Equestrian Business July 16

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

July 2016 Issue 168

Business Diversification:

The Risk and the Reward Inside... Feeding the beast:

Content Generation & Social Media Marketing

Let’s Talk Products

Jodhpurs, Breeches and Over Trousers

PRIDE OF BRITAIN what does it mean?

Our language is simple.

Our nutrition is serious.

Become a Pure Feed stockist today!

Makes simple business sense P One of the fastest growing horse feed companies in the UK P FREE diet plans and feeding advice P POS material, merchandiser stands and marketing support to all retailers

Great P.O.S & margins for

P Made in Britain P NOPS approved P Competitive pricing

retailers!

The Pure Feed Ethos

things we make

A range of complete feeds consisting of eight options plus linseed and healthy treats.

P Colourful branding making buying decisions easy for customers P Economical and time-saving for bigger yards P All feeds contain the balancer pellet P Easy to feed system suitable for all levels of horse or pony P Supported by a range of supplements to support any horse’s needs

Don’t just take our word for it, here’s what some of our customers think of our feed…

“Calm in the dressage, full of running in the XC. My horses have never felt better.”

Jock Paget, Badminton Winner and Olympic Bronze Medalist Team NZ

“I highly recommend it.

Try it yourself and see the differences it makes to your horse.”

Lucinda Fredericks, Olympic Silver Medalist Winner of Badminton, Burghley and Kentucky

“Best decision I ever made.”

Vittoria Panizzon, Italian International & Olympic event rider

“I strive for excellence and thats exactly what Pure Feed provide.“ Kevin McNab International event rider Team Australia

Contact us to find out more on becoming a stockist 2

0845 49 111 25 · info@thepurefeedcompany.com Equestrian July 2016 Business www.ebmonthly.co.uk www.thepurefeedcompany.com Made in Britain

Inside this issue...

4 News

The latest industry round up

15 Product Watch

What’s caught our eye this month?

35 Business Matters

Maximise space and boost sales

17 Website

37 Business

Understanding Flash

The risk and the reward

Development

45 Equine

Nutrition

Demystifying balancers

50 AETA Preview

19 Equine

Where English and Western combine

Supplements

Supplements for healthy bones and locomotion

52 Let’s Talk Products

22 Media and

Pick of the products: jodhpurs, breeches and over trousers

Content generation and social media marketing

56 Ken Lyndon Dykes

Marketing

26 Let’s Talk Horses Connecting to consumers

27 Proud to be British Investigating what it means to be British

Offering more offline

57 Directory

Contacts at a glance

58 Last Word Life after Leave

EQUESTRIAN Editor

Production

Disclaimer

Vanessa Britton Vanessa@ebmonthly.co.uk

Allison Kemp +44 (0)1953 852946 allison@ebmonthly.co.uk

Whilst every care has been

Accounts

contained in this magazine

Staff Writer Charlotte Johnson +44 (0)1953 852941 editorial@ebmonthly.co.uk

Regular Contributor Pat Crawford editorial@ebmonthly.co.uk

Advertising Sales

taken to ensure that the information and reviews

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the trade through Equestrian Business via advertising and editorial; also we’ve recently augmented our advertising strategy by sending out our brochure with the magazine. I am always delighted with the response we get from our activities with EB and I really value their independent approach.”

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Equestrian Business

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

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

FORWARD FEATURES Aug 2016 ❚ Nutritional Supplements Performance ❚ Wholesale & Distribution ❚ SPOGA & Glee Previews ❚ Worming ❚ Equine Nutrition – High Fibre ❚ Let’s Talk Products: Body Protectors & Air Jackets

Sept 2016 ❚ Nutritional Supplements Hooves & Legs ❚ Clippers & Trimmers ❚ Better Bedding ❚ Equine Nutrition Maintenance ❚ Let’s Talk Products: Stable Tools

Kate Wright with Dermot Murphy and Jeremy Cooper

Karen Colman

Helen Nedley

Hard Work Rewarded

T

he winners of the annual RSPCA Honours have been announced, many for hard work within in the equestrian industry.

Julian Sturdy, MP for York Outer, won the RSPCA’s Arthur Broome Award for his work to introduce legislation in England to tackle fly-grazing.

Julian worked hard to gather support for the Private Member’s Bill, guide it through the House of Commons and subsequently the House of Lords. Less than a year after proposing his bill, the Control of Horses Act 2016 came into place and already local authorities have used the

new powers more than 30 times to take action for hundreds of flygrazed horses in hotspots across England.

Other equine related awards were given to RSPCA staff Karen Colman, Neill Manley, Helen Nedley and Kate Wright for tireless effort in tackling horse welfare issues in their region.

For over 100 years, the RSPCA Honours have been an opportunity to recognise people and organisations that have helped the charity in their goal to end animal cruelty and protect animals from abuse.

Awards are given for bravery, outstanding service and

to recognise exceptional contributions to animal welfare. The criteria are stringent, with each application being considered by a specialist Honours Selection Committee.

Neill Manley

Animal Welfare Act Under Review T Our media pack and a full list of features for 2016 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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Equestrian July 2016 Business www.ebmonthly.co.uk

en years on from the introduction of the Animal Welfare Acts 2006 and following the Efra Committee Inquiry on animal welfare, leading vets have come together to discuss the progress of the Act at the Animal Welfare Foundation (AWF) Discussion Forum.

An expert panel made up of those who work with the legislation daily, explored advancements in animal welfare since 2006 while also considered the Acts’

effectiveness for both large and small animals.

“This is an exceptional conference that examined some of the most critically important issues for animal welfare,” said Sean Wensley, President of the British Veterinary Association.

Tiffany Hemming, Chair of Trustees for AWF, said: “I believe that education and debate is the starting point for change, and this year we had a particularly impressive group of speakers

hailing from veterinary practice, animal welfare organisations, universities, government and industry.”

The AWF Discussion Forum is attended by leading vets, vet nurses, animal welfare organisations and other key influencers and, this year, will also be holding sessions on exotic animals, and debating the controversial topic of livestock welfare in intensive farming for meat production.

news

Staying Safe in Rio T

he Global Warning System (GWS) has released Safeture – the must-have travel companion for Rio-bound athletics fans.

Safeture is a personal security solution that helps protect travellers and keep people connected while away from home. The app provides real-time alerts and information about security, safety and health threats as well as SOS response numbers for local countries.

The GWS team – which is offering free usage of the app to the first 10,000 users who download or activate the app while in Rio – has released an updated version with specific content for those

who are going to the games, and has also set up a dedicated team of analysts on-site in the city to keep on top of potential issues.

“In preparations for the games in Rio, we have put together a dedicated monitoring group consisting of professional analysts that will keep a close eye on everything that unfolds before, during and in the aftermath of the event,” said Johan Tinnerholm, COO. “If something unexpected occurs, GWS app users will be the first to know and they will be professionally advised on how to act.”

Users can download Safeture on the Apple App Store or Google Play.

Many Roads Lead to spoga Horse Autumn Spoga Horse Autumn opens its doors in Hall 11 of the Cologne Fair Ground for the first time from 4 to 6 September.

Boasting an even larger event space, there will be more opportunities to network with the international equestrian sport industry in a condensed format.

The location of the hall with its direct connection to the Main Entrances South and East enables short routes and improved accessibility by public transport.

Situated in the heart of Europe, spoga is in a logistically convenient location close to

Cologne Bonn Airport, which is one of Europe’s busiest commercial airports. There are special rates for international flights to Cologne available from the event website.

On arrival to the airport, visitors are recommended to use the suburban railway (S-Bahn) or a taxi to travel to the fair grounds in Cologne’s Deutz district. For those planning to travel to spoga horse autumn by train, Deutsche Bahn Koelnmesse offers train tickets at reduced prices.

Open to trade visitors on 4 and 5 September from 9am-6pm and on 6 September from 9am-5pm spoga Horse Autumn 2016 is promising to be a very rewarding event.

Mark reaches new milestone A

national scheme providing more riding opportunities for disabled people has now reached a milestone with 30 centres up and down the country approved. Riding for the Disabled Association (RDA), in partnership with Hoof, the British Equestrian Federation’s (BEF) participation programme launched the Accessibility Mark scheme to encourage those who do not already partake in equestrian activities or would not usually have the opportunity to

do so, to experience the many benefits that riding can bring.

Through the Accessibility Mark scheme riding centres can form an association with the RDA, without the requirement to set up a charity, opening opportunities to centres that were unable to set up a charity. Accessibility Mark status is awarded to a riding centre that has been approved

by RDA following training and assessment. To find an RDA Group or Accessibility Mark centre visit www.rda.org.uk.

Smokey Joe cropped South of England

Success for Shadwell S

hadwell Estate Company Ltd has made a successful foray in to the world of horse racing with its first ever National Hunt runner.

Briers Smokey Jo did not disappoint on his first outing in the colours of HH Sheikh Hamdan bin Rashid Al Maktoum, beating his rivals with a 25-length victory.

All is not as it seems however, when you realise their new representative stands at only 10.5hh and his victory was at the South of England Show with a jockey who is only 13 years old.

Shadwell have sponsored Briers Smokey Jo in the 2016 Shetland Grand National Series and hope that he and his jockey, Kinvara Garner, will qualify for this year’s Olympia.

Rachael Gowland, Shadwell’s Marketing Manager said: “We thought it might be an interesting bit of PR to have the Shadwell colours involved with the Shetland Pony Grand National and when we investigated further, heard that 2016’s nominated charity was the Bob Champion Cancer Trust – that sealed it! To be able to support a project that promotes racing and horse riding in a fun way and be able to contribute to a very worthwhile cause is really exciting.”

Pendleton Races Ahead

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ormer Olympic, European and Commonwealth cycling champion Victoria Pendleton, stormed to victory aboard Lawney Hill trained Royal Etiquette in the Countryside Alliance Race for Repeal, a charity day held at Newmarket’s Adnams July Course.

The flat charity race, which saw seven riders take part, opened the Newmarket Countryside Race Day, and saw sponsors for those riders involved go to The Countryside Alliance Foundation charities.

The charities the foundation administers include: Casting for Recovery – offering fly fishing retreats to ladies who have, or are recovering from, breast cancer, Fishing 4 Schools, which offers short educational angling courses to children and Falconry For Schools, which brings the world of the falconer into the classroom.

Pendleton sped to victory on Royal Etiquette, the horse who won the very same charity race the year previous.

“I felt a little pressure as he was the reigning champion, but I spoke to the jockey in the paddock and he said ‘stick on the rail and just after two out push him,” said Victoria.

“It was only a charity race, but I will take that. It was really good fun and I was glad I have been able to do something postCheltenham.”

July 2016 www.ebmonthly.co.uk

Equestrian Business

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news

Robinson Animal Healthcare to the Rescue in Egypt R

obinson Animal Healthcare has donated products to Egypt Equine Aid to help support the work they do helping horses, donkeys and mules at their purpose built equine hospital based in Cairo.

Egypt Equine Aid was founded in 2014 by Jill and Warren Barton, with the aim of treating sick and injured working animals as well as providing education to enable their owners to take better care

of their animals.

The charity also run mobile clinics, offering dentistry and first aid, and education seminars for owners, vets and farriers, and they regularly hand out donations of head collars, saddle pads, and noseband covers to go over extremely uncomfortable chains owners often use.

Robinson Animal Healthcare donated Veterinary Gamgee, wound dressings and Equiwrap

bandages; products that were soon put to good use helping a mare that came into the hospital with a shocking facial wound, the horrific lesions were caused by a type of parasite.

Charity volunteer Brimble Wharton said: “Everyone at Egypt Equine Aid wishes to send enormous thanks to Robinson Animal Healthcare, not only for making the job of treating the horses much more efficient, but

Robinson Animal Healthcare helping Egypt Equine Aid

also for offering much needed comfort to the animals that work so hard.”

The diary of a trainee runner R

edwings’ Head of Fundraising has been sharing her aches, pains and inspiration for running the forthcoming Vitality British 10K London Run for the UK’s largest horse sanctuary.

I can’t expect others to push themselves to the limit and commit to all sorts of weird and wonderful challenges to help horses in need if I don’t do it myself,” explains Redwings’ Head of Fundraising Gemma Walpole who this July will be running the Vitality British 10k London Run to raise money for the charity’s 1,500 resident horses, ponies, donkeys and mules. And she won’t be running alone, her 53-year-old dad Patrick Carnell

“

will be joining her.

The UK is now in the midst of a horse welfare crisis with over 6,000 horses estimated to be at risk of abandonment or neglect.

I know not even Redwings can save them all, but I believe every one of us can make a difference.

So I am lacing up my running shoes and stomping 10k with the aim of raising £3,000 (with my Dad’s help!) – enough to care for one horse for a whole year.” If you have been inspired

by Gemma’s story, you can sponsor her and Patrick via JustGiving –www.justgiving.com/ Gemma-and-Pat-Run-4-Horses.

See www.redwings.org.uk/ running4redwings.

Hickstead Launches Photography Competition

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or the first time Hickstead is holding a photo competition, to search for the best images from the 2016 season.

The theme is #HicksteadMoments and the photos can be of anything that sums up the Hickstead experience – from showjumping action shots and beautiful showing photos, to photos of people enjoying themselves at the showground or those working behind the scenes at the All England Jumping Course.

There are three categories: professional photographers (open to Hickstead’s accredited photographers only), amateur photographers (those who earn a full or partial living from

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Equestrian July 2016 Business www.ebmonthly.co.uk

photography are not eligible) and under 18s.

Entries can be made by posting the images on social media pages, including the hashtag #HicksteadMoments and should state the photographer category.

There will be prizes for twelve finalists as well as category winners and the overall winner will also receive a VIP lunch for two people in the Members’ Restaurant on the day of their choice.

The competition which opened on Wednesday June 22 will be judged by the Hickstead Directors, with the final date for entries is Monday September 12 2016.

Controlling Contamination A

lltech has developed a global solution to reduce the risk of contamination of forage through a combination of mycotoxin management programmes and technologies.

Mycotoxins are compounds produced by moulds that have been stressed by environmental and management conditions, such as extremes of temperature, drought, flooding and harvesting technique.

They are toxic to animals at low levels and almost impossible to destroy.

Screening forage for mycotoxins can be carried out using Alltech’s 37+ test and while it is rare for forage to contain no mycotoxins, the issue is which ones and at what levels.

Mycotoxin binders are one option to help counter the

negative effects of mycotoxins, working to bind the mycotoxins in the gut, therefore preventing their absorption from the gut into the horse.

Alltech have released Mycosorb A+, the next generation of mycotoxin binders which offers superior binding capabilities, a broader adsorption profile and increased efficacy, reducing mycotoxin adsorption within the horse, thereby negating the damaging effects of mycotoxins on its health.

The unique technology behind Mycosorb A+ makes it the most advanced mycotoxin binder on the market, offering many advantages over the alternative clay binders, which have been known to remove key nutrients from the diet.

July 2016 www.ebmonthly.co.uk

Equestrian Business

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news appointments Dani

Protect Against Tetanus Says KBHH

K New Marketing Manager for Bransby Horses Lincoln-based equine welfare charity, Bransby Horses, has appointed Claire Hogarth as the new Marketing Manager.

Joining the charity with a wealth of equine marketing experience, Claire previously held the position of Account Manager at Tim Smith Marketing for more than seven years.

Rachael Hewitt, Head of Marketing and Fundraising said: “We are delighted to welcome Claire to Bransby Horses and look forward to our experienced marketing team executing crucial strategies, for the immediate and long-term success of the charity.”

Office Manager Celebrates Ten Years at Classic Canes Alyson Partridge, office manager at walking stick specialist Classic Canes, celebrated her tenth anniversary working within the family company.

Mrs Partridge said: “Working with customers around the world, the huge range of walking sticks and the lovely working environment have all combined to make it a really interesting and varied job.”

Managing director, Charlotte Gillan said: “We are delighted to celebrate the tenth anniversary of such a hard-working and committed member of staff. She is very important to the smooth running of both our UK and export business.”

Kelly

Heather

Three new SQPs for Trilanco New Appointment at Grove Pet Foods Nottinghamshire-based pet food manufacturer, Grove Pet Foods, has welcomed Marie Rowden to the team.

As Field Sales Executive for the South Coast from Kent to Cornwall, Marie is busy developing relationships with retailers throughout the region to promote the Vitalin and Alpha brands.

Marie joins the company after gaining more than nine years’ experience in the pet retail sector.

