ETN (Equestrian Trade News) – June 2021

June 2021

Volume 45, No 5

BRITAIN’S FINEST

PLUS

• MEDIA AND MARKETING MATTERS • GIVING BACK TO HORSE SPORT • AMTRA ACCREDITED RAMA CPD FEATURE AND QUIZ

ETN is the official media partner of BETA International

2021

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Editor’s comment

In this issue...

NEWS

What’s been happening?

4

PRODUCT NEWS

E

veryone bangs on about equine obesity, the harm it does and how it’s become a major welfare issue. But look around, and the problem seems to be getting (excuse the pun) bigger.

The showing world is particularly guilty.

Judges say they won’t place horses and ponies that are overweight. Yet pictures of winners appear to suggest they’re not practising what they preach.

A recent article in Horse & Hound’s ‘Legends of the sport’ series featured a fit, well-muscled Pretty Polly. She was the outstanding show pony of the 1950s – and you can see the outline of her shoulders.

At the end of the day, it’s owners’ responsibility to keep their horses’ waistlines in check. But human nature being what it is, it’s all too easy to be influenced by fashion, trends and peers.

Maybe part of the problem is that that owners don’t give their horses enough work?

Riding on the roads can be dangerous; people are short of time; some owners are nervous about riding their horses outside an arena. And that’s a shame because while horses are being ridden or worked in hand, they can’t (or shouldn’t) eat at the same time.

Is there an argument for manufacturers to state on feed sacks how much activity a horse needs to do to burn off, say, one scoop of the contents? Complete accuracy would be difficult given all the variables, but at least it would make the point.

FRONT COVER:

Master Saddler Godfrey Morris, a serving soldier with The Kings Troop Royal Horse Artillery (RHA), is June’s ETN/ SMS Bench Saddler of the Month. Read his story on page 29.

Latest launches My one remaining Fal-Pro Silver Interactive rug is on its last legs. Mind you, it is a good ten years old.

Although there are some great designs on the market, I’ve never found a match for the benefits of the ‘silver lining’.

Is anyone still making these rugs? Or can a manufacturer revive the idea, please?

9

RETAILER PROFILE

Meet saddle fitter David Dyer

12

FOCUS TOKYO

Supporting horse sport

14

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago Britain has some really hot Tokyo Olympic medal contenders.

Ben Maher in show jumping, Oliver Townend in eventing and, in dressage, Charlotte Dujardin are my tips. And, such is Britain’s strength in depth, we have some strong team prospects too.

Winning Olympic medals gets equestrianism into the public eye, which is brilliant for everyone in our industry.

Luckily, 9am in the UK is 5pm Japanese time, so live television viewing will be possible at a civilized hour. Even if the working day does get interrupted, it’ll be worth it if Britain wins.

Well done to the BETA International organising team for running an online Preview of September’s show. A number of companies presented new products and promotions to a retailer-only audience.

Everyone did a great job. The double-act from Shires was particularly watchable. And it certainly highlighted brands that are keen to support the trade.

The Preview also highlighted something else. As hard as everyone tried via video, nothing replaces handing over an item to be touched, turned over, poked and prodded by a potential buyer.

Roll on BETA International 2021 at Stoneleigh on 9 – 11 September.

16

PEOPLE

Who’s new, who’s moved?

17

MEDIA AND MARKETING Directory plus inspirational tips

BRITISH COMPANIES Proudly flying the flag

18 25

BENCH SADDLER OF THE MONTH This month’s winner is our cover star

29

SADDLE FITTERS’ CPD Accredited by the Society of Master Saddlers

30

The best saddles for every discipline

33

COUNTY COURT JUDGMENTS

38

SADDLE-MAKERS’ DIRECTORY

Liz Benwell Liz Benwell

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2021 | 3

ETN | NEWS

News Online learning centre launched Novatec – parent company of Rumenco, Nettex Equine and Nettex Poultry – has unveiled a free-to-use e-learning platform.

The Novatec Skills Centre offers RAMAs (Registered Animal Medicines Advisors or SQPs) and in-store advisors AMTRA accredited CPD training.

Many RAMAs who need to top up their CPD points before the deadline 30 June will find it useful (see below).

The platform has 14 on-demand modules worth more than 100 AMTRA CPD points.

Training covers equine, poultry and agricultural animals.

Interactive content has been developed

by Novatec’s in-house experts and vets.

There are also non-accredited videos from experts giving hands-on, practical advice.

“Novatec’s experts have decades of experience training livestock and equine

owners and industry professionals’ best practice for improving animal health and welfare,” says Claire Lalor, commercial director for Rumenco. “[So] RAMAs and in-store advisors have the ability to learn from the top experts in the industry.”

The Novatec Skills Centre is optimised for smartphone, tablet and desktop devices and can be accessed from work or home.

About RAMAs

RAMAs (SQPs) are qualified to prescribe and supply certain categories of animal medicines including equine wormers.

The current AMTRA CPD points period ends on 30 June. RAMAs who have not accrued sufficient points by this deadline may need to re-take their exams to maintain their qualification.

The number of CPD points required depends on RAMA category. Equine-only RAMAs need 30 points per CPD period.

ETN publishes regular AMTRA accredited RAMA CPD features on equine worming and nutrition.

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

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 Publisher Equestrian Management Consultants Ltd

4 | EQUESTRIAN TRADE NEWS JUNE 2021

Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Manager Beth Crow Email: bethc@beta-int.com Tel: 01937 582111 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

ADVERTISERS’ INDEX Abbey England 27 Battles OFC Bedmax 6 BETA International IBC BETTALIFE Class Citrus Lime Class Gallop IFC Holdsworth PR 21 Horse&Rider Magazine 23 Hotmax 8 Jenkinson 3 Jenkinson 9 Littlemax 17 Lister Shearing 11 MSFC 37 NAF 7 NFU Mutual Class PONY magazine 19 Poucher 28 Red Gorilla OBC SEIB 5 Society of Master Saddlers 34 Solution Saddles 36 Strawmax 13 Zebra Products 35 Zoetis 37

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

Smuggled drugs intended for horses

A polo player or trainer is believed to be behind the attempted smuggling of illegal equine drugs into the UK. Border Force officials discovered the stash during a routine passenger search at Gatwick Airport. The [unnamed] person had arrived on a flight from Argentina.

ETN understands that the passenger was travelling to play or train for polo in the UK. The seized drugs are intended for use in horses but are not authorised veterinary medicines in the UK. The majority were injectable, including anti-inflammatories, steroids and antibiotics.

The products seized by the Veterinary Medicines Directorate following Border Force’s passenger search are 6 x Estrombol, 4 x Dexa 40, 5 x Flunix Deltavet, 3 x Equicistan, 2 x Crema 6A and 2 x Bio – Enzimyx.

ROYAL PRESENTATION TO BETA EXECUTIVE DIRECTOR

Claire Williams, winner of this year’s National Equine Forum (NEF) Special Covid-19 Sir Colin Spedding Award 2021 was presented with the award by HRH The Princess Royal, NEF president at Gatcombe Park.

Claire, the executive director of BETA, was nominated in recognition of her tireless work to advise, support and maintain morale across the equestrian sector during the pandemic.

Her efforts included analysis of Government guidelines and the development of protocols to allow feed merchants and tack shops selling feed and horse care products to trade legally and continue with essential safety services such as hat fitting.

Claire said: “I feel deeply honoured, not only to have won the award but also for it to have been presented to me by HRH The Princess Royal.

“The past 12 months have been a challenge for the industry and I was pleased to have been able to play my part in providing support to BETA members and members of the wider equestrian community through this difficult time. This award actually belongs not just to me but to my colleagues at BETA, whose support has been invaluable.”

The Sir Colin Spedding Award is presented annually to an exceptional unsung hero or heroine of the equestrian world.

It was adapted to reflect Covid-19 for 2021 and will return to its normal format in 2022.

SEIB were there to help!

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!

I am a saddle fitter based in Kent, with a passion and obsession for horses having the best fitting saddle. I work with Bliss Of London who are excellent and offer me all the options required for the most tricky horses.

I have a personal love for PREs (Spanish) horses which I have owned and fitted saddles for over 20 years, and now fit many PREs for clients.

Jane Randall

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ETN | NEWS

PREMIER EQUESTRIAN CENTRE FOR SCOTLAND

Plans for a big new equestrian centre in Aberdeenshire include retail space.

Bogenraith Equestrian will have indoor and outdoor arenas with spectator stands, a cross-country course, all-weather eventing arena, room for 50 livery horses, woodland hacking, a café and retail space.

“Scotland, particularly the north-east, is severely lacking in an equestrian centre with this variety of facilities,” said director Marion Dreelan. “Bogenraith Equestrian aims to put Aberdeenshire firmly back on the Scottish equestrian map.”

Completion is due later this year.

Saddle wins Queen’s Award

Solution Saddles’ SMART saddle range has been given a Queen’s Award for Enterprise in the Innovation category.

Founded in 2006, Solution Saddles employs 12 people at its base near Worksop. More than 20 approved saddle fitters supply its products across the UK and overseas.

The SMART range – said to offer “a modern solution to saddle fitting woes” - is believed to be the only saddle brand to have a Queen’s Award.

Solution Saddles’ designer Dr Anne Bondi said she was “immensely proud of our skilled and dedicated team members, every one of whom has played an integral part in the success of our saddle designs and the continued growth of the company.”

Winning businesses are entitled to use the Queen’s Award for Enterprise emblem for five years.

IN BRIEF

Saracen Horse Feeds has supplied environmentally friendly uniforms to its staff and sponsored riders.

Each branded soft-shell jacket is made with 20 plastic cups recycled from horse racing events.

A new postgraduate degree launched by Hartpury University focusses on animal welfare and the UK legal system. It’s intended to equip graduates for management roles in the animal welfare sector. As it’s delivered mainly online and offers full and part-time pathways, the course enables flexible study to fit around other commitments.

Ehorses, Europe’s leading horses-for-sale platform, is launching in the UK. It’s claimed a horse is sold through the German-owned website every 20 minutes, with 250 new ads appearing daily. Ehorses began in 1999. NOZ (Neue Osnabrücker Zeitung), one of Germany’s biggest media houses, is a shareholder.

A fundraising relay with horses is happening across the UK this summer; 9,000 riders and handlers have pledged support. The Great Horses for Health initiative, which has its own Facebook group, was set up by Sophie Gifford. It aims to encourage riding and use of rights of way while collecting money for equine charities.

LOOK OUT FOR YOUR CATALOGUE!

The latest Snowhill catalogue (issue 24) comes to you with this issue of ETN. It’s packed with new products… highlights include a new range of stable quilts and cute pony print riding tights.

If you have not received your copy of the colourful new catalogue, please contact Snowhill Ltd on tel 01243 672323 or email sales@snowhill.ltd.uk

Snowhill Trade Saddlery Ltd Strictly Trade Only Catalogue

Issue 24

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EQUESTRIAN TRADE NEWS XXXX 2020 | 7

ETN | NEWS

SHOWS SCRAMBLE TO SUPPORT TRADERS AMID MORE COVID CANCELLATIONS

The 72nd Horse of the Year Show (HOYS) is set to go ahead on 6 – 10 October at the NEC Birmingham.

It’s welcome news after Burghley, due to take place on 2 – 5 September, was cancelled due to “continuing coronavirus uncertainty.”

This year’s Olympia London International Horse Show (16 – 20 December) is also on - and moving to a new venue at ExCeL London.

HOYS is set to have a ticketed audience. The show is offering trade exhibitors a full refund or re-book in the event of cancellation due to Covid.

Stand rates for HOYS have been frozen. Olympia says pricing “will be sensitive to market conditions”.

This year’s Olympia London International Horse Show moves to ExCeL London because its usual West Kensington venue - the show’s home for 49 years - is being redeveloped.

Building work sped up during the pandemic, resulting in the exhibition centre’s use being restricted in December.

Show director Simon Brooks-Ward says that moving to Excel will allow for a larger arena with integrated hospitality.

Pam Swift, sales manager for Olympia, thinks 2021 could be a bumper year for Olympia’s traders. “I’ve had requests for larger stands and more space,” she said.

