ETN (Equestrian Trade News) – April 2024

Equestrian Trade News April 2024 | Volume 48, No 3

GET INTO

GEAR! New products for

summer Plus

Meet a retailer fresh from South Africa How to help confused customers Keeping brand ambassadors on track

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK

Main Sponsor ETN 210x65 cover banner launched PRESS.pdf

2

14/03/2024

18:11

Main Sponsor

See pages 18-19 to find out more

Editor’s comment W ell done to Red Gorilla, Ethos bedding and Freedom Saddlery who have had the foresight to sponsor international paradressage rider Elan Williams.

If this 14-year-old, a grade 1 rider with cerebral palsy doesn’t make the 2028 Paralympics in Los Angeles, I’ll eat my up-to-standard hat!

I was lucky enough to meet Elan recently and was completely star-struck. The way she talks about her horses, and so clearly cares about their happiness, is the perfect antidote to any doubts about dressage retaining public acceptance.

Elan has a great team of lovely, unpretentious people around her, working their butts off to help her achieve her ambitions. But she’s no spoilt teenager... After our chat, Elan zoomed off in her motorised wheelchair… towing a wheelbarrow laden with Red Gorilla mucking out tools.

Elan’s catchphrase is ‘do it with a smile’ – an attitude the whole of equestrianism needs to embrace right now.

I’ve just read – in disbelief – a social media post likening manufactured equine feeds to the ultraprocessed ready-meals linked to horrible diseases in humans.

No wonder BETA feels it necessary to warn equestrian consumers about misinformation!

Most notably, our trade association wants horse owners to see past some of the pseudo ‘expert’ advice that proliferates online and on livery yards, seek out legally labelled and marketed products and get help from properly qualified people.

Many of the most outlandish claims are made for

In this issue...

feed supplements and lotions and potions; some of which we highlight in this issue of ETN. The trouble is, some horse owners will believe any old wives’ tales to avoid calling – and paying for – a vet.

The same can be said of saddler fitters. Why use a qualified one when anyone with the gift of the gab can convince worried owners that they’re a specialist?

So how can the trade help? Well, thank goodness the tack shop remains the first port of call for many concerned consumers.

It never hurts to keep a list and contact details of local correctly qualified practitioners behind the counter. Vets and farriers are easy because they are one, or they aren’t…it gets murkier with saddle fitters, therapists and even equine dentists.

Maybe the questions we should all be asking are: How are you qualified? Which body oversees your qualifications? Who assessed your qualification?

Does that body run CPD to update knowledge?

Then Google it all…

OK, I admit I do a fair bit of horsey shopping online. And I never cease to be amazed by the variation in both deliveries and customer communication.

Why is it that one retailer can exchange and deliver an item twice (due to sizing problems) in a shorter time than another could send me an email to say my purchase was delayed?

In both cases, I’d already handed over my money.

It’s the last time I’ll be doing so again to the latter…

Liz Benwell Liz Benwell

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GOOD GROOMING Shampoos and sprays

42

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MISINFORMATION CAMPAIGN BETA helps you reassure concerned customers

45

22

TRAVEL AND COMPETITION WEAR FEATURE Ready for a new season 46

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LEGAL DIGEST Why you need brand ambassador contracts

4

PRODUCT NEWS Latest launches

12

PEOPLE Who’s new, who’s moved?

IN THE HOT SEAT With Sarah Dawson from Mars Horsecare

Equestrian Trade News April 2024 | Volume 48, No 3

NO FLY ZONE Fly repelling products

NEWS Industry happenings

BENCH SADDLER Meet the winner of this month’s ETN/SMS award

EDITOR’S COMMENT | ETN

New products for

summer Plus

Meet a retailer fresh from South Africa How to help confused customers Keeping brand ambassadors on track

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK

Main Sponsor ETN 210x65 cover banner launched PRESS.pdf

2

14/03/2024

18:11

Main Sponsor

See pages 18-19 to find out more

Front cover: As daylight hours extend, the land dries up and grass grows, a funfilled horsey Spring and Summer stretch ahead. ETN brings you the best new season products your customers will want to buy including fly sprays and rugs, competition feed and grooming products.

(Photo: the Combo Mesh Air Fly Rug by Premier Equine International)

50

RETAILER PROFILE Meet a retailer fresh from South Africa 54

THE BETAS PREVIEW How to nominate your favourites for British Equestrian Trade Awards

28

AMTRA RAMA CPD FEATURE Supplements labelling explained

30

TURN BACK THE PAGES What ETN was reporting five, ten, 20 and 30 years ago 56

PERFORMANCE FEEDING Product gallery

34

SMS NATIONAL COMPETITION Find out who won saddlery awards

www.equestriantradenews.com

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GEAR!

57 Equestrian Trade News April 2024 | 3

ETN | NEWS

ETN NEWS

Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: info@equestriantradenews.com Website: www.equestriantradenews.com Subscriptions Distributed on a controlled-circulation basis to the retail trade. Paid-for annual subscriptions are £39.95 (UK), £73.00 (Europe), £86.00 (rest of the world).

Design & Print Designed and produced on behalf of EMC

by DJ Murphy Publishers: www.djmurphy.co.uk Email: abi@djmurphy.co.uk Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: editor@equestriantradenews.com Advertising Managers Evie Edgar Email: etn@djmurphy.co.uk Tel: 01428 601031 Abi Cannon Email: etn@djmurphy.co.uk Tel: 01428 601028 Digital Manager Nicki Lewis Email: nickil@beta-int.com The magazine is independent of all groups. Editorial views expressed in ETN are not necessarily the official view of any organisation or group.

Copyright All material is copyright Equestrian Management Consultants Ltd

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CBP123456

New faces join BETA Council The BETA AGM, held on 26 February, began with chairman, Michael Darley, reporting on his busy year.

Executive director, Claire Williams, then gave an overview of BETA’s activity during the last 12 months.

Successful campaigns included the Summer of Safety and Feed Fact Fortnight; while the rebranded British Equestrian Trade Awards (the BETAs) were presented at a sold-out Gala Dinner.

The trade association also continued to support the trade and educate consumers and participate in working groups addressing key issues, said Ms Williams.

BETA’s accounts were shared with the AGM by treasurer, Wendy Hofstee, who highlighted a positive year with the association returning to profit.

A proposed 5% increase in subscriptions was agreed by members.

Three new members joined the BETA Council… Olivia Turner is an animal behaviourist and bit and bridle fitter, Nic Preston is from Kent based retailer Speedgate Equestrian and Ishbel Watson is from wholesaler Abbey England.

 BETA executive director Claire Williams reported on a series of successful campaigns run by the trade association.

Thanks were given to members stepping down from Council – Chris Gordon (Dodson & Horrell), Ian Silman (Equicraft), Ian Mitchell (Heritage Marketing) and Peter Phillips (Abbey England).

The AGM was closed by BETA’s President, Jane Holderness Roddam.

Fitting saddles to riders: new guidelines on the cards Industry-wide guidelines relating to saddle fit for the rider are the aim of new work being led by Hartpury University.

The Society of Master Saddlers (SMS) already has a protocol for fitting saddles to horses.

The Hartpury study is funded by the Saddlers’ Company and headed 4 | Equestrian Trade News April 2024

by associate professor Dr Kathryn Nankervis in conjunction with the SMS research committee.

“Despite widespread recognition that saddle fit in relation to the rider is an important consideration when fitting a saddle to the horse and rider partnership, there remains no published

guidance on rider-specific aspects,” said a spokesman.

Meanwhile, Gemma Penhorwood had been awarded a funded studentship to carry out a PhD at Hartpury University, titled The interrelationship between optimal saddle fit and horse health, welfare, and performance. www.equestriantradenews.com

NEWS | ETN

Investor takes majority stake in household names Two of equestrianism’s best-known brands – Champion and Toggi – have a major new investor.

On 1 March, Michael O’Rouke’s Irish based investment company TDL Media completed its acquisition of a majority stake in Finest Brands Holdings Limited, the home of Champion, Toggi and ProLine Sports.

Sarah-Jane Fedarb, managing director of Finest Brands, whose late father John Ayres founded Champion almost 50 years ago, is to remain actively involved as a director.

She told ETN that it is very much “business as usual, with the benefit of new ideas and new investment from successful entrepreneurs who have a passion for sport in general, and in particular a passion for horses” following TDL Media’s investment.

“We are very committed to the trade,” added Ms Fedarb. “We really value our retail partners and with a reputation built on safety, we like our products to be individually fitted to each rider by a BETA-trained safety fitter in store.

Finest Brands’ 80 employees have been aware of the investment discussions and told their jobs are safe.

Offers from other investors were rejected, said Ms Fedarb, due to her concerns over her team's jobs being secure and British manufacturing continuing, which remains a top priority for her.

TDL Media has signed a long lease for the company’s sites in Cardiff where Champion safety products are hand-made, and Leeds – where Finest Brands is headquartered.

Champion helmet and body protectors and ProLine Sports sports products and bespoke medical supports will continue to be handmade in Great Britain.

Equestrian safety pioneer John Ayres and his wife Bridget founded Champion after he became dissatisfied with the quality of protective riding helmets available for his daughters and all riders.

Champion went on to become the first brand to launch riding hats made to the British PAS 015 standard. Body protectors followed and, more recently, MIPS technology was introduced to Champion helmets to help enhance protection further.

John Ayres passed away in 2013 and his family have continued to operate the business.

“Selling the business was understandably a very challenging decision for the family, however it has been a comfort to know that we were selling to TDL and the team there,” said Ms Fedarb.

“The TDL team share the same values and ethos that we have built up within the company at Finest Brands, we all look forward to handing over the reins and remaining part of this exciting next chapter for the business.”

Ms Fedarb offered her family’s “sincere thanks to the amazing, dedicated teams, both past and present, at our Finest Brands head office in Leeds and the Champion and ProLine factories in Cardiff, whose work helps to save lives.”

Toggi’s high quality clothing and footwear has been a popular feature of

the discerning equestrian and outdoor scene for nearly 40 years.

The Toggi brand supports the British Equestrian Federation (BEF) with sponsorship and clothing for international riders and their support teams, and with a percentage of the Team GBR retail sales going back to the BEF to generate additional funds for all equestrian disciplines.

Michael O’Rourke of TDL said: “It is with great pride and joy that we take the reins at Finest Brands.

“Champion, Toggi and ProLine are brands which are rich in history yet, like us, they are very much focused on the future. We’re excited to see what can be achieved.”

Founded in 2010, TDL Media invests across the media, sports and tech industries either on a majority or minority basis.

Its current portfolio of investments includes majority ownership of sports broadcasters Premier Sports Ireland, Premier Sports Asia and W Sport (the world’s first dedicated women’s sports channel).

It is also the owner of Elite Ice Hockey League team Glasgow Clan and the Braehead Arena as well the League of Ireland football team Shelbourne FC. Other investments include Zero Latency (a virtual reality gaming experience) and Circulator (email communications specialist).

Promotion is good as gold Honeychop promoted its new Super Senior product by hiding 250 golden tickets in bags of feed.

Prizes for the lucky finders included £250 to spend in a favourite equestrian store, money off vouchers and free bags of feed.

The three £250 prizes have been claimed by Jennie Tylec, Paula Kirkwood and Liz Bushell who shop at Parkland Equestrian near Sheffield, Russell’s Country Store at Larbert in Falkirk and Gatleys Country Store at Storrington, West Sussex. www.equestriantradenews.com

EQUESTRIAN

WATERPROOF FLY RUG 600D

There are still some unclaimed winning tickets out there, says Honeychop.

Pictured is Paula Kirkwood (left) collecting her £250 prize voucher from Lynn Allan, manager at Russell’s Country Store.

TRADE PRICE FROM

£24.99

£49.99 RRP

CODE: 2021

www.gallopequestrian.com

Equestrian Trade News April 2024 | 5

ETN | NEWS

BETA Conference covers diverse topics to equip industry for the future The annual BETA Conference took place on Monday, 26 February.

The hybrid event was well attended in-person and online with speakers covering topical subjects alongside networking opportunities for delegates and presenters.

The conference began with Gillian McAteer from The Citation Group sharing changes on the horizon from a HR perspective. She discussed updates spanning employment law, Carer’s Leave Regulations 2024, paternity leave, new holiday rules, redundancy, maternity leave, worker protection, new legislation around non-compete clauses and more.

Next, Graeme Chaplin from the Bank of England shared a sobering look at forecasts connected to inflation and growth over the next year. This session concluded with questions from the audience around learnings from low interest rates, the impact of elections, bitcoin and financial stability.

Before lunch, there was a panel discussion around innovations in marketing.

Laura Szuca from Equilibrium Products shared her insight around the company’s award-winning Golden Ticket competition, Harry Sykes discussed the benefits of video and some tips on how to start using it effectively, Scott Rowley

 The marketing panel, from left, Scott Rowley, Harry Sykes, Laura Szuca and Andrea Bristol, chaired by Rhea Freeman, was kept busy with questions from the audience.

from SRPR talked about how to get the best out of rider ambassadors, and Andrea Bristol from Admire PR discussed the power of print.

A Q&A session followed with questions from the in-house and online audiences.

The ASA (Advertising Standards Authority) and IOC (International Olympic Committee) Rule 40 was discussed in relation to working with riders in an Olympic year.

After lunch, John Arnold shared humorous political insight around elections, looking at the possible outcomes should different parties win the upcoming general election - plus the possible repercussions of geo-political issues such as the world economy, wars,

and the American presidential elections.

Jessica Stark from World Horse Welfare gave a fascinating talk on public acceptance of equestrianism.

She covered the challenges the industry faces, facts and figures around public and equestrian perception, the burning issues, and how we can all work together to help improve trust in the industry, behave ethically, operate sustainably, educate and raise standards.

During the conference, the North East Business Resilience Centre was on site to give advice, and Steve Leach shared his tips and insight around cyber security and how it’s important for all businesses to be aware and take action, whatever size they are. He explained the threat landscape including phishing, ransomware, unauthorised access malware, brute force and denial of service, and provided a list of easy, free actions everyone should take.

The conference concluded with a talk from Mike Berry, an expert in artificial intelligence (AI). He explained how to unleash the power of AI in business with a focus on its use in marketing and how we should be looking at AI as a valuable tool to help enhance user experience and excel in our chosen area.

BETA’s next conference will be the BETA Feed and NOPS Conference on 18/19 June, 2024.

BETA’s next conference will be the BETA Feed and NOPS Conference on 18/19 June, 2024.

Gatcombe cancelled “due to ever increasing costs” The Festival of British Eventing at Gatcombe Park has been called off.

The loss of the flagship event – due to take place on 2 – 4 August - means the British national championship is looking for a new home.

“The current economic climate has made it unviable for the event to go ahead,” said British Eventing (BE).

“Following the adverse weather experienced at Gatcombe last year [when the event was abandoned part-way through], and due to the ever-increasing costs associated with

6 | Equestrian Trade News April 2024

operating on a green field site, it has made the event unfeasible to run.”

Event director Peter Phillips added: “It is with a heavy heart that The Festival, which has played a significant part in the BE calendar since 1983, cannot run this year.”

He went on to thank the sponsors, trade stands and spectators for their support of Gatcombe over the years.

Event chairman Capt Mark Phillips said: “The horse trials at Gatcombe… have been a major part of my life for over 40 years when The Princess Royal

and I first had the dream.

“It’s truly a great sadness that the original model and indeed the sport has changed so much. Since Covid, costs, particularly insurance, have risen so much that the numbers no longer add up.

“It is an end of an era, the next 40 years of the sport will be different, let’s hope it can be equally special.”

BE is discussing a tender process for the national championships which now need to find a new home for this season and the future.

www.equestriantradenews.com

Stock up for sales as CUSTOMERS BELIEVE IN THE

Carl Hester “With the help of Metazone the horses were able to travel the world and perform at their best!”

Andrew James

Mrs Sally Schroeder

Dr Oscar Wain

AWCF Master Farrier

BVetMed MRCVS, Clinical Director

BVSc CertAVP (Equine Lameness) MRCVS

“A few of my long standing clients are now using Metazone and I have been really happy with the outcome in just one shoeing cycle. I am now recommending Metazone where I see altered gaits.”

“I definitely believe that Five Star Metazone is a very effective product and I will certainly be recommending it to friends.”

“Metazone has been fed to help a number of cases I have been involved with, I have been particularly impressed with the results. As a vet I also appreciate its value to the diet, which has been verified using a robust independent trial.”

Yasmin Ingham “With Five Star Metazone, they come out of an event or a training session feeling much fresher and bounce back much quicker than before.”

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For more information please contact your NAF Area Sales Manager, call the NAF Sales Office on 01600 710726, or our FREE Nutritional Advice Line on 0800 373 106 naf-equine.eu/uk

l New National advertising campaign l Five Star Metazone support

ETN | NEWS

UK agent appointed Equestrian lifestyle brand Mochara has appointed Cloud Retail as its UK agent.

“I am looking for the right retailers, in the right locations; sustainable growth is key to success,” said Matt Cummins, proprietor of Cloud Retail.

“With more brand ambassadors joining Megan Elphick, as well as exciting product launches planned, 2024 will be a big year for Mochara.”

When a burger just won’t do…

The Shaws Iberian Bar, Tapas and Grill is on a mission to provide this season’s show visitors and traders with good food and wine, happy faces and an enjoyable ambiance.

Open at events across the UK from breakfast until the early hours with lights, music and style, the Spanish themed bar is a sister company to distributor Shaw’s Equestrian.

“There’s always a place for a burger at a show, but if you want steaks cooked to order, tapas or prawns washed down with a good Spanish wine or champagne, this bar is a must,” says owner and mine host, Monty Stuart-Monteith (pictured second right with friends).

Kind-hearted companies

Saddle brand supports rising star Ten-year-old show jumper Poppy Dorise has joined the Pessoa team as a brand ambassador.

