EBM February 2014

FEBRUARY 2014 Issue 141

Trade Fair Previews BETA and SPOGA 2014 Pages 32 and 60

Fuelled by fibre Worming Biosecurity

Monthly

EQUESTRIAN

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

Come join us @ Beta International 2014, NEC Birmingham, Feb 16th - 18th 2014, Stand Q3.1

www.puffacountry.com TEL: +44 (0) 115 942 4265

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EMAIL: sales@puffacountry.com

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

INSIDE THIS ISSUE 4 News 8 Launch It

New products from major manufacturers

20 Worming

SQPs on the front line

26 Fuelled by Fibre

Forage and fibre feeds

32 BETA Preview What’s on at this year’s trade show

46 Case Study

Starting a business from scratch

48 Biosecurity

EQUESTRIAN

BUSINESS

SMS saddle fitting course

52 Let’s Talk Products Hats and gloves

59 On the Market

Pick of the products

62 Business Matters

Bespoke and corporate clothing

64 Ken Lyndon Dykes

The end for equestrian retailing as we know it?

66 Suppliers Directory

STOCK UP NOW! LOW CARRIAGE PAID | NO MINIMUM ORDER | WELL STOCKED WAREHOUSE | PERSONAL SERVICE

SALES: 0845 017 1351 LOOK OUT FOR OUR NEW CATALOGUE AND WEBSITE DURING FEBRUARY!

Monthly

Cleaning up around the yard and stables

50 Saddling up for Success

Editor: Vanessa Britton

editorial@ebmonthly.co.uk

Advertising Sales: Tel +44 (0)1953 852931 advertising@ebmonthly.co.uk

Production: Tel +44 (0)1953 852946 allison@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.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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FORWARD FEATURES

March

* Rug renovation – machines, detergents and repair * First aid * Laminitis and weight issues * Trade fairs review * Business matter – VAT and PAYE *Let’s Talk Products – spring and summer tops and jackets

April

* Equestrian wholesalers * Paddock maintenance * Show ring success * International focus – import/export * Business matters – show and event participation * Let’s Talk Products – spring and summer rugs Our media pack and a full list of features for 2014 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

Equine nutrition course launched

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aracen Horse Feeds and the British Horse Society have joined forces to provide a series of training modules on equine nutrition. The course, which starts in March 2014, will be available to anyone from the professional groom, to the everyday horse owner.

Equine nutrition is a key part of the BHS exams and Saracen is delighted at the opportunity to work in co-ordination with the BHS to help with the transfer of knowledge and skills for anyone involved with feeding horses.

The modules will be presented

by Lizzie Drury, MSc RNutr, Senior Nutritionist at Saracen Horse Feeds and will cover a range of topics. Sessions will be held at the BHS Headquarters, Stoneleigh Park, Warks, from 6pm – 9pm. Attendance is free for those on the BHS Grooms Register, and available to nonmembers at a fee of £25 per module. (Discounts available if more than one module booked).

Modules: ■ Wednesday March 19 – Principles of Nutrition ■ Wednesday April 23 – Feeding the Performance Horse ■ Wednesday May 21 – Nutritional requirements for

Breeding and Youngstock ■ Wednesday June 18 – Feeding for Special Needs and Seasonal Influences Fiona Lawrence, head groom for Carl Hester and ambassador for the BHS Grooms Register commented on the new courses: “Being able to make informed decisions about feeding and nutrition is essential for any horse owner and a must for professional grooms. These courses are invaluable for anyone working with or looking after horses.”

For more information, to register your interest or book your place please email training@bhs. org.uk or call 02476 840 510.

New SMS leaflets

Buff awarded ISPO

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hree new informative leaflets from the Society of Master Saddlers will help to promote the professional services offered.

The leaflets explain who the Society of Master Saddlers are, what they do and why horse owners should use a registered and qualified saddle fitter.

The Society website is also a gateway to help the public find a suitably qualified craft member or saddler fitter in their area.

Visit www.mastersaddlers. co.uk for more information.

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

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Fiona Lawrence and Valegro

O

riginal Buff’s Balaclava Cross Tech has been declared the winner in this year’s ISPO awards in the Outdoor Accessories category.

Judged by a jury of independent sports business professionals, the ISPO awards highlight the best products in the sport industry.

The Buff Balaclava Cross Tech is made with three fabrics; Windstopper, Thermo Fastwick and soft polar fleece to offer maximum, targeted protection.

This special zonal construction using the very latest in technical fabrics makes it one of the market’s most technologically advanced balaclavas.

Not just a pretty face

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scar, a six-year-old coloured gelding owned

by Julie Hammond from Aberdeenshire, has been chosen as ‘The Face of TopSpec 2014’ in a nationwide competition.

Their prizes include £500 worth of TopSpec feed, a professional photo-shoot and framed print and a top of the range Horseware Turnout Rug. Said Julie: “Oscar knows that he is very handsome and very charming and he definitely wants the world to know it too. He didn’t have the best start to life but he is now showing huge potential.

“He is an exceptionally fussy eater who struggles to maintain weight… being handsome is hard work you know!

“Last year he went from looking poor in early spring to qualifying for several classes at the CHAPS Championships, winning local championships and qualifying for the British Dressage Area Festivals and British Dressage Winter Regionals and we owe this to TopSpec.”

Added Julie: “I am delighted he has been chosen as ‘The Face of TopSpec 2014’ – and he proves how well TopSpec products can help improve a horse’s condition and performance.”

Oscar is the new face of TopSpec

UK NEWS

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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UK NEWS

BGA employment survey launched New recruits at Matchmakers

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he British Grooms Association (BGA) equestrian employment survey has been set up to help unveil the truth behind employment trends within the sector. As the professional membership association which represents the career interests of grooms, the BGA is urging all those who work with horses to come forward and have their say.

Two surveys, one targeted at grooms and the other to employers, have been compiled with the combined expertise of Georgina Brooke-Holmes of Coventry University and Sport England in partnership with BGA. Participants can opt to submit their answers anonymously to ensure that a true picture is generated.

Absorbine is pleased to support the survey and has generously donated two luxury hampers of grooming and horse care products. One hamper will be won by a participant in the grooms survey and the other by a participant in the employers survey. There is also the opportunity for respondents to win a £100 cash prize.

Lucy Katan, executive director of the BGA, explained: “We are calling for grooms and employers to fill in our anonymous surveys to help us to build a realistic picture of the employment practices that are occurring right now. There have been several headlines about grooms and employers recently all of which raise concerning issues. For the BGA to make a real difference to the working lives of both grooms and employers we must first discover the real facts.”

Andrew Finding, chief executive of the British Equestrian Federation, commented: “We are pleased that the BGA is taking on this research project. Once again it demonstrates that they are leading the industry in this crucial area of work. We urge all of those that work with horses, either as a groom or an employer, to take time to fill in a survey.”

Filling out the surveys is easy.

If you are a groom, freelancer, working pupil or apprentice please visit www.surveymonkey. com/s/grooms_research or you are an employer please go to www.surveymonkey. com/s/employers_research

Protexin’s bursary award goes national

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hs month Equine Premium launched its 2014 Bursary Award, supporting Riding Club members across the UK. Successful South West and South East campaigns in the last two years saw riders awarded with £200 each and the awards are now going national.

In 2014 there will be four awards of £200 available for riders to put towards training of their choice. One recipient will be chosen from each of the following regions: Scotland,

Wales, the North of England and the South of England.

They can spend the money on whatever they chose to; recent winners have mainly chosen to spend it on lessons they wouldn’t normally be able to afford, however the money is theirs to do with as they wish.

The application process opens on February 1 2014 and closes on June 1 2014. Winners will then be announced in August. Full details can be found at www. equinepremium.com/bursary

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fter recently being bought

by International Riding Company Ltd (IRCL), Matchmakers International Ltd has announced the addition of three new high calibre recruits to its management team. The new team members include commercial director, Liz Hopper, product director, Julie Nuttall and customer director, Max Wakefield.

Liz is highly experienced, joining Matchmakers International Ltd from a similarly senior role at Hallmark UK and before that various roles at Marks & Spencer.

■ Liz will be responsible on a day to day basis for the commercial operations of the company.

■ Julie is an expert in product and procurement and has a wealth of knowledge coming from Sports Direct.

New from the Netherlands

Z

ebra Products has announced that it will be the sole UK distributor of leading Dutch equestrian clothing brand, PK. PK Sportswear was founded in the Netherlands in 2000 and is the official sponsor of the Dutch Equestrian Federation.

They have a fresh, contemporary edge with equestrian sporting roots. The collection offers a wide range of fashionable and functional riding pieces for both men and women.

Due to hit retailers in the UK for the Autumn/Winter 2014 season, this collection is now being shown to buyers by the reps from Zebra Products.

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

PK International is new to the UK for Autumn 2014

BEF recognises equestrian achievements

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Natalie Olive – one of Protexin’s 2013 South East Bursary winners.

She is also an enthusiastic and expert equestrian.

■ Max has worked in an unusually wide variety of sales and client-facing roles, and will be responsible for expanding and developing customer relationships.

■ Elsewhere, former sales and marketing director, Richard Lawrence is moving on to pursue new interests outside the industry. Accordingly Richard will also be stepping down from his roles on the BETA Council and as Chairman of BETA International.

Co-chairmen Oliver Hoare and Edward Wakefield said: “We are delighted to have recruited three very experienced and knowledgeable directors who will help develop the business greatly over the next 12 months.”

he British Equestrian Federation rounded off a superb 2013 by presenting BEF Medals of Honour at The London International Horse Show, Olympia, to four individuals for their outstanding achievement and contribution to the international equestrian world.

Vaulter Hannah Eccles, showjumper William Funnell and World Class Performance Manager for Showjumping Rob Hoekstra all received medals

for their sporting achievements to date. Simon Brooks-Ward CVO OBE TD and Michael Foljambe were recognised for the instrumental role they play within the sport.

The medals were presented by BEF Chairman, Keith Taylor.

Unfortunately Mr Foljambe was unable to attend the event and received his Medal at the beginning of December from British Eventing Chief Executive Mike Etherington-Smith.

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February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Carr & Day & Martin – where tradition meets technology Carr & Day & Martin is a company steeped in history but not afraid to move with the times, launching MF Pro, the ultimate three-step protection system, as well as innovative new product applicator.

C

Antifungal Balm, Professional Leg Wrap, a Horse Care Sponge, and a Protective Salve Barrier, all together with a full instruction leaflet explaining the system.

This advanced system tackles a traditionally common issue in a technically progressive way.

arr & Day & Martin is the UK’s oldest company involved in the manufacture of horse care products. Founded in 1765 we have held a Royal Warrant since the reign of King George IV and still hold the Royal Warrant for the supply of quality saddlery care products to Her Majesty Queen Elizabeth II. We are dedicated to producing premium products that provide a complete care program for our discerning customers.

Unlike many companies today, we actually manufacture our own products in our own factory here in the UK. Quality is something we are fanatical about.

Although there are no specific requirements or standards laid down for manufacture of horse care products, we have for many years manufactured to pharmaceutical standards. We only use the highest specification ingredients, at optimum levels to deliver real results. This ensures our customers can have complete peace of mind when using our products.

New applicator

The range Steeped in history, the comprehensive range encompasses four distinct care categories: Leather, Coat, Hoof and Health Care, providing a ‘one-stop shop’ for the discerning horse owner. Our iconic brands that equine enthusiasts would know by name include Belvoir Leather Care, Gallop Shampoos, Vanner & Prest Hoof Care, Canter Coat Care and many more.

Horse Care has come a long way since our early days, but we are proud to say that products such as our Cornucrescine Original Hoof Ointment have really stood the test of time, having been used and trusted since 1896. Quite an achievement we think. This being said we never underestimate the importance of new product development, our heritage care

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products stand proudly alongside formulations based on the most up to date scientific research.

Our Cornucrescine Daily Hoof Barrier for example is ideal for preventing problems the modern horse owner faces. The advanced formulation uses technological advancements to waterproof and protect the hoof, whilst still maintaining breathability and allowing the hoof to expel excess moisture. Product innovation and efficacy is what sets us apart and is why over the last two centuries we have remained a trusted supplier at the forefront of the horse care industry.

Developing technology Continuing to develop professional horse care products

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

for use by industry experts and everyday horse owners alike is key to our success. Introduced late 2013, MF Pro is the ultimate three-step system to cleanse, relieve and protect vulnerable heels and legs, helping to combat common winter skin complaints.

Designed as the ideal solution to wet and muddy conditions the MF Pro kit contains an a Antibacterial Cleanser, a Soothing Antibacterial and

Last year, we conducted a major market research campaign with the aim of measuring public opinion of a new and innovative product applicator. We even took our new concept out on the road, attending both Blenheim and Burghley Horse Trials to ensure we spoke to the people that mattered, your customers.

So after extensive research and testing, and an overwhelming public response, some exciting and revolutionary changes are now ready to be unveiled at BETA 2014. Tradition remains at the heart of our range, but now your favourite products will benefit from a stylish but highly functional dispenser.

Join us on our stand in our usual space, F-2-1, and let our friendly knowledgeable staff explain the potential of this new and exciting innovation. We have made a few changes this year with the addition of a new product demonstration area, so that you can experience the future of product application for yourself.

This major product launch is just one of the many new developments that Carr & Day & Martin will be introducing in the run up to our 250th anniversary next year. We are proud to be the world’s oldest equine brand and will be celebrating this achievement with the enthusiasm it deserves. We intend to roll out many exciting initiatives and strengthen further the Carr & Day & Martin brand presence amongst horse owners. www.carrdaymartin.co.uk

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Airowear launches the

Hickstead Body Protector Charles Owen is pleased to announce that its specialist body protector brand Airowear has launched a new body protector called Hickstead.

H

ickstead has been designed to offer showjumpers a solution for keeping safe in the show ring, whilst ensuring the rider maintains their sophisticated appearance in line with the style of their show jacket.

The Hickstead, which is officially endorsed by the famous showjumping venue of the same name, is the first body protector to be styled specifically for showjumpers. In keeping with the reputation of the event, Hickstead is well-known for raising the

awareness of safety and Airowear is pleased to embody these values in theis new body protector.

“The new Hickstead body protector perfectly combines safety with a design pleasing to the competitive needs of showjumpers,” said Charles Owen managing director, Roy Burek.

“The Hickstead has been designed with a sophisticated fit and streamlined appearance while still incorporating all of the advanced safety and innovation for which Charles Owen and Airowear are known.”

Product features

■ Tailored for a women’s fit

■ A discreetly designed body protector for showjumpers to wear over their show jacket without affecting the rider’s appearance

■ Proportionately short back lengths as standard

■ Soft shell fabric ■ A cool, soft and high performance fabric lining with Coolmax properties engineered with special technology to wick moisture away from the rider’s body, helping to keep the rider energised ■ UltraFlex Technology combined with perforated foam and Coolmax fabric encourages flexibility and air movement

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

■ Concealed fastenings at the front and sides, with advanced fitting features which create a tailored and sophisticated appearance ■ Separate chest and waist fastenings which are designed to adapt to fit different body shapes ■ Button tab detail on the centre back re-creates a smart show jacket appearance for this safety product www.airowear.co.uk

Discover the

hickstead

Safety.... with compliments Unveiled at BETA on the Airowear Stand L2.1 February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Horseware:

New products for 2014 Horseware, involved with BETA International for over twenty years, is proud to be once again part of the show. Visit stand E-7.1 to see the market leading Rambo, Rhino and Amigo rug ranges, including the revamped Rhino collection, with gorgeous new colours for Winter 2014.

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he stylish Horseware Ladies, Horseware Polo and Horseware Platinum collections can be seen over the weekend at the Horseware stand and in the BETA fashion show.

In addition to its renowned rugs, Horseware will launch SportzVibe massage therapy rugs for horses and dogs at BETA this year.

Based on the success of the BETA innovation award winning IceVibe therapy boots, Sportz-Vibe is a lightweight portable massage blanket to help boost circulation.

It’s ideal for dogs suffering from back or hip conditions, and for performance horses as a warm up or recovery blanket to help ease soreness and stiffness after long work-outs.

By encouraging the lymph system to move, massage helps to drain inflammation and stimulate repair to damaged tissue. Using before exercise can help reduce the risk of injury as increasing blood flow to muscles, tendons and ligaments helps to make them more elastic.

Sportz-Vibe can help manage everyday wear and tear, and rehabilitation through injury can be achieved more quickly.

A company with a long history of innovation, Horseware will this year have a dedicated innovation wall on the stand at BETA. Alongside Sportz-Vibe massage for dogs and horses will be the new ranges of Half Chaps

by Horseware, Amigo Tendon Boots by Horseware, Helmets by

Horseware, Gloves by Horseware and Rambo Ionic Wraps.

In three different materials and styles, Half Chaps by Horseware are the most lightweight and breathable half chaps you can find, the perfect choice for all year riding, and especially for the hotter summer months.

Anatomically molded to fit the shape of your horse’s legs, Amigo Tendon Boots support, protect and fit perfectly. The shatter-proof outer with a shock absorbing neoprene inner protects and defends delicate tendons. The snug fit of the boot and the neoprene lining prevent chaffing, stopping sand and grit from getting between the boot and the leg.

Horseware’s Rambo Platinum and Amigo helmets are tough, well ventilated, comfortable and lightweight. Their removable liner system makes hat hair a thing of the past.

With three styles, Gloves by Horseware will keep your hands in good shape wherever you go. The Ladies Yard Gloves are ideal for everyday yard work, the MultiGlove is perfect for everyday riding and the Competition Glove keeps you looking competition smart.

Rambo Ionic supportive wraps are infused with tourmaline, a naturally occurring crystal and a source of negative ions much needed by our bodies to bond with the abundance of positive ions from man-made chemicals we absorb daily. The effects of tourmaline and negative ion therapy work to strengthen, stimulate and support your body’s circulatory and endocrine system.

Rambo Ionic Wraps by Horseware help your body to find its natural balance and can help to increase circulation, stimulate your metabolism, strengthen your immune system, reduce blood pressure and remove toxins from your body. www.horseware.com

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Loyalty without compromise

速

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Charles Owen:

INTRODUCES THE NEW V8 Ever wish that you could own a really safe helmet and change out the lining for a fresh one between rides? Charles Owen is delighted to introduce the new V8 helmet. With a detachable helmet liner that is machine washable, the V8 is Charles Owen’s most hygienic helmet yet.

