Equestrian Trade News
T h e Vo i c e o f t h e E q u e s t r i a n I n d u s t r y
Europe an T R EN D S E T T E R S From feeds to fashion
June 2013 Volume 37, No 6 Monthly
blog n o t in Badm credited A ac eature R T M A PD f C P Q S dles d a s t Lates hnology tec
Media MATTERS
2014 16-18 February 2014 NEC, Birmingham, UK
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CONTENTS
JUNE 2013
NEWS.........................................................................4
Comment SADDLES are a fascination of mine. They have also been my frustration, having had a long, tedious saddle fitting fiasco. It’s now resolved, and I will forever be grateful to Kirsty Milner of Leicestershire saddlers S. Milner & Son who went the extra mile (and then some) to solve the problem. In fact, it’s only when my horse and I go for our bi-annual saddle check at Milners that I remember just how infuriating – not to mention expensive – it was trying to find a suitable saddle. Having the right saddle is a bit like having a good pair of riding boots; you take them for granted because you don’t notice them. But, my goodness, if those boots pinch or rub, they don’t half focus the mind. Sadly, with saddles, it’s usually left to the horse to express discomfort – and the means of doing so (bucking, napping, nipping) are often misinterpreted. Of course different designs of saddle are needed for serious dressage or jumping. But does the current fashion for discipline specific saddles mean the importance of correct fit is sometimes overlooked? The most expensive, big branded, carefully crafted, scientifically advanced, tailor-made saddle is hopeless unless it fits the horse, and preferably the rider too.
I came across a lovely phrase the other day – riot syndrome. Even if something is illegal, unethical, immoral or even just slightly silly, it’s Ok to do it if everyone else is doing it too. In our industry, riot syndrome could be used to describe a number of issues; magazine circulations - and the sometimes inflated figures thereof – is one. The use of Facebook to promote brands and collect data – and the flouting of the social media website’s rules – is another. More about both can be read in this issue of ETN. Read before joining the riot!
PRESS releases from public relations companies, who have their own feature in this issue, are something I and every other journalist receive every day. All media has gradually become more PR driven. So the equestrian industry is lucky to have some enthusiastic PR people in its midst. Some write better than others; too few come up with original ideas. Their biggest failing is trying to flatter the client instead of writing copy editors will actually use.
Liz Benwell
PRODUCT NEWS .....................................................10 SADDLES & SADDLE FITTING COVER STORY Meet a high profile saddle fitter............................14 Saddlery matters with Ken Lyndon-Dykes ..........16 Product gallery .......................................................17 PEOPLE Who’s in the news?.................................................21 A SHOW TRADER’S BLOG COVER STORY Sarah Poucher reports from Badminton .............22 BETA MEMBERS’ PAGE .........................................27 FOCUS EUROPE COVER STORY European feeding trends .......................................28 Major players profiled ...........................................29 RETAILER PROFILE Meet Chobham Rider, winner of the ETN prize draw at BETA International 2013 ................32 SQP CPD FEATURE & QUIZ COVER STORY Summer skin and health problems ......................34 MEDIA FEATURE COVER STORY Facebook for your business ..................................36 Getting value from your advertising budget ........37 My first day in PR....................................................41 Latest from the news-makers ..............................42 COUNTY COURT JUDGMENTS................................46 FRONT COVER: A mare and foal are stride for stride as they enjoy the sunshine, by internationally renowned photographer Kevin Sparrow. Best known for his coverage of dressage competitions across the globe, including London 2012, Kevin undertakes commercial photography including studio and location work. Portraits and stunning images for marketing and advertising purposes are among his specialities. Contact Kevin Sparrow on 01296 658855 or visit www.kevinsparrow.co.uk
Best business energy deals: free advice CHEAP, short term deals are not necessarily the best bet when it comes to buying energy for your company. In a climate where prices are set to rise still further, longerterm contracts frequently pay off, according to Julian Morgan of Energy Advice Line. Business electricity prices have spiralled by more than 11% on average in the past 12 months, according to the price comparison service. Firms that signed up to one, two and three-year energy contracts in the first quarter of 2012 paid an average 9.98p/kWh for electricity, compared with 11.12p/kWh during the same period in 2013. Energy Advice Line’s quarterly review of energy prices shows that firms that signed up to oneyear energy contracts at the beginning of 2012 were hardest hit by the price rises. A year ago, electricity tariffs under a one-year contract cost an average 9.56p/kWh. By the time the contracts expired in the first quarter of 2013, prices had risen to 10.99p/kWh – an increase of almost 15%. By contrast, businesses that signed up to 3-year deals at the
start of 2012 would have paid slightly more for their energy at the start of the contract – 10.58p/kWh. However, these firms will now be paying less than average today and the low tariffs are locked in for a further two years. “Firms that signed up to the shortest-term deals a year ago would have been financially better off signing up to a more expensive three-year year deal,” said Julian Morgan. According to Energy Advice Line’s review, however, 78% of UK firms continue to opt for the cheapest short-term deals. The free service from Energy Advice Line enables firms to compare the market for the best possible business energy deals within minutes. Its business energy experts provide a contract management service including advice about business energy contracts, how to avoid expensive rollover contracts and a renewal reminder service. The Energy Advice Line also campaigns for a better deal for business energy users from suppliers and has lobbied the government and energy regulator Ofgem for greater protection from practices such as cold calling.
Countrywide acquires Gommes RURAL retail chain Countrywide has acquired the Chilterns based business, Gommes. Founded at the turn of the 20th century, Gommes retails equestrian, rural and smallholder products to customers in Oxfordshire, Buckinghamshire and Berkshire. Mike Gommes, the third generation involved in the family business, and equine specialist Chris Potts will now be based at Countrywide’s Thame store. “We are delighted to have joined with Countrywide,” said Mike. “This integration now means that we can continue to offer our own brand of personal service but with the added benefit of an increased product range, and services too.” Countrywide’s Thame store was re-launched in 2012 following the acquisition of H&C Pearce and Sons, one of southern England’s largest animal health and farm supply businesses. Countrywide now has 50 country stores and employs more than 1,000 staff including 200 AMTRA qualified SQPs (animal health advisors).
Scam warning to exporters COMPANIES receiving a letter quoting EU directives and offering to register VAT numbers are warned it may be a scam. Stephen Biddlecombe of Equine Management, who received the letter by fax from the Brussels based European Central Register for the Collation and Publication of VAT Registration Numbers, described it as “an absolute corker”. “Basically, they want £760 for registering your details. It’s voluntary, but it might catch suppliers who are new to exporting if they don’t read the small print,” he told ETN. Last month, BETA International exhibitors were warned that signing up to a bogus fair guide could leave them several hundred euros out of pocket.
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Equestrian Trade News Stockeld Park, Wetherby, West Yorkshire LS22 4AW Tel: 01937 582111 Fax: 01937 582778 – Sales Email: sales @equestriantradenews.com Website: www.equestriantradenews.com Publisher: Equestrian Management Consultants Ltd Editor: Liz Benwell Email: editor@equestriantradenews.com Tel: 0845 6185007 Advertising Sales: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111 Fax: 01937 582778 Advertising Copy: Nicki Lewis Email: sales@equestriantradenews.com Tel: 01937 582111
4 JUNE 2013 EQUESTRIAN TRADE NEWS
Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world). The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group. Copyright: All material is copyright Equestrian Management Consultants Ltd. Design & Print: G.H. Smith & Son, Market Place, Easingwold, North Yorkshire YO61 3AB Tel: 01347 821329 Fax: 01347 822576 Email: etn@ghsmith.com Web: www.ghsmith.com ISSN 1462-9526
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Exports with added extras
A FIRM that exports horse trailers to the Middle East is regularly asked to pack them “to the roof” with horse feed, tack and other equestrian products. Ifor Williams trailers distributor Universal Trailers of Billinghurst, West Sussex sources the additional goods from local retailers to ship to the likes of Oman, Saudi Arabia and Dubai. “Interest in horses is huge in the Middle East and the potential for business out there is massive,” said Universal Trailers director Mark Betts, pictured (right) with his son Tom. The family business has received some unusual requests in the past. In 2009, it provided a trailer for a TV ad for the new VW Passat which showed sheep singing as they were being transported.
Ireland gets shopping and demos show EQUUS LIVE 2013 is a new indoor fixture offering shopping and the chance to learn about everything equestrian. It’s said to be the first of its kind in Ireland. The show is scheduled for the Event Centre at Punchestown Racecourse on the weekend of 2/3 November. Equus Live is run by Amjo Consultancy Ltd of which the directors are marketing consultants Amber Byrne and Joanne Quirke. As well as main arena demonstrations on all aspects of equestrianism, the show plans a shopping village with more than 100 exhibitors, question and answer forums, a Kids’ Zone and café area. Tickets start at €10 for adults, €5 for 12 – 17 year olds with children under 12 free. Viewing of demonstrations is included in the ticket price.
New group secures UKTI grant A NUMBER of south-west based equestrian businesses have joined forces to boost exports – and secure funding. The South West Animal Cluster was the brainchild of Hilary Charman of UK Trade & Investment UKTI) who had mentored many of the individual companies through export initiatives. Hilary said that working as a group “brings a range of benefits including cost savings and increased efficiency” as well as exchanging ideas. The South West Animal Cluster, including Hilton Herbs, Verm-X, Pro-Motion Equine, Smart Grooming, Griffin Nuumed and Snuggy Hoods, has secured £3,000 of European Regional Development Fund (ERDF) export funding through the UKTI. Eastern Europe has been chosen as the first target market.
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EQUESTRIAN TRADE NEWS JUNE 2013 5
Transparency urged over stock levels
RETAILERS have been warned not to mislead consumers over stock availability. The caution comes following a complaint about Eardisley, Herefordshire based Equestrian Brands Ltd t/a HorseRugs4U to the Advertising Standards Authority (ASA). “We received a complaint about claims appearing on www.horserugs4u.com,” Matt Wilson of the ASA told ETN. “The complainant objected that the claim “in stock” was misleading, because they had ordered two products but had to wait several weeks before being told they were currently not in stock.” The ASA approached Equestrian Brands about the concerns and the company agreed to amend the listings to state 'unavailable' until they were back in stock. The case was closed informally. “Marketers must make clear if stocks are limited and products should not be advertised unless marketers have made a reasonable estimate of the likely demand for those products,” added Matt.
BETA International 2013: increased attendance confirmed INDEPENDENT auditors have confirmed that 4,551 visitors attended BETA International 2013 in February. The figure compares with 4,373 in 2012. The trade exhibition’s attendance is measured and verified by ABC (Audit Bureau of Circulations). The attendance figure, confirmed by ABC last week, is based on ‘total unique attendance’. This means that anyone reentering BETA International on the same day counts as one visitor – not several. ABC, a not-for-profit body, sets industry standards for exhibition attendance and publication circulations. It sets stringent rules for organisers and publishers seeking what are known as ‘ABC figures’ and carries out independent audits on data provided. BETA International 2013’s ABC certificate can be viewed at www.abc.org.uk BETA International 2014 takes place at the NEC, Birmingham on 16 – 18 February. More details at www.beta-int.com
6 JULY 2013 EQUESTRIAN TRADE NEWS
Body protectors compulsory for TREC – Potential for sales as fast-growing sport adopts BETA Level 3 body protectors THE wearing of a body protector has become compulsory for BHS TREC competitors taking part in the obstacle phase, known as the PTV. The new rule states that body protectors must comply with BETA Level 3 (purple label) 2000 or 2009. With between 1,200 and 1,500 competitors currently taking part in BHS TREC, the majority through British Riding Clubs, the new regulation represents huge potential, particularly for retailers who are trained to fit body protectors. BHS TREC is based around the skills needed while out hacking, with three phases testing ability in orienteering/map reading to follow on off-road route, negotiating obstacles and basic flatwork. “It’s a sport that’s growing rapidly,” said Annette Falkingham of British Riding Clubs/BHS TREC. “All ages can take part at a standard to suit them. Mums can ride with children and nobody needs an expensive horse to do it. In fact, a small, well mannered one is often preferable.” This year’s British BHS TREC Championship takes place in the Brecon Beacons, Wales, on 14/15 September. ‘Kelly Marks Winter Series’ TREC competitions held at indoor Body protectors are optional for the centres has helped popularise the orienteering phase of BHS TREC. sport. BETA Level 3 body protectors are also mandatory for these competitions in the phase involving fixed obstacles. Under new BHS TREC rules, air vests are permitted but must be worn over a permitted Level 3 body protector. If activated, the air vest must be deflated or removed before continuing. The same applies to a body protector/air jacket combined into one garment. “This is a forward thinking initiative by BHS TREC and a genuinely positive step towards safe and responsible riding,” said Claire Williams, executive director of BETA. BETA trains retailers to fit body protectors so that they can offer a A competitor tackles a BHS TREC personalised fitting and advice PTV obstacle course. BETA Level 3 service to customers. For details of body protectors are now training courses, contact BETA tel compulsory for this phase. 01937 587062.
TV channel nominated for awards HORSE & COUNTRY TV has been nominated for Best Factual Channel in the Broadcast Digital Awards. The channel lines up against BBC Four, Discovery and History for the accolade to be presented in London on 3 July. “To be shortlisted alongside channels of this calibre is a great achievement for H&C,” said managing director Richard Burdett. “It shows that the current broadcast landscape offers real opportunities for tightly defined thematic channels that know how to really connect with a passionate niche audience such as ours.” For the fourth successive year, Horse & Country has also been nominated for Best Specialist Channel, an award it last picked up in 2011.
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It pays to count FAECAL WORM egg counts (FWECs) are one of the most useful and cost-effective ways to keep worms under control during the summer, say the experts at Zoetis (formerly Pfizer Animal Health). Conducting an FWEC every six to eight weeks throughout the grazing season is the best way to identify the horses that need worming and those that don’t. This saves the cost of worming horses unnecessarily, while protecting the health of those that do and the efficacy of the wormers that we use. “Dosing correctly and as infrequently as possible, with the help of FWECs, will not only save money but also, importantly, will help to manage the issue of resistance in our horses,” explains Wendy Talbot, equine veterinary manager at Zoetis. “This, coupled with meticulous pasture management, will help to keep grazing as clean and worm-free as possible and horses healthy.” She warned that a single FWEC will only give a rough indication of a horse’s worm burden at a specific point and results may vary between consecutive tests. Neither will a standard FWEC give a clear indication of tapeworm, encysted small redworm or bots. For these, licensed wormers are needed on a strategic basis – usually in the autumn and spring for tapeworm and late autumn/early winter for encysted small redworm.
