ETN (Equestrian Trade News) – June 2022 by ETN (Equestrian Trade News)

JUNE 2022

Volume 46, No 5

LIGHTS, CAMERA, ACTION!

Get the right marketing mix A CAREER IN SADDLERY?

ETN is the official media partner of BETA International

BE INSPIRED BY THIS RECRUIT

PLUS

• AWARD-WINNING RETAILER PROFILED • TWO AMTRA ACCREDITED CPD FEATURES

2022

11-13 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

SEIB were there to help! Call 01708 850000 www.seib.co.uk

SEIB Insurance Brokers cover my Saddle Fitting business, and I must say they are a very efficient company, I have a point of contact who I am able to speak to if I have any questions, which means I’m not passed around the company in painful circles as has been known with other companies. When I had a query, the lady that dealt with it couldn’t have done more to help me and explain the scenario to me, finding a resolution. A truly fantastic service. I can highly recommend SEIB, I honestly feel they have your best interests at heart! Jane Randall

#SEIBhere2help 24/7

email: enquiries@seib.co.uk

Terms & Conditions apply. South Essex House, North Road, South Ockendon Essex RM15 5BE. SEIB Insurance Brokers Ltd are authorised and regulated by the Financial Conduct Authority.

HORSE & PONY · HORSEBOX & TRAILER · LIVERY YARDS · BUSINESS · RIDING SCHOOL & MUCH MORE

Ultimate

FLY PROTECTION! 14

Gallop Combo Fly Mesh CODE: 2038

• 200 denier Ultra-breathable outer • Enhanced Fly protection • Conforming Belly flap • Elasticated detachable leg straps • Nylon lined neck and chest

Become A Stockist

• Large tail flap • Stretchable lycra neck insert • Shoulder pleat • Fixed neck with loop for Fly Mask attachment • Double front buckles

Trade From:

£14.99 RRP: £29.99

Editor’s comment I

t bodes well that the now ubiquitous fun rides appear to be enjoying a bumper season. Often run as fund-raisers by hunts or charity groups, they involve mainly off-road routes of six to 15 miles, plenty of canter opportunities plus some all-important jumps. You ride at your own pace, with friends or alone, and at just £15 or £20 to enter – with no onerous paperwork required - they’re a great day out with your horse or pony. At one such fun ride near me recently, someone said there were 168 entries, plus all the ‘connections’ having a gossip and/or dog walk while they waited for their riders to return. The burger van was doing a roaring trade - yet there wasn’t a tack stall in sight. An opportunity worth checking out, perhaps, via ‘fun ride’ groups on social media. It’s just an observation, but I wonder if equestrian retailers are now more competitive with one another than they once were. Pre-internet, shops pretty much all had their own patch and own customers. Reputable brands respected this and tended to deal only with one main stockist in a certain geographical area. But since the advent of online shopping, it matters not where a retailer is based; and it’s a free-for-all when it comes to courting customers. On the other hand, the craft-based saddlery world seems to have retained its gentler touch. Two young saddlers interviewed for this issue of ETN – our saddlery special – comment on how supportive and helpful experienced

FRONT COVER:

It’s all go at full-service PR and marketing agency Tim Smith LIGHTS, Marketing (TSM) CAMERA, ACTION! as the team shoots a video for one of PLUS its many clients in the equestrian and pet sectors. Read managing director Tim Smith’s advice on achieving the perfect marketing mix in this issue of ETN, or for more information, contact tel 01724 784600 or visit www.timsmithmarketing.co.uk JUNE 2022

Volume 46, No 5

members of the trade have been to them. Maybe cut-throat competition has no place in the world of bespoke, hand-made products? And what’s not to like about that? The same saddlery sector is definitely top of the pops when it comes to environmental credentials too. Making and mending, repairing and restoring are the perfect antidotes to the dreaded throwaway society. Long may traditional saddlery continue. And how wonderful that young people are seeing it as a viable and exciting career or business opportunity. There was a certain irony about Meta opening its first ever physical retail space last month. The Meta Store, on the Meta Burlingame campus, home of its Reality Labs division in California, aims to demystify the metaverse for consumers – while actually talking to its customers. “Having the store… gives us more opportunity to experiment and keep the customer experience core to our development,” explained head of Meta store Martin Gilliard. “What we learn here will help define our future retail strategy.” I got all excited by a press release telling me about new vegan riding boots. No, the idea isn’t to eat them once you’ve finished wearing them – although that would be the ultimate in recycling - but to sell them to ‘riders with a conscience’. Ah, that’s clever… but, just a moment, it’s been done before… Remember Stylo rubber riding boots? Did they count as vegan?

In this issue... NEWS 4 PRODUCT NEWS BENCH SADDLER OF THE MONTH Meet this month’s winner

IN THE HOT SEAT

With Nicky Fletcher

SOCIAL MEDIA MATTERS Getting linked up

RETAILER PROFILE

An award winner from Cornwall

AMTRA ACCREDITED RAMA CPD FEATURE Nutrition module: feed hygiene

BETTER BUSINESS It’s all about image

MARKETING AND PR

Agency directory Opinion from leading players

SADDLE FITTERS’ CPD Accredited by the SMS

WANT A CAREER IN SADDLERY? Read this inspiring story

SADDLE-MAKERS’ DIRECTORY

From leading brands to bespoke services

BEST OF BRITISH

Meet the suppliers flying the flag

BETA INTERNATIONAL 2022

September’s trade fair previewed

AMTRA ACCREDITED RAMA CPD FEATURE

Nutrition module: Antioxidants explained

23 30

TURN BACK THE PAGES

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

I was lucky enough to chat to a top dressage rider at the weekend. The subject of saddlery came up – and how riders are prepared to shell out for the latest fads and fashions. “The more money they spend, the more stupid they get” was his observation. And he’s probably right - thank goodness!

Get the right marketing mix

A CAREER IN SADDLERY?

ETN is the official media partner of BETA International

BE INSPIRED BY THIS RECRUIT

• AWARD-WINNING RETAILER PROFILED • TWO AMTRA ACCREDITED CPD FEATURES

2022

11-13 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

SEIB were there to help!

Call 01708 850000 www.seib.co.uk

#SEIBhere2help 24/7

email: enquiries@seib.co.uk

Terms & Conditions apply. South Essex House, North Road, South Ockendon Essex RM15 5BE. SEIB Insurance Brokers Ltd are authorised and regulated by the Financial Conduct Authority.

HORSE & PONY · HORSEBOX & TRAILER · LIVERY YARDS · BUSINESS · RIDING SCHOOL & MUCH MORE

WWW.EQUESTRIANTRADENEWS.COM

Last month’s CPD feature generated some interesting debate about research on horses and how far we should go to improve our understanding of diseases and efficacy of products. ETN will explore the topic in a coming issue.

Liz Benwell Liz Benwell

EQUESTRIAN TRADE NEWS JUNE 2022 | 3

News ETN | NEWS

Saddle fitter wins place on national sports coaching scheme A saddle fitter, who wants riding to be seen as an ‘ordinary’ sport, has been offered a place on a national sports coaching programme. Steph Bradley, owner of North Wales based Freedom Saddlery, has become one of just ten from all sports to be accepted onto the Sport Wales Coach Developer Programme. “It’s great to see equestrian coaching being supported by Sport Wales,” said Steph, an SMS master saddle fitter and UKCC Level 3 dressage coach. “It’s so important that horse sport is represented alongside other mainstream sports from football to triathlon – it’s the best way to shake off any confusion about it being elitist.” Steph believes it’s not widely known just how popular riding is. She reckons that, according to BETA’s 2019 statistics, there are pro-rata around 77,000 equestrians riding more than once a week in Wales - compared with 79,000 playing members of the Welsh Rugby Union. “It makes riding as popular as rugby,” she told ETN. Steph says that her coaching experience has many positive spin-offs for saddle fitting too. “Understanding how the rider influences the horse means

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

Riding is as popular as rugby, says coach-cum-saddle fitter Steph Bradley.

coaching and saddle fitting sit together well,” she explained. “There’s no doubt that my coaching has helped my saddle fitting, and vice versa.”

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

www.carbonbalancedpape r.com CBP123456

Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com

4 | EQUESTRIAN TRADE NEWS JUNE 2022

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 Baileys Horse Feeds BETA Courses BETA International BETA Membership Bettalife British Dressage Champion Citrus-Lime Dodson & Horrell ETN Gallop Equestrian Holdsworth PR Horse&Rider magazine JB Promotions Jenkinsons Lallemand Animal Health MSFC NAF PONY magazine Premier Equine Pro-Equine Race Media Red Gorilla Scott Rowley PR SEIB Insurance Society of Master Saddlers Solution Saddles STUBBS ENGLAND The Golden Paste Company Vita Animal Health Zebra Products

39 15 28 58 40 OBC 27 49 58 11 29 IFC 23 29 25 3&5 56 41 13 24 7 51 26 IBC 29 OFC 35 43 47 33 9 17

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

CONCUSSED RIDERS LEFT WITH DEPRESSION

Six in ten riders who get concussed in a fall are left with depression. And the more severe the head injury, the worse the symptoms of depression and anxiety, according to a study funded by riding helmet manufacturer Charles Owen. The research also reveals that 30% of riders who suffered from depression after concussion had prolonged mental health problems, some lasting up to one year after their accident. The research was undertaken at the University of Brighton by MSc student Charlotte Ricca. 1,007 riders gave details of any falls during the previous 12 months, then evaluated their mental health before and after the fall, as well as recently. Participants in the study were aged 18 and over. Concussions were in some cases self-diagnosed and in others medically established. Riders’ mental health was not assessed by a medical professional. Instead, they were asked to complete the industry-standard test PHQ-9 (Kroenke et al, 2001) to measure depression and the GAD-2 scale (Kroenke et al, 2007) to measure anxiety. “Our study has replicated what has been found across other studies in sport, particularly those in rugby and American football where 28% of professional NFL (National Football League) players have serious cognitive impairment as a result of concussion,” said Matt Stewart, head of innovation at Charles Owen. “An accident in horse riding has the potential to involve higher forces than other sports, so it’s a fascinating area to study.”

WWW.EQUESTRIANTRADENEWS.COM

“Cost of living” forces event to cancel

The inaugural HorseFest - the celebration of everything equine due to take place at Kelsall Hill in Cheshire on 8 – 10 July – has been cancelled. Founders Thea Roberts and Heidi Hunter-Cope said they had called it off “with a heavy heart”. “Challenges, including the ongoing impact of Covid, the cost of living increases that are affecting our horse communities, along with unprecedented infrastructure cost increases and shortages have all factored in our decision-making process,” said Thea. HorseFest was originally planned to run at Weston Park in July 2021, but was cancelled due to Covid.

STUDY IDENTIFIES LAMINITIS RISK FACTOR Insulin in the blood is a key indicator of ponies most at risk of developing laminitis, according to new research. The Royal Veterinary College (RVC), who undertook the study with the Waltham PetCare Science Institute, say it could improve owners’ and vets’ abilities to identify high risk ponies - and then take measures to reduce the risk of them developing the condition. Laminitis is estimated at one case per 200 horse-years in the UK, and much higher for ponies. “The research helps us to identify the ponies at highest risk of laminitis so that we can take steps to reduce the risk,” said lead researcher Edward Knowles. “Whilst many factors are associated with laminitis, insulin concentrations are the most important.” The study was funded by Mars Petcare UK and the Mellon Fund. EQUESTRIAN TRADE NEWS JUNE 2022 | 5

ETN | NEWS

More viewing for dressage fans More dressage coverage is to be streamed by Horse & Country, thanks to a new partnership with British Dressage. Competitions, masterclasses, training insights, interviews and profiles of top riders and coaches – plus action from big competitions – will feature on the new British Dressage channel.

AMBITIOUS PROJECT IN EQUINE GENETICS

A biobank has opened at a huge equine veterinary centre in Qatar. Inara, which means enlighten in Arabic, is within the country’s Equine Veterinary Medical Centre (EVMC). The biobank is used for storing and preserving DNA, stem cells and tissue samples. The aim is to enable animal owners to safeguard valuable genetic information and secure stem cells extracted at the centre’s regenerative medicine laboratory. A horse’s own stem cells can be used to help restore the function of damaged tissues such as tendons, ligaments and cartilage. Success is highly dependent on how quickly after injury the treatment can be delivered, explained Dr Tatiana Vinardell, head of research and education. Therefore, having a readily-available store of stem cells means horses can receive timely and precise care. The Inara biobank is also a resource for researchers – such as those developing new drugs, genetic tests and treatments - who can gain access to stored samples and associated data. The EVMC equine referral hospital has the latest technology in digital diagnostic imaging, three operating theaters, ICU, an isolation unit, lameness examination areas on three surfaces, a farrier workshop, a pharmacy and clinical research laboratories. The Inara project is funded by Qatar Foundation which was created in 1995 by Sheikh Hamad bin Khalifa Al Thani and Sheikha Moza bint Nasser as a non-profit organisation.

RETAILER BACKS CHARITY’S APPEAL FOR HORSEPOWER

Online retailer Harry Hall has pledged to help the Riding for the Disabled Association (RDA) find extra horsepower. The charity needs more suitable horses and ponies to achieve its three-year plan to support 10,000 more participants by 2025. Harry Hall is asking its customers – including the 30,000 members of its Harry Hall One Club online community – for help. “Maybe your horse could bring a smile to someone’s face?” says Harry Hall CEO Liz Hopper. “You can sell or loan your horse to the RDA and help transform a life.” RDA needs horses and ponies of all ages and abilities, with younger equines considered an investment for RDA groups spending charitable funds. Many go on to compete; and equines are protected by the charity’s welfare policy. “We want to work with as many people as possible to speed up the process of finding horsepower and to help train horses where that’s needed,” says Emma Baylis project coordinator for the RDA. Equines accepted into RDA groups, whether purchased or loaned, must pass a two-stage veterinary examination and assessment by an experienced coach. 6 | EQUESTRIAN TRADE NEWS JUNE 2022

SPONSORS AND SHOWS

• The Great Horses for Health event, with the Duchess of Cornwall as patron, runs from 19 June to 28 August. Activities for horse enthusiasts will highlight how horses are good for mental health, while raising funds for charities HorseWorld Trust and the RDA. • The Sue Carson Saddles North Yorkshire Challenge is a new eventing series for grass roots riders at Skipton (1/2 July), Aske (9/10) and Skipton 2 (6/7 August) with branded rugs and cash prizes to be won. • Monty Stuart-Monteith – the genial lynchpin of leading distributor Shaws Equestrian – is taking his Shaws Iberian wine bar round the show circuit. “After years of complaining about the quality of food and drink at events, we’ve done something about it,” Monty told ETN. Serving good quality Spanish wine, beers and spirits, along with tasty tapas, the Shaws Iberian wine bar stays open late for après-event meets-ups. • Burghley is set to run on 1 – 4 September following a two-year hiatus due to the coronavirus pandemic. A new event director Martyn Johnson is in place; while new crosscountry course-designer Derek di Grazia (who built the 2020 Tokyo Olympics track) is set to challenge around 80 elite combinations. • Eventer Will Rawlin has become a brand ambassador for bedding company Sundown Products. His 16 horses are bedded on a combination of Sundown Green (chopped wheat straw) and Sundown Yellow (chopped rapeseed straw). • Former Egyptian showjumper Sameh el Dahan, who’s now based in Northern Ireland, has been accumulating sponsors. Backers include Hi Form Equine supplements and Dominick Rugs via their UK distributor The Centre Line. • Battles’ brand Hy Equestrian has welcomed international dressage rider and trainer Elspeth Day to its team of sponsored riders. Says Elspeth: “I’ve been using Hy Equestrian products for a number of years now and I particularly love their breeches and dressage pads for their quality, fit and style.” • Horseware Ireland marked the launch of its spring/summer 22 collection with sponsorship of former Olympic showjumping champion Steve Guerdat. The Swiss rider – who won individual gold at London 2012 features in the company’s latest ‘Through It All’ campaign. Horseware Ireland has made a short film about Steve’s life with horses. WWW.EQUESTRIANTRADENEWS.COM

SELECTED RETAILER BENEFITS

Easy Online Ordering

Forward Ordering Not Required

Expert Customer Service

Low Minimum Order

Apply for a trade account today! sales@premierequine.co.uk WWW.EQUESTRIANTRADENEWS.COM

Outstanding Quality Marketing Assets EQUESTRIAN TRADE NEWS MAY 2022 | 7

ETN | PRODUCT NEWS

Product News Flexible body protector has affordable RRP

The new Rhinegold Flexi-Zip Prestige body protector is tested and approved to BETA 2018 Level 3 – and delivers an attractive RRP. It features smaller segments of padding than Rhinegold’s standard body protectors to give a much more comfortable feel with greater flexibility and movement. It’s also lighter in weight but without compromising on safety. Day-glo piping on the front and back boosts visibility, while double touch tape fastening with coloured safety markers ensure correct closure. The body protector fastens with a front easy-clip-in belt with elasticated straps for comfort. There’s also a front zip to enable easy putting on/taking off once the desired positioning of the side panels is achieved. The Rhinegold Flexi-Zip Prestige comes in adults’ sizes (RRP £112.50) and children’s (RRP £82.50). Rhinegold is available exclusively from Snowhill.

SMALLER PACK SIZE

Horslyx balancers are popular with horse owners, but did you know that the brand makes licks for ruminant species too? Appealing to customers who also keep sheep, goats, deer and cattle, the palatable Horslyx Smallholder Block provides essential vitamins, minerals and trace elements, plus additional energy and protein. Available in 5kg and 15kg tubs, they’re perfect 8 | EQUESTRIAN TRADE NEWS JUNE 2022

Tall riding boots in imitation leather have joined the new Veganza range from Mountain Horse. The company says its ‘all-vegan’ boots are a great option for riders with a conscience. The boots have elegant patent detailing and subtle branding, plus lightweight cushioned polyurethane insoles. There’s stitching detail around the foot and an elasticated lace system at the front. In black only, Veganza Tall Boots retail at £149 and come in three width/height fittings. Also in the Veganza range are zip paddock boots, side zip paddock boots and leggings.

Summer stunner

From Cavallo’s S/S 22 collection, the Diane Fleece Hoody offers soft comfort with a flattering silhouette. There’s optic trim on the hood and cuffs, and contrast branding on the chest and arms, for a sporty yet stylish look on or off the yard. Diane is available in dark blue, green leaf or dark raspberry. The trade price is £63.50, RRP £134.

FUEL FOR ACTION DOGS

TurmerItch - The Golden Paste Company’s skin and coat supplement for horses - is now available in a smaller pack size of 1.5kg. Previously only available in 2kg tubs, the smaller packs enable new customers to try the product at a lower cost. TurmerItch combines key ingredients including neem, red bush tea and chamomile to soothe the skin by promoting a healthy skin and coat. It also contains turmeric and micronised linseed to help produce a shiny coat. The easy-to-use pellets are highly palatable and the active ingredients in TurmerItch also support biting insect repulsion. TurmerItch now has an extended shelf life of 12 months. The RRP for a 1.5kg tub is £44.99

Livestock licked

BOOTS WITH A CONSCIENCE

The canine equivalents of show jumpers and gymkhana ponies need the right nutrition to perform. And for Becky Fosters’ agility and flyball superstars that means VetSpec Omega-3 Joint Mobility Formula from the same stable as TopSpec Equine feeds. Swindon, Wiltshire based Becky competes at the highest level with her team including Bindy, a six-year-old working cocker spaniel cross border collie, nine-year-old Brandy and one-year-old cocker spaniel, Yaeger. “I’ve seen a big difference in their general condition and wellbeing since feeding VetSpec Omega-3 Joint Mobility Formula,” says Becky. “Brandy had a dry, itchy coat and skin before but now he looks really glossy and shiny. All the dogs maintain their weight better; I’ve also seen much improvement in their muscle tone.”

for smallholders who want to ensure their charges receive the right balance of nutrients, especially if it’s their first go at keeping livestock. Horslyx Smallholder Blocks also provide the specific nutrients needed by the millions of bacteria which populate the rumen, helping to ensure this vital part of the ruminant animal’s gastrointestinal tract is healthy. Smallholder Block is fed on a free access, selfhelp basis. RRPs are £12.15 for the 5kg lick and £31.65 for the 15kg size. WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

BE SEEN IN STYLE

Experts collaborate to create new bit range

Sprenger has developed a new range in conjunction with bit expert Heiko Schmidt-Sentekl, Olympic dressage gold medallist Jessica Von Bredow-Werndl and fellow dressage rider Benjamin Werndl. Pronamic bits are anatomically curved, singlejointed and have a forward flared port. They encourage horses working at an advanced level of training to carry themselves and to step forward into the hand and bit while staying elevated and ‘through’ the neck. As such, Pronamic bits are recommended for horses that have completed their basic training correctly and are now well-established. When it comes to show jumping, Pronamic bits are said to be effective for horses that pull into a fence and tighten up their necks. The bit’s shape means the rider can be effective without having to become too strong with his or her hands, says UK distributor Zebra Products.

With hi-viz now selling year-round, this Equisafety Multi Coloured Gilet is the perfect rider’s or walker’s companion on a summer’s day. Its tailored fit gives a neat, elegant outline, while the quilted insulation – made from recycled plastic bottles - keeps the body warm. A water repellent finish protects from light showers. Featuring a soft ribbed inside collar, two large zipped pockets, retro reflective piping and 2” tape, there’s a comfortable soft, wickable lining. The Equisafety Multi Coloured Gilet, modelled here by dressage star Charlotte Dujardin, comes in yellow/ orange, yellow/pink, orange/pink or red/orange. The RRP is £69.99.

