Ebm august 2013

Monthly

EQUESTRIAN August 2013 Issue 136

WINTER WARDROBE Stable & Turnout Rugs Page 26

Stable and yard essentials Summer healthcare update Olympic legacy

Bringing buyers & suppliers together www.ebmonthly.co.uk

Celebrating 40 years of British style www.puffacountry.com TEL: +44 (0) 115 942 4265

2

EMAIL: sales@puffacountry.com

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

INSIDE THIS ISSUE 4 NEWS

30 SPOGA PREVIEW

8 STABLE AND YARD ESSENTIALS Down on the yard

14 SUMMER HEALTHCARE UPDATE The heat is on

19 MEDIA GUIDE Perfecting publicity

23 LAUNCH IT

High fashion with a twist

24 SPECIAL REPORT

Full house for autumn event

31 AT THE SHARP END Mike Potter gets down to business

31 Five minutes with…

Alison Kenward

32 JOHN AYRES

An industry champion

33 ON THE MARKET

Olympic legacy

Pick of the industry’s products

26 LET’S TALK PRODUCTS

34 SUPPLIERS DIRECTORY

Winter horse wardrobe

Who’s who

On the cover EQUESTRIAN

BUSINESS

Monthly

BUCAS Smartex Turnout Rug

Editorial:

editorial@ebmonthly.co.uk

Sub Editor Kate Scott

Top Agents Required

Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946 advertising@ebmonthly.co.uk

Design: Phil Wells studio@presspoint.co.uk Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 enquiries@ebmonthly.co.uk www.ebmonthly.co.uk Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business Monthly nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

To support exciting fast growing prestigious brand in the UK. Equestrian product range (no rugs, clothing or footwear).

Very good commission rates above industry standard plus bonuses. Full product support & fast order fulfilment. All areas required.

Email in confidence to penny.wieland2@ntlworld.com

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

3

FORWARD FEATURES September

* A cut above the rest – clippers and accessories * Bedding – straw, shavings and other alternatives * Winter supplements and balancers – a little extra help * Rug Care - washing, waterproofing, repairing, storage. * Retail Security

October

* Winter Feed – forage and fibre * Stocking up for Christmas – a guide to the best seasonal gifts * Worming

November * Bulking up – Feeding for weight gain * Beating Boredom – licks, treats and toys * Hi Viz – fluorescent and reflective wear for horse, rider and pets * Retail Insurance Our media pack and a full list of features for 2013 is available. To get your hands on either of these, email: allison@ebmonthly. co.uk. Furthermore, give us a call and see what we can do for you over the next 12 months.

UK NEWS

A round-up of the UK’s equestrian trade news Childéric Saddles supports Becky Moody D&H signs up

C

hildéric Saddles UK is proud to announce its support of Yorkshire based dressage rider Becky Moody.

Tricia Bracegirdle, senior saddle technician for the French saddle brand said: “We initially went to fit an existing client’s horse at the Moody’s yard and after Becky had ridden the horse in the saddle, she was so impressed that she approached us with a view to us working together.”

Becky is equally excited about the relationship: “The saddles are beautifully made, and they really

‘allow’ the rider to sit in the right way. They are very adaptable and can be made to fit even awkwardly shaped horses well. Tricia’s knowledge and attention to detail fill me with confidence that the saddle I get will allow me and my horse to perform at our best.” www.childericuk.com

Archive search proves popular The Society of Master Saddlers’ search for archive material is proving popular with a host of interesting items uncovered.

Books, magazine articles, saddlery items and accessories that help show the history and heritage of saddlery design and development are being sought for the archive.

The archive is being co-ordinated

by Denise Silman who would welcome useful information and articles. One item of note already secured is a book – Animal Management 1933 – prepared in the veterinary department of the War Office, published in 1938 and some 359 pages long.

The book demonstrates that many of the problems saddle fitters faced at that time still remain today and that the methods and procedures used to fit saddles are the same in 2013 as in the mid 1900s.

“We want the archive of material to be as comprehensive as possible and would welcome information on the history and heritage of the industry and how it has developed over the years,” said Denise.

If you feel you can help or have material you would like to put forward, contact Denise on +44 (0)7713 793045 or email denisems@hotmail.co.uk

New branding unveiled

M

irrors for Training has recently unveiled its new logo, to herald the start of a new era. “Due to the demand of our Mirrors for Training, we are moving to larger premises and took the opportunity to rethink our branding,” says Andrea Miles from Mirrors for Training. “We wanted something that wasn’t UK specific as although we are very proud to be a British company, we’re getting more and more enquiries internationally and now

4

If you have some news you’d like to share email us at : editorial@ebmonthly.co.uk or tweet @EBMonthly

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

ship world-wide so we wanted to reflect this.”

The company offers arena mirrors for indoor and outdoor arenas, leisure and professional riders, equestrian centres and private arenas.

Yazmin

British Showjumping is pleased to announce that Dodson & Horrell is furthering its support of the sport by signing up young showjumping star, Yazmin Pinchen. This year saw Dodson & Horrell commit to its second year of support of the British Showjumping National Amateur & Veteran Championships.

Following a successful time as a junior, Yazmin made the step up to the senior team earlier this year. Aged just 19, Yazmin was chosen to represent Great Britain in the Nations Cup competition in Abu Dhabi having also been selected to represent Great Britain in Deauville, France in a Young Rider Nations Cup team back in May. Yazmin also made her Longines Global Champions Tour debut last year and she is now based in Belgium, training with Johan Philippaerts.

“I’m really looking forward to this new and exciting partnership and can’t wait for my horses to feel the benefit of Dodson & Horrell’s high quality products and nutritional support,” said Yazmin.

“It’s really exciting to be involved with such talent,” says Annalise Kerr, Marketing Manager for Dodson & Horrell. “Yazmin will be a great ambassador for the company both in the UK and while competing abroad.”

By Appointment to Her Majesty The Queen Manufacturer of Horse Bedding Bedmax Limited Northumberland

D U S T F R E E S H AV I N G S

summer today... ...autumn tomorrow

We hope you’re enjoying the summer, but please don’t miss out on the growing demand for BEDMAX this autumn and winter.

Wherever you are, It could be just a few weeks away!

To order for the Autumn now please call 01668 213467

www.bedmaxshavings.com August 2013 | Equestrian Business Monthly

www.ebmonthly.co.uk

5

Saracen launches Microsteed

S

aracen Horse Feeds has just launched its new, easy to use interactive software, Microsteed, a user-friendly online resource from Kentucky Equine Research, which customers can use to research a suitable and balanced diet for their horse.

The system has already been in use by Kentucky Equine Research in the USA and has now been launched in the UK in conjunction with KER team partner Saracen Horse Feeds. Your customers simply need to answer a few questions to describe their horse.

Then, select the Saracen feed they’d like to try from a range of feeds that has been preselected

by Saracen as appropriate for a horse’s situation.

The software then provides a solution and diet that meets the horse’s energetic and nutritional needs based on the information that has been provided.

Users can register their details with Saracen who then email a PDF of the feed plan and the details are saved on the Saracen system and can be updated when the horse needs to change its diet.

The interactive software is free to use and links back to the Saracen Horse Feeds website. www. microsteed.com/saracen

New member for Team Aloeride

N

atural organic aloe vera feed supplement Aloeride is delighted to reveal a new equestrian joining their stable of top riders.

“We are delighted to be working with Jason Webb, of Australian Horsemanship and thoroughly support everything he does for the equine community,” said Han Van De Braak, Aloeride’s MD and owner. “As with our other high profile sponsored riders, Jason totally understands the positive impact feeding Aloeride can have for a range of issues.” Jason joins top show judge, rider and

producer Loraine Homer and top eventer and ex-racehorse trainer Victoria Bax.

Meet the models

T

ayberry’s latest collection is now available, but it’s not only the clothes that are being talked about. The canine models have been a real hit too.

Both Samson (the black Cocker Spaniel) and Simba (the Golden Retriever) owned by professional dog walker Lisa Clark, have been really popular with Tayberry’s customers.

“We loved working with Lisa, Simba and Samson,” says Susan Kelly from Tayberry. “We try and include animals in our catalogues as we make clothing for people who love the countryside, and many of our customers own dogs, cats and horses. We decided to

run a ‘meet the models’ feature on our website about this season’s canine stars and it was really popular, proving that our customers are keen to know about who features in our catalogue as well as what they are wearing or, in the case of Simba and Samson, helping to show off!”

Tayberry’s summer collection is available now, with the autumn/ winter collection due out in September.

FBI new sales director

F

inest Brands International (FBI) has announced the appointment of Julia Smith as the company’s new sales director and as such she will be responsible for the highly

KBF99 Sponsors Top Endurance Rider

K

BF99 is delighted to announce sponsorship of endurance rider Linda Cowperthwaite, who was ranked as the top British rider/ horse combination in the FEI world rankings at the end of the 2012 season.

Linda’s horse, Maraday Mystaron (Ron) was the highest placed British horse and eleventh overall in the FEI Open Horse World Ranking in 2012.

Ron is now part of Endurance

6

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

Team GB Elite with a view to selection for this year’s Open European Championship in the Czech Republic, then WEG in Normandy for 2014.

successful Toggi and Champion brands. Julia has worked for FBI for over 16 years and has played a crucial role in helping the company grow into one of the most respected suppliers in the industry.

For the last 10 years in her role as national sales manager, Julia has managed larger and multi store accounts and wholesalers, whilst also managing the FBI field and office sales teams. Julia commented, “I’m absolutely delighted about my new appointment.

Exciting times lie ahead for FBI and I’m looking forward to taking on the new challenges that this role will bring.”

GN EBM AD_GN 19/03/2013 16:33 Page 1

Classics Never Age...

1985 1995

They Only Improve With Time!

• The original hoof supplement • The only product of its kind subjected to independent scientific research and published in a refereed journal • Vacuum packed and nitrogen flushed to remain ‘fresh’ three years from manufacture date • GM free and Vegetarian Society approved Life Data Labs, Inc. 12290 Hwy 72 Cherokee, Alabama 35616 http://fb.me/lifedatalabs Product of the USA

Life Data® L A B S,

I N C.

EU Sales Representative Karen Zetsche Mobile: +44 (0) 7535151022 kzetsche@lifeatalabs.de www.LifeDataLabs.co.uk

Official supplier of saddlepads to the British Equestrian Team

The best selling Equestrian magazine in East Anglia.

Suppliers: support your retailers by promoting your brands to East Anglia’s thriving equestrian community.

Retailers: sell more stock by letting readers know who you are and what you’ve got!

EQ Life – better business all round!

Call Allison Kemp on 01953 852946 or email allison@eqlife.co.uk

home of high quality HiWither numnahs, saddlepads, accessories and more

01458 210324 www.nuumed.com All NuuMed products are designed and made in the UK August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

7

Down on

the yard

From garden centres to feed merchants, yard and stable equipment encompasses fundamental stock items. As horses are stabled more in the winter sales of tools and equipment increases towards the end of summer, as customers replace last year’s broken or misplaced products, so be prepared by placing your orders in good time. Some of the industry’s best-known brands offer some valuable intelligence to help ensure you get it right.

Attractive advances There have been many advances in stable and yard products over the past years not least the growth of new types of beddings such as chopped straw, large sized shavings, rubber matting and pellet type beddings. “These have

actually work on their bedding system. A stable fork is a product that you use everyday – so it must be designed to fit the end user’s needs perfectly.”

