ETN (Equestrian Trade News) – January 2024

JANUARY 2024

Volume 48, No 1

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

THE ROAD TO SUCCESS Exclusive marketers’ directory

PLUS

• Hoof care focus: products and CPD feature • Positive thinking for a new year • Kate Hore ‘in the hot seat’

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Editor’s comment

H

ere we are in 2024 - an Olympic year. It seems to have come around quickly… probably because Tokyo 2020 happened in 2021, due to the pandemic.

Many other events and activities were of course curtailed “due to Covid.” Scarily, however, equestrianism overall is at a more dangerous tipping point now than it was then…

Participation levels are declining as riding schools continue to close at an alarming rate. And if newbies have nowhere to ride, they won’t take it up, leaving our trade with fewer customers.

The time for tokenism and wishy-washy initiatives is over. Action is needed.

At least with the Olympics being in Paris – and televised and streamed at civilized times of day – it will get a good audience including, crucially, the casually interested as well as the die-hard fans.

Let’s hope the equestrian Brits do well, get the media coverage they deserve and more people are inspired to take to the saddle.

Well done, Gallop Equestrian. What a great idea to use rugs’ binding to indicate insulation weights, and to put haynets’ overall length and hole sizes on the labels.

It makes browsing so much easier and more enjoyable for customers.

FRONT COVER:

Whether you need a photo-shoot organised or a press THE ROAD release written, TO SUCCESS PLUS there are a host of experienced equestrian industry promotions professionals at your service. Find out more about how they can help grow your business via our exclusive Media & PR Directory in this issue of ETN.

JANUARY 2024

Volume 48, No 1

ETN is the official media partner of BETA International

2024

22-23 September NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Exclusive marketers’ directory

• Hoof care focus: products and CPD feature • Positive thinking for a new year • Kate Hore ‘in the hot seat’

Main Sponsor

Image of photographer Jon Stroud on Horse&Rider Magazine Autumn/Winter fashion shoot

WWW.EQUESTRIANTRADENEWS.COM

Anything that avoids staff having to drag a product out of its packaging just to find out the size – and, even worse, stuff it back in again - is to be welcomed.

We automatically assume that horses respond to food when it comes to stable enrichment. But how about sound…?

Academics in Scotland have tackled a tall order; they’ve designed the world’s first interactive audio system for giraffes. Much like horses, giraffes apparently sleep by taking frequent brief naps whenever they choose, leaving big chunks of time when boredom can set in.

These prototype devices allow a safari park’s five giraffes to trigger sounds on demand, with the aim of benefitting their mental and physical health.

One system plays sounds when the giraffes headbutt or nudge a toy hung in their enclosure. The other triggers audio when the animals stand next to a sensor.

The project is ongoing…

Meanwhile, many stable yards have a radio blaring out – although whether that’s for the horses’ or staff’s benefit is uncertain.

It’s been a horribly wet winter so far, with many horses confined to barracks.

So finding out what sounds horses like, or hate, could possibly lead to interesting new product development.

Stable mirrors are still favoured on some yards. If it turns out that horses like sound as well as vision, are we edging towards in-stable entertainment screens?

In this issue...

NEWS

What’s been happening

PRODUCT NEWS Latest launches

MARKETING MATTERS

Podcasting: more fun, less slog

ETN/SMS BENCH SADDLER OF THE MONTH Meet this month’s award winner

PEOPLE

Who’s new, who’s moved

BEDDING FEATURE

BETA NOPS scheme explained Products and news

4

14

18

20

22

26 28

TURN BACK THE PAGES

What ETN was reporting five, ten, 20 and 30 years ago

AMTRA ACCREDITED CPD FEATURE Nutrition for hoof care

RETAILER PROFILE

Meet Joywyns Pet & Country

HOOF CARE

Product gallery

PETS & WILD BIRDS Product gallery

COVER STORY

Media & PR Directory

BETTER BUSINESS

Positive thinking for a new year

IN THE HOT SEAT With Kate Hore

29

30

34

36

38

40

46

48

Who needs Chanel No 5 when you can open a postal delivery from Henry James Saddlery? Their leather smells gorgeous…

The item I’d ordered was a good find. It’s a soft, padded noseband with a removeable flash strap. And when I say removable, I mean there’s no tab left showing when said strap is taken off.

This one has a smart but discreet stud fastening instead. Brilliant!

Liz Benwell Liz Benwell

EQUESTRIAN TRADE NEWS JANUARY 2024 | 3

ETN | NEWS

News Companies support RDA championships Dodson & Horrell and Red Gorilla were among the sponsors of the RDA (Riding for the Disabled) Virtual National Championships in November.

Now in its third year, the online format enables competitors who might not otherwise be able to travel to a venue to take part.

There were 402 entries from 63 RDA Groups across the UK competing in a total of 81 classes. A packed schedule covered dressage, vaulting, musical rides, carriage driving, the countryside challenge, showing and showjumping.

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 4 | EQUESTRIAN TRADE NEWS JANUARY 2024

Advertising Manager 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

www.carbonbalancedpape r.com CBP123456

NEED MORE NEWS? Receive ETN’s weekly e-newsletter directly to your inbox. It’s free and you can sign up at www.equestriantradenews.com

ADVERTISERS’ INDEX Admire PR Bedmax BETA International Black Nova Designs Blue Door Design Charles Owen Citrus Lime Concord Equestrian Dengie DJ Murphy Publishers Earlswood Supplies ETN Magazine Gallop Holdsworth PR Horslyx JB Promotions Jenkinson NAF Premier Equine Red Gorilla Science Supplements Scott Rowley PR Snowhill STUBBS England Sundown Products World Of The Horse WF Young

42 27 33 43 39 13 50 17 19 45 39 47 5 40 OFC 44 3&9 7 IFC OBC 24 & 25 41 IBC 21 23 50 17

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

Hat trick of awards for publisher

DJ Murphy, publisher of Horse&Rider and PONY magazines, scooped three awards at the recent Professional Publishers Association Independent Publisher Awards 2023.

Judges awarded PONY Magazine Big Day Out the Event of the Year award, saying they were “impressed with the level of audience reach and engagement through social channels, as well as the commitment to making the event accessible to all”. Meanwhile, the team that co-ordinates the stand and events for Horse&Rider and PONY magazine, scooped Team of the Year, with judges saying “The winners were a truly collaborative team, delivering strong

outcomes for their company through creativity and innovation.” PONY Big Day Out ran three sell-out events in 2023 at venues across the country, with another series planned for 2024.

New for 2023, the Video Content Strategy of the Year award went to PONY, with judges saying they were “impressed with the wide range of media formats, which contributed to the huge growth in engagement and commercial success”.

Accepting the awards, managing director, Zoe Cannon, said “I’m so proud of our team. For our achievements to be acknowledged in the company of many much larger publishers is very exciting, and well-deserved. We’re looking forward to 2024, and will continue to innovate and produce compelling content to engage our audiences across all platforms.”

Left to right: Comedian Jen Brister, Horse&Rider and PONY magazines’ Editor-in-Chief Louise Kittle, DJ Murphy managing director Zoe Cannon and awards presenter John Cheney, CEO at Workbooks

WINNING IMAGE HERALDS INCLUSIVE EVENT Lorna Elliot’s captivating headshot of her Fell pony Greenholme Grey Bobby II features on the programme cover for the 32nd National Equine Forum (NEF).

The annual event, which brings together representatives from all echelons of the equestrian industry, including government, equestrian sport, veterinary science and welfare, takes place on 7 March.

WWW.EQUESTRIANTRADENEWS.COM

A competition to provide the NEF’s programme cover image attracted 34 entries from photographers in Bulgaria and the USA as well as the UK. “We especially liked Lorna’s use of the spectacular sunset to highlight the windswept, natural look of one of the UK’s iconic native pony breeds,” said NEF convener Dr Georgina Crossman.

The photography contest was supported

by Redpin Publishing.

Retailers: are you missing a trick?

It’s not often you’re given £100 for free… but that’s the deal for retailers who take up BETA’s Show Gift Voucher scheme.

The initiative, open to all BETA retail members, is designed to help tack shops and saddleries promote themselves to their local equestrian community via sponsorship.

Retailers receive £100 worth of vouchers to be given away as prizes at local shows or any equestrian fixture of their choice.

BETA redeems the vouchers’ value directly to the retailer once they are returned having been spent in-store by the recipient winners.

“The goals of the scheme are to support and highlight BETA retail members, to encourage networking opportunities for retailers, to encourage footfall into retailers’ businesses as well as use of the voucher to purchase goods or services and, we hope, an up-spend from it,” explains BETA field officer Tricia Nassau-Williams.

As schedules and dates begin to be announced for the 2024 show season, now’s the time to take advantage of the Show Gift Voucher scheme, says BETA’s Tina Hustler.

And there are no rules when it comes to allocating where to award the vouchers, she adds “We’ve had them awarded to the ‘pinkest rider’, for charity rides and lots of different ridden and in-hand classes,” says Tina.

For more details, contact the BETA office on info@beta-uk.org tel 01937 587062.

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EQUESTRIAN TRADE NEWS JANUARY 2024 | 5

ETN | NEWS

Sponsor signs up for BETA International 2024 Neue Schule will return as the main sponsor of BETA International next year and in 2025.

BETA International 2024 takes place on Sunday 22 and Monday 23 September at the NAEC, Stoneleigh.

The show’s two-day format, which got the thumbs up from visitors and exhibitors last year, will be repeated slightly later in the month to avoid a clash with Burghley horse trials on 5 – 8 September.

BETA International 2024 marks the event’s 45th anniversary.

“Critical to the industry’s success” Bits and bitting specialist Neue Schule has been the main sponsor of BETA International - the UK’s only equestrian trade show - for ten years.

“We feel BETA International is fundamental to the equestrian industry and is critical to its success,” said Sarfraz Mian, CEO of Neue Schule “It’s important for networking and bringing companies together so they can see new products coming through, share ideas, meet suppliers and build and anticipate the business for the next season.”

Claire Williams, executive director of the British Equestrian Trade Association (BETA), which organises the show, said: “We cannot be more delighted to continue the partnership with Neue Schule as the headline sponsor for 2024 and 2025.

“We are indebted to Sarfraz and his team for their continued support, not just of the show, but the trade too, as BETA International really does provide a true hub for our members and the rest of the trade to network, find out about the latest innovations, and learn too.

Hotelier’s rare breed wins the day

A Suffolk Punch, officially a rare breed, took the supreme champion’s title in the 2023 SEIB Insurance Brokers Search for a Star.

Holbeache Scarlet, a four-year-old mare, is owned by Andrea Hoskins and was shown by her stud manager Brak Auker.

For many years, Andrea and her late husband Lawrence, who died last year, ran The George at Stamford hotel – a favourite meeting place near Burghley horse trials.

“We have a lot planned for 2024 and we’re thrilled to have Neue Schule as a big part of it.”

Stand and ticket bookings open BETA International 2024 will see companies exhibiting hundreds of brands, offers, seminars, training opportunities and the offer chances to meet and network with members of the trade.

For more information, see www.beta-int.com

CLOTHING BRAND GOES NET ZERO

British equestrian fashion brand Equetech says it’s now a net zero company by offsetting all its carbon emissions.

Equetech belongs to Ecologi whose members promise to plant a tree for every sale through their website.

The brand also incorporates ecofriendly elements within its collections, using recycled materials and, more recently, Bluesign fabrics and manufacturing within its Utopia waterproof coat.

The company transitioned to recyclable packaging in 2023 and retains an independent factory on UK shores.

PLEDGING SUPPORT FOR DRESSAGE

BETTALIFE is to sponsor the British Dressage Novice Silver and Gold championship series until 2026.

The supplement supplier also sponsors dressage competitors at all levels including Ireland’s international rider Abi Lyle and national BD novice title-holder Jade Baker (pictured).

6 | EQUESTRIAN TRADE NEWS JANUARY 2024

WWW.EQUESTRIANTRADENEWS.COM

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Five Star Superflex Senior, an effective, unique synergistic blend of ingredients, formulated to provide targeted nutrition for the maintenance of senior joints and older horses and ponies.

“Feeding for joint health is crucial for ensuring that we provide the right support for our horses and the Five Star Superflex product range allows us to do just that. Valegro gave us so much throughout his competitive career and Superflex Senior is the supplement of choice for helping him to maintain an active lifestyle as he gets older.

It provides the right nutrition at the right levels, giving him flexibility for life.”

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ETN | NEWS

ENDURANCE MOVES TO NEW PUBLISHER

Endurance magazine has announced a new partnership with DJ Murphy, publisher of Horse&Rider and PONY magazines, effective from 1 January.

The quarterly Endurance magazine is the official publication of Endurance GB, the national governing body for the sport of endurance riding in Great Britain.

“The move secures the future of Endurance magazine and the publication will benefit from the extensive publishing experience of DJ Murphy, which is one of the few remaining independent publishers in the industry and has been in the business for more than 70 years,” says Endurance GB. Endurance magazine editor Nicky Moffatt added: “Joining the team at DJ Murphy is such an exciting opportunity for Endurance, as the team there do a great job producing quality magazines that have stood the test of time.”

NEW SPONSOR FOR BADMINTON

Mars Equestrian is to be the title sponsor of Badminton horse trials in 2024 the event’s 75th anniversary.

“We are honoured to become one of only three title sponsors in the history of the prestigious Badminton horse trials” said William Clements, president of Mars Equestrian.

Previous title sponsors were Whitbread and Mitsubishi.

“The eventing world is lucky to have the support of such a knowledgeable and generous company as Mars, and we have already enjoyed a happy two years of their support as presenting sponsor,” added Badminton director Jane Tuckwell.

The event was started in 1949 by the 10th Duke of Beaufort on his estate in Gloucestershire to prepare riders for the Olympic Games.

The Mars Badminton Horse Trials takes place on 8 – 12 May

End of the road for some body protectors

From the start of this year, BETA 2009 body protectors are no longer permitted for British Eventing, Pony Club and British Riding Clubs competitions.

Riders competing under these organisation’s rules should ensure their body protector has a black and blue 2018 label, says BETA. Riders can continue to use BETA 2009 for general riding or in other activities for which there’s no specific body protector requirement.

BETA recommends that body protectors should be replaced every five years, depending on use, as impact absorption properties of the foam decline over time.

