World Equestrian Center Magazine April 2020 by World Equestrian Center

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Contents 7

Welcome to WEC

Stable Spotlight

24 Hours in the Life of Allie McBreen

featuring David Beisel Stables by Jeremy Bleh

as told to Emily Papa

Junior Rider Focus

Dogs at WEC

Inspiration

Scene at WEC

Striking up an Alliance

Sweet Success

Parents Perspective

The Tech Equestrian

Equestrian Style

Hot Properties

featuring Isabela de Sousa as told to Jeremy Bleh

Dozy and Cozy: Dogs in Coats

Smoke Gets in Your Eyes: The Real Life Rescue of Smoking To Win by L.A. Sokolowski

Winter in the Midwest 2020

by Belea T. Keeney

by Cynthia McFarland

Taking the Path from Commitment to Fulfillment by Robert Mendoza

HEELSDOWN.COM: Digitizing the Riding Lesson Program by Juliana Chapman

The Emerging Premium Travel Goods and Accessories Brand Baekgaard: A Q&A with Will Wilson, Vice President of Sales as told to Emily Papa

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60 Cover Photo: Andrew Ryback Photography VOL II 2020

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Welcome to WEC elcome to the April 2020 World Equestrian Center Magazine. In this issue, we meet several families who have made the horse business a family affair and those who have introduced their family business to the horse show industry with success.

Our Stable Spotlight shines on David Beisel Stables in Goshen, Ohio. David is a well-respected trainer and professional rider who is a frequent visitor to the winnerâ&#x20AC;&#x2122;s circle at World Equestrian Center. He regularly delights spectators with his 'go for broke' style in the jumper ring and is known for giving fans a flying high-five after jump-off rounds. Trainer Robert Mendoza of Bannockburn Farm in Bowling Green, Indiana, pens our Parentâ&#x20AC;&#x2122;s Perspective column. In it, he shares his thoughts on being a professional and raising two daughters who are up-and-coming young riders. We spend 24 Hours with Allie McBreen, long-standing assistant trainer at David Beisel Stables. She has been with David for 14 years and has truly become his right-hand person. Ever the efficient organizer, Allie is frequently seen at WEC going between the barns and the rings, preparing horses and making sure all is running smoothly for the family and their many customers. The Inspiration column tells the story of Smoking To Win, an off the track Thoroughbred (OTTB) saved from a neglect situation in upstate New York by Susan Kayne of the Unbridled Thoroughbred Foundation. Smoke has been nursed back to health and is in retraining to become a show

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hunter. The lovely gray mare earned a tricolor during her hunter/jumper show debut at WEC in December 2019, delighting her new owner and proving that she is well on her way to success. Our Tech Equestrian column focuses on heelsdown.com, a burgeoning online platform for digitizing the riding lesson program. Founded by a couple with backgrounds in technology, the platform allows riders to make a profile, search for lesson providers, and book and pay for lessons electronically. Our Equestrian Style column checks in with Danish premium travel goods and accessories company, Baekgaard. The company is launching a stunning new collection this spring that is sure to resonate with the horsey set. We hope you enjoy the issue. God bless,

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We take a moment to shine the spotlight on a featured barn or stable to learn a bit about their business, their philosophy and just hear their story ... TM

David Beisel Stables

A stable respected, a passion perfected. by Jeremy Bleh

Photos by Andrew Ryback Photography

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Cooper (left) poses with Molly, while Izzy holds Tulip.

avid Beisel Stables is a testament to the success of the man who bears its name and the family beside him. David and his wife, Paige, along with their kids, Cooper, 15, and Izzy, 13, are all riders and hardworking equestrians. Himself a secondgeneration horseman, it’s likely one, or both, of David’s children will follow their father’s lead.

Many riders are known for their triumphs in the ring, but a select few cultivate a winning record and fervent adulation. After celebrating a jump-off victory, David gallops parallel to the stands, high-fiving fans and family-friends. Sometimes, before a class starts, he’ll grasp his daughter’s hand and they’ll walk the course together, father and

daughter sharing a family tradition. Outside of showing, his friendly demeanor extends to a positive attitude as a trainer for up-andcoming equestrians.

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A Frequent

Victor

David is an accomplished equestrian, noted for his consistent success in both the hunters and the jumpers. According to David, “Once I got going on my own, I really got the jumper side going and I still enjoy showing the hunters but I really, really, enjoy riding the jumpers and going fast.” With a unique style all his own, David has won many Grands Prix at the World Equestrian Center and emerged triumphant at several other venues.

David is no stranger to winning grand prix classes but retains his humility. Visit his Goshen, Ohio, farm and he’ll be the first to shake your hand and show you around. A tour at David Beisel Stables takes visitors through the ribbon room, rider’s lounge, round pen, ring and 50 stalls split between two barns. The facility is built on 62 acres of land, a sprawling expanse with 10 grass paddocks and six all-weather turnout lots. Shows used to be held in the two outdoor rings, featuring an announcer stand custom-built by David himself. On the property's small patch of forest, Cooper and Izzy have designed a fort and treehouse for weekend excursions. Further out lies a third, smaller barn where David and Cooper store each season’s bales of hay. The landscape has its own appeal, featuring three idyllic ponds, great for fishing in the summer months. According to Paige, waking up to the sight of horses grazing in pastures is an added bonus to living on the premises.

Paige and David share a moment with The Boyfriend.

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From three horses, to half-ahundred, David now inspires a new generation of riders. Before his stable’s present-day success, David cultivated a strong foundation working in the equestrian industry, learning from professionals around the country.

Growing a Legacy David hails from a family of equestrians that continue honing their passion to this day. “I grew up in Greenwood, Missouri, riding horses with my parents,” he said,

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Stable Spotlight: David Beisel Stables

“My dad was a huntsman for a pack of hounds, and still loves it, even in his 80s. It’s been his favorite thing to do … ever. My mom always ran a boarding stable and taught lessons, so I grew up at the barn. Every day after school I would go to the barn and I would spend all summer there. My mom still rides and teaches and foxhunts herself.”

to college for free. I just told my parents, I said, ‘Hey look, I want to do horses full-time.’ So as soon as I graduated high school, I did my first winter in Florida with Rick Fancher.”

training and how to develop a young horse. He taught me how to break them as 2-year-olds; he had a lot of racehorses that we broke. He really helped train me for show jumping.”

David worked for Fancher through the winter, taking a job the following summer at Dennis Murphy’s stable in Alabama.

However, his path could have taken a different turn, as David explains. “My dad also taught community college and I could have gone

“I didn’t do a lot of horse showing there, but I would ride 13 or 14 horses a day. He really gave me a great foundation … set my ideals on

Working for Murphy provided David with some of his most rigorous hands-on experience to date. Murphy was a stickler for routines and David learned to appreciate the structure his mentor instilled in him. David also credited Murphy with helping him further his understanding of flatwork.

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The Gifts of Mindy Darst The equestrian world was saddened in 2014 with the passing of Mindy Darst, renowned trainer from Ohio’s Lochmoor Stables. However, Mindy’s legacy lives on in the horses and athletes that worked under her tutelage. When David started working for Mindy, he knew his experience would grow tenfold, what’s more, he met someone else who’d change his life forever. “I was at a horse show in Kansas City and Mindy Darst was there judging the show,” David recalled, “She thought I did a nice job riding and had shiny boots, so she called me up after the horse show and offered me a job because she was about to have a child, which turned out to be twins. I wasn’t doing anything then, so I leapt at the chance.” Building on his success with Fancher and Murphy, David continued sharpening his skills under Mindy Darst. “With Mindy, I really got a ton of experience showing a lot of

hunters, which was a lot of fun, and I had a few jumpers to show for her.” He worked for Mindy for nearly eight years when he met a young woman named Paige. “This beautiful blond girl pulled in who had just graduated college and Mindy told her to, ‘Just stay away from David because he’s tons of trouble.’ And so it goes, we ended up getting married. After our marriage, I kind of reached a point in my life to maybe do something a little different, do something on my own and start my own thing. So after our marriage in 1999, I decided to start my own business in 2000.”

