ETN (Equestrian Trade News) – June 2023

JUNE 2023

Volume 47, No 5

ALL TACKED UP Ready-to-ride new products

ETN is the official media partner of BETA International

2023

10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

PLUS

• The rider weight debate and saddle fitting • Great British success stories • Why you must upgrade your Google Analytics

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Editor’s comment I

f only more businesses would stick to doing what they do best instead of trying to be ‘all things to all men’, often to their detriment.

In this month’s ETN, David Elms, who manages the bricks-and-mortar only Settle Country Store, candidly tells journalist Deborah Hayward: “None of us have any experience in the online sector and it’s not our market.”

David also says he would like to have someone going out visiting local auctions and yards, promoting the business and meeting potential customers.

Likewise, more suppliers seem to be reverting to face-to-face contact by hooking up with agents to take their products ‘on the road’. Sometimes, engaging an expert is better than trying to do it yourself…

In general, owners will go to any lengths and make immeasurable sacrifices to ensure their horses’ welfare. But when it comes to being too heavy to ride them, all that care can evaporate.

What is it about riders’ weight that makes it such a taboo subject? People seem perfectly happy to talk openly about their sexuality, periods, the menopause, mental health and other previously offlimits subjects.

But when it comes to asking someone how much they weigh, in case they’re too heavy for their horse to carry them and their saddle comfortably, there’s caginess at best, untruths told at worse.

No wonder anyone asking the question is made to feel uncomfortable!

Saddle fitters often face an awkward dilemma. Be brave and ask the question, and risk losing a sale… or ignore the overburdened horse and carry on regardless.

It’s a tricky topic sensitively explored in an SMS CPD feature in this issue of ETN. The worry is that most riders who are too heavy for their horses are hacking anonymously around the countryside. Many probably don’t even belong to any official body and therefore aren’t monitored.

Only by getting the issue talked about in yards, tackrooms, collecting rings and on social media will it become mainstream.

People might not confess to being too heavy for their horse, but they might succumb to peer pressure and latent disapproval.

There’s still time to nominate your favourite businesses and people for ‘The BETAs’ – the new name for the BETA Business Awards.

New categories for 2023, such as ‘great places to work’ and safety equipment and saddlery fitters reflect the needs and wants of modern workers and riders.

This year’s presentation ceremony takes place during the BETA Gala Dinner which returns in all its glitzy glory on the evening of the first day of BETA International which is on 10/11 September at Stoneleigh.

More on both unmissable events in this issue of ETN. Start planning your visit now!

Liz Benwell

In this issue...

NEWS

What’s been happening?

PRODUCT NEWS The latest launches

BENCH SADDLER OF THE MONTH Meet this month’s winner

IN THE HOT SEAT With Dean Cox

BETA INTERNATIONAL PREVIEW The stage is set at Stoneleigh

FINEST SADDLES Gallery of products

4

10

16

18

20

22

SMS ACCREDITED SADDLE FITTERS’ CPD Fitting the saddle to the rider

PEOPLE

Who’s new, who’s moved?

BETA INTERNATIONAL PREVIEW

Royal Warrant holders to see at the show

24

28

30

BEST OF BRITISH

Leading UK manufacturers and companies profiled

BETTER BUSINESS

How to manage cash flow

SADDLE-MAKERS’ DIRECTORY

Your guide to leading names in the industry

32

36

38

BETTER BUSINESS

Why you must upgrade your Google Analytics

RETAILER PROFILE

Settle Country Store in the spotlight

44

46

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago 48

SOCIAL MEDIA MATTERS Is sponsorship worth it?

49

Liz Benwell

FRONT COVER: This month ETN is proud to showcase the current world eventing champions Yasmin Ingham and Banzai du Loir.

Yasmin is wearing the new KYLO from EQX by Charles Owen.

JUNE 2023

Volume 47, No 5

ALL TACKED UP Ready-to-ride new products

ETN is the official media partner of BETA International

2023

10-11 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

PLUS

• The rider weight debate and saddle fitting • Great British success stories • Why you must upgrade your Google Analytics

SLIM DOWN

ALL IN ONE WEIGHT LOSS FEED TO COMPLEMENT A HEALTHY EXERCISE PLAN

NEW FROM

To order, call our team on 01270 782 236 or email enquiries@dodsonandhorrell.com

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2023 | 3

News ETN | NEWS

Retailer’s collapse could cost our trade £1.4 million

Brand supports a favourite networking hub

LeMieux is to support BETA International’s Coffee Shop - the perfect place to refuel and chat during the show.

The brand, renowned for its colour coordinated horse and rider wear and equestrian innovations, is a long-standing supporter of the trade exhibition.

As well as its new sponsorship of the BETA International Coffee Shop, LeMieux will have a showcase stand at the event.

LeMieux aims to foster stronger ties within the equestrian industry by supporting BETA International, said director Robert Lemieux.

“The event serves as an invaluable platform for networking, innovation, collaboration and knowledge-sharing among various stakeholders, including manufacturers, service providers, retailers and, importantly, offers a showcase to start-up businesses,” he added.

“LeMieux’s participation in BETA International demonstrates [our] commitment to staying

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Design & Print Designed and produced on behalf of EMC by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020

engaged with the UK equestrian trade and its representative body.”

Claire Williams from BETA expressed delight at having LeMieux as sponsor the Coffee Shop at BETA International 2023.

“The Coffee Shop is used as a hub for networking and is a place where lots of visitors meet up between appointment too,” she said.

“We can’t wait to see what the team will do with the space to give it a true LeMieux feel.”

BETA International is at NAEC Stoneleigh from Sunday 10 September to Monday 11 September 2023. It is free for members of the trade to attend, simply register for a ticket at www.beta-int.com

Advertising Manager Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright All material is copyright Equestrian Management Consultants Ltd

Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com 4 | EQUESTRIAN TRADE NEWS JUNE 2023

www.carbonbalancedpape r.com CBP123456

The failure of Internet Fusion Group – the former parent company of retailers Ride-away and Derby House – could cost the equestrian trade around £1.4 million.

Internet Fusion Group went into administration on 28 April.

The Ride-away and Derby House brands have since been acquired by BrandAlley, an online retailer of discounted luxury labels.

Clothing suppliers and wholesalers appear hardest hit by the collapse of Internet Fusion Group. A handful are owed six-figure sums.

Having seen the creditors’ list, ETN calculates that mainstream equestrian suppliers stand to lose out by £1.4 million in total.

The full notice of administrator’s proposals for Internet Fusion Group Limited is available to view at Companies House.

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com ADVERTISERS’ INDEX Abbey England BETA Membership BETA International BETA Facebook group BETA feed conference Black Nova Designs British Horse Feeds Cavaletti Collection Charles Owen Citrus Lime Country Direct Dodson & Horrell Fieldhouse Gallop Equestrian Supplies Horslyx Jenkinson Jenkinson Millbry Hill NAF Premier Equine Pro-Equine Red Gorilla Solution Saddles STUBBS England The Saddlers’ Company The Society of Master Saddlers Westgate Laboratories

21 23 29 39 40 21 37 45 OBC 50 IBC OFC 15 5 23 3 9 23 7 13 17 IFC 37 27 45 37 21

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

TRADE BODY WELCOMES NEW MEMBERS

The following companies were approved for BETA membership at the trade association’s recent Council meeting.

Photo: Anna Rainbow Photography

• 3 Donkeys Clothing, Okehampton, Devon – manufacturer of equestrian and agricultural coveralls for women – Trade member • Equidaw of London, London – manufacturer of a horse cooling rug – Trade

A retailer is seeking supplies of tradition hunting clothing to meet demand

TRADITIONAL HUNTING CLOTHING WANTED A retailer is appealing for suppliers of traditional riding wear to contact him.

Alex Campbell of David Thomson, a retail outfitter based in Jedburgh in the Scottish borders, says he’s struggling to secure stock of hunt coats, breeches and knitted cotton gloves.

“We’re still trying to replace our riding wear suppliers post Covid and Brexit,” he told ETN.

“We used to do really well with Mears’ riding jackets, Gorringe breeches and hunting gloves by Chester Jeffries. Any help or suggestions from new suppliers would be much appreciated.”

In particular, Alex is after UK-made products in traditional styles and fabrics.

The hunting market is thriving in his part of the world, he says, and he also has a number of export customers.

Children’s magazine wins top publishing award outstanding achievement, innovation The ever-popular PONY magazine has won one prestigious publishing award and and progress of publications within the consumer and B2B has also been shortlisted sectors, and PONY has for another. * !

PLUS been selected as one Printed by DJ Murphy of only eight titles to (Publishers) Ltd, leading reach the finals in the children’s publication Children’s Brand of the PONY was awarded, Have your GET READY TO best Year category. for the fourth time ride hack Commercial Director in a row, the title of with MEG ever!

ELPHICK at DJ Murphy Publishers, Newsstand Magazine The perfect What's your Abi Cannon, said, “We of the Year – Children’s SJ round Guaranteed! dream riding are thrilled that PONY at the ACE Newspaper holiday?

W I N has again won this NMA and Magazine Awards ut about all abo all £25 horsey award. It’s really down (NMA2023), held on 18 vouche0r first to all the hard work and May 2023. dedication of the team, The NMA2023 who have made sure recognises success field friends sorted we meet the needs of and the very best in Esme This ESME WITH with THIS our readers in the print magazine publishing publication, on social and PONY found media and the website, and also in our itself up against Bluey (awarded highly reader event, PONY Big Day Out. commended) and Pokémon magazines in “We’re also honoured to be shortlisted the final shortlist. for the PPA Awards and very proud to be Following on from this success, recognised by the industry in this way.”

PONY has also been shortlisted for the Winners of the PPA Awards will be PPA Awards 2023, which focus on UK announced on Wednesday, 28 June. specialist media. These awards celebrate

PONY book!

• Stephanie Bloom Saddle Fitter, Fressingfield, Suffolk – saddle fitter – Retail • Equi-Light, Crickhowell, Powys – distributor of woolly hats with batteryless torches – Trade • Biteback Products Ltd, Devizes, Wilts – manufacturer of equine skin care products – Trade • L H Woodhouse, Cotgrave, Nottinghamshire - manufacturer and supplier of temporary stabling – Trade • Channel Equine & Rural Business Consultancy, Temple Ewell, Kent – consultancy for all sizes of equestrian businesses – Associate

DJMurphy

9 9

8 February – 7 March 2023

EQUESTRIAN

PONYMAG.COM

*UK ONLY

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• Farmers Combine, Ramsey, Isle of Man – country and equestrian retailer – Retail

Harr y Hall

770032 425065

Spring 2023 £4.49 Issue 901

aid

to spend at

9

• Haddon Training, Chippenham, Wiltshire – training provider in the equine and animal care sector – Associate

GALLOP CLASSIC COMBO

FLY RUG

from

£14.99 £29.99 RRP CODE: 2039 www.gallopequestrian.com

EQUESTRIAN TRADE NEWS JUNE 2023 | 5

ETN | NEWS

Change of name for industry awards

‘The BETAs’ is the new name for the British Equestrian Trade Association (BETA) Business Awards – the equestrian industry’s answer to the Oscars.

New awards for saddlery and safety equipment fitters and ‘great places to work’ have been added for 2023.

Nominations for BETAs in ten categories are open now to the trade and public.

The BETAs will be presented on the evening of Sunday, 10 September during the BETA Gala Dinner at Chesford Grange Hotel, Kenilworth.

The BETAs’ award ceremony coincides with BETA International 2023, the trade exhibition at the nearby NAEC Stoneleigh on 10/11 September.

NEW AWARDS

support for their customers. Sponsored by the Equine Fitters Council.

• A Great Place to Work – a chance for staff to nominate their employers who offer an excellent working environment, career path guidance and a happy work place. This award is sponsored by SEIB Insurance.

• Safety Equipment Fitter of the Year –

COMPANY WINS ROYAL RECOGNITION FOR INTERNATIONAL TRADE

From pony poo to popstars

BETAs added for 2023 are: • Equine Fitter of Saddlery, Bits and Bridles – recognising those who go the extra mile in achieving competency and

A “strategic choice” to grow in the US market following Brexit has paid off for a supplements company.

Lintbells – the maker of YuMove - has received a King’s Award for Enterprise for its work in international trade.

The accolade replaces the Queen’s Award for Enterprise, two of which the Hertfordshire based supplier of supplements for horses, dogs and cats has won previously.

Lintbells says it was “the risks from Brexit” that prompted it to expand internationally, most notably into America.

The company has since recruited staff, launched new products and sales channels, as well as acquired an HQ in the US. Lintbells was founded in 2006 and exports to more than 20 countries. The company says its drive to push international sales has resulted in quintupling business outside the UK over the last five years.

CEO Fiona Hope added: “The whole team at Lintbells is delighted that our international growth has been recognised by such a prestigious award.

“We have worked hard to extend our global reach. To receive the first Enterprise Award from King Charles III makes this a very special moment in Lintbells’ history.”

6 | EQUESTRIAN TRADE NEWS JUNE 2023

will go to a shop-based hat and body protector fitter offering high standards of expertise and sound advice to their customers. Sponsored by BETA. HOW TO NOMINATE Full details of the BETAs, how to nominate and voting deadlines can be found at www.beta-uk.org

The team at faecal worm egg count specialist Westgate Labs swapped their lab coats for glad rags last week.

They were taking part in Dress Like A Popstar Day to raise money for disadvantaged children in the UK. Even as they raised £300 for Cash For Kids, ‘Freddie Mercury’, ‘Miley Cyrus’ and Co continued testing samples, packing orders and giving telephone advice at Westgate Labs’ The Westgate Labs team turn popstars.

Northumberland HQ. Left to right top: Cindy Lauper aka Marketing Director Claire Said Katie Perry, aka Shand; Ariana Grande aka Lab Technician Ruth Rose; Amy Westgate Labs ops director Winehouse (1) aka Office Manager Sarah Mitchinson; Freddy Kristy Hodgson: “We had Mercury, aka Lab Technician Lauren Robertson; Miley Cyrus a lot of fun for a great aka Lab Technician Emily Dagg; and Amy Winehouse (2) aka Lab Technician Emma Davison. cause. Everyone took the Left to right bottom: Alanis Morissette aka Finance & Data challenge and ran with Manager Sarah Ince; Katy Perry aka Ops Director Kristy it, they really got into Hodgson; and Billy Eilish aka Lab Technician Emma Pye. the spirit of the day and excelled themselves.”

Before long, customers following on owner wrote: “We had our test carried social media began asking which popstar out by Ariana Grande, that deserves a had tested their samples. One horse donation!”

WWW.EQUESTRIANTRADENEWS.COM

STOCK UP AS

onal NEW Nati g campaign advertisin to drive sales

SUMMER SALES ARE SET TO FLY GETS RID OF FLIES

THE BEST USE THE GO TO: NAF-EQUINE.EU/UK/THEBESTUSENAFOFF

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Pick up a £5 voucher in-store when you buy 2 NAF Off 750ml Sprays (you can mix and match across the range), simply fill in the voucher and hand in with your purchase to receive your £5 off. This offer will expire on 31st October 2023.

