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July 2013 Issue 135

FIT FOR PURPOSE Body protectors

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focus on feeding get ahead in hoof care europe and beyond



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Equestrian Business Monthly | July 2013




Mike Potter gets down to business

Fit for purpose – body protectors


Get ahead in hoof care


Plump profits for slim sales

25 IMPORT AND EXPORT Europe and beyond


Jodhpurs, breeches and over-trousers

35 Five minutes with… Serena Kidd, Nettex

36 ASK THE EXPERTS Should you be stocking bits?

37 ON THE MARKET Pick of the industry’s products


On the cover EQUESTRIAN



The new Showumping Outlyne from Airowear


Sub Editor Kate Scott Advertising Sales & Production: Allison Kemp Tel: +44 (0)1953 852946

Design: Phil Wells Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK Tel: +44 (0)1953 850678 Fax: +44 (0)1953 851936 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 Monthly 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.

If you have a Smart phone, iPhone or Android phone, all you have to do is download a QR code reader app and scan the barcode and it’ll take you directly to the Equestrian Business Monthly website where you can access the latest news stories, features and products on the market.

July 2013 | Equestrian Business Monthly



Media guide Take a look around – shop fitting Up to scratch – yard and stable essentials Transport & travel – innovations for safe journeys


A cut above the rest – clippers and accessories Straw, shavings and other alternatives – changes to customer spend patterns Winter supplements – calmers, joint mobility, respiratory, vitamins etc. Storage solutions & stable hygiene products – bags, bins, boxes & more.


Hay there – rising costs and availability: the debate continues Winter wonderland – a guide to this season’s best Christmas buys Worming part 4 – seasonal preparations & adjustments On the yard – essential clothing for practical customers Our media pack and a full list of features for 2013 are now 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.



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

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

Stewart Hastie celebrates 15 years


ell-known as a pioneer when it comes to complementary medicine and chiropractic methods, Stewart Hastie BVMS MRCVS is celebrating 15 years as veterinary consultant to the Society of Master Saddlers. Stewart formed Nixon Equine Vets in 2005 with his wife Jane and both continue to carry out research and develop their skills and knowledge when it comes to equine back health, saddle fit and posture management. Earlier this year Stewart, who was born in 1922, was presented with the BETA Lifetime Achievement Award to mark his outstanding and significant contribution to the equestrian industry over many years. “Stewart has worked tirelessly

as veterinary consultant for the SMS over the last 15 years and we are very grateful for the commitment and enthusiasm he brings to the society,” said Hazel Morley of the Society of Master Saddlers.

John Ayres


t is with deep regret that Finest Brands International and Champion Manufacturing Ltd announce the untimely and premature death of its co-founder and chairman, John Ayres. John had been courageously battling cancer and tragically lost his fight on the June 4, 2013. John leaves behind his loving wife Bridget and daughters Sarah-Jane and Charlotte. A true gentleman, loved by everyone who knew him and had the pleasure to work with him, John was an inspiration to all and will be a great loss to the industry. His knowledge of and passion for horses was immense, his love of racing and equestrian sports and genuine affection for the animals themselves was at the heart of everything he did. John proudly had the joy of many winners in National Hunt Racing and enjoyed looking after his home-breds with his wife on their yard. John loved what he did and remained in work throughout his treatment; he worked until

Equestrian Business Monthly | July 2013

Saracen Secures Louise Bell


aracen Horse Feeds is proud to announce the addition of another prestigious rider joining ‘Team Saracen’, working hunter and dressage rider Louise Bell. Louise is one of the most successful female riders in the world of working hunter competitions and has gained an enviable reputation in producing top class working hunter and show hunter horses. Over the years Louise has taken many Championship titles including the Supreme Working Hunter Champion title at the Royal International Horse Show on no fewer than ten occasions. In the past year Louise has made a name for herself in the dressage arena and it’s not often someone takes up dressage and 11 months later is winning their first Championship title.

the day before he passed away. A genuine ‘people person’, John always put his family, friends and the many people that worked for him first and he will be desperately missed by all those that had the pleasure to know him. The family appreciate the kind messages received.

BHS volunteer honoured


he British Horse Society is delighted that its long-standing volunteer, Catriona Cook, has been recognised in the Queen’s Birthday Honours List this year. A volunteer for the Access and Rights of Way department since the 1980s and Regional Access and Bridleways Officer for Yorkshire since 1995, Catriona is being awarded an MBE for her work to increase off-road riding for equestrians in the UK. She has also organised two ‘Journey for Access’.

Global Herbs new website


lobal Herbs, the veterinary based herbal service for horses, has launched a brand new website, showcasing its range of herbal supplements at www. The new site aims to provide a user-friendly and interactive experience for the customer. With advice and information on horse health, company vet Stephen Ashdown, sponsored riders and the range of products, the site is bursting

with a huge variety of content. Global Herbs’ Marketing and IT Manager, Steve Jenkins, who oversaw the project from start to finish, is delighted with the end result. “It was absolutely paramount that with this site we conveyed to the customer the passion behind the brand. Social Media feeds were essential, as we believe this is one of the best ways we can connect with our customers.