8 | EQUESTRIAN TRADE NEWS JANUARY 2024

Free CPD portal expands

A new digestive module has been added to Equine America’s Training Portal.

The platform delivers free CPD for qualified professionals while improving everyone’s knowledge of equine nutrition and supplements.

Each module provides an overview of anatomy and physiology relevant to common veterinary conditions, before exploring equine nutrition.

This latest module, the fourth to join the portal, is worth 4 AMTRA points to SQPs/RAMAs. Enrolment is free.

LONG-AWAITED EUROPEAN HAT STANDARD ARRIVES A new European standard for riding hats - EN1384:2023 - was officially harmonised last month.

The development comes after a nine-year wait.

However, retailers and riders are reassured that it will be phased in gradually in terms of new product and riding rules.

The ‘new EN1384’ offers significant increases in performance over the previous version and when compared with VG1.

Hats meeting VG1, originally introduced as an interim specification, can still be sold and worn by riders competing under competitive bodies’ rules in the UK. Claire Williams, executive director of BETA and convenor of the European Riding Hat Standards Working Group, explained that harmonised standards simplify the process for manufacturers, notified bodies and other stakeholders wishing to clearly demonstrate that their helmets meet the health and safety requirements laid down in the regulation.

“A harmonised standard also gives consistency and reassurance to the market,” she added.

What EN1384:2023 will mean The main equestrian disciplines’ rules for 2024 include reference to the EN1384 alongside the VG1 and other standards. They will continue to accept VG1 (with and without Kitemark or IC Mark depending on organisation) for some time yet.

Expect to see hats enter the market and be offered for quality testing to EN1384:2023. In time, the new standard is likely to supersede VG1, although hats made to VG1 may come onto the market for some time yet, due to production patterns.

Hats made to VG1 can continue to be sold in the UK until such time as a company’s type certificate expires.

Retailers can continue to sell VG1 hats in the UK. The VG1 was brought in while the European standard was being written; no decision has been made regarding its future.

Any hats retailers have in stock or that are in distributors’ warehouses are considered to be placed on the market, so can continue to be sold.

It is expected that VG1 marked hats will be acceptable for use in competition for a number of years.

• Claire Williams, of BETA will provide a full analysis of EN1384:2023 and what it means for the trade in the February/March issue of ETN. WWW.EQUESTRIANTRADENEWS.COM

Photo: Peter Nixon

Supplement brand rewards senior eventers

Deborah Burrell and her horse Imperial Tangle were the inaugural winners of the BETTALIFE and Event Horse Owners Association (EHOA) Veteran Eventing Championship.

The series is aimed at riders aged 45 and over who still have a passion for the sport.

Deborah was presented with her prizes - £500, a trophy, rosette and BETTALIFE products – by Amy Pickard of the supplements supplier at the EHOA Awards Lunch at Cheltenham Racecourse in November.

Said Ryan Millar, director of BETTALIFE: “It’s been wonderful to follow the progress of this league throughout the year rewarding the more senior event riders who still remain as competitive as ever.”

BRITISH RIDING HAT TOPS US CHART

The UK-made Champion Revolve X-Air MIPS Peaked Helmet has been ranked number one by an American university.

Virginia Tech tested a total of 45 riding helmets in its laboratory.

The annual project is sponsored by Jacqueline Mars and various US equestrian bodies.

Technicians conduct impact tests before rating helmets using a star evaluation system. Helmets with more stars are said to provide a reduction in concussion risk compared to those with fewer stars.

Champion has five helmets ranked in the top ten, and took the top four positions. Another British brand, Charles Owen, has two helmets in the top 12.

Said Ben Hanna, production engineer at Champion Manufacturing: “We’re proud that not only do our helmets meet the different approved standards in the UK, such as PAS 015 or the latest SNELL ratings, but that we’re also leading the field in new testing systems that assess helmets in Champion helmets dominate the different ways.

2023 riding helmet rankings by “We’re sure our customers Virginia Tech. will be delighted to see Champion’s helmets getting the stamp of approval from another set of rigorous testing.”

See the full 2023 Virginia Tech riding helmet test results here: https://www.helmet.beam.vt.edu/equestrian-helmet-ratings.html

WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS JANUARY 2024 | 9

ETN | NEWS

COMPANY AND DIRECTOR IN DOUBLE AWARDS WIN

she has put into CANTER [the industry-wide Westgate Laboratories scooped Online campaign to combat wormer resistance].

Store of the Year at the National SQP “She is an asset to Westgate Labs, and a Awards in London in November. true professional in her role as an SQP.” In a double win, the company’s Claire told ETN: “It was a rare chance in marketing director Claire Shand was our line of work to get glammed up and named Equine SQP of the Year at the celebrate excellence in the animal health glittering awards evening. sector.

Northumberland based Westgate “We were overjoyed and slightly Laboratories supplies equine faecal test overwhelmed to scoop the trophy in both kits, analyses worm egg counts, returns Celebrating at the National SQP Awards, from categories we were nominated in.” the results to retailers and horse owners, left, comedian and compare Patrick Monahan, SQPs (suitably qualified persons) are and advises on parasite control.

Claire Shand – marketing director of Westgate also known as RAMAs (registered animal The judges commended the way Labs and Equine SQP of the Year, Michael Seals medicines advisors). They are qualified Westgate Labs puts animal welfare at the – chairman of AMTRA, and Sarah Mitchinson – office manager of Westgate Laboratories, legally to prescribe and supply certain forefront of its work.

Online Store of the Year. categories of animal medicines such as “The company’s website looks great,” equine wormers. they said, adding that they liked its “case • SQPs/RAMAs can accrue up to 20 CPDS points via AMTRA studies from real owners, current stories and findings from its lab.” accredited features and quizzes that appear regularly in ETN in Of winning Equine SQP Claire Shand, the judges said: “Not only print and online. Find out more at www.equestriantradenews.com has she worked hard at Westgate Labs, but she has given back to and in this issue. the industry this year, especially with the amazing amount of work

Brand to “inspire more riders” in Olympic year

This year will see Horse & Hound cover the Olympic and Paralympic Games across its magazine, digital and social channels.

The title also celebrates its 140th anniversary with a special birthday issue on 6 June.

“We will have a big focus on the Paris Olympics and embrace the opportunity this brings to inspire yet more riders and spectators to become part of our wonderful community,” said editor-in-chief Sarah Jenkins.

Horse & Hound launches its Olympic coverage in the 24 May issue and has a further seven issues previewing and covering the action from the Olympic and Paralympic Games as follows: 24 May: Olympic launch issue – features include insight from those responsible for preparing horses for the Olympics, and

10 | EQUESTRIAN TRADE NEWS JANUARY 2024

what it means for horse sport to have horses at the very heart of cities hosting the Games 18 July: Olympic preview – a focus on the British, Irish and main contenders, as well as a complete guide to following horse sport at the Games 25 July: Olympic form guide – every entered horse and rider combination’s recent form and chances of success in eventing, dressage and showjumping 1 August: Olympic eventing report – bumper special report packed with analysis, expert comment and detail on the influence of the cross country course 8 August: Olympic dressage and team showjumping report – two bumper reports again with expert analysis, insight from judges, riders and course designers 15 August: Olympic individual

showjumping report – another bumper report packed with detail and analysis, plus a celebratory look back in pictures at a fantastic fortnight of top sport 29 August: Paralympic and Burghley previews – a focus on the British, Irish and main contenders in Paris, as well as a complete guide to following para-dressage at the Games 12 September: Paralympic and Burghley reports – bumper reports covering the greatest stories and standout moments from the Paralympics and Burghley “We will have two reporters and one photographer working specifically for Horse & Hound at the Games, plus a remote team of reporters, all dedicated to bringing readers all the action online as it unfolds, plus in-depth analysis in our report issues,” said Sarah.

The Horse & Hound Podcast and video offering will also be dedicated to the Olympics throughout the competition.

Anniversary celebrations Horse & Hound’s 140th anniversary issue, out on 6 June, will compare a horse’s life in 1884 to today, looking at advances in understanding, veterinary care, products and services.

Top riders are set to reminisce about their fondest memories with Horse & Hound; and Pippa Cuckson charts the brand’s resilience, from the magazine continuing to publish despite the offices being destroyed by bombing during the Second World War, through to the growth seen with today’s largest audience ever combining print, digital and social channels.

WWW.EQUESTRIANTRADENEWS.COM

NEWS | ETN

Photo: Nejron Photo/Shutterstock

IS THE MENOPAUSE A BARRIER TO RIDING – AND CONSUMER SPENDING? Is our industry losing customers – and revenue - to the menopause?

An academic study is asking female riders and lapsed riders how the life-stage has affected how often and how ambitiously they ride.

The saddle fitter and coach behind the research is urging perimenopausal and A study aims to discover if the menopausal equestrians to menopause is curbing some of the take part. It’s free, anonymous trade’s most valuable customers’ and takes ten to 15 minutes to enthusiasm for riding. contribute.

Responses are already pouring in as questions about riding at this time of life resonate with riders, says Steph Bradley.

“The survey is very new, but it appears the menopause could be affecting many women’s riding enthusiasm and confidence and, therefore, their participation.

“If they ride less, they spend less, which is an obvious concern for our industry.

“That’s compounded because many of these women are at a stage in life when they have disposable income to spend as they wish – and we’d love for them to continue being equestrian consumers.”

The study is part of a Master’s degree in coaching that Steph is undertaking via the University of Gloucestershire. She is a Level 4 UKCC dressage coach and SMS Master Saddle Fitter.

“I’m truly grateful to all who take part,” she said. “I hope my survey will make people of all ages and sexes mindful of this potential barrier to what should be an enjoyable, extended riding lifetime.”

Take part in the study Effects of the perimenopause and menopause on female riders at https://www.surveymonkey.com/r/ FDYCDKL

BETA WELCOMES NEW MEMBERS

The following companies were approved for BETA membership at the trade association’s Council meeting.

Applicants are scrutinised by existing members of the trade association’s Council.

Once accepted, BETA member companies are entitled to use the BETA logo – a sign of a reputable business which is widely recognised by equestrian consumers.

• Central Saddle Fit, Sutton Coldfield – saddle fitter – Retail member.

• Equine Resources Indonesia, Jakarta, Indonesia – saddle fitter importing saddles from Walsall and distributing horse feed – Overseas Retail member.

• Rural 360, Cheltenham – rural business and sales consultancy – Associate member.

• Move The Mind Foundation, Holcombe – charity working with horses, animals and children with autism – Equine member.

WWW.EQUESTRIANTRADENEWS.COM

Supplement company changes hands

Hilton Herbs has been acquired by Paddocks Farm Partnership, the owner of Verm-X. Hilton Herbs was founded in 1992 by Tony and Hilary Self, a medical herbalist. Today, it has customers in more than 30 countries.

“Hilton Herbs’ commitment to product excellence, their drive for innovation and passion about respectful customer service perfectly complements our business” said Philip Ghazala, founder of Verm-X. Both businesses will continue to operate as usual.

MANUFACTURER INVESTS £300K INTO PRODUCTION SITE

Science Supplements has invested an additional £300,000 into its production and R&D facility.

Supplements manufacturer Science Supplements has invested £300,000 in the production and R&D facility at its Northamptonshire site.

The additional investment at the company’s £1.1m production plant increases the brand’s manufacturing capabilities for liquid, gel, paste and powder products.

The additional capacity is part of the brand’s continued expansion, says Science Supplements.

“With our continued growth both here in the UK and in our export markets, the increased capacity of our production plant will ensure we remain ahead of demand and can continue our exciting growth plans,” said general manager Robbie McQuade.

Partnership promotes responsible worming

Westgate Labs is working with grooms to spread the word about wormer resistance.

A new partnership between the company and the British Grooms Association (BGA) and Equestrian Employers Association (EEA) will also promote worm egg counting.

Said Lucy Katan, of the BGA and EEA: “It’s great news for our members that they will learn about targeted and sustainable worm control.”

Claire Shand, of parasite control specialist Westgate Labs, pointed out that grooms are “on the frontline of horse care.

“By backing our industry professionals, we can give them the tools to tackle the important issue of wormer resistance head-on, one of the biggest challenges currently facing equine health.

EQUESTRIAN TRADE NEWS JANUARY 2024 | 11

ETN | NEWS

OBITUARIES MICHAEL GOOLD

Michael Goold, a leading figure in the saddlery and leather goods industry, has passed away after a short illness. He was 95.

Michael was born in Walsall in 1928. He was educated at Queen Mary’s Grammar School, where in later years he was to become a Governor.

He joined the Walsall based family business, W.A. Goold, taking over the running of the firm in 1951 following his father’s death.

Under Michael’s leadership, the W.A. Goold Group expanded by acquisition to encompass a range of leather goods companies. The mainstay of this was its own W.A. Goold, manufacturer of fine leather goods.

There was also Wayfarer Luggage, while the Goold Group held the UK distribution for the world-renowned Speidel watch bands and associated products imported from the United States.

The Goold Group’s involvement in the saddlery industry began in 1973, when Michael purchased what was then a small bridle-making company in Walsall - E Jeffries & Sons Ltd. Michael installed a new team at the Mountrath Street premises and over the next few years, by their own efforts and with Michael’s unfailing support, E Jeffries

Photo: Craig Payne Photography

PROF R. H. GRAHAM SUGGETT OBE

Prof R. H. Graham Suggett OBE, the joint founder of the National Equine Forum, died on 7 November 2023 following a long illness. He was 87.

Graham founded the National Equine Forum – the annual gathering of influential figures from across the equestrian industry - with the late Prof Sir Colin Spedding OBE and the late Mr Arthur George MBE. The three met in 1991 at the Royal Show to talk about how to assist the horse and pony industry, and the following year discussions were held to identify ways in which it could “speak with one voice.”

The inaugural National Equine Forum took place in 1993, with Graham holding the post of convenor from 1998 to 2008.

He retired from the organising committee in 2009 and became an Honorary Fellow of the Prof R. H. Graham Suggett Forum in 2015.

OBE with HRH The Princess The Forum Royal was honoured 12 | EQUESTRIAN TRADE NEWS JANUARY 2024

expanded to become a major force in the equestrian industry in the UK and around the world.

