Page 1


Bringing buyers & suppliers together 

March 2015 Issue 153


fresh ideas

Spring & Summer Jackets Also inside...

expert Nutritionists Laminitis, Cushings and weight issues


emergency of master response saddlers New ways to treat injuries

Award winners

“From small acorns great forests grow�


Equestrian March 2015 Business

TEL: +44 (0) 115 942 4265

Inside this issue... 4 News

The latest industry round up

8 Career Insights

Movers and shakers plus job opportunities

22 First Aid & Alternative Therapy Products to heal and help

26 Sponsorship

Making the relationship work for your business

28 Ask the Expert VAT explained

30 Society of Master Saddlers Award winners


32 Spoga Review

Weight Issues

Equine nutrition advice on laminitis, Cushings and weight problems

16 Product Watch

Seasonal stock that’s caught our eye

Brisk trade in Cologne

34 Ken Lyndon Dykes

Lamenting the decline of customer service

36 Let’s Talk Products

18 New Rider

Spring and summer jackets


Making the most of this lucrative and growing market

41 Suppliers Directory

Contacts at a glance

20 Business Matters

Mark Lumsdon-Taylor brings up election fever

42 Interview Five minutes with Rosie Fell

EQUESTRIAN Managing Editor

Vanessa Britton

Content Editor

Cathy Wood +44 (0)1953 852941

Advertising Sales Vicky O’Leary +44 (0)1953 852945


Allison Kemp +44 (0)1953 852946


Mel Boggia +44 (0)1953 852935


Carra White

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

Equestrian Business, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Front cover image: The Ascot Ladies Jacket from Baleno

March 2015

Equestrian Business


uk news A round-up of the UK’s equestrian trade news

If you have some news you’d like to share email us at: or tweet@EBMonthly


❚ Equestrian wholesale ❚ Paddock protection & maintenance ❚ Best in show: competition clothing and equipment ❚ Ask the expert: PAYE ❚ Let’s talk products: Spring and summer rugs ❚ Catering for speciality sports: from western to racing

May 2015

❚ Feeding for competition ❚ Safe in the saddle ❚ Fly control ❚ Sponsorship:

Vale Brothers Ltd takes on E. Jeffries V ale Brothers Ltd is pleased to announce the successful purchase of the renowned saddlery company E. Jeffries and the associated brands: Falcon, Eldonian, Wembley, Wembley Pro and Brady Bags – all of which had been formerly owned by Goold Holdings. After months of negotiation the managing director of Vale Brothers Ltd, Mr Peter Wilkes, formally signed an agreement

on January 26 that now sees E. Jeffries join forces with Vale Brothers Ltd. Of the purchase Peter Wilkes says: “I am delighted that terms have been agreed and we are looking forward to seeing the E. Jeffries brands continue to develop and prosper alongside our successful existing British brands from the Vale Brothers group.” “We feel that the two companies

successful case studies

❚ Ask the expert: health & safety ❚ Let’s talk products: grooming & shampoos EQUESTRIAN Bringing buyers & suppliers together NOVEMBER 2014 Issue 150


share a number of similar product lines and development paths and therefore the union will enable us to further strengthen our position as a leading force within the saddlery and leisure industry. The Jeffries branding represents exceptional quality and value for money, along with the dedication and commitment of the team we look forward to and predict an exciting future ahead.” Dominic Goold says: ‘Jeffries is a great company making great products – I am proud to have been involved with it. Jeffries deserves to have an owner who is 100% committed to it and to the trade; with my other business interests I don’t have the time to do this properly. I am very pleased to have found a home, for Jeffries and the staff that work there, at Vale Brothers. Peter is taking on a good team and I wish him and them all the very best for the future.”

Bringing buyers & suppliers together december 2014 Issue 151


Page 8

wIShINg yoU All A vERy



lickS, treat & toyS

Bringing buyers & suppliers together


SeaSonal SupplementS

Feb 2015 Issue 152


Short bootS & chapS

Feeding the veteran respiratory health Feet First



BETA International & Spoga horse spring Also inside...

feeding fibre

winter worming

All you need to know for successful sales

New developments in testing and management

Ask the experts Seeking out the answers to your questions!

Our media pack and a full list of features for 2015 is available. To get your hands on either of these, email: Furthermore, give us a call and see what we can do for you over the next 12 months.


Equestrian March 2015 Business

Recognition for Trilanco A

nimal health and equine wholesaler, Trilanco, is pleased to announce that it has made it through to finalist stage in two categories of the prestigious Red Rose Awards. The Red Rose Awards celebrates Lancashire business, commerce and industry and Trilanco has made it through to finalist stage in the Family Business of the Year and Medium Business of the Year categories. “We’re honoured to have made it through the final stages of the Red Rose Awards,” says Martin Balmer, managing director for Trilanco. “It’s the first time we’ve entered and to make it through to the final stages in two categories was beyond

our expectations. We’re up against some very strong companies, so we’ll just have to see what happens.”


Exciting expansion for


The growth of leading online retailer Equestrian. com continues at a pace with 2015 already proving exciting with a move to new offices and warehouse facilities. The business has moved just four miles down the road from Sowerby Bridge to Barkisland near Halifax. The countryside location at Bowers Mill includes 22 acres of land and is next to a stream providing the ideal setting for location photography. With an extra 20,000 sq ft, available at the new premises, is set to move to the next phase in the development of this innovative and forward thinking business. C.E.O. Lorraine Meadowcroft says: “Over the last six years since we previously moved we have seen significant growth in the business. The move will now allow us to ensure our customers get the High Street experience they deserve for equestrian

NEC changes hands


t is business as usual for two major UK equestrian events following the sale of the NEC in Birmingham. Horse of the Year Show (HOYS) and BETA International have provided reassurance that the shows will go ahead unchanged for 2015. BETA International has been based at the NEC for 20 years and the organisation is pleased to benefit from renewed security thanks to the newly secure future of the venue. Birmingham City Council has sold the NEC Group to LDC, the private equity arm of Lloyds Bank and the deal includes a 125-year lease on the NEC site. The NEC Group also includes Birmingham’s International Convention Centre and Barclaycard Arena, is being added to LDC’s portfolio of more than 80 businesses across the UK.

products. We believe we are the only equestrian company dedicated to and investing heavily in trying to achieve this and we are now in a position to introduce 24/7 shifts at busy periods and despatch 6/7 days per week. “The move will also lead to a major recruitment drive for both in-house and home workers to join our dynamic team.”

Millbry Hill displays real talent M illbry Hill Country Store at Whitehaven in Cumbria has picked up the prize from HorseHage for a national competition for the best in-store/window display of HorseHage dust-free bagged forage. Store supervisor, Kaye Stanley, designed and set up the winning display and was presented with the prize – a cheque for £500 – by Karen Howarth from HorseHage.

Says Debbie Harris, national sales manager for HorseHage: “Kaye’s display was a unanimous favourite with us all. As well as being eye-catching, giving our brand maximum exposure in the store, it absolutely promoted the message of fibre providing the horse’s ‘central heating’ during winter and was focused completely around our brand and our point-of-sale items were used very well.”

Equisafety brightens up the Den! E

questrian clothing manufacturer Equisafety Ltd enjoyed a positive experience on the BBC’s Dragons’ Den programme, with managing director Nicola Fletcher walking away with investment from two Dragons. Nicola explains: “I was thrilled to be finally invited onto the Dragons’ Den programme after weeks of due diligence and working closely with the BBC team. This was to be a wonderful marketing opportunity for the company. “The BBC Dragons’ Den production team were fantastic to work with, very thorough in their requirements and

the amount of paper work needed. This was at first, a little surprising, but as the weeks Sue Carson went on, it became clear that all this would be required by the Dragons’ if a deal was struck. “The day of filming started early, I was required in the studios for 7.30am to go over the day’s procedures. Finally it was my turn to stand in front of the five Dragons. I was in the Den for around an hour and a half, and was delighted to walk away with bids from two of them. “I think I floated out as I was on a total high. I could not quite believe what

had just happened. The fact that two multi-millionaire businessmen saw potential in myself and Equisafety was a huge compliment. Since the programme was aired on Sunday January 25 we have been inundated with emails and phone calls and seen an increase in sales. We are already hard at work on new exciting national and international projects.”

March 2015

Equestrian Business



Growth and investment for Dodson & Horrell


New sponsorship deal C

arr & Day & Martin is proud to announce its sponsorship of young, upcoming pararider, Isobelle Palmer (Izzy). The manufacturer is celebrating its 250th anniversary this year and is marking the occasion with a number of exciting events, including this promising new partnership. At 14 years old, Izzy is excelling in the world of dressage and

is competing in both para and able bodied classes alike. Izzy, who has cerebral palsy, was inspired by the London 2012 Olympics and she competes on Welsh x TB mare ‘Gregone Coco Chanel’. Recently Izzy’s hard work and dedication was rewarded when she was given a place on the BEF World Class Development Programme. Amanda Flowers, Carr & Day &

Martin’s marketing manager says: “We are delighted to announce our sponsorship of Izzy and to be closely involved with her development at such an exciting time in her dressage career. We have always championed young, upcoming talent and we are very much looking forward to being able to support Izzy over the coming season.”

BETA International

have your say! Once you have unpacked from your trip to BETA International 2015, it’s time to reflect on the event and follow up on the good work started at the show. Whether you were a seasoned exhibitor, a first time exhibitor or a visitor to the show, we want to know what you think. Did the show indicate a positive feel within the trade? Did you come


Equestrian March 2015 Business

away with exceptional business contacts, or was it a little lacklustre? Was it bustling and busy or could improvements be made? We will provide a full analysis of the show on our website at www. so let us know your comments. Simply email or call 01953 852946 to submit your comments or analysis.

odson & Horrell has made a significant investment in the manufacturing facilities at its Islip, Northamptonshire production site. The investment has been made both in response to the company’s expanding market share and to enable it to continue to provide excellent service and satisfaction to its customers. Reflective of its constantly developing range of feed products, Dodson & Horrell has taken an innovative approach to the upgrade of its operations facilities, resulting in a brand new, purpose-built warehouse which was officially opened in January 2015. “Customer satisfaction is vital to the success of our business. This new facility will further streamline our supply lines, support the ongoing increase in demand and provide the high level of service expected by our customers,” says Sam Horrell, Dodson & Horrell’s marketing director. The improvements have also had a positive influence on the company’s carbon footprint, by reducing distance travelled for on-site traffic, and installing state-ofthe-art LED lighting. Dodson & Horrell will commit further to the new warehouse’s sustainability credentials by adding solar panelling and a water recycling system in 2016.

fynalite high res for print AMENDED-print.pdf












r, W

March 2015

Equestrian Business


Career insights


Issi Russell, executive committee member of the Society of Master Saddlers and bespoke bridle maker, provides her career insights.

In the hot seat…


CareerI should insights probably

What path did you take to reach this point in your career?

I left school at 16 and went to agricultural college to study stud management for a year. I then went on to do the two year Cordwainer’s Diploma at Capel Manor College followed by the one year fast track HND in Saddlery Technology. During my last year at college I was very lucky to get an apprenticeship with Laurence Pearman of Stroud Saddlery. On leaving college I worked for Laurence for the next 10 years, then became a Master Saddler in 2008. Since February 2014 I have been self-employed making bespoke bridles.


If you could go back to the first steps you took on this career path, what advice would you give yourself?

On the move…

Mark Newman

Angie Donovan

Anna Pyrah


have finished my stud management course which would have given me an even better grounding in horse care and management than just the one year did.


What is the best thing about your job?

Creating items completely from scratch and by hand that will improve a horse’s comfort whilst looking good and will also last a lifetime, as well as seeing my work on beautiful horses.


What is the worst thing about your job?

I have to be careful with repetitive movements in my hands so need to vary my workload to reflect this, and


If you could invite any three famous people to dinner, dead or alive, who would they be and why?


Not really a famous person as I can’t name them but I would love to have a chat with the first person to be able to get close enough to a horse and become trusted enough to get on and start riding. Also the first ever chief rider of the Spanish Riding School in Vienna would be fascinating to talk to about how it all started. And finally to name someone, Viggo Mortenson because I have heard he has such respect and love for the horses he has ridden for films and it would be great to talk to him about what his film experiences were like.