“Some companies have commented that the pandemic has been a catalyst for them to change their business practices. Also, the lack of family holidays has meant people have had money to spend on stables, tack, and other big-ticket items, including buying horses.”

Your Horse Live is scheduled to go ahead at Stoneleigh on 12 – 14 November. Tickets from last year’s cancelled show are valid for 2021.

• Information above correct at time of going to press.

INSURANCE

Insurance is increasingly mooted as a major stumbling block for shows.

“Most insurance policies now carry a full Covid exclusion,” a spokesman for SEIB Insurance told ETN. “Therefore, cancellation due to Covid would probably not be covered.”

Other losses to the pandemic include the new Horsefest demos/ shopping event (23 – 25 July) at Weston Park “due to ongoing uncertainties”; and The Festival of British Eventing at Gatcombe Park (6 – 8 August).

The Royal International Horse Show is due to run at Hickstead on 20 – 25 July with a reduced format. Show jumping switches to lower key, two-star classes, but the showing goes ahead.

“It’s hoped that some crowds will be allowed by the time of the show,” said Hickstead director Lizzie Bunn, adding that there will be “a selection of tradestands.”

OPTIMISTIC

While remaining optimistic that HOYS will happen, organisers acknowledge there is “still some uncertainty” around coronavirus.

“If we are unable to run in 2021 due to Covid, we will give all exhibitors the option of a future date or a full refund,” said Carl Storey, tradestand manager at show organiser Grandstand Media.

HOYS 2021 has reduced its usual trade stand space by 40% - from around 5,000 square meters to 3,000. And the TopSpec Showing Arena will be in the same hall as the retail village.

8 | EQUESTRIAN TRADE NEWS JUNE 2021

Want more news?

ETN’s weekly e-newsletter delivers the latest trade news directly to your inbox – and it’s free. To make sure you’re on the list to receive it every Wednesday, visit www. equestriantradenews.com or email nickil@beta-int.com

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Product News

PRODUCT NEWS | ETN

HOODIE FOR THE HOLIDAYS Calling all pony parents… the new children’s hoodie jacket from Covalliero is perfect for the summer holidays.

The fashionable design features a hood with drawstring cord and a ridingfriendly, two-way zip. Two handwarmer pockets at the front are perfect for storing a mobile phone.

Available in navy, coral or rose, the jackets are machine washable at 30°C and have an RRP of £47.

Covalliero is available from Zebra Products.

Good all-rounder

Keep Well from Rowen Barbary is an all-in-one, high specification supplement designed to support joint, digestive, skin and coat and overall health.

It contains a well-balanced ratio of glucosamine and MSM to support joint care and mobility, along with digestive enhancers and spices.

Keep Well is ideal for horses prone to weight gain that need a low- calorie diet, while still receiving a high level of nutrients for overall good health.

A 5kg tub has an RRP of £32.40, with 10kg at £58.40.

HOOF WAX IS THE BEE’S KNEES

Meadow Branch Hoof Wax is based on organic, triple-filtered beeswax.

Designed to combat the fungi and bacteria that damage horses’ hooves, it’s been developed by two registered farriers drawing on their ten years’ experience.

Meadow Branch Hoof Wax also contains turmeric and aloe vera to encourage growth and maintain sound hooves.

The dense formula penetrates deep into the horn to help prevent cracking and brittleness, as well as protecting the hoof capsule and leaving a luxurious shine.

Packaged in an attractive one litre tub, it’s ideal for the tack box.

Distributors are sought.

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2021 | 9

ETN | PRODUCT NEWS

NEED A FINANCIAL LEG-UP?

Blazehill Capital focuses on providing credit and critical working capital funding to mid-market UK businesses.

The recently launched financer says it can help companies requiring monetary support which they cannot get from traditional lenders.

Blazehill Capital typically provides secured lending ranging from £5m to £30m per transaction. It offers fast and flexible credit solutions to companies with non-standard lending requirements that are often complex and time critical.

The firm’s ambition is to build a lending book of over £1billion in five years.

Blazehill Capital is backed by a number of investors including financial institution WAFRA Capital Partners, a global credit investment firm with $5.1billion in assets.

“We’ve launched Blazehill Capital now because there’s a huge opportunity to support the UK’s mid-market in these extremely challenging times,” says managing director Tom Weedall (pictured).

“Many businesses have been forced to take on additional debt to survive and may require some form of restructure to allow them to trade effectively and release funding for recovery and growth.

“Funding options available to businesses facing an uphill challenge are often reduced as traditional sources of capital lose credit appetite. However, Blazehill Capital understands the value in stressed situations and is comfortable to help support a business through a difficult cycle, help drive their recovery and fuel future growth.”

Little girl’s dream

The Elico Pony Princess Lycra helmet cover is new to the Elico Fantasia collection.

Sprinkled with fairy dust, it features a magical princess with her pony. The stunning cover is topped with a fluffy faux pom-pom.

Come to think of it, grown up pony-mad girls will love this too! The one-size-fits-all cover has an RRP of £18.50.

Elico is available from Jenkinsons Equestrian.

BUILT TO PERFORM

Mountain Horse’s new Royal Performance breeches collection uses a four-way stretch nylon/Spandex mix material.

Diana Breeches (pictured) have a silicone full seat, high waist and wide waistband with double hook and loop.

They wick away moisture and dirt while supporting movement. A double stretch cuff ensures a tight fit, yet the breeches are easy to pull on and off.

The white version comes in a reusable, protective zip-lock bag. Navy and taupe are also available. The RRP is £85.

10 | EQUESTRIAN TRADE NEWS JUNE 2021

PRODUCT FOCUS ON… GIRTHS – AND WHY WE NEED TRAINED FITTERS

Saddle fitting is highlighted elsewhere in this issue of ETN. Yet the importance of correct girthing is often underestimated, says Simon Middleton.

Around and after London 2012, girthing was well researched and promoted. But, since then, there hasn’t been further awareness of just how important girthing is and how different each horse’s girthing requirements can be.

Nowadays we have well-trained bit, bridle and saddle fitters who do a great job. However, there’s a definite requirement for more time and training to be dedicated to specialised girth fitting.

What’s the best material for girths?

Personally, I like girths to be either sheepskin or calfskin lined.

They need to be soft but also able to be easily cleaned. So, in my opinion, any sheepskin girths/covers must be fully washable.

Girth shapes, anatomical girths etc are much talked about. What should a retailer advise if a customer asks about this?

Each horse has a slightly different girth groove conformation and thus girth requirement. I’d suggest that the retailer either asks the customer for a picture of the horse saddled and girthed up, then they can best gauge what’s needed.

The other option is show the customer a girthing guide such as Mattes provides. Then they can deduce what shape their horse is closest to.

What about elasticated girths?

Personally, I like long girths to be elasticated at both ends, as long as the elastic is triple layered. This is helpful when the horse stretches over a fence and gallops.

I don’t think a dressage girth needs to be elasticated. However, any girth that’s elasticated should be equally so on both sides.

How can a retailer help a customer select the correct size/length of girth?

The most common problem I come across is dressage girths fitted too short. As girths seem to come up differently size-wise, it’s tricky to gauge exactly what size you need.

For long girths, if the girth comes to holes three or four on the girth straps, that gives room for manoeuvre. Overall, a long girth fit is not as critical as a short girth fit.

I think there’s an opportunity for retailers to act like a bit bank and offer demo girths for people to test on their horses for fit and size.

• Simon Middleton is the managing director of Zebra Products, UK distributor of Mattes girths. He is also a successful amateur event rider.

Packaging goes green

Science Supplements is to package the majority of its products in recyclable pouches.

This company says the move will reduce the volume of plastic it uses by up to 70%.

Science Supplements already use 100% post-consumer recycled plastics for its shampoos and sprays.

WWW.EQUESTRIANTRADENEWS.COM

PRODUCT NEWS | ETN

Get a grip!

Durability is key to the new uvex ceravent riding glove, thanks to its abrasion resistant ceraspace ceramic coating.

The contemporary, sporty, short style with its snug cuff features soft-touch material which is phone friendly.

Available in black and sizes 6.5 to 10.5, the RRP is around £50.

• ETN tested these gloves and found them to be as good as riding bare-handed, only better… You hardly know you’re wearing them. Grip is great, even in the rain. And they’re so sensitive, you can adjust your bridle or give your horse a Polo while wearing them.

BANISH ‘HAT HAIR’

Hairbands are just the thing to combat ‘hat hair’ - and make great impulse buy ideas.

A striking collection from Waring Brooke is made in the UK from English yarns.

With RRPs under £30, these hairbands are just the thing to tame lockdown locks or postriding hair.

MAKING A GOOD COMPRESSION Compression wear has long been popular with athletes to support circulation and muscle recovery after exercise.

Equestrian and fitness brand Vivendi Apparel has added two new colours, pine and purple, to its collection.

Made from four-way-stretch, moisturewicking microfibre, the collection includes leggings (RRP £48) and base layers (£43).

Equine obesity inspires forage calculator

Small-holed haynet specialist Trickle Net has launched a free online forage calculator. Its aim is to educate owners and combat equine obesity.

When users input their horses’ weight, hours turnout, type of pasture, amount of hay fed and feeding goal, the device comes up with recommendations and advice.

The calculator also tells users how much money they can save if they’ve been over-feeding forage.

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ETN | RETAILER PROFILE

Saddle business sits pretty David Dyer chats to Deborah Hayward about his saddle-fitting and online retail business based at Frogpool Manor Farm, in Chislehurst, Kent.

SADDLE FITTING

Experience gained on the job was the doorway into the world of saddle fitting for David.

“Years ago, when fitting was not really a very big thing, we used to go up to Walsall and see people such as the Butler brothers,” he recalls.

“We bought saddles and I learned to fit them by applying science and learning on the job. There was no formal training then, although I attended some seminars organised by the Society of Master Saddlers (SMS) in the 1980s.

“I joined the SMS in the days of Keith Luxford and Oliver Morton, and saddle-fitting training was introduced in the 1990s, when we constructed a course and exam. The training is still offered today, but it has now progressed to a City & Guilds qualification.”

David was the Society of Master Saddlers’ president in 2001 and has been an examiner for the past 26 years.

THE WORKING DAY

Renowned saddle fitter David Dyer learned his craft in the days before training began, applying science and learning on the job.

D

avid Dyer is a big cheese in the world of saddle fitting and his original store, Frogpool Manor Saddlery, is still fondly remembered by those in equestrian circles.

Established in 1979, the business was large for its time, employing around 40 people and enjoying its heyday before the arrival of internet shopping.

When David sold the business to Speedgate in 2010, he found himself free to concentrate on his passion for saddle fitting, setting up David Dyer Saddles.

He believes that the aim of fitting is to improve the welfare and performance of the horse, and the position and balance of the rider.

THE BUSINESS

David and his team of six saddle fitters operate from their Chislehurst base, with its own arena, livery yard and workshop.

“I find we get far more done if people come to us rather than us having to go out to them, although we will travel,” says David, who owns up to working seven days a week.

The team prides itself on carrying a huge amount of stock – several hundred saddles across 34 different brands. In addition to the saddle-fitting side, the company’s website offers an online retail store focusing on saddlery and rider accessories.

12 | EQUESTRIAN TRADE NEWS JUNE 2021

David has continued to operate a saddle-fitting service throughout the pandemic. “We furloughed staff for the first couple of months, but I went out on welfare cases, as a lot of people were still riding,” he says.

“Funnily enough, there were a lot of NHS people, as it was keeping them sane in the early days.”

Increased numbers of those working from home during this period led to a record year for the business. “People have more time to ride and they have more money, as they are not going on holiday,” says David, “so they are spending on saddle fittings and new saddles.”

David or one of his fitters takes a large number of saddles out to each appointment to ensure they have something suitable for every horse and rider. “You could take out 30 saddles and only one or two will be right,” he explains.

In an average week, the business carries out an average of 90 checks and fits. A session to fit a new saddle can take around oneand-a-half hours, although this is not always the case.

“I once had six saddles shortlisted for a horse and the owner couldn’t make up their mind,” says David, “so we kept trying each one again and we eventually finished at about 10pm.”

CHANGES IN HORSE AND RIDER

Over the years, David has seen interesting trends emerge. “There seem to be far more warmbloods and cobs now,” he says. “There are also a lot of Connemaras, which are generally wide.