Hi-vis catches on in US HIGH VISIBILITY specialist Equisafety has established a North America/Canada franchise led by rider safety lobbyist Lyndsey White, founder of Riders4Helmets. Equisafety products are due in major US retailers from August. The range has already had exposure in America, appearing on retailer Bit of Britain’s stand at the Rolex Kentucky Three-Day Event. “EquisafetyUSA was launched in September 2012,” said managing director Nicky Fletcher, “There is nothing like [our products] in the US.” EquisafetyUSA has become an official sponsor of the Pony Club USA as well as Dan James. Pictured wearing an Equisafety Aspey jacket, Dan is the 2012 Road to the Horse Champion. The competition involves breaking untouched horses to ride in front of a crowd of thousands.
SQP CPD deadline warning ALL SQPs must have met their personal CPD points target by the end of this month [June]. Anyone who fails to do so will not be permitted to renew their SQP status for 2014. “The only alternative is to sit and pass a ‘CPD exam’ to show you still have the right knowledge,” said Stephen Dawson, secretary general of AMTRA, the body that registers SQPs. “That is not an easy option, and fairly expensive too; we’d much rather people gained enough CPD points.” The requirement is to have earned those points by the 30 June deadline, he added. “Inevitably, some [points] earned close to the deadline won’t be added to records until later on, but that’s fine as AMTRA notes when the points were earned. Anyone who has just qualified as an SQP in 2013 doesn’t need to do CPD at the moment, but will do in the next CPD period which starts on 1st July.” AMTRA regularly sends points updates to SQPs by email or in the post, and these are also available by logging in on the AMTRA website. “There are still CPD opportunities before the end of June – make sure you know whether you still need more points, and if you do, think now about how you will get them,” said Stephen. • Two CPD points are available to SQPs needing a top-up by reading the AMTRA accredited feature in the June issue of ETN before answering and returning the quiz that also appears in that issue. • SQPs are suitably qualified persons, registered by AMTRA as qualified to prescribe and supply animal medicines such as wormers and flea treatments. In order to maintain SQP status, CPD (continuous professional development) points must be earned via AMTRA accredited sources such as seminars or magazine articles.
BETA backs hat safety day A RIDER safety initiative, Riders4Helmets International Helmet Awareness Day, will happen on Saturday, 22 June. The annual event, which highlights the importance of correctly fitted, up-to-standard riding hats, is officially supported by BETA for the first time this year. Manufacturers, top riders and testing laboratories will be involved. Retailers are set to promote free hat checking and fitting, discounted hats and educational events in-store. “The aims and objectives of International Helmet Awareness Day are very much in line with those of BETA,” said the trade association’s executive director, Claire Williams. “Rider safety is something that BETA regards as crucial and has promoted tirelessly. “For many years, we have worked with members of the equestrian industry to develop standards and train retailers, equipping them with knowledge and skills to fit safety garments. “Education is crucial and events such as this play an important role in getting the message across to riders.”
NEWS IN BRIEF website is introducing 'promoted posts' on some • ofHORSE&HOUND’S its forum boards. The aim is to enable companies to engage with the forum community without risk of getting their accounts blocked for breaking the forum's 'no advertising' rules. “We will be limiting this service to one post per board...but we feel this could be a useful addition to the website,” forum users were told. . EFI has been appointed sole equestrian distributor for • WESTGATE Horseware’s first aid product, Hypocare. Hailed as a revolution in infection control, the topical application mirrors the body’s immune system and works naturally to kill bacterial, viral and fungal infections. It’s useful for flushing open wounds and areas prone to stubborn fungal conditions such as ringworm, mud fever and thrush. “While our customers can still obtain Hypocare directly from us alongside their rug orders, WEFI’s extensive catalogue is better suited to the needs of retailers that place regular orders across a wider range of products,” said Martin Jennings of Horseware. THE BETA Feed Industry Conference takes place at Whittlebury Hall • near Towcester on Thursday, 27 June. Open to BETA members and non-members, it’s of interest to all those working in the feed and supplements sector including retailers, manufacturers, nutritionists and lecturers. Speakers will address the challenges of sourcing non GM raw materials and give a retailer’s view on the feed industry. The results of a survey into consumers’ attitudes to buying feed will be unveiled. There will also be a legislation update from the Food Standards Agency (FSA). Tickets cost £85 plus VAT to BETA members and £110 plus VAT to non-members. To book, contact Tina Rogers at BETA, tel 01937 587062 or email tinar@beta-int.com A BRITISH company came up trumps to complete a last minute • delivery of 100 presentation rugs for the La Baule nations cup show last month. Let down over an order for the rugs embroidered with sponsors’ logos, the French show organisers contacted Nottingham based Harpley Equestrian with just a week’s notice. “It was all hands on deck, working the early, mid and late shifts,” said business owner Kath Harpley. “Cut off point was 3pm – and we made it with 30 minutes to spare. The parcels were delivered to a courier for an evening flight to Paris and delivery to the show.” ESKADRON stockists can get involved with a competition to win • places on a weekend clinic with Ludger Beerbaum. Twenty horse/rider combinations will visit the showjumping legend at his yard in Germany during September. Consumers purchasing Flexisoft Tendon Boots from participating Eskadron retailers are entered into a prize draw. Retailers must register and purchase 20 pairs of the tendon boots to participate. They’ll receive counter-top displays, entry tokens for customers and e-promotion cards.
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Galloping into fashion
GALLOPERS UK's brands Hacked Off and Hoof It have been relaunched to the trade with a Spring/summer 2013 collection of ladies’ and children’s jodhpurs and breeches. Rebecca Archer, owner of Gallopers UK, sourced the new range in India. “My aim is to continue to provide retailers with a product that is different, good value for money and practical,” she said. t Gallopers UK 01427 787823
Electric fencing re-energised FENCEMAN electric fencing energisers from Agrihealth have been repackaged for this season. They are now supplied in new screen-printed boxes, with more information on the outside for customers. The insulators come in screen printed bags. The CP250 Fenceman Energiser is part of the brand’s patented Constant Power range which ensures the maximum amount of energy for each pulse throughout the useful life of the battery. Supplied with a self supporting stand, carrying handle, output indicator, battery low indicator and earth stake, it powers up to 4,000m of single strand fencing or 2,000m dual strand. The highly portable B430 9V 0.43j unit, meanwhile, is suitable for strip grazing and paddocks. It uses the latest microprocessor based circuitry for high efficiency. This unit powers up to 5,000m of single line fence and comes complete with earth stake and leads. t Agrihealth 028 383 14570 www.equestriantradenews.com
For hard working feet... WORKFORCE socks are designed for people who are on their feet all day. Those who work with horses – or in retail shops come to that – are potential customers. Manufactured to withstand the pressures of physical work, and to stay up when worn inside boots, the range includes boot, wellie and walking socks plus styles to wear with steel toe cap safety boots. Technical features include knitted arch supports, terry cushion panels for shock absorption, ventilation panels to aid moisture management and specially treated yarns and bamboo fibres with antibacterial protection. Many styles include heavy gauge ribbing and cushioned soles. Heel and toe areas are made extra durable with polypropylene. The need for separate socks for right and left feet is an indication of the level of engineering. t Workforce 01204 854 800
Fun and fabulous
TOGGI BLACK is a fun and fabulous new capsule collection. With a range of pieces designed to energise any wardrobe, styles are trend led and youthful yet remain comfortable and practical. The Toggi Black Collection includes the Pixie fitted diamond quilted jacket and Delilah fitted cotton checked shirt (pictured left) plus the Harmony zip neck sweatshirt and Calypso Slim fit pique polo shirt with stretch (pictured right). A selection of accessories completes the collection, including the stylish and practical Melody satchel (pictured in front) with its black base and embroideries in brighter colours. t Finest Brands International 0113 270 7000 www.equestriantradenews.com
No added sugar
Saddle cloth dries faster
DENGIE has replaced molasses with rape seed oil to create new Dengie Healthy Hooves Molasses Free. It remains a complete feed, with the same nutrients, vitamins and minerals, but with no added sugar. “Levels of key nutrients such as biotin are just the same, as we know they work,” says technical manager Katie Williams, who created the low-calorie formulation. Healthy Hooves Molasses Free contains 2.5% sugar, which is found naturally in the fibrous ingredients. “Even straw and alfalfa contain some sugar – feed is rarely, if ever, sugar-free,” Katie adds. Starch levels are also extremely low, at just 1.5% because the feed is free from cereals or grains, the main sources of starch in mixes and cubes. These low levels of sugar and starch – less than any other complete fibre feed on the market, claims Dengie – make Healthy Hooves Molasses Free a safe option for horses and ponies prone to laminitis. Fed at the recommended levels, it can promote improved hoof growth and quality hoof horn. Healthy Hooves Molasses Free comes in 20kg bales, with an RRP of £12.19 to £12.89. t Dengie Feedline 0845 345 5115
NEW breathable saddle cloths from Passier are said to reduce the heat and moisture that can accumulate under saddles while riding. The finely woven outer material is quilted with a special open-pore under-material, enabling the horse to dry off faster. The elegant looking saddles cloths feature diamond quilting, foam insert, the Passier coat of arms and gold cord edging. Girth loops have Velcro fastenings. Dressage and jumping styles are available. Breathability is unaffected by machine washing at 30 degrees.
Men get their own Volant ARIAT has introduced a men’s version of its Volant Tall Boot. The ladies’ style of the popular riding boot first appeared in 2011. Incorporating patented Ariat Cobalt Quantum Technology, the Men’s Volant is designed using overlasted construction, which means the technology sits within the boot itself rather than on the outside. The result is superior comfort, minimal wear and tear on the outer boot and a stylish looking item of performance footwear. Made from European calf leather, the Men’s Volant has stretch mesh panels for a contoured fit. An oiled leather section on the inside leg gives extra security and an X-Static lined footbed helps regulate heat. A zipper down the front prevents interference with the saddle and enables the wearer to put on and remove the boots with ease. Available in black only, in sizes 7 – 11 (including half sizes) and 12 (there’s no size 11.5) Men’s Volant Boots come in three different height/width combinations. The RRP is £450. t Ariat 0845 600 3209
Nasal strips in value pack FLAIR Equine Nasal Strips are newly available in re-sealable, six unit value packs. Supplier Flair LLC has also re-introduced the strips in black while keeping the white option. The product’s inventor Jim Chiapetta says Flair nasal strips appeal to “owners, breeders and trainers seeking scientifically proven alternatives to maintain and support equine respiratory health without drugs.” Designed gently to support the nasal passages, Flair strips are clinically proven to reduce airway resistance, reduce lung stress and bleeding, reduce fatigue and shorten post-exercise recovery time. Pictured, with black Flair nasal strip in place, is Bad Boy Billy ridden by Ralph Hill at the Rolex Kentucky Three-Day Event. (Photo: Evelyn Bemis). t Trade enquiries SARL ARPR & Marketing Solutions 0033 5 49 95 89 96
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Confessions of a saddle fitter Mark Fisher, one of the UK’s highest profile saddle fitters, tells ETN about his work. “MY introduction to saddlery began when I joined the saddlery shop of the King’s Troop Royal Horse Artillery in 1984. Working in a team with other Troop saddlers, we made and repaired the state and ceremonial harnesses, regimental head collars/bridles, saddles and other leatherwork used by the Troop. After progressing through the various stages of training with the King’s Troop, I took the Society of Master Saddlers (SMS) Saddle Fitting
workshop to allow me to carry out all necessary adjustments to saddles on site. On Saturdays, I work from our own premises at Woolcroft Equine Services, a joint venture with my wife Di Fisher, at Leverington near Wisbech, Cambridgeshire. People can bring their horses to me if they are out of my visit area or do not have suitable facilities at home. At Woolcroft, we have a fully stocked retail shop and workshop, a 60m x 20m allweather school and covered saddle fitting area for when
Some customers don’t believe their presence is required at a saddle fitting. Qualification soon after it was introduced. I’d always had an interest in saddle fitting and, now I was Master Saddler to the Troop, I felt it would be another skill. The qualification also helped with training apprentices while I remained in the army, and stood me in good stead once I left. Nowadays, I run my own business as an SMS Qualified Master Saddler and also work as the consultant Master Saddler to the British Equestrian Federation (BEF) as well as an overseas technical adviser to the equine charity World Horse Welfare.
Saddle fitting facilities When I’m carrying out work for my own business I operate within a 40 mile radius, supplying new saddles and checking and adjusting existing saddles. I have a specially adapted van with
the weather is inclement, which it often can be here in the Fens! We also have a course of show jumps for those wishing to have jump saddles fitted. When a client books an appointment, we advise on what is expected of them and get all the information necessary to allow me to carry out a successful saddle fit. When I go out to saddle fit, the ideal facility is an indoor arena – although that’s rarely found. What is desirable, though, is a good, flat (and in the winter) well lit, concrete area to assess the horse for conformation, condition and movement before the saddle fitting. We need a suitable flat and safe area to ride on too, an arena or all-weather school being preferable. A fitter can’t expect every client to have ideal facilities. We often have to fit saddles in open areas with less suitable
14 JULY 2013 EQUESTRIAN TRADE NEWS
conditions – and this is when good advice, experience and common sense can help avoid problems or accidents. Many customers hire an indoor or outdoor arena, or bring their horses to me, once they realise what is required to carry out a successful and safe saddle fit. On balance, however, horses are more relaxed in familiar surroundings. When buying a new saddle, the horse owner has an important and serious decision to make. Choosing which one to purchase once they have ridden in all the shortlisted saddles can be made easier with appropriate trial facilities and the guidance of a Qualified Saddle Fitter.
Highs and lows The life of an SMS Saddle Fitter is certainly never dull. For one thing, we meet plenty of interesting characters - or on some occasions, no one at all! Yes, it’s an almost unbelievable fact that some customers don’t believe their presence is required – let alone
essential - at a saddle fitting. Also, you would imagine that clients who do bother to show up would come suitably dressed. Jeans and trainers are always inadequate and certainly aren’t the most comfortable clothes in which to try out saddles.
