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EQUESTRIAN MAY 2014 Issue 144

Feeding for performance Page 26

Rider safety Fly control Business matters

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INSIDE THIS ISSUE 4 News

32 Launch It

S R nD u ER A

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E R iT iT % o ViS EbS E 1.5 inE l W W EiV n nE REc on o

nT u co DiS

New from Zoetis

8 Seasonal Issues

Pest control – tackling flies

34 Business Matters Stand and deliver

15 Equestrian Sponsorship

www.earlswoodsupplies.com

36 Let’s Talk Products

Two way support

Horse boots

18 Rider Safety From top to toe

24 Hot Topic

40 On The Market

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41 Ken LyndonDykes

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The latest products

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25 Five Minutes With…

Court ruling considered

Wayne Robbins of Iconography Ltd

42 Suppliers Directory

26 Summer Feeding

Peak performance

Stable & Tackroom Equipment Tools & Accessories Grooming Products Hardware & Gate Fittings Hi- Visibility Wear Equine First Aid Rubber Matting Electric Fencing Rodenticides

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

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UK NEWS

FORWARD FEATURES June

A round-up of the UK’s equestrian trade news

* Best of British Saddle/leather manufacture and care products * Hoof and leg care – summer focus * Business Matters: Marketing makeover * Shop fitting, POS and tills * Let’s talk products: numnahs and saddle pads

Step forward for horse export to China

July

* Summer healthcare updates * Allergies and intolerances * Tack and feed room necessities * Great grooming essentials * Business matters: staffing issues * Let’s talk products: jodhpurs, breeches and over-trousers

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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.

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The protocol for the live export of horses from the UK to China has been signed by the Secretary of State for DEFRA, Owen Paterson, and Minister Zhi Shuping of AQSIQ (Quality Supervision, Inspection and Quarantine Administration).

Setting down the conditions under which horses can be exported to China, the protocol represents a significant step forward for all parts of the British horse industry. It was signed in London on April 1 and was followed by a dinner in Newmarket hosted

by GBRi (Great British Racing International) on behalf of the racing industry. Attended by the Secretary of State and the Chinese ministerial delegation alongside key representatives from the equestrian sector, the dinner was followed the next morning by a visit to the gallops and Frankel at

Banstead Manor Stud.

The protocol was developed following a visit by senior Chinese officials from AQSIQ with their DEFRA counterparts. The officials’ visit, jointly funded by the British Equestrian Trade Association (BETA) and the Thoroughbred Breeders Association, took place from March 20 -27, and involved the inspection of UK animal health controls and visits to the Animal Health and Veterinary Laboratories Agency’s centres in Weybridge and Carlisle.

Claire Williams, BETA executive director, said: “We have been developing trade in China over the last three years and this new protocol opens up a potentially lucrative market for a range of British bred horses, and sees the UK joining other EU nations that already have access to the rapidly

growing Chinese market. Not only does it open the way for horse exports, it is also a significant step towards introducing equestrian equipment, facilities, expertise and knowledge to the market.”

Emma joins Grandstand group

BETA Conference

New NuuMed Agent

The annual BETA Feed Conference is set for Thursday May 15 at Whittlebury Hall Hotel, near Towcester, Northamptonshire.

Topics will include guidance on the EU 767 marketing and labelling regulations, the launch of a new claims and labelling guide for BETA members, a look at medicinal claims and how to avoid making them, dealing with enforcement, conducting trials to justify claims and a review of claims made within the feed industry and a look at how to substantiate them. BETA members can attend the day at a cost of £80 plus VAT and nonmembers for £110 plus VAT. To book a place, please contact Tina Hustler, telephone 01937 587062 or email tinah@beta-int.com.

Alison Mason is the new agent for Griffin NuuMed covering northern England, Scotland and Ireland. She set up her own agency, Elite Equine Products in January 2014 and in addition to NuuMed, represents John Whitaker Saddles and Accedemia Italiana Clothing as well as being a regular on the British show jumping circuit.

“With eight years previous field sales experience in the equestrian and pet markets including with Barnsby, Alison has a thorough understanding of the equestrian marketplace and will be a real asset to NuuMed,” said managing director Rosie Pocock.

Emma Waterhouse has recently joined the team at Grandstand Group, which includes Grandstand Media Ltd, organiser of Horse of the Year Show, as a marketing assistant.

With marketing experience gained outside of the equine industry, Emma is looking forward to getting involved with “The World’s Most Famous Horse Show”. Her role will be varied and include involvement in the website, advertising, project management and marketing campaigns, for HOYS and the Group’s venue management business, Stoneleigh Events.

Emma owns Harley, an Irish Sports Horse, who she enjoys show jumping.

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

Owen Paterson and Zhi Shuping with Frankel

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UK NEWS

New faces at Dodson & Horrell Poor working conditions Dodson & Horrell has announced the appointment of Derek Mackey to the position of head of sales. Derek joins the business on May 6 from an independent national family-run brewing and hotels business. “Derek brings with him a powerful skill set which will add significant strength to Dodson & Horrell’s senior management team,” commented Sam Horrell on the announcement. “We’re really looking forward to him joining

us and expect him to make a substantial positive impact on the business.”

Chloe Bristow has also joined Dodson & Horrell as the new company vet. Chloe qualified as a VetMB MRCVS from Cambridge University and also holds an MA (Hons) in Zoology and Parasitology.

She previously worked at the Liphook Equine Hospital in Hampshire and Home Farm Ltd in Nottinghamshire.

A national survey of working conditions in the equine industry, commissioned by the British Grooms Association (BGA), has uncovered evidence that an alarming number of grooms are working illegally. Results published in April 2014 demonstrate that a considerable proportion of employers in the sector are failing to provide adequately for their staff - and so the association is redoubling efforts to achieve fairer working conditions for its members.

Nearly 1100 grooms and 160 employers responded, which

highlighted that grooms are, on average, being paid more than £2 below the current National Minimum Wage. For those employed by businesses, the average wage reported was just £4.19 per hour. This rose to £4.90 for freelance grooms and fell to £1.96 for working pupils/ apprentices. With the current National Minimum Wage set at £6.31 for workers 21 and over; £5.03 for 18 – 20 year olds; and £2.68 for apprentices the survey highlighted that the industry’s reputation for low pay is justly deserved.

Wingate Signs expansion

Derek Mackey

Chloe Bristow

HorseHage backs volunteers HorseHage, well known for its dust-free bagged forage and Mollichaff range of chaffs and complete feeds, has announced it is to sponsor the Volunteers Club within British Riding Clubs (BRC).

The BRC movement represents over 33,000 horse owners and carers in over 460 clubs and centres which affiliate to the British Horse Society (BHS).

Covering all disciplines from dressage to endurance riding, the organisation caters for all ages and abilities and offers a comprehensive training and assessment system which is aimed at improving the standards of horse care, riding and horsemanship skills through local and national programmes.

The Volunteers Club currently has 160 members and is open to all BRC members. These volunteers provide assistance in organising and running BRC events throughout the UK and are seen as a vital presence within

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the organisation.

Chris Tar of HorseHage said: “We are very happy to be able to sponsor the BRC Volunteers Club. Many top riders will have started out as members of their local riding club and so it is important that we can encourage volunteers to help out at the many shows and events that take part throughout the year to enable grass roots riders and owners, young and old, to further their knowledge and take part in competitions.”

BRC Team Leader and Volunteer Co-Ordinator, Laura Sanger, is delighted to have HorseHage on board to help support BRC’s volunteers. “Without volunteers, BRC could not exist as it does.

We rely on them to run all of our competitions, both locally and nationally and they also give up a huge amount of time to keep their clubs functioning. HorseHage is a well-known, quality brand and it’s great to have the opportunity to work with them.”

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

A leading sports event signage company has invested in a state-ofthe-art digital flatbed printer and expanded into new office space to offer a swifter service to clients.

Wingate Signs has introduced a Flatbed UV Printer into extended floor space at its Prestwich premises with the help of a £42,000 funding injection from asset finance specialist Academy Leasing.

The investment will enable Wingate, whose clients range from Coral and Betfair to some of the country’s foremost racecourses, to deliver contracts more quickly by printing directly on to sign boards without the need for time-

consuming vinyl overlay.

“Investing in company growth in the current economic climate can be challenging with bank lending to businesses continuing to fall,” said Wingate Signs’ managing director, Dawn Saunders. “Although we have more than 20 years of experience and expertise in event branding and signage, a recent family succession to longstanding company directors meant the company was considered under new ownership in the eyes of traditional bank funders.”

Wingate Signs has also recently appointed three new members of staff to support its ambitions and ongoing growth targets.

Bumper National audience The Jockey Club, the largest commercial group in British horseracing, which includes Aintree Racecourse, expressed delight after a peak audience of 8.5 million people tuned into the sport’s exclusive terrestrial TV broadcaster to watch the first £1 million Crabbie’s Grand National.

The world’s most famous steeplechase – won by 25/1 chance Pineau De Re – attracted a bumper viewing share of 56.3 percent during the audience peak. The Channel 4 afternoon broadcast was Saturday’s most watched TV moment in the UK, exceeding the peak of primetime shows including the final of The Voice. It is only the second time Channel 4 has broadcast

the Grand National, achieving peak viewing figures in excess of 8 million on both occasions.

Aintree welcomed crowds of nearly 150,000 people to enjoy three days of National Hunt racing, including a record 71,500 on Crabbie’s Grand National Day itself.

Simon Bazalgette, group chief executive of The Jockey Club, said: “We’re very proud that the first £1 million Crabbie’s Grand National has been enjoyed by millions of people around the country on television, in betting shops, on the radio and online.

It is the annual sporting moment that stops the nation and a peak TV audience of 8.5 million is another stellar result for racing and Channel 4.”

UK NEWS

Tickets on sale for Hickstead’s 2014 season

New UK sales manager at Trilanco

The All England Jumping Course Box Office is officially open, with tickets now on sale for the Equestrian.com Hickstead Derby Meeting (June 26-29) and the Longines Royal International Horse Show (July 29 – August 3).

There’s never been a better time to buy tickets for Hickstead’s two international shows. Britain’s showjumpers are currently experiencing a phenomenal run of

Agricultural and Equestrian Trilanco have announced the appointment of David Haig as UK sales manager. David has been working for Trilanco for over 12 years and was previously northern area sales manager. David takes over from Tim Bourne, who has recently retired.

“When Martin Balmer (MD of Trilanco) asked if I would take over the role of UK sales manager on Tim’s retirement, I jumped at the chance,” says David. “Having

success, with British riders Scott Brash and Ben Maher currently ranked number one and two in the world.

The Longines Royal International Horse Show, the official show of The British Horse Society, features jumping classes for every level from ponies, novices and grassroots riders, right up to the very pinnacle of the sport – the Longines King George V Gold Cup.

Hilton – Battles agreement Leading supplements manager at Hilton Herbs, manufacturer, Hilton Herbs, has commented, “more and more unveiled a new trading agreement retailers, particularly smaller ones, with Lincoln-based equestrian are buying through wholesalers so and veterinary wholesaler Battles they can economise on shipping Hayward & Bower. The new costs and we are very pleased relationship will see a phased that Battles have chosen to add introduction of the Hilton Herbs a top-quality range such as ours product range, starting with the to their portfolio. The move will equine and canine best-sellers, benefit those retailers who do not which will be available to Battles’ buy direct from ourselves, or other 140421 EBM from Half Page Recruitment 1 22/04/2014and 13:13:36 customers May 1 2014.Ad 004_PRINT.pdf wholesalers, will therefore Allie Tayler, business development increase our market share.”

worked for Trilanco for the last 12 years, I saw this as an exciting opportunity to work more closely with the other area sales managers and their customers.

“Trilanco has a great team in place and we all work together to make sure our customers get the best service. I’ve worked in the agricultural and equine industry since leaving school, and Trilanco is the best company for service I have worked for – I hope that I can help this to continue.”

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UK NEWS

Autumn trade fair on its way

Veterinary award winners announced

The Spoga horse trade show is continuing its impetus from the successful spring event as it heads towards the autumn trade fair. This year the event takes place in hall 4 of the Cologne Exhibition Centre on August 31 to September 2 and already around 240 exhibitors from just under 20 countries have confirmed their participation and are profiting from the early bird discount. Top companies such as Cavallo, euro-star, Pikeur, Schockemöhle and Waldhausen have already secured their exhibition space.

Spoga horse autumn is placing an even greater emphasis on its positioning as an innovative trade fair with novel additions to the Innovation Award format

Following a nationwide search to find the UK’s top veterinary professionals for 2014, Petplan, the UK’s largest pet insurance provider, has announced the winners of the prestigious Petplan Veterinary Awards.

The awards recognise and celebrate staff and practices throughout the country who have delivered an exceptional level of care, going above and beyond the call of duty in keeping the nation’s pets and horses healthy and owners happy.

Suzanne Cheadle, Petplan’s acting head of marketing said: “As the leader in the pet insurance market for over 36 years, we have a rich history of working with veterinary practices across the UK. The Petplan Veterinary Awards recognise and celebrate the fantastic work that goes on across those practices.”

She added: “This year saw over

already secured.

The high number of registrations received so far is predominantly due to the successful spring edition of the trade fair. “We are totally satisfied with Spoga horse spring. We got off to a good start on the Sunday and were also satisfied with the Monday and Tuesday. We were particularly pleased that we were able to win over new customers from Arabian countries and South America. Spoga horse has thus underlined the fact that it is the most significant international industry platform,” is how Rudi Maisack, CEO FLECK GmbH & Co, emphasised the positive impression of the exhibitors.

