ETN (Equestrian Trade News) – June 2024

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Equestrian Trade News June 2024 | Volume 48, No 5



Ingatestone Saddlery Centre marks 50 years


People and products Is your website legal?

Aspirational saddles

ETN is the official media partner of BETA International


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

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Editor’s comment I s there potential for equestrian retailers to offer veterinary services? The pet trade is already doing it… Spurred on, no doubt, by the recent outcry over ever-increasing vets’ fees – fuelled by a widely-publicised Competition & Markets (CMA) enquiry – more pet retailers are joining Pets at Home and employing in-house vets. Jollyes’ 102nd store has just opened in Northampton featuring a Community Pet Clinic. The store is advertising “vet services such as microchipping and vaccinations at much lower prices than traditional vets.” Will the big equestrian retailers follow suit? Or maybe link up with their local veterinary practices to offer routine vaccinations, teeth rasping and checks for the likes of equine metabolic syndrome? Many feed manufacturers already employ vets or have veterinary consultants. So maybe it makes sense for retailers to do likewise?

There’s so much negativity around…companies telling us what isn’t in their feeds and supplements, others openly having a ‘pop’ at rival brands and know-it-all keyboard warriors criticising the winners of international dressage competitions. It’s almost certainly not a trend confined to the horse world. But why can’t businesses and individuals just get on with doing their own thing the best way they can? And as for copying... Well, some say that imitation is the sincerest form of flattery. It can also smack of

In this issue...

a lack of imagination and original ideas and, worse, a means to unfairly undercut rival companies. Trying to trick customers, buyers or readers into thinking they’re looking at a brand, product or title they know and love is sinking pretty low. The most successful in any sphere are those who offer something fresh, different, useful and – especially in the current climate – representing good quality at good value for money. The best brands are also unafraid to stand proud, stay positive and do their own thing.

Equestrian Trade News June 2024 | Volume 48, No 5



Ingatestone Saddlery Centre marks 50 years


People and products Is your website legal?

Aspirational saddles

Liz Benwell Liz Benwell
























NAEC Stoneleigh, Warwickshire, UK Main Sponsor

Main Sponsor

COMFORT FOR PERFORMANCE Sportiva Monoflap PRO Jump Saddle

Even if you’re not a saddle fitter, do read the Society of Master Saddlers’ (SMS) CPD feature in this issue of ETN. It takes a fascinating look at the development of adjustable trees, and asks whether they’re the beall and end-all. Esteemed saddlers Laurence Pearman and Sue Norton also have some poignant things to say about what to look for in girths and pads to go with saddles – and bling isn’t on the list! The whole feature is a great reminder that innovation is fantastic, provided we don’t lose sight of the good things that came before.

ETN is the official media partner of BETA International

22-23 September

• • •

Style and performance for amateur and professional riders Sumptuous Italian full grain calf leather Lightweight, refined finish 5 different tree profiles

The next generation of wool flocked competition saddles

ETN Cover June 63x210+3mm_Bliss v5.indd 1


Sportiva Monoflap saddles to meet the needs of today’s riders Call 01922 745151

21/05/2024 12:02:52

Front cover: Enzo Ferrari famously build cars for people to dream of owning. Our front cover this month features a covetable example and equally aspirational saddle by Bliss of London. (Photo: Matthew Seed for Bliss Saddles)







Equestrian Trade News June 2024 | 3


ETN NEWS Equestrian Trade News East Wing, Stockeld Park, Wetherby, West Yorkshire, LS22 4AW Tel: 01937 582111 Email: Website:

Photo: Megan Dent Photography

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: Email: Tel: 01428 601020 Publisher Equestrian Management Consultants Ltd Editor Liz Benwell Email: Advertising Managers Evie Edgar Email: Tel: 01428 601031 Abi Cannon Email: Tel: 01428 601028 Digital Manager Nicki Lewis Email: 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


4 | Equestrian Trade News June 2024

 Pictured is Michaela Pollitt receiving Equisign’s award from Councillor Steve Bunney of West Lindsey District Council.

Retailer scoops small business award A North Lincolnshire based retailer has won a small business award for its support of the local equestrian community. Equisign Tack and Feed from North Lincolnshire was crowned Business of the Year 2024 during Market Rasen Racecourse’s Centenary Celebration Day. The award, collected by shop owner Michaela Pollitt, recognised the Kirton Lindsey based retailer’s community involvement and its corporate and social responsibility plan. Family-run Equisign opens seven days a week, is a hub for great advice and known for opening outside of hours for customers’ emergencies, the judges heard. The store provides work experience for local college students and hosts

clinics and open days, bringing other local equestrian businesses and professionals together. Said Sue Lucas, chairman of Market Rasen Racecourse: “Equisign Tack and Feed, a fabulous ‘go to’ business for the local equestrian, pet owner and smallholder, were very deserving winners. “The judges recognised the effort that the family and their staff put into their customer-focused approach. [They] provide a warm welcome and a friendly ear, so often needed in today’s busy world.” Thanking Market Rasen Racecourse for acknowledging Equisign’s “passion and hard work,” Michaela added: “The [prize-winning] day was incredible, very entertaining and action packed. The hospitality was superb.”


Equine lawyers highlight “particular risk” for riders A corporate law firm’s equine division is to donate 5% of 2024 revenue to Spinal Research UK. Aria Grace Equine Law, part of the UK’s only not-for-profit corporate/commercial law firm, also aims to raise the profile of the charity and its work into finding a cure for paralysis. Spinal cord injuries are “a particular risk for equestrians,” say the lawyers. “All riders are aware of the danger of spinal cord injuries, but few appreciate how close we are to function-restoring therapeutics being widely available,” adds Jodie Seddon (pictured), a corporate lawyer and international rider. “Supporting charities is a cornerstone of Aria Grace Law CIC,

and we hope that by joining forces with Spinal Research UK, we can help them to achieve their vision of beating paralysis.” Tara Stewart, chair of Spinal Research UK, sustained a spinal cord injury from a “simple fall” out hacking. “We all know other riders who have been injured,” she added. “For many years, people like us were told there was no hope of recovery but this year the first function-restoring therapy for chronic spinal injury in history is due to launch and others are waiting in the wings. “What we need now is the money to place those treatments in the hands of the injured and partnerships like this [between Aria Grace Equine Law and Spinal Research UK] help us achieve that.” Spinal Research UK’s work encompasses related conditions such as Parkinson’s disease, motor neurone disease and multiple sclerosis.

New members swell ranks at BETA An air vest manufacturer, saddle fitter and internet retailer are among the latest companies to join BETA. Applications to join BETA are scrutinised by existing members of the trade association’s Council. When accepted, new BETA member companies are entitled to use the BETA logo – a sign of a reputable business which is widely recognised by equestrian consumers. The following companies were approved for BETA membership at the trade association’s recent Council meeting. • Masters Saddles Ltd, Evesham, Worcs - saddle fitter – Retail Member • The Comfy Horse Company, Guilsborough, Northants -

internet retailer – Retail Member • Equine-X Ltd, Craigavon, N Ireland - supplements manufacturer – Trade Member • Point Two Equine Ltd, Southwater, West Sussex – air vest manufacturer and wholesaler – Trade Member • The Walsall Leather Skills Centre, Walsall, West Midlands vocational training provider and training consultancy – Associate Member • Cafinos Ltd, Leamington Spa, Warks - business advice, consultancy and other commercial services – Associate Member • Keysoe International Ltd, Keysoe, Bedfordshire – equestrian events and coaching centre – Equine Member • Norbrook Laboratories, (GB) Ltd, Corby, Northants - manufacturer of veterinary pharmaceuticals – Trade Member

It’s time to nominate your favourites for industry awards BETA is urging everyone equestrian to put forward their favourites for the industry’s annual awards before nominations close later this month. The British Equestrian Trade Awards – the BETAs – will be presented at the BETA Gala Dinner on Sunday, 22 September, the first evening of the BETA International trade fair. Long-standing awards include the Zebra Products Retailer of the Year with store and online categories, plus a recently introduced section for the Best New Retailer. The Stubbs England Nutritional Helpline of the Year, Citation Trade Supplier of the Year and GBH Exhibition Forwarding Export Award attract nominations for some of the the UK’s best-known brands. Outstanding individuals can be put forward for the Weatherbeeta Group Retail Employee of the Year and Equine Careers Sales Representative of the Year. Newer BETAs also open for nominations are the Safety Equipment Fitter of the Year for riding hat and body protector fitters based in stores; and the Equine Fitters Council Equine Fitter Award which recognises saddle, bridle and bit fitters. How companies promote themselves is celebrated by the Holdsworth PR Marketing Effectiveness Award. The BETA Lifetime Achievement Award, which goes to an individual making long-standing and significant contributions to the equestrian industry, will also be presented during the BETA Gala Dinner. Details of how to nominate for all the awards can be found at





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Specialist distributor goes bust

Atlantic Equine Limited, importer and UK distributor of equine hoof care products, went into liquidation in April. The Daventry, Northamptonshire based company also supplies farriers’ tools and specialist horseshoes. The liquidator is D J Allen of 360 Insolvency Limited. Asset advisors Lambert Smith Hampton were inviting expressions of interest and offers for the business and assets of Atlantic Equine Limited. Assets include a leasehold warehouse and retail trade premises, stock in trade, customer database, registered domains and associated intellectual property, brand name and goodwill. The company trades retail and wholesale and has returned a previous annual turnover of more than £500,000. Atlantic Equine was founded in 1989 by Tony Lindsell. Michael and Charlotte Easom became the new owners in 2020. Among its flagship products is the drop-forged Victory aluminium racing plate worn by winning racehorses Nashwan, Kauto Star and Thistlecrack. Atlantic Equine supplies glue-on shoes for remedial farriery, hoof boots, hoof supplements and care products too.

Retailer offers will-writing service

Harry Hall has introduced a willwriting service as part of its One Club membership. The retailer says more than half (54%) of the 41,000 people who belong to its loyalty scheme do not have a will. Harry Hall points out that horses are living longer, while 23% of One Club members are over 55 and half are more than 45, putting more equines at risk of outliving their owners. The will-writing service enables people to express their wishes for their horses and other animals should the worst happen. 6 | Equestrian Trade News June 2024

Manufacturer employs specialists to use up left-overs There’s nothing experimental about the guinea pigs who live at Dengie’s Essex HQ. They have a serious job to do. The horse feed company receives more than 100 forage samples annually from consumers seeking personalised feeding plans. But what to do with all that  Dengie’s resident guinea pigs Pumpkin and Spider make hay once it’s been analysed by good use of hay samples sent to the feed company. the laboratory? That’s where in-house guinea pigs eating their hay, they snuggle into it to Pumpkin and Spider come in... Instead keep warm when its colder.” of the hay going to waste on the compost Alongside their hay, leafy greens and heap, the furry friends tuck in. guinea pig food, Pumpkin and Spider get “They absolutely love it,” says Dengie grass pellets as treats. And they like to feed advisor Katie Evans. “As well as soak up the sun in the garden too.

Online retailer “bucks the trend” and opens a store Online retailer Supplement Solutions is opening a bricksand-mortar shop for the first time. The outlet - on the same site as the business’s warehouse in Great Eccelston near Preston, Lancashire - will be open to the public Mondays to Fridays, 8.30am to 5pm. Supplement Solutions was founded by the current owner Hannah Wild in 2004. The company won Online Retailer of the Year at the 2020 BETAs (British Equestrian Trade Awards), and was runner-up in 2022. The new store will be “like stepping into our website for real,” said Hayley Young, marketing co-ordinator at Supplement Solutions. “Customers can have a walk round and browse the supplements, care products and pet products and our safety equipment department. “The majority of everything we stock on the website is there,” she added. The Supplement Solutions team includes supplement specialists and two SQPs/RAMAs’ who can advise consumers on horses and pets. “The hats and body protectors are in a separate room which offers a bit

 Online retailer Supplement Solutions is opening a physical store for the first time.

of privacy for customers who’d like help from our trained fitters,” said Hayley. Supplements Solutions decided to open a physical store as part of its expansion plans, she said - and because more and more customers are calling in to collect orders. On Supplement Solutions’ decision to open a store alongside its website, Hayley added: “We’re bucking the trend – and we’re looking forward to seeing everybody.”

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Brand acquired following administration Farm & Stable has acquired Haygain, the hay steamer manufacturer that went into administration in January. The new owner has secured ownership of the brand name and the business intellectual property rights. The Farm & Stable group includes FS Animal Health which for ten years distributed Haygain products in Germany and England. After the distribution arrangement ended in 2022, FS Animal Health

launched its own hay steamer, the NUVEQ, last year. Now the company says it plans to return Haygain products to the market alongside NUVEQ Haygain is expected to be reintroduced towards the end of this year, with spare parts available for delivery shortly. Farm & Stable and FS Animal Health say they have no plans to overhaul their trade/dealer structure, nor to disrupt NUVEQ sales, but to have “both brands


LUCY WARD Lucy Ward, one of the most influential figures in the equestrian trade over the past three decades, died on Sunday, 7 April. She was 68. Diagnosed with lung cancer two years ago, Lucy passed away after suffering a stroke. Lucy was married to the late Nick Ward whose family founded Hydrophane Laboratories. The couple ran the famous equestrian company with great success, turning it into an international brand. In 1997, after Hydrophane was sold to Battles, Lucy and Nick set up Horsemasters Distribution for the exclusive wholesale of Mountain Horse products. Following Nick’s sudden death from a heart attack aged 50 in 2003, Lucy continued at the helm of Horsemasters Distribution. She was managing director until 2022 when, by mutual agreement, Mountain Horse distribution reverted to its head office in Sweden. “Even though Lucy had supported Nick all through the Hydrophane days, nobody ever asked her to run the business after he died so suddenly,” her brother-in-law Joe Ward told ETN. “But she just stood up and said she had to do it, and she ran that company incredibly well. She had an unfailing loyalty to Nick, so to her, there was never any question she would not carry on. “What she did was remarkable. Lucy was very intelligent and extremely determined, as well as kind and thoughtful.” Early life The young Lucy was head girl at her school. She was keen on ballet, an interest which stayed with her throughout her life.

8 | Equestrian Trade News June 2024

 Lucy Ward was much admired across the equestrian trade.

She studied at secretarial school, then worked in London as a director’s secretary. Joe believes Nick and Lucy met via mutual friends. “When Nick was racing motor cars, she would always go and cheer him on. Afterwards, we’d all meet up with friends in a London pub.” Tributes from the trade Lucy and Nick were one the most outstanding partnerships our industry has ever seen, says Mike Williams, a contemporary and former sales director at saddlery manufacturer E Jeffries. “He was a remarkable innovator and Lucy was always there alongside him. Hydrophane offered a different approach from what most of us were doing at the time,” added Mike. “They were masters of importing from the growing arena of supply in the Far East, had enormous drive and innovative marketing techniques. “Nick and Lucy Ward sold all sorts of

coexist harmoniously.” Haygain was founded in 2008 by the late Brian Fillery and his business partner Tim Oliver. In 2015, Propress Equine became Haygain Ltd. And by 2016, the company had secured North American investment. Haygain also acquired the Comfortstall padded equine flooring system. By the following year, the firm announced it had quadrupled its turnover and had distributors in 25 countries.

products but their team pulled off what was, in my view, the ultimate marketing success. “They took a relatively background product – a can of Hydrophane Leather Dressing - which at the time was in a highly competitive market sector, and managed to place it in every saddlery shop in the world. Extraordinary marketing by any standards.” Lucy remained passionate about supporting retailers with creative marketing campaigns during her time running Horsemasters Distribution. Speaking from Mountain Horse in Sweden, Bertil Sjösward said Lucy was “a cherished friend and respected business associate.” He added: “Lucy proved kind and generous with an unwavering commitment to her loved ones, and to us who had the blessing to work with her. “For 20 years, she worked tirelessly together side-by-side with us and her equally committed staff, and her passion for the business and the brand is the reason why it has both prevailed and excelled in this very competitive market scene.” Giving something back The Ward family had long supported equestrian sport, notably through their great show jumper Hydrophane Coldstream, ridden by Derek Ricketts to international glory in the 1980/90s golden age of show jumping. Lucy continued the tradition and particularly enjoyed supporting up and coming young riders with sponsorship. Lucy leaves two children, Alexander and Katie, and two grandchildren to whom she was devoted. A private family funeral is to be followed by a memorial service.