Getting a buzz Alongside my own saddle fitting business, I get a real buzz from my work with World Horse Welfare for whom I’m involved as a technical advisor in developing countries. We work in small teams including a saddler and a farrier, running twelve week courses for horse owners, teaching saddlery and farriery skills, nutrition and equine husbandry. In my time in this rewarding role, I’ve visited El Salvador, Mexico, Romania and Lesotho – all very different from my usual working day.” t Find out more about SMS qualifications from The Society of Master Saddlers 01449 711642 www.equestriantradenews.com
A therapy too far? Nothing parts a horse owner and her money as fast as a therapist, says Ken LyndonDykes.
hen I was threeday eventing and one of my horses went lame, I called the vet. His name was Arnold Crowhurst and his diagnostic abilities were legendary – so much so, it sometimes seemed as though he was gifted with second sight. The other person on whom I was dependent was my farrier. Arnold and the farrier – plus me ensuring the horses had sufficient exercise – made certain the horses were 'fit for purpose'. Reminiscing further, I do remember some 'back people'. I personally never called on one to treat my horses but I had friends – elite riders of their day – who were committed to their particular 'back person'. I certainly cannot recall anything like today’s industry which has grown up around therapies for horses. Now the
W
horse owner is encouraged to use the services of an osteopath, a masseur, an Alexander technique practitioner, an aromatherapist, a behavioural therapist and a homeopathic practitioner. Some owners swear by 'the crystals'. 'The black box' is consulted for diagnosis – and, I believe, prognosis and cure! I came across a horse owner who swears by leech therapy – and another who, very bizarrely, is convinced that urine has 'tonic values' (I’m not certain if this applies to hers or her horse’s – or maybe they are interchangeable?) Another owner informed me: “I’ll make a saddle fitting appointment after my regression therapist has been.” Her horse, incidentally, is one of the most ill-mannered, recalcitrant mares I’ve ever met.
16 JUNE 2013 EQUESTRIAN TRADE NEWS
Equally weird was the owner hanging an amulet in her horse's stable “to ward off evil” - and spreading some coins across the threshold “to attract wealth.” I hope she pays my bill soon!
owners are rolling in money with many scrimping on themselves to fund their hobby. In general, I suspect the therapy budget would be better spent equipping the horse with a well-fitting saddle
Is more money spent on unnecessary or unsubstantiated therapies than on well-fitting saddles?” The diversity and abundance of therapies concern me on two counts. Firstly, the training for some doesn't involve years, but simply a couple of days. Yet the 'fully trained' exponents still manage to charge whopping fees. I’m not referring to physiotherapists who must qualify to treat people before they can take the additional training that allows them to treat animals. And for certain, there other therapies that are well founded and rigorously controlled. Nevertheless, some of the money horse owners spend on therapies is akin to chucking it away. Which brings me to my second point; few horse
- or giving the horse owner a decent meal. Many aeons ago I began studying economics at Oxford. It didn't pan out (not for academic reasons – but that's another story!). However, I learnt enough to know that profits often have as much to do with wastage as they do with usage. Mr Coleman made more money out of the mustard wasted on the sides of plates than he ever did from mustard that was eaten. Is more money spent on unnecessary or unsubstantiated therapies than on well-designed, wellcrafted, well-fitting saddles? I do hope not – but I have my fears!
About the author Ken Lyndon-Dykes is a saddle designer, Society of Master Saddlers' Qualified Saddle Fitter and former international three-day event rider.
www.equestriantradenews.com
Saddleup and go!
While saddles must fit horse and rider and suit the job for which they are intended, they can also be beautiful pieces of craftsmanship. Bling brings wow factor FIRST THOUGHT EQUINE is offering personalised bling or customised two-tone leather on new WOW saddles. Customers can have the cantle and pommel areas decorated with appliquéd diamante and crystals in a pattern of their choice or to spell a rider’s, horse’s or sponsor’s name. Leatherwork can be customised in the rider’s or sponsor’s colours, a two-tone effect being popular. Eventer Paul Tapner, for instance, recently commissioned a striking red and black saddle. Fitters fit the saddle as normal, before taking a client brief for any bespoke requirements and embellishments. WOW Saddles have longitudinally rigid but laterally flexible trees and a large bearing surface. They are said to cover the widest range of interchangeable width fittings, namely XN-8X. The saddles have Flair air bag flocking, creating a flexible, gaseous bearing surface that increases pressure distribution over the horse’s back and provides shock absorption. t First Thought Equine 01227 831614
www.equestriantradenews.com
Gold standard saddles SADDLE fitters from all over the UK gathered at Olympic gold medallist Carl Hester’s Gloucestershire yard recently for a demonstration by Peter Menet, the designer of Amerigo saddles. Delegates heard how Amerigo was born when Peter Menet from Menetsattel AG joined forces with Ivano Dalle Mese from Selleria Equipe in 1997. Peter’s knowledge of equine biomechanics, combined with Ivano’s craftsmanship, means Amerigo offers an approach to saddle fitting that’s different from most conventional understanding. Amerigo saddles are made at Selleria Equipe’s new, purpose-built factory in Italy which is also home to Equipe saddles. Using handpicked, high quality leather, each saddle is individually made to order. Saddles must meet the exact requirements of horse and rider, regardless of chosen activity, Peter told the assembled fitters. “The biomechanics of the horse work in the same way, whether the horse is a show jumper, dressage horse or Icelandic horse. “I work closely with vets, physiotherapists, osteopaths and top riders to ensure that Amerigo saddles allow each and every horse to work efficiently and use its back correctly, so that less strain is placed on the body and the muscles can build up to support the body in the right way.”
Fitting the Menet way Peter educates Amerigo saddle fitters to: • Measure the horse’s top line to establish which tree needs to be used. “The saddle has to reflect the shape of the horse’s top line,” he explained. “This not only means the saddle fits accurately, but also allows the weight of the saddle to be carried in the correct area, so that the rider can sit in the deepest part of the seat and stay in perfect balance with the horse.” • Establish the width and shape of the head iron needed by taking various measurements along the horse’s back. • Measure the rider's height and weight, and take leg measurements. “Many saddle designs place the rider too far back, and sometimes when they change to an Amerigo saddle, they feel as though they are sitting too far forward at first. I won’t change the design of my saddles [though], because I know the damage this can cause to the horse’s back. If the rider wants to carry on riding too far back in their own saddle, I tell them that’s fine, but make sure they get their horse a good physiotherapist!” • Look at the horse from all angles and note areas where muscle is lacking or over compensating. • Check for a reaction around the girth area and sternum as well as the whole back. “Girths are a common cause of pain in horses,” says Peter. “Many riders don’t think about the importance of getting the right girth, but it’s just as important as the saddle.” • Watch the horse and rider in action to note any problems with their training that might have to be taken into account when fitting the right saddle. • Compile detailed information on a sheet that’s used to create the perfect saddle. The saddle fitters also heard that every individual equestrian gold medallist at London 2012 was riding in a saddle from the Selleria Equipe factory. Individual show jumping gold medallist Steve Guerdat has been riding in Amerigo saddles for some time. Olympic dressage champion Charlotte Dujardin, who rides in Equipe, has been testing the new carbon fibre dressage tree which is available imminently. “The horses go so well in them,” she reported. “It’s a credit to their quality and design.” t Amerigo and Equipe saddles are distributed in the UK by Zebra Products tel 01352 763350
Saddle fitters met legendary saddle designer Peter Menet at Carl Hester’s yard. From left, Verity Smith and Sue Norton of C H Brown, Ellie Norrie of Ellie Norrie Saddles, Tiffany and Jane Howard of European Saddles, John Sillett of Wellington Riding, Simon Middleton of Zebra Products, Louise Sillett of Wellington Riding, Caroline Rigg of Sports Horse Services, Aimee Alexander of Alexander Saddles, Peter Menet, Martin Wilkinson of Martin Wilkinson Saddlers, Carl Hester, Chris Price of Wellington riding, Phil Lowe of Zebra products, George Prior of Goodwins Saddlery, Amy Bower of Wellington Riding, Charlotte Merritt of Wadswick Country Store, Kate Norton of C H Brown, Steph Bradley of Freedom Saddlery, Chris Harper of Wadswick Country Store, Lisa Menet, Kate Clarke of Martin Wilkinson Saddlers , Emma (Lisa's sister), Kirsty Oxby of Martin Wilkinson Saddlers and Damian Goodwin of Goodwins Saddlery.
18 JUNE 2013 EQUESTRIAN TRADE NEWS
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Frees the shoulder
Saddle solutions for Thoroughbreds
THE Sirius Dressage Saddle from Passier has an anatomically shaped gullet plate bar to help prevent it touching the horse’s shoulder blade during movement. The design is known as the frt-System. The Sirius also has ‘freedom’ panels, a deep seat and choice of wide or narrow blocks with Velcro attachments. A new V-girth arrangement helps the saddle stay in position. The Sirius is made from Jupa leather with a patent trim to match Passier’s Apollo patent leather snaffle bridle. German Olympic rider Kristina Sprehe is a fan.
Albion introduces new tree technology NEW tree technology is now at the heart of every SLK in Albion Saddlemakers’ most popular range of dressage saddles. The Adjusta-Tree, introduced this spring, is believed to be the first, fully adjustable wooden tree specifically manufactured for adjustment by pressure. The tree’s width can be altered without damage or distortion to the headplates or rivets of the tree assembly, while remaining within the saddle. It allows the Adjusta-Tree to be opened or closed by up to two fittings from the original ie. medium to wide or medium to narrow. The metalwork is compliant to and exceeds the British Standard specification BS6635. Robustly engineered to withstand weight loading and pressure induced spread, Adjusta-Tree has been tested by Albion's in-house mechanical spread testing equipment plus an independent engineering laboratory using heavy load testing systems. The SLK’s deep, secure seat is available in two widths. The supportive leg position with a medium sized, soft block under the flap of the SLK range remains the same across the range, the SLK, SLK Ultima and SLK Royale. The Adjusta-Tree is manufactured by Albion in Walsall for exclusive use in its saddles. Its arrival means that all Albion dressage saddles are now adjustable or interchangeable by an approved Albion saddle fitter or workshop saddler. t Albion Saddlemakers 01922 646210
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GIVING ex-racehorses a second career has become very popular. But managing these equine athletes as they switch disciplines requires attention to detail – including their saddles. Earlier this year, Harry Dabbs Saddlemakers was approached by Kath Pinington, yard manager of the Thoroughbred Rehabilitation Centre (TRC), about developing a saddle that would help these exracers to fulfil new roles. “Some Thoroughbreds have a long wither, others may have deep hollows either side of the withers or require wider clearance of the spine,” said Peter Wilkes of Harry Dabbs’ brand owner Vale Bros. “[These are] issues which make it hard to find saddles which allow them to develop as they start their new careers. “Following research, tests and trials, and with knowledge, energy, effort and feedback from Kath, Society of Master Saddlers Qualified Saddle Fitters and Harry Dabbs’ saddle makers, we’ve developed specific saddle trees and panel options to suit the requirements of the Thoroughbred,” Peter added. Our pictures show saddle testing underway and the Harry Dabbs Avant dressage saddle. The Thoroughbred-friendly saddles are available in dressage, general purpose, jump and show styles, reflecting the diverse range of activities in which exracehorses excel. t Vale Brothers 01922 612238
RETA IL TI P
NO SELF respecting footwear retailer allows a customer to depart his or her store carrying a new pair of shoes but no cleaning/care products. The addon sales opportunity applies to saddles too. Although most new saddles come with a branded cover, there are waterproof or padded versions while some saddle covers come in fun and funky designs. Or how about a new saddle rack or, as most fitters recommend, pole on which to store the new acquisition? Put the idea before the customer, and surely an extra £20 is well worth the correct care of an item costing in excess of £1,000. The purchase of a new saddle might also prompt interest in stirrups, numnahs and girths. And no-one wants to mark a new saddle with an inappropriate shade of stirrup leathers. And finally, of course, saddle soap or similar will be a mustbuy. There’s nothing like a new item of tack to reignite enthusiasm for cleaning it!
EQUESTRIAN TRADE NEWS JUNE 2013 19
Fitting solution one year on
ETN caught up with some retailers who have been using the Easy-Change Fit Solution in Bates and Wintec saddles. The versatility is what has impressed Martin Thornley of Martin Thornley Saddlery: “All clients that have expressed an interest in the saddles have achieved an optimal saddle fit with these systems. “Our saddle fitter, Caroline Mayne, has found fitting even the most challenging horses and ponies has become a pleasure. Great stockholding and a prompt delivery service have been without fault, enabling us to offer a very efficient and professional service to our clients.” At Chaskit’s Horse and Rider, Karen Jones is finding the EasyChange system useful for problem solving. “The Bates and Wintec ranges are the most versatile and adjustable saddles currently available,” she said. “The fitting systems allow me to fit and sell with confidence and are particularly useful when faced with horses and riders that require remedial fitting.” Kate Sheppard of The Equine Warehouse describes the EasyChange Fit Solution as “an invaluable tool when fitting working horses with muscle atrophy, stress and tension. “It enables me to fit horses in saddles that are completely balanced to the horse’s individual skeletal and muscular shape allowing the relative muscle groups under the saddle to work freely and without restriction,” she said. t Weatherbeeta UK 01295 226900
JUST OVER a year ago, ETN reported on Weatherbeeta’s launch of the Easy-Change Fit Solution in Bates and Wintec saddles. Most notable was its aim to help riders and retailers develop a better understanding of saddle fitting. The system combines the long established Easy-Change Gullet System with the newer Easy-Change Riser System. Distributed in the UK by Weatherbeeta, Easy-Change is different in that it makes saddle fitting an integral part of the purchase of a new saddle. At the launch, the trade was enthusiastic about the practical benefits of the fitting solution, and its intangible benefits of empowering riders and fitters with a common language of fit.