Without doubt, the most significant product to appear in the equestrian trade is the flexible two-handled tub. “Can you imagine how we got by without them?” questions Stephen Faulks of Faulks & Cox. It’s less than 15 years ago that we had to do all the stable jobs with hard rigid buckets. It was also these tubs that introduced ‘pink’ in 2000, setting a trend for bright colours around the stable yard, which is still happening today. Faulks & Cox’s first two handled tubs back in 1997 were recycled and nowadays that trend is gaining momentum.

Rebecca Ball of Eazitools agrees about colour. “There is still high demand for bright colours such as pink and purple but now even more so consumers want value for money,” she says. “They want tools that last and they don’t mind investing a little more money in a tool that will do the jobs they want for many years. We’ve also found an increased demand for lighter tools, in particular plastic tools. Strength is the key

driven the need for new tools,” says Leon Fynn of Fyna-Lite, adding, “Each type of bedding has a specific requirement for the design of the tool. People require tools that are well balanced, strong, and are good to look at, but most importantly

“Hay Bar is ideal for horses with a respiratory problem. It encourages drainage of the respiratory tract also preventing contamination seen when feeding from the floor.”

Philip Dixon B.V.Sc. Cert. E.P. M.R.C.V.S

www.haybar.co.uk 01723 882434 8

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

to plastic tools and good quality plastic heads are a must if they are to be strong enough.”

Riding the recession Most people take it for granted that the recession has had an impact upon equestrian brands, but in reality that impact has not necessarily been as expected.

“The demand for Faulks & Cox products has never diminished, but the price sensitivity seems to have split,” says Stephen.

“Top quality always commands a good price, but there is a demand for lower end products which is fulfilled by offering quality recycled materials which perform just as well as the dearer counterparts.”

“The recession initially restricted the availability of wood shavings based beddings due to the fall in house building,” said Leon. “This led to the growth of popularity of other bedding systems, most notably pellet types due to the rising cost of other beddings. There has also been a noticeable shift towards better quality tools as the cheap alternatives don’t last very long.

Buying a cheap fork that lasts for six months is no longer what

Unit 17, Kinwarton Farm Road, Alcester, Warwickshire, B496EH

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

9

Stable and yard essentials the customer wants. At the end of the day, quality sells.”

Rebecca agrees, stating, “We’ve found that consumers are willing to pay that bit more for a tool, as they know that it is better quality.”

Stock that sells With varied products available, how do you choose stock that will sell and satisfy customer demand and what should you expect in terms of support from manufacturers and wholesalers?

“A strong brand, is always key, says Leon. “Fyna-Lite manufactures a unique tool for each bedding type. We have been designing and manufacturing our range of British made tools for 28 years and have blended high quality materials and clever design into cost effective solutions for the end user. That makes us truly unique in this industry,” he adds.

Anna Warrior of Parallax Plastics thinks that the least retailers should expect in support of product sales are display stands (which it offers with all initial orders) and good quality photographs for marketing and online sales.

Every retailer has his or her own system of stock-keeping and ordering. However, there are certain basic lines that are standard stock items. Faulks & Cox tubs and tools fall into this category. “These are obviously stocked by all shops of a truly equestrian nature,” says Stephen, adding, “the retailer expects good quality, good service and good price from their suppliers.

The less time they are spending buying, the more time they can devote to selling!”

Rebecca knows that customers

10

are increasingly more savvy about what they want. “Often the consumer has done their research and knows which brand or tool they want,” she says. “The retailer should ask the manufacturer or wholesaler which product gets the most repeat sales. That’s an indication of a tool that a customer has liked and possibly bought another or recommended it to a friend. Also a retailer should ask which tool do they have the most returns on? This is a good indicator of quality.”

Make-do-and-mend With many consumers having adopted an attitude of ‘makedo-and-mend’ over the past few years, there now seems to be a healthier approach of investing in new products as older ones simply break or wear out.

Eazitools has moved all of its manufacture back to the UK as the company recognized early on that consumers wanted better value for money. “They no longer wanted to buy throw away items and were spending their money more wisely,” explains Rebecca.

The company’s ‘Dig British’ brand is now on all its tools and shows its commitment to supporting British manufacturing.

Although Faulks & Cox products are basic stock items, the company takes display and presentation very seriously. A few years ago it introduced ‘Profit Packs’ which are sales stands pre-loaded with whichever range of tubs or tools the retailer chooses. This makes the initial purchase very easy for the retailer, who will benefit from a balanced range of items, presented in a way that enhances the store and

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

naturally, the sales. “As sales progress, which they always do with a pre-merchandised stand, the retailer can watch the trend of the sales and adjust the buying at the next purchasing round,” advises Stephen.

Fyna-Lite ensures that all of its products are available through distributors to help retailers get the right product to their customers. As the company manufactures in the UK on a large scale, it is able to deliver quickly to react to changing needs.

Simply put, “we ensure that the right products are available at the right time,” says Leon.

Boasting bestsellers When it comes to brands’ bestsellers, companies are clear.

For Fyna-Lite, the shavings fork is still its best seller, because it is very well designed and doesn’t fall apart, whilst remaining cost effective. “In terms of quality and longevity, it has no real competitor,” states Leon.

Unique to the UK, the All-InOne Feeding Station is Parallax Plastic’s best-seller as it offers additional value for money by facilitating hay, feed and water.

Faulks & Cox has several brands applying to differing products.

“Without wishing to sound smug, all of the items sell very well,” says Stephen. “Obviously, we don’t sell as many fencing bars as we do feed skips, but it’s a principle of retailing that by offering choice the customer has the urge to look and finally find something they want. An old maxim is: ‘It’s not what you sell, it’s what you’re left with that counts.’ We try to help the retailer by making sure they are not left with much.

Low carriage-paid orders, good service and a wide variety of basic items drives our success.”

For Eazitools, best sellers depend on the season. For the spring/ summer season the company’s best seller is the Rag-Fork. “Now in its fourteenth year it’s still the market leader,” says Rebecca.

“We’re always searching for that next big product and with the Eazi-Lift range we think we’ve found it! Many horse owners suffer from back pain which mucking out can cause and aggravate. The double cranked shaft of the Eazi-Lift tools has been designed to reduce the need to bend when mucking out and puts the body in a much better posture position.

Perfecting presentation Presentation is often key to a product’s sales success. As some yard and stable tools can be large and unwieldy they are often stacked in a corner out of clear sight, or commonly seen sliding down the walls on to the floor!

“Always use a display stand,” advises Leon. “For Fyna-Lite products, this keeps forks neat and tidy and lets the customer see what they are buying in a safe environment.”

“Stock a smaller selection of tools and during the autumn/winter months display them in a more prominent position ideally nearer to the door,” advises Rebecca. She agrees that often tools and stable and yard equipment is displayed at the back of the shop out of sight.

“Hand on heart, put our Profit Packs in your store,” entreats Stephen. “You will then have a complete range of products, on a stand which has point of sale material on it, presenting the goods for sale in a way which encourages customers to pick up the items with ease.

Remember, eye level is buy level!”

Take it easy with eazitools!

SUPERB NEW BEDDING TOOLS FROM TUBTRUGS® & Wm. Faulks® New Traditional Ash Tools

The eazitools range includes shavings forks, muck forks, yard shovels and the tried & trusted Rag-Fork.

Tel: (01427) 884394 Visit: www.eazitools.com

Colour co-ordinates across range!

The All-In-One Feeding Station The first plastic corner hay feeder to hold a small bale of hay and two buckets for feed and minerals.

• Natural Eating • Quick to fill

• Easy to Clean • Safe • Durable • Simple to fit

The Hay-Saver 3 products in 1: Hay-Saver (slow feeder), Water trough or Hay Soaker.

• Reduces hay wastage by up to 50% - versus feeding directly on the floor.

• Suitable for use in the Field or Stable • Large enough for two horses

LIGHT & BRIGHT SHOVELS Great for selling alongside our Profit Packs™

• Encourages healthy eating patterns and allows horses to eat at a natural level.

• Made from TOUGH, frost resistant food grade plastic.

Call us for details of our Profit Packs™

Parallax Plastics Ltd Tel 0115 9663836

info@parallaxplastics.co.uk www.parallaxplastics.co.uk

Ring: 01455 848 184 for friendly fast service!

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

www.faulks.co.uk

11

Stable and yard essentials PRODUCT

Easing the strain

PRODUCT

Hygienic Hay Bar

Mucking out can cause back problems for many horse-owners, according to Rebecca Ball, managing director of Eazitools, an innovative range of stable and field tools. Ergonomically designed by experts to maximise safety and reduce the stresses and strains endured when undertaking jobs in the yard.

“Mucking out is particularly bad for the back as it can force the body into awkward postures, posing a threat to muscles and joints,” says Becky. “Many horseowners may be using the kind of body mechanics that create pain.

By following some simple rules and adopting the right posture, mucking-out can be made easier and less strenuous.”

Stable hygiene is a very important issue. The general state of the stable has a huge impact on the stabled horse’s wellbeing.

Eliminating dust, dirt and spores from the environment is also important. The Hay Bar helps this by containing forage and reducing cross-contamination with the bedding. It can also help to alleviate some of the problems found in caring for a horse with Recurrent Airway Obstruction.

Manufactured from HDPE, a robust material which cleans easily, it is designed with hygiene and safety as paramount. It also enables the horse to feed in a more natural position.

www.eazitools.co.uk

www.haybar.co.uk

PRODUCT

Pellet Master

PRODUCT

Perfect plastics

The new Fyna-Lite Pellet Master Stable Fork is the only professional stable tool which has been designed specifically for use on all pellet bedding systems.

Pellet bedding takes away moisture from the droppings, which would leave behind small pieces that would need to be picked out by hand after mucking out. The Pellet Master Fork features very tightly spaced tines to allow the bedding to fall through, whilst still collecting the smallest pieces of debris. The fork also features rounded tines, which prevents damage to rubber mat flooring.

The Pellet Master is available with a choice of three different handle materials and a choice of three grips.

Harold Moore is a world leader in the manufacture and supply of injection moulded plastic handling tools and supply throughout the United Kingdom, Europe and across the world.

Manufacturing in the UK since 1913 the Moore family ethos of innovation & quality continues to drive everything they do. For over 30 years Harold Moore has specialised in making the highest quality thermoplastic injection moulded hand tools and continued its pioneering work in both product design and material development. This expertise is proudly displayed throughout ‘The complete stable and yard system.

www.fynalite.co.uk

www.haroldmoore.co.uk

PRODUCT

Hay Saver

PRODUCT

Profit from Profit Packs

The Hay-Saver is a multifunctional slow-release feeder for use in the stable or field.

With hay prices increasing and horse owners conscious about wasting expensive forage, the Hay-Saver protects the hay from spoiling by keeping it off the ground and sheltered from the elements. The unique “no escape” grill encourages healthy eating patterns, prevents boredom and restricts gorging as well as providing a natural eating position recommended by vets. The feeder is multifunctional and can act as a water trough and hay soaker.

It is part of a large range of plastic corner hay feeders, wheelbarrows and flexible buckets.

Faulks & Cox Ltd has been featured in saddlery shops since 1981 when they introduced the Tyre Rubber range. Since then they have added to the range to include Tubtrugs, Gorilla Tubs, Wm.Faulks Tools and Multi-Tub which appeal to both the equine and agricultural industries.