Bucas bags Ben


eading rug brand Bucas is delighted to announce an exciting new sponsorship deal with top international showjumper Ben Maher. Part of the victorious gold medal winning team at London 2012, Ben rode Tripple X III to win Britain’s first Olympic showjumping gold medal for 60 years. For his services to Equestrianism he was appointed Member of the Order of the British Empire (MBE) in the 2013 New Year Honour’s at Buckingham Palace in London. Ben who is delighted to be supported by Bucas, says: “The high quality products reflect our own management ethos in using only the best products we can source for my horses that are competing at world class level. Bucas rugs fit perfectly, are lightweight and technically very advanced. They save my team a lot of time and keep my horses protected whether travelling, stabled or in the field.”

Ben joins Charlotte Dujardin and Mary King in being Bucas brand ambassadors.

Contact us on 01296 688 966 for further information and our latest brochure.

AUTUMN / WINTER | 5 COLLECTION 2013-14 July 2013 Equestrian Business Monthly


BHA Chairman pays respect to Sir Henry Cecil


peaking regarding the sad passing of Sir Henry Cecil, Paul Roy, Chairman of the British Horseracing Authority (BHA), said: “Sir Henry Cecil’s passing will be felt by everyone in the sport of horseracing, not just in Britain but across the world. His record as a trainer was one of almost unparalleled achievement, but more than that he generated a level of affection from both racing’s participants and followers that few others in sport can ever have matched. He was an absolute gentleman. He always had time for anyone and everyone and would always ask after your family and your horses before you had the chance to ask him about his. British Racing will forever be indebted to him for his contribution to the sport. Our thoughts are with Lady Cecil and all his family at this very sad time.”

Dragon’s Den investor supports Hoof


eading business woman Deborah Meaden, a regular panellist on the BBC programme Dragon’s Den, has become an ambassador for Hoof, the British Equestrian Federation’s (BEF) Olympic legacy. Although not from a horsey background Meaden fell in love with horses and ponies at an early age and bought her first pony for £60.00 after saving her summer holiday earnings. “Being around horses and looking after them teaches important life lessons and discipline and is a good thing for young people to get involved with

Spoga Horse almost sold-out


round 90 per cent of the exhibition space for the autumn edition of Spoga Horse, which will be opening its doors to trade visitors in Cologne from September 8-10, 2013 is already sold. Star-studded participants include top brands such as Cavallo, Herm. Sprenger, Schockemöhle Sports, Passier, Pikeur, UVEX and Waldhausen as well as renowned international manufacturers like Airowear (GB), Ariat (GB), KEP Italia (IT), Kingsland (NOR) and Prestige (IT), to mention but a few of the top names. Once again, this autumn the Spoga Horse will

Trained by Sir Henry Cecil, Frankel notched up 14 wins in 14 races

IV Horse in liquidation


questrian manufacturer IV Horse Ltd has gone into voluntary liquidation. IV Horse - pronounced ‘for’ or ‘four’ horse - manufacture and supply an extensive and comprehensive range of quality products for horse and rider, as well as pets. In business since 2003, IV Horse started by supplying own-brand products, before acquiring horse wear brand Elizabeth Greenwood, marketed under the Greenwood label as well as promoting its UK-OK brand. The company declined to comment at this stage.


and do,” said Meaden who now owns a number of horses at home in Somerset. “Take Back The Reins is a very useful business tool that riding centre proprietors can use to attract new people into their schools,” said Meaden. “Products like this offered through the Hoof Business Networks and the advice, guidance and support they provide is invaluable. I’d urge all equestrian businesses to get involved and take advantage of this expert help.” To find out more about Hoof visit

Equestrian Business Monthly | July 2013

confirm its role as the industry’s number one trade fair. Overall approx 400 companies from over 25 countries are expected to exhibit so when the entire world of equestrian sport meets up trade visitors can look forward to a comprehensive, international spectrum of exhibitors and topquality products. Outfits for the horse and rider, equestrian sport accessories, saddle and leather items, care and health products as well as feed products can be inspected and ordered at the trade fair. Trade visitors can purchase their tickets fast from the online shop at