For discerning dressage riders NEW OPTIMA Deluxe dressage saddles by Black Country Saddles are made from calf leather with custom-positioned knee rolls. “We worked closely with our saddle fitters and their riders to design the knee roll,” said Rob Cullen of Black Country Saddles. “We’ve designed the Optima Deluxe to be a close fitting saddle. We went with calf leather and softeners for comfort between the flaps and skirts to achieve extra softness in the finished product.” With pure wool flocking, the saddle is made on the full range of Black Country Saddles’ trees to suit all types of horse. Seat sizes 16” to 19” are offered. Colours are black, brown and oxblood. t Black Country Saddles 01543 578243 20 JUNE 2013 EQUESTRIAN TRADE NEWS
Two of a kind THE AMOHN dressage and Auftakt jumping are two of a wide range of saddles from Dutch company Horka International. Each saddle is built on a hand-made wooden tree strengthened with steel springs. The seats feature two layers of technical foam covered with full grain cow leather. Gussets are used in the panels to extend the contact area and, with correct fitting, can help alleviate pressure points. The saddles are flocked with wool. t HORKA International 00 31 038 465 57 70 www.equestriantradenews.com
• Ariat has recruited Duncan Bembridge – who’s worked with Adidas, Dr Martins and The North Face - as European sales director. Duncan began his career as a sales representative with Adidas before being appointed national sales manager of Avia, a subsidiary of Reebok. He then became sales and marketing director at football and rugby boot brand Mitre. Duncan has also been head of sales for the wholesale and retail sides of the Dr Martins brand, managed sales and marketing for day pack label Jansport and sales director at outdoor apparel and equipment specialist The North Face. At Ariat, Duncan leads team of 13 employed area managers operating across the UK, Germany, the Netherlands and Norway, plus four sales agents in smaller European countries. “The focus will be to maintain the brand as the number one in performance equestrian footwear and expand new opportunities that will increase brand presence in the country lifestyle, apparel and accessory categories,” he said. “Duncan’s appointment is a major initiative as we prepare the brand for the next stage of its developmental growth right across Europe,” said Phil Duff, managing director of Ariat Europe. • Kath Harpley, of British manufacturer Harpley Equestrian, went along to support paralysed former eventer Claire Lomas’ latest charity mission - to cover 400 miles in a hand cycle. As well as capturing Claire’s engaging smile on camera, Kath – an accomplished cyclist – lead the entourage from her home city. “No one knew their way out of Nottingham, so I ended up leading the group,” Kath told ETN. “I have great admiration for the [charity] work Claire is doing. She also has a very committed team of helpers so all credit to them too.”
• With horse racing in her blood, it’s no
surprise that Nichola Eddery (30), daughter of former top jockey Pat Eddery, brings extraordinary equine likenesses to canvas. Her latest exhibition is at The Osborne Studio Gallery, 2 Motcomb Street, London, from 18 June to 15 July.
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• Laura Sheppard has joined Allen & Page as area sales manager for the West Midlands. “With a BSc degree in equine science, Laura’s qualification and experience in working with horses will really benefit trade customers and horse owners alike,” said marketing manager Clara BaillieLane. Laura owns Paddy, a 12-yearold ex-racehorse. “I worked as a groom before studying for my degree. I come from and live in Worcester, so I’m familiar with the area and its horsey population,” she said. • Equisafety has appointed Nigel Husband as quality control manager overseeing manufacture. A sourcing expert, Nigel has been involved with manufacturing for Gap, Banana Republic, Timberland and Ted Baker. In 2001 he set up his own business which supplied Ralph Lauren Childrenswear, Umbro and Tesco. “We work with eight factories and that can be extremely time consuming and stressful, so I needed someone I could trust and who would help build the business while I work on different projects,” said Nicola Fletcher, managing director of Equisafety. • London 2012 equestrian competition manager Tim Hadaway, pictured at Greenwich Park, has joined the FEI [international horse sports governing body] as director of the new Games and Championships Department. He’s working closely with the organisers of next year’s Alltech FEI World Equestrian Games in Normandy. (Photo: Kit Houghton/FEI). • Horka International has a new UK agent. Caroline Horsley is covering West Midlands, Worcestershire, Warwickshire, Herefordshire, Staffordshire and Shropshire for the Dutch wholesaler. • Climbing the three highest mountains in England, Scotland and Wales within 24 hours is what makes the Three Peaks Challenge so tough. But equestrian PR and marketing guru Tim Smith of TSM (pictured left) proved he was up to the task - and raised £1,300 for Riding for the Disabled too. “Sometimes you have to do these things,” said Tim.” I went from being excited, to being nervous, to being absolutely exhausted. But to climb Ben Nevis, Scafell Pike and Snowdon was an amazing experience. I’d like to thank everyone who sponsored me.” Would he do it again? “You never know...” added Tim.
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A show trader’s blog Sarah Poucher, whose family firm, Emerald Green Feeds, is taking its tradestand around the UK show circuit this season, files her latest report for ETN from Badminton Horse Trials (2 – 6 May). You can follow Sarah’s blog at www.equestriantradenews.com Photo by Bob Hook. Smart shoppers enjoy a sunny Badminton.
COTTAGE booked, samples, leaflets and two small children packed (we’re a family business), uniforms pressed, car passes and smiles in place and we were ready to tackle our first Badminton. Emerald Green Feeds had a stand in The World of the Horse marquee for the duration. Our shift started on the Sunday morning, the first team having done the set up and first three days. We crossed paths for de-briefing in the cottage on Saturday evening. By 7.30am Sunday morning we were on our way to the show site, winding through pretty villages with thatched cottages. I was excited as we pulled into the car park, only to be refused at the first fence! The officials wouldn’t let us through to the trade car park, so we ended up parking miles away and lugging a double pushchair plus samples
to the stand. There were already hundreds, no thousands, of people around and quite of few of them were in The World of the Horse marquee. We’d identified that Sunday would be busy with the cross country starting at lunchtime, but we hadn’t anticipated just how busy. We were non-stop talking to people and giving out samples all day, achieving our aim of getting the Emerald Green Feeds brand name out there. Grabbing lunch or looking round was out of the question. We gleaned snippets of news about the competition from anyone that was passing. I was most impressed by visitors’ appearances; wearing Badminton radios, they looked the part to head out for picnics on the course. I wished I could join them...The evening was spent making more goody
22 JUNE 2013 EQUESTRIAN TRADE NEWS
bags over a Chinese takeaway. On Monday morning, with the marquee still closed, we got all our samples in place before the first wave of customers came flooding in. This being the quieter day, I took the children to see what we could find. Badminton was fantastic with so much to see and do. After a meander through the shops, we found a great spot by the big screen to watch the show jumping and fit in a sneaky ice cream. Looking around, I spotted a group of ladies picnicking on champagne, strawberries and what looked like yummy homemade cake. You could almost taste the tension in the air as they show jumped in the main arena. I felt myself getting carried away with the crowd, listening to the excited whisperings as people watched the various
screens around the event. The result was fantastic and disappointing all at once. By 5pm it was time to pack away my soft spot for William Fox-Pitt and amazement at Jonathan Paget’s surprise win and head for the M5. • Emerald Green Feeds’ grass and alfalfa pellets are made from fully traceable ingredients grown on the Poucher family’s farm in Lincolnshire. These highly palatable, versatile products are naturally low in starch and sugar yet high in fibre. The slow, controlled release of digestible energy is ideal for fizz-free performance work. Tel Emerald Green Feeds 01526 398236 /398472 /397133.
www.equestriantradenews.com
SET FOR A SUMMER OF SPONSORSHIP
The lowdown on China THE China-Britain Business Council (CBBC) was set up to help UK companies grow and develop their business with China. It will be holding an advice and information event in London on 25 June for those who want to find out more about the growing equestrian industry in China. Spaces are limited, so it is important that those wishing to attend should register their interest as soon as possible by telephoning the BETA office.
A feast of a conference
Members of the BETA team will be offering free safety checks on body protectors and riding hats for visitors to the trade association's stand at Bramham and Gatcombe
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he BETA team is preparing for a summer of sponsorship by supporting both Bramham International Horse Trials, from 6 to 9 June, and the Festival of British Eventing, at Gatcombe Park, from 2 to 4 August. As sponsor of the CIC3* competition at Bramham and presenting sponsor at Gatcombe, BETA will highlight the services of its members and the work it does to improve rider safety. Visitors will be offered free body protector and hat safety checks on its stand and members of the public will be invited to join BETA’s National Equestrian Research Panel and rewarded with one of our famous goody bags. Canine
companions won’t miss out, either – BETA doggy bandanas will be handed out in exchange for a donation to the RDA. The luxury BETA hampers, packed with about £1,500 worth of equestrian goodies, will be a star attraction on the stands. They includes prizes such as a saddle, rider clothing, feed, footwear and tack, thanks to generous donations from BETA members. As part of its commitment to the equestrian trade, BETA will host its popular Trade Breakfast at both events, where winners of the BETA Best Stand Awards are announced over an earlymorning get-together of coffee and bacon sandwiches.
BETA backs RDA award BETA is involved in further sponsorship, but this time it is supporting the RDA Business Partnership National Award, which seeks to reward a commercial organisation that has contributed to the charity on a group, county or regional level over the past year. Nominations are invited for this national award – part of the RDA Gala Awards 2013 – which celebrates outstanding www.equestriantradenews.com
achievements of its participants, volunteers and supporters. The winner will be presented with his or her trophy during a glittering awards evening at Plaisterers’ Hall, London, on 2 October, with special guest Clare Balding. For further information on the awards, visit the RDA website at www.rda.org.uk
DON’T forget that the annual BETA Feed Industry Conference is to take place at Whittlebury Hall, near Towcester, on 27 June. A line-up of key industry speakers is set to update delegates on the latest news and developments from the feed sector. Topping the bill are the results of a specially commissioned survey into consumers’ attitudes towards horse feed and their buying patterns. Other presentations include the challenges and changes to raw material sourcing, a legislation update from the Food Standards Agency and a retailer’s view of the feed industry. The event is aimed at those working in the feed and supplements industry, such as manufacturers, distributors, retailers, nutritionists and university lecturers. It will run from 9.45am to 3.35pm and is open to BETA members at a cost of £85 plus VAT and non-members for £110 plus VAT. To secure a place, contact the BETA office for a booking form.
Attending the Feed Industry Conference is a great way to make new contacts and catch up with friends and trade colleagues.
CONTACT TINA ROGERS AT BETA Tel: 01937 587062 Website: www.beta-uk.org Email: tinar@beta-int.com Stockeld Park, Wetherby, West Yorkshire LS22 4AW EQUESTRIAN TRADE NEWS JUNE 2013 27
Tasty trendsetters British equestrians have long prized the chic clothing and sophisticated saddlery associated with European labels. So is it time the UK trade woke up to Europe’s leading feed and supplements brands too? Florencia Arrambide, international sales and marketing director at St Hippolyt, explains how this German company has always set nutritional trends. he stream that rushes beneath St Hippolyt’s headquarters is a constant reminder that this is a working feed mill. The company is based in a little town called Dielheim in a beautiful part of south-west Germany close to Heidelberg, a university city. The mill – known as Muhle Ebert - dates back to the 14th century, Bernd Ebert being the third generation of his family to run it. Muhle Ebert is 120% energy efficient. It generates all the energy it needs for manufacturing and its offices, while the surplus powers 25 neighbouring houses. Social responsibility is high on the company’s agenda too. Local farmers supply grain on long term contracts, ensuring support for the local agricultural community and that raw materials are traceable from field to bag. In addition, Muhle Ebert has its own farm where natural fertilisers are tested before being applied by its contract farmers.
T
Feed like nature intended Muhle Ebert first produced horse feed in 1978 with Vollwertpellets [whole food cold pressed pellets], the idea being to balance the quality difference between forage and grain. Eleven years later, St Hippolyt Nutrition Concepts
was born from collaboration between horse breeder Bernd Hermann and Bernd Ebert. Muhle Ebert remains the sole manufacturer. The goal was to ‘feed horses like nature intended’; their challenge was to achieve this with just 1kg per horse per day. And so the company’s flagship product Struktur E was conceived. Ingredients include high quality grain germs, natural sources of protein, vitamins and oils, combined with up to 30 different herbs. The proportions of these herbs are varied to meet horses’ changing seasonal needs and to imitate the equine’s natural roaming/eating pattern.
Old news High fibre diets supplemented with a ‘balancer’ are considered very ‘on trend’ currently, but they are actually ‘old news’ at St. Hippolyt as this concept was the basis of its early success! This year, the award winning (St.Georg magazine 2009 and 2011) Struktur E celebrates its 25th anniversary. The acclaimed product brought St Hippolyt to the attention of numerous leading breeders, trainers and vets with whom the company has since worked to create a range of products that endeavour to address specific needs as naturally as possible. The quest to use feed as
28 JUNE 2013 EQUESTRIAN TRADE NEWS
supportive therapy is furthered at St Hippolyt’s research and development department lead by Dr Eberhard Moll. A rider himself, Dr Moll’s goal is to quantify the impact that raw materials and finished St. Hippolyt feeds have on horses’ health. Much anecdotal feedback from customers over the last 25 years ago is now supported by solid scientific proof under Dr Moll’s strict scrutiny. St Hippolyt researchers also collaborate with scientists from leading European universities such as Wroclaw [in Poland], Copenhagen and Berne.
Sports horses Recognising the physical demands placed on today’s sports horses, St Hippolyt has invested in optimising the relationship between nutrition and physiology. Key to this is increasing nutrient delivery. For instance, an America study (references available) has shown that the absorption of vitamin E was significantly higher in horses fed St Hippolyt’s Qelan than those fed conventionally. Refining sports nutrition at cellular level goes a step further with Super Condition High Performer which uses bioactive ingredients in the form of nucleotides and oligopeptides.
Environmental challenges St Hippolyt’s next goal is to
St Hippolyt’s original trendsetter Struktur E.
Glucogard has been proven to reduce horses’ glycemic response.
Muhle Ebert, which dates back to the 14th century, is the sole manufacturer of St Hippolyt products.
meet the nutritional demands of horses challenged by their environment. Headway is already being made with Equigard, a grain free, high fibre mix, designed for horses suffering from metabolic syndrome and Cushing’s disease. In addition, Glucogard has been proven to reduce the glycemic response of horses suffering from Equine Metabolic Syndrome with an impressive 43% reduction of insulin levels. And for the future? St Hippolyt believes that prevention should play a more important role - a concept yet to reach the feed room. t St. Hippolyt Nutrition Concepts, including its low glycemic products, are distributed in the UK by H & F Feeds tel 01282 447781 www.equestriantradenews.com
Euro-vision! Want to stand out from rival retailers? Check out ETN’s profile of major players and products in the European equestrian market.
From France Where size meets style GIANT French wholesaler Ekkia was founded in 1966 in Haguenau by the Keiff family. Until 2007, it was known as UKAL.
Retailers can place orders directly through a dedicated trade site where they can also view availability of stock. Export and service staff in the company’s head office are English speakers. Stockists can take advantage of chic French styling via Ekkia’s point of sale material. There’s also advice on merchandising and purchasing complementary styles and shades to be had. Consumer advertising is designed to support UK stockists, Ekkia’s current campaign highlighting its flagship brand Equi-Theme.
