Equestrian Business Dec15

EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Dec 2015 Issue 161

hay replacement

Fibre for winter

Inside...

Nutrition advice

For healthy hooves

Let’s Talk Products Short boots

Your Horse Live success

2

View our brand new Collection now on line www.sherwoodforestltd.com

Equestrian December 2015 Business www.ebmonthly.co.uk

Inside this issue...

4 news

The latest industry round up

9 Product Watch

32 Hay Replacement alternatives to grazing

Great stock ideas

10 Career Insights Opportunity knocks

11 Launch It

Brand new products, new to the market

16 Business Matters Employee satisfaction

44

Let’s Talk Products Short boots and chaps

38 Company Profile Emerald Green Feeds

39 Top Trade

Success at Your Horse Live

48 Ken Lyndon-Dykes The scourge of Christmas

49 Suppliers

18 In Focus

Directory

Hoof and leg care

Contacts at a glance

26 Best Sellers & Sneak Preview

2015 highlights and 2016 tips

50 Interview

Five minutes with Adrian Williams

EQUESTRIAN Managing Editor

Production

Vanessa Britton Vanessa@ebmonthly.co.uk

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

Content Editor Cathy Wood +44 (0)1953 852941 editorial@ebmonthly.co.uk

Advertising Sales

Accounts Mel Boggia +44 (0)1953 852935 creditcontrol@ebmonthly.co.uk

Sharon Long Design +44 (0)1953 852931 Carra White advertising@ebmonthly.co.uk carra@ebmonthly.co.uk

Disclaimer Whilst every care has been taken to ensure that the information and reviews contained in this magazine are both accurate and up-to-date, neither Equestrian Business nor its contributors accept any liability to any party for loss or damage incurred by reliance on the information contained in this magazine or through omission or errors, howsoever caused.

Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK

enquiries@ebmonthly.co.uk www.ebmonthly.co.uk

EQUESTRIAN

BUSINESS

2016

Forward features

Available NOW To request a copy email enquiries@ebmonthly.co.uk December 2015 www.ebmonthly.co.uk

Equestrian Business

3

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 January 2016

Trade Show Special ❚ Show Previews: BETA Int, spoga horse spring, AETA Int, Al Fares Dubai ❚ 4 Business: FIRST AID training, equipment and laws ❚ Let’s Talk Products: Long Boots

February 2016

❚ The Future of Worming ❚ Coat Care & Show Preparation ❚ Energy & Stamina: Feeding for Performance ❚ Trade Show Review: BETA International ❚ 4 Business: PEST CONTROL ❚ Let’s Talk Products: Horse Boots EQUESTRIAN www.ebmonthly.co.ukuk

Bringing buyers & suppliers together

Sept 2015 Issue 158

EQUESTRIAN www.ebmonthly.co.ukuk

Let’s taLk products

Bringing buyers & suppliers together

Yard tools and equipment

EQUESTRIAN www.ebmonthly.co.ukuk

Inside...

brilliant bedding

Market trends & product development

Bringing buyers & suppliers together

product watch

Oct 2015 Issue 159

ASk ThE ExpERTS

New on the market

Nov 2015 Issue 160 Let’s taLk products

Warm up with winter rugs Inside...

SeaSonal feed

Expert advice for winter

5 MinuteS With…

Mark Bryan from Black Country Saddles

XmAS GIfT GUIdE

Let’s taLk products

Warm up with winter fashion Inside...

winter ailments

The latest advice

launch it Brand new products

LIckS, TREATS ANd ToyS

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.

4

Equestrian December 2015 Business www.ebmonthly.co.uk

Obesity is hot topic at conference W

orld Horse Welfare’s Annual Conference took place in London on November 10, bringing important equine topics into the spotlight.

The equine obesity epidemic was a particularly hot topic, with experts calling for the industry to work together to tackle the issue.

A wide range of topics were discussed and debated, including racing, law and different approaches to equine management and training.

Speakers included: - Celebrated jockey and author, John Francome, who gave his view on why a ban on using whips in racing could be positive for not only improving standards of horsemanship but also for boosting public perception of the sport and encouraging more people to engage with it.

- Spanish veterinary surgeon, Josep Subirana, who addressed the different attitudes and approaches to equine euthanasia and care around the world.

- Former Defra Minister, Sir Jim Paice, considered whether our horses are better off inside or outside of the EU; stressing the importance of an enforceable and robust equine identification system to safeguard our horses.

- Head of equine clinical orthopaedics at the Animal Health Trust, Dr Sue Dyson, took a strong stand on the ever-growing issue of equine obesity which is widespread in the leisure horse market due to a lack of awareness about assessing bodyweight and condition. She called on vets to be more direct with their clients about overweight horses and on the sector as a whole to work together in changing attitudes and awareness around what level of condition defines a healthy

HRH The Princess Royal speaking at World Horse Welfare’s 2015 conference. Credit Alice Wood

horse. She called for all parts of the industry to work responsibly and act soon to tackle the problem.

A debating panel then considered whether traditional horse management and training practices are always best, chaired by journalist and editor, Lucy Higginson. The panel included President of the International Dressage Trainers Club David Hunt, Professor of Veterinary Behavioural Medicine Daniel Mills, author and contributing editor to The Spectator Melissa Kite and editor of the Equine Veterinary Journal Celia Marr with debate focussing on a number of areas from how best to stable horses, innovations in equipment and training methods to reliance on drugs in keeping horses healthy and the resulting problems when advice

or training methods are used too prescriptively.

The day concluded with a speech from the charity’s President, HRH The Princess Royal, who stressed that whilst innovation, research and technology play a huge role in helping to improve horse welfare, we must not underestimate the importance of experience and knowledge in aiding our understanding of horses.

World Horse Welfare is deeply grateful to Betfair for continued sponsorship of its annual conference and thanks Horsezone, MSD and the Horserace Betting Levy Board (HBLB) for their support.

A full video of the conference can be found at World Horse Welfare’s YouTube channel: www.youtube. com/horsecharity

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

For friendly and helpful advice, contact our award-winning nutrition helpline today 01362 822 902, email helpline@allenandpage.co.uk Quote Ad Reference: glossy1

*When compared to traditional diets with comparative energy levels

www.allenandpage.com

December 2015 www.ebmonthly.co.uk

Equestrian Business

5

news

Nicolina’s showing rewarded

I

t was role-reversal for Nicolina MacKenzie on October 24 when she was presented with the Spillers Showing World Outstanding Achievement Award at the Showing Council Showing World Awards Dinner. Nicolina (Nicky) is frequently pictured attending equestrian events presenting prizes on behalf of SEIB, but it was her turn in the spotlight as she collected the accolade in recognition of her considerable contribution to showing.

Nicky has worked as marketing manager for SEIB Insurance Brokers for over 21 years and during this time she has been responsible for instigating and supporting numerous equestrian activities. The first SEIB Search for a Star competition was held 19 years ago, and Nicky has been the driving force behind the series ever since.

The success of the series has been phenomenal, with many

riders becoming hooked on showing having ‘had a go’ in Search for a Star. Many wellknown horses also started their careers in this competition, where their talent was first recognized, before going on to success in open classes.

Nicky was also responsible for instigating the SEIB Racehorse to Riding Horse Championship 10 years ago and it is still very close to her heart, providing a platform to show how a correctly reschooled racehorse can become a top class show horse.

“I am in shock, but I really want to thank the team, all those who help run Search for a Star and the Racehorse to Riding Horse series, particularly Robert Oliver and the late Anne Pritchard who were there at the outset, the Ramseys and the Bartrams who have given me so much support over the years and more recently David Ingle and Katie Jerram. We have had the greatest names in

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Equestrian December 2015 Business www.ebmonthly.co.uk

Outstanding Achievement Award winner Nicolina MacKenzie. Photo by Equinational

showing involved and it is the team that make it all happen.

They are wonderful and willingly give up their time to support and help the true amateur,” said Nicky after the award ceremony.

C

Claire goes back to her roots

C

J

ames Seuss has stepped down as chief executive officer of Hunter to pursue a new opportunity.

An interim leadership committee has been established to manage the business in line with the strategy until a successor is found and the company said the search is currently underway for a candidate “to lead Hunter through its next phase of growth.”

The company’s chairman Oliver Haarmann said that under Seuss, “the business has continued to see high sales growth and increasing brand awareness through a transformational period for the brand.”

Hunter has seen sales and profits rise recently and has taken a new direction, opening its first flagship store on London’s Regent Street earlier this year and developing the brand in Japan.

Countrywide Farmers appoints 10 Yetis Digital

Claire Shand joins the family firm at Westgate Laboratories

laire Shand, daughter of founders Gillian and David Booth, has returned home to take on the role of director of marketing and communications at the successful postal worm test business Westgate Labs.

Claire joins the company from the British Equestrian Federation where she held the role of head of marketing and communications, having previously been the marketing manager at British Dressage.

She passed her BETA SQP test earlier in 2015 and is looking forward to the new challenges of the position.

Hunter chief executive stands down

“It’s really great to see the business going from strength to strength having been dreamt up round the kitchen table when I was a teenager,” says Claire. “I’ve always kept a hand in where I could by getting involved with the digital and design work for mum and dad so I’m really looking forward to getting my feet under the table a bit more. Hopefully I’ll be able to bring everything I’ve learned about the industry in my previous roles back home to benefit Westgate and help more owners to keep their horses healthy in the process. “

ountrywide Farmers PLC, the UK’s leading retailer in the rural community, has appointed 10 Yetis Digital to undertake a consumer PR campaign and media outreach for all future store openings, after a successful test project that included the brand’s most successful ever grand opening

weekend for a new store that took place in Salisbury in early October.

Gloucestershire-based www.10Yetis.co.uk will work on various projects for Countrywide Farmers, which will include future store openings in 2016 and beyond, as well a consumer campaign surrounding the brand’s pet product offering.

Trade-only policy for manufacturer

O

ne of Europe’s leading manufacturers of plastic equestrian products, Classic Showjumps, has become one of the only firms in the UK market to deal exclusively with retailers, with the launch of a trade-only sales strategy.

The launch of Classic Showjumps’ new trade-only policy comes as the Lancashire firm, part of family firm Excelsior Roto Moulding Ltd, announces a

300% increase in turnover over the last five years.

Classic Showjumps’ product manager, Karen Fielding, says: “We are proud of the growth we have achieved, which we attribute not only to the quality of our products, but also to the support we give our retail stockists and resellers. We are confident that our new, trade-only policy will generate substantial further benefit.”

Advertorial

spoga horse spring 2016:

Passion and profession T

he smell of horses and leather fills the air. The hubbub of languages from all over the world can be heard and the dealers’ hearts beat faster at the sight of the latest equestrian fashion and stable equipment. spoga horse spring opens its doors from January 31 to February 2 and will offer once again in 2016 the first-class opportunity to meet up with the entire international equestrian sport industry at the Cologne location within just three days.

Intense discussions will be held and deals will be sealed per handshake at the stands in exhibition hall 8. For the exhibitors and the trade visitors, the international atmosphere offers the perfect setting to

establish new, worldwide contacts and maintain existing customer relations. More than 180 exhibitors from over 20 countries are expected to participate at the coming trade fair, including international key accounts such as Bucas, Equiline, HKM, Sprenger, Passier, Waldhausen, as well as very young, fresh companies that want to be discovered. Great Britain is strongly represented with just under 10 exhibitors and companies including Ariat, Carr & Day & Martin and Charles Owen.

There is something to discover at every stand at spoga horse, furthermore the ‘VIP’ Premier Club offers exclusive new products. This is where the exhibitors will present their

new products for the coming season live on a horse daily.

The next show is awaiting the enthusiastic trade visitors on the fashion walk: Here, the Autumn/ Winter Collections 2016/17 will be presented with a great deal of passion and rhythm. The spoga horse academy rounds off the supporting program with interesting workshops. 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 spring.

Further information: www.spogahorse.com

December 2015 www.ebmonthly.co.uk

Equestrian Business

7

news

Rare breeds hope T wo ‘test tube’ foals have been born in the UK, thanks to advanced breeding methods that could offer a lifeline to breeds facing the threat of extinction.

The births were the result of a three-year programme led by the University of Liverpool, University of Surrey and Twemlows Stud Farm in Shropshire. They aimed to establish breeding options that are not routinely available in the UK. One of the foals – named Twemlows Simba – was the first in the UK to be born using oocyte transfer, a technique whereby eggs are collected from a donor mare and transferred to a surrogate female before fertilisation.