FOR FLY-FREE RIDING

There are lots of excellent fly rugs on the market, but not so many that can be used while exercising the horse. The Bucas Buzz-Off Zebra Riding Rug is made in a lightweight mesh and comes in two parts. The neck section attaches to the main rug with hook and loop straps at the withers; an elastic browband keeps it in position. The rug provides a physical barrier to keep flies from irritating the ridden horse. And its zebra-like stripe design is well-proven for confusing and repelling flies too. The Bucas Buzz-Off Zebra Riding Rug is available in sizes small to extralarge, with an RRP of around £96. Bucas is distributed in the UK by Zebra Products.

Soothing zinc oxide and herbal extracts support skin’s natural healing

85% The ultimate first aid cream for your tack box

of vet nurses reported improvement after just one application*

92% of vet nurses would recommend*

Suitable for use as a barrier cream on delicate areas, such as girth and muzzle Suitable for all stages of wound healing Suitable for use with or without dressings The one product no first aid kit should be without. Safe, gentle, effective.

www.vitaanimalhealth.com • info@vitaanimalhealth.com • +44 (0)1256 591032

ETN | PRODUCT NEWS

Photo: fizkes/Shutterstock.com

Your employment headaches covered

Few small firms have a dedicated HR department, yet owners of businesses of every size face complicated employment issues almost daily. Now Blacks Solicitors has come up with an affordable and practical solution to dealing with the minefield of ever-changing employment legislation and problems in the workplace. Blacks Protect is a complete employment protection package that provides firms with all the up-to-date employment advice they require. It does this by ring-fencing, via an annual contract, the cost of taking advice on contentious employment issues, as well as the risk of an adverse finding in an Employment Tribunal. The principal features of the scheme are: • An audit of existing policies, procedures and documentation; • An online manual, updated regularly to reflect changes in legislation, together with training in the use of the online manual; • 24 hours per day, 365 days per year unlimited access telephone helpline manned only by qualified solicitors specialised in employment law; • Invitations to Blacks’ seminars, webinars, mock tribunal and discounted rates for employment training sessions; • Receipt of newsletters and bulletins regarding employment law updates; • Optional health and safety advice and support; and • Optional insurance cover against an award in the Employment Tribunal, of up to the maximum of £250,000 per claim. No obligation quotes are available for the cost of providing Blacks Protect for twelve months.

RUG WITH ADJUSTABLE NECKLINE

The cleverly designed Rhinegold Phoenix Outdoor Rug has an easily adjustable neckline to allow for horses with wider or slighter shaped necks. The ripstop, waterproof, breathable outer is in 600 denier, and the rug has a mid-season 50gsm polyfill. It’s an ideal lightweight option for chilly summer or autumn evenings, or for hardy types in the winter who don’t require a thicker, heavier rug. The Phoenix outdoor rug also features a multi-adjustable chest, front shoulder pleats, cross-over surcingles and leg straps. Available in sizes 5’3” to 7’3”, the RRP is £65.50. Rhinegold is available exclusively at Snowhill. 10 | EQUESTRIAN TRADE NEWS JUNE 2022

NO FLIES ON ME!

The clever Elico Malham Fly Mask/Headcollar is perfect for summer turnout. The webbing head collar features an integral fly mask, so owners can simply pop it on in one go. Ideal for the morning rush! The mask section is carefully designed to stay proud of the horse’s face. The top is elasticated for a good fit around the face, and the crown piece is adjustable on both sides. The headcollar’s cheekpieces, noseband and browband are lined with fleece for comfort. Available in black and sizes pony, cob and full, the RRP is £19.95.

Under starter’s orders

Your competitive customers can save themselves a great deal of sewing with Eskadron’s new QuickPin start number sets. Complete with numbers and pins, the sets are easy to attach and take off. They come in a matching zipped bag to keep everything safe. In black or white, the RRP is £36.95 for a set of two. Eskadron is distributed in the UK by Shaws Equestrian.

Covid alerted owners to their horses’ health, says vet

The Covid pandemic has got owners thinking about their horses’ immune challenges, says a leading vet. Dr Andy Richardson (pictured) was part of the veterinary and nutrition team that designed the innovative new supplement, NAF Immuforte Liquid. “Humanisation of our attitudes towards our animals is a well-known fact,” he told ETN, “and we’re finding owners’ awareness of keeping horses healthy is much greater since the pandemic.” Immuforte is formulated to support overall health and recovery when the immune system faces a challenge. The palatable liquid is safe to use alongside veterinary prescribed treatments. “Horses face greater immune challenge than a lot of domesticated species because we expect so much more of them,” added Dr Richardson, NAF’s veterinary director. “Travel, competition, exercise, mixing with new groups of horses – all of them challenge the immune system and it needs to be at its peak to effectively deal with the stressors that are placed on horses during these times. “As a vet, dealing with horses with compromised immune systems can be one of the most difficult parts of the job, not least seeing affected animals suffer.” Dr Andy Richardson BVSc CertAVP(ESM) MRCVS and NAF’s head nutritionist Kate Hore RNutr (Animal), R.Anim.Technol (Cert) were pivotal in the development of Immuforte. A 1L bottle costs £33 (RRP) for 33 days’ supply, with a 5L bottle available for £149.30 for 166 days’ supply. NAF is a BETA NOPS (Naturally Occurring Prohibited Substances) accredited company, enabling it to guarantee full traceability on all the natural ingredients used in its formulations, which are also selected in compliance with the guidelines for Clean Sport. WWW.EQUESTRIANTRADENEWS.COM

EW ! N M O FR

AVAILABLE TO ORDER

NOW!

FIBRE UP

A FULLY SUPPLEMENTED CONDITIONING FIBRE LOW STARCH & SUGAR FULLY BALANCED COOL CONDITION EXTRA FEATURES: CONDITION SUPPORT – ADDED LYSINE, B VITAMINS AND A HIGH OIL CONTENT DIGESTIVE SUPPORT – PREBIOTIC FOS, PROBIOTIC ACTISAF YEAST, MINT, BASIL HOOF & COAT SUPPORT – HIGH BIOTIN, ZINC, METHIONINE IMMUNE SUPPORT – VITAMIN E AND QLC NATURAL ANTIOXIDANT BLEND

For more information please contact your D&H Account Manager, call our orders team on 01270 782236 or email enquiries@dodsonandhorrell.com

www.dodsonandhorrell.com

ETN | BENCH SADDLER OF THE MONTH

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.

Lucy Cushley in her workshop. “I doubt you’d find another trade with such support on offer,” she says.

ETN BENCH SADDLER OF THE MONTH: LUCY CUSHLEY

NOMINATED BY: Helen Reader, who says: “Lucy is based in County Down, Northern Ireland. She works hard to come over to the mainland for training and to keep in touch with people and the industry faceto-face. Lucy’s business, The Irish Saddler, focuses on bridles, harness and leather goods; she’s made a great niche for herself in the region thanks to her determination to be successful. Lucy has an infectious personality and, once met, is never forgotten.

ABOUT Lucy “I thoroughly enjoy the craft of leatherwork but certainly don’t think I’ve a gift for it,” says the ever-modest Lucy. Yet she clearly has the drive to keep going. “Sometimes it’s been tough getting over to England for training,” she admits. “It can be more demoralising than cutting a strap too short!” As a youngster, Lucy loved doing things with her hands, be it putting up fencing, painting stables or digging daffodils in the garden. And horses have been a constant in her life. “Sadly for my parents, I was born trying to climb into the saddle,” she says. “I’ve always loved horses whether it’s mucking 12 | EQUESTRIAN TRADE NEWS JUNE 2022

out or galloping down the beach.” Childhood weekly riding lessons grew to competing across Ireland and the UK with Pony Club and riding clubs. Then Lucy began work as a freelance groom in riding schools, polo and eventing yards. In fact, she’s never strayed too far from the equestrian lifestyle. “Currently my horses are enjoying a well-deserved retirement, so I’m lucky to get out for adventures with friends’ horses.” Despite her horsey passion, Lucy had never considered a career in saddlery – until she was asked to make a seat-saver from a sheepskin. “And then it all suddenly clicked into place,” she recalls. Lucy studied at Capel Manor College for two years. In 2019 she won the Abbey England Scholarship, and was selected as a beneficiary of the Queen Elizabeth Scholarship Trust. Harness has become something of a speciality for her. “I love harness, it’s so vast,” she enthuses, “from how many horses [are being driven] to what type of vehicle, to all the different pieces… “I love it all, especially when there’s a story to it. I recently received a beautiful bridle [for repair] which had stunning ship ornaments.” Pride of place goes to the ‘Ferarri’ driving bridle Lucy made in college. “I tried to cram in as many different techniques as I could and it ended up looking pretty cool.” Lucy also enjoys making unusual things, such as a leather mask for an SMS competition – “although all the really good stuff usually comes with an NDA [nondisclosure agreement]!”

BEST AND WORST

Lucy goes to great lengths to cross the Irish Sea regularly to train and network. “The best thing about the saddlery industry are the people who are willing to teach, share and mentor you throughout your career - many without having any financial incentive to do so,” she says. “I doubt you’d find another trade with such support in varying locations, specialities, age range and business setups.”

On the flipside, she adds, is the isolation involved with being a one saddler workshop. “It’s very easy to get inside your own head and listen to all those nasty feelings of self-doubt. Thankfully I’ve plenty of supporters who are only a phone call away with support and advice.”

ONLINE BENEFITS

Despite saddlery being a hands-on craft, Lucy believes the internet has brought it great benefits. “Due to the pandemic, the huge shift towards having an online presence is great,” she explains. “Being able to ‘bring people into the workshop’ [virtually] and show them the love and effort that goes into each piece is a big step forward. “Giving out information to help people make an informed decision about what they’re purchasing has been a real help too.” Lucy’s also a big fan of online learning. “With lots of webinars, seminars and professional online get-togethers, it’s great to be able to brush up on your CPD while you can keep stitching in the background.” A self-confessed workaholic, Lucy still loves being outside – “preferably not in the rain” - working in the garden or the fields. She also enjoys exploring new places then curling up in front of the fire with Bagel, her dog.

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.

WWW.EQUESTRIANTRADENEWS.COM

A Winning Combination Congratulations Laura Collett and London 52 Winners of Badminton Horse Trials 2022

For more details please contact your NAF Area Sales Manager, or the NAF Sales Office on 01600 710726 or email info@naf-uk.com

naf-equine.eu/uk

ETN | OPINION

In the hot seat

With Nicky Fletcher of Equisafety ETN: HOW DID YOU COME TO SET UP EQUISAFETY?

Nicky Fletcher: In 1999, I was living and working in Barnsley in South Yorkshire as the head designer for a workwear company. One day, there was a horrific accident nearby involving two riders and a milk tanker. The tanker got far too close to the horses, so much so that the one at the back got its tail caught in the Nicky Fletcher: “My head is always vehicle’s mud flap which bursting with ideas.” catapulted the horse and rider onto the lead horse. The driver said later: “I didn’t see them,” and I realised they weren’t wearing hi-viz. I knew I could make a difference, so I left a well-paid job and set up Equisafety.

DO YOU RIDE AND/OR HAVE YOUR OWN HORSE? Yes, I’m very lucky to own a Dutch warmblood called Oscar. He was bred for show jumping, but is a total wimp and spooks at poles, so we went into dressage and are currently training and competing at medium level. The business takes up a lot of my time, so I can’t really see me getting past that level. I’m very grateful that he’s on full livery at a great yard, so I can go down and chill with him, which is brilliant.

YOU’VE NEVER BEEN AFRAID OF CONTROVERSY. YOUR POLITE RANGE WITH ITS BLUE CHEQUERED MARKINGS CAUSED QUITE A STIR, FOR EXAMPLE. HOW DO YOU MANAGE TO BE SO INNOVATIVE – AND BRAVE? I think you’re either born creative or you’re not. My head is always bursting with ideas, and not just clothing ideas. From a young age, I’ve had to look after myself and life has taught me never to let people walk all over you. I’m a strong believer in honesty and truth.

EVENT RIDER SIMON GRIEVE IS AN EQUISAFETY FAN. WHAT’S IT LIKE WORKING WITH HIM? Simon is the best rider I’ve ever had the privilege to work with. He is so charismatic and extremely personable with a wicked sense of humour. He is also very generous with his time and a dream to work with. He really cares about his horses, and you can see that as he gallops round huge cross country courses. 14 | EQUESTRIAN TRADE NEWS JUNE 2022

EARLIER THIS YEAR, THE NEWS BROKE THAT YOU HAD SUCCESSFULLY SUED A LEADING SUPPLIER FOR TRADEMARK INFRINGEMENT. DO YOU FEEL COPYING IS A MAJOR ISSUE FOR THE EQUESTRIAN MARKET AND WHAT CAN BE DONE ABOUT IT? OMG… don’t get me started on this one! Copying is rife in the equestrian world. A person creates a new product and, next thing, another company has stolen the idea and made a cheaper version. I absolutely hate that; it kills the creative, forward-thinking drive and passion out of the industry. It’s designers that keep our sport and disciplines innovative and moving forward to give our horses the best equipment, and to give riders comfortable performance clothing. This then leads on to giving the stars of the sport and our yards the best working tools.

WHAT DO YOU THINK WILL BE THE NEXT ‘BIG THING’ IN EQUESTRIAN SAFETY? Of course, safety is always at the forefront of my mind and in developing the business. We’re currently working on a new Equisafety website. This digital platform will bring all safety products into one hub, and our aim is to become the one-stop-shop for anything to do with equestrian safety.

WHO DO YOU MOST ADMIRE IN THE WIDER BUSINESS WORLD? I admire all women who make a success from nothing. They have worked extremely hard and deserve every penny they’ve earned. They have taken chances to get where they are and are not afraid to be themselves. Grabbing life by the chestnuts and making a difference to improve yourself and other people’s lives is the most rewarding thing you can do.

Nicky Fletcher with Oscar, her dressage horse and “chilling” partner.

Would you like to sit in the hot seat and answer ETN’s questions? If so, email editor@equestriantradenews.com WWW.EQUESTRIANTRADENEWS.COM

Donate by selling LO-CAL BALANCER For every promotional bag of Lo-Cal Balancer sold we’ll donate to World Horse Welfare Yasmin is thriving on a mug of Lo-Cal Balancer per day all year round - alongside the careful management of World Horse Wel fare, Penny Farm

LOW CALORIE LOW STARCH LOW SUGAR LOW ENERGY Baileys Horse Feeds Tel: 01371 850 247 (option 1) sales@baileyshorsefeeds.co.uk www.baileyshorsefeeds.co.uk

MADE IN OUR OWN

UK MILL

World Horse Welfare Registered charity no: 206658 and SC038384

ETN | SOCIAL MEDIA MATTERS

Getting linked up on LinkedIn Is this networking nirvana working hard enough for you, says Rhea Freeman.

Photo: Petryshak/Shutterstock.com

inkedIn can be most incredible place to make valuable contacts. It also has a reputation for being a little bit spammy - a purveyor of random and irrelevant messages. It doesn’t have to be that way. Many people have a LinkedIn account; in fact, LinkedIn states that its network has a whopping 810 million members. However for many, their LinkedIn account isn’t so much a living, breathing profile; it’s more of a placeholder in case they need it/need to locate someone/need a new job. The thing is, if there’s been limited or no attention paid to a LinkedIn profile, it won’t work when you need it. LinkedIn acts as a CV, a networking platform, a means to reach out to people in different businesses, a way to showcase what you can do in real time, and so much more. It can also do great things for your company if you’re a B2B business and put the time into developing a Company Page… But let’s focus on the profile area, because that’s where you as an individual can make the most gains. It’s easy and free to set up. You can pay for LinkedIn Premium, but getting the groundwork in place for free is a good option regardless of whether or not you keep using the platform for free or your upgrade. Make sure you have a good profile picture that shows your face, and then go through and complete as much of the information requested as possible. It will take you time, but it will be worth it. Think of it from the other direction. If you were trying to find someone specific at a company and you found an incomplete profile, what would it say to you? Would you think that person was the right one (particularly if they have a popular name) and would it encourage you to connect with them? The answer is probably no. When you’ve done this, reach and connect with people in your industry and beyond who you want to hear more from. When you connect with people, it allows you to send them a Message, like a direct message on other platforms, that’s delivered straight into their inbox. It also means you get to see what type of content they’re commenting on or sharing, like any other platform. LinkedIn used to have a reputation for spammy messages, with people really abusing the Message function. Personally, I had people who had never met me or spoken to me offering to redo my website, or saying I needed to sign up to completely irrelevant courses. Having that kind of contact over and over again dropped LinkedIn down my priority list, until a few years ago. Since I’ve been using it more, and using it properly, in terms of sharing updates, engaging with other users by reacting to their content and commenting, I’ve reaped huge rewards in lots of different ways. I’ve made contacts I wouldn’t have normally met. I’ve had opportunities presented to me that wouldn’t have happened 16 | EQUESTRIAN TRADE NEWS JUNE 2022

without that presence on LinkedIn. It really is a powerful place. As for the spammy messages, they seem to have almost disappeared. And the Message function has made a huge impact on me and my ability to connect with people who I can assist, and for them to contact me. I would urge you to look beyond the possible spammy messages, because the possible benefits are so much greater than someone suggesting you should use a service you don’t need or want. Another great thing about LinkedIn - as per any other social media platform - is that you can repurpose your content to make it work on there. Keep in mind the audience, the message you want to deliver to that audience and adjust your content to do this. It’s a really underrated platform, and the opportunity it holds for those who use it properly is huge.

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 provides one to one mentoring for brands and also runs a free Facebook group, a membership group, and produces a weekly podcast with the Small & Supercharged prefix. Find out more at www.rheafreemanpr.co.uk Rhea is also running a webinar series with BETA which includes free sessions for all BETA members who wish to participate and paid for sessions that are open to BETA members and non-BETA members, although BETA members enjoy preferential rates. Find out more by contacting the BETA office on tel 01937 587062 or email info@ beta-uk.org

WWW.EQUESTRIANTRADENEWS.COM

Recognised Worldwide

www.zebraproducts.co.uk +44 (0)1352 763350 info@zebraproducts.co.uk

Modern materials, unsurpassed handling and unique quality

ETN | RETAILER PROFILE

Farmer grows award-winning equestrian business Michael Grigg, owner of Cornwall-based M A Grigg Country Store, and staff members Sue Thomas and Alice Avery tell Deborah Hayward how the business continues to thrive after more than half a century.

Farmer Michael Grigg set up his Cornwall business in 1970 and, today, M A Grigg Country Store continues to thrive.

he Grigg family have been farming in Cornwall for more than 500 years. Today, Michael Grigg shares a deep sense of rootedness with his home county, as a farmer, retailer and owner of a holiday cottage business. Over the past 50 years, this unassuming Cornishman has grown and developed M A Grigg Country Store, which Michael believes was the first of its kind. “Everybody uses the term ‘country store’ now, but back then we were the only one,” he says. The store’s buildings and yard sit on five acres of land in Pendennis, on the main road between Truro and St Austell. Its extensive retail area is divided into departments for agriculture, country clothing, footwear, workwear and equestrian. All animal – including horse – feeds are sold from a separate building and there is a large restaurant on site. When Michael and his late wife, Ann, set up the business back in 1970, he could only have dreamed of how successful it would become.

FINDING A GAP IN THE MARKET

Last year, Michael, 79, was named Farming Champion in the Cornwall Farm Business Awards for his contribution to agriculture. Before opening his retail store, he worked as a farm manager on an estate and distributed animal health products to local farmers as a sideline. In 1975, the time was right for Michael to turn it into a fulltime business, so he bought Pendennis Farm and developed the 18 | EQUESTRIAN TRADE NEWS JUNE 2022

pig shed into a small agricultural shop that he named M A Grigg Country Store. It’s now the business’s offices. “My biggest advantage was my knowledge of farming,” he explains. “There were a lot of co-operatives back then and they were closing stores rather than expanding them. They were behind the times with some of the new products.” Michael’s ingenuity saw him selling animal medicines for warble flies when no other stores were selling this product.

GROWING THE BUSINESS

Over the next four years, Michael continued to develop the business, running the farm alongside it. A feed store and small timber yard were built, as well as a new retail store selling different types of products under one roof. In 1979, the new-look store was opened by Dan Charrington, a Devon farmer and presenter of a BBC farming programme. The event made the morning news and launched the store’s annual Open Day, which is still hosted by Michael and the team.

FRIENDLY FOUNDATIONS

The business remains a family-run store with friendly faces to help and guide customers. There are many more products on sale these days and the building has continued to expand. “We now have around 130 staff in total,” says Michael. “The equestrian side is popular, but it isn’t our biggest – that’s our clothing and footwear, although we do a tremendous amount of timber and fencing.” WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN

Hannah Gallantry (left) and Jenna Loveridge, with Casper the model horse, are members of the award-winning Griggs Equestrian online team.

IN THE RIBBONS

Earlier this year, the store’s Griggs Equestrian website won Zebra Products Online Retailer of the Year at the BETA Business Awards. “We were ecstatic to be nominated and placed in the final, let alone win,” says Alice Avery, who is responsible for equestrian social media. “We are over the moon and so proud of the whole team who have worked incredibly hard.” The store first offered its products online in 2010, when it began with one website selling clothing. It later divided the site into three separate ones, adding agricultural products and equestrian goods to the mix. “People like to shop online with us because of our price-matching and we can pick and pack an order in less than 24 hours,” says Alice. “We also offer free express delivery with orders over £50.”