Now they have developed a new concept, the Profit Pack. This product helps to display Faulks & Cox Ltd products in a way which ensures high sales while enhancing the look of the store at the same time. By supplying quality brands and displays they aim to make the retailer’s job as simple as possible.

www.parallaxplastics.co.uk

www.faulks.co.uk

12

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

PRODUCT

Anti-bacterial bedding

New from SP Equine Health & Herbal is StableZone, an anti-bacterial bedding powder. Developed to help eliminate ammonia, reduce viral and bacterial contamination, reduce dampness and kill odours, it will help to control the risk of disease in the stable.

StableZone will keep the bedding dry, which helps to eliminate foot and hoof problems including thrush and hoof abscesses. Completely safe to use on any surface including rubber matting and in horse boxes, this improved formula will help customer’s maintain a healthy stable.

www.animal-health.co.uk PRODUCT

Tip top toys

Classic Showjumps has just launched a 12 sided boredom buster, available in two sizes: 20 x 20cm and 25 x 25cm and six colours: blue, red, pink, purple, yellow and lime green. Trade prices are just £9.75 and £11.50 each ex-VAT and a 5% discount is available to any shops placing stock orders for the toys.

Classic Showjumps offers a huge range of products for the yard, field and stable, including jump sets for all levels of rider, a huge range of mounting blocks, feed bins, saddle carriers, tack storage bins and lockers and much more besides.

www.classicshowjumps.com

. . .

PRODUCT

Twin wheel barrow

When it comes to moving bedding the Twin Wheel Stable barrow is a winner. With an enormous 200 litre capacity it is superbly balanced for easy tipping and steel centre roller bearing wheels mean it’s a dream to push. Available in either assembled or unassembled form at a very economical cost, it is sure to be a certain seller this autumn. Other stable and yard essentials supplied by Earlswood include: hayracks, manure collector & rake sets, large range of dustbins, rubber matting, muck forks and much more. No minimum order quantity and low carriage paid order value.

.

Kills odours and improves the over all stable atmosphere Creates a dry safe healthy environment in stables by reducing moisture Helps eliminate Ammonia, reduces the risk of bacterial and viral respiratory contamination This product can be used on all types of bedding and flooring including rubber matting

Buy British Buy Quality Save Money

www.earlswood-supplies.com

01787 476400

www.animal-health.co.uk

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

13

Summer healthcare update

THE HEAT IS ON Think summer and instantly horse owner’s think of flies, with sweet itch being perhaps the most well-known of the seasonal problems. Suddenly shops are full of lotions and potions, fly rugs, electrolytes and countless other summer healthcare products such as sun blocks, protective boots and shampoos, but what’s the latest trend and have there been any interesting advances in summer horse care?

L egislation and regulation Advances in not just summer horse care, but in general, are becoming more difficult especially with continuous changes in legislation with FEI regulations.

“It is becoming increasingly difficult to launch new products that work within current guidelines and competitors are also getting frustrated with the stringent banned substances list that is ever increasing for no sensible reason,” says Serena Kidd from Nettex Equine. “For example lavender is now banned on the FEI list even in a shampoo because it has a calming effect. Lavender is an age-old traditional remedy that is used worldwide. If competition rules continually appear to dictate to the end user or competitor what they can and can’t use, to keep their horses comfortable and relaxed, in time, this will have a detrimental effect on competition

14

entries.” While Serena appreciates that there may be a level of cheating that goes on, she feels it is now at the point of ridicule.

“Emerging trends are very apparent. After attending a show recently, it was clear that horse owners were concocting their own formulas for fly repellents, shampoos and calming effects, which in itself can be dangerous if a horse is very sensitive. The homemade remedies are not being formulated properly and if used in conjunction with other products could lead to the onset of a severe reaction, which in turn is detrimental to the welfare of the horse.”

Leslie Sutcliffe who distributes Farnam products from the USA, in the UK, sees the approach to bio-security as a major advance in summer healthcare. “Fly spray ‘killers’ are the way to go to kill the carriers of infectious diseases such as African Horse Sickness, Lyme Tick Disease and Swamp

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

Fever,” she says. “All carriers of such infectious diseases need to be combated from coming into the UK, and horse owners are the first line of defence against their spread.”

Amanda Flowers of Carr & Day & Martin makes a point that most of us feel is true, in that trends and buying patterns have changed due to our ‘Great British Summers’!

“Seasonal summer product sales have been spread out over more months in recent years,” she says.

Trying something new While some riders appear to be formulating their own remedies, others seem to repeat buy products without considering alternatives or newer advances, leading to retailers stocking the same products year-on-year.

“If a product is imported into the country, it most likely does exactly what it claims,” says Leslie. “It

takes a lot of effort and tax money to bring in products from another country. Trust your wholesaler/ importer to make some smart decisions that will help horses in the UK. Remember, the UK is an island, and it is our responsibility to protect our horses’ bio-security and not to spread misery to them.”

“Many retailers will understandably stick with what sells and why shouldn’t they?” says Serena. “However, if new advances are trialled and researched properly before launch, with features and benefits that make sense coupled with a ‘unique selling point’ against a competitor product, then retailers might be

prepared to stock them.

Testimonials from everyday users, not just professional riders and honest advertising and marketing, without being misleading, goes much further than an apparent cheap price that is attractive until you start to analyse the loading and maintenance doses or regularity of use and realize it is not as economical as it first appears,” she adds.

Carr & Day & Martin continuously researches and strives to improve its range and offer new products which have proven efficacy.

However, some of the company’s oldest products have stood the test of time and continue to grow from

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

15

Summer healthcare update strength to strength. Amanda offers a few words of warning when it comes to introducing new lines: “Retailers should always be cautious when introducing additional lines to their offering, avoid gimmicks and trust only reputable suppliers,” she says. “In order to ‘up-sell’, retailers should be willing to educate themselves on any new product lines and if in doubt, trial the product prior to commitment to a supplier.”

“Staff training is of paramount importance to help educate the end user on clever marketing concepts,” explains Serena. “What is often the cheapest is not always the best and end users are starting to realise this. If the information is not passed on from the retailer to educate the end user they may risk losing a valuable sale. Every customer is important, so it pays to listen, to be understanding, and to advise honestly to help the end user make an educated purchase in order to try a new line,”

What to stock?

With so many bottles, pots, brands and colours, how do you go about choosing stock and more importantly how do you make sure it sells?

Firstly, you need to assess your own area and the market that it services, as there are geographical differences. Serena has recently found that many end users cannot find the product they want in their local tack shop and feel uncomfortable to ask for it to be ordered in, so will go online or wait to attend a show to find a product. Another point she makes is that wholesalers and manufacturers all carry different terms, which are set for valid reasons. “It’s not just to be difficult,” she states, “but is because of the overall overheads they incur. My best advice is to pick up the phone and talk to them as quite often a compromise can be met if the demand is there.”

“Retailers must make informed choices when deciding which products to stock,” says Amanda.

“They should choose popular branded products, with proven efficacy, that will earn them the largest margin. Ultimately they are in business to make money, pay staff, and provide a service.

Many manufacturers now offer consignment stock, which may seem like a ‘gift horse’ initially, but can often lead to domination of shelf space with products that

16

and it is up to the retailer to establish what their customers’ requirements are. Knowledge of the local marketplace and customers is key – research the market, establish the needs and requirements and satisfy demand for those needs.

Leslie Sutcliffe feels it’s very important to have staff on hand to answer any questions about available products so their staff are available eight hours a day to answer questions about all of their products and how they can best serve their customers and their horses. “We have a product for virtually all problems or issues just short of needing a vet,” says Leslie, “and we always suggest calling the vet to confirm, as we are not seeing the animal.” generate little or very low margins.

Retailers should also be cautious with manufacturers who will also sell direct to the public online. In effect these manufacturers are using the shelf space to showcase their products and offering the customer the chance to purchase at a lower price direct from them online. Ultimately, these suppliers are directly competing with the retailer,” she adds.

Part of the Carr & Day & Martin philosophy is to ‘educate’ both retailers and end users with regard to products and horse/ leather care. “Retailers should always expect such a service from any reputable supplier,” says Amanda. “This type of support is offered to all of our retailers for their staff and their customers.

We often find that once retail staff are properly trained and have a greater understanding, sales of the focused product lines increases.

Point of sale and technical back up directly from the manufacturer are also essential tools.”

Retailers should also listen to their customers and make informed decisions based upon market research and information gathered from them. Ultimately they are the people spending their money

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

Flying off the shelf Having selected the stock, is it then up to you to ensure it shifts off the self, or does the manufacturer or wholesaler have a responsibility for driving footfall?

“As manufacturers we are responsible for our global marketing and advertising of both our brand and products,” says Amanda. “Having a seasonally focused marketing and media campaign helps to drive sales and footfall with customers. However, retailers have a responsibility to market themselves against their own local and online competitors to ensure that they win the business. As always customer service and knowledgeable staff is key to generation of sales.”

Serena feels it’s a shared responsibility and a team effort that incorporates staff training, advertising, PR and area rep support.

Leslie agrees, stating that the manufacturer needs to promote and educate retailers and consumers to the values/ advantages of the use of the product. If they have done their job correctly, the retailer should in turn be able to educate the customer to a new product, which will benefit their horse.

“Education should be first, and profit will follow,” she says.

Firm favourites For Nettex, it’s fly repellents, midge control, mud fever, calmers and grooming that continue to fly off the shelf. “This is down to a number of reasons, mainly

price point, effectiveness, formulations and unique selling points that are different from competitor products,” explains Serena, adding: “end users are getting fed up with an apparent economy price, high usage levels and non-effective results.”

Red Cell, multi-vitamin supplement, and Tri-Tec 14 Fly Spray are Leslie Sutcliffe’s top sellers. “Simply because they do what they say,” she says. “For 35 years Red Cell has proven to be the market leading blood building iron and vitamin supplement. Tri-Tec 14 is also simply the best, killing all the carriers of infectious diseases.”

It’s Canter Mane & Tail for Carr & Day & Martin, because “it is the best formulation on the market, sold at a reasonable price and useable by every type of horse and pony owner,” says Amanda.

“Tried and tested for a number of years, its efficacy is unrivalled!”

Deadly displays Stocking effective products generates repeat buying, while effective advertising and promotion drives customers in store, but unless they can see what they want, or a new product jumps off the shelf at them, they are going to go away empty handed.

“End users need to be drawn in but they also need to be given good honest, sound advice to support sales,” says Serena. She further advises that is it sensible to keep shelves and displays clean, well-displayed and lit where possible. “Presentation is key” she says, “but building customer relations within the equine sector is also important to stimulate return business.”

“Manufacturers work hard to ensure their products have easily recognizable packaging and good presentation,” says Leslie, who further recommends that products are either displayed by brand group or by same function product groups. Good advice is to make a presentation area for such items, perhaps once a week.

Amanda advocates a clean, tidy and well-organised display. “Keep products lined up and faced forwards and group accordingly (by brand or category). Promote an easy to navigate, enjoyable experience for the customer. If in doubt, think about retail outlets where they like to shop and take examples from there,” she concludes.

Because you carry me!

The best for the hooves.

For more moisture and a stronger hoof horn.