The second foal, Twemlows Little ICSI, was born in November using an intracytoplasmic sperm

New breeding methods could help rare breeds such as the Exmoor pony

injection (ICSI). This involves a single sperm being injected into an egg through a thin glass pipette, creating an embryo that is transferred to the surrogate female.

Significantly, this method allows embryos to be frozen, as well as just semen. If this can be done reliably, scientists say a breed could be resurrected in a crisis by returning the embryos to surrogate mares.

Professor Caroline Argo, the

Jockey Club enters new partnership with Bentley

B

entley is delighted to announce a premium partnership with The Jockey Club, which operates 15 of the leading racecourses in the UK, including Cheltenham, Epsom Downs, Newmarket and Aintree.

The partnership will attract fans and supporters of Britain’s second-biggest spectator sport, with authentic experiences of Bentley models and opportunities for exclusive access to Jockey Club hospitality.

Through the partnership Bentley’s Bentayga SUV model will play a prominent role in Britain’s national

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Equestrian December 2015 Business www.ebmonthly.co.uk

racing culture, in which millions of people actively watch or participate.

As part of becoming an Official Partner of The Jockey Club, Bentley is now the Official Luxury Car Partner of The Cheltenham Festival and The Investec Derby Festival staged at Epsom Downs in 2016.

Simon Bazalgette, group chief executive of The Jockey Club, comments: “We are delighted to welcome Bentley into The Jockey Club’s world as an official partner.

There is clear symmetry between our two brands and we believe this will be of interest to both British Racing’s premium customers and Bentley’s. In helping to showcase the prestige of British Racing we are helping to fulfill our mission as champions of the nation’s secondbiggest spectator sport and its role in our national life.”

project’s academic lead, explained: “At the moment, we can freeze stallion sperm reliably but not horse eggs or embryos.”

Now that ICSI has proved successful, however, she said it could be used more routinely and widely for conservation purposes.

Tom Beeston, CEO of the Rare

Breeds Survival Trust, said this project is the best hope for resurrecting extinct breeds.

“Breeding numbers of all our native equine breeds continue to decline,” he said. “If not halted soon our gene bank may be needed to reconstitute a breed, it really is that serious.”

Retirement for chief executive of Donkey Sanctuary

D

avid Cook, the chief executive officer of international animal welfare charity The Donkey Sanctuary in Sidmouth, Devon, has announced his decision to retire early next summer.

Said Cook: “It is difficult for me to believe that I will be 70 next year and I advised the Chair of Trustees, Stuart Reid, some time ago, that I would like to hand over the reins of this fantastic charity before I reach that milestone age.

“It has been a privilege to be chief executive and I have enjoyed every moment of working with such a wonderful team of trustees, staff, volunteers…and of course, the donkeys.”

Responding to news of Cook’s decision, Professor Stuart Reid, chair of the trustees, commented: “David has made

an enormous impact on the charity in his eight years as chief executive and he will be sorely missed. During his time as CEO he has overseen the incorporation of our Donkey Assisted Therapy work into the main work of the Sanctuary, he developed a new, clear and motivating strategic plan and, ultimately, has ensured that we are ever more able to support those donkeys most in need, together with the people who depend upon them.”

Recruitment for a replacement chief executive will begin immediately and the trustees will be assisted by recruitment consultants, Odgers Berndtson.

product watch Daily Hoof Barrier Perfect for wet and muddy conditions, Cornucrescine Daily Hoof Barrier creates a one way barrier that helps prevent the hoof from being damaged by excessive moisture, ammonia and urea. The advanced formulation waterproofs but still remains breathable, allowing any excess moisture to be expelled. This helps to strengthen, support and improve shoe retention. It also contains an antibacterial agent to protect the horn.

www.carrdaymartin.co.uk

Top tap Garden tools specialist Darlac has recently re-launched its DW420 Hose-End-Tap which has now been affectionately re-branded as the DW420 Take Anywhere Tap. Designed to simply screw on to a post, wall, or any other out-building-with no plumbing required, it is perfect for a whole host of other activities in addition to gardening. It is ideal for use in stables and alleviates having to lug heavy water buckets to and from the main water source.

RRP: £9.99

www.darlac.com

Hoof protection Horsecrocz is an easy way to provide robust and breathable protection for hoof dressings. Useful if the horse has lost a shoe, it will keep the hoof protected until the farrier can attend.

Made from flexible, tough plastic, they can be reused many times. Horsecrocz have a flexible fit which allows three sizes to fit most equines and are a useful addition to any equine first aid kit. RRP: from £21.00

www.horsecrocz.co.uk

Boxing clever Goplasticboxes.com has introduced a new, improved attached lid container to its GoALC range which features an innovative tessellating lid design that minimises the likelihood of damage and maximises vehicle fill, therefore reducing transport costs.

The lid tessellation also ensures troublefree operation with automated handling equipment and the tapered base creates a smooth transition across conveyors.

Versatile and robust, the new attached lid container can be used for multiple trips to and from the retailer and provides safe, ergonomic handling and storage for a broad range of goods, from clothing and jewellery to cosmetics and books, and many more!

www.goplasticboxes.com

Back on Track The new Back on Track Fleece Exercise Sheet from this innovative Swedish company incorporates Welltex technology, providing excellent results when used as a warm up rug before and after intense periods of exercise.

The sheet is also designed to be beneficial when used for the duration of general exercise.

Welltex fabric is infused with ceramic particles that cause long wave infra-red heat to radiate back towards the body. The body responds positively to the infra-red wave, increasing circulation, which can relieve joint tension, maximise performance and help avoid injury.

Sizes: 6’0 (125cm)–7’3 (175cm).

RRP: £132.50

www.backontrack.com

December 2015 www.ebmonthly.co.uk

Equestrian Business

9

Career insights

Opportunities

Lorraine Meadowcroft, CEO of leading online retailer, Equestrian.com, sponsors of the iconic Hickstead Derby.

In the hot seat…

Q A

John Davies

Q

If you had to pick an alternative career, what would it be?

What is your earliest horsey memory?

When I was around fouryears-old we hadn’t a proper bathroom, so it was easier for my Mum to bathe me in the kitchen sink on an evening before bed. I used to look out of the window and about this time the local show jumper used to ride by on her large grey horse, on occasions my father used to stop her so I could have a sit on it, and my desire to ride and jump horses started.

Politics… In my 20s I found I had a passion for two things, horses and politics, and spent a number of years as a political activist and candidate. I have an ability to turn my hand to almost anything, can see how to promote almost everything and love to help people. This year I helped deliver leaflets for our local candidate and loved every minute of the 2.5 hours of time I gave to doing this.

Q A

Q A

What is your proudest moment?

I only ever had a liking for red rosettes, blue of course for Pony Club! I had so many as a junior to be proud of. In business I still chase the red ones and taking my business from selling out of a car boot to becoming BETA Internet Retailer of the Year 2014 must be up there as one of my greatest achievements.

On the move…

A

What do you love about Hickstead?

I like beautiful things, whether I’m looking at something or feeling the emotion.

Hickstead oozes beauty and emotion. On arrival last year, the first thing we did was enter the main ring and we were hit by the vibrancy of colour, the attention to detail, the iconic fences and the memory flashes from the past; everything is just so perfectly done!

Lorraine presents the Boomerang Trophy to Trevor Breen

Q

If you could own any current top showjumping horse, who would it be?

A

After watching Trevor Breen jump Classic 11 at the Horse of the Year Show last year, I think this is a dream team in the making and I’ll be following their career together. As for a top horse, it must be Hello Sanctos; following him around the world on the Global Champions Tour would be a great buzz!

Gemma Dresser

The UK’s leading equine bedding manufacturer, Bedmax shavings, has appointed Gemma Dresser as area sales manager for the North of England and Ireland. Gemma joins Bedmax from Farmway Ltd/Mole Country Stores in Alnwick, where she worked for three years in sales and administration before moving into the role as duty manager.

In her new position, she will be part of the company’s UK wide sales team and she will be responsible for identifying new opportunities for Bedmax shavings.

She will also be required to develop the sales of Stockmax, to the farming, game and poultry sectors and the sale of Hotmax fuel logs.

Sam Weir

Trilanco is delighted to welcome Sam Weir to the company. Sam will be joining the company’s team of area sales managers and will be covering the South East of England.

Sam has over 10 years of experience in the equestrian industry and also has a BSc (Hons) in Equine Sports Science. Previously, Sam worked for Shires Equestrian as national sales manager for the Tekna and St Raphael ranges.

“I’m really looking forward to working amongst a great team within a thriving business,” says Sam. “In addition to the equestrian side of things, I’ve always had a keen interest in animal health, so Trilanco is the ideal company for me to work for. I’m also really looking forward to starting work towards my SQP qualification.”

www.delacyexecutive.co.uk johndavies@delacyexecutive.co.uk 10 Equestrian December 2015 Tel: 01885 483440 www.delacyexecutive.co.uk Business www.ebmonthly.co.uk

A452 Territory Sales Manager North – B2B De Lacy Executive is seeking a B2B Territory Sales Manager to manage existing merchants and identify new ones in the north.

Our client supplies via the merchant trade a range of equipment to farmers and others in the rural community.

Key responsibilities include developing positive business relationships with new and existing customers; key account management; keeping abreast of market developments and informing management and assisting in marketing campaigns.

A468 Key Account Manager Fencing Solutions Midlands/South West An exciting new career opportunity has arisen for a consultative sales professional to join our client's dynamic sales team within the farming sector selling fencing solutions.

The successful applicant will have proven experience of selling into the farming industry and will have the ability to develop and nurture business relationships with customers and stakeholders across the sector. Candidates will ideally be based centrally within the Midlands/South West region and they will be required to travel extensively in their territory.

H017 Country Store Manager South East Our client is a significant regional rural retailer of goods and services to farmers and the general public. We are looking for highly motivated individuals who are commercially aware and able to demonstrate strong leadership and communication skills.

An agricultural background is an advantage but we would also like to hear from candidates who have an empathy and understanding of rural life.If you are looking for a chance to develop your career, this is a great opportunity to join an expanding company.

Find out more about these jobs and others in the Equestrian and Agricultural sectors by emailing johndavies@ delacyexecutive.co.uk

PROVENT 3.0 A new generation of lightweight, breathable protection.

EN13158:2009 LEVEL 3 BETA 2009 LEVEL 3 FOR MORE INFO VISIT WWW.RACESAFE.CO.UK

Freedom to perform

Racesafe announces the launch of the PROVENT 3.0 and a new generation of lightweight, breathable protection.

T

his new BETA Level 3 body protector is an exciting addition to the Racesafe range and the reaction from both stockists and the public has been outstanding.

This is Racesafe’s lightest ever Level 3 body protector and has been developed using the latest foam combinations and technology. Lightweight, flexible and breathable, this body protector gives riders the freedom to perform to their maximum potential.

Despite being ultra lightweight, the PROVENT 3.0 boasts the highest European and BETA standards of protection. Certified to BS EN13158:2009 (Level 3) and BETA 2009 Level 3. Suitable for all levels of competition.

Following on from the success of the company’s other body protectors, Racesafe is confident its latest design will be a popular choice with amateur and top riders across all disciplines, who are looking for safety and comfort

combined.

The company knows how important it is for riders to feel comfortable in the saddle. Heat generated by the rider is released via the perforated protection and breathable net outer. Air is constantly channeled through the vest by the continual flex of up to 70 independent sections, which disperse the heat outwards away from the body. This double ventilation system allows riders to stay cool and comfortable, whatever they are doing in the saddle.

What’s more, the PROVENT 3.0 features a new elasticated adjustment system to allow easy fitting and improved levels of comfort.

For those who struggle to find a body protector to fit, there is also good news. Racesafe has extended and improved the size range and offers made-tomeasure adjustments to ensure every rider can have the perfect fit.

Find out more at www.racesafe.co.uk Or call +44 (0)1536 771051 or email: info@racesafe.co.uk December 2015 www.ebmonthly.co.uk

Equestrian 11 Business

launch it

• Clean sweep technology

• Unique flexible

polypropylene bristles

• Moveable ring to

adjust stiffness of bristles

• Aluminium Handle • Extremely effective yard broom

• Designed to make light work of the jobs you hate

Introducing the Sweepster Broom from Fynalite Tel: +44 (0) 1789 764848

www.fynalite.co.uk

It’s a Sweepster!

sweepster quarter page.indd 1

Go green this winter with the new Fynalite Sweepster Broom.