Top five for 2013
The company employs 102 people and has warehousing with a stocking capacity representing about four months of business. Ekkia supplies 70 countries with 18,000 different product lines – which it endeavours to keep in stock – comprising everything for horse and rider. A general catalogue, published every two years, extends to 660 pages. British retailers are visited by a team of representatives with vans equipped with products. In addition, stockists receive a regular bimonthly package with the latest updates of the catalogue, media planning, promotions and end of lines. Ekkia uses a UK bank; all transactions are in Sterling and may be paid via BACs, cheque or credit card. A consumer website (www.ekkia.com) features the latest news and products in five languages, but Ekkia maintains a strictly tradeonly supply policy. Its entire catalogue is also displayed online where pages can be downloaded.
www.equestriantradenews.com
1. EQUIT’M : EQUIT’M Equestrian League uses Equi-Thème’s distinctive know-how, high tech materials and functional designs to create striking equestrian equipment for horse and rider. 2. FLOWER COLLECTION : With flattering, flowery designs, this horsey girl collection comprises tailored cuts and comfy fabrics. 3. CSI5* COLLECTION : Polo shirts and bombers of the CSI 5* Legend collection reflect top competition and exciting shows. 4. ALLTECH FEI WORLD EQUESTRIAN GAMES 2014 IN NORMANDY COLLECTION : The official collection for equestrian sport’s world championships is designed by EquiThème, also the event’s official supplier. 5. TYREX : Equi-Thème introduces new turnout rug models to complete this collection. t Ekkia 00 33 388074006
From Belgium When a textile entrepreneur loves horses... PROTECTIVE boot innovator Kentucky Horsewear is based in Ronse, Belgium. Established in August 2010, the brand’s fans include British eventer Laura Collett. The Kentucky Horsewear name is a licence of the German clothing brand Kentucky Reitmoden, established in 1961. Both companies are run separately but share the same brand name/logo and distribution network worldwide. Kentucky Horsewear is run by Thomas Tuytens, entrepreneur and event rider. Aged 23, he opened the Shanghai office of Concordia Textiles, his family’s €80 million turnover business which manufactures technical fabrics such as Cordura and Kevlar for military, medical and work wear applications. Thomas married his knowledge of textiles and horses to create protective horse wear with a difference. In 2010, he acquired the licence of Kentucky Horsewear in Germany and worldwide exclusivity of three patented technologies: D3O, Solimbra and Recuptex. Kentucky Horsewear offers UK retailers product training and point-of-sale material. The brand is distributed in the UK by Point Two Equine and Equiport.
EQUESTRIAN TRADE NEWS JUNE 2013 29
From Holland
From Germany
Get ahead in hats
Thumbs up from UK retailers...
HORKA has been a well-known name in the European equestrian market for more than 50 years. The Dutch company started by manufacturing women’s fashion in 1956, before increasingly meeting customer demand for equestrian clothing and casual hats. The latter were to become something of a speciality. Horka now offers a complete range of rider and horse products, as well as care and grooming and even dog products. Horka Headwear is a label comprising hats and caps from panamas and bush hats to stetsons and bowlers. There are tweed caps and sets of scarves and hats for winter wear. Some of the headwear teams up with Horka’s rider outfits. The company also sells a casual headwear collection into men’s fashion stores. In addition to its standard ranges, Horka develops two affordable fashion collections each year, with spring/summer 2013 currently available. t Horka International 00 31 038 4655 770
BRITISH retailers who deal with HKM Sports Equipment have told ETN about the “fantastic working relationship” they enjoy with the German company. Ease and speed of ordering, as well as some unusual – and occasionally quirky - products, are what this supplier’s fans love. HKM Sports Equipment was established 45 years ago by the Egbers family. In the 1970s, the family was manufacturing textiles and producing horse equipment for personal use. Then fellow competitors they met at shows suggested they could sell the items. Demand was so high that, by the 1980s, the firm’s entire focus had turned to riding apparel and horse equipment. Today, HKM as a 13,000m² warehouse and headquarters in Neuenhaus where stock is held, packed and shipped. HKM has been exporting to the UK and other countries for seven years.
HKM in the UK Alison Goodwin became UK agent for HKM three years ago. She has established a UK based call centre for UK and Irish retail customers, there’s an English bank account for payments in Sterling by cheque or bank transfer and a substantial HKM English catalogue distributed twice a year with prices in Sterling. Other UK based staff are Laura Parry, office manager who deals with UK accounts, enquiries and returns, and Justine Allan who is responsible for credit control and marketing. According to Justine, HKM has enjoyed three years of growth by joining forces with many high quality retailers in the UK. One is Sue Moxon from R & R Country who told ETN: “We have had a fantastic working relationship with HKM for a few years now. “To be honest, it’s usually quicker to get things from HKM than from the UK. The products are interesting and something different for our customers with very good margins for us. Carriage free is quite low at £250, so it’s very easy to order on a regular basis. “It’s also very refreshing that HKM does not sell to the end user as many of our suppliers are doing now.” Rachel Smith, of Hertford Horse Bits, agrees: “Ordering from HKM is easy as I don’t need to call Germany, the friendly UK team deal with everything.” HKM’s clothing collections are popular with retailers too. As MaryJane Booth from Evison Equine commented: “It’s high quality, our customers love it and I love the profit margins. With two new collections a year, there’s always something exciting to sell.”
New for 2013 The Cavallino Marino collection, new from HKM for 2013, stands out from the crowd. Meanwhile Lauria Garrelli is an Italian inspired collection for ladies, offering figure-flattering clothing and colour coordinating equine equipment. Also new, Pro-Team’s bright colours and sporty designs make it perfect for teenagers and young adults. And of course, HKM offers long-standing, best selling items, innovative products, leatherwork, supplements and a wide range of horse and riding equipment. t HKM Sports Equipment 01952 691784 30 JUNE 2013 EQUESTRIAN TRADE NEWS
www.equestriantradenews.com
From Finland Cutting out the middle-men ESTABLISHED in 2003 by the Scandinavian company FinnTack, Horze has been present in the UK since 2008. Six sales and marketing staff are based at its Oxfordshire office. Orders to UK and Irish retailers are shipped from Horze’ warehouse in the Netherlands that services Europe. The company has additional warehouses in Finland, USA, Russia and Australia, taking Horze products to consumers across the globe. “Scandinavians have always stood for quality and excellence, and the Scandinavian inspiration shines through in Horze products and designs,” said Kristine Solli, who represents Horze in the UK. “This is especially true of the clothing collections where fashionable and functional design give them an appeal that sets Horze apart from other brands.” Horze provides an extensive range of equipment for all disciplines for horse and rider, continually adding new products. Seasonal collections are released twice a year for its colourful, distinctive Horze and BVertigo brands. “Horze's ambition is to become the worldwide market leader in horse equipment,” added Kristine. “To reach that goal, we are focusing on quality and price, reliability and availability. “By being in control of the whole production and distribution chain, Horze is able to cut out unnecessary middle-men costs and offer competitive prices and mark-ups as well as prompt delivery to retailers.”
Six of the best Horze’s six bestsellers in the UK: LADIES’ SHORT SLEEVE COMPETITION SHIRT CONSTANCE BRIDLE LARGO LEATHER HEADCOLLAR PROBELL OVERREACH BOOTS TOULOUSE ALLROUND SADDLE PAD HORZE ADVANCED PROTEC BOOT SET t Horze UK office 07867 306 083
www.equestriantradenews.com
From France
Award winning innovation IN 2003, French company T.DE.T won what was then a BETA New Product Award at BETA International for a tactile material used in rein grips and gloves. A manufacturer since 1997, the company is keen to renew its acquaintance with UK retailers. Indeed, a 100 page catalogue features a tempting array of patented products. Highlights include those original T.DE.T Ultra Grip reins, endorsed by Olympic riders for their comfort, durability and incredible grip; while leather look-alike Biotack bridles and reins, in a variety of colours, are the ultimate in practicality. Zip-Zip chaps, pictured, are an interesting product as they fit like socks using a two zip system. Lightweight carbon tendon boots, at just 106 grams and with a fibre glass strike guard, plus adjustable dressage whips are other innovations on offer from T.DE.T. “We can also provide a wide range of leather bridles, horse boots, shock absorbers, pads and numnahs, saddles and accessories, breeches and bits,” said Lucie Ollivier from T.DE.T.’s 10,000 square feet warehouse near Paris. “Orders can be placed through our website 24 hours a day and shipped within 24 hours. All T.DE.T staff speak good English – which is unusual in France – and can even be said to have a bit of the British sense of humour!” t T.DE.T. +33 1 30 52 85 05
From Denmark Danish bedding know-how BEDDING brand Verdo is a wholly owned subsidiary of Verdo Holding A/S, the parent company of the Verdo Group. The group’s headquarters are in the city of Randers, Denmark. Although a relative newcomer to the equestrian market, the company has a long standing stronghold in the UK wood pellet market – and is making inroads into equestrian bedding too. Verdo has production plants at Andover in Hampshire and Grangemouth in Scotland with an annual production capacity of 110,000 tonnes of wood pellets. Rather than buying in wood pellets, rebranding and selling them on, Verdo controls everything from selecting raw material to bagging. The biodegradable pellets for equine use are heat treated to eliminate pests and bacteria. t Verdo Horse Bedding 01264 342 009
EQUESTRIAN TRADE NEWS JUNE 2013 31
Sisterhood creates tack shop success
Chobham Rider won £1,000s worth of products in the ETN prize draw at BETA International 2013. Ashley Rossiter visited the Surrey store which is run by three sisters.
hobham Rider is situated in the picturesque village of the same name. The bustling tack shop is run by three sisters Jo Bostock, Kate Bolton and Jeanette Mercer. “We all chip in,” said Jo. “All three of us job share on the shop floor and generally there will be one or two of us in the shop at any time. “Jeanette also overviews ordering stock. We put orders in weekly and it’s a big responsibility, so it’s important to have just one person solely focusing on this area.” The women come from very different working backgrounds. Kate was a nurse, Jo worked in the City and Jeanette was involved with the Jockey Club in Hong Kong. However they are all horsey. “Kate and I rode all our lives,
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but now with young children, we tend to concentrate more on their riding rather than our own. Jeanette still rides, though, so we have plenty of horsey interests outside of work too,” said Jo. The sisters bought Chobham Rider some nine years ago from their ‘Aunt Sally’ [Sally Thompkins] and have developed the business gradually and slowly, keen to not alienate their established customer base. “We’ve made lots of changes over the years, introducing new brands and phasing out others,” explained Jo. “As we are not huge on space [they do a super job of using every nook and cranny without the feeling of clutter], we cannot afford to have dead shelf space, so we are very selective about what we stock.
32 JUNE 2013 EQUESTRIAN TRADE NEWS
“Our ethos is to offer customers good quality brands they will like.” Well aware of competition from online stores and other local tack shops, the sisters are never complacent about their position in the market place. “We do have an online store as well, but we believe that customers still love to come in and have that special, personal shopping experience - you can’t replicate that online.” The shop also offers saddler services, leather repairs, rug cleaning and repairs, worming programmes, clipping servicing and repairs, embroidery and even rosette design.
Merchandising The store is well laid out. The clothing - which Kate calls “the aspirational part of the shop” - leads shoppers
through a series of divided rooms which, thanks to clever merchandising and attention to detail, flow into one another. The Chobham Rider team is trained in the fitting of safety equipment, and well versed in nutritional and general horsy matters. “While we would never advise someone on a serious medical issue with their horse, we can help them on everyday issues. We can also order in products for customers, should we not have them in stock. “We never give customers the ‘hard sell’. It’s better to give good, impartial advice than to try to make a quick sale on a product that doesn’t suit. We’ve won many a customer through allowing them out of the door without a sale, only to return to spend www.equestriantradenews.com
money with confidence.”
‘Buying’ into a lifestyle So how has business changed over the past five years? “Well obviously the recession has affected us, like all businesses,” said Jo. “However, a growth area for us has been the countryside set, many of whom visit us for technical high performance clothing. “As well as our core
“As well as equestrians, our customers are golfers, dog walkers, ramblers and those who are ‘buying’ into a lifestyle.”
customer base of equestrians, we also have golfers, dog walkers, ramblers and those who are ‘buying’ into a lifestyle. Wellies and outdoor boots were huge sellers this winter; while stocking brands such as Hunter and Le Chameau, and Dubarry and Barbour on the clothing front, mean we’ve been able to cater for a much wider audience.” Coming into the better weather, what does Jo think will be good sellers? “It’s hard to say, as we have such a diverse customer base, which is reflected in the variety of brands and products we stock! As customers start to think about their first competitions, they wonder about that old riding helmet they’ve had for years and how they maybe should think about replacing it, or how it’s time to invest in a smart, new competition jacket...”
supplier. “It’s so hard to forward order correctly - to judge what’s going to sell out and what’s going to end up on the sale rack, neither of which is ideal for either party,” explained Jo. “It would be great to see more flexibility on this and also see more brands introducing staple pieces that run each season; this would really help smaller tack shops like us.”
Winning the draw Winning the ETN prize draw at BETA International in February, meant Chobham Rider scooped £1,000s worth of products from ETN advertisers and exhibitors at the trade fair. “It’s been brilliant,” said Jo. “We’ve used some of the prizes as competition giveaways in store and on social media, as well as inviting customers to test some products. In this case, if it’s a favourable outcome, these products will go down on our list of brands to consider for the future.” Being part of the ETN prize draw was also a great opportunity for brands to get their foot in the door of a tack shop, it seems. “In fact one, HKM Breeches, will now be stocked by us purely as a result of the draw,” added Jo. Of course luck played a hand in Chobham Rider’s win of the big ETN prize. But it’s the hard work and vision of three sisters - rather than good fortune - that ensures this small tack shop has a big, bright future.
Forward ordering One area in which Kate and Jo feel suppliers could helpfully support retailers is to offer more movement on the constraints of forward ordering on clothing. They see the current situation as a negative for both retailer and
www.equestriantradenews.com
Sisters Kate (left) and Jo
Earn CPD points with ETN ETN’s series of CPD features helps SQPs (Suitably Qualified Persons) earn the CPD (continuing professional development) points they need. These quarterly CPD features have been accredited by AMTRA, and highlight some of the most important subject areas for SQPs specialising in equine and companion animal medicine. AMTRA is required by the Veterinary Medicines Regulations to ensure its SQPs undertake CPD. All SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. The current training period ends on 30 June 2013 - see News in this issue of ETN for more details. SQPs who read the following feature and submit correct answers to the questions below will receive two CPD points.