Distributed by Agrihealth (NI) Ltd. Phone 028 3831 45-70•Fax -77•www.leovet.de

Rambo® Vari-layer™ - more warmth less weight.

With a standard rug, 80% of heat is lost through 40% of surface area. This realisation led us to develop a layered rug with increased fibre-fill across the back and hips, where the majority of heat loss occurs. Rambo® vari-layer™ rugs wrap closely around the horse, trapping more heat with less weight.

®

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

17

Summer healthcare update PRODUCT

Summer hoof care

PRODUCT

Summer essentials

Agrihealth has developed a new hoof product to help improve moisture levels and create a stronger hoof horn.

Summer Oil Gel counterbalances the increased strain that hooves suffer from throughout the summer months.

Powerful conditioning agents, such as Lecithin help to promote the formation of strong cellular bonding in the hoof walls, while ceramides help to prevent moisture loss and increase high elasticity. The ability to store this moisture in the hoof horn counteracts summer dehydration.

Flyaway has developed a range of products for summer horse care. Groom Away’s Aloe Vera Gel soothes minor grazes and sunburn while anti-bacterial Wound Cream helps to keep the wound moist, minimising infection risk, scab formation and scarring. For horses with sensitive skin and at risk of sunburn, Sun Cream that is UVB30 is ideal, while for hooves that are cracked or chipped Healthy Hoof Condition Cream penetrates into the hoof quickly and efficiently to keep it healthy.

www.agrihealth.co.uk

www.flyaway.ltd.uk

PRODUCT

Essential first aid

PRODUCT

American fly control

Hypocare is an anti-bacterial spray that mirrors the body’s immune system. Working naturally with the body, it destroys the DNA and RNA of pathogens associated with bacterial, viral and fungal infections. It can be used to clean and flush wounds and injuries as well as treat fungal infections such as sweetitch, ringworm, mud fever and thrush. It can also be used to maintain healthy and itch-free skin.

Hypocare is kind to healthy tissue and has a naturally non-sensitising, skin neutral pH and will help to encourage rapid tissue regeneration.

TRI-TEC 14 spray is a unique formulation approved by the HSE as an insecticide spray. It has been used in the USA as an ‘on horse spray’ for many years. Tests prove that TRI-TEC 14 will kill horse, stable, house, face, horn and deer flies, mosquitoes, deer ticks, gnats, lice, and the Scottish Midge which can carry the following diseases: West Nile Disease, Lyme Tick Disease, Swamp Fever and many more. The unique formula contains cypermethrin, pyrethrins and strong polymers to keep it in place for 14 days, making it very effective and economical. New sizes are available for 2013.

www.horseware.com/hypocare

www.lesliesutcliffe.com

PRODUCT

Xtreme repellent

PRODUCT

Humans to horses

Xtreme Repellent for horses is effective against horse flies, midges, stable flies, house flies, ticks and fleas. Deet free, it is available in 500ml and 1 litre sizes. Trus-STEED’s other repellent products include Xtreme Rider Repellent for horse riders, effective for up to six hours. Repellent Impregnation Kit for fly rugs and fly masks, effective for up to four months. Fabric-repellent for riding hats and other fabrics, effective for 2-3 days. Mozkill, an insecticidal paint and varnish additive to control insects in stables, tack rooms, horse boxes and other buildings, effective for five years.

Vetericyn is a powerful anti-fungal and anti-bacterial product which can be used on a broad spectrum of problems. Safe to use on sensitive areas including eyes, ears, wounds or skin conditions including sunburn. Initially tested and proven on humans, including diabetic ulcers in military wounds, it has crossed over and is now widely used on animals. Vetericyn is available in a number of options including liquid drops, liquid spray and the new hydrogel spray, which has the convenience of a spray but the adhesion and barrier advantages of a gel.

www.trus-steed.co.uk

www.vetericyn.com

18

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

MEDIA GUIDE

PERFECTING

publicity

In the current economic climate it is tempting to cut marketing expenditure, but it is one of the first mistakes naïve businesses make during times of economic crisis. It’s is true that money needs to be saved, but instead of cutting your budget, you need to get smarter about your outlay and spend it where it will bring targeted results.

C

ustomer intelligence is the most important thing to have in your armoury and if your company doesn’t have it, then it’s wise to partner with an agency that does. The key is to look at your marketing spend as an investment not an expense. Especially during times of financial concern

“ The key is to look at your marketing spend as an investment not an expense” you need to use the customer knowledge that you have.

In this fast-paced and everchanging world it is vital that businesses continue to reach out to their target audiences – building and maintaining brand awareness and informing them of any new products, promotions or services. When it comes to retail in particular, manufacturers also have a responsibility to promote their products to the consumer to encourage footfall. The customer needs to know that a product is available to meet their needs and where they have to go to get it.

Advertising is a vital channel of the marketing communication mix to convey a company’s brand to both customers and potential customers. Many businesses’ knee-jerk reaction is to cut unnecessary expenditure to keep afloat in the turbulent economic downturns. Advertising is seen as an expense not an investment.

As businesses succumb to financial pressures by reducing promotional spending, this leaves an opportunity for stronger firms that can maintain advertising

levels or indeed increase them.

It differentiates businesses from competitors and can create competitive advantage.

If the company remains visual despite a downturn it creates a view in the consumer’s mind that it is a safe and trusted brand and reinforces their purchasing decisions. This can lead to increased market share, as there is less noise from competition.

Neglecting brand promotion during an economic downturn will weaken the brand and make it less profitable in the long term once the recovery has happened.

There are a number of forms of advertising that can be utilised to create and maintain brand awareness and increase media coverage. These include mass media advertising (for example in magazines or on television), public relations, digital marketing (including websites and e-shots) and increasing important, social networking.

Print advertising Advertising in magazines – whether on a national or regional level, or both – remains a popular choice for many companies, and for good reason. Print advertising allows you to reach specifically targeted groups of people in a high-impact and tangible way. Although some people might worry about cost, if an advert is targeted in the right publication the value for money can be significant. Cost per advert may also be reduced if a run of adverts is booked for a set number of weeks or months.

Printed publications allow you to reach a large target audience.

The publications know their reader profile and are loyal. This

loyalty is important as its builds trust and respect between the two. They also have the added benefit of editorial features that can complement your product or brand. Having a presence in a printed medium gives the audience an incentive to find out more online, increasing traffic to your website and creating a ‘buzz’ by word of mouth.

Online advertising Advertising online is considered a less expensive option than print, and has the potential to reach greater numbers of people (although targeting a very specific audience may be more difficult). One of the main benefits is that an advertising banner can be linked to your own website to generate extra traffic and interest, and it is easy to monitor how much impact an advert has had by using simple software to show the number of click-throughs. However, the risk of your message simply being ignored may be higher, as internet users can easily block out (either mentally or using a computer programme) online adverts – so careful and strategic placement is crucial.

Some equestrian websites (and indeed publications), in addition to online advertising, allow companies to use their databases for email marketing

“ Along with the rise of the internet has been the increased use of social media” purposes. E-shots are becoming more popular and can be a cost-

effective way of advertising a new product or offer to a select group.

Along with the rise of the internet has been the increased use of social media. This too can be used as a marketing platform, and experts have suggested that social media is particularly useful for making money out of existing customers and increasing loyalty.

However, effective marketing in this way is difficult to master and is also very time consuming, so this is where you need to engage the services of an expert, or agency skilled in the area.

PR agencies Employing the services of an out-of-house PR and marketing agency or freelancer ensures that experts do the legwork for you whilst negating the need for you to run a costly in-house team.

They can help you target your advertising more effectively and increase your media coverage.

Their services may include an array of communication methods – copywriting; PR; advert, web and brochure design; advertising and social media, as well as providing general advice, planning campaigns and managing any follow-ups.

Whichever media channel you choose, it is always important to evaluate how effective your strategy has been, for example by asking each new customer how they heard about your business or measure for any increase in enquiries or sales. This helps a company both see how its marketing strategy is performing in practice and plan any future campaigns.

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

19

MEDIA GUIDE

Creative Equine Marketing

Equestrian Creative Network

Type of media: Equestrian PR & Marketing Contact: Claire Allmett Telephone: +44 (0)7803 728 646 Email: claire@creativeequine.co.uk Coverage: National Website: www.creativeequinemarketing.co.uk

Type of media: Directory and news website Editor / Advertising Manager: Liam Killen Advertising: info@equestriancreativenetwork.com Coverage: International Membership price: £79 p/a Website hits: 5,800 unique visitors p/m (May 21 – June 21 2013)

CREATIVE

Creative Equine Marketing is a small dynamic team bringing together the very best in creative design, memorable marketing and powerful equine PR.

• Offering a wide range of services, including equine PR & marketing, creative design for equestrian web and print media, brand development, online campaigns including blogging and facebook management.

• Whether you need full service or bite size chunks, our unrivalled, uncomplicated service can be tailored to suit your needs and budget, we will work to your strengths, improve your weaknesses and plan, create and then fuel your promotional strategy.

www.creativeequinemarketing.co.uk

Fresh Equine Type of media: Publication, TV, Website, PR/Advertising agency – Branding, PR and Marketing agent Contact: Kate Coles BSc Telephone number: +44 (0)7979 040633 Email: kate@freshequine.co.uk Coverage: National Services provided: Equestrian Branding, PR, Marketing, Web Design, Graphic Design, Copy Writing, Social media support Fresh Equine’s belief in building a business around a strong brand provides focus and drive for every PR and marketing campaign, maximizing its impact.

We will work closely with clients to involve you in every phase of designing, implementing, executing and monitoring a campaign. We are strong believers in ‘if you don’t have the biggest hammer, use the sharpest nail’. If you don’t have a large budget, spend wisely by using targeted tools and techniques to optimize every effort. Whether you are a large established company, new venture, wholesaler, internet business or professional individual we help you to build better, long lasting business. Fresh Equine also provides companies with a unique platform for self promotion through www.equinebusinessuk.co.uk

www.freshequine.co.uk

20

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

Search the ECN to find the right options and inspiration for your next project. The ECN helps equestrian businesses stand out with new thinking for their writing, photography, graphic design, digital production and media exposure. Browse portfolios of members’ work, discover what other clients have said about us, and be inspired by the very best out-of-the-box thinking through our blog posts and news stories.

Creatives give potential clients a feel for their work by creating content rich portfolios with unlimited images, videos, news stories and informative articles – which feature on the homepage, social media channels and newsletter – which already has over 1,700 subscribers.

Follow on Twitter: @EquineCreatives and sign up for the ECN newsletter to receive news and views from the equestrian world’s most talented creatives.

www.equestriancreativenetwork.com

MEDIA GUIDE

Your voice in the Equestrian Media

Holdsworth PR Contact: Rachael Holdsworth Telephone: +44 (0)1903 892060 Email: info@holdsworthpr.co.uk

Holdsworth PR is an

experienced and well established agency offering integrated public relations and marketing services to the equestrian industry.

Holdsworth PR was established by Senior Consultant, Rachael Holdsworth, in 2001. Her practical equestrian knowledge and wide range of media contacts puts her in a strong position to support companies in this field.

Assisted by PR Account Manager, Jenny Viner, their combined experience covers a wide variety of activities from media relations to advertising, customer relations and exhibitions.

“PR is an essential part of the marketing mix to ensure your message reaches your target audience in an interesting and memorable way”, says Rachael.