Further information is available at www.spogahorse.com

Jessica receives Parlanti backing Luxury Italian brand, Parlanti, is now sponsoring rising young showjumping star, Jessica Mendoza, who turned 18 earlier this month. Jessica will join other international showjumpers, including Edwina Tops-Alexander, and UK event riders, William FoxPitt and Piggy French, who also compete in Parlanti’s riding boots.

Jessica, whose first competitive season in horses last year pushed her up to 17th position in the UK rider rankings has had an amazing start to 2014; most recently taking a 3rd placed podium position on Spirit T in The CS1 3* 1.50m Grand Prix in Arezzo, Italy, where

this new deal was sealed. Jessica will be seeking European selection this year and is a member of the British Equestrian Federation’s UK Sport funded World Class Development Programme, which works with talented riders to maximise their potential and deliver success.

“Parlanti’s made-to-measure boots are a perfect fit for me and they absolutely ooze style, which I love,” adds Jessica. Her other sponsors include Antares Sellier, Baileys Horse Feeds, NAF and Sovereign Horseboxes and she is actively seeking additional sponsors in other sectors.

12,000 nominations which demonstrates the appetite from both staff and clients for celebrating exceptional work.

We had a wonderful selection of first class finalists and I’d like to congratulate all the winners who thoroughly deserve their awards.”

VET OF THE YEAR Hector Low, Old Mill Veterinary Practice, Isle-of-Lewis VET NURSE OF THE YEAR Tina Wright, Warbeck House Veterinary Centre, Merseyside PRACTICE SUPPORT STAFF OF THE YEAR Henrietta Fidler, Beech House Veterinary Centre, Surrey PRACTICE OF THE YEAR The Vets’ Place, Cheshire PRACTICE MANAGER OF THE YEAR Sharon Lane-Kieltyka, Shepton Veterinary Group Ltd, Somerset

Horse First loyalty card Horse First is pleased to announce the launch of its new customer loyalty card.

The company has launched its exclusive online loyalty scheme on the website and the Loyalty Card rewards customers for every Horse First Supplement they buy. Members are invited to earn “Horse First Heads” for each product bought and exchange them for Horse First merchandise.

“Each time a customer purchases a Horse First supplement, it carries a unique number inside the container. By entering

this into the loyalty card page on the Horse First Website our customers will be able to accumulate our red Horse First Heads and exchange them for some of our exclusive Horse First Merchandise,” said managing director Paddy Hughes.

“These products, such as the Horse First saddlecloth, are usually only available to our sponsored riders, but we wanted to reward our fantastic customers for their loyalty and support, and to make them all a part of the Horse First Team.”

Loyal customers

Jessica Mendoza

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

Verdo Horse Bedding has launched a brand new scheme to help reward and support stockists and customers alike this summer.

Throughout May, June and July, any small chain or independent stockist selling Verdo Horse Bedding will be able to offer their customers a unique loyalty card which will receive a promotional stamp, every time a 15kg bag of Verdo Horse Bedding is sold.

Upon purchasing the 9th bag, the consumer will get their 10th bag free, which will be actioned upon

the presentation of a completed loyalty card along with proof of purchase (receipts) attached to the card.

The stockist can then claim back the ‘free bag’ by returning the completed cards to the wholesaler from which they buy from or from Verdo Horse Bedding if they buy direct.

The promotional offer will be supported with glossy posters for POS display, a PR campaign and support from the Nationwide Verdo sales team.

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Seasonal Issues such measures aren’t explored as much as they should be before relying on chemical means. “Field management, like improving drainage to prevent flooding, and the location of the muck heap need considering.” To control exposure to biting insects, horses are best kept away from marshy areas where midges are likely to be most prevalent. Stables should be kept fly free with the use of ultra-fine mesh, fly papers or fly traps. Stabling in the evening could also be effective in reducing exposure as this is when midges and mosquitoes tend to be most potent. “Retailers need to have local knowledge that suits their area—if it’s known for being wet or marshy, they will need to offer stronger protective products to combat issues such as sweet itch.”

Rugs, masks and fringes

Pest Control The clocks have changed, temperatures are beginning to rise and it’s that time of the year your customers will be starting to consider how to counter the nuisance of flies and mosquitoes.

With such a wide range of products covering this constantly evolving market, it can be difficult to know precisely where your emphasis should lie as a retailer.

T

he problems caused to a horse by flies range from irritation to sweet itch and infection, and the scope of the products stocked should reflect as much. On top of this, reports suggest that it is an issue which is becoming ever more prevalent, as a spokesperson for Bucas details. “Weather and climate have changed in the countries that we supply, in that warm, wet weather is now much more widespread and horses seem to be much more affected by flies and biting insects.”

An holistic approach to pest control is appropriate, though, and it is well worth considering

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what practical measures can be taken to safeguard a horse. Bear in mind all areas of the horse’s environment, from field to stable.

According to Herbie Rijndorp of Equestrian Quality Products

“ An holistic approach to pest control is appropriate….and it is well worth considering what practical measures can be taken to safeguard a horse.”

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

Fly rugs and accessories can be especially beneficial when a horse is allergic or a customer doesn’t want to take the chemical alternatives. As Tracey Morley Jewkes from Fly Away reports, “there is a common misconception amongst horse owners that chemicals are stronger than natural substances when used in fly repellents and many do not realise they are actually using chemicals that are potentially harmful to horses. Whatever products you use, remember a horse is a sensitive being mentally, emotionally and physically.”

Fringes and masks are a great way of deterring flies from accumulating around the horse’s eye. A fringe, generally less common than the fly mask,

The fear is that the problem of pests is only going to increase

is attached to the headcollar, providing a string of tassels that move with the horse’s movement, acting as a wave of the hand or swish of the tail. The fly mask can often be used without a headcollar and offers complete protection of the eyes through a mesh. Most masks will also offer UV protection and come with or without ear and nose covers. Care must be taken by the customer to ensure that a mask is correctly fastened so that flies cannot become trapped inside.

An additional accessory which can prove effective to both horse and rider is a fly-whisk. Moorland Rider’s version of this doubles as a riding crop. “It provides riders with a handy way of swishing flies away from both their horse and themselves when riding,” explains Moorland Rider’s spokesperson.

Fly rugs make up a considerable section of the market. A good light summer rug should provide

Sweet itch BETA by numbers Sweet itch is an allergic reaction of horses to the saliva of the culicoides midge.

It can affect all breeds of horses, but is more commonly seen in cob types than in thoroughbreds. Treatment is usually aimed at preventing the midge biting or, if this fails, limiting the effects of the reaction.

Fly and insect repellents are very useful at keeping the midges away. Traditionally, Benzyl Benzoate has been used. This is worked into the affected areas, but often needs to be applied daily.

It is an irritant to skin and particularly broken skin and therefore needs to be used as a preventative measure rather than as a treatment once itchiness has started.

Repellents are more useful in that they need to be applied less frequently (once every seven to 14 days) and are less of an irritant.

All insecticides and repellents should be applied wearing gloves and care should be taken regarding washing hands after their handling.

Gloves and applicatory mitts are well worth stocking up on.

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Seasonal Issues a level of protection against flies and midges, particularly when combined with a mask or fringe. However, for horses that are particularly susceptible to insect bites—such as those suffering from sweet itch—a specifically designed fly rug is a better solution. These will provide a greater amount of coverage, around the neck and belly for example, and are cool enough to be worn in the sunshine; indeed, many also protect the horse from potentially harmful UV rays.

For those sensitive horses that do require all-over protection, it’s worth displaying a rug and facemask on a dummy horse, allowing customers to see the extent of the coverage.

The technology behind fly rugs is becoming more and more advanced, with the Bucas Buzz Off Zebra Rug, for example, developed

“ It’s worth displaying a rug and facemask on a dummy horse, allowing customers to see the extent of the coverage.” on the basis of research results in Sweden—built on more recently by a team working at the University of California—showing why zebras aren’t plagued by flies. “Bucas like to be at the forefront of technology and are always looking to provide the customer with something that not only offers protection or comfort for the horse but that is also labour-saving for the owner.”

Unlike other African hooved mammals living in the same areas, zebra hair is shorter than the mouthpart length of biting flies making them particularly susceptible to these insects, if the stripes were not acting as a natural repellent.

Lotions, creams and sprays Regularly evolving legislation has a constant effect on the selling of chemical products on the market for fly control, particularly in terms of the awareness of what does and does not fall within the guidelines with regards competition. Product knowledge, as always, is crucial here, and it’s important to stay abreast of any alterations in rules which are likely to impact upon your customers.

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Absorbine’s UltraShield fly mask

Citronella oil is widely regarded as the most effective ingredient for the job, but was banned for use under the Biocidal Products Directive (BPD) in the EU in 2006 and its use has caused widespread confusion ever since. All biocidal products containing citronella fall under this ban, but those which don’t come under the scope of the BPD as biocidal products may be regulated by other legislation which permits citronella to be present. As a result, in spite of the ‘ban’, citronella remains an integral ingredient throughout the equestrian market. The bottom line is that citronella has long since served the test of time and it is very rare that a horse will suffer a reaction to it. Even so Serena Kidd warns that it pays to consider all the options. “Owners need to be aware of what a product contains as if they have a sensitive-skinned horse a chemical-based product may not be ideal and a natural repellent may be a better option.

They do not always last as long and can require more regular application when the weather is

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

very hot. Either way, always patch test an area first and wait 48 hours to see if a reaction occurs.”

Summer protection isn’t just about insects of course: the sun and heat can affect horses and ponies too. As summers appear to be getting warmer—and early forecasts indicate we’re in for

another scorcher this year— customers must watch out for their horse’s sensitive skin and apply sunscreen to any exposed areas, particularly if the skin is pink. Muzzles are very susceptible to sunburn and blisters can be extremely painful, so recommend an equine sunscreen to your

Stocking tips BETA by numbers Fly repellents should be a stock staple for all equestrian retailers and country stores at this time of year. Make sure you offer a range of products including sprays, gels and creams to suit all eventualities.

Sweet itch prone animals may need a whole range of items to help keep the condition under control. Why not run a special offer on groups of products, for instance buy a fly rug and get a repellent free? Or you could make up special ‘sweet-itch kits’ in the

same style as first-aid kits, with a selection of repellents, creams and protection products for horses.

Summer horse protection is another excellent seasonal subject for a window display.

A good display will attract customers through the door, but make sure to replace it monthly. Seasonality is an important factor, so show off rugs, fly masks and applications. Try making the display eye-catching by using fake plastic flies from a joke shop.

Seasonal Issues customers. Reflective rugs and light coloured summer sheets may also help to keep horses cool in the field and combined with fly protection properties are likely to be popular. Shade is also important to help the horse stay cool; if customers have no natural shade in the field then perhaps a field shelter would be required, or alternatively recommend that horses are stabled during the hottest part of the day.

Cleanliness is another consideration advises Tracey Morley Jewkes. “Give your horse a bath once a week in a low sud-shampoo such as Fly Away Ultra White or Fly Away Colour Enhancing shampoo that gets results and cleans deeply. Wash the mane and tail carefully, ensuring all soap suds are washed out thoroughly (shampoo suds can leave residue that is irritating).”

Food supplements Providing horses with a supplement in either feed or water is another method of repelling flies. Most of these types of supplements will need to be built up prior to the height of summer when flies are at

their worst, so you should consider stocking them before other fly control products. Commonly used is garlic, which also keeps the respiratory system clear and has antiseptic, antibiotic and antiinflammatory properties which can help with pain relief and reducing blood pressure. Garlic is rich in selenium and sulphur, recognised as having blood-cleansing qualities.

Several companies produce garlic for equines, in granulated, powdered or shredded form. The advice with feeding garlic is the same as when feeding all other concentrates and supplement, introduce gradually and keep an eye out for any signs of irritation.

There are many benefits to garlic, but owners should be warned that providing too much may result in anaemia.

Ultimately it will pay to keep an eye on both the short and longterm weather forecast as well as considering local factors when it comes to stocking for pest control.

If we accept the view that the blight of flies and other pests is becoming ever more prevalent then clearly it’s an area of the market that is only going to get more significant. ■

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Muzzles are very susceptible to sunburn

Seasonal Issues PRODUCT

Long-lasting protection

PRODUCT

Itching?

UltraShield is the ultimate insecticide for use around horses to protect against irritating and biting insects. Weatherproof and sweat-resistant, it provides instant ‘knock-down’ for insects and a protective ‘shield’ for up to 17 days. UltraShield can safely be used on horses, ponies, dogs and in equestrian premises, stables and barns, and dog sleeping quarters.

Itching? is a brand new and extremely effective midge repellent lotion. Flint’s Yard, a new British company, has invested many years of research into sweet itch and repelling midges and the product received an 83% success rate in veterinary trials.

100% natural Itching? has a unique weather-resistant formula, which aids in the control of skin conditions such as sweet itch. Its Aloe Vera base cools and soothes hot and itchy skin whilst the repelling qualities actively keep the midges at bay.

This product has a striking shelf presence and favourable retail mark-up.

www.absorbine.co.uk

www.flintsyard.com

PRODUCT

New packaging

PRODUCT

Top research

Fly Away is continually working on product and packaging design and innovation, and the most recent packaging improvement has made the wipe containers more user friendly. The new Max Can Fly Repellent Wipe containers are designed with a screw top lid for ease of opening, and the easy to open air tight lid ensures the wipes will never dry out. This portable tub contains 40 soft and strong fly repellent soaked wipes for use around the eyes, ears and face.

Results from two separate studies at Aberystwyth University have shown that when fed continuously, Garlic Horslyx can reduce the number of flies landing on horses (when fed for a minimum period of two weeks).