SPONSORS AND SHOWS • Equine Giveaways, the online equestrian competition website, is a new show jumping sponsor at the Royal International Horse Show at Hickstead. With live draws five times a week, for prizes such as saddles, rugs, sets of jumps, trailers and 3.5 tonne horseboxes, the Devon-based company was founded during lockdown by friends Krystina Tissot and Hayley Zulhayir. Equine Giveaways says it’s already had more than 5,000 winners, claiming more than £2,000,000 worth of prizes. • Clothing brand Mochara has taken title sponsorship of Horse & Country’s reality show, All Star Academy. The new series is presented by internet personality Megan Elphick and filmed at The Talland School of Equitation, with Pammy and Charlie Hutton overseeing proceedings. • Saracen Horse Feeds has welcomed international event rider Bubby Upton to its team of brand ambassadors. Last summer, Bubby had a fall resulting in surgery to stabilise and fuse her spine but has since returned to top level competition. “I’m delighted to be feeding Saracen to my team of horses,” she said. “The support from the nutrition team has been fantastic, and I’ve been impressed with the extensive range of feeds on offer.” Added Claire Allmett, head of marketing: “Bubby is hugely passionate about the performance and wellbeing of her horses, which aligns with our commitment to supporting equine health at all stages of life.” • Coldstream Equestrian is the new sponsor of the Winter 138cm Championship at the Royal International Horse Show on 24 July. Battles’ clothing brand will unveil a new show jump in Hickstead’s international arena. Said brand manager Charlotte Lawson: “We know how hard the young riders work to qualify for this prestigious final, so we want to support the final and invest in future elite riders.”


PRODUCT NEWS Steaming ahead

New Elico Torbay Steamer Haynets are especially designed for hay steaming. These nets need to survive repeated wetting and high temperatures, so they’re made from a strong, fixed-knot material which won’t rot. Torbay Steamer Haynets have integrated, robust rubber rings and no metal component. They withstand heat up to 100 degrees C. Steaming hay removes many respirable particles, bacteria and mould. The process can also make hay more palatable, improve moisture content and aid digestion. It’s an increasingly popular way to feed hay. And now – thanks to the purpose-designed Elico Torbay Steamer Haynet – handling steamed hay just got easier.

Time for a treat

New Eco Treatsies from Northumberland based Silvermoor come in paper packaging. The delicious treats are low sugar, low starch and high fibre, making them a nutritious and healthy treat for horses and ponies as well as llamas, alpacas and donkeys. A 1kg bag has an RRP of £3.26. 10 | Equestrian Trade News June 2024

“Really useful when advising customers”

Baileys has relaunched its Equine Weight Loss Handbook, produced in association with World Horse Welfare. Now a hefty 26 pages – and set to feature in Baileys’ summer campaign for Lo-Cal Balancer and Natural Meadow Cobs - it’s packed with guidance for owners of gooddoers and equines who need to lose weight. The A4 booklet looks at assessing body condition and weight, then where and how to cut calories across the whole ration, while still allowing the horse healthy levels of fibre. “The feedback on our previous workbook version, first printed in 2018, was so positive yet we had so much more information we wanted to give horse owners, that it took a while to redraft,” explains marketing manager, Jane Buchan. “It’s something that retailers should find really useful when advising customers.”

The Equine Weight Loss Handbook is available free from Baileys’ area sales managers and Baileys’ head office. Customers can order a copy via Baileys’ website and are encouraged to join a supportive equine weight loss group, on Facebook, to access regular nutritional advice and share their horses’ progress in a supportive environment. Baileys has supported World Horse Welfare with feed and nutritional back-up since 2020.

Just rewards

Equine America’s new MultiVit Treats are more than simply a tasty nibble. The product supplies the essential vitamins and trace minerals plus probiotics that equines need each day to support their health and wellbeing. Containing natural herbs and low in sugar and starch, tasty MultiVit Treats can be given straight from the hand – making them useful for horses living out in a herd or who don’t receive a bucket feed. One to two treats for a Shetland pony or donkey, two to four treats for ponies and five to six treats for

the average 500kg horse meet their essential vitamin and trace mineral requirements, at rest or in light work, when fed alongside adequate forage.


Get set for summer sales

Perfect for a showery summer New Arden ladies’ breeches from Toggi are designed for riding through a typical British summer. Retailing at £89.99, they’re made from a lightweight fabric with a water repellent coating to cope with showers or hosepipe mishaps. The material is four-way stretch for comfort and support, and the breeches have a full silicone seat. The Arden comes in dark green or grey with metallic branding and stretch ankle panels. These breeches are part of Toggi’s Spring/summer 2024 collection which includes riding tights, jackets, base layers, tees, sweaters and polo shirts as well as socks and baseball caps.

Whip up a frenzy

Woof Wear has two new additions to its riding whip range. The Stealth Whip has a faux leather grip woven with black crystals. Topped with a gunmetal mushroom cap, it’s finished with a leather flapper. The 60cm long whip has an RRP of £15.99.

Woof Wear’s Twisted Riding Whip has a shimmer grip incorporating crystals for a glamorous look. With a mushroom cap in silver or rose gold, it has a leather flapper and is 60cm long. Available in navy/silver, black/ silver, cappuccino and black/rose gold, the RRP is £14.99.

Caught on camera small enough to sit on the counter to

Riders are increasingly using onboard cameras to record their rides and catch miscreant motorists. Equisafety has launched the ideal camera for the purpose. The OculosPro 2-Way Camera has 340-degree vision and is totally waterproof. It comes with a free SD card, protective packaging and a non-slip helmet band. And equestrian retailers need not worry about the technical side of selling it, says Equisafety. The camera comes in a presentation box with full technical information on the outside, making it perfect for a busy shop. It’s also

Gallop Equestrian’s new sets for 2024 now include new dressage squares and saddle pads. Last season saw the brand introduce core colour sets featuring smart jersey coolers and cotton summer sheets in burgundy, navy, green and black – closely followed by matching ear veils. “We want to develop higher end products that are made from top quality material but staying in everyone’s price brackets. It’s always our aim to achieve affordable products,” says Amy Drew from Gallop. This year sees Dressage Squares, Close Contact Pads and GP Pads plus a super-smart deluxe leadrope join the core colour collections. “The new pads are true to size, we have expanded our size ranges for each style and they fit extremely well,” adds Amy. “All products are tried and tested in house so we know they are absolutely perfect.” Gallop’s logo has been added to all new products, a great way to encourage re-purchasing across the range. Coming up for 2024/2025 are three more core colours - fuchsia pink, rich purple and competition white. Within the new sets will be brushing boots and over-reach boots, while Gallop’s current riding tights/base layers are being expanded to green, pink, purple to complete its colour co-ordinated riding attire. RRPs for current sets, as shown in the photo, are £72 for the GP set, £77 for the Close Contact and £87 for the Dressage set.

create interest. The OculosPro 2-Way films to the front and rear and has four hours’ recording time. It’s made in lightweight aluminium, and weighs just 105g. The RRP is £239.95, trade price £119.97.

Equestrian Trade News June 2024 | 11


In the saddle comfort Woof Wear’s new Vision Tights are the latest addition to its riding tights range. Featuring a flattering high waist and four-way stretch, these comfortable tights have a unique paisley pattern print silicone micro-grip full seat, wide phone pockets and embossed logos on the buttons. Available in navy, slate, stone and petrol, in sizes 6-18, the RRP is £74.99.

Equine education in a tin

The new Equine Lick and Learn from Winston and Porter is designed to train and treat horses. The solid lick, which comes in a hand-held, reusable tin, can be used for training, ground work, soothing, distracting, stretching, bond building and learning. Ingredients include chia seeds, coconut oil and linseed. The Equine Lick and Learn is available in apple and mint flavours, distributed by Jenkinsons Equestrian.

Helps keep the lower leg still

The new Bliss Stability Pro stirrup leathers are extra wide to help riders achieve a more stable lower leg position. Made in Britain in soft hide leather with a non-stretch nylon inlay, they are up to 2” wide. Featuring a cast stainless-steel buckle, the leathers are suitable for any type of riding, and work with any stirrup irons. In black or cocoa in sizes 48”, 54”, 57” and 60”, the RRP is £130.

Shiny and new

Bouncing back

Pure Feed’s new hydration and recovery mash Re-Fuel includes pre and probiotics. The low sugar and starch feed, which is suitable for a wide range of horses and ponies, also contains vitamin C, vitamin E and selenium. Re-Fuel is launching with £5 off until 21 June.

12 | Equestrian Trade News June 2024

The Ledmore Diamante collection has joined Coldstream Equestrian’s competition range. A fusion of timeless elegance with high performance, each piece unites style with ventilation and comfort. The range features luxury sports fabrics, derived from recycled plastic bottles, with four-way stretch and 50+ UV block protection. Diamantes and glitter taping add an eye-catching glimmer under lights and in the sunshine. Careful tailoring creates a flattering silhouette, while the garments are easy to wash and dry. The new Ledmore Diamante collection, in sizes for women and the brand’s Next Generation for young riders, is available from Battles.

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Hooked on dressage

Hook On Markers from Stubbs instantly transform any manège or paddock into a competition or training arena. Stubbs designed the original and hugely popular tread-in markers more than 30 years ago, and they remain a best-seller. Now they’re joined by a hook-on version. Each marker has a clever sloping top that easily fits over fence rails up to 55mm thick. The markers’ weighty steel design keeps them in place, even in a strong wind, with the letters vertical and visible. No screws or tools are needed. The new Stubbybond labels are even more durable. Look for the square Stubbs logo and Stubbybond mark, says Stubbs. Sets of Stubbs Hook On Markers are available with appropriate letters for short (20m x 40m) and long (20m by 60m) arenas.

Thelwell brings fun to pony bathtime

The latest additions to Hy Equestrian’s Thelwell range are Grooming Academy shampoos, hoof and coat care. The nine-strong collection includes Merrylegs’ Therapy Secret Wash and “What Have You Done This Time” Shampoo. Each product is formulated to clean and shine even the dirtiest of ponies while conditioning and nourishing coats, manes and tails. The products’ scents range from raspberry to cherry cola, citrus to bubblegum, to make grooming time enjoyable. The late cartoonist’s children, David Thelwell and Penny Jones, said: “We were delighted to see the exciting and fun new collection of colourful Grooming Academy products from Hy Equestrian. “We always say that our dad, Norman, drew a Thelwell cartoon for every occasion.”

Research validates slowfeeder for chaff

Jump to it From building jumps to working over raised poles, there are endless uses for these Pole Blocks by Stubbs. The beauty is that they are easily portable and, being made in tough Stubbythene moulding, can be left out in the paddock in all weathers. Pole Blocks’ unique design gives multiple opportunities for various jump heights, with or without stacking. The central recess offers pole heights of 30cm and 36cm while the outer edges give 50cm and 64cm heights, depending upon horizontal or vertical use. Stubbs Pole Blocks come in red, blue, green, pink, purple, black or white.

14 | Equestrian Trade News June 2024

Recent research collaborations have yielded promising results for its Shake & Graze Chaff Net, says Trickle Net. Said to be the only slow-release net designed for feeding chaff, the product was described by independent equine nutritionist Jennifer Little as “a welcome revolution in the delivery of chaff.” Early findings suggest that the Shake & Graze Chaff Net significantly extends feeding times compared with traditional feeding methods, without causing additional stress to the animals. The innovative feeding solution was developed from research, including a study on optimal chop length for digestion and the use of Trickle Net’s forage calculator. Further work by ARU Writtle and Nottingham Trent University affirmed the Shake & Graze Chaff Net’s benefits in promoting healthy feeding patterns and mitigating rapid consumption risks. “This aligns with Trickle Net's commitment to advancing equine care through science-backed solutions, enhancing feeding practices to better reflect natural behaviours and manage conditions like laminitis and obesity in horses,” says the company.




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Celebrating the best bench saddlers…

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

This month’s winner is SARAH STEVENS

Sarah Stevens - Society of Master Saddlers (SMS) Master Saddler, Master Harness Maker, Master Bridle Maker and Registered Master Saddle Fitter - is striving to keep the craft alive and helping to train the saddlers of the future.

Setting up a workshop

About Sarah Stevens

Passing on knowledge

Sarah Stevens treasures time at the bench, with only a log fire and fantastic view for company.

It was a passion for horses that led Sarah to the craft of saddlery and then saddle fitting. After watching a saddler working at his bench, Sarah was hooked and decided to embark on her training. She spent a year with Laurence Pearman, gaining experience with four others in the workshop working mainly on saddles and doing some bridlework too. Sarah then continued her apprenticeship with David Dyer at Frogpool Manor. Here, she continued to learn valuable craft skills in the workshop; but during her time with David, Sarah became interested in saddle fitting too. “I completed my Level 2 and 3 under the guidance of Mark Romain at The Saddlery Training Centre,” explains Sarah. “In 2012, I became a Master Saddler and Master Harness Maker.”

16 | Equestrian Trade News June 2024

The following year, Sarah set up her own workshop, SES Saddlery, offering saddle fitting, custom-made bridles and leather repairs. Initially the business was based in the Thames Valley where Sarah had built up a loyal base of clients. Then in 2021, she moved her workshop to Somerset. Sarah still travels back to the Thames Valley for her saddle fitting clients. “I love sharing my knowledge and skills, helping saddlers of the future,” says Sarah. “I’m on the SMS Executive Committee, and I’m always trying to encourage other Master Saddlers to take on apprentices. It is so important that these traditional skills continue to be championed and are preserved and passed on to future generations.” Sarah finds training apprentices hugely rewarding. Charlotte Cheesman has just completed her apprenticeship with Sarah and is staying on at SES Saddlery. The pair won the Master and Apprentice Class at the 2024 SMS National Competition for which Charlotte made a headcollar and Sarah a foal slip. Harri Bruce, Sarah’s current apprentice, was also successful at the National Competition winning the Intermediate bridle class with a hunting breastplate with martingale attachment. Charlotte was runnerup.

“Time at the bench is precious”

“Time at the bench is precious,” says Sarah. “It’s a time to forget about the admin and other tasks that go with running a business. “I love making bridles and nothing beats taking time to do just that, with the log fire burning and looking out at the fabulous view from my workshop window.”

See nearly 400 quality products


Hay Roller S4280

Sarah Stevens combines saddle fitting with her work as a bench saddler.  Celebrating their successes at the 2024 SMS National Competition are, from left, Frances Roche (apprentice visitor), Sarah Stevens, Charlotte Cheeseman and Harri Bruce.

Pole Block JS60

Quality of life

Sarah loves the outdoors and moved to Somerset for a better quality of life, although she says it’s still pretty hectic running a business. She enjoys walking her three Labradors who are working dogs. Although they work hard when they’re shooting, they tend to be asleep on the sofa the rest of the time, she says. Sarah also owns two horses called Stan and Oli and admits that riding is a bit of a luxury. “I’m not competitive at all,” she says. “I’m happy if I get to ride two to three times a week. I like hacking and doing a bit of dressage. Essentially my horses live the life of Riley.” Sarah also offers leatherwork courses from her base. The practical, introductory-level training enables Sarah to share her knowledge and skills with aspiring saddlers and encourage them into the industry she loves.