“As a rising star, Poppy embodies the spirit of our brand, and we look forward to supporting her on her remarkable

Innovation hub expands A third brand, StudFast, has joined the Charles Owen Innovation Hub. The accelerator initiative is designed to help new products reach a wide equestrian audience.

StudFast are said to be the first nonmetal studs on the market. They are made from impact-resistant polymer with the aim of reducing injury and making them easy to use.

Charles Owen CEO Dave Derby met StudFast founder Eleanore Kelly at the 8 | Equestrian Trade News April 2024

journey in the world of show jumping,” said Pessoa representative, Eugenia Ruiz Diaz Poppy rides in Pessoa Pony Legend saddles and uses the brand’s bridles, girths, martingales and stirrup leathers.

spoga horse trade fair earlier this year.

“The main mission of the Charles Owen Innovation Hub is to promote and develop products which improve either safety for the rider or the welfare of the horse,” he said.

“Once I met Ellie and heard her story, the product fitted perfectly with our values, and we were more than happy to invite her to join the team.”

Other companies within the Charles Owen Innovation Hub are FR Vincitore safety reins and RE ZRO body armour.

Dengie has donated feed to Remus Memorial Horse Sanctuary in Essex, with help from wholesaler Essex Animal Feeds.

Dengie has been working with the charity for more than 15 years, offering nutrition advice and evaluating the horses’ diets. An elderly equine resident, Minstrel, is pictured tucking into the latest delivery.

The feed donation couldn’t have come at a better time, said the sanctuary’s founder Sue Burton.

“The recent wet and windy weather have reduced our turnout time, so we’re using more hay and bedding which has had an impact on our funds. Thanks to Team Dengie and to Essex Animal Feeds for organising a swift and seamless delivery.”

www.equestriantradenews.com

NEWS | ETN

Sponsor steps up

Show jumper Mark Edwards has joined the team of Agria sponsored riders.

Also supported by the insurer are show jumper Joe Stockdale, eventers Ros Canter and Kirsty Chabert, dressage riders Gareth and Ruby Hughes and paralympian Natasha Baker.

Good news for electric fencing sales?

Strip grazing – for which many owners use portable electric fencing systems delivers a steadier supply of nutrients than free grazing, a new study has shown.

After rapid spring grass growth has stopped, strip grazing can deliver a steadier nutrient supply to horses than when they have free access to restricted grazing, researchers discovered.

This sheds further light on why strip grazing may be an effective weight management tool, says SPILLERS, the feed brand behind the work.

“This study gives us some important practical, takehome messages regarding

weight management and potentially the management of associated disorders such as insulin dysregulation and laminitis,” said Sarah Nelson from Mars Horsecare, home of the SPILLERS brand.

“Strip grazing in this study prevented rapid weight gains by providing gradual access to fresh pasture of decreasing nutrient value and preventing aggressive selective grazing.”

Eventers get a good night’s sleep

Bedmax is to supply the bedding for the horses competing at the Chatsworth International Horse Trials on 17 – 19 May. The company is also the official shavings supplier to horse trials at Badminton and Burghley and Bramham.

Developed originally for the racing industry, Bedmax was the first equine bedding company to achieve NOPS accreditation. www.equestriantradenews.com

Equestrian Trade News April 2024 | 9

ETN | NEWS

Vets dig into causes of mud fever

Better management and treatment of mud fever is what vets hope will be the outcome of a study currently underway.

This past wet, mild winter has been one of the worst on record for what’s also known as equine pastern dermatitis. The common and often painful skin disease is notoriously difficult to deal with.

CVS Equine practices are undertaking a collaborative clinical study to gather further information about the clinical signs and causes of mud fever.

Despite being a common disease, very little research has been undertaken into mud fever in the UK. In addition, numerous different treatments are currently used, for which there is not always robust scientific evidence, say the vets.

For the study, data collection from more than 70 horses across 20 CVS Equine practices has been completed and is being analysed. The results are expected to be presented at a scientific conference later this year.

“Venue for all” wins sponsorship Insurer Agria is sponsoring the outdoor arena at Solihull Riding Club, said to be the UK’s oldest and largest riding club.

The company has donated the Agria branded show jump used at the London International Horse Show to the venue.

Big brands pick up prizes Big European brands scooped a series of wins in the spoga horse innovations awards.

A panel of equestrian experts chose their favourites during the trade fair in Cologne, Germany on 3 – 5 February.

From an original entry of 60 products, five were judged to be the most innovative. There was also a prize for the best start-up product.

The winners were:

Jumping’s in the genes

Cara O’Connor, the seven-year-old daughter of Irish international show jumper Cian O’Connor, has joined the Coldstream Elite team of Next Generation sponsored riders.

Cara has been competing on 128cm ponies in Ireland and at the Winter Equestrian Festival in Florida.

“We are expanding our brand globally and Cara is the perfect young advocate at international events,” said Charlotte Lawson of Coldstream Equestrian, a Battles’ brand.

10 | Equestrian Trade News April 2024

Said Vicki Wentworth, CEO of Agria UK: “Not only is this venue exceptional, with facilities for dogs as well as horses and a location to benefit so many, but I have ridden here myself on multiple occasions. This is a venue for us all, whatever our equine aspirations.”

Amigo Hero 900 Revive Plus by Horseware Ireland: Using yarn left over on the ends of spools, Horseware produces uniquely patterned fabric for these turnout rugs. Each Amigo Hero Revive Plus has an individual, multicoloured look, but is as strong and reliable as its original namesake.

Rubino AS-X jump and Brillante AS-X dressage saddles by Prestige Italia Spa: The saddles’ AS-X technology combines two elements. The Adaptive System (AS) permits axial and lateral movement of the saddle's tree. The X-Technology, with its injected membranes, provides rider comfort.

Together they enhance the horse’s freedom of movement and rider’s stability.

uvex exxeed MIPS by uvex sports: With its elegant, sporty look, this helmet makes a chic style statement.

It’s produced in Germany featuring a newly developed EPS inner shell and MIPS technology. There’s an adjustable, Y-shaped retention system of vegan leather straps.

The Green-Tec 1200D Detach-A-Neck Medium Turnout Rug by WeatherBeeta UK: Made using recycled plastics, each rug saves over 380 plastic bottles from going into the ocean or landfill. 27% of the rug’s PU waterproof coating is created using recycled camera lenses.

Shacket by Struck Apparel: It looks and performs like a technical show jacket, but pulls over the head like a favourite sports jersey. This new design improves the fit, feel and performance of a traditional show jacket – and treats riders as athletes.

Barnery 2 Magnetic Bridle Holder

by Barney: Judged the best start-up product, this German-made design solves the problem of where to put a bridle. With a super-strong magnet to attach to any magnetic surface – such as the side of a horsebox or metal stable grille - it’s robust, safe and smart. www.equestriantradenews.com

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ETN | PRODUCT NEWS

PRODUCT NEWS Low sugar equine entertainment

Saddle delivers comfort and confidence

New Litemunch is the lowest sugar block in Equilibrium’s Munch range.

Designed to keep horses occupied and support digestive health, the 1kg high-fibre block is enriched with lucerne and spearmint.

Munch blocks are individually wrapped for maximum freshness.

Litemunch is available exclusively to the trade via Trilanco.

Equine America has updated its UlsGard Pellets.

The product now includes 280mg hyaluronic acid (HA) and an additional 180mg beta glucans per 100g daily serving.

The additions are supported by research, says Equine America.

HA features to help coat the stomach lining. Beta glucans benefit the gut microbiota and overall intestinal health, as well as supporting the immune system, adds the company.

Hands up for heated gloves!

The new Bates Versa brings cuttingedge performance features to an allpurpose saddle.

The close contact yet open seat ensures rider freedom, while an adjustable, ergonomic stirrup bar and ‘blocs’ deliver security.

A movable front FlexiContourbloc and thigh support bloc make this saddle versatile.

“For riders who enjoy all aspects of riding, both in and out of the arena, this saddle delivers revolutionary comfort and confidence,” says distributor Saddlery Brands International.

A jacket to celebrate

Mackey Equestrian has launched a limited-edition blouson to mark its 35th anniversary.

The green jacket, with the Mackey logo in striking gold embroidery, is available alongside the brand’s signature navy blouson.

With a fleece-lined interior, it has a water-resistant, breathable outer.

There are zip-up slanted pockets, a convenient arm pocket, and inner pocket for storing essentials. The elasticated waist and cuffs provide a tailored fit.

The jacket’s timeless design is a nod to Mackey’s rich heritage while appealing to the next generation of equestrians.

12 | Equestrian Trade News April 2024

Ingredients update

New Inferno heated gloves from Equetech solve the painful problem of cold hands.

So many riders, trainers and grooms suffer with arthritis, circulation issues or Raynaud's disease. Yet bulky gloves make it hard to do many horsey jobs and to ride.

Lightweight Inferno gloves are styled on Equetech’s Storm Waterproof Riding Gloves - but with the bonus of heated panels.

The panels are switched on and off by buttons on the wrists, and powered by small rechargeable batteries which sit in the extended cuff of each glove.

The batteries are removed through a waterproof zip for charging via a standard USB cable.

In addition to the heated elements, Inferno gloves have reinforced finger panels, a windproof outer shell, a midlayer waterproof membrane, and a micro fleece lining.

Faux leather palms give great grip and feel. The gloves’ fingers are touchscreen friendly too.

The gloves are hand-washable in cool water.

www.equestriantradenews.com

PRODUCT NEWS | ETN

Partnership “paves the way for new era in sustainable rider gear” An environmentally-friendly impact protection material has joined the Charles Owen Innovation Hub. RE ZRO is the second company in the business incubator scheme, alongside safety rein supplier FR Vincitore.

The initiative provides a fast track for new products to reach a wide audience in the equestrian industry.

“The collaboration between RE ZRO and the Charles Owen Innovation Hub is set to pave the way for a new era in sustainable rider gear,” says Charles Owen.

“Consumers can expect groundbreaking advancements that prioritise both performance and environmental responsibility.”

RE ZRO is said to be the world's first biodegradable and recyclable impact protection solution.

The distinctive purple armour is flexible, lightweight, has high ventilation, a low profile and strong environmental credentials.

“RE ZRO is the only solution in the world that provides top-tier impact protection while causing minimal harm to the environment in both the manufacturing and end-of-life processes,” says Charles Owen.

“The material is recyclable and independently tested for biodegradability, with RE ZRO TPE material achieving an impressive biodegradability rate of 14.14% over 90 days.”

Says Wil Marschall, CEO of RE ZRO: "At the start, we wanted to design body armour with sustainability at the forefront, but it didn’t take too long to realise that recyclability alone was not enough.

“The sad truth is that the consumer can do everything in their power to recycle a product, but there is a very high chance that it will end up in a landfill anyway.

“For this reason, we had to look at the entire production process and ensure that RE ZRO products would biodegrade in an estimated three to five years if they were to end up in a landfill. We also wanted to achieve all of this without any compromise on performance."

Charles Owen told ETN it has not yet been decided what products will use RE ZRO.

A real belter

Stirrup Belts by Equetech make the perfect finishing touch to a casual, competitive or 'away from the yard' look.

This season’s new leather belt, complete with a rose gold buckle, brings metallic magic to the collection.

In a range of sizes, Stirrup Belts come in black, navy suede, navy snakeskin, rose gold and black patent.

Sweet treats for summer

If you’re looking for an eye-catching talking point for your store or website, check out the latest rug design from Gallop.

Created with adults and children in mind, the fun prints are based on love-heart type sweets annotated with horsey catch-phrases – ‘dressage diva’, ‘born to roll’ and ‘jump for joy’ among them.

This spring/summer equine wardrobe is decorated in subtle seasonal pastel shades. The fly sheet is enhanced with purple binding; while the lightweight turnout rug’s lilac background is edged in scrumptious pink.

Gallop’s latest collection has a serious side too. The predominantly light-coloured fabric reflects heat and UV rays to help keep the horse or pony comfortable.

These rugs help discourage flies and midges too.

Available in super-small size 3’6” up to 7’, both rugs are made in true Gallop www.equestriantradenews.com

style with generous shoulder pleats, tail flaps and fully adjustable surcingles and chest fastenings.

The cut provides a great fit for all equine shapes and sizes.

“When I had the epiphany of the initial concept of this print, I knew it would look great for both a fly rug and a summer lightweight,” says Gallop’s Amy Drew.

“They will be a great addition to any horse’s wardrobe, especially those that love a stylish one-off print. I hope people love them as much as I loved creating them.”

Get shirty

The Equetech Combination Show Shirt combines elegant contemporary design with fabric technology.

The wicking shirt is cut to flatter. It has a dark navy body with a pinstripe bib.

There’s a hidden zip front and crisp petite white collar with press stud buttons and loop to keep a tie in place.

Matching pearl button shirt cuffs complete this smart show day or training shirt. The RRP is £49.95 Equestrian Trade News April 2024 | 13

ETN | PRODUCT NEWS

Brand new hybrid legwear

New Rhinegold Pro-Stretch Breeches are as stretchy as riding tights but with a breeches-like structure and traditional styling.

The super-comfy hybrid Pro-Stretch has belt loops, two large hip pockets plus a zip and double clip closure.

There are two faux pockets at the rear.

With a full non-slip silicone seat and Lycra ‘sock’ for added comfort inside riding boots, Pro Breeches are finished with an embroidered logo to the left hip and rear waistband.

In grey or black, the RRP is £84.50. Rhinegold is available exclusively from Snowhill Ltd.

Why should dogs have all the fun?

Lick mats are popular to keep dogs amused…and now horses can have just as much fun.

The Likit Graze Maze is a slowfeeding lick mat designed specifically for horses and ponies.

It provides an interactive feeding experience or distraction aid, just like the canine equivalent.

The British-made product, which comes in purple or blue, is durable and safe, says Likits.

The Likit Graze Maze can be placed in the horse’s usual feed bucket to slow down his eating rate. Or it can be used to create a grazing platter by pairing it with Likit Graze Paste and/or adding feed and treats as desired.

For a low sugar option, it can be used with a high-fibre mash – or even frozen to make a refreshing horse ice lolly.

The Likit Graze Mat has an RRP of £14.99 and the Likit Graze Paste is £6.99 for 1.2kg. Available from Trilanco or Battles.

In vogue

Rhinegold Vogue Full Seat Fully Lined Performance Ladies Riding Tights are a bit different from your average riding tights…

They are buttery-soft, yet substantial enough to give the wearer confidence. And that’s thanks to the ‘hold’ offered by the fabric’s density.

Vogue riding tights are fully backed with a soft fleece lining. There’s also a full silicone seat for grip, two large slip-in pockets on the leg and a soft but firm wide waistband.

In white, beige or canary, the RRP is £43.95.

Rhinegold is available exclusively from Snowhill.

14 | Equestrian Trade News April 2024

Put on a show

Battles’ brand Coldstream Equestrian has launched its 2024 competition collection with the Elrick Show Shirt.

For a bit of glamour, it has the Coldstream logo in diamantes, matched with glitter tape over a hidden zip.

The Elrick offers UV protection of 50+, making it ideal for hot weather. A hexagonal cut creates ventilation and allows movement.

The shirt is made from recycled plastic bottles and presented in recycled packaging.

“The Elrick Show Shirt has been meticulously crafted to be the perfect blend of timeless elegance and unrivalled innovation, all to meet every demand of the elite rider,” says Charlotte Lawson of Coldstream Equestrian. www.equestriantradenews.com

Keeping horses cool The new Quick Chill rug from Equilibrium is designed to cool horses.

Thanks to the fabric’s water-activated technology, the rug is ready to use after submerging in water and wringing out, or dousing from a bottle.

Once on the horse, it draws heat away from the body to promote cooling.

Conveniently, the Quick Chill can be activated at home, then stored for later use, say when competing or training away from home.

Equilibrium says the specialised material acts like a sponge by absorbing water, but without soaking the horse. This allows heat to transfer from the horse to the rug, before evaporating into the air.

The rug can be reactivated and reused as often as needed.

Senior support

New Blue Chip Senior Plus Feed Balancer provides key benefits for horses and ponies over the age of 14.

Elevated protein levels support continued work and improved top line, as well as those out of work struggling to maintain condition.

Normal hormonal function is supported with the inclusion of CushinCombo which contains chaste tree berries.

The new balancer helps maintain healthy joints with glucosamine, rosehip, MSM, calcium and omega oils; and gut health with prebiotics, probiotics, nucleotides and beta glucans.

Selenium, vitamin C and vitamin E support the immune system; while Blue Chip Senior Plus Feed Balancer also offers supplements for hooves, respiration, teeth, skin and coat via an enhanced vitamin and mineral package.

The product is not suitable for pregnant mares.

ETN | PRODUCT NEWS

Colourful collection

Getting to grips with safety reins

Spring is in the air – and LeMieux has launched its latest matchy-matchy collection of horse and rider wear.

The SS24 collection presents opportunities to play with colour to create the cohesive, colour-confident look that LeMieux is known for.

The Loire saddle pad has a satin upper and a soft, breathable natural bamboo blend lining which controls heat and wicks for coolness. The high wither shape enhances saddle fit.

New spring colours include dusty mid-blue Jay, light green Fern and a grey-toned brown neutral called Walnut.

Boots deliver herbs to hooves HufZorb, new from First Thought Equine, is a hoof boot to be used in conjunction with herbal infusions to address issues such as smelly frogs.

It’s easily applied by the horse owner and can also be used as a well-designed poultice boot which keeps the coronet band cool.

Packs of herbs are available separately. The suppliers clearly indicate that some herbs are FEI competition compliant; some are not.

The herbs are placed into a teabag-like holder which is dampened (with warm water for best effect), then inserted into the bottom of the hoof boot.

When the boot is placed on the horse, and he bears weight on it, the herbal infusion moulds around the sole of the hoof and frog to allow absorption to take place.

The boots can be used in the stable or for travelling. They are especially useful to keep stabled horses’ hooves clean when in for prolonged periods.