Garlic Horslyx is a palatable, nutrient rich lick containing optimum amounts of pure garlic oil, together with the Horslyx high specification vitamin, mineral and trace element package.

When fed alongside good quality forage, Garlic Horslyx removes the need for hard feed and offers a cost effective method of feeding garlic, while balancing the deficiencies in forage and grazing.

www.flyaway.ltd.uk

www.horslyx.com

PRODUCT

Bye bye flies

PRODUCT

Really useful

One of the big fly problems which affects horses here in the UK, aside from the general annoyance and lack of concentration of both horse and rider they create, is the threat of Swamp Fever, West Nile Disease and many more insect-borne diseases. SimpliFly breaks the fly life cycle by killing the fly eggs and larvae in manure before they can mature into adult pests, thus cutting down the fly population in and around the stable. For about 50p per day, SimpliFly feedthru fly control can reduce fly populations by 97-100% when used/fed as directed.

Moorland Rider’s Fly Whisk provides riders with a handy way to ‘swish’ flies away from their horse and themselves when riding.

The whisk doubles as a riding crop and has a rubber grip handle, synthetic hair swish, and comes in six colours. It can be used all over the horse and rider, making it a really useful weapon against flies this year!

The Rider Fly Whisk is available in black, brown, navy, purple, red and silver.

www.lesliesutcliffe.com

www.moorlandrider.co.uk

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

Equestrian sponsorship

Exposure and support As a business there are of course a number of ways in which to get your name across in an attempt to attract new customers. Sponsorship within equestrianism is certainly a key marketing tool and, used as part of a package, adds value and awareness to a campaign.

Building a presence Whether it be sponsorship of an event or an individual, through equestrian sponsorship it is possible to attach your name to an area of the market that suits your own brand. It can generate more business but, more importantly in many ways, builds the overall profile of the company across different markets enabling the company to establish its name and values in the marketplace. It can also be satisfying—as well as positive for a company’s image—to be seen to be ‘giving something back’ through sponsorship.

This is certainly the manner in which Chris Tar of HorseHage views sponsorship, looking at it as a tool for promotion rather than a direct source of sales.

“We consider sponsorship to be a viable method of getting our company’s branding out there, rather than a direct means of achieving business, but both work hand in hand, as visible branding can have a subconscious effect on sales. Sponsorship also provides PR opportunities for announcement press releases, stories and reports on riders or events within print, digital and

social media platforms.” In this respect sponsorship will form just part of an holistic marketing strategy.

Rider support Individual sponsorship of a rider or a yard is the most common method and it’s a policy which can prove mutually beneficial for both sponsor and sponsee.

“Sponsorship is certainly viable as a means for promotion although the benefits are highly dependent on the contract or arrangement that you have in place with your riders. We establish a relationship from the outset, so that riders know what we are expecting of them and they know what support we can offer.” Sponsorship of a rider also lends itself to yearround involvement as opposed to reaping benefit from a one-off event, something well worth bearing in mind given the effect adverse weather, particularly, can have on equestrian events. SarahJane Fedarb, managing director of Finest Brands International, has tended to adopt such a policy.

“We have traditionally supported riders rather than events as such sponsorships are less focused

Case BETA Study by numbers Racehorse trainer Gordon Elliott’s yard is sponsored by The Underwriting Exchange (TUE) What are the benefits of being sponsored?

“It’s a great help receiving the backing of people as knowledgeable and supportive as the people at TUE. It gives us a small head start in certain things we want to do or improve upon around the yard and it’s also good to be able to generate some exposure for them when we do well.”

What are you able to do for the sponsor?

“I suppose the big thing is brand name exposure. Having

their logo all over the place and on the website is no bother to us! I’m more than happy to help out at shows or events as they need me.”

Have you ever encountered any difficulties relating to sponsorship?

“I guess we’ve always been lucky, everything has gone smoothly. We’re fortunate to have been able to work with and through some very efficient and easy-going guys… it makes the process so much more straightforward.”

Richard Johnson is in the limelight on a daily basis

around one particular point in time, though we have worked with some events and have thoroughly enjoyed such activities.”

Clarity of purpose is crucial if forging an alliance with an individual, ensuring that both parties are fully aware of the demands that the sponsorship will place on them. Any sponsorship must be built on the confidence, trust and understanding of those associated, as well as an assurance that there are no conflicts of interest. Han van de Braak of Aloeride is clear on

the matter. “You’ve got it badly organised if there are any hidden complexities. Transparency of contract and mutual expectation right from the start and then regular communication avoids complexities. An experienced PR/Marketing person should be the middle man/woman in the relationship.”

Teaming up with a recognisable name can help broaden appeal across a market sector, all the more so in an age which has seen rapid technological advances in the way equestrian fans interact

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

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Equestrian sponsorship with the riders they look up to, a point emphasised by Sarah-Jane Fedarb. “Our riders are passionate about the Toggi and Champion brands and do a great job in their roles as brand ambassadors and while we 100% understand the time commitment that is needed to reach the very top of a sport, today’s media driven society does require that riders become increasingly media savvy themselves. Additionally, with the advent of social media there are increased opportunities for a rider to be proactive on a brand’s behalf and this is something that we find extremely exciting.”

Who or what to support?

Deciding with whom to build a relationship will be an individual choice, but certain factors very much need considering, notably how well they reflect the image you’re wishing to project, their level of public recognition and reputation. “It’s important for us that our riders are ambassadors for their sport and are both riders and people that younger generations will look up to. We will always seek sponsorships that we feel will work for us in the long term rather than being flash in the pans and that will grow and develop over time,” says Melanie Selman from Ariat Europe. The idea of longevity is well worth emphasising, as there’s unquestionable value in being able to build up a long-running and well established sponsorship.

In short, building a genuine, proactive, two-way relationship can lead to long term sponsorship arrangements that are worthwhile for both yourself and the rider being sponsored.

Naturally it’s important to ensure that any relationship continues to be mutually beneficial, and this means regularly evaluating the situation. Managing director of Keyflow Feeds, Cam Price, states that: “You have to make sure that you are getting a return from your outlay and the internet has certainly made it much easier to track the effectiveness of your marketing.”

The one-off event The alternative is to look at attaching your brand name to an equestrian event or show.

This offers one-off (or annual at least) exposure as opposed to year-round publicity, but that ‘big hit’ is liable to achieve

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Piggy French, Kitty King and Pippa Funnell guarantee exposure for Champion

“ You have to make sure that you are getting a return from your 0utlay and the internet has certainly made it much easier to track the effectiveness of your marketing.” more in terms of sales. For this reason, Ariat Europe look to take a balanced, twin approach.

“There are advantages to both options—riders compete all year round so exposure is consistent via clothing, footwear and branded saddlecloths, however top level events draw high crowds which naturally result in greater sales due to the onsite availability of product,” says Melanie. “We feel a healthy mix of riders and events is the best way to achieve a good balance of all year round exposure with key selling opportunities via

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

key events in the calendar.” It is of course possible to support a series of events rather than a one-off, thereby granting more considerable and regular exposure.

Each sponsorship portfolio needs to be assessed individually and thoroughly, be it an event, product or individual and it is crucial that a sponsorship portfolio aligns itself with the

same values as the company – the sponsorship must fit the profile of the company as well as meeting the objectives and foundations of the company to increase awareness and sales. A carefully considered combination of sponsorship tailored to your own target market is important. Mark Bryan of Black Country Saddles explains: “Sponsorship of both events and riders is very important

Case BETA Study by numbers Dengie sponsors the Pony Club Winter League Championships which took place in early April.

Dengie nutritionists were on hand throughout both days, offering weight checks, condition scores and plenty of advice on providing a healthy, balanced fibre diet.

“We have sponsored the Pony Club Championships for more than 15 years, as they provide us with a wonderful opportunity to engage with

some fantastic young riders and their families,” says the brand’s marketing manager Lisa Wilson.

“It’s really encouraging to see that many of them have taken on board the advice we provided in previous years, resulting in horses and ponies that were in great shape and glowing, good health.”

Equestrian sponsorship

to us. We support a number of showing championships as well as sponsoring para dressage riders Sophie Wells and Natasha Baker who both ride in Black Country Saddles. For us sponsorship is about brand and product awareness as well as putting something back into the industry.”

Budgetary considerations also need to be established at an early stage. A Dodson & Horrell spokesperson says that: “when agreeing the sponsorship portfolio you must be clear on the budget to be allocated and the funds available. Throughout the year different alternatives come to light and it is key to keep within the sponsorship/marketing budget allocated.” All marketing budgets alter with the varying changes within the marketing arena, and it is important to keep up to date with trends but also to evaluate the different areas so that changes benefit the marketing strategy.

For example the digital market is high on the agenda at the moment but as well as keeping abreast of this new arena the established

core values must not be ignored or dropped.

Case BETA Study by numbers

Risks

Professional event rider Phoebe Buckley provides a rider’s viewpoint on sponsorship.

So what are the risks of sponsorship? As a sponsor you are essentially placing a wager that the rider you’re backing succeeds in whichever field he or she is competing. Clearly there are inherent risks in this regard, not least the possibility of injury.

If putting your name behind an event, the weather is perhaps the biggest concern, as it can either severely limit the audience or in extreme circumstances result in abandonment. “Rider sponsorship is much more long term as you build a relationship and provide ongoing mutual support through a variety of activities that can include education, images, logos carried during competition and branding at the yard, but this can be quite low key at an event and there is always the risk that the rider becomes injured or is off for some reason. Event sponsorship can be much more high profile on the day and can be very useful for a more hard hitting brand awareness campaign. Event sponsorship tends to offer quite a small window of opportunity, but sponsorship of a series can prolong the coverage,” says Rachel Holdsworth, European marketing co-ordinator of W.F. Young/Absorbine.

Sponsorship does not begin and end at the initial agreement and companies need to realise that it will cost something to maximise the publicity opportunity; there will be branded clothing or prizes to provide, hospitality to pay for and the whole story will be worth much more if you have good media coverage, both in print, online and across social media. A good PR company can help manage sponsorship activities and ensure that full value is gained from every opportunity.

Whilst sponsorship is to be considered as just one weapon of several in a marketing armoury, it’s worth remembering that it can represent an effective technique for tailoring and pushing a company’s name and image into a particular sector of the equestrian market and profiting by looking to specialise within any such area. As with any other marketing policy, though, it’s important to oversee it at all stages and that any publicity engendered is fully exploited. ■

Social media plays an increasingly important role in the world of rider sponsorship as professional riders on the ball with Twitter and Facebook can mention products and services far more frequently and subtly than ever before.

Phoebe approached some of her sponsors herself, but others approached her as a result of her social media usage: “I’m quite open and honest about the problems I come across and the products I use so some companies get in touch. For instance I had a horse that was terribly cold-backed and Equilibrium contacted me and offered the magnetic rugs and massage pads to try on him. I tried

them and gave my honest feedback and its all gone on from there.”

Phoebe receives clothing and equipment from her sponsors but not direct funding, and she says, “equipment is so expensive that everything really helps.” In return, Phoebe wears the brand on clothing, saddle cloths and so on and of course talks openly about the pros and cons of them on social media. She says the key is to “mention them as much as you can, without being obvious.” She is adept at avoiding the ‘hard sell’, as, she says, “that can be as negative as it can be positive so I try to be honest and drop in my sponsors where it is relevant.”

Riders such as Mary King provide a high-profile outlet for sponsors

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

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Rider Safety

Rider Safety – From Top To Toe The dangers involved in equestrian pursuits are inescapable and safety must always be of paramount concern, whether riding or handling horses. Around 11 horse riders or carriage drivers are admitted to hospital each day according to recent statistics and accidents are something everyone will likely have to contend with at one stage or another.

A

ny product that successfully helps to reduce the risks associated with horses is an important asset and must be carefully considered when assessing what to stock, all the more so given that there are constant advancements and innovations within the safety sector—both in terms of the products on offer and the safety standards which govern them.

Safety standards Many products must conform to set specifications which are regularly being modified to ensure the highest standard is maintained. If you are unsure of whether a product complies with current safety standards, be sure to ask the manufacturer before deciding to stock it. The British Equestrian Trade Association can also help to decipher the various safety standards and is probably best known for hat and body protector standards. BETA also

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offers training to retailers in hat and body protector fitting, as well as advice on other areas such as reflective clothing, footwear and stirrups.

European standards are put together by a technical committee comprising representatives of every EU state. These are reviewed every five years or following a complaint about its efficacy and, although a review does not necessarily lead to a new standard, history has shown that a new standard emerges every ten years or so. PAS standards are managed by the BSI and are reviewed every two years.

Hats The most important piece of equestrian clothing is a riding hat or skull. Fortunately the culture now exists whereby the vast majority wouldn’t even contemplate riding without one, whilst those riders who compete require helmets up to the latest

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

standards, meaning regular demand for new hats.

“ Those riders who compete require helmets up to the latest standards, meaning regular demand for new hats.”

Modern technology means that you can now take your pick from a wide range of hats and skulls, each extremely strong, lightweight and comfortable.

Each sport has different requirements and fashions for

headwear, so it pays to know the trends. Top-level dressage riders usually wear a top hat or Beagler, as do some top showing competitors, especially in championships. Most showing competitors wear a velvet covered peaked helmet with a flesh coloured leather harness for a smart appearance coupled with safety.

Showjumpers are more frequently seen in highly stylised helmets and they must all reach BSEN:1384, PAS 015 or newest standard SNELL E2001 for BSJA competitors. Everything from ventilation holes, to carbon fibre, flags, diamante and crocodile skin has been seen with showjumpers seeking to stand out from the

Rule 49 of the Highway Code states: Safety Equipment: Children under the age of 14 MUST wear a helmet which complies with the Regulations. It MUST be fastened securely. Other riders should also follow this advice.