British Racing economics published


gainst a backdrop of a major recession, a significant fall in Levy yield and a challenging betting market, British Racing has shown resilience and stability, a major report ‘Economic Impact of British Racing 2013’ published by the British Horseracing Authority (BHA) in conjunction with Deloitte has concluded. The report determines that the industry has an overall impact of £3.45bn on the British economy. While this represents a marginal rise since the last report was published in 2009, once national rates of inflation are factored in the overall result is one of minor contraction of around 1.2%, only slightly greater than that for the wider economy. Paul Bittar, Chief Executive of the BHA, said: “British Racing has faced, and largely come through, a significant test. We were never going to be immune to the wider financial difficulties that still prevail, but can all be extremely proud of the scale of our sport’s continued contribution to the British economy.” Racing remains the second largest sport in Britain on most metrics, including attendances, with a total attendance figure of 5.6m in 2012 despite competition from the London Olympics and the exceptionally wet weather prompting a record number of abandoned fixtures in the summer. International Trade Fair for Equestrian Sports

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Rider Safety

Fit for purpose Equestrian safety standards are relentlessly advancing and as new materials are developed and used in other industries, discerning body protector manufacturers are quick to implement them within their own products.


ith many riders opting to wear a body protector when undertaking any form of fast work or jumping and with some competitive governing bodies now making them compulsory wear, it’s certainly worth the time and effort to ensure you understand the requirements surrounding their standards, fitting and responsibilities when selling them to the riding public. With best practice recommending their replacement every three to five years, they also make a sensible stock item with initial, then repetitive, if unhurried sales.

Qualified fitting In order to sell body protectors you need to ensure your staff are competent to fit them and to make recommendations on their suitability. “It is extremely important that stockists have qualified fitters in store so that customers purchase a garment that fits correctly and therefore offers the best possible level of protection,” says Kate


Taylor, National Sales Manager for Rodney Powell Body Protectors. Like many responsible manufacturers, Rodney Powell provides free training for stockists and, of course, BETA also runs specialist courses, so there is no reason that retailers can’t ensure that staff members are fully equipped to fit and advise on body protectors. Displaying the resulting certification also helps the end user to buy with confidence. James E. How of Hows Racesafe makes a valid point, saying “with the creation of the BETA standard and more recently the introduction of the European

“We now have a generation of riders that have grown up with body protectors and consider them an essential part of their riding equipment” standard for body protectors, we now have a generation of riders that have grown up with body protectors and consider

Equestrian Business Monthly | July 2013

them an essential part of their riding equipment. Along with the requirement for protectors to be worn in many disciplines most riders are familiar with them, and consequentially, expect retailers to be confident and knowledgeable in their fitting and advice. “Being able to offer that level of service to customers has never been more important,” James adds, “particularly with retailers facing such strong competition from online sales.” An important part of retailers being able to offer that service is a hand’s on approach from the manufacturer with specific product training and support. Hows Racesafe feels it is important that staff are totally comfortable with its products and aware of all the adjustments available. From their point of view the customer receives a well-fitted and more effective product, which can perform as designed. From the retailer’s point of view, customers attach value to a personal service and are far more likely to return if they have had a good experience. Tony Palkowski, Design Engineer at Champion Manufacturing agrees that retailers have a responsibility to their customers. “A retailer must understand how a

body protector should fit to ensure that the rider is protected in the event of a fall, without hindering them in the saddle,” he says. BETA run an excellent course on hat and body protector fitting that provides hands-on tuition in hat and body protector fitting so retailers can be confident that their customers walk out of their store with the right size and fit for their body type and any retailer considering selling body protectors should undertake this course. Champion also offers its own in-store training to ensure retailers and their staff understand all the features of their range, whist assisting with any fitting queries. “Each brand’s body protectors are designed differently, so it is very important that retailers are trained to fit by a representative from the brand on how to properly size and adjust body protectors,” says Danielle Santos, Director of Marketing, Charles Owen, Inc. “Due to the safety nature of a body protector, it is essential that a retailer understands the importance of a body protector, its features and what it can and cannot protect,” says Chrissie Beatty, Marketing Manager at Airowear. “Airowear takes this All children should be encouraged to wear a body protector

very seriously and all retailers who stock Airowear body protectors are trained in how to fit and sell them.”

Injury aware With increasingly more riders accepting the wisdom of wearing a body protector, what should their realistic expectation of injury prevention be? Body protectors are made from a range of materials that are designed to absorb impact and the current safety standards ensure that a level 3 body protector offers impact protection to the rib cage, the shoulders and reduces soft tissue bruising. Well-fitting shoulder protectors can also help to prevent a broken clavicle and damage to the point of the shoulder, as well as assisting in dispersing the energy from a fall. “It’s important to remember that some injuries cannot be entirely prevented by wearing a body protector, but as horse riders we should always look to minimise risk and such equipment can significantly reduce the severity of a prospective injury,” explains Tony. Wearing a body protector is an absolute must for certain high risk activities such as cross-country riding, racing or hunting and it is, of course, compulsory to wear one when riding under rules for many