Joint product has “groundbreaking formulation”

The French nutraceutical laboratory Audevard, which specialises in equine health, is behind a new joint supplement.

Ekyflex Arthro Evo is said to have a “groundbreaking formulation comprising a new generation of highly specific, concentrated ingredients.”

The maker adds that it has opted to include boswellia as a substitute for MSM. Other ingredients include plant-based 16 | Equestrian Trade News April 2024

HufZorb was designed by First Thought Equine, home of WOW saddles, working in conjunction with farrier Jamie Hubbard.

A range of boot sizes and packs of various herbs are available.

FR Vincitore has unveiled a new rubber version of its safety reins that feature a patented quick-release connector.

The reins are designed to prevent horses and their riders from becoming tangled in the reins in the event of a fall.

New Libre reins from FR Vincitore combine the quick release connector with a rubber coating and optional leather loops for superb grip in all conditions.

They have an RRP of £78 and are available in two widths - 12mm and 16mm – and pony, cob and full sizes in black or Havana.

There are three connectors to choose from, depending on rider weight.

The innovative technology in the quick-release connector means the reins stay connected while riding, galloping, jumping and handling – but release in a split second if the reins get caught on a gate, the horse puts a leg through them or the rider gets tangled in them.

Connectors can be used three times before they must be replaced.

Replacement packs of one or three are available.

glucosamine, phytosterols from avocado and soy, proanthocyanidins from grape seed and skin extract, and Peptagen II, a collagen precursor complex.

Audevard points to scientific research on the product too.

A 2023 study with 20 horses assessed gait symmetry before, during and after 30 days’ supplementation with Ekyflex Arthro Evo at 30g/day.

The analysis revealed rapid and sustained improvement in gait symmetry, says the company, confirming the product’s effectiveness in sustaining optimal joint health. www.equestriantradenews.com

PLUS! PONY TRU MP CA

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Manufactured

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1. Transitions

A fundamental weapon that every rider should have in their arsenal is transitions.

Why? Because they'll improve your horse’s balance and encourage him engage his hindquarter-based engine as he moves between gaits, rather than pulling himself along with his front end.

Begin with walk-halt-walk transitions, engaging your core – that is, your stomach, back and seat – to help him maintain his balance and use his hindquarters rather than pulling against your hand. From here, you can slowly build up to trot-walk-trot transitions, and walk-trot-walk transitions.

2. Leg-yield Lightening your horse’s forehand needn’t be complicated – all you need is a series of simple exercises

Photos: Jon Stroud

A

horse’s natural inclination is to move in a slightly downhill fashion – after all, naturally, that’s where he carries around 60% of his weight. However, with his front legs doing the brunt of the work, his hindlegs then take a backseat.

As a rider, you need your horse to be working properly through his back so that he can carry you effectively, but this can only happen when he’s working into a soft and light contact that is powered by his hindquarters. In order to generate this energy, you’ll need to strengthen your horse and encourage him to become more supple and balanced. Here are a few targeted schooling exercises to get you started.

There’s barely a schooling snag a leg-yield can’t help to fix – so there’s no surprise that those sideways steps are making an appearance here, too. They’ll supple your horse and encourage him to take more weight behind due to the engagement required to get his hindlegs crossing over, so by making this a regular part of your sessions, you’ll be reaping the rewards in no time.

Introduce leg-yield on the three-quarter line, where your horse will be most inclined to move out towards the track. Rather than allowing him to drift, ask him to step with purpose, then...

1. Apply a little pressure with your inside rein for a small degree of inside flexion, but maintain the contact with your outside rein to keep hold of his shoulder.

C

Warm-up wisely

For a horse who’s on the forehand, it can be tempting to try and get him sitting on his hindquarters from the second you set foot in the arena. However, it’s most important to prioritise getting him going forwards first, allowing him to stretch on a loose rein in walk and trot, before you try and refine his way of going too much.

40 HORSE&RIDER

3. Square turns

H

M

E

B

K

TOP TIP

Switch between these three exercises during your sessions so your horse doesn’t start to anticipate the next move.

F

A

Route 1 Route 2 Route 3 Square turn

2. Move your weight onto your inside seat bone and apply your inside leg on the girth to engage his hindleg and ask him to step him out towards the track.

3. Support your horse with your outside leg behind the girth to keep driving him forward and also prevent him from falling out or leading with his quarters.

When you’re confident with lateral steps from the three-quarter line, there’s no limit to where your leg-yield could go. You could add a few extra steps by attempting it from the centre line back towards the track, or zig-zag to and from the threequarter line, changing the bend as you go. It’s easy enough to do out on a hack, too, and has the added benefit of helping you to stride out some tension if your horse is on the keener side.

A great way to encourage your horse to shift his weight backwards is through 90° turns. This technique sounds simple but don’t mistake that for it being easy – it takes a great deal of balance to master. To do it...

1. Ride large around the arena in walk, applying a half-halt as you approach the corner.

2. Apply pressure with your inside hand to encourage your horse to flex slightly to the inside, and keep your outside hand close to his neck.

3. Squeeze with your

inside leg on the girth to encourage him to keep working up into your outside hand, and place your outside leg a fraction behind the girth.

4. Straighten up out of the corner, before repeating in the next one.

Once you’re confident asking for square turns while going large, why not take your horse on a square at either end of the arena?

You can then upgrade the difficulty by riding a 20m square in the centre of the arena – where you won’t have the support of the corners to help you.

BUYER’S GUIDE

4

# Number of colours available

Height

MOUNTING BLOCKS

Non-slip Weight

Make getting on your horse easier with these handy blocks

Maximum load

U Photo: Jon Stroud

lift off

KEY

sing one is better for your back – not to mention your horse’s – and it can reduce unnecessary strain on your saddle, too, but how much thought do you put into the mounting block you use?

Choosing one that suits your riding lifestyle TOP TIP is a simple way to It’s important to position streamline your your mounting block on a routine. That’s secure, level surface and ensure why we’ve taken a it’s tall enough for the size of look at the options horse you’re getting on. available, whether you need one for the yard or lorry, or a combination of the two.

The multitasker

Why not try...

Stubbs Up and Over £35

A combined three-step mounting and jump block, perfect for taller horses. With shallow cups either side of each step and a rope handle for easy carrying. stubbsengland.com

TOP TIP

The position of your block while mounting is important. Too close and you’ll apply a lot of downward force on your saddle, possibly leading to a slip. Too far away and you’ll have to launch yourself, which will be uncomfortable for your horse.

15

1.5kg

Why not try...

QHP Step-up stool £19.95 Super-lightweight and folds away for easy carrying, the slim profile makes it easy to store when not in use. Doubles up as a height booster for perfect plaits, too. qhp.nl

HORSE&RIDER 41

100kg

Mounting from a block shouldn’t be a sign that you lack flexibility.

Repeatedly getting on from the ground puts a lot of strain on one side of your horse’s body – so you’re saving him a lot of stress.

The all-rounder

15

Solved!

30.5cm

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The space saver

If storage space at your yard comes at a premium, you’ll want a dual-purpose piece of kit that works a little smarter. Light in weight, it’ll be easy to move and will keep your kit safe, too.

Issue 657 £4.75

21 March – 17 April 24

SHOULDER-IN MADE EASY

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LAMINITIS

JSW One Step tack box with handles £59.95

New research

Made from tough polyethylene, this will keep your grooming kit secure while giving you a safe spot to mount from. With flexi handles for manoeuvrability, it has a watertight 50-litre lockable capacity. jsw4jumps.co.uk

EXPLAINED

41.5cm

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TOTAL POSITION 14

It’s small enough to be mobile, but robust enough to become a yard staple. In fact, if you buy one, you’ll probably end up sharing it between a few of your stablemates.

60cm

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The taskmaster

Tall, sturdy, yet surprisingly mobile, this one’s likely to tick all the boxes. Once you find one, you’ll wonder what you did before it arrived.

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Classic Showjumps Two Step Heavy Duty £77

PolyJumps Three Step £110

Hard-wearing and robust set of steps. The hand holes at the side make it easy to move and it’s fitted with abrasive anti-slip strips on each step for sure footing. classicshowjumps.com

It’s strong and durable but also lightweight and easily transportable due to the built-in wheels and handle. Each step is textured to prevent slipping.

Three step solution for mounting any horse or pony. polyjumps.com

142 HORSE&RIDER

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If it’s all about aesthetics at your yard, you won’t want anything cluttering up your backdrops. But, what if your choice of mounting block could double up as a schooling aid?

The foldaway

When you’re frequently on the go, you need something that can keep up.

Whether you’re schooling in the field, plaiting for a competition or away from home, it’ll need to be light, easy to handle and simple to stow away.

1 layout,

4 WAYS!

DJMurphy

Ready for

Mounting made easier

Issue number 657 April 2024 n 11 signs of good horse health you need to know n Vet’s guide to colic n My life with horses: Josh Hill n Six secrets to galloping n Our expert panel answer your questions

In the saddle

The UK’s best-selling equestrian monthly

LIGHTWEIGHT WATERPROOF

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HORSE&RIDER 143

To discuss your brand and bespoke package options contact the ad team 01428 601020 or abi@djmurphy.co.uk Product Editorial • Tried and Tested • Digital • Social • Email • Advertorial • Video • Research • Inserts • Events • Covermounts • Reader Offers

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People ETN | PEOPLE

I’Anson Bros – home to British Horse Feeds and The Golden Paste Company - has recruited Andrew Richardson as commercial director. He has previously held roles as managing director and group CEO at other agri supply companies.

Will I’Anson, who previously fulfilled the role, is to focus on procurement as the business grows.

Mr Richardson’s appointment comes as the business is set to open a £20 million feed mill and distribution centre at Dalton Industrial Park in North Yorkshire.

I’Anson’s managing director Sarah Richardson (no relation) said: “The role of commercial director is vital in ensuring we capitalise on the significant investment we have made in developing the new mill.”

Rebecca Howsam, who manages Hy Equestrian, has now taken the Lincoln Horse Care brand under her wing too.

Rebecca has been with parent company Battles for four years, working closely with other members of the marketing team to help develop new products and collections.

Rebecca competes Ginger, her 22-year-old mare, in dressage. She also has a four-year-old warmblood called Boris whom she’s owned since he was a six-month-old foal - and Kally, her rescue Labrador.

Nick Alexander is the new president of the National Trainers Federation which represents the interests of British licensed racehorse trainers.

20 | Equestrian Trade News April 2024

Renowned horse bits and bitting expert Tricia Nassau-Williams has been made an Assistant of the Worshipful Company of Loriners.

The appointment means Tricia joins the ancient livery company’s Court, the decision-making board comprising its Master, Wardens and Assistants.

Tricia has specialised in lorinery throughout her career and says the subject is her passion. She ran an equestrian retail business before joining the British Equestrian Trade Association (BETA) as field officer and lorinery consultant.

Tricia has been a member of the Loriners’ Company since she was enclothed as a Liveryman in 1994. “I am honoured and delighted, and look forward to serving on the Court of our Company,” she said on her elevation to Assistant.

The Loriners’ Company dates back to 1261 and is among the oldest of the livery companies of the City of London.

Its current activity includes supporting the equestrian trade, giving to charity, involvement with City of London affairs and working to improve equine welfare through education.

Tricia is pictured on being installed as an Assistant of the Loriners’ Company by its Master, Dr George Anderson.

Hartpury University has appointed Martin Clunes as its inaugural Chancellor.

The Doc Martin actor has horses on his Dorset farm and presents TV documentaries on equines and dogs.

Mr Clunes is president of the British Horse Society, a patron of the Wormwood Scrubs Pony Centre, the Horse Course, Julia’s House Children’s Hospice and the Fortune Centre.

Sarah Chantrell has joined The Golden Paste Company and British Horse Feeds as business development account manager.

She previously worked in a retailer-facing role in the horse feed industry for almost ten years.

“I love the variation of being on the road, meeting new people and not only promoting the brand but also helping to educate about the importance of optimum nutrition,” said Ms Chantrell who owns a horse and two dogs.

The Golden Paste Company and British Horse Feeds are part of I’Anson Brothers.

Nine high-performing coaches from across the horse world have been awarded the British Equestrian Level 4 Coaching Certificate (endorsed by UKCC). Certificates were presented by British Equestrian’s chief executive, Jim Eyre.

Pictured, from left, Jo Burns Firth (British Showjumping), Ellie Halsey (British Horse Society), Claire Edwards (British Showjumping), Nina Boex (British Dressage), Eve Staveley (British Showjumping / Modern Pentathlon), Liz Madeley (British Horse Society / British Showjumping), Steph Bradley (British Dressage / British Horse Society) and Senara Caddy (British Horse Society).

Becky Monk (Riding for the Disabled Association) is not pictured. www.equestriantradenews.com

PEOPLE | ETN

Emily Maunder from Lancashire, a store colleague with Pets at Home, topped the companion animal category. Winner of the vet nurse category was Hannah Simmons from Middlesbrough who has her own dog grooming salon.

Runners-up were Juliette Eatwell (all-species), Bethany Donnelly (equine), Hannah Lane-Such (companion animal) and Klaudia Wojcik (vet nurse) Said Stephen Dawson, AMTRA chief executive: “I not only offer huge congratulations to all of the 2024 winners and runners up, but also to every single person who has ever committed to the training that comes with being an AMTRA RAMA to drive excellence in the animal health industry.”

Vikki Richards has joined PR agency Admire PR. She lives in Oxfordshire and was previously an international head groom for British team rider Emile Faurie. www.equestriantradenews.com

Denise Silman (pictured left) has been presented with a Fellowship of the Society of Master Saddlers (SMS) by the society’s president Karen Schlotter.

Denise was SMS president in 2010 and has been a member of its executive committee for more than 20 years. An active member of the South West region and a number of sub-committees, she has chaired the modules committee, co-ordinating the society’s CPD events and Walsall visits for members.

She’s also been an assessor on SMS saddle fitting courses.

“Denise is a ‘behind the scenes’ lady; she’s reliable, dependable and a hard worker. If you want something done quietly and with no fuss, Denise is your girl,” says SMS CEO Hazel Morley.

On receiving her Fellowship, a surprised Denise said: “What an honour, I’m in complete shock.”

Denise began her career in the early 1980s running her own saddlery shop in Somerset. In 2002, she started saddle fitting full-time, working alongside her husband Ian who is a qualified Master Saddler.

Today, Denise fits saddles parttime and supports the SMS and its members which she describes as “one big, happy family.”

Memories aplenty were shared at a recent reunion of the team who ran E Jeffries. Around 35 former employees of the famous Walsall saddlery company met up – and plan to do so again.

Pictured, from left, are David Seipel, divisional managing director from 1973 to 2001; Brian Hynes, export administrator; Dave Darley, UK sales director; Michael Williams, international sales and marketing director; Chris Perks, commercial admin; and Graham Bell, warehouse and distribution manager.

E Jeffries was founded in 1820 and became part of the Goold Group in 1972. The above team’s tenure at Jeffries saw a period of massive growth with the business incorporating

A Walsall based leatherworker, who creates high fashion from reclaimed saddlery leather, has won the latest annual Abbey England Scholarship.

Lauren Broxton, who has her own business of the same name, combines traditional leather craft skills with contemporary design practice.

The 2023 Abbey England Scholarship, which the leather and workshop supplies distributer has run for six years now, attracted entries from Belgium, Finland, Australia, New Zealand, Germany, Sweden and the USA as well as the UK. Fifteen finalists were invited to a workshop day run by renowned leathercrafter Nigel Armitage, during which Abbey England CEO Richard Brown chose Lauren Broxton as the winner. She received £500 worth of Abbey England product, expert advice and online support.

Leading equine nutritionist Ruth Bishop appeared in the 2024 Women in Trade Association Outstanding Member Contribution List, published on International Women’s Day (8 March).

Ms Bishop chairs the BETA Feed Committee and is director of equine at H J Lea Oakes.

The powerlist of inspirational women in the trade association sector is a collaboration between the FSB (Federation of Small Businesses), CBI (Confederation of British Industry) and the Trade Association Forum.

Eldonian, Falcon, Charles Mountfort, Wyrley Trees and Brady sporting goods.

“I enjoyed building and heading a very professional team of management,” said former MD David Seipel following the recent reunion.

Mr Seipel was also actively involved with BETA and BETA International, as well as working with colleges to encourage saddlery skills training.

Equestrian Trade News April 2024 | 21

Photo: Jon Stroud/British Equestrian

AMTRA, the body that trains and regulates RAMAs/SQPs, held its annual awards ceremony during the AHDA (Animal Health Distributors Association) conference in January.

Winner of the all-species RAMA category and taking home the AHDA Cup was Melanie Griffin from Warwickshire who is a product manager at Mole Valley Farmers.

The equine RAMA category was won

by Sarah Cheadle, a student veterinary nurse from Surrey.

ETN | BENCH SADDLER OF THE MONTH

Celebrating the best bench saddlers…

This award, presented in conjunction with the Society of Master Saddlers (SMS), recognises those who uphold the highest standard of leathercraft skills.

This month’s winner is SIGNE DREYER. Signe was awarded first place in the Small Business Saddle Makers class at the 2024 SMS National Saddlery Competition. Based in Denmark, she made the trip to London for the presentation.

About Signe Dreyer

 Signe Dreyer’s prize-winning jump saddle has a honeybee theme. Signe begins her unique creations by doodling designs on paper. This drawing for her honey-bee themed saddle illustrates its buckle guards ‘dripping with honey’.

Signe has always enjoyed making things with her hands. As a child, she made furniture for her dolls’ houses; when she was older, she started sewing her own clothes.

Combine this creativity with a love of horses, and it’s no surprise that Signe was keen to become a saddler.

“After I finished high school, I moved to the UK and attended Capel Manor College where I did my City & Guilds Level 1 and 2,” she says. “I then moved back to Denmark and started working as a bench saddler for a saddle fitting business.”