(LAW H (PHYR)R).

Outlyne Combining safety with style

The new Navy / Grey Outlyne from Airowear

www.airowear.com

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

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Rider Safety crowd, and typically the more embellished and eyecatching, the more expensive they prove to be!

“Riders are becoming more and more conscious of how they look both in and out of the saddle and, as such, they want equipment that not only performs but also looks great. With this in mind it is more and more important to ensure that protective items also look good to encourage riders to utilise them on a regular basis,” explains Melanie Selman of Ariat Europe.

Eventers, being ‘jacks of all trades’, require a selection of helmets, but for the-cross country phase the highest standard possible is wise. The Gatehouse HS1 jockey skull also reaches SNELL E2001 and is growing in popularity, but BSEN:1384 and PAS 015 are also accepted. Fixed peak hats are not allowed in the cross-country phase.

Although fashion can dictate which hat a rider chooses, in reality it is only by trying them on that a rider can choose properly.

Shapes, depths and sizes do vary between makes, and what fits one person may not fit another.

Customers should always be advised to try helmets on before buying, making this one area in which the high street retailer holds a big advantage over the internet trader. This is a point stressed by James E. How of Hows Racesafe, “being able to offer that level of service to customers has never been more important, particularly with retailers facing such strong competition from online sales.”

It is also important to advise customers of the importance of updating hats, not just every three years or so, but as soon as they have been involved in an accident or mishap, regardless of whether there appears to be any damage.

Body Protectors Important for riders in every discipline, particularly so for those that race or jump, a body protector helps to protect the rib cage and vital organs from impacts. Those that reach the highest standards undergo stringent and regular testing and the products must straddle a fine line between lightness, flexibility and protection. Body protectors must be comfortable enough so as not to disincentivise riders from wearing them, flexible enough to allow a full range of movement, yet strong enough to offer the most protection possible in the

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Riders are becoming more and more conscious of how they look both in and out of the saddle.

Credit Mitch Gunn / Shutterstock.com

event of a kick or fall. As with hats, in order to sell body protectors you need to ensure your staff are competent to fit them and to make recommendations on their suitability.

An important part of retailers being able to offer a comprehensive service is a hands-on approach from the manufacturer with specific product training and support.

It’s of course necessary that staff members are fully comfortable with safety products and aware of all the adjustments available, ensuring the customer receives a well-fitted product which proves as effective as it’s designed to be.

Rodney Powell of Gatehouse emphasises the point: “All too often we see chinstraps that are being worn too loose and riders that don’t understand what the red guide marks on their body protector fastenings are for.

Education is vital and riders need to be more aware of the correct way to fasten and adjust both hat harness and body protector once they take them home. With body protectors, we often have to show riders how a close fit allows the heat responsive form to become more pliable; once they under stand that, they quickly forget they are wearing it.”

Responsible manufacturers will provide free training for stockists, whilst BETA also runs specialist courses. From the retailer’s point of view, customers attach a good deal of cachet to a personal service and are far more likely to return if they have had a positive experience.

The BETA and European Standard includes three levels of protection

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

for body protectors, with Level 3 the highest and Level 1 the lowest.

Level 1 (black-coloured label) offers low-level shock protection, its lightness developed specifically for professional jockeys, and shouldn’t be a consideration for the general public. Level 2 (brown) offers moderate level of protection and is only suitable for use in very low risk situations. It is not recommended for general riding activities or competition.

Level 3 (purple) is most commonly sold through equestrian retail outlets as it offers the highest level of protection and is suitable for all normal riding activities, including competition and highrisk situations.

In March 2000 the BETA 2000 standard superceded all previous standards and was then updated with a revision in 2009. To carry the BETA label, garments must meet the performance standard.

Body protectors should be replaced at least every three to five years, depending on use, which means a repeat, high-value purchase for regular users. In addition, frequent technological advances dictate that certain consumers are likely to wish to update anything considered outmoded. This is particularly the case with air jackets, the development of which continues apace, so offering customers a demo of the latest products is a good idea.

Theresa Morris at Treehouse Sporting Colours says that the demand for air jackets remains on the rise. “Air jackets are increasingly being worn by riders, not only for competition but for leisure riding as well. To have

Body protectors should be replaced at least every three to five years, depending on use

the maximum safety available while riding we advise riders to wear a BETA level 3 body protector underneath their air jacket. We believe the four air jacket manufacturers should be looking towards a common BETA standard and, in time, a BETA certification.”

Footwear Spending time around horses can of course prove a hazardous occupation. We’ve all suffered the pain of having a heavy animal standing on our feet, some will have endured more serious injury. There are of course ample products on the market providing steel toecaps, but Melanie Selman feels it’s important not to place too much stock in products that haven’t been designed specifically for equestrian use. “The Heritage Zip Steel Toe features our 4LR footbed for comfort and is made from a heavily oiled waterproof leather making an excellent choice for working in; the added benefit of this boot is that it not only has a riding outsole but is slimline enough to wear with half a chap.”

Fashion cycles will play a greater role in the demand for footwear than hats or back protectors, so it pays to keep abreast of prevailing trends, with boots designed for safety around horses becoming increasingly refined in style.

“Protective footwear no longer needs to be bulky and ugly, new technologies have enabled boots to become lighter in weight and more comfortable for all-day use,” adds Selman.

There is perhaps no more important area within the equestrian market than that for safety products. Whilst, of course, there’s nothing that can prevent serious injury and, yes, sometimes even death when it comes to the worst of equine-related accidents, the very best safety equipment out there places things much more in the rider’s favour. As such, it’s crucial that those providing these items to the consumer remain abreast of the latest developments in terms of safety specifications and technological advancements. ■

Rider Safety PRODUCT

Perfect fit

PRODUCT

An Evo-lution

Designed for females of all shapes and sizes, Women’s Outlyne has been developed through years of scientific research into how a body protector should fit a woman.

Women’s Outlyne combines maximum protection and unrestrictive movement with a perfect fit and super soft flexibility. Designs tailored specifically for kids, teens and men also available.

New from Champion, the Evo-Tech is a lightweight ventilated and sizeadjustable riding hat, luxuriously finished in synthetic leather for a modern and stylish look. The outer shell of the Evo-Tech is injection moulded in high impact thermoplastic ABS and incorporates a high tech ventilation system to allow a through flow of air and prevent heat build-up. The inner liner is moulded in high density polystyrene to absorb energy during an impact while the Evo-Tech’s removable head lining is made from high tech moisture wicking material to enhance the cooling effect of the ventilation system.

www.airowear.co.uk

www.championhats.co.uk

PRODUCT

Air protection

PRODUCT

A firm favourite

Hit-Air vests are designed to be superlightweight and flexible — for ultimate comfort and freedom of movement, while providing optimal protection on inflation.

The popularity of air jackets in the UK continues to grow and riders are increasingly opting for this outward inflating air vest with patented neck protection.

Air is now considered by many top riders as a necessity for cross country but the proven technology has filtered through to riders of all disciplines and ages.

Available in Black, Red, Navy, Royal Blue, Purple and Florescent Yellow.

The RS2010 is a high specification Body Protector focused on safety, style & performance. It offers the highest European & BETA standards of protection with market leading levels of comfort and flexibility.

This makes the RS2010 a firm favourite of professionals and amateurs alike.

The flex of up to seventy independently hinged sections, circulates air throughout the RS2010 making it the most comfortable product on the market. 22 different colours, with single and 2 colour options, allow the freedom to make each RS2010 bespoke to the rider.

Approved to EN13158:2009 (Level 3) & BETA 2009 (Level 3).

www.hitairuk.co.uk

www.hows-racesafe.co.uk

PRODUCT

Stylish and lightweight

PRODUCT

Maintaining balance

New to the Whitaker Collection comes the Whitaker Victory Helmet. A stylish, super lightweight riding hat designed for the competing rider. The Victory Helmet is features a new dial-to-fit system when twisted left to loosen and right to tighten at the back of the helmet, this adjusts the size to effortlessly fit the head.

The inner of this helmet incorporates the Coolmax lining and a unique air ventilation system that not only keeps the customer’s head cool it can also benefit performance.

The award-winning RS-tor (pronounced ‘Arrestor’) allows riders to stay safer in the saddle at any level. The RS-tor’s webbing assembly incorporates two shock absorbers, optimised for customers’ safety. It is simple to use – the user simply hooks the RS-tor rider safety aid’s attachment loops onto the stirrup bars, replacing the stirrup leathers over the top. The RS-tor’s rapid action allows instantaneous recovery from potentially dangerous situations such as falls, spooks, bucks, rears or cat-leaps.

www.johnwhitakerintltd.com

www.rstor.co.uk

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

Professional RS-tor DVD available free to retailers.

rS2010.

BODY PROTECTOR the performance body protector European and beta standard level 3 Up to 70 independently hinged sections.

Full 22 colour range. single & two coloured.

Breathable & lightweight.

Comfortable and non restrictive fit.

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

23

Hot Topic

BANK HOLIDAY

BONANZA

The decision to hold race meetings on Good Friday for the first time didn’t meet with universal acclaim. In the event, it proved a roaring success for racegoers and businesses alike.

E

very Good Friday for more than a century after Lingfield Park opened its doors in 1890 until April 18 2014, the track was locked and silent on the first afternoon of the Easter holiday. What a waste. The first All-Weather Championships card at the Surrey track, the first British meeting ever staged on Good Friday, brought a capacity crowd to the course – with some having to be turned away – and a buzz to the enclosures that will not be matched until the same day next year, as 8,700 spectators watched a card that reached its climax with a narrow victory for Grandeur, the favourite, in the Coral Easter Classic.

The decision by the British Horseracing Authority last year to allow racing on this day did not receive an unqualified welcome from all sectors of the sport, not least amid fears that the annual Open days at Lambourn and Middleham, which raise significant amounts for racing charities, could suffer as a result. Both events were still well supported on Friday, however, while at Lingfield the soundtrack for the afternoon was the constant, gladdening noise of thousands of people having fun.

Racing is in the entertainment business and the potential audience for a track such as Lingfield, in the Home Counties commuter belt and less than an hour from London by train, is immense. The vast majority of its meetings are midweek cards for a different audience, the one in Britain’s betting shops, but, on a day when most of its potential customers were free to attend, Lingfield proved that racing on an artificial surface can pull in a sellout crowd of punters through the turnstiles, too.

The apprentice Cam Hardie had the honour of winning the first

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race to be run on Good Friday in Britain as Viewpoint took the opening handicap, 25 minutes before Musselburgh staged the first in Scotland. The next five races on the card were each worth £93,000 to the winner, before Grandeur and Ryan Moore earned £124,500 for his connections in the afternoon’s showpiece event.

Grandeur’s trainer, Jeremy Noseda, expressed the uncertainty that was felt within the industry about racing on the day. “I had my doubts about racing on Good Friday, but if you’re going to race on Good Friday, you need to do what Lingfield has done and put up a good day’s racing with good prize money. It’s breaking with tradition but we’re in the entertainment business and you can see the huge crowd that is here today. That’s what our sport

depends on. All the sceptics can have no answer, this is a success and well done to them for putting it on.”

The capacity crowd for Friday’s card was the biggest at Lingfield for many years but also one that the track will hope to build still further in the seasons to come. “What we set out to do about a year ago was to prove that all-weather racing is about competitive racing and is an important part of the industry,” Tony Kelly, managing director of Arena Racing Company, which owns Lingfield, said. “Most of the world’s best races are run on artificial surfaces. That is our ambition and we feel there are no boundaries. We want to push this and compete with the big races in the rest of the world.”

Andrew Perkins, Executive

The bumper crowd enjoying Lingfield’s Good Friday meeting

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

Director of the track said he was thrilled with the support shown by both avid race-goers and local people looking for a family day out.

“Obviously it was a shame that we had to turn some people away, but we have to adhere to our capacity.

But for those who did get in, it was a fantastic day and we don’t think anyone was disappointed. It was a real pleasure to head up a team who made history and provided such a good experience for both our customers and the racehorse industry.”

Neil Mackenzie Ross, who has been Clerk of the Course at Lingfield for the past nine years, said he had never seen anything like it. “I have never witnessed noise like it, it was an awesome sound,” he said of the roar of the crowd.

Other equestrian sports have, of course, long since taken place on Good Friday; indeed the bank holiday is considered an important day for businesses throughout the equine industry. The potential for such a large audience certainly wasn’t missed at Lingfield, with the number of trade stands in attendance up considerably in comparison to regular racedays at the track. The success of the two open days at training centres Lambourn and Middleham alongside the two meetings on the day (racing also took place at Mussleburgh) went further to underlining the size of the market that exists to be targeted. ■

5 MINUTES WITH...

Wayne Robbins Equestrian Business Monthly spends five minutes with Wayne Robbins of Iconography Ltd, award winning e-commerce and m-commerce website design and build agency.

Two decades in any business is a long time, but nearly twenty years in the IT industry has seen the market change almost unrecognisably. Iconography has weathered the changes well and now in 2014 it boasts an impressive list of equestrian, rural and country website clients.

When was Iconography Ltd established?

Iconography Ltd has been a limited company since its inception in 1997, back in the days when Google didn’t exist and there were only approximately 100,000 websites on the internet! We still work with many clients from the early days and have enjoyed helping some of them evolve into serious international e-commerce operations.

Who established the company?

Our links to the equestrian industry go way back. Ray Bucker, the former head of IT at Pittards Leather PLC, a BETA exhibitor and tannery who

supply leather to saddlers, was instrumental in the business’ early days.