“A body protector should also be considered to be an essential piece of equipment that less experienced riders should wear on a daily basis” such sports. A body protector should also be considered to be an essential piece of equipment that less experienced riders should wear on a daily basis and it would also be extremely wise to wear a body protector on the ground in certain situations, such as dealing with mares and stallions at breeding time or when handling young stock. Approved body protectors are designed to absorb the high levels of energy created when a rider has a fall, or is kicked or trodden on by a horse. “When we wear a

body protector we tend to think of protecting ourselves against mainly orthopaedic injuries but many vital internal organs – such as kidneys, lungs and heart – can be affected by high impact or crushing falls,” says Kate. “While body armour is no guarantee of preventing serious damage, it does provide an added level of protection that could prove significant.” “Many people mistakenly believe the body protector will prevent injury to the coccyx or spinal cord, but that is not the case,” advises Danielle, “as a body protector designed with this protection would make riding impossibly restrictive.” James offers a few words of caution: “Manufacturers have to be very careful about what they claim their product will protect against and clearly they cannot protect against some serious injury, but over the years I think it has become clear that they do help reduce injury in many cases.” “It is vital that a body protector is fitted correctly, ensuring the foam panels mould to the shape of the body, allowing the impact absorption to perform with the greatest effect,” adds Chrissie. “An ill-fitting body protector can in some cases cause more harm than good.”

Setting the standard The BETA and European Standard includes three levels of protection, with Level 3 the highest and level 1 the lowest. Level 1 is included specifically for professional jockeys who ride in very different circumstances. Improvements in the design of body protectors and the development of foams used has over time addressed the concerns of the thicker and heavier Level 3 and would now be the norm for all other use. BETA 2009 and BS EN 13158 are recognised by riding organisations throughout the world. This standard controls the area of the torso that must be covered by the body protector. The only difference between Levels 1, 2 and 3 is the thickness of the protective foam and the three different categories are indicated by the colour of the label: Level 1 (black): offers a low level of shock protection and has been developed for professional jockeys whilst racing. It is not suitable for use by the general public.

safety in the show ring

Outlyne showjumping

Combining safety with style | 9 July 2013 Equestrian Business Monthly

Level 2 (brown): offers moderate level of protection and is only suitable for use in very low risk situations. It is not suitable for general riding activities or competition. Level 3 (purple): is most commonly sold through equestrian retail outlets as it offers the highest level of protection and is suitable for all normal riding activities including competition and high-risk situations. “Worldwide there are other standards which may be seen in International competitions but any equestrian body protector sold in Europe must, by law, meet the European Standard. British Eventing and others have adopted the BETA Level 3 as a requirement and it is

“British Eventing and others have adopted the BETA Level 3 as a requirement”

Behind the Badge There is something special about Charles Owen and its passion to make riding a safer world. Join us as we explore the journey it takes to create products good enough to carry the Charles Owen name. Over 100 years of innovation combined with the finest materials skillfully crafted by trained technicians in our purpose built factory beside the mountains of Wales. To read more, follow the link below.



Equestrian Business Monthly | July 2013 Kitemarked to PAS015 and BSEN1384

Certified by SEI to ASTM F1163

widely becoming recognised as a recommendation for all forms of riding,” explains James. Tony offers further detail, explaining that the safety standard for body protector testing and certification in Europe is EN 13158, with many companies also complying with the British Equestrian Trade Association (BETA) standard. This standard is a UK certification scheme operated by BETA, with testing based on EN 13158, but with the addition of annual re-tests by a BETA approved laboratory. 2009 saw the introduction of a revised EN13158:2009 as well as a revised BETA safety standard – BETA:2009. These revised standards have superseded EN 13158:2000 and BETA:2000 and include several important changes to offer additional security to the wearer while riding. The testing carried out upon BETA approved body protectors involves several different procedures, such as impact energy testing using different shaped strikers and anvils to rigorously test materials, design and construction of each body protector to ensure that a good fit and protection is offered to the rider in accident situations. Danielle also defines the two ‘categories’ of body protection, “one designed for the general horse rider and the other

designed for carriage driving,” she says. “The differences are subtle and both require the same level of protection, however body protection for drivers needs to have a shorter back length, so as to not interfere with the carriage seat.” Chrissie describes how across Europe the emergence of motorcycle vests in to the equestrian market are becoming more popular, “however, these ‘back protectors’ are designed to provide protection against injuries common to motorcycle accidents,” she warns. “With this in mind, it is worth checking to see that the body protector that is being sold, is designed to protect against injuries and tested specifically for equestrian sports. One way to check this is to ensure the body protector carries the BETA label.” A retailer should advise its customer to read the rulebook of their discipline to find out what body protector standard is required for their particular sport.