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he V8 offers extra cooling for optimal performance using Charles Owen’s ‘Free Fit’ system. 50% of the heat comes from the forehead and this innovative fit system improves cooling in this very important area. It pulls air into the helmet and allows it to escape through the slots at the top and back. The Coolmax mesh at the front of the helmet cradles the forehead, wicking the beads of sweat as soon as they form and evaporating them in the adjacent air channel, creating the rider’s own personal air-conditioning.

The V8’s smart quick release buckle is made of high strength alloy and fastens the new sixpoint patented GRpx harness for unsurpassed stability. The new harness allows greater contact at the rear of the head while removing any tension in the chinstrap that can bring it around the throat. This allows locking the helmet onto the occipital bones for a greater range of head shapes and

creating the ultimate in security.

For the rider who suffers with helmet movement, this harness may be the answer.

There is a choice of black microfibre suede or leather look side panels that pair perfectly with the extra fine, breathable mesh centre, covering the high gloss black or heat reflective silver painted shell. The silver creates an effect that resembles little dots of sparkle that glitter in the sunlight.

By choosing the silver centre, the V8 offers even more cooling. With technology used widely in heat control, a metallic coating applied over the whole outer surface of the shell works underneath a variety of fabric coverings so that the Infrared radiation from the sun is effectively reflected away from the head. Keeping a cool head in the scorching sun requires more than just ventilation, and the V8 gives you the solution with its thermoregulating silver paint.

Fit is the essence of a truly safe helmet and the V8 features the

Charles Owen Microfit system that creates a superb fit. The Microfit system is a unique adjusting system that allows the helmet to remould itself to conform to your exact head shape. This remoulding avoids the need for oversized helmets and in the hands of an expert helmet fitter, can allow a helmet to be customised for that elegant look.

As with nearly all of Charles Owen’s helmets, the V8 carries triple safety standard certifications including the BSI kitemark.

Each individual standard has its own criteria, putting a different

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

emphasis on the ability of the helmet to prevent the head injuries a rider could experience.

The V8 is certified to three of the major international helmet standards include: ASTM F1163 (U.S), PAS015:2011 (Great Britain), and BSEN1384 (Europe).

Charles Owen focuses on international equestrian safety.

The safest standard to choose is the one that simulates your accident. The more standards a helmet meets then the more types of falls it has proven protection.

That is why Charles Owen insisted on certifying the V8 to these three different standards.

Spare detachable helmet liners for the V8 are sold separately.

Sizes: 6 7/8 to 7 ¼ with further sizes to follow in late summer Available colours: All Black, Black with Silver Safety Standards: Certified by SEI to ASTM F1163 and Kitemarked to PAS 015:2011 and BSEN 1384. www.charlesowen.co.uk.

Setting the

Standard

www.charlesowen.co.uk

Nick Skelton wearing the Leather Look Ayr8

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM

Kitemarked to PAS015 and BSEN1384

Certified by SEI to ASTM F1163

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Science Supplements:

BRAND NEW GUT BALANCER Science Supplements has launched a new Gut Balancer containing a specially protected live yeast which ensures that optimum numbers of live yeast cells reach the hindgut to beneficially influence hindgut function, with results seen in as little as seven days.

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ut Balancer also contains a source of mannanoligosaccharide (MOS) and betaglucans, which help stimulate the growth of good bacteria and bind mycotoxins produced by fungal contamination of feed.

Hindgut disturbance in horses can lead to problems such as loose droppings, failure to maintain weight and condition, or to more serious conditions such as colic or laminitis.

Fungal toxins (mycotoxins) which are common feed contaminants, but difficult or impossible to detect without laboratory testing, can lead to growth impairment, poor condition, decreased

resistance to bacteria and viruses and damage to the liver and kidneys resulting in poor health and poor performance.

Fed daily, Gut Balancer helps to support a healthy Gastrointestinal (GI) tract and to reduce the risk of hindgut disturbance (e.g. colic). It is ideal for older horses, poor doers, horses and ponies that lose condition at any time of year, those with acute GI disturbance (e.g. diarrhoea) and at times of increased risk of GI disturbance such as stress, travelling, competition, change of yard or a change in hay or feed etc.

“The technology and research behind these supplements and

Are we different?

Do our supplements really work?

Can we prove it?

Make the comparison and see for yourself.

Find us at BETA on the Trilanco stand at J7-1 and find out why we have over 90% returning customers.

U

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FAS

NOPS

Fast & Safe source of Energy For use before, during & after exercise

Olympic Committee (IOC) and the Fédération Equestre Internationale (FEI) All products are free from prohibited substances and can be used for horses competing under FEI rules.

Available from Trilanco Ltd or direct from Science Supplements in a 400g pouch lasting 14 days or a 1.3kg tub lasting two months www.sciencesupplements.co.uk

the quality of the ingredients are key factors that set them apart from other products on the market,” said Dr David Marlin, an internationally recognised expert in the field of equine exercise physiology and has consulted for both the International

Improves gut health & aids digestion Results in as little as 7 days

Increases blood glucose levels within 30 minutes

Optimum levels of protected live yeast. Stimulates the growth of good bacteria and bind mycotoxins.

Does your calmer have:

Does your hoof supplement have:

TWO scientific & clinical tests resulting in behavioural improvements?

91% reduction in foot weakness

We do not use Magnesium, Calcium or Tryptophan.

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91% reduction in crumbling feet

84% reduction in cracking

100% reduction in losing shoes*

Does your joint supplement have: The highest levels of active ingredients per dose?

TWO independent scientific trials?

Clinical proof that it works?

Results in as little as 14 days?

THE ONLY electrolyte supplement using MicroBeadTM Technology, a revolutionary concept which allows each granule to be broken down in the small intestine where electrolyte uptake is optimal, and reduces gastric irritation caused by other electrolytes dissolving in the stomach.

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk *Based on a trial involving 30 horses with poor hoof and horn condition (cracking, splitting, lameness, loss of shoes, crumbling feet, lack of growth) conducted between June 2012 - February 2013

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Horse First is one of the leading manufacturers producing a wide range of high quality equestrian supplements. Horse First will be exhibiting at this year’s BETA and will be available at stand H1.1.

Horse First will be showcasing all product ranges including the new innovative supplement BWell Gold, a complete daily multivitamin adding to the health and performance of horses and ponies. 2013 saw Horse First launch ‘Relax Me Now’ and ‘Heavy Sweat Now’ syringes, which have proved a great success.

Horse First is looking forward to catching up with all their loyal customers and welcoming new customers who are interested in becoming a stockist. All stockists are guaranteed the highest quality supplements for their customers and Horse First also provides marketing support to help stockists grow and increase sales.

Horse First has become a worldwide recognised brand with top riders such as Michael Whitaker, Ludger Beerbaum and William Fox Pitt using Horse First products. Paddy Hughes, states: “Horse First supplements are manufactured by horse people for horse people and deliver results that can be seen and felt.”

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The new Heiniger Xplorer Cordless Clipper brings cutting edge technology to equine clipping. It is the final piece in the new and technologically advanced Heiniger X-Series clipper range, which has taken the UK market by storm.

This new clipper, developed in Switzerland, offers up to 120 minutes of continuous clipping from a 90 minute charge, using memory free Lithium Ion Batteries. Xplorer is lightweight at only 990 grams including the battery and without cables to get in the way, or a cumbersome battery pack to carry, it provides freedom of movement, combined with power that is unlikely to be rivalled by competitor models.

As with all Heiniger clippers the Xplorer is tough and built to last, it is supplied in a durable carry case with two sets of blades, cleaning brush and clipper oil and is of course is supplied with Heiniger’s standard two-year warranty.

Xplorer will be available in the UK to the trade from Cox Agri, from mid-February.

Available to order now, delivery from mid February For more details about Heiniger Clippers go to:

www.coxagri.com

Tel: 0845 600 8081 February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

17

PRODUCT

The new Hayholder from Classic Showjumps

The new stable hayholder takes its inspiration from nature and helps to ensure that the horse or pony can maintain a natural posture while feeding in their stable, which in turn ensures good dental and general health.

Priced at £39 to the trade and with quantity discounts available, the hayholder is not only good for horses, it is also beneficial for riders as it is much quicker and easier to fill than haynets.

■ Made from high quality, ultra tough plastic which is easy to clean, requires no painting or maintenance and will last for many years.

■ Quick and easy to fit in the stable – fitting instructions are provided.

■ Hayholders are recommended by top equine dentists and riders across the world.

■ Available in a range of bright colours and suitable for ponies and horses.

www.classicshowjumps.com PRODUCT

Tredstep expands symphony breeches collection

Following on from the huge success in 2013 of Tredstep Ireland’s Symphony breech collection which won the BETA Innovation award, the range is now expanding in 2014 with new lines and colours. The latest generation of Symphony breeches, the Nero offers Tredstep’s signature Motion Fit Design coupled with their new ‘ExCell’ fabric and exquisite styling details. Tredstep ExCell fabric’s unique yarn construction features cotton with Lycra ensuring four way stretch, enhanced shape retention and advanced moisture wicking so the rider is always comfortable and ready for a top class performance.

Available in 24-34 in White, Tan, Smokie Pearl and Slate Blue.

Also launching at BETA will be additions to Tredstep’s exquisite Renaissance Collection of tall boots – including the Da Vinci Stretch which is handcrafted from exquisite Italian calf skin leather with a newly redefined fit achieved by the discreet use of Tredstep’s signature stretch panel design for a super close fit. An elegant profile and graceful lines combined with Tredstep’s Pro Flex design which enables immediate ankle flexion and eliminates the need to break in the boot for unrivalled comfort, style and performance.

www.tredstep.com

18

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

NEW PRODUCTS VISIT US aT BETa STaND L-7-1

www.tredstep.com

TS_Advert_134x92.indd 1

20/01/2014

Absorbine Hooflex: MAGIC CUSHION

Like you, we’re dedicated to horse care.

And we have been since 1892.

W F Young Inc., manufacturer of the renowned Absorbine range of grooming, hoof care, fly control and leather care products, has launched Magic Cushion hoof packing to the UK market.

M

agic Cushion hoof packing is a great addition to the trusted Absorbine Hooflex hoof care range, providing advanced levels of hoof care for performance horses especially in challenging conditions.

Hooflex Magic Cushion hoof packing is an efficient way to cool and cushion bruised soles and sore feet. Thermographic tests show that the all-natural formula starts working to reduce heat in hooves in just one hour and the cleaning and cushioning properties help to keep soles in good condition, even under pads.

Hooflex Magic Cushion can be used on shod and barefoot horses.

Its sticky, spongy texture enables it to mould perfectly to the horse’s sole and on a shod horse Magic Cushion hoof packing will stay in place with just a covering of paper or shavings. For an

unshod horse, apply in the same way and simply cover the entire hoof with self-adhesive wrap or a hoof boot. One application of Magic Cushion lasts up to 48 hours.

Magic Cushion is widely known to farriers in the US and Europe as a trusted and effective hoof packing. Magic Cushion is formulated for use before and after athletic competition and under pads. It is a natural, capsicum free product and will not test positive in any equine discipline.

Magic Cushion can also be packed under a pad for the duration of the shoes.

The full Absorbine range of horse care products is available from the usual UK distributors. For more information at BETA, visit the Absorbine stand E.2.2. www.absorbine.co.uk

Grooming products for a healthy, award-winning shine

HORSEMAN’S ONE STEP Fine leather care in one easy step 3.2Kg (7lb) IS BACK

By Popular Demand!

For healthy hooves inside and out

Magic Cushion® Hoof Packing Cools, Cleans & Cushions

The Horse World’s Most Trusted Name® Available from your regular Absorbine® Wholesaler

www.absorbine.co.uk February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

19

Worming

SQPs on the front line As anthelmintics are no longer advertised direct to horse owners SQPs are now, more than ever, at the front line of the battle against wormer resistance. As brand names fade into customers’ memories, its time to tackle resistance head on and approach worming with a more medicinal mind set.

T

he image of wormers should now hopefully be changing from a simple product to be picked up every few months alongside feed and supplements, to a medicinal product that needs to be prescribed and only given when required. Horse owners must stop thinking of anthelmintics as ‘over the counter’ products that are freely available, and SQPs, vets and pharmacists should instead be limiting anthelmintic usage to only the cases that require it.

Worming effectively is still about education, education, education and Callum Blair, senior veterinary advisor at Virbac Ltd says that the increasingly visible role of the prescriber is an opportunity for relationshipbuilding that is not to be missed: “The new regulations on horse

“ Increasingly horse owners will be looking to their wormer prescriber for direction”

Accurate dosing is important. Image courtesy of Zoetis

20

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

wormer advertising mean that increasingly horse owners will be looking to their wormer prescriber for direction on which product to use. This provides the ideal opportunity for SQPs to promote their knowledge and experience in order to build stronger, trusting relationships with their customers.” As anthelmintic brand names fade into the background for consumers, they should no longer be asking for wormers by brand

name, which makes it far easier to ensure they receive the correct anthelmintic to be used only when adequate documentation and testing shows that it is required.

Good advice Hopefully as horse owners become less used to anthelmintic brand names it will become easier to advise them correctly.

It is always difficult to persuade a horse owner that they don’t know best and only prescribe the wormer if it is really required, and refusing to prescribe an unnecessary wormer does risk alienating a customer. But this is vital if resistance is going to be tackled. David Booth, from Westgate Laboratories, says: “The alarming and inevitable increase in resistance to wormers means that we can no longer sell them for regular dosing but only prescribe them when it is right to do so. To do otherwise leads to the danger of the SQP system being accused of being the weak link in the onset of anthelmintic resistance.” Thankfully, as the consumer consciousness is directed away from brand names, it is pushed firmly towards targeted worming, with methods like Merial’s SMART worming planner and other similar testing-led worming methods coming to the fore. Callum says: “There is increasing awareness of the use of management and Faecal Egg Counts to control parasites in horses instead of relying entirely on wormers which is set to continue into 2014. This will make it even more important that horse

Legendary Performance More than 200 million doses over 30 years

The active ingredient of EQVALAN®, ivermectin, treats more species and stages of parasite than any other summer and winter wormer. And for additional coverage against tapeworms, there’s the combination wormer EQVALAN® Duo. Being at the forefront of responsible worming, we do all we can to make sure every performance counts.

Merial Animal Health Ltd. CM19 5TG, UK. EQVALAN® is a registered trademark of Merial Ltd.© Merial 2013. All rights reserved. Advice on the use of this or alternative medicines must be sought from the medicine prescriber. Legal category UK: POM-VPS IE: LM .

EQVALAN® paste for horses contains ivermectin. EQVALAN® Duo oral paste contains ivermectin and praziquantel. Read packaging before use. For further information call the Merial Customer Support Centre on UK: 0845 6014236 or IE: 1850 783 783.

Date of preparation: January 2013. Use medicines responsibly.

Worming

Encysted small redworm Although the strong message for worming is to test first, treat only if required, of course there are some exceptions to this approach: “Remind your customers about the importance of tackling the threats of encysted small redworm (ESRW), tapeworm and bots this winter,” say vet experts at Zoetis (formerly Pfizer Animal Health). “None

Anthelmintics are now only available by prescription from a vet, pharmacist or SQP

owners receive the right direction from their SQP.”

Target worms The task for SQPs and other prescribers for the coming year is to channel all horse owners towards targeted worming. However, Louise Radford, Equine Marketing and

Technical Manager at Merial Animal Health Ltd explains that this is no small task: “It is estimated that only 20% of horses have regular worm egg counts performed, yet strategic and targeted worming is critical to maintain the efficacy of existing worming products.”

Another risk is that targeted worming and the associated

plans, calendars and laboratories make this method of worming sound more complicated that it really is – David Booth’s solution is straightforward: “We replace wormer doses with worm counts – monitoring the situation every three months or so. If the count goes above 200 epg we give a suitable wormer (avoiding moxidectin which we keep in reserve). Once a year (late November to January) we acknowledge the limitations of worm counts by giving a dose for tapeworm and encysted redworm. On yards with previous tapeworm problems we might also give an extra dose for tapeworm six months later.

Simples?”

Get the message across David Booth’s explanation of the ideal worming programme only appears clear-cut because it is explained so concisely and as such it highlights the importance of getting the message across to customers in an easy to understand way.

Here, perhaps less is more:

of these parasites will reliably show up in a standard faecal worm egg count so need to be treated on a strategic basis, by using the correct wormers at the right time of year.”

Moxidectin will treat small strongyles and praziquantel will treat tapeworm, so bear these in mind when discussing worming plans with customers and clients.

emphasise the importance of targeted worming, outline the resistance problem and the possible consequences if this gets worse and have confidence in your training as an equine health professional – you do know best!

Use diagrams to help explain resistance and targeted worming and above all, only prescribe the product when you are sure it is right for the horse. The key is presenting worm counts as the easy alternative to rotational and seasonal worming. Make it easy for the customer to use this method. David explains some of the ways a retailer can simplify this part of the process: “How do we access worm counts? There are several ways to do this. You may form a link with your local veterinary practice, you may stock ‘off the shelf’ kits, which are available from most wholesalers, or you may run your own service – ideally with a link to an established laboratory with the right expertise and equipment.”

In doing so customers can see that they are taking action on behalf of their horse’s health, without feeling like they must

Act now

against the threat of encysted small redworm

The only single dose treatment for encysted small redworm Get further inside information on ESRW from your Zoetis Account Manager and advise your horse owners to act now.

EQUEST contains moxidectin. EQUEST PRAMOX contains moxidectin and praziquantel.

Advice on the use of this or alternative medicines must be sought from the medicine prescriber. Use medicines responsibly: www.noah.co.uk/responsible POM-VPS Date of preparation: January 2014 AH073/14

177101064_EBM Ad_69x210.indd 1

22

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

24/01/2014 11:33

‘Think twice before prescribing anthelmintics’ *

Veterans

* BVA advice

Offer your customers a complete, e professional worming programm good profit margin results returned to your shop easy to do no upfront costs fast reliable results trusted award winning service

Merial’s SMART planner

Accurate dosing Now that customers are being steered towards a targeted approach, the other problem

“ Underdosing is one of the biggest drivers of wormer resistance” to tackle is incorrect dosing.