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Equestrian July 2016 Business www.ebmonthly.co.uk

Ruth joins Premier Nutrition Premier Nutrition Ltd has appointed Ruth Bishop as its new Equine Nutritionist.

With extensive experience in animal nutrition, Ruth will be involved in further developing the services Premier Nutrition offer.

A former Technical Director of Mars Horsecare Ltd and consultant to many equine businesses, Ruth has also been involved in the development of the BETA NOPS Scheme.

Trilanco is delighted to announce that three members of its team have passed their R-SQP. Heather Chapman (ASM for North East England and East Midlands) Kelly Whapples (ASM for the south of England) and Danielle Jones (Sales) have all recently passed this qualification, meaning they are qualified to advise on medicines for farm animals, equine and companion animals.

“We’re really proud of Heather, Kelly and Danielle,” said Martin Balmer, Managing Director. “It takes a lot of hard work to pass this qualification and we’re so pleased that all the hard work has paid off.”

eeping Britain’s Horses Healthy (KBHH) has revealed that 40 percent of the UK’s equines aren’t vaccinated against Tetanus and there is a widespread lack of understanding surrounding the disorder.

Tetanus is an infectious disease that results in paralysis of the horse’s muscles and unfortunately in most cases leads to death.

As horses are extremely susceptible, prevention through vaccination is the most effective way of keeping them healthy. Tetanus vaccinations involve two primary injections, usually one month apart, then regular boosters – the frequency depends on the vaccine used, but will be every two to three years after the first booster.

After contracting tetanus, the bacteria produce neurotoxins that bind to the muscle’s nerve endings, causing muscular spasms and rigidity making the horse reluctant to walk.

Symptoms later include the third eyelid protruding, rigid ears, flared nostrils and retracted lips as well as an inability to chew and difficulty to drink. External stimulus such as noise and light can exacerbate these signs, and death can occur from respiratory failure.

While it is possible to treat minor cases, tetanus often proves fatal and advanced cases require euthanasia on welfare grounds, therefore prevention is vital.

Less than 40% of UK horses are vaccinated against Tetanus

RS

ST

SOCIETY

LE

On application Contract Home based

MA

Salary: Hours: Location:

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OF

(The Society of Master Saddlers)

TH

DEVELOPMENT OFFICER

ER SADD

Job Purpose To plan and carry out work on behalf of the Society in accordance with agreed business, marketing and development plans with the purpose of consolidating the Society’s position as the representative body for the saddlery trade and the leading provider of saddle fitting training and qualifications.

We are looking for A capable and self-motivated individual to take the lead on various initiatives as the Society develops its presence and expands its activities in a number of related areas. You will be a relationship builder and opportunity seeker. You will have excellent communication and written skills, have experience of working at executive and board level and be comfortable dealing with professionals and senior staff across a range of organisations.

To apply You may obtain a detailed description of the role and responsibilities by emailing tc@saddlersco.co.uk

Antibacterial wound, sweet-itch & sun protection for your horse

Animal first aid made easy

Thereafter please send CV with covering letter to:Patrick Burns Saddlers’ Hall, 40 Gutter Lane, London EC2V 6BR For an informal discussion about the role please telephone Patrick on 07860 957 580

Closing date: 31st July 2016 Interviews: September 2016

Available at Veterinary clinics, Vet/Pet Pharmacies and Equine/Animal Supply stores

www.aniwell-uk.com

July 2016 www.ebmonthly.co.uk

Equestrian Business

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news sponsorship news Mike and Danny

Cavalor to back British Showjumping British Showjumping has announced Cavalor as the new title sponsor of the British Showjumping Senior Nations Cups Teams.

“We are delighted that Cavalor is the official sponsor for 2016,” said Simon Middleton, Managing Director of Zebra Products Ltd. “It’s a fantastic partnership opportunity as we look to grow the brand in the UK and build on its world leading reputation.”

Iain Graham, Chief Executive of British Showjumping added: “Cavalor focus on performance horses, and it is this strategy that marks a great synergy with our Teams. Our Senior Nations Cups Teams will now compete as Team Cavalor and we are looking to forward to a summer of great competition.”

Sponsorship for Skipton Saddles Direct have announced a three-year sponsorship deal with Skipton Horse Trials, marking their first foray into Eventing.

Keen to support grassroots equestrian events, this deal will include event sponsorship as well as a jump for the cross country.

Director of Saddles Direct, Sarah Lavelle-Huxley said: “I am really excited about our sponsorship as we love the event and the venue. It is a great way to put back into our local area, something we are very passionate about.”

Skipton Horse Trials commented: “It’s extremely exciting to have such generous support from a local business with national branding.”

10 Equestrian July 2016 Business www.ebmonthly.co.uk

Saddles Direct supports new dressage star Twenty-six-year old Dressage rider Jessica Dun joins the Saddles Direct Team with a wealth of equestrian knowledge behind her.

Jessica has already made her mark on the dressage scene by winning a national title at the British Dressage Winter Championships and is currently aiming for the summer nationals with three of her horses.

“I am thrilled to be working alongside Saddles Direct, a company which fully understands the needs of both horse and rider when it comes to saddle fitting,” said Jessica.

“Their passion and drive for their products are second to none and I can’t wait to represent them throughout the season.”

Dengie Helps British Dressage BYRDS To Fly High Dengie has been named as the official feed sponsor for British Dressage’s British Young Rider Dressage Scheme (BYRDS) 2016-2017.

For riders aged 6 to 25, the BYRDS programme supports training, competing, teams and learning.

Dengie’s sponsorship will include providing nutritional support, diet assessment for riders’ horses plus educating young riders on the importance of nutrition and fibre feeding for performance.

Dengie brand ambassador Olivia Whitelaw (12) said: “Having my incredible sponsors Dengie as a key supporter of BYRDS is brilliant news, their team have been constantly giving feedback and help with my ponies’ diets.”

New CIC3* Finds Sponsor Haygain will sponsor the CIC3* class at the Fernhill Sport Horses Kilguikey House International Horse Trials on the 2nd and 3rd July 2016.

This will be the first CIC3* at the venue and the legendary course designer Mike EtheringtonSmith has promised to deliver flowing tracks that provide the perfect stepping stone towards CCI level.

Déborrah Flament, Director of Marketing said: “Haygain are looking forward to a fantastic weekend in Co. Cork, experiencing the warm Irish hospitality and a very competitive three star class.”

Tricia Bracegirdle Childéric Saddles

Dressage Sponsorship For Childeric Childéric Saddles UK will be sponsoring the Elementary Championships at the LeMieux National Dressage Championships (September 15 - 18, 2016).

The sponsorship of the Childéric Saddles Elementary series will see the brand supporting all seven Regional Championships, in the lead up to the finals at Stoneleigh Park, Warwickshire in the autumn.

Tricia Bracegirdle, MD of Childéric Saddles UK said: “We have an increasing band of dressage riders choosing to ride in Childéric, but this is our first dressage specific sponsorship of it’s kind. We are thrilled to be involved with what is the highlight within the dressage calendar.”

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Equimax contains ivermectin / praziquantel. UK only. POM-VPS . Eraquell contains ivermectin. POM-VPS .

July 2016 Use medicines responsibly www.noah.co.uk/responsible www.ebmonthly.co.uk

Equestrian 11 Business

news sponsorship news New Names at Euro-Star Euro-Star are delighted to announce that dressage riders Hannah Biggs and Amy Woodhead will join their team of UK based sponsored riders.

Hannah and Amy are both well known on the competition scene and join other ambassadors Laura Tomlinson, Mark Tomlinson, Jay Halim and Tim and Jonelle Price.

“It is important for us to support riders who are genuine fans of the brand and who are busy competing and teaching,” said Fabian Sullow, Marketing Manager. “I look forward to working with both Hannah and Amy.”

Amy Woodhead

Hannah Biggs

Vets stride out with Pride

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Hannah Francis Finds New Support Kate Negus Saddlery is delighted to announce the sponsorship of not one, but two new riders – Hannah Francis and Willberry Wonder Pony.

The equestrian world is familiar with Hannah Francis, a truly inspirational event rider who was diagnosed with an aggressive form of bone cancer in May 2015.

Since this time and despite gruelling treatment, Hannah has remained positive and raised a huge amount of money (£115,000 and counting) for cancer charities.

She has now formed her own charity, Hannah’s Willberry Wonder Pony Charity as well as Willberry’s Wishes, and still manages to continue eventing.

“The equine community has been phenomenal from the very start and I honestly cannot express my thanks enough,” said Hannah. “I am extremely excited and very much looking forward to working with the fabulous team at Kate Negus.”

Two New Sponsors for HOYS Horse of the Year Show (HOYS) have announced two more sponsors to this year’s show.

Health and beauty products seller Arbonne, wilI be sponsoring the Dressage Future Elite Championship and Dressage Masterclass with Carl Hester, while the Price Family will be sponsoring the Lead Rein Pony of the Year, First Ridden Pony of the Year and the Mini Show Pony of the Year Championship 2016.

Richard Todd, Show Director said: “The standard of competition at HOYS is of the very highest and Arbonne hold equally high standards in all that they do.”

Darren Price added: “Horse of the Year Show is the highlight of our showing year and as a family we are thrilled to be associated with the Show”.

Eliza Stoddart

12 Equestrian July 2016 Business www.ebmonthly.co.uk

ets from across the UK were formally a part of the Pride in London Parade for the first time this year, when the recently formed British Veterinary LGBT+ (BVLGBT+) group and supporters strode out with other Pride Parade groups.

Vet Mat Hennessey started the group after noticing a medics banner at the Pride in London Parade last year and realising that there was a need for representation and support for the LGBT+ community amongst vets.

BVLGBT+ is open to anyone who wants to support lesbian, gay, bisexual and transgender rights

within the veterinary professions, whether studying or working, and since its launch in late 2015 it already has 430 members.

Mr Hennessey said: “Seeing that banner brought to the fore something that I had been aware of for some time – the need for a visible and supportive community for veterinary surgeons and nurses, practice managers and other colleagues who are lesbian, gay, bisexual and transgender and the colleagues who want to support us and promote equality. We are delighted to be part of this celebration of the LGBT+ community and its friends.”

Harriet Lawson Intermediate

Apprenticeship led to Higher Education E

quine Apprenticeships are an excellent way to get a leg-up in the equestrian world, but for Harriet Lawson, 21, it has been a path to Higher Education.

Harriet completed an Apprenticeship with East Midlands training provider Stubbing Court Training Ltd (SCT) and has now finished the first year of a degree in Equine Business Management at Bishop Burton College.

Harriet started her Apprenticeship in September 2013 with event rider Jamie Atkinson, before moving to Yorkshire to work for Vicky Clarke and complete her Advanced Apprenticeship “The great thing about doing the

SCT Apprenticeship was that it filled in the gaps in my knowledge and left me with a really broad, all-round understanding of horse care and management.

I decided to do the Advanced Apprenticeship to gain a further qualification, and because I really enjoyed learning,” said Harriet.

“SCT gave me lots of support – I could ring Belinda Turner [SCT’s Chief Executive] at any time for help and advice. And online learning was great, because I could fit it in around the hours I was working. And the Masterclass Series SCT organises for its apprentices and employers is brilliant – you have the opportunity to learn from your heroes.”

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eaturing GPS tracking at all times, as well as providing 24/7 assistance through the unique Emergency Response Centre, Saddletrac’s software continuously sends handset location data and media transmissions from anywhere in the world via mobile data and Wi-Fi to keep track of a rider’s activity without impacting on their independence.

This is a fantastic opportunity for retailers to work with a company that is looking to establish a national presence through ‘resellers’ . Saddletrac is a unique product every parent or rider

should have!

By promoting the product to your client base, resellers are allocated a unique identification reference (tracked URL) and are paid commission for each customer subscription, which can be completed either in store or online at their leisure.

Not only will this generate an unlimited new revenue stream for your business, it requires no overheads, accounting or investment. Sales reports are produced on a monthly basis and payment of commission is made monthly in arrears.

Benefits 1) Generate an unlimited new revenue stream for

your business

2) Payment made per on going connection

(every month whilst on line)

3) No Stock requirement 4) No Overheads 5) No accounting 6) No financial risk or investment

If you are interested in providing a safer environment for the rider who is potentially ‘at Risk’ and want to find out more information and register your interest please contact Robert Walker on 07802 952 888 or email robertwalker@cleanround.co.uk

SPOGA Horse Autumn 2016 S

poga Horse Autumn opens its doors in Hall 11 of the Cologne Fair Ground for the first time from 4 to 6 September. This year it offers an even larger event space for even more opportunities to meet up with the international equestrian sport industry in a condensed format over three days.

The advantages of the relocation from Hall 4 to Hall 11 are manifold for both the exhibitors and visitors. More exhibition space means room for additional new exhibitors and at the same time an expansion of the variety of products. The location of the

hall, with its direct connection to the Main Entrances South and East, enables short routes and improved accessibility by public transport.

The relocation to Hall 11 is already paying off: more than 400 exhibitors from over 30 countries are awaited at the trade fair, including international key accounts such as Ariat, Bucas, Ekkia, Equiline, Horseware, Kask, Mountain Horse, Passier, Pikeur, Sprenger, Uvex and Waldhausen, but also young and fresh companies that want to be discovered. Great Britain is strongly represented with 31 exhibitors and companies including Ariat, Charles Owen and

John Whitaker.

In addition to intensive discussions and orders being placed, the new products and innovations of the industry can be discovered. The best products and companies will be distinguished with the Spoga Horse Award 2016 in the categories Innovations, Best Sales Concept and Sustainability/ CSR. Spoga Horse stands for ‘Passion & Profession’ and anyone who is looking for new products, new contacts and new impulses, should definitely make sure they come to Cologne in the Autumn.

Further information www.spoga horse.com

July 2016 www.ebmonthly.co.uk

Equestrian 13 Business

When it comes to getting your message across and sharing it on social media

We’ll make your point.

Many companies aren’t taking full advantage of the communication and commercial opportunities presented in this new digital age by content generation and social media.

Often, companies cannot commit the necessary time and internal resources needed to create compelling, exciting and relevant content, and to share the right message, with the right audience at the right time.

Or worse still, they’re not doing anything at all.

PressPoint’s content creation and social media services give you the confidence that your content strategy is in the best of hands, so you can concentrate on what you do best – running your business.

Point made?

Straight to the point marketing since 1984 14 Equestrian July 2016 Business www.ebmonthly.co.uk

01953 851513 | mail@presspoint.co.uk | www.presspoint.co.uk

product watch Burley Fleece Jacket Combining a flattering feminine cut with high-tech Polartec Thermal Pro fabric, Schöffel’s Burley Fleece Jacket is the perfect choice to keep you feeling warm and looking smart this season. The stylish jacket is water repellent, machine washable and quick drying, as well as offering desirable features including a concealed front zip with contrast trim and two-zip security pockets with concealed zips. Available in colours Fern, Denim, Ruby and Navy.

www.schoffel.co.uk

International Dog Collar This high quality English leather dog collar is perfect for the busy yard dog. The International Dog Collar is made using the same high quality bridle leather as the Padded International range, and is padded and lined, just like the bridles. It’s finished with KN Union Jack bridle stud, brass lead loop and buckle too. The International Dog Collar is available in black and chestnut in sizes small to large.

Polo Whites ONA Polo’s new Schoeller BlueSign softshell Polo Whites are treated with Polygiene to eliminate odour-causing bacteria, offering players a ‘stay fresh’ feeling time-aftertime. The use of Polygiene’s silver salt technology means players can ‘wear more, wash less’, extending the life of the Polo Whites.

Lightweight, hard-wearing and designed for full, unrestricted mobility, they include Schoeller GRIPit panels that offer maximum grip with reduced friction.

Breathable, windproof and moisture-resistant these Polo Whites are suitable for any weather conditions.

www.onapolo.com

HiWither Half Wool Saddlepad with Front NuuMed’s new HiWither Half Wool Saddlepad with Front Collar is available in dressage and close contact cuts and has been created in response to customer feedback.

Both styles benefit from NuuMed’s HiWither design that removes pressure from across the withers and behind the saddle, and also have lightweight half wool linings. The new style is finished with a luxury wool front collar.

www.katenegus.com

Bella Competition Shirt The Equetech Bella Competition Shirt is a gorgeous technical shirt with a pretty lace panel to the back and rat catcher collar - ideal for competition or casual wear. Features include gathered crop sleeves, Equetech rhinestone logo to chest and a machine washable tag.