RETRO Folding Saddle Rack S1877

Hook On Markers

How to nominate a bench saddler:

Everyone is invited to nominate bench saddlers they feel deserve to be named ETN/SMS Bench Saddler of the Month. Candidates for the award must be a member of the SMS and can be based in the UK or overseas. To nominate a bench saddler (or more than one), email and tell us why this person deserves to be put in the spotlight. Please include the bench saddler’s name and business name too.

S651H S652H


Made in England Since 1836


In the

hot seat

With Zoe Cannon, managing director of DJ Murphy, publisher of Horse&Rider and PONY magazines.

How did you come to be in your current role? I came to DJ Murphy (DJM) for two weeks’ work experience and never left! While I was on placement, I was offered the role of editorial assistant on PONY Magazine which I jumped at, so as soon as I had finished my degree, I returned and haven’t looked back. Before long I had been promoted to assistant editor, under the watchful eye of Janet Rising who was the editor at that time. We still work with Janet on our fiction projects - which I love. I made the move into digital a year later and built the first meaningful websites for both Horse&Rider and PONY. It was a huge project and led to me taking on the e-commerce and digital editions as well. This role naturally progressed to the marketing manager position – which at that time spanned both DJM and Signature publishing. This gave me the opportunity to work on mainstream brands like My Little Pony, Fabulous Food and The Home magazine. I picked up a lot of experience working on the distribution of these titles and after the management buyout of DJM, I worked my way up to publisher. By the time I was approached about buying DJM in 2020, I had first-hand experience of almost every aspect of publishing – except commercial. This is where Abi [Cannon] comes in. DJ Murphy has been a family business throughout its 75-year history, so it’s fitting that you and your co-director Abi Cannon are sisters. Who does what when it comes to running the company? We are very fortunate to have an amazing team at DJM. Our design, editorial, accounts and marketing 18 | Equestrian Trade News June 2024

managers are all really good at what they do, so our role is about supporting them and letting them get on with what they do best. Day-to-day, Abi heads up the commercial team and I take care of distribution. We never tread on each other’s toes and, to be honest, we rarely butt heads! I have the upmost respect for what Abi does. Her knowledge of the market is second to none and she is passionate about succeeding for her clients. The big picture stuff is always done together. When one of us has an idea, we’ll sense check it, make a plan and find a way to do it.

From left: 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

Horse&Rider and PONY are both multi-media titles across print and digital formats. Do you see demographic divides according to readers’ ages – or do the youngsters still enjoy print and the more mature lap up digital content? For as long as I’ve worked in publishing, people have been worried about the future of print, but it’s just not like that. People love print – it’s as simple as that. Whether it’s a PONY reader running to the front door to see if their subscription copy has arrived or a

OPINION | ETN Horse&Rider reader curling up with a mug of tea for a good read, people enjoy turning the pages and diving into some quality content about the thing they love most. Obviously, we do sell digital editions, but that’s more about geography than demographics. Social media must have eroded your traditional advertising take. How do your titles remain competitive in an era of so much free digital content? Horse&Rider and PONY were incredibly early adopters of digital editions and websites. Since then, we have always sold packages of advertising (print, digital banners, social posts and emails) as well as straight print, giving clients a full multimedia approach to promotions. We know that our clients find there is more trust in print ads; readers want to be informed about new products or services and reading ads is part of their magazine experience. No other media can offer the same attention span as a magazine. We have adapted over the years, but, in reality, print is still the number one. 2024

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 Perfect stablemates – Horse&Rider and PONY magazines

To what extent do equestrian consumer titles influence the mass market of ‘ordinary’ riders? Product reviews make a huge difference to readers’ purchasing decisions, which is why Horse&Rider invests a large amount of time in the testing process. Our Tried and Tested awards are highly sought after by clients and often displayed at shows and events and our logos appearing on packaging and swing tags. All products are tested for a minimum of three months by real riders and owners, using the item repeatedly at the right time of year. Readers want to know their hardearned money is being spent on the best product for them or their horse, within their budget – which is why we have best in test and best value.

When it comes to advice and content in the magazine, our readers want the very best and latest information from top vets, nutritionists, behaviourists and riders. This doesn’t always mean the top riders, but the top trainers who might come up with an exercise which really helps you achieve your goal with your horse. By their very nature, magazine buyers want more information and to improve their knowledge, so we know this is an incredibly important part of the magazine. Equine welfare – and how the public perceives using horses for leisure and sport – is high on the news agenda. Do magazines have a responsibility to promote good equine welfare and an awareness of social licence for equestrian activities to operate? Of course we have a responsibility to promote good welfare. I think that’s exactly the point (and always has been) of Horse&Rider and PONY; to help inform passionate horse people about how best to care for their horse in every aspect of his life – from training to veterinary to general management to the right kit. Healthy, happy horses are what we’re all about, because that’s how readers have fun with their horses. More widely, I think all magazines must be aware of ensuring (now more than ever, with an eye on social licence) that the wellbeing of the animal is central to everything we do, and never compromised. What’s your advice to a company with a brilliant new product but a limited marketing budget? My advice would be to think about the profile of your potential customer. Does your product suit a one or two horse owner or is it best for a big professional yard or both? Then find the right way to target this audience so the time and money you are spending is directed at the people most likely to buy. If you want to work with a magazine, talk to your account handler about the product and your budget, see what they can come up with to really make your money work for you and stretch your coverage as far as possible. It is better to do smaller adverts more regularly than one large hit and nothing after that point. See if they can include editorial, competitions and T&Ts, this all helps to have your product seen by more people on more occasions. Ask for a package deal to include social and digital – that way prospective buyers will see your messaging in




Caring for horses naturally Equestrian Trade News June 2024 | 19


 Members of team PONY with influencer Harlow White at a PONY Big Day Out

several touch points and are more likely to be converted to make a sale. Ask about advertorials – they are a great way to explain technical benefits of a product in the voice of the magazine and can be in print and online. There’s wide agreement across the horse industry that we need more participation because more riders equal more customers. Is this something your brands can help address? Yes, 100%. We have two distinct groups of new riders; PONY readers who are new to the sport and returning riders who’ve had a break for university/ career/family. With the cost of horse ownership, it’s very common for riders to come back to the sport in their 40s or 50s when they can afford the time and money that’s needed. Horse&Rider is there to support them - both with their confidence which may have changed over time, and also with the vast improvements in care and kit. Having the support of a magazine like Horse&Rider can make all the difference to whether someone enjoys a few lessons or fully immerses themselves and returns to horse ownership. With PONY Magazine, we have targeted entry level customers with our PONY Mag Big Day Out event. It’s a great starting point for the whole family to become fully immersed in the equestrian world with free hat and body protector checks and plenty of information for parents who are also new to horses. The reach of these events goes way further than the 800-capacity audience. Last year, the team was awarded Video Strategy of the Year at the Independent Publisher Awards, which was largely based on the work they did at these events to raise the profile of riding and bring in new and diverse customers. 20 | Equestrian Trade News June 2024

What’s been your proudest achievement as a director of DJ Murphy? That’s a tough one! You would probably expect it to be something like the night we scooped three awards at the IPN publishers’ award ceremony for Team of the Year, Event of the Year and Video Content Strategy. It was completely unexpected and I couldn’t stop smiling all the way home. However, I think it’s actually the small things. Like the first Horse&Rider stand-alone gear guide, or our first novel. I’m going to confess to almost shedding a tear at PONY Big Day Out. It’s actually Abi’s brainchild, but the whole team has put in so much effort to make it the success it is - and when you see the readers transfixed by the equestrianism on display, you can’t help be so incredibly proud. How do you like to relax at the end of a busy working week? Ha, ha! That’s a good one. I have two kids who keep me super-busy with ponies and all kinds of sports and activities. I grab my me-time first thing in the morning with a ride as the sun comes up. Nothing beats it.

 Zoe – who sees herself as a typical Horse&Rider reader – riding, Coal

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The best seat in the house ETN checks out the latest innovations in saddles and girths.


Tree for Spanish breeds

The new Baroque saddle tree by Bliss of London is designed to fit the unique shape of Spanish-type breeds. The tree incorporates a deep, hoopshaped front and is flatter at the back to accommodate the typical conformation of the Andalusian, Lusitano, PRE, Lipizzaner and Friesian. Bliss of London says the Baroque offers saddle fitters an appropriate tree profile for Spanish-type horses across all discipline models and sizes. 2

Packed with features

The new Rhinegold Soft Leather Memory Foam Girth with Buckle Guards is a dressage style girth in beautifully soft leather. 22 | Equestrian Trade News June 2024

Fully padded with a memory foam inner, it has elasticated ends and soft leather touch-tape closure buckle guards - all for an RRP of £72.50. Rhinegold is available exclusively to the trade from Snowhill Ltd. 3

Foldaway saddle storage

The Retro Folding Saddle Rack from Stubbs looks classy in situ and saves space when not in use. This latest addition to the popular Retro range graces any tackroom with its Stubbyfine-coated black metalwork and dark waxed pole. It comes on a stylish backplate. Thanks to a strong steel hinge, the Retro Folding Saddle Rack tucks neatly away when it’s not needed.

Storing saddles on a pole is considered advantageous as it allows air to circulate and does not cause indents in the panels. 4

For wider ponies

The new Arena Pony Cob General Purpose saddle is designed for a broader pony. Made in European Leather, it has technical linings for improved resistance to wear. The saddle suits the range of gullets in the EASY-CHANGE Gullet System. It has a padded knee insert, movable front block and short triple girthing system. Available in 15” and 16” seat sizes, it’s suitable for all types of riding and is saddle fitter-friendly.



8 7

5 Innovation to benefit horse and rider

Italian saddle brand Erreplus was set up by Roberto Rasia to innovate the entire approach to saddle-making. Among his developments has been opening out the front of jumping and dressage trees, using heat-adjustable trees and a narrower twist in his saddles. Openings or depressions under the rider’s pubic bone and ischium, combined with additional seat foam in these areas, also feature in Erreplus saddles. Monty Stuart-Monteith, from the brand’s UK and Irish distributor Shaws Equestrian, says it’s all about achieving horse and rider comfort. He notes the WR ‘Wither Release’ Connect Saddle. It has a completely new profile rubber seat, shaped to provide shock absorption for the rider and to maximise the feeling of close contact. The tree points have a triangleshaped side-reinforcement, attached between the tree points and the middle of the tree. This enhances saddle stability and reduces pressure from the tree points on the withers and trapezius muscles, explains Monty.

Two anatomically shaped dressage girths are the most recent additions to the Erreplus range. Made of bull leather and with double padding, they have stainless-steel fittings and Velcro closures to the buckle wraps. “We are very proud of our selling arrangements in the UK,” adds Monty. “The saddles are only available through SMS-qualified saddle-fitters to ensure horse and rider get the best possible product and fit for their particular needs. It’s a joy to work with Roberto and his team.” 6

Easy-care girth

The Collegiate Anatomic Girth has an elastic insert. It comes in black or brown easy-care material which simply wipes clean. 7

Masses of adjustability

The Bates Versa is now available in a general-purpose style. Adjustable Y-girthing enables equal distribution of pressure along the length of the tree for stability; while there’s plenty of clearance over the horse’s spine. The FlexiContourbloc system allows

the rider’s leg to fit in and behind the block to support their individual position for maximum security. The block can be moved forwards, backwards and at an angle. A fixed rear thigh support adds a quiet, supportive feel. Adjustable ergonomic stirrup bars allow riders to choose their preferred position. The Bates Versa comes in European leather in black or brown, seat sizes 16.5” to 18”. 8

Going native

The popular Smart Native saddle is now available in an Event model. It’s aimed at wider, flatter-backed, tricky-to-fit cobs and native types. The Smart Native Event has an open, close contact jump seat and adjustable knee flaps to support varying stirrup lengths. The low profile, flexible base panels are designed to allow freedom of movement while maintaining stability. The saddle has a forward set, split girthing assembly for security and comfort regardless of barrel shape or girth groove position. Equestrian Trade News June 2024 | 23


Jonathan Canty, NAF’s senior area sales manager, has added a dressage championship win to his impressive equestrian CV. Riding 11-year-old Fabelwelt, Northamptonshire based Jonathan claimed the title in the Petplan Elementary Bronze Area Festival Championship. Jonathan was introduced to horses by his grandfather and before joining NAF worked in racing, hunting and eventing. He’s a British Dressage List 4 Judge and qualified coach. Silvermoor, the Northumberland producer of forage feeds and treats, has recruited two regional account managers. Peter Forster is to cover the north from his base in Haydon Bridge, Northumberland. Holly Stacey, from Axminster in Devon, is to represent Silvermoor in the south. “It’s a real opportunity to grow the business especially as Silvermoor launches new products,” says Peter who was previously with Nedz and Bedmax. Holly said she’s “looking forward to catching up with retailers and wholesalers over the coming months to discuss how we can help to support their business needs.” Six months’ training paid off for Ellie Muskett, NAF sales manager for the east of England, when she completed the London Marathon in April. Ellie was running for Battersea Dogs & Cats, raising a huge £4000. She said it was “without a doubt, the hardest but most rewarding experience.” 24 | Equestrian Trade News June 2024

Kate Hore, head nutritionist at NAF, ran the London Landmarks Half Marathon in memory of her late father, Stuart Jones, to raise funds for Parkinson’s UK. Kate says she’s been touched by support from industry friends and colleagues. The team at NAF head office held a fund-raising brownies and biscuits sale and parent company AB Agri has donated some “very generous” match funding. “It’s great to work for a company where you really feel they’ve got your back, right across the business,” said Kate. “Not only at work but in areas that matter to you personally too.” Marianne Davies has been appointed interim chair of trustees at SPANA (the Society for the Protection of Animals Abroad). Marianne works as global head of people services at GSK. She has a strong interest in animal welfare and has visited many of the countries where SPANA works to improve the lives of working animals, many of which are equines, and their communities. The Princess Royal visited Wrea Green Equitation Centre near Preston in April to mark the 25th anniversary of The Pony Club’s Centre Membership scheme. The initiative gives young people the chance to enjoy Pony Club activities, even if they don’t own a pony.

Fields Wicker-Miurin OBE is the new chair of British Equestrian, the national federation of equestrianism. She officially takes up the position on 1 July 2024 following a hand-over from interim chairman Malcolm Wharton CBE. Over a 30-year career, Fields has held leadership positions in organisations from membership institutions and entrepreneurial start-ups to listed companies. She has served on the boards of British, French and Swedish corporations, UK government departments, arts bodies and universities. A lifelong equestrian, Fields enjoys hacking in the Wiltshire countryside with her horse, Gabriel. She also competes in dressage. Sarfraz Mian (pictured front left), CEO of Neue Schule, and Deborah Hayward (pictured), journalist and ETN contributor, are training for a 288mile cycle ride. They’ll join 100 others pedalling from West Yorkshire to London in next month’s Jo Cox Way. “The Jo Cox Way has built a very strong community of riders since [the murder of the former MP for Batley and Spen in] 2016 and we now have hundreds of people who have participated,” said Sarfraz who organises the cycle ride. “It really does embody what Jo stood for – that we have more in common than that which divides us.” Deborah is returning to the ride after a two-year break. “The ride is a fantastic opportunity to cycle through some beautiful countryside and locations with friends, old and new, while supporting an extremely worthy cause,” she said. The cycle ride raises funds for The Jo Cox Foundation. Donations can be made at campaign/jocoxway2024



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Introductory courses in bridle and saddle fitting leading to worldwide recognised qualifications. (01449) 711642


Saddle and bridle fitters who read the feature and complete the task (see ‘How to gain your CPD’ below the quiz) will receive CPD recognition from the Society of Master Saddlers (SMS). SMS Registered Qualified Saddle and Bridle Fitters are required to maintain CPD fulfilment as part of their registration.