“We are able to create a wide variety of opportunities for exposure in print, broadcast, digital and social media. We can also manage your advertising schedule, create ad copy or artwork, run promotional campaigns, write newsletters, manage social media and digital campaigns, customer incentives and sponsorship. Using exciting and relevant promotional activities, we can develop and implement successful campaigns that will turn your marketing ideas it into reality.

www.holdsworthpr.co.uk

An extensive and practical knowledge of the horse world, combined with our experience of a wide range of marketing activities and many media contacts, enables us to create innovative and effective marketing campaigns to build brand awareness, cultivate relationships with your business partners and generate sales. · · · · · · ·

Public and Media Relations Advertising Online and Social Media Email and Direct Marketing Product Launches and Special Promotions Sponsorship Management Events

Visit our website for more information or call us today to discuss your marketing needs in confidence and with no obligation.

www.holdsworthpr.co.uk Or call Rachael Holdsworth, Holdsworth PR Tel: 01903 892060 Email: info@rachaelholdsworth.co.uk

RHad_EBMAug13

Horse IT Ltd

MirrorMePR

Type of media: Online equestrian portal and business directory Coverage: Mostly national, some international users Contact: Jane Skepper, jane@horseit.com Ad manager: Nikki Bloss nikki@equibusiness.com

Type of media: PR & Marketing Contact: Ashley Rossiter Telephone: + 44(0)1932 229 414 Email: info@mirrormepr.co.uk

Horse IT Ltd was started by Jane Skepper in August 1999 and is now one of the longest established equestrian information websites with a dedicated usership of over 60,000 per month and an eNewsletter subscription of over 27,000.

The site incorporates the advanced online equestrian directory, equibusiness.com, providing free listings with website links.

Advertising and promotions available as full online pages, banners, sponsor boxes, business listings, logos, eNewsletter inserts, competitions, giveaways, questionnaires, product promotions and product free alert.

Also publishers of the title ‘Competition Stallions’ which is a dedicated guide of Graded and Approved competition stallions supporting British breeding which is available both online and in print.

www.competition-stallions.com www.Equibusiness.com www.HorseIT.com

Holdsworth pr

23 July 2013 11:58:37

At MirrorMePR we understand that choosing the right PR Company 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.

Pooling together past involvement working within the fashion, film and music industry, we bring a fresh approach and innovative ideas to the table. 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 new approach and an unrivalled PR service, which does what we promise!

www.mirrormepr.co.uk August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

21

MEDIA GUIDE

PressPoint Media Ltd

EQ Life

Contact: Mark Brook Telephone: +44(0)1953 851513 Email: mark@presspoint.co.uk Coverage: International, National, Regional

Type of media: Quality monthly glossy magazine, digital edition and interactive website, plus EQ Life weekly columns in leading Archant daily newspapers Company: Archant/PressPoint Media Editor/Advertising Manager: Vanessa Britton/Allison Kemp Advertising: allison@eqlife.co.uk Coverage: EQ Life is the best selling equestrian magazine in East Anglia. Readership (magazine): 22,500 (All EQ Life Platforms) 100,000

Marketing • PR • Advertising • Design Website development • Social Media Every PressPoint client is an individual with differing needs. We are adept at listening and sharing thoughts and ideas which help to creative a powerful solution first time, every time – on time and on budget.

We are genuinely interested in understanding your products and services as only then can we deliver the most appropriate strategy to help increase sales. We are always careful to listen to you and your needs, but are equally happy to offer ideas and innovations where previous creativity has been exhausted.

The bottom line is that we are highly efficient and confident at what we do. We concentrate intensely on productivity to ensure our creativity shows in our work, not in our billing. PressPoint Media has over twenty years experience in public relations and marketing. We thoroughly enjoy getting to know each and every client, ranging from the larger corporations that we work with, to the individual entrepreneur and we’d love you to be next.

www.presspoint.co.uk

LOOKING FOR ACRES OF PRESS COVERAGE?

SPEAK TO 22PRESSPOINT Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

• EQ Life Magazine – a superior glossy publication, which has established significant sales through all leading newsagents, direct subscriptions and specialist equestrian outlets.

• www.eqlife.co.uk – truly connecting the equestrian community through social media activity (including an extremely engaged Facebook page and Twitter following), event results and reports, fixtures, classified listings and unique editorial coverage.

• EQ Life out & about – the EQ Life team and management are all active equestrians, covering the region in clearly branded vehicles and uniforms, visiting clients and attending events.

• EQ Life events – EQ Life is the chosen Media Sponsor to a number of high profile events and county shows throughout the year. EQ Life achieves its goal week on week, month on month: that of connecting the equestrian community.

www.eqlife.co.uk

When it comes to Equestrian PR and Marketing, PressPoint has been helping its Clients to stand out from the field for a very long time.

enquiries@presspoint.co.uk www.presspoint.co.uk

LAUNCH IT PRODUCT

High Fashion with a Twist Equi-Direct is the new fashion brand from Equisafety Ltd, initially offering a stunning, contemporary, padded jacket with zip off sleeves. Elegantly fitted with a two-way front zip and wide, comfortable elasticated belt, to provide a figure flattering hour-glass shape.

Made from soft, peach-skin polyester, this water-resistant, extremely breathable and lightweight striking jacket, is available in three fashionable colours – Sunflower Yellow; Fuschia Pink and Tropical Orange – which are complimented with sculpted black panels and silver-grey piping.

Lightly padded for extra warmth, the jacket has an ontrend large snuggly puff collar, perfect for cold, windy days and two large front zipped pockets.

However, it’s when the weather warms up that this jacket reveals its secret: zip

out the sleeves and pop on the sexy gilet! So two garments for the price of one.

High performance design, cleverly mixed with high fashion, gives the ultimate in style, performance and excellent value for money.

Recommended at an RRP of £69.99, sizes: range from small to XXX large

A Polite Addition

with a soft webbing inside and a metal D-Ring to attach the lead as well as an on/off switch to activate the flashing.

Both fluorescent and reflective, shock proof and water-resistant and with 100’s of hours from the battery which is included, it’s fully adjustable for extra comfort. Sizes and prices are: small 31-41cm - £11.99; medium 41-56cm - £12.99 and large 56-66cm - £13.99

By popular demand, Equisafety is delighted to announce that its very popular flashing, reflective dog collar is now available in the polite blue/ white chequers colourway.

Visible up to one mile away at night, the collar is lightweight

For further information or to place and order email info@equisafety.com or call +44 (0)151 678 7182

We are thrilled to launch our new items for winter 2014.

Waterproof quilted jacket with zip off sleeves, reflective jodhpurs, as well as adding to the K9 range, POLITE dog rugs, POLITE dog collars, Flashing dog harness and flashing dog waistcoats.

The full range has had a make over. We have been working with our factories and improved the whole range in packaging and quality fabrics.

If you require any Point Of Sale, please contact the office.

Equisafety Ltd 19a Tarran Way West, Tarran Way Ind Est, Moreton, Wirral, Ch46 4TT. TEL - 0151 678 7182

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

23

A lasting

legacy

The year 2012 will go down in the annals of British sporting history putting those who doubted our ability to mount a world-class Olympic Games firmly in their place. So did the Olympics deliver a lasting legacy – one that will benefit the equestrian industry? Pat Crawford investigates.

T

he outstanding facilities and organisation and the wonderful performances of our athletes combined to make virtually the entire nation proud to be British.

What comes afterwards may not be as immediately exciting as the Games themselves but the ‘Olympic Legacy’ - related projects are intended to have longevity. At their best, they will afford lasting benefits that have the ability to open fresh opportunities and make meaningful differences.

Encouraging participation in sport, promoting community engagement and social action, achieving regeneration and job creation are all fundamental to the legacy ideal. Equally important, a legacy should continue to build on what has already been achieved.

Britain is one of the world’s most successful equestrian nations and, since 1948, the UK’s teams have won medals in every Olympics bar three. Last year, medals were achieved in

24

all equestrian disciplines and the UK’s Paralympic riders were equally successful. On this basis, it is surely fitting that the Royal Borough of Greenwich is home to a project – and how fortunate that it is equestrian related.

The Royal Greenwich Equestrian Centre is an innovative and highly enterprising Olympic Legacy partnership between the Royal Borough of Greenwich and Kentbased Hadlow College – graded ‘Outstanding’ by Ofsted – with additional funding from the British Equestrian Federation and Sport England.

The project certainly embraces all the opportunity-creating ideals of an Olympic Legacy – not just in name but in reality. Located in a remarkably leafy part of the borough, any early fears that the centre would detract from the ‘greenness’ have been well and truly overturned and there is no doubt the community is proud of its Olympic legacy The site is relatively small –

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

nevertheless, it successfully combines functionality, practicality and attractiveness in ways that are already being envied by many in the equestrian industry. Hadlow’s finance director Mark Lumsdon-Taylor and the college’s team worked for four years with the staff of

the Royal Borough of Greenwich Council, led by Chris Roberts, to bring the ambitious project to fruition. Derek Payne, Hadlow’s highly experienced equine faculty manager, consulted with architects from the outset.

The yard incorporates twenty stables to accommodate horses to

Special report suit riders of varying standards, an Olympic-sized indoor arena, dedicated isolation stabling and the usual ancillary facilities.

Residential accommodation for staff, well equipped lecture rooms, offices and changing rooms with showers and students lockers are all located in the attractive large house that was already on-site.

The renovation of this existing building has been carried out with consideration for the character of the property.

The additional, and very impressive, equine rehabilitation facilities include a 25 metre equine swimming pool, a solaria, an equine spa, said to be one of the most advanced in the UK, a dedicated laboratory, a horsewalker, hydrotherapy unit, treadmills and treatment and farriery areas.

Buildings are buildings – centre are centres – but however impressive, on their own they don’t fulfil the ideals of an Olympic legacy. But the exciting, fresh and progressive opportunities given to local people by the Royal Greenwich Equestrian Centre certainly endorses the model. Local residents and students from further afield are already taking British Horse Society courses at the centre and in the autumn Hadlow will be offering a range of further education options.

The education ‘mix’ is deliberately designed to provide a range of skills welcomed in the equestrian industry. That there will be plenty of opportunity for students to progress is evidenced by the BSc (Hons) programme in Equine Sports Therapy and Rehabilitation. The demand and popularity of this degree may be judged by the fact that the course due to commence this September is fully subscribed and Hadlow is already receiving applications for entry in 2014.

Staff and students will work with equine vets and physiotherapists to provide programmes to fulfil the individual needs of the horses visiting or liveried at the centre.

The centre fulfils another of the legacy ideals, by extending opportunity for involvement in equestrianism to people who might previously have lacked the chance to participate. Starting later this year, the centre will offer riding lessons for people of varying abilities including beginners. At the same time, parttime courses will be available for

those interested in learning about equine and stable management.

Another big plus for the Greenwich students and clients is the fact that they will have the opportunity to visit Hadlow’s main campus located near Tonbridge in the heart of the Kent countryside.

With 65-plus horses and facilities that include two indoor arenas, an outdoor arena, jumping paddock and a cross-country course, the Hadlow campus will add a new dimension which affords opportunities to take part in a wide range of competitions and attend ‘big-name’ demonstrations and lectures.