The Beginning Every business owner has an origin story, and for David, it all began with three horses in the Buckeye State. “I started at this really neat farm called Lakewood Farm in Loveland, Ohio; I still get hay from those people every summer. I think when

Paige prepares to enter the show ring.

I started out I had three horses, it was a really neat place to start. I would drive all around town and did as much freelancing as I could.” After a few years as a business owner, and even more experience riding, David was ready to take his operation to the next level. “As the business gradually got bigger, I had to do less and less driving around town. At Lakewood, there were two different barns and a gentleman named Dennis Harris VOL II 2020 April

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Stable Spotlight: David Beisel Stables

ended up wanting to retire from the horses, so I ended up buying half his business from him. So we did that for six, seven, eight years at Lakewood. Finally, the opportunity came up to purchase the land at our farm where we live now. With the help of my parents, we moved to the location that is now David Beisel Stables.”

David Beisel Stables Today As it stands in 2020, David Beisel Stables has come a long way from its original three horses. One can find riders of all ages partaking in equestrian sports. Services range from private and group lessons to horse boarding offered in two different training and showing packages. Transportation and grooming are other ventures the team undertakes at the stables, and the operation is still expanding. “We do a little bit of everything,” said David, “From little kids learning how to walk, trot, canter and jump to the very top of the sport, doing the grand prix classes. From training young horses, starting them as two or three-year-olds and

developing them up to whatever their ultimate goal would be. I also help people sell horses.” Paige doubled down on David’s statement about the stables providing a diverse array of options to the visiting equestrian. “It’s a really positive place to be and there’s always activity, always a large number of horses and people coming and going. We’re really a familyfirst atmosphere; you’ll see a whole spectrum from little kids to big kids

It’s a really positive place to be and there’s always activity ...”

riding. You might see David jumping great big jumps, practicing on the flat, or giving a walk-trot lesson over in the other ring. It’s kind of a little bit of everything, never just one thing.” She also praised the farm staff, working between the stable and horse shows and behind the scenes to keep operations running smoothly. “It’s very hands-on and we do have a wonderful staff and great grooms who help out getting the horses

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The Galloping

High-Five

ready. We have Allie McBreen who has worked for us for 14 years now. We couldn’t do it without her. We have a great group of ladies who take lessons at home and kind of use the facility more for like a country club where they meet up with their friends and ride together.”

A Family Operation Who can say they’ve received a galloping high-five? After celebrating a win, David frequently takes a victory lap of the ring, riding parallel to the stands. The Beisels and their family and friends will line up, arms outstretched, to touch hands with David as he rides by. There’s plenty of personality to go around in this family: find Cooper leading the family dogs or Izzy decked out with ribbons during a show. Paige often chats ringside with David before entering the arena, having received encouragement from her trainer and husband. Whatever the venue, the Beisels are always having fun at a horse show!

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Many stables succeed because of the person or family behind them. A passion for horses is a must, coupled with a strong work ethic. Polishing tack, grooming horses, dragging arenas — the responsibilities of running the facility can become overwhelming.

What makes the Beisel family so unique is how each person contributes as a worker … and a rider. Although David is the most prolific horseman in the ring, Paige, Izzy and Cooper are all accomplished riders. “I do all of our billing, so I’m in charge of the day-to-day things that happen at the barn and at the show,” Paige explained, “I pack all of the things for our family, making sure we have everything that we need. Usually, before a show, we have a list of which horses are going and David and I go over that together each time, just to be sure. We try to do our schedule a year ahead of time and talk back and forth about that quite a bit to see what the interest is for the year.” As for riding, Paige says each family member tacks up their own horse and cools them down after the ride. “My daughter takes special care of all of her own horses … she knows how to wrap a leg and pick their

Stable Spotlight: David Beisel Stables

We do a little bit of everything.” feet out. She knows how to do all of it, not just having the horse handed to her.” Izzy herself is excited for her future prospects as a rider. “I have a horse named Amaretto; I’m going to get to show him soon,” Izzy shared, “We’ve had him in the family for a long time, but he’s been out due to an injury. I can’t wait to show him, I might move up a division into the low juniors!” David and Paige’s son, Cooper, is active around the stable, too. David frequently works in tandem with his son, impressed by Cooper’s strong work ethic. “He does all the hard labor, he helped me last summer, drove a

tractor in the hot sun for me for about 12 hours pushing dirt around and hauling hay. We got done putting about 600 bales of hay in the barn and all the other help had quit and it was just us, and he’s like, ‘Dad that wasn’t so bad, do we have any more to do?’” Cooper believes he’ll find himself back on the tractor next season. For now, he’s been making headway in the ring. “This summer, I’ll probably drive in the fields with him and help bale up some hay,” he said, “I also do a lot of hunting and fishing on the property, so I see what’s in all the ponds and I do that for fun. And then, I’ve got a horse I’m riding named King. I’m riding him in the .90m and 1.10m classes.” Despite their busy schedules, everyone in the Beisel family finds time to reconvene at home after a bustling day. “One thing about our family living at the farm is we have dinner together every single night, no matter what,” Paige said, “Even though everybody’s coming and going, we always take a half-an-hour

out of our day and eat together, sometimes Allie joins us, too. No matter what, we have that rule; the kids know it’s serious.”

Horses and More Horses aren’t the only animals at David Beisel Stables. Dogs, cats, chickens and miniature horses make it a busy farm! Each one of the family’s six lovable dogs brings a special quality to the stable family. Many travel with the Beisels to horse shows and are regular visitors to the World Equestrian Center. “Eloise sleeps with David and me at night. She’s the one that is the most important in my opinion,” laughed Paige. “She’s the Norwich terrier and the one who goes everywhere with us.” Izzy and Cooper are inseparable from their favorite dogs as well. “I have this really, really big pillow, it’s like a square and my Jack Russell, Tulip, will sleep on that,” Izzy said, “She’ll look out the window, almost the whole night standing guard and if she sees something, she’ll get on me, scratch

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Stable Spotlight: David Beisel Stables

my face and make me look out the window. She’s so cute when she does that, and she’ll do that every single night.” Cooper is fond of his Golden Retriever puppy named Molly, acquired from the family at Mona’s Monograms, a popular vendor at WEC. “We got her and she cuddles up with me at night right in my bed. She starts out at the bottom of the

“My daughter takes special care of all of her own horses…” 20

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bed and she’ll slowly wiggle her way up into my arms. I’ll wake up in the morning and she’ll be gone and my dad has already taken her out for me. I’m teaching her to how fetch right now, she doesn’t really get it … she usually runs away with the ball!”

The Future “At some point, I’d love to go to Europe to compete on a team, maybe even compete for the United States team at some point on some level, but that takes a pretty special horse,” David mused. “I’m going to aim to do some bigger ranking shows, maybe try to do some more FEI in 2020.” That goal is certainly possible thanks to the backing of his owners and sponsorship. David remains grateful to his parents, Jim and Carlie Beisel, plus Pat and Phyllis Harlow of Harlow Investment Enterprises, LLC. He also recognizes Dale Nielson of Equine Holdings, LLC and Lori Taylor from REV Media Marketing for their continued patronage.

Always appreciative of his supporters, David acknowledges them in turn. “Thank you all for your support through the years. Thank you to CWD for the saddles and Antarès for the helmets. And of course, thank you to everyone for owning horses for me to show and all my other clients.” As for the stable itself, the Beisels welcomed their first foal last year with three more on the way this year. David plans to extend this enterprise, growing this operation in the years to come. With these many exciting opportunities, David Beisel Stables is sure to flourish. Speaking of the stable, Paige Beisel says it best, “It’s just a happy, positive, neat, fun place to go.”