Under his guidance and influence, the company achieved further growth through the acquisition of Eldonian, Falcon Saddles and Charles Mountfort. All the Walsall companies were eventually operated and managed from Jeffries’ substantial headquarters in George Street.

In 1993, Michael acquired Brady Brothers Ltd a world-famous shooting and fishing bag manufacturing company, based in Halesowen. Brady was absorbed into the Jeffries operation enabling it to expand into the complementary shooting and fishing industry, and from there into the world of fashion accessories.

Michael took a very keen interest in these significant developments.

Michael held positions of influence in various institutions and bodies connected with the leather goods and saddlery industries.

For a time, he was President of the British Leathergoods Manufacturers’ Association and later became President of The British Jewellery and Giftware Federation.

He had a major involvement with Trade Promotion Services who were responsible for organising the International Spring Fair at the NEC, Birmingham which had the distinction in 1976 of being the first event

to be held there.

One of Michael’s principal interests was the Worshipful Company of Saddlers. He was appointed to the Livery in 1980 and Michael Goold presents became Master of a saddle and bridle to Her Late Majesty Queen the Company in Elizabeth when she 1990 to 1991. He visited Walsall in 1977. was the very first representative from the saddlery industry in Walsall to become Master.

He carried out many duties for the Saddlers’ Company including playing an active role in working with Riding for the Disabled where he was National Treasurer.

Michael Goold was an extremely influential figure in the UK leather goods and saddlery industry for over 60 years and worked tirelessly to grow it and improve it.

He finally retired in 2012, when his son Dominic took over the running of the company.

Michael is survived by his wife, Madeleine, his two sons, Alexander and Dominic, and their families. He will be remembered by many with respect and affection and be very sadly missed.

to celebrate Graham’s 80th birthday with him present at the event in 2016.

Today, the National Equine Forum is organised by a committee reflecting various sectors of the equestrian industry and has as its President HRH The Princess Royal.

Sport horse pioneer Following his retirement from Warwickshire College, Graham held the role of Director of Equine Development & Breeding at the British Equestrian Federation (BEF) pioneering the BEF Young Horse Evaluations for four-, fiveand six-year-old potential sport horses.

This led to the advent of the Futurity, which is still running after 18 years.

As Chairman of the National Equine Database Graham’s foresight helped pave the way for the combining of pedigree, evaluation and performance data in the UK. Both roles proved pivotal in advancing data collection and analysis in the horse world and built on his involvement with the National Equine Forum and Warwickshire College, further leading to the development of the BEF Researching Equines Database (BEFRED) which contains the abstracts of over 3,000 undergraduate theses.

Graham was a tireless driver for many positive developments within the equine sector and will be sorely missed.

He is survived by his wife Inger, and sons David, Iain and Arne and their families.

‘The father of horse courses’ Graham was the driving force behind the development of education for those who wanted a career with horses.

As Principal of Warwickshire College (Moreton Morrell), he had the foresight to launch the first dedicated full-time Further Education course in equine management in the mid-1970s, subsequently developing the first UK equine degree.

Many colleges and universities now offer mainstream equine courses and Graham became known as the ‘father of horse courses.’

He impacted many students’ lives for the better, both at Warwickshire College and through the other institutions who followed by establishing their own equine courses.

Two members of the current National Equine Forum organising committee, Dr Georgina Crossman and Beth Maloney, are his alumni.

• With thanks to Mike Williams.

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Introducing

KO N T O R AVAILABLE NOW

World Champion Yasmin Ingham wearing Kontor

by Charles Owen

Kontor, Charles Owen’s latest addition to the world of equestrian safety wear!

Certified to EN 13158:2018 & BETA 2018 standard level 3.

RRP from £160.

Find out more at www.charlesowen.com/kontor WWW.EQUESTRIANTRADENEWS.COM

EQUESTRIAN TRADE NEWS XXXX 2020 | 13

ETN | PRODUCT NEWS

Product News These boots were made for walking…

New Tideswell Country Boots have joined Hy Equestrian’s collection of stylish footwear for adults and children.

Made in premium leather and fully waterproof, they’re perfect for days at the yard, walking or everyday wear.

A rubber outer sole ensures good grip over any terrain, while the breathable lining keeps feet and legs feeling fresh.

The boot is finished with a brass logo, upper laces and a spur rest.

“The new Tideswell boots are a great addition to our footwear range.

We’ve loved testing and trialling these; they’re a firm favourite,” says Hy Equestrian brand manager Rebecca Howsam.

DRESSAGE RIDERS’ REFERENCE BOOK

100+ School Exercises for Dressage, new from Crowood Press, suggests schooling patterns to suit all stages of training and all levels of rider and trainer experience.

Written by List 1 dressage judge Debbie Lush, it’s designed to be used as a reference book to seek out answers to everyday training challenges.

The exercises have been collected by the author over 40 years of riding and training horses from backing to grand prix. They range from the familiar to some rarely used but highly effective techniques to address lesscommon issues.

There are also schooling patterns for suppleness, straightness, connection to the outside rein, engagement and collection, and developing medium gaits and half passes.

The paperback edition of 100+ School Exercises for Dressage has 128 pages; the RRP is £16.99.

HAVING A BLITZ ON HAYNETS

Gallop Equestrian has taken the boring old haynet, given it a shake, added a fresh twist – and come up with new styles, colours, sizes and packaging.

Gallop has also revamped the labelling to indicate the length of the net as well as the hole size. The move makes it easier for customers to choose the right net, and saves retail staff dragging nets out of the packaging to gauge the size.

Gallop’s haynets now come in a huge choice of colours in small, medium and large sizes too.

Of good quality, they are nevertheless keenly priced start from £2.70 (inc VAT) trade with an RRP of £4.50 to £4.80 (inc VAT) trade/ RRP £8.

The small pony/Shetland sized nets are a particularly clever innovative. They are easy for young owners to handle and, unlike full-size nets, don’t hang half-empty and loose when filled with the amount of forage suitable for a small equine.

The range also includes haylage nets… In fact, there’s a Gallop haynet for everyone, whatever their colour or size preference.

Brand’s ‘first’ combines safety with style The new Kontor is the first body protector launched under the Charles Owen brand.

The super-flexible garment combines body-slimming style with certification to the BETA level 3 2018 standard.

Outer blocks and inner panels are packed with high-impact-absorbing foams which mould to the rider’s form, providing protection to vital organs and ribs in the event of a fall.

Charles Owen enlisted the help of 14 | EQUESTRIAN TRADE NEWS JANUARY 2024

eventing world champion Yasmin Ingham to launch Kontor.

“When riding cross country, I need to feel as comfortable as possible to allow me to concentrate on giving my horse the best ride,” she said.

“My Charles Owen Kontor body protector not only feels like a second skin, but gives me the confidence that I am giving my body the best protection from impact should it be needed. I put my trust in Charles Owen helmets and body protectors because I truly believe they are the best on the market.”

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PRODUCT NEWS | ETN

SHOW SEASON SOLUTIONS Its recently upgraded Cloud POS system will prove invaluable for retailers trading at shows this season, says Citrus-Lime.

The EPOS solutions provider reckons that many equestrian retailers attend between nine and 20 shows per year – and earn as much as 40% of their annual income there.

Nevertheless, the show circuit poses its own problems from accessing WiFi from a field to keeping track of stock holding on the stand and in-store.

So now’s the time to get ready for a lucrative 2024 season, says James Steel (pictured), director at Citrus-Lime.

“Being unable to see what’s being sold while you’re away takes time to sort through when the show’s finished,” he explains.

“You’ve also got to make sure the shop isn’t going without and you need to know what stock to get together for the next show.

“Technology that keeps retailers up to speed with stock movement whilst out of the business means they don’t have to

unpick everything each time they return from a show.”

Citrus-Lime’s upgraded Cloud POS system can be used on any suitable portable device, making it useful for retailers who are offsite - but still need to be connected to the back office – for any reason.

“Being able to sell at shows and having stock positions update in real time across the entire business is clearly advantageous,” adds James.

“And should you lose connection to the internet, Cloud POS will continue to work.

Once back online, it will update the back office so stock levels rebalance.

“This portability isn’t just great for shows, you can take it to a client’s premises when attending a saddle fitting.”

Cloud POS also has a handy summary screen that displays total sales by week and month, and by department.

Extra support for seniors

New Senior Plus Feed Balancer from Blue Chip is formulated for horses and ponies over 14 years needing extra support.

It contains a complete vitamin and mineral package, with organic, chelated minerals to ensure optimum absorption and effectiveness.

The product supports hormonal balance with CushinCombo, Blue Chip’s supplement containing chaste tree berries, also known as vitex angus-castus.

Glucosamine, rosehip, MSM, calcium and omega oils are present for joint support; while there’s digestive support from prebiotics, probiotics, nucleotides and beta-glucans.

In addition, Blue Chip Senior Plus Feed Balancer offers a hoof supplement, a respiratory supplement and tooth supplement called ProToothMax.

Two great British brands team up

Chatham, the country and marine footwear brand, has formed a threeyear partnership with fellow British label Joules.

From this summer, Chatham and Joules are to launch a joint footwear collection comprising three seasonal deck shoes and showcasing the best of both brands.

The new collection features Jetty, a women’s canvas deck shoe in pink, blue and green, alongside Pier, a women’s moccasin style in tan nubuck.

For men, there’s the Boardwalk, a moccasin nubuck deck shoe in tan/navy.

RRPs start from £59.

The collection features Joules’ signature pinstripe lining on the inside of the shoes, plus both brands’ logos.

“I am very proud of the collaboration between Chatham and Joules,” said Philip Marsh, managing director of Chatham.

“Both brands were born from a love for the outdoors, and we look forward to sharing this new collection with our customers.”

Tom Joule, founder of Joules, added “What a great collaboration between Joules and Chatham. As a fellow British brand with countryside and coastal heritage, Chatham immediately understood our brand values – we’re both connected in our love for classic styles with a contemporary twist.

“I probably shouldn’t have a favourite, but the preppy pastel colour, canvas construction and sporty, striped lining of Jetty will be the star of our summer collection.”

WATCH THIS SPACE

Battles is expanding its Coldstream Next Generation collection of competition wear, training wear and athleisure.

Aimed at the 7/8 to 13/14 years age bracket, the range already includes show shirts, breeches and jackets for competition riders.

For more casual occasions, there’s the Ednam range of ventilated riding tights and sustainably sourced base layers in four colourways, plus Swanlaws Diamante Hoodies.

The new additions, launching this year, are “unlike anything else currently on the market,” says Charlotte Lawson of Coldstream Equestrian.

“As a brand, we are delighted with the success of the new competition range and just how popular it has been amongst riders,” she added.

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EQUESTRIAN TRADE NEWS JANUARY 2024 | 15

ETN | PRODUCT NEWS

Robust enough for rug wreckers

The Toofan is Gallop’s 2100 denier range of high quality, performance turnout rugs. It’s available as a 200g dual, a 200g combo and a 350g combo.

The extremely strong outer fabric gives the Toofan great longevity plus resistance to the cold and wet. It’s great for horses that sometimes damage their rugs too.

The detachable neck, with four-point double Velcro fastenings, gives horse owners the option of converting it to a standard neck if the weather forecast doesn’t warrant full coverage.

The Toofan’s extra length and shaping over the quarters ensures maximum protection. A wither cover prevents the neck piece from blowing up or separating from the main rug to stop the risk of leaks in heavy rain.

In true Gallop style, the fit suits all types of horses with sizes ranging from 5’6” to 7’. There’s a generous shoulder pleat, double front fastening, adjustable cross-over surcingles, a good tail flap and hind leg straps.

Gallop retail members can purchase this rug as part of the brand’s winter special offer until the end of February.

“We maintain our focus on helping our clients and their businesses with one of the lowest trade prices within the industry, alongside fabulous promotions such as this one - buy three and get one free,” says Amy Drew of Gallop.

EVERYTHING IN ITS PLACE A tidy, well organised stable yard tends to be an efficient one. The same can be said for retail stores…

The many tools – from brushes and shovels to forks and rakes – to be found in both settings can be neatly stored on this Tool Station from Stubbs England.

As well as saving clutter, it keeps tools off the floor and safely out of harm’s way when not in use.

The Tool Station was originally designed by the Bradwell family – who own Stubbs England – for their own stable yard. However, they decided it was too good to keep to themselves.

Made from steel and finished in black Stubbyfine coating, the sturdy Tool Station has 25mm tubular pegs and a 50mm backplate.

For hard-to-fit dressage horses PDS Saddles has unveiled a new adjustable dressage saddle created in collaboration with Carl Hester.

SMS saddle fitters Maurice Emtage and Juliette Lilly, as well as Sherry Seals from the USA, were also involved with the design of the PDS Brioso.

The mono flap saddle has Jacob’s wool flocked panels. Its girthing system features three billet straps, including a point strap.

Further adjustability comes via the patented PDS X-Change interchangeable gullet plate system.

The PDS Brioso has a softly-padded seat, and is built on a carbon fibre tree.

There’s an elegant skirt design with intricate stitch details, plus thigh/knee blocks to strengthen the rider’s position.

Custom features include short or long flaps, black or white stitching and patent, snakeskin, croc or sting-ray leather for the back cantle panel.

Brioso is named after one of Carl’s horses who was difficult to saddle-fit.

“With so many options for a saddle fitter to give the rider balance and a

horse freedom, Brioso has proven to be a winner in recent trials with various riders of all proportions and horses of all conformation,” said a spokesman for PDS. PDS Brioso saddles are held in stock in the UK with a 48-hour delivery. Stock sizes are 17” & 17.5” in a MW fit. For custom orders there is a three-week lead time.

Gullet plates are held in stock for saddle fitters. Brioso uses the Series I X-Change gullet plates.

ECO-FRIENDLY REFILLS LAUNCHED Lincoln Horse Care has introduced recyclable refill pouches for a selection of its products.

The launch is being promoted under the campaign slogan ‘Reduce, Refill, Reuse, Recycle.’

The pouches are resealable if desired, but are primarily designed to refill consumers’ current tubs.

Supplements in the refill pouch range include Garlic Granules, Tumeric Gold and All Essentials Vitamins & Minerals.

“We’re really proud of the new recyclable refill bags,” said Rebecca 16 | EQUESTRIAN TRADE NEWS JANUARY 2024

Howsam, Lincoln Horse Care’s brand manager.