F

eaturing unique flexible polypropylene bristles and a movable ring to adjust the stiffness, this very modern twist on a traditional broom makes light work of yard clean up. With its strong aluminium handle and softex grip it is an extremely effective addition to the Fynalite broom range. This unique lightweight product is easy to use and its clever design is equally at home on smooth or rough surfaces.

To aid yard and stable hygiene, the Sweepster can be cleaned with a power washer and will dry in minutes.

This is a bright, light and interesting yard item that is sure to stand out from the crowd. It would also make a great product for horseboxes as it is so light and compact.

This is no witches broom this broom takes old school sweeping into the 21st century!

Find out more at www.fynalite.co.uk Call +44 (0)1789 764848, email sales@fynalite.co.uk 12 Equestrian December 2015 Business www.ebmonthly.co.uk

16/11/2015 13:29

launch it

New additions to the Fly Away range Fly Away has increased its range of hoof and skin care products.

Footcare

This new anti bacterial and anti fungal foot care spray assists the horse’s natural defences against bacteria and fungi to shield the hoof, frog, hoof wall and maintain general hoof well being.

Glitter Shimmer

Glitter Shimmer provides a glossy, ultra high shine and glitter shimmer finish to the horse’s coat, plaits, mane and tail, enriching the depth of colour in the coat and adding silver glitter sparkle.

Stockholm Tar Spray

Thuja Cream

This is an anti-bacterial and anti-fungal treatment for all hoof related infections.

Stockholm Tar Spray combats and neutralises all types of thrush, infections and bacteria.

100% natural treatment to remove and reduce abnormal skin conditions. Proven effective on rain scald, sarcoids and warts. Suitable for sensitive skin.

Find out more at www.flyaway.ltd.uk Call +44 (0)1384 877857

Dutch manufacturer looking to expand With quality products for the horse as well as for beautiful leather work, Rapide BV is looking for a distributor.

R

apide BV in the Netherlands is a producer of horse and leather care products for more than a 100 years. Rapide sells its range of products all over the world and is

looking for a serious distributor to introduce the products into the English market. Rapide BV’s high quality leather care range is a top quality selection of products to clean and nourish

leather of all types. The products allow for proper maintenance of leather and extends its life.

The exceptional range includes Leathergel, which is specially developed to clean and feed

Find out more at www.rapide-bv.nl Contact info@rapide-bv.nl

December 2015 www.ebmonthly.co.uk

Equestrian 13 Business

launch it

Baileys brings an improved approach to condition Baileys Top Line Conditioning Cubes are well known as the ‘go to’ feed when weight gain and condition are required and achieve outstanding results time after time. Hard to beat, you’d think, but Baileys has carefully considered the sorts of horses who benefit from ‘Number 4’ and made some targeted improvements to its market-leading formula.

U

nderweight horses may be generally rather run-down so Top Line Conditioning Cubes contain a boosted antioxidant package, comprising natural grapeseed extract, vitamins C and E and Sel-Plex organic selenium, all of which provide highly beneficial support for the immune system.

A healthy digestive system is also key to improving condition and Baileys has that covered through the inclusion of a probiotic yeast and Digest Plus prebiotic, to promote digestive efficiency.

All this along with highly digestible concentrated calories, fully balanced with vitamins and Bioplex minerals so there’s no need to add a balancer, when fed at recommended levels.

With quality protein that provides essential amino acids, Top Line Conditioning Cubes also help build muscle without

the requirement for ‘prescription’ supplements and contain soya oil for head-turning coat shine.

New mix

For those who prefer a mix, while enjoying the slow release benefits of fibre and oil as energy sources, Baileys’ new Slow Release Condition & Competition Mix is ideal. This reduced starch mix contains superfibres and Alfalfa Blend chaff as well as Outshine high oil supplement to represent an ‘allin-one’ solution, with a 12% fibre content and 10% oil. This tasty mix also contains high quality protein for muscle and top line as well as performance levels of vitamins, minerals and important antioxidants.

Unrivalled range

New improved Top Line Conditioning Cubes and new Slow Release Condition & Competition Mix make up an unrivalled range of conditioning feeds, with Top Line Conditioning Mix, all of which do exactly what it says on the packaging. All are formulated and manufactured to Baileys’ high standards and all are also excellent non-heating feeds for hard working and competition horses.

Fibre options

Horses who struggle to maintain condition often have compromised forage intake which affects gut health and the horse’s ability to utilise the diet. Alternative sources of fibre are often useful in these cases and these can include Baileys Alfalfa Blend and Alfalfa Plus Oil or Fibre-Beet. Supplementing

Find out more on at www.baileyshorsefeeds.co.uk Call +44 (0)1371 850247, email: info@baileyshorsefeeds.co.uk 14 Equestrian December 2015 Business www.ebmonthly.co.uk

with Baileys Digest Plus prebiotic may also be recommended as extra support for beneficial gut bacteria which should enhance digestive efficiency.

New packaging

Top Line Conditioning Cubes and Slow Release Condition & Competition Mix are sporting bright full colour packaging and this new look will be rolled out across Baileys’ Complete Range over the coming months. Both improved No.4 and the new mix are available immediately and will be promoted via separate national advertising campaigns. Talk to your Baileys area representative for more information and point of sale material.

December 2015 www.ebmonthly.co.uk

Equestrian 15 Business

business matters

Studying employee satisfaction 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.

16 Equestrian December 2015 Business www.ebmonthly.co.uk

People management – is it all about carrot or stick?

Appreciate or ignore? Incentives or deterrents?

Performance management or bullying?

Performance-related pay or non-financial motivation?

Mark Lyndon-Dykes ruminates.

The answers are considered so vitally important that growing numbers of academics, market researchers, analysts and others are involved in producing ‘the answers’. But is it really possible to produce objective answers?

Isn’t there always a degree of subjectivity involved?

Recent research examining the impact of financial incentives in relation to psychology, sociology, human resources – and a great deal more evidence – has produced interesting results. Although it was concluded that Performance Related Pay (PRP) could be effective in the public sector – specifically education, health and the civil service – there have been criticisms in relation to the effects on employer behaviour. Academic studies have indicated that a flexible approach to ‘rewards’ is an important consideration, and this appears to be the consensus opinion.

Generally speaking, ‘problems’ associated with rewards are greater in big business where the ability to change strategies and policies is very much more complicated. In small businesses – and the equestrian industry largely consists of SMEs – it is very much easier

to be flexible. Best of all, it is relatively simple to relate rewards with results in totally transparent ways – and it is also much easier to adjust the type and extent of the reward.

One of the disadvantages cited in connection with financial-related rewards in bigger businesses relates to the fact that they are frequently perceived as ‘the norm’ and are then generally seriously undervalued! Another problem is that some employees inevitably perceive unfairness in the way awards are handed out. One study found that employees preferred rewards for employees who met

One benefit valued by the majority of employees relates to private medical insurance (PMI), especially in relation to schemes that cover the employee and his/ her immediate family members (spouse/partner and children).

The degree of confidence and peace of mind PMI generates stacks up high on many agendas and employees cite ‘the choices’ to which PMI entitled them as an especially worthwhile and valued benefit.

Another, very useful, way of rewarding employees is to provide them with ‘education’ they will genuinely find useful.

Avoid, at all costs, the ‘tickthe box’ seminars, boring

“Academic studies have indicated that a flexible approach to ‘rewards’ is an important consideration” targets rather than penalties for those who missed them! A commentator suggested that, in the latter case, surely much depended on the degree of the missed targets whilst also taking account of changed or extenuating circumstances. Fair point?

Doesn’t the research confirm that a great deal of subjectivity is involved; that what works for one individual, team, company or multi-national is an anathema to another?

Whatever form the rewards take, they cannot make up for a generally poor culture. The ‘right’ degree of challenge, the ability to comprehend the strategic direction – and opportunity for involvement – are essential for self-motivated staff and equate to job satisfaction. Deny ‘good’ employees these elements and expect them to look around for other jobs!

presentations and tedious training programmes. Don’t treat them like children – they aren’t – they are intelligent adults (or they wouldn’t be employed!) and they wish to be treated as such! One of the subjects that interests today’s employees relates to financial wellbeing – most specifically reducing employer and employee risks.

Advice about pensions is often reduced to ‘Save – Save – Save – for the Future’ and the complexities are ignored!

A percentage (sometimes a high percentage) of employees in many businesses struggle with day-to-day financial matters. And of course – how to define the differences between education and advice? The difference can be vast – and offering the latter could have some risks attached to it!

Education is good – it endows ability to make choices.

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December 2015 www.ebmonthly.co.uk

Equestrian 17 Business

In focus The skin and coat of the lower limb is particularly vulnerable during winter

Hoof & leg care

Chloe Bristow, Dodson & Horrell company vet, looks at lameness and hoof problems, presenting nutritional advice to help your customers keep their horses’ limbs healthy through the winter.

L

ameness and hoof problems are a leading cause of concern in horse owners, with research suggesting that over half of all UK horses aged 15 or older are lame at trot, while 80% of older horses had hoof abnormalities (Ireland et al 2011). Of course, limb and hoof problems can occur in horses, ponies and donkeys of any age; supporting owners with these issues and stocking appropriate products should be high on the priority list of any retailer, particularly over winter and spring.

Hoof and leg problems – not just laminitis 18 Equestrian December 2015 Business www.ebmonthly.co.uk

With huge volumes of research, investment from drug and feed companies and widespread awareness, it’s all too easy to automatically think of laminitis and hoof problems when discussing leg issues. However, the horse’s leg is highly complex and owners may be managing a variety of issues from wall cracks to navicular syndrome. An inside-out, complete approach is essential when advising on feed and supplements and deciding on what to stock.

Bones and joints At their most basic level, a horse’s bones are a network of minerals, including calcium, and protein, called collagen. Good

bone health starts at providing balanced minerals and amino acids, the building blocks of protein. Most commercial horse feeds are manufactured to provide the correct ratio and amount of minerals when fed at the recommended amount. The most important step towards promoting bone and joint health is to ‘top-up’ mineral and amino acid levels with a high quality balancer if the horse does not need the full amount of a higher calorie feed.

True ‘bony’ problems tend to be traumatic, such as pedal bone fractures or bruising, or chronic, such as navicular syndrome. Both of these types of processes involve bone

remodelling (absorption and reformation). Supplements aimed at supporting bone health during such processes normally contain calcium, phosphorus and silicon, with or without additional vitamins D and K, but it is important to remember that these minerals may often be provided in sufficient amounts by a complete, balanced diet.

The most common disorder of joints is osteoarthritis, which can affect almost any joint in horses.

In the legs this is commonly the hock, coffin and pastern joints.

With an enormous range of joint supplements on the market, customers should be looking for ingredients that have a proven effect and that are cost-effective:

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December 2015 www.ebmonthly.co.uk

Equestrian 19 Business

in focus

Top ingredients for winter ❚ Alfalfa: a great, high fibre source of protein and calcium to support hoof, skin and bone health. Best way to feed – as a loose chaff.

❚ Methionine: essential for building strong skin, hooves, ligaments and tendons.

Best way to feed – found in supplements and balancers.

❚ Antioxidants: help to ‘mop-up’ excess free radicals and support the immune system. Best way to feed – protected complexes in feeds.

❚ Oil: provides a protective, waterproof layer for the hoof and skin. Best way to feed – 75ml of soya or rapeseed oil per day.

The majority of the hoof is made of protein (keratin), which allows the hoof wall to flex and adjust to the movement of the horse

❚

❚

❚

❚

Glucosamine and chondroitin sulphate.

Natural components of cartilage; useful to promote joint health in young, competing horses but potentially of less use in older horses with established arthritis.

Methylsulphonylmethane (MSM). A natural compound rich in sulphur that may help to promote healthy joints.

Herbs such as devil’s claw root. Aimed at maintaining flexibility and range of motion rather than joint health per se.

Hyaluronic acid. A natural component of synovial fluid and joint; a very sensitive molecule so questionable how much reaches the joint when given orally.

Due to a wide variety of customer knowledge, expectations and budgets stocking a range of joint supplements containing different ingredients is a good idea.