“We used to see lots of hat racks and it would always be a challenge to fit anything to them, but we rarely see them these days.

“Riders, meanwhile, appear to have grown outwards and upwards. We have girls with long legs and lots of overweight WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN people. Obesity is a problem in the country and we see it in riding quite a lot, so this can be a problem.”

Fashion has also found its way into saddlery, influencing riders’ tastes and creating demand for certain styles and brands.

“There is a big fad for French Jack Russell Bailey is a popular saddles right now and in presence at Frogpool Manor Farm. general they are not always the best fitting,” says David, “but they are made from nice leather and are comfortable and eventers love to have them. The other thing you see a lot of now is bling, which you didn’t used to have.”

DIGITAL PLANS FOR THE FUTURE

David Dyer Saddles has embraced the online revolution. “We have a strong digital strategy that we want to see in place for the next couple of years to help support the team,” explains David.

“A digital platform is being created for the saddle-fitting team that will reduce admin and allow greater time to talk to customers.

The development will allow them access to customer records and stock levels, and an ordering service to make things more streamlined.”

CHANGES IN SADDLES

Today’s saddles are significantly different from those of yesteryear.

One of the most striking developments is the way in which they are designed to be adjustable.

“Twenty years ago, this was a big no-no, but now there are lots designed like this,” says David. “Leather, in general, also tends to be softer than it used to be. People used to say that you needed to break in a saddle and oil it to soften it, but you don’t need to do that anymore.

“I think it’s also interesting to see how expensive saddles have become. People don’t seem to bat an eyelid at spending £4,000 or £5,000. We do get good imported ones within a £1,000 [budget] but, to a certain extent, you get what you pay for. Finding the saddle that fits is the most important factor.”

Freya Weller, one of David Dyer Saddles’ fitters, adjusts the flocking on a customer’s saddle.

ETN asks David…

What do you do when you’re not working?

What is your most popular saddle?

Do you have a pet?

There is a lot of demand for the Thorowgood T8 cob saddle – 17” in black.

Do you think regular riders understand the importance of a well-fitting saddle?

People recognise that horses go better in a fitted saddle, for sure. We have blogs on our website to help people understand what saddle fitting is all about and why it is important.

What is the most popular colour of saddle for a regular leisure rider?

Black.

WWW.EQUESTRIANTRADENEWS.COM

I like to play golf, but I have been so busy lately that I haven’t had much time.

Yes, a Jack Russell called Bailey. I adopted him a couple of months ago. He’s just over a year old and I’m his third owner. I used to be quite house-proud until I got him! My two granddaughters keep their ponies at the yard and knock on my door every morning at 7am as they want to see him.

Are you from a horsey family?

Not at all. My ex-wife taught me to ride, but it was never my main thing. I’m a racquet sports person.

Are you from Kent?

No, I’m from east London. I was born in Commercial Road, Stepney/Hackney.

EQUESTRIAN TRADE NEWS JUNE 2021 | 13

ETN | FOCUS TOKYO

Putting something back NAF supports equestrian sport from top flight to grassroots. NAF’s Isla Boxall-Loomes tells ETN why these partnerships are so important to the company – and how they benefit retailers.

We also support initiatives such as the Horse & Hound Awards as well as getting involved with fundraisers alongside looking forward to getting stuck in with volunteering at the British Riding Clubs Championships this year.

How much does NAF invest in equestrian sport annually?

This is the million-pound question… But it’s definitely not a million pounds!

Partnerships and sponsorships are an important part of our annual marketing spend, but we invest so much more than the financial aspect. We also invest a great deal of effort and time into making sure that all parties get the best from our support.

NAF’s commitment to Clean Sport is demonstrated through its association with Olympic gold medallist Carl Hester and super-groom Alan Davies.

ETN: Is it fair to say that NAF is currently equestrian sport’s biggest commercial supporter?

Isla Boxall-Loomes: The NAF philosophy is to give back to the industry that we love and reciprocate the support that we receive from the trade and consumers alike.

Each and every one of our commercial alignments forms a key part of our overall marketing strategy for each year and the overarching aim of our sponsorships is to support our retailers and ultimately drive consumers to buy from their local stockists.

One of our most important alignments is our support of BETA International which we enjoy attending every year.

There are many brands that follow our lead when it comes to sponsorship, but our approach is different. We very much believe in working in collaboration with each of our partners to make the alignments work for everyone.

Perhaps our best-known alignment is our support of the British Equestrian teams for whom we are the ‘Official Supplier of Equine Supplements and Horse Care Products’. This alignment extends far beyond supporting the teams when they are at a championship, we also get involved with the World Class Programme all year round and our team of experts is on hand to assist the horses, riders and grooms when required.

We support British Dressage, British Eventing, British Showjumping, British Riding Clubs, National Pony Society and The Showing Register. We also work with some venues and shows directly, such as Bicton Arena, Hartpury University and Royal Windsor Horse Show.

Our portfolio has expanded in recent years to incorporate racing; we have strong links with Cheltenham Racecourse as well as with jockeys, studs and trainers.

14 | EQUESTRIAN TRADE NEWS JUNE 2021

Earlier this year, Charlotte Dujardin joined NAF’s impressive list of rider partnerships. What made you decide to concentrate on working with elite riders?

Outside of our partnerships and sponsorships, we have an enviable list of riders that we work with - but this absolutely extends beyond elite riders.

Our portfolio includes the likes of Charlotte Dujardin, Laura Collett and Team Charles alongside athletes from many other disciplines such as driving, para dressage, polo, racing showing and vaulting. We also have links with the Gloucestershire Mounted Police and in addition to this, we’re engaged with influencers who are active on social media.

In all cases, we work with our supported riders for several months prior to any official announcements being made to ensure that the individual requirement of each horse is met by our range of supplements and applications.

Comments and testimonials on our products from our supported riders are incredibly important to us. We also love hearing from consumers; their feedback features as regularly as those from our riders.

Clearly there’s a trickle-down effect to ‘ordinary’ riders…

One of our most important mantras is ‘Trust NAF’. This is crucial to the success of all our partnerships – people need to have confidence in our commitment to Clean Sport and our extensive product research, and this is established by riders competing at championships using our products.

Our riders are in a position of influence, whether that be in person at training sessions, in magazine features or on their own social media when they offer advice on the products based on their own experiences and findings with their horses.

This is evidenced when you see interaction on social media. In some cases, we have had consumers come to us and say: “If it’s good enough for …, it’s good enough for my horse and me.” This is where our collaborative approach pays dividends.

WWW.EQUESTRIANTRADENEWS.COM

FOCUS TOKYO | ETN

Worth the wait in gold?

W NAF riders such as Gemma Tattersall are in a position of influence.

How can NAF stockists make the most of NAF’s rider and event sponsorships?

As you can see from our advertising, we use many of our supported riders in the majority of our campaigns. This collateral is available to each and every one of our retailers should they wish to use it; all that’s needed is a call or email to their area sales manager.

From an event sponsorship perspective, for those where we have an ‘on the ground’ presence, our experienced team gets out and about to speak to the riders, owners, grooms, parents and support crew. This means we’re on hand to discuss their requirements, make product recommendations and advise where is best to get products from. The same applies to anyone who contacts us via our advice line or on social media.

It’s remarkable that NAF’s unflinching support of the British teams and individual competitors has continued throughout the pandemic amid cancelled shows and riders with nowhere to go...

What made you keep going?

One of the things we missed most during the pandemic was getting out and about to meet existing and potential NAF customers – each and every person has a different story to tell, a different issue to overcome.

Our brand has been built ‘for the good of the horse’ by a team of people who love and keep horses and are passionate about sharing their knowledge. The pandemic has meant that we have had to change how we communicate with the different audiences; but again, the strength of our alignments has meant we’ve still been able to do this - which is why we have continued with our partnerships and sponsorships.

We genuinely can’t wait to get back out there this year and see everybody in person.

How is the NAF team feeling ahead of the Tokyo Olympic Games?

It’s definitely set to be an exciting summer of competition with the prospect of the Olympic Games alongside a European Championships.

Following last year, we are so excited that plans are afoot for our other sponsored championships and events. We very much believe that 2021 is going to be !

NAF not only supports the British Riding Club Championships; the team will be volunteering there too.

WWW.EQUESTRIANTRADENEWS.COM

e’ve had to be patient but – pandemic permitting – the Tokyo Olympics and Paralympics will go ahead this summer.

Britain has always played a strong hand in equestrian Olympic competition. Who could forget Nick Skelton’s fairytale gold medal in Rio 2016 or Charlotte Dujardin lighting up London in 2012?

There have been high-profile disappointments too. Princess Anne’s dramatic fall in Munich 1972; Stroller crashing out in Mexico 1968.

It’s often argued that horse sport doesn’t get the coverage it once did. Tokyo is set to put equestrianism back on TV screens, front pages and digital equivalents.

From riding schools to show centres, equestrian businesses badly need new blood right now. And there’s nothing like gold medals and heart-warming stories to boost participation.

So, who will win for GB? Competitors’ restricted preparation means the form guide has never been so sketchy. Tokyo is set to be the most unpredictable Games ever.

TOKYO 2021 TIMETABLE

British Summer Time is eight hours behind Japan Standard Time; 5pm in Japan is 9am in the UK. Sat 24 July Dressage Grand Prix Team and Individual Day 1 Sun 25 July Dressage Grand Prix Team and Individual Day 2 Tue 27 July Dressage Team Grand Prix Special and Dressage Team Victory Ceremony Wed 28 July Dressage Individual Grand Prix Freestyle and Dressage Individual Victory Ceremony Fri 30 July Eventing Dressage Team and Individual Day 1 - Session 1 Fri 30 July Eventing Dressage Team and Individual Day 1 - Session 2 Sat 31 July Eventing Dressage Team and Individual Day 2 - Session 3 Sun 1 Aug. Eventing Cross Country Team and Individual Mon 2 Aug. Eventing Jumping Team Final and Individual Qualifier; Eventing Jumping Individual Final; Eventing Team and Individual Victory Ceremonies Tue 3 Aug. Jumping Individual Qualifier Wed 4 Aug. Jumping Individual Final and Jumping Individual Victory Ceremony Fri 6 Aug. Jumping Team Qualifier Sat 7 Aug. Jumping Team Final and Jumping Team Victory Ceremony • The Tokyo Paralympics in which Britain’s Para-Dressage riders participate is on 24 August – 5 September.

EQUESTRIAN TRADE NEWS JUNE 2021 | 15

ETN | ETN REPORTING

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. This news, people and products were making headlines this month five, ten, 20 and 30 years ago.

In June 2016, ETN reported:

FIVE YEARS AGO...

In June 2011, ETN reported:

TEN YEARS AGO...

l Saddle fitting was under review as The Worshipful Company of Saddlers chaired a steering group to look at the education, training and qualifications of saddle fitters. l Chestnut Horse Feeds was acquired by Keyflow (UK), the feed company part-owned by eventing legend Mark Todd. Chestnut Horse Feeds supplied ready-filled wheeled bins to yards. l BETA revived the Equine Thesis of the Year. The competition founded by the Royal Agricultural Society of England (RASE) for the best student dissertation had not run since 2012. l Nutritionist Ruth Bishop, former technical director of Mars Horsecare, joined pre-mix specialist Premier Nutrition. l The Society of Master Saddlers (SMS) was celebrating its 50th anniversary.

l UK Chasers, the organisation formed to promote off-road riding courses and farm rides, went into administration. At its peak, UK Chasers represented 45 venues. l Nigel Cliffe, formerly with high street names Mothercare and Littlewoods, joined Derby House as managing director.

The retailer would in future concentrate on internet and mail order sales plus its flagship store at Wrightington, Lancs, he told ETN, adding: “I’ve been brought in to sharpen it up.”

Derby House issued redundancy notices to staff at three (Malton, Olney and Matlock) of its seven stores. l Serena Kidd left Kent based retailer Frogpool Manor after 12 years to join Nettex-Industries, home of the Genesis, Lynn Russell and Carl Hester brands. l It was big news in human medicine. And now the benefits of silver were being brought to equine products. Fal-Pro was one of the first to use the metal in its Silver Interactive range.