Ariat Europe has recently appointed Mark Newman as sales development manager, EMEA. Mark brings with him a wealth of experience in the branded lifestyle footwear industry. Mark is looking forward to developing new business opportunities in the country lifestyle channels for the Ariat brand, in addition to generating brand awareness outside of the equine industry. “Ariat’s expansion into the country lifestyle market is a great opportunity for the brand to secure a premium position in this channel, while showcasing the performance features and technology aspects of the brand,” Mark states.

To build on its already strong export presence Hilton Herbs welcomes Angie Donovan, as sales and business development manager, to implement strategic planning and increase business development within the company’s very valuable US market. Angie brings a wealth of experience in sales, marketing, and e-commerce management in both the UK and Europe. Angie moved to Somerset from London ten years ago and lives in Langport with her husband, two children, and cat and has a keen interest in science, music and the great outdoors.

Anna Pyrah has joined the Dodson & Horrell Technical Support Team as one of nutritionists. Since graduating from Lincoln University in 2009, she worked for five years as the equine nutritionist for another well known feed company. Her experience spans a wide variety of different areas, from developing nutritional formulations, to writing articles, giving presentations to colleges and providing support for 4* event riders. Also at Dodson & Horrell, Derek Mackey has joined the company’s Board of Directors as commercial director. 8

John Davies

trying to fit a bridle when it is cold and your hands aren’t working. Equestrian March 2015 Tel: 01885 483440 Business

G172 Export Sales Manager Pet/Livestock A leading global animal nutrition business requires an experienced Export Sales Manager to expand sales in the EU and Eastern Europe within the Commercial Livestock and Pet Food Sectors. This position is a rare opportunity and will certainly offer significant future career development for the right candidate. G179 Retail Buyer West Midlands A Retail Buyer is required for a successful and expanding Country Store Chain based in the West Midlands. This is an important role as the buyer can enhance profits by acquiring suitable goods at competitive prices through strategic planning and purchasing. The role is based at the HQ to work in one or a combination of the following divisions: Agriculture, Construction, Country Living. S125 Country Store Manager West Midlands A Manager is required for a successful and expanding Country Store Chain. Our client is a significant regional rural retailer of goods and services to farmers and the general public. We are looking for highly motivated individuals who are commercially aware and able to demonstrate strong leadership and communication skills. An agricultural background is an advantage but we would also like to hear from candidates who have an empathy and understanding of rural life. Find out more about these jobs and others in the Equestrian and Agricultural sectors by emailing johndavies@delacyexecutive. or visit www.

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March 2015

Equestrian Business


weight issues

Equine nutrition advice Equestrian Business presents the latest advice from the experts on feeding. Dr Tom Shurlock from British Horse Feeds talks about laminitis, Chloe Bristow from Dodson & Horrell discusses Cushings disease, and Jo Palmer from Allen & Page and Becky Hollows from Target Feeds cover the wider issue of weight gain in horses.

Laminitis Dr Tom Sherlock from British Horse Feeds Feeding the laminitic

Alhough the actual presentation of laminitis is well known – inflammation of the lamella, detachment from the coffin bone and so on – we are finding out more how this is initiated or exacerbated. Nutritional cues, such as obesity, and various carbohydrate metabolism disorders, such as Equine Metabolic Syndrome (EMS), Insulin Resistance, Polysaccharide Storage Myopathy (PSSM) and Cushings Disease, can all affect the condition of the hoof. In both types of laminitis the central factor is carbohydrate metabolism and its dysfunction either due to hormone disorder or by microbial fermentation in the wrong place. Carbohydrate is a term that includes sugars, and sugars can exist as single molecules or in short chains, medium chains (oligosaccharides) or long chains (polysaccharides). If they are linked through an alpha bond they are conventionally called sugars, carbohydrates or starches, but if linked by a beta bond they are fibre. Starch is an alpha linked polysaccharide of glucose, whilst cellulose is a beta linked polysaccharide of the same sugar. In the case of the two sites of laminitis generation we need to minimise sugar and starch intake.

Good advice for the laminitic

In terms of what is to be fed there is a ‘break point’ in requirements. Technical work has shown that

10 Equestrian March 2015 Business

a diet containing less than 10% starch and sugars (and this includes the sugars in grass) is suitable for the ‘gut’ laminitic; that is a horse can easily digest and absorb this level of sugar/starch so there is no throughput into the hindgut. So the first question to ask the horse owner is whether the horse has an underlying carbohydrate malfunction, like Cushings Disease or whether it is prone to laminitis, usually as a seasonal issue. This then allows you to distinguish whether you can feed a low amount of sugar/starch or try and remove it altogether (impossible but we must try). The next question is what is actually in a feed or feedstuff? We all know by now that fibre is the key, with hard feed topping up the forage and various fibre sources. However when we look at forage/fibre more closely a slightly different picture emerges. Alpha linked sugars are storage carbohydrates to fuel metabolism and generate the beta linked sugars (fibre) for growth and so are present across all plant species. Most common equine feedstuffs, such as wheat bran, oatfeed and grass, are theoretically unsuitable for endocrinopathics as they are higher in alpha linked sugars, but some ingredients are better, for instance beet and alfalfa feed, which are higher in fibre and lower in sugar.

How should we regard hard feeds? Recently all the talk has been

about natural feeds and fibre before anything but there is nothing wrong with hard feeds. They supply essential nutrients that forage and fibre may have in insufficient quantities, natural additives that help the horse maintain, protect and repair biochemical pathways, tissues and organs, and they can provide protein and energy when and where it is needed. For the majority of feeds being designed for the non-laminitic, a close scrutiny of the alpha sugar content is not really necessary. It’s when we come to fibre feeds that are specifically targeted for the laminitic that we need to be cautious, and also pay attention the ingredients. As said before, starch and sugar are present in all plant material. The table below gives an indication of some ingredients. The ingredient list on the declaration label will have the ingredients in descending order, so there will be some indication of the levels involved. However you can see that achieving a low alpha sugar feed is going to be

very difficult and so a feed for laminitics should have a markedly different range of ingredients to that for other horses. You should be looking for, towards the beginning of the feed list, beet and alfalfa products, soya hulls, brewers or distillers products and, in some cases nutritionally improved straw. These are the major ingredients available and will help dilute the sugars of other ingredients. There should also be a declaration of the percentage of both starch and sugar on the label. If there is not then it can be worth asking the manufacturer. Some declarations are not obligatory but a low alpha sugar content would be beneficial for marketing purposes and so the manufacturer will be happy to oblige. In summary then; an endocrinopathic laminitic should be fed as minimal as possible levels of alpha sugars – so rinsed and soaked forage, fibre and very limited amounts of other materials, whilst a ‘gut’ laminitic has slightly more freedom but we need to keep below the magic 10%.

Ingredients Starch Sugar

Wheat Hi Pro Soya Full Fat Soya Lo Pro Soya Wheatfeed Barley Linseed Ext Linseed Whole Soya Hulls Grass Nuts Sugar Beet (Molassed) Sugar Beet (Unmolassed) Whole Maize (60%+) Cooked Peas Oatfeed Peas Sunflower Meal Lupin Seed Meal Wheat Distillers Maize Germ Meal

67.0 5.0 3.7 4.5 27.0 57.0 8.5 10.0 5.0 1.5 0.0 0.0 64.1 43.0 16.0 45.0 4.5 1.0 3.8 30

4.0 11.0 8.3 10.0 6.5 2.5 8.5 3.5 9.0 12.0 9-15 5.0 1.5 5.0 6.2 4.0 4.0 0.0 1.0 1.5

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w March 2015 Equestrian 11 Business Ideal for horses with Cushing’s Disease

weight issues

Equine Cushings Disease Chloe Bristow from Dodson & Horrell


ver the past few years the equine industry has become more aware of the problems posed by Equine Cushings Disease (also known as PPID – Pituitary Pars Intermedia Dysfunction). With more diagnoses of this disease every year and an increasing demand from horse owners for products tailored for affected horses, it is vital that the equine trade industry is able to respond.

What is Cushings? Cushings is a progressive condition that is caused by a change in the function of the pituitary gland within the brain. This gland acts like a central control centre and regulates the levels of many hormones within the horse’s body. In Cushings disease, the pituitary gland becomes overactive leading to

increased hormone levels with widespread effects around the body. Signs of Cushings include: laminitis, lethargy or a change in behaviour, longer, hairier coats or holding on to the winter coat for longer than usual, increased drinking and urinating, fat pads around or bags under the eyes, weight loss or muscle wastage, often causing a pot-bellied appearance, and repeated infections such as sinusitis, skin infections or foot abscesses. In the past, many of these symptoms were regarded as a ‘natural’ consequence of ageing but we now know that they can often be controlled with appropriate management and medication. Any owner who

“It is worthwhile recommending forage analysis to check sugar levels”

is concerned that their horse may be showing one or more of these symptoms should seek veterinary advice in the first instance. In order to diagnose Cushings, the vet may take a blood sample to check the levels of ACTH (adrenocorticotropic hormone); abnormally high levels of this hormone lead to a positive diagnosis of Cushings.

Management and diet

In conjunction with any treatment prescribed by the veterinary surgeon, there are several ways in which a horse owner can help to manage their horse’s condition. These include an appropriate diet, including any supplements approved by their vet, regular and effective worming and parasite control, skin care and regular clipping as appropriate. Probably the most important aspect of managing horses with Cushings disease, after veterinary treatment, is providing a supportive diet. Horses with Cushings disease require a diet that is lower in starch and sugar as they are at an increased risk of laminitis and may often have abnormal insulin function. The recommended level of starch and sugar for affected horses would be less than 10% of their total diet. There are several complete feeds on the market that are lower in starch and sugar; it is also worthwhile recommending forage analysis to check sugar levels.

For good-doers the diet should be low in calories, starch and sugar but high in good quality protein to support muscle mass. It should also contain a full range of vitamins, minerals and antioxidants in order to support the immune system. Horses that are underweight or in poor condition will need additional support. Calories for weight gain should be provided by fibre and oil, rather than starch and high quality protein with good levels of the essential amino acids lysine and methionine is a must.

Other considerations

One of the effects of Cushings disease can be a reduced function of the immune system and an increased risk of having worms or lice. In conjunction with veterinary treatment, regular faecal egg counts and monitoring for skin parasites is recommended, along with appropriate anti-parasitics. Horses with Cushings disease also often have poor coat and skin condition. Supplying extra oil, such as soya or rape oil, is a safe way of adding omega-3 fatty acids and oils to promote a healthy coat. Conditioning, soothing shampoos may also help, provided they are not overused as this can strip natural oils from the coat. Regular clipping may be necessary to prevent excess sweating; it is vital that clipper blades, rugs and grooming equipment are kept clean.

Supplement support

“For good-doers the diet should be low in calories, starch and sugar but high in good quality protein to support muscle mass” 12 Equestrian March 2015 Business

Recently, the supplements market has seen a rise in products aimed at supporting horses with Cushings disease. The majority of these are herbal and contain a form of Vitex agnus castus, or Chaste Tree berries. This herb has been found to affect the function of the pituitary gland in humans, however evidence regarding its use in horses is less clear. Importantly, there are no known side effects and many owners report beneficial effects on appetite and behaviour. When choosing a supplement containing this herb, opting for a pure, dried form from a reputable supplier is recommended. Another supplement that may be beneficial to certain horses with Cushings disease is cinnamon. In humans and mice, cinnamon has been shown to improve sensitivity to insulin, although this effect has not yet been proven in horses.

March 2015

Equestrian 13 Business

weight issues

Weight Gain Jo Palmer from Allen & Page & Ian Hollows from Target Feeds


ow that laminitis and Cushings disease have been discussed, it is time to consider other weight issues that do not necessarily stem from an illness or condition. Weight issues are complicated and require careful management from owners and it is important that they recognise that an overweight horse or pony is more at risk of developing health problems, so it must be tackled promptly. Management techniques include both lifestyle and dietary methods and of course prevention is better than cure so Jo explains that: “Owners should be using a weigh tape to give an estimate of their horse’s weight or better still, having the option of using a weighbridge to give an accurate measurement is a great way of keeping track of the horse’s weight. However weight should not be taken in isolation and instead be used in conjunction with body condition scoring to give an overall measure of weight and condition. This is an important tool in determining whether the horse’s diet needs to be altered to prevent further weight gain.”