How has Iconography Ltd grown over time?

Organic growth has been the key to Iconography’s success. Staffing numbers sit at a sustainable seven key members. The team is made up of designers, developers and project managers, who work hard for their clients and for each other. This has lead to an impressive list of e-commerce clients who choose Iconography for its ‘boutique’ feel.

What do you put Iconography Ltd’s success down to?

We offer new and existing clients an experienced, proven and bang up to date website design and development service and feel that we blend high quality website design with some of the very best web programming experience in the market today, thus providing our clients with websites which look spot on and work like a dream. In a

nutshell – we provide what the customer wants, and needs to be successful.

What makes you different to other companies within your sector?

We have a bespoke platform called ‘Zone 1’ which we have developed in-house with this market in mind. It is a comprehensive e-commerce selling platform with superb front end features for converting visitors into customers and increasing average basket values – perfect for an online retailer whether you are a sole trader or a specialist independent retailer and/or distributor.

What’s next for Iconography Ltd within the equestrian sector?

BETA 2014 was good for us.

We exhibited with one of our partner businesses as ‘Retail Fusion’ and have several new relationships forming from this event. We look forward to getting these projects up and running in the near future. Our key focus for the rest of this year is to help retailers sell online and instore effectively by linking e-commerce and epos. ■ Iconography Ltd T: +44 (0)1460 258530 W: iconography.co.uk

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

25

Summer Feeding

PEAK Performance Gastric BETA byulcers numbers

The warmer months and new competition season will see a change in the spread of demand amongst various feeds. Today’s market of competition feeds can be as confusing as the supplement market with lots of choice for both retailers and customers alike.

A competition boon Technological advancements within the sector mean that many manufacturers that have cashed in on this market now offer a range of competition feeds, which are individually tailored to various disciplines and temperaments of horse. Lizzy Drury, senior nutritionist at Saracen Horse Feeds underlines that proliferation within the market is largely a result of the continued popularity of competitive riding. “We have found that

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the sports and performance horse market is growing due to the number of people competing, and the improvement in educational resources relating to the importance of nutrition on performance.”

Fibre and starch For Saracen Horse Feeds, RELEVE is a best-seller, offering everything that is increasingly in demand at present. “RE-LEVE is a cereal-free performance mix resulting in a very low starch

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

Gastric ulcers in a horse’s stomach are the result of erosion of the stomach lining due to prolonged exposure to the digestive acids the horse’s stomach continuously secretes. In the wild, when a horse is grazing for up to 16 hours a day, the acidity is reduced by the forage and also by bicarbonate in the saliva. If stabled horses regularly have access to hay and grazing, this natural preventative process continues. But if they are fed high-concentrate diets with only limited access to forage, the acidity in the stomach increases. Any period without forage intake, whether due to management practices or illness, leads to increased gastric acidity and risk of ulcers.

On-going research into the prevalence of gastric ulcers in both leisure and competition horses has resulted in an increased demand for lowstarch feeds in recent years, with riders and owners becoming more aware of the behavioural and digestive impact of feeding higherstarch feed to their horses.

“The increased demand for these innovative high fibre and low starch formulations has resulted in the supply of these feeds into a variety of different situations ranging from the top-end professional competition yards to pleasure horses and also to support the recovery of horses and ponies that are digestively compromised and recovering from sickness or surgery,” says Lizzy Drury.

Lisa Wilson of Dengie Horse Feeds emphasises the factors behind the changes in demand in the market.

“Horse owners have become more aware of equine gastric ulcers—particularly with

formulation. Extensive research carried out by Dr Stephanie Valberk at the University of Minnesota, and Kentucky

performance horses. It’s not that gastric ulcers are a new or an increasingly prevalent conditions, just that more veterinary surgeons have invested in endoscopes that are long enough to see them!

Fibre—especially alfalfa—has been recognised as a powerful way to help prevent, ease and manage this painful condition.

This is because it provides greater chew time, which in turn creates plenty of saliva and both of these help with the buffering of acidity in the stomach.”

Public recognition regarding gastric ulcers and their causal link with poor performance is something Catherine Rudenko at Red Mills is also acutely aware of. “There is more awareness of issues such as ulcers and tying-up with owners and trainers taking an active role in prevention and management. Customers are now more inclined to ask for a feed that is relevant to a specific condition.” Red Mills’ Horse Care Cubes have been developed with this in mind. “This is a diet we researched with University College Dublin vet college using horses in training as a response to the concern over ulcers. The original product developed was Horse Care 14 and this was followed by Horse Care 10 designed for jumpers, eventers and other high performance horses. Its success can be attributed to the use of raw material which are low in starch yet not in the fibre filler or by-product category. This is unique in the UK market. It also contains natural acid buffers which are intended to help alleviate excess acidity associated with feeding. It is the only diet in the UK to use such an ingredient.”

Equine Research (KER) in Lexington, enabled this high energy performance feed to be formulated from ‘super-fibres’

Until you’ve fed him Calm & Condition®… ...you’ll never know how glossy his coat could be Calm & Condition® ➤ Low calorie, barley and molasses free, low starch and low sugar* ➤ For horses and ponies at rest to hard work ➤ Ideal for horses and ponies that need to put on or maintain condition ➤ Quick soak in less than ten minutes

For friendly and helpful advice, contact our award-winning nutrition helpline today 01362 822 902, email helpline@allenandpage.co.uk Quote Ad Reference: Glossy One

*When compared to traditional diets with comparative energy levels

www.allenandpage.com

Summer Feeding and oils supporting a healthy digestive system, normal muscle function and optimal recovery times for horses in work.”

Will I’Anson of British Horse Feeds emphasises the point regarding preference for a lowstarch/high-fibre balance: “Fibre now plays a much larger part in the diet of many performance horses as more is understood about the dangers of a high-starch diet. From dressage horses to

“ Fibre now plays a much larger part in the diet of many performance horses as more is understood about the dangers of a high-starch diet.” eventers and endurance horses, fibre now provides the bulk of the energy required for performance in most instances.” British Horse Feeds’ Speedi-Beet is their most popular product in this area.

“Speedi-Beet revolutionised the way horse owners feed beet pulp. Previously, other beet products required 12-24 hours soaking prior to being fed.

Speedi-Beet is not only quicksoaking, it is also highly digestible and virtually sugar free.”

With such a high population of horse owners competing, there is a potentially lucrative market to be accessed with specialist feeds. All disciplines continue to be well supported at both affiliated and grass roots levels and horse owners should be using a feed suitable for a horse in work that is manufactured in a BETA NOPS (Naturally Occurring Prohibited Substances) accredited mill to help avoid the risk of failing a dope test. A low cost leisured feed will not provide sufficient levels of energy, protein and micronutrients and is unlikely to be NOPS approved.

Either way, there will, of course, always be a healthy market for feeds which produce the sorts of results that competition riders are looking for. “The most important consideration from our point of view,” says Frank van Rozendaal of Pavo, “is the fact that producers have to listen very carefully to the demands of the riders: riders want controllable energy for the horse without losing the will to work

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Competition feeds are individually tailored to various disciplines and temperaments of horse

and, most important of all, they want to support the general health of the horse. As producers we have to listen to the demands of owners without losing sight of the horse’s health. Pavo SportsFit is our best selling product for performance horses; a muesli which provides the right level of energy for sustainable power (combination of energy from oil and starch), the high level of magnesium, use of natural vitamin E and the addition of a good quality protein.”

Typically the most common reason customers may look to change feed is that a problem has arisen. “Many people look to change their competition feed because they’re having an issue with the current performance of their horse,” explains Lizzy Drury. “This can include problems such as premature fatigue during exercise, prolonged recovery time

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

in-between training sessions, and competition behaviour or temperament problems. We are also known for helping manage horses that have more complicated performance issues such as muscle myopathies and gastric ulcers etc.” While there are now many different types of feed specifically designed for competition horses, it is understandable that retailers and their customers may feel that these types of diets could come with risks attached. As ever in such scenarios, the key is to follow normal feeding guidelines—there should be no problems with high energy diets per se. “Just because a feed is high in energy does not mean that it is bad and is going to cause a behavioural change or complications to the horse. Determining the potential effects of a competition feed on the digestive health and

temperament of the horse will depend upon the ingredients that are contained within the feed and, most importantly, the actual feed management that is in place. It’s important not to underfeed and to make forage the basis of any horse’s diet,” points out Lisa Wilson.

Retailer awareness As a retailer, it is crucial you have a detailed understanding of precisely how each of the feeds you stock work. To this end it’s important to listen to the manufacturer, read what advice they provide and always feel free to pick up the phone should you have any questions. If a customer isn’t entirely sure what will suit his or her horse best, it’s all the more important that the retailer is able to proffer sound, qualified advice.

Riders want controllable energy for the horse without losing the will to work

“ As a retailer, it is crucial you have a detailed understanding of precisely how each of the feeds you stock work.”

Frank van Rozendaal underlines the point: “We focus lots of energy on educating retailers.

Our horse-feed nutritionists and technical people in the field put a lot of energy into training retailers. Next to that we provide regular newsletters to keep them updated, whilst the retailer can call our feeding advice team for more nutritional help.”

It’s worth stressing, however, that as much as a retailer knows

the product, they are unlikely to know much about the horse in question and that’s something it’s important to try and establish before offering advice according to Rachel Parrott, equine nutritionist for Allen & Page.

“When it comes to recommending a concentrate feed remember to take into account the workload, temperament, age and condition of your customers’ horses. As part of the Barley & Molasses Free Range, Calm & Condition can be recommended as a medium energy feed that will provide energy mainly in the form of fibre and oil. If even more energy is needed for a greater workload, then suggest Power & Performance as it provides fast and slow release energy to give a horse the extra stamina required for more regular, higher-level activities.”

Feed advice must only ever be

Help Him Build Up Build Up Conditioning Mix is a high calorie muesli, formulated for weight gain and condition. Suitable for poor doers and horses and ponies prone to weight loss • High in calories from oil and fibre for maximum weight gain.

• A good source of protein and the essential amino acid lysine for muscle development.

• Provides controlled, slow release energy and contains added magnesium for an even temperament.

• Contains added yeast, aiding digestive health.

• Fortified with a broad spectrum of vitamins and chelated minerals. Added B-vitamins to help encourage appetite.

Coupled with appropriate exercise and correct management your horse can gain weight, build muscle and simply bloom with condition and good health.

Contact us now to find out more about our range of horse feed

0845 345 2627 | www.dodsonandhorrell.com May 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

29

Summer Feeding provided by someone who has had adequate training and it is therefore critical that retailers organise regular staff training sessions. Bart Minten of Havens Horsefeed also recognises the value of extensive training. “Of course a basic knowledge of horse feeding is a pre-requisite.

But most customers will come already knowing what product they want. At that time it’s very difficult to convince a customer if they are wrong if the member of staff has only a basic knowledge of understanding. For this reason, adequate training is crucial.”

Presentation When it comes to store presentation, a lot clearly depends upon the availability of space. If it’s at a premium, it’s best to make sure you’re able to present a range of different energy-level products above all. Anna Pyrah, Pure Feed Company’s head of nutrition: “We find it’s always good to display the products on an energy scale, from the lowest energy feed to the highest energy feed as customers tend to swap up and down the range of

products as and when they need more energy or calories with the seasonal changes.”

Take advantage of a manufacturer’s offer to provide samples, as they are a great way of enabling customers to see and feel the quality of a product and to carry out a palatability test before they purchase a whole bag. If space allows, soaking demonstrations are also a good idea so the benefits of wet feeding can be explained.

Fibre — especially alfalfa — has been recognised as a powerful weapon in helping combat gastric ulcers

Specialisation The tailoring of feeds for specific events is a relatively new development within the market, one that is well worth keeping in mind. Keyflow has developed separate feeds for eventers and showjumpers in conjunction with

John and Michael Whitaker and Sir Mark Todd respectively.

“When you think about it, different equestrian pursuits place different demands on a horse or pony, although there is some cross over; a showjumper,

for example, needs power, speed and quick recovery, whereas an eventer needs temperament, control, energy for endurance and peak fitness support,” says Cam Price of Keyflow.

It’s plausible that this development could be taken further, with feeds produced specifically for other sports, though Price feels this may not be altogether necessary.

“It would be easy to keep fragmenting the range but that is undesirable for retailers and, in reality, we already have something to suit most horses or ponies. Mark Todd Perfect Balance and Stay Cool will take equines from maintenance to moderate levels of fitness and Maestro is being fed with success to dressage horses. Whitaker Bros Jumpmix is equally suited to polo ponies, and Jumpmix Jnr., meets the needs of any performance pony.”

Equine nutrition is continuously evolving and improving. Fine tuning equine diets specific to equestrian pursuits is a logical scientific progression and is helping the standard in these sports continue to rise. ■

feeds which get results REPEAT BUSINESS : MARGIN : EFFECTIVENESS

BAILEYS HORSE FEEDS Tel: 01371 850 247 (option 1) Equestrian Business Monthly | May 2014 www.baileyshorsefeeds.co.uk www.ebmonthly.co.uk

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TOO LAZY

TOO SHARP

TOO FAT

ALL-ROUND COMPETITION MIX

ALL-ROUND ENDURANCE MIX

PERFORMANCE OUTSHINE high BALANCER oil supplement

Oat-based mix for quick release energy

High fibre, high oil for slow release energy

Low starch, low calorie, high in nutrients

TOO THIN 26% oil supplement to add to any existing balanced diet for coat shine, stamina & condition

Summer Feeding PRODUCT

Power and performance

PRODUCT

Making the difference

To stay at the top of its performance, a horse requires power, athleticism and concentration Achieving all of these aims can be difficult and accurate feeding plays a huge part in getting it right.