Emerging trends With other equestrian riding wear, we’ve seen lots of colour schemes and bling; what’s set to become the next biggest trend in body protectors? Hows Racesafe is always looking for new materials that will improve the comfort and/ or performance of its body protectors. The biggest leap forward in impact performance they have seen recently has been the use of an airbag system with a body protector, a technology with a future. The company is already making a combined unit, which it will continue to develop with Point Two, its partners in the project. The company already offers 22 colours across it’s product range, which certainly creates scope for imagination and allows customers to feel their products are bespoke to them. James thinks this will develop further and is working with retailers to open this bespoke service up to them. For Rodney Powell Body Protectors it’s all about choice in terms of colour options and personalised designs and that is only set to increase as they have seen with their interactive online Colour Picker which

Rider Safety enables customers to play around with designs and drag and drop colours so they can preview their

“It is important to recognise the importance of gender-specific body protectors” new look before they order. It’s a great way to check out the design before they buy and perfect for those with an individual sense of style. Going forward the trend will be towards hybrid body protectors and slimmer and more flexible garments. Airowear advises that it is important to recognise the importance of gender-specific body protectors, and to recognise the significance of disciplinespecific body protectors, which they have done by first introducing Carriage Driving body protectors and now through the introduction of body protectors designed specifically for showjumping. Charles Owen believes that the trend in body protection is not so much in appearance, but the

safety and technology behind the body protector. As new research and technology emerges, body protectors will evolve to provide even more safety for every discipline. As body protectors become more comfortable, streamlined, and with proven technology behind them, we will see more riders wearing them for ‘every ride’ whether out hacking or competing at the highest levels. At Champion their number one priority and focus is always rider safety. As a result, they focus upon making continual improvements in flexibility and the weight of a garment to further enhance the comfort and fit of a body protector, whist continuing to provide the maximum protection possible. With their new body protectors, they have incorporated some industry first techniques, which have greatly improved flexibility and comfort without sacrificing the goal of a lightweight and breathable protector. By making body protectors as unobtrusive as possible they believe it allows the rider to focus on the important job of becoming at one with their horse, which in itself improves both horse and rider safety. ■

Many riders sensibly opt to wear a body protector when undertaking any form of fast work


Our new VANGUARD body protector is also available with the same fantastic features but with tabard style fastening!

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Rider Safety PRODUCT

Showjumping Outlyne


For ladies only

Airowear’s Showjumping Outlyne body protector combines the highest level of safety with a show jacket appearance, making it ideal for riding club and pony club competitions. Showjumping Outlyne discreetly blends with a show jacket and with its conformation to the highest level of safety, this body protector can also be used by riders for the cross-country phase, making it dual-use. The standard colours of the Showjumping Outlyne are navy/ grey, with the option to customise it in accordance with the shade of the showjumper’s jacket if required.

By introducing superlative flexibility into a design that offers a fit especially tailored for the female figure, without compromising protection and safety, Champion has designed its most comfortable body protectors to date: the Freedom and Vanguard. They feature a darted and tailored bust design, a slim and sculptured underarm for a close contact fit, and a broad shoulder panel with enhanced weight distribution. A revolutionary multi layered “Cut-Flex®” manufacturing process also maximises the body protector’s ultra light foam’s flexibility. In conjunction with this a new “HingeTek®” system has been incorporated into the tail which allows the bottom to mould into the nape of the lower back.


K5 confidence


Flexible fit

Engineered to provide total confidence in upper body protection, the Kontakt 5 meets the latest and most comprehensive 2009 body protector safety standards. A slim line appearance is achieved through tapered shoulders and rounded chest protection panels. Ventilation holes are covered in Coolmax® fabric for superior breathability and comfort. The Spinal Grip technology prevents the garment from riding up and allows the rider to maintain freedom of motion. Manufactured to EN13158:2009 and BETA 2009 Standard Level 3.

The RS2010 is a high specification body protector designed to meet the needs of the most demanding riders. It offers the highest European & BETA standards of protection with market leading levels of comfort and flexibility. The flex of up to seventy independently hinged foam sections circulates air throughout the RS2010 making it the most comfortable product on the market. A full range of 20 standard sizes, which are all available with additional adjustments, allow all riders to enjoy a tailored fit RS2010. Approved to EN13158:2009 (Level 3) & BETA 2009 (Level 3).


Light and flexible


Enhanced spinal safety

The new Komperdell safety jacket for equestrians combines both ultimate protection with optimal comfort and fit. Lightweight and extremely elastic it is made from adaptive dual-density foam which adjusts perfectly to the body and is CE-approved 13158-2009, Level 3. Ideal for all seasons it features a breathable material for maximum comfort and a perfect fit. Due to the body’s own heat, extra flexible protector foams adapt to the contours of the body.

Whether for use when competing seriously or for customers who are just looking for a bit of added assurance whilst riding or working with horses, the Rodney Powell Elite X2ESP body protector is designed to be lightweight, flexible and breathable for maximum comfort. Manufactured in heat responsive foam, the Elite X2ESP moulds to the wearer’s shape while a reinforced column down the centre of the back panel offers enhanced spinal protection over and above that required in testing. Conforms to BETA 2009 Level 3 and BSEN 13158 Level 3. A comprehensive choice of bespoke colours and patterns is also available on request ― see the ‘Colour Picker’ at


Equestrian Business Monthly | July 2013



Spoga Horse Innovation Awards 2011 and 2012.