Summer skin and health problems By Stephen Ashdown MAMSc BVetMed MRCVS ummer should normally be a time of food abundance with high levels of sunlight and temperature. It is a time when plants flower, when insects multiply and feed off animals, and crops are harvested. Animals, like their owners, spend much more time outdoors. The skin of an animal is the largest organ of the body and is actually a complex community of organisms. Of course, it contains cells of the animal but also a myriad of other microorganisms living in symbiotic harmony. Skin has many functions. It protects the body within, acts to help regulate temperature, senses the environment and enables movement and growth. The whole state of the animal can often be seen in the quality of the skin. For example, if an animal is malnourished the coat colour and condition is often noticeably affected. In summer the skin of an animal has the challenge of high levels of ultraviolet light and temperature. This is combined with the effect of large numbers of insects trying to feed off its surface and even penetrate through in order to feed on the blood within. These insects include midges, mosquitoes, horse flies and ticks. Mites can also
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cause skin problems in horses. One of the greatest concerns for horses in summer is nutrition. Many owners consider that horses need less care in feeding if they are out at grass and managing themselves. Usually, however, this is not the case because most pasture in the UK is mineral deficient. Horses are designed for grazing over wide areas, which enable them to eat balanced diets. In a domestic situation this is rarely possible and sensible supplementation with minerals and vitamins can be essential for good health in many cases. When horses are put out to grass with no supplementation or extra feeding, they often come back in poor condition which is seen in the skin. Fly and midge worry is the most common problem for horse owners in the summer. Horses are normally kept on relatively small areas of land without the ability to find places free of flies and biting insects. For this reason, owners resort to sprays and protective rugs to avoid most of the worst problems. Sprays are numerous but users should be aware that the chemicals in such products will pass into the body and result in an extra
34 JUNE 2013 EQUESTRIAN TRADE NEWS
Horses spend more time outdoors in summer, but this can bring its own challenges.
challenge to health. There are less toxic sprays based on essential oils and Citronella is known as the most effective even though it is now not allowed for use as a fly spray under EU ruling. Some people go as far as using a chemical called Benzyl Benzoate, an insecticide, on their horse’s skin to kill midges before they bite. This chemical is quite toxic. As far as natural products go, there are also some feed supplements that claim to help horses tolerate flies more easily and many people find these to be very successful.
Sweet itch Sweet Itch is the classic problem of summer caused by the midge Culicoides. This problem is actually an allergy to the saliva of the midge and is particularly common in
ponies. Allergies are complicated conditions without an easy medical solution. Many scientists consider that the root cause of most allergies lies in the digestive tract. This means that in addition to all the many ways of stopping midges biting a horse, it is also very useful to help the digestion in any way possible. This will be most easily achieved through the use of the right probiotic and feed supplement. Oils high in omega three such as Flax Oil are also useful and some supplements can be very effective at reducing the itching directly. In extreme cases, medical intervention is needed with injections of long acting steroids and the use of special blankets with a tight seal all over the body. In the author’s experience the only way of completely www.equestriantradenews.com
eradicating sweet itch in an individual horse is the use of homeopathy from a very experienced practitioner. Some horses are sensitive to too much sunlight on the areas where they have less hair and pink skin which contains less protective skin pigment. The reason for this situation of photosensitivity is normally a damaged liver and digestive system or the consumption of poisonous plants. Some of these plants in pasture are St Johns Wort, perennial ryegrass and select species of clover. The best approach is to feed supplements which have a stabilising effect on the liver. Milk thistle seeds are commonly used to support the liver but there are lots of other stronger plants such as Creet or Andrographis paniculata. Shelter from sunlight is often needed or protective clothing over sensitive noses. Veterinary attention is needed for bad skin damage and to prevent the situation worsening.
Dogs and fleas Dogs can also experience difficulties in the summer. This is the time of year when fleas multiply more and there are a multitude of other factors in the environment that may cause more allergies and make situations worse. As with horses, allergies usually have their roots in the digestive system and diet is even more important and much more unnatural in dogs that are so reliant on commercial pet foods which
ETN CPD Questions
are very different from raw foods eaten in the wild. Interestingly, raw foods for dogs are becoming more common and often provide an effective and healthy alternative. Always change feeding regimes gradually to allow time for the vital microbes in the digestion to adapt. Supplements and probiotics can help to correct dietary imbalances that cause allergies. Most itching in dogs has its roots in the flea population and most fleas live, not on the dog, but in the carpets of owners’ houses. Effective treatment of carpets and dogs is essential. Itching can also be caused by mange mites picked up from foxes. Other common problems in summer include grass seeds under the skin. These normally have to be removed by the vet as they can be deeply buried.
SELECT YOUR ANSWERS AND TICK THE BOXES 1. What changes in skin quality would you see if a horse becomes malnourished? a. Coat colour and condition are affected b. Wrinkles appear c. The hair grows longer d. Skin becomes scaly 2. Horses need supplementary feeding when out at grass because most pasture in the UK is... a. Too wet b. Mineral deficient c. Alkaline d. Over-grazed 3. Which essential oil is not allowed for use as a fly spray under EU rules? a. Citronella b. Camomile c. Lavender d. Lemongrass 4. Benzyl Benzoate is... a. A herb b. An essential oil c. A natural repellent d. An insecticide 5. Many scientists consider that the root cause of most allergies lies in the... a. Skin b. Digestive tract c. Sun d. Teeth
Chickens in warm weather Lastly a note on chickens; they too can have problems if we have a hot summer. When hot, they have their mouths open and pant and spread their wings out at the side of their bodies. Chickens start to pant when the temperature reaches around 85 degrees F. Egg laying will drop and they will eat less. They will cool themselves using blood flowing through the comb and wattles. Water consumption will sometimes double and availability should be increased. Make sure a lot of shade is available.
6. Which of the following is not likely to be a reason for photosensitivity? a. Damaged liver b. Damaged digestive system c. Consumption of poisonous plants d. Clipping the coat in the summer 7. From which species might dogs pick up mange mites? a. Foxes b. Badgers c. Deer d. Cats 8. At around what temperature do chickens start to pant? a. 90 degrees F b. 100 degrees F c. 77 degrees F d. 85 degrees F 9. Which is the largest organ in an animal’s body? a. Heart b. Brain c. Digestive system d. Skin
AMTRA CPD explained
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10. Where do most fleas live? a. On dogs’ coats b. On dog owners’ carpets c. In dog owners’ kitchens d. In dogs’ water bowls
TWO CPD POINTS Full name ..................................................................................... Company name/address .............................................................. Email ........................................................................................... Telephone number........................................................................ SQP number ................................................................................
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• AMTRA (the Animal Medicines Training Regulatory Authority) is an independent body whose task it is to ensure that the marketing and distribution of animal medicines in the UK is undertaken in a responsible manner by AMTRA qualified persons. • AMTRA maintains registers of qualified persons, including Suitably Qualified Persons (SQPs), authorises training centres for course provision, provides information and advice for registered persons, monitors and accredits continuing professional development (CPD) for SQPs and regulates professional conduct. • SQPs are permitted under the Veterinary Medicines Regulations to prescribe and supply medicines classified as POM-VPS and NFA-VPS. • For more about AMTRA and becoming an SQP www.amtra.org.uk
Send your completed answers to: ETN/CPD Feature, Equestrian Trade News, Stockeld Park, Wetherby, West Yorks, LS22 4AW. EQUESTRIAN TRADE NEWS JUNE 2013 35
What’s not to ‘like’?
Facebook, launched in 2004 and now with more than one billion users, is the world’s most popular social network. Lauren Barber, of G-Gee PR & Marketing, looks at its benefits – and potential pitfalls – for businesses. What to ‘unlike’ about Facebook
acebook allows businesses to build up a following of people who ‘like’ your page and to whom you can project marketing messages. By providing informative, educational and interactive content on a regular basis, you can create a repertoire with your ‘fans’ and engage with your market continually.
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Things to ‘like’ about Facebook
It’s an easy way to communicate with your audience in an accessible format. The right content can help improve Search Engine Optimisation. You can add a link to your posts which directs traffic straight to your website. Have analytics set up so you can track how effective different posts have been to learn what is effective. It provides word of mouth advertising without the talking! Users can like, comment and share posts and photos which will then be highlighted to their friends via the newsfeed. You can make Facebook personal to your company – you set the tone and decide on the content. Decide on a ‘voice’ for your company and stick to it. For example, do you want to adopt a personal or chatty persona, or do you want a more authoritative tone. Decide this based on the nature of your business. Facebook advertising can be low cost and allows you to target specific audiences right down to the equestrian discipline they are most interested in, ensuring you’re promoting your page to the right market. 36 JUNE 2013 EQUESTRIAN TRADE NEWS
Facebook can take up time and resources. For a small business, some regular content and moderation may be all that’s necessary, but for larger companies wanting to make a big impact it may mean employing the services of a social marketing consultant, or even employing someone to manage the page. Monitoring your page is important. Customers expect speedy responses to questions and regular interaction to make it work effectively. Commitment to the page is required, even on weekends and evenings. The accessibility of Facebook means that dissatisfied customers can display their concerns in a public way. However, deleting comments is not encouraged so you need to ensure such comments are moderated and responded to promptly to demonstrate your customer service ethic.
Are you breaking the rules? There have always been competitions run on Facebook; recently the ‘share to win’ competitions have become increasingly popular. These are undoubtedly an effective method of boosting likes - but they are totally against the Facebook regulations and could result in a page being shut down. Promotions on Facebook must be administered through a third party application, such as an App or external web page, rather than run directly from a Facebook Business Page. Entries cannot be accepted through taking action using Facebook features, for example a competition that relies on a user liking or commenting on a wall post, or uploading a picture to the wall is against the rules. You are also unable to use features such as checking in to a location, or liking a page as a method of entry, or using the ‘like’ mechanism for voting. Facebook has clear rules about promotions – you can check them at www.facebook.com/page_guidelines.php If Facebook sees a business breaking these rules, they can automatically shut down the page without warning. So even though it may be tempting to boost your followers using a contest, think about all the work and effort that has gone into establishing your page before engaging in this ‘illegal’ activity.
Could you make more of your Facebook page? Try this checklist…
Set up a Facebook Business page and not a personal ‘friend’ page. It’s a violation of Facebook’s rules to use a profile page for your business and the business page gives useful extras such as insights to monitor interaction. Keep your ‘about us’ section up to date and engaging; include your website and contact details. Post regularly and ensure you respond to posts and comments from your fans. Imagery is particularly engaging, especially if it sparks emotion in your audience. Status updates that encourage interaction, such as a question, get people talking on your page. Make the most of your Cover photo; it’s the first thing people see when they land on your page so should represent your business. Do interact on other pages; if you sponsor a rider, post a ‘congratulations message’ on their wall, or respond to a status update they’ve posted. Do use Facebook Insights to find out when your posts generate most interest; it could be when people get to work, or early evening when people are returning. You can schedule posts to go out at a certain time, even if you aren’t in the office. Don’t post your personal, religious or politic views, and don’t post unpleasant or inappropriate content or images. If it isn’t suitable for a 13 year old (Facebook’s minimum age) then don’t post it. Don’t try and ‘sell’ too much on your page; think up clever and unique ways of persuading people to buy and making them see you as the trusted experts rather than bombard them with sales speak. Don’t turn off your user comments function for fear of negative feedback; use any criticism and show how you can deal with problems. Proof read your status updates and make sure spelling and grammar are correct; fans are quick to comment if you make a mistake and it looks unprofessional. Don’t post a link to a website without a description – tell people why they should visit the web page. www.equestriantradenews.com
The numbers game... ETN asks a media expert about getting value for money from your advertising budget… dvertising budgets are precious. So with an ever increasing number of equestrian magazines appearing, choosing the right publications for a product range - and feeling confident about getting maximum return for your outlay – can be daunting to say the least. The difficulty lies in trying to establish how many times your advertisement will be seen before the next issue comes out and more importantly, how many potential customers will respond by buying your product. You should be looking for a suitably targeted publication with the highest potential exposure for the lowest price. Here are some tips to help simplify the process. Having decided whether you want to advertise nationally or regionally; weekly, monthly, bi-monthly or quarterly; generally or discipline specific and drawn up a short list of the potential magazines that fit the bill, the next step is to get the advertising rates from all the contenders. Don’t forget to ask about circulation or print run numbers, which should be readily available from any reputable magazine. Many of the paid for magazines have audited figures, but this is less likely with the free magazines, as it is simply not feasible.