Callum says: “Underdosing is one of the biggest drivers of wormer resistance, changing our management to reduce our use of drugs will be pointless if, when we do use them, we don’t ensure that the correct dose is administered and that

it is all swallowed.” Again, this point must be pushed home to the customer. When a wormer is prescribed it must be given at the correct dosage and if they have any doubt about their horse not behaving well enough to take the full amount, it is up to the advisor to recommend a product to help, eg a wormer in a different form or a worming bit to help administer the correct dosage. Accurate information about the horse’s weight is also important and a guess is not accurate enough, as most horse owners will underestimate their horse’s weight. Encourage horse owners to use a weigh bridge – many feed companies will do yard visits to weigh horses or perhaps a retailer can run a ‘weight workshop’ alongside a feed company with worming

Link with an established lab to offer a worm count service in store.

Image courtesy of Westgate Labs

ine clients’

‘positive interaction with your equ ‘builds great client loyalty’ ‘brings customers back into your

WESTGATE LABORATORIES

give a ‘medicine’ regardless of its need.

shop’

Westgate Laboratories worm count service is second to none, a name already trusted in the industry, with a reputation for speedy, accurate results, reported back within 24 hours.

Now you can offer this service directly to your customers.

The direct-to-merchant service is easy to set up and supplies you with all the materials you need to start a faecal egg count service, printed with your own logo.

Leaflets, control sheets, sample pots and pre-paid return bags are supplied free of charge. You sell the test, the customer sends the sample to the lab, the results come back to you.

Pay only for tests done, by itemised bill at the end of the month. Don’t miss out on your share of this rapidly growing market.

To order contact: info@westgatelabs.co.uk or Tel: 01670 791994 www.westgatelabs.co.uk Members of BETA • AHDA associate foundation partner

Worming PRODUCT

Equest Pramox

Equest Pramox will treat for both tapeworm and encysted small redworm with one dose. Equest Pramox contains moxidectin and praziquantel for single dose control of all three species of tapeworm bots and roundworm – including encysted larval stages.

Alternatively, if treatment for roundworm isn’t needed then Equitape, containing praziquantel, is an effective, tapewormonly option.

Zoetis’s Manage, Test, Plan, Dose campaign, which includes the highly lauded Stable Mate App, makes it easier for horse owners to understand the modern principles of worm control.

The team at Westgate Labs

discussed too. Accurate dosing is easier now than ever before as syringes feature easy to use dials, wormers are available in tablet form and wormers are now also available for larger horses.

In conclusion David Booth says: “The most important thing is that we do not put our head in the sand and do nothing. Regular dosing has gone from being the norm to being a bad thing and it is up to SQPs and vets who are on

the frontline of wormer sales to ensure that this is communicated to the owners of all grazing animals.” Now anthelmintics are not targeted towards consumers you may find that some horse owners are worried about the lack of information available to them from consumer magazines and so on; grab at this chance to educate customers in store and fill the void with accurate, targeted information to help horse owners worm their horses more effectively. ■

www.wormingyourhorse.info PRODUCT

Equimax

Manufactured by Virbac Ltd, Equimax contains invermectin and praziquantel and was the first combination wormer to appear in the UK worming market that treats roundworms, bots and all three species of tapeworm in a single dose. Equimax is authorised for use in pregnant mares and breeding stock.

Virbac offers valuable support to SQPs with their innovative 3D Worming website.

The ergonomic Equimax syringe can treat horses up to 700kg bodyweight whilst Equimax Tabs are available in a tube to treat up to 800kg and can be easily added to feed or fed straight from the hand.

www.3dworming.co.uk PRODUCT

Profit from worm counts

Offering customers a full worm control planning service is a really valued addition to your business and will increase profits and bring people back into your shop on a regular basis. As worming programmes move away from interval dosing of drugs this means adding a quick and reliable worm count service to form a base for the successful worming programme.

Westgate Labs have a proven, tailor made service ready to slot in with your requirements.

Access to laboratory services could not be simpler. Westgate Labs simple to use tailor made service is already helping merchants all over the country making it easy to provide a FEC service to customers.

Targeted worming is vital to preserve the efficacy of anthelmintics

24

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

www.westgatelabs.co.uk

YOUR PERFECT WORMING

P RTNERS With reduced potential for spit out, our unique 3D worming approach, and proven, trusted product efficacy, Equimax and Eraquell are your perfect worming partners.

Effective against roundworms, all three species of tapeworm and bots, Equimax (and Eraquell for roundworms and bots) are available in tablets (treat up to 800Kg) or our unique, ergonomically designed syringe that is accurate and easy to use for all horses up to 700Kg. Help your clients get equine worming right everytime

www.3dworming.com THE INTEGRATED APPROACH FOR MORE EFFECTIVE WORMING

Further information available from: Virbac Ltd, Woolpit Business Park, Windmill Avenue, Woolpit, Bury St. Edmunds, Suffolk IP30 9UP. Tel: 01359 243243 www.virbac.co.uk. Use medicines responsibly. www.noah.co.uk/responsible Equimax速 and Eraquell速 are registered trademarks of Virbac SA. Equimax速 contains ivermectin/praziquantel. POM-VPS Eraquell速 contains ivermectin. POM-VPS

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

25

Fibre feed constantly stabled? What type of horse or pony is it? A native pony will have a different requirement to a thoroughbred racehorse.

What level of work are they doing?

Are there any specific concerns they are looking to address? For example is the horse or pony prone to laminitis? Are they older and their teeth deteriorating?

From these questions you should get an understanding of which type of product would be suitable.”

Product recommendation

Fuelled by

FIBRE

Feed experts explain what’s available in the fibre feed market and how you can stock and sell fibrebased products effectively and profitably.

A

lthough the horse owning public is now more aware of the importance of a high fibre diet for their horses, sales of fibre feeds are not necessarily straight forward as within the sector there are so many different types, from bagged haylage, to chopped forage, beet pulp and pellets. The key is to know your customers in order to match them to a product to suit their horse’s needs. “First you should make sure you know your customers and what’s important to them,” says Rachel Hornby, equine

26

sales advisor for HorseHage and Mollichaff. “Price is not always the deciding factor when making a purchase. Open days can be a good way of getting to know people. Most feed companies will be happy to attend to give advice on equine nutrition and information.”

Lindsay Foggin, manager at Silvermoor Haylage, suggests you ask your customers a few initial questions so you understand their needs and make the right recommendations: “How is the horse kept? Are they at grass or

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Once you have understood your customer’s needs you have to narrow down the product options.

When discussing hay or haylage you need to consider the differing nutritional values in both.

Lindsay says: “Classification of haylage tends to be on protein, fibre and sugar content with those with high protein aimed for performance and competition horses, medium levels of protein and sugar tend to suit all types in all levels and low levels of protein and sugar have typically been managed to be suitable for good doers, laminitics and native ponies. The majority of packed haylage available on the market is rye, timothy or meadow grass. Different horses and ponies can find different grasses more palatable so if a horse is struggling with one particular type alternatives are available. Older horses and ponies with deteriorating teeth can find it difficult to chew hay and haylage which tends to be long and fibrous. Shorter stemmed haylage has now been developed to solve this problem and enable veteran horses and ponies to chew without difficulty.”

For many people, their usual source of hay or haylage may well be better able to meet their horse’s needs this year as Jane Buchan from Baileys Horse Feeds explains: “This season’s hay and haylage crops should have been both more plentiful and of better quality than those of the previous two but where the nutritional value of the forage is compromised, the feeding of additional fibre sources may be warranted.” If the customer is happy with their forage and are instead looking to increase fibre with a bucket feed, the advice for fibre feeds is really the same as for all others. Rachel explains:

“Stock good quality products and choose a brand and company you trust, with good customer service and support. Some may offer free staff training on their products which ensures that customers get correct advice about what they are buying, which will give them confidence to return in the future. Don’t forget that the feed manufacturers and their sales teams are there to support you and your customers and so it’s always worth contacting them to see if they can provide free samples of their products not only for your customers but for you and your staff (if horse-owners) to look at and try.”

Types of fibre feeds Not all fibre feeds are one and the same and they come in an almost bewildering array of products to suit any horse’s requirements.

Jane Buchan summarises the different types available: “Alfalfa provides more digestible fibre, than the average hay or haylage, and better quality protein, so is useful for working horses or those needing to gain condition. High fibre cubes or nuggets tend to be fairly low energy and their protein content is moderate so they are better for horses with lower calorie requirements. Traditional molassed chaffs tend also to be lower in calories so, again, are suited to better-doers but their sugar/molasses content generally means they are not ideal for those prone to laminitis.”

Samples, such as these from HorseHage, can help both staff and customers decide which feed they need

Fibre feed Fibre for all “The most cost effective way to feed fibre is always going to be in the haynet and we, at Baileys, always advocate ad lib forage feeding, unless there is a specific reason why this is not appropriate,” says Jane. “Whilst adding a handful of chaff to the compound feed meal can be useful to encourage chewing and slow down a greedy horse, the amount of fibre it adds to the overall diet is insignificant and giving the horse another flake of hay will provide more!” Fibre is an excellent feed for all horses, but not all horses will eat enough forage. Jane says: “For those who either don’t like the forage on offer or who simply struggle to eat the required volume (a minimum of 1.5% of

bodyweight in fibre, should be consumed daily) additional fibre sources can be very useful.

Where a horse is getting the recommended amount of a mix or cube, it is a good idea to offer forage alternatives in a separate bucket from the hard feed so as to keep those meal sizes manageable and support digestive efficiency.”

Clare Barfoot, registered nutritionist at Spillers agrees that forage alone may not be enough, saying: “Good quality forage alone may not provide a balanced diet as forage is often deficient in important nutrients such as quality protein, vitamins and trace elements. Adding some chopped fibre with added vitamins and minerals to their horse’s feed this winter can give your customers peace of mind that the

Make use of product information and training from manufacturers

feed is working as hard as it can to help keep their horse happy and healthy.”

For good doers in light to medium work, a high fibre diet only is likely to be sufficient for weight maintenance and to meet their energy requirements. Forage and grazing could well be sufficient, but customers might like to also offer a balancer to

ensure the horse is getting the optimum amount of nutrients for health. Jane says: “Feeding the recommended amount of a balancer plus as much or as little low calorie chaff as the owner chooses, is a simple and effective way to achieve a fully balanced diet. Whilst feeding a fully balanced diet is always going to cost more than under-feeding, the

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

27

Fibre feed

Display and price Rachel Hornby, equine sales advisor at Mark Westaway and Son, makers of HorseHage and Mollichaff, provides some advice on sourcing and displaying fibre feeds.

■ Take advantage of manufacture-based deals.

These are often related to the season and passing this discount on to your customers will not only drive sales, but also encourage new customers.

■ Think about how you display your products. Can customers clearly see what you stock?

Having bags of feed on display may not be an option for everyone but it makes it clear to customers which products you do stock and including prices can often be beneficial too. Most feed manufacturers will be more than happy to provide point of sales items and these are not only a great way of clearly showing what stock you hold, but also other the right amount of nutrition for the horse. Some people may underfeed in order to save money, stretching the sack for longer.

However, this is false economy as the feed will not be able to provide the best results unless fed in the correct proportions.

Jane concludes: “Owners aiming to avoid feeding cereals should seriously consider feeding a balancer to provide the vitamins, minerals and quality protein lacking from a forage only diet and then choose additional fibre sources according to their horse’s energy requirements. Where energy demands are high, it is highly likely that an additional source of calories will be necessary as most horses simply

Chaff Chaff has been seen as an essential foodstuff for horses for decades and many people have always thrown a handful or two into their horse’s bucket to increase chewing time. There are now a plethora of chaffs available on the market with different added flavours, no sugar, added vitamins and minerals and so on. Although chaffs are not always required in the horse’s diet a well-chosen chaff can make a good addition to the diet but make sure your customers are aware of the range available as if they are trying to cut out sugar and starch, for example, from their horse’s diet they would do well to switch to a lower sugar chaff as well. Not all chaffs are the same and many provide added extras such as vitamins, minerals and oils that may or may not be required by the customer.

28

customer should see the benefits to the horse or pony and find that it is worth the price.” Ensure you explain the importance of feeding the correct amount of any balancer or combination product such as chaff with vitamins and minerals included. Although the portion sizes may seem high to the customer, they have been specifically designed to provide

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

products you can order, or any special offers.

■ Enquire whether your wholesaler (or manufacturer, if you buy direct) will offer a bulk discount or reduced pallet rate for larger purchases. Also consider your storage facilities to avoid losing stock and profit to damaged products.

With some products it may be possible to store outside on a pallet if you are short of inside space.

■ Finally, visit the websites of the brands you stock and sign up for their newsletters.

It is a great way of keeping up to date with new products and getting feeding advice that you can pass on to your customers. cannot consume the volumes of fibre required to fuel hard work and maintain condition.”

Changing seasons Armed with all the information about your customer’s horse, including his health, weight, age and workload will allow the savvy retailer to recommend one or more suitable fibre products. In many cases a combination of fibre feeds including quality forage will provide the best result, but of course the feeding regime may vary throughout the year as the grass improves and work requirements change, so encourage customers to reassess their horse’s needs as the seasons change. ■

LET’S TALK PRODUCTS

the finest quality equestrian haylage on the market

NEW Timothy Haylage Lower Calorie

Premium silvermoor.com

Silvermoor Equestrian Haylage, Silvermoor Farm Denwick, Alnwick, Northumberland, NE66 3RG Tel: 01665 602587

Haylage & Chaff

Quality Dried Forage

Nutritious and Dust Free

NEW TO TH HAYS E OF RANG T E

www.haysoft.co.uk February 2014 |us Equestrian Business Monthly Find on www.ebmonthly.co.uk

29

Fibre feed PRODUCT

Quick soak fibre

PRODUCT

Forage alternatives

Allen & Page’s Fast Fibre is a barley and molasses free ‘quick soak’ feed that is ideal for the good doer or for horses who tend to become excitable even on low energy feeds. It’s a must for any feed room, especially when good forage sources are limited and is also useful for horses with dental problems as it can be used as a partial or complete hay replacer. As it’s high in fibre and very low in starch and sugar, it’s a great feed for those prone to laminitis.

Containing Ceregest GLC2, a unique prebiotic for Gut Loving Care, Fast Fibre is the ideal choice for horses and ponies at rest or in light work.

The importance of fibre for gut health and digestive efficiency should not be underestimated and horses prone to weight loss, who are also poor forage eaters, are prime candidates for forage alternatives to help keep their fibre intake up. Baileys Alfalfa Plus Oil not only provides digestible fibre but also quality protein, for muscle tone, and additional slow release calories from 11.5% oil.

Baileys Alfalfa Blend is a unique combination of alfalfa, green oat straw and clover, is grown according to organic principles and contains no preservatives or mould inhibitors.

www.allenandpage.com

www.baileyshorsefeeds.co.uk

PRODUCT

Super fibre

PRODUCT

Great taste

A Super Fibre conditioning feed, Fibre-Beet is a formulated blend containing all the benefits of original Speedi-Beet with added high quality Alfalfa for optimum condition, and to provide quality protein for muscle tone and function.

Ideal for horses prone to digestive upsets and very palatable for fussy eaters, Fibre-Beet has added biotin for hoof quality and is approved by The Laminitis Trust. Fibre-Beet can also be used as a forage replacer. Soaked and ready to feed in only 45 minutes in cold water, or 15 minutes in warm water.

New HaySoft Timothy is made from the very best timothy grass to produce a tasty lower calorie haylage and is the latest product to be added to HaySoft’s range of premium haylages and chaffs.

Extremely palatable and easy to digest, HaySoft Timothy has a high fibre and low protein content making it ideal for horses and ponies who struggle with being overweight, those prone to laminitis and are protein sensitive. Packaged into three easy to manage sections, HaySoft undergoes a state of the art dust extraction method to prevent horse and owner from being exposed to potentially harmful spores.

www.britishhorsefeeds.com

www.haysoft.co.uk

PRODUCT

Veterans and fussy eaters

PRODUCT

Strengthen the foundation

Silvermoor Equestrian Haylage has launched two new products.

Silvermoor Veteran is a unique haylage designed for veteran horses and ponies, and Silvermoor Pure Timothy is designed for fussy eaters.

Silvermoor Veteran – A ryegrass haylage, it has been chopped shorter than normal varieties and is easier to chew and digest.

Silvermoor Timothy – Timothy is a traditional native grass and tends to have a higher fibre, lower protein and sugar content than other grasses. This haylage is ideal for good doers, horses with laminitis, horses at rest and natives.

Fibre should be the foundation of every horse’s diet. That’s why Spillers has formulated three different complementary fibres that are much more than the average chaff. Spillers Cool Fibre, Spillers Conditioning Fibre and Spillers Senior Fibre all provide a reliable source of high quality fibre and also have added vitamins and minerals to make feeds work harder for your customers’ horses. During February and March Spillers is giving your customers the chance to save £2.00 on every bag of Spillers complementary fibres, while stocks last. Special flash-marked packs and point of sale materials are available for in-store promotions.

www.silvermoor.com

www.spillers-feeds.com

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LET’S TALK PRODUCTS

The perfect complement.

It’s routine: adding fibre to your horse’s feed is important for digestive health.

But is it working as well as it could? Shouldn’t fibre really complement the mix or cube you use?

Using a low energy feed? Choose SPILLERS® Cool Fibre with magnesium. For a conditioning feed, choose SPILLERS® Conditioning Fibre with extra rapeseed oil and protein.

Or feeding a senior mix? Add SPILLERS® Senior Fibre with glucosamine and live yeast.

The perfect complement. Only from SPILLERS®.

For more information contact SPILLERS® Care-Line on 01908 226626 or visit www.spillers-feeds.com ® MARS and SPILLERS are Registered Trademarks. ©MARS Horsecare UK Ltd. 2014. *Off marked bags while stocks last

Re gi C fo ona onta ri lS c t n ou for ale yo r s m s M ur a of tock tion ana fe in o g r g n er

Feed from our experience.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

31

BETA International 2014

seminars once again offer SQPs the chance to collect valuable CPD points.

Neue Schule is new sponsor

There’s no business like

show business!

Once again the equestrian trade is focusing on the BETA International Trade Fair, which takes place on February 16-18 at the NEC in Birmingham. With new sponsors on board, old favourites back and the usual buzz around the industry, Equestrian Business Monthly showcases exhibitors and provides the low down on the show.

B

ETA International 2014 offers exhibitors the opportunity to showcase their products, brands and services to more than 5,000 powerful industry buyers. For more than 30 years, this prestigious show has been helping to put companies on the map. Whether large or small, new or long-established, BETA International extends a warm welcome to businesses across the globe that wish to tap into the UK’s £3.8 billion equestrian market.