Summer with style!

www.nuumed.com

ww.equetech.com

Petwear Wash-Bag Moorland Rider’s Petwear WashBag is a must have for any pet owner! The bag can be used to wash beds, towels, throws, clothing and lots of other pet items in a domestic washing machine, without clogging the filter. The bag keeps hair and grit inside during the cycle, but still allows water and detergent to flow through to wash the items inside. The Petwear Wash-Bag is available in green, in jumbo and large.

www.moorlandrider.co.uk July 2016 www.ebmonthly.co.uk

Equestrian 15 Business

Unlike many web providers we actually listen to your e-commerce requirements.

An e-commerce website is becoming essential for many equestrian businesses.

Having an e-commerce website that users find easy and convenient will make a big difference to your sales and developing trust is one of the key factors in establishing a loyal customer base.

WiserWeb can help you to do just that.

All of the websites we design and build are:

• User-friendly • Totally reliable • Fully functional • High-performing • Engaging

WiserWeb - Everything You Need to Sell Online.

www.wiserweb.co.uk/equestrian enquiries@wiserweb.co.uk 01953 852939

16 Equestrian July 2016 Business www.ebmonthly.co.uk

Website feedingDevelopment

Why it’s important to update your Flash website You only have to read the news to gather an understanding of how security is at the forefront of everyone’s mind in regard to the digital world. A number of websites have come under attack, and those with little defence have fallen victim, often losing visitors and business as a result.

E

vidently, search engines such as Google want to ensure the online world remains a safe environment for both webmasters, and its online visitors. As such, Google is aiming to end full support for Adobe’s Flash software by the end of 2016, purely due to its popularity among cyber thieves who instil malicious code within Flash.

As a result, Flash will be turned off by default on a majority of websites, with only globally popular sites such as Twitch and Facebook having the setting switched on by default.

What Does This Mean for My Website?

For some companies, the news

may not be a threat. However, for many others the results could be very detrimental if necessary updates aren’t made.

While the option will remain for the user to turn flash on, it could mean that your bounce rate increases as a result. In the modern world, those who view websites expect information in a timely manner, and if there’s a great deal of work involved to even view your website, it can mean that the visitor simply moves on to your competitors.

There is also the age of your website to consider. Some websites may only have flash elements, such as embedded videos, whereas others could have been constructed using Flash; never having been updated.

As such, a business could find that its online presence is deemed

irrelevant if its website is not able to display its content in a userfriendly way.

Why Is Flash Still Used If It’s Flawed?

In the early days of the Internet, Flash was welcomed with open arms, as it allowed a viewer to partake in a number of activities, such as watching videos and playing online games. However, as the online world developed, cyber criminals found that Flash had a number of security flaws, and as such, could be used to manipulate the online audience.

Google isn’t the only recognised company to end support for Flash.

Many people foresaw the decline of Flash when it wasn’t supported on the iPhone, something that soon became a standard on iOS and Android devices alike. While there were certain third-party apps that allow for the viewing of Flash, at least on an Android device, they very rarely offered a pleasurable viewing experience.

As more and more security flaws rise to the surface, the online world is keen to stop any threats in its tracks, and the most sensible move in this regard is to eliminate the source of the problem.

Embrace The Benefits of Updating Your Website

While some may see the updating of a website as a hindrance, it can actually allow you to give your website that much-needed overhaul. As well as eliminating the Flash aspect, you can also ensure that the website is operating as it should. This means that your website can be viewed across all platforms, in a fast and responsive manner. It also means that all your SEO efforts will be updated, which can mean higher rankings for your website.

Wiserweb is a web design company that is not only able to update your website, but also ensure it takes advantage of other channels to truly promote your website as a whole, such as SEO services and social media promotion. If you would like to know more contact Darryl on +44 (0)1953 852939 Email: darryl@wiserweb.co.uk or view www.wiserweb.co.uk/ equestrian

July 2016 www.ebmonthly.co.uk

Equestrian 17 Business

launch it

New HWA Collection Where fashion and equestrian passion combine, HWA have launched a new range of clothing for all ages of equestrian.

H

orses with Attitude (HWA) have introduced their new range for 2016, which features the superior new Plush range of heavyweight hoodies perfect for all year round.

With ultra-soft peach finish styling, chunky hood cords, trendy cuff with thumb hole and luxurious polyester fill around the hood, the heavyweight hoodies are available in vibrant colours and exclusive HWA designs.

Launching alongside the main collection is a gorgeous new Little Rider range, which was developed at stockists request

to complement the existing babywear and features some beautiful designs for 0–5 years.

2016 also sees the launch of the new Team Equestrian range of jackets, gilets, exciting coloured chinos and skinny jeans. With Classic hoods for girls and boys in a selection of fun designs, colours and matching school bags this completes a very exciting range.

The ability to take a design concept and instantly transform it into an exciting fashion theme makes HWA truly stand out in the equestrian world.

Find out more at www.horseswithattitude.co.uk

Al Fares AD 2016 - 14.5x21cm.ai 1 17-Apr-16 5:33:47 PM

18 Equestrian July 2016 Business www.ebmonthly.co.uk

Equine Supplements

Bones and Locomotion Joint health is a major concern for performance and leisure horses alike, and with many owners turning to supplements, ensure your stock caters for all.

H

orses are natural athletes but - like humans - their ability varies. An athlete at the top of the high jump game may be fairly useless as a figure skater. A horse that excels in polo may not have much aptitude for show jumping! A horse used in battle needed one type of athleticism; chariotracing demanded another; hunting required something different again; carriage driving, farm work – and so on – all required types and degrees of athleticism.

The demands made on horses today are different but arguably even more taxing – especially in relation to those involved at a high level in demanding disciplines or sports. Obviously horses must have natural talent in the chosen discipline – square pegs in round holes are arguably

unfair – and don’t produce the results. They must be sound and they must be fit, the degree of fitness needed will vary according to the demands of the discipline involved. It is essential that the training programme is planned systematically and in order to avoid injury, fitness

“The demands made on horses today are different but arguably even more taxing” must be progressive.

Remaining at top competition level – for both human and equine athletes – involves minimizing risk of injury.

Inevitably, bone, joints, tendon, ligaments and hoof are amongst

On the yard Hadlow, one of the UK’s leading Land-Based Colleges, has a highly respected equine department that includes a working livery, training and competition yard with two indoor schools, outdoor arenas, and 64 horses.

The Hadlow horses vary in age, breed and discipline with some competing to Advanced level. In addition, the yard runs a successful breeding programme and the college’s stallion has sired

numerous foals that have gone on to success in a range of disciplines.

A strict feeding programme is maintained for all the horses. James Froilan, Yard Manager, comments: “In order to maintain joint health we use a range of supplements incorporated into diets. My colleagues and I have noticed very positive results. I also feed supplements to my own horses and have no doubt of the benefits.”

the most common injuries.

Fortunately today’s owners and riders have access to supplements that can help to strengthen parts of the horse at particular risk. At the same time, when injury does occur, strengthening bones, muscles and ligaments must be written into the plan in order to shorten the convalescent period and prevent repeat injury when the full training programme recommences.

Vital Ingredients A great deal of research has been undertaken in this country and abroad in regard to promoting joint health and this has clearly identified the long-term benefits of feeding supplements. Many products include glucosamine and chondroitin which are two of the ingredients considered particularly effective in maintaining the health and wellbeing of joints. Both are substances that are naturally produced within the horse’s body (and the human body too).

Taking supplements containing glucosamine and chondroitin helps to replace damaged or worn cartilage and also benefits recovery from injury, interestingly, a lot of people who suffer from arthritis take supplements regularly and report very good results. Many also believe they help to prevent the onset of arthritis/limit a further buildup of arthritis.

For competition horses, maintaining healthy joints is especially important for career longevity

Cartilage Aids Glucosamine stimulates cartilage production in the joints and Chondroitin is a component of cartilage tissue. It is believed that by attracting water to the tissue it helps the cartilage to retain elasticity. It also assists by blocking enzymes that break down cartilage.

Understanding Motion

Knowing how the horse operates is key to understanding why this superb athlete is prone to joint damage. The musculoskeletal system of the equine athlete undertakes a complex, diverse task. The bones, muscles, tendons, ligaments and joints

July 2016 www.ebmonthly.co.uk

Equestrian 19 Business

Equine Supplements

The surface a horse is worked on can affect joint health

“The tendons provide elasticity during locomotion and are most at risk of injury due to overstretching” must all work together to allow locomotion through all gaits – forwards, backwards and sideways.

It is a known fact the majority of propulsion comes from the horses hind quarters, they are known as the power house and when used correctly can enable the horse to ‘work from behind’ distributing the weight evenly along the spine. During locomotion the horse’s body is thought to work like a string and bow - the bow being the spine, nuchal ligament and intrinsic muscles and the string being

the ventral, abdominal and lower neck muscles. As the hind limbs protract and move under the abdomen the ‘string’ tightens engaging the muscles and allowing the horse to increase its stride length. During the stance phase the string releases and the bow contracts and propels the horse forwards.

The horse’s limbs undertake a huge amount of stress, particularly at high speeds.

The muscles in the upper limb, neck and hind quarters provide support and energy and the tendons provide elasticity during

user experience Marion Becks in Norfolk and her horse Frederick, now 27, has been retired from eventing for a long time. “He was showing evidence of arthritic changes and I had begun to think the time had come to make a nasty decision,” Marion explains. “I thought I would try feeding supplements as a last resort and I can only say the improvement was remarkable!

“I am no spring chicken

myself and I was suffering from stiffness in the joints, especially my knees. I decided that I would try glucosamine and chondroitin based products and the supplements are really working for me.

Amazingly Frederick and I are winning every show class for veterans we enter and we are also excelling in unaffiliated dressage. It’s wonderful!”

20 Equestrian July 2016 Business www.ebmonthly.co.uk

Keeping joints healthy and functioning fully is a major concern for most horse owners

locomotion and are most at risk of injury due to overstretching, particularly in demanding disciplines such as show jumping and cross country.

Common Problems

Considerable research has been undertaken into the injuries sustained by horses in various disciplines at different levels.

During the cross-country phase of an eventing competition, the most common injuries are abrasions and lacerations.

The results of a training study indicated that 21% of horses that were to have competed in a CCI did not start due to injury.

A dressage horse working at a high level is particularly subject to wear and tear of the pastern and coffin joints and to a lesser extent the knees, fetlocks and hocks. Dressage training involves a great deal of repetitive training, which can result in muscle fatigue thus setting up a series of knock-on consequences.

“Fortunately today’s owners and riders have access to supplements that can help to strengthen parts of the horse at particular risk” It is also known that the horse’s weight, the surface on which the horse is working, the structure and efficacy of the training programme, fitness level and general management are all important factors. Maintaining a happy, stress-free environment is as important in equines as it is in people.

Supplements have a very important role to play and therefore make essential stock, but bear in mind they cannot fully compensate for management and training deficiencies.

Equine Supplements

Pick of the products

For bones and locomotion

LubriSynHA

Blue Chip Dynamic Blue Chip Dynamic is a pelleted joint and bone supplement.

Dynamic contains Glucosamine HCL to support healthy joints, cartilage metabolism and the formation of synovial fluid which lubricates the joints and protects them from daily wear and tear.

Also included is an organic, bioavailable form of MSM, which provides the building blocks for protein and is vital for muscle recovery and tendon and ligament repair. Dynamic also incorporates a bone supplement containing organic manganese, calcium and phosphorus.

www.bluechipfeed.com

LubriSynHA is a liquid oral joint supplement made of hyaluronan (HA), a naturally occurring part of synovial fluid that lubricates aching joints.

This patented product can provide relief for horses of any age, breed or lifestyle. It aids in the healing and repair of injured, inflamed or diseased joints, reduces pain and cushions and protects the joint from further injury by maintaining the quality and viscosity of the synovial fluid.

www.lubrisyn.co.uk

Glucosaflex 12000

Pure Plus Joint

Equimins’ Glucosaflex 12000 contains high levels of glucosamine and MSM, as well as 300mg of vitamin C to help support joints. The supplement helps to support the horse’s cartilage and tendons, to help keep joints healthy. Each 30g serving contains 12000mg of glucosamine and 2400mg of MSM.

Pure Plus Joint is an essential daily supplement required to promote healthy joints. Pure Plus Joint was formulated on the ethos of prevention is better than cure! It gives daily nutritional support to help maintain normal joint function and suppleness. It is essential for young and growing, competing and older horses and ponies. It can be used for existing problems or for support of horses and ponies in work.

www.equimins.com

Cortaflex HA Super Fenn Equine America has combined the world renowned clinically tested equine joint supplement Cortaflex HA Super Strength with Super Fenn to provide the best value top quality care for horses and ponies of all ages and condition. The combination supports joint mobility for horses in competition or work, or those requiring help with joint care due to age or other reasons.

Cortaflex HA Super Fenn contains the key isolates of Chondroitin and Glucosamine with ASU, Sodium Hyaluronate (HA), Silicon and Bromelain.

www.equine-america.co.uk

www.thepurefeedcompany.com

BoneKare BoneKare is a research proven supplement for the maintenance of healthy bone density and structure in all horses at risk of, or suffering from bone related disorders and injuries, including OCD’s and DOD’s. Scientific trials have shown dramatic improvements in these conditions through the use of BoneKare.

The product contains the active ingredient Quinaquanone, a stable and readily bio-available form of Vitamin K, which has a critical effect on the function of Osteocalcin, the protein that binds the mineral and protein in bone together. BoneKare is the only equine product available able to provide this form of vitamin K and it is covered by a global patent.

www.keyflowfeeds.com July 2016 www.ebmonthly.co.uk

Equestrian 21 Business

Media & Marketing feeding

Feeding the beast:

Content was, is and always will be king.

For anyone within the marketing realm, this may well be the widest and most well-known online marketing saying of all. However, we now live in the age of social media where ‘content’ is simply swallowed at an alarming rate.

How does a growing business keep up?

B

logs, videos, infographics and podcasts all serve to drive traffic from the richly diverse collection of social media platforms, directly to your website. Content also has the ability to build firm fan bases, as well as secure affinity with your brand and its products or services.

Your sales funnel serves as your company’s lifeblood: think of it as a continual content creation and social media marketing process - where leads are nurtured from cold to super-hot, where individuals begin as unknowns and end up as repeat purchasers: think of it, as feeding the beast that is your business.

Time and resource rich? We thought not.

A content strategy is as far removed from writing about your products and services as it possibly could be. It takes considerable time to craft a message that consumers care about – and even longer to affect a strategy that will see your content featured in the

22 Equestrian July 2016 Business www.ebmonthly.co.uk

Content Generation and Social Media Marketing

right places, in front of the right eyes.

According to the LinkedIn Technology Marketing Community, 51% of companies lack the time to create content.

Unfortunately, all too many equestrian related businesses lack the time, resources, or both, to create content that matters and put in place a social media strategy that pays any form of dividends; and the result? A lacklustre performance where your time, effort and marketing budget is often wasted.

So, just how much time and resources do you need?

Let’s get to grips with exactly how much time and resources content creation and social media marketing commands – at least when it’s done in an effective way.

Research from the Social Media Examiner has recently found that 81% of marketers could achieve increased traffic with 6+ hours per week spent on social media marketing. Yet this is for the social media side

Creation of content commands a whole new level of resources

alone – the actual creation of content commands a whole new level of resources which must be managed, potentially including a mix of experts, such as a copywriter, a social media marketer, an SEO expert and a content specialist for media focussed pieces (such as a graphic designer for an infographic or a videographer for video content).

“81% of marketers could achieve increased traffic with 6+ hours per week spent on social media marketing” Quick tips on satisfying the appetite

Content: It’s (mostly) about getting into the mind of your target consumer Now you may be thinking that, as a PR company, we would say that content creation and social media is time-consuming – after all, wouldn’t we prefer that we win your business?

However, there are ways in which

businesses can, at the least, begin to feed the appetite of the beast; and here are three tips that represent the most fundamental of all content creation concepts.

1

Content creation: it’s not about you – it’s about them Further research by LinkedIn Technology Marketing has found that the top three elements of effective content are: Audience Relevance (58%); Engaging and Compelling Storytelling (57%); Triggers a Response/Action (54%). This order creates some semblance of focus for your content creation efforts and underlines that, first and foremost, your content must be relevant to your audience.

Content that helps address your target market’s pain points is the most valuable of all – yet in order to do this you need to understand who your target customer is, and what issue, or issues, it is that they face and you can solve. Content that sits neatly between your product or service, and their pain point, is exactly where you need to be.

You should also consider how your competitors are mastering the art of valuable content – do they give away guides or exclusive access to certain blogs in exchange for an email address? Are they experiencing much engagement on their social pages from followers who can’t help but ask for more information?