While at Capel Manor, Signe had attended the SMS Introduction to Saddle Fitting course enabling her to saddle fit alongside her boss.

During the time she was working, Signe returned regularly to the UK to train with Mark Romain at the Saddlery Training Centre.

She gained her bridle and saddle qualifications, as well as the flocking qualification, plus her health and safety written test.

Starting her own business

Then, in 2021 Signe started her own business, Dreyers Sadelmageri, which she operates mainly from the back of her van. Last year, she qualified as an SMS Saddle Fitter.

“My van is a fully functioning workshop,” she says, “so I am able to do all repairs and adjustments on site.”

22 | Equestrian Trade News April 2024

Signe admits that business ownership can be stressful - especially juggling being the proprietor, the office person, the saddler and saddle fitter.

So she’s grateful that her dad helps her with the accounts and IT. However, there are lots of things that Signe loves about her job, including meeting all different kinds of riders. Her clients include dressage riders, show jumpers, leisure riders and some who compete at a high level in Icelandic horse competitions.

Signe loves combining her craft and saddle fitting skills, and feels lucky to be able to do both. She enjoys being outdoors and working with the horses and their owners.

“It’s very satisfying to improve the fit of a saddle and see the positive impact this has on both the horse and the rider,” she says. “It’s a great feeling to know that I have helped a horse to a better riding experience.”

Making ideas real

Saddle making is Signe’s favourite thing to do at the bench. She loves creating something unique and special, having spent hours doodling ideas on paper and then creating them for real.

For the SMS National Competition, Signe made a cognac-coloured jump saddle with a honey-bee design. The saddle nails are hexagon shaped and there is a honeycomb pattern at the bottom of the flaps with dripping honey at the top.

There’s a hidden surprise too. When you lift the saddle flap, the buckle guards have carved-out bees on them. They’re also shaped to look as though they are dripping honey.

“The saddle took me over six months to make,” Signe says. “Winning was absolutely amazing… I didn’t expect to win anything, so to take the first prize and a premium award was just incredible.”

It’s not the first time Signe has taken home a prize from the SMS National Competition. In 2021 she won the level 3 Trainee Saddle class.

Themed bridles

One of the most unusual leather items Signe has made was an Alice of Wonderland themed harness bridle.

She hand-tooled and painted Alice, the Mad Hatter and the White Rabbit onto the leather.

She used some old clocks bought on eBay for the www.equestriantradenews.com

FEATURING OUR BRAND NEW

SHELFIE CLASSIC Imaginative saddlery: Signe’s Alice in Wonderland themed harness bridle.  Denmark based Signe Dreyer trained as a saddler in the UK.

rosettes; the gears from inside the clocks adorned the noseband.

Instead of a clincher browband, she made one with little red roses on it. On the bit guards, there are the eyes of the Cheshire Cat.

Away from the bench

Last year, Signe bought her first horse, a 17hh palomino called Amrillo.

“I’ve part-loaned horses before, but he is the first horse I have owned,” she says. “We’re still getting to know one another. He is very sweet and loves people.

“He’s an all-rounder and I’m looking forward to going on many long hacks together and perhaps will do a bit of dressage too.”

Signe also volunteers as a scout leader in her spare time. “I love being outside in nature and enjoy teaching young kids how to cook on a fire, set up a tent and follow a map.

“As a child and a teenager, I had wonderful experiences on scout camps in all weathers. Now being a role model and passing my experience to others is great. Scouting is a great way for kids to gain confidence and life skills.”

Signe has ambitions for her business too. “I hope to become a Master Saddler. I would also really like to expand my company and maybe hire another saddler and fitter.”

How to nominate a bench saddler:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month. Candidates for the award must be a member of the SMS and can be based in the UK or overseas.

To nominate a bench saddler (or more than one), email editor@equestriantradenews.com and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

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Made in England Since 1836

ETN | OPINION

In the

hot seat

With Sarah Dawson, sales director at Mars Horsecare, home of the SPILLERS brand.

The SPILLERS brand has long been an equestrian household name. Some recall it inventing the first horse and pony cube, being part of Dalgety and then undergoing a management buyout. What’s happened since?

Back in the 1950s, the SPILLERS brand was established in the marketplace as a manufacturer of farm animal feed, but we became aware that horse owners were concerned that traditional horse feeds in the form of straights were getting more difficult to obtain.

We decided to develop an alternative feed that would also reduce the requirement for hay by employing the same techniques used to create compounded cube feeds for livestock.

After much research, trials began, resulting in the launch of SPILLERS Horse and Pony Cubes in 1958; a breakthrough in equine feeding.

The SPILLERS brand was purchased by Mars in 2003 and has developed and expanded its range of products over the years to provide well-loved equine feeds in the major categories, utilising industry leading equine research and science through the Mars owned Waltham Petcare Science Institute.

Mars Horsecare also includes the BUCKEYE Nutrition brand in the USA. Some of industry’s most innovative and sciencebased equine nutrition and management practices have been a result of Mars and the Waltham Petcare Science Institute supported studies which have resulted in more than 500 scientific publications.

What’s the connection between MARS and SPILLERS? The SPILLERS brand has now been a Mars owned business for over 20 years. Many of the Mars family 24 | Equestrian Trade News April 2024

members are passionate about horses and are actively involved in the equestrian industry.

MARS EQUESTRIAN’s support for horse sports is only the latest in the multi-generation equestrian heritage at Mars going back to company founders Frank and Ethel V. Mars.

In the late 1920s, they created an equine haven in Pulaski, Tennessee. They named the property Milky Way Farm, in honour of one of their bestselling candy bars, and followed up in 1930 by naming their new SNICKERS Bar after one of the family’s beloved horses.

A decade later, Gallahadion carried the Mars silks into the winner’s circle at the 1940 Kentucky Derby.

Today, the Mars family is involved in a range of horse sports, including high level breeding, competing in top-class and Olympic level disciplines, internationally competitive Quarter Horses and Arabians, and caring for retired service horses.

 “We are frequently tucked away in the stable areas at both high-profile and amateur events, guiding owners to best manage their horses’ individual feeding needs,” says Sarah Dawson, sales director at Mars Horsecare.

www.equestriantradenews.com

OPINION | ETN

 MARS’ new sponsorship of Badminton continues a long tradition of the company’s farreaching support for equestrianism. Its confectionary brands will also feature at next month’s event.

That love of horses and pets is part of Mars’ DNA, a heritage that’s strongly reflected today in the core values and priorities Mars shares with equestrians such as compassion, innovation, education, accessibility to the sport.

In the horse world alone, Mars for decades has contributed to training leaders in the equine industry through collaborative partnerships with universities in the US, UK and Australia.

The equestrian world was delighted when MARS stepped up to become the title sponsor of Badminton (8- 12 May). What will be new at Badminton this year thanks to MARS’ sponsorship?

Planning for Mars Badminton Horse Trials is underway, and we are all very excited to be involved in bringing many of the Mars’ brands together at one event. Mars Petcare and Veterinary brands are likely to have an increased presence and of course some of the confectionary brands will also feature. Beyond that my lips are sealed until May! SPILLERS has been the Official Feed Supplier at Badminton Horse Trials for well over a decade. It’s a great opportunity to catch up with the riders, the grooms and the horses in the beautiful Badminton stable yard, while we provide support and feeding advice.

It’s such a unique event; it’s a privilege to play an integral part behind the scenes.

SPILLERS has been issuing some impactful information on equine nutrition, particularly in relation to health issues linked to obesity. What’s the driving force behind this?

The SPILLERS brand is on a mission to end equine obesity in the UK by 2035. Our latest initiative ‘Diary www.equestriantradenews.com

of a Slimmer’ is all about working with dedicated owners of overweight horses and ponies who are committed to making 2024 the year they really get on top of their horses’ weight.

We are providing personalised support and, as an added incentive, we are giving diary keepers the chance to share their success and inspire others by starring in Your Horse magazine’s monthly ‘Fit Not Fat’ double page spread, which we provide content for.

From a hands-on perspective, we set up the SPILLERS Slimmers’ Club three years ago.

This Facebook group is host to a wealth of advice, insider tips and motivation, backed by the brand’s science as well as others’ success. We are currently introducing SPILLERS Slimmers’ Club stickers on our low-calorie fibres packs and hope retailers will be happy to help us grow this important community, so that we can support even more horse owners.

As a part of our free knowledge-sharing series of webinars, we ran Spring slim-down: Feeding tips for overweight horses earlier this year. This webinar series was free for everyone to attend and many of the sessions are now accredited with CPD points.

To obtain points RAMAs/SQPs needed to join live and complete an online quiz within 24 hours of the webinar ending.

Our recent AMTRA accreditation is part of our quest to provide equestrian industry professionals with the opportunity to keep their nutrition knowledge and skills up to date, in a formally recognised way. You can stay informed about our future webinars by signing up for our newsletter https://www.spillers-feeds.com/join-our-herd.

We are also continuing to invest in scientific research to provide evidence-based advice and practical management and feeding tips for horse owners with overweight horses and ponies.

Equestrian Trade News April 2024 | 25

ETN | OPINION How can all this valuable research be best communicated to end-users for the benefit of their horses and ponies?

Our customer-facing team works closely with our R&D team and head of the WALTHAM Equine Studies Group, Dr Pat Harris MA PhD DipECVCN VetMB MRCVS. This ensures that their knowledge is current and based on the latest research, and that they are communicating up-to-date information to horse owners.

Social media plays a huge part in communicating with horse owners, as well as the work we do on our Care-Line, on yards and at events.

We have specialist teams visiting professional, private and livery yards and answering Care-Line calls and emails. The teams pride themselves on giving honest, helpful advice that is right for the individual and their horse. We are frequently tucked away in the stable areas at both high-profile and amateur events and camps where we can help support and guide owners to best manage their horses’ individual needs.

We also work with retailers to up-skill store staff on both our products and any relevant research, so they are able to give trusted advice in store.

What will be the next ‘big thing’ in equine nutrition research? And might this lead to new products?

Science continues to show what generations of horse owners have seen in practice – that every horse is an individual.

The microbiome is an area that seems to be ‘in vogue’ for horses and humans alike. In the future, a greater understanding of how diet may influence and support the hindgut microbiome could lead us towards personalised nutrition.

The horse’s large intestine or ‘hindgut’ is home to trillions of microbes including bacteria, fungi and viruses which are essential for fibre digestion 26 | Equestrian Trade News April 2024

Mars and the Waltham Petcare Science Institute supported studies have resulted in more than 500 scientific publications. and helping to regulate the immune system. In humans, the intestinal microbiome has been linked to various aspects of health and disease, so it’s probably no surprise that the equine microbiome is of increasing interest amongst scientists and horse owners.

Research has already led to some exciting findings. For example, work published in collaboration with SPILLERS showed that in some weight loss resistant ponies, the microflora responsible for fibre digestion may adapt to become more prevalent and/or efficient in response to dietary restriction.

However, despite gathering pace in recent years, research has only really scratched the surface. We’re still a long way off being able to ‘diagnose’ imbalances in the microbiome with a simple faecal test and even further from being able to manipulate the microbiome with specific feeds or supplements.

 Mars Horsecare’s customer-facing team works closely with its R&D team and head of the WALTHAM Equine Studies Group, Dr Pat Harris (pictured), to ensure their knowledge is current and based on the latest research.

Will there still be a need for bricks-and-mortar feed merchants in ten years’ time?

Absolutely, many horse owners don’t have the luxury of keeping their horses at home and purchasing large, bulky items like feed online doesn’t always suit if it then needs to be transported again to the yard.

Many feed stores offer much more than horse feed and, as we know, there is an endless requirement for the ‘kit’ we horse owners like to buy. I certainly still enjoy visiting the feed store and always come out with plenty of extra horsey equipment I didn’t know I needed.

There’s still a huge pleasure in providing customers with the benefit of face-to-face advice from equine specialists in store - as well as giving them exclusive offers and promotions that aren’t available online.

How do you like to relax at the end of a busy working week?

Getting out and having fun with my ex-racehorse Ballylemon (although it’s not always that relaxing!)

www.equestriantradenews.com

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HUNT IS ON FOR THE BEST IN THE BUSINESS The 2024 BETA Trade Awards ceremony is to be run alongside BETA International on Sunday 22nd September.

Here’s how you can nominate companies and individuals.

W

inners of a BETA (British Equestrian Trade Award) are people and businesses who go above and beyond for the benefit of the equestrian industry.

To make sure your favourites get through to the finals, check out the list of awards below – and make a nomination.

SAFETY EQUIPMENT FITTER OF THE YEAR AWARD

This Award aims to recognize the work undertaken by riding hat and body protector fitters based in equestrian shops who go the extra mile in achieving a high level of competence and support for their customers.

Nominations: Can be made by consumers from around the country for BETA member and nonmember stores where they have items fitted in the last year. Retail shops can also nominate their best in-store fitter.

Nominate here Entry deadline: 30 June 2024

WEATHERBEETA GROUP RETAIL EMPLOYEE OF THE YEAR

Nominations are sought for employees showing excellent customer service, great product knowledge and a passion for professional retailing. The winner will receive a cash prize in addition to the award and his or her employer will be given BETA training vouchers.

Nominations: The award is designed for shop-floor staff rather than managers. Nominations are invited from employers or sales representatives. An independent judging panel will compile a shortlist, then a period of interviews will follow to decide the winner.

Entry deadline: 30 June 2024 Nominate here

ZEBRA PRODUCTS RETAILER OF THE YEAR

An award for tack shops and feed merchants – whether or not they are BETA members – that relies on customer nominations, the Zebra Products Retailer of the Year award is divided into two categories: Equestrian Retail Store and Online/Mail Order Retailer.

Nominations: Customers can nominate a retailer by completing a nomination form in-store or by filling in a form on the BETA or Zebra Products websites. Alternatively, retailers can add their details to forms to make it as easy as possible for customers wishing to nominate them.

On receipt of nominations, retailers will be sent a questionnaire by BETA for them to complete and return to the trade association to be considered for the next stage of judging. This award also involves independent mystery shoppers and incognito third party telephone calls.

Entry deadline: 23 June 2024 Nominate here

‘BEST NEW RETAILER’ for businesses established 12-36 months prior to the awards opening. Retail stores can nominate themselves for this award by completing the online submission.

Entry deadline: 23 June 2024

Enter here

EQUINE CAREERS SALES REPRESENTATIVE OF THE YEAR

This award is open to both employed and self-employed sales representatives and agents, and is given to the individual judged outstanding in his or her approach to customer service.

Nominations: Retailers and suppliers are invited to submit nominations, stating why they feel their nominee deserves to win. The final decision will be made by a combination of BETA members’ votes and an interview with each finalist.

Nominate here Entry deadline: 30 June 2024

Holdsworth PR MARKETING EFFECTIVENESS AWARD

This award celebrates effective communications and the increased value a company’s marketing campaign has brought to its brands. Marketing plans and activity will be put under the spotlight to see how different aspects, including instore and show-circuit promotions, mass media advertising, sponsored riders and social media, play a powerful role in helping to solve business problems and generate revenue.

Nominations: Retailers and suppliers are invited to put themselves forward for this award. Judging will reward the contribution marketing has made to business improvement and, because of this, low- or no-budget entries are encouraged.

Entry deadline: 30 June 2024 Nominate here

EXPORT AWARD

To encourage and recognise companies that have generated substantial and sustained increases in export activity. Factors taken into account include level of exports and growth in relation to size of business, planning and strategy involved in developing markets, barriers overcome and the sustained effort over at least 3 years.

Nominations: Self nominated by British based companies exporting products with significant UK content or added value.

Deadline: 5 July 2024 Nominate here

STUBBS ENGLAND NUTRITIONAL HELPLINE OF THE YEAR

The company considered to offer excellence in nutritional advice and service to customers – consumer, trade and retail – wins this accolade.

Nominations: Customers can nominate via the BETA website or download a nomination form from the BETA or STUBBS ENGLAND websites and post it to the BETA office. A shortlist will be drawn up for final judging, which will include incognito calls.

Entry deadline: 23 June 2024 Nominate here

BETA LIFETIME ACHIEVEMENT AWARD

This award celebrates an individual who has made a long-standing and significant contribution to the equestrian industry.

Nominations: Biographical details of the nominee are invited from all sectors.

Entry deadline: 30 June 2024

Nominate here

CITATION TRADE SUPPLIER OF THE YEAR

The manufacturer, wholesaler or distributor judged to offer the best in delivery, customer service, product knowledge and awareness of retailer requirements will win this award.

Nominations: Retailers can nominate the supplier they judge best and suppliers can nominate themselves using the official application forms. Shortlisted companies will be judged by an independent panel of judges.

Entry deadline: 30 June 2024 Nominate here

EQUINE FITTER AWARD (SADDLERY, BITS AND BRIDLES)

This Award aims to recognize the work undertaken by saddle, bridle and bit fitters who go the extra mile in achieving a high level of competence and support for their customers.

Nominations: Can be made by consumers for independent or employed fitters, who are BETA members or Non-Members, where they have used their service in the last year.

Entry deadline: 16 June 2024

Nominate here

22nd September

How to nominate Nominations can be made by completing a form or link on the BETA website, beta-uk.org. Forms should be sent to the BETA office by post to BETA, East Wing, Stockeld Park, Wetherby LS22 4AW, or email to info@beta-uk.org.

Please provide the name and award category, reason for nomination and your own name and address. Supporting information can be included where appropriate.

Entries must be received by the deadlines stated. Help and advice on making a nomination is available by contacting Agy Mossakowska in the BETA office tel 01937 587062.

The BETA’s Gala Dinner and Awards ceremony

is a brilliant excuse to dress to the nines and party with friends and colleagues as we celebrate the remarkable achievements of the industry’s own. Always a glitzy affair, the evening begins in style with a champagne reception before moving on to dinner and a disco. Tickets for this unmissable evening will be available from the BETA office soon. To register your interest to book a table or individual tickets contact Tina Hustler at tina@beta-uk.org.