A PERFECT COMBINATION

Equestrian sales from the store and online are a balanced 50:50 for most of the year, which suits the business, allowing it to serve riders both in the area and from further away. “You can get everything you need, from supplements and bridlework to riding hats and horse rugs,” says Sue Thomas, a buyer at M A Grigg who has worked in the business for more than 20 years. “We offer a wide range of products to suit all budgets, with brands such as Ariat, LeMieux, Shires, Weatherbeeta, Horseware, Holland Cooper, Charles Owen, Champion and Racesafe. The only thing we don’t sell are saddles, as we don’t have a saddle fitter.”

ATTRACTING RETURN CUSTOMERS

The equestrian department is managed by Anthony Knight, with nine members of staff who are all knowledgeable horse people. “We give the right service at the right price,” says Michael. “You don’t just want someone to make a single purchase and never come back.” The store’s premium location means that competition is never far away, but the team is primed and ready for the challenge. “We treat every customer like a member of our

WWW.EQUESTRIANTRADENEWS.COM

Anthony Knight (back) manages the equestrian department at the country store, with Alice Avery (far right) responsible for social media.

own family and we love to hear what they are up to,” says Sue. “We also make sure that we keep up to date and maximise every area,” adds Alice, who has been with M A Grigg for more than six months, promoting the horsey side of the business on social media.

A BUSTLING RESTAURANT

In 2012, the store opened its own restaurant, producing a few hundred meals each day. “We have seven chefs who use fresh ingredients and make everything from scratch,” says Michael. “We don’t buy any ready-made stuff.” Alice adds: “It’s a convenient meeting point for people to come along for a meal or coffee and cake, and then have a look around the store.”

ETN asks Michael, Sue and Alice… Q. What sort of customers do you have? Sue: They are predominantly leisure riders, but we do have professional dressage rider Georgia Stokes.

Q. Do you offer a safety garment fitting service?

Sue: We have five members of staff who fit riding hats and body protectors over seven days a week.

Q. Who oversees the running of the retail side of the company?

Michael: Me and my two daughters, fellow directors Fiona Grigg and Sarah Venning.

Q. What clothing brands do you sell?

Sue: We sell a wide range that includes Barbour, Timberland, White Stuff, Joules, North Face, Berghaus and children’s clothing.

GREEN CREDENTIALS

A new, larger warehouse was built last year with solar panels on the roof, like other buildings on the site. “We need to be eco-friendly and to save money on the bills, too,” says Michael. “We take care to look after the environment in a natural way. Our farms have lots of trees and miles and miles of hedges.”

FUTURE PLANS

Despite significant expansion over the previous five decades, the team still feels there is room for growth. “We are always looking for gaps in the market, just like Michael did when he first started,” says Alice. Michael adds with a chuckle: “I guess you can never say never.”

Q. Do you offer a delivery service?

Sue: We have five lorries delivering in every part of the county once a week.

Q. Does your farm generate produce for the business? Michael: Yes, we bring meat for the restaurant and I make all our hay and straw.

Q. How do you promote the business?

Alice: We use social media, everything from Facebook to TikTok, promoting our products and developing a community with our fellow equestrians.

Q. What are your opening hours?

Sue: Monday to Friday, 7.30am to 5.30pm, Saturday, 7.30am to 5pm, and Sunday, 10am to 4pm.

Q. What are your favourite cakes from the restaurant? Sue: Carrot. Alice: Carrot. Michael: Millionaire’s shortbread.

EQUESTRIAN TRADE NEWS JUNE 2022 | 19

ETN | CPD FEATURE ABOUT ETN’S RAMA/SQP FEATURES ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/ SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

FEED HYGIENE: WHAT YOU NEED TO KNOW By Sarah Nelson, SPILLERS nutritionist.

ourcing your feed supplies from a reputable manufacturer is the first important step in the journey of stocking a premium product. But the final keys for hygiene and quality control lie with you, the retailer, as well as the customer making the purchase. Good storage is king. This practical advice will help you and your customers keep feed fresh, horses healthy and reduce the risk of NOPS contamination.

Photos: Rungtiwa Hruwatanakul/Shutterstock.com, Caleb Lane/Shutterstock.com, rina Vasilevskaia/Shutterstock.com

SHAPES, SIZES AND SELL BY DATES

Feed comes in all shapes and sizes from plastic ‘bale’ style bags and paper sacks to tubs and small treat bags. Some have a shelflife of a few weeks while others will last safely for several months - provided they are stored appropriately. By unloading and storing feed correctly from the start, you can prevent losses from insects, mite, rodents, birds and moulds. Prevention is much easier, safer and more cost effective than having to take corrective measures.

SAFE STORAGE

Your feed store should be secure, clean, dry and fit for purpose and fully proofed against birds, rats, mice and insects. All feed should be placed away from direct sunlight and overhead lights and away from open doors. The recommended storage temperature is 12 degrees centigrade or below to inhibit insect activity, but to be extra safe it’s advisable to implement a routine pest control programme to keep those destructive rats, mice, insects and birds safely at bay. Large stores should be fumigated on an annual basis in accordance with COSHH regulations.

CHECK, UNWRAP, RACK AND ROTATE

All feed should be checked on delivery to ensure that there are no damaged bags, no build-up of moisture on the bags and no build-up of dust. All shrink wrap should be removed from deliveries before storing otherwise moisture may build up and form mould, providing the perfect environment for insects. Bagged feed must be elevated from the floor, on racking or pallets. This allows ventilation between the floor and the stock and 20 | EQUESTRIAN TRADE NEWS JUNE 2022

reduces the possibility of attack by pests. Ideally a six-inch gap should be left between pallets to provide ventilation, to enable the product to be inspected on a weekly basis and to prevent any cross-contamination. Adopting a ‘first in first out’ process will ensure stock is rotated to prevent new stock being dispatched over old stock. Only animal feed should be stored in a feed room, to prevent contamination. All glass lights should be secured with a suitable guard. All breakages must be cleared up immediately and lights replaced. All breakages should be documented in the event of traceability being needed. Remember that eating, drinking and smoking should never be allowed in your feed storage area.

BIN IT

It’s also important to ensure feed is stored appropriately after it is opened. Feed bins should be soundly constructed and hardwearing and should be cleaned and dried after each use. Sealed lids are crucial, not only to prevent mite infestations in the summer months but also to prevent feed from being contaminated, going stale, drying out, going mouldy and becoming unpalatable. Bin ends and rubbish should be removed daily and disposed of away from the store to detract vermin. For extra cleanliness it’s a good idea to vacuum the store on a weekly basis and to vacuum up any spillages as they occur. Vacuuming is more hygienic than sweeping and causes less dust. WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN

RAMA CP Questio D (nutritio ns n) J 2022 E une TN

UNDERSTANDING NOPS

NOPS stands for naturally occurring prohibited substances. Such substances have the potential to exert an effect on a horse and are either naturally present within certain ingredients or occur as a result of inadvertent cross contamination at any stage prior to the horse eating the feed. The most common NOPS found include: • Caffeine – Cacao and coffee • Theobromine – Cacao and its metabolite Theophylline –Tea • Morphine – Opium poppy, Papaver somniferum • Hyoscine – Nightshade, Datura • Hordenine – Germinating barley • Bufotenine – Phalaris grasses, toads and toadstools • Lupanine – Lupins • Atropine – from Atropa belladonna, or deadly nightshade

NOPS KNOW HOW

• If you are selling directly to a rider remind them that it’s important to know the origin of all their other feeds and supplements, and what they contain. • Avoid any potential for cross contamination in your storage areas – this means keeping cans of Coke, Red Bull, coffee and tea mugs, chocolate and any bakery products that may contain sources of NOPS such as poppy seeds or chocolate well away from feed. • Recommend customers record batch details of their feed and ideally retain a small sample from each batch. • Be aware that if you knowingly sell products to people competing under rules (of any discipline) you are responsible for ensuring that the product is fit for purpose e.g. NOPS approved. The contract of sale is between the retailer and the rider not the manufacturer. Investing in a good feed store and adopting a stringent feed management strategy is an efficient and economically sound practice. Prevention of a problem occurring is always preferable to having to deal with the setback of a feed hygiene crisis.

AT A GLANCE: TEN STORAGE TIPS FOR YOU AND YOUR CUSTOMERS

• A feed store should be secure, dry, cool and clean at all times. • Keep feed off the floor and away from walls. • Block up all holes in your feed room to stop vermin helping themselves. • Feed bins should be soundly constructed, clean and dry with secure lids. • Bin ends, old feed, and rubbish should be removed on a regular basis. • All spillages should be cleaned up as soon as they occur. • If you tip feed out of bags into bins, or for samples, do not dispose of the bags until the feed has been used in case you need to contact the supplier for any reason. • Always check the product’s name and best before date whether taking in stock or purchasing feed. • Always use feed that is in date and use up opened bags before starting another. • Do not buy more feed than you can sensibly store.

WWW.EQUESTRIANTRADENEWS.COM

RAMA CPD QUIZ SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW. EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. A good feed store should have: Big secure windows for good visibility a. b. Open doors for good ventilation c. Full proofing against pests 2. The recommended storage temperature for feed is: a. 2 degrees centigrade b. 15 degrees centigrade or below c. 12 degrees centigrade or below 3. How frequently should you fumigate for routine pest control? a. Annually b. Every quarter c. Every 6 months 4. What is the best advice on the removal of shrink wrap? a. Keep the shrink wrap on until the products are needed b. Remove the shrink wrap before storing c. It doesn’t really matter 5. How should bagged feed be stored? a. In shrink wrap on the floor b. Elevated from the floor with ventilation gaps between pallets c. Pallets packed tightly next to each other to prevent space for pests to gain access 6. Animal feed can be stored with which other items? a. None b. Any dried products c. Any non-breakable products 7. How should stock be rotated? a. First in first out b. New stock on top for ease of delivery c. Old stock to the back 8. What does NOPS stand for? a. Non obligatory product supplements b. Naturally occurring prohibited substances c. Naturally occurring poisonous substances 9. Some of the most common NOPS include: a. Caffeine, theobromine and morphine b. Caffeine, sucrose and hordenine c. Caffeine, amino acids and lupanine 10. With regard to NOPS the contract of sale is between: a. The owner and the retailer b. The rider and retailer c. The rider and manufacturer SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

EQUESTRIAN TRADE NEWS JUNE 2022 | 21

ETN | MARKETING AND PR

It’s all about image Be picture perfect to grow your social media following, says Emeka Ikechi

PRODUCT SHOTS

Bring headshots to life with different poses and styles

hat you say on your social platforms is important. But people’s very first impression is based on how your profile looks. On the likes of Instagram, it may be the only thing people use to form an opinion. Good imagery is not just an expression of who you are, but an illustration of how you communicate.

HEADSHOTS

When people see a face, they gain an impression of who you are, making communication feel more personal. Serious professionals don’t use a lowresolution snap taken at a boozy party on their LinkedIn. Yet it’s a common mistake. However, while the image needs to be high-quality, it doesn’t need to be serious and boring. Bring your headshots to life by experimenting with different poses and styles. Perhaps your LinkedIn headshot is stylish, but your Facebook headshot is more playful – experiment with hats and glasses. Try out different outfits to fit the mood of the image. See what gets the best response. If you change your look - haircut, makeup or facial hair - change your headshot. And be actively seasonal; throw on a Christmas jumper or summer t-shirt.

22 | EQUESTRIAN TRADE NEWS JUNE 2022

If you’re promoting products, have them clearly visible on your social media. People visiting your profile or business page want to see what you’re selling, how it works and where it might fit into their lifestyle. Rather than shooting the product against a plain background, consider showing it in-situ to bring it to life. A headcollar may look fine hanging on a hook, but a stylish shot of it on a horse feels a lot more real and relatable. A horse with a contrasting coat colour would be even more effective. Even if your ‘product’ is more abstract perhaps a service such as saddle fitting or an equine therapy - showing it being lived helps people imagine what it would be like to experience it for themselves. People aspire to live fun, enjoyable, stylish lives. Showing your product being a part of that aspirational lifestyle helps cement that idea. If your product can be worn by you – say it’s clothing - model it yourself so your image doubles as headshot and product shot. It also shows that you personally use the product: it’s not abstract or a moneygrab, it’s a product you believe in.

ACTION SHOTS

To bring even more personality to your profile, demonstrate what you do by delivering a presentation. The trick with action shots is to make them fun yet classy, not awkward and cringe-worthy. A professional photographer can be invaluable here.

A professional yet cheerful image on your social media creates a good first impression.

QUALITY COUNTS

The key is to use high quality images; and this doesn’t just mean higher resolution. Most social platforms limit file/image size or scale down the resolution to fit, although starting with a high-res image does give you more options. Images need to shout quality, and this is achieved through good composition, using techniques like depth of field and correct lighting. Processing with a few Photoshop touchups or effects can also transform images, making them jump off the screen. About the authors: Emeka Ikechi is director of Vanity Studios, a contemporary studio for photoshoots in Shoreditch, London. Since 2009, Vanity Studios has been providing clients with high quality professional photos and an excellent photoshoot experience. The team of photographers and make-up artists ensure each client receives bespoke photography that meets their requirements. Visit www.vanitystudios.co.uk

WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

PR listings Innovative, strategic and effective communications are essential for any business’s marketing campaign. Bring your brand to new audiences through these listings.

BRITISH DRESSAGE MAGAZINE

ADMIRE PR

BRIEF PROFILE: Founded by Andrea Bristol (Sexton) in 2019, Admire PR provides effective and practical promotion for businesses and individuals. Andrea has over 16 years experience in PR, is an ex professional dressage rider and well-known equine industry expert. KEY PEOPLE: With a full team of seven, the key team members aside from Andrea are Jess Simmons and Lula White. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Admire are unique in having a breadth of knowledge outside the equestrian industry; in other sports in charity and in lifestyle PR. This means the team can bring a wealth of new ideas for promotion. This may include press launches, social media, reputational management and digital PR with link building for SEO purposes. T: +44 7887 997922 E: andrea@admire-pr.com W: www.admire-pr.com/ Instagram: @admire.pr Twitter: @ASextonPR LinkedIn: https://www.linkedin.com/company/28957389/ admin/

KEY PEOPLE: Publisher: Fellows Media. EDITOR: Jane Carley. ADVERTISEMENT MANAGER: Jacob Holmes. FREQUENCY/AVAILABILITY: 8 issues per year. GEOGRAPHICAL COVERAGE: UK. TARGET READERSHIP: British Dressage members and those with a keen interest in following the largest growing equestrian sport, with action from grass roots to Grand Prix. CIRCULATION: Over 16,000. ABC AUDITED: No. KEY EDITORIAL FEATURES: The only dedicated dressage magazine in the UK, show report and news, in-depth training features, profiles and interview with the top names in the sport, reviews and information on the latest gear, regional news and events, current veterinary and nutritional advice. ADVERTISEMENT OPPORTUNITIES AND RATES: Display, classified or advertorial, prime positions and multiple insertion discounts. Please contact Jacob Holmes for full details and media pack. T: 01242 259247 E: jacob.holmes@fellowsmedia.com W: www.britishdressage.co.uk

Holdsworth PR Your Voice in the Media, Your Partner in Promotion Full spectrum PR & Marketing support: Public and Media Relations • Social Media • Online/digital PR Direct Marketing • Product and Event Promotions • Sponsorship Management Webinars - Fully managed webinar package

www.holdsworthpr.co.uk

WWW.EQUESTRIANTRADENEWS.COM

Or call Rachael Holdsworth, Holdsworth PR Tel: 01903 892060 Email: rachael@holdsworthpr.co.uk EQUESTRIAN TRADE NEWS XXXX 2020 | 23

ETN | ADVERTISEMENT FEATURE

BRITISH HORSE MAGAZINE

BRIEF PROFILE: British Horse is the official flagship magazine of the British Horse Society. Giving unique access to the largest and biggest spending equestrian audience in the UK. Every issue, over 105,000 BHS members receive British Horse at their home addresses – with no wastage and maximum longevity for advertising campaigns. KEY PEOPLE: Editorial managed in house by BHS Communications Team. Advertising sales across print and online managed by Redactive Publishing Ltd. BRITISH HORSE readers: • Circulation: 102,267 (ABC certified) • Readership: 130,000+ • ABC1 typically 25+ living in households with a high disposable income • 91% female • 89% of readers own or loan at least one horse • Actively participating in competitions include affiliated and unaffiliate eventing, show jumping and dressage • 81% read every issue FREQUENCY: Quarterly.

THE EQUESTRIAN SPONSORSHIP HUB

BRIEF PROFILE: Helping brands and businesses harness the power of equestrian sponsorship to grow their business through creative marketing, sponsorship management and sponsorship activation. KEY PEOPLE: Laura Cutter, Founder, with over 12 years’ experience in equestrian sponsorship and marketing. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? We help identify potential sponsorship opportunities, establish relationships and activate a plan that delivers true value for our clients including... • Sponsorship Planning • Rider Management • Sponsorship Activation We recognise that many businesses don’t have the time or resources to effectively manage their sponsorship relationships. We fill the grey area between rider and brand, sponsor and event organiser to fully leverage all associated opportunities. T: +44 (0) 7867 973717 E: laura@equestriansponsorship.co.uk W: www.equestriansponsorship.co.uk Instagram: @equestriansponsorshiphub Facebook: @equestriansponsorship

T: 020 7324 2721 E: bh-sales@redactive.co.uk W: www.bhs.org.uk Twitter: @BritishHorse Facebook: @TheBritishHorseSociety

The UK’s No.1 magazine for young equestrians ponymag.com plus! this esme scratch art

penceril

Amazing M

topp

SCRATCH

ART

CARDS

22/09/2021 10:40

ESME scratch art x6.indd 1

Shop now

Scratch Art PO18 9DL, Set. Manufactured UK. www.coprom.co.uk. and imported Code; CPH2617. by Tel; 00 44 Co-Prom, Chichester, Small parts, Warning! Not suitable (0)1243 575247. CHOKING for children Adult supervision HAZARD. under 36 Batch recommended. Always wash hands after months. Made in information using. China. Please for future retain this reference.

y plus! Willberr

EGA NOVE * L

PLUS! HUGE THIS ESME POSTER

ponymag.com/shop

order now

book

colourin

MAKnyE!

po cookies

all about dressage to try this week!

Get your MUST-GO-TO horsey horseyhacking

EVENTvSibabcke!s

new pony

bigger with Meg El

SPRING phick gear! SHOW YOUR you

Win!

badm

IT'S BACKton! !

PONYMAG .COM 77003

2 425 97

0 5

3 May 2022

May 2022 £4.99 Issue 890

6 April –

June 2022 £3.99

Products to help keep your

Sport s him love special! 4 May – 31 May 2022

DJMurphy

Buzz aAw WaAyY

*UK ONLY

Sitting pretty trot comfortably to the Find out how to sit one of the most dreaded

get it probably when you itting trot’s and the lessons! But parts of your your balance, position get to let’s right, it’ll boost your seat, too. So, your ss of to impress effectivene – you’re sure sitting trot grips with next lesson! friends in your

Issue 891

TOP TIP

to let Don’t be tempted so trot slowly your pony – it’ll only sitting’s easierhabits that bad teach him to fix later! you’ll have

2 9 3

long legs

what attention to you’re Pay close doing while to take your legs are You don’t have trot, but you want to in sitting trot. sitting halt To do this, stirrups for away your as possible. the stirrups. legs as long feet out of make your up and take your the saddle to open your pony away from as far as Lift your knees push your legs down your inner your hips then stretch in your you feel a and lengthen possible until able to relax gripping with thighs. Being . will stop you unbalanced legs like this and becoming your knees

PONY magazine

to keep your good idea with a It’s a really sessions short, work sitting trot of really good few minutes Too much bouncing learning being the aim. while you’re on your pony don’t his back, so could hurt hurt your too long will sessions overdo it – Regular mini legs as well! progress quickly will help you sore or frustrated without getting keep your pony to help and will happy.