Shifting the pounds

“To promote weight loss in overweight horses it is important to reduce energy intake so that the horse is eating less calories than he is using up through body maintenance and exercise,” says Jo. “Restricting grass intake by strip grazing, turning out on poor pasture or using a grazing muzzle all help to reduce calorie intake but still allow the horse to fulfil its natural grazing behaviours. Do not be tempted to starve an overweight horse as this can cause serious health problems, including hyperlipaemia, colic, gastric ulcers and behavioural issues. Horses have evolved as trickle feeders and have a digestive system that requires an almost constant supply of fibre in order to work efficiently and maintain digestive health. Soaking hay for 12-16 hours leaches out the majority of the water soluble carbohydrates which significantly lowers its calorie content, meaning

14 Equestrian March 2015 Business

that sufficient hay can be fed to meet the horse’s fibre needs whilst reducing calorie intake and aiding weight loss. Even overweight horses should be eating a minimum of 1.5% of their bodyweight in total feed per day.” Diet should be combined with exercise in order to encourage weight loss. Ian Hollows from Target Feeds says: “Horses can manage at least one hours work a day on hay or good grazing, apart from supplementary vitamins and minerals they would need no additional energy or protein. Feed no more than maintenance and activity requires, monitor using a weigh tape weekly, avoid starchy cereals and if necessary take a feeding regime back to basics and start again.”

Body awareness

Jo says: “It is thought that up to 50% of horse, ponies and donkeys kept for pleasure and leisure activities are overweight or obese.” As it is such a massive problem, retailers can play an important educational role, perhaps by supplying and explaining a condition scoring system. Jo elaborates: “Body condition scoring is essentially a hands-on assessment of the amount of fat covering a horse’s body. Although there are a number of different scoring systems, the commonly used UK system uses a numerical scale of 0-5 to grade the fat cover, with 0 being emaciated and 5 obese. Dividing the horse into three areas: the neck; back and ribs; and hind quarters and then scoring each one from 0-5 and taking an average of the three scores allows for the fact that horses, like people all carry fat in different areas. A horse that has an ideal body condition score of 3 on its neck may be carrying too much fat over its ribs and bottom, giving it a score of 4 for these areas. Factors such as age, breed and fitness will all influence a horse’s shape and condition and it is important to take these into consideration when assessing each horse. Likewise, conditions such as Cushings Disease and

Equine Metabolic Syndrome will affect the distribution of fat over a horse’s body, making it all the more important to assess each area of the horse individually.”

Managing a good doer

“Feeds designed for good doers, which may be described as a ‘light’ feed should be lower in calories than standard mixes and cubes,” says Jo. Many standard mixes and cubes contain ingredients such as cereals and molasses, which are high in starch and sugar and will contribute unnecessary calories to the diet of an already overweight horse. Jo adds: “An ideal supplementary feed for a good doer or a horse prone to weight gain is one which is high in fibre and low in starch and sugar, preferably free from cereal grains and added sugars. “Horses that are good doers can easily exceed their calorie needs from forage (hay and grass) alone, but this is unlikely to supply sufficient quantities of vitamins and minerals. The addition of either the full recommended amount of a very low calorie balanced feed or a reduced amount with a broad spectrum vitamin and mineral supplement added to it will help to ensure that

the horse is receiving a balanced diet without providing further unnecessary calories.” It may seem like the feed industry evolves at an incredible rate, but as Ian points out, although there are many new products coming to the market, much of the best feeding advice is based on old-fashioned husbandry: “We often follow regimes used by our forefathers, just now that we more fully understand why they did it. It’s traditional remedies but with a modern application. Ongoing research has highlighted micro nutrients currently used in human health and farmed livestock that are applicable to the equine sector and a greater awareness of these has prompted their use.” So how can you ensure that your stock offers all that is required for the weight sensitive horse? Ian says: “The number of supplements and manufacturers on the market is constantly increasing, many fulfilling the same role and many from the same manufacturer duplicating products. Using a wholesaler who can provide weekly deliveries will help with special order products, but stock products can be more difficult. The temptation to stock too many products must be avoided, they just fill the shelves and go out of date.” He believes a personal recommendation is a good way to secure a sale, so if possible stockists could try a product themselves. Ian adds: “Keep up to date with press releases and new advertising, your clients are reading these too and may just drop in to see what you think and to purchase.”

“To promote weight loss in overweight horses it is important to reduce energy intake”

Fast Fibre® – suitable for laminitics

Fast Fibre® ➤ Low calorie, barley and molasses free, low starch and low sugar* ➤ Ideal for older horses and ponies, and those with poor teeth ➤ May be fed as a partial or complete hay replacement ➤ Super fast soak, in just 30 – 60 seconds ➤ Includes linseed for a glossy coat

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* When compared to traditional diets with comparative energy levels

March 2015

Equestrian 15 Business

product watch Leovet Silver Extra support

Horses are prone to mud fever especially during winter and in wet conditions and are also prone to injury. Silver Ointment is designed for special skin care after injury and is ideal for mud fever. It contains pure silver, which, due to its strongly increased surface area, is capable of releasing silver ions continuously. These ions have an antiseptic effect and can suppress bacterial growth. The inclusion of high-grade vegetable oils provides cracked skin with moisture and make it supple. Due to these traits it can be used for preventive care and protection of the pastern against moisture and bacteria.

CushCare Condition aims to promote weight gain and help maintain muscle mass, to provide nutritional support to older horses. Following trials, Dodson & Horrell reports positive feedback from horse owners and vets. CushCare Condition, is soft and easy to chew, provides calories while being lower in starch and sugar. Soya lecithin supports weight maintenance, fat digestion and absorption, while B vitamins and carnitine help the metabolism of fat. RRP £14.24 for 18kg.

Cold treatment

Easy wound care Vetalintex Wound Hydrogel from Robinson Animal Healthcare is a must for any first-aid kit. A specially formulated clear gel which helps cleanse, cushion and protect surface wounds and aid rapid tissue repair, it also helps produce a warm, moist environment, ideal for the re-growth of healthy tissue. This innovative gel is easy to apply and avoids unnecessary dressing changes making it extremely cost effective. Vetalintex comes in 15g tubes and should be applied liberally before applying an appropriate secondary dressing such as Activate or Skintact, also from Robinson Animal Healthcare. RRP: £3.50

Ice Horse features reusable inserts which stay cold for over two hours. When frozen, the patented formula turns into soft fluffy snow while the outer wrap provides uniform compression and coverage to reduce inflammation and heat in tendons and ligaments. A favourite with event riders Lucinda Fredericks and Buck Davidson as well as show jumping greats Laura Kraut and Rich Fellers, the products are easy to use and made in the USA from the highest caliber materials to withstand daily wear and tear. The product line features leg, hock and back wraps and this year introduces a newly designed ice hoof boot perfect for treating laminitis and sore feet.

Weight watching Modern equines, just like humans, are getting fatter and the increased risk of health problems such as laminitis make this a serious issue. Sometimes this can be a tricky issue to discuss with your customers, so advising on the selection of feeds that are low in starch and sugar, is a good start. Allen & Page’s Fast Fibre is barley and molasses free making it very low in starch and sugar and suitable for horses and ponies that are good doers, in light work or at risk of laminitis. Fast Fibre contains quality fibre sources as well as soya oil and linseed for essential Omega 3 oils. 16 Equestrian March 2015 Business

Fashionable legs

HyPerformance Replay Ladies Jodhpurs are a fashionable, quality jodhpur made from stretchy material for extra comfort whilst riding. Featuring contrast two tone stitch pockets and knee patches for that added wow factor. With belt loops and a sturdy YKK zip for a high quality feel, these are great for beginner riders. Machine washable at 40°C. Available in Black/Silver Stitching and Navy/Gold Stitching, in sizes 24”–34”. RRP: £29.00.

Stunning storage solution The stunning Bridle King safely stores bridles in style, with a perfectly curved top for kink free leather. Made with two genuine horse shoes, the quality steel construction is exceptional. The Bridle King is an eye-catching and functional feature for any tack room or yard. Available in either Stubbyfine coated in black (S2070C) or bright Zinc plated (S2070Z). RRP: £15.00

Extra protection from BodyBase Pro Airowear’s new BodyBase Pro combines safety with comfort and performance.


irowear’s new safety product BodyBase Pro incorporates removable shoulder protectors within a thermal balancing and moisture-wicking baselayer. Designed to help reduce the severity of injury to the shoulder and collar area, BodyBase Pro gives the rider the option to add and remove protective shoulder panels and to protect their shoulders independently of wearing a body protector. Research into eventing falls has identified that through wearing shoulder protectors, a rider can potentially reduce the risk of shoulder and collar bone injuries by up to 80%. The protective shoulder panels are made using a honeycomb structure which absoarbs impact from a fall and are strategically positioned at an angle on the point of the shoulder, to offer the greatest

reduction in shoulder injuries commensurate with equestrianrelated falls. When inserted with shoulder protectors, BodyBase Pro is CE marked to EN13158:2009 and tested to BETA 2009 Level 3. This sporty long sleeved baselayer not only provides protection in the event of a fall, but also features thermal balance technology to help regulate body temperature. Excellent moisture evaporation properties and quick drying materials help to keep the rider cool and dry, and the close fitting design and high stretch material ensures excellent rider movement and flexibility. The top features a sporty turtle neck with a stock loop so it is easy to get a neat and competition look, and the flat seams means it fits under any item of clothing. Available colours: Black or white Sizes: Unisex AXS–AXL

Product Features include: Technology Shoulder Protectors Impact absorbing Honeycomb foam structure Lightweight Thermal Balancing Shirt Thermal Balance Technology Moisture Evaporation Properties Temperature Regulating Properties Quick Dry

Find out more at Contact: +44(0)1434 632816 or March 2015

Equestrian 17 Business

new riders

#thisgirlcan New riders have buying power and there is a new campaign to encourage more women into sport, the perfect opportunity for retailers and manufacturers to encourage customers through their social media strategy.

media coverage given, with the #thisgirlcan hashtag on twitter proving to be especially powerful. Although not specifically aimed at horse riding, it is easy for equestrian sports to tap into this mentality – and it is not just riding that keeps people fit as mucking out and associated horse care is great too. If you’re a retailer you can tap into the trend on Facebook, Twitter or Instagram by creating eye-catching displays aimed at new riders. Create a window display of ‘starter kits’ with good quality basics such as boots, helmets, gloves and body protectors with a ‘complete’ price tag, showing just how little it can actually cost to get kitted out for riding at a basic but safe level. Post this photo on your social media, with the relevant hashtags and keywords and it could help to generate more interest within the field of new riders. For many people who are brand new to the sport of riding, the internet will be their starting point for information on where to go and what to wear. A good quality ecommerce site that sells low price quality products but with advice on the side will be a hit – as long as it is optimised well. New rider advice columns, information on the important basics – and what is not really necessary for beginners, but might make a good wishlist item – can help to direct new riders through the minefield of technical jargon. A wellmaintained website and regular social media presence will also do wonders for riding schools; if new riders can access information easily and in a reassuringly social manner, they will be more likely to follow through with horse riding.