ETN | CPD FEATURE

Feeding for performance

By Anna Welch BVSc, BSc, MRCVS. Veterinary Nutrition Director, TopSpec.

O

ptimising a horse’s diet will help them to achieve their maximum potential whatever discipline they are being asked to perform in.

Understanding a performance horse’s need for energy, protein, micronutrients, and water, as well as effective ways of supplying them, will allow you to offer the best advice to your customers.

Energy

Photos: A Class Cooley - Athalens, Glamourdale - Petra Kerschbaum

About ETN’s RAMA/SQP features

ETN’s series of CPD features helps RAMAs (Registered Animal Medicines Advisors/ SQPs) earn the CPD (continuing professional development) points they need. The features are accredited by AMTRA, and highlight some of the most important subject areas for RAMAs/SQPs specialising in equine and companion animal medicine.

AMTRA is required by the Veterinary Medicines Regulations to ensure its RAMAs/SQPs undertake CPD. All RAMAs/SQPs must earn a certain number of CPD points in a given period of time in order to retain their qualification. RAMAs/ SQPs who read this feature and submit correct answers to the questions below will receive two CPD points. For more about AMTRA and becoming a RAMA/SQP, visit www.amtra.org.uk

30 | Equestrian Trade News April 2024

Carbohydrates are the main energy (calorie) source for horses and can be divided into two forms: (1) Structural Carbohydrates Structural carbohydrates occur in the cell wall portion of the plant and are referred to as fibre. In contrast to non-structural carbohydrates (see below), the sugar units are bound by β-linkages (Figure 1) which cannot be broken down by enzymes in the horse’s small intestine. Therefore, fibre passes to the large intestine (hindgut) where it is fermented by the microbes (largely cellulolytic/fibre-digesting bacteria) that reside there.

This microbial fermentation produces the short chain fatty acids acetate, propionate, and butyrate, which can be used by the horse as energy. This fermentation of fibre is a continual process that is crucial to both the function and efficiency of every horse’s digestive system, and to their overall health and performance.

Dietary fibre also holds water in the hindgut, though its water holding capacity depends on the fibre types and maturity.

This fluid reservoir is important for hydration and can be drawn upon during times of increased demand.

(2) Non-Structural Carbohydrates Non-Structural Carbohydrates (NSCs) include sugar and starch. The sugar units that make up NSCs are bound by α-linkages which can be broken down by enzymes, such as amylase, in the small intestine of the horse to produce glucose. Glucose is then absorbed into the bloodstream and transported to various tissues in the body, where it can either be used to provide energy immediately or stored as glycogen or fat. Glycogen is stored in the muscles or liver, where it can be utilised as fuel at a later time as required.

However, amylase is only produced in small quantities by the horse and therefore, horses are limited in the amount of starch they can digest at a time. If large quantities of starch are fed, excess undigested starch passes into the hindgut where it is digested by acid producing bacteria, including amylolytic (starch-digesting) bacteria.

Consequently, numbers of these bacteria increase, and the hindgut becomes more acidic, causing microbial imbalance, which can result in several problems for the horse (including loose droppings, colic, ‘tying-up’, laminitis, and irritable or sharp behaviour).

 Figure 1: A schematic diagram illustrating (a) the a-linkages between the sugar units in nonstructural carbohydrates (e.g. starch) and (b) the ẞ-linkages between the sugar units in structural carbohydrates (fibre).

Fat / oil

Fats and oils are known as lipids. They are a source and store of energy, are important components of cell membranes, transport fat-soluble vitamins and are integral to many other bodily functions.

Triglycerides are the most common lipid type in a horse’s diet, and these are broken down in the small intestine to produce fatty acids which are absorbed.

Whilst the horse’s digestive system has not evolved to metabolise a high fat diet, it can be utilised very effectively and brings certain benefits.

Oil is very nutrient-dense and supplies over twice the energy as an equivalent amount of starch (from e.g. cereal grains such as oats). This makes oil an excellent way of helping to keep meal sizes small and supplying additional calories without the need for higher starch and sugar ingredients. When used correctly, oil can also have a ‘glycogen sparing’ effect and delay the onset of fatigue. www.equestriantradenews.com

CPD FEATURE | ETN transport of nutrients and removal of waste.

In a 24-hour period, a 500kg horse could drink between 25 and 50 litres of water; this intake will depend on their diet, level of work and the environmental temperature.

Putting theory into practice Forage

 A Class Cooley, winning the CCI-L 4star at Blair Castle International Horse Trials, ridden by Wills Oakden and owned by Bridget Mazdon and Frances Hay-Smith

Which energy type?

Protein is the second major constituent of all tissues in a horse’s body, second only to water. Protein is not an ideal energy source, but it has many important functions, including providing structure (e.g. in muscle, bone, cartilage, hooves, and skin), metabolic functions (e.g. enzymes and hormones), the immune system (e.g. antibodies), and nutrient transport (e.g. haemoglobin and albumin in the blood).

Proteins consist of amino acids that are linked together with peptide bonds.

The sequence of amino acids is unique to each protein. All 22 amino acids are needed for protein synthesis but there are 10 that a horse cannot make himself, so they must be supplied by the diet.

These are called essential amino acids and lysine is the most limiting for a horse.

will have greater requirements for these micronutrients compared to those in little or no work.

There is a significant requirement for vitamin E and selenium (antioxidants) with exercise, as these have an important role in muscle metabolism.

The demand for vitamin E and selenium is further increased by high oil diets.

Vitamin C is another antioxidant, which can help to maintain healthy airways and, alongside vitamins A, D and E plus Mannan Oligosaccharides (MOS), support the immune system.

Vitamins A and D also have roles in bone metabolism, with calcium, phosphorus, magnesium, copper, zinc, and manganese. Good bone strength and remodelling is essential to a performance horse.

Certain vitamins (including B vitamins) and trace elements are essential for energy metabolism. Hard working horses are also more likely to have compromised hindgut function, so their own supply of B vitamins will be diminished.

Working horses lose a significant amount of sodium, chloride, and potassium in their sweat, plus traces of calcium, magnesium, and phosphate.

For optimum performance and recovery, these losses should be replaced appropriately using salt (sodium and chloride) and/or electrolytes.

Many trace elements have a multitude of functions in the horse’s body, in addition to those mentioned above. Their importance is not reflected by the low intake required.

Levels of micronutrients should be carefully considered and balanced correctly with each other. Over-supply can be toxic in some cases or limit the absorption of other micronutrients.

Micronutrients

Water

Whilst all horses should receive ample fibre, which is a ‘continually releasing’ energy source, there may need to be an emphasis on further fuel types depending on the individual and the exercise performed.

Highly strung horses and those prone to certain nutritionally-related issues such as gastric ulcers, loose droppings, colic, laminitis, tying-up, and stereotypical behaviour, can benefit from a low NSC but high fibre and oil diet.

Horses participating in endurance exercise, which is largely aerobic (‘with oxygen’) rely more on oil alongside fibre. Shorter duration and more intense exercise, which is largely anaerobic (‘without oxygen’) utilises glycogen reserves and the ‘faster-releasing’ energy of starch/sugar. However, there is always a combination of both aerobic and anaerobic metabolism.

Protein

Vitamins, minerals, and trace elements have many different physiological functions that are essential to health and performance. Horses in hard work www.equestriantradenews.com

A mature horse’s body consists of approximately 65% water, and it has many vital functions including hydration, body temperature regulation, and the

Most horses should be offered forage (hay, haylage, grass or chops) ad-lib and it is beneficial for as much of their energy/calorie needs as possible to be met by forage, as this will reduce hard feed requirements.

When grass quality is good, it is sensible to make the most of the grass available. Maximising turnout may also be beneficial for horses who can be sharp, although some can be sensitive to high-sugar grass in spring.

When horses are stabled or travelling, conserved forage will be necessary. It makes sense to feed a performance horse good quality hay or haylage (e.g. early cut hay or haylage) but, for those needing a low sugar diet, a lower nutritional value forage may be necessary (e.g. late cut meadow hay).

Good doers

When grass, hay and/or haylage supplies ample protein and calories, a top specification non-conditioning feed balancer or multi-supplement designed for performance horses is the best way of supplying micronutrients without excessive weight gain. These horses are usually unable to consume the recommended amount of compound feed whilst maintaining ideal condition.

A salt lick should be available 24/7, with salt added to the daily feeds as these good doers will receive little salt from their limited diet. Commercial electrolytes should also be included for 2 to 3 days after significant sweating.

Horses with higher requirements (e.g. those working very hard and/or poor doers) A horse with higher calorie and protein requirements will need more from their hard feeds but it is important that their maximum meal size (e.g. 2kg for a 500kg horse) is not exceeded.

A top specification conditioning feed balancer will enable the horse to utilise maximum nutrients from their forage, so will help to keep meal sizes small whilst supporting condition and performance.

The addition of an appropriate blend, straights or compound feed will provide further protein and calories as required.

For the best muscle development (as well as muscle function and repair)

Equestrian Trade News April 2024 | 31

ETN | CPD FEATURE high quality sources of protein (with high levels of all 10 of the essential amino acids) should be used. Soya is the best quality vegetable protein source for horses and linseed is the second best.

Products containing highly digestible fibre sources (‘super-fibres’, such as sugar beet pulp and soya hulls) and oil should be used when Digestible Energy (DE) requirements are high, but a low NSC diet is needed. It takes time for a horse to adapt to utilising oil effectively: so, introduce gradually over a period of 6 to 12 weeks, by which time it should be utilised effectively.

When higher starch diets are necessary, it is important to feed cereal grains that are digested well in the horse’s small intestine. The cereal grain with the best pre-caecal digestion rate in horses is oats.

Horses fed on straights like oats will still need their diet supplementing with salt. However, if they are fed sufficient blends or compounds (e.g. 3 to 4kg per day for a 500kg horse) further salt might be unnecessary as they are already balanced for salt. It will depend on the level of sweat produced. Electrolytes would also be required for 2 to 3 days after significant sweating.

 Glamourdale, winning the World Championship Grand Prix Special in Herning, ridden by Charlotte Fry and owned by Van Olst Horses.

Horses with additional needs

Whilst all horses should always have access to ample, clean, fresh water, if they don’t drink well a mash (or other appetisers such as apple juice) can be used to encourage fluid intake.

Certain feed can be used to supply additional beneficial ingredients for horses with sensitive stomachs, such as β-glucans, pectin, and long-acting buffers.

Pre and probiotics can help to support the normal hindgut microbial balance which is likely to be affected by hard work. Fussy horses, or those that become fussy with increased fitness, can also benefit from being supplemented with vitamin B12 (which can help to stimulate appetite), alongside appetising flavours such as mint and peppermint.

Nutraceutical joint supplements, that provide the veterinary recommended

level of glucosamine (10g/500kg horse/ day) and MSM, could also be considered as most performance horses will be subject to increased forces upon their joints.

Monitoring the diet

A horse’s condition will reflect whether they are receiving an appropriate level of calories/energy, and protein, so this should be monitored, and the diet finetuned accordingly. The enthusiasm with which a horse approaches their work, their ability to sustain their performance and recover well, can indicate whether they are receiving the right energy sources for them. However, many factors are involved and if poor performance is an issue, a full evaluation of the diet should be carried out; whilst the natural ability and temperament of the horse, their fitness and any health issues are also considered.

It is best to speak to an experienced nutritionist to tailor this general advice to individual circumstances.

TopSpec can be contacted, free of charge, on their BETA Multiple AwardWinning-Helpline Tel: 01845-565030

RAMA CPD QUIZ

RAMA CP Questio D ns April 2 024 ET N

Select your answers and submit them at www.Equestriantradenews.com under the CPD section Carbohydrates are an energy source for a horse: A. True B. False C. Depends on the type of carbohydrate Structural carbohydrates are digested: A. By amylase enzymes in the small intestine B. By amylolytic bacteria in the hindgut C. By lipase enzymes in the small intestine D. By cellulolytic bacteria in the hindgut Highly strung horses can benefit from what type of diet?

A. High fibre, high oil, low NSC B. High oil, high NSC, low fibre C. High NSC, low oil, low fibre D. High fibre, high oil, high NSC Oil supplies over twice the energy of an equivalent amount of starch. Which of

the following is a benefit of this?

A. It provides ‘fast releasing’ energy B. It allows smaller meal sizes to be used C. It can be introduced the night before a competition D. Less fibre is needed Protein is important for: A. Muscle development B. The immune system C. Hoof quality D. a, b and c E. a and c If a high oil diet is fed, which micronutrient(s) need to be increased?

A. Vitamin E and selenium B. Vitamin C C. Sodium and chloride D. Calcium and phosphorus A racehorse, running at high intensity over a short distance, will mainly use which energy store in their body?

A. Fat (adipose) tissue

B. C. D.

Muscle protein Glycogen All of the above

When cereal-grains are needed in a horse’s diet, which of the following is the best source to use?

A. Maize B. Oats C. Barley D. Wheat If performance horses are fed straight oats with a feed balancer, what must be supplemented?

A. Oil B. Joint supplement C. Salt D. Pre and probiotics Which of the following factors affect a performance horse’s fluid intake?

A. Environmental temperature B. Workload C. Diet D. All of the above

Submit your answers online at www.equestriantradenews.com under the CPD section.

32 | Equestrian Trade News April 2024

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ETN | PERFORMANCE FEEDS

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1

Stoking the 1

A winning menu

Your customers who compete can feel safe in the knowledge that all SPILLERS’ feeds are BETA NOPS approved.

The accreditation indicates that a manufacturer has done everything possible to reduce the risk of its feed being contaminated with naturally occurring prohibited substances (NOPS).

SPILLERS’ menu of performance feeds includes mixes, mashes and cubes with various energy levels.

SPILLERS Ulca Fibre is an ultra-low starch, high oil fibre feed that is proven to support horses prone to gastric ulcers following veterinary treatment. It carries the BETA Equine Gastric Ulcer Syndrome (EGUS) Approval Mark.

The short-chopped alfalfa helps to extend eating time and provides a natural buffer to stomach acid. The high oil content gives slow-release energy for condition and performance.

34 | Equestrian Trade News April 2024

A full range of vitamins and minerals includes vitamin E for immune support and muscle health while high-quality protein supports muscle development.

sources of omega 3 and 6 fatty acids.

3

New and nutritious

Equiglo Cooked Full Fat Linseed is a new BETA NOPS-approved feed from the 2 A competitive favourite Henry Bell & Co stable.

The natural, nutritious product can Blue Chip Pro supports every aspect of a be included in all feeding regimes for performance diet.

It has elevated levels of highly digestible condition, performance and general wellbeing. protein for correct muscle development It is made from pure linseed that has and quick recovery; and includes Blue been micronised and milled to improve Chip’s new OxyMax supplement which the bioavailability of ingredients and it says aids oxygen transportation, allow higher digestible energy levels. supporting recovery rates and fitness.

Low in sugar and starch, the feed’s A digestive supplement of prebiotics, calorie-rich content helps horses and probiotics and nucleotides supports ponies remain full and energised for digestive health and comfort. longer.

Pro features a vitamin, mineral It features high-quality protein to and nutrient package. There’s also an support muscle development and antioxidant fusion of selenium, vitamin recovery, natural antioxidants such as C and vitamin E, electrolytes, hoof and respiratory supplements, plus vegetable vitamins C and E, and essential fatty www.equestriantradenews.com

PERFORMANCE FEEDS | ETN

5

4

6

equine engine Performance feeds fulfil a range of needs, from fast energy to steady stamina.

acids omega 3, 6 and 9 to help promote a glossy coat and support joint health.

4

For fussy feeders

Dengie Performance Fibre is a soft, highly digestible blend of dried alfalfa and grasses which is sympathetic to the horse’s digestive system.

A light molasses coating and spearmint oil encourage even the fussiest of feeders. Rapeseed oil provides additional slow-release energy and coat shine.

Performance Fibre provides a relatively high level of slow-release energy (12MJ/kg) while keeping starch levels to a minimum (1.5%) - ideal for performance horses requiring a low starch diet such as those prone to ulcers, says Dengie.

A source of natural vitamins and minerals, the alfalfa also supplies www.equestriantradenews.com

abundant calcium to help maintain a healthy gastric environment. The chopped fibres help increase chew time in the ration, encouraging saliva production which is also beneficial for gut health.

Performance Fibre carries the BETA approval mark for horses and ponies prone to Equine Gastric Ulcer Syndrome.

5

For good-doers on the go

TopSpec Performance Lite Feed Balancer is designed for good-doers in medium to hard work that need their weight controlled.

It contains a top-specification multi-supplement including a broadspectrum supplement.

There are also anti-oxidants to support healthy cell function, ingredients for healthy immune system support and

an effective hoof supplement which also supports a supple skin and an exceptionally shiny coat.

All these are carried on a low-calorie, low sugar/starch, cereal-grain-free nonheating base.

6

For a trainable temperament

Saracen RE-LEVE-Mix is cereal and alfalfa free, and contains no oats, wheat or barley.

Energy is provided by highly digestible ‘super-fibres’ and oils to support optimum condition and a trainable temperament.

The mix includes BMC, a digestive buffer, as well as live yeast to support the gut flora and stabilise the pH of the hindgut.

Blackcurrant flavoured Saracen RE-LEVE-Mix is highly palatable to tempt fussy feeders. It has BETA EGUS approval.

Equestrian Trade News April 2024 | 35

ETN | PERFORMANCE FEEDS 8

7

9

11 10 7 Energy from high-quality fibre

Many people underestimate just how much energy high-quality fibres can contribute to the ration, says Dengie.

Recent studies have shown a diet predominantly based on alfalfa fuelled horses in race training without any compromise on performance or muscle tone (Martin et al, 2023).

Dengie Alfa-A Oil is a blend of alfalfa and rapeseed oil providing 12.5MJ/kg DE which is comparable to a competition mix or cube, but with no added sugar and around ten times less starch.