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as told to

Emily Papa Photos by

Andrew Ryback Photography

s the assistant trainer for one of the Midwestâ&#x20AC;&#x2122;s busiest and most successful trainers for the past 14 years, Allie McBreen has become synonymous with David Beisel Stables. Allie is Davidâ&#x20AC;&#x2122;s go-to for everything from scheduling vet appointments to teaching lessons and her planning skills perfectly balance with his laid-back attitude. Allie has been instrumental in the ever-growing business of David Beisel Stables and, in addition, has truly become a member of the Beisel family.

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From the beginning of her riding career, Allie knew that her happy place was at the barn with the horses. She followed her passion straight through the gates of the Goshen, Ohio, farm and now could not imagine her life any differently. From training rides to memorable moments, Allie takes us though a day in her life.

6:00 am I get up between 6:00 and 6:30. I usually have a cup of coffee at the house because I like to have coffee in a mug first while I get ready to go. I like normal drip coffee, nothing fancy, with cream and no sugar. I like to have one part of the day that’s not on the go, so my first cup of coffee in a mug at home is important.

I usually make my lunch and I snack all day. I pack a salad or a turkey sandwich with Swiss cheese and mustard on wheat bread. I’ve probably eaten more turkey sandwiches than anyone in the world! Breakfast is usually in the car on the way to the barn. I normally have a Greek yogurt and a banana.

I wear lots of hats..."

7:00 am If we’re not at a horse show, I usually get to the barn between 7:00 and 7:30. I start by throwing in a load of laundry and cleaning up the tack room. I wear lots of hats, but that’s just how the business is — David wears just as many hats. Between David and I, we don’t have a dedicated barn manager so I would say that we both cover those responsibilities. I’m really particular about putting my boots on in a certain order. I put my right boot on, then my left boot, then my right spur, then my left spur. It doesn’t feel right if I don’t do that. Even David knows that I like to polish my boots in the morning and

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I’m really particular about putting my boots on in a certain order. I put my right boot on, then my left boot, then my right spur, then my left spur. It doesn’t feel right if I don’t do that."

have my hairnet correct before we start riding. If I don’t do all that, it bothers me and distracts me. 8:00 am David usually gets to the barn by 8:00. There are some days where he gets there super early and has done a million things before I even get there, but it’s typically around 8:00. We’ll look at the schedule and see if we’re starting with lessons or riding. We have a big board in the aisle with all of the horses’ names and we’ll run through who is riding each horse. A lot of times when David is away at horse shows, he’ll call me in the morning and we’ll do the board together. 12:00 pm I snack all day. I have a bag that we call my Mary Poppins bag because

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I can generally ride between five and twelve horses per day."

it’s ridiculous with the amount of stuff I have in it. I’m ready for anything. I usually have almonds, pretzels, carrots and fruit. I graze all day. I’ll usually eat my lunch while I’m tacking up or teaching. I don’t really like to stop and sit down to eat. I also drink tons of water. I have a giant water bottle that I try to finish every day.

3:00 pm I can generally ride between five and 12 horses per day. A lot of it is dependent on who is here and who is at the horse show. Generally, that takes up most of the day until 3:00-4:00. I’ll try to run loads of laundry in between because we

end up with lots of laundry with the amount of horses that we have. David’s kids, Cooper and Izzy, are usually back from school by 3:30 so we try to get them each on a horse right away. They usually each have a couple of horses to ride. If I still have some to ride, I’ll keep riding. If not, I’ll teach afternoon lessons.

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Get your WEC gear at 6:00 pm

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We have a lot of adult riders that If I’m home by 9:00, that’s pretty good. come after work, so if there are late I typically eat dinner at home. I cook lessons, I’ll teach those or at least be a lot of stuff on Mondays so I can eat in the barn so an easy dinner that someone throughout the is here while week. Once a I have a bag that we call my they’re riding. month I’ll do Mary Poppins bag because HelloFresh it’s ridiculous with the David does because I like amount of stuff I have in it. I’m ready for anything." a lot of the to cook, I just upper-level don’t have time. lessons with Other than the riders that are riding in the big that, I’ll do a big batch of quinoa and classes, but I can teach them if he’s vegetables so I can make bowls. I’ll at a horse show. have some chicken in the fridge that I 8:00 pm Everyone is usually gone by 8:00. If I have had time earlier in the day, I’ll already have tack clean. If not, I’ll clean tack. I’ll also sweep and put away anything that was left out. I like everything clean and picked up. It makes me feel better at the end of the day.

Visit us today 26

in Roberts Arena! VOL II 2020

Photos by Tracy Emanuel Photography

9:00 pm

24 Hours in the Life of Allie McBreen

I’ll watch TV to wind down. I love Bravo. I like any show that’s mindless. My favorite show is Below Deck on Bravo.

My favorite show is Below Deck on Bravo."

It’s basically the horse world on a boat with attractive men that don’t wear shirts. I think that I would be a great stewardess and I could totally be a deck hand also because I’m not afraid of scrubbing stuff. I could bring drinks to people and wash stuff off and have Tahiti in the background. It really is like the horse world. I could totally do that job and the weather is probably better most of the time than at horse shows.

can make quickly. I like something that’s easy. I also feel better that I didn’t stop at the drive-thru. If I’m going to pick something up for dinner, my favorite is Wendy’s. I love a spicy chicken sandwich and french fries. That or a McDonald’s Big Mac. If I’m going to get fast food, I’m going to go for it.

I’ll also take time to post stuff from the horse shows on Facebook and Instagram. I try to do that as it happens, but sometimes it doesn’t happen until later. 11:00 pm I’m usually in bed and asleep by 11:00. VOL II 2020

V o l t a i r e D e s i g n . c o m 28

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24 Hours

BECOMING PART OF THE

DAVID BEISEL STABLES FAMILY:

I grew up outside of Chicago. My sister, who is three years older than I am, liked horses and a friend of hers took lessons at one of the local barns. My parents gave her riding lessons for her birthday. Our birthdays are in the same month, so they figured they should do it for both of us. So, thatâ&#x20AC;&#x2122;s how I got into riding. From the first lesson I decided that was what I liked to do. I was 9 years old at the time, so I started a little later than most. I was really timid starting out, but for whatever reason I still liked it. I always liked riding and always felt the most comfortable at the barn with the horses. At a different farm we

were at, we would work at the farm after school to earn extra rides. I remember that I had the job of bringing all of the therapeutic riding ponies in from turnout and I thought I had made it big time. I thought that was really cool. Weâ&#x20AC;&#x2122;d do things like tack up horses for lessons and sometimes get an extra ride. I always liked riding and always Around seventh grade we felt the most comfortable at finally bought a horse, but the barn with the horses." my sister and I always had to

Allie's

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share, which was a little tricky with two teenage girls. When my sister went off to college, I got a horse that I thought would be my junior hunter. He was a little more green than I realized, but I learned a lot from that one and VOL II 2020

24 Hours

had him the last few years of high school. I went to the University of Findlay in Findlay, Ohio, for college. I got an Equine Studies degree and a Business Management degree. The woman who was the director of the program at Findlay my Allie and KTS Diregina

I can’t imagine doing anything else, I love my job."

senior year had worked with David Beisel a bit. He needed somebody, so I came down to the farm and met with him for a couple of days there and rode a bit. I came down to a Wilmington horse show and groomed for him well before it was World Equestrian Center and he and his wife, Paige, offered me the job. I graduated a short time after, packed up my dorm room and drove three hours south and I haven’t left since then. It’ll be 14 years in May of 2020. I can’t imagine doing anything else — I love my job!

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’ve worked for David for so long, there are so many memorable moments. We have the For Sunday mare now. We had her mom, Patoile, too. The Harlows bought her the first summer that I worked for David. She’s hands-down my most favorite horse we’ve ever had. When we got her she was relatively green for her age. She had mostly just had babies in Europe. I got to ride her and flat her a lot and she had the most amazing canter. She was really pretty, sweet and kind. She had a cool personality. I used to be on the road with David a lot and I got to watch her come up through the ranks.