For more information, please contact your NAF Area Sales Manager or call the NAF Sales Office on 01600 710726. Don’t forget that the team manning our FREE Nutritional Advice Line is available on: 0800 373 106 or email info@naf-uk.com

naf-equine.eu/uk

ETN | NEWS

FROM FAMOUS FACES TO THE NEW AND NICHE… Big brands are lining up alongside the fresh, innovative and unusual ahead of BETA International 2023.

The annual autumn show is a cauldron of equestrian inventiveness, giving its trade-only visitors first look at the latest launches and best products.

A visit to BETA International on 10/11 September lets retailers and distributors meet the people behind the products and gain their support for ongoing sales too.

Held at NAEC Stoneleigh, the 2023 edition has a compact, two-day format.

Admission is free to all visitors.

Here’s a tiny taster of some exhibitors that visitors can expect to see at this year’s BETA International. Watch this space in ETN for more in upcoming ETN is the official weeks. media partner of BETA International

2023

10-11 September NAEC Stoneleigh, Warwickshire, UK 8 | EQUESTRIANMain TRADE NEWS JUNE 2023 Sponsor

Abbey England has supplied workshop tools and materials for more than 40 years.

A one-stop shop for saddlery and leather workshop needs, it offers leather, punches, mallets, edging tools, a huge variety of threads, plus saddle trees and flocking.

Parallax Plastics is the UK manufacturer of the Hay Play, plus other equine feeding aids including the Hay Saver which celebrates its tenth anniversary. The fun, colourful products are designed to encourage healthy eating patterns as well as saving owners time and money by reducing waste.

Premier Performance, the home of The Calming Cookie, provides nutritional formulae for the health, maintenance, performance and recovery of the athletic equine and leisure horse. Its products contain only high-quality, natural ingredients.

Chatham delivers more than 30 years’ shoe-making expertise and design flair inspired by its nautical roots. On shore, a country element has sealed this family-run business’s place as a key lifestyle brand.

Chatham creates classic sailing and country footwear with a signature British style.

Bliss of London is a British manufacturer of fine-quality, custom-made English jump,

eventing, dressage and all-purpose saddles across the Bliss of London and Loxley by Bliss collections. The company collaborates with a network of saddle fitters, focussing on correct, individual saddle fit to enhance performance.

Leon Boots Co took the UK market by storm in 2018 with its ULTRALIGHT footwear range. The collection is now in more than 750 stockists across many sectors including equestrian. The brand’s Wellingtons are made from light, durable and eco-friendly EVA and come in many colours.

Baillie Haylage was established in 1996 and has become one of the UK’s largest producers of good-quality haylage. Five varieties of haylage are offered in three bale sizes. Baillie Haylage is analysed, batch coded, fully traceable and guaranteed. The company is an accredited member of the BETA NOPS and FEMAS schemes.

Equilibrium Products was founded in 2001 with a problem-solving nose-net. The company continues to champion equine welfare of horses by developing innovative products that make a difference to horses’ lives. Equilibrium’s ranges cover horse boots, leg wraps, massage and magnetic therapy, turnout boots, fly masks and horse treats.

To find out more about BETA International 2023 visit www.beta-int.com WWW.EQUESTRIANTRADENEWS.COM

SPONSORS AND SHOWS

• Footwear brand Chatham has partnered a synchronised dressage team in a bid to popularise the discipline of formation riding. The All-Steps Formation Riding team comprises 14 riders who perform demonstrations around the south-west of England. They aim to attract more riders to formation riding, no matter what type, breed or size of horse they have.

• Equisafety has become the official Pony Club Endurance sponsor. As part of the deal, the safety equipment retailer that specialises in hi-viz gear has also become title sponsor of The Great Pony Club Hacking Challenge. The initiative encourages Pony Club members to get out of the arena, vary their horses’ training and feel the benefits of being outside and exploring their local environment. By recording their rides and distances, young riders can work towards a certificate and hi-viz prizes from Equisafety.

• Postal worm count specialists Westgate Labs has signed two long-standing customers as ambassadors to help promote the benefits of targeted equine parasite control. Equestrians Miri Hackett and Joe Midgley are highlighting the threat to horse health that wormer resistance poses and are promoting testing before treating.

• Supplements brand BETTALIFE is supporting a new eventing series for competitors aged 45 and over. Among the prizes is a cash reward for the top-ranked rider aged 60-plus.

The new BETTALIFE Veteran Eventing Championship is run in conjunction with The Event Horse Owners Association (EHOA).

• Joules was back at Badminton as the event’s official horse trials clothing partner.

The lifestyle brand was acquired out of administration at the end of last year by its founder Tom Joule and Next Plc for a total cash consideration of £34 million. Joules has been involved with Badminton, as trade exhibitor and clothing supplier, for most of the past 30 years.

• Unusually, Badminton 2023 ran on Thursday to Monday, 4 – 8 May to avoid its popular cross-country day clashing with Saturday’s Coronation of King Charles lll. There was a break in the middle of the second day of dressage with the ceremony shown on big screens.

WWW.EQUESTRIANTRADENEWS.COM

ETN | PRODUCT NEWS

Product News Changeable weather?

No problem…

Gallop has improved its versatile Waterproof Fly Combo rug.

With its 600-denier top and lower breathable mesh, it’s perfect for changeable British weather, be it sunshine or showers – or both.

The useful rug, available in sizes 5’3” to 7’, is competitively priced to consumers yet offers trade customers an excellent profit margin, says Gallop.

It’s designed to fit most shapes and sizes, thanks to its generous shoulder pleats and adjustable surcingles. Meanwhile the front breast straps are a generous length to suit broad shoulders or narrower chests.

Double two-touch Velcro fastenings ensure the neck stays in place. They also act as an important quick-release safety feature should the horse get caught up.

THE BEST JUST GOT BETTER

For more than 40 years, Stubbythene mangers, feed bowls and buckets have been successfully stocked by tackshops and sought after by horse owners.

Now British manufacturer Stubbs England has made its largestever investment to update the popular range.

A switch from rotational moulding to injection moulding these products has brought about multiple benefits.

“Injection moulding is much more environmentally friendly, it allows a 50-fold increase in production and results in very attractive products,” says Chris Bradwell, managing director of Stubbs England.

The entire collection of stable yard essentials continues to meet exacting standards.

“They are still moulded in Stubbythene, which we test with a sledgehammer at -30°C,” says Chris. “Stubbythene is also a food-grade material and has great resistance to UV light – sunshine!”

The Stubbythene range encompasses a whole variety of feeding and watering solutions – in a choice of bright primary colours.

Importantly Stubbythene is well proven for its safety around horses.

Another notable aspect of the Stubbs range is that it’s created by people who know horses and all their feeding foibles.

Well-padded protection

NEXT-GENERATION SAFETY

Bringing together style and safety, the Kylo helmet from Charles Owen is the first product in the company’s new EQx brand. The helmet offers the design and high-performance levels normally seen in more expensive lines, yet it retails at a very affordable price.

The Kylo, with its sleek good looks, comes in navy or black, with a gloss or matte finish, and it’s also possible to select a standard or wide peak according to customer preference.

On the safety side, a dial system and an adjustable faux leather harness allow for the perfect fit that’s essential for optimum head protection, plus the helmet complies with three international standards, including PAS015:2011. For customers wanting an additional level of protection from rotational forces, it’s also possible to add MIPS to the helmet.

10 | EQUESTRIAN TRADE NEWS JUNE 2023

They’re ideal for stabling or travelling horses… meet the new Veredus Anatomic Pads and Bandages from UK distributor Zebra Products.

The pads have Velcro positioner straps to keep them in place, and a double quilted layer for limb protection. In black or white, they come in different cuts for front and rear legs.

The pads are ideally used under the new 400cm Veredus B Rest bandages which come in black, white or blue.

Pads and bandages are available in pairs or sets.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

Hard-working rugs launched

Mackey Equestrian has added two new coolers to its rug collection.

The multi-functional Shannon Air Cooler employs 3D Air Mesh material for enhanced moisture wicking while keeping muscles at an optimal temperature.

Ideal for travelling, after exercise or washing, it has double front closures with a Velcro overlay, shoulder gussets, fleece wither protection and adjustable cross-over belly straps plus a fillet string.

The Shannon Air Cooler comes in navy or petrol with contrasting trims. In sizes 5’6” – 7’0”, the RRP is £59.95.

Its sister rug, the Tara Hybrid Cooler, combines a fine mesh lower half with a soft, contoured top.

This versatile rug wicks away moisture and regulates temperature.

It has a single front closure with Velcro overlay, fleece wither protection and adjustable cross-over belly straps and fillet string. In navy in sizes 5’6” – 7’0”, the RRP is £47.25.

Mackey Equestrian is available from Agrihealth.

CHIC NEW STYLE

The sleek Arlington Chelsea boot is a chic new style from Chatham.

Made in Portugal from premium oiled suede in tan, it has elastic side panels in contrasting chocolate brown, stitch detail and a pull-on back tab.

Arlington Chelsea boots have Chatham’s sole spring poron performance cushioning, which is anti-bacterial and shock absorbing, and a leather and rubber sole.

Elegantly walking the line between style and substance, this boot works for dressier moments as well as everyday walks.

Doing the legwork

Ekyflex Tendon EVO is a new complementary feed formulated by Audevard Laboratories.

It’s designed to provide nutritional support for horses’ tendons and ligaments.

The product can be used when a horse is in work or during recovery from injury.

WWW.EQUESTRIANTRADENEWS.COM

MATCH IT UP

Riding tights and polo tops with ombre detailing in four-way stretch, breathable fabric have joined Hy Equestrian’s Synergy Elevate collection.

Additions coming later in the year include a lightweight jacket and gilet, hoodie, cowl neck, winter coat and saddle pad – all designed to match the current Synergy collection.

Hy Equestrian is available from Battles.

Essential accessories

Stocking those small but important saddlery accessories will keep riders calling into your shop.

The Equus range, made by Abbey England, covers everything from overreach boots to rubber martingale stops.

Made with durable, high-quality gum rubber from Wales, Equus Overreach Boots easily stretch over the hoof to put on and take off.

They’re available in ten different colours and rinse clean.

Abbey England also stocks rubber bit guards and cheek guards to match the overreach boots. Rubber rein stops and martingale stops are also available.

FLEECY COMFORT

The new Rhinegold Vegan Friendly Fleece-lined Girth is anatomically shaped and padded.

A full fleece lining offers the ultimate in comfort; and the leather-look, synthetic girth has elasticated ends and clips for training aids.

In sizes 38”-56”, the RRP is £59.50. Rhinegold is available exclusively from Snowhill.

EQUESTRIAN TRADE NEWS JUNE 2023 | 11

ETN | PRODUCT NEWS

A BEAUTIFUL BRIDLE

The softest of leathers are used to make the beautiful Rhinegold Softee Leather Anatomical Bridle.

The padded headpiece is gently curved for comfort all around the horse’s face.

The noseband is also fully padded with soft leather around the entire front of the nose, while there’s a generous leather pad behind the chin for the crank style fastening to sit on.

The bridle is supplied with a detachable flash noseband strap and smooth-feel leather reins.

In pony to extra-full sizes, the RRP is £79.50. Rhinegold is available exclusively from Snowhill.

Boots are breathable and colourful

New Tri-Zone Brushing Boots by Equilibrium Products are made from Spacer Fabric and EVA Waffle making them flexible, durable, comfortable and breathable.

As well as keeping horses’ legs cool, they offer protection during ridden work or turnout.

The new boot comes in a range of sizes and black, white, royal blue, plum or high-viz.

The most breathable boot in the Tri-Zone range yet, it’s available to order from Trilanco.

The heat is on…

Designed for damp Spring days or warm summer evenings, the Rhinegold Mombasa Waterproof Topline Fly Rug offers great protection from biting insects.

The new product has a 600-denier waterproof topline with a robust but soft mesh lower part.

The topline and neck cover are lined with breathable nylon for a smooth, hairfriendly finish.

The detachable neck cover attaches to the rug with easy touch-tape loop fastenings, while the multi-adjustable chest allows for versatile fitting to broad or narrow shoulders.

The buckle strap is fully lined with soft fleece for comfort and to help prevent rubbing.

In sizes 4’6”-7’3”, the RRP is £59. Rhinegold is available exclusively from Snowhill.

IT’S RED HOT!

Siam red is the hot new colour from Passier.

Sparkling crystals and shiny patent leather detail are used to turn saddles, bridles and accessories into eye-catching highlights.

Passier saddles can be customized with Siam red sparkles and patent leather in the same hue.

The brand’s Velvet Touch stirrup leathers get their own adornment. While Passier’s limited-edition Starlight snaffle bridle has a patent leather noseband plus browband decorated with dark red and Siam red crystals.

Two-tone Siam red/black FlexiPad saddle pads complete the look.

Temperature taking made easy MSD Animal Health has launched a dualpurpose microchip that reads horses’ temperature as well as their microchip identification number.

Owners are urged to monitor their animals’ temperature regularly as part

12 | EQUESTRIAN TRADE NEWS JUNE 2023

of vigilance against diseases such as strangles. The HomeAgain Thermochip gives horse owners an easy, less intrusive way of doing so.

The new microchip is scanned to take a reading. It’s designed for foals or horses

READERS’ CHOICE

Ultimo breeches by Equetech are proving a firm favourite with consumers.

They’ve now picked up ‘Best in Test’ awards from Horse&Rider and Your Horse magazines.

The Your Horse tester praised the Ultimo breeches’ supportive, high and wide comfort waistband.

She also loved the contoured fit to the ankle hem, which she said meant minimal bulk inside her riding boots.

Ultimo breeches come in fourway stretch fabric which the tester described as “soft, stretchy and felt thicker and more robust than others we tested without being restrictive.”

Their “really stylish” look was also commended.

without a current microchip. The chip must be implanted by a vet but the scanner/ reader will be available to consumers.

Since 2020, it’s been mandatory for all owners in the UK to microchip their horses, ponies and donkeys.

WWW.EQUESTRIANTRADENEWS.COM

ETN | PRODUCT NEWS

SUSTAINABLE PACKAGING ARRIVES

Balancer on promotion

Blue Chip is using new sustainable packaging for its superconcentrated range of feed balancers.

The company says the switch from plastic tubs to coated kraft paper reduces its overall plastic use by more than 85%.

Plastic scoops have been removed from every pouch too. Instead, they’re available as a free addition with orders if needed.

Blue Chip has a trade promotion running with £5 off its Native and Senior feed balancers until the end of June.

Brands join up

Stubbs, Gold Label and Kevin Bacon from Trilanco are among the latest brands to join e-commerce specialist Citrus-Lime’s Cloud PoS platform.

OFFER ON APPROVED WHIPS

Fleck’s UK distributor Zebra Products is running a special offer on the brand’s new British Showjumping (BS) and British Eventing (BE) approved Jump Bat. Already competitively priced with an RRP of £19 (trade price £11), the ‘buy 10 bats and get one free’ promotion is timed for the summer competition season.

The cushioned bats exude Fleck quality and come in classic black. The offer runs until further notice.

Joining the dots

Supreme Products has added a new colour – magical mulberry – to its Dotty Fleece collection.

The range comprises a rug, hood, four boots, tail guard, saddle pad, head collar with lead rope, ride-on saddle cover and children’s onesie - all perfectly matched.

14 | EQUESTRIAN TRADE NEWS JUNE 2023

Cavalor is offering an extra 1.5kg free in its 15kg bags of Nutri Fiber.