Too much energy and the control and concentration may be lost, too little energy and the horse may lack the cutting edge required in the arena. Added to this each horse needs to be treated as an individual and other considerations such as condition, temperament and character need to be evaluated, all of which can make feeding a real challenge.

As part of the Barley & Molasses Free Range, Power and Performance provides fast and slow release energy to give a horse the extra stamina required for more regular, high-level activities.

“Whenever we can’t feed the full amount of a performance feed, or when a leisure feed seems to suit on the calorie front, we always recommend topping up the diet with Performance Balancer,” says Baileys’ director of nutrition, Liz Bulbrook. “This way we can ensure the horse is receiving the elevated levels of nutrients it needs to support performance but without any unwanted additional calories. It can make all the difference. Muscle and top line are built and maintained, whilst the horse has the nutrients to support stamina and recovery.”

www.allenandpage.com

www.baileyshorsefeeds.co.uk

PRODUCT

Staying power

PRODUCT

Energy on demand

Staypower Muesli is a high fibre and oil mix for controlled energy release. Suitable for competition horses and ponies in medium to hard work or involved in stamina-demanding disciplines such as eventing and endurance.

Staypower Museli is high in quality protein and added antioxidants to support muscle and immune function and contains electrolytes to aid post-work recovery. Staypower Muesli provides the performance horse with controlled slow release energy for strength and stamina, enabling them to perform calmly and to the very best of their ability.

Equimins’ Per4mance Booster provides eventers, hunters, racers or jumpers with an instant concentrated energy shot, giving it that extra bit of ‘umph’ when needed. The supplement contains honey, glucose and ginseng extract in an easy to absorb liquid, to help boost both body and mind, and can be given at a rate of 50ml up to three or four times a day.

Per4mance Booster is available in 1L, 2.5L and 5L bottles and comes with a handy measure.

www.dodsonandhorrell.com

www.equimins.com

PRODUCT

Big name support

PRODUCT

Quick soaking

Whitaker Bros Jumpmix and Jumpmix Jnr, have been developed to support intense bursts of power, speed and rapid recovery, whilst Mark Todd Maestro delivers components necessary to build stamina and sustain fitness up to 4* level.

Superior digestibility is achieved through the combined use of cutting edge feed technologies including micronisation and wet steam extrusion. This ultra-high digestibility, along with a highoil content, ensures the delivery of on-demand energy in a cool form and through low inclusion rates.

A revolutionary form of feeding beet pulp, Speedi-Beet is not only quick-soaking, it is also highly digestible and virtually sugar free. In 2008 Speedi-Beet was awarded with the Queen’s Award for Innovation which recognised significant developments in equine nutrition. It is high in fibre, particularly soluble fibre which is readily digested and yields slow release energy, as well as being low in sugar and starch-free. With a digestible energy content similar to that of a conditioning feed, SpeediBeet is a useful source of non-heating calories and can be fed as the sole additional calorie source, alongside forage.

www.keyflowfeeds.com

www.britishhorsefeeds.com May 2014 | Equestrian Business Monthly www.ebmonthly.co.uk

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LAUNCH IT

New way to worm all weights from Zoetis Larger horses can now be wormed much more conveniently thanks to an innovative, larger syringe from Zoetis. Equest and Equest Pramox are both now available in cleverly designed 700kg syringe doses, providing easy-grip, flexible and accurate worming, whether treating Shetlands or Shires.

H

orses appear to be getting bigger, with many now weighing over 575kg, which was the maximum dose for old syringes. Under-dosing is a cause of resistance so it is important to treat horses accurately according to weight, to maintain the effectiveness of the wormers currently available.

Wendy Talbot, vet at Zoetis says: “Worming larger horses often meant the inconvenience of two syringe insertions for these horses, or risking under-dosing.

The new, 700kg syringes are suitable for horses great and small but especially make it easier and more cost-effective to worm larger horses accurately with just one application.”

bers About Zoetis Zoetis (zō-EH-tis) is the leading animal health company, dedicated to supporting its customers and their businesses.

Building on more than 60 years of experience in animal health, Zoetis discovers, develops, manufactures and markets veterinary vaccines and medicines, complemented by diagnostic products and genetic tests and supported by a range of services. In 2013, the company generated annual revenues of $4.6 billion.

With approximately 9,800 employees worldwide at the beginning of 2014, Zoetis has a local presence in approximately 70 countries, including 28 manufacturing facilities in 11 countries.

Its products serve veterinarians, livestock producers and people who raise and care for farm and companion animals in 120 countries. For more information, visit www.zoetis.com.

Easy to use The new syringe is ergonomically designed to be used one-handed with a good, safe grip. The syringe barrel is short and wide for easier handling, even for those with smaller hands and the dial-a-dose calibration in 25kg increments ensures accurate dosing according to weight. The design has already been highly rated by horse owners.

Penny McCann, equine product manager at Zoetis, continued: “We are delighted to bring a new, larger syringe to market, to treat a broader weight range of horses.

We have also re-engineered the syringe design. The barrel is wider and the tube and plunger shorter to improve the horse owner experience when dosing.

We surveyed 111 horse owners, across Europe and 88% agreed that the new syringe is a comfortable fit in their hand. It’s immensely satisfying to have the opportunity improve the practicality and customer experience of our well-known and popular brands

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Equest and Equest Pramox.”

Equest is an oral gel containing moxidectin for single dose control of roundworms - including encysted larval stages of small redworms, and bots. Equest Pramox is an oral gel containing

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

moxidectin and praziquantel for single dose control of all three species of tapeworm, roundworms – including encysted larval stages of small redworms, and bots. Equest and Equest Pramox are licensed for use in breeding, pregnant and lactating mares and have been shown not to adversely affect the fertility of mares. Equest and Equest

Pramox are the only equine wormers to contain moxidectin, providing comprehensive worm control and the longest dosing interval (13 weeks) of any equine wormer currently available.

The new 700kg syringe is supported by eye-catching prescriber materials and a comprehensive media campaign.

For further information please contact your Zoetis Account Manager. ■

W E N

Download FREE from the App Store Text Stable Mate to 80800 to download*

Download FREE from Google Play TM Text Stable Mate to 80800 to download*

Introducing the new EQUEST 700kg syringe (for horses great and small) Now in a new, ergonomically designed, dial-a-dose syringe, EQUEST & EQUEST PRAMOX can treat horses weighing up to 700kg in a single syringe.

EQUEST & EQUEST PRAMOX are now both approved for use in pregnant and lactating mares.

Speak to your Zoetis Account Manager for more information and advise horse owners about sustainable worm control.

Single dose treatment for a broad range of internal parasites Further information is available from: Zoetis UK Ltd, Walton Oaks , Tadworth, Surrey KT20 7NS. EQUEST & EQUEST PRAMOX are registered trademarks of Zoetis Ltd. 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: March 2014 AH 136/14

*Standard network charges apply. By responding to this text you are consenting to your data being held either within or outside the EEA and processed by or on behalf of Zoetis to administer and manage any matters relating to Zoetis’s future activities or initiatives. For our full privacy policy visit www.zoetis.com

BUSINESS MATTERS

Stand and deliver How do retailers evaluate the value and benefits of participating in shows and events? Mark Lumsdon-Taylor says successful participation depends on seeing the bigger picture.

I

f it simply related to counting up the takings – and balancing them against outgoings—‘the evaluation’ would be simple.

But of course, it is vastly more complicated—and increasingly so.

A few years back far more of the larger retailers travelled from one major show to another throughout the season. Their show units were very sophisticated, specifically designed to make loading and unloading as simple as possible and, vital for cutting down on overheads, they included comfortable living accommodation. Some were so well-known on the circuit that they could rely on meeting up with loyal customers at the same venues year after year. In effect, they were travelling shop windows and queues of competitors and spectators waited for them to open every day of the show. At the same time, smaller shows could expect a local retailer to take stand space—often paid for by a ‘donation’ or the offer of ‘prizes’ rather than a set price.

A lot of those loyal customers lived very considerable distances from a large equestrian retailer and the travelling show units provided them with the opportunity to keep up with what the market had to offer. Today this has changed because the greater proportion of shoppers use research tools such as the internet to keep up with new products and to trace old favourites. Even so, some retailers continue to maintain a presence at selected shows and undoubtedly benefit from this participation.

Cost and location Stand space at the larger shows is not cheap, but if considered in line with the numbers of spectators through the gate, it can still represent remarkable value.

Many committed trade exhibitors book the same space year on year because they find a particular stand position is favourably located to attract new customers— and because they are fully aware of the benefit of always being located where loyal visitors can

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Find out if VIPs are attending and devise a novel experience on the stand to include them

expect to find them! A decision to book stand space shouldn’t be simply based on seemingly good discount offers from the show’s trade stand organisers – the ‘cheap’ offer may in fact be very ‘expensive’ when judged in line with the fact that it involves an area of the show where the footfall is light to non-existent. Travel, staffing and other overheads aren’t less because the location of the stand doesn’t fill the bill!

Research the event All the larger shows and events have very strong profiles.

Although show catalogues are valuable tools that provide a lot of information about retail competition, there is nothing to compare with carrying out market research at the actual show venue the year before participating. It is important to have in-depth information about

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

direct competitors: why are some stands busy whilst other apparently similar ones are very quiet? Continue the research back home by examining relevant websites to gain a valuable insight into why one stand succeeds— and another seems to struggle.

Target your market It is essential to have a good grasp of the demographics of the public gate – there is no point in attempting to market goods to people who are completely uninterested. Bear in mind that potential customers want—expect—to be able to obtain information and advice about products in which they are interested. It is generally a mistake to take on temporary staff to cover the show because they simply won’t have the experience and product knowledge customers want and deserve.

Nothing is more irritating and off-putting than being served by someone who constantly has to seek a colleague’s advice.

Of course, the numbers of visitors flocking to a stand doesn’t necessarily equate to the bottom line. In relation to the ‘right kind’ of shopper, recent research undertaken by Deloitte revealed some astonishing information: just 18% of consumers account for almost three quarters of the money spent on shopping.

At that rate, acquiring just one ‘super shopper’ prepared to do business at the show could revolutionize the takings.

Generating immediate sales is an obvious crucial factor. As well the cash that results, it reduces the packing up required at the end of the show. Shows can be a very good way of meeting new customers, building client database and extending online

BUSINESS MATTERS

Adding value 1. Getting the stand ‘right’ is an essential factor. Research stand designs very carefully, preferably by seeing them in action at some of the major shows. Enquire who designed and constructed the stands you admire. Make a list of all the ‘attributes’ the design must include to fill the specific needs of your business and discuss them with the designers. Make certain the design of the stand allows flexibility to extend the size in future years. Many designers work in AutoCAD and present a 3-D colour visual that incorporates the all-important branding.

2. Taking advantage of pre-show publicity material.

Investigate the possibilities even before the stand space is booked.

3. Enquire if VIPs are touring the show and devise a ‘novel experience’ that encourages organizers to consider including your stand in the tour.

4. Pre-arrange meetings with clients who will be attending the show. Offer them ‘privileged client’ discounts and/or other and mail order opportunities.

They afford opportunities for selling off excess stock—albeit at discounted prices. And it’s a great chance to check out competitors’ stands.

The research undertaken the year before booking a stand should have resulted in the decision to

incentives. Don’t underestimate the value of having a hospitality area on the stand – even if it is necessarily limited in size.

5. Check out the media attending the show and issue personalized invitations related to a celebrity visit to the stand, the launch of an innovative new product, the award of a sponsorship to a well-known rider – or similar.

6. Arrange for a photographer to cover 5 above.

7. Prepare press releases in advance. Include relevant quotes from notable personalities. Avoid turning the releases into a sales pitch!

Ensure relevant high resolution images accompany the releases 8. Nothing is perfect!

Throughout the show, make notes that would help to improve involvement in subsequent shows.

9. Finally – realistically evaluate the results from perspective of both what was achieved and potential future benefits.

Review the bigger picture! participate being an informed one and, what’s more, could help to inform and advance the strategic direction of the business throughout the year as a whole.

Building trusted relationships with customers is as essential today as it was before the advent of online shopping. ■

Do your research before attending - make a note of stand designs that really work

Make a list of all the ‘attributes’ the design must include to fill the specific needs of your business and discuss them with the designers

Mark Lumsdon-Taylor Mark Lumsdon-Taylor is director of finance and resources at Hadlow College. He attended Keele University where he read Law and Economics. On leaving, he joined Macintyre Hudson, a leading London accountancy firm, undertook an ACA training contract and quickly rose to become a director of audit. Mark joined Hadlow College with an initial brief as a ‘trouble shooter’ to design and implement fiscal recovery and to effect change within the College’s central services. He was appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted and is in the top category for financial stability.)

Mark’s work was acknowledged when he was awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007 and was a

runner up in 2010 and 2013.

In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Mark is shortlisted in the Public Sector and Voluntary UK FD of the Year category for this year’s prestigious Financial Director magazine’s Business Finance Awards.

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

35

What to stock for Successful Sales

Horse Boots With classic looks and hi-tech materials both sharing centre stage, the equine boots market is thriving, with therapy, travel and competition boots featuring in our shop-window showcase.

T

he old classics such as the Westropp Overreach boots, with the iconic petal design, are still important in an everchanging market place. When stocking up on boots, it is vital to keep hold of the old favourites – after all they have stood the test of time for a reason and are popular because they work. However, as with the rest of the equestrian marketplace, horse boots move on incredibly quickly and new competition boots are lightweight, flexible and breathable like never before. With neoprene and plastic featuring heavily in these boots, there is plenty to offer all budgets.