David was down in Florida and the Harlows were flying down to watch the Grand Prix and they flew me down with them. She won the big Grand Prix that day, so it was really cool to be there and see that. It’s nice to have her baby now

and get to watch baby Sunday develop and come along. The Harlows also let me show their Rumerosa mare last year. That’s the first time I had gotten to do the Futures Prix at World Equestrian Center. I had always wanted to do those classes and just didn’t have a horse to do it on. She was a good one to get in the ring on because she’s super solid and won’t ever let you down. They let me start to show her. I was so nervous in the first Futures Prix, but we jumped clear, which I couldn’t believe. Then I realized that I should have learned the jump-off a lot better. Just having the opportunity to show that one was really cool. David also let me do the Futures Prix on KTS Diregina and she taught me to be fast. David’s always been so good about giving me opportunities. It’s really nice to know he’s in my corner.

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A Superstore with a Personal Touch If you spend some time in one of the three Agricon Kubota Superstore locations in Florida, chances are that on one occasion or another, you might be startled by the sound of a cowbell.

bottle of water and there is always fresh baked cookies and popcorn to enhance the experience.

Jack Ford, who shares ownership of the stores with wife Dana, and friend and business partner, Carrol Lewis explains, “When we get a sale, we have this big cowbell we ring. And when the bell rings, everyone in the dealership comes out and personally thanks the person who made the purchase.”

Known for having the largest inventory of Kubota equipment in the state, Agricon is a full-line Kubota Dealer for both Agricultural and Construction Equipment. The flagship store in Ocala opened under the Ford and Lewis ownership 11 years ago, as “an investment”. The next day after the purchase was complete, the stock market took its biggest loss in many years.

That fun tradition is just one of the personal touches a customer can expect. Every customer is offered a cold

The economy was slow and business was tough. The owners realized that to be profitable, they would

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physically need to step into the store and begin building their business. It was two years before they were able to take a paycheck. God blessed their hard work and in 2011, Agricon was the #1 dealer in the United States for percentage of increase among 1,100 dealers. They proudly display the award in Ocala that was presented to them while in Japan. The numbers are impressive, but it is clear that these stores are a labor of love for all owners and employees. From the weekly free lunches in June, July and August to the Agricon Family Rodeo Day and the many other personal touches, everyone is dedicated to showing their customers how much they are valued.

There are now stores in Ocala, Lecanto and Orlando. Lecanto/Crystal River was opened in 2011. The newest store, which is in Orlando was opened in 2018 and specializes in construction equipment. With the multiple locations, Agricon was awarded the #6 position in the nation in 2018. In 2019, all three locations have been awarded the Elite Status with Kubota. Expecting to be #1 again this year, the team at Agricon invite you to come and help them reach that goal!! Visit www.kubotasuperstore.com for more information or call (844) NEW-KUBOTA.

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Known for HER WORK WITH

RETIRED RACEHORSES, ISABELA de SOUSA IS FAR FROM RETIREMENT, ON THE CUSP OF A CAREER ALREADY BRIMMING WITH POTENTIAL!

as told to Jeremy Bleh

WEC ID

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Photo: Andrew Ryback Photography

When did you start riding? Iâ&#x20AC;&#x2122;ve been riding since I can remember! I started trail riding with my parents in Western saddles when I was about 2 years old. When I outgrew the western saddle, my sister and I got our first pony. Soon after that, I began taking lessons and then started competing.

Junior Rider Focus: Isabela de Sousa

WEC ID

Photo: Andrew Ryback Photography

Talk about the horses you are currently showing. I work with Daniel Bluman and Bluman Equestrian and I have the opportunity to show some sale horses that are in their barn, as well as some young horses they have. This gives me the opportunity to ride many different horses at different levels, allowing me to gain experience. What division do you show in? Since I show different horses, I donâ&#x20AC;&#x2122;t show in just one division, but multiple, depending on what the horse can jump. I usually show in the jumpers and I jump horses in divisions ranging from 1.10m to higher depending on the horse. Left: Isabela is named the 2018 USEF Junior Equestrian of the Year. Photo: US Equestrian Bottom Photo: Andrew Ryback Photography

Photo: Romeo Ghete

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retraining four off-the-track Thoroughbreds and winning the Retired Racehorse Project’s Thoroughbred Makeover Show Jumping division three years in a row (‘15, ‘16, ‘17). Another special moment for me was getting to be a part of the gold medal team representing the USA at the 2019 Pan American Maccabi Games.

WEC

Photo: Andrew Ryback Photography

WEC

Do you have any charms or lucky equipment you wear when showing?

The only lucky piece of equipment I would say I have is my belt. It’s a belt that my mom and dad got me as a present one year. It’s black with a Horseware buckle, and I wear it to show and to school. When I was younger, I had a different leather belt my parents gave me. It had my name on a nameplate, but I retired it after I finished the pony divisions.

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How did you get involved with the Retired Racehorse Project (RRP)? My dad had a retired racehorse that he started to ride and teach how to jump awhile ago. In 2015, we got Dewey Square, who was an off-the-track Thoroughbred and we started retraining him to jump. Shortly after, we heard about the RRP, and since then, we have participated every year in the show jumping and show hunters.

What are some of your biggest riding accomplishments, career wins, awards, etc.? One of my biggest accomplishments is being named the 2018 USEF Junior Equestrian of the Year. That is one I am so grateful to have been awarded. Another one I’m really proud of is VOL 2020 April II2020

Isabela takes a victory gallop with Mezcal at the 2019 Pan American Maccabi Games. Photo: Laura Wasserman

Photo: Andrew Ryback Photography

WEC ID

Share your thoughts on the RRP. We think itâ&#x20AC;&#x2122;s a wonderful organization that does so much to promote the retraining of off-the-track Thoroughbreds. My family and I continue to be big supporters of the RRP since itâ&#x20AC;&#x2122;s so important for people to realize the broad potential of the Thoroughbred horse. The last Thoroughbred we took to the TB Makeover, named Cozmic One, was particularly challenging and special, since he was the firstborn of the famous race mare Zenyatta. Due to his fan base, Cozmic One brought further recognition to the program and what its purpose is.

Right: Isabela and Cozmic One. Photo:

Melissa Bauer-Herzog

WEC ID

Who are some people who have helped or influenced you? I have been lucky to have many people who have helped and influenced me thus far in my career. To include: Ashley Watts, Callie and Elaine Schott, Rebecca and Conan Conway, Andrea Simpson, Ken and Emily Smith. Currently, I am fortunate to be a part of Bluman Equestrian, and especially appreciate the guidance and opportunities that Daniel Bluman is currently giving me.

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Describe some of your hobbies or interests outside of riding. I canâ&#x20AC;&#x2122;t really say I have many interests outside of riding, since riding is my passion, and I want to put as much time into it as I can to be the best I can. What are your career aspirations? More than anything, I want to be known as a good person and horsewoman. I want to compete and make it to the top level of the sport. Any other goals for the future? I plan on getting a business degree so I can eventually start my own business in the industry.

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Photo: Andrew Ryback Photography

WEC

Photos: Andrew Ryback Photography

REAL PEOPLE | REAL STORIES | REAL OCALA

Subscribe to our digital issue of Ocala Style Magazine to have it delivered monthly to your inbox.

OCALASTYLE.COM/SUBSCRIBE VOL II 2020

Dozy & Cozyy Dogs at World Equestrian Center

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DOGS IN COATS Photos by Andrew Ryback Photography

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SMOKE GET Photo: Andrew VOLPhotography II 2020 42 Ryback

IN YOUR

THE REAL LIFE RESCUE OF Smoking To Win by L.A. Sokolowski

he was foaled in 2014, a Banahan Farms-bred grey filly with a dark mane and tail, and probably the only thing prettier than her looks

was her pedigree, which glittered with names from Thoroughbred racing royalty: Bold Ruler, Mr.