For visitors, BETA presents the

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perfect opportunity to discover new products, expand your own business and place orders for the coming year. Networking opportunities abound as all the major companies in the equestrian industry gather under one roof. BETA International is more than just trade stands, discover the New Product Gallery, Fashion Show and Horse Demonstration and Seminar Arena to see the latest products and for added education the AMTRA-accredited worming

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Bit specialist Neue Schule has signed up to become main sponsor of BETA International this year. The company, based in Stokesley, North Yorkshire, sees the move as a strong endorsement of the trade fair and an important part of its communications strategy. “We have exhibited at BETA International for many years and recognise its great significance for the equestrian industry,” said Neue Schule chief executive officer Sarfraz Mian.

“The show attracts a large pool of people and organisations that share our values and philosophy.

Importantly, it allows us to demonstrate our support and enthusiasm for the retail channel and is an ideal and powerful

conduit into international markets.”

Feature areas BETA International is famed for its feature areas strategically sited around the show. They are a great way to shout about new products and services, and really let brands speak for themselves. If you are searching for inspiration, look no further…

New Product Gallery Sponsored by Shires, the gallery sits at the heart of the show, highlighting new products from home and abroad – a great way to source some tempting buys for your customers.

Horse Demonstration and Seminar Arena This part of the show is sponsored by Charles Owen for the second year. See new product put through its paces before

BETA International 2014

your very eyes as companies demonstrate their latest lines.

This is a wonderful opportunity to see stock out of the packaging and in use on real horses with plenty of time for asking questions.

Fashion Show Leading French manufacturer and wholesaler Ekkia is set to bring a little savoire faire to BETA International 2014 as new sponsor of the Fashion Show. This popular special feature will be named The EquiThème Fashion Show after the company’s flagship brand.

The Fashion Show brings a touch of glamour to BETA International as models take to the catwalk in clothing, footwear and accessories from colourful autumn/winter collections. A highly popular feature for suppliers to showcase their stylish new gear and buyers to check out the latest lines for later in the year.

Seminars BETA International 2014 is offering SQPs the opportunity to gain 10 CPD points at its AMTRAaccredited seminar, ‘Profitable Management of Wormer Resistance’. The 75-minute session will take place on Monday

BETA International Opening Times Sunday 16 February 9.30am - 6.30pm Monday 17 February 9.30am - 6.30pm Tuesday 18 February 9.30am - 5.00pm 17 and again on Tuesday 18 February at 12.20pm in the Charles Owen Learning Centre at The Horse Demonstration & Seminar Arena.

The seminar will be hosted by veterinary management consultant, Jim Wishart, and is open to all visiting SQPs. If you wish to attend on either day, please bring your AMTRA number along to register at the show – there is no need to book beforehand.

Retailer Seminar ‘Consumer Rights – and Wrongs.

Is the Customer Always Right?’ is the title of the new seminar for retailers. It will be hosted by Trading Standards officer Sylvia Rook and will take place in the Charles Owen Learning Centre at The Horse Demonstration & Seminar Arena on Sunday, 16

February at 11.30am – no need to book, just turn up on the day.

Travel and accommodation The handy Travel Service makes it even easier to get to BETA International from anywhere in the world. Co-ordinating flights, airport transfers, train journeys, car hire and taxis can be arranged by contacting Reservation Highway, telephone +44 (0) 1423 525577 or email admin@ reservation-highway.co.uk A free coach service is offered to retailers visiting BETA International. The comfortable coaches will travel to the NEC, Birmingham, on the first day of the show from Norwich, Exeter and Carlisle. For m ore information on timings and location visit www. beta-int.com If driving to the NEC follow signs to the arena from Junction 4 of M6 and Junction 6 of M42 and take shuttle bus from car park to Halls 6, 7 and 8.

For all travel information visit www.beta-int.com including information on trains, planes and motorway routes.

Innovation Awards These highly respected industry accolades reward new, genuinely innovative products.

All exhibiting companies are eligible to take part – provided that all items entered have been introduced to the market no more than 12 months before the show The awards feature nine categories – Saddlery & Tack, Rider Clothing, Feed & Supplements, Horsecare Equipment & [horse] Clothing, Safety & Security, Pet Products, Country Fashion & Footwear, Rider Footwear & Chaps and Other.

Upon entry, each product is automatically awarded an Innovation Award Entrant graphic, which exhibitors can use in their promotions prior to the show. Judged by a panel of industry experts, the winners are announced on the second day of BETA International and all companies fortunate enough to secure a trophy earn the right to use the Innovation Awards winner’s logo in their marketing campaigns. ■

For more information on BETA International visit www.beta-int.com

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International 2014

Absorbine

E 2.2

Agrihealth

D 4.2

Tel: +1 (0) 413 526 9999 x 452 Email: lklafeta@wfyoung.com Website: www.absorbine.com

Tel: +44 (0)28 3831 4570 Email: info@agrihealth.co.uk Website: www.agrihealth.co.uk

W F Young Inc. will launch Magic Cushion hoof packing at BETA. The event will also mark the re-introduction of the popular 7lb (3.2kg) size of Horseman’s One Step leather cream.

Magic Cushion hoof packing is a great addition to the trusted Absorbine Hooflex hoof care range, providing advanced levels of hoof care especially in challenging conditions.

Magic Cushion is an efficient way to cool and cushion bruised soles and sore feet and starts working to reduce heat in hooves in just one hour. The cleaning and cushioning properties help to keep soles in good condition, even under pads.

Visit the Agrihealth stand for special BETA show offers on the Leovet and Fenceman ranges.

Airowear

Buffera Ltd

L 2.1

Tel: +44(0)1434 632816 Email: info@airowear.co.uk Website: www.airowear.co.uk BETA promotion: Airowear will be running promotional offers on the new Hickstead body protector and baselayers.

On stand L2.1 at BETA 2014, Airowear will be launching the new ‘Hickstead’ body protector and a range of sporty baselayers (BodyBase Sport) in team XC colours.

Airowear’s new body protector the ‘Hickstead’ will give showjumpers the option of wearing a body protector that discreetly blends in with their show jacket. The sophisticated design has a tailored appearance, helping to keep the show jumper’s smart appearance, whilst keeping safe in the show ring.

Conforms to the highest level of safety, EN13158:2009 and BETA 2009 Level 3.

Bulls Eye International

P 11.1

Tel: +44 (0)1923 210646 Email: info@bullseyeinternation.co.uk Website: www.arcticfoxuk.com BETA promotion: 10% discount on all orders over £100 taken at BETA. Orders over £100 are carriage free.

Arctic Fox synthetic leather riding gloves are incredibly strong and available in adults and children’s sizes in many colourways.

The Arctic Fox collection of hats, scarves, headbands and neck warmers are available in many colours in fleece and some styles include sumptuous faux furs.

New this season is the Starling collection of knitted and faux fur hats. Starling is a stunning collection with many designs and colourways.

The Starling Collection has made a terrific impact on the marketplace.

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Get set for the season with once off offers on Leovet equine care products as well as the ever popular Fenceman range of energizers and accessories with Constant Power Technology.

P 6.4

Tel: +44 (0)1707 852244 Email: sales@buffera.co.uk Website: www.buffera.co.uk Buffera will be show casing the forthcoming AW14-15 collection which includes the new Chic collection of BUFF headwear featuring a specially designed crystal encrusted BUFF logo.

Other new additions to the range, designed to protect in the most extreme conditions, are BUFF Balaclava Pro, with Windstopper and the Balaclava Cross Tech, made with three fabrics; Windstopper, Thermo Fastwick and soft polar fleece – offering maximum, targeted protection making products stand out as the market’s most technologically advanced balaclavas.

BUFF’s slogan, ‘Flat is Boring’ #changeyourattitude, is the inspiration behind a collection that presents a range of new technical and design features that both surprise and delight.

Carr & Day & Martin

F 2.1

Tel: +44 (0)845 500 4040 Email: info@carrdaymartin.co.uk Website: www.carrdaymartin.co.uk Carr & Day & Martin is the UK’s oldest company involved in the manufacture of horse care products. We have held a Royal Warrant since the reign of King George IV. Now with only a year to go until our 250th Anniversary we have an extremely exciting time ahead. 2014 will see the most significant changes the company has made in recent years. Showcasing at this year’s BETA is the most innovative product launch ever to come to the equine care market. Backed up by our unrivalled comprehensive retailer support package we look forward to welcoming our customers to the stand.

Champion – Finest Brands International

F 6.1

No Bute ( Not phenylbutazone)

Tel: +44 113 270 7000 Email: info@fbi-ltd.co.uk Website: www.championhats.co.uk With a reputation built on safety, Champion has been a driving force in the design and development of protective riding wear for over three decades and by choosing the Champion brand you’re supporting the best of British industry. New for 2014, the Champion Evo-Tech helmet features a leather look finish and with striking snake-skin or a black matt with white piping designs. Two new colour options for the Champion Air-Tech helmet – rich chocolate and regal purple and navy – are sure to be big hits and the addition of a sparkling diamante design to the highly popular Champion Junior X-Air is sure to be popular.

Charles Owen & Co.

K 2-1

Tel: +44 (0)1978 317777 Email: info@charlesowen.co.uk Website: www.charlesowen.co.uk Known throughout the world as the leader in equestrian helmet design, Charles Owen & Co. represents more than 100 years of innovation and style for a safer world. Each Charles Owen helmet is handcrafted using the highest quality materials. With the largest range of helmet styles and shapes, independently certified to up to four international equestrian safety standards, Charles Owen offers a wider range of protection in a potential accident.

The Original liquid Devils Claw feed supplement.

Proven success since 1996 Comfort for joints the natural way 1, 2.5, 5 & 20 Lt

Classic Showjumps

E 5.1

Tel: +44 (0)1617 652013 Email: giles@classicshowjumps.com Website: www.classicshowjumps.com BETA promotion: 5% discount on all orders for new customers taken on the stand.

Classic Showjumps are back with a bang this year!

Not only do we have two great new products to show you, we will also have a fantastic show jumping simulator on our stand for the duration of the show!

Late 2013 we launched our new Treat Toys which are 12 sided boredom relief toys for horses and ponies. The toys are very easy to stock and ship and are made from ultra-hard wearing polyethylene plastic which won’t crack or discolour.

The latest product is the Hayholder, which is ideal for stable feeding and is designed to maintain a natural posture, thereby ensuring good dental and general health.

No Bute Premium

Contains Glucosamine, M.S.M. & Vitamin C

See the full range at BETA International Stand J10-4 01787 476400 35 | February 2014 Equestrian Business Monthly www.ebmonthly.co.uk

BETA International 2014

Day, Son & Hewitt

F 2.1

Tel: +44 (0)845 500 7777 Email: info@daysonhewitt.com Website: www.daysonhewitt.co.uk Day, Son & Hewitt has been at the forefront of manufacturing premium quality horse supplements for over 175 years, having been a Royal Warrant holder since 1865. The Day, Son & Hewitt range offers seven nutraceutical products that address a number of horse care concerns, simplify buying decisions for retailers and consumers. The unique, daily sachet dosing system ensures active ingredients are delivered fresh and intact, providing cost effective results. Come and talk to us about our new 90 day supply, comprehensive retail support service and how we can add commercial value to your store.

EquiAmi Ltd

D 8.4

Tel: +44 (0)1584 891049 Email: enquiries@equiami.com Website: www.equiami.com BETA promotion: Free carriage on orders over £200 placed at BETA to UK destinations Our products are designed, developed and manufactured in Britain with three main aims: ■ To work in harmony with the horse ■ To be practical and simple to use ■ To be robust and durable EquiAmi offers lungeing, riding and combi kits. Award winning lunge cavesson and fleece rollers provide the complete answer to schooling and training the competition or pleasure horse.

Full instructions, simple adjustments and its self-centering aspect put it in a class of its own.

Fulmart Feeds

A 4.3

Tel: +44 (0)1904 468371 Email: info@fulmart.co.uk Website: www.fulmart.co.uk BETA promotion: To celebrate Fulmart Feeds’ first visit to BETA the company will be giving away a pallet of feed every day of the show.

Fulmart Feeds produces top quality horse feeds. It grows high quality equestrian haylage, for the Equilage brand on farms in the Vale of York, North Yorkshire.

Chill Out is a non-heating feed range available in three varieties and is suitable for leisure and competition horses. The newest product, Equiblox, is a 100% compressed forage block ideal for use as a treat, a partial forage replacer or boredom buster.

Fulmart Feeds is a third generation family business and offers a reliable, friendly and helpful service to all wholesalers, retailers and consumers.

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Eazitools

F 11.1

Tel: +44 (0)1427 884394 Email: trade@eazitools.co.uk Website: trade.eazitools.co.uk BETA promotion: 15% off all orders placed at the show To celebrate the 15 year anniversary of the Rag-Fork, eazitools is offering a 15% discount off all orders placed at the show. The company will also be launching its new trade online ordering site www.trade.eazitools.co.uk where retailers can order the whole eazitools range 24/7. With real time stock, special monthly offers, fast dispatch and drop shipping options never has it been so easy for retailers to stock eazitools. The eazitools team will help you create your trade site log in at the show.

Come and meet the eazitools team and have a chat about the range of innovative UK made equestrian tools.

Faulks & Cox Ltd (FCL)

C 7.1

Tel: +44 (0)1455 848184 Email: sales@faulks.co.uk Website: www.faulks.co.uk Faulks & Cox Ltd offer a fantastic all round range of branded products, presented on Profit Pack stands where the retailer gets a full POS rack and the right mix of products based on over 30 years’ experience supplying the equestrian trade… all with show discounts!

Tubtrugs and Tyre Rubber Products are synonymous with equestrian and farming trades. Wm. Faulks Tools fulfill the hardware needs around the stable and yard, extending from colourful mucking out forks to fencing and ditching tools. Multi-Tubs answer the need for bigger more rigid troughs for use alone or plumbed in.

Fyna-Lite

J 1.2

Tel: +44(0)1789 764848 Email: sales@fynalite.co.uk Website: www.fynalite.co.uk Fyna-Lite is the premier manufacturer of quality stable tools and yard equipment with nearly 30 years of experience. It offers a British made and designed product suitable for all bedding types. As well as the extensive range of stable tools, Fyna-Lite sells brooms, shovels, heavy duty tub trolleys, the Multi Weeda ragwort and field tool and arena tools.

“As the products are manufactured by us in the UK, we are able to offer fast delivery dates and superb customer support.” Join Fyna-Lite on Stand J 1.2 to take advantage of the BETA promotion on the Pellet Master range and other show deals.

Have you visited our new look website yet? www.ebmonthly.co.uk

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International 2014

Grays of Shenstone

H 2.2

Horse First

H 1.1

Tel: +44 (0)1543 483344 Email: sales@graysofshenstone.co.uk Website: www.graysequestriangifts.com

Tel: +44 (0)2830 848844 Email: info@horsefirst.net Website: www.horsefirst.net

Gray’s of Shenstone Ltd is the UK’s largest supplier of gifts to the equestrian trade. Over 700 products are designed, developed and manufactured especially for customers in the equestrian market.

Popular items include a Horse Shape USB Flash Drive, Friends Bag, Friends Cushion, Body Bag, Purse and Satchel.

Horse First is a dynamic company based in Northern Ireland manufacturing a wide range of high quality equestrian supplements.

Horse First is an export award winner with its range of products selling in over 30 countries.

The product range includes Relax Me which is used to settle nerves, Hoof First which promotes stronger hooves, B Well which is used to rebalance the digestive system and many more.

Horseshape GmbH & Co. KG

B 4.4

Horseware

E 7.1

Tel: +49 (0) 26 92 / 73 828 99 Email: info@horseshape.com Website: www.horseshape.com

Tel: +353 (0) 4293 89000 Email: info@horseware.com Website: www.horseware.com

Horseshape 3D-Scan for horsebacks supports saddlers, saddle fitters and retailers in providing the best fitted saddle for the horse. Horseshape measures the surface of the horse’s back digitally, quickly and with high accuracy. The data is used to either share the measurement directly with saddle makers over the internet or to order a life-size model of the horse’s back. The model has two parts: the positive model is used to fit, choose or reflock the saddle; the negative model fits seamlessly on the horse and helps to monitor changes to the horse’s back over time.

Involved with BETA for over 20 years, Horseware is proud to once again be part of the show.

Visit stand to see the market leading Rambo, Rhino and Amigo rug ranges, including the revamped Rhino collection. The stylish Horseware Ladies, Horseware Polo and Horseware Platinum collections can also be seen over the weekend.

In addition to the renowned rugs, Horseware will launch Sportz-Vibe massage therapy rugs for horses and dogs this year. Based on the success of the BETA innovation award winning Ice-Vibe therapy boots, Sportz-Vibe is a lightweight portable massage blanket to help boost circulation.

Horsology

D 3.2

Tel: +44 (0)1341 650104 Email: christina@blacktypedigital.com Website: www.horsology.co.uk BETA promotion: Enter our BETA competition to win a prize package worth over £5000 to help you grow your business in 2014.

Horsology roars into BETA for its debut visit. Founded in 2013 with a mission to make life better for horses and their owners around the globe, 2014 sees the launch of the second phase of this unique business. Full details are being kept under wraps until the show, but suffice to say that it’s a game changer for the equestrian industry. Also being unveiled at BETA is the first range of Horsology branded merchandise.

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

John Whitaker International & Brogini

F 7.1

Tel: +44 (0)1706 340500 Email: info@jwiltd.net / sales@brogini.com Website: www.johnwhitaker.com / www.brogini.com Newly launched by John Whitaker himself at Olympia, is the Whitaker Victory Helmet. Do not miss this opportunity to stock the best-selling riding helmet, featuring the dial-to-fit-system.

The new John Whitaker Saddle Collection consists of eight styles catering to the majority of horses and disciplines. All saddles feature an elastic nylon saddle tree allowing the width to be adjusted up to 2cm. The new collection is designed using higher tree points to ensure the leather moulds to the horse’s shape easier creating the perfect fit.

BUFF速 is a registered trademark property of Original Buff, S.A. (Spain)

na Origi

l BUF

F速

ar, a dwe ar he es s. l u b e, t u aml d se ofibr micr retch an , h s i t -s S t yl hig h www.buff.eu

Buffera Ltd, Cranborne House, Cranborne Road, Potters Bar, EN6 3JN Tel 01707 852244 - e sales@buffera.co.uk - www.buffera.co.uk

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

The powerful manufacturer of horse care products from Germany!