It’s ideal for horses in work without promoting excitable behaviour.

Alfa-A Oil carries the BETA EGUS mark.

8

Get the glow

Equiglo Quick Soak 10 Minute Beet offers an excellent supply of nonheating, slow-release energy for all working horses and ponies.

Made from British-grown, non-GM, micronised pure beet flakes, it is low in starch and sugar, and does not cause fizziness or excessive exuberance, even when fed at maximum levels.

A high-quality fibre feed, Equiglo Quick Soak 10 Minute Beet assists rehydration due to the water absorbed during soaking, is easy to digest and supports gut health naturally.

It can be used as a direct replacement for cereal-based feeds and as a partial forage replacer.

Equiglo Quick Soak 10 Minute Beet is approved by the BETA NOPS scheme and carries the BETA assurance mark for feeds suitable for equines prone to gastric ulcers.

36 | Equestrian Trade News April 2024

9

For Little Jack Horner…

Small, regular meals are ideal for competition horses that might be picky eaters or need to maintain calorie intake.

The Stubbythene Corner Manger from Stubbs England is ideal for all those equine Little Jack Horners that need temptation putting in their way.

The bow-fronted Corner Manger doesn’t take up too much room in the stable, making it perfect for browsing feeds overnight.

Fitted with a protective steel angle frame, it has Stubbs’ signature antiwaste bars which prevent horses ‘nosing’ food up and out of the corners.

This manger is not removable – useful for horses that throw feed buckets around.

10 It’s in the blood

Omega Hematinic Boost from Omega Equine helps support red blood cell health and vitality.

It can also help maintain energy, and support the impact of anaemia by ensuring beneficial minerals and vitamins are readily available.

Its formulation includes iron, magnesium, B vitamins, copper, zinc and vitamin K and tart cherry.

11

It’s in the bag

British Horse Feeds Cooked Linseed requires no soaking and can be fed directly from the 20kg bag.

A nutritious feed for performance, condition and wellbeing, it provides quality protein alongside high levels of omega-3, omega-6 and omega-9 fatty acids for skin and coat condition.

Cooked Linseed is naturally low in starch and sugar and is an excellent source of slow release, non-heating energy. It delivers vitamins, trace elements and natural antioxidants too.

www.equestriantradenews.com

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BETA MEMBER

Ensure your customers shop with confidence where they see these signs

QUALITY MARKS

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Join the BETA family to strengthen & grow your business.

For more information email info@beta-uk.org or call 01937 587062

ETN | FLY REPELLING PRODUCTS

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No fly zone Help your customers dispel their horses’ summer misery with these insect repelling products.

1

Long-lasting protection

NAF Off Deet Power Performance provides long-lasting liquid protection against flies, horse flies and insect menace.

It’s available in 750ml, 2.5 litre and 5 litre containers.

NAF also has NAF Off Extra Effect, a natural fly repellent.

2

To suit the individual

(no picture) The new HYCONIC Combo Fly Rug from Battles protects from flies while its breathable mesh encourages airflow to keep the horse cool.

The rug has a detachable neck with touch tape fastenings, so it can be tailored to the individual equine.

38 | Equestrian Trade News April 2024

Cross surcingles, twin buckle chest straps and a fillet string provide a secure fit. A tail flap provides extra coverage to an area prone to irritation.

3

From the midge experts

Pro-Equine, based in Scotland - home of the dreaded midge, says neem oil is key to tackling flying beasties.

Neem has been clinically tested by the University of Edinburgh for its antifeedant properties [that adversely affect insects that eat them] against the Scottish midge, says the company.

The Pro-Equine range includes pure Neem Oil, Alternative Fly Spray and Wunder Gel - also known as Alternative Fly Gel. Neem Oil is available in a 250ml or 1

litre bottle. It can be used neat or diluted to make a spray, wash or gel.

4

Flies driving horses crazy?

If your customers are complaining about flies driving their horses crazy, tell them about TRI TEC-14.

The pesky insects won’t live long with this well tried and tested product around…

Made in the USA, TRI TEC-14 deals with horse flies, Scottish midges, mosquitos, deer flies, Hampshire crab flies and most other common flying pests.

It comes bottled with a sprayer in 600ml and 946ml sizes, while the 3.8L economy refill bottle has a screw on top.

Registered with HSE 9215, Tri Tec is available from Battles, Trilanco or direct from LS Sales (Farnam) Ltd. www.equestriantradenews.com

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ETN | FLY REPELLING PRODUCTS 6 5

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Internal protection

Horslyx Garlic Balancer gives natural, long-lasting, effective fly protection from within. As a free-access, tricklefeed lick, the horse can self-regulate consumption, receiving an around-theclock supply of insect-repelling garlic, as well as a balanced diet.

6

Fewer fly landings

The new Field Relief Fly Rug from Equilibrium is designed to reduce fly landings by more than 50% - while giving the horse freedom of movement.

Its breathable mesh blocks out up to 90% of UV rays. While shoulder relief shaping, a seam-free wither relief panel and a stretch lining on the top of the neck make it comfortable for long-term wear.

There’s also a belly flap and extralarge tail flap.

40 | Equestrian Trade News April 2024

9

8

Equilibrium tested several colours and patterns to find out which one flies were least likely to land on. A monochrome hexagonal print had less than half the amount of fly landings compared with other rugs – so influenced the rug’s design.

7

We’ve got the power

Lincoln Power Repel has a dual-action formulation.

It uses deet plus PMD [a naturally occurring insect repellent] for effective protection lasting up to 12 hours.

Power Repel is effective against flying insects, midges, gnats and horseflies. It has a pleasant lemongrass oil fragrance.

8

Instant knock-down

Absorbine UltraShield Insecticide and Repellent protects the horse’s

environment from irritating and biting insects.

With active ingredients Permethrin and Pyrethrin, it kills nuisance insects on surfaces. The product also forms a long-lasting ‘shield’ for all-around protection in stables, horseboxes and field shelters.

UltraShield is in a new bottle shape with ergonomic grip. There’s a vertical and horizontal fan spray option for upsidedown use on hard-to-reach areas.

9

Repellent pong

Blue Chip says that the sweat of horses fed with its Garliq Supplement has an odour that repels flies and biting insects.

And because the product is a liquid, it’s absorbed into the bloodstream more efficiently than a powder or granule, adds the company. www.equestriantradenews.com

SHOWSHEEN®

The winning formula you can count on when it’s time to shine.

Jayne Ross, show horse rider and producer, 7 times HOYS Supreme Champion and 5 times RIHS Supreme Champion.

absorbine.co.uk ETN_Apr_210x146+3mm_GroomingShampoo.indd 1

11/03/2024 14:07:57

EQUINE R ANGE

HEALTH LICKS NEW

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PLUS

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ETN | GROOMING SHAMPOOS AND SPRAYS

2

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Squeaky clean 1 For a luxurious spa session…

The new Perfect Pampering Collection from Supreme Products is a fun and funky selection of fragranced shampoos.

It comprises Champion Cherry Shine Shampoo, Oh So Berry Bright Whitening Shampoo, A-List Apple First Class Shampoo and Candy Floss 2in1 Conditioning Shampoo.

Each product is packed with the best ingredients and conditioning agents to promote healthy skin and hair for radiant results.

Perfect Pampering shampoos are ideal for regular or show ring preparation. Supreme Products is available from Battles.

42 | Equestrian Trade News April 2024

2

Putting on a show

Show Off has been created by NAF for all those dirty horses and ponies whose owners would really like them to be clean and smart.

A fabulous shampoo which not only cleans deep and shines bright, it smells wonderful too.

Show Off is simply added to water and worked up to form suds for dazzling results.

It will make every show horse showier, black horse blacker, white horse whiter and all others in between even more stunning.

3

The secret to professional plaiting

Smart Grooming’s Plaiting Wax gives everyone’s plaiting a professional finish.

The push-up stick is applied from the root to the ends of each bunch of hair, smoothing and controlling the mane to ensure a neat, defined result.

Plaiting Wax promotes healthy hair too. The non-oil-based formula features bees’ wax and vitamin E to condition and nourish the hair.

Smart Grooming Plaiting Wax can also be used to tame fly-away hair along the crest of full manes on native ponies and traditionals.

4

Made from plants

Pro-Equine shampoos are based on decyl-glucoside which is made from www.equestriantradenews.com

GROOMING SHAMPOOS AND SPRAYS | ETN

STOCK UP NOW 4 3 5

Colikare

R

the must-have supplement for spring

Our award-winning, no-rinse wash sells all year round

At the first sign of a sunny, Spring day, owners will be keen to give their horses and ponies a wash and brush-up.

TOPSELLING

plants such as coconut trees.

Their concentrated formula means a little shampoo goes a long way, creating a lovely lather. Pro-Equine shampoos moisturise, soften and condition the coat and skin, and promote a healthy shine.

Pro-Equine Bug Buster Shampoo is combined with neem oil to create a bug-busting, anti-bacterial and antifungal shampoo.

Pro-Equine Peppermint Shampoo has a refreshing minty smell and helps cool and soothe the horse while cleansing and conditioning.

Pro-Equine Lavender Shampoo has the calming aroma of lavender.

All are available in 250ml and 1 litre www.equestriantradenews.com

supplements & skincare products

bottles made from 100% recycled plastic and 100% recyclable.

5

Bath in a bottle

ShowSheen Miracle Groom Waterless Shampoo from Absorbine has an all-in-one formula that cleans, conditions, deodorizes, detangles and shines – with no rinsing needed.

It comes in a ready-to-use spray that works without soap or water, so it’s great in cold weather or when water is scarce.

Miracle Groom maintains a clean shine without greasy residue. It lifts stubborn dirt and dust from the coat, mane and tail, removes stains and brightens the colour.

BUY DIRECT WITH NO MOQ OR BUY FROM BATTLES Email info@pro-equine.com for details

Caring for horses naturally

www.pro-equine.com Equestrian Trade News April 2024 | 43

ETN | GROOMING SHAMPOOS AND SPRAYS

8

7

6

6

Care for hair

Groom Perfect from Omega Equine is an anti-tangling and shine spray.

It provides a professional finish ready for the show ring, and makes daily grooming easier.

The product can be used on wet or dry coats to reduce grease and help prevent mud from sticking. Its nonslippery formula means it can be applied for all-over shine, even to the saddle area.

Groom Perfect’s fast drying and detangling action makes brushing through manes and tails effortless.

7

Leaves coats silky and shining

The Equine America Squeaky Clean Shampoo range includes Whitening Shampoo, Citronella and Tea Tree 44 | Equestrian Trade News April 2024

Shampoo, Sensitive Citrus Shampoo and Pink My Pony Shampoo – all in 1 litre sizes The range contains aloe vera and pro-vitamin B to help to support the skin and coat.

The Whitening and Pink My Pony Shampoos have a long-lasting berry scent, and are designed to leave the horse’s coat silky and shining.

Pink My Pony is enriched with hydrolysed vegetable proteins and a vitamin blend to condition the coat.

Citronella and Tea Tree Shampoo is formulated to remove dust, dirt and excess grease, leaving the horse’s coat cleansed and glossy. It’s fragranced with citronella and tea tree essential oils.

Squeaky Clean Sensitive Citrus Shampoo cleans the horse’s coat leaving it clean and fresh.

8

Nourish and shine

Hy Equestrian Magic Miracle Shampoo is a mint fragranced shampoo which restores the shine in horses’ coats.

It also nourishes and conditions the coat while leaving the hair feeling soft and silky.

The product has added avocado and wheat germ extracts for gleaming results.

9 Stain saver (no picture) Grass and Stable Stain Remover from Barrier Animal Health is a no-rinse spray.

It features pure avocado oil which is gentle on the skin, yet the powerful formula removes heavy soiling.

It’s simply sprayed on and sponged to wipe away stains without residue.

www.equestriantradenews.com

NEWS FEATURE | ETN

When experts are not necessarily experts…

All too often, horse owners are influenced by ill-informed advice. Now BETA is on a mission to clear up the confusion – and says retailers can help.

M

isinformation on social media is a known phenomenon which can confuse consumers and compromise their animals’ welfare, BETA has warned.

When misinformation spreads on line, consumers often feel compelled to go looking for products or services that sound too good not to buy – yet may not fulfil those unrealistic promises.

Equally, horse owners could be missing out on perfectly good products or ingredients due to negative reviews in social media posts.

Misinformation poses a commercial threat too. Companies sharing unethical and, in some cases, illegal information about products and services represent unfair competition to brands who describe their products correctly.

ETN asked the experts at BETA how legitimate businesses should respond when asked these typical questions by horse owners who have been influenced by bogus marketing.

I’d like some fly repellent, but I’ve read that many of the commercial ones have nasty chemicals in them. I’d like a natural one, please.

It is not unusual for horse owners to want to stick to natural approaches, but, in fact, what is most important for any topical application is that it is safe and effective.

Being natural alone doesn’t ensure safety. Some natural elements - particularly essential oils - can potentially be very damaging, so do ensure that formulating stays with the professionals. Let’s avoid those kitchen table homemade recipes if we can!

When it comes to fly repellents, help is at hand for choosing safe and effective products. Legally, all fly repellents must be registered under COPR (Control of Pesticides Regulations) or BPR (Biocidal Product Regulations), governed in the UK by the HSE (Health and Safety Executive). www.equestriantradenews.com

My pony has been getting down to roll and is not eating. I put a video on Facebook and lots of people are saying he may have colic, so I need a digestive supplement A horse may roll or go off their feed for several reasons and the two may not even be linked. That said, they are classic signs of colic, which can be a serious or life-threatening condition and so you should stress the importance of your customer contacting their vet before they entertain any well-meaning advice.

The vet will examine the horse and, if they are indeed suffering from colic, administer appropriate treatment and any on-going care needed.

Once the horse has recovered, it may well be sensible to feed a digestive supplement to help support their digestive health. However, the most suitable supplement will depend on factors such as the type of colic, what may have caused it and how it was

To make a fly or insect repellent claim about any product, manufacturers must first get it registered by the HSE. Registration will be seen on the bottle – look for the HSE number on the label, eg.

‘HSE 9968’, or similar.

The HSE will only register products containing recognised insect repellents, such as the chemical DEET (N,NDiethyl-meta-toluamide). However, owners shouldn’t be put off by a manmade active, as they can rest assured repellents are only allowed if they are proven to be both safe and effective; and are only registered at a level recognised to be safe to the horse, the user applying it and the environment.

Therefore, for concerns over safety, choosing HSE registered fly repellents ensures they’re making the right choice for their horse.

For owners who are passionate about natural approaches, there are some HSE registered products available.

For example, they might like to look

treated, especially if surgery has been necessary.

For example, a horse that is prone to sand colic may benefit from a psylliumbased supplement, whereas horses prone to gas colic may benefit from a supplement containing ingredients to support the health and function of the hindgut such as yeast and prebiotics.

Unfortunately, there is quite a lot of misleading information online, such as the use of baking soda for horses with colic.

Caution your customer to be wary of this, as they could inadvertently cause their horse serious harm. To make sure your customer doesn’t spend lots of money on a supplement that isn’t actually suitable for, or going to help, their horse, encourage them to speak to a suitably qualified nutritionist.

They will ask them lots of questions about their horse and may even consult with the vet to make sure they are recommending an appropriate supplement.

for a product based on the repellents lavandin or eucalyptus citriodora, an oil naturally derived from eucalyptus, and covered by HSE approvals register.

Natural elements, such as the everpopular citronella oil, can be included in registered products, but only as a ‘fragrance’, not an active repellent. The product would still need to be based on a recognised fly repellent and go through registration in the normal way.

Check the fly repellents on your shelves, and question with suppliers any not displaying the HSE registration number. As a retailer, Trading Standards would consider you liable if marketing unregistered products, and could remove them from sale on a site visit.

Next month, the experts at BETA clear up more confusion.

Equestrian Trade News April 2024 | 45

ETN | FEATURE

Is your shop

competition ready?

The show season is almost in full swing, so don’t be caught out when customers come knocking for new kit to help them look and perform at their best, says equine journalist Halima Sadat.

O

f course, there’s a whole range of products out there aimed at the competition rider and how much of it you stock depends very much on the space you have available. It can be quite a daunting proposition trying to narrow down your selection but knowing your customer price point can be a good place to start. After all, although it might be lovely to have those expensive luxury items on your shelves, it won’t be quite as lovely if they’re still sitting there at the end of the season unsold. Similarly, if your shop is in a wealthy area, cheap and cheerful just won’t cut the mustard. As a result, really thinking about and identifying customer needs within your locality will go a long way towards keeping stock moving throughout the show season.

Safety first

Before all other considerations, safety equipment must be the first port of call, and with virtually all competitions requiring riders to wear items that meet the latest safety standards, it’s essential to stock the right kit. While older products might be suitable for general riding, the most recent standard for body protectors and helmets must be offered to anyone riding competitively, so make sure you have a good selection available and are familiar with those standards and the rules for the various disciplines and riding organisations.

Design, too, has come a long way and riders will be looking for body protectors that aren’t too bulky and permit an excellent range of movement, while helmets need to both look good and give a perfect fit – note that, in the case of the latter, dial-fit systems allow for maximum adjustability 46 | Equestrian Trade News April 2024

to suit individual heads. It is always advisable to have your safety equipment, particularly hats and body protectors fitted by trained retail staff.

BETA offers training courses and qualifications to retailers so do look for their certificate in store or ask for a qualified fitter. In addition, anyone jumping competitively could very well be interested in the new MIPS system for helmets, which offers added protection to the brain from rotational forces during a fall. For those riders, these helmets are particularly beneficial even though they move into a higher price range. And for customers planning to event, a helmet with a detachable peak will suit all phases of the competition.

Look the part

Clothing for competitors is also all-important and it varies according to the discipline. Eventers going cross-country will need sturdy tops in a variety of colourways and it’s important to offer matching silks, too, to provide the whole look, so check you have both.