“Lincoln’s ethos has always been to try and reduce the use of plastics where possible, and this is the perfect next step and addition to our bestselling supplement range.”

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ETN | MARKETING MATTERS

Podcasting: more fun, less slog Creating a podcast could be good for your business, says Michael Olatunji from Outset Studio.

W

hen it comes to making more people aware of your products and services, there are the classic marketing tools at your disposal.

Leaflets, Facebook ads, social media, and so on…. But often they’re more slog than fun. They require skills you may not have or involve tasks you may not enjoy.

At their core, these forms of marketing require some form of advertising copy.

Wouldn’t it be so much easier if you could just talk about things you know about, things that get you excited?

Welcome to the world of podcasts.

AUDIENCES AND CONTENT

In the UK alone, over 21 million people regularly listen to podcasts, including 22% of people over 56.

Roughly half of all listeners tune in to learn and develop their understanding, Podcasts can be an amazing marketing tool for businesses. They do, however, take a lot of planning to get right. so podcasting can be a great way of demonstrating your knowledge and hard of hearing. Transcripts can also be converted into captions for positioning yourself as an expert. Even a short series can attract video content. hundreds of thousands of listeners.

We worked with Mining Journal. Despite their niche and downto-earth subject matter, in just ten episodes their podcast reached PODCASTS ARE INTERACTIVE AND over 200,000 listeners – enough people to fill Wembley stadium ENGAGING twice, plus the O2.

Of all forms of content, podcasts are one of the most interactive.

And that’s not 200,000 half glances at a leaflet, that’s 200,000 You can podcast about anything, whether it’s incredibly niche or people choosing to pay attention to what’s being said. fairly broad and generic, and there will be people interested in However, there’s more to podcasting than just knowing listening and learning more. your stuff. Content needs to be interesting and engaging, and What’s more, people will have opinions, meaning you can get technology and production skills must be at a sufficiently high real interactions with your listeners. Interaction tends to happen in level. And that’s just for audio. While podcasts started as primarily one of three ways: asynchronous interaction via comments, instant audio content, many now combine audio and video. interaction via livestream commenting, or real-time interaction via There are challenges, but there are also stadiums worth of call-ins. listeners to be reached.

Find ways to include interaction within your podcast and you’ll create a lot of audience engagement. Comments can also be very useful when coming up with new content ideas, or you could PODCASTS ARE POPULAR include a Q&A segment within your regular podcast.

The main reason to consider starting a podcast for your business is simply that people like listening to them. They are also borderless since you can publish to Spotify or Apple Music, for example, and PODCASTS ARE MULTI-FORMAT reach a global audience.

One of the best business cases for podcasts is that the content can The challenge is in how to cut through the noise. While it is hard be easily chopped into a multitude of different formats for different to pin down a specific number, there are estimated to be between channels. A long-form podcast can be chunked into clips for social three and five million podcasts worldwide. Getting noticed by your media and YouTube, segments for marketing and advertising, and target audience can, therefore, be tricky. even turned into blog posts.

One way of getting noticed is to demonstrate your commitment.

Among all content types, podcasts are perhaps the most multiBy releasing between three and five episodes in one go, you are purpose, making them one of the most cost-effective as well. much more likely to become featured in the ‘New and Interesting’ A single 30-minute episode could produce a hundred pieces of section on Spotify and Apple Music. content in the form of social clips, soundbites and blogs.

Another way of getting found is to use podcast SEO. Just like Getting content that can be chunked down into pleasing regular SEO, you need to understand your target keywords and use soundbites is, however, harder than you might imagine. It’s all them in a well-curated podcast description as well as your episode down to your pre-production – it takes a lot of planning to find synopses. the ideal structure for the episode. You also need a good host who It’s always a good idea to include transcripts of the podcast knows how to summarise things neatly, when to pause and when as well, not only for great SEO but also to benefit those who are to move things along.

18 | EQUESTRIAN TRADE NEWS JANUARY 2024

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Sources: https://www.statista.com/topics/6908/podcasts-in-the-uk/#topicOverview https://explodingtopics.com/blog/number-of-podcasts

W

If you are featuring a guest, let them know the questions in advance so that they can prepare useful and concise answers that are far richer in information. It’s always hard to think of everything in the moment. It is then the job of the host to make the questions seem natural and organic despite the preparation.

It can also be useful to coach less experienced guests on how to minimise filler words like ‘err’ and ‘erm’ and when to take pauses. A guest who talks at length, with lots of filler words and very few pauses, makes for a difficult editing process. How can you chunk up an endless stream of speech?

One idea can be to have an agreed signal, such as the host raising their hand slightly, so the guest knows when to bring their sentence to a natural end so the host can speak. This also helps minimise crosstalk – another nightmare for the editing room.

If you are setting up cameras to record video content at the same time, it’s always best to have a few different angles set up.

Then, when it comes to editing, you can simply switch between angles to make the cuts appear seamless.

A final tip to help with editing is to have someone off camera making note of the times when particularly interesting things were said. This makes the editor’s job a lot easier and means you know how to market the episode before the final edit is complete.

Podcasts can be an amazing marketing tool for businesses.

They do, however, take a lot of planning to get right. Between content, production, marketing, guests, hosting and editing, there are lots of pieces that need to align.

These tips should help you get started. However, it’s always useful to have at least one person on your team who is experienced in producing podcasts, or alternatively, use an agency that can get these things right the first time.

Production quality really does matter. Not only does it keep your audience engaged but it ensures that the content can be used for a multitude of channels, giving you the best value for money.

NE

A FEW TIPS

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Soft & tasty meadow grasses blended with high-quality oat straw About the author: Michael Olatunji is co-founder of Outset Studio, a full-service podcast and video production studio in London. Outset specialises in pod- and vlog-casts, live streams and live shopping. The team works collaboratively with the client to make high-quality content that attracts an audience and increases engagement. Recording can be done at their studios or on location. Whether a client simply wants studio space or someone to manage the full production, Outset has it covered.

Web: www.outsetstudio.com Facebook: https://www.facebook.com/outsetstudiogroup/ Instagram: https://www.instagram.com/outsetstudio/ [@OutsetStudio] LinkedIn: https://uk.linkedin.com/company/outset-studio Tiktok: https://www.tiktok.com/@outsetstudio [@OutsetStudio]

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ETN | BENCH SADDLER

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.

ETN/SMS BENCH SADDLER OF THE MONTH: LORNA HANCOCK

Lincolnshire based Lorna Hancock was always keen to work with horses.

At 18, she started out as a riding instructor and spent a couple of years as a vet nurse, before working for the Ministry of Agriculture.

Deciding this wasn’t for her, and uncertain about her future career direction, Lorna spotted an advert in Horse & Hound for the Cambridge and District Saddlery Course. It was to set her on a new path.

A little more research led to her enrolling on a year-long Rural Saddlery Skills course at Cordwainers College.

“That was back in 1989,” says Lorna, “and I believe it was just at the start of the City & Guilds Rural Saddlery skills tests. I completed levels one, two and three.”

From there, Lorna continued to do some teaching for her local Pony Club branch and started making dog leads and harnesses.

By 1992, she had gone into partnership and opened The Tack Box, a saddlery shop which Lorna ran, and where she also did repairs.

Lorna likes to spend Fridays in her workshop, with the radio on.

Lorna admits that the saddlery world has changed hugely since she started in the industry.

“It was seeing the Balance Saddles in the late 1990s and the [Balance organisation’s] thinking about allowing the horse more freedom in shoulders that started to change my thinking about the importance of saddle fit,” says Lorna.

RELAXING AT THE BENCH

She went on to take a foundation saddle fitting course through BETA, then carried on with the SMS training in saddle fitting, qualifying in 2007.

Once she became a registered, qualified SMS Saddle Fitter, most of Lorna’s time was spent doing just that, fitting saddles something she still thoroughly enjoys.

However, she also relishes time at the bench in her workshop with the radio on while she focuses on leather work. It’s very relaxing, she says.

General repairs and making the occasional bridle for customers is majority of her bench work. She’s also recently finished making a lead for a police dog.

“I do try and have Fridays in the workshop,” adds Lorna. “It’s almost like a day off - and a good start to the weekend.”

Lorna Hancock (left) with her Equine Fitter of the Year award at the BETAs, with Lucy Atherton – Saddlers’ Company Immediate Past Master who made the presentation, and joint-winner John Hirrell.

20 | EQUESTRIAN TRADE NEWS JANUARY 2024

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POSITIVE CHANGES

Lorna says she’s seen lots of positive changes over the years she’s been in the saddlery industry.

“People are much more aware that they need to have their saddles checked by a qualified fitter on a regular basis. They’re more aware of how a poorly balanced saddle can impact the horse’s way of going.

“A lot of this is due to education on the part of the SMS and thanks to the research that’s been done. The use of Pliance [pressure] testing, for example, has highlighted the importance of correctly fitting tack.”

FOOTBALL FAN

Aside from work, Lorna owns a Thoroughbred called Freddie who did a season of point-to-pointing before he came to her as a six-year-old. Freddie is now 15 and a pleasure horse with whom Lorna does a bit of hacking and flatwork.

Before Freddie, there was Robbie, another Thoroughbred who Lorna describes as her ‘horse of a lifetime’. Together they competed at novice level British Eventing and were on their riding club teams.

Lorna is a big Lincoln City football fan and has been a Special Constable for 21 years. Her other passion is wildlife; she’s a member of the RSPB and loves to get out and explore the Lincolnshire countryside.

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WINNING WAYS

Her highlight of 2023 was being named joint winner (with John Hirrell) of the Equine Fitters Council Equine Fitter of the Year at the BETAs, the British Equestrian Trade Awards in September.

The award attracted more than 1,000 nominations from riders and horse owners.

“It was a surprise to be nominated, let alone win it,” says Lorna. “The whole evening was amazing and the award is on display at home.

“I can’t thank my customers enough for voting for me. The feedback I’ve had has been lovely.”

Corner Hayrack S11

Wall Hayrack

S12

Saddle fitting is a passion for Lorna Hancock.

HOW TO NOMINATE A BENCH SADDLER:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN Bench Saddler of the Month.

Candidates for the award must be a member of the SMS and 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.

WWW.EQUESTRIANTRADENEWS.COM

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ETN | PEOPLE

People Diane Lloyd has joined Sundown Products as area sales manager covering the north of England. Her appointment comes as the equine bedding specialist expands into the poultry and pet markets.

Diane’s career in the equine and agricultural sector includes previous positions with Dodson & Horrell, NFU and NFU Mutual.

“I’m really pleased to be joining the Sundown team at an exciting point in the development and expansion of the brand,” she said.

“I look forward to catching up with retailers over the coming months and discussing how we can help support their businesses in the future.”

Saddle-maker Bliss of London has announced a brand ambassador partnership with equestrian social media influencer Antonio Mcintosh.

“This is such a great opportunity and I’m so excited about working with this amazing company - this really is an honour - onwards and upwards from here,” said Antonio.

Nikki Newcombe, managing director of Bliss of London, added: “Antonio is a great fit for our brand. He is a positive and inspiring individual who brings joy and laughter to our equestrian sport.”

22 | EQUESTRIAN TRADE NEWS JANUARY 2024

Henry Bell & Co has appointed Andrew Mellowes as national sales manager to support the company’s growth in the equestrian retail, country store and garden centre sectors.

The company, wellknown for its Equiglo horse feeds, is also a leading pet and wild bird food producer.

Andrew is working alongside a network of sales agents and can give equestrian stockists pointers for diversifying into the lucrative wild bird food market.

Before joining Henry Bell, he had 20 years in the gardening trade, and was latterly commercial director of vegetable and flower seed supplier Burpee Europe.

Henry Bell’s managing director Thomas Lee said: “We are delighted that Andrew has joined us. His experience and knowledge of the garden centre and wild bird care markets make him a great asset to our company.”

Andrew has three grown-up children and enjoys cooking, gardening, walking and cycling in his spare time.

PR and digital marketing agency MirrorMePR scooped Best Public Relations & Communications Company in the SME500 UK Awards 2024.

The judges commented that MirrorMePR – founded by former journalist and lifelong equestrian Ashley Rossiter in 2011 - stood out for its “strategic depth and innovative prowess.”

MirrorMePR’s expertise spans equestrian, pet, beauty and lifestyle brands.

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PEOPLE | ETN

Photo: Nicki Fothergill

Richard Moorhouse is the new events director at the Great Yorkshire Showground, in Harrogate. He’s overseeing the Yorkshire Event Centre and Pavilions of Harrogate, both of which are based on the 250acre showground.

Richard was previously venue manager of the Yorkshire Event Centre for 12 years and before that worked in hospitality at Doncaster Racecourse.

There are many hidden talents within the equestrian industry. One such is ETN’s digital manager Nicki Lewis who is an accomplished wildlife and landscape photographer.

This breathtaking image of a leopard peering over a rock was taken by Nicki on a recent trip to South Africa.

“It’s a case of being in the right place at the right time, and being patient,” says a modest Nicki, who always has her camera at the ready, wherever she is.

Indeed, one of her most stunning shots – a study of three lions apparently unaware of her presence - was captured when Nicki was on her way back from a supermarket shop via the Kruger National Park. You can see more of Nicki’s work at www.nickifothergillphotography.com

Katie Reeve has joined Dengie’s team of nutritional advisors. After graduating in equine science from Oxford Brookes University, Katie worked in the nutrition industry for eight years.

In 2020, she completed a Master’s degree at the Royal (Dick) School of Veterinary Studies at the University of Edinburgh. She presented her study into the use of weigh tapes to the European Workshop on Equine Nutrition (EWEN) in 2022.

“Dengie is thrilled to have Katie on board. She brings a wealth of knowledge and experience and will be a great asset to our team,” says Katie Williams technical manager.

In her spare time, Katie enjoys dog walking and attending exercise classes.

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Find out more about the Sundown bedding range

visit sundownproducts.co.uk

We don’t do fancy marketing.

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Research and Facts!

We are proud to be different, here’s why: 18 research papers on our products Two innovation awards Published, peer reviewed research for our joint supplement, FlexAbility® UFAS and NOPS certified Our own production and R&D facility Independently rated as “Excellent” with 5* on Trustpilot What about the numbers?

