight at night when their horse has colic, asking if they can come and get some bedding and mash. We live on site, so we do what we can.”

The store is easy to reach, only 20 minutes’ drive from Glasgow city centre and ten minutes from the M77.

“Customers are mainly happy hackers, with a few showing people,” says Sammy. “They’re your average horse owner, really, and everyone who turns up at the yard is greeted by my dog, Rex, my child and then me.”

A GREAT SERVICE

In addition to running the store, Sammy offers a personalisation and sublimation service. “We can put names, logos and images on all sorts of things, from new mugs and jackets to water bottles and T-shirts,” she says.

“I usually do it at nine or 10 o’clock at night and it’s all part of making sure I don’t put all my eggs in one basket, I’m always looking for new avenues.”

A NEW STOCKIST

Sammy carries a small selection of feed and bedding, topping up as and when her customers need it. She’s thrilled to stock the Ethos Smart bedding range – made from 100% pure chipped miscanthus.

“I met International Energy Crops, the company behind this product, at BETA International last year and we bought a load from them to trial with our customers,” she says.

ETN asks Sammy…

Q: Are you planning to go to BETA International 2023?

Yes, it’s a great way to put faces to names. We will do exactly as we did last year – fly down from Glasgow airport, catch a train from Birmingham and then an Uber taxi to the show.

Q: Do you own a horse?

I’ve always ridden but didn’t get my own horse until I was 14, as I had to get a job to help pay for it.

“They didn’t have anyone further north than Yorkshire but had people enquiring from Scotland. So, thanks to our haulage business, we now operate a distribution hub for them.

“It has really taken off up here, particularly with the price of timber and the shortage of bedding. Nearly 90% of our customers buy Ethos now and we’re selling a lorry load a week, which is 672 bales.”

A DRIVING FORCE

Sammy supports many local riding club shows with her stand which is packed with equestrian goodies. “It’s a fantastic way of getting your name out there and you build a lot of relationships,” she says.

“You get people who come for a browse, those who know you from showing and others who are new customers. They like to buy from us and many say they would rather order from a small company than go to a big generic one.

“We do about seven riding club shows a year from March to September and a few horsey car boot sales. People get to know us, they recommend us and, when they can’t get to us, will shop on the website.

“We take great care to stock the stand with things that draw people in, like Maxima Mix ‘n’ Munch stations and Crafty Ponies.”

A NEW WEBSITE

The build-it-yourself website that the business began with has now been replaced by a smart and highly effective e-commerce site built by Citrus Lime, another BETA International exhibitor.

“They have really got things sorted out for us,” says Sammy. “Instead of having 1,000 products on the website, we now have 20,000 or thereabouts.”

A PROMISING START

The current economic climate can be a bumpy ride and Sammy is keeping a firm hand on the wheel.

“All I’m really concerned about at the minute is paying the bills at the end of the month,” she says. “As long as I have enough to do this and continue for another month, I’m happy.

“I’m not looking to take over the world or make millions from it, as you never will - although I must be doing something right, as I’ve just had my first set of accounts done and the accountant has said that we need to get VAT-registered.”

Q: What equestrian activities do you take part in?

I show traditional cobs. I have a stallion and his son, who has just turned four. My stallion – Ace of Kings – has won lots of championships, including being the CHAPS Native Cob Traditional Pony of the Year Champion for two years running. He only does the big shows and we are aiming at HOYS qualifiers this year. I also do carriage driving, which is a really good way to get the horses fit, ready for showing.

Q: What would make your life easier?

A mobile shop for next season so that we don’t need to keep taking stock out of the showroom and then having to put it all back again. It takes so much time!

Q: When you’re not working, what do you like to do?

I do dog training with Rex on a Monday night and my carriage driving. I’ve never been one for sitting indoors.

Sammy is now distributing Ethos Bedding throughout Scotland after meeting the manufacturer at BETA International.

Supporting local riding club shows with her stand is a great way for Sammy to build her brand.

Are your sponsored riders delivering ROI?

Sponsored riders have been associated with brands for as long as I can remember.

Previously, riders were selected for their prowess in the saddle and not much else, with the hope that when they did win ‘big’, their image would grace the cover of a high circulating magazine and that would be your return on investment.

This is no longer the case. And a great many riders are yet to tap into the value they offer, which means that savvy brands are supporting other opportunities.

Don’t get me wrong, I think riders have huge potential for brands. What makes me sad is that very few seem to realise what they a) have available at their fingertips b) the competition that they’re under from everyone who has a social media account and c) that in order to carry on competing, the vast majority need some kind of financial support, and that this can and does come from brands.

Yet still, the vast majority don’t deliver any real return on investment, especially when compared with other marketing activities.

I’m passionate about this subject because I genuinely fear for our sport moving forward. Brands that analyse what they receive in exchange for product or financial support of riders are

often disappointed. When this has been realised, the next step is to look at where this money could be better spent, and the first port of call is often influencers, but equally social media ads and investment in a brand’s own content creation can be very beneficial.

So, what’s the solution? I could write a book on how this should be tackled from a variety of different angles, but looking at actionable steps for brands…

1. Really analyse what you’re getting from the riders you support. Is a list of every sponsor they work with on a generic post going to really increase awareness of your brand amongst their followers (I’d suggest not…)

2. Are they obeying the rules? I’ve done a lot of analysis of this area and there is a great deal of room for improvement. Have a look at ‘ASA influencer guidelines’ on Google and read up on this.

3. What did you ask them to do? Communication is key and before you look to address anything, it’s really important to look at what was asked. If you were vague in your request (eg. just tag us on a few posts), it’s on you when you get tagged on random generic posts.

There’s a lot riding on it, says Rhea Freeman.

If you’re a saddlery company, your sponsored rider could create a video of their horses being tacked up.

4. What would you like them to do? Think about what would help you make more sales/increase your brand awareness. Would this be stories/posts/reels/videos/TikToks about new releases, their routine, etc? What kind of frequency would be reasonable to ask based on their size of following and what you’re investing in them?

5. Riders are busy- particularly at the top of the sport- but they do have a lot of opportunities to simply capture what they’re doing with your product/s on a day-to-day basis and share that. You’re a feed company? Ask for a video of your rider making one of their horse’s feeds and discuss it as they go. You’re a saddlery brand? Ask for a video of tacking up. You can think of ways to bring everything together…

…but also, it shouldn’t all be on you. Because if that’s the case, there’s probably cheaper ways to get the exposure.

Not all ROI is based on social media. There are other ways that riders can provide value for brands, from photoshoots to meet and greets to communication via mailing lists and everything else. The sad truth is, there’s a lot of room for improvement (in most cases) here too.

This isn’t to say I don’t think sponsoring riders has value. When it’s done well, they can be worth their weight in gold. I conducted a survey around this subject and it highlighted the potential of the opportunity.

What I am saying is that brands need to really start to analyse that value- particularly in the current economic climate- as much as riders need to be aware that sponsorship is a business transaction and should be treated as such.

As an industry, we need to do better. There’s a lot riding on it.

About

Snowhill Trade Saddlery

Wholesale Saddlery and Country Clothing Suppliers

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