Komperdell´s FRONTZIPPVEST is unbelievably comfortable. With its integrated automatic width adjustment it’s a Must Have for every rider. (CE-approved EN-131582009, Level3) NEW for 2013, the CROSS VEST LIGHT KOMPERDELL fits close to the body and provides ultimate comfort. (CE-approved according to the standard valid 1621-2 for motorcycle sport.) The extra light and extremely thin construction of the vest, the chamber-system and the extra flexible protector foams are breathable and adapt perfectly to the body.

Tel: +43 6232 4201-0 Email:


racesafe products +44 (0)1536 771051 @howsracesafe

July 2013 | Equestrian Business Monthly


Barefoot, Boots and Hoof Care

Get ahead

in hoof care

Most horse owners will take advice from their farrier or vet when it comes to hoof care. However, there are literally hundreds of products the retailer can stock in order to assist consumers with their horse’s needs and problems. Manufacturers can offer a wealth of advice on what products to stock, but it also pays to do your own research through forums and websites to gain an insight into other people’s personal experiences both good and bad, in order to offer your customers your own best recommendations based on sound knowledge. Hoof supplements There’s a huge range of products available to retailers and it can be hard to decide what to stock. “When it comes to hoof supplements, look at what’s actually in the supplement and the levels that these ingredients are included at per daily dose,” advises Equimins. “Look at the amount that your customer is expected to feed per day as your customers will want value for money. Do your research, speak to customers, ask the manufacturer why you should stock their

“Are the levels of key ingredients greater than other products?” product over another, look for testimonials and why the products


you sell stand out — do they have a money back guarantee, for example. Are the levels of key ingredients greater than other products? Make sure you have the information at hand and the right products to help your customers make an informed decision.” “There are many hoofcare products on the market, but it is good to select a trusted brand with a range of products that deal with the various hoof health challenges faced by your customer,” recommends Absorbine. Manufacturers put a good deal of time and investment into developing a range of products that complement each other, meet a variety of needs and will work together if required, so take advantage of the research and development that has gone into this.

Equestrian Business Monthly | July 2013

Under what circumstances should an owner consider a hoof supplement? “The whole diet needs to be assessed and specific supplements recommended based on the diet and forage being fed,” says Lucy Nichols. “A staple for many bare footers is the MgO and also high strength biotin with methionine and zinc but as with anything feed related care must be taken not to double up on any vitamin or mineral.” “Recommending a hoof supplement depends on the horse and the individual circumstances, but most people consider hoof supplements when they want to improve the condition of the horse’s hooves,” says Equimins. “We stock three different hoof supplements to cater for different needs, to ensure that there’s a supplement to help support healthy growth and one for hooves in need of serious repair.” “Advise horse owners who may have identified a particular hoof issue to initially discuss it with their farrier and perhaps consider a specialist farrier,” says Penny at Horse Health. “Arranging a joint visit from vet and farrier is always beneficial and the horse will then benefit from both professionals. Reputable vets and farriers are used to working together and an owner should not expect to encounter a problem if they make this request. In addition the use of hoof supplements, in most cases, will aid the healing and recovery process. We would encourage an owner to research and short list

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July 2013 | Equestrian Business Monthly


Barefoot, Boots and Hoof Care a number of supplements that they think may assist the horse and then during the joint visit discuss them with the vet and farrier. Equally the manufacturer of a good quality product should always be open to discussions. Normally hoof problems are split into three separate categories of conformational issues, injury issues or condition issues. Identifying which one applies is a starting point and then it gives the owner a reference when looking for an appropriate supplement. Owners shouldn’t be lured into throwing money on a supplement that is completely inappropriate. The retailer should be capable of giving good advice, but the manufacturer should give great advice.”

Topical applications When can topical applications be beneficial and how can a retailer decide which to stock? Lucy Nichols explains that in terms of topical applications, barefoot horses’ hooves, with the right diet, trim and management should only need products for treatment of conditions such as white line disease and thrush which are common when the horse comes out of shoes (but not once transitioned). Keeping