Size doesn’t matter

One of the points made within the This Girl Can campaign is that size should be no barrier to getting fit and active. In this respect, size doesn’t matter, but for retailers trying to attract these new riders, size really does matter. Women can be particularly self conscious


here has been much talk since 2012 of the Olympic legacy and the British Equestrian Federation’s Hoof campaign. Hoof has been, and continues to be, highly successful, encouraging the approximately 4.3 million lapsed or infrequent horse riders to get back in the saddle and the many thousands of brand new

riders, young and old, that are drawn to horse riding. Clearly, the legacy from the increasing positive publicity around the various sports of horse riding will go on for a lot longer, and now Sport England has launched ‘This Girl Can’ a campaign to get more women being active. The key factor in all of these campaigns is the excellent social

18 Equestrian March 2015 Business

about how they look, and jodhpurs are not always the most flattering items. The This Girl Can campaign is trying to get past the size stigma and celebrate all women’s wobbly bits, but when trying to sell horse riding equipment, apart from ensuring you cater for bigger sizes, also include plenty of examples of how any size can look good in riding clothes. There are plenty of larger yet athletic pro riders out there, so cut out some pictures from magazines to show how they look good. Offer advice to new riders on fit for clothing – for instance a larger rider would benefit from breeches offering more support, with a thicker fabric and a higher waist, so recommend these types of breeches over stretchy low waist ones. Again, make the most of the clothing you have for larger riders on your social media to celebrate all shapes and sizes of riders.

If you’re a retailer you can tap into the trend on Facebook, Twitter or Instagram” Kids clubs

A lot of new riders will still be children and of course with ‘pester power’ hard at work this is still a lucrative market. Although little girls will be easily swayed by anything pink or with cartoons on it, remember that you are selling to the one with the wallet – the parent. Promote the safety of products for children, as well as the versatility. Products that can grow with the children are a great idea, so helmets with a dial adjust system that can fit multiple shapes, body protectors with an easily adjustable fit and super stretchy half chaps are worth promoting. Get the parents to spend money on these types of items and they will ultimately save.



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March 2015

Equestrian 19 Business

business matters

Election fever and deficit reduction take the lead Mark Lumsdon-Taylor ❚ Director of finance and resources at Hadlow College. He attended Keele University where he read Law and Economics. ❚ On leaving, he joined Macintyre Hudson, a leading London accountancy firm, undertook an ACA training contract and quickly rose to become a director of audit. ❚ Joined Hadlow College with an initial brief as a ‘troubleshooter’ to design and implement fiscal recovery and to effect change within the College’s central services. ❚ Appointed Director of Finance & Resources in 2004 after extensive work involving further recovery and reorganisation of the college’s activities, (Hadlow is rated Outstanding by Ofsted and is in the top category for financial stability) ❚ Awarded Accountancy Age UK Finance Director of the Year (Public Sector) in 2007 and was a runnerup in 2010 and 2013. In 2008, Hadlow College was awarded the title ‘KEIBA Large Company of the Year’ for its performance in business. ❚ Shortlisted in the Public Sector and Voluntary UK FD of the Year category for this year’s prestigious Financial Director magazine’s Business Finance Awards.

“Whatever the colour of the next government, deficit reduction will undoubtedly be a top priority” 20 Equestrian March 2015 Business

With an election round the corner, Mark Lumsdon-Taylor roams around deficit reduction, multinationals on the edge and VAT – big problems with relevance to every business. This is going to be an interesting year – more interesting than most previous election years and perhaps reflecting a newly coined phrase: ‘A lack of money is the root of all evil!’ A shortage of public funding results in cuts that cascade down a rocky slope to every business of every size – and to every individual. The lowering of commodity prices is generally, and understandably, seen as a plus but not all the knock-on effects are positive. The prices of oil and iron halved in value during the past year and the global commodity index fell to five-year lows. BP, which was already under pressure paying debts incurred as a result of the massive oil spill in the Gulf of Mexico, has expedited plans to downsize. BP employs about 15,000 in the UK; finance director Brian Gilvary commented: “Headcounts are starting to come down across all our activities.” Virtually all branches of the public sector have been subjected to swinging cuts and financial reshuffles over the last five-plus years. Whatever the colour of the next government, deficit reduction will undoubtedly be a top priority and only the method (some would say lack of method) will vary. CBI chief John Cridland, whilst stating that deficit reduction must be the top priority, also said the next government will have to make major changes in order ‘to prevent public services declining by a thousand cuts’. Rather a good pun! The CBI chief also wants a reform of the EU and education – objectives with which many business people sympathise. At the time of writing, analysts don’t seem to have come up with any projections regarding the vast sums that will have to be found to keep Britain safe. Whereas every other government department will be busy coping with cuts – and more cuts – following the attacks in Paris, it was announced that an additional £130 million has been made available ‘for relevant agencies and the police over next two years’. Bearing in mind the enormity of the ask, and the practicalities of the task, £65 million a year doesn’t seem a lot of additional money to upgrade security. Following the terrorist attacks in France and Belgium, it

would be interesting to know how much has so far been spent in those countries. The equestrian industry probably regards itself as small fry when compared with the multi-nationals, however, it embraces world-class skills and standards of excellence. It is a highly competitive global industry but BETA and the Society of Master Saddlers help to create a unity that is empowering in wider business terms. Membership of one, or both, organisations embraces a lot of benefits – especially for SMEs and sole traders who gain some clout they would otherwise lack. The UK’s largest retailer, Tesco, was under scrutiny in a recent Panorama programme. The company hasn’t enjoyed the best press for several years and good news stories have been scarce and flimsy. Sir Terry Leahy, the former

convenience stores are the things of the moment. Election hype has started. Arguments abound, consensus between the parties (even where there is a basic understanding) is non-existent. A journalist likened electioneering to a very badly behaved chimpanzee’s tea party but with insults thrown rather than the odd bun or two. When some months’ ago Ed Milliband’s joke writer – apparently hired to produce witticisms for use in Parliamentary Question Time – was sacked from her £60,000 pa job because her jokes weren’t sufficiently funny, she was said to have complained that it was the manner of delivery that was at fault. Political posturing in the theatre of Westminster is sometimes amusing! Finally VAT – the major change. Misunderstandings and arguments

Big businesses such as Tesco are in trouble as consolidation and convenience stores are the things of the moment. Michaelpuche/ well-respected CEO, said that the retail giant allowed ‘the trust of millions of customers to be eroded’. The Panorama report contained references to shouting matches between senior management and adverse changes in the culture of the business. Tesco has been greatly admired as a pioneer but some of the accusations regarding their business practices, especially in relation to their suppliers, were shocking. Tesco is reported to be closing 43 stores – but analysts Goldman Sachs suggest that, in order to turn around the failing retail sector, Tesco and other major players will need to close one in five shops – the only viable solution. It wasn’t long ago that big was beautiful – going for growth and expansion was the god. That has changed: consolidation and

are continuing regarding the ‘place of supply’ rules concerned with digital services to private individuals. It relates to telecommunications, broadcasting (television and radio) and other services supplied electronically. ‘Private individuals’ also includes public bodies and specific charities. It is unlikely that anyone in the equestrian trade is affected and no doubt businesses that are affected have produced plans to ensure compliance. (The new rules came into effect on January 1.) It is infinitely more complicated for small businesses that are not VAT registered because the changes embrace potential complications that might affect them. Fortunately EB is dedicated to the equestrian industry – not the supply of digital services!




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March 2015

Equestrian 21 Business

first aid & alternative therapy

Products to heal & help Has the equine healthcare market stalled or is innovation key? Equestrian Business investigates the latest developments in the sector. The equestrian first aid market is a mixture of tried and tested items such as Robinson Animal Healthcare’s Animalintex, alongside a range of innovative topical applications and multi use products that can treat a variety of ailments. Alongside the basic first aid lotions, potions and bandages there are still a wide selection of alternative therapy products to suit all budgets: simple and effective hot and cold boots at one end of the scale, and full body massage rugs at the other.

Massage, magnets and hot/cold therapy

Retailers looking to dip their toe into the therapy options would do well to start with a solid selection of therapy boots. From simple leg wraps to apply a cold pack, to gel packs, magnetic boots to aid circulation and a fair few other options, these are an affordable way for customers to get to know the affects of these items before scaling up to rugs and more. Harpley Equestrian offers Cool Leg Wraps to aid recovery after exercise or reduce swelling on the legs from injury. The company

also offers a magnetic rug for under £200, which will boost circulation, improve absorption of oxygen into the blood and stimulate the body’s natural ability to heal. All therapy products should come with detailed instructions to ensure that they are used correctly and if you are unsure then direct the customers to the product’s manufacturer, who will be more than happy to provide advice.


In terms of what’s new in the first aid sector, there is an increase in demand for versatile products, driven by the need for items that offer value for money. Topical applications in particular can provide a multitude of uses, across different animals as well. Shapley’s product MTG was developed by a barber in 1938 for human use and Sally StithBurdette, director of marketing for Shapley’s explains: “MTG cures all skin dermatitis problems including greasy heal, rain rot, scratches/dew poisoning as a few examples. It also grows hair. Anyone with a horse will need it at some point and every barn

“The use of natural antibacterial ingredients are proving very effective, such as silver ions” should have a bottle. It’s been used and trusted by horsemen worldwide for over 75 years.” The technology is not new and the ingredients of mineral oil, sulphur and cade oil are very traditional, but a new attitude to this sort of product means that its versatility is a unique selling point that retailers would do well to market. Sally says: “Definitely sell it as a yard staple. Anyone who owns a horse will need it. It Some products, such as Animalintex, provide good opportunities for cross selling

Harpley Equestrian’s magnetic rug is a good value option

22 Equestrian March 2015 Business

also works well on other animals including dogs, cattle and sheep.” There is also the opportunity for cross selling as Sally explains: “Most US stores recommend the customer also buy Hi Shine Shampoo from Shapley’s as it is the only shampoo on the market specifically developed to remove oily substances such as MTG.” On the subject of cross-selling, the first aid market is perfect for this – take Animalintex for

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first aid & alternative therapy

instance: this standard yard staple is well known by brand name and if a customer buys some it provides the perfect opportunity to ask if they need any Equiwrap bandages.

Hi ho silver

Sally Stith-Burdette singles out items containing silver as the innovation that has really caught her eye in the sector at the moment, and Stephen Murphy, marketing manager at Agrihealth agrees: “The use of natural antibacterial ingredients are proving very effective, such as silver ions in Leovet Silver Ointment, and manuka honey, or bee glue as in Leovet Propolis Gel.” A mixture of old and new is obvious when you look at common ingredients in wound gels, antibacterial products and so on, with old school natural remedies such as arnica, which reduces bruising, alongside silver ions with their antibacterial properties. Silver is also found in Equimins’ Wound Gel. The silver ions in the gel have been shown to kill 99% of bacteria and are combined with other ingredients such as MSM, aloe vera and tea tree oil to aid wound healing. Innovations in application of products are also growing, with new types of bottles, tubs and pumps, alongside new ways to use products. Stephen explains: “Our newest addition to the range, Cellsius, can be applied to horse’s wet legs and actually stays in place rather than slipping off down the leg. This is real innovation in practice, having been developed working with a top show jumping groom.”

Spray on plasters

A fairly recent innovation in the field of human and animal first is the spray on plaster. Aqueos produces a spray on plaster alongside a range of alcohol and

24 Equestrian March 2015 Business

bleach free disinfectants and products including anti-bacterial shampoo, stable disinfectants, anti-bacterial tack cleaners and hand sanitisers. Tracy Richards from Aqueos says: “We saw the opportunity of including the spray on plaster a welcome addition to add to our first aid products. After using human spray on plasters for my children, I thought it would be a good idea to find something similar for horses. My own horse has sensitive skin and in the summer has fly bites that get infected. I found a manufacturer and tested samples and it worked a treat. We then tested and launched last autumn.” The spray, which also makes use of the antibacterial properties of silver, has already been in circulation

help promote first aid products: “Improving communications through newsletters, e-shots and social media is a great way of informing customers about new products available. Also make samples available for testing, and ask for feedback that can then be used as testimonials to encourage other customers. Working in conjunction with vets to put together open evenings or demonstrations can prove invaluable, especially as vets are normally keen to pass good advice for what is a real emergency and what can be dealt with at home.”

“Make samples available for testing, and ask for feedback that can then be used as testimonials” in the German agriculture and veterinary markets and has been well tested, with excellent feedback received. This type of product will prove particularly useful to seal up minor wounds on hard to reach places, or on wriggly horses and animals. The covering also lasts for several days and can be reapplied easily, making it a good product to have in a travel kit.

Boost sales

First aid and alternative therapy is not particularly rock and roll, but these kinds of products are found in every tack room, trailer and competition centre, so make your stock front and centre. Stephen provides some extra tips to

Aqueous spray on plaster is a useful addition to any first aid kit.