Valuable content must run alongside promotional content – such as press releases and news features, which serve to attract both attention and

media & marketing

top tip Don’t neglect the message that accompanies your content links – nor the images that are displayed alongside them

Does your company have the resources to feed the beast, day in, day out?

build knowledge around your commercial activities.

2

Be a clever curator Original content is a must in this day and age. Not only does it signal to the mighty search engines that yours is a website worthy of a respectable position, but it also illustrates you as a thought leader, industry expert and a brand with a voice worth listening to.

I additon, the most effective of content strategies will still require an element of content curation, which is harnessing the works of others to add value to your message. This could be as simple as re-publishing another company’s infographic, or reblogging an expert’s recent post.

When doing this you must ensure that the source you seek from isn’t in direct completion with you (and don’t forget to request permission and credit the original author!).

3

Content quality control Last but not least you must create quality content – and this goes beyond merely ensuring your copy is free from spelling errors.

When we talk of quality, we mean elements such as tone and language – both essential for connecting with your audience.

Too informal and your brand may come across as far too relaxed to be entrusted, too formal and you may appear wooden, stiff and insincere – neither of which will do much for your business.

Your copy must also be easy to scan, with an engaging

first summary paragraph; short, snappy sentences and concise yet attention grabbing subheadings. This is all finished off by the inclusion of some form of call-to-action – be it influencing the reader to leave an email address for further updates, or encouraging the reader to place an order there and then.

Social Media

Social media is the Ying to content’s Yang – without each you simply can’t strike the balance that attracts eyes and wins both hearts and minds.

Your target market – where in the world are they?

Think that you need to be on every social media network going in order to reap the full results from all of your hard work? Think again. Not only can this be time-consuming, it can also be damaging to your follower numbers, as those who take the time to follow on more than one platform are served up with the same messages on both. When you do this – you’re considered only as a business who clogs their feed - a spammer.

Ultimately - this can lead to unfollows and unlikes unilaterally.

To this end, you first need to know where your target market is and then you need to know what content should go where in order to nurture those clicks over and away from their original, social media

source.

Once you’ve given blood, sweat and tears to your latest piece of content, you shouldn’t do away with all of your hard work by posting in haste. Take time to craft the status update that is responsible for grabbing your users’ attention, and carefully select an eye-catching (and relevant) image that could contend against the best of cat memes any day of the week.

Track, track, track

Above all else it’s vital that you track your social media efforts and the successes (and fails) that you’ve achieved. This is the only way in which you can improve what you’re saying and how you’re saying it.

We speak your language, we know your customer

The world of equestrian and countryside focussed businesses are often faced with one rather mammoth problem when it comes to PR services: the many glittering PR and marketing firms out there simply don’t ‘get’ you.

We speak your language, and we know your target customer – inside out, and back to front.

For 30 years we’ve been working alongside companies such as yours in crafting strategies that make people care – with content that compels and more recently, social media plans that boost bottom lines.

Key metrics to track may include: shares, likes, re-tweets, follower numbers and comments; whilst offsite metrics include: average page visit duration, blog comments and search engine position.

Unless you find yourself in the enviable position of being both time and resource rich – there are our services; and it is these services that free businesses such as yours from the demanding requirements of feeding the beast, day in, day out.

It’s also what allows companies exactly like yours to focus on the stuff that they’re really good at: such as running their business, and delivering products or services that delight.

PressPoint Countryside & Equestrian.

Call: + 44 (0)1953 851513 email: equestrian@ presspoint.co.uk or visit www.presspoint.co.uk

Content creation: - it’s not about you - it’s about them

July 2016 www.ebmonthly.co.uk

Equestrian 23 Business

The BEST of British Equestrianism ADVERTISE WITH…

What is Horsezone?

Horsezone is a new premium equine classified in the UK & Ireland launched by Tattersalls, Europe’s leading Bloodstock Auctioneers.

Supported and used by top professional riders including Aoife Clark, Shane Breen, Jonathan Paget, Ian Stark, Katie Jerram and Sharon Hunt to name a few…

Why advertise with Horsezone?

For 2016 we are offering discounted advertising rates. All advertisers will receive additional social media exposure and editorial content for FREE! We are a friendly professional team who will help you get the most for your money.

How does Horsezone perform?

Our standard spaces average a 0.07% click through rate but some of our bespoke spaces see a enormous 2% click through rate – well above industry average!

24 Equestrian July 2016 Business www.ebmonthly.co.uk

What does it cost with Horsezone?

Packages start from as little as £100 + VAT per month, but we will tailor packages to suit your budget and strategic requirements!

Our in house team can design creative and impactful assets to ensure maximum engagement – a full set of banners costs £750 + VAT and they are yours to keep!

What additional opportunities are there?

Want something a little bit “special” … we have recently launched new spaces to allow take over branding on our home page to ensure ultimate exposure and impact! We can also create bespoke packages for those businesses wanting to market across the brand portfolio of Horsezone.co.uk, Horsezone.com.au and Tattersalls.

Get it touch!

Call us today to discuss our business needs on 01638 email support@horsezone.co.uk

592224 or

July 2016 www.ebmonthly.co.uk

Equestrian 25 Business

Online

Let’s Talk Horses Connecting to equestrian consumers

L

aunching in July, Let’s Talk Horses is an informative resource website dedicated to connecting manufacturers and retailers directly to yards and consumers. As sister brand to Equestrian Business, the site provides authoritative and newsworthy content, as well as product reviews, competitions and a directory of services.

Offering a wealth of national news, covering the latest

product launches, innovations and equestrian events, Let’s Talk Horses keeps readers fully engaged with developments within the industry.

With an extensive catalogue of articles covering all aspects of horse care, common illnesses, yard management and seasonal concerns, Let’s Talk Horses also provides a vast array of product information, including feed, bedding and horse and rider clothing.

Alongside editorial content, competitions with be making a frequent appearance, offering users exclusive rewards.

As a platform for manufacturers

to connect directly with consumers, Let’s Talk Horses benefits those in the trade by offering inclusion on the extensive online directory as well as banner advertisements, engagement via social media, opportunities for e-shots and much more.

Created with the user experience firmly in mind, the website has a modern and inviting feel, inbuilt search engine to allow users to seek out specific information and is compatible with all browsers as well as mobile devices, for those on the go.

Well connected, Let’s Talk Horses social media platforms will afford brands the opportunity to connect with consumers through a non-biased, impartial medium.

As it builds over the coming months, Let’s Talk Horses will become the go-to online address for problem solving, product finding and sharing stories and product likes with friends and family.

www.letstalkhorses.co.uk

26 Equestrian July 2016 Business www.ebmonthly.co.uk

Currently inviting content submissions from trade equestrian sources, brands, key opinion leaders, retailers, yard managers and others, Let’s Talk Horses will provide a diverse range of information that will be published on the basis that it helps to inform, engage and provide enjoyment to today’s online equestrian community.

If you are interested in submitting your products for review, would like to contribute a blog or article (providing back links to your own site, thus helping to build your own SEO) or would like to offer a competition prize, please get in touch via the contact form on the website, or email: editorial@ letstalkhorse.co.uk You can also add your business free-of-charge for the next six months. I you want to help build the best direct to consumer resource for the equestrian industry, come along for the ride at: www.letstalkhorses.co.uk

Proud to be British

Proud to be

British It seems that last month’s issue hit a chord with many. We’ve had some really positive responses, many keen to put forward that although they may not be able to claim ‘made in Britain’ it’s not because they don’t want to. More commonly it is simply down to materials sourcing and budgets. Nevertheless, the one overriding theme is that we are all ‘Proud to be British’.

We are proud

H

owever, is seems that Proud to be British can mean many things; born in Britain, trading in Britain, innovating in Britain, proud of our British teams and the list goes on.

PRIDE OF BRITAIN – what does it mean?

Well it stands to reason that it embraces a great deal more than the results achieved by our national football teams – although the importance of those shouldn’t be underestimated!

One thing is certain – we cannot be ‘proud ’without being ‘respectful’. Respectful of business competitors both in this country and abroad. Respectful of other nationalities…religions… ethnic groups…people with differing opinions.

It seems that for many, pride comes from our generosity in supporting charities – including a very large number that, in diverse ways, help horses, riders and people in - and associated with the equestrian industry.

It is also clear that the Union Jack (more correctly, the Union Flag) is appearing on more goods and products. We are honoured to recognise that the Union Flag branding signifies and assures quality and high standards Increasingly more consumers choose to support goods and services with Union Flag branding and within the industry we are determined that it will be increasingly valued and recognised globally.

Badminton, Burghley, Hickstead, The Royal International, Olympia – and a lot more. We are also proud of the thousands of spectators who support our elite teams all over the world.

It usually goes unsaid, but most of us appreciate the mothers and fathers - other family members, and friends - whose support helps to make local shows and events enjoyable and successful.

Team GB

We are proud of our manufacturers! We recognise that, despite a decline since the 1970s (when manufacturing made up 25% of GDP), the UK is currently the 11th largest manufacturing nation in the world. Overall, the UK’s industrial sector has increased by 1.4% a year since 1948. (Recent report from the Office for National Statistics (ONS) Sustained manufacturing growth is attributed to a more skilled and better quality workforce aligned to increased investment in research and development, improvements

There’s a collective pride, when one of our equestrian teams – or an individual horse and rider does well internationally and our hearts swell with pride. We have confidence that ‘doping’ and ‘cheating’ do not have a part in our disciplines and sports. They are ‘clean’ – and we are very proud of that too.

We are delighted that we organise some of the best equestrian events in the world including the Horse of the year Show (dubbed The World’s Most Famous Horse Show’),

Manufacturing

❚ We are proud of being respectful. ❚ We are proud of Britain proud to be British – we are patriotic. Patriotism is rooted in affection and the belief that our country is one of the very best in the world. ❚ We are proud about how we behave…what we achieve… what we design… what we manufacture… how we treat ‘the work-force’...how we unify to support British manufacturers…how we encourage and motivate young people.

in automation and other progress.

Manufactures produce bespoke and off-the-peg clothing for riding, shooting, fishing and days in the country and British clothing manufactures employ the latest fabrics while at the same time continuing to use traditional materials produced in this country including Bedford Cord, Melton Cloth, Cavalry Twill and Harris Tweed.

July 2016 www.ebmonthly.co.uk

Equestrian 27 Business

Proud to be British reducing the carbon emissions associated with imports is also extremely satisfying to a discerning public. Buying British food encourages our farmers and growers to increase production and so helps to achieve food security for today and for the future.

Equestrianism

The gold Olympic pillar boxes - a sign of how proud we all were!

It’s our land!

We are proud of the British countryside, its diversity and magnificent scenery; our National Parks and our glorious coastline.

We also extol the virtues of our farmers and growers who maintain the best husbandry standards in the world and who produce some of the very best food in the world.

The positive influence our farmers and growers have on the landscape is something to cherish and many of us are pleased to support them by buying British grown food and produce.

The knowledge that buying British-food and British-manufactured goods benefits the environment by

We are proud of the diversity of the equestrian disciplines and sports practised in this country and the ruling bodies and associations that maintain the high standards envied by many other countries.

As horse owner, riders and equestrian business owners, we are all proud of The British Horse Society and the work it undertakes to support the interest of horses and riders. The Society has over 91,000 members.

British Riding Clubs have 34,000 members. There are 120 BHS Equestrian Access Groups and 238 volunteer Bridleways Officers.

There are 895 BHS Approved Centres in the UK, Ireland and Worldwide. There are over 2,000 BHS Registered Instructors.

During 2014, approximately 8,000 candidates sat BHS examinations from Stage 1 through to Fellowship, including the BHS Riding & Road Safety Test and Horse Owner’s Certificates.

(Statistics provided by the BHS.) The Pony Club which is the largest Youth Equestrian organisation in the world celebrated its 85th anniversary in 2014. The UK has 345 branches and 600 centres that seek to instil high standards of horsemanship and equine

Buying British-food is extremely satisfying

care and management.

Likewise, the The Riding for the Disabled Association which has 500 volunteer groups and 18,000 volunteers, which help 28,000 people to take part in riding, carriage driving, vaulting and showjumping activities every week of the year is certainly another organisation for us to be proud of.

We are mindful of the livery companies that are directly or indirectly associated with equestrianism and we value their support. The Worshipful Company of Saddlers, The Worshipful Company of Farriers, The Worshipful Company of Leathersellers, The Worshipful Company of Coach Makers and Coach Harness Makers, The Worshipful Company of Farmers and The Worshipful Company of Loriners.

And what of our mounted regiments? The Blues and Royals, The Life Guards and the King’s Troop, Royal Horse Artillery. We are proud of the parts they play in the great ceremonies of state and we are proud of their operational roles around the world.

British Traditions William Funnell (GBR) competing at Hickstead

28 Equestrian July 2016 Business www.ebmonthly.co.uk

We are proud of the traditions associated with equestrianism and we continue to uphold them – even though they are ‘strange’ and there is no valid reason for them! Mounting from the

left, plaiting manes to the right, using brown tack in the show ring, complying with the turnout expectations/regulations associated with equestrian sports and disciplines, referring to all white horses as ‘grey’ – and so much more!

We hang a horseshoe above a door – even when we don’t know the legend! It goes like this: one day the Devil – well disguised - visited a blacksmith’s forge.

He wanted to have his cloven hooves shod. The blacksmith agreed but he then recognised he was dealing with the Devil in disguise. He tied the Devil to the anvil and attacked him with tongs straight from the fire.

The devil pleaded and pleaded for mercy and the blacksmith agreed – providing the Devil promised never to enter a house where a horseshow hung. (Note that the horseshoe must be hung with the toe downwards so that it can catch and hold the goodness from heaven.)

WE ARE PROUD TO BE BRITISH FOR SO MANY REASONS. If you or your business is Proud to be British, for whatever reason, we’d love to hear from you. Email editorial@ebmonthly.co.uk

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29

Proud to be British

Based in Britain -

news and views Giving Britain a Brighter Farming Future Lincoln-based equine welfare charity, Bransby Horses, has appointed Claire Hogarth as the new Marketing Manager.

Joining the charity with a wealth of equine marketing experience, Claire previously held the position of Account Manager at Tim Smith Marketing for more than seven years.

Rachael Hewitt, Head of Marketing and Fundraising said: “We are delighted to welcome Claire to Bransby Horses and look forward to our experienced marketing team executing crucial strategies, for the immediate and long-term success of the charity.”

Brits with Bling!

Ex-Military Personnel Supported by Saracen

NLBC Launch

Luxury saddle collection launched Frank Baines Saddlery Limited, one of the UK’s foremost hand-made saddle makers, has developed a new range of saddles called Symphony.

These new saddles are aimed at customers who value traditional craftsmanship using only the finest materials and expect exceptional performance from their saddle.

Garry Baines, production manager at Frank Baines Saddlery, explains: “Using valuable feedback from our customers and working closely with our team of saddlers, we reviewed every single aspect of our saddles to enhance even further the fit and performance of the saddle in each equestrian discipline.”

He added: “The Symphony

30 Equestrian July 2016 Business www.ebmonthly.co.uk

range is a contemporary look that delivers exceptional performance with added luxury which embodies what a rider expects from a Frank Baines saddle.”

The company has launched two new models in their Dressage collection and one in each of their Eventing and Jumping collections with further models available later in the year.

The new models are: Dressage: Adagio and Sequence; Jumping: Galliard; Eventing: Virtuoso The new saddles are handcrafted at their workshop in Walsall and are available to order from retail stockists worldwide. As Frank Baines saddles are all hand-made, there is a typical 4-6 week lead time.

Saracen Horse Feeds has announced its support of HorseBack UK and is welcoming the horses and team as brand ambassadors.

Based in Aberdeen, Horseback UK was founded by ex-marine Jock Hutchinson, and works tirelessly to rehabilitate exservice personnel by introducing them to horses through residential courses.

Michael Bacon, Sales and Marketing Director said: “We have all been truly inspired by the work of HorseBack UK supporting our ex-service men and women. We are very proud to be able to support the charity by feeding these very special horses and ponies.”

For customers who want to ride with a distinctly Patriotic touch to their turnout this summer without compromising on their passion for ‘bling’, Equetech has the answer.

The Equetech Crystal Patriotic Bun Ring Scrunchie combines four rows of stunning Red, Blue and Clear crystals on an elasticated scrunchie, which has been designed to fit over a hair band. Likewise, the Equetech Patriot Stock Pin celebrates patriotic style in a pretty swirl of colour and sparkle. Red and Blue crystals surround a nest of bold and beautiful clear crystals for a look that celebrates Brit style with plenty of glamour!