EYES:

Prospector, Northern Dancer and the great Irish stallion, Princequillo. Yet little more than three years later, neither her looks nor her pedigree would protect Smoking To Win, as she became registered with the Jockey Club, from becoming one of more than two dozen Thoroughbreds in New York Stateâ&#x20AC;&#x2122;s Columbia County who fell victim to an uncomfortable, but not unfamiliar scenario, an overwhelmed owner with too many horses and not enough food. VOL II 2020

founder in 2004 of the Unbridled Thoroughbred Foundation, a volunteer-based nonprofit organization devoted to saving the lives of Thoroughbreds in peril, unwanted or retiring, or bound for slaughter. Susan and the veterinarian attending the horses, Lauren Kleine, DVM, had met before at HITS Saugerties shows and she knew they could work well together.

Our rescue policy is to let the horses set the timetable when it comes to their physical — and emotional — recovery."

They would need that spirit of cooperation.

Photo: Lucie McKinney

Where There’s Smoke It wasn’t a winner’s circle, but a muddy paddock on a cold day in February where Thoroughbred rescue veteran Susan Kayne found the mare she would call Smoke, and come to compare

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not to racing, but to show ring champions like Rox Dene. “I got a call from the ASPCA about a situation involving some Thoroughbreds in trouble and could I meet with the attending veterinarian,” said Susan,

When Susan arrived at the farm, Smoke was among the first horses to catch her attention. She saw a mare about 5 years old and in poor condition with a bloated, parasitic belly, dull and matted coat, and spine and hip bones all too clear to see.

Smoke Gets In Your Eyes: The Real Life Rescue of Smoking To Win

More difficult to assess was the lump Susan thought she saw under the mare’s throatlatch. At first, it was brushed off as just a chunk of mud stuck to the halter and, since Smoke was very head shy, it took both of them to hold her for a closer look.

they saw, “On the right side of her head, the cheek piece of the halter had grown into her jaw.” Working together to remove the halter and clean the wound, she said, “It was so deep you could fit your finger up to the middle knuckle in the hole.”

from this herd. “We had to take her. My concern was her wound re-infecting.” But she didn’t want the already fragile mare facing more stress by relocating her to a strange new farm, even one that offered sanctuary.

She expected an abscess but it was worse. After cleaning the pus away

Smoking To Win became the first horse Unbridled adopted

Because of the number of horses at risk and its proximity to the

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Smoke Gets In Your Eyes: The Real Life Rescue of Smoking To Win

Unbridled facility, “We chose to keep her where she was for a week and bring hay and medication to her.” Working with the ColombiaGreene County ASPCA, Susan and

Because it’s why we exist – to find good, productive homes for horses in peril.”

her team stayed to monitor and inventory the horses that had been starved all winter. “We (Unbridled)

were able to report on the condition of the horses and facilitated the placement of several to other rescue organizations.” “Our rescue policy is to let the horses set the timetable when it comes to their physical — and emotional — recovery.” In Smoke’s case, “we gave her time to move forward. It took about a month to build a relationship and earn her trust to really allow us to touch and feel her."

The Butterfly Effect A year before rescuing Smoke, Susan had already met the trainer destined to be her perfect owner. “Lucie Mckinney and I connected on Facebook,” says Susan, who had admired and respected the show ring accomplishments of the Mckinney family and their horses for decades. “I felt Lucie had always been a great representative of owning and caring for horses for the whole of their lives.” Lucie, who grew up riding with the Fairfield County Hunt Club and now lives in Florida, is considered by many to be one of the most talented and discerning USEF HJ, HE “R” judges in today’s show world. As Smoke began to recover, relax and reveal her healthy, natural self, Susan saw potential that deserved a professional look. For starters, the mare had filled out like a Warmblood-built show hunter:

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Photo: Andrew Ryback Photography

Photo: Lucie McKinney

“Free-schooling her I could see her movement was stunning, lofty, big and rhythmical. She was laid back, not spooky, and deserved a trainer who could develop her from the ground up.

have an open door policy but, naturally, the better the match, the less horses return. This was the right place, right time for Smoke to find someone who would help her become who she deserves to be.

“Placement is always the greatest challenge,” Susan continues. “We

“It brings me to my knees with gratitude to see how well this

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Smoke Gets In Your Eyes: The Real Life Rescue of Smoking To Win

worked out. Because it’s why we exist — to find good, productive homes for horses in peril.”

Smoke hit the lottery when she met Lucie." Susan calls it “magical” to see how her admiration for the Mckinney family has come full circle. “Smoke hit the lottery when she met Lucie. And Lucie sees an opportunity,

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through Smoke, to show how beautiful and useful rescued Thoroughbreds can be. Smoke is Rox Dene reincarnated!” Today, Smoke is in development at Justamere Pony Farm with ‘A’ circuit trainer Ryan Petronelli and being shown by assistant trainer, Taylor Franchi. “She has a great heart and is really willing to learn,” says Petronelli. “We’ve had her since August and it’s been working out great.” Going into

the new season, “We’re working on our lead changes and courses. She’s brave and takes it all in stride.” In December 2019, under her show name, Smoking To Win, the once-starving rescue Thoroughbred won her very first championship, in the Future Hunters division at her very first indoors show, the World Equestrian Center Winter Classic 1. It may be her first win, but no one expects it will be this inspirational Thoroughbred’s last.

WEC / Chagrin Mobile Boutique Coming to a horse show near you! Photo by Andrew Ryback Photography

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cene S@

WEC

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Winter in the Midwest 2020

he 2020 ‘Winter in the Midwest’ was our best so far with sold-out horse shows, great equestrian sport and lots of after-hours fun for everyone. We saw lots of old friends, some of whom are on their fifth winter showing with us; and we welcomed many new exhibitors this year into our WEC family. The 19-week indoor show circuit kicked off in December as World Equestrian Center was transformed into a magical winter wonderland with festive decorations throughout the facility. Holiday cheer was abundant as hundreds of sparkly trees graced the rings, hallways and Winner’s Wall. Santa Claus made his annual visit to Vendor Village and granted holiday wishes to all. Our hunter ring was transformed into a peppermint forest while the jumpers leaped over tall candy canes and made their turns around stacks of giant wrapped presents. In February, we celebrated our 2019 Champion and Reserve Champion exhibitors with a party in the Paddock Club. Winners received giant ribbons and gorgeous prizes including customized wool coolers and lap blankets.

Quality. Class. Distinction.

™

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Photos by Andrew Ryback Photography

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g in k t ri S up an

Published in

Alliance VOL II2020 2020 April

by Belea T. Keeney

Photos by Ramtin Daemi and Amy Davidson

The newly-formed Ocala Horse Alliance (OHA) plans to give a united voice to Marion County’s varied equine industry. umbers support why Ocala/Marion County lives up to the moniker of “Horse Capital of the World.” According to the 2018 American Horse Council Economic Impact Study of Horse Ownership in Marion County, there are 80,260 equines in the county, with an economic impact of $2.3 billion. The other number, also impressive but not so specifically quantified, Above: Pat Parelli

is Ocala/Marion County’s concentration of dedicated folks who initially entered the industry for personal reasons, only to later find themselves advocates for a diverse cross section of equine disciplines. This is the case for one multifaceted group that has recently come together to form the Ocala Horse Alliance (OHA). Founding members come from varied parts of the horse industry and include Raymond Di Maria,

Ellie Trueman, Bonnie Heath Jr., Pat Parelli, Tom O'Mara and Lynn Palm. Fostering the next generation of horse enthusiasts fits nicely into the mission of the alliance, which is to bring together the diverse equine industry and stakeholders to champion a unified voice. Stakeholders in the OHA range from farm owners to trainers and riders across all breeds and disciplines, horse rescues, trail riders and therapeutic equine programs. VOL II 2020 April