Are adjustable trees the only trees?

We’ve become accustomed to many adjustable saddles being available. Many have injection-moulded trees with head plates that the fitter can change on site, rebalance the flocking and reassess the ridden horse all in one fitting… No wonder the popularity has grown. Fellow of the Society of Master Saddlers (SMS) and SMS Master Saddler and Master Saddle Fitter Laurence Pearman and SMS Master Saddle Fitter Sue Norton delve into the topic of adjustable trees to assess the pros and cons to the consumer and the fitter.

istorically, if a saddle was to be altered for a different horse or a horse’s permanent profile change, it was stripped down in the workshop to the bare front arch. The top four rivets were then drilled out and the shape of the tree was adjusted to the new profile in a device. A new gullet plate was then re-riveted in place and the saddle put back together. Other methods were tried using ratchets and cogs but these proved to be not very reliable. Then, in the 1970s, Bates, an Australian saddle company, came up with a plate-changing system in their Wintec saddle which already used a plastic

tree. Its disadvantage was that the fitter had to unstitch the front of the saddle and drop the flaps to change the plate and then re-stitch. History then moved fast with British company Thorowgood producing saddles with interchangeable plates and screws allowing easy and quick changes. Many other saddle manufacturers have followed suit, and customers now will inevitably ask for the choice, particularly if they have a young horse still developing. The second-hand market benefits also as it takes away some of the guess work, especially in the current economic climate.

 A traditional wooden tree. Spring bars inside the rails allow a little ‘give’ to be felt by horse and rider. 26 | Equestrian Trade News June 2024


With the vast number of manufacturers producing saddles with changeable plates, it has become an expensive and very heavy extra in saddle fitters’ vans to keep a stock of all the options.

Wooden vs plastic trees

Exciting as it may be, there are down sides to consider. Most adjustability comes with plastic trees and this isn’t helping the current problem the world has with plastic use. We need to consider how we dispose of this plastic when it reaches the end of its life. Is there a possibility of recycling? A traditional wooden spring tree allows a wide spread over the horse’s spring of rib. The wooden trees, either beech or plywood with several laminations, reinforced with metal, are incredibly strong. Spring bars inside the rails of the tree allow for a little ’give’ to be felt by the horse and the rider. The saddler can web-up the seats according to the rider’s requirements offering comfort to both horse and rider alike. Plastic treed saddles do well to challenge the comfort factor with padded foam seats for the rider; some use pure wool in generously shaped panels. The head plates vary; some slightly shaped at the bottom away from the horse’s shoulder and some are longer.

This emulates the option from some saddle companies using traditional trees to offer longer points to support a narrow-framed horse such as a Thoroughbred. Many horses can feel restricted with this in movement unless a plate just one size wider is selected and if necessary, supported with a shim to clear the shoulder movement and balance the saddle. However, this is not the case for all, and a fitter needs to make this a consideration when looking at the whole and accessorise for comfort and stability. Saddlecloths, pads and girths are important for stability and comfort and need not be expensive. Bling and colour are not important. Albion Saddlemakers has made workshopachieved adjustability possible with elongated rivet holes in the front arch allowing narrowing or widening in small increments only, without compromising the tree’s strength. To maintain the saddle’s guarantee, this must be done by the manufacturer or an approved saddler only and the saddle stamped as to the change. It will be an adjustment appreciated by an owner whose horse has changed shape on a permanent basis. Another British company, Ideal Saddle Company, has invested and come up with a traditional tree with changeable head plates screwed in, offering the best of both worlds.

 Changing a gullet plate; some saddle brands have made this quick and easy.

Equestrian Trade News June 2024 | 27


The industry continually moves on and in this challenging economic time we are all grateful for the variables available. We can stock saddles in discipline, colour and seat size but cut down on the number of width fittings, therefore saving the customer having to wait for the saddle to be ordered. New brands pop up, made far away, but marketed by companies with equine products but that are not already in the saddle industry. Many are copied with sleek looking lines, adjustability and a very inexpensive price ticket but lacking in some essential design features for the welfare of the horse. Girthing lines and panels can be a particular problem and a challenge to saddle fitters. As SMS Qualified Fitters, we need to help clients as much as possible where the budgets are going to be low - but at the same time understanding that welfare of the horse should be always the priority. SMS Qualified Saddle Fitters undergo a commitment of three to five years’ experience and training before taking a qualifying assessment. The learning then continues and none of us ever stops gaining experience and a desire to get things right

 Interchangeable gullet plates are useful for customers whose young horses’ shapes are still developing.

for horse welfare whatever the customers’ budgets. This experience will, however, help us to evaluate the next product arriving on the scene.


Having read the feature, test your knowledge by selecting the correct answers. What country did the first saddles with interchangeable head plates come from? A. Italy B. Australia C. UK

Who should advise, fit and service your saddle? A. Your friends B. An experienced, qualified saddle fitter C. Your instructor

What concern should we be looking at when many of the trees in saddles with the interchangeable head plates come to the end of their usable life? A. The need for a way to recycle the plastic B. Recycling the materials C. Which bin do they go in?

Laminated beech saddle trees and plastic trees both have a foam formed seat but what allows the traditional tree to be adapted? A. Girthing B. Webbing C. Wool

What accessory items are important choices to compliment fit and stability of all saddles? A. Bridles B. Matching colour to the riders C. Saddle cloths and girths

What advantage do the adjustable saddles have to the stockist? A. A saddle can be adjusted to any rider B. A saddle can be adjusted to fit any horse or pony C. The correct design and length of saddle can be adjusted in width and cut down on the stock held or the customer waiting for one to be ordered

SMS C PD Questio June 20 ns 24 ETN

What problems might the public encounter with many new products arriving at tempting prices in the current economic crisis? A. Purchasing on the internet and calling a fitter who has not got suitable head plates or matching flocking B. They ride in the saddle which is unstable and they find it cannot be returned C. They ride in the saddle using a soft girth, it does not sit in the correct girth line, the saddle slips back and they fall off Who are your most reliable and experienced saddle fitters to look up and chat to? A. Society of Master Saddlers’ Qualified saddle fitters B. Your local second-hand saddle seller. C. Your friend who has owned horses for years

HOW TO GAIN YOUR CPD: Go to to answer the quiz questions online. Don’t forget to log your achievement on your own CPD file as supplied by the SMS. Successful completion is worth 30 minutes’ training time. Please direct any queries to

28 | Equestrian Trade News June 2024

Cavaletti Collection offers a range of affordable, adjustable full leather saddles to the trade


Equestrian Trade News June 2024 | 29


“How do I find a genuine equine nutritionist?” BETA is on a mission to clear up confusion caused by misinformation posted online. ETN asked the experts from the trade association’s Feed Committee to answer a question that will be on many of your customers’ minds. Lots of people appear to be promoting themselves as equine nutritionists. How do I find a genuine one? And will a nutritionist who works for a feed company give unbiased advice? A simple online search for “equine nutritionist” throws up an endless stream of individuals making claims such as “fully qualified equine nutritionist,” “30 years’ experience in the equine industry,” “a member of the Nutrition Society” or “I’ve done an online course”. Some of these people genuinely have a comprehensive understanding of equine nutrition and can provide excellent advice. Sadly, others do not. Unfortunately, the title ‘nutritionist’ is not a protected term in the UK, meaning anyone can use it, and that applies to human nutritionists too. This, combined with the power and influence of social media, has seen a rise in the number of pseudo-equine nutritionists who issue unfounded, unscientific, misleading and potentially dangerous advice. So how can consumers differentiate between them and those who offer highquality, evidence-based advice from nutritionists that have the necessary training, qualifications and practical experience?

Photo: - Yuri A/

Most cost-effective

Often the best, easiest and most costeffective way to get advice on feeding a horse is to speak to a nutritionist employed by a feed or supplement company. Reputable feed companies tend to employ individuals that have, at the very least, a university degree in a relevant subject such as equine science and some may have advanced qualifications such as a Master’s degree or a PhD. This information is usually displayed on company websites but you can ask a company before you contact them if you want to be sure. As part of their studies, these individuals have learnt about the 30 | Equestrian Trade News June 2024

 Before approaching an equine nutritionist, horse owners should check their qualifications and ask how they update their knowledge.

fundamental science of nutrition. They also understand the importance of critically evaluating nutritional research and not just to rely on one research paper to support their views. Alongside academic qualifications, you can also look for individuals who are registered with the Association for Nutrition (AfN) who govern the UK Voluntary Register of Nutritionists (UKVRN). Nutritionists can join this register provided they can demonstrate they have the knowledge, skills, competence and professional practice criteria set out by the AfN. This is an in-depth process and requires a substantial portfolio of evidence to be submitted, which is then reviewed by a group of peers. There are two levels-Registered Nutritionist (R Nutr) and Registered Associate Nutritionist (ANutr). The latter are typically recent graduates that have

the required scientific knowledge but, as yet, have limited experience in the practical application of this knowledge. You can also contact BETA who, as part of their role, work with a large number of both commercial and independent equine nutritionists.

Broad knowledge

Many commercially-employed nutritionists work as part of a team so can draw on the experience of other nutritionists that the company employs. They are likely to have experience providing advice for lots of different types of horses from racehorses, broodmares, youngstock and leisure horses, and as a result have a wider understanding of the common dietary issues affecting these horses. Plus, they will have the knowledge of the products their company makes, as well as other products on the market.


To retain good staff, companies invest in their continued professional development (CPD) enabling them to keep abreast of the latest peerreviewed scientific evidence thereby ensuring their knowledge is up-to-date. They also receive training on related topics like prohibited substances and so understand risks associated with different ingredients.

Substantiating advice

Independent nutritionists

If you prefer the idea of using an independent equine nutritionist, you should again consider their qualifications and whether they are registered with AfN as initial indicators of their expertise. When making an enquiry, you could also ask pertinent questions along the lines of how much practical, hands-on experience they have and how they ensure they are up-to-date with the latest information. A nutritionist who works mainly with competition horses may not be the best fit if you are a breeder. Likewise, if they cannot explain what CPD they have undertaken recently, then their nutritional knowledge may be outdated. Depending on what is required,

W Ne it w he C r m ob od and el s Hig ad h de d

Of course, commercial nutritionists work for a company and yes, they are likely to recommend their own brand. However, they should be able to substantiate and justify their advice. They also know that if they give poor advice, it is unlikely to result in a continued relationship with a customer and so doesn’t pay off in the long run. If a nutritionist doesn’t believe another product is as good as theirs, then they should be able to explain why. Perhaps their product contains different active ingredients, is more cost effective, or has a higher level of a certain nutrient?

Similarly, if you are already feeding another brand of a comparably good product, then a good commercial nutritionist should recognise and acknowledge this by saying something like “x is a good product, we have x which is very similar.”

a consultation with an independent nutritionist can cost as little as £25/horse but might be £200-300/horse for a full nutritional consultation depending on the complexity of the situation. Independent nutritionists should have a good knowledge of feeds and supplements on the market. Indeed, many have worked for or with commercial feed and supplement companies as consultants which is beneficial in that they understand more about the nuances of producing feeds and supplements.

Seeing through the dogma

To summarise, the more dogmatic or insistent an individual is about an ingredient or product’s attributes, the less likely they are to be giving good advice. Nutrition is rarely black and white; therefore the most experienced and knowledgeable nutritionists appreciate and understand the complexities and intricacies of getting a horse’s diet right, so will be much more nuanced in their approach to giving advice.




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The feel-good factor Combined with correct management practices, these products can help maintain good equine gut health. 1

Proven to help ulcer-prone horses

SPILLERS Ulca Fibre is an ultra-low starch, high oil fibre feed that is proven* to help support horses prone to gastric ulcers following veterinary treatment. The short-chopped alfalfa helps to extend eating time and provides a natural buffer to stomach acid, while the high oil content gives slow-release energy for condition and performance. A full range of vitamins and minerals includes vitamin E for immune support and muscle health. The inclusion of high-quality protein supports muscle development. SPILLERS Ulca Fibre carries the BETA Equine Gastric Ulcer Syndrome (EGUS) Approval Mark. *Luthersson N, Bolger C, Fores P , Barfoot C, Nelson S, Parkin TDH & Harris P(2019) Effect of changing diet on gastric ulceration in exercising horses and ponies following cessation of omeprazole treatment JEVS 83 article 102742


For a happy, healthy tummy

NAF Five Star GastriAid is s daily supplement for total gut health. Targeting digestion from the point of ingestion, it promotes correct function and gut integrity from foregut to hindgut, giving horses happy, healthy tummies. Five Star GastriAid offers saliva support, before releasing natural buffers 32 | Equestrian Trade News June 2024

to balance pH. It contains NAF Five Star BioG, a unique synergistic complex combining live probiotic yeast, prebiotics MOS and FOS and new postbiotic metabolites. Five Star GastriAid supports total gut health right along the gastrointestinal tract, whatever the challenge. 3

Supports a healthy appetite

TopSpec Digestive Aid is designed to support healthy digestion and appetite. It contains high levels of a pure, protected probiotic yeast and prebiotic MOS plus vitamin B12 among its ingredients. TopSpec Digestive Aid is particularly effective for horses that are working hard, on high concentrate/low forage diets, and/or stressed. It comes in 3kg, 9kg and 20kg pack sizes. 4

Support in stressful times

PharmaTRAC Total Digestive Support supplement from BETTALIFE has ingredients to support the horse’s fore and hind gut and help maintain an optimum pH level. It can be fed year-round for maintenance or when additional gastrointestinal support is required during times of stress such as changes in routine, travelling, competing and stabling away from home.

PharmaTRAC is a palatable powder. As with other products in the BETTALIFE range, PharmaTRAC comes with a 100% money back guarantee. 5 Supporting digestive tract health

EquiGlo Quick Soak 10 Minute Beet is rich in natural, highly fermentable fibre which boosts beneficial gut microbes and helps to maintain good stomach and digestive tract health. It provides the horse with slowrelease energy and is rich in calcium too. Made by Henry Bell & Co from Britishgrown, unmolassed beet flakes, EquiGlo Quick Soak 10 Minute Beet can be safely fed to all horses and ponies, including those at risk of laminitis. It is approved by the BETA assurance scheme identifying feeds best suited to equines prone to gastric ulcers when fed as part of a balanced diet. EquiGlo Quick Soak 10 Minute Beet is easy to prepare, taking only ten minutes to soak in cold water and five in hot. 6

Plenty of chew time

Dengie Ulser Lite is high in fibre but low in calories (8MJ/kg), sugar (6.5%) and starch (2%). It therefore helps to supply fibre for good-doers to maintain gastric health without promoting excessive weight gain.