If your pony ’s both ered when you ride, why not try shee a mesh t and ear bonn et?

be able to You won’t don’t trot if you and beautiful sitting deep breaths relax. So, take back to help as roll your shoulders relaxed, 1 Derby muscles House Lemon keep your make you print fly up will £49.99 hy-equest rian.com 3 rug £46.99 derbyhous tensing them £18 more premiereq saddle and estore.com uine.co.uk 5 Elico Mendip combo perch on the off! Feeling a 2 Hy Equestria fly rug £44.95 Bucas Freedom n StormX £28.50 equilibrium likely to topple will help you elico.co.uk 4 fly mask £18 Original zebra products.c Premier Equine zebraprod rainbow little bit floppy pony rather om 7 Horseware ucts.co.uk 6 Buster standard fly rug your his Equilibrium move with Rambo Plus fly mask up against Field Relief fly mask £43.95 than stiffening will be much Midi fly mask horseware This .com movement. e for you, too more comfortablhim at ease. put and it’ll also

Try to use a combination of methods, such as a mask, spray and rug, to give your pony the best chance of

When protection. dealin with flies, g consid er manag your pony’s ement too. Can routine , he live night? out at Are you picking poo reguar ly? 8 Leovet Tam Tam Vet fly gel naf-equin £17.30 for e.eu/uk 10 500ml leovet.de/ Nettex £29.33 for en 9 NAF 946ml absorbine Summer Freedom Off Deet Power salve £19.99 £39.95 lemieuxpr.co.uk 12 Horslyx for performan Garlic balancer 300ml nettexequ ce spray oducts.co ine.com m 14 Equisafet £4.60 horslyx.co 11 Absorbine £18.90 for 750ml y Summer mesh quarter m 13 LeMieux GladiatorUltraShield spray sheet £44.99 Mesh fly boots equisafet y.com

PONY magazine

TOP TIP are the

Lunge lessons practise to perfect way because you sitting trot to worry about won’t need pony – you steering your still. on sitting can focus

PONY magazine

AND SPR AYS

EXTRAS 5

take it easyride a

Muscle up

a good parts of riding most important stomach muscles One of the your your is engaging help you keep sitting trot upright. This’ll seat, rather than to hold you ride with your which is balance and and legs – your hands you’re in the relying on bottom rtant whenever your back, super-impo on relaxing from saddle. Focus help stop you as this will and thighs too much. ask bouncing aroundto engage your core, To learn how and sit up tall. Lean to halt your pony you feel your slightly until is the back very This tense. tummy muscles to keep should aim a bit position you trot – it’ll feel get during sitting with, but it’ll practise. weird to start the more you much easier

LOTIONS

FLY MAS KS

idea to use sitting It’s a great when learning neckstrap very slightly trot. You can reins and tuck lengthen your strap under the It’ll your fingers your balance. to help keep security bit of extra give you a to rely on your without having support. for with pony’s mouth in the mouth Catching him so try to upset him, the reins will your hands. be soft with

8 1

short but sweet

DJMurphy

PONY readers live and breathe everything equestrian. Create brand loyalty for your products by marketing to these horsey mad teens.

strapped ina

Spray and gels offer great protection when you’re riding and, underneath a rug or mask, give an extra level of fly deterrent. Remember to do a patch test of any new product before applying it all over his body.

pony fly free this summer

RUGS

olmasters ve scho Take the PONY Academy test!Polyjumps b Why we lo undle April 2022 £3.99 Issue 889

ow a

Fly masks are a very personal choice – some ponies hate their ears being covered, so borrow a few styles to try before you buy!

pony PONYMAG.COM

ng guide

10 way to get to s kn

Gorgeous

Different disciplines explained

2022

Model ponies! Ultimate shoppi

11:59

TThRis OT Esm juem!p

skills bits

9 March – 6 April

are yo

22/09/2021

PONYMAG.COM

Horseyg gamuin a fan?

2021.indd

DJMurphy

PONY magazine

To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk 24 | EQUESTRIAN TRADE NEWS •XXXX 2020 WWW.EQUESTRIANTRADENEWS.COM Product Editorial • Digital Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers

Photo: Lucy Merrell

j ineedd eexxppllaain

art envelope

DJMurphy

xuucmmppss j

Esme scratch

ACE R Sid ITeTwINithG

NEW

ADVERTISEMENT FEATURE | ETN

JUNE 2022

Volume 46, No 5

EQUESTRIAN TRADE NEWS MAGAZINE

LIGHTS, CAMERA, ACTION!

Get the right marketing mix A CAREER IN SADDLERY?

ETN is the official media partner of BETA International

BE INSPIRED BY THIS RECRUIT

PLUS

• AWARD-WINNING RETAILER PROFILED • TWO AMTRA ACCREDITED CPD FEATURES

2022

11-13 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

SEIB

were KEY PEOPLE: Publisher/Owner: there to help! Equestrian Management Consultants Ltd (EMC Ltd). EDITOR: Liz Benwell. ADVERTISEMENT: Abi Cannon, Evie Edgar. FREQUENCY/AVAILABILITY: 10 issues per year. GEOGRAPHICAL COVERAGE: UK and overseas. TARGET READERSHIP: B2B – retailers, manufacturers, wholesalers and everyone involved in the equestrian trade. CIRCULATION: 2,855 print copies and 4,129 digital copies (May 2022). ABC AUDITED: No. KEY EDITORIAL FEATURES: AMTRA and SMS accredited CPD features, latest industry news and products. ADVERTISEMENT OPPORTUNITIES AND RATES: Adverts, advertorials, inserts, takeover emails and email banners. Please contact Abi Cannon or Evie Edgar to discuss your requirements. When I had a query, the lady that dealt with it couldn’t have done more to help me and explain the scenario to me, finding a resolution. A truly fantastic service. I can highly recommend SEIB, I honestly feel they have your best interests at heart!

Jane Randall

Call 01708 850000 www.seib.co.uk

#SEIBhere2help 24/7

email: enquiries@seib.co.uk

Terms & Conditions apply. South Essex House, North Road, South Ockendon Essex RM15 5BE. SEIB Insurance Brokers Ltd are authorised and regulated by the Financial Conduct Authority.

HORSE & PONY · HORSEBOX & TRAILER · LIVERY YARDS · BUSINESS · RIDING SCHOOL & MUCH MORE

T: Abi Cannon 01428 601028, Evie Edgar 01428 601031 E: etn@djmurphy.co.uk; editor@equestriantradenews.com W: www.equestriantradenews.com

HOLDSWORTH PR

BRIEF PROFILE: An experienced, established agency offering public relations and marketing services to the rural sectors and equestrian world to assist companies in achieving their goals. We care about your brand and getting your message heard through innovative, effective solutions for your business. KEY PEOPLE: Rachael Holdsworth, Gillian Harris and Jennifer Cranford. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? We have considerable knowledge of the horse world, combined with experience of a wide range of equestrian/rural PR marketing activities and extensive media contacts. This allows us to create innovative and effective campaigns, building brand awareness and cultivating relationships with business partners. Using exciting and strategic promotional activities, we achieve results utilizing the full range of marketing tools including press releases, event sponsorship, online marketing, social media, webinars, product launches, websites, advertising, and direct marketing. We develop and implement successful campaigns reaching your target audience, increasing awareness, raising your profile, and supporting your sales growth. T: + 44 (0) 1903 892060 E: rachael@holdsworthpr.co.uk W: www.holdworthpr.co.uk Facebook: @HoldsworthPR Twitter: @HoldsworthPRM Instagram: @HoldsworthPRM

HORSE & COUNTRY

KEY PEOPLE: Publisher/Owner: H&C TV Ltd. DIRECTOR OF CONTENT: Jonathan Rippon. ADVERTISING AND SPONSORSHIP SALES DIRECTOR: Sophie

Conway. FREQUENCY/AVAILABILITY: Our streaming service, H&C+, is

available 24/7 365 days a year. GEOGRAPHICAL COOVERAGE: H&C+ is available globally. Key areas

include the UK, US, The Netherlands, Sweden and Germany. TARGET VIEWERS: Horse & Country is the leading international sports network for the passionate and active equestrian. Our content touches anyone with a passion for horses including the serious amateur who’s willing to spend to get the most from it. KEY EDITORIAL FEATURES: In 2021 we live streamed 105 events, totalling 450 days of live sport, which we expect to exceed in 2022. All live sport’s available for members to watch on-demand after transmission. We’re also committed to creating training content, bringing viewers insight and entertainment through series inc. Swipe Up Kick On, All Star Academy and In the Frame. ADVERTISEMENT OPPORTUNITIES AND RATES: H&C offers a number of opportunities within and around our live streams and ondemand content including in-stream advertising, pre-rolls and sponsorship. We also produce branded content for advertisers that is distributed and promoted across H&C’s platforms. W: www.horseandcountry.tv/advertising T: 07904 004660 E: sophiec@horseandcountry.tv WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 25

ETN | ADVERTISEMENT FEATURE FREE! Issue number 633 June 2022 n Boost your scores with Piggy March n Pippa Funnell: strengthen up n Charlotte Dujardin’s young horses n Horsey weight loss n Soundness n How the herd works n Summer hoofcare

HORSE & RIDER MAGAZINE

FLY SPRAY

WORTH

£18.30

FOR EVERY READER*

The UK’s best-selling equestrian monthly

KEY PEOPLE: Publisher/Owner: DJ Murphy WIN EQUI-TREK TRAILER Publishers boost £6,999 your EDITOR: Rebecca Philpot scores How your horse’s COMMERICAL DIRECTOR: Abi Cannon herd works Behind the scenes with Charlotte FREQUENCY/AVAILABILITY: FourSCOTT Dujardin’s BRASH weekly perfect bound glossy magazine Strong available in Tesco, Sainsburys, Waitrose, supple ULTIMATE Asda, Morrisons, WH Smiths and all good with Pippa Funnell HORSEY WEIGHT LOSS ALL Summer How to FREE! ABOUT newsagents. hoofcare BEAT THE GUIDE HEAT sorted GEOGRAPHICAL COVERAGE: UK and overseas. Print magazine, digital edition, website and social channels. TARGET READERSHIP: Horse owners and riders committed to getting the most from their time spent with their horse. CIRCULATION: 18,719 KEY EDITORIAL FEATURES: Riding articles across a range of disciplines from top trainers, the latest veterinary research and advice, confidence and horse management articles, as well as all of the latest products and horsey gear on the market and chances to win amazing prizes. ADVERTISEMENT OPPORTUNITIES AND RATES: Digital, social, print and multiplatform options available, as well as bespoke packages and reader events, contact Abi Cannon. PIGGY MARCH

One move that will

WORTH

young horse training

HICKSTEAD

DERBY TICKETS

DJMurphy

Issue 633 £4.49

19 May – 15 June 2022

*T&Cs apply

SOUNDNESS

................................................................. T: 01428 601020 E: abi@djmurphy.co.uk W: www.horseandrideruk.com

JB PROMOTIONS PR & MARKETING

BRIEF PROFILE: JB Promotions is a PR agency that specialises in the equestrian industry. We have over 35 years of experience in the equestrian world and what makes us stand out is our in-depth knowledge of the sport, our excellent contacts with equestrian and non-equestrian press and our relevant experience that demonstrates the five-star quality of our work. Our past and present client list include Dodson & Horrell, Petplan Equine, MSD Animal Health, Magic Millions Festival of British Eventing, Bicton Arena, European Eventing Championships at Blair Castle, Mitsubishi Motors to name a few. KEY PEOPLE: April Coate (Managing Director), Charlotte Goodby, Pippa Vile, Kim Forster, Bridget Jennings (Founder) HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Our creative and experienced team work hand in hand with our clients to help elevate their profile through print and digital editorial and advertising, social media content creation, sponsorship and brand ambassador management and positive PR. T: 07469 237495 E: april@jbpromotions.co.uk W: www.jbpromotions.co.uk Instagram: jb.promotions Facebook: @JBPromotions Twitter: @JBPromotions

MARKETING BUDDIE

BRIEF PROFILE: Digital marketing and design to inject personality, build your community and grow your business. KEY PEOPLE: Becky Wardle. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Regain control, take back your time and step up your marketing with Marketing Buddie by your side. Let’s build a sustainable brand that people cannot live without, where your business solves their problems and I solve yours by getting you in front of the right people time and time again! Your digital marketing and design needs are covered all in one place with Marketing Buddie. Services offered include: • Website Design, Build and Management • Graphic Design & Marketing Collateral • Logo Design & Branding • Marketing Strategy • Organic and Paid Social Media Management • Email Marketing • SEO & Blogging T: 07909 228 713 E: beckywardle@marketingbuddie.co.uk W: www.marketingbuddie.co.uk Facebook: Marketing Buddie Instagram: @marketingbuddie 26 | EQUESTRIAN TRADE NEWS JUNE 2022

Passionate about all things equestrian!

Full service marketing agency with over 40 years experience • Marketing Strategy • Advertising • PR • Social Media Management • Content Curation

stacey@racemarketingagency.co.uk racemarketingagency.co.uk

WWW.EQUESTRIANTRADENEWS.COM

PONY MAGAZINE

plus!

MAGNET FRAMES*

KEY PEOPLE: Publisher/Owner: DJ Murphy Publishers go This Esme’s EDITOR-IN-CHIEF: Louise Kittle 4-step hacking hoof COMMERICAL DIRECTOR: Abi Meg Elphick! care plan Cannon Meet Harry FREQUENCY/AVAILABILITY: FourWE LOVE Charles PONY weekly magazine with equestrian CAMP! ALL ABOUT Western Western themed covermount. Available in YSS AY WA 5W RIDING! Tesco, Sainsburys, Waitrose, Asda, pony’s feeling fab! Morrisons, WH Smiths and all good S? ARE YOU READY TO RIDE HORSE newsagents. GEOGRAPHICAL COVERAGE: UK and overseas. Print magazine, digital edition, website and social channels. TARGET READERSHIP: Young riders aged 6-16 CIRCULATION: 17,954 KEY EDITORIAL FEATURES: Riding and pony care advice in every issue, covering a range of abilities and disciplines, as well as ‘Help’ pages and fun quizzes, competitions, posters, crafts, horsey shopping and top rider facts. Winner of children’s magazine of the year at NMA 2022 awards and shortlisted for best children’s magazine and event of the year at the PPA 2022 awards. ADVERTISEMENT OPPORTUNITIES AND RATES: Digital, social, print and multiplatform options available, as well as bespoke packages and and Pony Big Day Out reader events, contact Abi Cannon. ..................................................................................................... T: 01428 601020 E: abi@djmurphy.co.uk W: www.ponymag.com magnet frames 2022.indd

16/11/2021 11:10

magnet frames 2022.indd

1 June – 28 June 2022

DJMurphy

TO KNOW YOUR

July 2022 £3.99 Issue 892

with

PONYMAG.COM

*UK ONLY

RACE MARKETING AGENCY

BRIEF PROFILE: A full service marketing agency with a passion for all things equestrian! Our clients represent several sectors of the equine world including equipment, transport and digital technology. KEY PEOPLE: Stacey Penrose, Nicole Bilham and Kersty Jordan. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? In short, we understand equestrian businesses and we understand how to help them grow. With over 40 years experience in the media industry we guarantee to get your brand in front of the right people, at the right time, with the right message…at the right price! Our vast knowledge of the equestrian world coupled with our marketing expertise and extensive media contacts enables us to offer strategic solutions to ensure your brand is maximising all opportunities to flourish. Our clients view us as an outsourced marketing department – we immerse ourselves in your business and thrive on your success. Our bespoke services include: Marketing Audits / Strategy PR, Advertising, Content Curation, Social Media Management, Graphic Design, Digital Marketing T: 07834414856 E: stacey@racemarketingagency.co.uk W: www.racemarketingagency.co.uk Facebook: racemarketinguk Instagram: racemarketingagency

WWW.EQUESTRIANTRADENEWS.COM

For more information visit: www.britishdressage.co.uk

BETA ETN | PR LISTINGS

COURSES

2022 Rider safety equipment, Lorinery, Feed, Social media and more...

SRPR

BRIEF PROFILE: We are a creative and innovative Equestrian PR and Marketing agency who are passionate about delivering return on investments for clients utilising modern and effective campaigns. We offer a wide range of services including advertising, digital services, ambassador management, social media management and sponsorship investment/management consultancy. KEY PEOPLE: Scott Rowley (MD) Grace Weddell – Senior Account Manager Katie Wooster – Account Manager Rebecca Dulson – Account Executive HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? With over a decade of experience in equestrian marketing and sponsorship management, we strive to create PR campaigns and digital strategies that make people stop and take note through content that excites and converts. Whether you’re looking for a one off campaign, or a fully outsourced PR and Marketing service, we have the skill, ability and connections to deliver results for your business. E: scott@sr-pr.co.uk W: www.sr-pr.co.uk Facebook: SRPR Instagram: @srprmarketing TikTok: @srprmarketing

28 | EQUESTRIAN TRADE NEWS JUNE 2022

21/03/2022 09:37

TIM SMITH MARKETING LTD

BRIEF PROFILE: Founded in 2002, Tim Smith Marketing (TSM) is a full service marketing agency with the skills to provide digital and offline campaigns. Through traditional communication channels and using video content, social, paid media, PPC or SEO, we’ll grab the attention of your target audience. From small businesses to global enterprises, we offer various levels of support to suit each client’s needs. KEY PEOPLE: Tim Smith, Claire Tew, Jacqueline Garner, Harriet Foster-Thornton, Sarah Bartle. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Digital marketing is a key component to any strategy and we have the skills and experience to find the right mix for your brand. From website management, social media and digital content such as blogs and e-news – or short, fun clips for social media, training videos and TV adverts, we have the creativity to create content you will be excited to share. TSM can also help you use sponsorship budget in the best way for maximum ROI. Communicating your brand and building an excellent reputation takes experience and a lot of hard work. At TSM we have the kudos and contacts to help you succeed and reach the right people with clear message and engaging communications. T: 01724 784600 E: tim@timsmithmarketing.co.uk W: www.timsmithmarketing.co.uk WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

JUNE 2022

Volume 46, No 5

APRIL 2022 No 3 Volume 46,

DE! S RI LET’GEA RING UP FOR SEASON

MAY 2022

Volume 46,

No 4

A NEW

HOLIGHTS, ME TCAMERA, RUTHS

About stab les, hay nets and tack room s

ACTION!

SMA GetLLH theOLD right ING

official ETN is the of media partner BETA International

A CAREER IN SADDLERY? 2022

STOC WHAT TO

FROM PETS

BE INSPIRED BY THIS RECRUIT

NAEC Stoneleigh, e, UK Warwickshir

NCE FEED PERFORMA MING SAFETY, GROO

marketing mix

TO POUL TRY

PLUS

11-13 Septemb Main Sponsor

Main Sponsor

ETN is the official media partner of BETA International

• AMTRA ACCREDITED • BETTER RAMA CPD BUSINESS FEATURES TIPS

ETN is the official media partner BETA Internationof al

2022

PLUS Print adve SEIB rts, adve rtorials, inserts, takeover emails, were there SEIB p! hel e-shto ots, ema wereil banners and product editorial there to help! ARM YOUR2022 CUSTOME WITH TH RS FLY DEFENE BEST SE

a very efficient say they are and I must , which means questions s. Fitting business, if I have any my Saddle other companie to speak to known with Brokers cover who I am able as has been SEIB Insurance a point of contact painful circles me and explain I have company in more to help company, around the have done it couldn’t I’m not passed dealt with lady that fantastic service. a query, the a resolution. A truly heart! When I had interests at to me, finding your best they have the scenario honestly feel nd SEIB, I recomme I can highly

• AWARD-WINNING RETAILER PROFILED • TWO AMTRA ACCREDITED CPD FEATURES

s@seib.co.uk

p 24/7

o.uk www.seib.c

HORSE &

PONY · HORSEBOX

email: enquirie

· LIVERY YARDS

NAEC Stoneleigh, Warwicksh ire, UK

Main Sponsor

When I had a query, the lady that dealt withT:it+44 couldn’t have done more to help me and explain (0) 1295 722855 the scenario to me, finding a resolution. A truly • Forfantastic service.

South North Road, Essex House, are authorised apply. South Brokers Ltd Terms & Conditions 5BE. SEIB Insurance Essex RM15 Conduct Authority. Ockendon & MUCH MORE by the Financial and regulated · RIDING SCHOOL

& TRAILER

NAEC Stoneleigh, Warwickshire, UK

11-13 Septemb

Jane Randall

#SEIBhere2hel

8 850000 Call 0170

11-13 September

our comp

lete range

Jane Randall

Call 01708 850000 www.seib.co.uk

E: orders

@lesliesutcl

iffe.com te www.leslie sutcliffe.com

seeatour I can highly recommend SEIB, I honestly feel they have your best interests heart! websi

· BUSINESS

#SEIBhere2help 24/7

email: enquiries@seib.co.uk

Terms & Conditions apply. South Essex House, North Road, South Ockendon Essex RM15 5BE. SEIB Insurance Brokers Ltd are authorised and regulated by the Financial Conduct Authority.

HORSE & PONY · HORSEBOX & TRAILER · LIVERY YARDS · BUSINESS · RIDING SCHOOL & MUCH MORE

Promote your products to the equestrian industry • • • •

2,855* PRINT COPIES PER ISSUE 4,129* DIGITAL COPIES SENT PER ISSUE 50% OF COPIES ARE READ BY MORE THAN 1 PERSON** WEEKLY EMAIL NEWSLETTER To discuss promoting your products to the ETN readership contact Evie 01428 601031 evie@djmurphy.co.uk

*May 2022 **Reader Survey 2022

www.equestriantradenews.com

The UK’s best-selling equestrian monthly WIN!

A GORGEOUS

EQUIPE BRIDLE FROM

630 Spring

OLE P FORMULA

rk n 6 ways Griffiths’ polewo

TRIUMPH IN

to clear round

success

TROT

to build topline

FEEDING FIXES

for a happy healthy horse

n Massage

WAYS TO BUILD HIS

methods n

TOPLINE

Ulcers n On

Massage methods

In the saddle

test: riding tops n Next-le

Ready for

VE E WILL LO

lift off

DJMurphy

ITION COMPET

essentials

41 SEASON S

IAL ESSENT

ALL ABOUT

ULCERS

RIDING TOPS

TESTED

Issue 630 £4.40

2022 Feb – 23 March

2. Leg-yield Lightening your horse’s forehand needn’t be complicated – all you need is a series of simple exercises

NEXT-LEVEL DJMurphy

ition season

ining n Compet

vel long-re

YOUR HORS

LONG REINING

Issue 622 £4.25

22 July – 18

August 2021

horse’s natural inclination is to move in a slightly downhill fashion – after all, naturally, that’s where he carries around 60% of his weight. However, with his front legs doing the brunt of the work, his hindlegs then take a backseat. As a rider, you need your horse to be working properly through his back so that he can carry you effectively, but this can only happen when he’s working into a soft and light contact that is powered by his hindquarters. In order to generate this energy, you’ll need to strengthen your horse and encourage him to become more supple and balanced. Here are a few targeted schooling exercises to get you started.