In June 2001, ETN reported:

In June 1991, ETN reported:

20 YEARS AGO...

l A series of shows for traders whose livelihoods had been hit by cancellations due to the foot-andmouth outbreak began.

The first Countryside Shopping Village was held at Huntingdon racecourse with 40 exhibitors. Among those supporting the venture was the Duchess of Wellington who offered Wellington Country Park near Reading, Berks as a shopping village venue. l Badminton Horse Trials, cancelled due to foot-and-mouth, would have been the last for Jim Gilmour, for 33 years the event’s popular press officer. At the start of his tenure, half a dozen press were housed in a tent; by the end, they occupied a plush media centre for 500. Julian Seaman was to take over. l Westgate EFI launched new Aquacat boot styles under its Saddlecraft brand; Saracen Horse Feeds introduced PastureLick for horses at grass; and easibed – a wood fibre bedding from recycling company Hadfields – arrived on the scene. l Equestrian Management Consultants (EMC), organiser of BETA International and publisher of ETN, moved into Stockeld Park near Wetherby.

16 | EQUESTRIAN TRADE NEWS JUNE 2021

l Suffolk based Vacuum Reflex 30 were using an innovative YEARS material - said to be AGO... breathable but windproof and waterproof - to make a new range of jackets. Toggi branded garments were offered in four different colours. l There was news of a new two-day show called The British Equine Event being planned at Stoneleigh in November.

Companies offering equestrian husbandry, business management, breeding and nutrition services were invited to apply for stands at £6.50 per square metre. The British High Performance Sale was to be held on the first day. l Burghley Horse Trials announced a shake-up of its trade stand area, with six or so exhibitors not invited to return.

“We are jealous of our reputation for exclusive shopping and intend to take good care of it,” said Burghley director Bill Henson. When asked about the evictions, he said some stands were “selling stuff no-one wanted, selling tatt or selling from a caravan and awning, which just isn’t good enough these days.” l Christy Beaufort took a full-page colour advertisement in ETN [the majority of which was printed in black and white] to promote its Rosette riding caps, National skull caps and ladies’ dressage toppers and bowlers.

WWW.EQUESTRIANTRADENEWS.COM

PEOPLE | ETN

People LARA EDWARDS

Dressage rider Lara Edwards - who’s been winning at prix st georges and inter 1 with her top horse Jazzed Up has launched a range of leatherwork and equine accessories.

The Cathedral Equine collection comprises everyday snaffle bridles to double bridles with bling. Lara has also sourced reins, head collars and lead ropes, plus dog collars and leads, and belts for riders.

“Cathedral Equine has been something I wanted to do for a long time,” says Lara, adding that she comes from a business-minded family.

MICHAEL OWEN

NAF Racing has announced an official collaboration with Manor House Stables. The Cheshire based Flat racing yard is owned by ex-England and Liverpool footballer Michael Owen and his business partner Andrew Black.

The horses are trained by Tom Dascombe.

The NAF Racing range incorporates specialised products across supplements and applications.

Commenting on the partnership. Michael said: “As a former elite sportsman, I’m fully aware of the fine margins that can be the difference between success and failure.

“In the same way that footballers need to get the right nutritional balance between fuel and hydration for optimum performance, it’s important that horses get the right balance too.

This is why I’m delighted to welcome NAF on board as a main sponsor.”

NAF racing manager Sammy Martin added: “Manor House Stables are focused on ensuring that each and every horse receives the five-star care and support that they require from the day that they arrive on the yard as a youngster all the way through to their first visit to a racecourse and beyond.”

WWW.EQUESTRIANTRADENEWS.COM

OLIVIA ROBINSON

At the FEI, Olivia Robinson has been promoted to communications director.

Olivia has worked at the global governing body for horse sports for 15 years. She takes over from Grania Willis who is to retire at the end year after 11 years in the role.

COLIN SMITH

Colin Smith has joined EquiSupplies, producer and manufacturer of Pure Flake bedding, as area sales manager. He is based in Manchester. Colin was formerly with ComfyBed Plus for seven years.

BILL GREDLEY

Racehorse owner Bill Gredley’s Unex Group is reportedly buying the former Debenhams store in Ipswich. The self-made property tycoon’s son Tim Gredley is an international show jumper.

Unex Group is quoted as “exploring possibilities” for the fourstorey building in Ipswich’s Cornhill, for which it’s paying around £3 million.

CAROLINE YORK

Joules has appointed Caroline York as its new chief financial officer. She’s due to join the clothing label this summer from price comparison business Moneysupermarket where she’s currently finance director.

LAURA GOODALL

Equine first aid specialist Robinson Animal Healthcare is backing para-showjumper Laura Goodall.

Shropshire based Laura (27) was diagnosed with multiple sclerosis six years ago. She competes in para-showjumping and regular British Showjumping competitions with her horse Guusje.

EQUESTRIAN TRADE NEWS JUNE 2021 | 17

ETN | MEDIA AND MARKETING

Keeping up appearances Are you making the most of digital product promotions, asks Andrea Sexton.

Posting about your own products/services (products you sell or events you’re running, for example), also counts as advertising – even on your own personal channels. The same goes for any prize draws or giveaways you do; you are the ‘promoter’ of this ‘promotional marketing’.

HOW CAN I BEST USE MY SOCIAL PAGES?

This is a great place to start to promote products. Speedy replies to customer queries create relationships with current customers; while a regular posting schedule allows you to go into detail about what makes your products so great with behind-the-scenes content.

Show off with high quality photography and video; this is especially important to include in posts by influencers and brand ambassadors.

HOW DO I GET MY PRODUCTS FEATURED IN EQUESTRIAN MAGAZINES? Many equestrian magazines do product testing and publish ‘tried and tested’ reviews. A journalist telling readers what they love about a product can effectively complement paid-for advertising space.

HOW CAN I SUPPORT MY ONLINE PROMOTION IN-STORE?

Provide the same great customer service in-store that your customers have come to expect online. This is achieved through thorough staff training including how they conduct themselves online. Even out of work, your staff represent your brand online.

O

nline habits have been exacerbated by the pandemic.

July 2020 saw social media use up by 109.5%, compared with the previous year, according to a GlobalWebIndex survey, with 46% of women and 41% of men spending more time there.

It’s brilliant opportunity to promote products online – so are you making the most of it?

WHERE SHOULD I BE PROMOTING MY PRODUCTS?

You need to be sure the places you’re advertising are also where your potential customers ‘hang out’.

Survey previous customers: Where do they spend their time on social media? Which influencers do they follow? Which online magazines do they read?

While the answers to these questions are great places to start when targeting potential customers, ensure the places and people involved match your company’s values and send the right message to future customers.

WHEN WORKING WITH INFLUENCERS/ BRAND AMBASSADORS, HOW DO I MAKE SURE PROMOTIONAL POSTS ARE IN LINE WITH ADVERTISING GUIDELINES?

It’s all about clarity. Any content you’ve paid for (including with products), and any content over which you have editorial control (even if it’s only final approval) is an advert. Therefore, such posts should include a prominent label that’s clear on all devices (including mobile). The easiest way to do this is to write “Ad” or “Advert” at the beginning of the post.

WHAT ABOUT COMPETITIONS AND GIVEAWAYS?

Competitions and giveaways designed to share to enter are a great way to improve brand awareness and reach lots of potential customers. However, like promotional posts, they must stay within advertising guidelines.

18 | EQUESTRIAN TRADE NEWS JUNE 2021

• About the author: Andrea Sexton is from Admire PR, www.admire-pr.com

The secrets to social media success…

A strong online presence is the way to reach new customers, says Pippa Vile.

T

he PR and marketing world has changed enormously in recent years with a much bigger focus on digital platforms. Most companies now have a website and social media presence which is considered an essential part of any communications strategy.

Social media is a successful way of promoting your business, allowing you to talk to your customers directly, build a brand identity and promote your products and services.

Although print media certainly still has an important place in PR and marketing, having a strong online presence is crucial to any company. It helps build your brand authority and awareness and furthers the reach of your business to new individuals.

Building a successful social media campaign can be the difference between success and failure. Consider these tips: WWW.EQUESTRIANTRADENEWS.COM

MEDIA AND MARKETING | ETN Know your audience

Measurement and analysis

It is vitally important that your social media content reflects your audience. Understanding who you are posting to will ultimately determine the success of your campaign. You should have your target market in mind when creating content to ensure that what you post is of interest to them, inviting and encouraging them to engage. When you know your target audience, using hashtags will increase your reach and it is crucial that they complement the messaging of the post and will also help you to link up with a wider audience.

Once your campaign has come to an end, it is important to review the content and identify what worked well and what didn’t. Using analytics to determine the ROI will give you an insight into how your audience interacts with your page. Facebook, Twitter and Instagram all provide in depth analytics. The results from your analysis will help guide your next campaign and it’s a good way to document your growth month by month.

Types of content

Creating engaging content will set your business apart from your competitors. There are many types of content you could consider; blog posts will inform and educate your followers; good imagery will increase engagement and videos will capture interest. You could also increase engagement through competitions and posts that encourage the sharing of experiences, photos and videos. It is important to vary the content to avoid your audience getting bored, if this happens engagement rates will decrease and the algorithm will work against you meaning fewer people will see your content organically.

Consider investing in paid advertising

JBP Team at The Magic Millions Festival of British Eventing

If you have the budget to invest in paid-for posts on social media, this will increase the engagement and put your content in front of people that don’t have an existing connection with your page, thus furthering the audience. When it comes to paid-for posts, you can determine who you target based on their interests, age and location. You can also ascertain which call to action most suits your needs; this can be from directing more people to your website to purchasing tickets.

About the author: Pippa Vile is from PR and marketing agency JB Promotions. The team is experienced in planning and implementing successful PR, marketing and social media campaigns. If you’d like to hear more, tel 07469 237495 or email april@jbpromotions.co.uk

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To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk WWW.EQUESTRIANTRADENEWS.COM EQUESTRIAN TRADE NEWS JUNE 2021 | 19 Product Editorial • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers

ETN | MEDIA DIRECTORY - ADVERTISEMENT FEATURE

Media Directory ADMIRE PR LTD

CREATIVE EQUINE

Creative Equine are an innovative, forward thinking digital marketing agency who are passionate about everything equine. We offer a wide range of bespoke services including equine PR & marketing, creative design for equestrian web and print media, brand consultancy & development, online campaigns including Google & Facebook ads, plus content creation for social media.

Key people: Claire Allmett, Marketing Grown-up Hannah Cullen, Social Media Addict Maddie Oldfield, Google Girl Jack Burchmore, Grammar Police

Specialising in promotion of equestrian, sports, business and charity in the media. We help business build and maintain a great reputation through press coverage, award entries, brand ambassador management and strategic partnerships.

Claire has over 20 years of experience, initially working within the fashion house Karen Millen Ltd before combining her experience with her passion and moving into equestrian PR and marketing. Following the move Claire has had the pleasure of building Creative Equine into a multi-media agency working on behalf on many equestrian industry leading brands including Saracen Horse Feeds, Lillico Attlee Country Stores, Equus Design & Build, Bolesworth, BETTALIFE®, and Sophie Wells MBE to name just a few.

Key people: Andrea Sexton – Founder and Director PR Assistants: Jess Simmons Joe Quintana Firgas Esack Marketing Assistant: Meredith Cairns- Palmer Current clients: Include equestrian athletes and brands, sports brands, nutrition, tech, IT and charities.

How can you help equestrian businesses succeed?

We understand equestrian businesses. Using a tailored approach with each and every one of our clients, we ensure their online presence cuts through the noise, and engages with the right audience, at the right time with the right messages.

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We have a wealth of knowledge of equestrian, Andrea having worked the industry for more than 25 years. We combine this experience with unique expertise from other sports and business sectors to ensure we put your people, products and brands in front of the right audience.

T: 01580 857888 E: claire@creativeequine.co.uk W: www.creativeeequinemarketing.co.uk

T: +44 (0) 7887 997922 W: www.Admire-pr.Com/

Social media: Creative Equine can be found on all major social media channels including Facebook, Instagram, Twitter and LinkedIn.