The balancer for horses fed forage and little or no concentrates now comes in promotional bags.

Cavalor Nutri Fiber contains fibre, vitamins and minerals as well as pieces of carrot and apple.

The trade price is £27.50 per 15kg bag, RRP £44. The UK distributor is Zebra Products.

NEW BOOTS FOR YOUNG RIDERS

Italian riding boots brand EGO7 has launched a range for children.

Distributed by Zebra Products, the new collection comprises Aster field boots in full grain leather with elastic laces. And then there’s the Delphi, an elegant dress boot with stitched toecap.

Sizes 32 to 35 are available in both models with a choice of fittings.

The boots have rear elastic panels, E-tex material on the inner calf for protection and grip, plus a technical mesh lining for moisture wicking.

EGO7 boots have YKK zips and provide shock absorption thanks to a double insole.

The two new models come in black leather. Trade price £81.50, RRP £136.

Summer style

Toggi’s spring/summer 2023 collection is packed with practicality, innovation and style.

The range includes jackets, gilets, breeches, riding tights, performance layers, sleeveless tops, socks and a baseball cap.

The collection’s colour scheme - encompassing dusky rose pink, perfect pastel pistachio, sleek silver, metallic nickel and on-trend black – is designed to be mixed, matched and layered together.

The range is made with clever fabrics and features such as water repellent treatment, taped seams, breathable panels for comfort no matter what the weather does.

The result is that riders don’t need to compromise on trend and style when they want to feel good in the saddle and beyond, says Toggi.

WWW.EQUESTRIANTRADENEWS.COM

ETN | BENCH SADDLER

Celebrating

the best bench saddlers...

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standards of leathercraft skills.

ETN/SMS BENCH SADDLER OF THE MONTH: GABRIELLE MITCHLEY Gabrielle was awarded first place in the Trainee Saddle (Rural) class at the SMS National Competition in February.

Entrants were required to make any type or size of leather saddle suitable to meet the criteria of City & Guilds Level 2 or 3 Saddle specification.

ABOUT GABRIELLE MITCHLEY

Although she’d always been creative, Gabrielle also did well academically at school. Her first thought for a career was to be a vet – but her fascination with saddlery sparked another idea…

Having ridden from an early age, Gabrielle already understood the importance of correct saddle fit - and training to be an SMS Saddle Fitter is her long-term goal.

For now, however, it’s the craftmanship side of being a saddler that’s her passion.

Gabrielle is currently serving her apprenticeship at Southport, Lancashire based Saddler’s Den under the expert eye of Master Saddler and SMS President Chris Taylor. She also studies with the Saddlery Training Centre.

“I’ve been around horses all of my life,” says Gabrielle. “It was inevitable that my career would involve horses somehow.”

A WINNING ENTRY

Although Gabrielle was pleased with the GP saddle she’d made for the SMS National Competition, she “couldn’t believe it” when her name was announced as the winner.

“It was a complete surprise and an amazing honour,” she adds.

Gabrielle says that winning the competition gave her a great confidence 16 | EQUESTRIAN TRADE NEWS JUNE 2023

Gabrielle Mitchley loves the learning involved with being an apprentice saddler.

boost. And as for the victorious saddle?

It’s in regular use on her own horse, Loki.

The SMS National Competition also saw Gabrielle presented with a certificate for completing the Level 2 Leather Craftsperson Apprenticeship with distinction.

This level of study typically lasts around 15 months during which time apprentices learn the basic skills and knowledge to practice their trade.

“NO TWO DAYS ARE THE SAME”

One of the best things about working in saddlery is that every day is different, says Gabrielle.

“Working at Saddler’s Den is fun, but

hard work too. There’s always lots to do and with plenty of variety, it means you’re always learning something new,” she explains.

“One day you may be repairing and rejuvenating an old leather handbag, on another it could be repairing saddles and bridles. No two days are the same, which is what makes the job so great.”

Gabrielle particularly enjoys making headcollars. “Although they’re relatively simple to make, I like that you can add your own personal touches and be a bit creative to make them unique,” she says.

Gabrielle finishes her apprenticeship next summer. Her plan is to stay local and potentially set up her own workshop, but she’s in no rush and will take it as it comes.

WWW.EQUESTRIANTRADENEWS.COM

BENCH SADDLER | ETN

STOCK THE PRODUCTS YOUR CUSTOMERS WANT

TOPSELLING

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Gabrielle was “surprised but honoured” to win her class at the SMS National Competition.

A LIFELONG LOVE OF HORSES

Gabrielle freely admits to feeling privileged to combine her lifelong love of horses with a career in the saddlery world.

She’s owned Loki, her five-year-old coloured cob, for two years.

He’s at the start of his riding education and the combination Gabrielle rides her cob Loki in her prizeenjoy hacking in winning saddle. the countryside.

Gabrielle hopes to drive Loki in the future.

Like many working owners, Gabrielle finds herself juggling horse and job. Loki is kept at a DIY yard with Gabrielle getting there every morning and back again straight after work to take care of him.

As well as spending time with Loki,

WWW.EQUESTRIANTRADENEWS.COM

Gabrielle enjoys reading and being with her three dogs.

Any spare time also sees her creating her own leatherwork. Like so many other saddlers, she’s definitely been bitten by the craftmanship bug.

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.

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www.pro-equine.com EQUESTRIAN TRADE NEWS JUNE 2023 | 17

Photo: Michael Molloy

ETN | OPINION

Since it all began in 1981, Red Gorilla’s stable yard essentials have become part and parcel of the equestrian way of life.

In the hot seat With Dean Cox, the managing director of Red Gorilla How did you come to be in your job?

Dean Cox and Red, the friendly gorilla, are looking forward meeting customers and friends – and talking deals – at BETA International 2023.

18 | EQUESTRIAN TRADE NEWS JUNE 2023

I’ve worked at Red Gorilla [previously known as Faulks & Cox Ltd] since I was 24 and helped it grow from a ‘cottage industry’ type business to where we are today.

We have our HQ in Leicestershire, sales offices in Spain and the USA, and we export to over 30 countries worldwide.

I’ve been managing director for around 12 years, but I’ve probably been acting like one since I was 24!

The name Red Gorilla has really caught consumers’ imagination.

Where did it come from?

We had a number of brands in the business, and consumers didn’t ‘get it’.

Gorilla Tubs, Gorilla Shovels and Gorilla Brooms had become a big part of our range, but the brand logo was a bit scary…

Softening the Gorilla with a smiley face and red colour seemed to ‘float the boat’ in market research - and that led us to make the change completely in 2018.

You’re right, people love it!

WWW.EQUESTRIANTRADENEWS.COM

OPINION | ETN Red Gorilla products are essentials on every stable yard. In such a crowded market, do you have to work hard to protect your IP (intellectual property) from cheap imitations?

We’ve worked with one of the country’s leading patent attorneys for more than 20 years, and protect our designs and brands globally.

Why? Because when a consumer says to a retailer: “I can buy a cheaper tub down the road,” the retailer can fight back and ask: “Is it a genuine Gorilla Tub? Is it designed to be used with horses? Does it offer the same value in the long run?” And so on…

Protecting our designs gives independent retailers a point of difference which adds value to their businesses. Brand is crucial, and it takes years to build a reputation.

In my opinion, it goes all the way back to 1981 when we started out – because quality has always come before price.

Your Gorilla Plas range of products is UK-made. Does this represent a move towards more on-shore manufacturing? And it that important to you?

You also operate in the garden and construction sectors, among others. How is the equestrian side of your business doing compared with others?

Equine is the least corporate of all the trades we sell to. It may not feel it to the trade, but it’s not susceptible to the same pressure that building, gardening and DIY are.

If you own a horse, you have to care for it; and in times of hardship, it’s often a priority.

With respect, you can leave the garden to get overgrown, and hack it back next spring with little or no consequence - or alternatively shut the curtains! But horses need care and attention 365 days per year.

So the equine sector has a level of protection that gardening and DIY do not. There’s also not the same level of competition from supermarkets and multiples.

WWW.EQUESTRIANTRADENEWS.COM

Gorilla Plas is 100% ‘made in UK’. Now available in colours (alongside original black), the range is constantly being added to.

In 1981, we bought the first Rubber Feed Skip to the UK from Spain. But there’s noone left in Europe making those anymore, so the manufacturing is all in the Far East - and we saw during Covid and the Suez Canal crisis how that can be impacted!

It makes sense, therefore to bring our range into the modern era. This is the future for our business and something the equestrian trade has immediately got behind.

Colour, design, quality, easy clean, sustainable, availability, brand; basically, all boxes ticked. But it doesn’t happen overnight; it’s taken us 40 years of experience to get it to this point. We are already sending Gorilla Plas worldwide.

Is there still a place for the traditional bricks-and-mortar retailer in today’s fast-paced marketplace?

KRS: knowledge reigns supreme!

Owning a horse is complex (not to mention emotive). Having a second opinion from someone in a ‘real’ shop with ‘real’ know-how is crucial.

Most independent equestrian retailers are like community hubs for riders – and most equine enthusiasts don’t mind paying for the knowledge, experience and sense

“The equine sector has a level of protection that gardening and DIY do not.” of belonging that you simply can’t get in a multiple retailer or online.

That’s not to say online doesn’t have its place; it’s here to stay and provides a real service to people in remote locations or with busy lives. But we’ve all learnt to use online and real shops for what specifically we need from them.

Most people working in equestrian retail know their stuff, and have a good work ethic instilled in them from early mornings looking after their horses! So they understand their customers in a way that most other retailers don’t, or don’t need to.

Any mention of gorillas inevitably evokes thoughts of the environment. Is sustainability something that exercises you at Red Gorilla?

Plastic can be recycled many times, so it is actually a sustainable material. It comes down to management and materials.

We use the best materials possible which can be recycled when they reach the end of their useful life. We also have a pledge to be ‘recycled where possible.’

Unfortunately, as a business that has promoted recycled products since 1981, the media led fashion for recycled plastics sometimes means good recycled material isn’t available. In which case, we use virgin polymers to keep ourselves and our customers in stock.

Will Red Gorilla be at BETA International 2023? If so, why is it worth visiting your stand?

YES! We love BETA International!

We get to see all our customers and friends, have a cuppa and a slice of cake and do some deals. At September’s show, we will have some amazing BETA Offers as always - and a bit of fun is never far away!

At the end of a busy week running Red Gorilla, how do you like to relax?

Weekends are spent running my twin daughters around, gardening and trying to keep fit, which gets harder with age.

EQUESTRIAN TRADE NEWS JUNE 2023 | 19

ETN | BETA INTERNATIONAL 2023 PREVIEW

The stage is set…

NAEC Stoneleigh is ready to welcome BETA International on 10/11 September.

ETN goes behind the scenes of the venue that’s attracting other big-name exhibitions and TV cameras.

Consumer and trade

Stoneleigh Park brings together the best of a modern exhibition centre and green open space.

N

AEC Stoneleigh is an exhibition and events centre based at Stoneleigh Park, Warwickshire - what some will remember as the Royal Show’s showground.

Today, the vast site, with 10,000 square metres of indoor space (a professional football pitch is around 7,000 square metres) and 250 acres outdoors, hosts more than 300 fixtures and conferences each year.

NAEC Stoneleigh is part of the Grandstand Group which has run the Horse of the Year Show (HOYS) since 1997 when it was still held at Wembley.

In 2013, Grandstand was asked to take over the running of the events venue at Stoneleigh Park from the Royal Agricultural Society of England (RASE).

£1.5 million upgrade

Originally launched as Grandstand Stoneleigh Events, the burgeoning exhibition centre was rebranded and is now known as NAEC Stoneleigh.

Welcome to NAEC Stoneleigh, the home of BETA International 2023.

20 | EQUESTRIAN TRADE NEWS JUNE 2023

By 2018, NAEC Stoneleigh was the subject of a £1.5 million investment across its exhibition halls and conference facilities.

In particular, the venue underwent extensive work to create more parking on hardstanding areas. There is now free parking for more than 10,000 vehicles onsite.

More recently, a new exhibition hall has been added. Hall 2a is located next to Halls 1 and 2.

NAEC Stoneleigh’s ample outdoor space has enabled it to play host to events such as outdoor exhibitions, festivals and product demonstrations.

It’s also a popular setting for equestrian competitions and championships with its huge all-weather outdoor arena, grassed Grand Ring and 100 permanent stables.

The British Showjumping and British Dressage national championships are among the major horse shows to have happened here – as well as Your Horse Live every November.

One of NAEC Stoneleigh’s brightly lit, airy exhibition halls awaits its next show.

Indoor and outdoor events held at NAEC Stoneleigh cover a lively mix of sectors for both consumers and trade.

Recent years have seen an influx of motor trade meetings and conferences.

Names like Vauxhall, Aston Martin and Jaguar Land Rover being associated with the local area has provided a rich supply of business.

Among NAEC Stoneleigh’s longeststanding clients are the historic motorsports show, Race Retro, and the World of Park Home and Leisure Show.

New events welcomed more recently to the venue include the Road Transport Expo and, of course, BETA International.

The technical arable farming event CropTec & GroundsFest makes its first appearance this year.

Easy to visit

Situated in a convenient but leafy corner of the West Midlands, roughly 98% of the UK is within four hours of Stoneleigh.

There are several main line railway stations, motorways and Birmingham Airport close by.

When it comes to hotels, visitors are spoilt for choice.

Stoneleigh Park Lodge, NAEC Stoneleigh’s on-site hotel with 57 bedrooms, is steps away from the main exhibition halls. Other local hotels provide an additional 1,000 rooms within a tenminute drive of the venue.

Did you know?

• During the Covid pandemic, NAEC Stoneleigh became a local vaccination centre accommodating up to 3,000 people per day.

• The site includes a two-mile 4x4 offroad track.

• The longest standing member of staff has been working for the venue for more than 45 years.

• NAEC Stoneleigh has been used for filming automotive commercials and popular BBC dramas such as Shakespeare and Hathaway.

BETA International takes place at NAEC Stoneleigh on 10/11 September, 2023. Find out more at www.beta-int.com WWW.EQUESTRIANTRADENEWS.COM

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ETN | FINEST SADDLES

Best seat in the house Fit, function and fashion – all play a part when it comes to selecting saddles. ETN meets some top brands.

Fruits of a saddle-maker’s vision

Erreplus Saddlery is owned and managed by Roberto Rasia, who set up the brand after 25 years in the saddle-making industry.

Erreplus saddles are hand-made in Italy from locally produced double bull leather. They have adjustable trees and offer a wide range of fitting and finish options to give the best fit for horse and rider.

Critically, Erreplus Saddles are only available through experienced SMS qualified saddle fitters to ensure a correct fit.

Ruth Spencer, a qualified SMS fitter from RS Saddles, works with UK distributor Shaws Equestrian to add her specific technical saddle knowledge. She can also help new Erreplus fitters with training.

Tech 1 Saddles, also designed by Roberto Rasia, meet the needs of customers looking for a good quality saddle at a less expensive price.

These saddles have thermoadjustable trees and are made in soft but durable grippy double cow leather.

Tech 1 saddles’ panels are flocked with British wool. All double-flap saddles have adjustable Velcro blocks.

Hand-made in the UK

Bliss of London saddles are handmade in the UK using fine materials and craftsmanship.