Ligaments and tendons

The ligaments and tendons of our horses often get forgotten about until they become damaged. During exercise, these elastic structures may undergo microscopic tears and so are constantly repaired, placing a demand upon the horse for the building blocks of

20 Equestrian December 2015 Business www.ebmonthly.co.uk

collagen – the main component of tendons and ligaments. Feeds and supplements containing high quality protein, a source of essential amino acids and sulphur, as well as balanced minerals including calcium and copper will promote healthy tendons and ligaments.

Following a significant ligament or tendon injury, a balanced diet is crucial to ensure the correct level of minerals and amino acids are available for repair. Customers may also want to provide extra antioxidants (vitamins E and C plus selenium) to support the immune system as it ‘mops-up’ the damaged area. It is also worth bearing in mind that horses will likely be on box rest, so think about linking supplements aimed at the musculo-skeletal system to calmers and boredom-breakers.

The laminae

The laminae are sensitive, blood filled structures that act as the glue between the hoof wall and the pedal bone. Inflammation of the laminae (laminitis) is more often than not linked to an underlying hormonal disorder such as metabolic syndrome or equine cushings syndrome.

Nutritional management of laminitis must therefore consider not only the hoof but the whole body. Customers looking at supplements for laminitis may therefore benefit from advice

on managing any associated hormonal disorders.

Preventing further damage to the laminae usually requires a diet low in starch and sugar.

This must include either feeding the full amount of a low starch feed suitable for horses prone to laminitis, or the use of a balancer or vitamin / mineral supplement in order to avoid malnutrition.

Customers may also benefit

“When deciding which winter hoof products to stock, remember that wet weather and hard ground can strip the protective oils from the hoof”

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Equestrian 21 Business

in focus

Don’t forget Providing the correct nutritional guidance, feeds and supplement for your customers is essential for winter, but only lays the foundations for hoof and leg health. Encourage regular check-ups from the farrier and vet, plus intelligent pasture management to help your customers get the most out of their horses this winter.

Wet weather and hard ground can affect hoof quality

is that many of these ingredients are found in high quality balancers; a solution that may be easier and more cost-effective for the customer than feeding multiple supplements.

When deciding which winter hoof products to stock, remember that wet weather and hard ground can strip the protective oils from the hoof, worsen cracks and waterlog the sole. In addition, winter grass contains lower levels of vitamins, plus reduced fibre intakes can lead to reduced B vitamin production in the hindgut.

The best solution would be to emphasise complete hoof care supplements or balancers that combat all of these issues.

Skin and coat

“With an enormous range of joint supplements on the market, customers should be looking for ingredients that have a proven effect and that are cost-effective” from advice regarding forage for laminitics, including guidance on where to get their forage tested.

Supporting horses and ponies with laminitis nutritionally revolves around providing antioxidants to ‘mop-up’ excess free radicals (which are higher in laminitics) and maintaining healthy hoof growth. Antioxidants include the vitamins E and C; they are present in many complete feeds, balancers and supplements but should ideally be protected to maximise efficacy. Supplements and feeds for laminitics should contain these antioxidants, plus effective levels of biotin, methionine and MSM.

22 Equestrian December 2015 Business www.ebmonthly.co.uk

The hoof wall and sole

In order to understand hoof supplements, it is important to understand what the hoof wall is made of. The majority of the hoof is made of protein (keratin), which allows the hoof wall to flex and adjust to the movement of the horse. This protein is combined with minerals, including calcium and zinc to give the hoof strength and the outer hoof wall is covered with a protective layer of natural oils.

Several factors are important for healthy hoof growth: the B vitamin biotin is involved in the growth of new hoof wall, copper

is needed by the enzymes that make the hoof wall and the essential amino acids methionine and cysteine are crucial in order for the horse to manufacture keratin.

Supplements for weak, soft feet should contain calcium, often from limestone or alfalfa, and zinc. Supplements for dry, brittle or cracked feet should contain protein, methionine and oil.

Supplements to promote hoof growth should contain effective levels of biotin (at least 15mg per day) and copper. An all-round hoof supplement should naturally contain a combination of all of the above. An important point to note

The skin and coat of the lower limb is particularly vulnerable during winter. Pastern dermatitis, or ‘mud-fever’ is common, while skin that is frequently wet is often weaker and prone to infections or tears. There is an enormous range of creams and products on the market aimed at protecting legs over the winter. However, as always, combining these with optimal nutrition is essential. Like the hoof, skin is mainly made up of protein and is protected by a natural oily layer. Providing the building blocks of protein, called essential amino acids, and additional oils will help the skin stay healthy over winter.

Skin and coat supplements tend to be either herbal or nutritional.

Some customers may choose to use a herbal product, but this should be on top of a balanced diet. Supplements aimed at supporting healthy winter skin and coat should contain plenty of oil and protein or amino acids. Again, ensuring the diet is complete by using a high quality balancer is often an easy solution.

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Visit our website to download a brochure. For more information on how to become a stockist, contact us at uk@backontrack.com.

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December 2015 www.ebmonthly.co.uk

Equestrian 23 Business

24 Equestrian December 2015 Business www.ebmonthly.co.uk

December 2015 www.ebmonthly.co.uk

Equestrian 25 Business

Best sellers & sneak preview

2015 best sellers and 2016 preview It has been a strong year for some companies so we highlight some best selling products and take a look at products and ideas for the year ahead.

Kanyon Outdoor's Gorse X-Rider has been a best seller

26 Equestrian December 2015 Business www.ebmonthly.co.uk

2015

has been a successful year for many, with growth seen throughout the sector. The results of the BETA National Equestrian Survey showed a positive attitude amongst consumers as well as an increase in the sector’s value. One of the companies that has enjoyed a strong year is Kanyon Outdoor.

The Gorse X-Rider country riding boot from the company has proven to be a best seller for the brand in 2015. Kevin Freeland, business manager for Kanyon Outdoor comments: “We are delighted with the success of the Gorse X-Rider and the sales it has achieved in 2015. We take great pride in offering quality products to our customers and to this end

all of our boots are handmade using the finest materials. The passion we put into our products is reflected in their popularity and the increasing requests from retailers to stock the brand.”

Allen & Page also had a good year, with Calm & condition continuing to sell well. Part of the Barley & Molasses Free range, Calm & Condition is high in fibre, low in sugar and starch and contains linseed and soya oils, as well as vitamins and minerals for a balanced diet that promotes great condition.

Calm & Condition is a soaked feed for horses who need to put on or maintain condition and is also used successfully for competition horses who are working hard. It is a versatile feed that with strong branding and marketing support has been able

to reach a broad market this year.

Another success story comes from Lancashire based family firm Classic Showjumps, which has continued to enjoy particular success this year with its Sloping Block Jump set. Product manager Karen Fielding is not surprised at the enduring appeal of the compact product: “It’s a versatile product appealing to a broad spectrum of abilities from beginners upwards, featuring 10 different height options and white/colour/white poles to help learners achieve a centred jump.

“The product’s price-point has made it popular with parents and grandparents looking for a ‘pool present’ for families of beginner to intermediate riders.

It’s also robust and so offers excellent value for money. All of our products are manufactured

December 2015 www.ebmonthly.co.uk

Equestrian 27 Business

Best sellers & sneak preview the Resistente (WB118) is perfect for keeping the cold, wet weather out and the warmth in, thanks to the waterproof membrane and faux fur lining. The calf is fully adjustable via the four velcro straps. From John Whitaker comes the Ackworth Collection – with the Ackworth Hi-Viz rug.

It features a modern design and vibrant accent colours for a fashion forward look, whilst at the same time incorporating hi-viz reflective panelling to improve the safety of both horse and rider.

Matching saddle pad, head collar and leg wraps ensure there is a complete collection.

John Whitaker's Ackworth collection is coming soon

using the rotational moulding technique, which means that they are constructed as single-piece, joint-free structures, which do not crack. They’re made from UV stabilised polyethylene, so won’t discolour and are easy to clean.”

Plan ahead

With an Olympic year once more hopefully raising the profile of equestrianism in the UK, 2016 has all the makings of a positive year. Many of the top brands will be launching their latest products

and new collections at BETA International 2016 in January, which is always the place to discover what’s exciting for the coming year. However a sneak peek from Brogini shows the Resistente collection Boots, which are must have lifestyle boots for any autumn and winter wardrobe.

The short Breve boot (WB117) is ideal for autumn dog walking and looks perfect thrown on with jeans for a casual, yet practical look. If looking for a long boot,

and a full range of helmets that reach the acceptable worldwide standards. Danielle Santos from Charles Owen & Co says: “Charles Owen & Co. manufactures its range of equestrian safety helmets to multiple international safety standards. The top four international safety standards or specifications are: PAS 015:2011 for Great Britain, VG1 01.040 2014-12 for Europe, ASTM F1163:2004a, and SNELL

Safety first

With your eye on new products to stock, it is also important to keep up with safety changes. It has been well publicised that EN 1384 has been withdrawn as a harmonised helmet standard and 2016 will see many groups such as British Showjumping and British Eventing no longer accept the helmets in competition.

Retailers may find customers rushing to upgrade so it is important that you are armed with the correct information

Look out for Brogini's Resistente collection in 2016

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM

MADE IN

BRITAIN

Top riders

choose Charles Owen

THE LEADER IN EQUESTRIAN

BY APPOINTMENT TO HER MAJESTY THE QUEEN PROTECTIVE HEADWEAR MANUFACTURERS WREXHAM

Kitemarked to PAS015:2011

VG1 01.040 2014-12

28 Equestrian December 2015 Business www.ebmonthly.co.uk

Certified by SEI to ASTM F1163

SAFETY

www.charlesowen.co.uk

Charles Owen's 4Star Silver helmet

E2001. It is important to note that the new VG1 was agreed by a European committee of notified bodies to create harmonisation in testing for equestrian helmets to obtain the CE mark after the withdrawal by the European Commission of EN1384 as a harmonised standard. A CE mark is required to sell equestrian

“With an Olympic year once more hopefully raising the profile of equestrianism in the UK, 2016 has all the makings of a positive year” helmets within Europe. Riding helmet manufacturers who are producing their helmets to meet this specification should bear the VG1 01.040 2014-12 next to the CE mark directly on their products so that consumers can know to which level of protection their helmet meets.”

Charles Owen carries the following certifications on its entire range of equestrian helmets: Kitemarked to PAS 015:2011; CE marked to VG1 01.040 2014-12; and Certified by SEI to ASTM F1163:2004a.

“Charles Owen also manufactures one helmet that adds the certification of SNELL E2001 to the above listed three certifications on its newest cross country skull helmet, the 4Star.

Having four standards creates a helmet which gives assurance to the rider that they are wellprotected in a variety of potential C accidents, including a rotational M fall,” adds Danielle.

Looking a bit further to design Y and how it helps to protect riders, it should be noted that CharlesCM Owen helmets are produced with MY three major layers of safety, as Danielle explains: “The outside CY shell is made from fibreglass CMY which is covered with material or paint that allows the head to K slide across the ground in a fall.

This slippage reduces tangential acceleration forces to the head.

The fibreglass shell deforms inelastically reducing rebound forces that can contribute to brain injury.

“The absorbing liner inside, called Expanded Polystyrene, acts as microscopic bubble wrap, like a ‘crumple zone’ by absorbing further energy to reduce injury.

Some advanced helmet models incorporate different strengths of bubbles to improve their performance.

“The final and third layer is the woven headband inside the helmet, which grips the head without restricting scalp movement. This will ensure the helmet stays in place during a fall but allow the protective mechanism to move with the scalp to prevent brain shear.”

It is also important for retailers to consider the following when selling a new riding helmet: “Helmet safety starts with the fit of the helmet. A helmet that does not stay properly fitted

No Boundaries

Kanyon Outdoor’s premium range of country and riding boots have been developed to provide footwear that is not only hard wearing but comfortable and stylish too. All of our boots are handmade using full grain leather and our waterproof boots feature a K-DRY waterproof membrane which provides breathable comfort for all day wear.

To find out how to become a stockist of the Kanyon Outdoor range call 0870 7706600 or email: info@kanyonoutdoor.com www.kanyonoutdoor.com December 2015 Equestrian 29 www.ebmonthly.co.uk

Business

Best sellers & sneak preview

Make sure your website is up to date

“With your eye on new products to stock, it is also important to keep up with safety changes” anthelmintics. If you haven’t already got a member of staff trained up, then 2016 may be the year to do so. It takes time and effort but the customer service you can offer in return will be worthwhile.