Showjumping and dressage require show jackets, shirts and breeches, and as there has been some modernisation in discipline rules of late, colours are no longer restricted to black and navy for jackets, white or beige for breeches and white for shirts, so consider offering other options, too, especially if your customer base is not particularly traditional. For all competition clothing, but especially jackets and shirts, items made from technical fabrics will sell themselves as riders look for clothing that gives comfort, breathability and practicality while competing.

For showing, appropriate dress depends on the type of class, but a selection of tweed jackets and www.equestriantradenews.com

FEATURE | ETN

canary breeches will satisfy this crowd – and don’t forget some may also need waistcoats and jodhpur boots.

On the subject of boots, there are long styles specifically designed for dressage or showjumping but, for the amateur rider who does a bit of everything, a general-purpose boot could fit the bill as long as it’s smart, elegant and durable.

And when ordering in sizes, remember that some brands come in different calf widths, too.

Horses for courses

Of course, smart turnout is not just for riders. Horses need to look immaculate and competition ready, too, and there’s a whole range of products that help achieve exactly that. White saddlepads are the order of the day for dressage but other colours are acceptable in showjumping, and in eventing especially.

Added to this, when it comes to colours, many riders like to have a co-ordinated look, www.equestriantradenews.com

Before all other considerations, safety equipment must be the first port of call so make sure you offer the complete range of matchy-matchy items, which could include saddlepads, boots, bandages, travel rugs and boots, headcollars for the horse and top and hat silk for the rider. Furthermore, manufacturers are constantly bringing out new colours and these will be promoted in their advertising campaigns, so make the most of this free publicity by keeping your stock up to date.

Equestrian Trade News April 2024 | 47

ETN | FEATURE

All the extras

You’re already offering a good selection of clothing for horse and rider but don’t miss the chance to add a little extra to those sales by stocking items that can be easily overlooked. These include not only general shampoos and conditioners for coat, mane and tail but also enhancers to make hair colour really zing, as well as chalk for whitening socks and facial markings. Meanwhile, plaiting bands might not be the most expensive item in the shop, but many riders would certainly consider them a showday essential and they’re likely to fly off the shelves.

Other extras to consider include…

• Competitor number packs • Diamante and decorative browbands • Reins with different types of grip and width • Headcollars with a breaking point for travel • Gloves (including white for dressage) • Stirrup irons of different styles, including safety • Whips, including dressage, short and show canes • Grooming items and portable storage boxes • A variety of bags, such as those designed for boots and hats • Girths e.g. dressage and jumping styles • Spurs

48 | Equestrian Trade News April 2024

Seal the deal

Finally, making that sale isn’t only about having the products. There are a few things you can do to tip the balance in your favour and their importance shouldn’t be overlooked. First, and perhaps most importantly, your staff should know their stock.

This might sound obvious, but do they really know what’s on the shelves and, when they do, can they speak with authority about it? It’s well worth providing detailed training to staff so they can advise customers accordingly and with knowledge – for example, on the type of bit permitted in a dressage class or the technical fabric properties of a jacket or cooler rug. In addition, staff with specific training in the fitting of hats and body protectors will give customers peace of mind when buying these expensive items.

Of course, unless you have a massive warehouse, it’s unlikely you’ll be able to stock a full range of every item you’d like to sell, so build that relationship with suppliers, know your brands and secure access to stock availability information, whether that’s online or via the telephone. Being able to order in items for arrival next day can make all the difference between your customers sticking with you or searching for themselves on the various websites, so know what you can promise and when.

And on that note, ensure your own online offering is kept up to date and any out-of-stock items are removed promptly – as well as new products added. Quick despatch of orders will keep you ahead of the competition and, in these difficult financial times, that’s got to be a win. www.equestriantradenews.com

BETA INTERNATIONAL NEWS | ETN

BETA INTERNATIONAL LeMieux returns as sponsor of the LeMieux Coffee Shop at BETA International

BETA International is excited to announce that LeMieux will be sponsoring the Coffee Shop at the 2024 event (22nd-23rd September) for a second year, following the success of this support at the 2023 event.

LeMieux’s brand has continued to grow over the years and has been a huge supporter and advocate for BETA International as well as the British Equestrian Trade Association. In 2023, LeMieux sponsored the ever-popular coffee shop, complemented by a LeMieux stand next to the space, which

is something that will be replicated at the 2024 event.

“LeMieux’s sponsorship last year was hugely popular with all visitors and we’re delighted to have the company supporting the show in this way again,” said Claire Williams from BETA International. “We can’t wait to see how the team ‘LeMieux’ the space this year and are excited to see what innovative products they share at the show too.”

“We are excited to once again sponsor BETA International. The event provides a valuable platform for innovation, collaboration, and knowledge sharing within the equestrian community.

We are proud to be a part of it and remain dedicated to the growth and development of the industry as a whole.”

Dan Mahoney, Managing Director, LeMieux LeMieux is now sold in 69 countries and was recognised as the 66th Fastest Growing Private Company in the UK in

Photo: LeMieux

TRADE FAIR NEWS

the 2022 Sunday Times 100. The product range continues to grow in depth and breadth, with new pieces being available to see at BETA International, as well as the opportunity for customers and interested parties to meet the team and talk.

For more information on BETA International and to pre-register your interest as a visitor for the 2024 show, see www.beta-int.com. To find out more about LeMieux, see www.lemieux.com

BETA International 2024 Sunday and Monday 22 – 23 September

NAEC Stoneleigh, CV8 2LG

Main Sponsor

WHERE THE EQUESTRIAN INDUSTRY MEETS TO DO BUSINESS

Visitor registration now open! Visit the website below to secure your free ticket.

For information on booking a stand please contact sales@beta-int.com | or call +44(0) 1937 582111 | www.beta-int.com

ETN | LEGAL DIGEST

Why use a sponsorship / brand ambassador contract Sponsorship deals should benefit all parties - as well as equestrian sport as a whole, says Jodie Seddon.

 Jodie Seddon is an accomplished corporate and commercial lawyer, and an international equestrian athlete.

E

questrian sport has benefited from some amazing sponsorship arrangements over the years, and continues to do so – with thanks to Longines, Rolex, Mars and many other for their longstanding support at the highest levels.

In recent years, there has also been an explosion in brands and riders of all levels working together to increase exposure both in person and virtually, primarily using social media accounts to reach a wider group of potential consumers.

Sponsorship and the use of brand ambassadors can be a relationship with great synergies. However, it is at heart a commercial arrangement, and both parties need to derive value from it.

Equally, any use of media in connection with equestrian sport needs to be considered from a bystander’s perspective, as the social licence to operate for equestrian sport is continually assessed.

Ensuring that the deal is correctly documented at the outset can both define and protect the commercial value, guide behaviour within the relationship and, if necessary, allow either sponsor or rider to step away professionally if circumstances change.

Setting out clear expectations

A sponsorship contract should clearly set out what the sponsor will provide to the rider, and what the rider will provide in return.

Sponsorship offers can range from discounted products, to a percentage of free products, free or discounted services, the provision of rider or horse clothing, and anything in between. It is important to be clear about what that support entails.

From a brand’s perspective, it is crucial to specify the minimum deliverables from the rider. This will vary depending on the nature of the product or brand and the marketing requirements, but gives the sponsor some security in their investment.

With the rise of influencers, sponsors can afford 50 | Equestrian Trade News April 2024

to specify how they want their products marketed on different media channels, and further request that an influencer retains a material market share upon each platform to maintain the agreement.

Image rights

The use of imagery, both in photo and video, is very powerful on social media. However – both brands and riders need to ensure that they have appropriate commercial licences in place for any images used.

Equally, some riders will seek to preserve their rights in their image to a reasonable extent, so they can control their own brand presence.

Compliance and ASA guidance

The Advertising Standards Authority (ASA) has issued guidance for influencers in their use of social media to promote brands, which all sponsored riders should comply with.

The aim is to ensure that advertisements should be recognisable as such, and clarifies that even where there is no exchange of money, providing people with discounted products or other benefits in exchange for their online promotion is regarded as advertising, so must comply with the guidance.

Exclusivity

A key element of a commercial relationship is exclusivity: for a sponsor, it is crucial to ensure that a rider is not promoting products or services which are duplicative.

There is also value and kudos to a relationship where a rider becomes part of a team of wellknown sponsored riders, which can strengthen a sponsor’s bargaining position in offering sponsored roles.

Specific deliverables

Where a rider has a particularly high profile, or a sponsor has a specific commercial result in mind, it www.equestriantradenews.com

LEGAL DIGEST | ETN

Photo: Romain Biard/Shutterstock.com

A sponsor should seek clear termination rights for any accusations of abuse of the horse. may be possible to link rider benefits to achieving specific targets.

This approach allows the sponsor to direct their marketing budget in a more streamlined way, and for a rider who has regular success, allows them to capitalise on their competitive achievements commercially.

Material changes

It is prudent to discuss at the outset of a relationship how the sponsor and rider would choose to deal with a sporting disappointment, such as a significant injury to horse or rider, or the sale of a top horse, during the term of the sponsorship contract.

Resolutions might vary from a change in focus of the relationship, to a decrease in the volume of sponsorship, to termination if the rider is out of action for a long period of time and unable to support the sponsor’s profile in other ways.

Equally, if a brand suffers a setback, a rider may also wish to suspend or renegotiate the relationship.

When to walk away

While both sponsors and riders engage in a relationship hoping for a productive, mutually beneficial outcome, this is not guaranteed.

Within the sector there is (rightly) sensitivity to any suggestion of abuse of the horse – a sponsor should seek clear termination rights for any accusations of abuse of the horse, or other poor business practices or impropriety, undertaken by a rider.

By promoting their riders in the public eye, a sponsor endorses them – and their behaviour must reflect a sponsor’s values both in and out of the saddle.

Similarly, if the sponsor does not deliver in line with their obligations, or experiences significant financial issues, the rider may wish to seek support elsewhere promptly without the restriction of exclusivity.

One size does not fit all!

While it is tempting to see a bespoke sponsorship contract as an unnecessary additional expense, it is important to ensure that your contract fits your relationship – as a sponsor or a rider – and that both parties have clear “rules of the game” at the outset. www.equestriantradenews.com

The benefits of long relationships between sponsors and riders are evident; and showing that a rider can deliver a sponsor long-term value can make a rider a more attractive prospect for other brands to work with.

Any arrangement which seeks to positively promote equestrian sport in mainstream media is valuable, both to the parties and to the sport.

However, it is important to ensure that such promotion is undertaken responsibly, appropriately and in compliance with applicable law - for the benefit of equestrian sport as a whole.

 Equestrian sport has benefited from some amazing sponsorship arrangements over the years.

About the author

Jodie Seddon, Partner at Aria Grace Equine Law, is an accomplished corporate and commercial lawyer, and an international equestrian athlete. She combines her extensive knowledge of the equine industry with her legal acumen to provide sound commercial advice to equestrian athletes, owners, brands, businesses and governing bodies. She was ranked in Chambers for her work in Equine Law in 2022 and 2023.

Aria Grace Law CIC is the only not-forprofit corporate / commercial law firm in the UK. It has a truly unique wealth-share model benefiting lawyers, clients and society: by paying its lawyers the highest share of the fees in the legal sector, it attracts brilliant lawyers who provide excellent services to its clients at great value, and all firm profits are donated to charities. Aria Grace Law CIC was recognised as “Law Company of the Year” at The Lawyer Awards 2023.

Equestrian Trade News April 2024 | 51

ETN | PROMOTION

Feed Helpline Directory If you or your customers need advice on feeds or supplements, our handy guide will ensure you get through to the right people.

NAF

Science Supplements

0800 373106

01604 263002

About: NAF is the leading manufacturer of equine supplements and care products, all of which have been created for the good of the horse.

Address: Wonastow Road Industrial Estate West, Monmouth, NP25 5JA, United Kingdom Contacts: info@naf-uk.com www.naf-equine.eu/uk Helpline:

About: The UK’s award winning supplement brand. Based on the latest scientific research and data and made under UFAS and NOPS codes of practice.

Address: 3-5 Hartwell Business Park, Hartwell, Northamptonshire NN7 2FA Contacts: info@sciencesupplements.co.uk sciencesupplements.co.uk Helpline:

Mark Westaway

Dodson & Horrell Ltd

01803 527274

01270 782 223

About: We have a collection of forage and fibre-based feeds suitable to meet your horses’ dietary requirements.

For further information contact our team on 01803 527274 or email sales@horsehage.co.uk Address: Love Lane Farm, Marldon, Paignton, Devon TQ3 1SP Contacts: sales@horsehage.co.uk www.horsehage.co.uk Helpline:

About: At D&H we believe it’s incredibly important to ensure every horse/pony is being fed a diet that is balanced, healthy, and well suited to their individual needs.

Address: Aston Mill, Wrenbury Road, Aston, Nantwich, Cheshire, CW5 8DH, United Kingdom Contacts: helplineenquiries@dodsonandhorrell.com www.dodsonandhorrell.com Helpline:

Dengie Horse Feeds

Omega Equine Ltd

01621 841188

01798 817603

About: We’re here to help! Our highly qualified, experienced nutritionists can provide advice for customers on grazing, forage, bucket feed and general management. We also offer forage analysis and AMTRA accredited staff training.

Address: Hall Road, Asheldham, Southminster, Essex. CM0 7JF Contacts: www.dengie.com Helpline:

52 | Equestrian Trade News April 2024

About: Fast-growing manufacturers of an innovative range of popular equine supplements, offering high margins, extensive experience and comprehensive retailer support.

Address: Omega Equine Ltd, Willetts Farm, Broadford Bridge Road West Chiltington, Pulborough, RH20 2LE Contacts: www.omegaequine.co.uk Helpline:

www.equestriantradenews.com

PROMOTION | ETN

SPILLERS™ Horse Feeds

About: For over 60 years, SPILLERS™ have continued to lead research, innovation and development in horse feed products and equine nutrition.

Address: 29 Old Wolverton Road, Old Wolverton, Milton Keynes, Buckinghamshire, MK12 5PZ Contacts: www.spillers-feeds.com Helpline:

01908 226626

Rowen Barbary

About: Expert guidance for optimum nutrition, to help ensure health, performance and overall well-being tailored to individual needs.

Address: Rowen Barbary Horse Feeds, Brades Road, Prees, Nr. Whitchurch, Shropshire. SY13 2DX Contacts: advice@rowenbarbary.co.uk www.rowenbarbary.co.uk Helpline:

01948 880598

Saracen Horse Feeds

Equine America (UK) Ltd

01622 718487

01403 255809

About: Scientifically proven range of feeds formulated to meet the nutritional needs of horses across all breed types, ages, and disciplines, to support overall health, wellbeing and Saracen shine.

Address: The Forstal, Beddow Way, Aylesford, Kent, ME20 7BT Contacts: nutrition@saracenhorsefeeds.co.uk www.saracenhorsefeeds.com Helpline:

S E AT D E

V SA

H T E

About: Equine America has an extensive range of targeted nutritional supplements for optimum health and performance, combining tradition with scientific research.

Address: Beckley Stud, Reeds Lane, Southwater, West Sussex, RH13 9DQ Contacts: info@equine-america.co.uk www.equine-america.co.uk Helpline:

BETA

Feed & NOPS Conference 18th & 19th June 2024 Hilton East Midlands Airport

Wide range of topics from sustainability to sourcing and regulation to risk analysis and much more!

Conference Dinner with pre-dinner speaker Full programme and booking form now available

For more details and to book: Scan the QR code or visit bit.ly/BETANOPSFEED

NEW FOR 2024 Four choices of afternoon workshops

ETN | RETAILER PROFILE

Living a new life

above the shop

On returning to the UK from South Africa, Jane Kenyon and her husband, Guy, bought Hidden Oak Equestrian in east Devon. Deborah Hayward finds out how they have settled in and what plans they have for the business.

Guy and Jane Kenyon have left Johannesburg behind to take over Hidden Oak Equestrian, near Exeter, Devon.

A

fter three decades in Johannesburg, South Africa, husband and wife Jane and Guy Kenyon are back in the UK, living above the shop in rural east Devon as the new owners of Hidden Oak Equestrian.

They have bought the business from Greg and Fay Vooght, who transformed the Halfway Inn pub into an equestrian store and café.

ETN interviewed their son, Richard Vooght, back in 2022 following the renovation. It had taken eight months to remodel the property, which sits at the side of the Sidmouth Road – halfway between London and Land’s End – in Aylesbeare, near Exeter.

The Kenyons took up the reins in October last year after their search for a pub turned up quite a different result. “It was advertised on a sales website for public houses!” says Jane. “We couldn’t believe that we were lucky enough to find an equestrian store and café, which ticked both boxes just like that.”

Jane is no stranger to horses or the retail world, as she worked at one of South Africa’s largest equestrian stores, Western Shoppe, for 26 years before setting up her own saddle-fitting business, Change of Tack.

Return from South Africa

“I was born in the UK but moved to South Africa 54 | Equestrian Trade News April 2024

with my family when I was five,” explains Jane. “Guy was born and bred in the West Midlands and went travelling after completing his studies in Plymouth.

He was offered a job in South Africa by his uncle and then ended up staying there because he met me.”

The decision to return to the UK was not easy but, once the couple discovered that their two children, Lucy and Tim, had opted to make it their home, they decided to come back.

“South Africa is a beautiful country, but it has so many problems,” says Jane. “I was very sad to leave, but times change and sometimes you just have to move on.

“Both my kids had spent gap years in the UK. Lucy is now at Loughborough University studying biomedical engineering and Tim works for a sports technology company in London.

“My mother lives in Crewkerne, Somerset, and my sister and brother-in-law came back at the same time as us.”

Taking the reins

Patience has certainly been a virtue for the couple, who have employed a “watch and learn” policy before rolling out plans.