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ETN | BEDDING AND STABLE EQUIPMENT

BETA scheme works to keep bedding safe

In 2021, the British Equestrian Trade Association (BETA) launched the Naturally Occurring Prohibited Substances (NOPS) Scheme for Equine Bedding Products, with the aim of enabling participant companies to offer peace of mind to riders and trainers and assurances that their bedding has been given the same level of scrutiny as feedstuffs when it comes to eliminating prohibited substances.

T

he scheme, which is delivered by Kiwi Agri Food, can be used by any manufacturer that wishes to demonstrate it conforms to current best practice by minimising the risk of contamination from NOPS in the equine bedding it produces or has produced on its behalf. While the focus of the scheme is on prohibited substances, it also offers users the guarantee that the company is producing bedding that is not only safe but is marketed fairly and legally, too.

Part 3 describes the requirements of the scheme to which an application or participant would be audited. These are set out in individual clauses and cover areas such as hazard analysis and risk assessment, quality-management systems, approval of raw-material and service suppliers, controls over the site and processing environment, quality controls, specifications, sales, claims and labelling, complaints and recall, and staff training.

Kiwa Agri Food is a certification body based in Harrogate and it offers accredited certification, auditing, training and pest control consultancy services. It has been working with BETA for more than 15 years and its extensive knowledge of NOPS supports its auditing processes. It is also part of the Kiwa Group, one of the top 20 testing, inspection and certification (TIC) organisations globally, which is active in more than 35 countries.

A THREE-PRONGED APPROACH

The NOPS Bedding Standard is divided into three parts…

Part 1 includes the rules of the scheme, detailing key information such as the scope of the scheme, how confidentiality is ensured throughout the process, how the scheme should be delivered by the certification body and the auditing protocols.

Part 2 details the NOPS substances and these have been classified in the same way as those within the NOPS feed scheme into High Priority NOPS, Low Priority NOPS and Herbal NOPS. An Excluded Materials list is also detailed, identifying materials that must be excluded from bedding; for example, straw from opium poppies and hemp fibre. In addition, a Sensitive Materials list describes materials that may be used but with caution; for example, lupins and canary reed grass.

26 | EQUESTRIAN TRADE NEWS JANUARY 2024

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BEDDING AND STABLE EQUIPMENT | ETN

How it works

The scheme requires each participant to be audited every 12 months. If any non-conformance is identified during the audit, it is classified according to severity, following which it must be corrected and this correction then validated by Kiwa Agri Food. This may be through a revisit or through the business submitting evidence to demonstrate the correction has been implemented. On completion of this process, the applicant or participant is issued with a certificate of conformance and the details are displayed on the online NOPS Assurance Scheme Checker. Certification to the scheme also allows the business to display the BETA NOPS Bedding logo on packaging and literature.

Each participant has access to the online NOPS portal, which can be used to respond to nonconformances raised during audits and for viewing audit reports and certificates.

The NOPS Bedding Scheme is still in its infancy but both BETA and Kiwa Agri Food are looking forward to seeing the scheme grow and expand further as it continues to develop and more companies come on board.

For further details on the scheme, contact BETA agy@beta-uk.org or visit kiwa.com/gb/en/services2/ certification/nops-code-for-equine-beddingproducts/

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ETN | BEDDING

Bedding keeps getting better…

Hygienic, easy-to-manage bedding options are making life easier for horse owners – and delivering profitable opportunities for stockists.

Bedding supplies and prices “have stabilised” Bedding suppliers are meeting the challenge of what’s so far been a long, wet winter, says a leading manufacturer.

“Timber prices have stabilised, and there seems be more bedding available this year,” Tim Smalley (pictured), founder and managing director of Bedmax, told ETN. Bedmax, which sources timber for its Bedmax and Littlemax shavings from renewable UK forestry, is well stocked to meet winter demands. Its three factories are on track for record production rates too, he added.

With consumers especially costconscious this year, Bedmax has created an online bedding management course.

As well as helping retailers support their customers with bedding advice, the tutorials offer four AMTRA CPD points for SQPs/RAMAs. Alternative bedding options are making their mark too. According to

BETA’s most recent National Equestrian Survey, straw pellets rank fifth in the bedding popularity league table - when four years ago, they didn’t register at all.

Strawmax, Bedmax’s straw pellets product being made in two production plants, enables retailers to offer customers a choice, says Tim. “The feedback we’re getting from owners confirms that straw pellets also offer outstanding benefits in minimising waste and cost,” he adds.

Tim confirmed that Bedmax remains committed to selling via the trade.

“We have always sold through our retail network, and we still believe it’s the best way to make sure that we can supply loyal customers with the bedding they need, when they most need it,” he said.

SAFEGUARDING HORSES’ HEALTH

Economical option

Bedmax large pine shavings, in their yellow and green bags, are made to safeguard horses’ health, wellbeing and performance capability.

They offer support and good drainage in the stable too.

Bedmax has long been committed to minimising the airborne, breathable dust in bedding that can seriously damage the horse’s respiratory system. Its screening and vacuum extraction process makes Bedmax shavings one of the cleanest beddings available.

Bedmax uses UK sourced, renewable pine timber – which has antibacterial properties - to make its Bedmax and Littlemax shavings. During drying, the shavings’ moisture content is finely-tuned so that the resulting bedding helps prevent hooves drying and cracking.

Bedmax is made at factories in Northumberland, Nottinghamshire and Hampshire, and distributed through a nationwide network of retailers.

A family company, Bedmax has been awarded two Royal Warrants and is the first bedding manufacturer to achieve BETA NOPS Bedding accreditation.

28 | EQUESTRIAN TRADE NEWS JANUARY 2024

Strawmax straw pellets is an economical bedding option from Bedmax.

Made from locally sourced, highquality wheat straw, Strawmax straw pellets offer owners an alternative to straw that’s clean, convenient and consistent in quality, supply and cost.

Strawmax is made by crushing and drying straw at sterilising temperatures, followed by dust-extraction and compression into 10mm pellets.

In the stable, Strawmax straw pellets are highly absorbent so concentrate urine into small areas to reduce waste.

They create a small muckheap and compost quickly too.

Strawmax carries the BETA NOPS Bedding badge giving customers the assurance that every part of the production process is managed to prevent any contamination

by Naturally Occurring Prohibited Substances.

BEDDING SUPPLIER EXPANDS INTO POULTRY AND PETS

Equine bedding specialist Sundown Products has expanded its range into products for domestic poultry and pet cats.

Egg-e-bed is a finely-chopped wheat straw bedding for home-kept chickens, ducks and other domestic poultry. It’s available in 19kg plastic-wrapped bales.

Kitt-e-litter is a straw pellet cat litter, packed in 15kg plastic bags.

Explains Sundown director Rachel Cubitt: “The unique, short chop length of Egg-e-bed makes it incredibly easy to use and encourages nesting and laying.

“Made from our premium wheat straw, it’s soft and absorbent so can be used in both nest boxes and on the floor of the coop.

“It has very low dust levels and we add a eucalyptus fragrance to each bale, which our product testers told us they really liked and helps to reduce the ‘chickeny’ smell in the coop.”

Kitt-e-litter cat litter is a firm straw pellet, which is extremely absorbent and locks away urine and smells quickly.

“For cat owners who prefer a nonclumping litter but are environmentally conscious, Kitt-elitter is the ideal choice,” says Rachel.

“It’s made from sustainable British straw, much of which we source locally to our factory. Used Kitt-elitter is also home-compostable and fully biodegradable.”

Huntingdon based Sundown Products is owned and run by the Cubitt family; the business employs around 25 people. The company is a member of the Agricultural Industries Confederation (AIC) and the UK feed materials assurance scheme (FEMAS).

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ETN REPORTING | ETN

TURNING BACK THE PAGES…

For four decades, ETN has reported on the equestrian trade. Let’s look back at the news, people and products that were making headlines this month five, ten, 20 and 30 years ago.

In January 2019, ETN reported:

In January 2014, ETN reported:

In January 2004, ETN reported:

In January 1994, ETN reported:

Harry Hall launched an e-commerce website including a Pony Club shop offering branded merchandise for members.

BETA International (then held in January) celebrated its 40th anniversary. Celebrity guests included top eventer Ros Canter and Olympic track cyclist turned jockey Victoria FIVE Pendleton. ITN news YEARS anchor Alistair Stewart AGO... hosted the show’s Talking Business debate.

The first saddle fitting course run by BETA and the Society of Master Saddlers (SMS) in the southern hemisphere attracted 23 delegates from New Zealand and Australia.

ETN ran a competition to find a supplier who was “nice to deal with.” The winner was Jenkinsons Equestrian, run by Keith and Elizabeth Ellis and their sons Stephen and Richard.

Charles Owen worked with champion NH jockey A P McCoy to produce a helmet with additional protection around the neck and facial areas.

Research by Puffa revealed that 50% of riders had a “high level of interest in popular music and fashion.” The clothing brand responded by sponsoring the band Blue’s autumn ‘03 tour.

Puffa also created an exclusive Blue collection, 20 which went on sale exclusively at Selfridges – YEARS priced at up to £900 per garment.

AGO...

Retailer Robinsons introduced a new pricing structure for ‘trading partners’ such as livery yards, riding schools, colleges and equestrian centres. “It’s important we don’t compete against suppliers,” said managing director Jim Bentham, “but we are losing this market sector.”

The use of topical fly repellents on horses was under threat from proposed new pesticides legislation.

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Retailer Derby House went into administration and was subsequently sold to Newtyle Trading Company Ltd. The business continued to trade through an online website.

Seven employees were made redundant from Walsall based saddlery company, Barnsby.

Managing director James Hitchin said Barnsby was “having difficulties with the Inland Revenue” and had applied for a CVA (company TEN voluntary arrangement).

YEARS Greg Grant – the businessman known as AGO... ‘the saddlery king of Australia’ – and his wife Patricia died in a road accident. The couple, aged 69 and 68, were on holiday in India. They’d built up their Saddlery Trading Company over 30 years to become a leading wholesaler.

Equine-themed scarves from Your Gift Horse quickly sold out after BBC Breakfast presenter and Strictly Come Dancing contestant Susanna Reid was pictured wearing one in the tabloid press.

Peter and Sue Dale, who had a small tack shop at their Sussex riding school, opened a ‘trade-only, cashand-carry wholesale warehouse’ near Chichester. Their new venture was to be known as Snowhill Trade Saddlery.

Representatives from BETA 30 (David Sayer, Antony Wakeham YEARS and Audrey Blakeman) and the AGO...

Society of Master Saddlers (Roger Milner and Tony Russell) met the Balance team at the Walsall Leather Centre to “point out the effects on the trade” of a series of saddle fitting seminars the organisation was running. Balance’s Maureen Bartlett, Carol Brett and Lesley-Ann Taylor admitted they had “stirred up a hornet’s nest.”

Toggi signed up show jumper Tim Stockdale to join its team of sponsored riders. And dressage rider Laura Fry [whose daughter is the current world champion Lottie Fry] gave a demonstration at BETA International at Sandown Park.

British exhibitors at the Salon du Cheval got involved in a fight when Tim Smith of Rutland Woollens caught a visitor helping himself to garments on his stand. Ian Joule, John Taylor and Rex Barr piled in and, following a struggle, pinned the thief to the ground.

EQUESTRIAN TRADE NEWS JANUARY 2024 | 29

ETN | CPD FEATURE 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

NUTRITION FOR THE HOOF

By Dr Kathryn Tuckett BVetMed CertAVP(EP) MRCVS, veterinary technical advisor at Equine America.

T

he old saying ‘no foot, no horse’ still holds true and we all know how important hoof condition is for performance and welfare.

A study (Thirkell and Hyland, 2017) found 89% of horse owners had hoof problems (such as abscesses, cracks and bruising) over a five-year period and the majority (95%) were willing to try new hoof products.

Hoof problems have a wide variety of causes, with poor Split hooves can be an on-going frustration for horse owners. nutrition including vitamin and mineral deficiencies, excesses and imbalances being key.

BIOTIN Other causes include work on hard and dry The best known and most researched of all ground, poor foot hygiene, inadequate hoof the ingredients found in hoof supplements, care and poor foot confirmation. biotin (also known as vitamin B7) assists For those horses and ponies requiring with keratin production and is beneficial for additional hoof support, a targeted hoof growth and quality. nutritional hoof supplement can be added The recommended serving rate for the as part of their balanced diet. With so many average 500kg horse is 15-20mg per day, in hoof supplements on the market it can be a hoof specific supplements. little overwhelming for the horse owner to The horse can make its own biotin choose. with the help of the micro-organisms What ingredients should they be looking in the hindgut, and healthy horses fed for and what is the evidence behind them? forage-based diets may be able to meet Hoof supplement research is somewhat biotin requirements, but any disturbances lacking in recent times, but the information in the gut microbiota, for example high found in the older papers is still considered concentrate diets or antibiotics, will reduce valid and useful. biotin synthesis.

30 | EQUESTRIAN TRADE NEWS JANUARY 2024

Research studies looking at biotin have found: • Supplementation with 15mg of biotin per day over a 10-month period achieved increased hoof hardness and greater growth rates than horses supplemented with 7.5mg per day. (Buffa et al., 1992) • A study on Lipizzaner stallions found 20mg of biotin per day over a 3-year period reduced the severity of hoof horn defects, increased tensile strength and improved the condition of the white line.

During this study, some horses took over a year to see an improvement and hoof horn quality continued to improve as the period extended beyond 18 months, highlighting the importance of feeding hoof supplements long-term. (Josseck et al., 1995) • “Shoeing was easier” and “shoes lasted longer” as there was more strong horn to nail into when fed 15mg biotin in Thoroughbreds and 15-30mg biotin for draft horses. (Comben et al., 1984) Biotin-only supplements are available on the market, and whilst these are a costeffective option, it is worth bearing in mind that not all horses are biotin responsive. For most horses, supplementing a combination of key amino acids, vitamins and minerals specifically for the hoof, rather than just a single vitamin alone such as biotin, is likely to be more beneficial.

WWW.EQUESTRIANTRADENEWS.COM

CPD FEATURE | ETN ZINC AND COPPER

Copper and zinc intake can be very variable in equine diets, therefore supplementing these trace elements will be beneficial if the diet is deficient.