There’s barely a schooling snag a leg-yield can’t help to fix – so there’s no surprise that those sideways steps are making an appearance here, too. They’ll supple your horse and encourage him to take more weight behind due to the engagement required to get his hindlegs crossing over, so by making this a regular part of your sessions, you’ll be reaping the rewards in no time. Introduce leg-yield on the three-quarter line, where your horse will be most inclined to move out towards the track. Rather than allowing him to drift, ask him to step with purpose, then... 1. Apply a little pressure with your inside rein for a small degree of inside flexion, but maintain the contact with your outside rein to keep hold of his shoulder.

Warm-up wisely

Horse&Rider readers are passionate about their horses – investing time, energy and money into making their horsey dreams happen. Get your brand in front of this dedicated and engaged group of equestrians.

For a horse who’s on the forehand, it can be tempting to try and get him sitting on his hindquarters from the second you set foot in the arena. However, it’s most important to prioritise getting him going forwards first, allowing him to stretch on a loose rein in walk and trot, before you try and refine his way of going too much.

Horsey shopping

Mounting made easier

1. Transitions

A fundamental weapon that every rider should have in their arsenal is transitions. Why? Because they'll improve your horse’s balance and encourage him engage his hindquarter-based engine as he moves between gaits, rather than pulling himself along with his front end. Begin with walk-halt-walk transitions, engaging your core – that is, your stomach, back and seat – to help him maintain his balance and use his hindquarters rather than pulling against your hand. From here, you can slowly build up to trot-walk-trot transitions, and walk-trot-walk transitions.

TOP TIP

Switch between these three exercises during your sessions so your horse doesn’t start to anticipate the next move.

3. Square turns

Route 1 Route 2 Route 3 Square turn

2. Move your weight onto your inside seat bone and apply your inside leg on the girth to engage his hindleg and ask him to step him out towards the track. 3. Support your horse with your outside leg behind the girth to keep driving him forward and also prevent him from falling out or leading with his quarters. When you’re confident with lateral steps from the three-quarter line, there’s no limit to where your leg-yield could go. You could add a few extra steps by attempting it from the centre line back towards the track, or zig-zag to and from the threequarter line, changing the bend as you go. It’s easy enough to do out on a hack, too, and has the added benefit of helping you to stride out some tension if your horse is on the keener side.

A great way to encourage your horse to shift his weight backwards is through 90° turns. This technique sounds simple but don’t mistake that for it being easy – it takes a great deal of balance to master. To do it... 1. Ride large around the arena in walk, applying a half-halt as you approach the corner. 2. Apply pressure with your inside hand to encourage your horse to flex slightly to the inside, and keep your outside hand close to his neck. 3. Squeeze with your

inside leg on the girth to encourage him to keep working up into your outside hand, and place your outside leg a fraction behind the girth. 4. Straighten up out of the corner, before repeating in the next one. Once you’re confident asking for square turns while going large, why not take your horse on a square at either end of the arena? You can then upgrade the difficulty by riding a 20m square in the centre of the arena – where you won’t have the support of the corners to help you.

40 HORSE&RIDER

BUYER’S GUIDE

Weight Maximum load

The multitasker

If it’s all about aesthetics at your yard, you won’t want anything cluttering up your backdrops. But, what if your choice of mounting block could double up as a schooling aid? Why not try...

Why not try... JSW One Step tack box with handles £59.95

A combined three-step mounting and jump block, perfect for taller horses. With shallow cups either side of each step and a rope handle for easy carrying. stubbsengland.com

Made from tough polyethylene, this will keep your grooming kit secure while giving you a safe spot to mount from. With flexi handles for manoeuvrability, it has a watertight 50-litre lockable capacity. jsw4jumps.co.uk

TOP TIP

The position of your block while mounting is important. Too close and you’ll apply a lot of downward force on your saddle, possibly leading to a slip. Too far away and you’ll have to launch yourself, which will be uncomfortable for your horse.

10kg

60cm

15kg

260kg

39cm

DID YOU KNOW?

1.5kg

Super-lightweight and folds away for easy carrying, the slim profile makes it easy to store when not in use. Doubles up as a height booster for perfect plaits, too. qhp.nl

41.5cm

260kg

Why not try... QHP Step-up stool £19.95

5kg

The space saver

If storage space at your yard comes at a premium, you’ll want a dual-purpose piece of kit that works a little smarter. Light in weight, it’ll be easy to move and will keep your kit safe, too.

Stubbs Up and Over £35

The foldaway

HORSE&RIDER 41

30.5cm

90kg

Non-slip

When you’re frequently on the go, you need something that can keep up. Whether you’re schooling in the field, plaiting for a competition or away from home, it’ll need to be light, easy to handle and simple to stow away.

9.5kg

Height

MOUNTING BLOCKS

sing one is better for your back – not to mention your horse’s – and it can reduce unnecessary strain on your saddle, too, but how much thought do you put into the mounting block you use? Choosing one that suits your riding lifestyle TOP TIP is a simple way to It’s important to position streamline your your mounting block on a routine. That’s secure, level surface and ensure why we’ve taken a it’s tall enough for the size of look at the options horse you’re getting on. available, whether you need one for the yard or lorry, or a combination of the two.

63.5cm

Make getting on your horse easier with these handy blocks

142 HORSE&RIDER

horseandrideruk.com

KEY

Number of colours available

100kg

Mounting from a block shouldn’t be a sign that you lack flexibility. Repeatedly getting on from the ground puts a lot of strain on one side of your horse’s body – so you’re saving him a lot of stress.

The all-rounder

It’s small enough to be mobile, but robust enough to become a yard staple. In fact, if you buy one, you’ll probably end up sharing it between a few of your stablemates. Why not try...

The taskmaster

Tall, sturdy, yet surprisingly mobile, this one’s likely to tick all the boxes. Once you find one, you’ll wonder what you did before it arrived. Why not try...

Classic Showjumps Two Step Heavy Duty £77

PolyJumps Three Step £110

Hard-wearing and robust set of steps. The hand holes at the side make it easy to move and it’s fitted with abrasive anti-slip strips on each step for sure footing. classicshowjumps.com

It’s strong and durable but also lightweight and easily transportable due to the built-in wheels and handle. Each step is textured to prevent slipping. Three step solution for mounting any horse or pony. polyjumps.com HORSE&RIDER 143

DJMurphy

To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk WWW.EQUESTRIANTRADENEWS.COM EQUESTRIAN NEWS• XXXX | 29 Product Editorial • Tried and Tested • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • TRADE Covermounts Reader2020 Offers

Photo: Jon Stroud

in trot n Sam

aces P masterclas

Photos: Jon Stroud

2022 n Triumph

HS SAM GRIFFIT

Photo: Jon Stroud

Issue number

thly strian mon selling eque The UK’s best-

ETN | MARKETING AND PR

How things have changed! During the 20 years he’s run leading pet and equestrian agency Tim Smith Marketing (TSM), a modern marketing mix has evolved, says Tim Smith.

Photo: mrmohock/Shutterstock.com

he year was 1997; it seems so long ago. I’d had seven great years in the newspaper world as a journalist and sub-editor. But having ridden from a young age, I wanted to combine my writing and design skills with my passion for horses. I was fortunate to secure a job at Seven Seas, the experts in cod liver oil, as their communications manager in the pet and animal healthcare division. At the time, my role involved writing press releases, liaising with magazines, briefing in creative campaigns and managing sponsorship - and the job was done. Well almost… there was the task of printing 30 copies of said press release, making sure I had 30 printed photographs, 30 envelopes and 30 stamps. Then the job of stuffing the envelopes started, followed by a walk to the post box. Actually, looking back, I had it easy! Today, 20 years later, I run Tim Smith Marketing alongside a team of seven; a full service agency specialising in the pet and equestrian sectors. In today’s world, it seems there are businesses that believe if you simply have a few posts on social media, your marketing is complete. I’d argue that is not the case. Even in 2022, there’s a need for a well thought out marketing mix to truly deliver on the true potential of your products, service or events. What I would say is… Master the channels that matter: For example, if your business is built around social media - become a social media expert. Keep up with the changes: Constantly strive to learn and develop, do webinars and courses; it may sound cheesy but every day is a school day. 30 | EQUESTRIAN TRADE NEWS JUNE 2022

“It’s easy to get swept up in the digital world but research shows offline marketing remains very important.” Don’t forget offline marketing: It’s easy to get swept up in the digital world but research shows offline marketing – that’s print magazines, newspapers, billboards, radio and television - remains very important and has its place in the marketing mix.

SPENDING YOUR BUDGET

Apart from companies with very large marketing budgets that can test many channels, most businesses need to prioritise their spend. For smaller businesses, it’s important to focus on customer retention and loyalty. Whether you sell products, a service or run an event - get to know your customers. Understand where there are issues and friction and do your best to remove them.

CONTENT MARKETING

If we had a room full of accountants and asked them what an asset was, all would give the same answer. If we had 100 marketers in a room and asked what content marketing was, all would give a different answer. So, here’s a fairly rounded definition to provide focus for your marketing strategy. According to The Content Marketing Institute: “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent WWW.EQUESTRIANTRADENEWS.COM

MARKETING AND PR | ETN content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.” A few checkpoints • Content marketing has become a culture rather than a tactic; it is the marketing plan. • Have a written strategy; plan and measure content impact, gain more insight and look to making improvements. • Thinking, planning and strategising are vital to success. Mistakes to avoid • Failing to research what content your audience wants. • Not using multiple forms of content; your content is not evergreen. • Not having any or enough ‘calls to action’; it’s not about you, it’s about them! Your content marketing must stay relevant and continue to drive traffic by collecting emails. Collect leads, and push to convert them, but make sure that call is in the right place – and not too early so as to over-sell and switch customers off. It really is about: attracting, engaging, retaining.

SO WHY IS CONTENT MARKETING SO VALUABLE? • • • • • • • •

It increases brand awareness. Answers your audience’s questions. Helps you to build trust and relationships. Improves conversions and generates leads. Starts a two-way conversation. Is living proof of a brand. Is easy to measure and calculate return on investment. Cost effective with a long shelf-life.

People will watch it on? Desktop, instagram reels, website homepage, etc After the video I want them to? Visit the website, have more brand awareness, place an order and so on. If you don’t have much video content, start with: • FAQs - what are the most common questions your customers ask you? • Don’t forget captions. According to multiple publishers, 85% of video views happen with the sound off. • A phone will do - you don’t need a fancy camera - there are entire series on Netflix shot on mobile! • There are so many editing apps for mobile - Splice, In Shot, Premiere Rush, LumaFusion (more advanced settings). And for editing camera footage - Premiere Pro, InVideo.

SO WHERE DOES THAT LEAD US?

There is no right and wrong when it comes to the modern marketing mix - it’s what works best for your brand, product and business. It could be that social media support and advertising is your main focus, but please back this up with further activity. It may be that sponsoring a major event and the opportunity for prestige corporate hospitality wins you a ton of business; or it could be that an advert in a magazine or online is the driving force that helps you to future success. But before embarking on your chosen marketing mix, please make sure you know your customer and audience and target accordingly.

BLOGS

Blogs form an important part of content marketing and should be shaped by your brand, your audience, keyword research and market trends. Keep it relevant! • Plan, research and fact check. • Crafting a good headline is key; it must grab attention. • The writing part; win them over in the introduction, the editorial must be easy to consume, impossible to ignore, and close with a motivational bang.

INFOGRAPHICS

Must be: • Visually engaging. • Simplify and clarify more complicated content. • Make something boring look good. • Easy to digest and sharable. • Help with SEO on Google images Our brains are hardwired to prefer visual cues, which is why website viewers spend around 10% more time looking at visual content than reading text.

VIDEO

Not sure if you want to incorporate video into your content marketing strategy? A couple of facts that may change your mind: • Viewers retain 95% of a message when they watch it on video, compared with 10% when reading it in text. • The increase in click-through rate with video is as high as 96%, and videos are shared 1,200% more times than links and text combined. Ask yourself three questions about video in your content marketing: I’m making this video to? Increase social media followers, push consumers to my website and so on.

Tim Smith is managing director of Tim Smith Marketing Ltd, to find out more visit www.timsmithmarketing.co.uk CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 31

ETN | MARKETING AND PR

When social media isn’t the only answer… Tempted to ditch traditional PR in favour of the instant gratification of social media? There are many reasons why this may not the right decision, say April Coate, Pippa Vile and Charlotte Goodby of specialist equestrian PR agency JB Promotions.

ditorial pieces in magazines, newspapers and on online platforms are an ideal way to help raise the profile and trust in your brand with a target audience. Magazines and newspapers in particular tend to be targeted towards specific demographics and are trusted by them. So being featured within these publications helps gain credibility for your brand, in turn leading to increased sales. The key to gaining exposure is to “A good ambassador will champion your brand,” says the JB Promotions team, pictured with Olympic eventing medallist think like a journalist; decide what Tom McEwen. makes your business, new product or offering unique, then choose the best publication or blog with which to of you; it’s about the credibility you gain share the story. by connecting with your audience via their Human interest stories are well received trusted information source. That’s what by editors. People love to read about other makes editorial so powerful. people who share an interest or work in their sector. YOUR BEST AMBASSADORS Magazines have the advantage of a Another tool in your PR box is brand long lifespan which can lead to repetitive ambassadors. As well as providing social exposure. People may refer to the media interaction and engagement for publication time and time again, pass it on your brand, they can also be useful when to friends, family and colleagues or leave it pitching for editorial. in a communal area. Carefully chosen ambassadors will Features are a great way of explaining champion your brand. Authenticity is more complicated products and for becoming more influential, therefore magazines’ journalists to share their working with riders, trainers or opinion of using them. A tried and tested professionals who already love your review can be worth its weight in gold, products and company values is important particularly if it’s a new product or service to build customers’ confidence in your you’re launching. brand’s relationship with the ambassador.

MAKE AN IMPACT

Raising your profile in many different places helps to build your brand by putting you in front of a large number of relevant people. But you need to be seen in all the right places to make a big impact. Pushing out a consistent message or story each time helps you achieve this. Make sure your communications are integrated so that your social media relates to the stories written about you in magazines and blogs. Newsletters should share the same content. It’s not just about making people aware 32 | EQUESTRIAN TRADE NEWS JUNE 2022

SPONSORSHIP

If your company sponsors an event, invite your ambassadors to do a meet and greet, or offer a competition to win a cross country course walk or VIP lunch experience. Investing in event sponsorship is most valuable if you want to target a specific audience. Choose wisely by finding an event which aligns with your brand so you share the same values. Sponsorship can be a great way to be on the ground speaking to new and potential customers, getting feedback on

new products, and offering advice in your expert area.

MEDIA MONITORING

Media monitoring and analysis are integral to any marketing and PR campaign, be it digital or in print. By analysing a campaign’s success, you can, in part, boost the success of your next campaign. After all, you’ve identified your ideal target audience, but are you actually reaching them with content they engage with? Print and online media have specific metrics to consider; reach and value being the most prominent. Print coverage can be more difficult to evaluate than online or social media, but don’t be dissuaded. Discount codes, offers and competitions can be a good way of measuring how many people are acting on your editorial or advertising – and of gathering data too. J B Promotions uses programs such as Hootsuite and Coveragebook to collate multiple platforms hosting print or online coverage. Such tools pull together easy-toread, professional-looking reports that we review and share with our clients. It’s important to track these measurements at set intervals to provide performance indicators and a real insight into ongoing work.

REAL VALUE

Social media is a crucial part of the marketing mix, but it’s not able to provide all the answers. So don’t dismiss the real value that other forms of PR can offer your company or brand. A fully integrated campaign that’s evaluated effectively offers the best return on investment - and helps to take your brand to the next level. To find out more about JB Promotions, visit www.jbpromotions.co.uk

WWW.EQUESTRIANTRADENEWS.COM

ETN | CPD FEATURE ACCREDITED BY Saddle fitters who read the feature and submit correct answers to the quiz via www.equestriantradenews.com will be awarded CPD accreditation by the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle Fitters are required to maintain CPD fulfilment as part of their registration.

Pitfalls to avoid when saddle fitting – and how to overcome them Kay Hastilow - who’s seen and heard it all - shares her experiences and advice.

veryone who fits saddles regularly will be familiar with circumstances that can really extend the time it takes. Some situations, can even prevent you from being able to complete the fitting on that day. How many times have we heard a client say: “Oh, I didn’t know I would have to ride…” Here are some problems that may arise: • The client has given you the wrong address or postcode so you can’t find them. • You have their mobile number but it’s turned off/left in the car. • They open the gate to a muddy field and expect you to drive into (and out of) it later. • You arrive and the horse is still running around the field. • The horse is in but soaking wet and/or covered in mud. • There is nowhere to assess him under cover and secure. • There is nowhere suitable to see him run up. • There is nowhere safe and enclosed to see him ridden. • The horse is on a headcollar and they can’t control it. • They don’t have or have forgotten the bridle. • They have forgotten or don’t have stirrups and leathers, girths or saddle cloths. • They ‘never wear’ a hat and don’t have one. • Dangerous footwear – flip flops on one memorable occasion! • No trousers that they can ride in. Skirts or shorts are not good for trying a saddle. • They suddenly decide that they would like their trainer’s opinion. • They have forgotten their money / bank card / smart banking app. “I’ll pay you as soon as I get back.” Yep, we’ve all heard that one. • “My friend is going to ride the horse as she’s much better than me. Yes, I’m 5’7” and 75kg and she’s only 5’2” and 60 kg, but she will know if it’s right for me.” There are no doubt many others.

34 | EQUESTRIAN TRADE NEWS JUNE 2022

It’s essential that the actual rider you’re fitting for, and not just their friend or instructor, tries and likes the saddle.

SO, TO SOLUTIONS OF AT LEAST SOME OF THESE DIFFICULTIES…

Most fitters nowadays do a great deal of their booking by email or online. It’s certainly preferable to having your ear bent on the phone for an hour or more of an evening – although, of course, you can’t start to build a relationship with your client this way. Nonetheless, demands on our time are such nowadays that online booking, in whatever form, really is the way to go. So, suggestion one. Once you have the booking sorted, acknowledge it with a form that asks and suggests that the following things are in place for your fitting. • Please make sure that the address and postcode that you have given me are correct. If possible, give me your location with What3Words. • Please have your mobile phone with you (not in the car) and have it turned on. WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN Please make sure that the area where we are to work is safe and free from hazards. Often, as you come into the yard, you note that it is a real mess with danger everywhere. It’s hard to tidy it up yourself or ask them to do it – unlikely to go down well. I tell them that if an accident was to happen, I must prove that I have taken all steps possible to prevent it or Health & Safety will be down on me like a ton of bricks! Make a joke of it, but make sure that the area is as free from risks as you can. Please have a safe mounting block available for the fitting. I’ve seen many things used for this purpose; many of them frighteningly unsafe. Clients must be reminded to have the horse clean and dry – and preferably provide somewhere undercover to conduct the fitting.

• Please ensure that there is good hard standing to park my vehicle and access my saddles. • Please have the horse in a stable ready for me, dry and clean. • If you do not have somewhere under cover, somewhere safe to run him up or somewhere enclosed where we can see him ridden, could you arrange to use another yard’s facilities for an hour or two? State that, unfortunately, if these requirements can’t be met, you will not be able to do the fitting. Let’s not be silly about this. I have often fitted in a field and, so long as it’s dry, that’s fine; but I do like the client to have an alternative available should it be bucketing down with rain. You can also ask them to rug up the animal the night before, even if he isn’t usually rugged. There really is no way that you can carry out a satisfactory fitting with a wet horse. Please have the following ready; bridle, stirrup leathers and irons, girth and saddle cloth, hat and boots as the minimum for the rider. Please come in your riding clothes rather than changing when we are about to ride. I always carry an adjustable girth and a few saddle cloths as often the ones provided don’t fit with a new saddle. Also, your girths will have good buckles so are less likely to badly mark the girth straps. I always carry an adjustable riding hat too, so that no one could claim not to have one available. No hat? No fitting.

Please ensure that there is a way to secure the area in which you are to ride. That, of course, is another pitfall. “Oh, we never close the gate. Just leave it.” Nope. It needs to be shut and if there is no gate, chain or anything else, try to ensure that the next gate on the way to the yard exit is shut so that there is no chance of a horse getting onto the road. Otherwise, you will be liable for any consequences should something happen. All saddles other than those bespoke made have a ‘right to cancel’ with the sale. The saddle will be paid for at the fitting but will be refunded, less loss of value, if you change your mind within the first two weeks of ownership. This should be standard information at all sales and in writing. Note that the ‘right to cancel’ documentation must still be given to CONTINUED OVER THE PAGE

Learn From Industry Experts

Please ensure that the rider the saddle is for is there to try it themselves. Should you wish to have your trainer at the fitting to help and advise you, please arrange this prior to the fitting. Except in some very unusual circumstances, it’s essential that the actual rider that you are fitting for tries and likes the saddle. The client really does need to ride in it - albeit just at walk and trot – on a lead rein or lunge if necessary. Apart from anything else, you will need to see if the rider influences the saddle negatively – drag it over to one side or the like. Likewise, if the trainer has any doubts or dislikes about the saddle, you can sort it there and then and work as a team. Please agree a method of payment before my visit. I will accept cards, bank transfer on the day or cash. Many fitters now take a payment in advance of an appointment, and sadly this is becoming more and more necessary. If a client is buying a saddle, then they must have the means to pay for it with them. Anything, so long as you know that you have the money before you let the saddle go. No money? Then they will have to come and collect it or pay to have it sent once the payment is in my account. No ifs. No buts. They wouldn’t get away with leaving Tesco with a promise to pay later. Why should they expect anything different from you?