“Topical applications can safely be used in conjunction with feed supplements and good farriery” these products, plus products for abscesses which can also be common when coming out of


shoes is also good, as when the hoof begins to rid itself of the debris the lack of blood supply causes to collect in the hoof when shod. “For most horses general topical applications can be useful when weather conditions or time in the stable could cause/are causing the hoof to dry out, to help maintain moisture in the horn all year round and to add shine in the showring or for competition,” says Equimins. “Hoof disinfectants can also be useful for day-to-day maintenance and to help maintain a healthy hoof environment, whereas hoof hardeners can be useful for those who would benefit from harder horn, whether going barefoot or as a way to help make the hoof stronger. With such a range out there, deciding what to stock depends on the seasons and the retailer’s customer base. If a lot of customers show, they’ll be looking for different products to those who are trying to go barefoot. Equally, hoof moisturisers are more in demand when the ground dries up.” “Topical applications can be a huge help in supporting healthy hoof condition, particularly with changing weather conditions, as the hoof will respond more quickly than to a feed supplement,” adds Absorbine. “The last two summers have been particularly challenging with wet and dry spells causing the hoof to expand and contract, becoming soft and then drying out too quickly to cause cracks. A regular application of a good hoof conditioner will help maintain the moisture balance and provide a protective barrier to minimise the negative effects of changing conditions. A topical application is also a very efficient way to clean

Equestrian Business Monthly | July 2013

the frog and sole area to maintain good condition when at risk of bacterial or fungal infection. Topical applications can safely be used in conjunction with feed supplements and good farriery.

Barefoot products When choosing products for a barefoot horse, it is important to understand that hoof boots and horses hooves are different shapes and sizes, and just like saddles it is important to ensure the customer has the best boot for the job in hand. Unlike fitting saddles, boots can be fitted from measurements so they can be much easier, and companies should always be happy to help a retailer advise about suitability of boots and fitting which further increases the success of the sale and confidence in the product. Being a ‘consumable’ item, boots and sundries for barefoot horses are a good way to gain repeat sales, particularly with comfort pads, an item designed to go inside the boot to help with concussion and give support to the hoof.

Why shoe at all? “As noted in textbooks as old as Hickman’s farriery, nailing metal shoes onto the hoof causes compromise to the function of the hoof,” says Lucy Nichols, of Trelawne Equine (stockists of the Easycare range of hoof boots) and author of ‘The Barefoot Horse’ (JA Allen). “In this day and age, of flying in planes and driving high performance cars made of modern materials we still nail pieces of metal onto the hooves — a practice unchanged in 100’s of year. Horses today are no longer animals being used for transport for hours a day in front of carriages or under saddle, the vast majority of horses in the UK are ‘leisure’ horses that have a relatively easy life compared to their ancestors. Few horse owners

“Few horse owners question the need to shoe” question the need to shoe, but many horses could benefit from

Barefoot, Boots and Hoof Care the barefoot lifestyle, and owners too from the potential long-term savings associated with not needing to shoe every six weeks. Encourage the horse owner to ask the question: ‘Do I need to shoe?’ If you don’t need to, don’t shoe — every good farrier will also recommend this. The biggest benefit of a well-kept barefoot horse is undoubtedly the health benefits. We have all become used to horses with lumps, bumps and changes to joints and bones as our horses age, but a large number of these conditions, especially anything concussion or circulation related, such as navicular, can be prevented or improved by ditching metal shoes. Three things are needed to keep a horse sound without shoes: Correct trim, diet and management. Before considering barefoot it is important the horse owner has done their research and has a good hoof care professional (farrier, trimmer or vet) that has specifically trained in the care of barefoot horses to help them set their horse on the right path. At first, the use of hoof boots is important, and the diet may need supplementing so an ideal opportunity again for repeat sales. Many barefoot professionals advocate the addition of a high strength biotin supplement with zinc and methionine and also a good quality MgO supplement is thought to be important in hoof quality, particularly in wet areas. Copper and zinc are also determined as often lacking and horses prone to abscesses (shod or unshod) could be helped with an appropriate supplement. The best way to supplement any forage fed horse (a low sugar/starch diet is recommended) is to have the hay/pasture analysed and only supplement for that which is missing. Again, this is a service retailers can offer and then sell the appropriate supplements.”

What is natural hoof care? Natural hoof care is a fairly broad term that not only refers to the care of hooves, but the horse’s diet and management too. Lucy explains that to thrive, a hoof needs three basic things: 1. The right diet: low in sugar and starch, high in good quality fibre and a correct vitamin and mineral balance. Grass should be kept to a minimum, and never chemically fertilized. Hay or soaked hay (meadow) is the ideal staple for

any horse.2. Movement: The way to activate the hooves and get the blood pumping is through movement. Ideally, the horse should be kept out 24/7 with access to shelter, forage and water in different areas to encourage him to move around in a more natural manner. The ideal is often thought to be a system known as ‘paddock paradise’, a simple concept involving a system of tracks to encourage the furthest amount of travelling on a given area. This system can help to keep not only hooves pumping efficiently, but the horse thinner and fitter and tendons harder, as well as reducing the chances of laminitis. 3. The trim: Farriers are not yet taught how to trim a barefoot horse in their training, but a good farrier with an interest in the concept is perfectly placed to perform a good trim so long as he understands the ideas behind it. There are also specialist trimmers that have trained to trim. A pasture trim performed every twelve weeks is not a suitable trim.