Distributed by Agrihealth (NI) Ltd. You will find us on stand D-4-2 at BETA International 2014 February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

39

BETA International 2014

Life Data Labs, Inc.

F 1.4

Likit Products

D 10.1

Tel: +1 256 370 7555 Email: cservice@lifedatalabs.com Website: www.lifedatalabs.co.uk BETA promotion: Stockist purchasing £150 of Life Data Labs’ products receives three 473ml bottles of Farrier’s Finish free.

Tel: +44 (0)1655 750523 Email: Lindsay@likit.co.uk Website: www.likit.co.uk BETA promotion: Customers that place orders during BETA for one or more boxes of Electro-Bars will receive a 10% discount off their entire Likit order.

Life Data Labs, Inc. is a dedicated ISO 9001:2008 ‘GM Free’ animal nutrition research and manufacturing company. Farrier’s Formula has been a trusted name in the UK equine market for over twenty years.

Farrier’s Formula provides nutrients such as phospholipids, omega fatty acids, and important amino acids that enable horses to build strong connective tissue proteins important for healthy hoof structure.

Situated next to the Horse Demonstration Area, the Likit stand is easy to spot with its bright and colourful display of innovative stable toys, licks and treats. This year the company will be promoting redesigned Likit Refill packaging that is now even easier to open, and the new Likit Electro-Bar, which provides important electrolytes in the palatable and easy-to-feed Likit Bar format.

LS Sales (Farnam) Ltd /Leslie Sutcliffe

Zoetis UK Ltd

A 2.1

Tel: +44 (0)1608 683855 Email: sutcliffel@aol.com Website: www.lesliesutcliffe.com BETA promotion: 10% off any orders at BETA

Tel:+44 (0)845 300 8034 Email: customersupportUK@zoetis.com Website: www.wormingyourhorse.info

LS is the official importer of Farnam from the USA, Red Cell, Tri Tec Fly Spray, Ice Tight and Electro Dex. Also on the stand is LAS Riding Helmets, Tingley Rubber overshoes and new this season is SimpliFly feed supplement which inhibits the growth of flies into adult flies, allowing a stable to be virtually fly free when the muck pile is kept cleaned out.

In the USA, SimpliFly achieves a 97-100% fly free stable when all horses are fed on SimpliFly. Stop by to find out more!

Puffa Country Sports Ltd

Q 3.1

Tel: +44 (0)1159 424265 Email: sales@puffacountry.com Website: www.puffacountry.com Once again the Puffa Country Sports and Sherwood Forest collections will stand united together at the BETA International show 2014.

Puffa Country Sports has built on the success of the last two years displaying at BETA and will be exhibiting the new AW14 collection which includes a plethora of colours and patterns to tempt the eye. After a successful first few years Puffa Country Sports has really established itself back in the mainstream of British minds and hearts.

Don’t forget to leave your business card when you visit the stand, for your entry in to the prize draws.

All participants will have the chance to win a Puffa original gilet.

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M 2.2

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Equest is an oral gel containing moxidectin for single dose control of roundworms (including encysted larval stages of small redworm) and bots.

Equest Pramox contains moxidectin and praziquantel for single dose control of all three species of tapeworm, bots and roundworm – including encysted larval stages of small redworm.

Equest Pramox, and Equest are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest recommended dosing interval of any equine wormer currently available.

Racesafe

C 7.2

Tel: +44 (0)1536 771051 Email: info@hows-racesafe.co.uk Website: www.hows-racesafe.co.uk BETA promotion: Spend over £500 at BETA and get 10% discount Racesafe is a specialist manufacturer of equestrian products, meeting the ever developing demands of the equestrian world for over 40 years. 2014 brings an extended and updated product range, showcasing the levels of comfort and style synonymous with the range of body protectors.

“We are extremely proud of our British heritage and manufacturing. Every product leaving our Leicestershire factory is defined by over 40 years of experience and development.

“To allow us to dramatically improve the level of service and support we can offer our customers, as of March 31, Racesafe products will only be available directly and will no longer be available via wholesalers.”

IMPORTANT

ON THE MARKET

CHANGES FOR

2014

AS OF 31ST MARCH 2014 RACESAFE PRODUCTS WILL ONLY BE AVAILABLE DIRECTLY AND WILL NO LONGER BE AVAILABLE VIA WHOLESALERS. SUPPORT FOR RACESAFE STOCKISTS...

PRODUCT TRAINING FOR STAFF. ATTRACTIVE SUPPORTED MARGINS. CAMPAIGNS TO DRIVE STORE FOOTFALL. IN STORE POS & MERCHANDISING.

offering you extra... low £150 carriage paid order value. next day delivery on dark blue rs2010’s. exclusive beta 2014 promotions...

RACESAFE February 2014 | Equestrian Business Monthly

Contact us for further details 01536 771051 / info@hows-racesafe.co.uk www.ebmonthly.co.uk

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BETA International 2014

Sherwood Forest Ltd Q 3.1

Silvermoor Equestrian Haylage

Tel: +44(0)1159 424265 Email: sales@sherwoodforestltd.com Website: www.sherwoodforestltd.com

Tel: +44 (0)1665 602587 Email: lindsay@silvermoor.com Website: www.silvermoor.com

Once again the Puffa Country Sports and Sherwood Forest collections will stand united together at the BETA International show 2014.

Sherwood Forest is staying true to its roots and will be showcasing a colourful pallet of equestrian clothing that offer functionality, value for money and fun. Alongside this will sit the more traditional range of country sport wear which continues to be stylish yet affordable.

Don’t forget to leave your business card when you visit the stand, for your entry in to the prize draws. All participants will have the chance to win a Sherwood Forest quilted jacket.

Silvermoor Haylage has been producing high quality haylage for over two decades, providing all the nutrition the horse requires from a forage. It is cost effective, dust free and fully traceable as well as highly palatable. There are five products: Recreation is suitable for all types in all levels of work.

Lite is low protein and low sugar, suitable for laminitics and good doers.

Active is a high energy product for performance horses.

Veteran has a unique short chop making it easier for horses with teeth problems to chew.

Timothy is suitable for fussy eaters, it is also naturally low in sugar and protein and high in fibre.

Taurus Footwear

A 2.1

Tel: +44 (0)1328 851432 Email: sales@taurusfootwearandleathers.co.uk Website: www.taurusfootwear.co.uk

F 6.1

The Animal Health Company produce a leading range of complementary feeds for equines and canines. The company was originally formed in 1990 and since then has continued to make outstanding contributions to the world of animal healthcare. The meticulous research carried out by the Animal Health Company strongly reflects that of its motto, “Committed to animal care.”

The bestselling, and perhaps most recognisable, equine ranges include the NoBute range, which contains Devils Claw and is a herbal alternative to Phenylbutazone; and Stablezone, a hygiene range for the stable and equipment which includes Defence 7 – a DEFRA tested disinfectant.

Tredstep Ireland

Tel: +44 (0)1132 707000 Email: info@fbi-ltd.co.uk Website: www.toggi.com

Tel: +353 1 2950598 Email: info@tredstep.com Website: www.tredstep.com

The latest Toggi collection for autumn/winter 2014 presents a tantalising choice of styles and designs to satisfy the appetite of the most demanding country and equestrian fashionistas. From the latest outerwear designs which will keep you warm, dry and looking fabulous whatever the weather, to cosy cable knits, luscious textured fleeces, stylish new sweatshirts and elegant shirts, Toggi has everything you need to ensure your customers step out in style and comfort next winter. Also on display will be the fun and vibrant Toggi Black and children’s collections, the Toggi Rough Country Men’s collection and the latest Toggi footwear collection, with a wide range of styles to inspire and delight.

Tredstep Ireland is a company dedicated to tradition but ever receptive to innovation, bringing to the rider an enduring love of the horse, making the pursuit of excellence an absolute imperative.

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J 10.4

Tel: +44 (0)1787 476400 Email: sales@animal-health.co.uk Website: www.animal-health.co.uk

Taurus Footwear and Leathers is a family-run company with a background in the manufacturing, sourcing and distribution of footwear and leather.

The Taurus brand of equestrian footwear was established in 1999 and the range of leisure, riding and competition boots is engineered for performance and style – the brand continues to develop as a quality and reliable range of footwear.

All Taurus boots are guaranteed for six months from purchase.

The company’s philosophy is always to provide a prompt, friendly and efficient service that is second to none. New retail stockists are welcome and Taurus Footwear is in stock for next day delivery and no minimum order quantity is required.

Toggi – Finest Brands International

The Animal Health Company

C 5.3

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Specialising in premium equestrian products including tall boots, breeches, shirts, chaps, gloves and socks.

L 7.1

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www.horseshape.com February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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BETA International 2014

Exhibitor list (Information correct at time of going to print)

A.S. International Abbey England Absorbine Adam Ellis of UK Saddles Ltd Agrihealth (Incorporating E Palin) AIM Equine Network Airowear AKI Al Basti Equiworld Alan Paine Country Collection Albedo100 Reflective Sprays Albert Kerbl GmbH AlfaGel Aloeride Anderson & Co Animaderm-Derfen The Animal Health Company Ltd Arctic Fox Ardall Ariba Overseas Ariat Europe Limited Armstrong Richardson & Co Ltd Ashwood Leather Battles Bedmax Shavings Ltd Beris UK Black Yak Bliss of London Ltd Bogs Footwear Botanica International Ltd Breyer Animal Creations Bridleway Equestrian British Country Collection British Equestrian Trade Association Buffera Ltd Carr & Day & Martin, Day, Son & Hewitt Carrots Casada Cedar Clothing Celtic Equine Supplies Ltd Le Chameau Charles Owen & Co (Bow) Ltd Chatham Chrysalis Clothes Ltd Citrus-Lime Ltd Classic Showjumps Cloakrooms Commando Knitwear Contigo Coxmoore Cueros Santa Cruz Dainese Dark Horse Equine De Niro Boot Co Dee Two Ltd Dengie Horse Feeds Dock Of The Bay Easitill Ltd Easyspur/EasyTap/Easystuds Eazitools Ekkia Ella and Cherry London Emerald Green Feeds Emman International English Utopia Ltd

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Enlightened Equitation Equest & Equest Pramox The Equestrian Index Equestrian Trade News Equi-ads EquiAmi Ltd Equilibrium Products Equine Careers Equine Connexion Equine Management Limited Equine Productions Ltd EquiRex EQUIscan EquiSox and JockeySox Equitana Equi-vation Equivida-Horse Balance Equomed Lumark Equus Health SSC Ltd Equus Imports ltd Euro Plus Euro-star & Kieffer Fairfax Saddles Ltd Fair Mare Products LLC Faulks First Euro (Manufacturers) Fjallraven / Hanwag Flint’s Yard Floating Boots Freddie Parker Fulmart Feeds Fyna-Lite Gain Horse Feeds Gallop Equestrian Ltd Gizapaw Ltd Global Herbs Globe Traders UK Ltd Grays of Shenstone Ltd Griffin NuuMed Ltd Grubs and USG Gumleaf Clothing H K M Sports Equipment GmbH Harmony Equine Feeder Harpley Equestrian Ltd Harris Tweed Clothing Company Hay-Presto Heather Hats and Accessories Hilton Herbs Ltd Hippolia Cluster - Normandy Horse Hi-Tec The Hoof it Company Horse & Country TV Horse & Hound Horse & Rider and Pony Magazines Horse First Ltd Horse Health Horse Pilot Horse Tech International Horsecrocz Horseshape GmbH & Co. KG Horseware Ireland Horslyx Horsology Horze House of Cheviot Ltd Hunter- Outdoor

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

HV Polo Intelligent Retail Intertek Innovacyn Inc. Idolo J.A. Allen J Arthur (PVT) Ltd Jacaru Australia Jack Murphy Jamiq International John Hanly & Co Ltd John Whitaker & Brogini Jojosox Jumpstack Ltd & Nellie O’ Neil K9 Horse Sweden Kanyon Outdoor LLP Keela_ Keyflow Kevin Milner Countryside Card Collection Kozi Kidz Kyron L S Sales (Farnam) Ltd / Leslie Sutcliffe Lakeland Footwear Lansdown Ruth Lednik Ltd Le Jabot & Stock Company LFA Celtic Life Data Labs Likit Products Lillidale Animal Health Loddon Lord and Lady Muck LV Sports Mackenzie & George Manna Pro Maplewood Mars Impex Mars/Storm Waterproofing Matchmakers International Ltd Matelia Industries Medilogic Mobile Warming Moshiki Hats/Wigwam Socks Natraliving Health Neue Schule NewLife Industries Nikwax Waterproofing Ocky Olly Olang Footwear Omega Alpha Equine OnTyte Outback Farm & Country Oxford Blue PC Racewear P J Pet Products Pampeano Polo Parallax Plastics Ltd Patrick Saddlery Ltd Peak & Brim Hats Pet Rebellion Photizo UK_ Pittards PLC Plevin Point Two/Equine America Premier Equine International Ltd Prestige Italia

Professional’s Choice Racesafe Ramblers Clothing Redpin Publishing Ltd Regatta Ltd Retail Fusion Rockfish Rocky Rugs Rolltack Saddle Clinic Saddle India The Saddlery Training Centre Safecare Equine Grooming Safety Release Ltd - Equi-Ping Salamo Salutivia Ltd Schockemöhle Sports GmbH SealSkinz Limited Seeland International A/S Shariq Tanners Sherwood Forest Ltd & Puffa Country Sports Ltd Shires Equestrian Products Silverfeet Silverline Tack Inc Silvermoor Equestrian Haylage Simple Feeder The Smart Bunker The Society of Master Saddlers (UK) Ltd Soxtrot UK Spooks Stetson & Hardy & Parsons Stormchase Ltd Stud Buddy TRM Tagg Equestrian Target Dry Ltd Tattini Equestrian Taurus Footwear Tayberry Outdoor Ltd Tilley Endurables Ltd Tilly’s Whim TimerGPS Topflyght Toggi/Champion TopSpec Equine Ltd Tradewinds Outdoor Ltd Tredstep Ireland Treehouse Trelawne Equine Ltd Trespass Trilanco Tuffa Footwear Limited Uncle Jimmy’s Brand Products Unipet International Ltd USA eShop LLC Vale Brothers Ltd Verdo Horse Bedding Verm-X Waldhausen GmbH & Co KG Walsh Products War Horse World Horse Welfare Worldlink Equestrian Products Co, Ltd Your Horse and Horse Deals Zeeta International Zoetis

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45

Case Study

Starting from scratch Entrepreneur Cath Wrigley explains how she went from a fast paced office based career to setting up Murthwaite Green Trekking Centre in the Cumbrian countryside, a thriving business offering escapist beach treks.

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rowing up, I loved horses and riding. However, whilst it was something I really enjoyed, I couldn’t see how I could turn it into a career. I chose to follow a more traditional path, and secured a job on the front line consulting students and prospects at the Open University.

While I really enjoyed my role there, I couldn’t ignore my passion for riding and I was keen to become my own boss. I knew this wouldn’t be easy, but having weighed up the pros and cons I decided to take the leap and set up my own trekking centre. Since then I have never looked back, but there were a number of challenges I had to overcome to get to where I am now.

factor. Whilst there are lots of countryside treks available, I was after a more unusual location so looked into coastal areas where I could offer escapist beach treks. I stumbled upon a trekking centre off the coast of Cumbria, near the Lake District, and decided this would be the perfect spot to set up Murthwaite Green Trekking Centre. When you’re deciding where to locate a business you have to think about whether it will drive footfall, what other businesses are in the area, and whether there is any direct competition nearby. With my location, I was fairly confident that I would provide a unique experience to locals and tourists that flock to the area.

Choose the right location

Change with the seasons

I wanted my trekking centre to really stand out from the competition and have that unique

Whilst the beautiful setting provided a unique selling point for Murthwaite Green, it also posed

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

its own hurdles. We quickly found that trade boomed in the summer, partly due to the tourism that comes hand in hand with an area of natural beauty such as the Lake District. However, the winters are much tougher, with very little natural footfall. I found that I was having to fluctuate the levels of staffing to match the decline in demand.

To address this challenge, I developed a new marketing strategy, which included four key elements.

1) Reward your most loyal customers Firstly, I looked into setting up a loyalty scheme for customers, by thinking creatively about what we could offer them over the festive seasons. We launched our Christmas Beach Treks, which were hugely popular particularly with children and families, and also worked as unique gifts for

horse lovers who weren’t afraid of a little wind and rain!

2) Speak to your target audience Advertising in well-read consumer equestrian magazines, such as Your Horse, was also a great way to generate awareness and promote our business. I knew that this would target horse enthusiasts, and felt confident that the business’ unique offering would stand out amongst the competition. This was supported by other traditional marketing activities to increase our trade. I posted flyers in local pubs and hotels, and advertised on local tourist websites. I also invested a lot of time in our website; to make sure it was always up to date and as easy to use as possible. Very few businesses today can survive without a website – it is often the first place customers will visit, so needs to create a good first impression.

Case Study 3) Network For any new business, it is vital to get the brand known within the industry you operate in and the local community. I made sure that we were part of The Pony Club, and offered Fun Days for club members. I am also a member of the British Horse Society, which is hugely beneficial, as Murthwaite Green is listed on its website. This means the business can easily be found by the members and others within the equestrian industry that share a passion for horses. I also became a member of the local tourist board, so that I could gain invaluable insight into the trends and issues affecting our local tourist trade and apply that to how I market my business.

4) Widen the reach Whilst all this really helped generate awareness, I still felt I wasn’t reaching the volumes of people, particularly from further afield, in the way that I wanted.

I was chatting to a friend about this, and she mentioned to me that she had recently bought a trekking deal through Groupon. I hadn’t considered offering deals on websites like Groupon before, but this encouraged me to look at the business model as part of my wider marketing strategy to boost customer numbers.

The local representative discussed the opportunity with me, and talked me through the different sorts of deals that I could offer, taking into account my capacity for custom. We decided to offer an initial trekking deal with a discount of 51%.

Within a week the first trekking deal had sold over 1,000 vouchers and increased the traffic to our

website by 80%. Since then I have run two more deals. This strategy really helped me to support my business throughout the winter months, and also keep on all three of my full time staff, which previously wouldn’t have been possible.

And it didn’t stop there. Other businesses in the Murthwaite area also felt the benefit of my success, with the local pub reporting an increase in trade from people coming to visit us!

Working with Groupon has really helped the local community and

driven increased footfall to the area.