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March 2015

Equestrian 25 Business


Making sponsorship work for your business Terri Brosnan from Equigeek explains how businesses can create fruitful sponsorship relationships that bring benefits to both parties.


ntering into a sponsorship arrangement should be of benefit to both partners. Everyone wants to land the perfect sponsor or rider, promote their brands and live happily ever after, but that’s not always the case. Having worked in marketing for 20 years, I come across requests for sponsorship on a daily basis and I never fail to be amazed by the lack of basic understanding of the sponsor/ rider relationship. As a sponsor, you work hard to establish a good, credible, quality brand. You spend money on development, sales, marketing and design. You get your product to market and it is doing well. Then, you look for a suitable rider to sponsor.Ideally the rider you sponsor is someone who understands what you are trying to achieve. They understand your goals. Their will to succeed and excel at their chosen discipline makes them compatible with your brand’s need to succeed and excel. Their professionalism reflects your own and they work hard for the brand and are rewarded for their efforts. There should be a ‘quid pro quo’.

A good sponsor/ rider relationship


The sponsor provides a clear idea of what they require from the rider. This stops all types of disappointment at a later stage. If you are supplying branded materials, be clear about wanting to see them in photographs

26 Equestrian March 2015 Business

where possible. If you are looking for exclusivity for your brand, make sure you ask for it. If you want them to promote your brand with signings at particular shows, write a blog for your website, or promote your brand at clinics and events, make it clear.


The sponsor provides the rider with a clearly agreed amount of money or product. There is nothing stopping you with providing your rider with ad hoc equipment, or product, but remember this translates into money saved for them and can mount up to much more than you think in the long run.


The rider promotes the company in a way that is acceptable to both parties. Be specific with your requirements. Instil in your rider the need for them to use the branded products you provide. Don’t take it for granted that they are as commercially minded as you. If you want them to be wearing your branding tell them explicitly.


There is a good working relationship with mutual respect. You both know that you are getting benefits from this relationship, there is open and regular communication and no one feels taken for granted. However, in the real world, sponsorship agreements are often not well thought out in

advance, until you’ve been burned a few times, as either sponsor or rider! It sometimes starts as an informal arrangement and grows from there. As your brand grows, you start to get unsolicited requests for sponsorship, which in my experience range from the sublime to the ridiculous.

Following the rules If you look at sponsorship as a relationship, each request for sponsorship should be approached like the start of a new relationship, and there are some relationship rules that should be observed. Here is some advice to check that riders are approaching you in the correct way.


Using the correct company name. No one likes to be called by the wrong name and it’s not going to get riders very far in a sponsorship request. The regularity with which I get a generic request with an insert name here – with the wrong name inserted – is frightening. It doesn’t take much to get this right. Extra brownie points goes to the prospective sponsored rider who actually finds out who the ‘go to’ person is, and uses their name.


Showing interest in your company and products. Again this sounds like a given right? Wrong! Most sponsorship requests sound like the rider is auditioning for the most improved rider award. It lists all their accomplishments and documents each rosette, but never mentions the brand that they are so anxious to represent. Riders need to do their homework, and work for it a little. Most importantly they mustn’t lie! They shouldn’t say ‘I use your products all the time’ and then fail to mention which product and the reasons why they’re used. If they are not making an effort at this stage, it’s not a good sign of things to come.


Making it clear that you both want the same things Leading on from showing interest, it’s essential that riders outline a realistic proposal of what they have to offer your brand. If they are offering promotion on social media, take a clear look at exactly what this entails and how much

real value it adds to the brand. Will they tweet about the brand regularly, not sporadically? How many followers/likes do their have? Just having a Facebook page (not a personal profile), doesn’t make anyone God’s gift to social media. Direct requests, not via social media A generic message (or worse one from their mum) on Facebook, is a no no! An email to the proper person is the best option. There are a lot of riders out there performing at very high levels, so with tough competition for your sponsorship, riders should be approaching it in a business-like manner.



Invest in the relationship Sponsorship works when the sponsor brand and the rider brand are compatible and each gets a fair return from the arrangement. If a rider looks for several thousand pounds in cash/product/merchandise during the year, how are they going to give the sponsor a return on their investment, in terms of the amount of effort they are willing to put into the relationship? It is important for people looking for to sponsor to have a good idea of what the same spend would get them if allocated differently. Think in terms of how much advertising space, how much stand space, how many named sponsor classes you would get for the same spend. Sponsorship is a two way street. When it works, the relationship is mutually beneficial and ideas for developing the relationship further flow easily between the two parties. Both brand and rider can really benefit from their association with each other and develop brand loyalty in the wider market. For both sides it can be like adding an extra person to their team. Some famous early examples of successful sponsored riders have been, Harvey Smith and Sanyo, Liz Edgar and Everest Double Glazing, and Eddie Macken with PJ Carrolls. In recent years riders who have done well for their sponsors include Scott Brash, Mary King, Charlotte Dujardin and Carl Hester.

March 2015

Equestrian 27 Business

business advice

Ask the expert Do you have some burning business questions that you would like answered? Our Ask the Expert feature continues this month with a guide to VAT. To ask your questions simply email editorial@ebmonthly. and we’ll find a trade or business expert to help.

Who is the expert? Julie Butler FCA, is a managing partner at Butler & Co, which was established in 1986. She has many clients both local and nationwide and provides a specialist farming and equine department. Julie and her team carry out a large amount of consultancy work for other accountants and solicitors on farming diversification and bloodstock in areas of tax planning and complex tax enquiries. Tel: +44 (0)1962 735544


What is VAT?

Julie answers:


Value Added Tax is a consumption tax charged by VAT registered businesses, it must be charged on goods or services sold; and reclaimed on business-related goods or services purchased. VAT registered businesses must report the amount of tax charged and reclaimed on a VAT return, with the difference being paid to or refunded by HM Revenue & Customs (HMRC).


At what point do I need to register for VAT?

The compulsory VAT registration limit in the UK is currently £81,000. This means that if your business makes qualifying supplies totalling over this amount either (1) in the last 12 months or (2) is expected to in the next 30 days; you will be

28 Equestrian March 2015 Business

required to register and have 30 days to notify HMRC. There is also an option to register voluntarily at any time. Some equestrian businesses may choose to do this, in order to claim back purchase VAT in the years prior to youngstock being sold, improving cashflow in the early years of operation.


What are the different VAT schemes and how can they help cashflow in my company?


Annual Accounting Scheme: Only one return is required per annum and payments towards the VAT bill are based on the last year’s return, made at regular intervals across the year. On filing, a final payment or refund will then be due. This cuts down administration, and enables better cashflow management, however if turnover has decreased, the business might initially pay more VAT than is eventually necessary. Cash Accounting Scheme: This scheme allows a business to only account for VAT when payments and receipts are actually physically received and made, rather than using the dates on the invoices, as per normal rules. Flat rate scheme: This scheme eases the administrative burden on smaller businesses. A business is required to pay a fixed rate of VAT over to HMRC, based on the amount of gross sales made in each month. The business keeps the difference between what is charged to customers and paid over to HMRC. However, no reclaims can be made on VAT charged on purchases, unless capital items for more than £2,000, which can be a distinct disadvantage in certain businesses. VAT Margin Scheme: This scheme allows the business owner to tax the difference between what price has been paid for an item and what value it was sold for, rather than charging VAT on the full selling price. This is particularly useful when selling on horses, as frequently these are purchased from breeders not registered for VAT, but then sold on where VAT has to be charged. There are some quite strict conditions to be satisfied to qualify for this scheme resulting in a high administrative burden.


What is a VAT inspection, what happens and how can

I best prepare for one?


VAT officers can visit any registered business to inspect VAT records and ensure that the VAT returns submitted are correct. Usually, seven days notice is given. They will start by discussing various aspects of the business with the owner, to gain an insight into day-to-day operations. An examination of the records follows this; with inspections of the premises and any relevant goods held on site a further possibility. On completion, the inspectors will detail any areas of concern; go through what must be done to improve record keeping and state if there has been an underpayment or overpayment of VAT. Each visit can vary from several hours to several days, some inspections now are even carried out over the phone and via email.

Preparing for a visit: 1.Don’t panic! There are routine inspections all the time so do not assume you are doing something wrong if they decide to make a visit. 2.Before the visit: ❚ Speak to your accountant and consider whether you need them to be at the inspection to help answer any questions HMRC may have. ❚ Review your records, make sure everything is filed in order, the accounting system is easy to follow and that it ties up to your submitted VAT Returns – this will make the inspector’s job quicker and easier. ❚ If you are missing items, be open. By taking mitigating steps, any fine that may be due will be lower than if you are deemed to have ‘concealed’ information from HMRC. 3.During and after the visit: ❚ Be courteous, helpful and answer questions to the best of your knowledge. ❚ Act on the advice given. The pointers left by the inspection team may improve the accountancy system of your business going forward.

send in your questions To put your questions to an expert simply email We will search out the best person to answer your question, so you can get the best advice.

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Equestrian 29 Business

society of master saddlers

National saddlery competition

showcases new talent

New talent came to the fore at this year’s Society of Master Saddlers’ National Saddlery Competition held at Saddlers’ Hall, London.


Gratefully supported by The Worshipful Company of Saddlers, the competition awards ceremony was followed by an evening reception which attracted many of the leading names from the saddlery and equestrian world. Society of Master Saddlers’ President, Peter Wilkes said: “The standard of craftsmanship throughout was to a very high level and the attention to detail and creative flair on display has been outstanding. “Without doubt the skills demonstrated improve year on year and we should be proud so much effort is put into the entries.” Following a host of awards throughout the evening Helen Leedham was the delighted winner of the Bruce Emtage Memorial Plate for Best in Show. The award was made for Helen’s entry of a leather horse’s head in

30 Equestrian March 2015 Business

the President’s Choice class. Said Helen: “I am delighted to win the award. I wouldn’t like to say how many hours of work it took, as it was a project I developed during spare time and after work but I feel very proud it was awarded best in show!” The team at Vale Brothers were celebrating with Steven Delaney winning the Trade / Company saddle category for any design of leather English astride saddle as well as the Open Saddle section for any design of saddle suitable for cross-country or showjumping. The achievements saw him take home the Neil McCarraher Trophy for the most attractive and commercially viable saddle in the Trade / Company saddle section. The Les Coker Millennium Trophy for the Best Entry by an Apprentice went to Victoria Scott of Hastilow Competition Saddles for her saddle entered in the

trainee saddle class. Frances Kelly once again took home the Alf Batchelor Memorial Trophy, presented by John Batchelor for the best bridlework entry, repeating her 2014 performance to much applause. The Side Saddle Association Trophy for the best side saddle went to a delighted Clare Barnett, who received the award from Janet Senior, chairman of the Side Saddle Association. A hugely popular class with more than 30 entries was the Special Open Class to produce a Rolled Dog Collar. Such were the number of entries judges, Wendy Hoggard and Karen Schlotter certainly had their work cut out choosing an overall winner. Said Wendy: “We really did have to look for the finest detail, the standard of craftsmanship was excellent and it was a very close call amongst the top entries.” The class eventually went to

Helen Reader with Frances Kelly and Tiffany Parkinson taking second and third.