Striking Up An Alliance

Raymond Di Maria

Under the alliance, they seek to promote, educate and grow the horse industry in Marion County. On January 6th, 2020, The Ocala Horse Alliance held its first one-day summit meeting, titled One Industry, One Voice, at the clubhouse at Golden Ocala Golf & Equestrian Club. More than 230 people, representing a diverse base of the equestrian industry, gathered for a full day to discuss a variety of topics and to begin to build a platform for the creation of a five-year strategic plan for the horse industry in Marion County. Keynote speaker and nine-time World Champion Cowboy and founder of the Professional Bull Riders (PBR) Ty Murray, delivered an inspirational message on the importance of unity and highlighted the potential of an community that works together. Facilitated by well-known speakers and panelists, a series of breakout sessions was held with topics including Achieving Industry Unity; Marketing and Branding; Building a Fan Base for Equestrian Sport; Our Trails, Our Treasures; and

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Ellie Trueman

Marketing by the Numbers: What Today’s Demographics Tell Us. Attendees in the sessions were active participants in discussions designed specifically to gather input and suggestions for the creation of the strategic plan. One highlight of the summit was the announcement by the Marion County Public Schools’ Department of Elementary Education that the Ocala Horse Alliance and the school system will partner in The Black Stallion Reading Project (BSRP), which will be mandatory curriculum in all fourth grades in the county. Tim Farley, son of Walter Farley, author of the classic "The Black Stallion," was present to help make the announcement of this promising new project, which will use the horse to incentive fourth graders to improve their reading skills. Via BSRP, each fourth grader will receive a copy of "The Black Ellie Trueman

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Striking Up An Alliance

Stallion" and will be treated to a variety of activities and information about horses. Additionally, each elementary school will receive a selection of new books on horses for their respective libraries.

T. Paul Bulmahn

One of the alliance members, T. Paul Bulmahn, the owner and founder of GoldMark Farm, a Thoroughbred operation, recounts what initially triggered his love for horses.

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VOL II2020 2020 April

Striking Up An Alliance

Ty Murray speaks to the crowd at the OHA summit.

“When I was in the fourth grade, I read "The Black Stallion" and set my goal to become a jockey,” he said with a nod and hands spread out. Without words, he acknowledged that his physical stature got in the way of his dream, but not without trying. “I stopped eating so I wouldn’t grow to be as tall as my sisters. My mother had to force me to eat.”

Although Bulmahn was unable to become a jockey, his enthusiasm for horses continued throughout his life and it’s a love he’d like to share with local fourth graders through efforts the alliance has dubbed The Black Stallion Project. “We’d like every school age child to have the book "The Black Stallion" and the opportunity to visit a horse farm and learn more about horses.”

Attendees of the summit included stable owners, veterinarians, trail riders, equestrian facility owners, feed companies, tack store owners, trailer and transport company owners and a variety of all levels of riders, trainers and horse owners, as well as people representing a full spectrum of breed and discipline groups. The Summit was made possible by support from a number

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Striking Up An Alliance

of sponsors: Shadow Trailers, Berrettini Feeds, Tribute Feeds, BMW and Porsche of Ocala, CenterState Bank, Sparr Building Supplies, RedBrand, Natural Horseman Saddles, Running Stag Farm and The City of Ocala. The OHA also has just launched its Connections program, a monthly event free to all OHA members, which offers the chance to network, explore partnerships across breed and discipline lines and make connections for new marketing opportunities. Connections events are hosted monthly by a variety of venues

Tom O'Mara

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representing the diversity of the equine industry in Marion County.

Lynn Palm

The OHA is now aggressively working to finalize its five-year strategic plan based on input received at the summit. The plan will include an action agenda that will support and deliver on the mission of the OHA â&#x20AC;&#x201D; to unify, promote, educate and grow the horse industry in Marion County. For more information about the Ocala Horse Alliance or to become a member, visit ocalahorsealliance.com.

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VOL II2020 2020 April

Kerryann and Keith Terrelonge

alk through the door of Ocala’s Chocolate & Confections and you’re enveloped in the heavenly scent of chocolate and dazzled by row after row of handcrafted creations. It’s a visual and aromatic feast even before you enjoy the ultimate pleasure of tasting. Owners Keith and Kerryann Terrelonge opened their shop for business on February 13, 2009, so Ocala’s Chocolate & Confections celebrates its 10-year anniversary this month.

uccess S Sweet By Cynthia McFarland

It was Keith’s Jamaican heritage that influenced his eventual decision to go into chocolate as a career. His grandparents were coffee and cacao farmers in Jamaica and it was from

Published in

Photos by Meagan Gumpert

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his family that he learned to make chocolate and ice cream. Keith studied agriculture and worked in the country’s dairy industry for a time before moving to the United States. Having their own shop has given Keith the opportunity to hone his chocolate craft to perfection. Yes, it’s hard work and long hours, but for Keith, making chocolate is a passion. He relishes the opportunity to explore new ideas and come up with unexpected creations and combinations of ingredients. All of the decadent creations are handmade, and many of them

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require considerable time and effort before taking their rightful place in the gleaming glass display case. Take, for example, the shop’s truﬄes, one of their best sellers. Making one painstaking batch at a time is a three-day process. Keith admits these are the most timeconsuming of all his chocolates. Because he doesn’t use flavored chocolate, it takes the entire process to get the finished product just right. The first step is making the milk-based filling, to which flavor is later added. Keith then makes the “cell” of the truﬄe, prepares the ganache coating and pipes

The No. 1 request we get is for chocolate-dipped strawberries, so we are continuously dipping fresh strawberries.”

the filling into the hollow truﬄe, each of which is coated twice in the rich ganache.

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Bite into one of these lush treats and you’ll appreciate Keith’s dedication to detail. “We’re known for our truﬄes and our fudge,” says Kerryann, adding that they both come in a variety of flavors. For florists and chocolatiers, Valentine’s Day is one of the busiest times of the year. “The No. 1 request we get is for chocolate-dipped strawberries, so we are continuously dipping fresh strawberries,” says Kerryann. VOL II 2020 April

Sweet Success

She notes that they’re happy to make special order chocolate items, whatever the occasion. “We’ve made graduation caps out of chocolate, and even made chocolate statues that look like the Oscar award for a customer who was having an awards dinner. Some companies like to promote their business with a logo made from chocolate.” Virtually anything can be made with a little time, Kerryann assures. Ocala’s Chocolate & Confections occupies a small footprint in downtown Ocala, but there’s plenty going on within its walls. Remarkably, there are close to 200 different products and, of course, everything contains chocolate to some degree. Keith uses European chocolate because it’s ranked among the best in the world, and he loves to put his own twist on everything he makes. Some of the treats are his

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own invention, such as the torch cone. Filled with marshmallow and covered in milk and white chocolate with a touch of sprinkles, it’s Keith’s own take on the torch held by the Statue of Liberty. It’s impossible to pick one favorite from the dozens of beautifully presented chocolate delicacies. Customers have their preferences, of course. Many crave the peanut butter krispies, Keith’s upgraded version of the old childhood favorite

Chocolate enhances everything it comes in contact with ... that includes peanut butter, pretzels and sea salt. Kerryann says the ever-popular peanut butter cups sell out as soon as Keith makes them.

“Chocolate enhances everything it comes in contact with — nuts, pretzels, graham crackers, marshmallow, caramel corn, peanut brittle,” says Keith, adding that it’s important that all ingredients be top quality, not just the chocolate. It can be overwhelming to choose just one thing. If you can’t make up your mind, Keith may offer you a sample taste to help you decide. He’ll also reassure you that good dark chocolate contains heartVOL II 2020 April

healthy antioxidants — as if one needed encouragement to consume! Keith and Kerryann are excited about the next phase of their business, which has been two years in the making. “We’re preparing a food truck so we can take our chocolates and ice cream and be mobile for catering,”

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says Kerryann, noting that their chocolate fountain is always a popular request. “We’ll be able to do private and business events on-site. We’re happy to be here. Downtown is growing, and we hope to grow, too.”