Social media: Twitter: @asextonpr Instagram: asextonpr

JB PROMOTIONS , PR & MARKETING

We represent luxury lifestyle, equestrian and rural brands. With over 35 years of experience, we like our clients to feel as though we are an extension of their business. Our creative and experienced team can add real value to campaigns and provide a wide range of skills and services that elevates your brand profile. Our key services include:

20 | EQUESTRIAN TRADE NEWS JUNE 2021

Social Media Management – We create and implement exciting, refreshing and engaging social media content plans across multiple platforms.

Public Relations – We build effective PR campaigns which have a positive impact on your business, raising your profile and increasing awareness of your product or brand.

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Content Creation and Copywriting – We produce content for any campaign with fresh and imaginative ideas that clearly communicate your business goals and objectives.

Key people: April Coate, Kim Forster, Charlotte Goodby, Bridget Jennings, Pippa Vile How can you help equestrian businesses succeed? Our extensive contact list, excellent media relationships and experienced, creative team mean we elevate any PR and marketing campaign within the rural and equestrian sector.

T: 01458 250200 / 07469 237495 E: april@jbpromotions.co.uk W: www.jbpromotions.co.uk Social media: Facebook: www.facebook.com/JBPromotions Twitter: https://twitter.com/JBPromotions Instagram: www.instagram.com/jb.promotions/

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MEDIA DIRECTORY - ADVERTISEMENT FEATURE | ETN assisted by a small team including Gillian Harris, who excels in social media management, writing and graphic design.

HOLDSWORTH PR

We are an experienced, well-established agency offering integrated public relations and marketing services to the equestrian world and rural sectors to assist companies in achieving their goals. We care about your brand, and getting your message heard.

The team at Holdsworth PR have a wealth of knowledge in a wide range of PR and marketing activities from press relations to social media, advertising, customer relations, communications, webinars, corporate events, and exhibitions. You can trust us to provide creative, innovative, and effective solutions for your business.

Key people: Rachael Holdsworth is a highly experienced media relations professional with a lifelong passion for everything equestrian. She is

How can you help equestrian businesses succeed?

Finding the time to focus on marketing communications is difficult when you are running a business. However, a well thought out, integrated campaign is integral to business success.

We have considerable practical knowledge of the horse world, combined with experience of a wide range of equestrian PR and marketing activities and extensive media contacts. This allows us to create innovative and effective equestrian PR and marketing campaigns that help to build brand awareness, cultivate relationships with business partners and generate sales.

We believe in maintaining a strong relationship with our clients and the media, tailoring an individual marketing plan to meet each client’s needs, and utilizing a range of marketing tools to achieve results. Good communications are central to the range of services available. Interesting and well written press releases that are accurately targeted and

Key people: Laura Cutter, Founder, with over 12 years’ experience in equestrian sponsorship and marketing.

THE EQUESTRIAN SPONSORSHIP HUB

Helping brands and businesses harness the power of equestrian sponsorship to grow their business through creative marketing, sponsorship management and sponsorship activation.

attractive to editors can be backed up with special promotions, advertising, and sponsorship for maximum media exposure. Website development, online marketing, social media, promotional materials, and webinars are essential to almost every successful campaign, while direct marketing, newsletters, email, and trade stands should be considered as part of the mix.

Using exciting and strategic promotional activities such as these, we can develop and implement successful campaigns that reach your target audience, increase awareness, raise your profile, and support sales growth.

T: + 44 (0) 1903 892060 E: rachael@holdsworthpr.co.uk W: www.holdworthpr.co.uk Social media: Facebook: @HoldsworthPRM Twitter: @HoldsworthPRM Instagram: @HoldsworthPRM

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.

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

T: +44 (0) 7867 973717 E: laura@equestriansponsorship.co.uk W: www.equestriansponsorship.co.uk Social media: Facebook: www.facebook.com/ equestriansponsorship/ Instagram: www.instagram.com/ equestriansponsorshiphub/

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 - Deliver your message in person.

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 JUNE 2021 | 21

ETN | MEDIA DIRECTORY - ADVERTISEMENT FEATURE

MARKETING BUDDIE

Digital marketing and design to inject personality, build your community and grow your business.

PONY MAGAZINE Publisher/owner: DJ Murphy Publishers

Editor-in-Chief: Louise Kittle

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: • Organic and paid social media management • Website design, build and management • SEO & blogging • Email Marketing • Graphic Design • Logo Design & Branding • Marketing consultancy T: 07909 228 713 E: beckywardle@marketingbuddie.co.uk W: www.marketingbuddie.co.uk

Frequency/availability: Four-weekly magazine with equestrian themed covermount. Available in Tesco, Sainsburys, Waitrose, Asda, Morrisons, WH Smiths and all good 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. Shortlisted for best children’s magazine at both the PPA 2021 and NMA 2021 awards. gifts! Pony Club Secrets book!

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Target readership: Horse owners and riders committed to getting the most from their time spent with their horse.

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MEDIA DIRECTORY - ADVERTISEMENT FEATURE | ETN

TIM SMITH MARKETING LTD

EQUESTRIAN TRADE NEWS MAGAZINE

(TSM) is a full service PR, digital, content management, design and marketing agency, founded in 2002 and headed by MD, Tim Smith. We combine journalism, marketing, digital and media expertise with a love for all things pet and equestrian related, along with a passion for country sports, luxury goods and fine dining.

Key people: Publisher/Owner: Equestrian Management Consultants Ltd (EMC Ltd) Editor: Liz Benwell Advertisement manager: Beth Crow Frequency/Availability: 10 issues per year.

Key people: Tim Smith (MD), Claire Tew, Jacqueline Spouge, Isobel Cooke and Harriet FosterThornton (Account Managers).

Geographical coverage: UK and overseas.

Target readership: B2B

Current clients: A wide variety of pet and equestrian clients, covering everything from veterinary supplies to fashion accessories, saddlery, shows and events.

Circulation: 2,914 print copies, 3,559 digital copies (May 2021) ABC audited: No

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TSM is well-known for developing successful PR & marketing strategies to help businesses grow. We offer an excellent bespoke service for all our clients and provide a dynamic and inspirational approach to all aspects of public relations, digital, content management, photography, video, print and design work.

Key editorial features: CPD worming and nutrition quizzes, CCJs, latest industry products and news.

Advertisement opportunities and rates: Please contact Beth Crow for print and digital advertising prices T: 01937 582111 E: bethc@beta-int.com editor@equestriantradenews.com W: www.equestriantradenews.com

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WWW.EQUESTRIANTRADENEWS.COM EQUESTRIAN TRADE NEWS JUNE 2021 | 23 Product Editorial • Tried and Tested • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers

ETN | MEDIA AND MARKETING

Making things happen…

How do you reach your target audience when the options seem endless but your budget isn’t, asks Claire Tew. The best place to start is to analyse your current activity, then set clear goals and objectives for each type of media.

Next, assess the resources you have in-house to reach these milestones and if, like many businesses, you don’t have the time to invest or the required skills, contact an agency who can ensure your brand is maximising opportunities to grow your business.

THE RIGHT CONTENT, IN THE RIGHT PLACE, AT THE RIGHT TIME

Getting to know your customers by analysing their data is time well spent.

W

ith so many options available to promote products and services, it can be overwhelming and not always easy to make the right decisions.

Many factors - including budget, skills and time - are likely to impact your media choices. A simple way to gain some perspective about your options is to put them under ‘paid’, ‘owned’ or ‘earned’.

Paid media – Any media you pay for online or offline. For example, TV ads, print advertising, sponsorships, direct mail, pay-per-click (PPC) ads, paid social media ads and search engine marketing (SEM).

Owned media – Content you publish and control. For example, your website, blog, social media accounts and any offline brand owned media such as retail stores or brochures.

Earned media – Traditionally publicity generated by PR offline, but now including online activity resulting in brand conversations on social media platforms, blogs, with influencers and other communities.

The investment across paid, owned and earned media varies in different sectors and every business has its own approach which fits its strategy.

A balance across the three media types is generally the best approach for ‘always on’ media activities; but you may invest more in certain areas for campaigns or to meet specific objectives.

ARE YOU GETTING IT RIGHT?

Reviewing your brand’s current use of paid-owned-earned media is a good place to start if you’re not confident that your efforts in each area are enough and are providing a good ROI. This doesn’t need to be a complicated process; plot out your customer journey (list all possible touchpoints ie. ways in which customers can interact with your business) and highlight whether each touchpoint is paid, owned or earned media.

You might be surprised how much you’ve been focusing on one particular area and perhaps neglecting others.

In today’s fast-moving world where digital disruption has changed our lives forever, it can be difficult to keep up-to-date with the plethora of approaches and channels available to invest in for paid-owned-earned media.

24 | EQUESTRIAN TRADE NEWS JUNE 2021

Getting to know your customers means you can create content that’s of value to them and delivered it in the way they want to consume it, at a time that works for them.

Time spent analysing customer data and researching the market will make sure your content marketing is effective. Creating content that isn’t reaching and engaging your target audience is a waste of time.

INTEGRATING ONLINE AND OFFLINE

Your brand’s online and offline marketing activities must be integrated to ensure brand messaging is consistent, and therefore recognisable, across all media.

The average customer won’t make a purchase until they have been exposed to a brand message seven times. In reality, that number varies; but the need to connect with your target audience consistently across multiple media channels is vital for conversions – be it a sale, a newsletter sign-up or an email enquiry.

THE POWER OF PRINT

Many ask if print advertising is still valuable. The short answer is yes.

Advertising in [equestrian] magazines is a direct route to get your brand in front of your target audience for a set cost. Research has also shown that combining digital ad campaigns with print ads can make online advertising efforts 400% more effective (Kantar Dimension Report, 2020).

Several studies have also shown that print advertising may also signal product quality leading to an increase in brand equity.

WHAT NEXT?

“There are three kinds of companies: those who make things happen; those who watch things happen; and those who wonder what’s happened.” – Anonymous.

Make sure you’re a company that makes things happen.

About the author: Claire Tew is senior account manager at TSM. Contact TSM on 01724 784600 or email enquiries@ timsmithmarketing.co.uk.

WWW.EQUESTRIANTRADENEWS.COM

BRITISH COMPANIES | ETN

Champions of British saddlery

Peek behind the scenes at Abbey England, staunch supporter of the UK saddlery trade.

Ever keen to raise the profile of those working in saddlery, the Abbey England Podcraft recently featured Suzie Fletcher. The Master Saddler and TV leather restoration expert discussed why hands-on leather restoration is so important in today’s massmanufactured world.

Upcoming SMS president Helen Reader from HR Saddlery was interviewed in a following episode entitled Women in Saddlery. She was recently named among the UK’s top 100 inspirational female entrepreneurs.

CHANGING TACK

Leather is supplied in many colours and textures.

S

addlery design has evolved over the years; but it’s most important component – leather - remains a timeless, classic that never goes out of style.

Abbey England distributes leather and saddlery-making materials to companies and craftsmen in the UK and abroad.

A member of BETA and the Society of Master Saddlers (SMS), the family firm holds a Royal Warrant for the supply of saddlery workshop materials.

Leather is provided in traditional colours (black and brown), as well as the more unusual like burgundy. Such a vast selection gives traditional makers and modern manufacturers a choice of textures to enhance and customise saddles too.

The world-famous tannery, J&E Sedgwick and Co, joined the Abbey England Group in 2018. Abbey also supplies saddlery fittings, and stocks saddle trees from Aulton & Butler, Lariot and Walsall Riding.

LASTING LEGACY

Abbey England’s support of the British equestrian industry goes beyond the provision of materials. By encouraging traditional saddlery and bench skills to flourish, the company is creating a lasting legacy – despite only being founded in 1982.

Abbey England runs an annual scholarship programme. Almost 50 budding saddlers and leatherworkers from eight countries submitted entries this year. Joint winner Christie Farren, a British Army saddler’s apprentice to The Kings Troop RHA in Woolwich, is now mentored by Abbey as well as receiving a Abbey England Scholarship winner Christie Farren. handsome prize fund to spend on bench tools.

WWW.EQUESTRIANTRADENEWS.COM

Abbey England is the official distributor of BioThane to the UK and EU (excepting Spain and Germany). The synthetic-coated webbing is increasingly used for bridlework and carriage driving harness.