Fellowships for Steve and Frank

This year’s National Saddlery Competition saw prestigious Fellowships awarded to two leading figures in the industry: Frank Baines and Steve Marks. Frank joined Butler and Antil in 1962 and served a six year apprenticeship with saddle maker Harrold Burrows. In 1974 he joined Falcon Saddlery and whilst there designed a range of saddles, winning the Society’s saddle competition in 1979 for the first time. Frank started Frank Baines Saddlery in 1983 supplying Hansbo Sport in Sweden. Frank Baines Saddlery went on to win the saddle competition seven times with entries from Frank, Keith

saddlery competition Richardson, who still works for the company, and Pete Lyons. In 1989 Frank joined the Society’s Executive committee, representing the Master Saddler Trade members for five years. In 1990 he was presented with the Freedom of the City of London, also in this year being commissioned to make a saddle to be presented to the Princess Royal on behalf of Riding for the Disabled at Alexander Palace. In 1991 Frank won an award for Export due to exporting to more than 20 different countries, and was also winner of the National Training Awards for Industry presented by Prince Charles. 1992 was a big year for Frank being made a liveryman of the Worshipful Company of Saddlers and also being the year of his Presidency of the Society of Master Saddlers. Frank continued to design and manufacture new ranges of saddles for customers including a long standing relationship with Balance International. He has worked with many top riders including Lucinda Green, Mary King and Ian Stark. Born in Birmingham, Steve moved to Devon in his youth and at 15 went to Sea school. On graduating he went to sea

with the Merchant Navy for the next seven years. Having seen most of the world Steve left the Navy to rejoin ‘normality’ first becoming a salesman for a swimwear company in the South West before joining the sales team at Courage Brewery. It was whilst working for the brewery that he was approached by GKN engineering and became a director in there northern operations team where he stayed for several years. A chance meeting with Geoff Fieldhouse whilst on a trip to Germany led him away from GKN and into the world of saddlery. At this time in his life Steve’s expertise was in selling and for several years he worked at Fieldhouse building up the business. During this period Geoff Fieldhouse joined forces with his uncle, Stafford Clark, who had established the Ideal Saddlery some 20 years earlier. Ideal Saddlery manufactured the saddles and Fieldhouse Saddlery was the selling arm but this arrangement did not work out and when the two companies split in August 1985, Steve moved to Ideal Saddlery to be sales director for Stafford Clark. Sadly, times were hard, Stafford Clark was in poor

health and forced to call in the receivers. Steve was appointed by the receivers to sell off the stock. It was at this point that he formed a partnership with the production manager Roy Hartshorne, purchased the Ideal name from the administrators and formed The Ideal Saddle Company. For a while Steve had been involved in breeding Arab horses and as the company grew and started to major in bespoke saddles, his knowledge proved invaluable enabling the company to design saddles which fitted both the horse and the rider, thus placing it at the forefront of the industry. In 1996 Steve’s stepson Rob Lugsdin joined The Ideal Saddle Company and in 2001 Rob became a director and Steve took retirement in 2002 to pursue other interests but remained involved in the financial running of the company. In 2005 Steve purchased Roy’s half of the business and reentered the working world – not that he ever really left it. The management team was joined by Shaun Marsland who took over as production director and together they have taken The Ideal Saddle Company from

Left to right Frank Baines and Steve Marks with their awards

President’s Choice winner Helen Leedham

Competition trophies The Tony Byrne Memorial Trophy for the best Harness entry by an Apprentice or Trainee was awarded to Derek Pratt for his entry in the open harness class. The Tony Russell Memorial Trophy for the best harness entry was awarded to Catrien Coppens for her entry in the open harness class. The Alf Batchelor Memorial Trophy for the best bridlework entry was awarded to Frances Kelly for her entry in the open bridle class, presented by John Batchelor. The Neil McCarraher Trophy for the most attractive and commercially viable saddle in Class 7 was awarded to Vale Brothers, presented by Neil McCarraher

Enjoying the evening Claire Barnett winner of Side Saddle Association Trophy

strength to strength. Steve is now semi-retired but remains Chairman of the company. Steve has been a member of The Saddlers’ Company since 2008, first as a Freeman and in 2011 as a Liveryman. He has been a very active member of the SMS Executive committee for nearly 15 years. In 2005 he became liaison officer providing invaluable help to members and in assisting with complaints. In 2009 he became Treasurer, keeping the Society’s accounts under his watchful eye and he was President of the Society in 2011/12. Both recipients said how deeply honoured they were to be granted a Fellowship of the Society.

Trainee Bridlework winner Corrin King

The Side Saddle Association Trophy for the best SideSaddle Entry was won by Clare Barnett. Presented by Janet Senior, Chairman of the Side Saddle Association. The Les Coker Millennium Trophy for best entry by an Apprentice was awarded to Victoria Scott for her saddle entered in the trainee saddle class. The Bruce Emtage Memorial Plate Best in Show was awarded to Helen Leedham for her entry of the horse’s head in the President’s choice class.

March 2015

Equestrian 31 Business

spoga review

satisfying trade at

Spoga spring

Good business, satisfied exhibitors and widely international trade visitors sums up a successful spoga horse spring 2015 in Cologne. Held at Koelnmesse in Cologne on February 8-10, spoga horse spring announced excellent results after three successful trade fair days. Already before the trade fair started, the organiser had recorded an eight percent growth rate in the number of exhibitors. In total, 181 companies presented the new products and trends within

32 Equestrian March 2015 Business

the equestrian sport industry. Parallel to the high number of exhibitors, great interest was also shown by the trade visitors and in spite of the challenges that arose as a result of the political situation in Eastern Europe, the attendance figure remained stable. Including estimates for the last day of the trade fair, over 4,000 trade visitors used spoga horse as an opportunity to gain a comprehensive overview of the market and ensured a

fantastic atmosphere at the exhibition stands. “The spring event with its fresh concept has established itself. The trade visitors appreciate the new formats such as the fashion walk, the academy and the Very Important Premieres Club. It is the perfect mixture between orders, communications and event,” says Katharina C. Hamma, Chief Operating Officer of Koelnmesse, highlighting the reasons for the event’s

success. “With its increased number of exhibitors, excellent quality of visitors and high level of internationality, spoga horse underlines its position as an international industry platform.” With a share of 63 percent of foreign exhibitors and around 50 percent among the trade visitors, the event’s level of internationality remained constant. Dirk Kannemeier, Vice President of the Federal Association of

“The trade fair was an important event and in terms of its quality and level of internationality, it provided positive stimulus for the industry”

the German Sports Goods Industry (BSI), confirmed the positive result. “The past fiscal year went very well for the equestrian sport industry. The tense situation in Russia and the currency problems in general do, however, mean that we face new challenges,” said Kannemeier, outlining the current situation. “The trade fair was thus an important event and in terms of its quality and level of internationality, it provided positive stimulus for the industry. Our exhibitors reported that they had held excellent discussions and had done good business.”

A positive impression

The trade visitors at the fair shared the exhibitors’ positive overall impression: 77 percent reported that they were satisfied

or very satisfied in terms of having achieved the objectives of their visit. Accordingly, 65 percent are already planning their visit to spoga horse autumn 2015. This thoroughly positive assessment of the event led to the fact that 87 percent of the trade visitors interviewed would recommend a good business colleague to visit the fair.

Orders, communications and events

In addition to the comprehensive market overview and the excellent business contacts, the supporting programme of spoga horse spring, which picked up on current industry novelties and themes, was also convincing. In the scope of the Very Important Premieres Club (VIP Club), exhibitors exclusively showcased their new products for the first

time ever and presented them live to the spoga horse trade visitors during talk rounds. The fashion walk that was held twice a day offered the trade visitors the opportunity to examine the new Autumn/ Winter Collections in action.
The second edition of the academy proved extremely popular: Industry and trade experts held lectures, conveying background knowledge on equipment themes and eCommerce through to short-term profit and loss accounts. The added value gained through the expert knowledge of the speakers was enthusiastically received by the trade visitors.

Reitsport-Markt Dealer’s Award

The specialised dealers were the focus during the presentation of the Reitsport-Markt Dealer’s

Award on the first day of the trade fair. For the participants it serves as a good indicator for assessing their own business. Over 50 companies entered the Award this year, which pays tribute to service and consulting, specialised competence, marketing and the successful presentation of goods. Reitsport Fröhlich from Weiterstadt was voted ‘Best Equestrian Sport Specialised Dealer 2015’. In the category ‘Shop Construction’, the jury awarded the prize to Reitsport Wussler from Gengenbach. The Reiterbörse Zell from Zell was also distinguished as the ‘Best Small Shop Under 200 Square Metres’. The special category ‘Pro Handicraft’ went to Reitsport Sattlerei Peter from Siegen and Reitsport Schuldt was delighted to win the award in the category for the ‘Best Newly Opened Shop’.

Number crunching 181 companies (spring 2014: 167) from 23 (20) countries, 63% (63%) of whom came from abroad, participated in spoga horse spring. These included 62 (58) exhibitors and 5 (3) additionally represented companies from Germany as well as 111 (105) exhibitors and 3 (1) additionally represented company from abroad.

March 2015

Equestrian 33 Business

ken lyndon-dykes

So-called ‘service’ Increasing technology does not always mean progress in business and service, so Ken reflects on hiring techniques, telephone systems and the changing face of banks. Education, training, qualifications, CVs, Continual Professional Development (CPD) – they have never been more important; crucial even. I can remember having job interviews that largely consisted of having a friendly chat with a director or senior manager. Following my ability to give appropriate answers, the format was then to invite me to interrogate the interviewers. This was considered just as important because it indicated my thinking processes and my ability to assimilate and digest information about their business. Now you get ‘psychometric testing’ – was I ever required to undertake a test? Never! Did I ever require a candidate I was interviewing for a job to take a test? Never! Yet I don’t recall the number of square pegs in round holes that occur today! When I have conducted interviews, I have always believed, in addition to meaningful answers to pertinent questions, that gut feeling is what matters and it has certainly proved to be my most successful tool. Some members of my staff, and freelance consultants, have been with me for thirty-plus years. Something else has changed in the name of progress and yet, as in many areas, I think we have actually moved backwards. I refer to telephone enquiries: often the first port of call when making contact with a business. How many readers can remember making telephone calls that were answered by someone who

34 Equestrian March 2015 Business

spoke fluent English – without an accent that interfered with comprehension? Don’t take my next comment as racially prejudiced – it most certainly isn’t meant in that way at all. However, it is both time-consuming and generally unsatisfactory to be answered by someone who – although their knowledge of English is superb – delivers in a strong accent at great speed which combines to render much of what they say unintelligible. Usually, of course, they are based at an overseas call centre – often in India – they are highly educated, hold prestigious qualifications and are invariably courteous. The lack of ability to understand what they are saying can be embarrassing,

“In many areas, I think we have actually moved backwards” irritating and time-wasting for both parties. Is the client satisfied? Hardly! Does the person working in the call centre achieve job satisfaction? Presumably rarely! Then there is the queue ‘system’. I deliberately place this word in quotation marks with the intention of indicating how far removed it is from its real meaning: ‘an organised scheme’. ‘Systems’ used to be implemented to benefit clients. I am uncertain who the telephone queue system benefits

but it is assuredly not the client. Automatic Call Distribution (ACD) allows businesses to record call volume, length of calls – and how long callers are prepared to hang on before hanging up! So, in innocence you make a telephone call to a ‘service’(!) centre. This involves you running through a menu and selecting automated options – normally several of them. This has already taken a couple of minutes or so but you continue in the belief that you will soon be answered by someone who will be able to respond to your questions. Not so – you are informed that you are now in a queue. Or, none of the options appeared to relate to the enquiry you wished to pose and so (eventually and with luck) you get through to a receptionist. Sometimes this solves all your problems and your faith in ‘the system’ is at least partially restored. On other occasions the receptionist explains that she will need to put your call through to someone ‘who is currently engaged’ – and you’re back to the queue ‘system’! Banks once built their reputation on providing service for their clients whether ‘business’ or ‘private’. The cashiers knew large numbers of their regular clients and indeed, were often on firstname terms. The branch manager was regarded as a professional and he or she was allowed to make individual decisions that were based on that all important tool – judgement. Nowadays

KEN LYNDON-DYKES ❚ Ex-international level three-day-event rider. ❚ Qualified Society of Master Saddlers’ saddle fitter and a member of the society’s executive committee, ❚ Owns and runs SaddleWorld, one of the largest saddle retailers in the UK. Ken is increasingly in demand as a professional witness and adjudicator in reation to saddlery-related claims and disputes. ❚ He is also well-known as an inspirational and interesting lecturer/speaker. it is rare to see the manager, or the under manager and even the next one down. You may be approached by your ‘business advisor’, a recent school leaver. In many branches, those friendly cashiers have gone and they are going from others; they have been replaced by self-service and ‘digital’. Alongside this ‘advance’, many of the smaller branches of ‘the Big Four’ have been closed. Once upon a time we didn’t have reason to question the integrity and honour of the Banks. The services they once so ably provided have been largely replaced by what, in effect, are salespeople trained to sell products that will increase the Bank’s profits – but which we rarely actually want! Businesses, whether they be multi-national, national, large, SME, small or sole trader, are all dependent on ‘services’ in a multiplicity of different ways. Inevitably it is smaller businesses, of which there are many in the equestrian industry, that are most badly affected. Bring back access to the services we actually need – make them available when we actually need them. Bring back services we can rely on for professionalism and integrity. By and large the equestrian industry per se is rather – even very considerably – better than the average in regard to providing ‘service’ for our clients. I am all for our beating the trend further by upping our game!