Get web ready

on your head will not be able to protect you from injury in a fall,” says Danielle. Makes sure you are up to date with correct fitting of safety equipment. BETA runs a safety course offering hands-on tuition in hat and body protector fitting together with extensive background on human physiology and principles of safety equipment. Full details will be given on the different standards used in manufacturing, together with coverage of

what the riding disciplines will accept for participants.

Also covered are other safety equipment such as high visibility clothing. In addition, BETA has also developed a City & Guilds Qualification in the fitting of protective horse rider equipment, which may be worth your while to ensure you offer a full service in store.

Training

While you’re thinking about

staff training, it might be time to brush up on other training. First aid at work is very important and it makes sense to ensure at least one member of staff is up to date with the latest advice. St John’s Ambulance and the British Red Cross both run good courses, or search for local companies that can provide training.

SQPs have been shown to add value to a business, providing good advice and enabling a retailer to stock and sell

Make sure you get 2016 off to a great start by taking a look at the face of your company.

For many people, this is your website. Make sure that your website is the best that it can be – clean and user friendly design, up to date with the latest news and product information, a fresh modern design and well optimised for multiple displays.

Social media is key too, and has an impact on your Google ranking, so if you have not taken the plunge or made the most of your social media presence, it will be time worth spent at the beginning of the year.

Poses! Whenever you are going into a situation where you are put under pressure, whether it be a competition, an interview, a presentation or exam, try to ground and prepare yourself by doing a strong Power Pose, and feel confident, telling yourself ‘I can do this!’, and you will see the results!

And finally, have a positive mindset for 2016! Challenges are easier to deal with if we are thinking positively about tackling them, using positive

language and actions. Recognise that you can’t please all people all of the time, and that it is OK to suggest a compromise, and don’t be afraid to say ‘No’ to people if you don’t want to do something. Recognise and value yourself, think about what are your goals and needs and how you are going to get a balance in your life, and do what you can to make these things happen.

This should help you stride in 2016 ready to tackle whatever it might bring your way.

It’s all about confidence Life coach Anna Morris provides some advice on heading into 2016 with a positive approach and embracing change with confidence.

The most important thing about being confident and assertive and managing changes is to value yourself! Think about who you are – I mean, really who you are deep down. Not just what you are job wise, or as a parent, but actually what makes you tick. What are your passions and fears? What are you really good at and enjoy? What do you find difficult? People who understand themselves and value their skills tend to have a more positive outlook on life, and succeed, whether in a career or competition. An important step towards valuing yourself is not to wait for others to affirm success, but to feel proud of yourself if you achieve a goal, however small. Allow yourself to not be perfect all the time – even the top riders and CEOs make mistakes at times. It is important to learn

30 Equestrian December 2015 Business www.ebmonthly.co.uk

from mistakes, but not dwell on them and let them rule your life. Sometimes it is necessary to look forwards positively. If you don’t value yourself, then you can’t expect others to value you!

Did you know that if you act confidently even if you don’t feel confident that you can train your body to become more confident? It’s called bluffing it! But there is scientific research which shows that by doing a Power Pose (open body, shoulders back, head held high, and telling yourself that you are super confident) for just two minutes, your testosterone levels rise and your stress hormone levels fall. There is also a negative impact if you have a closed position (playing on your phone, crossed legged, looking and feeling nervous). So my advice is to practise your Power

xxxxxxxxx

December 2015 www.ebmonthly.co.uk

Equestrian 31 Business

Hay Replacement

Alternatives to grazing Mid winter sees grass growth cease and a surge in demand for fibre feeds and hay replacements. Make sure you’re stocked up with the latest products and armed with the best advice.

S

avvy horse owners will have stocked up on forage before winter took hold, however, there will still be many who need more, or have a change in circumstances that means they require a range of alternatives.

All horses will require plenty of fibre for winter, but some, such as veterans or those prone to digestive problems, will need a range of fibre feeds to ensure that their needs are met and the choice to offer them includes pellets, mixes, chopped fibre, long stem forage, baled forage and sugar beet – something for everyone.

In recent years, bagged forage has become much more popular,

in part because it is a dust free and consistent product, so the customer knows exactly what they are giving their horse. Chris Tar at HorseHage explains: “Our product requires no soaking or steaming and differs to ordinary haylage too. It is made from specifically grown grass leys or alfalfa with the fields being cultivated every two to three years to maintain the consistent nutrient and fibre levels and minimise weeds. It is produced with the optimum moisture content for horses of between 35 and 45 percent through strict quality control throughout the production process. It is wilted on the field and baled like hay,

but is then highly compressed to leave a minimum amount of air in the bag to ensure the optimum fermentation needed to preserve the grass or alfalfa as a forage suitable for horses. This also minimises the growth of bacteria, fungi and moulds and makes it considerably lower in sugar than a typical hay sample.”

Some horse owners may still have plenty of grass in their fields, but if they have a horse that is prone to laminitis, the peace of mind that comes with a product that can state the levels of carbohydrate within the bags means they will be looking to use a bagged forage, rather than allow free grazing.

Storage

Part of the reason for an increase in the popularity of bagged forage is the reduction in waste. Storing standard bales of hay requires under cover space that some people just don’t have, so wellwrapped fibre feeds are a popular winter product. Chris says: “We pack our bales into plastic bags with an inner plastic liner to reduce the risk of puncturing, which causes mould. The plastic is also semi-permeable, which allows gas produced during the fermentation stage to escape, whilst still preventing air from entering. This process results in the vacuum-packed appearance of HorseHage bags which makes the product very stable and able to be kept for up to 18 months unopened. Our bales are not wrapped on the field. We go to considerable efforts to ensure that the grass and alfalfa harvested for HorseHage is at the optimum level of growth before cutting.

The decisions on when to mow a

“A soaked feed can help to boost moisture intake at a time when horses may be less inclined to drink” particular field and when to bale the grass to achieve maximum quality are based on examining the crop in the field and using our many years of experience in producing our product. Batches are examined prior to release for sale and checked for moisture content, visual appearance, texture and aroma. Nutritional analysis is carried out throughout the season to provide us with the maximum levels of information

32 Equestrian December 2015 Business www.ebmonthly.co.uk

December 2015 www.ebmonthly.co.uk

Equestrian 33 Business

hay replacement regarding the feed value of our products. We also offer four different varieties, including two that are suitable for laminitics and are the only forage of this type to have BETA NOPS certification. All our products are 100% quality guaranteed to enable horse owners to feed them in confidence.” All of this provides peace of mind to the end user that the forage is the best option for their horse – and when some equine diets require detailed management, the benefits of being able to carefully define the nutritional content of forage are clear.

Fibre feeds

Clearing up confusion

Whilst horse owners fully understand that the horse’s diet should be fibre-based, many remain confused about what is likely to be lacking in forage and therefore what they need to provide as supplementary feed. Jane Buchan explains If the horse gets sufficient calories to maintain condition and fuel its work on forage alone, there is little point feeding bucket loads of additional, highly expensive bagged fibre!

Research has shown that modern pasture and forages are lacking in minerals, as well as vitamins and quality protein, and it is these nutrients which should be provided. The easiest and most cost effective way to achieve this is to feed a balancer which supplies what’s lacking in forage but without the calories associated with a traditional mix or cube.

Horse owners seem to believe that bagged fibre ‘feeds’ are necessary to prove their devotion but in many instances they are simply providing more of what the horse doesn’t particularly need, leaving it short of the nutrients it does need.

Unfortunately, it seems that simply giving the horse another

34 Equestrian December 2015 Business www.ebmonthly.co.uk

flake of hay is too boring!

Alternative sources of fibre are useful for those horses whose calorie requirements are not met by forage alone and for whom slow release digestible fibre is the preferred energy source over cereals. Most ‘fibre feeds’ are misleadingly termed as they do not contain the necessary added vitamins and minerals to provide the horse with a fully balanced diet so should be fed with the recommended amount of a balancer to achieve this.

Where energy demands are high, in the hard working and performance horse, mixes and cubes are very useful, to provide the necessary concentrated sources of additional calories, and offer a wide range of choice as far as these energy sources are concerned. These horses may still benefit from forage and fibre alternatives when offered separately from hard feed as a ‘haynet in a bucket’.

Bucket feeds are important for many horses – whether to boost the fibre intake, provide increased energy for work or to ensure the horse receives all the essential vitamins and minerals for a balanced diet.

Jane Buchan from Baileys horse Feeds says: “Last year we launched Keep Calm, our first fully balanced fibre-based feed which needs soaking. When fed at recommended levels, alongside forage, Keep Calm will provide all the nutrients and calories a horse needs to maintain wellbeing and condition, whilst also supporting a calm temperament.

It is a useful addition to our range for those who like to feed a soaked product and represents an easy to feed alternative to feeding a Lo-Cal or Performance Balancer with Speedi-Beet or Fibre-Beet to achieve the same fully balanced result.” Soaked feeds are becoming increasingly popular, with other products such as Allen & Page’s Fast Fibre and the Speedi- Beet products also enjoying a huge following. These feeds provide an easy way to feed fibre, form a palatable carrier for supplements and medications and are an easy way to help keep horses hydrated – still a problem in winter when severe cold can freeze water troughs.

Jane says: “A soaked feed can help to boost moisture intake at a time when horses may be less inclined to drink, especially when the temperature of the drinking water provided is particularly low.

Encouraging water intake helps maintain body hydration levels as well as keeping the gut functioning smoothly and reducing the risk of colic. “Soaked feeds and forage/fibre alternatives are also particularly useful for the, usually

elderly, dentally-challenged equine as they are an easy-tochew way to encourage and maintain fibre intake.”

Encouraging sales

The fibre feed message is, in general reaching horse owners. As obesity is also now in the spotlight, it is also worth emphasising the need to safely allow an overweight horse to lose weight – which does not involve starvation. Overweight horses still require plenty of fibre, so any customer which mentions their horse going ‘on a diet’ should be reminded to still provided plenty of fibre products. Low sugar and starch fibre feeds and soaked or steamed forage will be crucial here, and where possible the horse should still be allowed to eat as naturally as possible, whilst increasing activity to lose weight.

Encouraging customers to switch to bagged forage can increase sales this winter. Bagged forage may seem more expensive, but if customers take into account the health implications of feeding a poor quality hay, along with the wastage and cost of concentrate feeds, a bagged forage can prove to be very good value in the long term. Chris says: “By switching to a bagged forage such as HorseHage from a traditional forage such as hay, owners will find they are likely to be able to reduce their concentrate feed by as much as a third. Most horses

“Alternative sources of fibre are useful for those horses whose calorie requirements are not met by forage alone” and ponies relish the taste of the product and so there is no wastage. Bagged forage is also easier to handle, transport and store.” Over the years, the enduser’s attitude to feeding and to forage has changed; information on feeding is freely available and horse owners are paying more attention to the technical details of feeding. Incorrect feed is linked to a wide range of health and behaviour problems in horses and so now many people look to feed to help correct these.

Take advantage of this thirst for knowledge and ensure you offer plenty of information at point of sale.

HorseHage

for a healthy horse... and an easier life!

e for

• Dust-free

• Highly compressed bales

• No additives

• Easy to handle

• Lower sugar than most hays

• No soaking required

• Consistent & guaranteed

• Splits easily into wedges

MARK WESTAWAY & SON LOVE LANE FARM, MARLDON, PAIGNTON, DEVON, TQ3 1SP TEL: 01803 527257 www.horsehage.co.uk

m ore ti use, m y o t y k r as & Spa m–E y 10a with Alice a d r u Sat rvin & Ma Julia

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31/12

BY APPOINTMENT TO HER MAJESTY THE QUEEN MARK WESTAWAY AND SON MANUFACTURERS OF HORSE FORAGE

Just Fi-blocks are natural forages, in an easy-to-use compact form.

They are made using quality ingredients and are free from molasses, added sugars and preservatives. A natural complementary feed designed to encourage extended feeding time.

.. .. .. ..

High fibre Low in natural sugars No additives or preservatives No molasses or added sugars Compact easy-to-handle 1kg blocks Boredom breaker Can be used as a partial forage replacer Hydrating chop feed when soaked

Available in Alfablend or Meadowblend

www.justfeeds.co.uk

Tel: 01335 310061 info@justfeeds.co.uk Yew Tree Farm, Wetton, Ashbourne, Derbyshire, DE6 2AF

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Equestrian 35 Business

hay replacement

on the shelf...