Equetech Crystal Patriotic Scrunchie

Liverpool set for New Year Spectacular World-class sport, music and entertainment will be combined in spectacular fashion when the Equestrian.com Liverpool International Horse Show returns to the city’s Echo Arena on December 31.

Providing a taste of things to come was top Irish showjumper Billy Twomey, the inaugural Liverpool Grand Prix winner, and a Shetland Pony Grand National showcase race.

The huge success of Liverpool International 2016 saw capacity crowds and riders from all parts of the world hailed its inception

as an event that is here to stay.

Liverpool show president, Nina Barbour said: “We are hugely-excited to be back in the wonderful city of Liverpool ahead of what I know will be another not-to-be missed event.

“We were all left spellbound by the success of our inaugural 2016 show, which attracted fantastic support from the people of Liverpool and beyond, and together with competitors and performers alike, we are greatly looking forward to another three days that are sure to live long in the memory.”

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Business

Proud to be British

Based in Britain -

news and views Duchess of Cornwall extends Presidency for Brooke

Valegro Clothing Collection Launch

Her Royal Highness The Duchess of Cornwall has today officially extended her Presidency for Brooke – Action For Working Horses And Donkeys, celebrating 10 years of being president of the UK based charity. Brooke helps to improve the lives of working horses, donkeys and mules in developing countries.

In her time as President, The Duchess has travelled the world to see how the charity works with horses, donkeys and mules, as well as the people who use them to earn an income and support their families. She has been to Egypt where the Brooke was founded in 1934, Jordan, Pakistan following the earthquake in 2005, and India following flooding in 2013.

The Duchess has also attended

Team Hester and iconic country clothing brand Lansdown have announced the forthcoming launch of the Valegro clothing range, which will be available in the UK from the beginning of July 2016 to coincide with the 2016 Rio Olympics.

Equine superstar Valegro, who is expected to represent Equestrian Team GB, already has various ranges produced under licence but this is the first comprehensive men’s, women’s and children’s clothing collection that has been designed and manufactured by Lansdown in association with Carl Hester and his team.

To help bring a touch of style and glamour to the launch, Carl Hester enlisted the modelling services of top young dressage riders Chloe Vell and Erin Williams, who have represented

many events for Brooke in the UK, most recently hosting a horsemanship demonstration

by Brooke ambassador Monty Roberts in October 2015. As a lover of horses, The Queen also attended the event.

The Duchess has ridden horses for years and has always had a passion for equine welfare.

The extension of presidency coincides with Brooke recently launching a new brand, website and strategy.

There are over 100 million working horses, donkeys and mules labouring in some of the world’s toughest environments, and they support the lives of an estimated 600 million people.

Brooke protects and improves the lives of these animals, which give people in the developing world the opportunity to work their way out of poverty.

The Perfect Union!

Her Majesty The Queen joins The Duchess as Her Royal Highness hosts a horsemanship demonstration by Brooke Ambassador Monty Roberts at the Royal Mews ©IJP Event Photos

Counting Down the Days The countdown to the UK’s largest outdoor trade show has officially begun, marked by the opening of online visitor registration.

OTS 2016 is to take place on Wednesday 7 and Thursday 8 September 2016 at Stoneleigh Park in Warwickshire.

With three months until the show opens, 70 companies have already signed up to

32 Equestrian July 2016 Business www.ebmonthly.co.uk

exhibit, including Mountain Boot Company, Regatta and Buffera, Hi-Tec, Craghoppers, Burton McCall, Snugpak, Vango and Whitby & Co, as well as 2016 newcomers Aquapac, Hillventure, Hydrate Mate and Scrubba by Calibre8. 12 exhibitors have also booked space to showcase tents and awnings outdoors, including Bradcot Awnings, Cabanon,

This beautiful limited edition jacket will ensure that you fly the flag in style with its vintage union jack print.

The Egality Jacket by Liberty Freedom and available through The Spanish Boot Company is beautifully tailored and has been designed to be worn open or buttoned up as a fitted tailored double breasted jacket.

Dorema and Terra Nova.

Entrance to OTS 2016 is free, includes free on-site parking and is conveniently close to all transport links. Last year, OTS welcomed around 1,300 unique trade visitors who attended the show to take advantage of the opportunity to see a wide variety of outdoor brands presenting clothing, footwear and accessory products in the

the UK on medal winning pony teams and are now shortlisted for young rider teams.

Carl said: “These two girls are future Olympic team contenders so what better way to launch this collection than to have current and potential medal prospects to model this fantastic range of clothing!”

The collection features the hallmark Blueberry shade and design details are integral to this collection with hidden trims, placement embroidery and applique, subtle union flag emblems and the unmistakeable Gold medal that signifies official Valegro merchandise.

Taking inspiration from the catwalk, this jacket has a striking cut away front and flattering longer length panel to the back. The adjustable half belt to the back compliments the double back flap, which kicks out to give a gorgeous profile.

Two deep side pockets to the hips offer function with fashion and make a perfect finish to this truly patriotic inspired jacket! exhibition halls, at the same time as allowing camping retailers to browse through the hundreds of tents and caravan awnings on display outdoors.

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SEQUENCE

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34 Equestrian July 2016 Business Frank www.ebmonthly.co.uk Baines Saddlery Ltd, Northcote Street, Walsall, West Midlands, United Kingdom. WS2 8BQ

business matters

Space to Boost Sales Every inch of retail space must produce results.

Space doesn’t ‘grow’ and so it has to be made to work hard – very hard!

Mark Lumsdon-Taylor ❚ Director of Finance and Resources, the Hadlow Group 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. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ 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) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007, was a runner up in 2010 and was shortlisted for the 2013 Award. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business.

Awarded the Business Finance Awards 2014 title ‘UK Finance Director of the Year Public Sector and Voluntary’. ❚ Shortlisted for the Institute of Directors’ London and the South East Young Director of the Year Award 2014 and the Institute of Directors’ London and the South East Chairman’s Award for Leadership in Corporate Responsibility 2014.

Using space effectively has become a major factor for the big retailers and effective planning involves senior management and it embraces a wide range of skills. A few years back smaller retailers tended to take a far more relaxed view - probably because competition was relatively limited and online shopping was in its infancy. How times change!

It is a surprise many small retailers don’t know exactly (sometimes even approximately) the total amount of selling space available as opposed to storage and so on. There can then be a tendency to allocate space on a whim - and the same proprietors may be hazy about dividing their product lines into star performers, traffic creators (margins may be small but they help to build loyalty and encourage new clients), ‘must have’ items (social media is very influential!) and so on.

The equestrian trade is very seasonally driven and it’s easy to be out-of-date – looking forward is generally good, harping back is nearly always bad! Is there such a thing as a ‘space waster’? Well of course! Is there such a thing as ‘right product’ but ‘bad space’?

Yes! Measuring Up The space manager needs to be able to carry out a simple exercise to measure space utilisation, sales volume and gross profit per square metre.

The performance measurement index called Gross Margin Return on Investment and Space (G.M.R.O.I.S.), which is in turn based on two other measures - G.M.R.O.I and Display Density.

Put at its simplest – ‘sales per square footage’ indicates the average revenue generated per square foot of sales space.

Depending on the size of the establishment, a member of staff, the bookkeeper or the accountant will be responsible for the maths! A small retailer will want to maintain a system that is simple but effective; the larger retailers will want to

implement something far more sophisticated.

The layout in the multiples is governed by head office – with the individual store manager afforded a minor degree of flexibility such as siting the ‘Manager’s Choice’ or ‘This Week’s Special Offer’. One of the advantages of this type of space management relates to the fact that customers can find their way around the store easily when they are in a tearing hurry – or when they visit another store in the group. The small retail shop has chance to be totally individual – ‘artistic’ combined with functional and comfortable – logical and convenient and, of course, inspirational.

Eye for Presentation An entire industry has built up around retail space management and there are a number of companies that specialise in helping smaller retailers to design their premises and layout effectively. This may be a useful tool for some businesses.

There is a fine balance in presentation in saddleries, feed merchants and other equestrian businesses between the ‘traditional’ and the ‘ultramodern’. Customers need to trust their retailer and rely on his expertise and knowledge - an element of ‘traditional’ often instils confidence. On the other hand, customers – especially the younger element - want their retailer to be bang up-to-date with stocking, knowledge and presentation.

Most equestrian retailers are managing in smaller premises than they would consider ideal and this makes space utilization even more important.

How long does a ‘first impression’ last? 10 seconds is considered to be the norm. Test a couple of situations and see! Don’t block the entrance – it is irritating and discourages new customers investigating the shop. Customers are very quick to judge price, quality, how easy it is to locate what they are looking

for – and whether or not they like ‘the feel’ of the premises. Experts talk about ‘speed bumps’ that are designed to slow the flow and cause customers to pause and possibly make an impulse purchase.

Equestrian retailers offer something that is absolutely priceless and essential. Space devoted to providing knowledge, information and advice is never ever - wasted. ww

Quick Tips ❚ It’s worth bearing in mind that the advice given in ‘declutter your home’ programmes on television can also be applied to shop premises with equally beneficial results! ❚ Libby Langdon – author of Small Space Solutions – says that painting one wall a bright colour recedes a space and makes it appear larger and eyecatching. ❚ Try displaying items vertically, which will draw the eye upwards onto various levels – something that is particularly effective in premises with tall ceilings. ❚ A lot of professional designers utilise window-like effects – especially attractive when the premises comprise two or more small rooms.

Cutting windows into the walls makes the space more airy – and customers enjoy a ‘looking through the keyhole’ type experience. ❚ Dividers don’t have to be solid – for example they can be shelving that allows displays to be viewed from both sides. ❚ The professionals are very aware that lighting can make or mar – especially in dark corners where space would otherwise be lost. Mixing different ways of illuminating space such as track lights, picture lights, sconces, lamps, et cetera is more effective than lighting that is standardized throughout the shop.

July 2016 www.ebmonthly.co.uk

Equestrian 35 Business

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36 Equestrian July 2016 Business www.ebmonthly.co.uk

Battles Quarter Advert.indd 1

16/05/2016 15:50

Diversification Will you need to acquire additional space or are you able to utilise existing space more productively?

It stands to reason that diversifying into sectors with a natural relationship to the core business has potential to appeal to existing customers

Business Diversification:

The Risk and the Reward The use of retail space is something that is fundamental to success. Getting it wrong equates to failure. Getting it right is a foundation for the production of optimum performance.

F

ailures in the retail sector are not new but what has changed is the increase in numbers. The demise of large multiples was almost unheard of until a few years back; today it is worryingly regular – the latest being British Home Stores. Why? How? Who to blame? where did it all begin to go wrong and are there lessons to be learned?

Questions that will no doubt be debated and argued for a long time.

It is wise to remember that it is customers – or in the case of BHS, the lack of them – who finally force meltdown. Since the announcement that BHS has gone into liquidation,

longstanding customers have been interviewed by various parts of the media – TV, radio and the press. The consensus is focused on dull, drab, out-of-date shops that simply aren’t offering what customers want. Recall that the icon M & S has produced some worrying balance sheets. Did anyone really expect Curry’s to go down the pan? Woolworths – Woollies - was once part of the institution. It wasn’t lack of respect by long-term clients that finished off Austin Reed. Warning signals surely?

Until May of this year, 14 company failures accounted for 989 stores affecting 20,245 employees. So many of the big boys, with access

to so much expertise, getting it so badly wrong, surely demonstrates the importance of assiduously considering every aspect of the business before spending time and money on implementing development plans.

that this is a sector that demands special expertise that decided them to drop the idea!

Fortunately for the independent retailer, the tide is now turning and there is a growing trend against one-stop-shopping and an emerging desire for something more individual, more ‘special’ - backed up, of course, by exemplary service.

Diversification is something that most small retailers consider at one stage or another. But is a step sideways – in effect – always the answer? One award-winning finance director who pens a column for this magazine has a mantra -: ‘turnover is vanity, profit is sanity’! Growth that doesn’t benefit the bottom line but increases responsibilities and worries is generally negative!

But diversification can be very worthwhile if it boosts customer loyalty.

Of course, the growing intensity of competition in the retail sector doesn’t just relate to the emergence of new competitors – it is also connected with shifts and developments in customer needs. This indicates

Changing times One of the changes to hit the high street hard is diversification.

Nowadays customers can purchase most of the family’s needs from a major supermarket.

Along with that, it is possible to bank, insure, obtain veterinary services, dental services – and a great deal more. Remember that Tesco toyed with equestrian goods! Possibly it was judging

The demise of large multiples it is worryingly regular – the latest being British Home Stores

July 2016 www.ebmonthly.co.uk

Equestrian 37 Business

Diversification

Areas with a natural affinity include smallholders An obvious example for the equestrian retail sector are product ranges for dog owners

“there is a growing trend against onestop-shopping and an emerging desire for something more individual” the importance of long-term strategic planning - including merchandise management - in order to arrive at a sustainable competitive advantage. A ‘here today and gone tomorrow’ diversification would be very expensive to implement and may have the potential to jeopardise existing goodwill.

Mind the gap!

The most fundamental consideration is whether or not the proposed diversification relates to recognition of a gap that would complement existing product ranges, or is a desperation measure stemming from reducing footfall and falling sales. Sadly, if it is the latter, simply diversifying is unlikely to be the answer.

Diversification must be thoroughly planned and well executed. ‘Growth’ in the form of diversification should enhance the business profile and produce a balanced measure of sales and profits.

Assuming the positive, an acquisition of additional space or the opportunity to utilise existing space more productively, the next question must be: is

38 Equestrian July 2016 Business www.ebmonthly.co.uk

there opportunity to generate additional income and/or goodwill and customer loyalty?

The answer needs to be ‘yes’ - it is very unwise to rush into hasty decisions. Market research structured and consistent - is essential. Whims have no place in this scenario.

Selecting species

Are there diversification possibilities that will complement and enhance existing stocking policies – in other words, do they make sense? An obvious example for the equestrian retail sector might be product ranges for dog owners. Most horse owners, or their families, own one or more dogs. Stocking dog food could fit in very well for a retailer who specialises in horse feed and ancillary products. Equipment for dogs fits well into a saddlery

and affords opportunity to offer bespoke craftsman-made dog collars and equipment which is a growth area, without the requirement for additional workshop space. Customers for horse feed are likely to appreciate being able to have their dog food delivered and also food for their cat and other small animals or smallholding stock.

Diversifications that are already popular include straw, chippings and other bedding materials, hay and related forages, nutritional supplements and so on. Stock that initially relates to horses could be extended to cover other domestic animals. In the latter case the limiting factor is likely to be the availability of space.

Other areas with a natural affinity may include smallholders. The desire for the Good Life didn’t stop when the programme starring Richard Briers and Felicity Kendal left our screens way back in the late 1970s. In fact, the opposite has occurred with

Making an agreement with sole traders who make, bespoke products such as rabbit hutches can be a good move

Life of leather Mark Romain MBE of The Saddlery Training Centre Ltd in Salisbury, has been training saddlers for many years and has witnessed many of them diversify their businesses in areas that he had not visualised at the beginning of their careers.

He comments, “Almost all the diversifications have come from customer requests - and personal recommendations have fuelled demand. Leather is a very popular medium with a natural beauty and it can be used for a variety of purposes.”

“Bespoke leather goods, such as handbags and luggage, are a popular addition while highly innovative items include leather jewellery for people, dogs and horses.”

Equally unusually, Mark knows of saddlers who have incorporated leather designs into homes – particularly kitchens, floorings and walls.

Other diversifications include classic car restorations, film props and Sealed Knot Societies (Battle enactments).

Mark says members of the Society of Master Saddlers have a proud boast – ‘If it’s leather, we can make it’.

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Equestrian 39 Business

Diversification

Supply chain

Craftsman-based services are increasingly attractive

increasing numbers of people wanting to ‘grow their own’ and keep a few livestock. Some smallholders are making a living out of the enterprise, for others it is a lifestyle choice. Whichever way, in the right geographical location, there is business potential.

Cute on crafts

Luggage, bags, purses, belts and other leather are natural diversifications in saddleries with workshops – especially where an experienced qualified saddler is on hand to produce bespoke goods. Craftsmanbased services are increasingly

“diversification can be very worthwhile if it boosts customer loyalty.” attractive - the local radio and regional papers are often interested in covering craftrelated stories and this sort of publicity attracts new clients.