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There are, however, ways of checking up on the free magazines’ circulation claims: 1) Ring the magazine and ask for the nearest distribution point by postcode; assuming they have a large distribution, they should be able to give you a number of options within a specific geographical area. 2) Check with the shops; tack shops and feed merchants are the most likely place to find free magazines and they will tell you if they get a particular free magazine regularly, occasionally or not at all and whether it is punctual. There’s not much use advertising in the Christmas issue if it arrives in the shops on 21 December! 3) Check with travelling sales reps or agents, as they see all the magazines when they visit the shops. 4) Ask for an independent printer’s certificate to confirm print run. Although this will not confirm readership, it will give a good indication as to whether the circulation claims are reliable. There is no reason why a reputable magazine would withhold this information. Purchased magazines are more likely to be shared with friends than free magazines. So a free magazine might be expected to have a readership roughly equivalent to the circulation whereas a paid for publication might be expected to have a readership in excess of the circulation. Conversely, in economically hard times, free magazines require no financial outlay so may have an advantage over the paid for publications in terms of increased circulation. Making your advertising decision on price alone may be a false economy. It’s better to calculate the cost per 1,000 magazines. A quarter page for £60 may sound attractive if another magazine is charging £200, but it’s not really very good value if the former has a print run of 5,000 and the latter 50,000! The task of finding the ideal combination of an attractive publication, with a high level of exposure to potential customers and at a competitive price is undoubtedly a challenging one. Much of the market is based on a degree of trust which is hard won on all sides but it’s probably worth bearing in mind that paper, printing and distribution costs a lot of money and if something looks too good to be true…it probably is! www.equestriantradenews.com
MAGAZINES BRITISH HORSE PUBLISHER/BROADCASTER/OWNER: The British Horse Society EDITOR: Dave Prince ADVERTISEMENT MANAGER: Mark Brown FREQUENCY/AVAILABILITY: Bi-monthly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3 TARGET READERSHIP/VIEWER PROFILE: Horse owners aged 25 +, 93% own at least one horse CIRCULATION/HITS/VIEWING FIGURES: 69,070 (ABC Jan-Dec 2012) ABC AUDITED: Yes KEY EDITORIAL FEATURES: July/August – Vitamins & Supplements, Transport (cars, trailers & horse boxes), Jump
Construction, Sept/Oct – Feeds & Feeding, Winter Wardrobe (jackets and footwear for the rider, rugs for the horse), Nov/Dec – Xmas gifts, Riding Hats & Body Protectors. EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Full page - £2,750, Half page - £1,625, Quarter - £975, Eighth page (classified) £300 WEBSITE: www.bhs.org.uk TELEPHONE CONTACT: Mark Brown 01242 259249
EQUESTRIAN LIFE PUBLISHER/OWNER: Equestrian Life EDITOR: Louise Graham ADVERTISEMENT MANAGER: Zoe Molesworth FREQUENCY: Monthly COVER PRICE/SUBSCRIPTION: £2.70 TARGET READERSHIP: Leisure riders and competition riders from riding club to professional CIRCULATION/HITS/VIEWING FIGURES: Average of 15,000 monthly ABC AUDITED: No CIRCULATION AREA: East Midlands, Yorkshire & North and the South West KEY EDITORIAL FEATURES: Wide ranging topical and seasonal features for the discerning horse owner
ADVERTISEMENT OPPORTUNITIES AND RATES: Available from media pack on request WEBSITE: www.equestrianlife magazine.co.uk TELEPHONE CONTACT: Zoe Molesworth 01949 851555
EQUESTRIAN TRADE NEWS PUBLISHER/OWNER: Equestrian Management Consultants EDITOR: Liz Benwell ADVERTISEMENT MANAGER: Nicki Lewis FREQUENCY: Monthly COVER PRICE/SUBSCRIPTION: Free to BETA members & UK retailers, also available on subscription TARGET READERSHIP: Mailed to BETA members, saddlers, retailers, feed merchants & subscribing overseas retailers manufacturers, wholesalers, agents & distributors CIRCULATION/HITS/VIEWING FIGURES: 5,500 – 9, 000 dependent on issue ABC AUDITED: No CIRCULATION AREA: UK and overseas KEY EDITORIAL FEATURES: AMTRA
accredited SQP CPD worming features, clipping & accessories, Clothing – leisure & riding wear, Feed & Supplements, Finest saddles, Best of British & Focus Europe and much more ADVERTISEMENT OPPORTUNITIES AND RATES: FP colour £1,320, HP colour £825, qtr colour £460, classified available & inserts carried WEBSITE: www.equestriantradenews.com – email to sign up to receive ETN’s e-newsletter TEL: Nicki Lewis 01937 582111 EMAIL: info@equestriantradenews.com
PUBLISHER/BROADCASTER/OWNER: British Riding Clubs EDITOR: Maggie Smith ADVERTISEMENT MANAGER: Mark Brown FREQUENCY/AVAILABILITY: Quarterly GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £2.50 TARGET READERSHIP/VIEWER PROFILE: Competitive riders aged 25 +, 89% own at least one horse CIRCULATION/HITS/VIEWING FIGURES: 36,000 ABC AUDITED: No
EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: £1,625, Half page – £880, Quarter – £595, Eighth page (classified) £240 KEY EDITORIAL FEATURES: Summer – Balancing Your Feed, Behavioural Issue - Manners, Product Watch, Tried & Tested. Autumn Equine Nutrition, Behavioural Issue Hacking, Product Watch, Tried & Tested. WEBSITE: www.britishridingclubs.org.uk TELEPHONE CONTACT: Mark Brown 01242 259249
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RIDER
EQUI-ADS PUBLISHER/BROADCASTER/OWNER: Equi-Ads Ltd EDITOR: Mary Moore ADVERTISEMENT MANAGER: Sandra McEwan FREQUENCY/AVAILABILITY: Monthly GEOGRAPHICAL COVERAGE: 3 options - England/Wales only, Scotland only or National (E/W & S) COVER PRICE/SUBSCRIPTION: Free TARGET READERSHIP/VIEWER PROFILE: from happy hackers to professionals CIRCULATION/HITS/VIEWING FIGURES: Approximately 48,000
ABC AUDITED: No but independent printers certificate available on request KEY EDITORIAL FEATURES: Feeding/ Healthcare/ Training/ Behaviour EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: Available on request including series discounts WEBSITE: www.equiads.net TELEPHONE CONTACT: 01738 567700
HORSE & RIDER PUBLISHER/BROADCASTER/OWNER: DJ Murphy (Publishers) Ltd, EDITOR IN CHIEF: Alison Bridge GROUP ADVERTISEMENT MANAGER: Abi Cannon FREQUENCY/AVAILABILITY: Every 4 weeks GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.99 (£51.87 annual subscription) TARGET READERSHIP/VIEWER PROFILE: Horse&Rider, the IPAC Consumer Magazine of the Year 2010, targets dedicated horse owners and riders who want the best for their horses. CIRCULATION/HITS/VIEWING FIGURES: 35,558 ABC AUDITED: No – Publishers Statement KEY EDITORIAL FEATURES: Each issue is packed with essentials including veterinary advice and training with top
riders such as Mary King and Carl Hester. In addition to offering in-depth features on all aspects of riding, horse care and veterinary problems, Horse & Rider has become a respected reference point for new product information and test reports. Look out for our Best In Test and Best Value rosettes from our independent tried and tested features. EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP £2800, HP £1450 QP £850, Sponsorships, cover mounts and advertorials by request. Advertising on our App. WEBSITE: www.horseandrideruk.com TELEPHONE CONTACT: 01428 601020
PONY PUBLISHER/BROADCASTER/OWNER: DJ Murphy (Publishers) Ltd EDITOR: Janet Rising GROUP ADVERTISEMENT MANAGER: Abi Cannon FREQUENCY/AVAILABILITY: Every 4 weeks GEOGRAPHICAL COVERAGE: National COVER PRICE/SUBSCRIPTION: £3.25 (Annual subscription £39.99) TARGET READERSHIP/VIEWER PROFILE: PONY Magazine is uniquely positioned to target young riders, who account for around a third of all riders in the UK. CIRCULATION/HITS/VIEWING FIGURES: 30,013 ABC AUDITED: No – Publishers Statement KEY EDITORIAL FEATURES: A lively magazine aimed at all young riders
between the ages of six and sixteen, which caters for both the owner-rider, and riders who loan ponies or attend a riding school. Our newly launched PONY Academy is designed to encourage learning and interactivity with the magazine and the readers have responded enthusiastically. EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: FP £2400, HP £1260, QP £725, Sponsorships, cover mounts and advertorials available by request and App advertising WEBSITE: www.ponymag.com TELEPHONE CONTACT: 01428 601020
RIDSPORT PUBLISHER/OWNER: Tidningsaktiebolaget Ridsport EDITOR: Lena Sellman (email redaktionen@tidningenridsport.se) ADVERTISEMENT MANAGER: Jeanette Flensburg (email annons@tidningenridsport.se) FREQUENCY: Every second week. RIDSPORT has also a magazine, Ridsport Special, which comes twice a year, spring and autumn GEOGRAPHICAL COVERAGE: Sweden and some overseas COVER PRICE/SUBSCRIPTION: 48 SEK TARGET READERSHIP: Riders in all disciplines, breeders, instructors and trainers, entrepreneurs, professional staff, competition organizers, horse owners, horse club members – all kind of
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dedicated and active horse and pony people CIRCULATION/HITS/VIEWING FIGURES: 90.000 readers KEY EDITORIAL FEATURES: News, competitions, breeding, horsemanship, products, equipment, stable solutions, veterinary topics, training and education, international issues, equestrian portraits, discussions WEBSITE: www.tidningenridsport.se TELEPHONE CONTACT: +46 156 348 79, Jeanette Flensburg
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TV
EQUESTRIAN CREATIVE NETWORK
HORSE & COUNTRY TV
BRIEF PROFILE: The global online showcase for creative professionals specialising in marketing, publishing, broadcast media, design, photography, art, software development and web design with an equestrian flair. KEY PEOPLE: Director, Liam Killen CURRENT LISTINGS INCLUDE: Rhea Freeman PR, G-Gee PR, USEF Network, Victoria Spicer Media, Andrea Sexton PR, Red Fox Media, PressPoint, Abbeyview Equine, CeS Media & Broadcast Services, Tatu Digital Media, UK Rosettes, equikom, Equine Careers, Brand Extension, Cavewood Productions, fotoWvD, and Emily Corcoran Photography to name a few. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? You can find the right options for your project. The ECN helps equestrian businesses stand out with new thinking for their writing, photography, graphic design and digital production. Search the ECN
NAME OF TELEVISION CHANNEL: Horse & Country TV OWNER: H&C TV Ltd MANAGING DIRECTOR: Richard Burdett HEAD OF PROGRAMMING: Jonathan Rippon ADVERTISEMENT MANAGERS: Mary Bisco/Lisa Dure BROADCAST HOURS: Broadcasting 24 hours a day on Sky Channel 280 GEOGRAPHICAL COVERAGE: Available in 10.5m homes in UK and Ireland. Recently launched in Holland and available in 600k+ homes PRICE TO VIEWER: All Sky subscribers receive Horse & Country TV free VIEWER PROFILE: Female bias. Very equestrian with 13% spending in excess of £800 per month on their horses. REACH: Circa 500k unique viewers per month. AUDITED: Yes, by the Broadcasters’ Audience Research Board KEY EDITORIAL FEATURES: Top national and international sports (e.g. Badminton, Global Champions Tour, all FEI competitions, Argentine Open Polo, World Dressage Masters etc), personality focused shows, training, documentary series, news and Rudall’s Round-Up, our fortnightly magazine show EXAMPLES OF ADVERTISEMENT OPPORTUNITIES AND RATES: £3,450 for a month long campaign of six x thirty second spots per day. All of our programme genres (Eventing, Showjumping, Natural Horsemanship, Animal Welfare etc) are available for sponsorship for as little as £2.5k per quarter WEBSITE: www.horseandcountry.tv 90,000+ Facebook friends, 20,000+ Twitter followers TELEPHONE CONTACT: Mary Bisco: 01633 647951
and browse portfolios of members’ work, find out what other clients have said about them, and be inspired by the very best out-of-the-box thinking. Creatives give potential clients a feel for their work by adding photos, video, news stories and informative articles - which feature on the homepage, social media channels and newsletter – which already has over 1,600 subscribers. ETN readers can save 1/3 off their first year’s membership by using discount code ‘ECNwelcomeETN’ when signing up. WEB ADDRESS: equestriancreativenetwork.com TWITTER: @EquineCreatives
WEB www.britishequestriandirectory.com
As k ED ED...
PUBLISHER: Equestrian Management Consultants Ltd The ultimate online equestrian directory ry www.britishequestriandirectory.com ADVERTISEMENT CONTACT: Laura Clegg For listings, stings ngs,, FREQUENCY: Available online 24/7 d i enhancements andd advertisement opportunities GEOGRAPHICAL COVERAGE: National & international business listing PRICE: Accessible free of charge (login required for TSD area) TARGET READERSHIP: BED section: End users in the equestrian, pet & country sectors TSD section: Retailers in equestrian, pet and country sectors Hits/Viewing Figures: 85,000 + Visitors KEY EDITORIAL FEATURES: Business listings in equestrian, pet & country sectors ADVERTISEMENT RATES: Banners from £295-£350; Gold Listing: £95; Silver Listing: £80 WEBSITE: www.britishequestriandirectory.com TELEPHONE CONTACT: +44 (0)1937 582111 EMAIL: directories@beta-int.com
My first day in PR...
Competition rider and A-Level student Gemma Edwards (18) is keen to find a career that combines her love of horses with her interest in writing and design. So she jumped at the chance to spend a day with leading equestrian PR and marketing agency TSM. Here’s Gemma’s report. wasn’t quite sure what to expect, but I certainly didn’t envisage my day including a first aid photo shoot or a lesson in business promotion through Facebook. My day was definitely varied and the team at TSM were all so passionate about horses; it was great to be surrounded by like-minded people. TSM’s managing director, Tim Smith, explained the company’s long-standing involvement with the equestrian industry. I was surprised to hear that there are so many equestrian magazines in the UK too. My first task was to work with Joanna on new product PR. Although initially a little daunting, it was a fun experience; writing about the latest tweeds definitely beats an A-Level essay on Shakespeare! It was great to see new products before their launch and appreciate just how much equestrian fashion now influences mainstream fashion. An important aspect of PR and marketing is providing feedback and evaluation reports for clients. Targeted activity must yield business growth; that message was reiterated throughout the day. Next Jacqueline explained TSM’s press clippings system.
I
A key way to monitor media coverage, it was interesting to see how each client develops their own distinct campaign. Alongside print media, online activity – and particularly social media - is a valuable tool for reaching consumers and the trade. My most unexpected task of the day was using Facebook to promote the new products I had written about earlier. After a quick stop for tea and cake, I was briefed by Becky on brochure and packaging development. We discussed how product literature evolves over time and the importance of regular revisions to encompass the latest product information and to reflect new research. It was fascinating to compare a brochure from just three years ago with a current one things change incredibly quickly. The most exciting part of my day covered sponsorship – an area that’s always interested me. Tim explained the importance of a proactive relationship between a rider and sponsor and the role TSM plays to facilitate this to ensure clients receive maximum publicity. We also talked about event sponsorship and the various levels of sponsorship available.
While the rest of us are on summer holidays, TSM will be thinking about Christmas gifts and winter horse care.
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Much hard work goes into setting up a sponsorship and making it a success; without a dedicated driving force, it can soon fail expectations. A crucial message derived from my day at TSM, was the absolute necessity of meeting deadlines. The dreaded ‘D’ word essentially determines the media coverage the client will receive. With multiple advertising schedules running throughout the year and a constant demand for editorial, it’s forward thinking and meticulous organisation that enables TSM to promote companies and products so effectively. Claire showed me PR and marketing strategies for individual clients which cover a twelve month period and are then broken down into monthly plans. Many magazines start work on issues months in advance, so while the rest of us are on summer holidays, TSM will be thinking about Christmas gifts and winter horse care! I finished my day at the onsite stables which TSM uses for photography. This facility enables images to be provided, often at short notice, to support editorial or for client literature. Our model, Finn, a friendly show horse, stood patiently while a foot poultice was applied and the shots taken for an upcoming first aid feature. My day at TSM was invaluable. Thank you to the team for shedding light on a whole new world of work.
Team player: Gemma, left, spent a fascinating day with the TSM team of Claire, Becky, Tim, Jacqueline and Joanna.
Tim and Gemma talk sponsorship – and how to maximise the benefits for clients.
Gemma gets down to some photography for an upcoming first aid feature.
EQUESTRIAN TRADE NEWS JUNE 2013 41
Stop press... ETN reports on some equestrian media happenings Readers top the class
Secret of successful advertising
PONY magazine’s new PONY Academy, launched this month and sponsored by riding hat maker Charles Owen, rewards youngsters for learning to care for horses and ponies. Each month PONY magazine contains articles marked with the PONY Academy symbol. Four times a year, a PONY Academy paper is included for readers to fill in and return for marking. Successful candidates receive certificates, with high achievers recognised with silver (merit) or gold (distinction) stars. “PONY Academy works on a simple idea: children want to learn, and they want to prove their knowledge,” said Alice Charlton of publisher D. J. Murphy, adding that a “staggering” number of five to 15 year olds had already signed up.