Here are some great ideas for winter feeds to promote, that suit a wide range of horses.

A different way Just add water to feed fibre Allen & Page’s Fast Fibre is a Baileys’ chunky low energy Fibre Plus Nuggets are an ideal partial hay replacer, being low in starch and sugar with no added vitamins or minerals, so can safely be fed alongside a horse’s normal hard feed. Fed from the ground or in a boredom ball, Fibre Plus Nuggets contain a natural blend of extracts of essential oils to encourage fussy feeders and convalescents.

For owners who prefer a high fibre, low energy compound feed, Baileys High Fibre Complete nuggets offer similar advantages, whilst containing a full spectrum of vitamins and minerals.

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

www.allenandpage.com

www.badmintonfeeds.co.uk

Timothy HorseHage Timothy HorseHage is a semi-wilted, bagged forage made from specifically-grown timothy grass which is very similar to the famous Kentucky bluegrass of America.

This grass is higher in fibre and lower in protein than many other grasses and it has a completely different ‘nose’ to ryegrass which makes it highly palatable. It is dust-free and contains no chemical additives and is suitable for leisure horses and ponies, veterans, fussy feeders and those that are resting convalescing or laminitic.

www.horsehage.co.uk

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

Ideal for horses prone to digestive upsets and very palatable for fussy eaters, Fibre-Beet has added biotin for hoof quality and is suitable for laminitics. FibreBeet can also be used as a forage replacer (up to 60% of the daily forage allowance). Soaked and ready to feed in only 45 minutes in cold water, or 15 minutes in warm water.

www.britishhorsefeeds.com

Perfect for veterans

High fibre, low calorie

Veterans can struggle to chew and digest the coarse fibres of hay, so a ReadyFibre Mash can be used as a hay replacer to help maintain fibre levels. Taking just five minutes to soak to form a soft textured mash, it is very palatable and it can be used as a complete fibre replacer. With a very low starch and sugar content and no cereals ReadyFibre Mash is a very versatile product that is suitable for feeding to horses that suffer from laminitis.

ReadyFibre Mash fed alongside the veteran horses standard concentrate diet will provide all the daily nutrients required without the need of hay.

High Fibre Nuts are a high fibre, 95% whole cereal free cube and are suitable for a variety of horses and ponies from good doers to those prone to excess weight gain or laminitis.

Low in calories for weight management and balanced with a full range of added vitamins, chelated minerals and antioxidants. Whether the horse is in light work, retired or resting, feeding High Fibre Nuts is a great way to provide plenty of nutrition – without too many calories.

www.rowenbarbary.co.uk 36 Equestrian December 2015 Business www.ebmonthly.co.uk

www.dodsonandhorrell.com www.rowenbarbary.co.uk

December 2015 www.ebmonthly.co.uk

Equestrian 37 Business

company profile

Emerald Green Feeds A true family business with generations of experience, Emerald Green Feeds has taken farm diversification to new lengths, taking a dairy and livestock farm and turning into an arable farm with a horse feed production business.

W

hen Albert Poucher bought Lodge Farm almost 100 years ago, you can bet he didn’t foresee that his great grandsons, David, Peter and Mark and great, great grandsons, Howard and Ian would be running a successful horse feed business as well as the family farm. Once a dairy and mixed livestock farm, Lodge Farm still resides in the hamlet of Bardney Dairies and now with the cows long gone the farm is entirely arable with the additional enterprise of green crop drying.

The grass drying side of the business started in 1945, long before any of the current generation of the family were born, with the installation of the first drier. This side of the business has grown significantly over the years and with new equipment and drying and harvesting methods developed it is far more efficient than those early days. In 2012 cousins, David, Peter and Mark, the present partners in A Poucher and Sons, which is the farming

For more information call +44 (0)1526 398236 or visit www.emeraldgreenfeeds.co.uk

38 Equestrian December 2015 Business www.ebmonthly.co.uk

business, decided to develop their own brand of horse feed, Emerald Green Feeds. As a new brand in the market, they needed to get Emerald Green Feeds out there and establish a desire for it.

As with all family businesses the farm was no different and it was all hands on deck to do this. So while the men were farming it was down to the women and children to get out there and promote the products. They started out at Lincolnshire Horse Trials with a borrowed exhibition unit and some quickly designed leaflets; it was just a case of get to the show and tell people about what they had to offer. Lincolnshire Horse Trials is still one of the company’s favourite events to attend, not only was it their first but it is practically on their doorstep and the feedback received is phenomenal.

“Things have definitely got busier during the last three and half years; we have worked hard as a family to not only continue our arable farm but develop and grow the Emerald Green Feeds

The Grass-tastic chop range

brand. The feedback that has been shared with us during that period has led us to develop two new products, Alfalfa-mazing and Grass-tastic, which are 100% natural chops. These were launched in the summer and have been welcomed with open arms in to the market alongside our grass and alfalfa pellets.

"We feel we are fairly unique in the feed business, well probably in any business sector really; in the fact that we handle the whole process the feed goes through.

We are the farmers that grow the crops, we harvest them and return them to our drying plant

“Because we have full ownership of the process we have total traceability of all of our products” where we dry them for pelleting or chop, we then bag and bale the products on site ready to be delivered to the customers. It is even us on the stands at the shows and events we go to, we don’t employ people to do this for us as we are so passionate about the feeds we grow. We hope that this comes across when we meet the customers; we also get

great satisfaction from being able to listen to the needs of the individual customers and strive to develop solutions for peoples feeding problems and queries.

Because we have full ownership of the process we have total traceability of all of our products, even down to the time it was packaged: at Bramham this year we were giving out samples of pellets that had been made the day before the show.

“We are lucky enough to be able to say that once tried, our feeds sell themselves. We attend several of the larger horse trials and a few smaller shows and events each year and we give away samples of feed in our goodie bags. People love this and often return to the stand to find out more information about where they can get Emerald Green Feeds products from.

As a relatively new brand in the equine feed sector we are trying to develop a network of stockists across the UK and Europe so that at every show we attend we can point our customers in the direction of a feed merchant or tack shop near them.

“Because we are a family business and it is our name on the bags we feel it is even more important to be able to offer a consistent and quality product to people.”

Antibacterial wound, mud-fever & rain scald protection for your horse

Animal first aid made easy

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

www.aniwell-uk.com

December 2015 www.ebmonthly.co.uk

Equestrian 39 Business

Top trade

A

sxxxxx

Trade success at Your Horse Live Your Horse Live has proven to be a fantastic success for many equestrian businesses. We asked what makes this event so good for trade stands.

Liz Jenkinson

Gillian Booth

NagRags

Westgate Labs What was footfall like at YHL? We felt it was a busy, buzzy show with a good feel and that footfall to our stand was better than previous years.

Ben Hobday in action

Charlotte Dujardin was one of the stars

40 Equestrian December 2015 Business www.ebmonthly.co.uk

Do you think you got a good return on investment by attending?

YHL offers us a great opportunity to get our brand out there. We like the way we can showcase our business, meet face to face, and give our customers a feel for who we are. Our investment in YHL pays off in the following seasons.

We can emphasise our key message: that we not only provide a testing service but are also on a mission to improve the way horses are wormed and give good, freely available worming advice and are there to educate as well as to sell product.

If you sponsor part YHL, what benefits does this bring to your business?

This year we sponsored the VIP lounge for the first time and liked the extra interaction with customers that was generated.

We were able to target a special give away, which brought the VIP guests to our stand where we could talk to them.

What are the main points that event organisers need to consider, to help trade stands make the most of the event?

Organisers need to value their exhibitors and pay attention to detail. Sending enough wrist bands and car passes is a good start. Proof reading the show guide is essential as our voucher offer was annoyingly incorrectly printed for the second time this year!

What else does YHL offer, apart from direct sales?

We are an online business so it provides us with a great opportunity to meet our customers and for them to see and feel the products, which is a massive selling point for us.

What could be improved to help you as a business make the most of it?

Without doubt – site access.

Two embroidery machines are used on our stand and they are unbelievably heavy and delicate so to get them to the stand without incident we need to be as close as possible. Battling with security (who do a wonderful job it has to be said) to get anywhere close just to unload the machines is hard work.

‘Think twice before prescribing anthelmintics’ *

Debbie Buckle

www.IGotAHorse.com What was footfall like at YHL? Saturday was absolutely manic. From the doors opening to the doors closing – people were jam-packed in.

Do you think trade stands at these events are still a valid way to promote your products and generate sales?

Yes absolutely. We have been running the company as a part time thing for the past five years so not spending much on advertising or promotion and only doing YHL as a show.

Business has been enough that we can cope with. This

year, one person has been running the company full time since May – and a lot more has been spent on advertising, promotion and being out at events and a combination of social media and attendance at events I believe is what makes a difference.

Customers will not buy from someone they don’t know or who don’t look professional.

Especially in embroidery – paying their money to a company they have never heard of and trusting that they will get what they asked for at the quality they expect is a tough barrier.

* BVA advice

professional Offer your customers a complete, m counts worming programme including wor good profit margin results returned to your shop easy to do no upfront costs fast reliable results trusted award winning service

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

Stacy Coates

What was footfall like at YHL? Good, this is always a busy event for Thermatex.

What else does YHL offer, apart from direct sales?

For us it acts as a ‘shop window’. Customers can view the products online but often want to discuss options and check out the quality before making their purchase either at the show or later through retail outlets or via the web.

If you attend other events throughout the season, how has business been at these?

Good. Thermatex plus other brands from the Vale Brothers group have faired well. Customers appreciate good quality

British products. Our aim is to always provide good service despite the long hours and sometimes difficult conditions; this ensures customers enjoy the shopping ‘experience’ which leads to repeat business and recommendations.

What are the main points that event organisers need to consider, to help trade stands make the most of the event?

Show layout is very important, traders need the organisers to ensure foot flow is driven around all trading avenues and walkways.

WESTGATE LABORATORIES

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

Now you can offer this service directly to your customers.

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

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

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

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

December 2015 www.ebmonthly.co.uk

Equestrian 41 Business

Equisafety

Nicky Fletcher

Equisafety

Do you think you got a good return on investment by attending?

Olympia is our best show for turnover; we take twice as much as any other show. But YHL is second best due to it being a two-day show and is our third best show for turnover.

What makes YHL a success do you think?

It’s the fact that the show is all about shopping. Over the years YHL has got a reputation as being a show where you get your bargains, and everyone loves a bargain!

What could be improved to help you as a business make the most of it?

The darkest hall needs better quality trade stands – it looks tatty near the bottom and this does affect stall sales. They also

need to make the lighting better in the lower sheds. It’s great for us as we glow, but it makes the other trade stands look dull and un-inviting, which is not good for the trade stands or the public.

If you attend other events throughout the season, how has business been at these?

HOYS was terrible – Friday was extremely quiet and Sunday was the worst Sunday I have ever known. The problem is that for years they have ignored what traders have been trying to tell them and now the show organisers are noticing the loss in public footfall (and their profit) so they are finally listening to traders. The show is far too expensive, HOYS don’t appreciate that the public have to pay to get there in the first place then pay for food etc.

Rachel Hornby

HorseHage

What was the footfall like at YHL? The footfall was good. Many people we spoke to had concerns regarding the adverse weather warnings and were sensibly leaving plenty of time for journeys home which made the late afternoon a little quieter than we would normally expect.

What else does YHL offer, apart from direct sales?

Your Horse Live gives us the opportunity to speak to a large number of people including existing and potential customers. This year we were extremely fortunate to be able to hold an ‘Ask The Vet’ session with Simon Woods, BVSc

42 Equestrian December 2015 Business www.ebmonthly.co.uk

MRCVS from Fyrnwy Equine Clinic, allowing us to give those attending YHL an opportunity to put their feed-related questions to Simon. This successful session would not have been possible at some of the other shows we attend.

What makes YHL a success?

The central location of YHL is fantastic. We have spoken to people on the stand who had travelled from Cornwall and Edinburgh. We have also spoken to people this year who have made a weekend of the event booking hotels and B&B accommodation local to the event, enjoying the demonstrations on one day and shopping the next.

Rebecca D’Arcy

Safe-Care Equine Ltd Do you think you got a good return on investment by attending?

This was a great ROI for SafeCare and we even sold out of some products which we weren’t expecting. At some shows you accept that it’s more about awareness and building your brand – especially as a new entrant to the market, but YHL went above and beyond that for us.

What else does YHL offer, apart from direct sales?