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Ulser Lite is made from chopped grasses and straw for plenty of chew time. This increases saliva production which is how horses regulate acidity in the digestive tract, says Dengie. Alfalfa pellets help maintain gastric health and function through their high levels of bioavailable calcium. Protexin In-Feed Formula is added to provide prebiotics and yeast. Oregano, cinnamon, ginger, rosemary and thyme enhance palatability. 7

Targeted support

KER RiteTrac is a supplement for total digestive tract support. Targeted at the horse’s foregut and hindgut, it’s designed to ensure normal fermentation patterns and is available from Saracen Horse Feeds. 8

Triple protection

Ekygard+ from Audevard Laboratories delivers triple support for the horse’s stomach including preservation of the gastric mucosa, acidity and gut flora support. Key ingredients are Pectigard Complex (pectin-lecithin), magnesium hydroxide, sea buckthorn berries and probiotics. The new formula also contains aloe vera and fenugreek. Ekygard is recommended for longterm support for horses prone to gastric discomfort, stressed horses on box rest

and during the competition season. It can be used as targeted support before the likes of transport, weaning, change of environment and high workloads. 9

Love that tummy

Dengie Healthy Tummy is a nutritionally balanced, pure alfalfa, high fibre feed. The blend of chopped and pelleted alfalfa has a rapeseed oil coating delivering 11.5MJ/kg of Digestible Energy. It’s low in starch at 2%. Alfalfa is recognised as helping to maintain gastric health and function. Studies have shown that alfalfa is a safe and beneficial ingredient to use for horses with ulcers, something reiterated by studies carried out by the French research organisation Lab to Field, says Dengie. Health Tummy features Protexin In-Feed Formula to provide prebiotics and yeast. Oregano, cinnamon, ginger, rosemary and thyme enhance palatability. Vitamins and minerals, including B vitamins, are included for a balanced diet. 10 Fuller for longer

Blue Chip Ulsa-Cool Feed Balancer encourages a healthy functioning digestive system and keeps feed travelling slowly through the gut,


supporting nutrient absorption. It contains beta-glucans to coat the stomach lining and slow the passage of feed, keeping horses feeling fuller for longer, says Blue Chip. AcidBal, an acid buffering supplement containing marine minerals, is included. 11

Eases gastric stress

Available in powder or liquid form, Coligone helps to maintain healthy acid levels in the gut. It may be used around travelling and competing where disturbance of the microflora has occurred within the digestive tract. The supplements can also assist with problems caused by raised acid levels, says supplier H Bradshaw. Suitable for all horses, Coligone improves coat condition and encourages weight maintenance. 12 Nutritional maintenance

Dodson & Horrell’s Digestive Support combines prebiotics and probiotics alongside herbal support for nutritional maintenance of the horse’s digestive system. Active ingredients in include Actisaf yeast, mannan oligosaccharides (MOS), psyllium seed, fructo-oligosaccharides (FOS), mint and fenugreek. Digestive Support comes as pellets. Equestrian Trade News June 2024 | 33


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13 Slow the flow

Encouraging horses to eat little and often is the golden rule of healthy equine digestion. And the Lidded Hay Roller from Stubbs helps achieve just that. It’s also a great boredom breaker/slow feeder - and stops hay blowing around the field when feeding outside. The Hay Roller’s conical shape means it moves in a circle to keep horses amused. It holds as much hay or haylage as a large haynet or hayrack. The twist-lidded filler is funnelshaped to make filling easy. Moulded from Stubbythene, which is impact tested down to -30 °C, Hay Rollers comes in carrot orange, red, blue, green, apple green, yellow, pink and purple. Different models are available for horses and ponies with 7.5cm and 5cm feeding hole sizes respectively. 14 Wide-ranging supplement

Lincoln All Inclusive Digestive Balancer is a daily supplement providing the full spectrum of essential vitamins and trace minerals. It’s formulated to support horses/ ponies on a forage/grass only diet, restricted intake diet, those fed less than the recommended amount of a compound feed, and veterans. All Inclusive offers optimum levels of biotin, vitamin E and B vitamins, plus a prebiotic for hindgut support. The product has an aniseed and fenugreek flavour. 34 | Equestrian Trade News June 2024


15 Alternative energy courses

Saracen Horse Feeds’ Re-Leve is a cereal free, low starch mix formulated to replace cereal based hard feed for horses in work that react adversely to high starch feeds or are prone to Equine Gastric Ulcer Syndrome (EGUS). Re-Leve is fortified with vitamins and minerals plus elevated levels of antioxidants such a vitamin E. The mix includes yeast to support gut flora and stabilise the gut’s pH. Blackcurrant flavouring maintains palatability in the fussiest of feeders. 16 For inner peace

NAF Five Star GastriVet is formulated to target the stomach, to soothe and preserve lining integrity. Designed to help retain clear areas in the glandular and non-glandular regions of the stomach, it’s fortified with targeted hindgut nutrients to provide and support live cultures. Five Star GastriVet supports natural anti-inflammatory processes, helps balance pH levels and offers acid ease. It also helps to enhance the vital fibre mat to retain acid in the glandular region and supports the non-glandular surface thanks to its combination of gelling agents. A live culture provides recolonisation to underpin the vital equine fibre fermentation process. Five Star GastriVet contains NAF Five Star BioG which combines live probiotic yeast, prebiotics MOS and

FOS and new postbiotic metabolites to support total gut health right along the gastrointestinal tract. 17 Herbal blend

GastriX from Hilton Herbs is a blend of seven herbs - including slippery elm, meadowsweet and cramp bark - selected by renowned equine herbalist Hilary Self to support equine digestive health. The product is formulated to maintain and support an effective digestive system with balanced PH levels helping to protect the mucous membranes and encouraging optimum nutritional absorption. It’s ideal for horses with limited turnout or a stressful environment. The GastriX range is available as a dried herb supplement and as a competition-safe, fast-acting liquid blend called GastriX Plus. 18 Covers all bases

Omega Ulsoothe from Omega Equine offers natural nutritional support for the total digestive tract. Ingredients include fruit extract, apple pectin, calcium carbonate, sea buckthorn and aloe vera along with pre and probiotics. “This product covers all bases to ensure comfortable and efficient digestion,” says the manufacturer. Omega Ulsoothe contains acidbuffering compounds. It’s available in 1.5kg, 3kg and 15kg sizes.


Hux has been a trusted partner in the equestrian and pet trade since 1989; our focus has always been on serving our trade customers with reliability, quality, and attentive service. We are extremely proud of our flagship brands and collaborations with some of the leading names in the industry; not just here in the UK, but globally recognised brands like Champion, Tuffa, Red Gorilla, Gold Label and USG. Earlier this year, we agreed an exclusive collaboration with Zebra Products Ltd, to market products which until now, have only been available through them. Customer care, for us, is not just a duty; it is a privilege. We are here to support our trade partners in any way we can, whether it’s offering advice, assisting with product selection, or swiftly addressing any concerns that may arise. If you are interested in opening an account with us, please visit our website. We offer a low opening-order amount, next-day delivery and low carriage-paid rates. 01362 696309



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19 Fibre rich and low starch

Feeding a fibre-rich, low starch product such as British Horse Feeds’ Fibre-Beet helps to maintain good gut health. This conditioning feed - which combines Speedi-Beet and alfalfa, supplemented with biotin, sodium and calcium - is ideal for a controlled starch intake. In addition, Fibre-Beet, as part of a balanced diet, is suitable for horses suffering from, or prone to gastric ulcers. In a clinical trial with the Royal Veterinary College (RVC), it has been shown to significantly aid the prevention of gastric ulcer re-occurrence during the healing phase. 20 New and nutritious

Meadow Forage Pellets are new to the Simple System range. Created to support a wide range of gut microbes, they’re highly palatable, suitable for all horses and a great way to increase variety in the diet. 21 When it’s good to lick

Horslyx Pro Digest Balancer contains ingredients to support the digestive system, while licking the product enhances saliva production to help buffer stomach acidity. With slippery elm and seaweed meal, a prebiotic and a live probiotic yeast, the 36 | Equestrian Trade News June 2024

lick has enhanced magnesium levels and a low starch content. Spiced apple flavouring tempts fussy feeders while there’s also a full spectrum of vitamins, minerals and trace elements. Available in four sizes, the product is supported in store with point of sale and money off vouchers, all funded by Horslyx. 22 Keeping the balance

Pro Gut Balancer from Equine America combines prebiotics and probiotics with MOS to help maintain a healthy gut microbiome. Presented on a palatable linseed base, it also helps support the immune system. The product is ideal during times of stress (such as changing yards or going away for training), as well as travelling. 23 Everyday wellbeing

Protexin Equine Premium Gut Balancer is an everyday palatable probiotic and prebiotic powder. It’s intended for daily use to aid general wellbeing, normalise digestive function and efficiency for equines prone to digestive upsets. The probiotic Saccharomyces cerevisiae contains essential amino acids, vitamins, including vitamin B6,

and important minerals. S. cerevisiae promotes fibre digestion, maximising dietary potential through the release of safe calories from fibre, ensuring optimum nutrition. 24 Seeing more droppings?

Horses repeatedly exposed to stressful situations, like travelling or competing, can benefit from regular addition of Baileys Digest Plus prebiotic to their diets. This allows bacterial populations to recover after being flushed out when stress causes increased passing of droppings and speeds their rate of passage through the intestine. Baileys Digest Plus acts as a food source for existing beneficial gut bacteria, enabling them to proliferate at the expense of any pathogenic species. With the microbial balance in the hind gut maintained, its efficiency is optimised, improving fibre digestion and sustaining overall good health.


Coligone Targeted supplements that offer everyday support for a healthy digestive system and a happy, calm & more focused horse

Coligone Powder scFOS & MOS Prebiotics,Yea saac - at the maximum recommended daily feeding levels. Natural seaweed buffer & sodium bicarbonate to help maintain healthy gastric acid levels.

Coligone Liquid Fast acting and soothing, a unique buffer blend coats the gut forming a buffer raft protecting against acid splash. Natural seaweed buffer to main healthy acid levels throughout the digestive tract.

Trade purchase from Trilanco Sales: 01772 754844 0333 0503785 / 07986 183616

BETA NOPS & Feed Industry

CONFERENCE 18 & 19 JUNE 2024

Hilton East Midlands Airport Tackling the main issues facing the equine nutrition industry today. Two days packed with updates, news, debate and networking opportunities. Day One Feed Industry

Day Two NOPS

Topics include:

Topics include:

• Feed chain sustainability • Impact of intensive farming on the feed supply chain • Ethical marketing • Workshop sessions on claims, feed analysis and herbal extracts as a feed ingredient.

• Emerging risks and disrupted supply chains • Analytical and legal perspectives • The regulators’ view

For costs and to book tickets for one or two days (Accommodation package available) Please scan here: In person and live streaming available. Or call the BETA Office on 01937 587 062

Also featuring Tullis Matson from Nature’s Safe speaking before dinner on 18th.

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PROUD TO BE BRITISH Peek behind the scenes and meet some of our UK companies keeping our equestrian products on top form

Lasting legacy

Charles Owen is world famous for raising the bar in safety, being a leading British manufacturer of riding helmets for over 110 years. Founded in 1911, the company has remained within the same family for four generations, currently under the direction of founder Charles Owen’s great-grandson, Owen Burek. In 1983, Charles Owen made history by playing a pivotal role in establishing the world's first equestrian helmet safety standard. Since then, the company has remained at the forefront of innovation, continuing the family tradition of innovating and advancing rider protection. In 1987, the Charles Owen factory was relocated from London to Wrexham, North Wales, where it is still based to this day. Charles Owen helmets are now not only shipped worldwide but are deeply ingrained within the global equestrian industry as a trusted brand known for its unwavering dedication to safety, innovation and style.

38 | Equestrian Trade News June 2024

Innovation winner

British Horse Feeds is the equine feed division of I’Anson Bros Limited, one of the United Kingdom’s leading manufacturers of premier animal feedstuffs. Originating in the small market town of Masham in the Yorkshire Dales, it was established in 1900 by Christopher I’Anson, and, today, BHF is totally committed to its family-run roots. Christopher’s aim was to provide farmers in Yorkshire and the North of England with animal feedstuffs of the highest quality, by offering them the best products matched with an unwavering commitment to first-class customer service. Today,the company distributes its products nationwide and exports them to more than 40 countries. British Horse Feeds is best known for its flagship product Speedi-Beet, which, thanks to the unique patented process, has revolutionised the feeding of beet pulp. In 2008, the company was awarded a Queen’s Award for Enterprise in the innovation category, an achievement it's extremely proud of. British Horse Feeds continues to invest in the three core elements of its business – people, product and plant. Its team is dedicated and skilled, and ther company has embarked on the biggest single investment in its long history with new multimillion-pound facilities – one of the most technically advanced and energy-efficient feed mills in Europe. The new £20 million feed mill is set to more than double production capacity by an additional 200,000 tonnes. In addition, the business continues to develop with the recent appointment of a new commercial director, Andrew Richardson, who has spent his working life in the animal feed and agribusiness industry.


Keep Calm and Carry on Growing

Dengie was founded in 1968 as a farmers' co-operative and now, three generations later, it is still run with the same ethos of supporting the local farming community. Dengie grows as many of its own ingredients as possible and works with partner farmers close to its sites in Essex and Lincolnshire, which helps to keep feed miles low and provides the best traceability possible. Every bag of Dengie Alfa-A, for example, can be traced back to the field it was grown in. With full traceability and accountability at the forefront of the production process, and with crops fully traceable from seed to feed, Dengie is a highly trusted company and is known for producing consistent high-quality feeds that prioritise the

horse’s health. In 2007, Dengie sealed its status as a leading producer of fibre feeds for horses when it was awarded the Queen’s Royal Warrant. Sustainability is a key requirement for holding a Royal Warrant and is inherent in Dengie’s ethos of working with nature to ensure a future in agriculture for many more generations to come. An ongoing process of continual improvement has seen the introduction of recycled plastic packaging, electric cars and solar panels. The Royal Warrant recognises individuals and companies that operate to the highest standards, and the team at Dengie are working hard to ensure they maintain that reputation whatever challenges are to come. Dengie also topped the chart as the most popular horse feed brand in the UK as determined by the British Equestrian Trade Association’s National Equestrian Survey, which takes place every four years or so. Dengie has shown that with determination and teamwork, anything is possible. Who would have thought that, 55 years ago, a small group of British farmers were literally sowing the seeds of what would one day become a leading brand of horse feed in the UK?

Home grown value

Henry Bell & Co was established in Grantham, Lincolnshire, almost 200 years ago, in 1825, and this thriving, agricultural county is still its home today. The company, which originally supplied seed and fertilisers to local farmers, is a leading player in Britain’s animal feeds industry with an impressive portfolio of brands and a fantastic reputation as a major manufacturer of own-label products. Its Henry Bell Wild Bird Care Collection was introduced five years ago and is now regarded as a market leader in the wild bird sector, with more than 850 stockists, ranging from garden centre groups to country stores and equestrian shops. Designed to suit all budgets, the collection is made specifically for visiting garden birds and includes robust and attractive feeders, feeding stations, quality seed mixes, straights, fat balls and suet bites, nest boxes, bird baths, bird tables and a selection of wildlife accessories, such as hedgehog, bat and bee houses. Expertise in the field of micronisation has seen Henry Bell introduce its

 Henry Bell’s modern mill uses cutting edge technology.