Famous for their stylish designs, Bliss saddles are available in a variety of colours and finishes.

Comfort for horse and rider is also key to this range. The saddles are made with high-quality materials that are soft and supportive, and are designed to distribute weight evenly.

INFINITE OPTIONS

For 20 years, WOW saddles’ modular construction, based on biomechanical analysis and rigorous testing, has transformed its approach to saddle fitting.

Features include trees with lateral flexion, 23 headplates in a range of angles and styles and at least 15 panel designs in each tree size with Flair air flocking the preferred choice.

Combined with a wide choice of seats and flaps for the rider, and the options become almost infinite, says WOW. Co-founder and managing director David Kempsell, a qualified SMS saddle fitter, runs the brand’s fitter training and CPD sessions which include the use of pressure testing to demonstrate results.

Recent additions to the WOW range include the Grand Prix dressage seat, the Pinnacle dressage and Peak jump saddles in the DMK range, and BBS panels with their large bearing surface spreading the rider’s weight.

For saddles in transit FROM ITALIAN CRAFTSMEN

Prestige Italia was founded in 1974 and remains a well-known name in the manufacture and distribution of high-quality saddles.

“Innovation and being ‘made in Italy’ are the key pillars that make Prestige Italia saddles the essence of quality, reliability, and functionality,” says Ilaria Donato from the company.

“Through experienced craftsmanship and a constant desire for technological improvement, our custom saddles are designed for the well-being of both horse and rider.”

In 2017, Prestige Italia launched the Renaissance brand in a nod to French design philosophy. It highlights simplicity, close contact and perfect balance for elite riders.

More recently, the Prestige brand has adopted a new logo with the P symbolising its values of partnership, performance, passion and planet.

22 | EQUESTRIAN TRADE NEWS JUNE 2023

Stubbs England has some great solutions for keeping saddles safe and protected while in transit, at shows or during saddle fitting sessions.

The Saddle & Bridle Trolley is ideal for the mobile saddle fitter, yard or shop.

In black Stubbythene-coated strong steel, it carries three saddles on 20cm wheels and is fitted with a bridle hook.

Another saddle fitters’ favourite – because it’s great for loading saddles into vans – is the Removable Clip-on Saddle Rack.

Strongly made and coated in Stubbythene, it comes with one, two or three arms.

WWW.EQUESTRIANTRADENEWS.COM

MILLBRY HILL ARE EXPANDING! The acquisition of Green’s Farm Supplies at Thirsk Auction Mart will give them a sixth retail shop, to sit alongside existing stores in Stokesley, Richmond, Whitby, Whitehaven and Sutton-on-the-Forest.

The stores stock a fantastic range of pet products, equestrian supplies, clothing and footwear; offering something for every member of the family. The team pride themselves on the delivery of outstanding product knowledge and customer service to local areas whilst offering quality, yet affordable products.

Millbry Hill’s extensive range is also available online at

www.millbryhill.co.uk

BECOME A

BETA MEMBER

Ensure your customers shop with confidence where they see these signs

QUALITY MARKS

MEMBERSHIP TYPES

Join the BETA family to strengthen & grow your business.

For more information email info@beta-uk.org or call 01937 587062

ETN | CPD FEATURE ACCREDITED BY

Saddle fitters who read the feature and complete the task (see ‘How to gain your CPD’) will receive CPD recognition from the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle Fitters are required to maintain CPD fulfilment as part of their registration.

Fitting the saddle to the rider

As the various debates about horse and rider weight, plus the delicate topic of accommodating a rider’s long legs and larger body, and the length of saddle on the horse’s back continues, it can leave saddle fitters having difficult conversations with clients. Steph Bradley discusses the challenges saddle fitters face and how they need to be addressed with horse welfare at the forefront.

T

here is no doubt, humans in the western world are getting heavier and taller (Floud et al., 2011) .

We have increasing knowledge of nutrition both in pregnancy, and for infants through to adulthood; the effect being a greater number of taller and heavier adults and children.

Add to this the larger reliance on cars, and generally less activity in adults in work and leisure and our adult population has startling obesity statistics with >35% adults today considered to be overweight or obese (Mitchell & Shaw, 2015) This trend is now impacting in the horse world and having a bearing on saddle fit. Over the past 12 years, there has been a growing awareness of the importance of the length of the tree and the most caudal thoracic dorsal process area of the horse’s back.

Saddle manufacturers are designing saddles to suit the many types of back conformation that we now see, including short backs.

Thoroughbreds and ‘weight carrying’ cobs are surprisingly very short in the thoracic spine and the latter are also typically croup high, which - combined with us also seeing larger riders - can make saddle fitting more of a challenge.

The SMS is working hard with its FIT 4 WELFARE campaign, and the message is getting through as riders and horse owners are now much more educated about the importance of correct saddle fit and the ridden comfort of their horse.

We must welcome those who want to learn and encourage them to ask questions – education is the key to improving welfare.

For example, I’ve had a few clients suggest at their saddle fitting that their horse is ‘short in the back’ but there is sometimes a misunderstanding of what this term actually means.

Often they believe it refers to the length of the whole back and not just the length of the thoracic dorsal area. This is where the templating process is a great way to demonstrate and help them understand more about the thoracic spine length.

24 | EQUESTRIAN TRADE NEWS JUNE 2023

“The SMS is working hard with its FIT 4 WELFARE campaign, and the message is getting through” THE UNDERHORSED CLIENT

There is no doubt that what has been discussed above is creating a growing dilemma for saddle fitters when faced with the underhorsed client.

I’ve noticed younger riders are appearing to be getting ever taller. The Children on Horses classes becoming more popular, and from a social licence perspective it is far more visually acceptable to see a tall rider on a horse able to carry their leg, as opposed to on a pony.

There is also the issue of the price of horses in the post Covid/ post Brexit world which might mean the move from pony to horse is being delayed. In this instance, the pony must cope with a rider who has outgrown their steed, and the greater demands being placed on them.

As a saddle fitter, I have had a client referred to me by a Pony Club tack check steward. The (new) pony was far too small for the young but tall rider, was running in transitions and refusing jumps.

This behaviour was believed to be caused by an uncomfortable saddle.

Rather than someone at the Pony Club branch having the conversation, it was left to me as the saddle fitter to gently break WWW.EQUESTRIANTRADENEWS.COM

Photo: Tea Smart Photography

CPD FEATURE | ETN

The saddle fitter is often the one to tell the truth to the underhorsed rider.

it to the parents that the pony was an unsuitable size for the child, and that I couldn’t fit a saddle to the pony. We had a very disappointed child. The Pony Club branch is still to come back to me to discuss what we can do to educate tack check volunteers.

SENSITIVE DIALOGUE

This approach to riders unsuitably mounted and underhorsed isn’t just an issue with younger riders, it’s also echoed with adults.

A 5ft 9in slim built lady who had a four-year-old, 13hh Arab was referred to me because the BHS Stage 5 coach said the saddle didn’t fit - causing the pony to be reluctant to go forwards. The client initially saw an unqualified saddle fitter who didn’t tackle the issue and despite adjusting the huge saddle, the issues continued.

Again, a sensitive dialogue ensued, where I had to gently suggest to the rider that they were not a suitable size to ride this young horse. This conversation resulted in tears - she had suspected this was the case, but everyone had said she was fine riding the pony.

Once again, the saddle fitter was the one to tell the truth. In this instance, the lady was very grateful, and a plan was made to find a smaller jockey for the pony until her children were old enough to ride it.

I didn’t sell them a saddle and I can sleep at night knowing that the pony will now be ridden by someone of suitable size.

ELEPHANT IN THE ROOM

I can sympathise to some degree with the awkwardness of tackling difficult conversations with riders.

As a coach, I was faced with a new client - a heavily overweight lady with her older horse she had owned for 14 years - where the horse was misbehaving as she was mounting. She was spilling out of her saddle, and it was pushing her upper body position forwards and onto the horse’s shoulders.

As a saddle fitter, my protocol would mean I have to raise ‘the elephant in the room’, but as a coach I danced around, making gentle hints. In the end, I asked when her saddle was last checked and to my horror she replied: “Two days ago.”

On speaking to her (male) saddle fitter, he told me that he didn’t see her ride in the saddle because she had been a client for 14 years. Yes, he confirmed, she had become too big for the horse - but he really couldn’t have that conversation with her because he was a male.

WHO SHOULD HAVE THE DIFFICULT CONVERSATION?

My question to everyone is, who should have these conversations?

Yes, it is sensitive and it can be upsetting. But as a saddle fitter and a coach, I feel more upset for the horse - and it is this that must give us the strength to speak out.

Most of the time, I’ve found that most riders are already aware of their issues.

I met a lovely 19-year-old lady who had just purchased a dressage pony. I already knew the pony as I had previously fitted and checked the saddle for many years prior to her purchase.

The pony was used to being in a 15-inch saddle with his previous jockey. This new rider needed a larger seated saddle and we had to compromise on a 16.5-inch.

I highlighted the research suggesting horses were affected in hind limb gait when subjected to heavier riders, and the message seemed to hit home. By the time the saddle arrived ten weeks later, the rider had lost two stone by careful eating, and a strong desire to help her pony.

Her story went viral and she was incredibly brave to share it. She became an inspiration to many in the same boat, and the taboo topic became something spoken of. She will never fit in a 15-inch saddle – however she is aware and has the horse’s back and saddle checked routinely, and she has kept the weight off.

REFUSING TO SELL A SADDLE

Equally, I have had the experience of refusing to sell a dressage saddle when I felt the rider was over the weight limits, and the pony to be quite overweight too.

The existing saddle was fitting well and I would struggle to find her a dressage saddle that would fit them both as well. I advised CONTINUED OVER THE PAGE

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EQUESTRIAN TRADE NEWS JUNE 2023 | 25

the rider to weigh her horse and themselves with tack. The rider had a tendency to tip forwards and put weight onto the pony’s shoulder – this caused the pony to become unbalanced. Had she been more balanced it wouldn’t have been such an issue.

She left the appointment quite happy, saying she understood, and that she would be back with her bigger horse. Overnight, her opinion changed and she became offended by my advice and comments. She took to Facebook and I became the target of trolls - an upsetting and unpleasant experience.

I refunded her appointment fee and asked her to take her post down. Ironically, she kept in touch and sent me the results of the weighbridge - the horse/rider plus tack ratio was 19% - but that was with the horse being very overweight and with her riding being unbalanced.

Is it any wonder no one wants to stand up for the horse, and raise concerns when, despite being diplomatic and not selling a saddle that would have been unsuitable, you still face the wrath of trolls?

It seems saddle fitters are damned if they do and damned if they don’t. It is not an easy path to tread.

WHAT’S THE ANSWER?

As an industry, more published research on rider weight will help, and Hartpury University is making headway with this.

Also, we can collectively increase rider awareness of these issues. Perhaps ask riders to weigh themselves wearing their riding hat, boots and holding their saddle as pre-appointment information?

I have found that 100% of rider clients were happy to be weighed with their saddle while dressed to ride at the saddle consultation when given the option. There were indeed some ‘over the limits’ riders for whom it galvanised them to act. This was fantastic - of course, all were over the age of 18.

All equine paraprofessionals need to be brave, show a duty of care to the horse, and be willing to sensitively raise concerns as to underhorsed riders.

The back professional who sees the horse constantly yet hasn’t verbalised the correlation between the routinely sore back and the weight and imbalance of the rider the horse is carrying.

Should vets be asking about rider size to assess suitability at a vetting?

The vet at the pre-purchase vetting not asking about rider size for suitability, and the coach faced with riders that are too large for their horse or pony.

Everyone has a responsibility; it shouldn’t be off loaded to the saddle fitter to have the conversation. The job really is hard enough already.

As previously mentioned, education is still needed. We can do talks at pony clubs, riding clubs, webinars, vet groups – anywhere where the message can be spread.

The less taboo the subject, the better for horse welfare. Good luck out there!

About the author: Steph Bradley, the proprietor of Freedom Saddlery, is an SMS qualified Master Saddle Fitter, Master Saddle Fitting Consultant (MSFC) and a UK Level 3 Riding Coach, BHS Accredited Professional Coach and BETA Retail Member.

SMS CPD TASK HOW TO GAIN YOUR CPD

Instead of the usual quiz, the CPD for this article is to create a think tank.

CPD points will be given to those who come up with one idea or one action that they will commit to completing, resulting in raising more awareness about this ongoing issue.

By doing this, each of us will be contributing to improving the welfare of the ridden horse. The more saddle fitters and paraprofessionals stick together on this topic, the stronger the message will be.

SMS CP TASK J D U 2023 E NE TN

YOUR IDEA OR ACTION .................................................................................................................... .................................................................................................................... .................................................................................................................... ....................................................................................................................

SUBMIT YOUR RESPONSE ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION SADDLE FITTERS: Don’t forget to log your achievement on your own CPD file as supplied by the SMS. Successful completion is worth 30 minutes’ training time. Please direct any queries to enquiries@mastersaddlers.co.uk

26 | EQUESTRIAN TRADE NEWS JUNE 2023

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Photo: New Africa/Shutterstock.com

ETN | CPD FEATURE

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ETN | PEOPLE

Photo: Jon Stroud/British Equestrian

People Eminent equine nutritionist Ruth Bishop has joined H J Lea Oakes as director of equine. The Cheshire based animal feed manufacturer announced a merger with Dodson & Horrell in 2020.

Ruth has previously been associated with Mars Horsecare, Spillers and, latterly, Premier Equine. She is chair of the BETA Feed Committee.

Welcoming her to the company, Edward Lea of H J Lea [Oaks] commented: “Equine feed has been a huge focus for H J Lea for several generations, and we have transformed our equine operations over the last ten years in particular.

“We are keen to develop our business further and develop H J Lea into one of the most capable and respected equine nutrition businesses in the country. We could not have anyone better joining us to help us achieve that objective.”

Ruth added: “The equine nutrition industry is dynamic and constantly evolving to meet the changing needs of the horses we serve and those of their owners in responsible and sustainable ways.

“I am looking forward to working with the team at H J Lea to develop manufacturing strategies to meet those needs.”

H J Lea Oakes is one of Britain’s longest established independent animal feed manufacturers. The Lea family began milling feeds at Swettenham Mill, Cheshire, in 1675.

Equilibrium Products has appointed sales agent Annabel Cheal to cover the south of the UK. Says Laura Szuca, UK sales director at Equilibrium Products: “By appointing an agent who is already out and about in the field, it allows us to better serve the retailers who want to work with us and increase the sales they generate from the brand.”

Maisie Sturge has been appointed marketing manager for Charles Owen.

An accomplished horsewoman, she joined the Wrexham based riding hat manufacturer from Zebra Products.

“I’m pleased to have joined Charles Owen and look forward to growing the brand further in the coming months,” said Maisie.” My main focus will be UK and brand specific marketing.”

28 | EQUESTRIAN TRADE NEWS JUNE 2023

Claire Williams, executive director of the British Equestrian Trade Association (BETA), and her long-time partner Bob Hook were married on Friday, 14 April.

Bob is a senior lecturer in historic conservation.

Claire has headed the trade association for 23 years.

The wedding ceremony took place in a tiny 13th century church tucked away in Yorkshire’s Howardian Hills. In a nod to Claire’s New Zealand heritage, the service included a Māori love song.