Strapless Brushing Boots

Travel boots are largely the same, but now available in new colours ways. Some, such as LeMieux’s ‘Easi-Breathe’ Protection Boots are also multi-purpose, acting as both travel and stable boots, combining two uses in one product.

What is noticeable in this survey of the market is the range of therapy boots on offer. From IV Horse’s simple and indispensible Poultice Boot to Equi-Med Ag’s infection fighting stable boots and onto the advanced technology of Veredus’ Magnetik Hoof Boot, boots offer a safe and effective way to apply therapeutic treatments to legs and hooves. ■ Sizes: Pony, Cob and Full Colours: Black RRP: £31.99

£31.9

9

Caldene

Ekkia

The Caldene Brushing Boots have been designed for competition with every horse in mind. The fully breathable neoprene gives ultimate protection whilst allowing air to circulate around the horse’s legs.

A specially designed moulded pattern allows the boot to comfortably wrap around the contours of the leg giving a closer fit.

Eric Thomas synthetic open front tendon boots Ekkia

Sizes: Small Colours: Black RRP: £26.50

These light open front PVC tendon boots feature white decorative topstitching and double thickness reinforcements along the tendons and fetlocks. Inner is lined with 6mm neoprene padding with anti-chafing polyester edges. Fasten with two self gripping elasticated straps under flaps. Matching fetlock boots and young horse models available.

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

Sizes: Full Colours: Navy, grey contrasts with navy chevrons RRP: £81.90

Equi-Thème Tyrex 3600 D shipping boots

£81.9

0

In waterproof and breathable 3600 Denier high density woven nylon.

12 mm foam padding, and 450g synthetic sheepskin lining. Closes with three wide self-gripping straps with reflective logo in centre.

Stable Boots £26.5

0

Equi-Med Ag

Sizes: 1, 2, 3, 4 (Front or hind boots) Colours: One colour – green RRP: From £104.95 £104.9

The Equi-Med Ag Stable Boots are designed to help prevent and treat mud fever and are also great for wound infections. They contain activated carbon and silver, which has very effective antibacterial properties and is used in all Equi-Med Ag products.

The Stable Boots are extremely effective in treating and preventing skin and wound infections, reducing swelling and in trials have shown 100% success rate at treating and preventing mud fever or pastern dermatitis.

5+

LET’S TALK PRODUCTS Cool Leg Wraps

Sizes: Pony, Cob, Full Colours: Navy RRP: £54.75 a pair

£54.7

5

Harpley Equestrian Cool Leg Wraps contain pockets of crystals, just soak in cold water for 30-40 minutes and the crystals take on the water and turn into a soft cool gel. There are elasticated, stretch Velcro straps over the full length of the leg wraps. Gives gentle cool compression for use after hard exercise to aid recovery.

Rambo Grand Prix travel boots Horseware

Hot-Chilly Leg Wrap

Sizes: One size Colours: Blue RRP: £13.50 each

£13.5

0

Harpley Equestrian

A perfect leg-shaped warm or ice pack. Freeze for ice or microwave/place in pre-boiled water for warmth. With easy to use Velcro straps the wrap gives warm therapy for pre-exercise warming or soothing and ice therapy for post exercise recovery or to help reduce swelling.

Sizes: Pony, Cob, Horse Colours: Navy with beige, navy and baby blue, black with tan, orange and black £95.0 RRP: £95.00 0

Advanced Protec Boot Set Horze

Sizes: Pony, Cob, Full Colours: Ash Grey, black, brown, dark blue, white RRP: £36.99

£36.9

Luxurious travel boots with reinforced panel at the bottom, fleece inner and reinforced silky liner. The Horseware Rambo Grand Prix travel boots co-ordinate with the rest of the Grand Prix range for the smartest look at shows.

Horze Pro Tec boots are a customer favourite and offer effective leg protection that increases performance levels. Designed for increased freedom, the soft padded lining with a low cut on the top provides easy movement and comfort.

The high quality PVC outer shell protects against hard strokes and shocks for great protection.

Neoprene Stable Boots

4 Horse Poultice Boot

Sizes: Pony, Cob, Full Colours: Black RRP: £24.99

£24.9

9

Horze

Sizes: XS, S, M,L, XL Colours: Green RRP: £8.10

IV Horse

Lightweight and multi-layered with a neoprene exterior, Horze Stable Boots provide effective support and comfort for the legs. Ventilated neoprene shapes to the horse’s legs and allows heat and moisture to escape. Comfortable with maximum protection, these stable boots fasten with reinforced velcro strips for a secure fit and help eliminate hyperextension of the fetlock.

A tough breathable canvas poultice boot with tough polyurethane base. Designed as an economical way to keep the hoof clean and protected during poulticing. Adjustable easy fit with Velcro fastening.

LP029 Travel Boots

LP025 Whitaker Tendon and Fetlock Set

Sizes: Pony, Cob, Full Colours: Navy RRP: £75.00

John Whitaker Int’l Ltd The outer of the LP029 Travel Boots are made from tough polyester, while the lining is made of soft fleece foam to ensure comfort and well as protection.

Featuring scuff plates to prevent injury and Velcro fastenings for a secure fit, the travel boots are shaped to protect the horse.

£75.0

0

John Whitaker Int’l Ltd

9

£8.10

Sizes: Pony, Cob or Full Colours: Red, navy, black or white RRP: £40.00 £4

0.00

This New Whitaker Tendon and Fetlock Set is a practical and stylish set made for everyday use and enhances protection from and bumps and scrapes. This set comes in a variety of colours and sizes, features a soft plastic outer, neoprene foam inner and a double fold touch tape fastening.

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

37

LET’S TALK PRODUCTS Brushing boot

Hot and cold therapy boot

Sizes: Pony, Cob, Horse Colours: Black, white RRP: £14.95

£14.9

Kitt Ltd

5

Sizes: One size Colours: Black RRP: £21.95 (inc. one boot and two re-usable hot/cold packs)

Kitt Ltd

A fantastic value yet high quality boot for general exercise, jumping and competitions. Kitt Brushing Boots are made from breathable neoprene to avoid heat build-up in the leg. Finished with a neat binding to the edge, they fasten with three broad Velcro straps with a high degree of adjustability. They have a tough reinforced strike pad to the inside.

Made of soft, flexible neoprene with a fully adjustable three point velcro strapping, the boot has two internal pockets to hold lightweight hot/cold pack inserts. The packs remain flexible so they can be wrapped gently around the contours of the leg.

The boot can be used in a pair to cool the legs after exercise, or it can be used on an injured or swollen leg to reduce inflammation.

Easi-BreathE Protection Boots

Stealth Air XC Boot

Sizes: Small, Med, Large Colours: Black RRP: £38.95 per pair

£38.9

LeMieux

5

£36.9

LeMieux

These technical XC boots have been designed for strength and optimum protection but made with the comfort of active legs in mind.

The outer material of this sleek design is perforated permitting 360 degrees exchange of air over its entire surface area whilst galloping, reducing tendon temperature.

Lightweight with optimum weight to strength ratio, moulds to leg and tendon profile and supports the back of the fetlock joint without restricting flexion.

Pessoa Travel Boots

Magnetik Hoof Boot

£43.9

Fieldhouse Riding Equipment

9

Veredus

Sizes: One size Colours: Black with blue lining RRP: £99.00

The Veredus Magnetik Hoof Boots contain neodymium magnets and use magnetotherapy to help reduce pain and swelling, stimulate blood circulation, speed up the elimination of toxins, accelerate regeneration of cells and better prepare muscles and tendons for work.

The Magnetik Hoof Boots come equipped with ten neomydium magnets per pair, which are strategically placed to work on the bulbs of the heels, pastern and hoof crown.

Roma Neoprene Leg Wraps

Travel Boots Set of 4

Weatherbeeta Ltd

The Roma Neoprene Leg Wraps are perfect for protecting the horse’s legs against knocks, bumps and bruising during turnout. Made from lightweight neoprene material which contours and fits to the shape of the horse’s legs with four secure, adjustable touch tape fastenings for ease and safety when fitting.

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

£27.9

9

Weatherbeeta Ltd The WeatherBeeta Travel Boots are made from super tough 1200 Denier outer fabric with boa fleece lining.

Featuring touch tape closure fastenings and coordinating colour trim.

5+

£99.0

Practical and attractive travel boots made from tough 600D outer to protect the horse whilst travelling.

The boots are waterproof, breathable with a quick dry nylon lining and touch tape fastening.

Sizes: Pony/Cob, Cob/Full Colours: Black, brown RRP: £27.99 per pair

5

Sizes: Small, Med, Large and XL Colours: Black RRP: Front Pair £36.95, Hind Pair £42.95

Easi-Breathe Protection Boots are fantastic multi purpose stable and travel boots. Soft removable liners with flannel inner help wick away heat and sweat. Great to dry wet legs. Breathable Airprene fabric and wide micro-suede straps make these boot wraps indispensable.

Sizes: Cob, Full Colours: Navy RRP: £43.99

£21.9

0

Sizes: Pony to Full Colours: Black/Silver, New Charcoal Blue Square Print, Navy/Red/White & Navy/Silver £39.9 RRP: From £39.99

9

LET’S TALK PRODUCTS Zandonà Carbon Air Tendon Boots Westgate EFI

Overreach Boot

Sizes: Small, Medium, Large Colours: Black or brown RRP: £95.00

£95.0

0

Westropp

Sizes: One size only Colours: White, Black, Red, Brown, Blue, Pink and Purple RRP: £21.00

£21.0

0

Zandonà Carbon Air Boots are of TPU construction, combined with ventilated neoprene, carbon fibre and Gel-Tech for impact absorption and elasticated straps with double locking system. An established name in motorcycling and winter sports safety wear, the Italian manufacturer uses the same advanced technologies in its top-of-the-range, ergonomically designed horse boots.

The Westropp Overreach Boot was designed in 1985 for safe cross country riding and was updated in 2007. It is made in sections so will not invert in water, deep going etc so never causing a danger to horse or rider. If it is trodden on at take off or landing, a section will pull off without impeding the forward momentum of the horse.

Designed to sit over the bulb of the heel, the overlap gives extra cushion to protect the horse’s heel.

Ice Therapy Boot

Smart Tendon Boot

Sizes: One Size Colours: Black RRP: £30.00

£30.0

Woof Wear Ltd

0

Woof Wear Ltd

Sizes: Small, Medium/Large, Large/Extra Large Colours: Black RRP: £55.00

£55.0

0

The Ice Therapy Boot is a versatile boot that enables both hot and cold therapy to aid recovery after periods of stress and as a complimentary treatment for leg injuries.

Made from 7mm closed cell neoprene featuring touch and close double velcro fastenings for improved fit, the elasticated mesh pockets safely contain hot and cold therapy packs (available separately) as well as ice.

Manufactured using breathable neoprene and a vented PU shell, Woof Wear’s new Smart Tendon Boot provides exceptional protection to the delicate tendon area. To ensure a secure fit it features innovative fetlock locators incorporated in the ergonomic design.

The Smart Tendon Boot is suitable for day-to-day schooling right up to top-level competition.

Contacts

Coming up

Caldene +44 (0)1274 711101

John Whitaker International +44 (0)1706 340500

www.caldene.co.uk

www.johnwhitaker.com

Ekkia +00333 88 07 4004

Kitt Ltd +44 (0)1278 727755

www.ekkia.co.uk

www.kitt.eu.com

Equi-Med Ag +44 (0)1915 118323/ +44 (0)7775 577165

LeMieux +44 (0)2380 814360

www.equimedag.co.uk Fieldhouse Riding Equipment (Pessoa) +44 (0)1922 638094

www.pessoa.uk.com Harpley Equestrian +44 (0)1159 611537

www.harpleyequestrian.co.uk Horseware +353 4293 89000

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

www.horsehealthtrade.co.uk Shires Equestrian (Westropp) +44 (0)1476 870489/ +44 (0)1568 613600

filling in the submission form.

In July, Let’s Talk Products looks at jodhpurs, breeches and over trousers. This represents a massive sector of the market and will be a very popular feature. To ensure you can showcase your latest designs make sure you get in touch now. To take part in either feature contact letstalkproducts@ebmonthly. co.uk.

westropphorseboots@talk21.com

Weatherbeeta Ltd +44 (0)1295 226900

www.weatherbeeta.co.uk Westgate EFI +44 (0)1303 872277

www.wefi.co.uk Woof Wear Ltd www.woofwear.com

www.horze.co.uk

Zebra Products (Veredus) +44 (0)1352 763350

IV Horse/Windowbox Limited +44 (0)1888 544261

www.zebraproducts.co.uk

www.4horse.co.uk

Numnahs and saddle pads are used by all and as ever high tech features abound.

Wicking materials, non-slip and padding are important for some customers, whereas others will be looking for value for money, colour matching or simple cotton. Manufacturers, you can feature in June’s Let’s Talk Products, the popular shop window feature, by sending in your products and

Numnahs and saddle pads are coming up in the June issue

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

39

ON THE MARKET PRODUCT

BUFF says buzz off

PRODUCT

Flexible whip range

Original BUFF, the world’s leading multifunctional headwear brand, has developed High UV Protection BUFF with Insect Shield.

Insect Shield offers long lasting, effective and odourless protection and when combined with High UV Protection BUFF, a seamless tube of Coolmax Extreme fabric which offers at least 93% protection from harmful UV rays, it makes the ideal accessory for all sorts of outdoor activities this spring and summer.