WWW.EQUESTRIANTRADENEWS.COM

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

EQUESTRIAN TRADE NEWS JUNE 2022 | 35

ETN | CPD FEATURE the customer with a bespoke item, but they would not be eligible for a refund should they change their mind. Please ask any trainer or advisor whose opinion you seek to be at the fitting. My favourite! “Yes, that seems good. I’ll just get my trainer to pop in next week and check that it’s alright, then I’ll pay you.” If the above is in your booking notes the answer is there. Pay first. ‘Right to cancel’ policy from there on. These are just a few of the pitfalls we fitters encounter, and some suggestions of how to prevent them happening. However, we all know that there will always be something new cropping up. Happy fitting. About the author: Kay Hastilow is a Master Saddler and Master Saddle Fitter.

SMS CPD QUIZ

HAVING READ THE FEATURE, TEST YOUR KNOWLEDGE BY SELECTING THE CORRECT ANSWERS. 1. The horse hasn’t been caught, is still running around and covered in mud. Do you: a. Go and try to help catch it? b. Make some calls while they try again and again to catch him? c. If it becomes apparent that catching the horse might take some time, apologise and say that you will arrange another visit? 2. The field that they intended to use for riding is waterlogged. Do you: a. Have them ride along the road so that you can see it ridden? b. Say that you will go as far as you can but will have to see them somewhere with better footing to check the fit ridden? c. Just do the fit static and hope that it’s OK when ridden in. 3. They have no control of the horse and he is walking all over them. Do you: a. Get them to tell him off and make him behave? b. Get hold of the horse and give him a slap? c. Tell them that it is unsafe for you to continue, and that they will have to make other arrangements? 4. Their girth doesn’t fit with the new saddle. Do you: a. Use one of your own girths kept for fitting? b. Wait while they rake around in the tack room to see if they can find one long enough? c. Send them out to buy one as you don’t carry any. 5. They have arrived at the fitting straight from the office and are in a suit, all very smart. They want to start right away. Do you: a. Wait to see how long it is before the horse sneezes/ slobbers over the nice suit and chuckle? b. Suggest that they change into riding clothes straight away? c. Just get on with it and wait for them to change when you ask them to ride? 6. They are very nervous and want their friend / trainer/ daughter to ride in the saddle. Do you: a. Allow this but insist that they have at least a walk, even being led in the saddle before deciding? b. Tell them to man up and get on with it? c. Let the alternative rider try it and make the sale?

‘Right to cancel’ documentation should be standard information provided at all sales.

SMS CP

7. The fitting has gone well and they have QUIZ J D UN chosen a saddle but when they come to pay 2022 E E for it, they have ‘forgotten’ to bring their TN bank card. Do you: Think ‘they seem nice people and have a. a posh car – I’m sure they will be ok’ and let them take it without payment with a promise to pay that night? b. The bank is 20 miles away but they offer to go and get the cash? c. Tell them that you will hold the saddle for 7 days and once it is paid for, they can either collect it or you will send it at their cost? 8. You are at the conclusion of the sale. You know the clients quite well. Do you: a. Don’t bother with the ‘Right to cancel’ form? b. Give it to them explaining what it is and what to do if they want to change their mind? c. Just do it and hand it over with the other paper-work? 9. Why is it helpful to send information listing what you expect to be in place before your visit? Because: a. There’s lots of room for your name and logo so that these can be seen more widely. b. It isn’t. Just more paper-work, so I don’t bother. c. The client will know what needs to be in place for you to work and this should allow the fitting to go smoothly. 10. The client is about to try and mount from a very rickety chair. Do you: a. Pray that it doesn’t collapse under them? b. Insist on finding something safer before you continue? c. Despite your bad back, give them a leg-up? 11. You can’t locate the yard. Do you: a. Go and have a coffee and catch up with some paperwork? b. Go straight on to your next call? c. Ring and ask for directions or their location on What Three Words? 12. The yard is untidy and there are forks, wheelbarrows and other detritus lying about. Do you: a. Suggest that between you the dangerous items are moved out of the way? b. Say ‘this place is a tip. You must tidy it up before I start.’? c. Just get on with it.

SADDLE FITTERS: Go to www.equestriantradenews.com to answer the quiz questions online. 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

36 | EQUESTRIAN TRADE NEWS JUNE 2022

WWW.EQUESTRIANTRADENEWS.COM

SADDLES | ETN

Take a seat…

With so many specialised saddles now available, one is rarely enough. NEED SOME STICKABILITY?

The Equipe Rarity Grip jump saddle gives younger riders extra security. Built on a synthetic tree, the seat and panels are made in ‘grip’ leather - a hard-wearing calfskin. The double-flap saddle has large knee blocks and external thigh blocks to help keep the rider’s leg steady and improve position. The Equipe Rarity Grip can be customised. A choice of bright tones can add a vibrant splash to the stirrup leather keeper, the cantle and underneath the gullet. This saddle is available in main colours of black, brown, Newmarket and red brown. The RRP is around £2,475.

Set to sparkle

The new Performance jump saddle by Passier is made in Germany. It has a semi-deep, extra-soft seat, large knee blocks, small calf blocks and a narrow twist. With inserts on the flaps, the square edges of the cantle and an overall elegant look, this saddle is visually appealing. Sparkling crystal inserts on the cantle are available to order. The Performance saddle incorporates Passier’s Freedom panels. It comes in black, Havana or teak and seat sizes 16” to 18”.

Saddles for all seasons

Premier Equine has an affordable saddle for every discipline – so there’s no need for your customers to make do with just one. Pictured here are the Chamonix leather close contact jump saddle (RRP £1,300) and the Marseille leather monoflap dressage saddle (RRP £1,320). Cross country styles are also available. The Chamonix is made from German aniline leather. It features the show jumper’s favourite forward-cut knee rolls, square cantle and close contact feel. The leather flaps feature dynamic style lines to add textural dimension to this on-trend jump saddle. The Chamonix is built on a lightweight copolymer tree. Polished leather girth straps offer custom girthing options; while the flocking is synthetic fibre wool. Safety flick stirrup bars allow for quick and easy removal and attachment of stirrup leathers. Front D rings make it simple to add training aids and breastplates. The saddle is finished with Premier Equine’s signature metal pin badges and a PE embroidered logo. Fitting solutions Premier Equine’s discipline-specific saddles come with customisable fitting options, thanks to the PE Interchangeable Gullet System. Key to this is the PE Gullet Gauge which provides a guide to the best size PE gullet for use in a Premier Equine saddle. The company advises that consumers use a professional saddle fitter to check the fit is correct – and that fit is regularly reassessed. Premier Equine supplies a range of stirrups, stirrup leathers and anatomical bridles to complement its saddles.

WWW.EQUESTRIANTRADENEWS.COM

FIT FOR SUCCESS

For more than 40 years, Harry Dabbs saddlemakers have been building beautiful saddles on traditional wooden, laminated spring trees which are guaranteed for each saddle’s life. With no rear gusset and the addition of the brand’s performance panel, Harry Dabbs saddles are designed to leave the horse’s back a fraction sooner than many other saddles. This distinctive feature aims to create freedom for the lumbar region, enabling the horse to move under the saddle. Harry Dabbs saddles are highly customisable too. Multiple seat options and variations of panel style enable its saddle-makers to cater for different riding styles, disciplines and to promote the correct riding position. Saddles can be personalised, options including simple handstitched detailing, coloured piping or vibrant cantle coverings such as Swarovski crystals, croc-effect, patent leather or bold blue. Since Harry Dabbs saddles are often custom-made, saddle fitters who’d like to become stockists are required to spend time with the company to be approved. They are then set up with an account. “It enables us to ensure they understand how to fit our saddles correctly,” says senior sales and marketing executive Katie Burke. • Pictured is the new Fuego dressage saddle from the Harry Dabbs Collection. This sleek, single-flap, close contact saddle promotes connection between horse and rider. Its surface block is particularly useful for supporting a rider’s inside leg.

EQUESTRIAN TRADE NEWS JUNE 2022 | 37

ETN | SADDLES AND SADDLERY

Want a career in saddlery? Be inspired by 23-year-old Hannah O’Neill who tells us how she started in the industry and is gaining Society of Master Saddlers (SMS) qualifications. DO YOU COME FROM A HORSEY BACKGROUND?

Yes, my mum trained with horses, my sister worked with horses and I’ve been surrounded by horses my whole life. We currently have a Connemara called Tully and a Shetland pony named Shetland.

WHAT MADE YOU CHOOSE A CAREER IN SADDLERY?

After school, which I didn’t enjoy at all, I took a fashion and textile course at college. But it wasn’t for me. I was always the one making a mess, dying fabric in mud or bringing an agricultural theme to my work. So I began looking around and stumbled across saddlery and leatherwork. Straight away I was hooked on the idea as it combined my favourite things, working with my hands and horses.

HOW DID YOU RESEARCH THE INDUSTRY?

I found out about Capel Manor College and The Saddlery Training Centre, and that full-time and part-time courses were available. But I was unsure because the environment of school and college hadn’t suited me. Then I came across someone locally in Devon, an amazing saddler called Maurice Napper, who showed me the beginning of something brilliant. After spending a few days with him, working away in a tool-filled workshop, I was even more certain this was what I wanted to do.

Photos: Rachel Bragg Photography

HOW DID YOU GET AN APPRENTICESHIP?

To start with, I was happy learning the basics from Maurice; how to use tools, their names and properties, different types of leather and so on. I asked Maurice about an apprenticeship, but having already seen many apprentices through, he had decided to slow down a bit. Instead, I managed to self-fund my way through a course at The Saddlery Training Centre with Mark Romain. And it was Mark who suggested I contact Laurence Pearman at Cirencester Saddlers. I was very fortunate and ended up going there for some training days before being taken on as an apprentice. It definitely helped that I’d already been training for over a year before becoming an apprentice because I knew the basics. I wasn’t starting from scratch, which is more interesting to some potential employers. While I was an apprentice with him, Laurence helped me continue gaining qualifications and supported me on courses to learn different skills. By completing SMS courses, you get to meet and train with a huge variety of different saddlers too. 38 | EQUESTRIAN TRADE NEWS JUNE 2022

Saddlery is an amazing industry, says Hannah O’Neill, but you need determination to join it.

WHAT DID YOUR TRAINING ENTAIL?

There are many different aspects to the training and so much to learn, it’s continuous. For example, hand stitching is a major thing which you will be doing constantly. When I first hand stitched, I wanted to cry because it was so wonky and awful; but everyone starts this way and with practice it gets better. I was on two apprenticeships which run concurrently; the Level 3 Bespoke Saddler Apprenticeship and the Millennium Apprenticeship. During my apprenticeships, I attended The Saddlery Training Centre in Salisbury roughly every eight weeks to complete my City & Guilds Level 2 and 3 Bridle, Level 2 and 3 Saddle and Level 2 Harness qualifications. I loved going down to The Saddlery Training Centre and still miss it now. It’s a great environment and you get to meet lots of WWW.EQUESTRIANTRADENEWS.COM

SADDLES AND SADDLERY| ETN other saddlers at various stages of training. You help and guide each other as you go, and develop great friendships which continue long after you leave. During an apprenticeship, there’s so much training and many different courses available. There are flocking courses and webinars, for example, which are really interesting as well Hannah O’Neill served her as enhancing your training apprenticeship with Master Saddler experience. Laurence Pearman. And when I first started training with Laurence Pearman, I went on an SMS leather carving course for beginners - and fell in love with this avenue in saddlery. Carving intricate designs in leather and dying them was so fascinating; from that moment on, I vowed to continue with it and incorporate the skill in my future plans.

WHAT QUALIFICATIONS DO YOU NOW HOLD FROM THE SOCIETY OF MASTER SADDLERS?

So far, I’ve gained everything you’re supposed to throughout the apprenticeship; Level 2 and 3 bridle, Level 2 and 3 saddle and Level 2 harness. I’ve also gained my flocking qualification and was very proud to achieve a distinction in my Level 3 Bespoke Saddlers Apprenticeship. I completed my Millennium Apprenticeship last month (May 2022).

WHAT’S THE NEXT STEP IN YOUR CAREER?

I’m setting up my own business called Tully Hi Leatherwork, named after our Connemara. My partner and I have been building a shepherd’s hut workshop - from an old bale trailer – in which to base my business as I was working in the kitchen at home which wasn’t ideal. I want to continue going on courses and attending SMS webinars and modules to progress my knowledge and business further; you can never learn enough! I’m also hoping to complete the Bridle Fitting course in the future to add another aspect to my business. One of my main goals is to progress my leather carving and bespoke orders to add another spin to my business. As well as training with UK leather carvers, I want to go to America to learn the skills and techniques used in Western saddlery.

WHAT ADVICE WOULD YOU GIVE ANYONE HOPING FOR A CAREER IN THE INDUSTRY?

Don’t give in - be persistent. I found it challenging sometimes; if it wasn’t for my wonderful mum supporting me, I may have given up because at points it was very disheartening. However, once you do have your big break and get into this beautiful industry, you’ll find it’s an amazing one… Everyone is always willing to help and offer advice, even if you’ve never met them before, which I find truly brilliant. I’d like to send a special ‘thank you’ to Maurice Napper, Laurence Pearman and Mark Romain. They’ve helped me so much and I wouldn’t be where I am today without their guidance. For more information about careers in saddlery, visit www.mastersaddlers.co.uk or contact The Society of Master Saddlers on 01449 711642.

YOUR QUALITY STARTS WITH US

Since 1982 we’ve been supplying the equestrian trade with the kind of products and materials they need to offer the highest quality to their customers. Abbey England Ltd, Abbey House, Haig Rd, Knutsford WA16 8DX

WWW.EQUESTRIANTRADENEWS.COM T: 01565 650343 | sales@abbeyengland.com | abbeyengland.com

EQUESTRIAN TRADE NEWS JUNE 2022 | 39 THE DIFFERENCE IS OUR VALUES

ETN | ADVERTISEMENT FEATURE

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

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

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? 22 years. CONTACT DETAILS: T: 01352 463350 E: simon@zebraproducts.co.uk W: www.zebraproducts.co.uk 40 | EQUESTRIAN TRADE NEWS JUNE 2022

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: We have the Swiss panel in the KB Saddles, XRD Echo and Independent panels and Slimtech seating design. With a unique gullet plate design. 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. 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

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 12month warranty subject to terms. ACCESSORIES AVAILABLE: We offer a full range of accessories including girths, stirrup leathers, adjusta pads. HOW OLD IS YOUR COMPANY? 4 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? 22 years. CONTACT DETAILS: T: 01352 463350 E: simon@zebraproducts.co.uk W: www.zebraproducts.co.uk

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

EQUESTRIAN TRADE NEWS JUNE 2022 | 41

ETN | ADVERTISEMENT FEATURE

FAIRFAX SADDLES LTD

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: GP, Jump, Dressage. DO YOU OFFER A BESPOKE SERVICE? Performance Dressage and World Class models are available with custom flap options. SPECIAL FEATURES OF YOUR SADDLES: All feature SimaTree changeable gullet bar system. Performance and World Class Dressage models have patented performance dressage panel, proven to relieve pressure and improve equine performance. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? SimaTree saddle tree – 5 years. Materials and workmanship – 12 months subject to terms. ACCESSORIES AVAILABLE: Girth, breastplate, 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 to develop and test its products. The Performance Girth received the Queen’s Award for Innovation. CONTACT DETAILS: T: +44 (0)1922 711676 E: info@fairfaxsaddles.com W: www.fairfaxsaddles.com

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 42 | EQUESTRIAN TRADE NEWS JUNE 2022

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? 24 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. CONACT DETAILS: T: 01922 642222 E: info@harrydabbs.co.uk W: www.harrydabbs.co.uk WWW.EQUESTRIANTRADENEWS.COM

ADVERTISEMENT FEATURE | ETN

IDEAL & WRS CO. LTD

LOCATION: Walsall, West Midlands. TYPE OF SADDLES MANUFACTURED: Bespoke saddles from jump and dressage to GP and Private Label. BRANDS OF SADDLES AVAILABLE: Ideal Saddles, Walsall Riding Saddles (WRS), Barclay & Co. Saddles, Technical & Traditional (T&T) Saddles. DO YOU OFFER A BESPOKE SERVICE? Yes, a large proportion of the saddles are bespoke, from the tree upwards. SPECIAL FEATURES OF YOUR SADDLES: We are at the forefront of R&D using FE Analysis combined with the very best in British Craftmanship. DO YOU DEAL WITH: • RETAILERS - Yes • SADDLE FITTERS - Yes • PRIVATE LABEL – Yes ARE YOUR SADDLES WARRANTED? 3 years on wooden and polymer tree. Materials and Workmanship are 1 year. ACCESSORIES AVAILABLE: A range of girths and leathers. HOW OLD IS YOUR COMPANY? Ideal Saddles: 1964. WRS: 1948. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Arguably the largest range of saddles and trees in the industry. CONTACT DETAILS: T: +44 (0)1922 620233 E: info@idealsaddle.com W: www.idealsaddle.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

KENT & MASTERS (FAIRFAX SADDLES LTD)

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: English GP, Jump, Dressage, Cob & Pony. DO YOU OFFER A BESPOKE SERVICE? No. SPECIAL FEATURES OF YOUR SADDLES: All saddles are made entirely in the UK. All feature the SimaTree changeable gullet bar system. Saddles are flocked with English wool. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? SimaTree saddle tree – 5 years. Materials and workmanship – 12 months subject to terms. ACCESSORIES AVAILABLE: Kent & Masters Hide-Covered Stirrup Leathers, 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 as many materials sourced as locally as possible. Hide leather is from a Walsall tannery just down the road, while the wool flocking comes from Jacob sheep in Yorkshire. Our SimaTrees are also made locally. CONTACT DETAILS: T: +44 (0)1922 711676 E: info@kentandmasters.co.uk W: www.kentandmasters.co.uk WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 43

ETN | ADVERTISEMENT FEATURE

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/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 44 | EQUESTRIAN TRADE NEWS JUNE 2022

SMART SADDLES

LOCATION: Derbyshire, 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? Yes. A fully customisable fit, test riding service, and a try-before-you-buy period. SPECIAL FEATURES OF YOUR SADDLES: Flexible saddles allow for changes in shape and weight fluctuations. The SMART™ saddle allows total freedom through the stride cycle and promotes long-term good back health. Uses scientifically tested state-of-the-art impact-absorbing materials. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 12 months. ACCESSORIES AVAILABLE: Yes, custom made. HOW OLD IS YOUR COMPANY? Established in the UK in 2006 ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We won the Queen’s Awards for Enterprise: Innovation, 2021. DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? We offer a tiered commission system to stockists and fitters. CONTACT DETAILS: T: +44 (0)1909 720259 E: smart@solutionsaddles.com W: www.solutionsaddles.com

THOROWGOOD (FAIRFAX SADDLES LTD)

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: English GP, Jump, Dressage, Cob & Pony. DO YOU OFFER A BESPOKE SERVICE? No. SPECIAL FEATURES OF YOUR SADDLES: All saddles are made in the UK. They feature the SimaTree changeable gullet bar system and are flocked with English wool. 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 are guaranteed for 12 months subject to terms. ACCESSORIES AVAILABLE: Tuff Stirrups, Thorowgood Girths, SimaTree gullet bars, Rapide Leathergel. HOW OLD IS YOUR COMPANY? More than 30 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Our strapline is Kind to Your Horse - Thorowgood saddles are designed to fit specific conformations. They are lightweight, comfortable and easy to care for. CONTACT DETAILS: T: +44 (0)1922 711676 E: info@thorowgood.com W: www.thorowgood.com

WWW.EQUESTRIANTRADENEWS.COM

BEST OF BRITISH | ETN

Something to celebrate British equestrian products have long been revered around the globe. Meet the UK companies keeping our trade on top of the world.

Retailers are great at getting involved with NAF supported riding club competitions.