Where to ﬁnd them Ocala’s Chocolate & Confections 104 E Fort King St. Ocala, FL 34471 352.789.6882

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PARENT’S

PER SPECTIVE

TAKING THE PATH from

Commitment Fulfillment to

by Robert Mendoza

have a fun perspective as the parent of horse kids. Unlike most parents who must take their kids to the barn and either drop them off or stay to watch, when Nora and Elise come to the barn, they enter into my world. As their trainer, I have the pleasure of watching and guiding my girls as they follow their passion. Certainly, we go to shows; but for me, the great part of horses is all

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the time the girls spend with them at home — they all but sleep in the barn! We are fortunate to literally have horses in our backyard. When they get home from school, instead of watching a show on TV (as I did), or getting on their phones to check social media, they want to go out to the barn. Not just to ride their horses, but also to groom the young horses they hope to ride someday or clean up the retired Grand Prix horse who I think looks better kept now than he ever did when

he was showing. The horses are part of their everyday life, not just a weekend activity or when we can get the kids to the barn, but they are there whenever they want. And for Nora and Elise, barn time adds up to the majority of every day possible. My wife, Kezie, and I didn’t know if the girls would share our passion for horses, so we were delighted when they showed such interest. We constantly remind them that they are fortunate to have really

well-trained horses to ride, which allow their riding to progress steadily. More importantly, however, besides their ability to do well at shows, we can see that the horses mean so much more to them than the show ring. They consider them their friends, their way to unwind after a tough day at school; and for me, the horses are a great way to stay more involved in the lives of my children. We can ride together, go for trail rides or have a jump lesson. This probably all seems normal to any kid that rides, but for me, it brings them into my workday. It gives me the ability to do what I love while still spending time with my family. What could be better than doing what you love with the people you love? Horses are a way of life and I love that I can give my girls such a great introduction into that life. I grew up in cities going through my week waiting for the weekend when I could go to the barn. One of my favorite memories as a kid was the first day I woke up at the farm where I rode and the first thing I smelled was the horses. It seems

Quality. Class. Distinction.

â&#x201E;˘

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Parents Perspective: Taking the Path from Commitment to Fulfillment

silly now, but to a horse-crazed kid, being able to spend every minute of the day at the farm was a dream come true. I love to see that same passion in my girls. That passion has driven me to accomplish things I would never have believed could happen. I didn’t have a plan, I just kept going to the barn and things just kept working out. Looking

and Elise go in the ring, and like most parents, I ride every step with them, but unlike most parents, I have a sense of accomplishment that is unmatched. I trained both of the horses my girls ride. When the horses behave, I expect it; and when they do something wrong, I instantly think about what I need to do to correct it. I do this with all

As a parent, I am delighted to see that through the horses, my children are learning the same VALUABLE LESSON I learned: IF YOU LOVE SOMETHING, be willing to work hard and stay with it, it will lead to a SUCCESSFUL and rewarding life.

back, I understand that it was hard work and determination that paid off. As a parent, I am delighted to see that through the horses, my children are learning the same valuable lesson I learned: If you love something, be willing to work hard and stay with it, it will lead to a successful and rewarding life. My coach/trainer/parent role is a fun one. I don’t stress when Nora

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my clients, but with the horses that I’ve trained, there’s another level of satisfaction. Couple that with the pride I feel as a coach and parent when my girls come out of the ring petting their horses and telling me how much fun they had, well, it just doesn’t get any better! We all want to win, but for me, winning in this sport is not just

finishing first, it’s getting around after you fell off, making a turn that you didn’t think was possible, or simply finishing a round when nothing seemed to be going your way. We all compete at shows, but with horses, we’re always competing against ourselves, much more so than the other people in the class. We all have goals and it is working toward those goals that is the true competition; it’s not how we do in a class, but how we do in comparison to our expectations. I may not win, but I did the best I could do. I love seeing this sense of accomplishment in all my students, but it is definitely special when I see it in my girls. As a parent, I don’t know what career path Nora and Elise will pursue as adults, but I know that their time spent with horses will help them be successful at whatever they do; they will possess the drive that comes from knowing that if you commit yourself to something, you will find fulfillment.

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VOL II 2020 Ohio 71 45177 123 Gano Road Wilmington,

DII GI T IZING D

the Riding Lesson Program by Juliana Chapman

VOL II2020 2020 April

hen Betty and John Messina wanted to do something special to celebrate their wedding anniversary, they didn’t step onto a plane to go to a vacation destination or reserve a table at an expensive restaurant, instead they decided to sit in the saddle and take a horseback riding lesson. However, what they thought would be an easy, seamless experience of finding a nearby stable in Westchester County, NY, turned into a two-month long process of emailing and phoning stables with sometimes no replies to their outreach. “The whole

experience was very discouraging,” recalled Betty. They finally found the right stable, took their lesson and when they finished the lesson, they took out their credit card. “There was an awkward moment when the instructor asked if we could pay by check,” Betty said in dismay. In the age of subscription services and a multitude of ways to pay for goods and services digitally, there had to be a better way. “It soon dawned on us, with our combined knowledge and technology backgrounds, we could solve this problem.” VOL II 2020 April

The Tech Equestrian caught up with Betty and John at the Longines Masters of New York last spring to get an exclusive interview on the features of their web platform and much needed offerings.

Seeing the Opportunity Both John and Betty come from the business and information technology (IT) worlds and quickly realized the potential of an online platform after interviewing riders and trainers and uncovering a way to change the archaic ways of paying for riding lessons. “It was kind of scary, because we found some stables had people that didn’t pay and that cash was disappearing or checks bounced,” said Betty who added, “there was also no easy way to track lessons.” Armed with those pain points and knowledge of IT, they started to design and build the system.

“

Our goal is to help stables grow their business.

HeelsDown and John Messina VOLBetty II2020 2020 April 74Founders

”

HEELSDOWN.COM: Digitizing the Riding Lesson Program

On October 17, 2018, heelsdown.com was launched. Now, more than a year post-launch, Betty not only is fully committed to the company, she has made it her full-time job. “I’ve been driving to stables to meet everyone personally and to share what our service can do,” she stated. “Our goal is to help stables grow their business.” The beauty of the solution is that

there is no cost to the stable to post information on the HeelsDown website. They do add a small fee for customers to book lessons. Betty has started out locally in the tri-state (CT, NY, NJ) area with the goal to expand nationwide. “We also have farms signing up on their own,” she added.

“

Booking a Lesson To book an English or Western lesson or leisure trail ride, you simply visit heelsdown.com and at the top of the page there is a search box that prompts you with this question: “Where would you like to

It soon dawned on us, with our combined KNOWLEDGE and TECHNOLOGY backgrounds, we could solve this problem.

”

VOL II 2020 April

HEELSDOWN.COM: Digitizing the Riding Lesson Program

ride today?” You can either search by location, farm or trainer name. By clicking on the farm, it brings you to a dedicated page with a description of the farm, hours of operation, a list of amenities, photos, map location, and a list of trainers. Then, when you click on a trainer, you’ll see their picture, pricing and description with the option to ‘book a lesson.’ In order to proceed, you will need to set up a login and password.

Profile Building to a Better Database

“

As the team gathers data and information on stables across the nation, it will become a powerful resource not only for equestrians looking to book lessons, but for

Even we use the product every time to book a lesson and we get excited to find out which horse we will be riding,

VOL 2020 April II2020

”

stables looking for trainers and trainers (and/or riders) looking for horses. The opportunity is vast in terms of the use of data and capturing information that can inform and build a profile on successful farms, trainers and more. “Our profiles feature not only incorporates the stable itself, but we profile trainers and horses in heelsdown.com,” explained Betty. “We want everyone to benefit and make it easy to train and ride.” The tool can also help stables pair up riders with the right horse before they even show up for the lesson. “We’ve built into the program the

“

HEELSDOWN.COM: Digitizing the Riding Lesson Program

We want everyone to benefit and make it easy to train and ride.