With a high-gloss finish, BioThane is water resistant, easy to clean, strong and kind to horses’ coats. It can withstand extreme weather conditions without cracking or breaking.

Among Abbey England’s long-standing BioThane customers is Veljekset Wahlstén, Finnish manufacturer and supplier of trotting and riding equipment. Founded in the early 1900s, it’s one of the biggest equestrian companies in the Nordic countries.

Says Johanna Heiman, head of production at Wahlstén: “With horses, there is always sand and mud involved. BioThane is easy and fast to clean; just rinse and wipe and it’s ready to go again.”

UK tack makers are turning to BioThane too. One such is Zoe Lindop who owns and runs Pioneer Endurance and specialises in bespoke bridlework for endurance riding, TREC and hacking.

Performance Equestrian offers a wide selection of all-weather BioThane products - all comprehensively road tested – including bitless bridles, head collars and reflective reins.

As well as being resistant to mud, BioThane doesn’t go soggy in the rain – making it a great choice for lead ropes and lunge lines, says Abbey England.

And another thought for modern equestrian businesses. As riding schools Wahlsten BioThane re-open post-Covid, BioThane can be reins are strong, wiped down, disinfected and made safe for flexible and easy care. the next generation of riders.

More than 400 BioThane products are available in 30 colours and nine sizes.

EQUESTRIAN TRADE NEWS JUNE 2021 | 25

ETN | BRITISH COMPANIES

“Out of adversity comes innovation” Brexit on top of a global pandemic whipped up a perfect storm for British businesses as 2020 became 2021. In an open letter to the trade, the team at Charles Owen shares the UK manufacturer’s view of this unprecedented era.

Innovation, investment and efficiencies have helped British manufacturer Charles Owen overcome the challenges of Covid and Brexit.

C

harles Owen has been around for over a century, with 2021 marking our 110th anniversary.

The company has been through two world wars, several industrial revolutions and now a global pandemic. We have seen our fair share of almost everything.

We read Late Deliveries Continue to Plague the Trade in ETN (e-newsletter, 21 April) with great interest.

To offer some real-world insight, we thought readers might like us to share our experiences of how we, as a leading manufacturer of riding helmets and body protectors, have been dealing with the pandemic and how Covid-19 has led to a surge in innovation throughout our business.

The management team at Charles Owen has described the events of 2020 and 2021 as similar to the children’s funfair game Whack-a-mole - as you hit one mole on the board, another pops up.

Securing the supply of components to make all our products in our factory in North Wales has proved a complex task. Even if we could get the necessary supply, the timing as to when we received the supply was not in line with our prepandemic expectations. And of course, there was the inevitable ‘price adjustment’ because the commodity was being made in far smaller numbers and by fewer suppliers.

26 | EQUESTRIAN TRADE NEWS JUNE 2021

To keep moving forward, we have had to be proactive in the areas of production that we can control: namely innovation, investment and increasing efficiencies.

Ian Mitchell, head of sales at Charles Owen, says: “2020 was a very strange year and 2021 continues in a similar way.

“Having worked in this industry for 40 years, I’ve seen my fair share of challenges but never has this business innovated in this way in response to this latest challenge.

“New machinery, technology, labs and consultants have been brought on in a very short space of time to help us meet demand. We made thousands more products in 2020 than 2019 despite the challenges and lockdowns, which is phenomenal.”

EXPERTS IN SHIPPING

Ensuring customers are kept in the picture has been vital too. As Sarah Pemberton, head of customer service, adds: “My team have become experts in shipping (by sea and air) to keep on top of the daily challenges. Often being forced to find alternative routes and methods to get the order to the customer, wherever they are in the world.

“Our retail partners have recognised the effort and dedication made by everyone at Charles Owen to try to get through these challenging times together.”

Ian and Sarah offer “a huge thank you for the support and loyalty shown by customers towards Charles Owen.”

Owen Burek, chairman of Charles Owen, reflects on four generations of family ownership. “As my father, grandfather and great grandfather before me always knew, out of adversity comes new and exciting opportunities which teach us all to adapt, grow, learn and to innovate.

“Despite the challenges of Covid-19 and Brexit we and many other businesses in the industry have faced and surmounted, Charles Owen has a brighter future than we could have imagined.

“Covid-19, in particular, has accelerated our business processes and plans by several years. As the dust begins to settle, British manufacturers like ourselves are emerging stronger than ever, enabling us to level up our offering to customers going forward.”

WWW.EQUESTRIANTRADENEWS.COM

BRITISH COMPANIES | ETN

Celebrating Britain’s best “WE’RE PROUD OF OUR RETAILERS”

“Like all of us in the equestrian world, Bedmax is looking forward to putting the past year behind us,” says the bedding supplier.

“But we’re very proud of the way our people have stepped up to achieve record-breaking production and supply to meet an explosion in demand. And we’re immensely grateful for all the cooperation and hard work retailers have shown to get our products to their customers in such difficult circumstances.”

“As the world returns to something closer to normal, we’re looking forward to connecting with our retailers and the equestrian world face-to-face again.

“We’re increasing our support for retail distribution, and supporting the equestrian events that everybody has missed so much.

“We didn’t let the pandemic stall our plans to launch two new products.

“Strawmax is a super-absorbent, economical straw pellet bedding offering consistency to horse owners struggling to source baled straw.

Hotmax, a 10kg version of our fuel logs, now comes in recyclable paper sacks.

“When we began making Bedmax shavings 20 years ago, we aimed to create the best of British equine bedding. According to BETA’s National Equestrian Survey, Bedmax now tops the bedding bestseller table.

“We hold Royal Warrants from HRH The Prince of Wales and, since 2008, from HM The Queen.

“We feel that’s not bad going for a family business that started

from scratch on a Northumberland farm. But we think we can do better… and with the continuing help of the best of British equestrian retailers, we’re committed to being the best of British equine bedding manufacturers for another 20 years.”

WHY WE’RE BACKING BRITAIN

Robinson Animal Healthcare is the company behind Animalintex and Veterinary Gamgee. Managing director Leigh Thomasson explained why, after 80 years, the first aid products are still made in the UK. “Manufacturing in Britain guarantees quality and provides jobs for the UK,” says Leigh.

“Our workers are well treated and our factory in Nottinghamshire is fully certified for quality assurance. The same factory makes medical instruments for the NHS.” So, does being British-made add to customer confidence in products?

“Yes,” says Leigh. “Our Animalintex product and production facility are licensed and independently assessed by the Veterinary Medicines Directorate (VMD) to ensure safety, efficiency and production quality.

“Each batch is signed-off by an independent person with personal responsibility for product compliance. So, when your customers use Animalintex, they know it won’t harm their horses and that it will work.”

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.

Talk to us and find out how Abbey England can help you be the best you can be.

The leading supplier of premium materials and tools for the equestrian industry in the UK and beyond.

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 2021 | 27

ETN | BRITISH COMPANIES

KEEP CALM AND CARRY ON GROWING Dengie, founded in 1968 as a farmers’ cooperative, still supports the local farming community.

With many ingredients grown on its farms in Essex and Lincolnshire, Dengie can trace back every bag of feed to the field in which it was grown.

In 2007, the company was awarded HM the Queen’s Royal Warrant for the supply of horse feed.

Dengie has introduced recycled plastic packaging, electric cars and solar panels.

The brand was named most popular horse feed with consumers in BETA’s 2015 and 2019 National Equestrian Surveys.

Innovative Royal Warrant holder

HorseHage, the original dust-free bagged fibre, was invented 40 years ago by the late Mark Westaway (senior) to help manage dust-related coughing in event horses.

The product was awarded a Royal Warrant in 1983 after HM the Queen’s horse Burmese was fed it for a respiratory issue.

HorseHage is now a global brand manufactured by three licensed producers in the UK – Mark Westaway & Son in Devon, Friendship Estates in South Yorkshire and Fox Feeds in Hertfordshire.

The first HorseHage variety was Ryegrass, later joined by High Fibre, Timothy and Alfalfa.

Pictured is a lifestyle image from HorseHage’s advertising campaign.

FLYING THE FLAG FOR DESIGN Equestrian clothing label Equetech designs everything - and produces more than 40% of its ranges from riding gear to underwear, socks and stocks - in the UK. Its distinctly English ‘look’ combines classic with contemporary; high fashion trends blend with practical styling.

Equetech’s MD and designer Liz Hayman (pictured) has been hooked on horses since she was five. Following a confidence-knocking fall, Liz met Guinness - a four-year-old show cob who reignited her passion.

A real rider designing for real riders, Liz aims to create clothes that look good on all shapes and sizes.

CUSTOM-MADE IN BRITAIN

From their base in Kendal, Cumbria, Yaris and Yaris Racing produce custom-made rugs, saddle pads and stable drapes.

Products can be designed in many colour options with embroidery to promote riders, trainers and sponsors.

“When buying British-made products, customers can be assured of the shortest lead time possible. And there’s no fear of your order being stuck on the other side of the world due to delivery issues,” says commercial director James Todhunter.

“Communication is another advantage of being UK based.

Customers wanting bespoke work can come to us with their vision - and we can make it happen.”

High Quality Low in Starch & High in Fibre From Vitamin A to Zinc Fully Traceable Slow Release Energy Interested in stocking? Call 01526 398236

28 | EQUESTRIAN TRADE NEWS JUNE 2021

WWW.EQUESTRIANTRADENEWS.COM

Celebrating

BENCH SADDLER OF THE MONTH | ETN

COVER STORY

the best bench saddlers...

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

Godfrey Morris on parade.

THIS MONTH’S WINNER IS …

GODFREY MORRIS NOMINATED BY: Tahia Hunt, Christie Farren and Jenna McCall. Tahia says: “Godfrey took on three apprentices in 2019 at The Kings Troop Royal Horse Artillery (RHA). All three of us!

“We were only a year into the Millennium Apprenticeship scheme, with no previous saddlery experience, when he took over as Master Saddler of the workshop.

“There are no other qualified saddlers in our department, so Godfrey not only has to conduct all the training for the three of us, but is also responsible for checking that we correctly maintain 90 sets of Gun Team harness and tack for more than 100 horses.

“This is all alongside having a fulltime military job as a ceremonial soldier.

However, Godfrey always goes the extra mile to pass on his incredible skills to us.”

ABOUT Godfrey: From a young age, Godfrey enjoyed making things. He could often be found

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constructing model planes and other toys from cardboard boxes and anything else he could find around the house.

“It led to me becoming a creative adult with a garage full of bits and bobs,” he recalls. “My most interesting ‘make’ was an engineer’s hammer using my lathe and drill press.”

Godfrey is not from an equestrian background and admits to having a fear of horses when he joined the Kings Troop in 2002. Nevertheless, after completing his basic military training his first job saw him working with those very same horses.

“Before too long, I was appointed ‘top harness cleaner’ whose job it is to apply polish to the leather until a mirror-like shine is achieved - good enough to shave in,” he said.

Cleaning harness was Godfrey’s first hands-on experience with leather. “I was soon intrigued to find out more about where it comes from and how items are made,” he said.

“The Master Saddler at the time, Stuart Russell, used to make random checks in the harness room. And, one day, I thought I’d ask a silly question – ‘what does it take to become a saddler?’ To which he replied ‘a bit of common sense.’ And I guess that’s where it all began.”

Today, Godfrey is a serving soldier based in Woolwich in south-east London where he describes his workshop as “sophisticated and well-equipped.” He is currently a Warrant Officer Class 2 (WO2), a rank also known as a Company or Squadron Sergeant Major.

Following Prince Philip’s death in April, Godfrey appeared on ITN TV News. He’s been interviewed about how the military was preparing for ceremonial duties surrounding the funeral.

At present, Godfrey is passionate about making leather luggage, holdalls and weekend bags.

However, his proudest achievement to date is his entry for the Society of Master Saddlers’ 2020 National Saddlery Competition. Last year, the coveted President’s Choice class had a nautical theme for which Godfrey made a leather lighthouse.

He won – and with that came the Ken Lyndon-Dykes perpetual trophy.

Looking back over his career so far in saddlery, Godfrey comments: “The best thing about the trade is that there are no boundaries. You can mix traditional with modern and really go all out… The possibilities are literally endless.