Getting it right By addressing the challenges and developing a multichannel marketing strategy, I have increased my customer base, seeing many travel from all over the country to experience the beach treks which previously I wouldn’t have thought would be possible. It is only through this approach, coupled with an unwavering passion for my

business, that I have been able to achieve business success.

Setting up your own business is no mean feat, but the rewards are great when you get it right. Every start-up will face challenges, but you need to take a step back and determine what’s most important to you and what will aid growth. ■

My top tips for success 1. You must have perseverance. And lots of it.

Running your own business requires dedication, and a ‘prepare to fail attitude.’ It takes a while to get things right, so you need to be ready to overcome the bumps in the road and learn from your mistakes.

2. Don’t be afraid of hard work. Starting up a business is not a 9-5 job; you will need to roll up your sleeves and muck in.

3. You need to be passionate about your business and know your industry inside out!

It’s important to network with peers and industry bodies to promote your brand and generate awareness.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

47

Biosecurity

Clean up Biosecurity and infection control is a highly buoyant market set to grow yet further, presenting a new opportunity for retailers.

S

trangles, EHV, influenza and ringworm are on the up as horses are moving around the country more, transporting the bacteria and viruses as they go. These illnesses are highly infectious and not only cause health problems in horses, but, as Debbie Topping from Protekbiochem explains: “Viruses can be career threatening to a horse and mean possible financial disaster to a yard. A little money spent on prevention, some common sense and a little time can prevent all of this. A 5 litre concentrate will be cheaper than one vet visit!”

As the world is becoming more aware of the importance of hygiene and disinfectants are far more common in the home than ever before, many customers are now looking for effective ways to disinfect their stable yard, equipment and horse boxes too. Robert Walker, owner of CleanRound, says: “The focus on infection control from organisations like the BHA and others in the professional world will spread to out to the general market place over the coming months and the ripple effect will create a greater interest in this area for the retailer to capitalise on.” There have been biosecurity

THE ALCOHOL & BLEACH FREE DISINFECTION RANGE

AQUEOS

products on the market for many years but the range is now improving all the time, both in efficacy and application so it’s worth consolidating products in one area. Robert says: “If you go in to many retailers in the UK you will struggle to find biosecurity products in one place! You might find a medicated shampoo in the shampoo section, or a disinfectant on a shelf somewhere else, but nothing that merchandises the product or sector in one place.”

As such, create some shelf space for biosecurity and include point of sale to encourage customers to broaden their usage of these products.

High performance “Disinfectants, like many products, have advanced beyond belief and the new revolutionary disinfectants provide longevity, meaning that they go on working for a number of days after application,” says Debbie.

As well as longevity, these new disinfectants also offer a broad-spectrum performance against bacteria, fungi, spores and mycobacteria. Debbie adds: “Typically 99% or even 99.9% performance is not good enough for infection control and we should all be looking for at least

Infection control is important for all yards, particularly those with competition horses

Aqueos features a handy hosepipe attachment for easy application

99.999% performance on a wide range of pathogens.” The most effective products not only kill the bacteria present, but also carry on working long after application, potentially preventing the spread of infection. It is now possible to protect a yard from cross contaminations, says Debbie, who adds: “Good supply companies will offer free advice and a practical suggested biosecurity protocol. They should also provide proof of tests done to match their claims if requested.”

Wide ranging The key with biosecurity products is to ensure customers are both aware of the need to protect against the common diseases and also alerted to the variety of steps they can take. Horse owners may think it is a massive job to disinfect an entire yard and

“ The stable disinfectant has literally transformed my life!

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equipment but Robert outlines the important role of the retailer in education: “If the customer can be educated by the retailer, who has their trust and loyalty, to think biosecurity, they will have a customer who has an ongoing desire to protect the wellbeing of their animal by trying to do the best they can to reduce the risk of infection in their environment. If everyone makes their own world cleaner, it will slowly improve the problem for us all, hopefully like a virus spreading across the industry.” Here, the key is to provide products that are not only proven to work but are also easy to use; for instance Aqueos alcohol free disinfectants come in a variety of sizes including a 1 litre bottle with an ingenious hosepipe attachment so it can be easily used over a wide area.

Biosecurity is more than just

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

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What to stock

Alcohol free disinfectants

Debbie Topping from Protekbiochem provides explains what the potential stockist should be asking the disinfectant manufacturer.

Is the disinfectant approved by DEFRA for general orders?

Has it been tested using UKAS approved laboratories? This really is essential, racehorse trainers are advised by the governing bodies to use a DEFRA approved disinfectant.

The following website will allow you to check that this is the case: www.disinfectants.defra. gov.uk Ask for a copy of the MSDS sheet and read it. Some disinfectants contain products that will soon be banned by the Biocide Products Directive (BPD), for example some are carcinogenic, others are illegal to wash down a drain, not ideal for someone that is intending to swill down a stable yard! The newer Quat based disinfectants are generally more environmentally friendly. Even these need extra ingredients to work on all types of pathogen groups to destroy infections.

Does the product provide longevity? This means that it goes on working after it has stable disinfectant; it can also include shampoo, disinfectant wipes, tack cleaners, rug washes and hand sanitisers – all easy to use and simple to stock. There is also a range of stable equipment called KBF99 which is coated with a product that kills bacteria.

dried. A product with longevity for reasons described above are superior. Not all companies are honourable so do ask for the test proof of this claim.

Does it kill the relevant diseases? Strangles, ringworm, EHV, Influenza, to name a few important ones. Again many companies will give an assurance but ask for the proof.

Does it kill viruses, bacteria, fungi, moulds and spores?

Some products may be proven in some but not all of these categories.

Is it safe to use around animals?

Has it been checked to not contravene any competition or racing rules?

In my opinion it is best to purchase from a British company that can provide a horse expert who is available to answer client queries and give valuable biosecurity advice.

The bucket, brushes, shavings forks and scoops could form an important role in overall biosecurity measures on yards all over the country and just shows that this is a growing sector with more than just bottles of chemicals involved. ■

Aqueos alcohol free disinfectants kill bacteria, fungi and viruses (including strangles and ringworm) in seconds and then continue to work for a number of days. The disinfectant comes in five different sized bottles including a 1 Litre bottle which has a handy hosepipe attachment to make disinfecting easy work.

The disinfectant can be added to washing machines and pressure washers which is useful when trying to control an infection. Use in stables, foaling boxes, yards, horseboxes, quarantine areas and safe to use on rubber matting.

The range also includes shampoo which combats itchy skin, disinfectant wipes, hand sanitisers and tack cleaners.

Distributed through Battle, Hayward & Bower Ltd.

www.aqueos.co.uk PRODUCT

CleanRound

The ‘professional’ can’t afford not to use DEFRA listed CleanRound, the new equine Body Wash Shampoo, Rug Wash and Yard Wash. Being non-toxic, non-corrosive and non-irritant it prevents strangles, kills ringworm, and helps prevent mud fever and sweet-itch using revolutionary next generation technology to kill 99.999% of bacteria, fungi and viruses. CleanRound is also gentle to use and environmentally friendly.

CleanRound is the first and only preventative product range that is available to the retailer offering your customer a total infection control and biosecurity solution.

CleanRound is available to purchase online or through Trilanco Ltd.

www.cleanround.co.uk

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February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

49

Special Report

Saddling up for

success Life as a Society of Master Saddlers’ Qualified Saddle Fitter certainly provides plenty of variety.Tim Smith finds out more about the five-day course run by the SMS and talks to candidates from all over the world working to gain this prestigious qualification.

Recording Templates

W

ith candidates travelling from as far afield as Canada to make the most of five days with some of the leading experts in saddlery, the Society of Master Saddlers’ Saddle Fitting Course provides a fantastic opportunity to learn from industry professionals.

A wealth of expertise, knowledge and skill is drawn on throughout the course to provide students with the highest level of training and the five days offer both classroom and practical sessions throughout.

Led by saddlery expert Ian Hastilow, course lecturers included Kay Hastilow and Laurence Pearman, who impart their many years of experience lecturing around the world; consultant Master Saddler to the British Equestrian Federation, Mark Fisher; renowned vet John Killingbeck BsC BVM&S Cert EP MRCVS; and Alastair Sutherland, lecturer at the University of Limerick.

A packed agenda each day included a wide range of topics that certainly kept candidates

are first class and offer a brilliant environment for learning and assessment.

Day one

Taking a termplate

thinking and offered a great opportunity for them to gain ideas from everyone taking part in the course.

To attend the course candidates must fulfil criteria set by the Society of Master Saddlers. This includes:

Discussions with lecturer Alastair Sutherland

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

■ Being in full time employment with a member of the SMS, or be a member themselves, or, for overseas candidates, being a customer of a UK trade member.

■ Have at least three years’ experience in saddle fitting.

■ Have previously attended the introductory course in saddle fitting.

■ And that at least a year has elapsed between attending the introductory course and them attending the qualification course.

Candidates work towards a five stage assessment which includes a written paper, conformation and action in hand, saddle assessment and fault identification, taking template measurements and practical saddle fitting.

Without doubt the course brings together a wealth of knowledge and covers each aspect in great depth. The facilities at the college

Each session is carefully planned with day one starting off by setting the scene for the course and what candidates will get from it.

A demonstration of the Society’s recommended saddle fitting procedure and the ultimate objective got the first day underway followed by the principles of saddle design and construction, horse handling and safety, fitting saddle trees, condition scoring and conformation assessment.

The ‘identifying faults in saddles’ demonstration proved thought provoking to round off day one while the question and answer session showed delegates had been given plenty to think about.

Talking to the candidates clearly showed the depth of detail the course covers and the lengths people go to when wanting to take part.

Donna-Maria Bassett of Equiproducts travelled from Alberta in Canada for the course.

She says: “The course is very informative and very enjoyable at the same time. Over the five days you can see the progression with both theory and practical advice coming together and the course is very well designed and planned. The lecturers are very open minded and it is also great to network with everyone else on the course, find out about their plans and aims for the future.

Special Report “The course also gives you excellent credibility as a qualified saddle fitter and it is reassuring for everyone that an industry standard has been developed which is maintained and even built upon.”

Day two With renowned vet John Killingbeck on hand, day two started with the structure of the horse including the skeleton, locomotor system and a veterinary view of saddle fitting.

Alastair Sutherland looked at the influence of the rider and the special requirements of riders across individual disciplines.

Course attendee Robert Jenkins of Little Malvern Saddle Company in Worcestershire highlighted the extensive content of the course: “It is very easy to fall into a set way of doing things and the course really makes you use more new methods and procedures. Saddles have evolved greatly over the years and you have to be open minded to such ideas as the Pliance system which have brought so many EBM - HP - Victory Helmet Feb.pdf 1 06/01/2014 advantages and benefits along the way.”

Day three Day three saw extensive sessions on practical saddle fitting, taking templates, back assessment, adjusting fit and horses with difficult conformation, making another highly interesting ninehour long day.

Day four Day four was dedicated to intensive practical application before the first written assessment at the end of the day Harald Trinkle from Oslo said: “The Society of Master Saddlers’ course is very in depth and I feel really assists and helps when we are looking to grow our businesses. It has also given me a lot of new perspectives and a much deeper understanding of all aspects of saddle fitting as well as providing advice that we can use to develop our businesses further.”

Michaela Eisengruber also made the long journey from Canada and added: “The course is just fantastic; there is so much 12:22:22 information available from the expert lecturers and it is also

Looking at the horses conformation

great to talk to and learn from everyone else on the course. I really enjoyed the bio-mechanics section and all the new ideas and developments I wasn’t aware of.

I believe the British standards in saddle fitting are the best in the world.”

Finish line The course finished off on the Friday with rigorous practical, hands on assessments. Those who are successfully assessed go on the Society’s register of SMS

Qualified Saddle Fitters.

As a Master Saddler, Qualified Saddle Fitter and a Past President of the SMS, course co-ordinator Ian Hastilow is rightly proud of the course: “I feel that we offer the best, most balanced saddle fitting course available today which constantly evolves to incorporate all new innovations available to us.” ■ For more information visit www.mastersaddlers.co.uk or contact The Society of Master Saddlers on 01449 711642.

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February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

51

What to stock for Successful Sales

Hats and Gloves With more accidents happening whilst out hacking than riding cross-country, protective clothing including hats and gloves are essential for all riders, whether competing or not.

H

ead injuries present the most serious risk to riders, and protection is absolutely essential. Helmets should be replaced after a blow to the head, especially if the wearer loses consciousness. The expected life span of a helmet for the average rider is five years, though many people probably keep theirs for much longer. A riding hat is one of the most crucial pieces of equipment a rider can buy and when it comes to safety there should be no compromise.

In these days of tough competition with bargain websites it also pays to emphasise the advantages of

Tek Grip Gloves

proper fitting and of the slight changes in fit that can occur from one brand to another – a situation where being able to try a hat on may well outweigh any potential savings to be made online. This is particularly important when you consider that a hat that moves significantly on the head will reduce the level of protection it is designed to offer. Developments in materials and designs mean that most hats on the market today are lightweight and new ventilation systems help to keep the head cool while riding, making them extremely comfortable to wear.

Gloves are important for more

than just warmth and the range is bigger than ever. At this time of year thermal winter gloves that are slim enough to hold the reins will be very popular, whilst competition gloves will come to the

Competition Gloves £1

Roeckl Ascot

Sizes: 6 – 9, 10, 11 in black and navy, 6 – 8.5 in bark Colours: black, navy, bark RRP: £22.50

Sizes: kids and adults Colours: black, brown, cream, navy RRP: £16.00

Sizes: 6 – 10.5 Colours: white, navy, walnut, black RRP: £23.00

Technical fabric and design combine to create these comfortable, high performing gloves. Stretch Tek Twill fabric offers flexibility, while the synthetic suede palm ensures a close contact and superb grip, in a multitude of conditions. In addition, articulated fingers provide a smooth, enhanced fit which prevents rubbing and promotes freedom of movement when riding.

Made from slimline, lightweight, super stretchy and durable fabric with leather reinforcements at the fingers and thumb these gloves ensure excellent rein grip. The four way stretch fabric provides a perfect fit and allows for flexibility and a close, bulk-free rein contact. Designed for style and comfort, they feature fashionable, subtle leather detail on the reverse.

Touchscreen compatible, the Roeckl Ascot features a new fastener design, with the digitally embossed PU synthetic leather palm pulled all the way up over the wrist and fastened with a Velcro patch. The palm is both wearresistant and elastic while the back is made from bi-elastic Spandex material and a comfortable fit is ensured with Roeckl’s exclusive comfort cut.

Ariat Europe

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£22.5

0

Carrots

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

6.00

£23.0

0

Charles Owen & Co.

fore in the spring. Gloves are now boasting super high tech materials for breathability and grip, so now gloves are barely noticeable when worn but provide great protection for the hands and grip on the reins.

Roeckl Chester

£31.0

0

Charles Owen & Co. Sizes: 6 – 11 Colours: white, champagne, anthracite, navy, caramel, mocha, black, khaki, plum RRP: £31.00

The Roeckl Chester featuring Roeckl’s exclusive ROECK-Grip is made from a lightweight, flexible material that really gets the job done. The Chester fits like a second skin providing a real feel of the reins. Machine washable and touchscreen compatible, the Chester is both practical and a pleasure to wear.

LET’S TALK PRODUCTS

Roeckl London

£33.0

0

Charles Owen & Co. Sizes: 6 – 10.5 Colours: black, white, black/ gold RRP: £33.00

This glove is a brand-new model developed by Roeckl providing functionality with a sporty, modern design.

The combination of soft, lightweight Micro Mesh on the backhand and elastic, nonslip palm made from Drytec G5 with Slip Stop trimming makes this glove extremely comfortable to wear. Special trimming for the curb provides added strength.

Dublin Winter Riding Gloves Weatherbeeta Ltd Sizes: adults XS - XL Colours: black, brown RRP: £24.99

£24.9

9

Dublin Leather Thinsulate Winter Riding Gloves have an adjustable wrist fastening for a comfortable, secure fit and are Thinsulate lined for warmth and comfort. These gloves have the additional feature of special fabric on the fingertips of the thumb and index and middle fingers that allows them to be touchscreen compatible.

Equetech Poneez Riding Gloves £11.

Snaffle Half Leather Gloves £22

Sizes: 2, 3, 4, 5 Colours: pink/purple, purple/ pink RRP: £11.75

Sizes: 6.5, 7, 7.5, 8, 8.5, 9 Colours: white, champagne, brown, black RRP: £22.50

An all round glove with Daewoo suede palm featuring polka dot rubber contrast grips and the ‘Poneez’ design to the back of the glove. The glove has reinforced suede panels to fore finger and inner fingers to prevent rubbing.

Features added spandex back for complete comfort and Velcro fastening and elastic to wrist for a snug fit.

A classy part leather riding glove with unique Equetech engraved snaffle buckle detail.

Totally durable soft leather palms with reinforced suede finger panels to avoid chaffing when riding. Stretch cotton face with elasticated wrist and petite Velcro panel to back of wrist. Ideal for all disciplines.

Equetech

75

Equetech

.50

Dublin Show Jumping £24.9 9 Gloves

Dublin Winter Thinsulate Track Gloves

Sizes: adults XS - XL Colour: black RRP: £24.99

Sizes: adults XS - XL Colours: black, navy RRP: £9.99

Dublin Show Jumping Gloves are made of leather combined with mesh panels to allow breathability and airflow.

The Dublin Winter Thinsulate Track Gloves are warm and grippy and feature a Thinsulate lining, offering warmth and wind resistance.

A special fabric on the fingertips of the thumb and index and middle fingers allows them to be touchscreen compatible, preventing the need to remove gloves to use touchscreen phones while out in the cold.

Weatherbeeta Ltd

This combination provides fantastic comfort, sensitivity, control, grip and durability.

Mountain Horse Performance Glove Horsemasters Distribution

£27.9

Sizes: XS-XXL Colours: black and fluorescent RRP: £27.99

9

The ultimate waterproof riding glove with a stretch fabric outer, ultra-lightweight padding and reinforced palm and fingers. Thin enough to ride in, warm enough for the coldest, wettest days these should appeal to customers looking for riding or work gloves.

Weatherbeeta Ltd

£9.99

Mountain Horse Softshell Glove Horsemasters Distribution

£29.9

Sizes: XS-XXL Colours: black RRP: £29.99

9

These warm winter gloves have the added advantage of a waterproof membrane, so customers’ hands will stay cosy and dry. Designed with riders in mind, the Softshell Glove from Mountain Horse gives a really close-contact feel on the reins and there’s also a high-grip PU palm.