Most of the UK forage is known to be low in copper and zinc. Copper is a key mineral in hoof health as it is involved in the pathway that contributes to structural strength of the hoof. Zinc plays a key role in the keratinisation process.

Research studies have found: • More white line disease in horses fed long-term diets low in zinc and copper.

(Higami, 1999) • Faster growth rates in horses supplemented with zinc and copper.

(Janickova, 2012).

• Lower hoof zinc levels in horses with poor horn quality when compared to normal feet (Coene and Spitzlei, 1997).

CALCIUM

Calcium is only found in low levels in the hoof wall, but it is still important as it is involved in the pathways to create the sulphur cross-links between the hoof proteins and in the cohesion of cells to each other.

If calcium levels in the diet are low, then supplying extra calcium may be beneficial for hoof quality as well as bone quality and muscle function.

Limestone flour and alfalfa (lucerne) are good sources of calcium. In the USA, alfalfa is often the predominant forage source so often American supplements may not have sufficient calcium for a typical equine diet in the UK. The recommended calcium:phosphorus ratio is approximately 2:1, this will vary slightly in young stock and broodmares in peak lactation.

SELENIUM

Selenium has a narrow safety margin between requirement and toxic levels, so it is very important not to overdo it.

Signs of toxicity may become apparent in the foot, as the symptoms usually show in keratinised structures (hair and hoof), including hoof rings and cracks near the coronary band, lameness, separation and sloughing of hoof capsule, loss of mane/ tail hair.

Grimwood et al. (2016) found owners were giving up to eight supplements per horse. Although lots of supplements are safe to be fed together, adding eight together could potentially lead to toxic levels, and it is recommended that a nutritionist is consulted to formulate a diet plan.

SULPHUR

Sulphur is an important mineral for healthy hooves as it is a component of collagen.

Healthy hooves are essential for competition horses.

Collagen is the protein of connective tissue, which is required in hooves.

A deficiency in sulphur will cause structural weakness in all connective tissue containing structures such as hooves, ligaments and tendons. The highest concentration of sulphur in the horse’s body is found in hoof horn due to its role in keratin.

MSM and methionine provide a bioavailable source of sulphur.

PROTEIN AND AMINO ACIDS

The hoof wall is 93% protein (on a dry matter basis). The hoof horn is made up of the protein keratin, which is high in the sulphur containing amino acids, methionine and cysteine.

Most commercial hoof supplements contain methionine (an essential amino acid, the building blocks of protein) but methionine is just one of the amino acids contained in the protein of the hoof, and deficiencies in any essential amino acid can be detrimental to hoof horn quality (Huntingdon and Pollit, 2003).

Humans use gelatin as a protein source to treat fingernail growth abnormalities, but this isn’t reflected in horses (Butler and Hintz, 1977).

ANTI-INFLAMMATORY SUPPORT AND ANTIOXIDANTS

Hoof supplements need to be fed for a minimum of nine months to see the full effects. Owners often notice an improvement in the coat more quickly though.

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Fish oils and linseed (aka flaxseed) are particularly high in omega 3s, which are important for overall health and wellbeing, including supporting hoof health and this is a current area of research (Suagee-Bedore et al., 2022).

Fish oils can be quite unpalatable, so linseed oil is often preferred.

Antioxidants neutralise the presence of free radicals. Antioxidants are natural compounds that can be made in the body or found in the diet. Free radicals are unstable molecules that are naturally produced by the body during normal exercise, but excessive free radicals CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS JANUARY 2024 | 31

ETN | CPD FEATURE

RAMA CPD QUIZ

produced during intense exercise, illness and stress can cause oxidative stress and damage to cells.

Antioxidants include vitamin E, vitamin C, as well as other plant-based ingredients such as rosemary and grapeseed.

PROBIOTICS AND YEASTS

The gut microbiome is increasingly recognised to play an important role in metabolic health, including the production of strong, healthy hooves. A Regular farrier appointments make a key contribution to good hoof care. disturbed gut microbiome (for example caused by starch overload) can release toxins which can lead to laminitis. fix, and hoof supplements need to be fed The only legal, live probiotic for equine for a minimum of nine months to see the feed in the UK currently is the probiotic full effects, as the average hoof grows at yeast Saccharomyces cerevisiae. approximately 5-6mm per month, therefore On the label, the live yeast will be listed it takes around 9-12 months to grow from under Additives and must have cfu (colony the coronary band to the toe. Owners will forming units) which tells you it is live and often notice an improvement in the coat the level it is included at. more quickly though.

Brewer’s yeast is an inactive yeast, not a Targeted nutrition through hoof live probiotic, but provides a natural source supplements can be a useful aid to of B vitamins, which play key roles in hoof, hoof care as part of the balanced diet. skin and coat health.

Understanding the ingredients found in supplements can help you to make an PRACTICAL FEEDING ADVICE informed choice as to which is the most appropriate supplement for your customer How long should a hoof supplement be and their horse. fed for? Unfortunately, there is no quick References • Buffa et al. (1992) Effect of dietary biotin supplement on equine hoof horn growth rate and hardness. Equine Veterinary Journal (1992) 24 (6) 472474.

• Butler and Hintz (1977) Effect of level of feed intake and gelatin supplementation on growth and quality of hoofs of ponies. Journal of Animal Science. Vol 44, Issue 2 (1977), 257-261.

• Comben et al. (1984) Clinical observations on the response of equine hoof defects to dietary supplementation with biotin. The Veterinary Record (1984) 115 (25-26) 642-645.

• Conen and Spitzlei (1997) The composition of equine hoof horn with regard to its quality (hardness) and nutrient supply of horses. Proc. 15th Equine Nutr. Physiol. Symp. 209-212.

• Grimwood, Penaluna and Brown (2016) A preliminary investigation into the mineral intake of horses in the UK. Journal of Equine Veterinary Science 36 (2016) 44-48.

• Higami (1999) Occurrence of white line disease in performance horses fed

32 | EQUESTRIAN TRADE NEWS JANUARY 2024

• •

•

•

•

on low-zinc and low-copper diets. J. Equine Sci. Vol 10, No1, 1-5.

Huntingdon and Pollit (2003) Nutrition and the Equine Foot. Advances in Equine Nutrition, Volume 3.

Jancikova et al. (2012) The effect of feed additive containing vitamins and trace elements on the elements profile and growth of skin derivatives in horses. Ann. Anim. Sci. Vol 12, No 3 (2012) 381-391.

Josseck, Zenker and Geyer (1995) Hoof horn abnormalities in Lipizzaner horses and the effect of dietary biotin on macroscopic aspects of hoof horn quality. Equine Vet. J. (1995) 27 (3) 175-182.

Suagee-Bedore et al. (2022) Thirtytwo weeks of oral supplementation with LinPro increases hoog growth in heatlthy mares. Journal of Equine Veterinary Science 117 (2022) 104086.

Thirkell and Hyland (2017) A preliminary review of equine hoof management and the client-farrier relationship in the United Kingdom.

Journal of Equine Veterinary Science 59(2017) 88-94.

RAMA C Questio PD (nutritio ns n Januar ) y 2024 E TN

SELECT YOUR ANSWERS AND SUBMIT THEM AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION 1. What level of biotin has been shown in research papers to be beneficial to hoof growth? Per day for the average 500kg horse. a.

1-2mg b.

15-20mg c.

100-150mg 2. Gelatin is a useful protein source in the horse. a.

True b.

False 3. What is the recommended calcium:phosphorus ratio in an adult horse in the UK? a.

2:1 b.

4:1 c.

1:1 4. How long should you feed a hoof supplement before you expect to see an effect? a.

9 days b.

9 weeks c.

9 months 5. Which is a live probiotic? a.

Saccharomyces cerevisiae b.

Brewer’s yeast 6. Horses fed diets low in zinc and copper are more likely to have white line disease. a.

True b.

False

7. What percentage of the hoof wall is protein (on a dry matter basis)? a.

29% b.

51% c.

93% 8. What is the average rate of hoof growth per month? a.

5-6cm per month b.

5-6mm per month c.

1-2mm per month 9. Which sulphur containing amino acid is most commonly found in hoof supplements? a.

Methionine b.

Histidine c.

Phenylalanine 10. Brewer’s yeast is a natural source of which vitamins? a.

Vitamin C b.

Vitamin K c.

B Vitamins

SUBMIT YOUR ANSWERS ONLINE AT WWW.EQUESTRIANTRADENEWS.COM UNDER THE CPD SECTION.

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ETN | RETAILER PROFILE

Where every single bag has its place Deborah Hayward catches up with Jo Sutton, of Joywyns Pet & Country in Wetherby, West Yorkshire, to find out more about her newly rebranded feed business and her plans for the future. same skill set, plus I love dogs and grew up around them.”

She enrolled on a dog grooming course to equip herself with the training required to set up her own canine clipping business.

With this under her belt, she approached Tim Mansi, owner of the then Wetherby-based Discount Feeds, about renting a small room in the store as a grooming salon.

Jo Sutton is the proud owner of Joywyns Pet & Country.

Y

ou know the moment when Superman walks into a telephone box as Daily Planet journalist Clark Kent and leaps out as the famous comicbook hero?

Well, retailer Jo Sutton underwent a similar transformation when she left work as a store’s dog groomer on a Friday and returned on Saturday as owner of the entire place.

It was a massive move for Jo, but she was more than up for the challenge. She might not have the red cape, but she is certainly a woman on a mission and hasn’t looked back since, continuing to grow and develop the business, as well as expanding her own nutritional qualifications and knowledge.

THE PATH TO THE STORE

Jo left Bishop Burton College, East Yorkshire, with a degree in equine science and management, and went to work with Michael and Sandra Donovan at Horse Deals magazine before embarking on a successful career in market research.

“I did this for around 10 years but, after my son Archie was born in 2014, decided to change tack,” she says. “I’d had enough and was ready for something new.

“I could clip and plait up horses really nicely, but that isn’t really a full-time job, so I thought I would try dog grooming instead.

There’s money in that and it is using the

RENTING A ROOM

“Discount Feeds had been on my radar since it first opened in 2014,” says Jo. “I kept my ponies locally and I knew Tim, who with Ryan Millar founded the supplement specialist BETTALIFE. “I took Tim my business model and talked about what I would do and how we could make it work. He agreed and it went really well. I could serve customers while waiting for dogs to arrive and became part of the bigger team.”

browsing time and ensure all those little but really important things were in place, like offering to carry customers’ bags to the car for them,” she explains.

“I wanted staff always to be attentive to customers and needed to develop my knowledge of the dog side of the market.

I’m fine with the horse side, but needed to understand more about the dog market – for example, why was that bag of feed £13 and that one £70?”

When Jo first took over the store, it was heavily equine-orientated, but customer demand was calling for the feed ranges to be expanded, so she broadened the offering and signed up for more study.

“Up until March two years ago, there were no formal qualifications in canine nutrition, so I spent weeks ringing around exam boards to find out what there was,” she says.

“The iPET Level 3 Diploma had just been launched, so I signed up for that and completed it in a year. I am now due to start my masters in January, as I think it is really important to keep things updated.”

TAKING THE REINS

The opportunity to buy the store arose in 2019 as the BETTALIFE brand began to fly.

“Tim really wanted to concentrate on that, so he asked if I wanted to buy the store,” says Jo, who certainly didn’t need asking twice.

“My poor husband, Robert, got a call one afternoon saying that I had just bought a feed shop! I gave up the dog grooming, but changed nothing for the first six months, keeping everything very low-key while I watched and learned.

“I had literally walked out as a dog groomer and come back the following morning as the owner. It was incredibly exciting and I still have a huge passion for the place.”

BRINGING CHANGES

Customer service and experience was Jo’s primary focus. “I wanted to make sure all staff were giving the same advice, increase

34 | EQUESTRIAN TRADE NEWS JANUARY 2024

The store offers a wide range of feeds, treats and supplements for equines, canines, wild birds and small animals.

A NEW LOOK

As the new owners, Jo and Robert embarked on a programme of refurbishment. “It was quite warren-like, with lots of corridors and little sub-rooms, so we have taken those away and opened things up to make the shop more user-friendly,” she explains.

“We are essentially three units in a row on an industrial estate with plenty of WWW.EQUESTRIANTRADENEWS.COM

RETAILER PROFILE | ETN parking. The middle unit has the front door into a reception area where there are the dog treats and horse supplements. We have rotating displays and then to the right we have all the dog and small animal feeds with beds and leads.

“To the left, we have the horse section, with supplements, feed, bedding, haylage and accessories such as head collars and lead ropes.”

“At this time of year, it can take over the entire shop, but in summer it can simmer down bar a few competition yards we look after.

“The dog side, on the other hand, remains constant. We are also bringing in extra revenue thanks to a subsidiary income from BETTALIFE for packing its web orders in my old dog grooming room.”

The store attracts a wide variety of customers across the board. “They range from the lady who lives in a flat across the road who wants wild bird food to competition yards and the mum who has got her kids a 14.2hh coloured,” says Jo. “We’ve got a huge amount and we will go along to the show yards now and again to look and advise on their feeding rations.”

A NEW NAME

The attractive and welcoming till area is packed with doggie treats and chews.

THE DAY-TO-DAY

Canine products are a mainstay of the business. “Horse feed is seasonal, so there are always peaks and troughs,” explains Jo.

After four years at the helm, Jo has stepped out in her boldest move yet, rebranding the business to become Joywyns Pet & Country – created from Jo and Robert’s middle names, Joy and Wyn. “I always struggled with Discount Feeds, as it was not the image I wanted,” she says. “I do a lot of nutrition-based work, including talks at the vets or to dog groups.

When they introduced me as Jo from Discount Feeds, my heart would sink.

“The name probably worked very well for Tim’s USP, but it didn’t reflect mine and I think a lot of people had struggled with the fact that what they see on the outside

A fantastic range of feed and bedding is stacked on floor-to-ceiling shelving.

is very different from what you can get when you come in.”

LOOKING TO THE FUTURE

Jo has her sights fixed on expanding the Joywyns brand – Joywyns Pet & Country for the physical shop, Joywyns Nutrition for the supply of nutrition-based articles that Jo writes, and there is now the opportunity for Joywyns Feed.

“We sell a wide range of feed and supplements, and mills are constantly approaching us with the possibility of having our own-label feeds,” she says. “We have always declined, but I would never say never, and I guess it is very much on the horizon.