 Grain and seeds arrive from the UK and overseas.

collection of British-grown equine feeds – EquiGlo Quick Soak 10 Minute Beet and EquiGlo Cooked Full Fat Linseed – to offer premium-quality nutrition at a great value-for-money price. Both feeds are made with British-grown ingredients, are low in sugar and starch, and suitable for equines prone to laminitis. They are also audited to the BETA NOPS Code. EquiGlo horse feeds has secured a huge amount of international interest, resulting in a rapidly growing overseas export market, with customers as far away as the southern hemisphere. Henry Bell also uses a wealth of experience and manufacturing knowledge to develop unique and tasty recipes for its Mr Johnson’s brand. Small animals, such as rabbits, guinea pigs, gerbils and hamsters, love these feeds

 Large-scale warehouse caters for expanding export market.

that provide an essential balanced diet for their health and vitality. Mr Johnson’s also includes specific feed lines for wildlife such as hedgehogs and squirrels. The brand is exported to Europe and beyond and carried by leading wholesalers and retailers. The latest addition to the Henry Bell stable is Dog Gone Fishin’, delicious dog treats made from expertly sourced fish, amd containing no grain. The treats are made in Cornwall, where they are air dried , and with no added colours or artificial ingredients, Dog Gone Fishin’ treats are a great source of protein and 100% natural goodness. The brand offers retailers a great opportunity to sell a comprehensive premium range of fish treats for dogs that have excellent shelf appeal, thanks to their eye-catching, resealable pouches.

 Henry Bell offers an extensive range of feeds for animals and wild birds.

Equestrian Trade News June 2024 | 39


Natural health products

For more than 30 years, Hilton Herbs has been expertly formulating herbal blends to help owners care for their horses and pets naturally. Hilton Herbs is one of the UK's leading natural horse supplement manufacturers. While the products are exported worldwide, they are carefully and expertly blended in Somerset. As a BETA, UFAS and NASC member, stringent quality control and audits are conducted yearly to ensure each product meets the toughest manufacturing standards and is of the highest quality. Hilton Herbs is rooted in Somerset and does its utmost to work with local businesses and service providers. This commitment allows the company to reduce its environmental impact as well as support UK businesses.

Leading the Way in Equine Healthcare

Robinson Animal Healthcare has a reputation as one of the UK’s leading manufacturers of equine healthcare products, providing veterinary professionals, retailers and consumers with products they can trust. Established in 1839 ands based in Worksop, the company has stayed true to its roots and core values to manufacture products that are safe and effective, offer value for money and are produced in full compliance with all appropriate legislation and standards. Robinson Animal Healthcare fully understands that a consistent and reliable supply of quality products is critical for customer confidence and operates a ‘deliver from stock’ policy, which allows the company to respond quickly to its customers’ orders. By providing expert help and advice, the company is also renowned for its superb customer service. Famous throughout the industry for many forward-thinking products, the Robinson Animal Healthcare range includes Animalintex, Veterinary Gamgee, Equiwrap and Vetalintex, to name just a few. With the manufacturing of many products now taken overseas, Animalintex and Veterinary Gamgee are still manufactured in the UK at the Robinson Animal Healthcare factory in Nottinghamshire, which is fully certified for quality assurance. As part of the larger Vernacare International family, the same manufacturing facility provides medical instruments and consumables to the NHS and health providers around the world. Similarly, products, particularly Animalintex, are exported and used by horse owners everywhere. The range of products offers outstanding quality and assurance, and ongoing research enables Robinson Animal Healthcare to remain at the forefront of specialist wound care. Products are available to treat wounds from start to finish and are aimed at faster healing, less scarring, reduced pain and increased comfort. 40 | Equestrian Trade News June 2024

Choosing to carry the Hilton Herbs range is a great way to offer your customers leading natural health products for their horses and pets while supporting a truly British brand.

Ongoing support

NAF is a leading manufacturer of equine supplements and care products and, as such, the only official supplier of these products to the British equestrian teams. Over 30 years ago, NAF launched into the UK the first nutraceutical for horses and, since then, has become the trusted five-star supplements and care products brand for many retailers, riders, owners and trainers in the UK and internationally. NAF is now available in nearly 40 countries following an initial focus on Europe and Scandinavia. From its head office and manufacturing facility in Monmouth, NAF is committed to producing products ‘For the Good of the Horse’. NAF uses the best proven natural ingredients to produce unique and effective products, and these ingredients are combined to create the synergistic formulas that line the shelves today. The formulas are created by NAF's experienced team of vets and nutritionists. The entire team at NAF is dedicated to not just meeting industry expectations, but exceeding them. Full traceability is guaranteed on all the natural ingredients used in NAF's formulations to ensure adherance to Clean Sport guidelines. NAF's ranges contain products for joints, breathing, hooves, digestion, gut health and calming , plus mane and tail detanglers, shampoos and luxury leather care.




Certified to EN 13158:2018 & 2018 BETA Level 3

Zebra Products Ltd


Made in Britain

Jeffries Lifestyle Limited comprises a collection of recognisable British equestrian brands, including Thermatex, Griffin NuuMed, Harry Dabbs and Jeffries Saddlery. The company was founded in 2023 after its predecessor, Vale Brothers, fell into administration, which means the future of these renowned and well-loved brands is now ensured. Based in Walsall, West Midlands, the home of saddle making, are Jeffries Saddlery and Harry Dabbs Saddle Makers, crafters of high-performance saddles that are recognised worldwide for delivering optimum comfort to a wide spectrum of horses and riders. Jeffries Saddlery, the oldest of the two brands and the longest-standing saddlery in the UK, was founded in 1820 and has grown into a name that is known across the equestrian world for combining the best of traditional manufacturing with the latest materials and innovation. Textile manufacturers Thermatex and Griffin NuuMed, located in the Teifi Valley, in Ceredigion, Wales, are wellknown for the high-quality design and production of their British-made equestrian, country and pet wear. These

brands use luxurious British wool, famous for its unparalleled quality and durability, to ensure products are long lasting and offer superior performance, and also to support local British sheep farmers and agriculture while reducing the business’s carbon footprint and increasing traceability. Other equestrian brands also owned by Jeffries Lifestyle Limited include EquiMat, Equerry, Stablemates, KBF99 and Eldonian.

One family, one factory – since 1836!

By designing, developing, and manufacturing all its own products, for STUBBS, business is a passion, with quality uppermost. The company has multiple manufacturing skills, from plastic moulding and steel fabrication, to woodwork - all of them carried out in-house in one rural factory STUBBS products must meet many criteria. There has to be a real and practical need, the product must be seriously strong and fit for purpos, and, finally, it must be affordable, all the while supporting STUBBS' worldwide reputation for high quality, reliability and long life. STUBBS' markets include the USA and Australia, the Middle East and Europe, in addition to the home market. Focusing on manufacturing, it relies on the leading wholesalers of both the UK and the world for distribution of its products. Few UK equine retailers are without STUBBS' broad range of stable and tackroom equipment, which runs to almost 400 different products. But time does not stand still. Whether it is designing innovative hay-soaking and feeding equipment, developing a unique retro tackroom range, or heavily investing in injection-moulding equipment to dramatically increase output and reduce prices, STUBBS never 42 | Equestrian Trade News June 2024

stops working for the future. Managing director Chris Bradwell says, “It's a huge privilege to be a popular British manufacturer with 188 years' heritage. We all derive enormous satisfaction from designing and producing quality products.“ STUBBS remains a family-owned company, which is now in its sixth generation and still on its original site in rural Nottinghamshire. With all its products manufactured in England, much of the world's stable and tackroom equipment owes its origins to STUBBS' ingenuity of design and the company's personal experience with horses to make products that withstand the tough equine environment. Respected for innovation, STUBBS leads the world with useful, practical stable and tackroom equipment. Unusually, it has multiple trades all on one site. Its manufacturing covers steel fabrication, plastic moulding, sheet metalwork, plastic coating, joinery and assembly. In Australia and the USA, and most places in between, STUBBS products are renowned and trusted by the trade and riders alike.

The company sponsors the BETA Nutritional Helpline Award every year and is very proud of the positive challenge this has brought to the feed industry. The benefits to horse owners are significant, with the ultimate winners being the horses. Because all STUBBS products are made in England, they benefit from: • a low carbon footprint (goods not travelling 11,000 miles to reach Europe) • carefully selected premium materials • from design to finished product, all at one English factory • Great British craftmanship with attention to detail • total design and manufacturing control

LEGAL DIGEST | ETN  Jodie Seddon is an accomplished corporate and commercial lawyer, and an international equestrian athlete.

Data: how to stay within the law

If your business captures customers’ personal data, it’s crucial to heed your legal obligations, says Jodie Seddon.


super website is a great resource for all types of equestrian businesses. From full e-commerce retailers to bespoke suppliers wishing to provide a snapshot of what they offer, websites are a flexible and engaging shop window. However, while a web-developer can advise you on the technical aspects, too often the legal aspects of maintaining and operating a website are overlooked. So, this month, it’s a whistle-stop guide to the main legal and compliance requirements, and how you can ensure that you have these documents safely in place.

Data, data, all about the data… privacy policies and cookie policies

Most websites track data either openly – by asking visitors to sign up to mail lists, or provide customer information to create an account – or by collating information about users’ online behaviour, such as IP addresses and web log data. Under the UK General Data Protection Regulation (GDPR), businesses must comply with its transparency requirements. This means that all data controllers (in this case, the business which owns the website) must notify data subjects (website visitors) about how their personal data is handled at the time that data is collected. Personal data is any information about an individual from which that person can be identified – so, name, contact information, date of birth, profile data, financial data (such as payment cards), marketing data and usage data are all forms of personal data.

Notification under the UK GDPR is usually put into effect by ensuring that the website has a privacy policy, which informs customers about how the business collects, uses, stores, transfers and secures their personal data. In addition, a cookie policy notifies visitors about how technical information about their online activity is recorded. Each business’s use of personal data differs – so any policy should be prepared by someone with a good understanding of how the business holds and uses the personal data it gathers. A privacy policy should be clearly visible as a link on all pages of the website, usually as a header or footer, and also at any point of sale – together with the terms and conditions. A cookie policy should appear as soon as you arrive on a website, and provide the visitor with options as to what purposes a website uses cookies for, and seek their consent to the use and storage of cookies.

The Information Commissioner’s Office (ICO)

The ICO is the UK’s independent body, set up to uphold information rights. It provides helpful guidance for smaller and developing businesses as to their obligations in relation to data capture. Registration is mandatory for every organisation or sole trader who processes personal information in any way, unless they benefit from a specific exemption. The website ( holds lots of helpful information and resources for small businesses getting to grips with their use of and obligations in respect of, personal data, whether online or via direct sales and interactions.

The ICO is also the body to which customers might complain if they feel that their personal data has been handled inappropriately, or if an organisation experiences a personal data breach. With the ICO becoming increasingly proactive in enforcing compliance with the UK GDPR and the Privacy and Electronic Communications Regulations (PECR), it is wise to ensure that your business’s privacy and cookie policies are up to date with current law.

Future changes

The Data Protection and Digital Information bill (DPDI) is currently working its way through the governmental approvals process. It seeks to reduce the data compliance requirements on smaller organisations, and overhauls certain of the ICO’s objectives. While negotiation between the government and stakeholders is ongoing, it is worth keeping an eye on the impact of developments for smaller businesses. To conclude – while a smart website is a super resource for your business, it is important to ensure that you properly understand your obligations at law in relation to any personal data you may capture as part of your operations – from e-commerce to running a mailing list for updates.

About the author

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

About Aria Grace Law

Aria Grace Law CIC is the only notfor-profit corporate / commercial law firm in the UK. In 2024, Aria Grace Equine Law has partnered with Spinal Research, the UK’s leading charity funding international medical research to develop effective treatments for paralysis.

Equestrian Trade News June 2024 | 43


Saddle Manufacturers’ Photo: Valeri Vatel/


Meet your customers’ needs by ensuring you stock saddles that combine style and design with the latest developments in technology and innovation

Albion Saddlemakers

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: Dressage, Jump, GP. BRANDS OF SADDLES AVAILABLE: Albion. DO YOU OFFER A BESPOKE SERVICE? Yes. SPECIAL FEATURES OF YOUR SADDLES: Template fit tree’s and custom block location. Colour options available on welting and stitching. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes – trees for 5 years and Leather for two years. ACCESSORIES AVAILABLE: Yes, online. HOW OLD IS YOUR COMPANY? 39 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Established by the Beltons who introduced precision fitting to the brand. All the saddles are made in house, starting with the tree, meaning Albion can build your saddle to you and your horse’s exact requirements. CONTACT DETAILS: T: 01922 646210 E: W: 44 | Equestrian Trade News June 2024

Zebra Products

LOCATION: Flint, North Wales. TYPE OF SADDLES MANUFACTURED: Dressage, Show jumping and Eventing. BRANDS OF SADDLES AVAILABLE: Amerigo. DO YOU OFFER A BESPOKE SERVICE? All saddles have the opportunity to have bespoke piping, stitching & stirrup keepers. Also made to measure with many options of fit available. SPECIAL FEATURES OF YOUR SADDLES: Design, quality materials and skillful Italian manufacture come together to create made-to-measure saddles and technically designed accessories that stand out for functionality and elegance, providing an optimal situation for top performance in all equestrian disciplines. Amerigo saddles have the unique MPS flocking system which is a mix of synthetic fibres and can be made with different levels of volume to suit each horse. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ACCESSORIES AVAILABLE: Full collection of bridles and girths. HOW OLD IS YOUR COMPANY? 23 years. CONTACT DETAILS: T: 01352 463350 E: W:


Bliss of London Ltd

LOCATION: Aldridge, Walsall, West Midlands. TYPE OF SADDLES MANUFACTURED: Dressage, jump, eventing, all purpose, pony, polo, endurance, Icelandic and show. BRANDS OF SADDLES AVAILABLE: Bliss of London, Loxley by Bliss, KB (Keith Bryan). DO YOU OFFER A BESPOKE SERVICE? All Bliss saddles can be custom made to create a perfect fit for horse and rider. SPECIAL FEATURES OF YOUR SADDLES: Range of wooden trees plus Combi and new warmblood polymer adjustable trees with interchangeable gullet bars. Numerous panel designs, independent, Echo and gusset options with wool flocked panels. Sizes 14” to 19” DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 10 years on wooden and 5 on polymer trees. 12-month warranty on workmanship and materials subject to T&Cs. ACCESSORIES AVAILABLE: Full range of accessories with custom options. Made in England. HOW OLD IS YOUR COMPANY? Established 2011. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS:

2023 Winners of Citation Trade Supplier of the Year Award. CONTACT DETAILS: T: +44 (0)1922 745151 E: W:

Zebra Products

LOCATION: Flint, North Wales. TYPE OF SADDLES MANUFACTURED: Equipe produce saddles for all disciplines, Dressage, Showjumping, Eventing, Pony Club & Endurance. BRANDS OF SADDLES AVAILABLE: Equipe. DO YOU OFFER A BESPOKE SERVICE? All saddles have the opportunity to have bespoke piping, stitching & stirrup keepers. Also made to measure with many options of fit available. SPECIAL FEATURES OF YOUR SADDLES: Selleria Equipe saddles are manufactured with quality, craftmanship and attention to detail, commitment to research and development – all of which are representative of the Equipe brand values synonymous with Italian productive excellence on the international circuit. Manufactured with meticulous care to satisfy sporting demands where protecting the wellbeing of horse and rider is concerned, in all equestrian disciplines. With endless passion, supreme techinque and elegance. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ACCESSORIES AVAILABLE: Full collection of bridles and girths. HOW OLD IS YOUR COMPANY? 23 years. CONTACT DETAILS: T: 01352 463350 E: W:

Cavaletti Collection Ltd

LOCATION: Aldridge, Walsall, West Midlands. TYPE OF SADDLES MANUFACTURED: Leather and synthetic saddles available in twin flap and monoflap designs dressage, jump, GP, pony, VSD and show. BRANDS OF SADDLES AVAILABLE: Cavaletti Collection. SPECIAL FEATURES OF YOUR SADDLES: All of our saddles are manufactured on a polymer adjustable tree with 6 optional widths. Our trees work with our unique gullet plate design. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 5 years on polymer trees. Workmanship and materials 12 month warranty subject to terms. ACCESSORIES AVAILABLE: We offer a full range of accessories including girths, stirrup leathers, adjusta pads. HOW OLD IS YOUR COMPANY? 7 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Our saddles are designed to be fantastic quality at an affordable price. We carry our saddles in stock so next day delivery is available area and country dependent. CONTACT DETAILS: T: +44 (0)1922 263600 E: W:

Erreplus Saddles

LOCATION: Valdagno, Italy. TYPE OF SADDLES MANUFACTURED: Dressage; Jumping; Eventing; Pony. BRANDS OF SADDLES AVAILABLE: Erreplus. DO YOU OFFER A BESPOKE SERVICE? Yes. Erreplus saddles are only available in the UK through SMS qualified saddle fitters and are fitted precisely to individual requirements. Made on a heat-adjustable tree with a wide variety of panel and flap options for optimum fit and comfort. Colour and trim also customisable. SPECIAL FEATURES OF YOUR SADDLES: Made exclusively from Italian double bull leather for quality and durability. Dakron flocked for adjustability. The special shoulder-free panel allows exceptional freedom of movement and the design and materials support horse and rider comfort and optimise rider position. DO YOU DEAL WITH: • RETAILERS – No • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes, life time for the tree under normal use and 2 years for leather and stitchings. ACCESSORIES AVAILABLE: Girths, Leathers, Saddle Pads, Shims, Leather Balsam and Cleaner. CONTACT DETAILS: Shaws Equestrian Ltd. T: 01335 370737 E: W:

Equestrian Trade News June 2024 | 45


Fairfax Saddles Ltd

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: English GP, Jump, XC, Dressage BRANDS OF SADDLES AVAILABLE: Fairfax DO YOU OFFER A BESPOKE SERVICE? Performance and World Class models are available with bespoke options. SPECIAL FEATURES OF YOUR SADDLES: Fairfax Performance and World Class flocked models feature the patented Fairfax Performance Panel (GB2515079B & 2505962B), scientifically proven to relieve pressure and improve the horse’s performance. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? SimaTree saddle tree is guaranteed for 5 years, materials and workmanship for 12 months subject to fair wear and tear. ACCESSORIES AVAILABLE: Fairfax Performance girth, bridle, breastplate, Rio headcollar, martingale, neckstrap, SimaTree gullet bars, Rapide Leathergel. HOW OLD IS YOUR COMPANY? More than 30 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Fairfax Saddles uses a combination of Pliance pressure mapping and Centaur Biomechanics gait analysis to develop its products. CONTACT DETAILS: T: +44 (0)1922 711676 E: W:

First Thought Equine Ltd

LOCATION: Kent, UK. TYPE OF SADDLES MANUFACTURED: All types of English saddles, plus Western, Stock, Baroque and others. BRANDS OF SADDLES AVAILABLE: WOW Competitor, WOW DMK, fitters’ own name brands DO YOU OFFER A BESPOKE SERVICE? Yes. SPECIAL FEATURES OF YOUR SADDLES: WOW saddles have revolutionary carbon fibre tree that twists at the front with the horse’s shoulders, has lateral flexion but rigid seat area, optional Flair air bags and totally interchangeable headplates, flaps, panels and seats. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes – 5 years. ACCESSORIES AVAILABLE: girths, stirrup leathers, saddlecloths, breastplate HOW OLD IS YOUR COMPANY? 26 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Saddles made totally in UK by original designer David Kempsell. There is a saddle gauge for fitters to specify the saddle parts and fit, and protection from numerous patents. The company now makes own brands for third parties. CONTACT DETAILS: T: 01227 831614 E: W: 46 | Equestrian Trade News June 2024

Fieldhouse Riding Equipment

LOCATION: Walsall, England. TYPE OF SADDLES MANUFACTURED: GP, Cob GP, Jump, Dressage, Cob Dressage, Pony. Monoflap Jump & Dressage. BRANDS OF SADDLES AVAILABLE: GFS. SPECIAL FEATURES OF YOUR SADDLES: All our saddles offer: X-Change Gullet System, Siliconized Wool Flock, X-change Girthing Option, Polymer Synthetic Web Strained Tree, Front Gusset To Enable Fit Adjustment. DO YOU DEAL WITH: • RETAILERS – YES (who have a resident saddle fitter) • SADDLE FITTERS - YES • DISTRIBUTORS - YES ARE YOUR SADDLES WARRANTED? Yes - details online. ACCESSORIES AVAILABLE: Yes, at various price points. Includes Anatomical Bridles and Girths, Leather Pony Girths and Pony stirrup leathers, leathers, breastplates and our training aid. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We combine innovative design with a traditional feel, which we’ve developed over the years whilst working with the likes of Rodrigo Pessoa, Blyth Tate, Anky Van Grunsven and Carl Hester. CONTACT DETAILS: T: 01922 638094 E: W:

Ideal & WRS Company Ltd

LOCATION: Walsall, West Midlands, England BRANDS OF SADDLES AVAILABLE: Ideal, Walsall Riding, Barclay & Co, T&T DO YOU OFFER A BESPOKE SERVICE? Yes SPECIAL FEATURES OR YOUR SADDLES: We have the largest array of saddle tree blocks and have the capability to bespoke manufacture from the saddle tree up aligned with extensive panel design capability for differing conformations. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes – Trees - 3 years and workmanship - 1 year. ACCESSORIES AVAILABLE: Girths & leathers HOW OLD IS YOUR COMPANY? Ideal 1964 / WRS 1948 ANY OTHER INTERESTING FACT ABOUT YOUR BUSINESS: Ideal & WRS Company ltd is an amalgamation of the Ideal Saddle Company established in 1964 and Walsall Riding Saddle Company established in 1948. Along the way the Company purchased the saddle patterns and tree patterns from Barnsby & Beebee & Beebee ltd as well as Aulton & Butler to create the largest traditional saddle and saddle tree manufacturer in Walsall. CONTACT DETAILS: T: 01922 620233 E: W:


SMART Saddles Premier Equine International Ltd

LOCATION: United Kingdom with international service. TYPE OF SADDLES MANUFACTURED: leather, synthetic – interchangeable Gullet System – Dressage, GP, Jump, Cross Country, Pony, Racing. BRANDS OF SADDLES AVAILABLE: Premier Equine International Ltd. SPECIAL FEATURES OF YOUR SADDLES: Luxury materials, quality manufacturing, interchangeable gullet, synthetic fibre flocking, Co-polymer tree, discipline specific. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes, through trade accounts • WHOLESALERS – Yes, via the website/email ARE YOUR SADDLES WARRANTED? We offer a 1 year manufacturer’s warranty. ACCESSORIES AVAILABLE: We offer a wide range of accessories including leathers, girths, gullets, bridles, stirrups and more. CONTACT DETAILS: T: 01469 532279 E: W: W:

LOCATION: Nottinghamshire, UK. TYPE OF SADDLES MANUFACTURED: A comprehensive collection of patented, fully flexible sports saddles. BRANDS OF SADDLES AVAILABLE: SMART™ saddles DO YOU OFFER A BESPOKE SERVICE? Custom fit for every horse and rider and bespoke saddle finish options. SPECIAL FEATURES OF YOUR SADDLES: The flexible saddle system allows for changes in back shape and weight. Impactabsorbing materials protect the horse’s back from pressure and trauma. One saddle can be fitted to multiple horses. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? 12 months’ manufacturer’s warranty. ACCESSORIES AVAILABLE: A full range of custom made and recommended accessories. HOW OLD IS YOUR COMPANY? SMART Saddles was established in the UK in 2006. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: We won the Queen’s Award for Enterprise: Innovation, 2021 CONTACT DETAILS: T: +44 (0)1909 807870 E: W:

BETA TECH 1 Saddles

LOCATION: UK. TYPE OF SADDLES MANUFACTURED: Dressage, Jumping, GP and Pony. BRANDS OF SADDLES AVAILABLE: Tech1 DO YOU OFFER A BESPOKE SERVICE? No. SPECIAL FEATURES OF YOUR SADDLES: Tech1 Saddles are made from Italian Leather and are flocked with English Wool. The tree is heat-adjustable. Interchangeable knee blocks. DO YOU DEAL WITH: • RETAILERS – Yes • SADDLE FITTERS – Yes • WHOLESALERS – No ARE YOUR SADDLES WARRANTED? Yes, lifetime for the tree under normal use and 2 years for leather and stitchings. ACCESSORIES AVAILABLE: Girths, Stirrup Leathers, Leather Balsam, Flocking Wool HOW OLD IS YOUR COMPANY? 2 years. ANY OTHER INTERESTING FACTS ABOUT YOUR BUSINESS: Tech1 Saddles are designed by Roberto Rasia, one of the foremost saddle makers in the trade worldwide. CONTACT DETAILS: Shaws Equestrian Ltd. T: 01335 370737 E: W:


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Equestrian Trade News June 2024 | 47


Dietary management for horses with Equine Glandular Gastric Disease Dr Katie Williams M.Sc. (Dist) R Nutr.


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

48 | Equestrian Trade News June 2024


 A more accurate description of many so-called haylages would be ‘wrapped hay’.

wareness and understanding of Equine Gastric Ulcer Syndrome (EGUS) has increased significantly in recent times but whilst a recognised aetiology exists for Equine Squamous Gastric Disease (ESGD), less is known about Equine Glandular Gastric Disease (EGGD). As the names suggest, ESGD refers to ulcers in the squamous region of the stomach whilst EGGD describes issues in the glandular region of the stomach which researchers now describe as an inflammatory disease rather than an ulcerative disease.

Risk factors for EGGD

An increasing amount of evidence exists to suggest an association between stress and EGGD. Sharbine et al., (2023) recorded prevalence of EGGD in horses in a university teaching hospital in the USA over a period of 3 years. The horses were managed as usual and EGGD occurred at various points over the three years. The authors state that “EGGD might improve, worsen or even resolve over time without medical intervention. The risk factors that can be attributed at the individual level need to be acknowledged – in this environment breed, number of handlers, hierarchy and stress were relevant”. Similarly, in Thoroughbred racehorses, the trainer has been identified

as a risk factor independent of other management factors (Sykes et al., 2019). Exercise is also a recognised risk factor. Physiologically, exercise may divert blood away from the stomach sufficiently to result in damage or weakening of the cells thereby compromising their defences to acid. Exercising more than 4 or 5 days per week was found to be a risk factor for EGGD in racing Thoroughbreds and showjumpers respectively (Sykes et al., 2019). In endurance horses, the prevalence of EGGD doubled during the competition season compared with the inter-season period (Tamazli et al., 2011). These findings have resulted in the recommendation that at least 2 days off a week is recommended to reduce the risk of EGGD. Clearly exercise is associated with stress especially in competition horses who travel frequently and often for longer periods of time. Young or inexperienced horses might be at greatest risk as EGGD has been inversely correlated with experience in both polo ponies and show jumpers. This may just be a reflection of those with EGGD being negatively selected out of the population as they don’t cope sufficiently well with stress to the point where it compromises

CPD FEATURE | ETN their ability to perform. The link between stress and the incidence of EGGD is one reason why the problem is often difficult to resolve and as stress is inherent in the performance horse’s role, it can mean owners and trainers face difficult decisions about a horse’s future if EGGD persists.

What role does diet play?

A recent review of published work relating to EGGD (Banse and Andrews, 2019) found that dietary factors seem to be less important for the control of EGGD when compared to ESGD. The studies did indicate that decreased pasture turnout or increased grain concentrate feeding may be associated with EGGD as they are for ESGD, and so should be avoided where possible. The role of bacterial dysbiosis in EGGD is starting to be explored. Voss et al., (2022) found higher levels of a bacteria associated with delayed gastric emptying in humans, in racehorses in training diagnosed with EGGD. The horses were fed a racehorse cube which is likely to be relatively high in starch and so would be expected to have an effect on the microbial population. Meal size of cereal based feeds and the impact on gastric emptying rates is an area that also needs further investigation. Whilst there is no evidence-based link between diet and EGGD, the advice is still to implement the same feeding management as for ESGD which amounts to reducing starch intake and feeding plenty of fibre. In many cases, high quality fibre sources can be used to provide the horse with sufficient energy for the work they are doing, reducing the need to feed cereals and thereby reducing starch intake. This has been demonstrated in a recent study by Martin et al., (2023) who showed that horses in training fed a third of their total ration as alfalfa with just 7% oats performed comparably with those

fed 33% oats (the remainder of the diet was hay). The replacement of oats with alfalfa had no detrimental effects on performance or muscle tone and in fact, altered energy metabolism in such a way as to potentially improve performance and recovery.

Dispelling myths associated with forage for horses with EGGD Can I feed straw?

Back in 2009, a study looked at the incidence of gastric ulceration in a population of horses and found that those that were fed straw as the sole or predominant fibre source were more likely to have ulcers. The key fact that tends to get lost in communications is that straw was used as the sole or predominant fibre source which is not typically done in the UK. Recognising that straw can be useful as a lowcalorie forage source for good doers, a follow up study has been published investigating the safety of feeding 50% wheat straw to replace haylage. The study by Jansson et al., (2021) found no ill effects and specifically looked for gastric ulcers.

Can I use haylage for a horse with ulcers?

The concern about using a true haylage for horses with ulcers is that the fermentation process used to conserve the forage produces acids and feeding a forage with increased acidity levels would not be helpful. However, a more accurate description of many so-called haylages would be ‘wrapped hay’ as they are often very dry which has meant that little or no fermentation has occurred. This means the levels of acidity should be different to a normal hay. Table 1 shows data from a number of samples analysed at an independent lab. In this instance, the level of lactic acid is an indicator of whether fermentation has occurred. A possible benefit of using wrapped hay is that it is likely to have been harvested earlier and so is likely to be more digestible meaning that the horse is likely to do better on it. Forages containing more moisture and cut earlier are often more palatable which is useful for poorer doers who may not have a big appetite. For poor doers, feeding forage ad lib is ideal as there is no reason to restrict them.

 Straw can be useful as a low-calorie forage source for good doers.

 Table 1 A comparison of grass-based forages

Dengie Data

Dengie Data

Hay (n=154)

Wrapped Hay (n=84)

Dry matter %



Average DM %



Crude protein %



NDF % (fibre)



WSC % (storage sugar)



Lactic acid g/kg (marker of fermentation)



Equestrian Trade News June 2024 | 49

ETN | CPD FEATURE Is alfalfa suitable for horses with ulcers?

The simple answer is yes. Studies back in the early 2000s (Nadeua et al., 2000; Lybbert et al., 2007) showed that alfalfa was more beneficial for horses with ulcers (ESGD) compared to grass forages, as the high levels of calcium and magnesium it contains act as natural buffers to acidity. More recently, studies carried out by the Lab to Field research group based in Dijon, France have shown the protective effects of alfalfa in horses in training. Their findings demonstrated that clinical success with horses with EGGD was 47.7 times more likely in horses fed alfalfa pellets as part of their ration compared to those on concentrate only rations.


Banse and Andrews (2019) Equine glandular gastric disease: prevalence, impact and management strategies. Veterinary Medicine: Research and Reports

Nadeau et al., (2000) Evaluation of diet as a cause of gastric ulcers in horses. American Journal of Veterinary Research. 61 (7):784-90. Sharbine et al., (2023) The prevalence and changes over time of equine glandular gastric disease in a teaching herd population EVE 35 (12)637-648

Jansson et al., (2021) Straw as an Alternative to Grass Forage in Horses—Effects on Post-Prandial Metabolic Profile, Energy Intake, Behaviour and Gastric Ulceration. Animals. 11.