Country wear overlaps some riding clothing and most horse and pony owners have family and friends who enjoy spectating and are also involved in a wide range of country activities. It also fits in well with bespoke leather

40 Equestrian July 2016 Business www.ebmonthly.co.uk

goods.

It is also possible to extend the goods and services within a diversification scheme by making an agreement with sole traders who make, for example, bespoke kennelling, hen houses, rabbit hutches, dog runs, fields shelters, and so on. The advantage is that the partnership, or other agreement, might only involve making a small show space available and introducing potential clients on a commission basis.

It stands to reason that diversifying into sectors with a natural relationship to the core business has potential to appeal to existing customers.

A diversification that wows customers in one location won’t necessarily be a sensational success in another.

benefits would encourage them to swap from their current retailer? (Deliberately discounting competitors could undermine the bottom line of both parties – and later, if pricing structures are adjusted, there is the possibility that custom would revert to the original retailer.) ❚ Evaluating existing retailers to determine the competition is essential. How far away are they geographically? What is the size of their catchment area? How are they rated by their customers? How large is their database? Do their staff have specialised knowledge that encourages loyalty and makes them unlikely to change supplier? Is their stocking policy appropriate or could it be improved upon?

In relation to a proposed diversification, would it be feasible to use known and valued wholesalers or would it be better to consider dealing direct with manufacturers?

The former has the advantage of being an already trusted supplier and using them might enable deliveries to be consolidated while also limiting paperwork.

However, the internet has helped to make dealing direct more accessible and stock ranges will be larger. And of course, manufacturers have first-hand, in depth, product knowledge added to which cutting out the middleman can make a substantial difference to pricing structures.

On the other side of the coin, the advantages could be totally outweighed if dealing direct involves ordering from several

Know your market

Market research needs to be thorough and painstaking.

Only the larger outlets will be able to afford to commission consultants but even the smallest can undertake sensible investigations involving: ❚ Talking to existing customers to find out which proposed additions to the current product ranges they would likely use. ❚ Where are the same customers currently shopping for these items? What advantages and

Country wear overlaps some riding clothing

Diversification

apprentice working in workshop

Luggage, bags, purses, belts and other leather goods are natural diversifications in saddleries

Laurence saddle fitting

In the know Over the last twenty years Stroud Saddlery has implemented some outstanding diversifications. Proprietor Laurence Pearman points out that during that time, customer demands changed and it was awareness of changing needs that resulted in some developments.

“A diversification that wows customers in one location won’t necessarily be a sensational success in another.” manufacturers who all insist on minimum orders rather than one wholesaler who combines a very wide range of the ‘right’ products with realistic quantities and first class service.

Other vastly important considerations include: ❚ Ensuring the proposed diversification is a heart-andmind decision and won’t be regretted later. ❚ Determining if the current staffing ratio will be adequate.

Would additional specialised training relating to product knowledge be needed? ❚ Will current accounting and other systems be able to cope? ❚ Will the USP be powerful and distinguishable or does it require additional thought to give it that special twist? ❚ Diversifying too quickly could result in losing track or endangering the core business or service. ❚ Diversifying and selling to a familiar customer base is less risky than starting from scratch. ❚ Other options for growth include: Joint ventures, partnerships and acquisitions.

As an example he cites that horse owners have become more aware of the need to have their horses’ saddles fitted. Way back, staff worked largely in the shop - their role being to sell saddles based on whether the horse was ‘narrow’, ‘medium’ or ‘wide’. How different it is nowadays: Laurence and his qualified Society of Master Saddler’s saddle fitters spend much of the working week at clients’ premises fitting saddles.

A further development related to setting up a workshop in

Cirencester where clients can come to him. Here he can utilise state-of-the-art 3D imaging to enable him to fit the horse more accurately and to offer a larger variety of saddles.

Way back appointments were always made in person or by telephone but now many people prefer to use email.

Laurence, a Master Saddler, is heavily involved with the training of staff through the apprenticeship scheme and over the years has trained more than fifteen saddlers – most of whom have progressed to

Master status and/or SMS qualified Saddle Fitter status.

A remarkable contribution to the industry. (Notably, two still work with him on a freelance basis and four have gone on to work abroad.)

The addition, country clothing being added to the ranges stocked at the Stroud shop, fits in very well with the diverse clientele the business attracts.

Laurence says there is only one drawback to diversification; he cannot devote the time he would like to teaching his apprentices bench-based work!

overview of shop and workshop

July 2016 www.ebmonthly.co.uk

Equestrian 41 Business

Diversification

Pick of the products Smallholder Range

Easidri Cooling Coat Super absorbent, the Easidri cooling coat has a unique cell structure which slowly releases its moisture, cooling dogs for hours. The coat cools as water slowly evaporates, and is re-usable as well as machine washable, supplied in a handy resealable bag so it is always ready for use. It is tough, durable and resists tearing and shredding.

Easy to fit with adjustable touch and close chest and stomach straps.

The Smallholder Range has developed and grown, to provide a good quality, non-genetically modified (non-GM), and a more natural alternative to the commercial type diets formulated to produce fast growth rates. With added Omega 3 oils for healthy birds and wonderful eggs, Natural Free Range Layers Pellets is one of the most popular feeds within the Smallholder range.

For extra peace of mind, all products produced by the Smallholder Range are also Drug Free.

www.trilanco.com

www.smallholderfeed.co.uk

Badminton Country Menu If you’re taking your first step into stocking feeds for smallholders, Country Mix and Country Cubes from Badminton Country Feeds are suitable for all ruminants, and are ideal when storage space in your shop is limited.

Both are carefully prepared to provide a balance of highly digestible energy and protein, for pregnant and lactating animals as well as growing weanlings and adults. The Badminton range also includes specialist feeds for goats, sheep, camelids and pigs, as well as poultry.

www.badmintoncountryfeeds.co.uk

Grass Pellets Emerald Green Feeds Grass Pellets are an ideal feed for any grazing animal. The fresh grass is flash dried and preserved to lock in the key vitamins and minerals to ensure a consistent all year round diet.

The products in the Emerald Green Feeds range are all 100% natural and are suitable for any animal whose diet consists of grazing on forage.

www.emeraldgreenfeeds.co.uk 42 Equestrian July 2016 Business www.ebmonthly.co.uk

Dog Bed NuuMed’s Dog Bed provides dogs with a warm, comfortable bed that’s stuffed with luxurious British wool. The dog bed has a washable cotton cover and has a durable inner liner that’s stuffed full of wool. In fact, the wool used is generated as a waste product from the equestrian side of the business, so it’s ecofriendly too. The bed is 1m x 60cm and is the perfect size for small and medium dogs.

www.nuumed.com

Westcotts The Animal Health Company have used their expertise in the canine world to launch a premium quality dog food called “Westcotts”.

Unique to the market “Westcotts” contains unique supplement Hyper Coat Prime. This dog food is wheat and gluten free, hypo-allergenic, sensitive on the tummy and great for skin and coat health.

www.animal-health. co.uk

Emerald Green Feeds is a perfect all year feed for any grazing animal.

100% natural grass and alfalfa products www.emeraldgreenfeeds.co.uk July 2016 www.ebmonthly.co.uk

Equestrian 43 Business

44 Equestrian July 2016 Business www.ebmonthly.co.uk

Equine Supplements

Balancers are particularly useful for giving horses added protein when recovering from injury

Feed Balancers Balancers hit the market at a gallop a number of years ago and now few feed rooms are without them. Stocking them and understanding their benefits will make a vital addition to your business.

O

ur knowledge of human nutrition has advanced in the last few years but arguably equine nutrition has progressed further and faster. ‘Guessing’ has been virtually eliminated from the scenario and today the feed processors produce rations for horses of every type, size, age and temperament – related to the demands of individual disciplines.

Go back a relatively short time in history and horses were being fed ‘straights’: oats, barley, chaff and so on. There was a general assumption that feeding the same measure of oats each day, for example, confirmed the feed value was consistent whereas, of course, the quality of the oats could be extremely variable.

Yard managers, grooms and horse owners developed an eye that helped them to assess the needs of individual horses.

Although no doubt some developed their abilities to a remarkable degree, the basis was necessarily conjecture,

assumption, feeling, ballpark figures and instinct!

How very different it is today.

What it ‘says on the bag’ is accurate in terms of the percentage of protein and other ingredients. Manufacturers have added further refinements that result in great versatility to even their own ranges: feed balancers.

Produced by all the major processors, there are balancers available in two types: oat and concentrated.

Oat Balancers

Oat balancers are formulated specifically to be fed with oats in order to redress deficiencies of calcium and essential amino acids. This type of balancer is popular with racehorse trainers and managers of other horses using high levels of energy. Most oat balancers are available in pellet form or as a coarse mix and are generally fed in greater quantity than concentrated balancers. The nutrients contained in this range of balancers are higher than

in the feed mixes specifically formulated for the racing industry. The oil contained in most oat balancers helps to boost stamina and also aids weight retention. Recommended feeding ratios vary from product to product.

Concentrated Balancers

Concentrated balancers, mostly in pellet form, can be fed on their own as a complete ration or as a top-up to concentrated rations. Mostly used to balance forage, being low in energy they are especially useful for topping up mineral and other nutritional needs, when a horse is on box rest or when the feed has been cut back because the animal is overweight, or because the animal is excitable or for another reason. They ensure the horse receives the vital nutrients without additional calories whereas simply reducing the normal rations would mean the horse was not receiving the right levels of nutrients.

A retailer’s view Speedgate, one of the UKs leading equestrian retailers, has stores located at Frogpool Manor, Chislehurst and Fawkham, Kent. Both stores have a livery yard attached and run dressage and show jumping competitions throughout the year, which helps to extend Speedgate’s customer base.

Alongside saddlery, equestrian and country clothing, as well as pet equipment, both shops stock a vast range of equestrian feed and balancers.

Lyndon Hollands, Director of Speedgate, commented about the considerable increase in the interest in balancers. He assumes this arises predominantly from the competition sector but he says that increasing numbers of leisure riders are also approaching Speedgate for advice and guidance about incorporating balancers into their horse’s diet.

July 2016 www.ebmonthly.co.uk

Equestrian 45 Business

Equine Supplements

A retailer’s view Broadfeed, located in Tunbridge Wells, stocks a range of animal and pet equipment, equestrian clothing and saddlery. They also have an extensive feed store from which they deliver to local equestrian establishments.

Specialist feeds - including balancers - are extremely popular at Broadfeed and, in order to cater for this demand they stock a vast range of wellknown brands.

Angie Driver, Sales and Marketing Executive at Broadfeed, commented: “Although we cater for all equestrian disciplines, the competition sector has led to a development in the demand for balancers and our nutritional experts are increasingly asked to provide advice and information”.

Boosting Recovery

Balancers are especially useful for horses recovering from injury because they provide the protein needed for tissue repair. They can also be particularly helpful for horses that have been sick or off-colour as well as in the case of animals that are prone to poor quality hoof growth. The majority (but not all) balancers contain probiotics, prebiotics, yeast or some other digestive enhancer, which can be a boost for horses that have been off their feed.

What To Stock?

The range of balancers is comprehensive - but can be

“Concentrated balancers, mostly in pellet form, can be fed on their own as a complete ration or as a top-up to concentrated rations” mystifying: stud, performance, light, cool, senior and so on.

Some are molasses-free; some include both probiotics and prebiotics. It makes sense to start off with balancers produced by the feed companies already stocked because clients recognise the names and are already demonstrating their confidence in the products.

It is a good idea to arrange a staff training session including a visit by a nutritionist representing the manufacturers. This could come before or after the decision is made about which products to stock. The major feed companies all produce high quality, easy to understand guidelines while most also operate a system of helplines that are available to stockists and end-users.

Other Considerations

Offering balancers made by popular manufacturers means customers are more likely to trust and try the products.

46 Equestrian July 2016 Business www.ebmonthly.co.uk

‘Getting it right’ to suit the individual horse or pony involves being confident in complying with manufacturer’s guidelines.

It isn’t too unusual for the owner of an animal used primarily for relatively quiet hacking to regard him as a performance horse and feed accordingly – and then wonder why he spends most of a hack jumping out of his skin! It’s important to get the basic feed rations right before exploring balancers. Retailers can only offer advice – they cannot force it!

Forage is a crucially essential part of every horse’s and every pony’s diet but the quality varies enormously. Some feed manufacturers offer a range of analysis services that horse owners could find very helpful.

Some manufacturers will also design a feed programme based on the results of the analysis.

This will indicate exactly how much to feed to meet that particular horse’s requirements.

Of course, common sense indicates that if circumstances, management and work patterns change, it would be necessary to amend the diet accordingly.

One of the pitfalls relates to ‘too much’. It is not uncommon for owners to demonstrate love and concern for their horse by overdoing it. It wouldn’t be unusual for a horse to be fed well over the advised rations relating to type, age or work. It is the same with balancers, but it is quite difficult to persuade owners that ‘more’ is not the answer - and may even be dangerous. Unfortunately some owners, desperate to do the right thing but confused and concerned, err on the side of ‘far too much’ rather than ‘too little’.

It is a fact that horse owners are avid for knowledge and they value retailers who can provide up-to-date, reliable information and advice. Rather like teachers in the classroom, it is a good idea to be a step ahead.

Education ‘Feed Balancers – what they are and how to use them’ could make an excellent topic for an in-house seminar or forum. This topic could also include advice about when adjusting and topping up the hard feed ration may be more effective than adding a balancer. Certainly local riding clubs and pony clubs are likely to welcome an insight into the subject, giving it potential as a good retail PR exercise.

Terms such as ‘prebiotic’ and ‘probiotic’ and ‘micronutrients’ baffle a lot of people. Today’s horse owners are more interested in the ‘science’ side of nutrition than ever before and providing them with information and advice gives them the confidence that encourages their loyalty.

There are numerous books available on the subject and aspects of equine nutrition that would provide useful reading for retailers who wish to make an in-depth study.

These include: ‘Metabolic Disorders in the Modern Horse’ by Tania Cubitt, PhD, and ‘Nutrition and Health of the Modern Horse’ by Dr Tim Kempton.

EW

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July 2016 www.ebmonthly.co.uk

Equestrian 47 Business

Equine Supplements

Pick of the products MetaSlim MetaSlim is a balancer specifically designed for those challenged by weight or metabolic issues including those affecting a horse or pony’s feet. Created with a leading equine vet, MetaSlim optimises blood sugar levels and aids insulin effectiveness.

Free from cereals, molasses and additives, MetaSlim is suitable for overweight horses or those prone to laminitis, and can be fed dry or soaked.

www.simplesystemhorsefeeds.co.uk

Smart Balance Providing optimal levels of vitamins, minerals and micronutrients, Smart Balance contains high levels of vitamin E and selenium, antioxidants that combat freeradicals, optimum levels of biotin (which is scientifically proven to improve hoof quality) and generous levels of B vitamins, for efficient energy metabolism. Smart Balance is also low in starch and sugar, made without cereals or cereal by-products, is Soya free, contains non GMO ingredients and is molasses free.

www.smarthorsenutrition.com

Advance Concentrate Complete

Saracen Horse Feeds Essential Balancer

Advance Concentrate Complete is Equimins’ premium quality forage balancer, which contains a superb range of vitamins, bioavailable minerals and trace elements to support the horse’s health. This is combined with probiotics and saccharomyces cerevisiae yeast to support the gut and the digestion of fibre, to help the horse get as much out of his feed as possible. The balancer has been designed for a forage diet, but can also work with horses not receiving their full ration of feed.

A low intake feed balancer to be fed alongside an existing ration or forage only diet. This low sugar, low starch, non heating formula offers a source of quality proteins for muscle tone and function, and blend of yeast cultures to support digestive health. This barley free balanced ration contains superior oil sources to support optimum health, coat and skin condition and includes a full spectrum of vitamins, minerals and antioxidants to support immune function, general health and well being.

www.saracenhorsefeeds.com

www.equimins.com

Super Concentrated ULSA-COOL Blue Chip Feed has developed a new, specifically formulated, Super Concentrated ULSACOOL balancer to assist with the maintenance of acid balance in the gut, to join the existing range of Calming, Senior and Daily Health Super Concentrated Balancers already available.

The 100% natural, whole-cereal, molasses free formula combines daily requirements of vitamins, minerals and nutrients with AcidBalTM, a slow release stomach acid buffer, alongside additional Beta-glucans and pre and pro biotics to aid digestion.

www.bluechipfeed.com 48 Equestrian July 2016 Business www.ebmonthly.co.uk

Advertising Feature

The way in which we use horses has changed dramatically over the past century. Previously they were indispensable working animals but now horses are kept predominantly for leisure and sport. Clare Barfoot RNutr of SPILLERS® explains how this in turn has changed the way they need to be fed.