A lively reception and long lunch followed with family, friends and colleagues wishing the couple every happiness.

The three-tier wedding cake was decorated with horses, a food smoker, country pursuits and flora and fauna reflecting Claire and Bob’s shared interests.

A honeymoon in New Zealand is planned for later in the year.

Ronan Murphy has been appointed as dressage, para dressage and vaulting director for the FEI, the global governing body for equestrian sports.

He spent three years until 2020 as CEO of Horse Sport Ireland, the Irish national equestrian federation, and has most recently held the same role at Hockey Ireland.

BETA president and Olympic eventing gold medallist Jane Holderness-Roddam was among a group to ride through central London to Westminster.

Their mission was to press for the passing into law of a Bill to stop the live export of horses for slaughter.

Jane was joined on the ride, part of World Horse Welfare’s Stop Horse Smuggling campaign, by celebrities including Radio 2 Sara Cox and equestrian influencer This Esme.

“It’s so important we all support this essential Bill to prevent more animal suffering, and I hope that by taking part in this incredible ride to Parliament, it will bring it to people’s attention,” said Jane.

The Kept Animals Bill, which will ban live exports of animals for slaughter and fattening, was first introduced to the UK Parliament in June 2021. Despite cross-party support, it has still not become law.

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VISIT THE TRADE SHOW SUPPORTING

THE INDUSTRY

Sunday and Monday 10 – 11 September NAEC Stoneleigh, CV8 2LG

Main Sponsor

REGISTER TO VISIT AT www.beta-int.com

ETN | BETA INTERNATIONAL 2023 PREVIEW

“The King is my guiding light” In coronation year, meet the companies who will be bringing products chosen by the royal household to BETA International.

S

ean Cooney, founder of Botanica, credits the new King for inspiring him to press on with creating natural herbal products when there was little mainstream demand.

The Warren Point, Co Down business, now an international supplier and regular BETA International exhibitor, was appointed a Royal Warrant holder last year.

“I was living in London in the 1980s when ideas about natural products and remedies were quite unpopular,” recalls Sean. “But our new King’s philosophy has always appealed to me… he was ahead of his time, a true visionary and a man of integrity. He has been my guiding light.”

Sean went on to develop the now hugely successful Botanica range. His royal connection was to continue too…

Enjoying a day out at Balmoral Castle as a tourist, he got talking to one of the staff and the conversation turned to horses.

“They thought I should meet the stud manager, and took me down to the stud farm,” says Sean.

When interest was expressed in seeing his products, Sean was given special dispensation to bypass security and drive his van into the Balmoral stud.

“I gave them some samples, they started using the products and have been ordering more ever since,” he explains. A Royal Warrant was to follow.

At Christmas, Sean sent the new King Charles and Queen Consort Camilla a hamper of Botanica products. He received “a lovely letter” in return, expressing thanks for the “natural herbal creams, washes and sprays” which are “appreciated and valued” at the Royal Stud at Sandringham.

30 | EQUESTRIAN TRADE NEWS JUNE 2023

Royal Warrant holder Pringle of Scotland will be represented at BETA International 2023 by Platinum Agencies.

Botanica will be back at BETA International in September. “It means a lot to us because we’ve met so many distributors and stockists there,” adds Sean.

“A BIT OF PANACHE”

Royal Warrant holder Pringle of Scotland will be represented at BETA International

by Platinum Agencies.

“We’re very patriotic and like to support British products where we can,” says Dave Wright of the agency that regularly brings its eclectic collection of socks, hats, scarves and gifts to the trade fair.

Pringle of Scotland was founded in 1815

by Robert Pringle in the Scottish town of Hawick, making it one of the oldest luxury fashion brands in the world.

The famous knitwear label is said to have invented the iconic Argyl pattern with its distinctive diamonds.

“Having a Royal Warrant definitely gives a brand a bit more panache,” added Dave.

“Everyone recognises it and people love it.”

“ELEVATES OUR IMAGE”

Shires Equestrian has been a Royal Warrant Holder to HM The Queen for the supply of equine equipment, clothing and footwear since 2009.

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BETA INTERNATIONAL 2023 PREVIEW | ETN

Sean Cooney (pictured centre) says King Charles’s forward-thinking on herbal remedies inspired him to set up Botanica, now a Royal Warrant holder and regular BETA International exhibitor.

“Our new King’s philosophy has always appealed to me… he was ahead of his time, a true visionary and a man of integrity.”

“Having the Royal Warrant elevates us in terms of the overall image of our company and the quality of our products,” says Shires’ chairman Malcolm Ainge. “It adds a certain prestige that money cannot buy.

CORONATION CELEBRATION Long-standing BETA International exhibitor Abbey England celebrated the Coronation with 10% off all its products.

And in a patriotic touch, all customers who ordered from the saddlery supplies specialist received a free packet of red, white and blue wildflower seeds.

“Abbey England is extremely proud to hold a Royal Warrant and is dedicated to

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upholding the values that are recognised by the Warrant,” said Peter Phillips, commercial director.

Horse bedding manufacturer Bedmax is another Royal Warrant holder whose products will be on show on 10/11 September at NAEC Stoneleigh.

Register to visit at www.beta-int.com

ABOUT ROYAL WARRANTS… A Royal Warrant of Appointment, which permits a company to use the Royal Arms in connection with its business, recognises companies who have supplied goods or services to the royal household for at least five years on a commercial basis.

Royal Warrants are granted for up to five years. Upon a change of monarch, as the Royal Household reviews Warrant grants, a company may continue to use the Royal Arms for up to two years.

EQUESTRIAN TRADE NEWS JUNE 2023 | 31

ETN | BRITISH COMPANIES

Best of British

The coronation of King Charles III has focused worldwide attention on the UK… and the British equestrian industry has more than its fair share of home-grown success stories.

Where time never stands still

Few companies can claim one business, one family and one factory site since 1836 – but Stubbs England can!

Incredibly, this great British business spans no less than seven coronations.

Stubbs designs, develops and manufactures all its own products. At its Nottinghamshire HQ are multiple manufacturing skills - from plastic moulding and steel fabrication, to woodwork - all of them in-house.

Stubbs’ early manufacturing was mainly aimed at agriculture. The photographs from the archives show a Stubbs team

from history, and a cart loaded with winnowing machines waiting for the horse.

As demand from owners of working and then leisure horses has grown, Stubbs has fulfilled a real and practical need.

Products must be seriously strong and fit for purpose. They must also be affordable, while supporting the company’s worldwide reputation for quality and reliability.

Current markets include the USA and Australia, the Middle East and Europe, but Stubbs never forgets its home market…

The brand is distributed by the UK’s leading wholesalers, is widely stocked by British equestrian retailers and is a firm favourite in stable yards and tack rooms across the nation.

STAYING CLOSE TO THE LAND

Dengie was founded in 1968 as a farmers’ co-operative. Three generations later, it’s still supporting the local farming community.

Dengie specialises in fibre feeds and grows most of its own ingredients, working with partner farmers close to its sites in Essex and Lincolnshire.

This minimises ‘feed miles’ and makes traceability possible. Every bag of Dengie Alfa-A, for example, can be traced back to the field in which it was grown.

In 2007, Dengie was awarded the Royal Warrant.

Sustainability is ongoing at Dengie, which has introduced recycled plastic packaging, electric cars and solar panels.

In 2015 and 2019, Dengie emerged as the UK’s favourite horse feed according to BETA’s National Equestrian Survey.

“Dengie has shown that with determination and teamwork, anything is possible,” says Katie Evans from the company.

“Who would have thought that 55 years ago, a small group of British farmers were literally sowing the seeds of what would one day become the leading brand of horse feed in the UK?” 32 | EQUESTRIAN TRADE NEWS JUNE 2023

Time does not stand still at Stubbs, whether it’s designing innovative haysoaking and feeding equipment or developing its RETRO tack room range.

Recently, Stubbs has made a massive investment in injection moulding equipment to vastly increase its output and reduce prices. (Find out more in Product News in this issue of ETN.) “It is a huge privilege to be a popular British manufacturer with 187 years’ heritage,” says managing director Chris Bradwell. “We all derive enormous satisfaction from designing and producing quality products.”

Ongoing support for the trade

Wetherby, West Yorkshire-based BETTALIFE, now in its eighth year, provides targeted nutritional support for horses, humans and dogs.

BETTALIFE manufactures exclusively in the UK and batch tests for quality. It also has an impressive support package for retailers.

The brand has a compact range, offering high margins without taking up shelf space. PoS is provided, including shelf runners, posters, brochures and in-store competition materials, as well as vouchers and loyalty schemes for customers.

BETTALIFE can arrange staff product training free of charge to all new retailers, focusing on ingredients, feeding rates, case studies and key customer selling points. Ongoing training and support are available as the product ranges develop.

National accounts manager, Amy Pickard (pictured) is herself a horse owner and rider and therefore understands very well the issues many owners face when supplementing their horses’ diets.

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BRITISH COMPANIES | ETN

PROUD TO BE BRITISH

Caltech is the manufacturer and promoter of Horslyx Balancers, a leading brand of feed licks for horses and ponies. Horslyx was first produced in 1997 in the purpose-built plant at Silloth in Cumbria, using a unique, patented manufacturing process.

One of the benefits of being on the coast is that some of the raw materials can be transported by boat, directly into the Silloth harbour and this helps to keep down the costs of haulage.

Horslyx is exported to more than 20 countries globally and has always been produced in the UK. This allows Caltech to monitor every step of production, from raw materials through to the finished product, so customers can rely on each tub containing the same high-quality product they expect.

In terms of feed safety rules and substances prohibited in affiliated competitions, Horslyx adheres to the strict guidelines present through systems such as NOPS and UFAS, ensuring that customers can feed the product with complete confidence.

Horslyx Balancers are available in a range of formulations and have been designed to balance the nutritional deficiencies found in forage and grazing. They’re suitable for all horses, ponies and donkeys including laminitis-prone equines, those out at grass, stabled horses, youngstock, veterans, leisure horses and performance animals.

Top bedding for UK customers

Bedmax began production of its best-selling purpose-made shavings in 2000, offering UK horse owners a completely natural bedding with the lowest possible levels of dust, and the highest possible levels of hygiene, comfort and support.

Today, three dedicated UK factories produce a growing range of Bedmax products to the highest standards of quality, including Bedmax original large shavings, Littlemax fine shavings, Stockmax pine shavings for livestock, Hotmax heat logs and a new straw pellet bedding, Strawmax.

Bedmax is the chosen bedding for many of the UK’s biggest equestrian events, including Badminton, Burghley and Bramham. It’s one of a few equestrian companies to hold two Royal Warrants, and became the first equine bedding company to achieve BETA NOPS accreditation, certifying that the risk of contamination by naturally occurring prohibited substances in the bedding has been proactively minimised during the production process.

Bedmax remains committed to leading the way in supplying customers with the very best of British equine bedding through trusted local retailers all over the UK.

Yorkshire store builds on success

North Yorkshire’s Millbry Hill has longstanding experience in serving and supporting the rural community, selling everything from saddlery and pet supplies, to homeware and fabulous clothing from top country brands. And they aim to continue doing just that - only on a slightly bigger scale.

At the beginning of June, Millbry Hill Ltd, part of the Armstrong Richardson group, is taking over the Green’s Farm Supplies business based at Thirsk Auction Mart.

Armstrong Richardson boasts a rich rural and agricultural heritage. Founded in 1925, it has passed down through the Jones family for a number of generations. During the 1990s, it began to expand and managing director Nigel Jones, son of founder Brian, took over the day-to-day running of the business.

Serena Harriman, a third generation member of the family, is now at the helm of the retail division.

Today, the group embraces a diverse portfolio of companies supporting the rural community, including AR Fuels, C&C Horse Transport, which provides professional transportation across the UK and Europe, and its most recent addition, Millbry Hill Stud.

Millbry Hill’s acquisition of the Green’s store will provide a sixth retail shop, to sit alongside existing stores in Stokesley, Richmond, Whitby, Whitehaven and Sutton-on-the-Forest.

IT SUPPORT FOR ALL BUSINESSES

Based in Wiltshire, Black Nova Designs provides high-quality, reliable IT and website support, as well as hardware repairs, to anyone from home users and sole traders to medium-sized businesses. Started eight years ago, Black Nova has a dedicated office in Calne, which allows it to offer the personal touch without the use of a call centre, and it aims to make any solutions to customer IT issues easy to understand and affordable.

The company is currently growing but it intends to retain the Black Nova family ethos that is at the heart of its core values.

CONTINUED OVER THE PAGE

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EQUESTRIAN TRADE NEWS JUNE 2023 | 33

ETN | BRITISH COMPANIES

Backing the British teams

“NAF is the leading manufacturer of equine supplements and care products and, as such, we are the only official supplier of these products to the British equestrian teams,” says NAF’s UK marketing manager Isla Boxall-Loomes.

More than 30 years ago, NAF launched the first nutraceutical for horses and has since become the trusted Five Star supplements and care products brand for many retailers, riders, owners and trainers in the UK and internationally.

“We use the best proven natural ingredients to produce unique and effective products and these ingredients

are combined to create the synergistic formulas that you see on shelves today,” adds Isla.

“The formulas are created by our experienced team of vets and nutritionists and we employ a specialised formulation chemist to develop our applications and care products.

“The entire team at NAF is dedicated to not just meeting industry expectations, but exceeding them and this is something that we pride ourselves on. We guarantee full traceability on all the natural ingredients utilised in our formulations to

FROM FARM TO STABLE…

British bedding brand Nedz celebrates its 20th anniversary this year.

Founded in 2003 by Lisa Cooper, the company originally produced straw-based products for the poultry market before specialising in chopped straw for horses.

Nedz is marking its two decades with special events featuring sponsored riders Geoff Billington, Victoria Bax, Harrison Ashton and Richard Telford.

Riding clubs and charities will benefit from donations and there will be prizes to be won from tickets to top shows to pallets of bedding.

Nedz’ owner, Newbridge Straw, is running a charity day and working with retailers on some special opportunities. The Warwickshire-based farming company is run by four members of the third generation of the Heath family.

Says director Robert Heath, “We are thrilled to be marking 20 years of Nedz and can’t wait to celebrate throughout the year with our customers and retailers.

“We look forward to giving back to the equestrian community keep your eyes peeled, as we have a few surprises along the way.”

Made in Derbyshire

Grangers’ preparations have been reproofing and reviving products since 1937.

Based on the edge of the Derbyshire Peak District, most of its products are still made here too.

In 1947, the company developed the world’s first waterproofing solution, paving the way for garment protection – and it’s been defying the elements ever since.

Today, Grangers has branched out into cleaning and protective solutions for all manner of activewear and footwear, plus proofing and cleaning for horse rugs.

Cherry Blossom – the only UK manufacturer of shoe polish that dates from 1907 - is a sister brand to Grangers.

Grangers says it’s keen to encourage sustainability by restoring footwear and other garments to give them longer lifespans.

34 | EQUESTRIAN TRADE NEWS JUNE 2023

adhere to Clean Sport guidelines.”

NAF ranges contain products for joints, breathing, hooves, digestion, gut health and calming to silky mane and tail detanglers, super shampoos and luxury leather care.