“While I have a huge amount of equestrian retail knowledge, it is not from England,” says Jane. “The brands are the same. So are the horses and riders, but there is a difference in spend and priorities. www.equestriantradenews.com

RETAILER PROFILE | ETN

Jane says her task in running the business has been “rebalancing the stock – getting rid of the old and keeping the new.”

“Weather is different and so are the seasons, so there are tweaks that we need to learn. I need to know what my customers in east Devon want, as I can’t recreate what I used to have because it’s not the same.”

Horses for courses

Jane acquired all existing stock with the sale. “The store had a big selection of feed in small quantities and I wondered if this would be the way forward,” she says. “I have since discovered that this is perfect for our customers.

“A lot of people have one horse and buy one bag of feed and two bags of shavings, as that is all they can fit in their car and they don’t have the storage space, either. The previous owners had nailed it from that point of view, so this side of the business has been structured very well.”

Making their mark

Jane says she is busy “rebalancing the stock – getting rid of the old and keeping the new – and making sure we are making money on it.” She adds: “We have a huge range of country boots. It’s not about discounting them, though, as there is nothing wrong with them. It will just take us an age to plough through them.”

At the same time, Jane is keen to introduce different brands and has done

some market research. “I’m going to take a calculated risk on some products,” she says, with a laugh. “Our geographical market might have its preferences, but there is a whole country out there for me to introduce brands online.

“Before placing an order, I always check records to see what sold historically. But the reporting is lacking here, as the business isn’t old enough.

Records from five years ago are much more accurate than those from two.”

out in the business – particularly the café – as much as he can.

Country café

The natural route for the business is to introduce saddles, Jane believes. “We don’t do them at the moment,” she says, “but I have started saddle-fitting again.

“I will build a portfolio of saddles, second-hand and new. I love the second-hand market, as it allows the customer to ride in the saddles.

“With new, people expect a saddle to be free from marks, yet they expect to ride in it before they buy, so you get caught in that betwixt and between situation. This is definitely one of my big plans going forward.”

The store’s café can seat up to 70 in summer, thanks to an outdoor seating area, and has just secured a top food hygiene rating of 5. Breakfasts and lunches are served throughout the week, with special evening events.

“We’ve had a Build Your Own Burger night, steak and pie nights,” says Jane, “and a barbecue – or a braai, as we call it in South Africa – is next.”

The café’s team of chefs caters for local tastes, baking eight different cakes each day, ranging from tiffin and shortbread to flapjack and scones.

There’s even a nod to South Africa with koeksisters on the menu. “These are a type of plaited donut that is deep-fried and drizzled with syrup,” explains Jane.

When Jane and Guy arrived at Hidden Oak, there was an enthusiastic team in place. “We have some real gems in our business,” says Jane. “There are 12 members of staff. Three work five days a week and the others work flexi-time and part-time.”

The end goal

A place to live and work

Jane and Guy live above the shop.

“We have a modern, two-bedroom apartment,” says Jane. “In South Africa, we had a house with two hectares of land and I had my horses at home.

“We brought two of our dogs over here with us – border terriers Rusty and Bailey. They have never lived in an apartment before, so we have all had to learn.”

Being on site has it benefits for Jane, who is working seven days a week. Guy, who is joint owner of Hidden Oak, works as a national sales manager for glass solution company Dorma-Glas but helps

The previous owner of Hidden Oak converted the property from a pub into an equestrian store.

www.equestriantradenews.com

A ready-made team

ETN asks Jane…

What do you and Guy like to do in your leisure time?

Guy plays golf and I’m keen on the outdoors and gym. We are only eight miles from the coast, so I plan to swim in the sea in summer. I also need to get back into horses and I love walking my dogs on the two big commons nearby.

Does life in east Devon move at a different pace from that in South Africa?

Yes, Johannesburg was very much about keeping up with the Joneses. You are living a really good life, but you are working your butt off to make ends meet.

Are you tempted to introduce a South African feel to the store?

As much as we are South African, we are in Devon and our customers are English and they are not looking for the exotic – we have to adapt to them, not the other way round.

Equestrian Trade News April 2024 | 55

ETN | REPORT

Turning back the pages…

For four decades, ETN has reported on the equestrian trade. So, let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

Five years ago...

Twenty years ago...

In April 2019, ETN reported:

In April 2004, ETN reported:

Ten years ago...

Thirty years ago...

In April 2014, ETN reported:

In April 1994, ETN reported:

• The day after the Ride-away shop closed, Millbry Hill opened an outlet on the site near York.

The Ride-away business’s parent company, Internet Fusion Group (IFG), had been in consultation with the store’s staff who faced an uncertain future. Millbry Hill took on five former Ride-away employees to staff their new store, including store manager Hayden Tuck.

• Wholesaler Hucklesby Associates acquired the footwear brand Taurus Equestrian. Norfolk based Taurus had been founded by Jonathan Groome 20 years previously.

• The first Equitana to run in America was announced by Reed Exhibitions. The three-day consumer show was scheduled for Lexington, Kentucky in the autumn of 2020.

• In a rare image, William Funnell was pictured picking up poo. The top international show jumper was highlighting the importance of the practice as part of a worm control feature with his sponsor Virbac.

• A group of saddle fitters founded the Master Saddle Fitting Consultants (MSFC) Society. All members had qualified or were students with the Dutch based Academy for Master Saddle Fitting Consultants. The group was set up to exchange ideas and develop best practice in saddle fitting, while supporting MSFC fitters and students. “We all care about educating riders and owners about saddle fitting, and want to promote that side of our work too,” said MSFC Society chairman Catherine Morris.

• Fieldhouse Riding Equipment opened a showroom at its Walsall headquarters. Retailers could visit the trade-only facility to view the latest JustTogs, GFS and Pessoa branded clothing and saddlery.

• Equestrian.com – the domain name of online retailer Equestrian Clearance – became the new sponsor of the Hickstead Derby, putting up a £115,000 prize fund and launching on online community. “We want people to feel part of this thrilling event,” said director Lorraine Meadowcroft.

• Phil Duff was drafted in to mastermind Badminton’s trade stand area. Event director Hugh Thomas said the former managing director of Ariat Europe had been given “a wide brief.”

56 | Equestrian Trade News April 2024

• Event rider Robert Lemieux announced his engagement to Lisa Hunt who was running the supplements and grooming products supplier Horse Health Wessex. The couple met when Lisa groomed for Robert at Badminton in 1997. Although listed to ride for Canada at the Athens Olympics, Robert was working full-time for former jump jockey Richard Dunwoody’s sports marketing company.

• The polo-themed clothing brand Tottie Wear went into liquidation. The company had caught attention with its risqué adverts showing a female polo player with a male hand place on her backside.

• Eqvalan Duo wormer was launched. The product combined ivermectin-based Eqvalan with the tapeworm killer praziquantel. “No other wormer does more; it will make life simpler for you and your customers,” said the supplier Merial.

• Event rider Polly Jackson was caught eating Blue Chip Bites – the new equine dental care treat – on the company’s stand at BETA International. Her photo appeared in ETN to prove it.

• Susan Moxon, manager of Coleman Croft, was set to leave the Hertfordshire saddlery shop to help launch a 6,400sq ft outlet near Dublin for Holmstead Saddlery. “It will be the best shop you’ve ever seen,” said Holmstead owner Bill Holmes, adding that the project, on the site of the former Cruicerath Stud, would cost £1 million over the next five years.

• Agent Charles Leonard told ETN that Masta’s catalogue offering products directly to the public was costing him between £2,000 and £4,000 a month in lost income. He’d also had to contend with “some extremely angry retailers.”

Masta Rug Company had distributed the 20-page catalogue in Horse&Hound offering rugs “at manufacturer’s prices.”

• Madeleine Lloyd-Webber took on a partner, Samantha Baring, to manage her country clothing collection, The Done Thing. “The children and the running of the [Watership Down] stud at Sydmonton have come before The Done Thing, so I’m glad Samantha is taking the reins,” said Madeleine (nee Gurdon), a former event rider who named the range after her top horse - and married the composer, Andrew Lloyd-Webber.

• Harrods made the unusual step of advertising for a new manager of its riding department. “We usually recruit from within Harrods, but we couldn’t find anyone horsey enough,” head buyer Colin Missenden told ETN.

www.equestriantradenews.com

SMS AWARDS | ETN

Saddlery competition showcases creativity and craftmanship ETN reports from the event that highlights why British saddlery is the world’s best.

T

he Society of Master Saddlers’ (SMS) annual National Competition was held at Saddlers Hall, the London home of the Worshipful Company of Saddlers, in February.

More than 150 people gathered for the presentation of prizes by Hugh Taylor, Saddlers’ Company Prime Warden.

SMS President Karen Schlotter began the evening by quoting Pierre de Coubertin, the father of modern Olympic Games: “The most important thing… is not winning but taking part.

“The value is to participate and not the prize,” said Karen. “Without all the wonderful entries that didn’t win a prize, we wouldn’t have such an amazing display of creativity and talent.”

Master and Apprentice A Headcollar made by the Apprentice and Foal Slip made by the Master.

1st: Master Saddler Sarah Stevens and her Apprentice Charlotte Cheesman Premiums: Sarah Stevens, Charlotte Cheesman, Harri Bruce and Gabrielle Mitchley Trainee Bridlework A Snaffle Bridle conforming to Level 2 City and Guilds Skills Assessment specification Sponsored by Abbey England 1st: Bonnie Dale, Capel Manor College 2nd: Hannah Phair, Capel Manor College 3rd: Hettie Rogers, Capel Manor College Premiums: Bonnie Dale, Hannah Phair, Hettie Rogers and Tamara Hug.

Most of the prize fund was generously provided by The Worshipful Company of Saddlers with charitable contributions from The Worshipful Company of Coach and Coach Harness Makers, Abbey England, Cribbs Carriage Masters and H Webber.

Intermediate Bridle open to qualified and trainee members only Hunting Breastplate with Martingale Attachment A Crupper & Dock Sponsored by The Worshipful Company of Coach and Coach Harness Makers 1st: Hettie Rogers, Capel Manor College 2nd: Hannah Phair, Capel Manor College 3rd: Hattie Stevens, Capel Manor College 4th: Bonnie Dale, Capel Manor College Premiums: Hettie Rogers, Hannah Phair, Hattie Stevens, Bonnie Dale, Millie James, Regina Mitchell and Harri Bruce.

In-hand Stallion Show Bridle conforming to Level 3 City and Guilds Skills Assessment specification

Trainee Saddle (Rural) Any type or size of Leather Saddle suitable to meet the criteria of C&G Level 2 or 3 Saddle specification (2nd Prize - Sponsored by Osborne Tools)

1st: Regina Mitchell 2nd: Millie James, The King’s Troop RHA 3rd: Harri Bruce, SES Saddlery Premiums: Regina Mitchell, Millie James and Harri Bruce

1st: Samantha Penfold Garrett, Saddlery Training Centre 2nd: Frances Ridley, Saddlery Training Centre 3rd: Bonnie Dale, Capel Manor College

www.equestriantradenews.com

Society of Master Saddlers 2024 Saddlery Competition Results

1st: Harri Bruce, SES Saddlery 2nd: Charlotte Cheesman, SES Saddlery 3rd: Christie Farren, The King’s Troop RHA Premiums: Harri Bruce, Charlotte Cheesman, Christie Farren Special Open Class A Straight Clincher Link Browband 1st: - Joanne Dennison 2nd: Gudrun Thuesen 3rd: Tamara Hug 4th: Katy Warriner Premiums: Joanne Dennison, Gudrun Thuesen, Tamara Hug and Katy Warriner Small Business Saddle Makers Any design of English Astride leather saddle 1st: Signe Dreyer 2nd: Hattie Crabtree 3rd: Kate Hardt Premiums: Signe Dreyer

Equestrian Trade News April 2024 | 57

ETN | SMS AWARDS Trade / Company Saddle Any design of leather English Astride Saddle 1st: Hastilow & Sons Premiums: Hastilow & Sons, Frank Baines Saddlery

A Side Saddle 1st: Coralie Chung 2nd: Kate Hardt 3rd: Suzanne Hall Premium: Coralie Chung Open Class Dog Collar or Harness with Lead

Open Harness A pair of leather Shaft Tugs Sponsored by Cribbs Carriage Masters

1st: Catrien Coppens 2nd: Frances Roche 3rd: Lucy Ellis 4th: Lisa Hoskins Premiums: Catrien Coppens, Frances Roche, Lucy Ellis, Lisa Hoskins, Meg Webb, Kirsty Thomson, Corrie King, Amy Biggs, Emily Gunnell, Frances Ridley, Joanne Dennison, Tahia Hunt and Lynsey Ellis

1st: Catrien Coppens 2nd: Line Hansen 3rd: Carolyn Truss Premiums: Catrien Coppens, Line Hansen, Carolyn Truss and Katy Warriner Open Bridle A Show Pony Snaffle Bridle

The President’s Choice Theme ‘Useful Bright & Beautiful’ Any functional leather item inspired by the natural world.

1st: Helen Reader 2nd: Catherine Baker 3rd: Christie Farren Premiums: Helen Reader, Catherine Baker, Christie Farren and Line Hansen Open Saddle Any design of Dressage Saddle 1st: Andrew Hastilow, Hastilow & Sons 2nd: Michael Roper, Frank Baines Saddlery 3rd: Lee Jones, L A Jones Saddlemaker Premiums: Andrew Hastilow, Michael Roper and Lee Jones and George Jones and Scott Smith of Frank Baines Saddlery

1st: Lucy Cushley for the Moses Basket 2nd: Godfrey Morris MBE for the Butterfly Clock 3rd: Line Hansen for the Walking Boots 4th: Helen Leedham for the Lamp Premiums: Lucy Cushley, Godfrey Morris, Line Hansen, Helen Leedham and Catherine Baker who made the Knife Roll, Jeff Barry for his Gun Slip and Claire Davenport for her Book Cover.

Classifieds

The Tony Byrne Memorial Trophy for the best Harness entry by an Apprentice or Trainee was awarded to Gabrielle Mitchley for her Shaft Tuggs entered in the open harness class.

The Tony Russell Memorial Trophy for the best harness entry was awarded to Catrien Coppens for her entry in the open harness class.

The Side Saddle Association Trophy for the best side saddle was awarded to Coralie Chung.

The Neil McCarraher trophy for the best Trade Saddle was awarded to Hastilow & Sons.

The Ken Lyndon Dykes Perpetual Trophy for the best entry in the President’s Choice class, ‘Useful Bright & Beautiful’ was awarded to Lucy Cushley for the Moses Basket.

The Alf Batchelor Memorial Trophy for the best bridlework entry was awarded to Helen Reader for her entry in the Open Bridle class, presented by John Batchelor.

The Les Coker Millennium Trophy for best entry by an Apprentice was awarded to Charlotte Cheesman for her entry in the Master and Apprentice Class.

The Bruce Emtage Memorial Plate for Best in Show was awarded to Andrew Hastilow for his saddle entered in the Open Saddle Class.

Coming soon in CLOUD POS ECOMMERCE

contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk

Legacy Equestrian require a sales agent for North of England and Scotland please get in touch via the details below:

JUNE 2024 Paddock equipment gallery

Saddle and girth innovations

gallery

Feeding for gut health

Legacy.eq@btinternet.com 07710453758

feed and supplements gallery

Legacy-equestrian.co.uk

feature

Thinking of selling your business?

European Company wishing to establish foothold in the UK Equestrian market seeking acquisition of a well-established UK retail company, preferably with strong online presence.

Minimum current turnover of £1,000,000. Must have a strong management team eager to expand their current business as part of a larger organisation.

Other business types in the Equestrian sector may be considered.

Contact in confidence to equestrian.acquisitions@gmail.com.

58 | Equestrian Trade News April 2024

British companies Saddle-makers’ directory SMS accredited saddle fitters’ CPD

To get involved with the features, contact: Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

To submit editorial for the galleries, send approx. 200 words plus a j-peg image attached to an email (not a link) by 23 April to editor@equestriantradenews.com www.equestriantradenews.com

Photo: Fotema/Shutterstock.com

FOR ADVERTISING ENQUIRIES

Competition Trophies

Snowhill Trade Saddlery Wholesale Saddlery and Country Clothing Suppliers

APRIL OFFERS

Rhinegold Star Torrent Combo Outdoor Rug Features a 600 denier breathable outer with no polyfill.

Product Code: 679S Colour: Star Design Sizes: 4’6” to 7’0”

Trade Price Was £35.50

NOW £25.50

Rhinegold Padded Striped Headcollar & Lead Rope Set

Rhinegold Crystal Body Brush

Product Code: 395 Colour: As shown Sizes: Shet, Pony, Cob, Full

Product Code: 911 Colour: As shown Size: One Size

Trade Price

Trade Price

NOW £6.00

NOW £3.50

Was £8.50

Was £4.90

Rhinegold Mini Dottie Torrent Outdoor Rug

CLEARANCE COLOUR

Product Code: 678A Colour: Navy/Red Spot Sizes: 3’6” to 4’3”

Trade Price Was £24.50

NOW £19.50

Rhinegold Dottie Torrent Combo Outdoor Rug Features a 600 denier breathable outer with no polyfill.

Only Navy/Red Spots on offer as colour clearance.

Product Code: 679 Colour: Navy/Red Spot Sizes: 4’6” to 7’0”

Rhinegold Dottie Torrent Outdoor Rug

Rhinegold Star Torrent Outdoor Rug

Product Code: 678D Colour: Navy/Red Spot Sizes: 4’6” to 7’0”

Product Code: 678S Colour: Star Design Sizes: 4’6” to 7’0”

Trade Price

Trade Price

Trade Price

NOW £24.50

NOW £22.50

NOW £22.50

www.snowhilltradesaddlery.co.uk

Was £32.50

Was £29.50

Email: sales@snowhill.ltd.uk

Was £29.50

Tel: 01243 672323

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