“We are also looking for a second store for the economy of scale. We haven’t yet found the right place, but we are keeping our eyes open and when something comes along, we will know.”

ETN asks Jo… Q: Have you considered selling other equestrian products?

We think about clothing and bits and pieces all the time, but I prefer to remain a feed specialist. That’s my business model.

Q: Do you run the store on your own?

I have a great team of part-time staff made up of Donna Leighton, Thea Dodgson, Ellie Mann and Emma Bell.

Q: Do you offer a delivery service?

Q: Do you think dog and horse owners are becoming more knowledgeable about nutrition and health?

People seem to lack a breadth of knowledge but focus on specific topics and follow trends. At the moment, there is a lot of interest in ulcers and laminitis. Misinformation really affects people and social media has a lot to do with this.

Q: Do you have a motto?

Yes, we deliver on a Tuesday, although I can drop things around to good local customers on my way home.

Yes – every bag has its place. Every feed we sell has a place and a purpose. It is not that one is good and the other is bad. There are occasions where some are more suitable than others.

Q: Do you offer online sales?

Q: Do you promote your business?

No, we have a new website, but it is not for e-commerce, as I think that falls into making everything about the price rather than the products.

Q: Are you Wetherby born and bred?

No, I was born in Scunthorpe and moved with my family to Knaresborough after my mum remarried. My husband and I live in Wetherby now, though.

Q: What special services do you offer?

We do a dog weigh clinic where we look at health and condition scoring, too.

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We do quite a lot on Facebook, highlighting products and events, and we are the main sponsor at Tockwith Show.

Q: Do you have horses and dogs?

I no longer have horses. Once the show ponies went, I couldn’t just be a happy hacker. We have a 14-year-old springer spaniel called Purdey.

Q: What interests do you have outside work?

We have a collection of old Land Rovers, so I enjoy going to steam rallies and I am on the committee for the Masham Steam Rally.

EQUESTRIAN TRADE NEWS JANUARY 2024 | 35

ETN | HOOF CARE PRODUCTS

Well grounded Hooves often need a helping hand. Here’s a handy selection of products to help keep them in good working order.

Supports growth and quality

Super Hoof Pellets Plus from Equine America is an ultra-high specification hoof supplement to support optimum hoof growth and quality.

It contains 30mg biotin per serve, in an easy-to-feed, low sugar and starch, palatable pellet.

The product delivers a combination of key amino acids including methionine and lysine, vitamins (including vitamin E and C), minerals (including zinc, copper, calcium and manganese), as well as MSM as a source of bio-available sulphur, to provide targeted nutrition for the hoof.

Super Hoof Pellets Plus provides scientifically supported levels of key nutrients which have a direct effect on hoof growth and quality, says Equine America.

It also contains other nutrients and plantbased compounds, such antioxidants and live probiotics, to support digestion and overall health and wellbeing.

ON THE HOOF

SPILLERS has hoof support for every equine via a variety of products.

SPILLERS Original Balancer is ideal to supplement forageonly diets by providing the nutrients needed every day as well as digestive, immune and hoof support.

It contains 15mg of biotin per 500g serving, proven to support hoof health.

SPILLERS HAPPY HOOF is a low-calorie, short-chop fibre ideal for those prone to laminitis. It has all the vitamins and minerals they need, plus biotin for hoof health. It can be used as a total hay replacer.

SPILLERS HAPPY HOOF Molasses Free gives peace of mind to customers concerned about molasses.

This low-calorie fibre blend with garlic has no added sugar. It contains biotin to support hoof health, at 15mg per 3kg serving, and it can be used as a total hay replacer.

BEST DRESSED

Farrier Dressing by PROFEET from NAF is an easy-to-apply dressing, whatever the weather.

In a handy bucket container, with a larger size available to cater for yards, it’s ideal to complete a tacked-up turnout, before turnout or while stabled.

Farrier Dressing is designed to maintain sound hooves, and encourage growth and healthy horn all year round. It’s recommended for those with poor hoof quality or when ridden days are lost due to the age-old saying ‘no foot, no horse.’

This hoof dressing is rich in emollients providing a nourishing blend high in fatty acids. It penetrates the horn to help prevent premature cracking and drying.

Regular use helps to form a barrier against unwanted bacteria travelling up the hoof wall.

36 | EQUESTRIAN TRADE NEWS JANUARY 2024

All-round help for hooves

Five Star PROFEET supplements from NAF provide nutrients to support hoof health - and nutritional support that helps target healthy liver function, which, in turn is fundamental to healthy hoof growth.

Biotin is combined with a rich sulphur complex of methionine, cysteine and MSM, minerals including calcium and zinc, and a broad spectrum of naturally sourced amino acids and essential fatty acids.

Developed by veterinary scientists, with the assistance of leading farriers, PROFEET offers concentrated, fast acting, nutritional support for quality hoof growth.

Five Star PROFEET supplements are available as a liquid, powder or pellets from NAF. WWW.EQUESTRIANTRADENEWS.COM

HOOF CARE PRODUCTS | ETN

Wet winter essential Prolonged wet conditions this winter have been particularly detrimental to hooves.

Thrush Gard Spray from Equine America is a ready-to-use, antibacterial and anti-fungal hoof disinfectant spray.

It contains the active ingredient hydrogen peroxide with ionic silver (veterinary grade EN1656 / EN1657).

For best results, the hoof should be picked out and cleaned before spraying the frog and sole, then standing the horse on a dry surface.

This can be repeated once or twice daily, or as required.

WORKS IN THE WET

Lincoln Hoof Klense is a musthave wet winter weather hoof care product.

The powerful, dual-action, waterbased antibacterial formula remains active, even in the presence of mud and wet.

It’s recommended for use as part of a routine hoof hygiene programme to optimise and maintain hoof condition.

Lincoln Hoof Klense offers valuable protection against environmental challenges that compromise hoof health, such as prolonged periods of exposure to wet bedding or mud.

BACKED BY SCIENCE Biotin Xtra Powder from Equine America is a palatable, costeffective hoof supplement.

It contains 20mg of biotin per serve, which backed by science as a level to support hoof growth and quality.

It also offers the key amino acid methionine, as well as MSM, zinc, calcium and brewer’s yeast.

Top of the class

TopSpec Healthy Hoof is a caramel flavoured additive which can be fed with any combination of feeds.

It’s designed to greatly improve hoof quality over a period of nine to 12 months.

It provides optimum levels of all the micronutrients that have been scientifically proven to promote hoof quality, plus a broad range of micronutrients that improve the efficiency of the hoof supplement while also supporting light work.

TopSpec Healthy Hoof contains the level of biotin scientifically proven to improve hoof quality (15mg/500kg horse/day), plus methionine, zinc, copper, iodine, calcium and vitamin A, all of which improve the effect of biotin alone.

CUSHIONS SORE FEET

Helping hoof and hide

Hoof & Health from Hilton Herbs is formulated to maintain and support healthy hoof growth as well as coat and skin quality.

The product also supports all-round optimum health and young horses in their development.

Hoof & Health combines seaweeds and rosehips and is rich in minerals, in particular copper and zinc to support weak, cracked hooves, as well as iodine, sulphur, iron, calcium, magnesium and selenium plus amino acids lysine and methionine.

These are combined with vitamins such as beta carotene, B1, B2, B12, C, D and E and pure biotin (30g per serving).

Good hoof growth is gradual, says Hilton Herbs, so horse owners are recommended to ask their farrier if he or she has noticed an improvement.

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Magic Cushion hoof packing starts working to reduce hoof heat within one hour, and then for up to 24 hours, as shown in a thermal imaging study, says supplier Absorbine.

It cools and cushions sore feet and sole bruising, and is trusted by farriers to maintain healthy hoof condition under pads.

Magic Cushion is available in two strengths. The original version is ideal for everyday use, while the Xtreme performance horse strength uses a higher concentration of ingredients for faster, stronger cooling.

Magic Cushion uses natural ingredients and does not contain any substances currently prohibited by USEF or FEI, says Absorbine.

EQUESTRIAN TRADE NEWS JANUARY 2024 | 37

ETN | PETS AND WILD BIRDS

Love those fury and feathered friends!

Stocking products for dogs, other pets and garden birds could expand your customer base and encourage your regulars to make add-on purchases.

Co-ordinated canine collection

FISHY TREATS GET TAILS WAGGING

Hy Equestrian has an ever-growing product range in its Benji & Flo collection.

Dog coats and beds often coordinate with the brand’s StormX Original horse rugs and feature limited edition prints.

However, there are now also some original Benji & Flo coats to keep your customers’ pooches warm and dry.

The latest editions to the collection are co-ordinating leather and polo style dog collars and leads and eco-friendly toys.

The Superior and Padded Leather collars and leads are available in tan and black in a range of sizes. Sublime Polo collars and leads (pictured) team up perfectly with Hy Equestrian’s Synergy clothing and are available in four different colourways.

Eco-friendly dog toys are safe, durable and available in a wide variety of designs.

Dog Gone Fishin’ natural dog treats from Henry Bell & Co are manufactured in the company’s own factory in Cornwall.

The treats use red and white fish such as cod, hake, mackerel, herring, seabass, plaice, haddock and salmon - air-dried or baked to perfection.

The range is grain-free, gentle on the stomach, easy to digest and a great source of protein. Fish contains naturally occurring omega-3, perfect for helping to promote healthy skin and a shiny coat, as well as aiding joint mobility.

Tastebuds are set tingling with a combination of fish and delicious herbs to deliver an incredible flavour hit to keep dogs tailwaggingly happy and healthy.

The four Dog Gone Fishin’ collections are Bakes, Crunchies, Crunchies Plus and 100% Dried Fish.

The product range offers retailers a fantastic opportunity thanks to its great shelf appeal and packaging in eye-catching resealable pouches.

Feeding birds whatever the weather Henry Bell Wild Bird Care offers retailers a wide range of feeds, feeders and accessories to help customers support their feathered friends throughout the year.

The winter months are a challenging time for garden visitors, so stocking feeds such as Henry Bell fat balls, suet cakes, peanuts, sunflower seeds, mealworms and Superior Seed Mix is a great way to make sure that birds have access to powerhouses of energy and nutrition exactly when they need it.

Not all birds have the same feeding habits. Some are happy to cling to a feeder, while others take 38 | EQUESTRIAN TRADE NEWS JANUARY 2024

their meals from the ground or a bird table.

With this in mind, Henry Bell has developed a collection of complementary feeding stations to enhance the wild bird experience at different price points to suit all budgets.

Henry Bell Wild Bird Care products offer good quality at a great price. Feeds are designed to have plenty of shelf appeal, with attractive, recyclable packaging.

Seed mixes, blends and straights are available in a range of pack sizes, and a variety of pre-filled feeder options.

WWW.EQUESTRIANTRADENEWS.COM

PETS AND WILD BIRDS | ETN

CANINE FEEL-GOOD FACTOR

Natural VetCare Dog’Skin is suitable for itchy dogs who want to feel good.

More than just a blend of oils, Dog’Skin offers 360-degree nutritional support for skin health to support skin repair and the immune system.

Natural VetCare Dog’Skin Solution is a herbal formula to soothe and comfort sensitive areas of skin.

And for those dogs prone to unpleasant odour - or who roll in things they shouldn’t - Dog’Skin Shampoo is a gentle but effective shampoo.

Pet’Skin Balm is a long-lasting hydrating balm formulated for use on dry skin, cracked noses or pads, cuts, scrapes and rubs. Its gentle, natural formula is suitable for cats and dogs.

Great for gun dogs

PureFlax has launched a new range of linseed oil and meal supplements for dogs.

The easily-digested products are high in omega 3, improve joint and muscle health and give coats a healthy shine.

Grace Liddle (pictured with her dog Nessa) owns West Yorkshire based PureFlax with husband

Nigel and daughter Hannah.

“We have been blown away by the popularity of our products with owners of working dogs and gun dogs, and we wanted to launch a new line which would mean that more dogs could benefit,” she said.

“We grow and harvest our own seed, cold press and then bottle it all on the family farm in Wetherby, and this means that it is fully traceable, 100% British and 100% natural.”

Grace adds that PureFlax products are suitable for any breed of dog.

The new range includes Omega Prime - a straight flax (linseed) oil; Skin & Coat - a blend of flax oil with borage (starflower) oil for skin health and coat shine; and Joint & Muscle - a milled linseed expeller containing rosehip and seaweed for slow-release energy for older dogs, and those needing extra joint and muscle support.

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www.admire-pr.com 42 | EQUESTRIAN TRADE NEWS JANUARY 2024

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ETN | ADVERTISEMENT FEATURE

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2. Leg-yield

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

TOP TIP

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

3. Square turns

H

M

E

B

K

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.

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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.

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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.

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.

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DJMurphy

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.

BUYER’S GUIDE

Photo: Jon Stroud

lift off

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

Mounting made easier

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.

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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

ETN | BETTER BUSINESS

Positive thinking for a new year The power of mathematical thinking can overcome workplace overwhelm, says Francis Keith Robins. And you don’t need to be Isaac Newton to make it work…

T

here’s so much negative information swirling around us that it inevitably bleeds into business life, requiring us to deal with this ‘noise’ in our workplaces.

However, if we think of everyday tasks as mathematical sets, we can train our brains to operate objectively while understanding and accepting what’s going on around us.

We can then treat the ‘noise’ as simply a set of knowledge.

Information we receive through our senses is not always accurate; it’s not necessarily a factual representation of the outside world.

When we see or hear information, we add our own interpretation and emotion. This can create false characteristics.

Therefore, we should put this ‘knowledge’ into a separate set so that we are not tempted to create a picture of the world around us based on erroneous information.

Photos: KieferPix/Shutterstock.com, Triple_D Studio/Shutterstock.com

Mathematical thinking

Adopting a mathematical thinking model doesn’t involve doing any maths. It is about thinking differently so you can stop feeling overwhelmed by classifying information and putting it into what is known as mathematical sets.

In particular, we can classify information we receive and ensure we focus on what is important - like kindness, helpfulness, loyalty, honesty, etc.

Sets are groups or lists of objects with specific characteristics – things that are connected. For example, if we want to travel from A to B, we create a set that contains all the transport options. This helps us to think objectively without pre-sorting options based on subjective feelings or perceptions.