Family firm exports to 40 countries

British Horse Feeds (BHF) is the equine feed division of I’Anson Bros, one of the UK’s leading manufacturers of animal feedstuffs.

The company was established 123 years ago by Christopher I’Anson in the Yorkshire Dales market town of Masham. It remains committed to its family-run roots.

Christopher’s aim was to provide farmers in the North of England with animal feedstuffs of the highest quality, offering the best products matched with first-class customer service.

“Today we distribute those quality products nationwide and export them to more than 40 countries,” says international and strategic lead Hattie I’Anson.

“We continue to invest in the three core elements of our business – people, product and plant. Our team is extremely dedicated and skilled, and we have embarked on the biggest single investment in our long history with new multi-millionpound facilities delivering one of the most technically advanced and energy-efficient feed mills in Europe.”

BHF’s flagship product Speedi-Beet revolutionised the feeding of beet pulp thanks to the patented process involved in its manufacture.

“In 2008, we were awarded a Queen’s Award for Enterprise in the innovation category, an achievement we are extremely proud of,” adds Hattie.

A CENTURY OF SHEARING

Lister has designed and manufactured clipping and shearing equipment in Gloucestershire for more than 100 years.

Today, its products are exported globally.

Lister has developed market-leading innovations, such as patented self-clearing blades.

The company is also in receipt of a Royal Warrant, something it’s maintained for more than 60 years.

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BRITISH COMPANIES | ETN

FLYING THE FLAG FOR ALMOST 200 YEARS

Battles began manufacturing agricultural products in the city of Lincoln in 1832.

Now the company is a leading equestrian, animal health and pet care wholesaler with just over 130 employees.

Battles manufactures and exports many of its own label brands - Aintree, Battles, Battles Poultry, Companion, Dermoline, Hy, Hydrophane, Lincoln, Super Codlivine and Wendals - to more than 40 countries.

The company undertakes contracted manufacturing for other brands within the industry too.

Battles’ facilities are registered with the MHRA (Medicines and Healthcare Regulatory Authority) to produce veterinary pharmaceutical products from creams and liquids to powders and tablets.

Battles was named Trade Supplier of the Year at the 2014 and 2015 BETA Business Awards, and listed among the fastestgrowing companies in the East Midlands for 2023.

“We are very proud to be a British company and love to talk about our heritage,” says a spokesperson.

“A massive part of being a British company is about supporting other British businesses. We do this by providing quality products and an exceptional next-day

delivery service that gives UK stockists the flexibility to get products as soon as they need for their customers.”

An impressive string…

Battles is home to an impressive string of equestrian brands.

Lincoln horse care products have been a tack room staple for over 40 years and remain ever-popular in their distinctive black bottles with yellow lids and caps.

New products regularly appear from the Lincoln brand, which is still formulated and manufactured in the UK. Battles also owns Lincoln Herbs, a collection of natural supplements.

Coldstream Equestrian was established in 2019 to offer high-quality, ontrend products in technical fabrics for performance athletes. Some products use textiles produced from recycled plastic bottles and packaging is recyclable too.

Coldstream Equestrian products are stored

in Britain, creating UK jobs and supporting local businesses.

Equine preparation specialist Supreme Products has shampoos and coat glosses, to equine make-up and hoof paint. Its lotions are made in the UK. Supreme Products also offers handmade, UKmanufactured turnout hoods, numnahs and padded bibs, and has recently added British-made show ties, scrunchies and show canes to the list.

Battles’ Hy Equestrian range features more than 5,000 products, including the StormX and DefenceX rug collections and Hy Sport Active matchy-matchy collection.

Hy Equestrian continues to grow via the Thelwell range plus Little Rider and Little Knight for younger pony lovers. Benji & Flo is a new range for dogs.

Raising the safety bar for four generations

SUPPORTING OUR UK PARTNERS

For more than 30 years, Hilton Herbs has offered herbal and natural healthcare products for horses and pets.

Each product is formulated, manufactured, packed and shipped from the company’s purpose-built facilities in Somerset.

“We believe that working with local businesses and committed professional individuals is the best way to ensure production of the highest-quality products, at the best possible price, while having the lowest environmental impact,” says marketing manager Edeline Bourrier.

“Where possible, we source our ingredients and packaging in the UK, including our cardboard boxes, plastic containers and product labels - all of which are manufactured less than 50 miles from our facilities.

“We serve the UK market, the EU and export our products worldwide, wherever there is an appetite for British quality both at home and overseas.”

Choosing to carry the Hilton Herbs range on your shelves is one of the best ways to support this family-run business and its British partners, adds Edeline.

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Charles Owen is a leading British manufacturer of riding helmets with a history that goes back more than 110 years.

The company was founded in 1911 by a man named Charles Owen, whose mission was to make products for a safer world.

The Charles Owen brand has remained within the same family for four generations and is today under the direction of the founder’s greatgrandson, Owen Burek.

Each Charles Owen helmet is handmade by highly skilled technicians using the highest-quality materials at the company’s factory in Wrexham, North Wales.

Charles Owen, with its worldwide reputation for the safety and quality of its products, is indebted to the late Professor Roy Burek, who passed away in 2019.

The grandson of Charles Owen, Roy was dynamic in leading industry research, studying traumatic brain injury and setting new standards for safety technology.

Charles Owen’s design engineers continue to innovate and develop new products from his research and expert knowledge.

EQUESTRIAN TRADE NEWS JUNE 2023 | 35

ETN | BETTER BUSINESS

The lifeblood of commercial success

Rhiannon-Amber Leavett looks at the importance of cash flow and how to manage it

and winter months, and more on showing gear in the summer months. Find out your trends and make an accurate forecast.

Photo: Studio Romantic/Shutterstock.com

Do something about it

Cash flow forecasts are vital to spotting trends to which your business can react.

I

’m a business consultant, and one thing I never stop talking about with my clients is cash flow and how much it matters.

Have you made an accurate cash flow forecast this year? If not, I’m going to tell you why you should and give you some help…

Cashflow forecasting is projecting how much money you’ll make over the next year or two. You can base it on last year’s sales, factor in new product/service launches, events, time of year… all sorts really. Let’s dive a bit deeper.

Gather all your information

Collect all your personal expenses, and work out how much money you need each month to pay personal bills, the kids’ school lunches, your car, fuel, household bills, family days out/holidays/other activities, and your average grocery spend, your livery bill etc…

Gather it all together to account for all your personal expenses.

Remember that a month is not four weeks. To get an accurate monthly figure, take your weekly cost, multiply it by the 52 weeks in a year, and then divide it by the 12 months in a year.

How much money comes in? Your partner’s income, benefits you received like child tax credits or PIP etc, and your salary.

36 | EQUESTRIAN TRADE NEWS JUNE 2023

We’re working out how much you need to live.

Now calculate the same, but for your business

How much money comes in and out of your business each month? What are your overheads? Stock costs, insurance, staffing costs etc.

Then how much are your average sales?

List each product individually and you’ll be there all-day, so break it down into sections: If I owned a tack shop I’d categorise it like this: • Saddles • Bridles • Saddle pads • Horse boots • Turnout rugs • Indoor rugs • Jodhpurs • Show jackets • Hoodies/fleeces • Coats • Yard boots • Riding boots So on and so forth…

Now plan how much you make on average per month from each category.

Be sure to look at previous year’s sales for accuracy. You’ll find people spend more on yard boots and coats in the autumn

Once you have a good picture of which months don’t perform as well, it’s time to do something about it! This is where your offer-building skills come in and you adapt your marketing to help boost that month’s performance.

Cash flow forecasting is basically looking into the future of your business and planning for your lower income months well in advance. If you can spot the trend, you stand a better chance of avoiding lowincome/deficit months.

It’s best to do this on a spreadsheet so you can add up the numbers easily and create as many rows and columns as you need.

“But Rhiannon-Amber, I hate spreadsheets and I don’t like maths either!” you say.

I hear you! Me too! I hated maths in school and Excel was the most boring thing I ever had to do. But I soon realised it was a necessary evil if I wanted to make life easier for me and my clients.

In fact, I created a done-for-you cash flow template that your accountant will love. All you need to do is add your numbers to it.

The sheet calculates your profits or loss, it tells you your monthly revenue and annual income.

If you want a free copy, head to my website improve-mint.co.uk and download your free cash flow template.

About the author: Rhiannon-Amber Leavett is from Improve Mint Business Services, a consultancy specialising in the equestrian industry.

Contact her on enquires@improve-mint.co.uk

WWW.EQUESTRIANTRADENEWS.COM

Learn From Industry Experts

Introductory courses in bridle and saddle fitting leading to worldwide recognised qualifications. www.mastersaddlers.co.uk (01449) 711642

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Saddle listings

Photo: lenina11only/Shutterstock.com

From classic elegance and tradition to the latest technologies and innovations, ensure your stock is keeping up with customer needs.

38 | EQUESTRIAN TRADE NEWS JUNE 2023

WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

ALBION SADDLEMAKERS

LOCATION: Walsall, England.

TYPE OF SADDLES MANUFACTURED: Dressage, Jump, GP. BRANDS OF SADDLES AVAILABLE: Albion.

DO YOU OFFER A BESPOKE SERVICE? Yes. SPECIAL FEATURES OF YOUR SADDLES: Template fit tree’s and custom block location. Colour options available on welting and stitching.

DO YOU DEAL WITH: • RETAILERS - Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes – trees for 5 years and Leather for two years.

ACCESSORIES AVAILABLE: Yes, online.

HOW OLD IS YOUR COMPANY? 37 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Established by the Beltons who introduced precision fitting to the brand. All the saddles are made in house, starting with the tree, meaning Albion can build your saddle to you and your horse’s exact requirements.

CONTACT DETAILS: T: 01922 646210 E: sales@albionengland.co.uk W: www.albionengland.co.uk

BLISS OF LONDON LTD

LOCATION: Aldridge, Walsall, West Midlands.

TYPE OF SADDLES MANUFACTURED: Dressage, jump, eventing, all purpose, pony, polo, endurance, Icelandic and show.

BRANDS OF SADDLES AVAILABLE: Bliss of London, Loxley by Bliss, KB (Keith Bryan).

DO YOU OFFER A BESPOKE SERVICE? Yes. All our saddles can be custom made to create the perfect fit.

SPECIAL FEATURES OF YOUR SADDLES: A broad range of wooden tree profiles and polymer adjustable tree with interchangeable bars. Numerous panel designs, independent, Echo and gusset options with wool flocked panels. Sizes 14” to 19” DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 10 years on wooden and five on polymer trees. Workmanship and materials carry a 12-month warranty subject to terms and conditions.

ACCESSORIES AVAILABLE: We offer a full range of accessories with custom options. Made in England.

HOW OLD IS YOUR COMPANY? Established 2011.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Finalist of the 2021 Citation Supplier of the Year BETA Award.

CONTACT DETAILS: T: +44 (0)1922 745151 E: contact@bliss-of-london.com W: www.bliss-of-london.com WWW.EQUESTRIANTRADENEWS.COM

ZEBRA PRODUCTS

LOCATION: Flint, North Wales.

TYPE OF SADDLES MANUFACTURED: Dressage, Show jumping and Eventing.

BRANDS OF SADDLES AVAILABLE: Amerigo.

DO YOU OFFER A BESPOKE SERVICE? All saddles have the opportunity to have bespoke piping, stitching & stirrup keepers.

Also made to measure with many options of fit available.

SPECIAL FEATURES OF YOUR SADDLES: Amerigo embodies the values of excellence in horsemanship thanks to an approach that highlights the importance of the rider’s comfort and the horse’s well-being. Design, quality materials and skillful Italian manufacture come together to create made-to-measure saddles and technically designed accessories that stand out for functionality and elegance, providing an optimal situation for top performance in all equestrian disciplines.

DO YOU DEAL WITH: • RETAILERS - Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ACCESSORIES AVAILABLE: Full collection of bridles and girths.

HOW OLD IS YOUR COMPANY? 23 years.

CONTACT DETAILS: T: 01352 463350 E: simon@zebraproducts.co.uk W: www.zebraproducts.co.uk

JOIN BETA’S NEW FACEBOOK GROUP for BETA Retail members

Here you’ll find all the most up-to-date information and an open forum to ask questions.

EQUESTRIAN TRADE NEWS JUNE 2023 | 39

BETA NOPS & Feed Industry

CONFERENCE 27 & 28 JUNE 2023

Hilton East Midlands Airport Tackling the main issues facing the equine nutrition industry today.

Two days packed with updates, news, debate and networking opportunities.

Day One NOPS

Day Two Feed Industry

Including:

Including:

• Hear the latest from sporting regulators • Updates on emerging risks to the sector • Legal perspective on liability, contracts, terms and conditions

• Responsible marketing of products – a view from the other side.

• Sustainability in sourcing and production • Regulatory perspective

Also featuring Conference dinner on evening of 27th with pre dinner speaker.

For costs and to book tickets for one or two days (Accommodation package available) Please scan here: In person and live streaming available.

Or call the BETA Office on 01937 587 062

Gold Sponsor

Silver Sponsor

ADVERTISEMENT FEATURE | ETN

CAVALETTI COLLECTION LTD

LOCATION: Aldridge, Walsall, West Midlands.

TYPE OF SADDLES MANUFACTURED: Leather and synthetic saddles available in twin flap and monoflap designs - dressage, jump, GP, pony, VSD and show.

BRANDS OF SADDLES AVAILABLE: Cavaletti Collection.

SPECIAL FEATURES OF YOUR SADDLES: All of our saddles are manufactured on a polymer adjustable tree with 6 optional widths. Our trees work with our unique gullet plate design.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 5 years on polymer trees.

Workmanship and materials 12 month warranty subject to terms.

ACCESSORIES AVAILABLE: We offer a full range of accessories including girths, stirrup leathers, adjusta pads.

HOW OLD IS YOUR COMPANY? 5 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Our saddles are designed to be fantastic quality at an affordable price. We carry our saddles in stock so next day delivery is available area and country dependent.

CONTACT DETAILS: T: +44 (0)1922 263600 E: contact@cavaletticollection.co.uk W: www.cavaletticollection.co.uk

ZEBRA PRODUCTS

LOCATION: Fint, North Wales.

TYPE OF SADDLES MANUFACTURED: Dressage, Show jumping and Eventing.

BRANDS OF SADDLES AVAILABLE: Equipe.

DO YOU OFFER A BESPOKE SERVICE? All saddles have the opportunity to have bespoke piping, stitching & stirrup keepers.

Also made to measure with many options of fit available.

SPECIAL FEATURES OF YOUR SADDLES: Selleria Equipe saddles are manufactured with quality, craftmanship and attention to detail, commitment to research and development – all of which are representative of the Equipe brand values synonymous with Italian productive excellence on the international circuit. Manufactured with meticulous care to satisfy sporting demands where protecting the wellbeing of horse and rider is concerned, in all equestrian disciplines. With endless passion, supreme techinque and elegance.

DO YOU DEAL WITH: • RETAILERS - Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ACCESSORIES AVAILABLE: Full collection of bridles and girths.

HOW OLD IS YOUR COMPANY? 23 years.

CONTACT DETAILS: T: 01352 463350 E: simon@zebraproducts.co.uk W: www.zebraproducts.co.uk

FAIRFAX SADDLES LTD ERREPLUS SADDLES

LOCATION: Valdagno, Italy.