The wide wristband is fully adjustable for an excellent fit.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

53

LET’S TALK PRODUCTS

ElizabEth Elite Gloves Horze

Fleece Winter Gloves £8.

£17.4

Sizes: XXS-XL Colours: BL and CBR RRP: £17.49

9

99

Horze

John Whitaker International Ltd

Sizes: XS-XL Colours: BL RRP: £8.99

Stylish and comfortable synthetic leather gloves with great grip.

Horze Fleece Winter Gloves provide excellent value with a good PU grip palm.

Ribbed cuff at wrist and practical Velcro wrist-opening for excellent fit and easy to wear.

The thick soft fleece helps to keep hand warm and the improved PU-palm gives a good grip on the reins.

Cut panels at knuckles for optimal wearing comfort.

PU-material on palm for great gripping performance.

Also available in three-toned brown.

Master Gloves Schwenkel

£65.0

0

Sizes: 6.5 – 10 Colours: white leather with black signature; black with white signature RRP: £65.00

The Carl Hester British Master signature glove is made from the softest most durable lambskin available.

The knuckles feature a panel stretch fabric and the leather is smooth and soft to the touch but has been treated with an innovative finish to make it strong and unlikely to tear. The palms give an unequalled level of feel and have a good grip on the reins.

54

Winters Finest Gloves Schwenkel

Whitaker Sport Grip £12.5 Gloves 0+

£39.0

0

Sizes: 5 – 10 Colours: black/brown RRP: £39.00

Manufactured to the highest specification Schwenkel Winters Finest Gloves are made from a tough yet incredibly soft, smooth elastic outer fabric that is hi tech and fits like a second skin.

The gloves are durable and lightweight and to keep hands warm they are lined with a 40gram Thinsulate insulation that traps and holds body heat without any bulk.

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Sizes: XXS, XS, S, M, L, XL, XXL Colours: red, white and blue RRP: from £12.50

These New Whitaker Sport Grip Gloves feature the new Whitaker grip system along the palm of the hand enhancing grip and control.

Features include an inner fleece lining, the Whitaker silicone logo along the palm, silicone grip system and silicone Whitaker branding, with a navy elastane wrist.

CeraTex Pain Relieving Glove £65 Schwenkel

.99

Sizes: 6.5 – 10 Colours: black and cognac RRP: £65.99

Schwenkel the leading German riding glove manufacturer has developed the world’s first riding and driving glove that uses the therapeutic effects of CeraTex. This unique waterresistant glove combines the advanced functionality of a proven riding glove with the therapeutic effects of CeraTex, which increases the blood flow in the hands by up to 80% giving added warmth and stimulation in the fingers.

Kingham Leather Riding Gloves

Sapey Competition Gloves

£16.9 Sizes: XS - XL 9 Colours: black, brown RRP: £16.99

£9.99 Sizes: XS - XL Colours: black, brown RRP: £9.99

Shires Equestrian

The Kingham Leather Riding Gloves are made of soft, premium leather with stretch inserts on the backs and between the fingers for a close fit. They feature reinforced riding grips and adjustable wrists and are supplied on attractive hangers.

Shires Equestrian

Shires Equestrian Sapey Competition Gloves are synthetic leather gloves with fabric breathable backs, reinforced riding grips and adjustable wrists. They are supplied on attractive hangers.

LET’S TALK PRODUCTS

Super Cool Competition £14.9 Gloves 9 Shires Equestrian

Sizes: XS - XL Colours: black, brown, white RRP: £14.99 Supplied on attractive hangers, Shires Equestrian Super Cool Competition Gloves are lightweight leather gloves with mesh backs to keep hands cool and comfortable.

They feature reinforced riding grips and adjustable wrists.

Finest Brands International Sizes: XS - XL Colours: black RRP: From £12.50

£12.5

0+

Ergonomically designed stretch cross-country style gloves featuring a technical stretch fabric on the palm and back, with a neoprene cuff and adjustable wrist strap for comfort and protection, Barbury gloves have great stretch providing a greater level of flexibility and movement. With strategically placed reinforcement panels for extra durability and grip, the Toggi Barbury glove are a solid seller.

Eventer Glove

Arctic H2O

Tredstep Ireland Sizes: 6, 7, 8. 9, 10 Colours: black RRP: £34.99

Toggi Barbury

Tredstep Ireland

£34.9

9

A waterproof riding glove, insulated with 40g of Thinsulate for incredible warmth, the Arctic H2O is the perfect glove for keeping hands warm and dry.

A thinner palm offers increased feel while the Power Stretch material allows freedom of movement.

An extended ribbed cuff also gives that extra bit of protection for all weather riding.

Sizes: 6, 6.5, 7, 7.5, 8, 8.5, 9, 9.5, 10 £19.9 Colours: black 9 RRP: £19.99 A non-bulky high performance glove, the Eventer uses Tredstep’s exclusive Wet-Tec super grip that increases contact in wet conditions.

An anatomical neoprene cuff ensures a perfect fit while also providing flexibility with a special FlexiGrip palm design, comfortable yet durable.

Toggi Salisbury

Toggi Tetbury Finest Brands International

Finest Brands International

Sizes: XS - XL Colours: black, navy RRP: From £9.50

£9.50

+

The Toggi Salisbury cotton waffle back gloves are the perfect summer glove.

Featuring a stretch peached performance fabric for exceptional grip, the cotton waffle stretch back helps to keep hands cool with superb breathability.

Jumper Pro Tredstep Ireland

Sizes: 6, 6.5, 7, 7.5, 8, 8.5, 9, 9.5, 10 Colours: black £29.9 RRP: £29.99 9 An elegant glove styled with soft lambskin leather, the Jumper Pro is a technically advanced glove that uses flexible AirFibre material offering the rider increased sensitivity and feel.

Using a special FlexiGrip palm design, the Jumper Pro delivers a secure contact on the reins at all times.

Sizes: XS - XL Colours: black RRP: From £29.50

£29.5

0+

Classically designed, the Toggi leather Tetbury gloves offer stylish performance and warmth. With genuine 3M Thinsulate lining the Tetbury features extra long ribbed cuffs to keep draughts at bay. The strategically placed reinforcement panels offer extra durability, which makes them ideal for riding, whilst they are styled to be elegant enough for fashion use.

Tredstep Polar H2O

Tredstep Ireland Sizes: 6,7,8,9,10 Colours: black £34.9 RRP: £34.99 9+

Perfect for all weather riding, the Polar H2O is a waterproof yet fully breathable glove.

Lined with 40g of Thinsulate, the Polar H2O glove ensures absolute grip even in the worst weather conditions using Tredstep’s Fusion Grip palm.

The Polar H2O features an elegant anatomical wrist making this glove the perfect combination of functionality and styling.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

55

LET’S TALK PRODUCTS

Gloves 4 Gallops

Tuffa Footwear

£17.9

Sizes: S-XL 9+ Colours: black/stone RRP: £17.99 (unpadded), £19.99 (padded)

The gloves were originally created for jockeys, but are equally suitable for anyone looking for gloves with extra grip. They have tackified leather palms, giving a ‘sticky’ feel to promote grip. Across the back of the gloves, four way stretch material helps ensure comfort and movement. They also have extra reinforcement where the reins are held and elastic wrist straps with touch and close fastenings.

Champion Air Tech £89.00+ Finest Brands International

Sizes: Small - 6 1/4 - 6 5/8 Medium - 6 3/4 - 7 Large - 7 1/8 - 7 1/2 Colours: black RRP: between £89 - £105 depending on size The Air-Tech helmet combines a modern design with a high tech ventilation system and innovative adjustable head sizing ring. The outer shell is injection moulded in high impact thermoplastic ABS and finished with a high tech soft feel paint coating.

Ventilation is afforded by two large perforated steel grills to the front/ sides and a further grill at the rear to allow a large flow of air.

56

Bionic AquaGrip Gloves

£29.9

9

Westgate EFI

Sizes: ladies S to XL and gents S to XXL Colours: ladies navy or gents black/grey RRP: £29.99

Featuring the patented pad technology for support, the Bionic Aquagrip Glove is manufactured in durable Suede Microfibre material which offers increased grip in wet conditions. In-built features allow for greater flexibility and dexterity, while the unique pre-rotated finger design follows the natural curve of the hand when flexed for superior levels of comfort and reduced friction and hand fatigue.

Champion Evolution Finest Brands International

£109

Bionic Classic Leather £39.9 Gloves 9 Westgate EFI

Sizes: Ladies S to XL & Gents S to XL Colours: black or brown RRP: £39.99 Developed by a leading orthopaedic hand surgeon, Bionic Gloves are designed to fit like a second skin, the ergonomic design helping to support the hand, improve grip and reduce friction that causes hand fatigue. In-built features allow for greater flexibility and dexterity, while the unique pre-rotated finger design follows the natural curve of the hand when flexed for superior levels of comfort.

Bionic leather gloves come in ‘Classic’ or ‘Show’ styles.

Champion Junior X-Air Finest Brands International

Woof Wear

£40.0

Colours: navy Sizes: small, medium, large, extra large RRP: £40.00

0

This fully Waterproof Glove features a breathable waterproof membrane with a thermal tricot inner lining, extra long cuff, hard wearing synthetic suede palm and reinforcement between rein fingers for improved durability. Providing all day comfort – it is ideal for use on the yard and whilst riding, keeping hands, warm, dry and comfortable in even the wettest of weather.

Champion Pro-Plus

£63.0

0+

Sizes: 6 ¼ - 7 ¾ .00+ Colours: black, navy RRP: £109 - £135 depending on size

Sizes: 6 ¼ - 7 ¾ Colours: black, navy, navy & hot pink, black & slate RRP: From £63.00

A low profile, modern and lightweight hat founded upon a glass fibre shell for maximum impact protection, it is covered in a soft and durable synthetic nubuck.

It incorporates a stylish ventilated airflow system that helps to keep the head cool and features a harness made from soft, padded synthetic nubuck. Kitemarked to BS EN1384.2012 and PAS015:2011.

The Junior X Air ventilated riding hat combines safety, security and peace of mind with exceptional value for money. Certified to BSEN1384 2012, the Junior X Air features a faux suede covered exterior for striking good looks and an integrated ventilation system for exceptional comfort, security and performance.

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Waterproof Glove

Finest Brands International

£52.0 Sizes: 00 - 5 0+ Colours: black RRP: £52 - £62 depending on size The Pro Plus riding helmet offers outstanding protection and Champion reliability at an affordable price. Certified to BS EN1384.2012 and PAS015:2011, the Champion Pro Plus offers further safety reassurance by carrying the BSI Kitemark, guaranteeing that it will comfortably outperform the four main areas of testing: penetration, shock absorption, harness strength and stability.

LET’S TALK PRODUCTS

Champion Ventair Skull Finest Brands International

£86.0

Sizes: 6 ¼ - 7 ¾ Colours: black, pink, navy or silver RRP: £86 - £102 depending on size

0+

Extremely lightweight, the Ventair Deluxe Jockey Helmet features a design registered ventilated airflow system that is styled to increase airflow.

It is certified to PAS 015:2011 and BSEN1384:2012. The Ventair system features a uniquely tailored harness for complete stability and security.

Gatehouse Hickstead Riding Hat Westgate EFI

Charles Owen & Co.

£63.0 Sizes: 0½ - 4 0+ Colours: black and heat reflective silver RRP: from £120 to £144

Certified to all four of the top international standards, the deep-fitting 4Star is the result of years of advanced computer analysis and incorporates the latest aramid fibres, which are embedded in a tough resin matrix for vastly improved crush resistance.

The neat quick release buckle in a high strength alloy fastens the patented GRpx harness system for the ultimate in stability.

Westgate EFI

.99+

Worn and endorsed by show rider Katie Jerram, this deluxe riding hat combines classic styling with all the benefits of modern safety standards. Design features include the Gatehouse Airflow lining for rider comfort plus a luxury four-point harness Kitemarked and approved to BSEN 1384.

Sizes: 6 3/8 - 8 Colours: black, black/silver, black/gold, navy, navy/silver, brown, and brown/gold.

RRP: from £164.80 to £197.76 This low profile helmet features centrally located front and rear ventilation holes covered in mesh, while the side panels are covered in an exclusive leather look fabric. The Leather Look Ayr8 requires minimal care to maintain its brilliant appearance. Center panels are available in black or navy for a classic look or heat reflective paint of gold or silver for thermoregulation.

Harry Hall

£185

Sizes: XS (53-54cm) to XL (61-62) Colour: grey RRP: £185.00

Ayr8 Leather Gatehouse £164 Look .80+ Conquest Charles Owen & Co. Riding Helmet

Legend Riding Hat

Gatehouse RXC1 Jockey Skull

£102

Sizes: 6 ¼ to 7 5/8 Colours: black or navy RRP: from £102.99

4Star

.00

This new top of the range riding helmet holds triple safety standards: BSEN1384, PAS015 and SnellE2001, as well as the BSI Kitemark.

Offering excellent levels of ventilation, the RXC1 is the only jockey skull with a removable, washable lining for complete comfort and hygiene.

£70.5

0+

Sizes: Children in sizes 6 - 6¾.

Adults in sizes 67/8 - 7½.

Colours: Available in Black, Navy, Chocolate, Black/Grey/ Black and Grey/Pink/Grey.

RRP: Adults around £70.50.

The Harry Hall Legend Riding Hat is a BSI Kite marked lightweight riding hat conforming to EN1384 guidelines. It features front ventilation and a coolmax moulded padded inner lining to help the hat fit comfortably.

It is elegantly finished with a soft microfiber suede covering and comes with a matching carry bag.

Westgate EFI

£195

.99+

Sizes: XS (53-54cm) to XL (61-62CM) Colours: matt black or blue, navy, brown or black suede/ leather. Conquest ZC comes in black or navy suede/leather or grey suede. Bespoke and flag designs available on request.

RRP: From £195.99

This stylish and hugely popular riding helmet is designed to maximise airflow whilst looking smart for competition wear. Featuring a quick-drying, wicking, padded liner that can be removed, the helmet comes in a range of finishes.

HaloGlide Helmet £5 Horze

8.99

Sizes: 55-59 Colours: BL RRP: £58.99 HaloGlide is an improved riding helmet with high tech qualities specially developed to meet BSI Kitemark standards. The shell, made of in-moulded EPS, is covered in a water and dirt resistant microfiber fabric.

Ventilation in both front and rear decreases humidity and a Cool-max lining ensures that the inside stays dry and fresh.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

57

LET’S TALK PRODUCTS

RH020 Whitaker Victory Helmet John Whitaker International Ltd

Performance Riding Helmet

Lexington Riding Helmet

£75.0

0+

Sizes: Sizes available: Small: 48-52cm, Medium: 52-57cm, Large: 57-61cm Colours: navy (glitter v-shaped panels), brown (black carbon effect v-panels) or black (black carbon effect v-panels) RRP: from £75.00

New to the Whitaker Collection comes the Whitaker Victory Helmet. A stylish, super lightweight riding hat designed for the competing rider. This unique helmet is practical and ultra-lightweight with a dial to fit system that easily adjusts to the size of the head. The inner Coolmax lining and unique air ventilation system keeps the head cool and can benefit performance.

Shires Equestrian

£34.9

Sizes: S (51-54cm), M (54-58cm), L (58-61cm) Colours: black, carbon RRP: S £34.99 / M, L £39.99

Conforming to BS EN1384 this helmet is lightweight and comfortable to wear.

T dial adjustment allows for a perfect fit while the ventilation keeps the head cool.

The peak can be removed so that a cover can be fitted and it has an adjustable four point harness with click in/out buckle. It is supplied in an attractive stackable box.

Contacts Ariat Europe +44 (0)845 600 3209

www.ariat-europe.com

Taurus Footwear and Leathers Ltd +44(0)1328 851432

www.taurusfootwear.co.uk Tredstep Ireland

www.jenkinsonsequestrian.co.uk

+353 1 2950598

www.tredstep.com

www.brogini.com

Tuffa Boots

Finest Brands International +44 (0)113 270 7000

www.tuffaboots.com

www.championhats.co.uk www.toggi.com

Weatherbeeta Ltd

+44 (0)1953 880914

Sizes: 53 – 62cm Colour: black RRP: £49.99

www.dublinclothing.co.uk

www.harryhall.co.uk

Westgate EFI

This deep skull provides all round head protection with a comfortable, secure fit. A four-point adjustable padded leather lined harness features a web core to prevent stretching.

Rear harness laces allow a bespoke fit to be achieved and a click in/out buckle fastens quickly. A breathable Coolmax lining wicks perspiration away from the skin and a textured outer ensures silks remain in place.

Supplied in an attractive stackable box.

Spring and Summer Tops and Jackets It may still be cold and wet but now is the time to plan your spring stock. Tops and jackets will continue on the cutting edge of fashion meets sports technology, with many boasting moisture wicking properties, slim styles and bright colours.

From polo shirts to gilets and lightweight jackets, you can discover the best offerings for the season in next month’s Let’s Talk Products.

Find out more about submitting products by contacting editorial@ebmonthly.co.uk

+44 (0)1303 872277

www.wefi.co.uk

www.mountainhorse.co.uk Horze +44 (0)1235 856376

www.horze.co.uk

Woof Wear +44 (0)1208 265920

www.woofwear.com

Shires Equestrian

Worklite Ltd

+44 (0)1568 613600

+44 (0)1279 418052

www.shiresequestrian.com

www.work-lite.com

58

£49.9

9

+44 (0)1295 226900

Harry Hall +44 (0)1274 711101

Horsemasters Distribution + 44 (0)1462 432596

Shires Equestrian

Next month

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

Brogini Ltd +44 (0)1706 514 230

9+

Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Image courtesy of Equetech

ON THE MARKET PRODUCT

Striking new designs

PRODUCT

Super Barrow

Walking stick specialist Classic Canes is celebrating its 32nd year in business with the launch of fifty new products for spring 2014. Managing partner Charlotte Gillan explains: “Whilst traditional walking sticks such as thumbsticks, crooks and derbys continue to sell well, there is an increasing demand for fashionable, contemporary walking sticks in the latest colours and patterns. This spring we have new wooden canes in pastel and jewel colours, and aluminium ones in striking animal prints, tartans and modern floral designs.” The Somerset-based family business stocks over 700 models of walking sticks, seat sticks and umbrellas, many of which are grown and made in England.