Feeding query?

The solution is a Balancer

T

he energy requirements of horses have diminished as workloads have been reduced. While advances in science and technology continue to improve our feeding options, in today’s equestrian world horses are now often given much less than the recommended amount of feed for their size. This means they aren’t getting the amount of vitamins and minerals they need to balance their diet.

Despite this, obesity is a growing problem with around a quarter of horses and ponies classified as overweight or obese. Whether your customer has an overweight pony, competition horse, happy hack or retired veteran each one needs a balanced diet for good health and welfare. Invariably the best solution is a balancer.

level to combine with the base ration to balance the diet of the type of horse they are designed for. They will often contain added functional ingredients such as live yeast or glucosamine to support specific needs.

Balancers are usually fed at around 500 grams for a 500kg horse so they contribute only a very small amount of sugar and starch to the diet. This makes them ideal for horses needing a low sugar and starch diet such as those prone to laminitis.

Your customers will also like the fact that balancers are cost effective. Depending on pack size, a bag will typically last 30-40 days for 500kg horse and in the majority of cases, costs less than £1 per day to feed (some less than 60p per day).

Nutrients without calories

Recommending the right balancer

Balancers are small nutrientdense feeds providing vitamins, minerals and quality protein alongside a negligible level of energy (calories). Well-designed balancers will supply daily nutrients of the right type and

SPILLERS® has unveiled a range of six new and improved, Balancers, to help your customers easily choose the ideal combination of nutrients to balance their horses’ diets every day.

Suggested selling prices SPILLERS® Daily Balancer (15kg) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . £16.99 SPILLERS® Original Multi Balancer (20kg) . . . . . . . . . . . . . . . . . . . . £33.99 SPILLERS® Lite + Lean Balancer (20kg) . . . . . . . . . . . . . . . . . . . . . . . . £23.99 SPILLERS® Supple + Senior Balancer (20kg) . . . . . . . . . . . . . . . . . £38.99 SPILLERS® Pro Performance Balancer (20kg) . . . . . . . . . . . . . . . £37.99 SPILLERS® Gro N’ Win® Stud Balancer (20kg) . . . . . . . . . . . . . . . £18.99

For good doers, laminitics and those on calorie restricted diets

SPILLERS® Daily Balancer is ideal for those that maintain condition on a forage only diet or less than the recommended amount of compound feed.

SPILLERS® Lite + Lean Balancer is the choice for those on a calorie-controlled diet of soaked hay or restricted grazing. It contains extra lysine to balance the low protein often found in lower quality hay. This is important even in dieting animals, to prevent muscle loss.

Competition horses

SPILLERS® Pro Performance Balancer can help to top up nutrients targeted to support optimum athletic performance, such as vitamin E, lysine and

B vitamins, alongside functional ingredients to support digestive, and immune health.

Senior horses

SPILLERS® Supple + Senior Balancer will help provide optimum nutrition to support health and well-being. With negligible amounts of sugar and starch it is a safe option for those prone to laminitis or with Cushing’s disease (PPID) and it also provides powerful joint support.

Broodmares, stallions and growing horses

SPILLERS® Gro N’ Win® Stud Balancer is an ideal recommendation for all breeding stock and youngstock that don’t require the calories that traditional stud feeds provide.

New SPILLERS® Balancers are supported by eyecatching point of sale materials, including a free SPILLERS® measuring cup, and a brand new interactive website. For information on how to stock contact Mars Horsecare on + 44 (0)1908 222888 or visit www. spillers-feeds.com

July 2016 www.ebmonthly.co.uk

Equestrian 49 Business

AETA Preview feeding

English Meets Western The American Equestrian Trade Association (AETA) International Trade Show showcases the best of the English and Western markets, bringing together sellers and buyers from across the world.

B

ased in Philadelphia, the fair by Hopper Expositions takes place on August 13 – 15, 2016.

Equestrian trade exhibitors and buyers spend three days viewing English and Western merchandise, networking with each other, exchanging ideas on marketing and learning the latest in equestrian products and services. Taking place at the Greater Philadelphia

50 Equestrian July 2016 Business www.ebmonthly.co.uk

Expo Centre, Oaks, PA, 19456, this exposition of equestrian products and services is not open to the general public.

Among the many exhibitors, including Ariat International, Back On Track USA, Cavallo, Charles Owen, DeNiro, Freejump and Horseware Ireland to name a few, the show includes a Market Party, educational sessions and a membership meeting.

Fresh Ideas

Before the AETA International Trade Show opens to the public, the organisers promote seller education by offering a fantastic line-up of speakers across the event days.

The day before the show (Friday), Barbara Wold will be conducting two seminars with a common theme of changes to modern business. The first will focus on the newest target

audience for many brands – the Millennial generation. ‘Meet the Millennials’ will discuss the changes of buying habits, social behaviours and reliance on technology that have occurred with this generation. The second talk ‘Strategies for a Changing Business World’ will take into account business strategies based on customer satisfaction, short-term and long-term growth as well as how to compete with Internet retailers.

As an internationally known speaker and an authority to the retail, consumer, hospitality and tourism industries, Barbara has more than 40 years of first hand experience in executive and sales management, marketing and repositioning. As one of the industries’ most sought after speakers, every effort should be made to attend Barbara’s talks at 3pm and 6pm.

Alongside these seminars, there will also be free AETA Education sessions held in

Meeting Room 7 at 8am. On Saturday August 13, Anne Cecil, Visionary & Resourceful Opportuist ONO Made in the 191 will be discussing ‘Leveraging Your Sales in the New Marketing Landscape’, which will look at how to use social media to generate sales strategies and develop a dialogue with clients.

Sunday August 14 will see Kristen Ainscoe, Visual Merchandising Expert take to the stage with her talk ‘Merchandising Difficult Items’.

Inviting attendees to bring their most difficult item to merchandise, they will work with Kristem to develop unique solutions on the fly as well as examine the coordination of physical space to project the right image.

Location Situated in the second largest city on the East Coast, Philadelphia is conveniently

located in the middle of the Northeast Corridor, 100 miles south of New York, 133 miles north of Washington, D.C., and 55 miles from Atlantic City.

Ranking fifth in the nation, with a metropolitan population of 5.8 million, more than 63 million people - approximately a quarter of the U.S. population - live within a 5.5-hour drive from Philadelphia.

Travelling to the city couldn’t be simpler, with easy access by car, train, bus, aeroplane and even cruise ship.

By car, the city is just two hours from New York City, 90 minutes from Baltimore, three hours from Washington D.C. and about an hour from Lancaster County, Atlantic City and the New Jersey shore via major highways.

Those who prefer someone else to do the driving can hop on Amtrak, which provides service along the Northeast Corridor and points west and south,

or Greyhound, operating bus service throughout the region.

Several popular Chinatown bus routes also connect Philadelphia with Boston, New York and Washington, D.C. for extremely wallet-friendly prices.

The Philadelphia International Airport, approximately seven miles from Center City, serves more than 25 airlines. Southwest Airlines offers daily nonstop flights from big cities and travellers can take advantage of direct or connecting service from 31 other destinations, such as Ft. Lauderdale, Los Angeles, Oakland, Houston and Seattle.

With an extensive range of eateries in the local area, as well as hotels that have direct shuttles to the convention centre, travelling and staying at the event is simpler than ever and a worthwhile trip for anyone wanting to extend their network and refresh their business strategies.

Schedule Thursday August 11, 2016 Exhibitor Set-Up 8am – 6pm Friday August 12, 2016 Exhibitor Set-Up 8am – 6pm Day of Retailer Education with Barbara Wold 3pm – 6pm Saturday August 13, 2016 Open 9am – 6pm Sunday August 14, 2016 Open 9am – 6pm Monday August 15, 2016 Open 9am – 4pm Exhibitor Move-Out 4pm – Midnight

July 2016 www.ebmonthly.co.uk

Equestrian 51 Business

Let’s Products WhatTalk to stock for successful sales....

Jodhpurs, Breeches and Over Trousers With dazzling designs and a style for every occasion, jodhpurs, breeches and over trousers can take up a substantial area of your stock so make sure you know exactly what’s on trend.

O

lder readers may just about remember the days when breeches and jods were a standard fairly unattractive beige colour – often almost khaki – in cavalry twill. The legs were tight with flares at the thighs which stuck out rather like butterfly wings. Apparently the design was intended to allow the rider freedom of movement! They incorporated knee patches – usually suede or a suede-like material – that were designed to be grippy. They weren’t cheap to buy and there was no popping them into the washing machine because they didn’t launder. It being necessary to take them to the dry cleaners, and this being an expensive and inconvenient option, older rider will recall that they frequently smelt strongly of horse sweat!

Things changed when modern stretch materials entered the market. They fitted the shape of the rider – quite revealingly and very attractively. In the early days the colours were generally restricted to beige, black, navy and white. Not that long afterwards various other colours were added, and then checks and a range of patterns quickly followed. Velcro and zippers have replaced the ugly

fasteners of yesteryear – in fact, some pull-on designs don’t require any fasteners at all.

Along with this, young riders (and not just the girls) are very, very fashion conscious. Like mobile phones, jodhpurs have to be changed every time something they perceive as new and exciting appears on the scene. Making the most of fashion changes by ensuring stocks are kept up-todate makes sound retail sense

“The legs were tight with flares at the thighs which stuck out rather like butterfly wings.” that keeps the tills pinging. And what were once restricted to equestrian-related activities have been adapted as fashion items worn for a variety of occasions that have little – often nothing – to do with horses!

Trendy jodhpurs include animalprints: leopard, Dalmatian, zebra, tiger and so on. Stella McCartney is one of the fashion designers whose collection includes baggy style jodhpurs. What goes around

comes around – and denim has – mostly dark and light blue.

Who would have thought that embroidery would appear on jobs?

Well it has – and very pretty too – although obviously only suitable for leisure riding. Riders who want to shine beyond embroidery can now do so, literally! Diamante is no longer restricted to evening wear – it’s found its way onto jods and other riding clothing. One of the styles to meet with favour relates to high-waisted jods and breeches; riders who’ve tried them generally comment that they are far more comfortable than the conventional cut.

What is also interesting is that – along with all the glitz and glamour – ‘traditional’ is still very much part of mainstream riding wear. Rulebooks apply in some disciplines, The Pony Club and British Riding Clubs expect members to comply conventionally. Pink jodhpurs wouldn’t suit showing! Jodhpurstyle leggings aren’t for competition!

Ranges of over-trousers grow and grow. Designed to keep the rider clean, dry and warm, there is something for all types of weather.

Available in a variety of materials,

The ‘butterfly’ effect

it is easy to build a wardrobe that suits spring, summer, autumn and winter. Many styles are unisex; most have an elasticated waistband (especially practical when working in the yard). Once upon a time any sort of over trouser was decidedly frumpy but things have changed for the better. Cuts have improved, many have leg seams that make getting the trousers on and off much easier – and breathable fabrics are functional.

Jodhpurs and breeches have been fashionable on the high street since the mid noughties – and there is no sign of that changing.

What will the fashion trade pinch next?

Alan Paine Country Collection

Ariat

Cambridge Men’s Over trousers

Denim Breech knee patch

Waterproof and breathable, these over trousers are crafted from a robust soft Polyester moss suede. The lightweight trousers have a water repellent outer and are fully waterproof and breathable and will keep wearers comfortable in the most testing of conditions. The trousers have an elasticated waist, an adjustable draw cord fastening and side slits for trouser access, making them very easy to pull on and off.

The Denim Breeches bring a touch of fashion into functional riding apparel. The low rise stretch denim breeches feature synthetic suede knee patches to offer grip and durability, together with a front zip, two front pockets and decorative back patch pockets. The medium wash denim is designed to look ‘worn’ and to ensure the perfect fit, the exclusive Calf Fit System is utilised to provide the wearer with a smooth, comfortable and adaptable fit without the risk of rubbing seams or irritation from bulky closures.

This snug fit accommodates any leg shape.

Sizes: S to 5XL Colours: Oak & Olive £59.99 RRP:

Sizes: 24 – 36 inches Colours: Indigo £79.99 RRP:

52 Equestrian July 2016 Business www.ebmonthly.co.uk

Let’s Talk Products Ariat

Battles

Olympia Front Zip Breeches - Full Seat

HyPERFORMANCE Belton Children’s Jodhpurs

Designed with all riders in mind, the Ariat Olympia Breeches incorporate the patented V3 technology, which ensures total freedom of movement when riding. Made from four-way stretch Schoeller fabric for maximum comfort and flexibility in the saddle, the breeches have the exclusive Calf Fit System to provide the wearer with a smooth, comfortable and adaptable fit without the risk of rubbing seams or irritation from bulky closures. This snug fit ensures a smooth line under long boots & chaps and accommodates any leg shape.

A staple core range jodhpur.

A durable, practical every day jodhpur that is fashionable and flattering.

Contrast knee patches and belt loops and features the Hy Equestrian logo on the back pocket. They are machine washable, suitable for all manner of occasions.

Sizes: 24 – 36 inches Colours: White, beige, navy, black £125.00 RRP:

Sizes: 18”-30” Colours: Navy/Brilliant Blue, Navy/Teal, Navy/Salmon Pink, Pink/Navy £24.00 RRP:

Battles

Battles

HyPERFORMANCE Manby HyPERFORMANCE Ladies Jodhpurs Melton Men’s A staple core range Jodhpurs jodhpur. A durable, practical every day jodhpur that is fashionable and flattering. Featuring contrast seat and belt loops, these jodhpurs are machine washable, suitable for all manner of occasions.

A classic jodhpur which is comfortable and practical for every day wear. Featuring two front pockets, a sturdy YKK zip, belt loops and reinforced stitching. Machine washable at 40° C and at an amazing price and quality, these are not to be missed!

Sizes: 24”-32” Colours: Black/Grey, Navy/Brilliant Blue, Navy/Plum, Navy/Raspberry £25.00 RRP:

Sizes: 28”-38” Colours: Navy and Beige £29.00 RRP:

Battles

Battles

HyPERFORMANCE Oxford Ladies

HyPERFORMANCE Selby Cool Ladies Breeches

A gorgeous breech with exquisite detailing to the front and rear pockets. The height of performance with advanced moisture wicking properties, 4 way stretch, an Alos leather seat and no bulk stretch hem ankle cuffs. A high waisted back with broad belt loops and waist with branded buttons makes them a real signature, machine washable breech.

The Selby Breeches offer breathability with wicking properties, and technology advanced silicon knee patches for added grip whilst in the saddle, yet still comfortable and flexible to wear. Beautifully styled with a touch of bling at the front and rear pockets for that subtle look. Featuring no bulk stretch hem at the ankle, belt loops and branded buttons and detailing, these breeches are machine washable.

Sizes: 24”-34” Colours: Black or Driftwood £90.00 RRP:

Sizes: 24”-34” Colours: Grey, Navy or White £64.00 RRP: July 2016 www.ebmonthly.co.uk

Equestrian 53 Business

Let’s Talk Products Equetech

Harcour

Pelham Jodhpurs

Jalisca Ladies Breeches

Made from breathable, quick drying sporty micro fibre, these pull on tights have four-way stretch and excellent shape retention. Perfect for endurance, le trec and leisure activities, they have a contrast logo on leg, wide waistband with integral pocket and self-fabric knee patches. They are also machine washable.

These super stretch breeches have added silicone grip knee patchs and subtle Harcour branding under the front right pocket.

Featuring a leather logo belt loop at the back, the design also has contrasting piping along the pockets and sock ankle.

Sizes: XS – XL Colours: Black/Petrol, Black/3M Reflective £37.50 RRP:

Sizes: 24” to 32” Colours: white, chocolate, grey or navy £91.99 RRP:

The Mark Todd Collection

Noble Outfitters

Coolmax Grip Breeches

Balance Riding Tights

These stylish breeches are made using innovative Coolmax technical fabric making them ideal for active equestrians. This quality performance fabric wicks moisture away from the skin to keep the wearer cool and comfortable. Features include silicone grip knee patches, belt loops, slimline sock ankle design and the famous Mark Todd signature.

While the ladies breeches have zipped front pockets, the mens have a back zip pocket and side pockets with stud fastening.