For us, the best part is always to meet our customers. We had so many people come up to us and say they’ve used our products and how much they love them and it’s really satisfying for us to hear. As a family run business we’re not employees so any feedback like that feels really personal and heart warming. The opportunities for us to get more retail stockist on board has been a factor too. We’ve got some great leads to follow

up on to help expand our retail reach in future and you can’t put a price on that.

What makes YHL a success?

The run up to Christmas, the fact it’s all under-cover in the warm and dry all contribute to YHLs success. I think the biggest draw is the quality of events and the sheer volume of shopping – it’s just a great mix and people trust the YHL brand to deliver them a quality show, be they exhibitors or visitors.

If you attend other events throughout the season, how has business been at these?

A mixed bag for us in honesty.

The ones we thought would be great didn’t always deliver in terms of sales but overall the awareness we’ve built as a new brand has been excellent at all the shows. We’ve actually been able to secure a good number of new retail stockist accounts from these shows too and YHL delivered a significant interest from prospective retailers.

top trade

From the horse’s mouth Your Horse Live was a success for exhibitors and visitors alike, with record attendance measured.

Leon Fynn

Fynalite

Do you think you got a good return on investment by attending?

Yes. Fynalite is able to get feedback from end users which is entirely different from the trade. Primarily Fynalite attends to aid product development and to pick up on trends within the equestrian community.

Fynalite won Best Small Stand Award

Do you think trade stands at these events are still a valid way to promote your products and generate sales?

Definitely yes. Most retail outlets are unable to stock all Fynalite ranges and variants, and shoppers like to come and discuss tools with the people who design and make the products they are buying. As we are not importing our forks from

another manufacturer abroad, there is a level of expertise missing in other suppliers.

What else does YHL offer, apart from direct sales?

I find YHL a great place to talk with other traders, especially as we don’t see each other that often. This event is in many ways a very different experience to BETA due to the range of exhibitors.

Anything else relevant that you would like to add about this subject?

Fynalite won the Best Small Stand at Your Horse Live 2015.

We were hugely excited to win this award and everyone at Fynalite at hugely proud of this achievement.

Jane Buchan

Baileys Horse Feeds Do you think you got a good return on investment by attending?

It is an expensive event for us to attend but we do have a much bigger floor space than at any other and we accommodate both the Baileys and British Horse Feeds brands on this space. We feel it is money well spent as it is a unique event, designed to educate as well as entertain horse owners, which means they are in the right state of mind when they come through the gates and want to listen to the advice we can offer.

What else does YHL offer, apart from direct sales?

We sell very little directly from our stand – this year, just the 750g pouches of Tasty Treats – so, for us, Your Horse Live is all about talking to horse owners to help them understand how to feed correctly and to choose the best product for their horse. We are also able to offer opportunities for visitors to meet sponsored riders on our stand, especially if they are also doing demonstrations etc for Your Horse live, itself.

Social media proves invaluable for promoting these interactions, both organised and impromptu!

If you sponsor part YHL, what benefits does this bring to your business?

Baileys has “sponsored” the public conveniences at Your Horse Live for the past 12 or so years which sounds a bit strange but basically gives us exclusivity on putting posters in the clip frames on the backs of the doors as well leaving other “reading material” on the side, which can be browsed while queuing! We have found this a very good way to drive visitors to our stand and very often hear the line, “I read about this in the toilets”!

This year Your Horse Live saw more than 22,000 visitors flock to Stoneleigh Park in Warwickshire to enjoy equestrian action from a star-studded line-up and to shop at more than 350 stands.

At the heart of the venue, in the British Equestrian Trade Association Arena, highly anticipated performances included that of Olympic dressage superstar Charlotte Dujardin OBE and event riders Ben Hobday and Paul Tapner.

Visitors were able to meet their idols post-performance on the popular Your Horse Celebrity Signings Stand. Ben Hobday, who has recently battled NonHodgkin lymphoma, said: “It’s been amazing being back in the saddle and great to be part of the atmosphere here at Your Horse Live. Meeting my fans face to face gives me such a boost, they really have been so supportive to me this year.”

Always a popular draw at Your Horse Live, the heart-warming Redwings Rescue Village also enabled visitors to meet gorgeous horses, ponies and donkeys in need of loving homes.

This year the Village played host to Redwings Horse Sanctuary, the RSPCA, World Horse Welfare, Bransby Horses and The Blue Cross to name but a few.

The team behind Your Horse Live has also announced the dates for next year’s show: November 12-13 2016.

To find out more about booking a stand visit www.yourhorselive.co.uk

Safe Care Equine

December 2015 www.ebmonthly.co.uk

Equestrian 43 Business

Talk Products WhatLet’s to stock for successful sales....

Ariat

Close Contour Show Chap Ideal for those who like to give the impression of tall boots but with the comfort and versatility of a half chap, the Close Contour Show Chaps are made from premium full-grain and waxed leather with an oiled leather inner calf panel. Streamlined and sophisticated, these beautiful half chaps have a full length elasticated panel on the lateral side to give a flexible and close contact fit, with a high Spanish cut topline.

Sizes: XXS, XS, XSM, XST, S, SS, SM, ST, MS, M, MT, LS, L, LT, XL Colours: Black, waxed chocolate, chocolate, cognac £139.99 RRP:

Ariat

Devon Pro Cobalt VX Boots

Short boots and chaps Whether for yard work or competition wear, short boots and chaps are still very popular, due to their versatility.

T

he short boots and chaps products could be split into two clear types: those that mimic long boots with a sleek fit on the leg, a Spanish cut style, and a quality leather paddock boot, and those that offer a chunky look for the yard, with waterproof finishes and insulating materials. The wide range of products available makes meeting all customer’s needs easy, plus upselling with a matching half chap could be simple. Even if a customer is not looking for a half chap at first, sometimes offering them chaps

44 Equestrian December 2015 Business www.ebmonthly.co.uk

to try over the new boots can show them the complete look and feel.

Two boots that stand out in this selection are the Grubb’s boots and the Muck Boots. These combine all the benefits of each company’s Wellington-type boots, but in a shorter style. The rubber finish, neoprene liners and sturdy soles make them ideal for working around the yard, but the riding style heel and sole make it easy for riders to go from yard work to the saddle. These winter boots will be sure to be popular in the colder temperatures.

Made from premium full-grain leather, the Ariat Devon Pro Boots utilise the anatomically engineered Cobalt VX Technology to offer advanced motion control together with a honeycomb shank to stabilise the foot and promote balance.

A cushioned midsole is incorporated for shock absorption and a moulded heel cradle supports the arch and heel. A breathable and temperature controlling footbed ensures versatility for all-yearround wear and the Duratread outsole ensures superior grip on a variety of surfaces.

Sizes: Ladies 3–8.5, men’s 7–11, 12 Colours: Black, waxed chocolate Ladies £199.99, men’s £229.99 RRP:

Battles

Hy Winter Quilted Half Chaps These are the perfect choice for those nippy winter rides, featuring a cosy fur lining and a stylish fur trim. Features a zip fastening with a secure press stud at the bottom, and a reinforced elastic foot strap.

A comfortable, water resistant option with an elasticated calf to provide a closer fit.

Sizes: XS–XL Colours: Black / brown £48.00 RRP:

Let’s Talk Products Battles

Westgate EFI

HyLAND Wax Leather Jodhpur Boot

Mark Todd Toddy Jodhpur Boots

A hard wearing, comfortable, every day riding and yard boot with cushioned insole and steel shank to give maximum ankle support. Constructed using waxed water resistant leather combined with a hard wearing TPR sole. A practical pull on boot with elasticated side gussets. A perfect choice for the winter months.

These leather jodhpur boots represent excellent value and will appeal to a wide range of people. Features include a grip sole, soft cushioned insole, elasticated sides and pull tab.

Zipped paddock version also available for a classic look with a twist.

Sizes: Childs 11–3, adults 4–8 Colours: Brown, black Child’s £31.00, Adult’s £39.00 RRP:

Sizes: 4–11 Colours: Black, brown £41.99 (zipped £47.99) RRP:

Grub’s

Belstane Ltd

Outline Jodhpur Boots

Muck Boot Wear

The Outline jodhpur boots from Grub’s are ideal for riding and general stable work and are sure to keep feet comfortable all year round. These boots combine the unique Insu-Foam Ultra technology with advanced 5.0 thermal engineering for a comfortable warm and dry fit. They feature a brand new equine design with a tapered toe, athletic ankle cut and smooth hair grain rubber finish for an elegant look. The new Outline equine sole with ‘Hard Toe’ technology provides safety and grip designed for the riding environment in and out of the stirrups.

The Muck Boot Wear features a snug ankle fit with 5mm CR FlexFoam bootie with four-way stretch nylon. The boots are 100% waterproof, lightweight and flexible and feature additional Achilles reinforcement for added protection.

The durable, lightweight rubber outsole features a steel shank for additional arch support and a wide-cut heel base for stability. This smart short boots will provide much-needed comfort in subfreezing conditions.

Sizes: 4–8 Colours: Black £59.00 RRP:

Sizes: 4–12 Colours: Black £65.00 RRP:

Harry Hall

Finest Brands International

Hartford Zip Jodhpur Boot

Toggi Carlisle Gaiter

The Hartford Zip Jodhpur Boot is a high quality zip front leather boot with a grippy sole. An impact absorbing gel insole provides extra comfort and the classically stylish good looks are sure to be a hit with leisure riders and competitors alike.

New from Toggi and available from January 2016, the traditional Carlisle close contact leather gaiter has an elasticated panel to provide exceptional style and custom fit. Features a breathable Amara lining and elasticated panel for increased flexibility and fit.

Sizes: 3–8, inc half sizes Colours: Brown, black £55.00 RRP:

Sizes: XS–XL Colours: black £65.00 RRP: December 2015 www.ebmonthly.co.uk

Equestrian 45 Business

Let’s Talk Products Finest Brands International

Tredstep Ireland

Toggi Castor Half Chap

Deluxe Half Chap

New from Toggi and available from January 2016, Castor are super soft natural leather chaps which offer a superbly close fit and provide a secure leg position when in the saddle. The elasticated panel ensures a contoured custom fit and unrivalled comfort.

One of the most popular chaps worn by professional riders, the Deluxe has Tredstep’s exclusive stretch leather in a large outer panel set into a strong yet supple full grain pebbled leather and a design including an inside seam and stretch leather apron over the instep all combine to ensure an incredible fit. With extensive sizing in one inch increments for both height and width to give customers a snug contoured comfortable fit.

Sizes: XS–XL Colours: Black, bitter chocolate £50.00 RRP:

Sizes: Extensive size range Colours: Black, brown £94.99 RRP:

Finest Brands International

Tredstep Ireland

Toggi Newton

Giotto Paddock Boots

New from Toggi and available from January 2016, Newton is a stylish, handmade and versatile jodhpur boot with a tumbled leather upper combined with elasticated gussets and a leather lining to provide additional comfort and breathability. The removable shock absorbing footbed provides extraordinary comfort, while burnishing details on the toe and heel add a modern twist to this western inspired boot.

The Giotto paddock boot combines the best of classical European styling with real performance and comfort.

The Giotto is made using sumptuous supple full grain nappa leather and is fully leather lined with padded sides and tongue ensuring unrivalled comfort and flexion.

Available in either an elastic front lace and rear zip or a front zip version.

Front zip available in black and brown, front lace with rear zip available in black only.

Sizes: 36–46 Colours: Oak £80.00 RRP:

Sizes: 35–45 Colours: Black, brown £84.99 RRP:

Finest Brands International

Tredstep Ireland

Toggi Ottowa

Liberty Side Zip Chap

One of Toggi’s best-selling footwear pieces, the classically styled Ottowa jodphur boots, offers outstanding comfort combined with exceptional value for money. Featuring a full leather upper, breathable PU lining and a cemented resin neolite sole unit, the Ottowa offers unbeatable performance.

Elasticated side gusset and Toggi signature tab for style and ease of wear. This Ottowa jodhpur boot is available in both children’s and adult’s sizes.

Super soft full grain leather lined with soft amara suede. A suede panel on the inside of the calf allows for a close feel and a secure leg position.

A subtle stretch panel at the rear ensures a contoured custom fit.

Elegant Spanish topline and subtle stretch panel over the forefoot for comfort. Extensive sizing in one inch increments for both height and width gives customers a snug contoured comfortable fit. Also available with a rear zip.