If you're not supporting your advertising with PR

Your customers are only seeing half the picture. The right PR activity adds real credibility to your advertising; editorial coverage is seen as more reputable, trustworthy and perceived by your potential customers to be more independent, than advertising. So every time you spend money placing an advert and you don’t support it it with at least a press release, you’re missing a major opportunity to let your potential customers know that crucial little bit more about you and your products. But there’s more to successful PR than just a press release. Successful PR is about doing things at the right time, to the right people, using the right media, for the right reasons.

So, if your PR doesn’t do all that, time after time, then you need to talk to PressPoint.

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March 2015

Equestrian 35 Business

What to stock for successful sales....

Spring & summer jackets Ensure your stock covers all bases with lightweight, waterproof layers and watch out for the latest high collar designs and material technology.


his season’s jackets embrace high tech materials to provide very useful jackets with top class attention to detail. Stand out products in this shop window selection are the Craghopper Jackets – not usually an equestrian brand, these versatile jackets show the strength your stock range can gain from stepping a little outside the box. Although equestrian jackets are important, other country brands offer practical, stylish and top quality products perfectly suitable for riders and horse owners. The Craghopper jackets feature a unique insect repellent technology embedded in the material which is an excellent addition for those plagued with swarms of midges in the summer! The jackets also offer UV sun protection, making them a good jacket for those who work outside all the time, such as instructors.

In the equestrian brands, spring and summer jackets embrace fitted fabrics and fleece, which is enjoying a resurgence thanks to flattering finishes and breathable material. Gilets are still key, and the Jack Murphy gilet featured here manages to combine all the fashion trends in one, with a belted, fitted shape, popular gilet style and the on trend waxed cotton finish – truly one that will fly off the shelves! Another inspirational design idea comes with the Ariat Burney. This strikingly patterned parka is a good quality jacket, but the excellent design touch is that the hood fits over a riding helmet – a great touch to protect the wearer’s head (and expensive velvet helmet) from spring showers. And finally, blouson jackets are a good stock basic, offering a wide variety of colours and often the option to personalise, with an easy access back panel for rider or sponsor embroidery.



Burney Waterproof Parka

Nimbus Jacket

Smart and stylish, the Burney Parka is fully lined, with a waterproof construction, and has a practical removable hood that is sized to fit over a helmet. The windproof, waterproof and breathable Burney Parka features sealed seams for extra protection against the elements. Versatile and flattering, the Burney Parka is ideal for wearing in and out of the saddle during unpredictable spring weather.

Tailored and flattering, the innovative Nimbus Jacket is made from a featherweight shell with a wind and water resistant outer to protect against unpredictable spring and summer showers. The quilted design and Tek knit side panels and sleeves keeps the wearer cosy, while the stretch design ensures flexibility. Features include a two-way zipper, mock collar and zippered hand pockets for ultimate versatility in cooler temperatures.

Sizes: XS–XL Colours: Black or Navy Plaid £149.99 RRP:

Sizes: XS–XL Colours: Black £79.99 RRP:

36 Equestrian March 2015 Business

Lets Talk Products ariat


Solan Softshell Jacket

Ascot Jacket

The women’s Solan Softshell is a flattering, smart jacket that is ideal for riding, training and working in. The smooth twill softshell outer is wind and water resistant, while the bonded mesh lining helps to allow moisture to evaporate to keep the rider cool. Contrast picstitch details give a unique look and a mock collar, two-way zipper and zippered hand pockets provide all the practical details any rider needs.

Available to order now within the new Spring Summer 2015 Collection from Baleno, the Ascot ladies jacket is waterproof, breathable, windproof and noiseless. Offering classic country style, the Ascot gives four season durability with the options to zip in Baleno’s Sally or Sarah fleece styles in colder months. The jacket also features a detachable ‘treat’ pocket to reward our four legged friends.

Sizes: XS–XL Colours: Charcoal or Navy Eclipse £79.99 RRP:

Sizes: XS–XXL Colours: Navy, Burgundy, Light Khaki materials: 60% nylon 40% polyester RRP: £159.95



NosiLife Akello Jacket

NosiLife Havana Jacket

The Akello Jacket features Craghoppers’ world-exclusive permanently insect repellent NosiLife technology. NosiLife’s active ingredients, which are completely non-toxic and non-irritant, repel insects and reduce actual bites. Craghoppers’ NosiLife collection not only protects from insect bites but it is also anti-bacterial, combating odour and infection. All garments are extremely lightweight and feature SolarShield UPF 40+ sun protective fabric.

The Havana Jacket also features Craghoppers’ world-exclusive permanently insect repellent NosiLife technology, is lightweight and features SolarShield UPF 40+ sun protective fabric. The Havan jacket is extremely practical as it features nine pockets, plus a full length zip with zip guard, inner drawcord waist adjusters and self fabric cuff adjusters.

Sizes: 8–20 Colours: Mushroom, Charcoal materials: Outer 86% polyester, 14% elastane. Lining 100% polyester RRP: £80.00

Sizes: S–XXL Colours: Pebble, Olive Drab materials: 100% polyamide RRP: £100


equisafety ltd

Junior Ellipse Competition Jacket

Aspey Jacket

Made from fine ultra stretch technical soft shell, designed to allow freedom of movement in the saddle, whilst being machine washable. Other properties include a water resistant and windproof shell, self-fabric collar, slanted zip pockets, ornate Equetech pewter buttons to front, double back vents, contrast grey inner with matching binding to seams, darts to elbows for a closer fit and spare buttons. Shorter fitted style.

This long standing classic design should be an essential item in every rider’s wardrobe. Smart and functional and perfect for any weather condition the jacket also offers the rider comfort and durability. Manufactured using advanced technical features and high quality textile intelligent fabrics. The jacket is 100% waterproof, lightweight and breathable. It comes with an exclusive pull down warning triangle and 360°of reflection and fluorescent properties.

Child’s 8-10 yrs, 10-12, 12-14, 14-16 Sizes: Colours: Black, Navy materials: 100% polyster soft shell RRP: £62.50

Child–XXXL Sizes: Colours: Yellow, Pink, Orange materials: 100% Ripstop Polyester 5 RRP: £79.99 March 2015

Equestrian 37 Business

Lets Talk Products Jack Murphy Clothing

John Whitaker International

Michelle Waxed Gilet

JW Crest Comfy Soft Fur Fleece Jacket

The Michelle is a stunning utility style waxed gilet. Features quilted detailing to side panels for a feminine shape, belt to allow a choice of fit, dipped hem to reverse to facilitate movement, Jack Murphy signature Classic Check lining, branded snaps, bellowed pockets and cord detailing to collar, placket and pocket tabs. British Waxed Cotton provides a classic, weather proof finish.

This best selling fleece was launched in 2013 and has proven to be a popular item in the range. The jacket features lycra hand covers and lycra under arm vents for quicker cooling time and less perspiration. The soft fleece material inner and outer provides a comfortable finish, whilst the tall collar comes out the spring chill.

Sizes: 8–20 Colours: Heritage Navy, Olive, Rich Brown RRP: £114.99 materials: British Waxed Cotton

Sizes: XS–XXL Colours: Navy materials: 100% polyester

John Whitaker International equesafety

John Whitaker International

Lightweight Show Jacket with Crystal Collar

Men’s Performance Competition Polo

This beautiful lightweight black show jacket features a glamorous crystal collar. Made from breathable fabric this jacket is designed to keep the wearer cool whilst in action and has double back vents to aid air flow. Crystal diamantes on the collar add a touch of sparkle. The front features a zip and buttons for a secure fasten that will hold out in the pressure of performing.

The John Whitaker PS021 Mens Performance Polo is made from soft breathable 100% cotton. Available in white and navy with a heavier fabric show collar, this polo is perfect for casual wear or competing. Features smart red and blue striped detailing on sleeves to coordinate with other items in the range.

Sizes: 8–16 Colours: Black materials: 90% nylon, 10% elastane

Sizes: XS–XL Colours: White, Navy materials: 100% cotton

RRP: £140.00

RRP: £35

RRP: £35.00

Finest Brands International

Finest Brands International

Toggi April

Toggi Arabella

April is a gorgeous ladies country coat that is perfect for the unpredictable British summer weather. Waterproof and breathable with taped seams and durable water repellent finish, April features a lightweight padding throughout. The oversized collar contains a pack away hood to protect from showers, while large patch pockets with leather trim are complemented by leather piping at the shoulders and pretty country buttons.

Arabella is the perfect ladies jacket to take your customers from town to country in style. With classic styling and exquisite attention to detail, Arabella is practical and sophisticated, with a durable water repellent finish. The front zip fastening is concealed behind a self-fabric placket, with Toggi branded popper fastening. The quilted outer offers cosy warmth, whilst adding to the gorgeous feminine and fitted shape.

Sizes: 8–20 Colours: Fern materials: Polyester, cotton and nylon mix with peached finish RRP: £130

Sizes: 8–20 Colours: Coconut, Night Blue materials: Nylon with DWR finish RRP: £100

38 Equestrian March 2015 Business

Lets Talk Products Finest Brands International

Finest Brands International

Toggi Cassie

Toggi Clementine

The Cassie padded gilet is perfect for keeping your customers warm when the sun goes down, with its fitted shape and flattering quilting design ensuring they look good too. The style features front zip fastening and welt pockets with concealed popper fastening. Luxurious contrast colour printed lining and horse embroidery at the chest add beautiful finishing touches.

Protect against the elements with the Clementine waterproof and breathable three-quarter length riding jacket. Incorporating a two way front zip, this versatile piece is perfect for in and out of the saddle. Features extra wide zip up side vents for freedom of movement and an easy fit over the saddle; articulated sleeves and an action back for improved movement and comfort; and a removable engineered hood.

Sizes: 8–20 Colours: Clematis, Topaz Blue materials: Polyester with DWR finish

Sizes: 8–20 Colours: Black materials: Nylon ripstop

RRP: £65.00

Finest Brands International

RRP: £125

Finest Brands International

Toggi Monica

Toggi Nadia

The Monica stock shirt features elegant and classic styling combined with added fabric performance for a riding shirt your customers will adore. Designed specifically with wearer comfort in mind, the Aerocool fabric technology absorbs and transports moisture away from the skin quickly. Discreet metallic thread embroideries give this piece the extra wow factor.

With elegant and classical styling, the Nadia sleeveless stock shirt utilises Aerocool fabric technology to absorbs and transport moisture away from the skin quickly. Moisture is transported from the skin to the outer layers of the fabric where it dries faster, keeping riders cool and comfortable. Designed specifically with wearer comfort in mind, Nadia features discreet metallic thread embroidery.

Sizes: 8–20 Colours: White materials: Polyester with Aerocool technology RRP: £37.50

Sizes: 8–20 Colours: White materials: Polyester with Aerocool technology RRP: £35.00

Finest Brands International


Champion Aintree

Tie Performance Coat

The Champion Aintree blouson jacket is fully waterproof and breathable, with taped seams to protect your customers from the elements, whatever the weather. With an anti-pill fleece lining for extra warmth, elasticated cuffs and hem and a practical concealed hood, Aintree is a Champion of jackets.

Active performance for the serious rider. This ergonomic fit performance coat is lightweight, windproof, waterproof and breathable, for all weather riding and country wear. Featuring a two-way zip with popper closures top and bottom, two rear riding vents, adjustable touch tape cuffs and foldaway hood ensuring riders won’t get caught out in the rain. Machine washable.