A position of influence NAF’s portfolio of partnerships and supported events forms an important part of the company’s marketing and sales strategy. NAF’s UK marketing manager, Isla Boxall-Loomes, explains how this benefits retailers too. ETN: It’s a world championship year and with only two years until the 2024 Paris Olympics, things are looking exciting for Britain in international equestrianism. NAF supports many top riders, including Carl Hester, Charlotte Dujardin, Laura Collett and Tom McEwen but who are some of the upcoming names you work with we should be looking out for? And what are their favourite NAF products? Isla Boxall-Loomes: We’re excited for yet another year of thrilling competition,

especially with the world championships offering the first opportunity to qualify for the 2024 Olympic Games. The aforementioned names are of course ones to watch and two to add are dressage rider Lottie Fry and showjumper Harry Charles. Both are currently enjoying meteoric rises and we are proud to be part of their overall support network. Riders of course have their favourites from the extensive range of NAF supplements and care products, but there are some mainstays that benefit all horses. For example, the vast majority feed Five Star Superflex and either GastriAid or GastriVet. We then work with the grooms and riders to ensure that the individual and specific requirements of the horses are met. We often see these renowned riders appearing in NAF’s publicity across print,

digital and social media. How does this help stockists sell more product? Our supported rider portfolio covers not only dressage, eventing and showjumping but also driving, para dressage, polo, racing, showing and vaulting, giving both NAF and retailers fantastic reach into a number of different markets. In addition to this, we’re also engaged with influencers and real riders who appear regularly in our social media content in particular. Our riders frequently appear in our marketing activity as part of carefully thought-out campaigns. When these are linked back to product specific promotions, we only feature those horses that are fed on those products, ensuring that what the consumer sees is an accurate reflection of the management of that horse. Our riders are in a position of influence and we work collaboratively with them CONTINUED OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 45

ETN | BEST OF BRITISH to share their own experiences with our products. This then feeds into consumers who recognise that their horse’s story is similar to that of a professional’s horse and the solution that NAF offers will work for them too. The marketing collateral featuring riders and horses is available to each and every one of our retailers should they wish to use it, all that is needed is a call or email to your area sales manager. In many instances, the campaigns can also be turned into more specific POS items too. Is NAF’s status as Official Supplier of Equine Supplements and Horse Care Products to the British Equestrian Teams continuing? Absolutely! Our alignment with the British Equestrian Teams is perhaps our best known one and we’re proud to be involved for another Championship cycle. What are some of the most important criteria for a company such as NAF to be invited to work with British Equestrian and the teams so closely? The most commonly known element of our partnership with British Equestrian is probably the support of the teams when they are at a Championship. But we are also involved with the World Class Programme all year round and our team of experts are on hand to provide advice for the horses, riders and grooms when required. The most important criteria to both British Equestrian and ourselves is that word ‘partnership’. Both parties work very closely together to make sure that the contributions made from an advice and support perspective are done so with the

Tom McEwen was part of Team NAF which travelled to Tokyo and is on fantastic form this season.

46 | EQUESTRIAN TRADE NEWS JUNE 2022

NAF has supported two generations of the Charles family with Harry (pictured) a hot tip for more international honours.

aim of helping the British teams to be as best prepared as they can be. You’ll all be familiar with our ‘Trust NAF’ campaign too and this mantra is of the utmost importance to all disciplines and all riders, especially when you take Clean Sport into consideration. The ‘Trust NAF’ message also applies to riders being able to have confidence in the advice that we’re giving and the products that we’re recommending. Unless specified otherwise, those conversations that we’re having about individual horses remain confidential too. NAF also supports competitions for horses and ponies of all shapes and sizes, and riders of all ages and abilities, for example your partnership with British Riding Clubs and backing of the NAF Five Star Winter Dressage Championships. How can retailers make the most of this activity on a local basis? From an event sponsorship perspective, for those that we attend, our experienced team gets out and about to speak to the riders, owners, grooms, parents and support crew. This ultimately means that we’re on hand to discuss their requirements and make product recommendations whilst advising them on where is best to get the products from. The same applies to anyone who contacts us via our advice line or on social media. We quite often share updates from these events and retailers are great at getting involved with these. Is it important for the future of the British equestrian industry to support horse sport and nurture young, up and coming riders? Our supported riders’ ages range from teens to those in their 50s and 60s; so

actually, it’s important to support riders of all ages. A great example of supporting the pathway of British riders is our support of Team Charles. We have worked with showjumper Peter Charles for a number of years and, as such, have developed such a fantastic working relationship that we now support his children Harry, Scarlett and Sienna too as they make their mark on equestrianism. Of course, we’re all rooting for British team wins at the world championships. But which riders are NAF’s hot tips for world championship individual medals? Spaces on teams for this year’s world championships are sure to be hotly contested and we’re lucky enough to work with a number of different riders eligible for selection, so it’s quite hard to choose to be honest! Last year, for example, seven of the twelve riders who travelled to Tokyo were part of Team NAF (Charlotte Dujardin, Carl Hester, Lottie Fry, Gareth Hughes, Laura Collett, Tom McEwen and Harry Charles) and they are all still in fantastic form as we head into this summer. What is NAF’s total annual spend on supporting British equestrianism? We are passionate about supporting British equestrianism and our partnerships and sponsorships make up a hugely important part of our marketing activity. But the investment is much bigger than spend. To ensure that we are making the most of all of our alignments, we ensure that we invest effort, resource and time to ultimately place NAF into the mind of the equestrian consumer who will then become a valued customer for retailers.

WWW.EQUESTRIANTRADENEWS.COM

BEST OF BRITISH | ETN

A BRITISH WINNER

Spillers was founded by Joel Spiller − the son of a Somerset ironmonger − and Samuel Browne in 1880, when they set up a large-scale milling business in Cardiff. With his native town of Bridgwater in decline, it would not have been unusual for Joel to cross the Bristol Channel to Cardiff – as did many businessmen and corn merchants at this time. The company thrived as it imported wheat from India, Russia, Australia and America in its own ships. It subsequently moved into the production of biscuits and animal feed as a side-line. Spillers’ large building – a landmark at the end of Roath Dock − still stands in the smart, redeveloped Cardiff Bay. By the mid-1950s, the company was well established as a manufacturer of farm animal feed. But horse owners were becoming concerned that traditional horse feeds in the form of straights (like oats and barley) were getting more difficult to obtain. So, using the techniques behind compounded cube feeds for livestock, an alternative horse feed that would also reduce the requirement for hay was developed. The result was the launch of Spillers Horse & Pony Cubes, revolutionising the world of equine nutrition with the first-ever compound feed for horses. In 2003, Spillers was bought by Mars Inc and combined with Winergy and Equivite to become Mars Horsecare UK Ltd. For more than 60 years, Spillers has invested in equine nutritional research. Today it has more than 40 products in its range.

“Spillers’ large building – a landmark at the end of Roath Dock − still stands in the smart, redeveloped Cardiff Bay.” CONTINUED OVER THE PAGE

See nearly 400 quality products at

Made in England Since 1836 Still Family Owned WWW.EQUESTRIANTRADENEWS.COM

Many more products available at

EQUESTRIAN TRADE NEWS JUNE 2022 | 47 STUBBSENGLAND.com

ETN | BEST OF BRITISH

HOME GROWN VALUE

Using its expertise in micronisation, Henry Bell introduced its British-grown EquiGlo horse feed brand in 2017. In addition to EquiGlo, Henry Bell is a major manufacturer of a wide range of pet, animal and wild bird feeds, including the Mr Johnson’s brand for small animals, Dog Gone Fishin’ canine treats and Henry Bell Wild Bird Care Collection. Henry Bell was established almost 200 years ago in Grantham, where it began life as a supplier of seed and fertiliser to local farmers while trading their cereals and pulses. “We have been a major player in Britain’s animal feeds industry since 1825 and are a long-established manufacturer for own-label feed brands,” says the company’s trading director, Simon Parker (pictured). “We enjoy considerable overseas interest in our British-grown and processed products, which has led to significant growth for Henry Bell and the commissioning of additional warehouse capacity at our Grantham site to meet all export orders.”

Timelessly effective

Animalintex can be found in tack boxes and first aid kits all over Britain. It’s also a staple of most UK equine vet practices. The enduring poultice was invented by Robinson Healthcare in the mid- 1930s. It’s held a Veterinary Medicines Directorate (VMD) licence since the 1 September 1992, and remains the only licensed, absorbent, multi-layered poultice and wound dressing in the UK. Animalintex, with its all-British roots, has most definitely stood the test of time.

Made in Britain

Vale Brothers manufactures a wide range of products from three UK based factories under brand names Harry Dabbs Saddle Makers, Jeffries Saddlery, Thermatex, Griffin NuuMed, KBF99, Equerry, Stablemates, Edward Goddard and Equimats. “Few companies in any industry manufacture the number or variety of products that Vale Brothers produces here in the UK,” says managing director Peter Wilkes. “Our production requirements cover hand-made to computerised robotics. There’s no equestrian company in the world manufacturing our variety.” Vale Brothers trades in the UK, Europe, United States and China. And Peter believes that the demand for British made goods is rising. “Despite the challenges caused by the pandemic, Brexit and the recent rise in price of raw materials, sales throughout the Vales brands remain strong,” he says. “We’re proud to be manufacturing in Britain, the demand from consumers demonstrates that products made in Britain are worth the investment. “For our retailers, there’s never been a better time to appreciate British made products that withstand the test of time.” Pictured are Thermatex TKCS rugs and the Aura cavesson bridle by Jeffries, both made in Britain by Vale Brothers.

A CHEQUE FROM CHURCHILL

Saracen Horse Feeds remains in the fifth generation of the family which founded it more than 200 years ago, originally to trade grain in London and the home counties. The company archives include William Lillico’s handwritten ledgers from the Corn Exchange [Saracen Horse Feeds is part of the Wm. Lillico Group], military records of directors called up to service and a cheque signed by Churchill for a delivery to Chartwell. This British family business continues to manufacture from its mill in Aylesford, Kent, with Patrick Walker as chairman and managed by son Fred Walker and son-in-law John Rawdon-Mogg. As the exclusive nutrition brand partner of Kentucky Equine Research, Saracen delivers innovative rations. As well as supporting dressage stars Carl Hester and Charlotte Dujardin and their team of horses, Saracen also feeds the ceremonial horses of the King’s Troop and Household Cavalry – including when they retire to The Horse Trust. With an eye on the future, Saracen has developed a plan to improve its environmental impact via its feed ingredients, feed sacks and packaging, using renewable energy to power its production site and motion sensitive lighting throughout the business. Saracen has an international and national supply chain network plus three registered nutritionists and a team of area managers who work closely with retailers. 48 | EQUESTRIAN TRADE NEWS JUNE 2022

WWW.EQUESTRIANTRADENEWS.COM

FAMILY VALUES

Family businesses have long been the backbone of the British economy and WB Stubbs – home of the Stubbs England brand - is a great example. Established in 1836, East Midlands based Stubbs England is an internationally recognised manufacturer of stable and tack room equipment – all made in its own British factory. Originally manufacturing agricultural implements, Stubbs progressed to industrial trolleys in the 1850s; it’s still an important part of their range today. The company also developed the original trailer tent in the 1920s. By 1960, a horse-loving member of the family complained about poor quality, bought in, hayracks. So, Stubbs began manufacturing stable equipment. Chris Bradwell, managing director, is the sixth generation of the family to take W B Stubbs’ factory charge of the business. has been in the East Midlands since 1836. “I think we now offer the world’s broadest range of stable and tack room equipment, and this has necessitated the development of multiple industrial processes, including steel fabrication, plastic moulding, joinery, and plastic coating, all on our one site here in the East Midlands,” he says. Chris is proud of Stubbs’ heritage. “It’s hard to believe that we’ve been in business for almost 200 years. We’ve experienced the highs and the lows of British history, coronations, world wars, four global pandemics, recessions, and more besides. Among many highlights along the way for Stubbs was the visit from HRH The Princess Royal to its stand at BETA International 2020. “It was an honour to talk to her, and a wonderful endorsement for the company when she mentioned that she recognised our products from her experience with her own horses,” said Chris. By their own admission, the past couple of years haven’t been easy for the team at Stubbs. But Chris is happy to report they’re still very much in business – and thriving. He’s quick to credit the long-serving staff, who average more than 20 years’ service. Recent investment and innovation have driven manufacturing growth at Stubbs. The Stubbs Retro tack room range is especially popular, but just a part of almost 400 lines of stable and tack room equipment. “We obviously have a long history, but every generation needs to build on what has been handed down to them,” says Chris. Looking ahead, with manufacturing costs on the rise, Chris is all too aware that the firm will again have to adapt. “Knowing how my family has successfully steered the business through almost 200 years of history gives me the strength and confidence to drive this success story ever further,” he concludes. To stock up on Champion please contact your ASM or call our Sales office on: 0113 270 7007 For more information visit: CHAMPIONHUB.COM

The British made Stubbs Retro range is especially popular.

CONTINUED OVER THE PAGE

The Official Label

Equestrian Equestrian Equestrian Helmets Helmets Helmets PAS 015:2011 PAS PAS 015:2011 015:2011

CERTIFIED CERTIFIED CERTIFIED

TM TM TM KITEMARK KITEMARK KITEMARK

Equestrian Helmets Equestrian Equestrian Helmets Helmets PAS 015:2011 PAS PAS 015:2011 015:2011 TM TM TM KITEMARK KITEMARK KITEMARK

Certification Mark

Made To The

BETA

201 8 Horse Rider

Body & Shoulder Protector Standard

Level 3

WWW.EQUESTRIANTRADENEWS.COM

THE

BRITISH EQUESTRIAN TRADE ASSOCIATION East Wing, Stockeld Park Wetherby, LS22 4AW Tel: +44 (0) 1937 587062 Fax. +44 (0) 1937 582728 Web:www.beta-uk.org

2 0 18

HRH The Princess Royal with Chris Bradwell on Stubbs’ stand at BETA International 2020.

Horse Rider Body & Shoulder Protector Standard

Level 3

ETN | BEST OF BRITISH

A great British brand

Britain’s oldest and only weekly equestrian magazine, Horse & Hound, was launched on 29 March 1884 by the Hon. Wyndham Berkeley Portman. His intention was to provide the sporting public with “a journal that, by reason of its sober presentation of fact and attention to bloodstock breeding, was different to the majority of sporting periodicals then on sale.” His son, Arthur Portman, took over the editorship in September 1890, under the nom de plume "Audax". He became a leading authority on Turf matters, Arthur Portman, editor a “gentleman of H&H for 50 years and former owner until his tipster of death in an air raid in 1940. winners”, apparently prized even by the royal family. Arthur, his wife and three servants were killed by an air raid in 1940, while having dinner in their home. He was remembered in the magazine by “Observer”, who wrote: “Were I to presume to write his epitaph I would choose the simple words, “An English Gentleman,” for this is the standard which he always set himself. It is for this standard that we are fighting, and in this belief that we will finally triumph.”

Coverage of The Queen Mother’s visit to H&H’s offices at Kings Reach Tower in 1986,

50 | EQUESTRIAN TRADE NEWS JUNE 2022

Walter Case was at the time a director in Portman’s company and was called away on war service shortly after Arthur's death. Odhams Press kept the magazine going until Walter returned from the war and became editor. In the 18 October issue of 1940, the publication reported to “Readers, correspondents and advertisers” that, “As a result of enemy action we have been compelled to vacate our premises at 19, John Adam Street, our new address is now Hastings House, 10 Norfolk Street, Strand. In view of the urgency with which this alteration was made…it is hoped that readers and advertisers will accept our apologies for any temporary inconvenience caused.” In the 1950s, IPC Magazines Ltd was born, with the merger of Oldham’s with George Newnes Company and Amalgamated Press. H&H, Britain’s only equestrian weekly, is It wasn’t until 1963 that Horse & Hound, published every Thursday. often referred to as “the equestrian bible”, featured its first colour front cover, and not teams are one – overseen by editor-inuntil 1990 that the magazine was printed chief Sarah Jenkins since 2014. in full colour. Read regularly by equestrian fans In 1965, Horse & Hound printed its first including members of the Royal family, vet article – Vet Clinic now being one Horse & Hound’s 125th birthday issue of the most read franchises in today’s featured the Princess Royal publication. as cover star in 2009. In There have been 2020, The Queen shared only six editors her favourite horses of her in the magazine’s lifetime in an article in the 138-year history, magazine’s royal special. Lucy Higginson Possibly Horse & becoming the first Hound’s greatest claim female editor in to fame came a decade 2002, taking over earlier in 1999, when actor from Arnold Garvey Hugh Grant claimed to be whose predecessor a Horse & Hound reporter Michael Clayton in order to get an audience was at the helm for with Julia Roberts in the 18 years from 1973 film Notting Hill. after Walter Case Horse & Hound’s website retired. launched a paywall section During Sarah Jenkins has been H&H editorin 2013, which was replaced Arnold’s era, a in-chief since 2014. by a metered paywall sister website, model in July 2021. In 2016, horseandhound. the first Horse & Hound awards was held co.uk, was launched, incorporating an at Ascot, and four years ago moved to online ‘horses for sale’ platform. In 2012 Cheltenham Racecourse. And in 2020, the the magazine launched its first digital Horse & Hound Podcast launched. edition. Today the magazine and website

“Horse & Hound’s 125th birthday issue featured the Princess Royal as cover star in 2009.”

WWW.EQUESTRIANTRADENEWS.COM

BEST OF BRITISH | ETN

THIS IS THE LIFE!

Now in its seventh year, Bettalife provides targeted nutritional support for horses, humans and dogs. Its formulae are relied upon by British riders such as Hazel Towers, Mari Akhurst, Charlotte Blain, Tom Bird and Clea Phillips. Based in Wetherby, West Yorkshire, Bettalife supplements are manufactured in the UK and batch tested for quality. There’s a knowledgeable team on hand to offer consumers free, impartial advice. The Bettalife equine range is rated five stars on Trustpilot and all products have a 100% no quibble, money back guarantee settled directly with the customer so that retailers maintain the margin on sold products. Bettalife has partnerships for the year with British Eventing and British Dressage.

Keep calm and carry on growing

Dengie was founded in 1968 as a farmers’ cooperative. Today, it still supports the local farming community. Dengie grows many of its own ingredients, working with partner farmers close to its sites in Essex and Lincolnshire. Indeed, every bag of Dengie Alfa-A can be traced back to the field in which it was grown. In 2007, Dengie was awarded the Queen’s Royal Warrant, a key requirement for which is sustainability. Dengie has introduced recycled plastic packaging, electric cars and solar panels. The company has also twice topped the chart for the most popular horse feed brand, according to BETA’s 2015 and 2019 National Equestrian Surveys.

NATURAL PROTECTION l

Flies l Itching l Rubbing l Hair-loss

Based in Scotland, Pro-Equine knows about flies and midges. That’s why we’re the lead supplier of Neem-based products. Our comprehensive range of gels, sprays and shampoos offer quick-working and costeffective solutions. What’s more, all products are 100% natural, biodegradable and legal.

Why stock Pro-Equine?

NEW STOCKISTS

NEWSTETN

Buy direct from British manufacturer Good margins l Low MOQ l Top-notch customer support & quality control l Recycled & recyclable bottles l

quote

for special discount off your first order.

Caring for your horse naturally WWW.EQUESTRIANTRADENEWS.COM www.pro-equine.com

info@pro-equine.com

EQUESTRIAN TRADE NEWS JUNE 2022 | 51

ETN | BETA INTERNATIONAL

BETA International

- THE place where equestrian shops go shopping

xcitement is building for the return of BETA International, sponsored by Neue Schule, in September. We look at why the three-day exhibition is so popular with both exhibitors and visitors and reveal some of the changes to this muchanticipated show.

Why exhibit?

Exhibiting at BETA International provides companies and brands with a unique opportunity to showcase their products and services to a captive audience of UK and international buyers and retailers all under one roof. One of the major changes for 2022 is BETA International reverting to its popular show days of Sunday, Monday and Tuesday (11-13 September) after being held on Thursday, Friday and Saturday in 2021. And with the trade-only exhibition being staged at the highly accessible and popular NAEC Stoneleigh, Warwickshire, this year’s exhibition promises to be a memorable and successful event. With four months to go before the exhibition, more than 80 companies have already booked their stand space at BETA International, including Baillie Haylage, Bedmax Shavings, Chatham Footwear, Charles Owen & Airowear, Elico Equestrian/Jenkinsons, Horse First, KM Elite Products/Stridefree Saddles, LeMieux, NAF, Neue Schule, Shaws Equestrian, Shires Equestrian, TopSpec Equine, USG United Sport products, Vale Brothers and Waldhausen. Here’s what some of our exhibitors had to say: • “It provides a fantastic opportunity for us to showcase our products and meet our customers, both existing and new stockists.” • “With easy access and spacious stand spaces, it’s just a great way to engage in unhurried conversations with all levels of outlets from around the globe.” • “We find the venue is easy to use and centrally located with access from several major arterial routes and ample parking.” • “We exhibit our brands at BETA International year after year because of the unique way the event connects the industry.” • “BETA International is arguably the most important show in the equestrian calendar.” The lifting of travel restrictions following the pandemic means that international buyers are looking to return in greater numbers to the exhibition. So, for companies aiming to reach the widest possible audience, BETA International presents them with the perfect platform. Visitors come from a wide range of businesses, including saddlers, online retailers and equestrian and country stores. For companies interested in exhibiting at BETA International, there is a range of stand types and sizes available. Exhibitors receive a free listing in the catalogue in Equestrian Trade News (the event’s official media partner), and one free entry into the New Product Showcase. To find out more about exhibiting at BETA International, contact Fiona Dagger at Impact Exhibitions & Events on 01892 862848 or email fiona.dagger@impact-exhibitions.com. 52 | EQUESTRIAN TRADE NEWS JUNE 2022

Reasons to visit

Retailers can now register for free entry to BETA International, where leading brands will be showcasing their new products and services under one roof. With so many exciting plans for 2022, BETA International is shaping up to be another memorable event in September. It’s the ideal event for retailers and buyers to decide what products to stock over the next year with hundreds of items being exhibited, many of which are new launches.

So why should retailers register now for free entry to the three-day exhibition?