TYPE OF SADDLES MANUFACTURED: Dressage; Jumping; Eventing; Pony.

BRANDS OF SADDLES AVAILABLE: Erreplus.

DO YOU OFFER A BESPOKE SERVICE? Yes. Erreplus saddles are only available in the UK through SMS qualified saddle fitters and are fitted precisely to individual requirements. Made on a heatadjustable tree with a wide variety of panel and flap options for optimum fit and comfort. Colour and trim also customisable.

SPECIAL FEATURES OF YOUR SADDLES: Made exclusively from Italian double bull leather for quality and durability. Dakron flocked for adjustability. The special shoulder-free panel allows exceptional freedom of movement and the design and materials support horse and rider comfort and optimise rider position.

DO YOU DEAL WITH: • RETAILERS – No • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes, life time for the tree under normal use and 2 years for leather and stitchings.

ACCESSORIES AVAILABLE: Girths; Leathers; Saddle Pads; Shims; Leather Balsam and Cleaner; Fitting Tools and Equipment CONTACT DETAILS: Shaws Equestrian Ltd. T: 01335 370737 E: info@shawsequestrian.com W: www.erreplus.com WWW.EQUESTRIANTRADENEWS.COM

LOCATION: Walsall, England.

TYPE OF SADDLES MANUFACTURED: English GP, Jump, XC, Dressage BRANDS OF SADDLES AVAILABLE: Fairfax DO YOU OFFER A BESPOKE SERVICE? Performance Dressage and World Class models are available with custom flap options.

SPECIAL FEATURES OF YOUR SADDLES: Fairfax Performance and World Class flocked models feature the patented Fairfax Performance Panel (GB2515079B & 2505962B), scientifically proven to relieve pressure and improve the horse’s performance.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? SimaTree saddle tree is guaranteed for 5 years, materials and workmanship for 12 months subject to fair wear and tear.

ACCESSORIES AVAILABLE: Fairfax Performance girth, breastplate, Rio headcollar, martingale, neckstrap, SimaTree gullet bars, Rapide Leathergel.

HOW OLD IS YOUR COMPANY? More than 30 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Fairfax Saddles uses a combination of Pliance pressure mapping and Centaur Biomechanics gait analysis to develop its products.

CONTACT DETAILS: T: +44 (0)1922 711676 E: info@fairfaxsaddles.com W: www.fairfaxsaddles.com EQUESTRIAN TRADE NEWS JUNE 2023 | 41

ETN | ADVERTISEMENT FEATURE

FIRST THOUGHT EQUINE LTD

LOCATION: Kent, UK. TYPE OF SADDLES MANUFACTURED: All types of English saddles, plus Western, Stock, Baroque and others.

BRANDS OF SADDLES AVAILABLE: WOW Saddles, WOW DMK. DO YOU OFFER A BESPOKE SERVICE?: Yes. SPECIAL FEATURES OF YOUR SADDLES: Manufacturers of the revolutionary modular WOW saddle with its Y-shaped tree, lateral flexion, and interchangeable headplates, panels and flaps.

DO YOU DEAL WITH: • RETAILERS – Yes for accessories • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes – 2 years.

ACCESSORIES AVAILABLE: girths, stirrup leathers, saddlecloths, breastplate HOW OLD IS YOUR COMPANY? 25 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Within two years of being launched, the patented air bags, Flair™ air flocking, were being sold and fitted in 15 countries. 3 years of R&D produced the first WOW saddles.

CONTACT DETAILS: T: 01227 831614 E: info@wowsaddles.com W: www.wowsaddles.com

HARRY DABBS SADDLE MAKERS

LOCATION: Walsall West Midlands.

TYPE OF SADDLES MANUFACTURED: All styles.

BRANDS OF SADDLES AVAILABLE: Harry Dabbs and Harry Dabbs Platinum.

DO YOU OFFER A BESPOKE SERVICE? Yes, we have a large selection of trees (7) and believe finding the right tree is the most important step. Large selection of leather and patent options availble for riders who want personalisation.

SPECIAL FEATURES OF YOUR SADDLES: Our wool flocked Performance panel leaves the back sooner to encourage hindquarter engagement. The Future panel is another option, this is cut away to sit behind the shoulder offering freedom of movement as the shoulder rotates. Many models feature a narrow twist for close contact and improved connection. Large choice of blocks and the option of single or double flaps.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Tree – lifetime (terms apply).

ACCESSORIES AVAILABLE: Yes. Girths, stirrup leathers and Harry Dabbs branded Flex-On stirrups.

CONTACT DETAILS: T: 01922 642222 E: info@harrydabbs.co.uk W: www.harrydabbs.co.uk 42 | EQUESTRIAN TRADE NEWS JUNE 2023

FIELDHOUSE RIDING EQUIPMENT

LOCATION: Walsall, England.

TYPE OF SADDLES MANUFACTURED: GP, Cob GP, Jump, Dressage, Cob Dressage, Pony. Monoflap Jump & Dressage.

BRANDS OF SADDLES AVAILABLE: GFS. SPECIAL FEATURES OF YOUR SADDLES: All our saddles offer: X-Change Gullet System; Siliconized Wool Flock; X-change Girthing Option; Polymer Synthetic Web Strained Tree; Front Gusset To Enable Fit Adjustment.

DO YOU DEAL WITH: • RETAILERS – YES (who have a resident saddle fitter) • SADDLE FITTERS - YES • DISTRIBUTORS - YES ARE YOUR SADDLES WARRANTED? Yes - details online.

ACCESSORIES AVAILABLE: Yes, at various price points. Includes Anatomical Bridles and Girths, Leather Pony Girths and Pony stirrup leathers, leathers, breastplates and our training aid.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We combine innovative design with a traditional feel, which we’ve developed over the years whilst working with the likes of Rodrigo Pessoa, Blyth Tate, Anky Van Grunsven and Carl Hester.

CONTACT DETAILS: T: 01922 638094 E: trade@fieldhouse.co.uk W: www.gfs-saddlesuk.com

JEFFRIES SADDLERY

LOCATION: Walsall, West Midlands.

TYPE OF SADDLES MANUFACTURED: All styles including Dressage, Jump, GP & Show/Working Hunter.

BRANDS OF SADDLES AVAILABLE: Jeffries, Falcon.

DO YOU OFFER A BESPOKE SERVICE: We offer a choice of leather options and bespoke finishes (e.g piping/patent leather).

SPECIAL FEATURES OF YOUR SADDLES: Wool flocked panels with traditional gussets. Soft comfortable well positioned knee/ thigh blocks that provide instant comfort and rider seat security.

Choice of models to suit all levels of rider.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Tree – lifetime terms apply.

ACCESSORIES AVAILABLE: Girths, stirrups, leathers & bridles.

HOW OLD IS YOUR COMPANY? Jeffries was founded in 1820 ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We specialise in traditional tack yet also welcome new concepts to improve comfort and welfare. All laminated wooden trees are made in-house using laser technology. The Sport and Liberty saddles are new best sellers due to design, quality and price.

CONTACT DETAILS: T: 01922 642222 E: info@ejeffries.co.uk W: www.ejeffries.co.uk WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

KENT & MASTERS (FAIRFAX SADDLES LTD)

LOCATION: Walsall, England.

TYPE OF SADDLES MANUFACTURED: English GP, Jump, XC, Dressage, Cob & Pony DO YOU OFFER A BESPOKE SERVICE? No. SPECIAL FEATURES OF YOUR SADDLES: All saddles are made entirely in the UK and feature the SimaTree changeable gullet bar system, wool flocking and girthing options for optimum fit and stability.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? SimaTree saddle tree is guaranteed for 5 years, materials and workmanship for 12 months subject to fair wear and tear.

ACCESSORIES AVAILABLE: Kent & Masters hide-covered stirrup leathers, girth, SimaTree gullet bars, Rapide Leathergel.

HOW OLD IS YOUR COMPANY? More than 30 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We proudly manufacture in the UK, using English Butt leather from a Walsall tannery and pure wool flocking from British Jacob sheep.

CONTACT DETAILS: T: +44 (0)1922 711676 E: info@kentandmasters.co.uk W: www.kentandmasters.co.uk

SMART SADDLES

LOCATION: Nottinghamshire, UK. TYPE OF SADDLES MANUFACTURED: A comprehensive collection of patented, fully flexible sports saddles.

BRANDS OF SADDLES AVAILABLE: SMART™ saddles DO YOU OFFER A BESPOKE SERVICE? Custom fit for every horse and rider and bespoke saddle finish options.

SPECIAL FEATURES OF YOUR SADDLES: The flexible saddle system allows for changes in back shape and weight. Impactabsorbing materials protect the horse’s back from pressure and trauma. One saddle can be fitted to multiple horses.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 12 months’ manufacturer’s warranty.

ACCESSORIES AVAILABLE: A full range of custom made and recommended accessories.

HOW OLD IS YOUR COMPANY? SMART Saddles was established in the UK in 2006.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We won the Queen’s Award for Enterprise: Innovation, 2021 CONTACT DETAILS: T: +44 (0)1909 807870 E: smart@smartsaddles.com W: www.smartsaddles.com WWW.EQUESTRIANTRADENEWS.COM

PREMIER EQUINE INTERNATIONAL LTD LOCATION: United Kingdom with international service.

TYPE OF SADDLES MANUFACTURED: leather, synthetic – interchangeable Gullet System – Dressage, GP, Jump, Cross Country, Pony, Racing.

BRANDS OF SADDLES AVAILABLE: Premier Equine International Ltd. SPECIAL FEATURES OF YOUR SADDLES: Luxury materials, quality manufacturing, interchangeable gullet, synthetic fibre flocking, Co-polymer tree, discipline specific.

DO YOU DEAL WITH: • RETAILERS - Yes • SADDLE FITTERS - Yes, through trade accounts • WHOLESALERS – Yes, via the website/email ARE YOUR SADDLES WARRANTED? We offer a 1 year manufacturer’s warranty.

ACCESSORIES AVAILABLE: We offer a wide range of accessories including leathers, girths, gullets, bridles, stirrups and more.

CONTACT DETAILS: T: 01469 532279 E: sales@premierequine.co.uk W: trade.premierequine.co.uk W: www.premierequine.co.uk

TECH 1 SADDLES

LOCATION: UK. TYPE OF SADDLES MANUFACTURED: Dressage, Jumping, GP and Pony.

BRANDS OF SADDLES AVAILABLE: Tech 1 DO YOU OFFER A BESPOKE SERVICE? No. SPECIAL FEATURES OF YOUR SADDLES: Tech 1 Saddles are made from Italian Leather and are flocked with English Wool.

The tree is heat-adjustable. Interchangeable knee blocks.

DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes, lifetime for the tree under normal use and 2 years for leather and stitchings.

ACCESSORIES AVAILABLE: Girths; Stirrup Leathers; Leather Balsam; Flocking Wool HOW OLD IS YOUR COMPANY? 2 years.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Tech 1 Saddles are designed by Roberto Rasia, one of the foremost saddle makers in the trade worldwide.

CONTACT DETAILS: Shaws Equestrian Ltd. T: 01335 370737 E: info@shawsequestrian.com W: www.shawsequestrian.com EQUESTRIAN TRADE NEWS JUNE 2023 | 43

ETN | BETTER BUSINESS

How not to lose track of your customers’ spending habits

Photos: Thaspol Sangsee/Shutterstock.com, Yuganov Konstantin/Shutterstock.com

As the deadline looms to upgrade to the latest version of Google Analytics, Christina Jones looks at what’s under the bonnet of the new platform - and why your business should make the move.

GA3 was criticised for its lack of transparency and control over user data. Indeed, the use of GA3 is illegal in a growing number of European countries including France and Italy.

With GA4, Google has addressed these concerns and introduced more privacyfocused features, including an option for users to opt out of data collection and data retention controls.

By making the move to GA4, businesses can become more compliant with GDPR and other data protection regulations.

Failing to transition to GA4 will mutilate the performance of your ad account as Google won’t be able to optimise your ads for better performance.

G

oogle Analytics (GA) has long been the go-to tool for businesses to understand their customers and improve their website’s performance.

However, following changes to privacy regulations in 2018, Google Analytics 3 (GA3) faced criticism for its lack of transparency and control over user data.

As a result, Google has introduced Google Analytics 4 (GA4), a privacy-first analytics tool that addresses these concerns. It also offers new features that make it easier for businesses to gain insights into their customers’ habits.

The deadline to upgrade to this new version of Google Analytics is 1 July, 2023.

While both versions of Google Analytics (GA) are designed to analyse activity on your website, the way they operate is totally different. Think of them as being like an Apple or a Windows laptop, they fundamentally do the same things but moving between the two systems is not seamless.

Unfortunately, these differences complicate the process of moving from GA3 to GA4. Unlike many software or app upgrades, it’s not just a case of hitting an upgrade button to make the change - particularly for e-commerce sites or those with complex web setups such as country-specific sites.

Illegal in some countries

So why is Google changing GA? It’s yet another marketing technology change driven by GDPR (General Data Protection Regulations). Introduced in 2018, GDPR highlighted the importance of user privacy and data protection.

44 | EQUESTRIAN TRADE NEWS JUNE 2023

Especially useful for retailers and manufacturers

However, jumping across from GA3 to GA4 isn’t just a tickbox exercise to improve GDPR compliance as the latter offers several significant improvements for marketers compared with the old version.

At some point in the not-so-distant future, your website data will be safer, cleaner, predictive of your needs, and more costeffective thanks to the machine learning, predictive analytics and data gap modelling found in GA4.

Machine learning is the ability of computers to learn from data and make predictions based on patterns it detects.

Predictive analytics is the use of data, statistical algorithms and machine learning techniques to identify the likelihood of future outcomes based on historical data.

Data gap modelling is the process of identifying gaps in data and filling them in using statistical models.

Combined, these features are especially useful for retailers and manufacturers who want to get the most out of their analytics data. They can use them to gain detailed predictions of future consumer behaviour and then employ this information to plan their marketing and purchasing strategies accordingly.

A game-changer

Overall, these features are a game-changer for businesses that want to stay ahead of the curve and remain competitive in today’s fast-paced market.

GA4 provides a complete view of the customer journey across different platforms and devices which better represents how website visitors jump between social media, search engines and email to research and shop for their equine needs.

Plus, it does a better job of tracking users when they access your website via multiple mobile and desktop devices.

WWW.EQUESTRIANTRADENEWS.COM

Cavaletti Collection offers a range of affordable, adjustable full leather saddles to the trade

Google Analytics 4 offers new features that make it easier for businesses to gain insights into their customers’ habits.

The introduction of predictive analytics is of special note for retailers.

Traditionally, we’ve only been able to measure what has happened on our websites in the past, and then use this information to help plan for the future. With the introduction of machine learning into GA, future predictions are available.

Imagine how much easier ordering stock might be if you have detailed predictions of what would sell over the upcoming weeks.

If you don’t upgrade…

So, what happens if you haven’t upgraded to GA4 by the 1 July 2023 deadline?

Your old version of GA3 will no longer collect any data from this date onwards, leaving you driving blind when it comes to how consumers are finding your website and behaving when they land on it.

You’ll lose the ability to compare your current performance to the past and answer questions such as: ‘Are August 23 website visits higher or lower than 2022?’