Sykes et al., (2019) Management factors and clinical implications of glandular and squamous gastric disease in horses Journal of Veterinary Internal Medicine 33 (1) 233-240

Julliand et al., (2023) Effect of diet composition on glandular gastric disease in horses. Journal of Veterinary Internal Medicine

Tamzali et al., (2011) Prevalence of gastric ulcer syndrome in high-level endurance horses. Equine Vet. Journal

Lybbert et al., (2007), Proceedings of Annual Convention of the AAEP, Orlando, Florida, 2007.

 The high levels of calcium and magnesium alfalfa contains act as natural buffers to acidity.

Voss et al., (2022) A study comparing the healthy and diseased equine glandular gastric microbiota sampled with sheathed transendoscopic cytology brushes. Journal of Equine Veterinary Science.

Martin et al., (2023) Effect of highstarch or high-fibre diets on the energy metabolism and physical performance of horses during an 8-week training period. Front. Physiol. 14:1213032.


Select your answers and submit them at under the CPD section What is EGGD best described as? A. An ulcerative disease B. An inflammatory disease C. An autoimmune disease Bacteria found in the stomach of racehorses with EGGD were associated with which of the following in humans? A. Delayed gastric emptying B. Inflammatory bowel disease C. Heart disease Which of the following risk factors is increasingly being associated with EGGD? A. Too much forage B. Too much time at grass C. Stress As exercise is a risk factor for EGGD which of the following is recommended? A. 1 day of rest per week

B. C.

0 days of rest per week 2 days of rest per week

What happens to the blood flow to the stomach when horses exercise? A. It increases in volume B. It thickens C. It is diverted away In endurance horses, how much did the prevalence of EGGD change by during the competition season? A. It doubled B. It halved C. It quadrupled What is often misunderstood about straw as a risk factor for gastric ulcers? A. The type of straw matters B. Only when it’s used as the sole or predominant source of forage is it a risk factor for ulcers C. Where it’s grown matters

Why is wrapped hay a more appropriate name for many so-called haylages? A. They are too dry for fermentation to occur B. They are really acidic C. They are really high in protein In the study utilising alfalfa as an energy source for horses in training, how much alfalfa was fed? A. Half of the ration B. A third of the ration C. All of the ration What acts as RAMA natural buffers in C Questio PD alfalfa? ns June 2024 E A. Starch and TN sugar B. Protein and Starch C. Calcium and magnesium

Submit your answers online at under the CPD section. 50 | Equestrian Trade News June 2024



TRADE FAIR NEWS Safety innovators to sponsor the evoke® Seminar Theatre at BETA International

BETA International is delighted to announce that new safety brand, evoke®, will be sponsoring the Seminar Theatre at the show on 22nd-23rd September at NAEC, Stoneleigh, later this year. evoke® burst onto the equestrian scene at the National Equine Show in March, showcasing its innovative collection of riding hats, the seed of which was sown when the company’s founder, David Mitson, fell from his horse (whilst wearing a hat) and suffered a concussion that was worse than any sustained in his time playing elite rugby. Over the following years, David started to build

an innovative safety brand, aided by Technical Director Helen Riley. Today, evoke® has a range of hats that have the company’s own BSI Kitemark and are tested to three international safety standards. Additionally, the company offers a Helmet Replacement Scheme that helps to promote safety without adding additional financial burden should the hat sustain an impact from a fall within the first six months. “Having successfully launched the new evoke® collection of riding hats and jockey skulls earlier this year we are delighted to be showcasing the range, and our newest collections, at BETA International in September,” said David Mitson. “We are also excited to be sponsoring the evoke® Seminar Theatre where there will be a number of guest

Gala dinner

22nd September Wroxall Abbey Hotel

Join us for a glamorous evening of celebration as we celebrate the remarkable achievements of the industry’s finest. The evening kicks off in style with a champagne reception, followed by a sumptuous dinner, awards ceremony and a chance to dance the night away!

Book your tickets using the QR code before they sell out!

speakers providing a range of educational and informative sessions”. In addition to evoke® having a focus on safety, the company also has an eye on style with both the Callisto Helmet and the Orion Jockey Skull being available in an extensive range of finishes from classic black through to high shine carbon, and matt with crystal inlay. The importance of fit sits alongside all the above with the company’s comfort liner system giving an exceptional fit without the retailer having to carry an extensive size range in each model. There are three main sizes of shell and EPS that complement the comfort liner system to provide a snug and comfortable fit. “We are delighted to welcome evoke® to BETA International- we can’t wait to see the range on the stand, new products, and we’re very excited to welcome evoke® as a sponsor too,” said Claire Williams, Executive Director of the British Equestrian Trade Association and BETA International. “Safety is essential for our industry, and seeing brands continue to innovate is exactly what is needed. We are looking forward to being able to support evoke® in introducing more retailers to the collection at the show.” To find out more about evoke®, see, and to find out more about BETA International and get your free ticket, see





Ingatestone Saddlery Centre in Essex is celebrating its golden anniversary. Co-founder Lynda Mortlock shares with Deborah Hayward her memories of 50 years in business.


ack in 1974, when Mud topped the UK hit parade with Tiger Feet, Ford Cortinas were one of the country’s most popular cars and Captain Mark Phillips won Badminton on the Queen’s horse Columbus, brother and sister Barrie and Lynda Mortlock were taking their first steps into equestrian retail. This year is their 50th anniversary and they’ve come a long way since those early days when they opened their own small store in the village of Ingatestone, calling it B & J Saddlery. Lynda had previously been working with horses at a competition yard, while Barrie was a farrier after learning bridle-making at Cordwainers College. Together with the support of their parents, Doreen and James, they set up in business, inspired by Barrie’s earlier success with his mobile tack shop. “When he was shoeing people’s horses, he would 52 | Equestrian Trade News June 2024

do leatherwork repairs and sell small items such as saddle soap and hoof oil,” explains Lynda. “One thing led to another and ended up with Barrie running a mobile tack shop that he would take to local shows.” Opening a bricks-and-mortar store together happened quite by chance when they spotted a shop for let in their village. “There was absolutely no planning – we just did it,” says Lynda. She was 24 at the time, Barrie 18 months younger, and they were both living at home. The four of them ran the shop and took a tradestand to shows, and Barrie continued with his farriery business. “We had Grade A jumping ponies when we were children,” says Lynda, “so shows were really part of our mindset and we aimed for those we had always gone to – Olympia, Hickstead and Windsor.”

 Lynda and Barrie Mortlock and their close-knit team of staff raise a glass to celebrate Ingatestone Saddlery Centre’s 50th anniversary.

RETAILER PROFILE | ETN When the adjoining shop became vacant, they expanded into it, continuing to put in long hours as they developed the business. “We were probably working from 7.30am until 10pm at night most days, and we’re still doing it, to be fair,” Lynda adds, with a laugh.

The good old days

“Things were completely different back then,” she says. “Our premises were small, so we didn’t need to buy tons of stock and there simply weren’t the choices we have now. We got our hats from Owen’s [now Charles Owen] and my father would pick them up from Chingford. “Carr & Day & Martin were in Dunmow, which was not far away, and we had a Harry Hall account and one with Shires when they used to make rugs. We’d buy shedloads of summer sheets. “There were no nylon head collars or synthetic rugs. Rugs were either jute or green canvas, with jute headcollars and lead ropes. We had an E Jeffries account early on and took some of their lovely handbags, which used to sell really well.” There were no websites or internet, no EPOS till systems and no credit cards. “It sounds a bit prehistoric now, but it was cash or cheques,” says Lynda. “With no fax or emails, we did our ordering by phone or someone would call in. John Vant from Westgate used to come for our order every week.”

The perfect location

This location has been a brilliant move for Lynda, Barrie and their thriving business, giving them plenty of space to expand and grow into what they believe is one of the largest equestrian and country stores in Europe. It sits in its own ground with a large car park, boasts an all-weather manège for saddle manager Roger Coates to conduct on-site saddle fittings, a feed barn and café, The Paddock, which was created from the riding school’s indoor viewing gallery. Although this popular eatery used to be run by the business, it now has Ann Clements in charge. “She is an experienced caterer and able to give it her full care and attention,” says Lynda.

Feed and farriers

The feed barn stocks a wide range of products, with local brands Dengie and Baileys proving popular. There is also a wholesale farriery section for farriers and retailers. “We are a main agent for Mustad horseshoes,” explains Lynda. “We don’t sell to the general public and this part of the business is very much Barrie’s baby.”

A winning team

Lynda and Barrie head up a 60-strong team. Although Lynda is responsible

for all financial aspects, the pair lend a hand wherever they are needed. Lynda is currently covering for maternity leave by helping Mickala Stanford with the buying. The long hours that are the hallmark of Lynda and Barry’s approach to business are still there. “I’m still the first one in and the last one out, even now,” says Lynda. Every member of staff has a designated role in a specific area of the business, from the showroom and warehouse to feed barn, saddlery, social media, website and customer services. This close-knit team features some long-standing members such as Susan Magin and Wendy Mortlock, who have worked here for 24 and 26 years respectively.

Changing times

Looking back over the years, Lynda is struck by industry changes and how they have happened so quickly. “Things are so different now, financially and logistically,” she muses. “It was easier to make a profit in the early days, which is why we grew so rapidly. Nowadays, there’s a lot more cost coming out of the profit than there was. “Finding the right staff is also harder, as young people today haven’t always had the same equestrian experience  The store offers a wide range of brands and clothing for riders.

Time for change

In 1983, Barrie and Lynda changed the name of their business to Ingatestone Saddlery Centre and moved up the road to a former furniture restoration factory. “We wanted something a bit more upmarket,” says Lynda. They extended the premises slightly to give them 6,000 square feet of space. “I walked into this big place and wondered what on earth we were going to do,” Lynda recalls. “However, we were fine, as we are quite good at spreading the stock around so that it looks a lot.” To allow them to concentrate all their efforts on the shop, they stopped taking their stand to shows in 1998, before buying their current building two years later – a former riding school five miles down the road in Margaretting.

Equestrian Trade News June 2024 | 53


ETN asks Lynda…

 Customers are spoilt for choice when they visit the extensive footwear department.

that we had as kids when we would spend our days at the local riding school. Bureaucracy makes things more difficult, too. I seem to spend a great deal of time doing reports.” Despite the changes, Lynda has loved her life as an equestrian retailer and counts many in the industry as friends. “I don’t think we can have upset too many people,” she says, with a laugh.

Celebrating 50 years

Ingatestone Saddlery Centre is sporting its finest window display to celebrate

its golden anniversary with the loyal customers who have been coming through its doors over the five decades. “It looks absolutely great,” says Lynda. “We’ve also promised our staff a barbecue party in the summer if the rain ever stops. It really is scary how 50 years have gone by just like that. I’m 74 now and I still enjoy coming into work. “Barrie and I have been extremely fortunate. We have worked hard and we were incredibly lucky that we had the support of our mum and dad – we really couldn’t have done it without them.”


Are customers today different from ones 50 years ago? Back then, horsey people knew a lot about horses and knew what products they wanted. We didn’t get the sort of questions we get now. How crucial is your website and online sales? The website is designed to drive people into the store rather than purely for sales. Online business has increased substantially, but the shop is more important. Is your social media important? Yes, very. We have Facebook, Instagram and TikTok. It is the responsibility of Jacqui Burgess and Sophie Moore. Are you a BETA member? Yes, and I have been chairman of both BETA and its trade fair committee in the past. It is important to support the trade association that supports you. How do you spend your time away from the business? We also own Buckhatch Nursery & Garden Centre at Rettendon Common. On my days off, I like to spend time there, having a look round and seeing what needs doing.

SEPTEMBER 2024 FOR ADVERTISING ENQUIRIES contact Evie Edgar on tel 01428 601031 or email

Clippers gallery

Winter rugs gallery

Schooling aids gallery

Autumn laminitis feature

Worming feature


To get involved with the features, contact: Abi Cannon on tel 01428 601028 Evie Edgar on tel 01428 601031 email

AMTRA CPD To submit editorial for the galleries, send approx. 200 words plus a j-peg image attached to an email (not a link) by 30 July to 54 | Equestrian Trade News June 2024

Photo: Daniele RUSSO/Shutterstockcom

Coming soon in


Turning back the pages… For more than four decades, ETN has reported on the equestrian trade. Here’s what was making headlines this month five, ten, 20 and 30 years ago. Five years ago...

Twenty years ago...

In June 2019, ETN reported:

In June 2004, ETN reported:

Ten years ago...

Thirty years ago...

In June 2014, ETN reported:

In June 1994, ETN reported:

• A £5,000 reward was offered by Ayr Equestrian for the safe return of stock stolen from its stand at Badminton. The retailer’s entire stock of Spring season Pikeur clothing was taken. Proprietor Kevin Galbraith called for better lighting and security in shows’ retail areas to deter further thefts. • Janet Weston closed the Buckinghamshire based business, The Western Department, that she’d run for 27 years. She said the internet was making inroads into her store profits, but she would continue to distribute the Be Nice Halter. • NAF marked 30 years’ trading with a pledge to continue to support retailers – and not to compete online. • Nick Jones joined Joules as CEO from Asda’s George clothing brand. He said he hoped to expand Joules internationally and online.

• Barnsby was reportedly selling off saddles at “bargain discounted prices” from its factory and a stand at Badminton. The Walsall based company, home to one of Britain’s oldest saddle brands, had entered a CVA (Company Voluntary Agreement) the previous year. • Riders were not happy when the Tour de France cycling event started in Yorkshire and caused two equestrian events to be cancelled due to road closures and parking issues. • It was all-change in publishing. Lucy Higginson left Horse&Hound after 12 years as the weekly title’s first female editor with Sarah Jenkins taking over as content director. Meanwhile at Horse&Rider, Louise Kittle became editor as Alison Bridge retired after 25 years in the role. • Fieldhouse Riding Equipment made “probably the largest sponsorship deal ever offered in the equestrian market” with dressage star Carl Hester to launch the PDS collection.

• Leslie Sutcliffe, UK distributor of Natural Glo feed balancer, enlisted the help of Monty Roberts – “the man who talks to horses” – to launch the product at Royal Windsor. • Tree-maker Lariot invested £110,000 in new machinery to ensure its traditional handmade trees were symmetrical. “We are determined to buck the trend and make sure British manufacturers can compete with the rest of the world,” said Ian Rea of Lariot. • TV and radio personality Noel Edmonds became the new president of the British Horse Society, taking over from The Princess Royal. • The British Open show jumping championships, held for the second year at The Sheffield Arena, was hailed as “the Olympia of the north.” The show attracted 21,000 visitors over four days, with traders liking the exposure to a northern audience.

• Baileys Horse Feeds staff and stockists were celebrating when the company owned horse, Mister Baileys, stormed home to win the 2,000 Guineas. The colt, for which managing director Paul Vennor paid £10,500 as a yearling from the sales, was fed on Baileys Racehorse Mix and EuroBale haylage. Mister Baileys was trained by Mark Johnston and ridden by Jason Weaver. • Julia Forsyth, from Dorking Saddlery in Surrey, became the first woman to hold the office of president of the Society of Master Saddlers (SMS). • The Jockey Club offered to pay half the £55 retail cost for race riders buying the “new style” Champion Euro helmet. But the racing authority said it wouldn’t force jockeys to switch from BS4472 jockey skulls. A draft for a European Standard for riding hats was in the consultation stages. The previous month, Flat jockey Steve Wood had died from head injuries after a fall at Lingfield Park. • Battles was giving away a free cooler bag – “ideal to keep your picnic fresh” – with every box of ten Eqvalan wormers ordered during June.

Equestrian Trade News June 2024 | 55



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