Sizes: Children’s 11–3, adult’s 4–11 Colours: Black, brown Children’s £36.50, adult’s £45.00 RRP:

Sizes: Extensive size range Colours: Black £69.99 RRP:

46 Equestrian December 2015 Business www.ebmonthly.co.uk

Let’s Talk Products Tredstep Ireland

Tuffa Footwear

Pro G-2 Chaps

Easy Peasy Pull On Chaps

Tredstep’s Pro G-2 offers sleek styling with classic elegance. The combination of supple calf skin and Tredstep’s exclusive stretch leather ensures a soft contoured fit while maintaining full flexibility.

A truly smart look with great performance in or out of the ring.

Tuffa’s Easy Peasy Pull On Chaps are now available in purple as well as more traditional black.

The zipless chaps have been popular since they launched because they’re so easy for little riders to use. The chaps are made from Lycra and just pull on over jodhpurs before the rider puts their boots on. When the boots have been put on, the chaps are pulled down over the top, the reinforced stirrup elastic fastened with a press stud, and that’s it. The chaps are ideal for riders who struggle with fiddly zips and have the added benefit of looking just like ‘normal’ chaps.

Sizes: Extensive size range Colours: Black £109.99 RRP:

Sizes: Children’s sizes XS–XL Colours: Black, purple £14.99 RRP:

contacts: Ariat

Harry Hall

www.ariat.com

www.harryhall.co.uk

+44 (0)1367 242818

+44 (0)1274 711011

Battles (Hy Equestrian)

Tredstep Ireland

+44 (0)1522 529206

Hy-Equestrian.com Belstane Ltd

+44 (0)1335 372600

www.belstane.com

Finest Brands International

+44 (0)1132 707000

www.toggi.com Grub’s

+44 (0)1279 418052

www.work-lite.com

+ 353 1 2952598

www.tredstep.com

Tuffa Footwear

+44 (0)1953 880914

www.tuffaboots.com Westgate EFI

+44 (0)1303 872277

www.wefi.co.uk

Coming next month....

Following on from short boots and chaps, Equestrian Business is going to showcase all the best designs for long boots. We will be featuring competition boots, Wellington boots, yard boots and country boots, with all the details about each product. This provides an easy-to-browse guide to ensure your shop is fully stocked with the latest winter long boots offerings.

If you would like to submit a product and have not yet received an invitation to do so, please contact letstalkproducts@ebmonthly.co.uk

EQUESTRIAN January 2016 The January 2016 issue of Equestrian Business will preview all the main national and international trade shows: BETA Int, AETA, Spoga horse spring and Al Fares.

This issue is already filling up fast so if you want to be in the widest distributed issue of the year then get in touch with Sharon now on advertising@ebmonthly.co.uk

December 2015 www.ebmonthly.co.uk

Equestrian 47 Business

ken lyndon-dykes

The scourge of Christmas Ken is not looking forward to the post-Christmas saddle exchange and thinks back to a few festive scenarios where he has had to provide saddle solutions.

Every year I dread the aftermath of Christmas – not the fact that I have put on weight as a result of too many mince pies (with cream – of course) and too much pudding (with brandy butter – of course).

Yes, this causes a degree of regret because I wasn’t sufficiently strong willed – but nothing like the degree of irritation, sense of grievance, and sheer exasperation I feel when we are overwhelmed with telephone calls, emails and visits from people lumbered – I use this word advisedly – as a result of ill-chosen, ill-timed Christmas presents.

It goes something like this: ‘Ken – I am a regular customer, of course (immediately indicating that my help is expected) but my boyfriend has bought me a second-hand saddle because he

“I know retailers in other sectors suffer from a ‘returns syndrome’ following Christmas but almost always they will be refunding money spent in their store” knew it is a make I like’. (Names a well-known brand). The conversation continues: ‘Even I can see the saddle is not right for my horse. Please can you help?’

I remember this young woman and yes, she is a good client. The chances are I will ask her to bring the saddle to the office and we’ll check it over and probably take it into stock to sell on her behalf.

A classic last year: ‘My mother gave me a saddle for Christmas – apparently she bought it from an on-line sale and was aware she

48 Equestrian December 2015 Business www.ebmonthly.co.uk

wouldn’t be able to return it. She doesn’t seem to remember that I gave up riding months’ ago after the horse I had on loan went back to his owners. What on earth can I do with the saddle?’ It happens that the young man is part of a very large family who have been clients of mine for years; how could I not help?

Last year a young woman rang to tell me that she is delighted with the saddle that we supplied and fitted for her very nice eventer.

‘Only one problem’, she said, ‘my father asked for a dressage saddle but I actually wanted a saddle for cross-country. I haven’t used the saddle so please could you change it?’ I did! (I must admit that, with no devious intentions, I exchanged it for a more expensive saddle and collected the difference in the price. I can genuinely promise the more expensive saddle provided a superb fit that vindicated the extra hundred or so pounds involved.)

One of the funniest situations related to a young man who, a couple of years ago, told me the very last thing he’d wanted for Christmas was a saddle for the horse he shared with his youngest sister. He said ‘I hate riding, I hate stable work, I hate cold weather, I loathe being out in the rain.

My parents gave me the money to get a really good saddle and said I was to contact you to fit it.

Can you tell them I would rather use the money to put towards a car or to have driving lessons?’

He continued: ‘My entire family is horse-mad. You were on the event scene at the same time as my parents – they’ll listen to you.’ Well I took pity on the young man and I did contact his parent to explain. They professed to be amazed and said they simply hadn’t realised that he didn’t enjoy horses like his brothers and sisters! He called me a

little later to tell me that, after the conversation I’d had with his father, his parents felt very guilty and now horses no longer totally dominate conversations at mealtimes. ‘It’s really nice not to have to discuss colic and worms and horse dentists over supper,’ he said.

I know retailers in other sectors suffer from a ‘returns syndrome’ following Christmas but almost always they will be refunding money spent in their store. It isn’t quite so simple in the case of horses and saddles, other tack and equipment. Equestrian retailers – especially those who are SMS qualified saddle fitters – offer highly specialised services that are fundamental to the safety and wellbeing of horse and rider combinations. This makes it very difficult to turn a blind eye and refuse to help in these unfortunate situations.

Maybe it is time to escape and book to go a long, long – very long – way away immediately after Christmas? Take up skiing again? Or go somewhere to enjoy wonderful warmth and sun? Problem is, I don’t think the staff would be too happy! Their assumption is – quite rightly – that I will deal with all the tricky, boring and irritating enquiries we get immediately after the festive period. Oh well…

I would like to wish all readers a happy and prosperous 2016.

I would also like to express appreciation to the editor – Vanessa – and her hardworking team for producing interesting and informative editions of Equestrian Business throughout the year. I wish them a successful and fun year.

I hope that unity within the equestrian industry will grow and so enable us to achieve shared goals that will benefit all the many stakeholders. Unity increases our strength and

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. enables us to achieve big things.

Division weakens us and makes it more difficult to meet even small challenges.

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

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New Equine Wear Hucklesby Associates +44 (0)1172 303700 +44 (0)1362 696309 www.hucklesbyassociates.co.uk www.newequinewear.co.uk

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

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

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

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

Allen and Page +44 (0)1362 822900 www.allenandpage.com 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 Bedmax Shavings +44 (0)1922 621676 www.bedmaxshavings.com

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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

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December 2015 www.ebmonthly.co.uk

Equestrian 49 Business

interview

5 minutes with...

Adrian Williams

At Gloucestershire-based solar energy, design and manufacturing company Solar Technology International.

Introduce your company: I’m managing director, responsible for the overall running of the business, everything from production, sales and marketing to logistics and customer services. What I spend most of my time on is product development – that’s what floats my boat.

We’re always looking for applications where solar energy can be used as a viable alternative power source. This requires a lot of trials with different consumer products, whether refrigeration, televisions, computer or lighting, to understand whether the limited power that solar produces is sufficient for the devices we want and, then, if we can produce them for the right budget to suit the potential customers.

What was your career path that led to this point?

I was always keen on mountaineering. After growing up in Stourbridge, Worcestershire, and leaving college with A-levels, I became a climbing instructor, then guide, in Scotland and the Alps. In the 1980s, it wasn’t the well-regarded profession that it is today, the pay was miniscule and I finally realised that it was simply paying for my beer and lodgings.

So, after three years, I joined Tesco’s management training programme in Stourbridge, then worked at the DIY store Do It All in Great Barr, Birmingham. It confirmed in my mind that retail wasn’t for me because I didn’t like working at weekends!

I moved to a B2B environment and became manager of a trailerhire company in Willenhall, near Walsall, before being poached by a Mercedes-Benz dealer in Tewkesbury to be general manager of its new truckleasing company. I then joined a customer of mine in Cheltenham that provided freight and shipping services for the motor-racing industry. I started a new division selling engineering parts – brakes, bearings, nuts, bolts – to racing teams in Europe. My time there

50 Equestrian December December 2015 2015 www.ebmonthly.co.uk Business

made me realise I was a products person but could also take them from conception to delivery and retail sale.

So I wanted to do this on my own account and, on hearing that by 2000 there would be 25 per cent more people of pensionable age, looked at that market – and pensioners were then pretty affluent. Gardening seemed to be high on the agenda and I found a company selling solar-powered lights, but no garden centres had heard of the idea.

On the day in 1997 that Princess Diana died, I made an agreement with a German company, Sunset, to be its UK distributor and a year later launched Solar Technology International to distribute their products in the UK.

Please give a brief history of the company and explain what led to your expansion into the equestrian sector I’m an ideas person, but I was starting to sell solar panels in addition to garden lighting, so after a couple of years on my own I was joined by Kevin Booth, our technical director.

There have been several key milestones in our development. We were the first company to make solar garden lights in stainless steel, the first to make hand-held portable solar chargers and the first to make a semi-flexible solar panel for the marine market.

Today, there are 16 of us based in Tewkesbury. Our solar-panel production is done in Hyderabad, India, while our lithium battery products are manufactured in China and this takes the worldwide headcount up to just over 100.

Being aware of the potential for bringing lighting to remote areas, we have moved into the equestrian sector in the past year with the SolarHub, which won an Innovation Award at BETA Intern-ational 2015.

It is ideal for places where there is no mains power – whether a stable, field shelter or dimly lit yard.

What is it about the equestrian sector that suits your product/ business?

Adrian William s

There’s an obvious need for light throughout the year, in early mornings and late afternoons.

With the SolarHub, we have a complete product in a box that does the job and is affordable.

Adding another light to daisychain on to the existing one is £15, so it’s also a very low-cost way for customers to bolt on bits.

This is just as important as being eco-friendly.

In the short time that you have been involved in the equestrian sector, has anything struck you as different about this area of business?

Whereas, for example, the big players rule the roost in the consumer electronics and sports goods sectors, independent retailers dominate the equestrian market. They are the lifeblood of the industry because they’re able to spend time with customers – generally, the owner is the manager. For our own part, we’ve written the SolarHub instructions so that anyone can understand them – it’s literally ‘plug and play’. We’ve noticed that many equestrian customers buy the hub, then go back and get more for powering their summer house, garage etc.

Where do you see your business in the next 10 yrs?

We are planning stadium and manège lighting, a beefed-up version of the SolarHub to power horse clippers and refrigerators, and a horse-trailer lighting kit.

Having seen turnover increase about 15 per cent a year so far, we expect business to treble in the next 10 years.

Quickfire questions: What do you do in your spare time?

Mountain biking, trail running and climbing.

What’s your favourite food?

Thai.

If you could do any other job in the world, what would it be?

Chocolate taster.

What would be the first thing you would buy if you won the lottery?

A chalet in Chamonix, France, the mecca of European climbing.

Find us online...

Equestrian Business is growing, so to find out more, access news as it happens or discover how you can get your brand in front of thousands of key decisions makers thanks to our website, visit www.ebmonthly. co.uk. Trade account holders access the full site content, including online versions of the magazine. To find out more email enquiries@ebmonthly. co.uk.

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December 2015 www.ebmonthly.co.uk

Equestrian 51 Business

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0345 450 0643 (local call charges apply)

www.seib.co.uk * Terms & Conditions apply. South Essex House, North Road, South Ockendon Essex RM15 5BE. South Essex Insurance Brokers Ltd are authorised and regulated by the Financial Conduct Authority.

December 2015 www.ebmonthly.co.uk

Equestrian 52 Business