The range includes ten patterned designs and four plain with a suggested retail price of £21.00.

IV Horse has just launched its latest range of whips featuring Whip4Flex technology. A wide range of whips are available from bling to traditional with bespoke also available. The new catalogue is now available and complements the recently released grooming products brochure, with further product groups to follow, including the exciting new Whiteley & Green equestrian clothing range.

www.buffera.co.uk

www.4horse.co.uk

PRODUCT

Total hoof care

PRODUCT

Perfect layering

The number one hoof supplement now has a complement: Farrier’s Finish topical hoof liquid. Together, Farrier’s Formula and Farrier’s Finish provide healthy hoof growth plus antimicrobial protection. Farrier’s Finish topical hoof liquid combats the ‘hoof eating’ bacterial and fungal invasions which cause white line disease, thrush, and poor hoof quality.

The tamed iodine antimicrobial in Farrier’s Finish is delivered into the hoof capsule by a highly penetrating base of tea tree oil. The unique blend of ingredients including natural waxes and resins provide hoof protection while still allowing oxygen to pass into the hoof capsule.

From the Toggi Black collection, the Florence is a padded gilet in super stylish diesel colour and is the ultimate summer layering piece. With its vintage, sporty feel, the Florence is designed to look fabulous over all Toggi’s jersey wear, with contrast colour lining and embroidery to give the pop of colour perfect for summer. Pockets built into the side seams feature zip fastenings for the security of your belongings, while the quilted hood and durable water repellent finish will keep the wearer looking good come rain or shine.

www.lifedatalabs.co.uk

www.toggi.com

PRODUCT

Spring into fashion

PRODUCT

Grand Prix bridles

Toggi’s Kemble is a gorgeous lady’s jersey full zip jacket, with binding trims to add impact and a hood lined and lightly quilted with Toggi’s beautiful new floral print fabric.

Tonal quilting stitch at the side panels adds interest and creates a flattering silhouette. Perfect to keep wearers warm when the temperature drops on a summer evening.

Every Toggi collection is supported by extensive offline and online consumer marketing campaigns, from advertising to in-store POS to elite rider sponsorship.

Kate Negus Saddlery introduces three new bridles to its Grand Prix range, all with luxurious leather linings. Made from top quality English leather and feature the padded, shaped Grand Prix headpiece.

This recently modified component has a wider surface area and features integral noseband hangers to reduce poll pressure, while giving the appearance of a traditional bridle. In addition to this, these three new bridles also have leather lined and padded browbands and pull back fastening nosebands. The size and style of all the component pieces can be selected at the time of purchase for the perfect fit.

www.toggi.com

www.katenegus.com

40

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

KEN LYNDON-DYKES

Legal wrangles Ken Lyndon-Dykes considers the consequences of a court ruling for all areas of the equestrian world.

H

orse riding is dangerous and riders cannot sue when they fall off. So ruled Lord Justice Lewison in a 2012 court case. This may well have created a precedent that will take the pressure off trainers and instructors, riding schools, farriers, grooms, those who build cross-country courses, design show-jumping courses, provide advice about equine diets, equine vets and physiotherapists, equipment suppliers and, yes, saddle fitters. The ruling could dramatically reduce the numbers of equine-related claims reaching the courtroom.

The situation was this: a 32-yearold woman was thrown when the horse she was riding ‘bolted’ across a field and through a hedge before throwing her onto a tarmacked road. She sustained a nasty head injury which she claimed resulted in chronic migraines. The young woman was exercising the horse for a friend who was pregnant.

Because the horse had a sore mouth after having his teeth rasped, he was being ridden in a bitless bridle to which he was unaccustomed; however, he was ridden in walk and trot in an enclosed school before being ridden in an open field.

The young woman sued her friend, the horse owner, under the 1971 Animals Act that imposes strict liability on owners if they are aware the animals they own have particular characteristics not normally found in the species and which create risk of serious injury.

Summing up, the defendant’s barrister said that ‘all horses are unpredictable’ and that the horse’s refusal to slow down ‘was not due to a characteristic of the horse’. He commented that riding is a risky sport and said it would be wrong to hold his client responsible for the accident.

Not so many years ago when you fell off you were intent, as far as possible, on climbing back on board with the shortest possible delay. Looking mildly embarrassed, you put on a brave

face and just got on with it. If the accident was more serious, you gritted you teeth and thanked the ambulance people, hoping to be up and about riding again very soon!

Attempting to apportion blame didn’t even cross one’s mind.

Nowadays things are very, very, very different! Anybody in any way associated with horses stands to be ‘blamed’ when a rider has a fall. ‘The feed excited the horse.’ ‘The bit didn’t fit correctly.’ ‘The horse was in pain because the shoeing had given him sore feet.’ The litigious culture of blame has arrived and is thriving, however unrealistic, unconnected and downright ridiculous. Increasing numbers of riders want to make someone culpable, liable and responsible, especially if there is a chance of financial gain. The claims may be spurious in the extreme but in quite a few instances the judge has found in favour of the litigant in very unclear circumstances.

Speaking as someone who is increasingly in demand as a professional witness, I am well aware of how difficult it is for those who barely know one end of a horse from another to follow the advice of professional witnesses, even when serious attempts are made to avoid sector jargon.

A while back the saddle – and saddle fitter – were blamed for virtually every ‘problem’ associated with an unwilling or nappy horse. It wasn’t deemed necessary to go through an elimination process. ‘The horse had a sore back.’ ‘It must be the saddle.’ ‘The horse puts

his ears back when I mount.’

‘It must be the saddle.’ ‘The horse is nappy.’ ‘The horse is stopping at jumps.’ ‘The horse’s temperament has changed for the worse.’ All such ‘problems’ were frequently blamed on the saddle and/or the way it fitted.

Of course, in some cases the saddle certainly was the culprit, but more often than not there were other issues to take into consideration. The saddle had been ‘borrowed’. The saddle had been fitted months – years –before, had not been checked since and the horse’s shape had changed substantially. The saddle was bought secondhand and was never fitted. The saddle fitted well, but the rider crashing on the back of it every stride was the cause of the horse’s sore back! And so on…..

Anyway, everyone, in all sectors of the equestrian industry, can breathe a sigh of relief because – at the very least – one can assume that riders will now be seriously discouraged from risking incurring substantial costs when they are very unlikely to win the case. It would be interesting to know what insurers think about Lord Justice Lewison’s judgement. They must have been stung on more than one occasion! On the other hand, could it be that the judgement will encourage some sections of the industry to cancel or reduce their insurance coverage? ■

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.

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

41

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

Earlswood Supplies +44 (0)8450 171351

Harold Moore +44 (0)114 2700513

Likit For orders Westgate EFI +44 (0)1303 872277

Eazitools Equestrian +44 (0)1302 746077

Haybar +44 (0)1723 882434

Littlemax +44 (0)1668 213467

Albedo100 UK Ltd +44 (0)113 3955266

Equestrian Creative Network

www.albedo100.co.uk

Allen and Page +44 (0)1362 822900

www.allenandpage.com a

Andover Healthcare, Inc. +1 978 4650044

www.andoverhealthcare.com a

www.earlswood-supplies.com a www.eazitools.co.uk a

www.haybar.co.uk a

ww.eqlife.co.uk

www.hemptechnology.co.uk a

EQ Life Magazine +44 (0)1953 852946

www.equestriancreativenetwork.com

Equi-Ads +44 (0)1738 567700 www.equiads.net

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

Animal Health Company +44 (0)1787 476400

Equine Speedskip +44 (0)1989 769435

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

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320

www.equinehealthandherbal.co.uk a www.elico.co.uk a

Baileys Horse Feeds +44 (0)1371 850247

wwwbaileyshorsefeeds.co.uk a

Bedmax Shavings +44 (0)1922 621676

www.bedmaxshavings.com a

Brinicombe Equine +44 (0)8700 606206

www.brinicombe-equine.co.uk a

British Horse Feeds +44 (0)1765 680300

www.britishhorsefeeds.com a

Champion + 44 (0)113 2707007

www.championhats.co.uk

Charles Owen +44 (0)1978 317777

www.charlesowen.co.uk

Clarendon Equestrian Ltd +44 (0)1825 733361

www.clarendon-equestrian.com

Classic Showjumps +44 (0)161 765 2010 / 2014 www.classicshowjumps.com

Clipper Sharp +44 (0)1823 681076

www.equinespeedskip.com a

www.hiltonherbs.com

Holdsworth PR +44 (0)1903 892060

www.holdsworthpr.co.uk a

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

Horse & Jockey Ltd +44 (0)1981 550467 www.capcover.net aa

a LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz aa Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk a Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com a Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

www.silvermoor.com a

Smart Grooming +44 (0)1823 681076 a Solocomb +44 (0)1235 511358

www.solocomb.co.uk

Spartan Equestrian Products +44 (0)1474 705065

www.spartanequestrian.com

Spoga + Gafa +44 (0)208 6818166

www.spogagafa.com

Sportmark by Signam +44 (0)1926 417300

www. sportsmark.co.uk a

Stable Safe +44 (0)7500 091650

www.stable-safe.com

www.equestrianvision.co.uk a

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

Mirrors for Training +44 (0)1902 791207

www.stormsure.co.uk a

www.equiami.com

Horse Health Trade +44 (0)2380 814360

New Equine Wear +44 (0)1172 303700

www.taurusfootwearandleathers. co.uk a

EquiAmi Ltd +44 (0)1584 891049 Equine Management +44 (0)1825 840002

www.equineman.com a

Equisafety Ltd +44 (0)1516 787182

www.equisafety.com a

Exo2 +44 (0)1335 372600 www.exo2.co.uk

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com a

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

Friendship Estates +44 (0)1302 700220

www.friendshipestates.co.uk a

Fynalite +44 (0)1789 764848

Cox Agri +44 (0)845 600 8081

Gain Horse Feeds +44 (0)7912 197000

Creative Equine Marketing +44 (0)780 3728646

Global Herbs +44 (0)1243 773363

www.coxagri.com a

www.gainhorsefeeds.co.uk a

www.creativeequinemarketing.co.uk

www.globalherbs.co.uk

Dodson and Horrell +44 (0)1832 737300

Golly Galoshes +44 (0)7585 557775

www.gollygaloshes.com

Grays of Shenstone +44 (0)1543 483344

www.dogrocks.co.uk a

www.graysofshenstone.co.uk

www.DurangoBoot.com

www.nuumed.co.uk

Durango +1 740-753-1951

Hilton Herbs Ltd +44 (0)1460 270700

www.littlemaxshavings.com

Silvermoor +44 (0)1665 602587

Merial Animal Health Ltd +44 (0)1279 775858

www.clippersharp.comt

Dog Rocks +44 (0)1628 822 243

Hemp Technology Ltd +44 (0)1986 835678

www.likit.com a

Horsefair +44 (0)1264 811425

www.fynalite.co.uk

www.dodsonandhorrell.com a

www.haroldmoore.co.uk a

Griffin Nuumed +44 (0)1458 210324

www.horsefair.co.uk a

www.horsehealthtrade.co.uk

Horses with Attitude +44 (0)1274 852139

www.horseswithattitude.co.uk

Horseware Ireland +353 42 9389000

www.horseware.com

Horslyx +44 (0)16973 32592 www.horslyx.co.uk

Hucklesby Associates +44 (0)1362 696309

www.hucklesbyassociates.co.uk

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

Jack Murphy +44 (0)1768 867590

www.jackmurphy.co.uk

Kate Negus +44 (0)1249 740590

www.katenegus.com a

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

Kevin Bacon’s +44 (0)1296 662473

www.merial.com

www.mirrorsfortraining.co.uk a www.newequinewear.co.uk

Toggi +44 (0)113 2707007

www.parkgateequestrian.co.uk

www.toggi.com

Parallax Plastics Ltd +44 (0)115 966 3836

Top Paddock +44 (0)1469 563995

www.parallaxplastics.co.uk

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

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

Pfizer Animal Health +44 (0)1304 616161

www.LifeDatalabs.com

www.trelawneequine.co.uk aa a

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

www.presspoint.co.uk a

Virbac Animal Health +44 (0)1359 243243

PressPoint +44 (0)1953 851513

www.vetericyn.com aa

Rima Exports +91 972 1504005

www.equimax-tabs.com a

rimaexport@gmail.com a

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

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

Saracen Horse Feeds + 44 (0)1622 718 487

Life Data Labs Inc +1 256 3707555

Trelawne Equine Ltd +44 (0)8442 578585

Vetericyn +353 91 796896

Kozi Kidz +44 (0)1302 746680

enquiries@letstalkhorses.co.uk a

www.top-paddock.co.uk a

www.wormingyourhorse.info a

Rockies +44 (0)1606 595025

Lets Talk Horses + 44 (0)1953 850678

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

Parkgate Equestrian +44 (0)1306 631374

www.kevinbacons.co.uk

www.kozikidz.co.uk a

Stormsure +44 (0)3333 441500

www.rockies.co.uk a

www.saracen-horse-feeds.co.uk a

Seaquim +353 (0)8623 64609

www.seaquimequine.net

Science Supplements +44 (0)8456 800606

www.sciencesupplements.co.uk

W F Young, Inc +001 413 526 9999

www.absorbine.co.uk a

Wahl +44 (0)1227 740555 www.wahl.co.uk a

Westgate EFI Ltd +44 (0)1303 872277 a Westgate Labs +44 (0)1670791994

www.westgatelabs.co.uk aa

Worklite Ltd +44 (0)1279 418052 www.work-lite.com a

Your Gift Horse +44 (0)1454 510102

www.yourgifthorse.com a

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.

42

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

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

43