THE secret to successful advertising is to get your products in front of as many potential customers as possible, as cost effectively as possible, says Mary Moore of Equi-Ads. Embracing modern technology helped one Equi-Ads advertiser reach an audience of 61,069 people, of which 19,248 shared with friends, using social media linked to Equi-Ads magazine, she added. However, not all potential customers have access, or even desire to have access to this new technology. 25% of EquiAds competition entries still arrive by post! “A combination of advertising in a magazine with a genuine, verifiable distribution, together with supporting editorial, website entries and access to social media can spread the word far and wide for you,” added Mary. Equi-Ads, now in its 18th year, distributes 48,000 magazines throughout England, Wales and Scotland every month. It’s the only magazine to offer the option of advertising in Scotland only, England and Wales only or nationally throughout the whole of the UK.
Join the Olympic ‘bounce’ WITH horse sport still on a high after the London Olympics, the team at Horse & Hound has been working hard to make 2013 a great year for readers and advertisers alike. The weekly’s recent bumper Badminton report (9 May issue), is one of the new special issues introduced this year to include extra pages, a glossy cover and perfect-bound finish. The remaining ‘specials’ are the Burghley report (12 September), the Horse of the Year Show report (17 October) and Review of the Year (19 December). For the second year running, H&H published its veterinary supplement Ask The Vet in April. The one shot, on sale at £3.99 in WH Smith, supermarkets and independent newsagents, has 100 pages of veterinary advice. H&H’s equestrian property supplement, included with 2 May issue, is another new move from the IPC title. On the digital side of the brand, H&H’s website — www.horseandhound.co.uk — has been re-launched, while the new classified site is making buying and selling easier. As well as being available in Apple’s App Store, the digital version of H&H can now be bought weekly, monthly or yearly on Kindle Fire, Barnes & Noble Nook Newsstand and Zinio.
A “big year” for Your Horse NEW Your Horse editor Imogen Johnson has exciting plans for the four-weekly title’s three main sections - Better Riding, Horse Care and Buyers’ Guide. New features include the Your Horse Open Clinic. Designed to give readers the skills, knowledge and support they need to keep their horses fit, well and happy, it’s set to be a popular new franchise, says Imogen. “2013 will be a big year for Your Horse magazine as we step up our efforts to enhance the way we deliver our content,” she added. The title’s Buyers’ Guide is being re-launched to make it work harder for the industry and readers. “Our new approach will see a wider variety in the topics and products featured including a revamp to our product testing system,” said Imogen. “Our ‘Best in Test’ award will soon be a label manufacturers will want to say they’ve got.” 42 JUNE 2013 EQUESTRIAN TRADE NEWS
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ANDREA SEXTON BRIEF PROFILE: Andrea is a specialist in PR, strategic marketing and brand development. She has over 18 year experience of the equine industry and has worked with many top international brands and riders. Her skills include: market research, brand positioning, promotion of brands and products, PR and management of sponsored athletes. KEY PEOPLE: Me! CURRENT CLIENTS: Include sports clothing companies and a team GBR rider HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Andrea has a wealth of knowledge of the industry in the UK and is able to pinpoint the best possible marketing strategy for any type of business. Having written for several national magazines, she has excellent relations with the media and is able to create campaigns that build brand profiles and boost sales. CONTACT TEL NO: +44 (0) 7887 997922
BLUE LIZARD MARKETING BRIEF PROFILE: If you are looking for an integrated, professional PR & marketing service, with a creative approach and a proven success rate, you'll find that Blue Lizard (BLM) fits the bill. Founded in 2004 we work with you to quickly understand your business needs and create realistic PR & marketing campaigns that will build awareness and bring credibility to your company. We offer strategic marketing & PR campaign planning and management with ‘pick and mix’ services such as copywriting, graphic design, social media management, website development, internet marketing, PR & media relations, product launches, event management and much, much more. We operate as a ‘virtual’ agency and have long-term and proven associations with experts in a wide variety of fields, such as photography or graphic design. This enables us to match our clients with those who have the experience and expertise needed for each project. That way, we can offer you a completely bespoke project with an eye on costs as you will only ever pay for what you need! KEY PEOPLE: Claire Elbrow CURRENT CLIENTS: We work with a wide mix of clients from a variety of sectors. Equine clients have included: Jennifer Bidgood Racing (France), HorseSource, NEH, Paul Fielder Dressage, TEAML, The McTimoney Chiropractic Association, Newmarket Sports Horses, Blue Lizard Equestrian. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? By offering solutions which enable clients to: • promote their business • acquire new leads • retain current clients • And generate sales CONTACT TEL NO: 01638 731513
HOLDSWORTH PR BRIEF PROFILE: Formed in 2001 by Rachael Holdsworth, a knowledgeable horsewoman who has worked in the equestrian industry as a marketing professional for over 20 years, Holdsworth PR can provide a broad spectrum of marketing support for companies and organisations in the equestrian and rural sectors. KEY PEOPLE: Rachael Holdsworth, Senior Consultant; Jenny Viner, PR Account Manager. CURRENT CLIENTS: Absorbine/W. F. Young, Inc.; American Thoroughbred Products Limited; British Equestrian Federation; Endurance GB; Equestrian Vision; Fodder Solutions; McTimoney Animal Association; South Essex Insurance Brokers. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Our knowledge and experience as well as an extensive network of media contacts enable this agency to create a wide variety of opportunities for exposure in print, broadcast, digital and social media. We can also manage your advertising schedule to a specific budget; create ad copy or artwork; run product launches and promotional campaigns; provide copy writing services, create newsletters, digital campaigns and customer incentives and manage sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that will deliver your message to your target audience, increasing awareness, raising your profile and supporting sales growth. If you have a marketing idea, we can help you turn it into reality. CONTACT TEL NO: 01903 892060
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SAM FORREST PR BRIEF PROFILE: Established in 1993, Sam Forrest PR provides pro-active, day-to-day, strategic public relations and marketing for a wide range of clients. Based in Cheltenham we also specialise in international media and brand development. CURRENT CLIENTS: Amerigo, ArcEquine, Bucas, Cavallo, Classic Dressage, Cotswold RDA, Equipe, Fleck, Gersemi, Horse & Country TV, Konig, Nettex, Saracen Horse Feeds, Schwenkel, Sprenger, Veredus and Zebra Products. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Equestrian PR is an extremely powerful marketing tool and when completed with precision and imagination it can be utilised to deliver a hugely beneficial impact. We provide PR and marketing services, media planning/buying, together with rider management and sponsorship which can all play a part in developing a marketing campaign. We believe that being noticed is only worthwhile if it’s by the right people. Our knowledge of the industry and relationships with the media allow us to effectively target the right people at the right time. We also have a fashion, lifestyle and entertainment division. For further details please contact us. CONTACT: 0845 521 3128 www.samforrestpr.co.uk
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MIRRORMEPR BRIEF PROFILE: A public relations agency specialising in equestrian, country and lifestyle brands KEY PEOPLE: Ashley Rossiter MD CURRENT CLIENTS: Dressage Deluxe, Childéric Saddles, Shadow Horse, Kentucky Horsewear, Timothy Foxx, Verdo Horse Bedding, Aloeride, Golly Galoshes HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? At MirrorMePR we understand that choosing the right PR Company to promote your brand can be a difficult decision, which is why we will only ever give you our honest opinion on what we feel we can do for your product. Whether you’re a small company wanting to build your profile or an international name looking for a multi-media campaign, we believe in offering a ‘Big Agency Service’, with the personal touch. Our services cover a wide spectrum, from social, print and online media through to managing your brand’s sponsored riders. With a wealth of experience within the equestrian industry and plenty more outside, we offer our clients a fresh approach and an unrivalled PR service, which does what we promise! CONTACT TEL NO: 01932 229 414 www.mirrormepr.co.uk
TIM SMITH MARKETING LTD (TSM) BRIEF PROFILE: TSM is a full service public relations, design and marketing agency based in North Lincolnshire. Founded by Managing Director, Tim Smith, in 2002, the team specialise in the equestrian, pet and country sectors. Services include highly effective PR & Marketing strategies, media planning and buying, advertising, design, website design and build, SEO, PR, and social media management. KEY PEOPLE: As a full service agency, the team is made up of PR, marketing and design experts. All with extensive equine knowledge, the team has excellent contacts and relationships with key media. Tim Smith, Becky Taylor, Jacqueline Spouge, Claire Hogarth, Joanna van den Bos, Matt and Nick Hill, work together to bring clients creative thinking and great design and effectively engage with local, national and international media. CURRENT CLIENTS: Clients include a wide range of equestrian, pet and country brands, in addition to event promotion and management. These range from clothing to health care, horse feed, saddlery, horseboxes, dog food, bedding and retail clients. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? Commercial reality is a driving force at TSM with the team keen to help clients grow their business and increase sales. Awareness, promotion and publicity are key but it is sales and profit that lead to long term growth and development. CONTACT: 01724 784600, www. timsmithmarketing.co.uk tim.tsmltd@btconnect.com
WALKER JOHNSON PR BRIEF PROFILE: We’re a passionate and enthusiastic full service PR, marketing and communications agency with bags of energy and even more ideas and we like to get people talking. KEY PEOPLE: Hannah Walker and Lucy Johnson CURRENT CLIENTS: We have a range of clients in the equestrian and racing industry including Exeter and Wincanton Racecourses, Channel 4 Racing, Nunney International Horse Trials, Pontispool Equine Sports Centre, Victor Dartnall, Jeremy Scott and Liberty Trails. We also have clients in the food and lifestyle sector including Gara Rock and the award winning The Millbrook Inn. HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? With a wide range of services, our campaigns create eye-catching coverage and ensure our clients stay a step ahead of the competition. From product launches to press releases, writing website content to organising events and managing social media accounts to writing blogs we do it. Whether you need professional PR representation, help with your media campaigns, or developing and organising your marketing strategy then please contact Lucy or Hannah for an informal chat. We look forward to hearing from you. CONTACT TEL NO: 01548 831548 www.walkerjohnsonpr.com
BRIEF PROFILE: Wallace PR & Communications is a PR and marketing consultancy with a significant representation within equestrianism, specialising in the following core areas: •Public Relations •Marketing Communications •Sponsorship Maximisation •Sponsor Relations •Event Management •Sponsored Athletes •Press Office KEY PEOPLE: Rebecca Rawson MD CURRENT CLIENTS: Nicola Wilson Eventing, British Equestrian Federation, British Breeders Awards Dinner, HOOF HOW CAN YOU HELP EQUESTRIAN BUSINESSES SUCCEED? As an equine industry expert specialising in brand development and strategic marketing, my skill set includes market research, brand positioning, PR, communications planning and management of sponsored athletes. Having long-standing and excellent relationships with key journalists and editors, I have written numerous articles for regional and national media, gaining the desired media coverage for clients. My work is tailor made to suit the needs of each individual client to help them to achieve the best results. With a flexible approach I can cater for ad-hoc projects, in house consultancies as well as long- term management. EMAIL: Rebecca.rawson@wallacepr.co.uk CONTACT TEL NO: 01608 737754/ 07919 073175
44 JUNE 2013 EQUESTRIAN TRADE NEWS
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WALLACE PR & COMMUNICATIONS
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EQUESTRIAN TRADE NEWS JUNE 2013 45
County Court Judgments from England and Wales and the Scottish version, which are called Court Decrees.
List your website here For more information call 01937 582111
The judgments listed are those recorded by the Registry Trust Ltd and appear to be of a commercial nature. Judgments/Decrees can be for damages rather than debts, and their listing here does not imply an inability to pay. HANCOX EQUESTRIAN LIMITED, R/O NELSON HOUSE, 2 HAMILTON TERRACE, LEMINGTON SPA, WARWICKSHIRE, CV32 4LY. £5,446 PREQUESTRIAN, HOPE BARN, CROUCH LANE, CRANBROOK, KENT, TN18 5PD. £139 NURTON EQUESTRIAN (A FIRM), NURTON HILL FARM, NURTON HILL ROAD, PATTINGHAM, WOLVERHAMPTON, WV6 7HQ. £1,090 EASTEN EQUESTRIAN TAILORED STABLES & ENGINEERING, UNIT 9, MIDLAND COURT, NOTTINGHAM, NG7 3FH. £463 EASTERN EQUESTRIAN TAILORED STABLES & ENGINEERING, UNIT 9, MIDLAND COURT, RADFORD, NOTTINGHAM, NG7 3FH. £5,564 SADDLE UP EQUESTRIAN, 9 MIDLAND ROAD, PONTEFRACT, WF8 1QZ. £688 1642 EQUESTRIAN LTD, OLD LINEN COURT, 83-85 SHAMBLES STREET, BARNSLEY, S70 2SB. £4,374 HEIDI BUTLER T/AS PLAS GORONWY EQUESTRIAN, PLAS GORONWY ISAF, RED WHARF BAY, ANGLESEY, WALES, LL75 8EZ. £1,055 RICHARD PARRY, T/AS PLAS GORONWY EQUESTRIAN, PLAS GORONWY ISAF, RED WHARF BAY, ANGLESEY, LL75 8EZ. £1,055 ORCHARD EQUESTRIAN LTD, 6 ORCHARD LANE, WOODNEWTON, PETERBOROUGH, CAMBS, PE8 5EE. £578 PINK EQUINE, WHITFURROWS FARM, PITCHERS HILL, WICKHAMFORD, WORCESTERSHIRE, WR11 7RT. £35 NICOLA HEPBURN T/AS EFL – EQUINE LEARNING, 14 DARLOW DRIVE, STRATFORD UPON AVON, WARWICKSHIRE, CV37 9DG. £283 V J’S EQUINE LTD, 23 WHITCHURCH CLOSE, STONE, AYLESBURY, HP17 8YA. £762 C GOHL T/AS MASTER SADDLER, PLOUGH COTTAGE, 52 CHENIES VILLAGE, CHENIES, RICKMANSWORTH, WD3 6EQ. £749 EMMA PALMER, T/AS SADDLE UP, MIDLAND ROAD, PONTEFRACT, WF8 1QZ. £964 THE SADDLE COMPANY, 5 FREDERICK STREET, WALSALL, WEST MIDLANDS, WA2 9NJ. £715
46 JUNE 2013 EQUESTRIAN TRADE NEWS
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