Another bonus for Greenwich students and staff is that a couple of years ago The King’s Troop, RHA relocated to Woolwich, part of the Royal Borough, from their St John’s Wood Hill barracks and there is also a well established RDA centre in the area. The ‘Preview and Tour’ event held in May was attended by over a hundred guests including representatives from the BEF, Sport England, local schools and community groups and a wide range of equestrian-related businesses. The success of the event undoubtedly helped to build the links and partnerships, which are fundamentally important to broadening students’ knowledge and participation.

More specialist equine veterinary establishments are extending the services they offer, especially in relation to rehabilitation and treatment therapies. Some of the

From left Derek Payne and some of the staff and students leading training yards across all the equestrian disciplines – and of course, the racing yards – are increasingly employing a range of therapists or using the services of freelance consultants. Thus the demand for graduates from related programmes is increasing and students who achieve the BSc (Hons) Equine Sports Therapy and Rehabilitation offered at the Royal Greenwich Equestrian Centre can expect to have plenty of job offers. Additionally, of course, there is always demand for well-trained, skilled and motivated people who have completed BHS and other relevant courses. Hadlow College enjoys an excellent reputation and this will undoubtedly benefit students at Greenwich who are planning to make careers in riding and

training establishments and other equestrian-related businesses.

Speaking of the project on behalf of Hadlow College, Mark Lumsdon-Taylor commented, “We are delighted to bring this Olympic Legacy project to fruition in partnership with the Royal Borough of Greenwich Council. What has been created is new, it is different and, most important of all, it offers enduring opportunities that fulfil the Olympic Legacy vision. We are all immensely proud of what we have jointly achieved – a lasting Legacy.”

Any initiative that develops and extends interest in horses whilst also affording opportunity to achieve well-founded, respected qualifications has to be a plus for the equestrian industry. ■

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

25

What to stock for Successful Sales

Freedom Turnout Rug BUCAS

Winter horse wardrobe This month we are showcasing some of the best winter rugs on the market, giving you time to compare them side by side in order to make sensible decisions on what to stock ahead of the long cold months ahead, making sure you’ve got what your customers want, when they want it.

T

he term ‘winter rugs’ covers a range of styles, fills and weights to take into account all types of horse and weather conditions. In the UK, temperatures can fluctuate considerably from week to week, if not from day to day, so most horse owners have several different rugs to ensure their horses are kept warm and dry as temperatures and weather conditions dictate.

Manufacturers tend to have a primary rug range but add variety by launching new colours in favoured styles each season, introducing a sense of style to tempt customers in to making a purchase even if they did not originally intend to buy. Indeed, many horses now have their very own wardrobe. Bright purples, pinks and even checks or unique patterns are here to stay and as an added bonus some have reflective and/or fluorescent strips to make the horse easier to spot on dark winter evenings. Patterned rugs still appear popular for both stable and turnout, and allow customers to choose colour whilst being practical by disguising muddy stains within the pattern.

Shiny new rugs make great window or in-store displays, looking particularly smart on a horse model paired with colour-matched items such as headcollars, bandages or boots, or even next to a human mannequin wearing similarly coloured gear.

Add-on sale items meanwhile include rug washing, proofing and mending kits plus additional items such as neck covers, under

26

Sizes: 3’6’’ - 7’ Colours: Berry Weights: Light, Medium, Extra RRP: Approx £62 - £71

rugs, leg straps and fillet strings.

Remind horse owners buying clippers to ensure they have a good clean stock of rugs for their newly-shaved equine at home – why not purchase brand new ones to really complete that smartly turned out look?

It is best to make the space to display one of each rug you have in store for customers to get their hands on. The alternative is pulling rugs out of their packaging and on to the floor in order to fully evaluate them and the retailer is left having to dust them off and stuff them back into bags as neatly as possible if the item is not then purchased.

Editor’s choice Let’s Talk Products is not a tried and tested feature, but rather a shop window of similar products side-by-side, in a similar way as they might appear on the rail or an online store. In the retail setting, it is up to the customer to choose which one they like best, often on the basis of looks, price or the information on the ticket and here we provide this same information for, in this case, the retailer to examine and compare.

All of the products featured here are showcased as valuable suggestions for future stock.

‘Editor’s Choice’ is simply our way of highlighting a product that has particularly caught our attention, using the aforementioned criteria, but of course, our highlight might be different to yours and if so, why don’t you let us know via email at: editorial@ebmonthly.co.uk

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

£62.0

0+

Offering exceptional quality and value for money the new design Freedom Turnout Rug now has just one front fastening. Both waterproof and breathable, features include a tough, rip-stop outer, secure crosssurcingles and attachment points for leg straps.

Suiting most horse owners budgets it is available in three different weights and seasonal colours.

Irish Stable Rug Light

Sizes: 5’ - 7’ Colours: Navy/silver Weights: Light and Extra RRP: £69.00 - £80.00

BUCAS

£69.0

0+

BUCAS value for money rug, the Irish Stable is classically styled, with shoulder darts to allow extra room for movement and provide a perfect fit. Manufactured from a rip-stop outer fabric that’s tough, durable and made to last it has a breathable nylon lining with thermo-bonded polyester insulation. Available in light (50g) and extra (300g) weights.

Smartex Medium Turnout Rug BUCAS With an innovative antibacterial Bucas StayDry lining the Smartex Medium Turnout can be put straight onto a wet horse. Manufactured from a Ballistic nylon outer with stainless steel buckles, a soft nylon lining at the shoulder area prevents rubbing.

Features include: Click n Go stainless steel front fastening and Velcro panels to attach a Combi Neck Cover.

£173

Sizes: 5’ - 7’ Colours: Blue Weights: Medium RRP: £173.00

.00

LET’S TALK PRODUCTS

Rambo Supreme with Vari-Layer Horseware Horseware have introduced the Vari-Layer system which staggers the amount of fibre-fill across the back, hips, body, tops of legs and stomach helping to increase thermal values and reducing the overall weight of the rug. It features in the Rambo Supreme, Wug and Stable Plus along with their V-Front closure, front and back leg arches and anti-bacterial and anti-static lining.

Avalanche Combo Winter Rug Horze The Horze Avalanche Winter Combo Rug is extra warm, waterproof and breathable.

With a new neck design it allows the rug to cover the front hole normally found in combo rugs. Features include a neck with Velcro straps, two front buckles with quick releases, gussets, crosssurcingles with elastic, elastic leg straps and a tail flap.

JHL Supreme Combo Turnout Rug Westgate EFI A new addition to the JHL range, this quality rug is manufactured in a 1680 denier polyester outer fabric with 350g filling and nylon anti-rub lining. Features include a generous neck cover and tail flap, fully adjustable front fastenings, cross surcingles and elasticated leg straps.

Sizes: 5’6” - 7’3” Colours: Black/silver and black/red Weights: 250g 450g RRP: 250g = £270 / 450g = £290

£270

.00+

Sizes: 5’6” - 7’3” Colours: Eclipse Blue, black Weights: 350g RRP: £118.99

£118

.99

Sizes: 5’6” - 7’ Colours: Black Weights: 350g RRP: £138.90

CRUJ Combo Rug John Whitaker International

Sizes: 5’3” - 6’9” Colours: Navy Weights: 350g fibre fill RRP: £140.00

£140

.00

The John Whitaker Full Neck Combo rug has a Teflon coated outer to help keep the horse warm in cold winter conditions. It features a fully detachable hood, adjustable surcingle straps, padded Velcro chest cover, d-ring clasps across the chest and elasticated leg straps as well as the distinctive John Whitaker branding.

Honeycomb Stable Rug

John Whitaker International The quilting of the rug is honeycomb shaped and along with it’s fully fleece inner lining create warm air flow pockets between the horse and the rug. It also features elasticated leg straps, fleece wither protection, a Union Jack wither gusset, navy and white spine tape and can be wiped clean.

Mark Todd Deluxe Combo Turnout Westgate EFI

Sizes: 5’3” - 6’9” Colours: red Weights: 300g RRP: £100

£100

.00

Sizes: 5’6” - 7’3” Colours: Navy Weights: 1680D outer, 420g fill RRP: £160

This top-of-therange rug features a robust 1680 denier waterproof and breathable outer shell, cosy 420g fill, generous neck and tail covers, and a nylon anti-rub lining which polishes the horse’s coat during wear. Features include reflective piping and tail strip, fleece poll protection and adjustable quick-release chest fastenings.

£160

£138

.00

.90

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

27

LET’S TALK PRODUCTS

Turnoutmasta 100 Masta This rug is made to a generous S-shaped self-righting pattern with shoulder gussets, for improved freedom and fit. Featuring buckle and clip front fastenings, cross-surcingles, six rear pleats, extended gussets tail flap and removable leg straps, making this rug user-friendly and tidy.

This turnout rug is ideal for the cooler weather.

£74.9

9

PESSOA Heavy Turnout with removable hood BUCAS

Sizes: 4’6” - 7’3” Colours: Navy Weights: 600D ripstop outer, 100g thermal insulating filling RRP: £74.99

Pony Buster Hardy 450g

Sizes: 4’0” - 5’3” Colours: Purple with green/ purple trim Weights: 1680D Ballistic nylon outer and 450g fill RRP: £134.99

Premier Equine

£134

.99

Premier Equine has launched a pony range for Autumn/Winter 2013. Included in this range is the Pony Buster Hardy.

It features the Premier Equine proven Waterproof System, which gives optimum breathability. Designed for inside or outside use, it incorporates the deep cut of the Buster pattern and a half neck, ideal for ponies that suffer from sore withers.

Sizes: 5’6”- 7’ Colours: Chocolate/ navy Weights: 340g Thermo Fill RRP: £79.99

£79.9

9

Stable Buster 450g Premier Equine

Sizes: 5’6” - 7’3” Colours: Black with red/beige trim and navy with tan/navy trim Weights:1000D nylon outer and 450g fill RRP: £139.99

£139

.99

For colder weather this rug comes complete with a removable shaped neck cover for superb warmth and comfort with a 340g filling.

Waterproof and breathable, features include a generously shaped hood, 600D outer shell, 340g thermo fill, taped seams, double front buckle fastening, generous tail flap and a quick drying nylon lining.

The new Stable Buster 450g is deep cut to the traditional “Buster” pattern, with luxurious fleece over the wither and down the shoulder line. It includes a detachable 200g neck cover as well as an antibacterial, breathable lining and outer which helps prevent moisture and dirt from bedding penetrating the rug keeping the horse clean.

Pessoa Stable Rug

Winter Buster 450g

Fieldhouse Riding Equipment A 280g stable rug for extra warmth which can be used on its own, or to provide an extra layer in really cold weather. The Pessoa Stable Rug is breathable and features a standard double buckle fastening, cross-surcingles and a quick drying nylon lining.

28

Sizes: 5’6” - 7’ Colour: Navy Weights: 280g RRP: £49.99

£49.9

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

9

Premier Equine

Sizes: 5’6” - 7’3” Colours: Navy with red/beige trim and black with red/beige trim Weights: 1680D ballistic nylon outer and 450g fill RRP: £164.99

£164

.99

The Winter Buster features the Premier Equine proven Waterproof System which allows full breathability. It is deep cut, to the traditional “Buster” pattern, including an elasticated shoulder gusset and snug fit 200g detachable neck.

Other features include a fleece wither pad and anti-bacterial lining. This rug is suitable for inside or outside use.