“The worst for me is seeing poor quality goods being manufactured at home and abroad, at the expense of traditional skills and crafts.”

As for interesting items Godfrey has made, a top hat box rates highly. “It’s perhaps not very unusual, but it was my biggest challenge to date,” he says.

“However, I’m not sure if I’d attempt making another one in the future.”

When he’s not working, Godfrey enjoys walking, watching television (“although I sometimes think it’s watching me”) and listening to reggae music. He also confesses to enjoying a spot of plane spotting.

Godfrey Morris with his awardwinning leather lighthouse.

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 members 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.

EQUESTRIAN TRADE NEWS JUNE 2021 | 29

ETN | CPD FEATURE

Equine welfare and the saddlery industry

By Catherine Baker, Master Saddler and Master Bridle Maker.

Saddle fitters are in the front line of equine welfare – but manufacturers have responsibilities too.

ACCREDITED BY

‘The prime responsibility of the Society of Master Saddlers and its members is to the health and welfare of the horse and the safety of the rider….’

Does this sound familiar? All members of the SMS should recognise the first sentence of the Code of Conduct. The welfare of the equine should be the primary consideration of any saddler or saddlery fitter, whether they are fitting saddlery equipment or manufacturing items to be used on a horse.

WHAT IS WELFARE? Saddle fitters who read the feature and submit correct answers to the quiz will be awarded one CPD point from the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle Fitters are required to gain 15 CPD points, averaged over a twoyear period.

30 | EQUESTRIAN TRADE NEWS JUNE 2021

Welfare is the state of the animal’s wellbeing; good welfare is achieved when all the needs of the animal are being met.

The Animal Welfare Act 2006 requires any person to ensure that any horse, pony, donkey or mule for which they are responsible, whether on a permanent or a temporary basis:

• has a suitable environment to live in; • has a healthy diet (including fresh clean water); • is able to behave normally; • has appropriate company; and • is protected from pain, suffering, injury and disease.

These are called the Five Welfare Needs.

They were adapted from the Five Freedoms which were originally developed in 1965.

The Five Welfare Needs are embedded in the welfare legislation within the Act and this forms the basis for the Code of Practice for the welfare of horses, ponies, donkeys and their hybrids in England, with separate Codes of Practice in place in Wales and Scotland.

More recently, the Five Domains model has been developed as a result of research carried out by Prof David Mellor and Dr Cam Reid in Australia. Each of the first four domains, Nutrition, Environment, WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN Health and Behaviour are evaluated before considering how they come together to impact the fifth domain, the mental state.

WHAT DOES THIS MEAN FOR THE SADDLERY INDUSTRY?

An SMS member’s first responsibility is to the horse; the primary Welfare Need that must be considered by the manufacturer and the fitter is that the equid must be protected from pain, suffering, injury and disease.

For those producing saddlery, consideration must be given to the design of the item and how it will impact the horse. Often design is led by consumer demand and the larger manufacturer has the difficult task of producing what the consumer wants at an affordable cost, without seeing the end product in use.

The design and the quality of materials used must be of a suitable standard so as not to cause the horse any pain, injury or suffering. But it is not just what we can see that must be taken into account.

Any internal fixings must also be of an appropriate standard to withstand the pressures of regular daily use; nor should they cause any harm to the horse should they come loose.

The bench saddler or manufacturer must create an item which is affordable, desirable and safe.

In comparison, the saddlery fitter has direct contact with the client and the horse.

Their role is to ensure that the fit of any saddlery equipment does not cause any pain, suffering or injury.

The fitter must make sure that the horse can move freely and behave normally. A horse’s natural movement and behaviour can be influenced by ill-fitting tack. For example, the saddle can impede the shoulder, causing the horse to alter their gait; a tight noseband can affect the horse’s breathing or swallowing.

Not only do both these scenarios affect the horse in a physical way, they also affect the horse’s mental state as it struggles to cope with the discomfort or pain it’s experiencing.

WHAT IS CLASSED AS A WELFARE CONCERN AND WHAT CAN YOU DO TO HELP YOUR CLIENT?

Thinking back to the Five Welfare Needs, saddler fitters in particular may come across an equine whose welfare is not being met. A common example might be an inappropriate horse-rider combination, where the rider is too tall or large for the horse, or the horse may be recovering from injury or have insufficient strength or fitness to be able to carry the rider comfortably.

This can lead to difficulty when fitting saddles and needs dealing with tactfully.

Good communication is key and can lead to an awkward conversation. However, saddlery fitters should be proactive where a horse’s welfare may be compromised.

In other cases, poor welfare could be due to a lack of owner knowledge and can often be put right by some helpful advice from a knowledgeable person. In this situation, a fitter with appropriate training and experience may offer the correct advice or guidance; or may refer the owner to the person most able to help, be that a coach, farrier, vet or equine welfare charity.

Referring clients to the latter can be quite daunting and again, good communication with your client is essential to help the horse. Organisations such as The Horse Trust, Redwings, World Horse Welfare or the RSPCA are happy to work with equine professionals such as SMS fitters and saddlers to ensure good welfare is maintained.

The removal of an equine is the last step in a long process, which begins with advice interventions before proceeding to ‘pressure’ interventions.

When the needs of an animal are not being met, the cause may be owners who are new or novice or simply lacking in horse care knowledge. The first step an equine

welfare charity takes is to offer advice before a situation gets any worse. They will work with the owner to provide assistance and help them create a management plan.

The charity may also refer the owner to an equine professional, such as a farrier or vet, and meet some of the initial costs.

The welfare organisation may issue a non-statutory improvement notice. This is an informal notice which explains what changes, if any, need to be made and record what advice has been given.

If the welfare concerns are more serious, or a non-statutory notice is ignored, a Statutory Improvement Notice may be issued. These can only be issued by an inspector appointed under the Animal Welfare Act if they have reason to believe that the animal has a need or needs which are not being met.

Finally, where there is unnecessary suffering, or a Statutory Improvement Notice is ignored, the horse will be seized, and the owner prosecuted. If found guilty, the owner may receive a ban on keeping animals, a fine, or prison/suspended prison sentence.

“The welfare organisation may issue a non-statutory improvement notice”

DOES OUR RESPONSIBILITY STOP THERE?

Having good biosecurity practices in place helps to prevent the spread of equine infectious diseases. Following Covid-19, we’re now all used to washing our hands, wearing masks and using antibacterial hand gel. A similar approach with horses prevents cross contamination.

It’s a good idea to wipe down your equipment between each yard, and to keep a change of clothes and footwear in your car in case you come into contact with a potentially infected animal. Contaminated clothes should be put into a plastic bag and sealed, before being thoroughly cleaned.

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EQUESTRIAN TRADE NEWS JUNE 2021 | 31

ETN | CPD FEATURE SMS CPD Questions June 2021 ETN

SMS CPD QUIZ

SELECT YOUR ANSWERS AND TICK THE BOXES. Please note: some of the questions below have more than one correct answer.

1. What is animal welfare? a. the health of an animal b. the fitness of an animal c. the state of an animal’s wellbeing d. the mental health of an animal 2. When were the Five Freedoms developed? a. 1964 c. 1963 b. 1968 d. 1965 3. Which is the welfare model which are embedded in UK legislation? a. the Five Freedoms b. the Five Welfare Needs c. the Five Lives d. the Five Domains 4. Which of the following is not a welfare need? a. a suitable environment to live in b. is able to behave normally c. has appropriate company d. is not protected from pain, suffering, injury and disease

5. Select all factors that manufacturers must consider when producing saddlery equipment. a. Consumer demand b. Cost of production c. The welfare of the horse d. The safety of the rider

9. Who can issue a Statutory Improvement Notice? a. Anyone b. The RSPCA c. Local Authority Inspector d. Police Officer

6. Which of the following Five Welfare Needs apply to saddlery fitters? a. Is able to behave normally b. Has a healthy diet c. Has a suitable environment to live in d. Has appropriate company

10. If an owner is found guilty of causing unnecessary suffering, they may be handed the following penalties: a. Prison term b. Fine c. Ban from keeping animals d. Community service

7. Who is responsible for the welfare of the horse during the fitting appointment? a. The owner b. The rider c. The fitter d. The owner, rider & fitter 8. What options are available to you if you feel an owner requires a little extra support to meet the needs of their horse or pony? a. Report them to the RSPCA b. Provide advice in areas you have training c. Refer them to appropriate paraprofessionals d. Contact a welfare organisation for advice, support, or helpful guides

FIND IT ONLINE: ETN’s CPD features are also available at www.equestriantradenews.com If you submit answers to the quiz on-line, please do not submit them by filling out the printed form as well and vice versa.

Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, East Wing, Stockeld Park, Wetherby, West Yorks, LS22 4AW. Full name Company name/ address Email Telephone number

Coming soon in ETN… SEPTEMBER ISSUE • BETA International 2021 preview • Worming focus – developments and latest products including AMTRA accredited RAMA/SQP CPD feature • Feeding for optimum condition • AMTRA accredited RAMA/SQP CPD feature and quiz, nutrition module • Clippers and winter rugs Submissions for editorial should be emailed to editor@equestriantradenews.com before 6 July, 2021. For more information, contact Beth Crow on 01937 582111 or email bethc@beta-int.com

32 | EQUESTRIAN TRADE NEWS JUNE 2021

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SADDLE MAKERS’ DIRECTORY - ADVERTISEMENT FEATURE | ETN

Saddle makers’ Directory of London, Loxley by Bliss, KB (Keith Bryan) DO YOU OFFER A BESPOKE SERVICE? Yes. All our saddles can be custom made with a wide variety of options to help create the perfect fit. Our multitude of panel, flap, block, seat and tree options allow for complete fitting flexibility and pure wool adjustment. The Loxley range is available on our adjustable tree with interchangeable gullet plates.

BLISS OF LONDON LTD LOCATION: Aldridge, Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: Made in England, at our own factory we offer performance saddles - dressage, jump, eventing, all purpose, pony, polo, endurance, Icelandic and show.

BRANDS OF SADDLES AVAILABLE: Bliss

SPECIAL FEATURES OF YOUR SADDLES: Alongside the custom build options, we have the Swiss panel in the KB Saddles, XRD panels and our own Slimtech seating design. Our unique gullet plate design on the adjustable tree allows the width to morph its profile type throughout the sizes.

DO YOU DEAL WITH: We deal with independent saddle fitters and retailers all over the world ARE YOUR SADDLES WARRANTED? 10

general purpose, pony, and show. VSD coming soon.

BRANDS OF SADDLES AVAILABLE: Cavaletti Collection

CAVALETTI COLLECTION LTD LOCATION: Aldridge, Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: We offer a range of leather and synthetic saddles available in twin flap and monoflap designs - dressage, jump,

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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, the wider the plate, the broader the head in the plate.

DO YOU DEAL WITH: We deal with retailers and saddle fitters only.

ARE YOUR SADDLES WARRANTED? 5 years on polymer trees. Workmanship and materials carry a 12month warranty subject to fair wear and tear.

years on wooden and five on the polymer trees. Workmanship and materials carry a 12month warranty subject to fair wear and tear and online registration.

ACCESSORIES AVAILABLE: We offer a full range of English made accessories including girths and leathers.

HOW OLD IS YOUR COMPANY? 2021 is our 10th anniversary.

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Finalist of the 2021 Citation Supplier of the Year BETA Award, we pride ourselves on customer service.

We offer one to one training days so fitters can gain a full understanding of the brands and their options. Our inhouse team comprises of a good all round equestrian knowledge base from riders, SMS Master Saddlers and Saddle fitters.

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

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 point. All our saddles are a full leather apart from the synthetic range. We also carry our saddles in stock so next day delivery is available area and country dependent. Supplying retailers and saddle fitter worldwide. Cavaletti is a small team offering exceptional services to the retail and trade.

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

EQUESTRIAN TRADE NEWS JUNE 2021 | 33

ETN | SADDLE MAKERS’ DIRECTORY - ADVERTISEMENT FEATURE

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. Fairfax Performance and World Class Dressage models feature the patented Fairfax Performance Dressage Panel (GB2515079B), scientifically proven to relieve pressure and improve the horse’s performance (Journal of Equine Veterinary Science July 2017 Volume 54, Pages 60-69). Fairfax Performance Jump and XC models (with the exception of the Harry Meade XC) feature the patented Fairfax Performance Panel (2505962B).