There is so much for you to see and do during your stay at BETA International where everything that’s new in equine is showcased. A fantastic array of new items has been entered into the New Product Showcase, sponsored by Shires Equestrian, situated in a prime position in Hall 2. It’s the ideal place to view products you’ll want to stock in your store, and all items will be entered into the New Product Awards, sponsored by ETN. BETA International will have a strong line-up of speakers for three days of seminars designed to give retailers ahead-of-thegame ideas on new lines, new approaches and new profit potential. The free-to-attend series of seminars will cover a wide range of topics and there will also be a chance to earn Continuing Professional Development (CPD) points for those people attending a relevant seminar. WWW.EQUESTRIANTRADENEWS.COM

BETA INTERNATIONAL | ETN So, if you’re tempted to attend BETA International what’s the best way to plan for a trip to September’s showpiece event? It’s important to make sure that the time away from your shop and the expense of getting there are spent wisely. And that’s where a bit of planning can pay handsome dividends. The BETA International website lists all the exhibitors and their stand numbers. It’s worth spending some time familiarising yourself with how the show is set up even if you haven’t been to the venue before. Once there you’ll soon find your way around as the directional signs are prominent throughout, and all the stands are well numbered. Show previews in ETN are also invaluable, as they will give you a great insight into what to expect, timings of informative seminars and other important show information. Don’t forget that all BETA members attending the show on two or more days can claim £50 towards travel and accommodation. NAEC Stoneleigh is one of the Midland’s leading exhibition venues and with its location in the heart of England, getting to the show is easy via good transport links and only 15 miles from Birmingham International Airport. A shuttle service will be offered to visitors flying in.

following eight award categories: • Clothing & Footwear • Feed & Supplements • General • Horsecare • Horsewear & Equipment • Pet Products • Saddlery & Tack • Safety All exhibitors can enter one product into the New Product Showcase free of charge, with additional items being charged at £150 per entry. The products must not have been available on the UK market at or prior to BETA International 2021, which took place on 9-11 September 2021.

You can register online at www.beta-int.com where you’ll also find a full list of exhibitors and information on how to reach the venue. If you require overnight accommodation during BETA International, the official hotel booking agency Event Express can help. Email reservations@eventexpressuk.com or call +44 (0)1905 732 737.

New Product Showcase is an exciting development

Seeing the latest equestrian products launched under one roof is one of the major attractions for BETA International visitors, and September’s exhibition is set to unveil an impressive number of new items. To highlight the importance of providing a platform for product launches, the New Product Gallery has been reimagined for BETA International in 2022. The New Product Showcase, sponsored by Shires Equestrian, is designed to help visiting retailers and buyers find the latest and most exciting products to hit the industry, as they will be visually merchandised by professionals in one extensive display in Hall 2. There will be an information card beside each product, giving details such as suggested retail price and where in the show visitors will find the item’s exhibitor. The New Product Showcase entries will be displayed under the

Providing a launchpad to success

The New Product Awards, sponsored by the show’s official media partner Equestrian Trade News (ETN), have also been reimagined. All products entered into the Showcase will be judged by a panel of retailers on the first day of BETA International (Sunday, 11 September) to decide the winners of the New Product Awards. Winning a New Product Award can have a tremendous impact on the fortunes of a BETA International exhibitor. It can help turn a new launch into a bestselling item in stores around the country and clinch that all-important export deal. The Awards will be presented at the Seminar Theatre in Hall 1 on Sunday, 11 September at 17.15. Exhibitors and visitors will be invited to attend and cheer on the winners. The winning products will be displayed in a separate area close to the New Product Showcase.

BOOK YOUR STAND NOW Contact Fiona Dagger T: +44 (0) 1892 848 E: Fiona.dagger@impact-exhibitions.com

TO VISIT FREE, REGISTER at www.beta-int.com

11-13 September 2022 NAEC, Stoneleigh, Warwickshire, UK

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

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 53

OXIDATIVE STRESS, PRIMARY ANTIOXIDANTS AND A NEW PERSPECTIVE ON JOINT AND MUSCLE MAINTENANCE By Hannah Elliott, Nutritional Biochemistry BSc, Animal Nutrition MSc, Technical Manager Lallemand Animal Nutrition

SOD (Superoxide Dismutase) supplementation has been seen to improve total antioxidant status (TAS) in racing Huskies after competition and similarly reduce inflammation biomarkers in horses during training.

Photo: Raquel Mathias/Shutterstock.com

eactive Oxygen Species (ROS) are natural pro-oxidant molecules involved in many signalling pathways, however when there is an imbalance of pro-oxidant and antioxidant molecules, oxidative stress occurs. This imbalance can occur during physiological stress such as growth and intense physical activity, as well as metabolic and psychological stress. Roughly 85-90% of all cellular oxygen is used by the mitochondria to produce energy in the form of ATP (adenosine triphosphate). However, during this process, about 4% of the total electron flux is lost leading to the formation of superoxide anions; the most potent of free radicals. This means that the flux of ROS is directly correlated with the intensity of energy metabolism. Animals that are under higher physiological demand, such as exercise or a higher metabolic demand during renal failure for example, often generate more ROS. ROS are toxic when present in excessive quantities in cells and will quickly weaken cellular structures and impair their proper functioning. Oxidative stress linked to the pathogenesis and 54 | EQUESTRIAN TRADE NEWS JUNE 2022

development of many diseases due to DNA, lipid and protein oxidation. A few examples of oxidative stress in relation to common issues for pet parents are obesity, aging and renal failure. Obesity has been correlated with an increase in oxidative stress biomarkers and a decrease in plasma antioxidant status. We are also aware that obesity is related to chronic inflammatory status where inflammatory signalling pathways increase ROS generation from mitochondria, contributing to oxidative imbalance and damage. Secondly, oxidative damage has also been associated with behavioural decline, cognitive function and protein damage in the brain of aging dogs. In addition, primary antioxidant enzyme presence seems to decline in the brain with age; consequently, the ROS neutralisation pathway also declines. Finally, cats with chronic renal failure continue to demonstrate antioxidant function, but with a lower antioxidant capacity, an increased oxidative stress status and decreased neutrophil function. The link between inflammation and oxidative stress is well documented in humans with chronic renal failure. WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN Oxidative stress is also often associated with the weakening of muscle and joint membranes and impaired resistance to exercise and damage. Working and competition dogs are regularly pushed to their physiological limits to optimise success and fulfill their roles. Intense physical activity is often underestimated as a major source of oxidative stress, leading to muscle micro-trauma, damaged muscle fibre ultrastructure and increased white blood cell infiltration: indicating the onset of an inflammatory response. This eventually leads to partial or total rupture of the muscle and the release of intra-cytoplasmic enzymes such as creatine phosphokinase (CPK) and aspartate aminotransferase (AST) into the bloodstream. CPK and AST are both commonly used as biomarkers of muscle integrity and are found at increased levels after exertion. An imbalance of oxidative stress in joints leads to a rise in inflammatory biomarkers such as prostaglandins (PGE2) or nitric oxide (NO), and a higher concentration of cartilage matrix components such as glycosaminoglycan polysaccharides (GAGs) in the synovial fluid, indicating cartilage damage that can lead to discomfort and pain. GAGs contribute to resistance and compression thanks to their ionic bonding with water, so a high synovial GAG content reflects a reduction in cartilage elasticity and its capacity to withstand forces efficiently. If this natural inflammatory response is exacerbated, it can jeopardise the natural regeneration of damaged tissue. Regulating and balancing the intensity of the response is essential, as although it is potentially responsible for cellular damage, it is necessary for the healing process. Even with a more sedentary lifestyle, joints and muscles are key elements in the day-to-day mobility of any animal. All pets can be subjected to increased oxidative stress in the form of infection, aging, injury, inflammation challenges, improper diet and even emotional stress when left at home or in a busy environment. Primary antioxidants are the endogenously produced essential enzymes Superoxide Dismutase (SOD), Catalase and Gluthatione peroxidase (GPx). They represent the first line of defence against oxidative stress, able to control free radical production at a 1:1 million neutralisation ratio. Secondary antioxidants such as Vitamins C and E are supplied in feed and act as electron donors working downstream to neutralize existing free radicals at a 1:1 ratio. Each antioxidant has its own specific function within the chain of neutralisation as well as specific sites of activity: SOD can be found both intracellularly and extracellularly, Catalase can only be found intracellularly and various types of GPx can be found almost everywhere, with GPx4 preferring lipids. Vitamin C is solely found in aqueous environments and Vitamin E mainly protects against lipid peroxidation within cell membranes. A total antioxidant approach is best to optimise ROS neutralisation in all parts of the body.

SOD is the only enzyme able to dismutate and transform the superoxide ion at the start of the ROS chain, into hydrogen peroxide (H2O2). SOD supplementation has been seen to improve total antioxidant status (TAS) in racing Huskies after competition and similarly improve TAS and reduce inflammation biomarkers in horses during training. Lower CPK levels in horse blood samples at rest and after exertion when SOD is supplemented within a diet have also been measured, suggesting a level of muscle cell membrane protection. Increased levels of SOD were found within the red blood cells themselves indicating a stimulation of the antioxidant defense system. SOD supplementation also showed reduced PGE2, NO and GAG levels within synovial fluid before and after exercise, suggesting a reduction in inflammation risk and cartilage matrix alteration. GPx converts the H2O2 into water (H2O) and oxygen (O2), meaning SOD and GPx, along with catalase, act synergically to prevent the formation of ROS and reduce oxidative stress. With selenium being an essential cofactor in GPx functioning, selenium is not only important in contributing to ROS reduction, as seen by reducing CPK and AST values in working and horses with myositis, but it protects all cells. Selenium supplementation has been attributed to a strengthened immune system, increased reproductive health and improved coat and skin health and can optimise thyroid homeostasis and joint health in elderly and geriatric animals. Organic peroxides (ROO°) and ROS can induce phospholipase A2 activation and the downstream production of prostaglandins by cyclo-oxygenases (COX). COX are also directly involved in ROS production and COX expression is increased in synovial fluid when joint disease is present, meaning SOD can be effective at reducing secondary free radical production (ROO°) as well as directly dismutating ROS, reducing the COX feedback loop. This further demonstrates the role of SOD and GPx in inflammation regulation.

A degree of stress is necessary in life, which naturally results in higher ROS and free radical levels, meaning antioxidants are essential in balancing oxidative stress. Antioxidant molecules neutralize and stabilize free radicals thus protecting membrane and cytosolic components from oxidative stress. The development and pathogenesis of many diseases, such as obesity, are related to oxidative stress, as well as aging, joint and muscle maintenance and recovery. Primary antioxidants are the most efficient defence mechanism against ROS and oxidative damage, capable of a 1:1 million neutralisation ratio. A positive antioxidant status is vital for maintenance and recovery as well as health and well-being, potentially helping to reduce risk of inflammation and injury in working and companion animals alike. All information covered within this article is relevant to Lallemand knowledge trials and products. CPD QUIZ OVER THE PAGE

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2022 | 55

ETN | CPD FEATURE

RAMA CPD QUIZ

RAMA CP Questio D (nutritio ns n) J 2022 E une TN

SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. What does SOD stand for? a. Superoxide Dismutating b. Superion Dismutase c. Superoxide Dismutase d. Superior Dismutase 2. What does GPx stand for? a. Glutathione Peroxidase b. Glycoprotein Peroxidase c. Glutathione Pro-oxidase d. Glucose Peroxidase 3. What are Reactive Oxygen Species (ROS)? a. Anti-oxidant molecules b. Energy molecules c. Oxygen replacement molecules d. Pro-oxidant molecules 4. What does TAS stand for? a. Total Antioxidant Significance b. Total Antioxidant Status c. Temporary Antioxidant Status d. Total Actual Status

5. Organic peroxides and Reactive Oxygen Species induce the downstream production of prostaglandins. Where can SOD be effective in the COX feedback loop? a. There is one effect. SOD can reduce phospholipase A2 activation by dismutating ROS. b. There is one effect. SOD can increase phospholipase A2 activation c. There are two effects. SOD can reduce phospholipase A2 and COX action, by dismutating ROS, thus reducing COX induced production of ROS d. There is no effect. 6. Which of the following are primary antioxidants? a. Vitamin E and Superoxide Dismutase b. Vitamin E and Vitamin C c. Superoxide Dismutase and Glutathione Peroxidase d. Glutathione Peroxidase and Vitamin

7. Which inflammatory biomarkers were used as indicators of oxidative stress in joints? a. Creatine Phosphokinase (CPK) and Nitric Oxide (NO) b. Creatine Phosphokinase (CPK) and Aspartate Aminotransferase (AST) c. Aspartate Aminotransferase (AST) and Prostaglandins (PGE2) d. Prostaglandins (PGE2) and Nitric Oxide (NO) 8. Oxidative stress can cause: a. DNA oxidation b. Lipid oxidation c. Protein oxidation d. All of the above 9. Primary antioxidants are how many more times effective than secondary antioxidants in free radical neutralisation? a. One million times more effective b. One thousand times more effective c. One hundred times more effective d. Ten times more effective 10. What percentage of all cellular oxygen is used by the mitochondria to produce ATP? a. 75-80% b. 80-85% c. 85-90% d. 90-95%

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

THE WINNING COMBO

AGAINST OXIDATIVE STRESS Dried melon juice, rich in superoxide dismutase A natural and novel source of the first limiting primary antioxidant

The combination of both primary antioxidants modulates oxidative stress levels and helps to improve antioxidant defences

Premium selenium yeast, >98% organic selenium Superior bioavailability and guaranteed quality

ALKOSEL has been adopted by the Canadian National Research Council Reference Material, or CRM*, for analysis of Se-enrichied yeast.

Controlling oxidative stress to improve muscle and joint recovery Not all products are available in all markets nor associated claims allowed in all regions.

LALLEMAND ANIMAL NUTRITION

www.lallemandanimalnutrition.com 56 | EQUESTRIAN TRADE

SPECIFIC FOR YOUR SUCCESS

NEWS FEBRUARY/MARCH 2022

WWW.EQUESTRIANTRADENEWS.COM

ETN REPORTING | ETN

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 2017, ETN reported:

In June 2012, ETN reported:

l Faulks & Cox acquired Equine Speedskip, the design-registered poo-picking rake and skip developed by Elaine Pickering and Gareth Hulbert. Faulks & Cox was mid-way through rebranding its Tubtrugs, Tyre Rubber, Gorilla Brooms and Wm Faulks tools to an umbrella name – Red Gorilla. l Newtyle Nominees, owner of retailers Derby House and RideFIVE away, purchased e-commerce host Internet YEARS Fusion. Newtyle Nominees had acquired RideAGO... away from Pets at Home the previous autumn. l William Fox-Pitt’s former stable jockey India Thomson joined Spillers as a care-line nutritionist; and Jo Revell moved from Baileys Horse Feeds to Nettex to take up a new sales role. l The vivid hues seen on the high street that season inspired Rhinegold’s new saddle pad collection from Snowhill. The Elite Vented range had a sports mesh at the spine to allow airflow and provide ‘give’.

l Connolly’s Red Mills secured a licence to import horse feed into mainland China in what was believed to be a world first. “The potential for Red Mills as first mover could be very significant,” said managing director Joe Connolly. l The last-minute cancellation of TEN Badminton following heavy rain YEARS was thought to have cost traders £10 million AGO... in lost sales. “There’s ankle-deep water in the tradestand area,” Adrian Charley of Townfields Saddlers told ETN as he unloaded a second lorry of unsold stock. A waterlogged Chatsworth was also cancelled. l Jay Bavington of newly established wholesaler Walk Trot Canter (WTC) said he was keen to work with “the right retailers and right brands.” With a showroom in Harrogate, North Yorkshire, WTC was already distributing Under Armour, Iris Bayer and USG. l ETN was ahead of its time with a feature on how to work from home. Hints and tips such as ‘turn off the washing machine when the phone rings’ and ‘keep half-clothed partners and inquisitive pets out of video conference shot’ seem like old hat now…

In June 2002, ETN reported:

In June 1992, ETN reported:

l Feed manufacturers were able to continue using the words ‘non-heating’ and ‘cool’ on their packaging after BETA triumphed in negotiations with the Food Standards Agency. l Dutch ridingwear manufacturer Horka International was continuing to “penetrate the UK market” with the appointment of Katie Metcalfe to cover 20 the East Midlands and YEARS Yorkshire. AGO... l BETA International organisers announced they were to step up the country clothing area at the show. The news came as a proposed new trade exhibition called Country Style International was called off. l Retailer Robinsons Country Leisure announced a five-figure deal to sponsor the Pony Club Prince Philip Cup, including the Horse of the Year Show (HOYS) final of the mounted games series. As part of the deal, Robinsons became the sole supplier of all Pony Club books and guides. Manging director Jim Bentham said it was “a great opportunity to influence the growth of equestrian activities.”

WWW.EQUESTRIANTRADENEWS.COM

l In a bid to curb unethical trading, a new code of practice for suppliers was agreed at the BETA AGM. New trade members would be required to sign up. “Many retailers are encountering the everincreasing occurrence of back street traders, factory shops and unscrupulous cowboys,” said David Sayer, chairman of 30 YEARS the BETA retail committee. AGO... l A supplement was recalled after high levels of selenium were traced in samples. An investigation had been triggered when three polo ponies, which had been fed the product, became ill and suffered severe hair loss; one later died. Other companies issued assurances that their products contained ‘safe’ levels of selenium. l David Latham-Cruse, sales director at Charles Owen, was campaigning for more children’s riding hats to be VAT-free. H M Customs had recently allowed hats up to size six and a half to be zero-rated. But Mr Latham-Cruse said Charles Owen would declare all its new Kids Own range VAT-free, regardless of size. He appealed for retailers’ support. l Horse&Hound launched its first gossip column – with ground rules. “Since 1884, all stories about mating problems in Horse&Hound are strictly equine,” said editor Michael Clayton.

EQUESTRIAN EQUESTRIANTRADE TRADENEWS NEWSAPRIL JUNE 2022 | 57

Coming soon

in ETN… SEPTEMBER ISSUE BETA International 2022 Sunday, Monday and Tuesday

11-13 September 2022 NAEC Stoneleigh, Warwickshire, UK

New launches

• BETA International 2022 preview • Worming focus: the latest developments • AMTRA accredited RAMA/SQP CPD feature and quiz on equine parasites • Feeding for optimum condition • Clippers and winter rugs

for the coming season and exclusive

Main Sponsor

The UK’s best-selling

catalogue

n Polework layout

WIN

5 WAYS

A GORGEOUS Albion bridle

five ways n 12

1LAYOUT POLEWORK

Fab apple spong e & shampoo

Behind the scenes on the hit CBBC show!

weeks to fitness

Get to know

n Hacking confidence

BE A

Lydiacoat care Heywood

FIELD TO FIT weeks

pro! HACKING All about SOLoutO? with

n Suspensory

in just 12

horsey schools!

injuries n Low-cal

Time to try a new

Ride confidence

TURNOUT

feeding guide

SYSTEM?

n Turnout systems

Revamp your NEW SERIES

n Interview: Lydia Heywood n Your

schooling s you need to

Three exercise

horse’s RDA

CALCULATE YOUR HORSE’S

RDA

plus

equestrian monthly

617 April 2021

Fiona Dagger fiona.dagger@impact-exhibitions.com Or call 01892 862848

For a bespoke promotional package with Horse&Rider and PONY magazines please contact abi@djmurphy.co.uk 01428 601020

1 Shires FREE! 202 Issue number

FOR MORE INFORMATION PLEASE CONTACT:

contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com

Reach the riders that count BOOK YOUR STAND NOW

FOR ADVERTISING ENQUIRIES

FROM THE VET

try

SUSPENSORY

INJURIES

TE THE ULTIMA L

LOW-CA FEEDING GUIDE

5 WAYS to know you’re

pony-crazy!

Join the PONY

dres dressage sage

cli clinic nic!! MINI MAG

INSIDE

Take the

this esme riding quiz!

WIN!

DESIGN YOUR OWN

pony merch

DJMurphy

On test:

we chat to PIGGY MARCH! SHIRTS

COMPETITION

10 March – 7

April 2021

Apr 2021 £3.99 Issue 876

FREE parking and FREE to attend Register to visit www.beta-int.com

CLOUD POS ECOMMERCE

DJMurphy

seminar programme

2021

FREE and informative

Classified

4 March – 31 March

New Product Showcase

Editorial for consideration should be received by 16 July 2022. Email editor@equestriantradenews.com For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

£4.25

show only offers

PONYMAG.COM

Print Digital Social Email Advertorial Video Research Events

Summer Camp Essentials Camp season is on the horizon! To help you get ready for your outings, here are some of our most recommended Red Gorilla® products for overnight stays and travelling.

TIDEE™ COMPANION SET The Red Gorilla® Tidee™ Companion Set comes with the scoop, rake and mini broom. This ultimate kit is weather resistant and designed to make mucking out and collecting stable waste more efficient.

GORILLA TUBS® Whether it’s to give your horse a quick drink between classes, sponge off after riding or to use as storage for your brushes, everyone needs at least one Gorilla Tub® to take to Camp! They are available in 8 different colours and sizes.

RED GORILLA® BACKPACK The backpack includes a mesh net with adjustable fasteners, making it easy to store your helmet, together with a Velcro clasp to host a riding crop and extra compartments for the more personal belongings. Perfect for travelling and events.

848184

www.redgorilla.red

sales@redgorilla.red