LET’S TALK PRODUCTS Editor’s choice

Freestyle 1200D DetachA-Neck Heavy Weatherbeeta Ltd

Sizes: 5’6” - 7’3” Colours: Black/Purple & new blue/grey plaid Weights: 360g RRP: £149.99

£149

.99

Top of the range rug, the WeatherBeeta Freestyle 1200D Detach a Neck Heavy is packed with unique features which provide ultimate freedom of movement, comfort and protection. The strong 1200 Denier polyester outer shell is both waterproof, breathable and triple weaved for extra strength with 360g of polyfill for warmth.

Freestyle 1680D DetachA-Neck Heavy Weatherbeeta Ltd

Sizes: 5’6” - 7’0” Colours: Black/silver Weights: 1680D shell, 100g outer and 300g liner RRP: £249.99

£249

.99

The outer shell is both waterproof, breathable and Teflon coated to repel dirt.

For versatility, it also has 100g of polyfill and can be used alone or combined with the removable 300g liner for maximum warmth. It has many features including a warm belly wrap, fleece neck cuff, full wrap tail flap and shoulder darts.

Genero 1200D Combo Heavy Weatherbeeta Ltd

Contacts Fieldhouse Riding Equipment: +44 (0)1922 638094

www.pessoa.uk.com Horseware: +353429389000

www.horseware.com Horze UK: +44 (0)1235 856376

www.horze.co.uk John Whitaker International Ltd: + 44 (0)12706 340500

www.johnwhitaker.com

Premier Equine: + 44 (0)1469 532279

www.premierequine.co.uk Weatherbeeta Ltd: +44 (0)1295 226905

www.weatherbeeta.co.uk Westgate EFI: +44 (0)1303 872277 Distributer of Mark Todd and JHL

www.wefi.co.uk

Masta: + 44 (0)1274 711101

Zebra Products Ltd: + 44 (0)1352 763350 (Distributor for BUCAS)

www.masta.co.uk

www.zebraproducts.co.uk

Coming next month…

Winter jackets can roughly be divided into country wear and active sportswear. Both can be excellent not just for riding and yard work but also for walking the dogs or enjoying country pursuits and it is really just a matter of the customer’s fashion preferences as to which style they choose, alongside the quality of fabric and cut.

This autumn and winter deep rich colours are in as is winter white and the good news is that equestrian styles are totally hot right now on the high street, not just around the yard.

In the September issue, Let’s Talk Products investigates the styles currently available. If you are a manufacturer and would like your products to be showcased, register your interest by emailing editorial@ebmonthly.co.uk and we’ll send you the details of how your brands can be included.

Sizes: 5’6” - 7’0” Colours: blue/grey, brown/ mustang, purple/black & red/navy Weights: 1200D ripstop outer and 360g fill RRP: £69.99

£69.9

9

The WeatherBeeta Genero 1200D Combo Heavy provides great value, quality and waterproof protection for winter. It features include a 210T nylon lining to keep your horse’s coat clean and shiny, a tail flap for weather protection, adjustable twin chest straps and adjustable web leg straps.

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

29

TRADE FAIRS

Full house at

SPOGA HORSE AUTUMN

From September 8 – 10, Spoga Horse Autumn once more turns Cologne in to an international meeting point for the equestrian industry.

T

he exhibitor numbers look promising: trade visitors can again look forward to a comprehensive range of products.

More than 380 exhibitors (75 per cent from abroad) have confirmed their participation within hall 4 of the Cologne exhibition site, with 28.500 square metres gross area already completely reserved. “With an excellent range of exhibitors and a quality of visitors that experience has shown to be very high, Spoga Horse again justifies its claim to leadership as the most important international order platform for equestrian sports this autumn,” says Katharina C. Hamma, Chief Operating Officer at Koelnmesse GmbH, adding: “Owing to exhibitors’ numerous novelties Spoga Horse promises to be a high-quality trend indicator giving a fresh impetus to the market.”

Besides leading German companies such as Cavallo, Equest, Herm. Sprenger, Kentucky, Passier, Pikeur, UVEX and Waldhausen, many renowned companies from abroad have announced their participation,

including Ariat (GB), Ekkia (F), GPA (CH), Kingsland (NOR), Prestige (IT), Selleria Equipe (IT) or Zaldi (ES), to name but a few. There will be a total of 68 new exhibitors using the 2013 Spoga Horse Autumn as an order platform, with Luxembourg and Slovenia being represented in Cologne for the first time. ■

Innovation forum: New location – fresh chances The Spoga Horse Innovation Forum is given a new location in Hall 4.2.

Nominees for the Spoga Horse Innovation Award will be prominently located right at the entrance to the hall.

As always manufacturers are invited to apply for this year’s award.

A panel of experts will choose up to 15 products from all entries, which will be presented in the innovation forum during the fair. This means that trade visitors have the chance to scrutinise the products and vote

30

for their favourites in the categories stable, horse and rider. They will be aided in their decision by the format, “Innovations in 60 seconds” in which manufacturers of the nominated products present their commodities in one minute each day at 12 O’clock.

The final decision on the winners will be announced in the Spoga Horse arena on September 10 at 12 O’clock.

The vote of the trade visitors will account for one third of the assessment. The Spoga Horse Innovation Award will again be jointly presented by Equitrends and Koelnmesse.

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

sharp end At the

Mike Potter provides sales & retail on mpotter@talktalk.net training for equestrian retailers. Contact him

W

hen the recession started, I had conversations with both suppliers and retailers along the general theme of ‘at least it would sort the wheat from the chaff ‘.

Neither party did not mean this unkindly, nor was it meant as a criticism of people’s capability, it was just a statement of fact based on past experience. In my case this will be the third serious recession and several down turns that I have traded through.

Generally, those who have been in business the longest stand to fair the best, as it is a case of ‘been there, done that, bought the T shirt’. I know of one business outside the equestrian trade who has been in business ten years and this is their first recession

and they are like rabbits in the headlights. They have continued to make huge predictions for growth and then had to go in for much soul searching and buck passing when it didn’t happen.

Sadly the impact of the recession is very unpredictable. I heard this week of another equestrian retailer going, equally sadly the writing had been on the wall for some time as it simply was not a well run business, tough times or not. Wheat from the chaff and all that.

At the other end of the scale, some people are seeing opportunity in the gloom and are going for it. Two of my customers, one in Kent and one in Dorset have moved into big new purpose built sites. Both are stunning

well laid out shops with lots of wow factor outside and in, both with coffee shops/areas to entice customers to stay a while and spend some money. Both have a relaxed open ambiance, none of your jumble sale style shop, sadly all too common in equestrian retail. They have had great feedback from consumers so far and almost as importantly from suppliers, who I suspect are only too glad to see someone not just doing well but expanding.

The recent good weather also seems to have given some shops and therefore suppliers a lift; I suspect we all have fingers and everything else crossed, although the truth is that this is not enough. I know I’m sounding like a broken record

(for those that know what vinyl was), although I prefer to call it a mantra, but to survive you have to be professional and business minded. Being a very nice person and knowing lots about horses simply will not get you through anymore, whether you are a retailer or more importantly a rep.

Speaking of which I was greatly encouraged to see a piece about the new UK sales director for one of the most well known brands who has bucket loads of high calibre experience and ability and not one mention of a horse in the piece, as opposed to the exact opposite in most cases. What a refreshing change and I wish him the very best of luck. ■

of your comfort zone. Pay attention to your CPD! The best short course I studied was Sport’s Development at Leeds Metropolitan, the UKCC is fascinating and take part in new adventures – the BHS Leonardo Exchange opened my mind and gave me confidence.

of time standing still, for her golden ride.

5 MINUTES WITH...

Alison kenward Scattered across the country it can be hard to put a face to a name in this business. Tea Break takes a look at various people in the industry and finds out just how they got where they are today. This month we caught up with Alison Kenward who combines running a yard with coaching and PR for the equine Industry.

Job title: Owner of Solitaire Dressage and PR & Marketing Consultant.

Relevant qualifications: UKCC 3, BHS Stable Manager, BHS Intermediate Instructor HND Equine Studies & Estate Management.

Best thing about it: I thrive on being able to work from home. We have training facilities for horse and rider and having an office at home means I’m able to work well with the challenges of meeting deadlines whilst overseeing the production and training of the competition horses.

I love being able to tap into my creativity alongside working with

horses – riding is my first love and to combine coaching with PR allows me to balance sport with business interests.

Favourite horsey moment in history: It’s got to be watching Charlotte and Valegro win gold. It’s hard to describe the excitement and sense

Best horse name you have encountered: I think it might be Ian Stark’s Arakai. I was transfixed watching them tackle cross-country. A name I never tire of is Roughway Jack, my own horse named by his breeders after the lane he was born in. It represents every positive emotion I could describe. ■

Toughest part: Rural broadband is an awkward tool and 3G seems to have varying coverage in my area. If fibre optic broadband ever arrives in my village I will be ecstatic.

Advice for someone looking to fill your shoes: Working for yourself is hard and being self-employed will give you tough times. It’s important to balance experience and qualifications and learning new languages is rewarding and useful if only to stimulate thinking outside

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

31

John was dedicated supporter of the Pony Club and other equestrian sports through the extensive sponsorship and support provided by the Toggi and Champion brands.

1978. Dedicated to supporting British manufacturing and with an unfaltering and continual pursuit of quality, through the Champion brand John has been a driving force in the design and development of protective riding wear for over three decades.

Under his stewardship, Finest Brands International has grown into one of the most respected organisations in the industry, with the Toggi and Champion brands now recognised as household names.

John loved what he did and remained in work throughout his cancer treatment, working until the day before he passed away. A genuine ‘people person’, John always put his family, friends and the many people that worked for him first and he will be desperately missed by all those that had the pleasure to know him.

A memorial service was held for John on Friday June 21st at Chepstow racecourse, the perfect location for a fitting tribute to John and his lifelong love of racing. The many

hundreds of people who turned out in celebration of his life was testimony to the fact that he touched so many hearts, in all corners of the world. What was an incredibly sad day was turned into a celebration of the life of a man loved by many, respected by all and whose premature death is an enormous loss to the equestrian industry, his family and all those who knew him.

Through his family, friends, businesses and the foundations he laid for rider safety, John’s legacy will live on.

John was a fantastically generous man and always put the needs of others before his own. He was a dedicated supporter of a number of worthy causes and charities and in lieu of flowers John and his family requested that donations be made instead to two charities particularly close to their hearts: The Injured Jockeys Fund and Tenovus Cancer Charity. To support either of these causes simply go to http://www. justgiving.com/teams/in-memoryof-john-ayres ■

John Ayres – an

industry Champion

John Ayres, co-founder and chairman of Finest Brands International and Champion Manufacturing Ltd, passed away on the morning of June 4th, following a courageous battle with cancer.

B

orn on October 15, 1952, John was a Cardiff man born and bred. His knowledge of, and passion for, horses was immense; his love of racing and equestrian sports and genuine affection for the animals themselves was at the heart of everything he did.

Few individuals have made more of a contribution to the

32

equestrian industry than John.

Together with his wife Bridget, they were true entrepreneurs and started their very first mail order saddlery business from home over 40 years ago and have since set up a number of equine based businesses, with their love of horses and concern for safety leading to the creation of Champion Manufacturing in

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

John with his horse Victory Gunner, pictured after winning the Evening Post Handicap Chase at Chepstow in January, 2008. From left are jockey Lee Stephens, head lass Lisa Mason, John, Bridget (John’s wife), Charlotte (John’s daughter) and Nick Jeremiah (Charlotte’s husband).