Earlswood Supplies has now added a new barrow to the range – the Carrimore Super Barrow. This barrow has a 90 litre capacity, a strong, single piece frame and roller-bearing wheels. The body is made from high quality plastic and is available in blue, green, pink and purple. It is very easily assembled, with only six bolts.

Contact the sales office today for more details, and special introductory prices. Free of charge advertising banners are also available on request. Quantity discounts also available across the range.

www.classiccanes.co.uk

www.earlswood-supplies.com

PRODUCT

Best foot forward

PRODUCT

Range extended

Introducing the new three pack of multi design socks with quirky faux riding sock design consisting of a long boot, short boot and long lace up boot! Features cushioned towelling sole, strong hand sewn toe link and added Lycra for stretch and shape retention.

Elasticated to fit foot sizes UK 4-8.

Featuring bamboo for anti-bacterial properties. All Equetech accessories are supported by high margins, point of sale and offers on bulk purchases.

Available from April 2014.

These fashionable, quality leather paddock boots offer excellent support around the foot and ankle.

Features include elastic inserts, hassle free rear YKK ankle zips, front laces, double stitching detailing and non-slip soles designed for the stirrup.

These Bramhope boots were introduced to the Elico footwear collection in black, last autumn and have proved very popular, so this has now been extended and the Bramhope boots are now also available in brown.

www.equetech.com

www.jenkinsonsequestrian.co.uk

PRODUCT

Traditional Tack Conditioner

PRODUCT

Breathe easy

Nettex Traditional Tack Conditioner is a blend of glycerine and natural oils that nourishes and protects leather.

This penetrating formula keeps leather soft, supple and weather resistant and it contains antibacterial properties to prevent cross infection from shared tack. What’s more, it won’t rot stitching and it can be used on any leather product.

Nettex Traditional Tack Conditioner will stop the build-up of mould and mildew on tack and other leather equipment and it’s easy to use as it comes in a handy trigger spray. Nettex Traditional Tack Conditioner is part of the Nettex Leather Care range.

Verdo Horse Bedding is a clever heat-treated wood pellet product, created for equine use, which not only contains less than 1% dust, making it the ideal choice for horses with compromised respiratory issues, but also absorbs three times is own weight in liquid. This not only helps maintain a dry environment, but also reduces ammonia, which again helps ensure that the horse is happier and healthier in the stable.

Verdo Horse Bedding comes in compact, easy to store bags.

www.nettexequine.com

www.verdohorsebedding.co.uk February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

59

Spoga Horse Spring 2014

Pure Cologne Discover all that Europe has to offer the equestrian trade industry at Spoga Horse spring 2014. Visit Cologne for a carnival atmosphere, German beer and industry know-how to enhance your business.

T

he international trade fair for equestrian sports will be opening its gates in Cologne from February 2–4 2014. For three days, the industry will present the entire range of products and services for horses and riders, transforming Hall 8 of the Koelnmesse exhibition grounds in Cologne into the business platform of the equestrian sports industry.

Among the exhibitors from Europe, manufacturers from France, the Netherlands, the UK and Italy will be especially strongly represented. Visitors will be able to see and order a wide selection of products ranging from equestrian fashion to helmets, shoes, boots, saddles, bridles, care and feed products, accessories and services.

in the coming year. Every day at 11.30am and 4.30pm (or 3.30pm on February 4) the motto will be ‘Curtain up, its showtime!’

At this event, ten exhibitors will each have two minutes to present their latest designs, colours and patterns on the Spoga Horse fashion walk. During these two minutes, three complete outfits will be presented to the trade visitors. These outfits may come from a single exhibitor or from several companies, because of course a boot manufacturer and a clothing manufacturer can share a slot on the fashion walk. If you’re looking for inspiration for your clothing rails, then this is the place to be!

The Spoga Horse fashion walk

Providing information to manufacturers and dealers is on the agenda of the Spoga Horse academy. Renowned personalities from the sector will make presentations on all three days of the fair in Hall 8 (Stand B50/C51) on themes of

Check out the fashion show at the trade fair to see new products and innovations from the sector, making the trade fair the trend barometer for equestrian sports

Infotainment at Spoga Horse Spring interest to the sector. The themes will include ‘Sales techniques’, ‘Product presentation’, ‘Complaint management’, ‘Snaffle bits’ and ‘Riding equipment compliant with LPO 2013’. In line with the very international nature of the trade fair, most of

the presentations at the academy will be simultaneously translated into English. Participation is of course free of charge.

For a good cause: the Spoga Horse neo cube The neo cube offers exhibitors the opportunity to display their products in a second showcase that is prominently located and attracts lots of attention – and serves a good cause besides. This is where exhibitors can highlight products to the international trade visitors. At the end of the trade fair the exhibits will be donated to the Centre for Therapeutic Riding in Cologne.

The social scene A visit to Cologne is more than just the trade fair – you can make the most of this fantastic city while you are there.

In early February, the Cologne Carnival is just about to reach its peak. The timing is perfect to experience Cologne’s favourite tradition. In addition to the traditional Carnival sessions, including music and dance, the season’s Stunksitzung

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

Spoga Horse Spring 2014 or budget hotels.

One of the big advantages of the fair is its location. Within 60 minutes, visitors from many European cities can quickly and conveniently arrive at Cologne/ Bonn airport. The airport is excellently served by public transport to the city of Cologne – the suburban railway line S 13 will take you to the exhibition grounds in only 15 minutes. The ‘Travel and accommodation’ link on the website of Spoga Horse will provide visitors with more information on public transport options.

Admission

is a particular highlight for alternative Carneval-goers. On the first evening of the trade fair, it’s an open playing field and everyone from German politicians to the best of Cologne society are open to impersonation, satire and goodhumoured mockery.

Getting there Exhibitors and visitors have a huge range of choices when it comes to travel to Cologne and accommodation during the fair.

Fly, take the train or drive – choose from a range of first class

Matchmaking365 Make a head start – with Matchmaking365 you can gain valuable business contacts as a trade visitor, benefit from precise information, attractive offers and schedule your meetings for the trade fair – conveniently from your office desk or via the mobile app.

The system conducts you through three simple and plausible steps. You have to submit your inquiry just once to reach all relevant exhibitors.

Matchmaking365 is not only an excellent tool for your trade fair preparation, it also extends the trade fair online until the next exhibition. Exhibitors will respond individually towards your request by email.

Matchmaking365 is timesaving, efficient and for you free of charge. Find the link online at www.spogahorse. com, search under the ‘For Visitors’ section for Matchmaking 365.

Admission tickets for Spoga Horse Spring are easily and conveniently available at the online ticket shop. For orders made up to February 1 2014, the discounted advance price applies.

Visitors can use their admission ticket to the fair to use buses and trains in and around Cologne free of charge as soon as they arrive.

The tickets are regarded as fully valid tickets for public transport within the Rhein-Sieg transport and tariff network (VRS). This means you make a double saving and avoid queues at the ticket machines!

Spoga Horse Spring 2014 is open to trade visitors on February 2–3 from 10.00am until 7.00pm and on February 4 from 10.00am until 5.00pm. ■

Further information on the trade fair visit www.spogahorse.com

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

61

BUSINESS MATTERS

Corporate and bespoke clothing Celebrate individuality by offering a personal touch on garments and equipment in store, or promote your business with unique corporate clothing emblazoned with your brand. Both are ways you can make the most of bespoke products and if you are not yet involved it is a growing marketplace.

I

ncreasingly riders want to stand out from the crowd.

Not content with the trend for matching numnah piping with over reach boots, jacket piping and hair ribbons, some riders are now looking for a bespoke finish to help them stand out. Cross country colours have been around for years but now many riders want their own colours, either to just be different or most commonly to match a sponsor’s branding. This means that offering bespoke designs and colourways can really help you to clinch a sale.

There are many companies that offer this service so make sure you enquire of your stockists what they offer. For instance air jackets and body protectors can be made to order as required. If you do know that a manufacturer offers this option, make sure you advertise this choice in store – use a dummy to display a cross country top with unusual designs or even just a few well-placed posters and leaflets can help direct customers to a bespoke finish.

“Equetech provide point of sale, so that retailers can promote

our custom/bespoke ranges,” explains Liz Hayman from the company. “We provide detailed instructions of how to measure their clients and can provide fabric swatches. We encourage retailers to purchase sample garments for customers to touch and try on, but this is not mandatory.” This opens up a whole new world of bespoke cross country colours, shirts, tweeds and show jackets with everything form embroidered initials to colour co-ordinated piping or banding. In this way bespoke clothing can be a lucrative part of a retailer’s business. “This is a niche market and one not offered by every retailer,” says Liz, “giving a unique advantage to the ones that do. Once consumers gain awareness of this service, word will spread and encourage consumers to travel further for unique products.”

Internet growth Sales of bespoke clothing are also on the up in the online marketplace, as a result both of current stockists expanding and new online only retailers getting involved in the market.

Liz explains: “Online sales are on the up and I can’t see this changing in the near future.

We support both types of retailers and provide detailed search facilities on our website, enabling consumers to find local stockists and purchase goods on our website for local stockist fulfilment, bringing new customers in store.

We also provide hyperlinks from our website to online retailer stockists and provide comprehensive high quality, web ready images, to maximise sales.

However, the custom garments are more suited to bricks and mortar style retailing as face to face service and support is required to best support to consumer.”

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

BUSINESS MATTERS Needlework

A uniform approach

One of the most common requests is personalization of items like saddle pads or stock shirt collars. Enquire in your local area to see if anyone offers this service as perhaps you could team up, alternatively there are plenty of online companies available so get in touch and see if you can set up a deal or discount to encourage your customers to seek custom embroidery in store rather than going direct online. Embroidery is not just limited to names – logos and even small pictures can be reproduced, although the simpler the better for a look that really stands out.

There are many benefits to encouraging your staff to wear a uniform: A smart appearance. You can control the colours, designs and styles your workforce wears – and it doesn’t have to be dull and unflattering. When choosing a uniform ensure it is practical, hard wearing, easy to care for and flattering as staff are more likely to want to wear it.

A strong brand. Staff are instantly recognizable when a client or customer walks in store or on site and the customer can then seek out staff for assistance.

Work force attire Corporate clothing provides many benefits to a company, especially those in a retail setting; it can reflect a brand’s values, present a professional appearance and promote corporate identity. Clothing such as blouson jackets, hats and polo shirts are typically used as corporate clothing, with logos, business names and strap lines on the pocket area or across the back ensuring customers can quickly and easily locate staff members. Liz explains why corporate clothing featuring bespoke designs is important in a business setting: “It makes it easy for consumers to identify employees in and outside the workplace, and it gives your employees a uniform, taking away their choice to express their clothing tastes in the workplace!”

Brand extension. Staff wearing a uniform are more likely to spread the company image around as they stop off on the way to work, visit a café at lunch and so on.

Easy choice. From the staff’s point of view it makes getting ready for work easier as there is no decision-making required! Just make sure that each person has a sensible number of tops, jackets etc if you require them to wear a uniform so that they can always wear something clean and tidy.

Images courtesy of Equetech

Corporate clothing presents an official ‘face’ of the business so it is important to project the right level of professionalism with the clothing and branding you

choose. Liz explains the process: “Equetech holds a meeting with the client to discuss the requirements and uses of the garments required. We match products to maximise corporate identity, such as colours and styles.“ Equetech is keen to support UK manufacturing and all its products are produced in the UK, but there is another bonus to being located close to home that is important for a company that makes bespoke clothing as Liz explains: “It gives us flexibility to provide clothing in shorter timescales and smaller quantities of customer lead

Protection. Corporate clothing is more than just t-shirts – it can also be winter jackets, hi-viz or protective equipment such as hard hats on a building site. For instance a white lab coat with a logo is just as much staff uniform as a shirt and tie in some workplaces. design options.”

Many clothing manufacturers already have an eye on producing clothing perfect for uniform. For instance, some jackets come with a zip in the lining that allows easy access to the back panel for embroidery.

There is perhaps scope for this to be taken further so consider this aspect when designing a new product that would be perfect as a uniform. ■

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

63

Is this the end?

Ken Lyndon-Dykes ponders on the inevitable death of equestrian retailing as we know it.

M

y thoughts this month directly result from a telephone call from one of our largest, most ethical and successful saddle manufacturers.

He expressed fears that our professional saddle fitting industry, by that I mean retailers providing saddle fitting services carried out by Society of Master Saddlers’ qualified saddle fitters, is being seriously threatened.

He is concerned that some manufacturers are selling direct to the public via the internet and/or through their own employees. I agree, the position is serious, and it will have very, very serious knock-on effects that will eventually, and before too long, destabilise the entire saddle industry.

The UK is the only country in the world where virtually every horse owner has access to qualified services. Horse owners, largely owing to the excellent

advisory work undertaken over many years by the Society of Master Saddlers, are well aware that every saddle should be fitted. Not as a rarity, but every time a saddle is purchased. This understanding is good for the horse, for the horse owner, the

Ken has spent years researching and considering saddle fitting

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

retailer who is supplying the expertise, and the manufacturer who is assured customers are

benefiting from the services they have a right to expect.

What has the largest negative influence on high street sales?

Obviously the economy plays a central part. Weather extremes can have a massive affect.

Constant sale events that are rolled out throughout the year take their toll. An attractive sports event can render shops virtually empty while the whole nation is glued to the box. But all these deflectors pale into insignificance when compared with the effects of the internet. And don’t assume that ‘the effects’ are restricted to straightforward, totally above board sales – they are not!

Firstly appreciate the background. Well known mail order and internet-based firms are offering many saddles at 25% off catalogue prices. I am not referring to sales…nor to special promotions…but on a day-to-day basis. And this complies with EU regulations which allow retailers to undercut catalogue prices in whatever way they wish.

For a long time it was commonplace for fitting services to be provided free-of-charge, the overheads absorbed by the retailer with no call out fees applied. That has changed somewhat but some retailers still don’t make any charges. My company, Saddleworld, probably fits and sells more saddles in this country than any other retailer and we have adopted a straightforward policy involving a callout charge plus mileage.

The callout charge is deducted from the price of the saddle on completion of the sale. Bearing in mind that we stock upwards of 1,000 saddles, it will be apparent that it is unusual for us not to be able to accommodate a horse satisfactorily.

I have spent years researching

KEN LYNDON-DYKES and considering saddle fitting.

Horses are not designed to wear saddles – we impose that upon them because few riders would be confident coping without this tool. It behoves us, from the perspectives of both equine welfare and performance, to recognise the enormous influence exerted by the saddle and the way it is fitted.

Following the best principles, saddle fitting processes can take anything from one to two-plus hours. Saddleworld adheres to the highest principles. The horse’s back is examined for contusions, signs of soreness and injury. (It is important to identify the existence of any injuries; in some cases it may mean delaying the saddle fit until the horse’s back is sufficiently recovered. In any event, the client needs to be made aware and relevant notes included in the saddle fitting certificate issued on completion of the transaction.) The animal is then walked and run up in hand to enable us to identify any gait idiosyncrasies that may adversely impact on the saddle fit.

Following this, the saddles considered to comply with the description of the horse are all tried ‘off load’, ie without a rider, and each is subjected to multiple fitting tests. Subsequently the rider is invited to ‘try’ all the saddles that have satisfactorily fulfilled the tests. The horse owner rides in each saddle in turn, on both reins, in walk, trot and canter. If the saddle is to be used for any form of jumping, we’ll need to see the horse perform over several fences. Throughout this stage we are concentrating on looking for ‘problems’ such as unwanted movement in the saddle.

I personally also make notes about any riding idiosyncrasies that might have adverse influence on the saddle/the horse. Sitting lop-sided, falling in front or behind the movement, ‘gripping’, et cetera. I have no wish to insult the rider but, on the other hand, I want the horse owner to be aware of the ‘problems’ their riding might cause! (The

Does buying online direct seriously undermine the understanding and respect for saddle fitting services?

rider’s influence on the saddle is, in my opinion, given far too little attention. A while back Pat Crawford and I undertook a big feature on this very topic for Horse and Rider magazine and I congratulate them on being one of the very few equestrian titles to look at this subject in any depth.)

Anyway, back to the real point of this story. On fifteen – repeat, fifteen – occasions in just one month we have fitted saddles following the principles I have outlined. On some occasions the horse owner, having taken all the measurements of the saddle and other details, has stated that he/she wants ‘a couple of days to consider’ and has then bought the same brand and type of saddle at a discounted price off the internet. Even worse, we

KEN LYNDON-DYKES is an ex-international level three-day-event rider. A Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, he owns and runs Saddleworld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. He is also wellknown as an inspirational and interesting lecturer/speaker.

have had clients complete the purchase, keep (and use) the saddle for several days and then return it, ask for their money back as they are ‘not satisfied’ – after which they have purchased a heavily discounted saddle from one of the large internet/ mail order companies described above! This is not a delusion – it is fact!

The majority of the firms that benefit from such situations do not provide fitting services. They do not offer after sales services in the form of fitting checks.

They do not employ qualified saddlers able to undertake repairs and re-flocking. Their overhead costs are minimal when compared with those of the ‘normal’ retailer.

Rightly, cartels are illegal but ways have to be found of regulating this grossly unfair situation otherwise specialist conventional retailers who offer expert services will be driven out of business. Understanding and respect for saddle fitting services will be seriously undermined, the valuable work undertaken training saddle fitters will be

gradually eroded, and horse owners and horses will suffer the consequences. Manufacturers will suffer in a variety of ways, not least because there won’t be experts out there defining the benefits of particular designs – and they will undoubtedly be the ultimate losers. The knockon effects and net results will be bad for the entire equestrian industry. An essential specialism that has been developed over many years will disappear.

What are the answers? You tell me!

Ken’s comments are certainly pause for thought but do you agree? Or is he wide off the mark? Let us know what you think about Ken’s assessment of the saddle fitting industry and the detrimental effect of competition from the internet.

Are horse owners undermining trained saddle fitters and risking their horse’s health to save a pretty penny? Let us know.

Email editorial@ebmonthly. co.uk to have your say on this controversial topic.

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk a Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com a Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

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To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each.

A sixth insertion is then added free of charge, producing a net cost of just £16.60 each.

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Equestrian Business Monthly | February 2014 www.ebmonthly.co.uk

S h e r wo o d F o r e s t

www.sherwoodforestltd.com

February 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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Think Country...Think Toggi

Tel: 0113 270 7000

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www.toggi.com

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Email:info@fbi-ltd.co.uk