FAIRFAX SADDLES LTD

DO YOU DEAL WITH: RETAILERS: YES SADDLE FITTERS: YES

LOCATION: Walsall England TYPE OF SADDLES MANUFACTURED: English GP, Jump, Dressage, Cob & Pony

ARE YOUR SADDLES WARRANTED? SimaTree saddle tree (conforms to BS 7875) is guaranteed for 5 years. Materials and workmanship are guaranteed for 12 months subject to fair wear and tear.

Repairs and alterations should only be carried out by authorised stockists.

BRANDS OF SADDLES AVAILABLE: Fairfax, Kent & Masters, Thorowgood DO YOU OFFER A BESPOKE SERVICE? Performance Dressage and World Class models are available with custom flap options.

ACCESSORIES AVAILABLE: Fairfax

Performance Girth, Fairfax Performance Breastplate, Fairfax Rio Headcollar, Fairfax Martingale, Kent & Masters Hide Stirrup Leathers, Thorowgood GP Girth, Thorowgood Dressage Girth, Tuff Stirrups, SimaTree gullet bars, Rapide Leathergel.

HOW OLD IS YOUR COMPANY? More than 30 years ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Fairfax Saddles uses a combination of Pliance pressure mapping and Centaur Biomechanics gait analysis to develop and test its products scientifically.

Three peer-reviewed research papers have been published in scientific journals and five GB patents have been awarded on its unique and innovative products. Fairfax Saddles received the Queen’s Award for Innovation, which was awarded for the Performance Girth.

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

r be

LOCATION: Rushden, Northampton

ARE YOUR SADDLES WARRANTED? Yes, all Collegiate saddles have a 10-year warranty on the tree and 2-year warranty on the saddle.

TYPE OF SADDLES MANUFACTURED: Dressage, Close Contact & All Purpose

ACCESSORIES AVAILABLE: Yes, girths, stirrup leathers and bridles also available.

BRANDS OF SADDLES AVAILABLE: Collegiate

HOW OLD IS YOUR COMPANY? Weatherbeeta Ltd celebrated 25 years in the UK in 2020 and 2021 sees Collegiate celebrating it’s 35th birthday.

WEATHERBEETA LTD.

or you, s–f for t

h he orse

Our m em

Supporting Horse Welfare Saddle and Bridle Fitting Courses

DO YOU OFFER A BESPOKE SERVICE? No

The Society of Master Saddlers run Saddle and Bridle Fitting Courses which include advice and support on high levels of horse welfare. Contact the office for dates and an application form.

www.mastersaddlers.co.uk (01449) 711642

34 | EQUESTRIAN TRADE NEWS JUNE 2021

SPECIAL FEATURES OF YOUR SADDLES: Adjustable gullet system DO YOU DEAL WITH: RETAILERS - Yes, SADDLE FITTERS - Yes, WHOLESALERS - Yes

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? No CONTACT DETAILS: T: 01295 226900 E: sales@weatherbeeta.com W: www.collegiatesaddlery.co.uk

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SADDLE MAKERS’ DIRECTORY - ADVERTISEMENT FEATURE | ETN

SOLUTION SADDLES LOCATION: Derbyshire, UK TYPE OF SADDLES MANUFACTURED: The unique, fully flexible SMARTTM saddle range., suitable for all horses and riders.

BRANDS OF SADDLES AVAILABLE: The SMARTTM Saddle Range DO YOU OFFER A BESPOKE SERVICE? Yes. Handmade in the UK, the fit of all SMART™ saddles can be easily customised for both horse and rider to ensure a tailor-made feel for optimal performance.

SMARTTM saddles are fitted through our nationwide network of approved SMART Advisors.

SPECIAL FEATURES OF YOUR SADDLES: The fully flexible saddle system allows

for seasonal changes in back shape and weight fluctuations and one saddle can be easily fitted to multiple horses. By flexing with the movement of the horse’s back and accommodating changes in shape and muscle dimension, the SMART™ saddle allows total freedom through the stride cycle and promotes longterm good back health throughout the seasons. Constructed using scientifically tested SMART™ FLEXTechTM technology, the state-of-the-art impact-absorbing materials protect the horse’s back from pressure and trauma.

DO YOU DEAL WITH: RETAILERS: Yes, we can work with stockists to provide a range of SMART™ saddles.

SADDLE FITTERS: Yes, our zero financial investment policy means that we can provide demo stock at no cost to the saddle fitter and all product training is provided free of charge.

WHOLESALERS: No ARE YOUR SADDLES WARRANTED? 12 months’ manufacturer’s warranty.

ACCESSORIES AVAILABLE: Solution Saddles provide a full range of custom

made and recommended accessories to complement the SMART™ saddle range.

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

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Winner of the Queen’s Award for Enterprise: Innovation 2021.

SMART™ Saddle Designer, Dr Anne Bondi BHSI, was awarded a doctorate for her novel research of horse, saddle and rider interaction after a highly successful career as a rider and trainer in both dressage and eventing. Solution Saddles offer a comprehensive try-before-you-buy trial service via our nationwide network of Approved Advisors, including a Home Consultation and Rental service as well as 0% payment plan options.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? Solution Saddles offer a tiered commission system to stockists and fitters.

CONTACT DETAILS: T: +44 (0)1909 720259 E: smart@solutionsaddles.com W: www.solutionsaddles.com

ZEBRA

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EQUESTRIAN TRADE NEWS JUNE 2021 | 35

ETN | SADDLE MAKERS’ DIRECTORY - ADVERTISEMENT FEATURE

HARRY DABBS AND JEFFRIES SADDLERY LOCATION: Walsall, West Midlands TYPE OF SADDLES MANUFACTURED: Leather BRANDS OF SADDLES AVAILABLE: Platinum, Harry Dabbs and Jeffries DO YOU OFFER A BESPOKE SERVICE? Yes, we have a large selection of trees and offer a choice of flap lengths, panels, blocks and leather types. Customers can also personalise with coloured piping. We also offer patent leather, carbon or tartan for use on the back of the cantle.

SPECIAL FEATURES OF YOUR SADDLES: Saddles manufactured under Platinum and Harry Dabbs feature the performance panel

which leaves the back slightly sooner than a conventional English Panel, this allows freedom over the lumbar region prompting lift through the back and encourages engagement of the hind quarters. We have a large selection of laminated spring trees (made in-house) and panel options including the Future panel.

Customers can also choose a standard or close contact twist.

We also offer the new TreeClix system on all of our laminated trees.

Saddles from Jeffries feature a traditional wool flocked English panel and a choice of either a standard or close contact twist. There is a choice of laminated trees including the new Sport, Liberty and XP (manufactured in-house) and a wide selection of models for all disciplines.

DO YOU DEAL WITH: RETAILERS: Yes, SADDLE FITTERS: Yes, WHOLESALERS: Yes ARE YOUR SADDLES WARRANTED? Yes, we encourage customers to register their saddle with us. We also guarantee the trees for life.

ACCESSORIES AVAILABLE: Girths and stirrup leathers under the Harry Dabbs range. Under Jeffries we offer a huge selection of accessories including bridles (and the new Gentle Bridle), bits, girths, stirrup leathers etc via our website www.ejeffries.co.uk HOW OLD IS YOUR COMPANY? Harry Dabbs was founded in 1970s Jeffries established in 1820!

ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Harry Dabbs Saddle Makers and Jeffries Saddlery are owned

by Vale Brothers Ltd. Our team of saddlers from both brands work alongside each other at our premises in Walsall. Jeffries specialises in standard ‘off the peg’ models whilst Harry Dabbs provides a bespoke service, this means each has its own customer base and complement each other perfectly. Our saddles are manufactured by hand to maintain consistency and quality.

DO YOU OFFER AN INTRODUCTIONFEE TO RETAILERS? No CONTACT DETAILS: Vale Brothers ltd T: +44 (0)1922 642222 W: www.harrydabbs.co.uk, www.ejeffries.co.uk

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SADDLE MAKERS’ DIRECTORY | ETN

WOULD YOU PUT UP WITH IT? ZEBRA PRODUCTS LTD LOCATION: Flintshire TYPE OF SADDLES MANUFACTURED: Jump and dressage saddles BRANDS OF SADDLES AVAILABLE: Amerigo and Equipe DO YOU OFFER A BESPOKE SERVICE? Both brands offer a customisation and made-to measure service alongside their standard models SPECIAL FEATURES OF YOUR SADDLES: Amerigo - the quality and function of Amerigo saddles is constantly tested and perfected across all three Olympic disciplines. The saddles have independent flocked panels & utilise both synthetic and unique wooden tree shapes. They are used by some of the world’s leading riders including showjumpers Daniel Deusser, dressage rider Lottie Fry and eventer Nicola Wilson.

Equipe - as used by World Champion Ros Canter, 5*winning eventer Laura Collett & top showjumper Ben Maher. Equipe is renowned for innovation and quality. Its saddles utilise anatomical foam panels with a choice of trees types including synthetic, wooden and ultra-light shock absorbing carbon fibre (the E-Carbon range).

FLIES LICE MIDGES Horses are prone to attack from many species of fly, including the midge Culicoides, which are irritating to the horse and can cause disease such as sweet itch.

Ask your vet or RAMA for advice on the most effective long-lasting fly control. Information brought to you by Zoetis, the manufacturers of Further information can be obtained from the product SPC or from Zoetis UK Ltd, First Floor, Birchwood Building, Springfield Drive, Leatherhead, Surrey, KT22 7LP. www.zoetis.co.uk • 0845 300 8034 • CustomerSupportUK@zoetis.com Use medicines responsibly (www.noah.co.uk/responsible) Produced May 2021 • MM-05384

DO YOU DEAL WITH: RETAILERS: Yes, SADDLE FITTERS: Yes. ARE YOUR SADDLES WARRANTED? Life time warranties for plastic and carbon fibre trees, five years for wooden trees and two year warranties on the leather ACCESSORIES AVAILABLE: Both brands offer a comprehensive range of bridles and accessories HOW OLD IS YOUR COMPANY? 21 years’ old ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Zebra is committed to supporting its retailers offering 150 saddles available to order from stock. If ordered by 1pm they can be delivered the next day. Zebra can offer comprehensive training & fitting support. The saddle programme is run by Zebra’s MD Simon Middleton.

DO YOU OFFER AN INTRODUCTION FEE TO RETAILERS? For retailers looking to sell Equipe and Amerigo, Zebra offers a special discount deal on demo model packages CONTACT DETAILS: Zebra Products T: +44 (0)1352 763350 E: simon@zebraproducts.co.uk W: www.zebraproducts.co.uk WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JUNE 2021 | 37

CCJs ETN | CCJs

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

The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature.

Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay.

Equi-Elite Surfaces Ltd Carlton Works Lansdowne Road Eccles Manchester M30 9PJ £925

John Oakes Horseboxes Limited Park Hall Birmingham Road Blakedown Kidderminster DY10 3NL £3,061

Kelly Limb t/as KL Equestrian 19 Archers Avenue Feltwell Thetford IP26 4BY £275

Michelle Johnston t/as Afinity Equine Coaching Sandpits Spatham Lane Ditchling Hassocks BN6 8XH £212

Addington Equestrian 2019 Ltd Baghill House Thame Road Haddenham HP17 8DB £738

Kelly Limb t/as KL Equestrian 19 Archers Avenue Feltwell Thetford IP26 4BY £150

Classified Due to an administrative error which arose as part of an insurance claim, Shardeloes Farm was wrongly subjected to a County Court Judgment which was published on this page. NFU Mutual apologise sincerely for any distress caused and would like to set the record straight in these pages. As soon as we were made aware of the issue, we worked with our legal team to have the CCJ immediately removed.

38 | EQUESTRIAN TRADE NEWS JUNE 2021

Strada Saddles Europe Ltd Suite 204 Warner House 123 Castle Street Salisbury SP1 3TB £829

®

ELITE BRITISH SUPPLEMENTS

FABULOUS TRADE OFFERS AVAILABLE 01937 580 782 info@bettalife.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 WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN

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