Photo www.thejockey.co.uk

ON THE MARKET PRODUCT

A bright idea

PRODUCT

New colour theme

Albedo100 Reflective Spray is an innovative new aerosol which can be used to enhance visibility in low light conditions ensuring the user can be seen by others. The spray has a lightgrey shade that might be perceived as colourless but is light-reflective in the dark. It can also be used on objects to make them more visible. Albedo 100 is ideal for joggers, walkers and horse riders.

The product is available in four variants; Light Metallic, Invisible Bright, Sparkling Grey and Horse & Pet. It may be applied for both permanent and non-permanent use.

For the fashion conscious Eskadron has introduced a new colour theme to its wide range of products. The Classic Sports collection has been created to match the colour trends of blackberry, ocean, grey melange, black and white from the Riding Wear collection.

The range includes headcollars and ropes, to saddle cloths, sweat sheets, bandages, ear protection, bags, outdoor and stable rugs, travels boots and even a dog rug.

www.albedo100.co.uk

www.eskadron-shop.de

PRODUCT

Pikeur jackets

PRODUCT

On the road with Likit

Pikeur has added two new jackets to its range. The Larissa for ladies, and the Aquino for men. Ideal for when the days get cooler, both jackets feature Primaloft wadding for heat insulation, welded seams and have water repellent and fast drying outer fabric.

The low weight of the garment makes it comfortable to wear.

The Larissa is available in blackberry, ocean and black while the Aquino is available in dark brown and dark navy.

With the competition season in full swing, long journeys and overnight stays, often in temporary stabling can be stressful for horses and ponies, but help is at hand in the form of Likit stable toys. Products such as the Snak-a-Ball and Likit Holder are compact enough to pack away in the lorry and can be used to help horses settle when away from home. They also make great add-on products to have displayed by the till as impulse buys and are also very useful for horses on box rest.

www.pikeur-shop.de

www.likit.co.uk

PRODUCT

Protect from harmful rays

PRODUCT

Perfect for ponies

As well as coping with flies over the summer, some horses are prone to getting sunburnt, in particular those with areas of pink skin.

Nettex Sun Block protects from the sun’s harmful UVA and UVB rays and helps to avoid the painful cracking and blistering of the skin that sunburn causes. This high-factor sun block contains Aloe Vera and Tea Tree Oil making it kind and soothing for even the most sensitive skin. One application of Nettex Sun Block provides all-day protection and it’s water resistant, too, so won’t get washed off during summer showers.

Premier Equine has launched a range of smaller pony size rugs.

After deciding to enter the pony rug market last year, Premier Equine has spent a great deal of time developing a pony rug design which they feel is of a standard to join the Premier Equine range. The new range of rugs will be in sizes 4’0” to 5’3” and will include pony versions of the renowned Winterbuster, Stormbuster and Trio Complete lines, along with new no fill, 200g and 450g designs. Lines will be available to the trade from mid-August.

www.nettexequine.com

www.premierequine.co.uk August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

33

SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Classic Showjumps +44 (0)161 765 2010 / 2014

Faulks & Co. +44 (0)1455 848184

Horse Haylage +44 (0)1562 770088

Merial Animal Health Ltd +44 (0)1279 775858

www.abbeydiagnostics.co.uk a

www.classicshowjumps.com

www.horsehaylage.com a

www.merial.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343

Clipper Sharp +44 (0)1823 681076

www.abbeyengland.com a

www.clippersharp.comt

www.wmfaulks.com a Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

www.horsehealthtrade.co.uk

www.mirrorsfortraining.co.uk a

Cox Agri +44 (0)845 600 8081

Friendship Estates +44 (0)1302 700220

www.coxagri.com a

www.friendshipestates.co.uk a

Acorn Developments +44 (0)1432 276600

www.acorndev.co.uk

Albedo100 UK Ltd +44 (0)113 3955266 www.albedo100.co.uk

Allen and Page +44 (0)1362 822900 www.allenandpage.com a

Andis Company +1 262 884 2600 www.andis.com

Andover Healthcare, Inc. +1 978 4650044 www.andoverhealthcare.com a

Animal Health Company +44 (0)1787 476400 www.equinehealthandherbal.co.uk a Aubiose +44 (0)7739 165083 www.aubiose.co.uk

Creative Equine Marketing +44 (0)780 3728646 www.creativeequinemarketing.co.uk

Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com a

Dog Rocks +44 (0)1628 822 243 www.dogrocks.co.uk a

Durango +1 740-753-1951 www.DurangoBoot.com a

Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com a

Eazitools Equestrian +44 (0)1302 746077 www.eazitools.co.uk a

B Jenkinson & Sons Ltd +44 (0)1924 454681

eGlove +44 (0) 1491 280089

www.elico.co.uk a

www.eglove.co.uk

Baileys Horse Feeds +44 (0)1371 850247

EQ Life Magazine +44 (0)1953 852946

Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Girbau UK +44 (0)1462 427780 www.girbau.co.uk a

Global Herbs +44 (0)1243 773363 www.globalherbs.co.uk

Golly Galoshes +44 (0)7585 557775 www.gollygaloshes.com

Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk

Griffin Nuumed +44 (0)1458 210324 www.nuumed.co.uk a

Equestrian Creative Network

www.haroldmoore.co.uk a

www.blackcountrysaddles.com

Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk a

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com a

Buffera Ltd +44 (0)1707 852244 www.buffwear.co.uk a

cdVetuk +44 (0)845 512 0423 www.cdvet.org.uk

Champion + 44 (0)113 2707007 www.championhats.co.uk

Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Clarendon Equestrian Ltd +44 (0)1825 733361

www.equiads.net

Equimat +44 (0)1536 513456 www.equimat.co.uk a

Equine Speedskip +44 (0)1989 769435 www.equinespeedskip.com a

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk a

EquiAmi Ltd +44 (0)1584 891049 www.equiami.com

www.haybar.co.uk a

HaySoft +44 (0)1277 375647 www.haysoft.co.uk

Hemp Technology Ltd + 44 (0)1986 835678 www.hemptechnology.co.uk a

Hilton Herbs Ltd +44 (0)1460 270700

www.hiltonherbs.com

Holdsworth PR +44 (0)1903 892060 www.holdsworthpr.co.uk a

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com a

Horse & Jockey Ltd +44 (0)1981 550467

www.equineman.com a

www.capcover.net aa

Equisafety Ltd +44 (0)1516 787182

Horsefair +44 (0)1264 811425

www.equisafety.com a

www.horsefair.co.uk a

www.clarendon-equestrian.com www.exo2.co.uk

34

Haybar +44 (0)1723 882434

Equine Management +44 (0)1825 840002

Exo2 +44 (0)1335 372600

www.horseware.com

Horslyx +44 (0)16973 32592

New Equine Wear +44 (0)1172 303700 www.newequinewear.co.uk

Parkgate Equestrian +44 (0)1306 631374

Parallax Plastics Ltd www.hucklesbyassociates.co.uk +44 (0)115 966 3836

Bedmax Shavings +44 (0)1922 621676 Black Country Saddles +44 (0)1668 213 467

Horseware Ireland +353 42 9389000

www.naf-uk.com aa

www.gainhorsefeeds.co.uk

ww.eqlife.co.uk

Equi-Ads +44 (0)1738 567700

www.horseswithattitude.co.uk

Natural Animal Feeds +44 (0)800 373106

Gain Horse Feeds +44 (0)7912 197000

wwwbaileyshorsefeeds.co.uk a

www.bedmaxshavings.com a

Horses with Attitude +44 (0)1274 852139

Mirrors for Training +44 (0)1902 791207

www.horslyx.co.uk

Harold Moore +44 (0)114 2700513

www.equestriancreativenetwork.com

Horse Health Trade + 44 (0)2380 814360

Horse First Ltd +44 (0)2830 848844 www.horsefirst.net

Equestrian Business Monthly | August 2013 www.ebmonthly.co.uk

www.parkgateequestrian.co.uk

Hucklesby Associates +44 (0)1362 696309

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334 www.rockall.info

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk

Kate Negus +44 (0)1249 740590 www.katenegus.com a

Keratex +44 (0)1373 827649 www.keratex.com a

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk a

Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk a

Life Data Labs Inc +1 256 3707555

www.LifeDatalabs.com a Likit For orders Westgate EFI +44 (0)1303 872277 www.likit.com a

Littlemax +44 (0)1668 213467

www.littlemaxshavings.com

LPD Tel: 0121 580 0880

www.parallaxplastics.co.uk

Pellet Beds +44 (0)1789 761333 www.pelletbeds.com

PelGar +44 (0)1420 80744 www pelgar.co.uk

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info a

PressPoint +44 (0)1953 851513

www.presspoint.co.uk a

Rima Exports +91 972 1504005

rimaexport@gmail.com a

Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com a

Rockall +44 (0)121 5558334 www.rockall.info a

Rockies +44 (0)1606 595025

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Sportmark by Signam +44 (0)1926 417300 www. sportsmark.co.uk a Stable Safe +44 (0)7500 091650 www.stable-safe.com Stormsure +44 (0)3333 441500 www.stormsure.co.uk a

Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.co.uk a

Tirus Equestrian +44 (0)1603 720148 www.plod.co.uk

Toggi +44 (0)113 2707007 www.toggi.com

Tony Fernandes +44 (0)1142 620899 www.tonyfernandesdesign.com Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk a

Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk a

Unicorn Leather +44 (0)1883 382310 www.unicornleather.co.uk aa

Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk

www.rockies.co.uk

Vetericyn +353 91 796896

Rugs R Us +44 (0)7969 659894

www.vetericyn.com aa

www.equirugsrus.co.uk a

Saracen Horse Feeds + 44 (0)1622 718 487

Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com a

W F Young, Inc

www.mearsjackets.com a

www.saracen-horse-feeds.co.uk +001 413 526 9999 a www.absorbine.co.uk Seaquim a +353 (0)8623 64609 Wahl www.seaquimequine.net +44 (0)1227 740555 Science Supplements www.wahl.co.uk a +44 (0)8456 800606 www.sciencesupplements.co.uk Westgate EFI Ltd a +44 (0)1303 872277 Silvermoor a +44 (0)1665 602587 Westgate Labs www.silvermoor.com +44 (0)1670791994 a www.westgatelabs.co.uk Smart Cart aa www.smartcartsuk.com Worklite Ltd a +44 (0)1279 418052 Smart Grooming www.work-lite.com +44 (0)1823 681076 a a

www.measomfreer.co.uk

www.solocomb.co.uk

www.lpdlpd.co.uk a

LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz aa

Maquien Design +44 (0)8000 925699

www.maquiendesign.co.uk a

Maxavita +44 (0)8450 752754 www.maxavita.com a

Mears Country Jackets Ltd +44 (0)1922 476930 Measom Freer +44 (0)116 2881588

Solocomb +44 (0)1235 511358

Your Gift Horse +44 (0)1454 202033 www.yghtrade.com a

“From small acorns great forests grow�

www.sherwoodforest-uk.com

August 2013 | Equestrian Business Monthly www.ebmonthly.co.uk

TEL: +44 (0) 115 942 4265

35