The modern world, in which we are bombarded with information, has deteriorated our quality of thinking. By focusing on objective mathematical thinking models moving away from creating a subjective picture of the world - you can concentrate on making the most of your life and your business.

Ten tips, based on a mathematical way of thinking, to help reduce stress and overwhelm.

Each suggestion comes from mathematical thinking where the facts are what matters, not the assumptions, external influences or the things we cannot control – just ourselves, what we can control, and the facts we can be sure of.

1. Don’t automatically assume that everything you hear is true. Treat the information as words/language that could be true or false. It is easy to focus on appearances or on the tangible thing in front of you, but what matters 46 | EQUESTRIAN TRADE NEWS JANUARY 2024

Focus on kindness, helpfulness and empathy because these are rewarding attributes to have in your workplace.

most is the things you don’t discern directly through your senses, such as kindness, honesty and loyalty. As the saying goes, ‘you cannot always judge a book by its cover.’

2. Remember that everyone’s perception of reality is different. The pictures we create in our head are a product of our imagination and the way we talk to ourselves. These internal representations are simply a road map and, as with any map, they may be incomplete and distorted.

3. Reference the past only to find learnings or things you’d like to replicate. Don’t refer back to bad experiences, whether yours personally or someone else’s, or even those of the business as a whole. Refer back only to learn.

You can put the event in a ‘mistakes’ set and the learnings in a ‘new approaches’ set. You can also have a refer-back set called ‘good experiences’ so you can look to this set for things you’d like to see replicated.

4. Ignore what you can’t control. In general terms there is little you can do to change the outside world; you can’t stop the war in Ukraine or rising prices or Brexit, so stop focusing on what you can’t control and instead focus on what you can. Worrying about the outside world doesn’t help you and won’t change it. Don’t try to control things you can’t control. Focus on what you can do in the circumstances you find yourself and your business in.

This frees up the mind and ensures it is not cluttered with perceptions and generalisations, which is far better for our mental health.

WWW.EQUESTRIANTRADENEWS.COM

Refer back only to learn. And don’t dwell on what’s out of your control.

5. Remember, every decision has a consequence. This can be mathematically represented by an equation: decision = consequences. Both sides form a set, and this can be used for training/learning purposes when talking to staff about the consequences of their actions.

6. Stop making generalisations about people or stereotyping them – this is the source of many conflicts (in and out of business). Everyone is unique, which can be represented as a unique set of knowledge (although everyone is based on the same template). Allow them the courtesy and opportunity to show you their uniqueness, rather than pigeon-holing them before you even know anything about them.

This applies to individuals, and groups of people. By thinking of them as mathematical sets, the emotion can be removed and only the objective fact of the set remains.

7. Create a routine and structure that ensures the important parts of your business are dealt with and included. These need to be in the ‘priority set’. Focus on things that matter to the business. People external to your business will have different priorities.

8. Learn philosophical phrases such as ‘worse things could happen.’ It reminds us that perhaps things are not as bad as we think. Saying these phrases helps lessen the stress you are feeling over a particular issue/incident. It’s not a panacea, but it can help.

9. Everyone makes mistakes; don’t beat yourself up about them. If they are important mistakes, break them down into sets – the mistake, and the learning.

And then share these sets with colleagues and other connected individuals. Remember, the mistake is in the past, make corrections if you can and learn for the future.

10. Challenge bullying, sexism and racism. Focus on the qualities like kindness, helpfulness and empathy, as these are far more rewarding attributes to have in your life and the workplace.

About the author: Francis Keith Robins is author of Power of Objective Thinking which shows us how to use tried and tested objective thinking patterns to reduce stress and a sense of overwhelm or helplessness. Francis has developed a template to create an objective model for any experience or system.

See www.powerofobjectivethinking.com

WWW.EQUESTRIANTRADENEWS.COM

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ETN | OPINION

In the hot seat With Kate Hore, head nutritionist at NAF. What does your job involve?

I’m the head nutritionist at NAF, and within that job title I have quite a broad role, encompassing anything from researching and designing new supplements, to content creation for marketing, training and regulatory roles.

I also sit on the BETA Feed Committee, where I hope to represent the interests of all feed supplements within the wider equine feed industry.

How long have you worked at NAF and what led you to the role?

It makes me feel old when I stop to work it out, but I am now in my 27th year with NAF! My interest in animal nutrition really comes from childhood, as my father was a senior ruminant nutritionist at what is now DEFRA, so I suppose you could say it was in my blood.

My early career was as a quality control chemist in industry, before I happened to read an article in Your Horse magazine on careers, and the, then, brand new equine degrees. That magazine article changed my life.

I left my job and headed to Aberystwyth University from where I graduated in 1997 with a BSc in Equine Science. On graduation, I applied to any and every company that I was interested in, and every job that I thought would get me into the industry.

I owe my career to the foresight of Richard Cleeve, NAF’s founder, who interviewed me for a sales job, but said: “I don’t think you’d be a very good sales rep; however, we could do with a nutritionist…”

Joining the technical team at NAF, then headed by inspirational vet, Nick Larkins, gave me a great start in a really rewarding career.

What’s kept you at NAF for such a long time?

Although my job title has stayed the same, my role has developed a lot, so it hasn’t really felt like one job for all that time.

I love feed, and particularly feed supplements. The breadth of applications for feed supplements, everything from general diet balancing to advanced nutraceuticals with specific targets, means my role has great variety.

We cover all areas of equine health and welfare, which together with the dog and cat products from Natural Vetcare, means no two days are the same, and all are challenging.

Once I’d realised that my passion lies with supplements, rather than concentrates or general diet, then it’s tricky to consider moving, as I really believe I already work for the best feed supplement manufacturer there is.

Photos: Jess Photography.

What’s been the proudest achievement of your career?

That’s a very tricky question. In terms of my role in product development, I’m proud of all the products I’ve worked on, but one or two do stand out.

I am particularly proud of Five Star Magic which just works on so many levels. First and foremost, we get great results from a wide range of horses and ponies, and the independent trial results we’ve had over the years have really endorsed that.

However, all of us in the industry know efficacy alone is not enough, it also has to be commercially successful. I always try to 48 | EQUESTRIAN TRADE NEWS JANUARY 2024

NAF’s head nutritionist Kate Hore and her retired gundog, Max.

remember it doesn’t matter how good the formulation is, it won’t help any horse if it stays on the retailer’s shelf.

However, Magic also has great marketing, and price points that work for both the horse owner and our stockists. It really is magic, as it ticks all the boxes.

The other product I’m particularly proud of is Five Star Fertility for Stallions, just because of the time and effort we took to get that absolutely right.

From first stages to launch took four years. To be working on product development with legends of equine reproduction, such as Tullis Matson and Jane Holderness-Roddam, was a real privilege.

I learnt so much, but I was also very proud of my product, that we were able to show such a benefit to those stallions in already experienced feed and management regimes.

Lastly on proudest achievements, I would have to include being accepted as a Registered Nutritionist with the Association for Nutrition, which holds the only recognised nutritionist register in the UK. I’m extremely proud of being a Registered Animal Nutritionist – even if it does mean that I’m officially a ‘Nutr’!

What small thing gives you the biggest buzz during your working day?

That’s easy – feedback from customers. Particularly those where they’ve contacted us for help, you’ve advised a product, and they then take the time to get in touch and tell you how well they and their horse are doing with it. There is no finer feeling.

During your time at NAF, what are the most striking changes you have seen in the management and feeding of horses?

The most fundamental shift has been a good one for the horse, and that is the move back towards more natural, more fibre and foragebased diets, and the recognition of the many risks associated with meal feeding, and with starch and sugar in the diet. Not just gastric ulcers, but the risks of laminitis, obesity, behaviour changes etc. to name but a few.

WWW.EQUESTRIANTRADENEWS.COM

OPINION | ETN Increasingly, we see horse owners recognising that putting fibre first, balanced for micronutrients, is the best choice for their animal’s health and performance.

Both the industry and horse owners in general still have a way to go with this message, but it is getting through and I think it will continue to be a positive change for all horses and ponies.

What’s the most common question horse owners are asking you and your nutrition team this winter?

Winter always brings challenges to gut health from spending longer in the stable, which reduces movement and grazing, and from the winter diet of preserved forages.

The very wet summer and autumn has added to that, with reduced hay harvests, variable forage quality, boggy fields and limited turnout. Therefore, what owners are most asking about this winter is daily support for gut health. It is worth remembering the mantra: Happy gut = happy horse.

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

I do hope so! As an equestrian customer myself, there is so much more to the bricks-and-mortar experience than just the purchase.

Whether that is getting information from advisors in store, a proper fitting service, browsing what’s new, or just sharing your horse’s escapades with a fellow enthusiast - which builds that local equestrian community.

That isn’t to say we shouldn’t recognise what the online world can bring. It offers growth to the industry, and often accessibility of products to those who might not otherwise be able to source what they want, so benefiting both manufacturers and horse owners.

I really believe both ‘brick’ and ‘click’ bring their own strengths, and – when done well – both should be able to prosper and grow going forward.

What’s changed – for better or worse - about the equestrian trade and wider industry during your career?

As an industry, I hope we are recognised as more science-based and research-evidenced than, perhaps, the more traditional approach of even just a couple of decades ago.

As a nutritionist, one of the things I get really excited about is the development of innovative ingredients that bring something really new to animal nutrition. However, ‘new’ is worthless unless proven, and I do think that while equine research will probably always lag behind agriculture, we are definitely seeing much more meaningful research being done in equine, with really exciting prospects for future products.

One of our challenges, industry wide, are the restrictions on legal marketing for feed, including supplements. While that is a good thing for preventing unsubstantiated illegal claims, it can also be frustrating in terms of educating the horse owner, and stockist, on your latest product.

NAF supported riders, including Charlotte Dujardin, are heading for the biggest stage of all this summer in Paris.

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“I am particularly proud of Five Star Magic which just works on so many levels,” says Kate Hore who was instrumental in the product’s development.

However, industry and academia are now working more closely together than ever before. This collaboration can only be a good thing to help discuss the research that is being done, within the legal marketing, and also so that the wider industry presents a consistent message to the horse owner.

A big change, for manufacturers and, ultimately, horse owners are the changes in regulatory controls in both UK and EU Law. These could end up being increasingly restrictive in terms of what we can legally feed to horses. Particularly for supplements, with challenges for herbal extracts and some more technical ingredients especially.

In a Brexit world, should we be concerned about EU rules?

Well yes, as successful manufacturers we need products that work in all markets for export, and, whether we like it or not, through the internet we are all in competition with European products.

Therefore, we need to be able to compete on a level playing field.

Since NAF is the only official supplier of supplements and care products to the British Equestrian Teams, you clearly work closely with our top riders and their support teams. As we head for Paris 2024 later this year, who are your top tips for medals?

2024 is certainly set to be an exciting year, and a busy one for those of us working with Team NAF and our British Equestrian Teams. It is one of the great privileges of my role, to see riders collecting medals and know that your product is a small, but important, part of their success. It is a real thrill!

Given the strength in our teams, it’s almost impossible to give just one tip. Team NAF was well represented at last year’s dressage, eventing and show jumping European Championships and they brought home quite the haul of medals, hopefully a sign of an exciting summer to come.

With Carl Hester, Charlotte Dujardin, Lottie Fry, Gareth Hughes, Laura Collett, Tom McEwen, Yasmin Ingham, Harry Charles and Sam Hutton all featuring in their respective championships in 2023, we are hopeful that we will see our team of supported riders enjoying success on the biggest stage of them all.

CONTINUED OVER THE PAGE

EQUESTRIAN TRADE NEWS JANUARY 2024 | 49

ETN | OPINION Finding a cure for the common cold is sometimes said to be a Holy Grail of human health. What’s the equine equivalent? And are you working on it?

The biggest challenge to equine health is obesity – no pun intended!

Unfortunately, survey after survey show that equine populations across UK and the western world are overweight, with significant numbers tipping the scales into obese. As with obesity in people, there is no ‘cure’ as such, but a requirement for education and, in the horse world, we still need a shift in terms of what we consider normal, healthy and desirable in condition scoring.

Don’t get me started on ‘show condition’ which, unfortunately, is still an issue.

Supplements definitely play a role in a healthy weight regime, particularly by both supporting metabolism and allowing the owner to feed a very low energy diet, but one balanced for essential micronutrients.

What will be the next ‘big thing’ in equine supplements or care products?

Gastric health will continue to be a key message in equine health, due to the pressures of the modern equine word. Thankfully it is an area where research can lead in evidence-based nutraceuticals for a settled, healthy stomach, so there is much with which we can help the owners of those sensitive animals.

Global warming is also likely to become an increasing concern, as increased rainfall and flooding events leach nutrients from our pastures. As we saw last year, rainy summers are also increasingly making harvest difficult for both forage and grains, which could well become a ‘big thing’ in terms of feed quality going forward.

However, it is still early days in terms of understanding the true impacts on the future horse feed.

Classified

What do you enjoy doing when you’re not working?

I’m lucky enough to live in the beautiful Lake District, so I love getting out and about in our amazing scenery - whether that is walking our dog, a retired gundog called Max, or getting out on some fabulous native Fell ponies that I am lucky enough to ride.

When not out in the Lakes, I enjoy my garden, theatre, the occasional spot of painting, and sing in a local community choir.

Coming soon The best known promotional pavilion at Badminton and Burghley

Book your space now lara@evevents.co.uk worldofthehorse.co.uk

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.

FOR ADVERTISING ENQUIRIES

contact Evie Edgar on tel 01428 601031 or email etn@djmurphy.co.uk

50 | EQUESTRIAN TRADE NEWS JANUARY 2024

in ETN… APRIL 2024 ISSUE

• PERFORMANCE FEED – GALLERY • AMTRA ACCREDITED CPP FEATURE ON FEED FOR PERFORMANCE • GROOMING, SHAMPOOS AND SPRAYS – GALLERY • FLIES – GALLERY • COMPETITION WEAR FEATURE • FEED HELPLINE DIRECTORY Submissions for editorial should be emailed to editor@equestriantradenews.com before 23 February, 2024. For more information, contact Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email etn@djmurphy.co.uk

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Photos: Patrick Lefebvre/shutterstock.com

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