Moisture-wicking and stream-lined with comfort built-in, these riding tights have Opti-Dry Technology that wicks moisture away as well as Toray Ultrasuede knee patches for grip. Available in a range of colours for eventing, hacking or simply to be worn as active wear, they feature a secure pocket at front thigh in addition to a hidden stash pocket inside the back waist.

Sizes: Ladies 24” to 34”, Mens 28” to 38” Colours: black, white, navy or grey ladies £93.99, Mens £102.99 RRP:

Sizes: XS - XL Colours: Elmwood (beige), Navy and Black £59.95 RRP:

PK Sportswear

Finest Brands International

Avatar breeches

Toggi Arena

These full-seat breeches are bang on trend with their distressed jean look, while still offering maximum comfort thanks to their soft cotton feel and Lycra tube bottoms.

The McCrown seat and Lycra leg closure adds comfort by elastic inserts and makes the standard velcro closure unnecessary. The Lycra leg closure fits perfectly to the ankle, ensuring the best possible comfort in riding boots. With jeans pockets on the front and back, the left back pocket is equipped with a zipper.

Toggi Arena are practical and hardwearing jodhpurs, perfect for little champions. The seat features an adorable dotted horse print that will help to keep young riders in the saddle.

Suitable for every occasion, from riding to around the yard, Arena feature a functional front zip, nickel free fastening and a zip pocket and provide exceptional comfort and ease of use.

Children’s sizes: 158/164 and 170/176 Adult sizes: XS, S, M, L, XL & XXL Colours: Blue Jean or Grey Jean

Sizes: 18” – 28” Colours: Chocolate, Navy, Pink £30 RRP:

54 Equestrian July 2016 Business www.ebmonthly.co.uk

RRP: £77

Let’s Talk Products Finest Brands International

Finest Brands International

Toggi Firle

Toggi Usk

Toggi’s fabulous Firle breeches incorporate stretch side panels for the ultimate fit. With the same stretch panel at the ankle for ease of donning and doffing, they offer exceptional comfort under boots. An elegant Toggi tab with subtle branding add the finishing touch to these superb breeches which offer exceptional value for money.

New from Toggi and available from the beginning of August, the Usk overtrousers are fully waterproof and breathable with a DWR finish. Specifically designed to be worn over breeches, Usk have added stretch for comfort and ease of movement.

Featuring a close contact stretch panel at the ankle for ease of donning and doffing and comfort under boots, the high back waist panel provides additional warmth and protection.

Sizes: 24” – 34” Colours: black, pewter £45 RRP:

Sizes: XS - XXL Colours: black, navy £60 RRP:

Finest Brands International

Toggi Friesian New from Toggi and available from the beginning of August, Toggi Friesian winter sock bottom breeches are available in a super soft cosy fleece lined fabric, to keep you warm on the chilliest of days. Friesian feature a contrast colour trim at the pockets, waistband and stretch panel at the ankle for ease of donning and doffing and comfort under your boots. The metallic embroidery at the pocket adds a touch of sparkle to this fabulous new style.

contacts: Alan Paine Knitwear Ltd

Finest Brands International

01623 415765

0113 270 7000

Ariat Europe

Noble Outfitters

01367 242818

01572 772476 -

Hy Equestrian

Westgate EFI

01522 529206

01303 872277

Equetech

Zebra Products Ltd

01296 688 966

01352 763350

www.toggi.com

www.alanpaine.co.uk

www.nobleoutfitters.co.uk

www.ariat.com

Hy-Equestrian.com

www.wefi.co.uk

www.equetech.com Sizes: 24” – 34” Colours: Black/Flame, Night Blue/Lagoon, Sienna/Butterscotch RRP: £50

Finest Brands International

Toggi Somerford

www.zebraproducts.co.uk

Coming next month....

In the August issue, Let’s Talk Products brings you body protectors and air jackets. As competition essentials, stocking products that give riders optimum comfort and carry the correct kitemark is vital. If you want to get involved and have your product included, but haven’t yet received an invitation, please contact letstalkproducts@ebmonthly.co.uk.

The Toggi Somerford jodhpurs feature a full stretch simulated leather seat and a super stretch, durable body fabric to give you superb comfort whilst in the saddle and busy around the yard. With nickel free fastening and 2 YKK zip pockets, the Somerford provides practical comfort and fantastic grip in the saddle.

Sizes: 24” – 34” Colours: blue denim £50 RRP: July 2016 www.ebmonthly.co.uk

Equestrian 55 Business

ken lyndon-dykes

Offering More Offline

This month Ken explores the dynamic relationship between offering advice and making sales, against the pressures imposed by the online market.

Customers visiting an equestrian retailer – more often than not a saddlery – usually ask for information and advice. They rely on what they are told being informed and accurate. Get it wrong and they may well never enter the door again! Providing that advice is a vital part of an equestrian business and often directly relates to horse and rider safety, welfare and success.

At one time I had 59 shops and shops-within-shops, which made me very aware of how important it was to have the right staff. I made a point of only employing staff who rode - most were horse owners and many had an involvement in a particular discipline. This background gave them an excellent basis on which to extend and build their knowledge. Selling something that is ‘right’ and ‘suitable’ – with a smile – brought customers back through the door time and again. My business philosophy hasn’t changed – it is the environment that is different.

Research undertaken some time ago by the CRR (Centre for Retail Research) predicted that the growth of online shopping could lead to the closure of one in five high street shops by 2018.

They also warn that store vacancy rates could reach a massive 24% in the same period.

I believe personalised service is more important today than ever before. Keeping shopping streets alive and kicking is becoming an increasingly challenging undertaking.

Some high streets are already beginning to look like rundown

56 Equestrian July 2016 Business www.ebmonthly.co.uk

side-streets in deprived areas and this creates knock-on consequences that continue the decline. Specialist shops providing needed services – and I believe we in the equestrian industry do - are in one of the best positions. However we have one huge and growing threat.

The scenario is thus: Client contacts the office about buying a new saddle. All the details concerning the horse, rider, discipline, special requirements are taken. This takes quite a while. Arrangements are made to visit the client’s premises.

Saddles that comply with the details provided by the client are selected. We drive to the client’s address. We go through the fitting processes which, undertaken thoroughly, takes a very long time and culminates in the rider ‘trying’ every shortlisted saddle in all three paces. If the saddle is to be used for jumping the horse will be asked to pop some relevant fences. We will then consult with the client in order to select best saddles – usually two or three – from which the final choice is made.

At this point, up to a short time ago, the sale would have been

agreed very close to 100% of the time. Not any longer!

Nowadays the conversation is more likely to go something like this: “I love the saddle Ken. Can I just make a note of the make and the measurements?

I’ll make a decision and be back to you very promptly.” Well surprise, surprise – I don’t hear a word. The client has consulted the internet and found ‘a bargain’. The purchase of the saddle doesn’t involve any fitting because that is deemed to have been completed.

Thus the investment of our time is written off and there is nothing we can do about it! I gain no satisfaction from the fact that English saddles, still being largely craftsmanproduced – have slight variances that can affect the fit. The saddle bought off the internet may not provide as good a fit as the one we fitted at the client’s premises. This may well result in the horse’s welfare suffering in order to save the client some money.

And of course, the story may not end there; what happens when the horse develops a sore back, which eventually

KEN LYNDON-DYKES ❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ 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 well-known as an inspirational and interesting lecturer/speaker. involves veterinary and other professional’s fees?

Of course, although saddles are the prime example, the problem is not exclusive to them. It happens similarly in relation to the fitting of back and body protectors, clothing, footwear – and much more. I believe going the extra mile is an essential part of providing exemplar services but how can we in the industry reconcile these issues? Something has to be done. Something has to give.

I welcome comments.

suppliers Directory 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.

Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk

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

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

Horseware Ireland +353 42 9389000 www.horseware.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeyengland.com

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

Gain Horse Feeds +44 (0)7912 197000 www.gainhorsefeeds.co.uk

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

Mirrors for Training +44 (0)1902 791207 www.mirrorsfortraining.co.uk

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Acorn Developments +44 (0)1432 276600 www.acorndev.co.uk

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

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

Hucklesby Associates +44 (0)1362 696309 www.hucklesbys.com

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

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

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

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

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

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

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

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

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

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

EQ Life Magazine +44 (0)1953 852946 ww.eqlife.co.uk

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

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

Animal Health Company Equestrian Creative Network +44 (0)1787 476400 www.equinehealthandherbal.co.uk www.equestriancreativenetwork.com Equi-Ads B Jenkinson & Sons Ltd +44 (0)1738 567700 +44 (0)1924 454681 www.equiads.net www.elico.co.uk Equimat Baileys Horse Feeds +44 (0)1536 513456 +44 (0)1371 850247 www.equimat.co.uk wwwbaileyshorsefeeds.co.uk

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk Harpley Equestrian +44 (0)115 9611537 info@harpleyequestrian.co.uk www.harpleyequestrian.co.uk

Jack Murphy +44 (0)1768 867590 www.jackmurphy.co.uk Kate Negus +44 (0)1249 740590 www.katenegus.com

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk Kozi Kidz +44 (0)1302 746680 www.kozikidz.co.uk

Pellet Beds +44 (0)1789 761333 www.pelletbeds.com PelGar +44 (0)1420 80744 www pelgar.co.uk

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

Haybar +44 (0)1723 882434 www.haybar.co.uk

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

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info PressPoint +44 (0)1953 851513 www.presspoint.co.uk

Stormsure +44 (0)3333 441500 www.stormsure.co.uk a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers.

Tayberry + 44 (0) 2920 464606 www.tayberry.co.uk Toggi +44 (0)113 2707007 www.toggi.com Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk

Bedmax Shavings +44 (0)1922 621676 www.bedmaxshavings.com

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

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

Equestrian Supplies +44 (0)1254 831645

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

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

Equestrian Vision +44 (0)1403 865320 www.equestrianvision.co.uk

Hilton Herbs Ltd +44 (0)1460 270700 www.hiltonherbs.com

Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com

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

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

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

Equine Management +44 (0)1825 840002 www.equineman.com

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

Littlemax +44 (0)1668 213467 www.littlemaxshavings.com

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

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

Horsefair +44 (0)1264 811425 www.horsefair.co.uk

Maquien Design +44 (0)8000 925699 www.maquiendesign.co.uk

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

www.sciencesupplements.co.uk Westgate Labs +44 (0)1670791994 Silvermoor www.westgatelabs.co.uk +44 (0)1665 602587

Horse Health Trade +44 (0)2380 814360 www.horsehealthtrade.co.uk

Maxavita +44 (0)8450 752754 www.maxavita.com a Mears Country Jackets Ltd +44 (0)1922 476930 www.mearsjackets.com

Smart Grooming +44 (0)1823 681076

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

Horses with Attitude +44 (0)1274 852139 www.horseswithattitude.co.uk

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Your Gift Horse +44 (0)1454 510102 www.yourgifthorse.com a

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com Champion + 44 (0)113 2707007 www.championhats.co.uk Charles Owen +44 (0)1978 317777 www.charlesowen.co.uk

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361 www.clarendon-equestrian.com www.equisafety.com Exo2 Classic Showjumps +44 (0)1335 372600 +44 (0)161 765 2010 / 2014 www.exo2.co.uk www.classicshowjumps.com Faulks & Co. Clipper Sharp +44 (0)1455 848184 +44 (0)1823 681076 www.wmfaulks.com www.clippersharp.comt Cox Agri +44 (0)845 600 8081 www.coxagri.com

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

Friendship Estates Creative Equine Marketing +44 (0)1302 700220 +44 (0)780 3728646 www.creativeequinemarketing.co.uk www.friendshipestates.co.uk

Rima Exports +91 972 1504005 rimaexport@gmail.com Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com Rockall +44 (0)121 5558334 www.rockall.info Rockies +44 (0)1606 595025 www.rockies.co.uk

Vale Brothers +44 (0)1239 614648 www.kbf99.co.uk Vetericyn +353 91 796896 www.vetericyn.com Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 www.absorbine.co.uk www.saracen-horse-feeds.co.uk Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 www.wahl.co.uk www.seaquimequine.net Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606

www.silvermoor.com

TBK

Performance Wear for Horse and Rider

Nom 201 inated 2 Sup Trade pli the er of yea r

Affordable Designer Jodhpurs & Breeches, headcollars and Saddlery Unique and Innovative designs generating excellent retail profitability Please call or email for your free catalogue

Email: k.bentley@tbkltd.com Tel: 01580 292632 Fax: 01580 848042

July 2016 www.ebmonthly.co.uk

Equestrian 57 Business

last word

Onwards and Upwards remain

overall

48% 52%

leave

Thunder rumbled and lightening flashed.

Electoral officials swept out polling stations flooded by rainwater – even so, some had to be relocated and wellies were de rigueur in many places. Despite the hazards, passion was high on both sides, queues formed and a turnout of 72.2 percent – 33.6 million voters – was recorded.

C

aptivated by the television coverage, viewers watched and waited. At exactly six o’clock on Friday morning - 24th June - the results were declared.

The stock market plunged.

Sterling dropped.

Then a shock. David Cameron resigned. Speaking on the steps of Downing Street after the referendum result, he pleaded for calm, said he was not the right man to lead Britain out of the European Union and that a new leader needs to be in place by the Tory conference in October.

Predictions and forecasts are scarily pessimistic. No-one on either side thinks it will be easy – but - when things are tough we have the ability to forget issues that divide. Backs to the wall, united we stand. Together we can move onwards and upwards.

We shall be resilient and thus stronger, more focused, more aware of our abilities and talents, more determined to use our entrepreneurial gifts.

Elsewhere in this edition

58 Equestrian July 2016 Business www.ebmonthly.co.uk

Equestrian Business is celebrating the Pride of Britain. Our pride in our nation will be tested and not found wanting Mark Carney, governor of the Bank of England said, “The people of the United Kingdom have voted to leave the European Union.

Inevitably, there will be a period of uncertainty and adjustment following this result.” Mr Carney said he “stands ready to provide,” more than £250 billion of funds to aid the smooth functioning of markets following the Brexit vote, “The Bank of England is also able to provide substantial liquidity in foreign currency, if required” he said.

CEO of leading online retailer Equestrian.com, Lorraine Meadowcroft said: “Personally I am shocked at the result however we are prepared to work with change and adapt as we need to. As new developments arise, wherever you are or whatever you are doing there are always opportunities.”

President of the British Veterinary

Association Sean Wensley said: “The UK’s decision to leave the European Union will have a significant impact on matters of interest to the veterinary profession, particularly in relation to regulation, education, and workforce planning, but also in terms of animal welfare, research, surveillance, and animal movements.

“BVA will work hard to ensure the voice of the veterinary profession is heard during the negotiation and discussions that will now begin, in order to secure the best possible outcomes for our profession and for animal health and welfare in the UK. The Vet Futures report provides an excellent summary of issues we need to consider in those discussions, and the Vet Futures Action Plan, due to be launched at the Vet Futures Summit on July 4, outlines key initiatives that we need to take forward, albeit with revised timelines while the full impact of Brexit is determined.”

“BVA will retain an outward looking and inclusive perspective through our relationships with international partners, including the Federation of Veterinarians for Europe (FVE), Commonwealth Veterinary Association (CVA) and World Veterinary Association (WVA) to ensure the UK veterinary profession continues to influence and engage on cross border issues such as disease surveillance, veterinary medicines and antimicrobial resistance.”

Mark Lumsdon-Taylor, who writes a monthly business column for Equestrian Business said, “The decision to leave the European Union was a surprise to many.

The option of ‘in’ or ‘out’ was very

stark but both sides of the debate created confusion with biased reportage and complicated statistics. Waking up today to a country leaving the EU will have shocked many – however, the decision is made. Economically we will change. We will challenge.

We will succeed. One of the key traits of Britishness is our ability to adapt, innovate, develop and grow - that is our greatest strength. We are embarking on a voyage as a trading nation that will result in a new set of rewards.”

Ken Lyndon-Dykes, a regular

One of the key traits of Britishness is our ability to adapt, innovate, develop and grow - that is our greatest strength.

Equestrian Business contributor and a force to be reckoned with in the equestrian industry, said, “I was shocked by the result. On the one hand the implications for business concern me. On the other my instincts and emotions applaud the result. I was disappointed, but not surprised, by the drop in the Stock Market but Mark Carney at the helm of the Bank of England is offering reassurance. The resignation of the prime minister has come at a crucially difficult time. We are going to need a new leader whose integrity is unquestioned and whose judgement is balanced. I would like to nominate the RT. Hon. Theresa May.”

July 2016 www.ebmonthly.co.uk

Equestrian 59 Business

60 Equestrian July 2016 Business www.ebmonthly.co.uk