Sizes: XXS–XXL materials: Nylon ripstop RRP: £70.00

Colours: Black

Sizes: 8–16 Colours: Black/Rocco Red, Navy/Honeysuckle RRP: £99.00 March 2015

Equestrian 39 Business

Lets Talk Products Townend

Westgate EFI

Gareeb Quilted Jacket

Manfredi Show Jacket

The perfect quilted coat for that country casual look. This semi fitted quilted jacket features front popper fastenings and stylish back popper vents, both to allow added movement. All poppers feature antique chrome silver T branding to finish the classic look, which sets this jacket apart from the competition. Also including two front pockets and a high neck collar. Machine washable.

These stylish modern show jackets have a flattering design and are manufactured in high quality soft shell technical fabric with a smooth anti-crease finish. Manfredi’s Nanostretch360 material is breathable, abrasion resistant and dirt/water repellent making it ideal for equestrian use. The advantage of being able to choose from a wide range of fashionable interchangeable collars allows riders to customise or change their look as required.

Sizes: 8–16 Colours: Rustic Red RRP: £62.50

Sizes: Men’s: 44S–56S, 44R–56R, 48L–56L. Ladies: 34R–46R, 36L–46L. Child’s: age 10, 14, 16 Colours: Black, Royal Blue, Red, Navy Blue, Green RRP: £375.00. Collars from £59.99

Westgate EFI

Mark Todd Ladies Lightweight Jacket These stylish modern show jackets have a flattering design and are manufactured in high quality soft shell technical fabric with a smooth anti-crease finish. Manfredi’s Nanostretch360 material is breathable, abrasion resistant and dirt/water repellent making it ideal for equestrian use. The advantage of being able to choose from a wide range of fashionable interchangeable collars allows riders to customise or change their look as required.

Sizes: 8–18 Colours: Black, Electric Blue, Grey materials: Ripstop soft shell fabric RRP: £69.99

contacts: Ariat

+44 (0)845 600 3209 Baleno


+44 (0)1618 660500 Equetech

+44 (0)1296 688966 Equisafety

+44 (0)1516 787182

Finest Brands International

+44 (0)1132 707000

Jack Murphy Clothing

John Whitaker International

+44 (0)1706 340500 Townend

+44 (0)1522 529206 Westgate EFI

+44 (0)1303 872277

Coming next month.... In April Let’s Talk Products looks at spring and summer rugs. Everything from rain sheets, to high viz exercise sheets, fly rugs, show rugs, under rugs and coolers will be covered. This is a huge seasonal sector, with many innovative and versatile products on show to tempt customers. To ensure your products are featured look out for your editorial invitation or contact to find out more.

40 Equestrian March 2015 Business

suppliers Directory To advertise in the suppliers directory the minimum requirement is 5 insertions at £20 each. A sixth insertion is then added free of charge, producing a net cost of just £16.60 each. Abbey Diagnostics +44 (0)1638 552122

Dodson and Horrell +44 (0)1832 737300

Fynalite +44 (0)1789 764848

Horseware Ireland +353 42 9389000

Merial Animal Health Ltd +44 (0)1279 775858

Spartan Equestrian Products +44 (0)1474 705065

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343

Dog Rocks +44 (0)1628 822 243

Gain Horse Feeds +44 (0)7912 197000

Horslyx +44 (0)16973 32592

Mirrors for Training +44 (0)1902 791207

Spoga + Gafa +44 (0)208 6818166

Acorn Developments +44 (0)1432 276600

Durango +1 740-753-1951

Global Herbs +44 (0)1243 773363

New Equine Wear Hucklesby Associates +44 (0)1172 303700 +44 (0)1362 696309

Albedo100 UK Ltd +44 (0)113 3955266

Earlswood Supplies +44 (0)8450 171351

Golly Galoshes +44 (0)7585 557775

Eazitools Equestrian +44 (0)1302 746077

Grays of Shenstone +44 (0)1543 483344

Hunter-Outdoor (K & K CLOTHING) +44 (0)121 555 8334

EQ Life Magazine +44 (0)1953 852946

Griffin Nuumed +44 (0)1458 210324

Allen and Page +44 (0)1362 822900 Andover Healthcare, Inc. +1 978 4650044

Animal Health Company Equestrian Creative Network +44 (0)1787 476400 Equi-Ads B Jenkinson & Sons Ltd +44 (0)1738 567700 +44 (0)1924 454681 Equimat Baileys Horse Feeds +44 (0)1536 513456 +44 (0)1371 850247 Bedmax Shavings +44 (0)1922 621676

Equine Speedskip +44 (0)1989 769435

Brinicombe Equine +44 (0)8700 606206

Equestrian Supplies +44 (0)1254 831645

British Horse Feeds +44 (0)1765 680300 Champion + 44 (0)113 2707007 Charles Owen +44 (0)1978 317777

Equestrian Vision +44 (0)1403 865320 EquiAmi Ltd +44 (0)1584 891049 Equine Management +44 (0)1825 840002

Equisafety Ltd Clarendon Equestrian Ltd +44 (0)1516 787182 +44 (0)1825 733361

Harold Moore +44 (0)114 2700513 Harpley Equestrian +44 (0)115 9611537

Jack Murphy +44 (0)1768 867590 Kate Negus +44 (0)1249 740590 Keratex +44 (0)1373 827649 Kevin Bacon’s +44 (0)1296 662473

Haybar +44 (0)1723 882434

Kozi Kidz +44 (0)1302 746680

Hemp Technology Ltd +44 (0)1986 835678

Lets Talk Horses + 44 (0)1953 850678

Hilton Herbs Ltd +44 (0)1460 270700

Life Data Labs Inc +1 256 3707555

Holdsworth PR +44 (0)1903 892060

Likit For orders Westgate EFI +44 (0)1303 872277

Honeychop Horse Feeds +44 (0)1359 230823

Littlemax +44 (0)1668 213467

Horse & Jockey Ltd +44 (0)1981 550467

LS Sales (Farnam) Ltd +44 (0)1608 683855

Classic Showjumps +44 (0)161 765 2010 / 2014

Exo2 +44 (0)1335 372600

Horsefair +44 (0)1264 811425

Maquien Design +44 (0)8000 925699

Clipper Sharp +44 (0)1823 681076 www.clippersharp.comt

Faulks & Co. +44 (0)1455 848184

Horse First Ltd +44 (0)2830 848844 www.horsefirst.neta

Cox Agri +44 (0)845 600 8081

Fly Away +44 (0)1384 877857

Horse Health Trade +44 (0)2380 814360

Maxavita +44 (0)8450 752754 a Mears Country Jackets Ltd +44 (0)1922 476930

Horses with Attitude +44 (0)1274 852139

Measom Freer +44 (0)116 2881588

Creative Equine Marketing Friendship Estates +44 (0)780 3728646 +44 (0)1302 700220

Parkgate Equestrian +44 (0)1306 631374 Parallax Plastics Ltd +44 (0)115 966 3836 Pellet Beds +44 (0)1789 761333 PelGar +44 (0)1420 80744 www Pfizer Animal Health +44 (0)1304 616161 PressPoint +44 (0)1953 851513 Rima Exports +91 972 1504005 Robinson Animal Healthcare +44 (0)1909 735000 Rockall +44 (0)121 5558334 Rockies +44 (0)1606 595025

Sportmark by Signam +44 (0)1926 417300 www. a Stable Safe +44 (0)7500 091650 Stormsure +44 (0)3333 441500 a Taurus Footwear and Leathers Ltd +44 (0)1328 851432 www.taurusfootwearandleathers. Tayberry + 44 (0) 2920 464606 Toggi +44 (0)113 2707007 Trelawne Equine Ltd +44 (0)8442 578585 Vale Brothers +44 (0)1239 614648 Vetericyn +353 91 796896 Virbac Animal Health +44 (0)1359 243243

W F Young, Inc Saracen Horse Feeds +001 413 526 9999 + 44 (0)1622 718 487 Wahl Seaquim +44 (0)1227 740555 +353 (0)8623 64609 Westgate EFI Ltd Science Supplements +44 (0)1303 872277 +44 (0)8456 800606 Westgate Labs +44 (0)1670791994 Silvermoor +44 (0)1665 602587 Smart Grooming +44 (0)1823 681076

Worklite Ltd +44 (0)1279 418052

Solocomb +44 (0)1235 511358

Your Gift Horse +44 (0)1454 510102 a

March 2015

Equestrian 41 Business


5 minutes with...

Rosie Fell from Keratex Introduce your company please: Keratex Hoofcare was established in 1990 by my late father Dr John Irving. I was 11 years old at the time so Keratex has always been a huge part of my life. The business started with the creation of our flagship product, Keratex Hoof Hardener. Over the years the brand has gathered momentum and the business has grown and developed into a 15-strong product range, sold and recognised all over the world, with more products in the pipeline. Keratex remains a very well established, very well known brand name in the equestrian business. Today, we are a second-generation award-winning family operation based out of rural Wiltshire, with an extensive global distribution network in place.

How has the equestrian industry changed over your career? I joined Keratex in 2005 aged 26 after leaving my job as a financial journalist to help my parents run the business. They were thinking of retirement and wanted a continuity plan. It’s difficult to summarise the evolution of

Riding for the Disabled is a real passion for Rosie

Find us online...

the entire equestrian industry over the past decade in one paragraph of course, because there are so many different sectors and there is so much to say about each of them. We all have an interest in consumer activity and it is positive to see the amount of products on shelves, equestrian clothing lines and fresh uptake and interest in the sport in recent years. I think the equestrian industry has shown great innovation and flexibility over the past decade in response to the change in the way consumers shop and share information, and the sport as a whole is picking up additional coverage in social media and beyond.

Rosie Fell What has been the secret to your company’s success?

I always like to see new advances in safety wear for riders, and I love new technology or existing technology applied in new ways such as GPS tracking devices for pets or wearable cameras. Anything truly new and original in today’s market always catches my eye.

Our success is founded in our brand strength and loyal brand following. The Keratex name is associated with high quality, innovative products that serve their purpose successfully with a clear outline for our target market and reason for purchase. This, coupled with an excellent network of distributors, retailers, customers and long-term farrier recommendations plus our total dedication to brand integrity has resulted in Keratex remaining a market leader in equine hoof care products.

What are your top tips for business growth?

What do you do in your spare time?

What new products or areas of the industry have caught your eye recently and why?

It’s vital to know your market inside out, to have a clear and sustainable strategy for expansion and be ready to evolve and adapt wherever necessary while remaining true to your core business values. Seeking out new markets, product development and customer feedback are all very important ways of growing a business. Trade shows both at home and overseas, focus groups, social media, business tools, constant market research and accessing help and advice from the relevant trade associations are all ways of helping.

I’ve been involved in helping children with special needs for most of my adult life. Last year I started volunteering at my local Riding for the Disabled (RDA) group on a regular weekly basis. It is always the highlight of my day. The students are happy souls, even in the face of true adversity, and the horses and helpers work very hard to make lessons fun and rewarding for everybody. I cannot speak highly enough of the RDA and the work they do. And they are always in need of volunteers by the way!

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

42 Equestrian March 2015 Business

Quickfire questions: How do you relax at the end of the day? I enjoy spending time with my husband, our dogs and all our animals. I love the great outdoors – I’m outside at every opportunity. What pets do you have? I have two cocker spaniels called Poppy and Monty, a horse called Laurence, two pygmy goats, four geese, five sheep, three chickens, a cockerel and a farm cat. They are my alarm clock! Who is your hero and why? My late father. He went from being an RAF Group Captain to setting up Keratex with my mother at the age most people start thinking about retirement. He was funny, commanding and eccentric and he had lovely old-school manners that are just so rare nowadays. He was a total academic and he taught me a great deal during our time together. Sadly in 2011, we lost him to cancer. It was a terrible personal loss and a time of huge transition for the business. If you could do any other job in the world what would you do? I can’t imagine doing anything different! But if I did, I would be an RDA instructor or a support worker.

March 2015

Equestrian 43 Business

Equestrian Business March 2015  
Equestrian Business March 2015  

Equestrian Business trade news products articles