”

ability for the rider to get a notification from the trainer.” Betty and John are new to riding and are completely hooked, “Even we use the product every time to book a lesson and we get excited to find out which horse we will be riding,” she shared. They train with grand prix rider, Angelo Danza, at AD Sporthorses in Brewster, New York, and are very active and involved in the equestrian community. Riders have the ability to add to the system their riding background along with their demographics and other details to help the trainer assign the right horse. “Parents can also create a master account and then create subaccounts for their children, for easy booking and payments.” VOL II 2020 April

HEELSDOWN.COM: Digitizing the Riding Lesson Program

Stable Insights and Reviews As a farm owner, an internal dashboard is created to view payments, trainers and number of lessons booked. This provides stables full visibility on the lesson program, even if they are away at a horse show. “The information is available in real-time and our product is mobilefriendly,” Betty said. Riders have the ability to review and rate their lesson and can do that directly on the website. The ratings are based on 1-5 stars and serve as an accountability metric (something that has never really existed before

in the industry). “We encourage good and bad reviews,” said Betty. “Trainers can respond to the review.” They are hoping this type of feedback will help raise the bar on training and keep an open dialogue between trainers and students.

It Starts with One Lesson As technology becomes more prevalent in the horse world, Betty and John hope it opens more doors and attracts more outsiders into the sport. “We developed this platform to help facilitate an experience that is easy to manage before and after a

lesson and to provide equestrians with details to educate their ride,” stressed Betty. As they continue to gather more feedback from stable owners, trainers and riders they will start to add additional features including creating a mobile app. “We are very excited about the future, especially with providing tools that are designed to simplify the day to day.”

heelsdown.com @HeelsDownApp @heelsdownapp @HeelsDownApp

Ju l i ana Ch a p ma n Juliana is a technology marketing professional and lifelong equestrian who grew up in Rhode Island riding in pony and children’s hunter divisions in the local show circuit and later showed in the adult hunters in the Bahamas. She recently launched her equine technology blog, The Tech Equestrian, to provide insights on the latest technology products, software, apps and wearables that are becoming more prevalent in the horse world. In addition, Juliana has written articles for Horse & Style, Connecticut Horse and The Plaid Horse.

VOL II2020 2020 April

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VOL II 2020

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VOL II 2020

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The Colby Crossbody in Tattersall VOL II 2020 81

Equestrian Style: The Emerging Premium Travel Goods and Accessories Brand Baekgaard

TELL US ABOUT THE HISTORY OF BAEKGAARD. Baekgaard was founded in 1951 by my uncle, Peer Baekgaard. He came to the U.S. from Denmark after fighting with the Danish Resistance in World War II to live the American dream. He landed in New York with $127 in his pocket and a few hand carved Danish toy boats. He went straight to FAO Schwarz and pitched his product, which launched his business in European imports. Fast-forward 30 years, Peer became the President of the Merchandise Mart in Chicago and had developed a prosperous European-influenced giftware line called Baekgaard. Thatâ&#x20AC;&#x2122;s where he met my aunt, Barbara Bradley, who was showcasing her company, Vera Bradley. She was voted the first woman to the board of Merchandise Mart and Peer asked her out for a drink. The rest is history and the two were married until Peer passed away in 2007. Barbara re-launched Baekgaard in 2018, in Peerâ&#x20AC;&#x2122;s name, to carry on his legacy. The initial Baekgaard collection included totes, duffels, backpacks and small accessories with a strong European influence and a focus on quality. Today, Baekgaard is paving its way in the Equestrian market with a range of leather, microfiber, tweed and canvas bags that are street-to-stable stylish and functional.

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VOL II 2020

HOW DID BAEKGAARD BREAK INTO THE EQUESTRIAN MARKET? Baekgaard has always had a European influence that aligns well with the equestrian market. I grew up on a farm in Tallahassee, FL. My mom, Kathryn, always had a love for horses and a dream of having her own farm. She started with breeding Arabians, then realized she could have more horses if they were smaller so she switched her focus to breeding and raising miniature horses. Her main focus was good conformation, but she taught some to pull carts as well. After graduating from Valparaiso University in 2019, I moved to Fort Wayne, IN, to work for Baekgaard. My mom mentioned that Fort Wayne was central to a lot of horse shows and we started doing research on local shows. We quickly found that World Equestrian Center would be an

The Dopp Kit in brown tweed

VOL II 2020

Equestrian Style: Baekgaard

ideal place to showcase the Baekgaard collection. We first came to a show at World Equestrian Center in the summer of 2019 and our products were really well received by the Equestrian market. Since then, we have been to over 25 shows at World Equestrian Center and are looking forward to many more.

WHAT CAN WE LOOK FOR IN YOUR SPRING 2020 LINE? One thing that has been great about being on-site at World Equestrian Center is the daily interaction with riders. We have received great feedback and have incorporated ridersâ&#x20AC;&#x2122; suggestions into the spring line. Their suggestions have inspired new styles as well as updates to our current styles. We took our best-selling product, the Bob Tote, and made a smaller version called the Morgan, which is available in both leather and our signature Tattersall Plaid. We also added a much-requested removable shoulder strap as well as inside pockets to the Morgan.

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Our new Colby Crossbody is the The Cellphone Crossbody perfect size to carry your everyday in Tattersall essentials and is featured in our classic Tattersall Plaid. The most requested size by riders was a very small crossbody to carry their phone, ID and money. This led to the design of the Cellphone Crossbody. The Cellphone Crossbody comes in leather and Tattersall. We brought a prototype of our Mid Messenger, the smaller version of our popular Sloan Messenger, to the summer show and it received a great response, so we added it to the Baekgaard collection as well. Our final addition to the spring line was a redesigned version of our Clark Tote. We sold out of that style due to the high demand for a tote of that shape and size, so we wanted to include it in the spring line.

At Roberts Centre 123 Gano Rd. Wilmington,OH 45177 VOL II 2020 84 937.283.3201

The Dopp Kit in black leather

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VOL II 2020

The Morgan in Tattersall The Dopp Kit in brown tweed

Equestrian Style: The Emerging Premium Travel Goods and Accessories Brand Baekgaard

WHAT DO YOU SEE FOR BAEKGAARD IN THE FUTURE? We are always open to new ideas that we gather from our customers and we would love to include their suggestions in upcoming lines. This year will bring garment bags, rolling luggage and various new products that we can’t give too many details on just yet. Stay tuned for our summer and fall launches for 2020! Baekgaard will be partnering with my mom’s new company, Grey Fox Equine Designs, to offer saddle pads, dog jackets, leashes, collars and various other equestrian and pet items. Our signature Tattersall will be showcased throughout the line and we are thrilled to offer these items to our equestrian customers. We’re also very excited for the opening of World Equestrian Center — Ocala and hope to expand our presence south. Check out the complete line of Baekgaard products at their storefront in Vendor Village or online at baekgaardusa.com.

VOL II 2020

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VOL II 2020

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This property is in a prime location in the Starting Point Horse Complex near World Equestrian Center and HITS. This 20-acre site is situated high and dry on a bend in the road and boasts lovely views of the property and its mature moss-draped granddaddy oaks. The gorgeous two-story home is sturdily built of block and stone. It has an inviting great room with a vaulted beamed ceiling, two-story stone fireplace and a wide, floor-to-ceiling wall of windows. The master suite is conveniently located on the first floor while the rest of the family and guests enjoy privacy and comfort on the second floor. The farm includes a large center aisle barn with 14 stalls and an additional six-stall center aisle stallion or mare barn. There are five paddocks with water, two round pens, and access to a track. There is a hay storage area, tack room, feed room, bathroom and ridersâ&#x20AC;&#x2122; lounge that could be used as sleeping quarters.

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VOL II 2020

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