For those of you running Google ads, not transitioning to GA4 will mutilate the performance of your ad account as Google will no longer be able to measure the effectiveness of your ads or optimise them for better performance.

With the deadline for migration fast approaching, it’s time to make the jump to GA4, enjoy the benefits of the new platform and avoid the data tracking, GDPR compliance and performance issues with which businesses that fail to transition will be saddled.

About the author: Christina Jones is the founder of Blacktype Digital, a leading digital agency that specialises in driving revenue growth for manufacturers and retailers through innovative and results-driven marketing strategies.

As a certified partner of Meta, Shopify and Google, Christina and her team have become a trusted partner for businesses looking to grow their online presence and sales. Equine clients include international events, brands and governing bodies. www.blacktypedigital.com

T: 01922 263600 E: contact@cavaletticollection.co.uk DRESSAGE JUMP GP VSD SHOW ALL AVAILABLE IN 15” THROUGH TO 18” SEATS

cavaletticollection.co.uk

ETN | RETAILER PROFILE

‘Rosie’s lad’ runs the show David Elms tells Deborah Hayward about his job as manager of Settle Country Store and his love for retail in a tight-knit rural community.

D

avid Elms manages Settle Country Store in the attractive North Yorkshire market town, working alongside his mother, Rosie, who has been retailing in the area for many years and is, not surprisingly, very well known among the locals.

“People have often referred to me as ‘Rosie’s lad’,” says David, “and, when they come to the shop, they say, ‘We’re off to Rosie’s place,’ which is really nice.”

Photo: Joanna Prestwich

WHEN A NEW CAREER BECKONS

A keen equestrian, David left school and studied horse management at Askham Bryan College before working on a livery yard, caring for 400 or so sheep and eventing the owners’ horses.

He had also taken his BHS exams and worked as a freelance instructor before going on to lecture at Craven College, Skipton. “It was a couple of days a week at first, but I eventually began lecturing full-time and I David loves eventing loved it,” says David.

“It was only when I took up a senior management position at another college that things began to go wrong for me. The pressure was immense and I struggled with my mental health. I had to take three months off and didn’t do anything other than feel sorry for myself – I had really lost my way.

“I was thoroughly miserable and Mum, who was manager of the Carrs Billington branch in Settle, offered me a van driver’s job there. I took it and, when they saw I had the gift of the gab, I was moved into the store, where I got into sales.”

AS ONE DOOR CLOSES…

The Carrs Billington store eventually closed in 2018 and Rosie and David were made redundant. “We were given half an hour to get our stuff and leave,” he recalls.

However, by a stroke of luck, the pair were back in full-time employment only weeks later when Kathryn Hilton, a director of the Settle Coal Company, made David an interesting proposition.

“We knew one another through our horsey connections,” says David, “and she called to say that they were planning on opening a country store and wondered if I would be interested in managing it.

I didn’t even have to think and said, ‘Yes, absolutely.’”.

46 | EQUESTRIAN TRADE NEWS JUNE 2023

David, his mum Rosie and sales assistant Abi bring their knowledge and experience to the store’s customers.

David was there from Day One, cleaning out the building, sweeping, painting and building desks. “We had a two-week window to get the place ready,” he says. “It was bonkers, customers were phoning in orders while I was digging out sewer pipes at the same time. ”Everyone gave blood, sweat and tears to get the place going, but that is where the passion is.”

Pulling together in this way saw the team hit its target and the doors were thrown open to the public.

SERVICE YOU CAN TRUST

Settle is a tight-knit community where farmers and equestrians pop into the store for advice and knowledgeable tips, as well as products. “We don’t mess people around,” says David. “If we think they are spending too much money, we’ll tell them.

“We get horse owners coming in and asking for five bags of feed. My novice event horse doesn’t get half that, so I ask them what they are doing and some admit they are only hacking at the weekend. I’ll tell them that they’re overfeeding and help them to cut their costs and reduce their feed bills.

“I think people trust us because they know we won’t rip them off. Some retailers just live for the sale. We don’t. We get a sale because we enjoy what we do and that’s a huge part of it.”

TEAMWORK

David holds the reins at the store, with the support of Rosie and full-time member of staff Abi Parsons, as well as Kathryn Hilton.

“It seemed weird at first that my mum is no longer my manager – I am hers,” he says. “We are a great team and we all have our specialisms.

“Mum and I are both AMTRA-qualified RAMAs (SQPs) and we can take care of everything from cats to cows. Abi is from a farming background and also training to do her SQP exams.

“I love what I do and I really love my job. I get up every morning and am excited to be going to work. It’s great to be able to help people.”

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RETAILER PROFILE | ETN DIVERSE PRODUCT RANGES

Agricultural supplies are the first products customers come across as they step inside Settle Country Store. “You find yourself in Farmer Land,” says David. “There are sheep sprays, markers, electric fencing, drenches – everything that farmers need.

“In the warehouse, we have bedding and feed. There’s metalwork in the yard and upstairs we have the posher bits – country clothing, waterproofs and wellingtons, and an equestrian section. We have a first-aid range, supplements, lotions and potions, head collars, lead ropes, lunging equipment – all the essentials, just not the smart show gear.

“I would love to have a full tack shop with saddles and bridles – I would really be in my happy place – but at the moment our market isn’t quite there. We do have quite a few yards and we have showing, hunting and Pony Club round here, so we are perfectly placed to accommodate most riders’ requirements.”

CUSTOMERS FROM NEAR AND FAR

“Customers come from Burnley, Cumbria, Skipton and Harrogate, as well as people travelling to the auctions in Carlisle,” says David.

“We also get a fair few people dropping by when they are on holiday and looking to come in for a spend.”

STICKING TO BRICKS-AND-MORTAR

Settle Country Store is dedicated to bricks-and-mortar retailing and it doesn’t offer online sales.

“There is so much competition out there and, for us to be in the game, we would need a full-time dedicated member of staff,” says David. “None of us have any experience in the online sector and it’s not our market.”

A NEW BUILDING

In April last year, the business moved to a new home, leaving the 1960s building in which they had set up shop in 2018. “This was part of a three-year plan,” explains David. “If the store did well, we knew we would be relocating. If it didn’t, we’d have closed the doors and gone away.

“Thankfully, it thrived, so we replaced the old-single storey building that had a leaky roof. We managed to recycle 90% of it – the frame went to a farmer and is now a cow shed, the windows were used in a garden summerhouse and the rest of the building was crumbled down for hardcore beneath the car park.”

Horsey products and country clothing are found in the store’s first-floor showroom.

PLANNING FOR THE FUTURE

“It might be old-fashioned, but I would like to get a member of staff back out on the road,” says David. “They could visit the auction marts to push our business and tell people what we do.

“Business is growing all the time. Every month, every year, we’ve seen progression, with new people coming to us. We want to make sure that continues by telling them about us and saying that we are here. Once they know, they come in.”

Settle Country Store’s new, purpose-built premises opened for business in April 2022.

CLEANING UP SALES

The store operates as a drop-off point for a rug-washing service.

Customers leave their dirty rugs, collect them later and pay the rug-washing company direct.

“We don’t charge for the facility,” says David. “It’s not a loss leader, as it doesn’t cost us anything – but, when people are here in the shop, nine out of ten times they buy something.”

ETN asks David…

Q: Do you promote the store on social media?

We have Facebook and Instagram pages, although we are not as hot on them as we could be.

What’s the Settle Coal Company?

The family-run Settle Coal Company has been supplying and delivering fuel, building materials, skips and much more to the local community and further afield for more than 60 years.

It was established by Edward (Ted) Thornton, Ken Garnett, Nathan Booth and Eric Rushton in 1962. Today, it is run by Ted’s children, Brian, Pat, Jackie, David, Peter and Kathryn.

with Ian Stark and Heiniger clippers. We had around 100 people and it was the best night ever.

Q: Do you still ride?

I take care of the equestrian side and we go to BETA International.

When reps come to the store to see me, I am always so busy, but the trade fair is a great opportunity to do face-to- face meetings with them.

Yes, I have two horses – one who is retired and whom I hunt through the winter when I can, and a grey who is my comeback kid that I plan to event. He is amazingly well-bred and one of the most talented horses I have ever sat on. I have spent the past three years getting to a point where he no longer rears and the past ten months in training.

Q: Do you host special events in-store?

Q: What do you like to do in your downtime?

Q: Who does your buying?

Yes, we’ve had all sorts of equine events, including one we did

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I enjoy walking with my partner and cooking.

EQUESTRIAN TRADE NEWS JUNE 2023 | 47

ETN | ETN REPORTING

TURNING BACK THE PAGES…

For more than four decades, ETN has reported on the equestrian trade. Here’s what was making headlines this month five, ten, 20 and 30 years ago.

In June 2018, ETN reported:

In June 2013, ETN reported:

In June 2003, ETN reported:

In June 1993, ETN reported:

Saddle fitting became a ‘proper profession’ when the Society of Master Saddlers (SMS) introduced compulsory CPD for its registered, qualified fitters. “Saddle fitting cowboys will be less likely to get away with pedalling their mumbo-jumbo,” observed ETN in its comment.

Show jumps manufacturer Jump 4 Joy terminated its association FIVE with Oliver Townend Eventing following YEARS the rider’s reprimand for over-use of the AGO... whip on his Badminton horse trials ride.

Blue Chip ended its seven-year distribution agreement with Dodson & Horrell and began supplying retail and wholesale customers directly. The feed company was planning “exciting offers and promotions,” said recently appointed managing director Steve Davis.

More than 200 Countrywide staff lost their jobs.

Administrators for the retail chain said the redundancies were “unavoidable.” Buyers had been found for 15 former Countryside branches, among them Roy and Jeanette Male, partners in retailer Wychanger Barton, and former Musto CEO Peter Smith, who were set to purchase the Taunton and Cirencester stores.

Socialite Tara PalmerTomkinson, the face of that year’s Jeep National Riding Festival, appeared on ETN’s front cover. The festival had been devised by BETA in a bid to get more people riding and thus increase the size of the equestrian market.

There was good news and bad for R&R Country.

20 Despite having 90 saddles YEARS worth £34,000 stolen from its Selby AGO... store, the retailer celebrated the opening of its new outlet within Farlows at 9 Pall Mall in the heart of London’s West End. More than 100 retailers attended Weatherbeeta’s Expo event to preview the company’s new ranges and hear from Terry Waddell, sales manager of Weatherbeeta Australia. There was also an excellent lunch.

Derby House was branching out into stabling. The retailer produced a new stables and fittings brochure and launched a ‘planning and renovations’ service.

48 | EQUESTRIAN TRADE NEWS JUNE 2023

Gommes, the Chilterns-based retailer founded in the early 1900s, was acquired by rural retailer Countrywide, which already had 50 country stores and employed more than 1,000 staff.

Mike Gommes, the third generation involved in the TEN family business, moved YEARS to Countrywide’s Thame AGO... store.

Body protectors meeting the BETA Level 3 standard became compulsory for the obstacle phase of BHS TREC competitions. The discipline had around 1,500 regular participants.

Nottingham based manufacturer Harpley Equestrian came to the rescue when the La Baule Nations Cup Show in France was let down over an order of winners’ embroidered rugs.

“It was all hands on deck, working early, mid and late shifts,” said business owner Kath Harpley. “The rugs were delivered to the show by courier – with 30 minutes to spare.”

In product news, Dengie replaced molasses with rape seed oil to create a new complete feed – Dengie Healthy Hooves Molasses Free; Flair Equine Nasal Strips were introduced in resealable packs; and the Toggi Black capsule collection was launched.

A spate of broken billet hook studs resulted in several near-misses as reins became detached from bits. In a plea to manufacturers to check the quality of billet hooks before using them to make or repair reins, James White of the Loriners’ Company said: “If you buy in the back woods, 30 you take all the risks.”

YEARS Automatic horse walkers AGO... were appearing on the market – and warranted a full explanation of how they work. Seamless rubber flooring for stables was becoming popular too.

British dressage star Laura Fry told ETN how she fed her top horse Quarryman on Dengie’s Alfa-A and Naked Oats.

The late rider’s daughter, Charlotte Fry, is the current world champion.

Buxactic took on sole UK distribution for Foxwood, the Illinois based manufacturer of Bona Allen western saddles, saying they wanted to give British riders the chance to experience western riding at an affordable price.

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Photo: Anthony Delgado/Shutterstock.com

SOCIAL MEDIA MATTERS | ETN

Why not make that name on a fence work harder for you?

Is it worth it?

With the show season comes sponsorship opportunities. What makes the difference between a good investment and a bad one, asks Rhea Freeman.

I

s sponsorship worth it? I recently got into a discussion with someone about this very topic. They said we needed more big venues in the UK for the sport, and without sponsorship, that’s a challenge.

They also said that companies get great social media coverage in return. Now, in a lot of cases, I disagree with this.

It shouldn’t just be social media (although this is a big part), it shouldn’t just be for the duration of the event - and what ‘great’ looks like varies for everyone. But let’s dig deeper…

First up, if you as a brand want to support an event you love/ you have a history with/whatever other reason that is more personal than commercial, I won’t stop you. History with shows and competitions is lovely and having goodwill in the local area is nice too. If that’s the objective for your sponsorship, then you have realised that goal.

Now, let’s go back in time. Sponsorship of riders at the top of the sport used to revolve around a logo on a lorry and saddlecloth.

Now, for sponsorship to really work, brands need more.

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There are more opportunities than ever to promote a company to its target audience - from traditional to digital to social media - therefore there’s more competition for every pound spent. And the best way to judge where to spend those pounds is simple…

Which option is going to give you the greatest return on your investment?

From my experience, I don’t necessarily believe that your name on a fence is going to do that without proper thought and a strategy around it. If it’s simply your name on a fence, you could well find a much greater return on investment from a Facebook ad where you can track every element of what you do, regardless of the objective you pick.

That doesn’t mean shows and competitions don’t have value, far from it, but we can’t be lazy when it comes to making sure the maths works. And events can’t afford to sit on their laurels either.

CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS JUNE 2023 | 49

ETN | SOCIAL MEDIA MATTERS I’m passionate about the value of sponsorship for brands, be it events, riders or even influencers. There is huge value if this is done correctly, if there’s a strategy around the investment, a clear objective, a multi-channel marketing approach, an ability to adapt and create opportunities that might not be ‘normal’ but that could generate a real return for a brand.

So, what does this look like? It depends on every individual situation, but instead of simply a name on a fence, what could the brand or event suggest to make that fence work for them?

Photo opportunities? Course walks? Influencer guides? Making of the fence for social media content? Being involved in the design/ maybe getting customers involved?

How can the event support the brand on the lead up to the event but also the rest of the year? Can they promote key events for that brand? Can a mailing list be utilised? Can there be some collaborative elements planned that appeal to all audiences? Can there be vouchers or incentive for people to do something (like sign up to a mailing list or use a voucher) to create a tangible benefit beyond brand exposure?

We know that the climate is tough out there. Various issues have spooked people and many business owners are reporting an impact on their turnover. But there is also huge potential…

Yes, things have always been done in a certain way, but if there’s ever been a time to reassess the situation, now is it.

There needs to be a lot more delivered to make sponsorship worth it. But there’s also so much opportunity to make sponsorship a complete no brainer if everyone does the work.

Coming soon

Classified CLOUD POS ECOMMERCE

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.

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