Boots With many different types of boots, from brushing boots to overreach boots to turnout and sun protection boots, how does the retailer choose the best ones to stock? “With boots for barefoot horses, it is unreasonable to think a retailer can stock them all,” says Lucy, “so using a company that offers a wide range to fit many different hoof shapes, and also has the experience to offer in depth advice is a must. Keeping a simple, core stock on the shelf and using a company that can offer next day delivery to either the retailer or direct to the customer and also sells ‘fitting kits’ to enable horses to be fitted without a huge stock being held, all helps to make the booting process far more cost effective and easy to perform. Boots are a high value item, and like saddles can be very lucrative, but being consumable they will also produce repeat sales together with regular sales of pads and accessories.” Laura Cutter, Marketing Manager at Equilibrium Products Ltd offers some sensible words of wisdom. “Over recent years, research has shown that as well as thinking through the protection their horse needs, horse owners also need to minimize the risks associated with

the use of any boot. These include heat and moisture retention; restriction of movement or blood supply and excessive weight on the leg. A boot range from a company who can back up their boot design with research and one who carries out independent safety tests on their boots will give your customers quality and peace of mind. Retailers should stock a reputable range of boots that suit a variety of disciplines with multiple price entry points. With so many boots materials and new technology available, it’s important to select your products from a company who can provide

good staff training. Choosing the correct leg protection for a horse can be complicated and knowledge is key.” “Approach it logically in terms of disciplines, general use and specialisms,” says Penny Baker of Horse Health. “Also consider cost. It’s now not uncommon for a full set of boots to retail at over £150. The consumer may not budget for this, but the professional may, so order according to your known customer base and look for a supplier that drop ships as this can benefit your customers and saves stocking in mass quantities.” ■

Farrier competition at Trinity Park

The farrier will put the shoe back on

July 2013 | Equestrian Business Monthly


Barefoot, Boots and Hoof Care PRODUCT

Hooflex hoofcare


Hard hooves

Absorbine Hooflex Hoofcare range provides complete hoof care for all conditions. Healthy hoof condition and moisture balance can be maintained with Hooflex Natural Dressing, Hooflex Natural Spray, Hooflex Frog and Sole Care, Hooflex Original Conditioner and Hooflex Liquid Conditioner. Hooflex Original Conditioner is America’s best selling hoof conditioner and has been recommended by farriers for over 85 years. Its unique formula of nine therapeutic ingredients helps maintain the pliability of the entire hoof by providing conditioners necessary for proper moisture balance. Regular use of Hooflex will keep the frog, sole, heel, and coronary band flexible, healthy, and resistant to cracking.

Hard & Healthy is an easy to apply hoof hardener that can be used for horses with or without shoes, and can be really useful for horses going barefoot. The liquid contains a blend of hardeners, MSM, zinc, allantoin, oils and more, and should be applied to clean hooves two to three times a week. It can be brushed onto the hoof wall and the soles, where it will help to prevent cracks, splits and thin soles. Equimins Hoof Moisturising Lotion, helps the hoof to retain moisture, making it ideal for dry summer days is also available.


Slip on a shoe


Protective hoof layer

The HorseSlip is an original design of alternative horse shoe. It comes in a spiral of extruded PVC which can then be measured and cut to fit the hoof accurately. The shoe is then attached using an adhesive. HorseSlips are flexible which allows natural foot expansion and blood circulation around the hoof, they do not interrupt natural horn growth and reduce concussion by allowing the hoof to expand naturally. At the vet or farrier’s discretion, the shoe is easily modified for certain foot conditions.

Keratex Hoof Gel is perfect for the unpredictable and often rainy UK summer climate. It forms a protective, waterproof and breathable long-lasting layer over the hoof, keeping hooves water-tight and preventing them from weather damage. By stopping moisture from saturating the internal structures of the hooves, they have the time, space and correct conditions for the horse to be able to restore hoof quality. It will strengthen and absorb into the hooves, meaning it will not ‘come off’ in the field — whatever the weather. Once the product has absorbed, water droplets simply roll off the hooves like rain off a waxed jacket.


Consistent moisture


Fits like a glove

Formulated to provide moisture in dry conditions and protect hooves from becoming saturated in extremely wet weather, Kevin Bacon’s Hoof Dressing helps to promote a more consistent hoof moisture content – ideal for the British climate. Added laurel helps keep the hoof free from bacteria, which in turn promotes healthy horn growth. 100% natural it is ideally used year round. In addition, it gives hooves a beautiful showring appearance and is available as a liquid or a solid – the liquid comes with a handy application brush within the tin, ideal for travelling with no mess in the tack box.

The Easyboot Glove, the UK’s most popular hoofboot for barefoot horses (according to Trelawne Equine’s National Barefoot Survey), and also the best-selling hoofboot in the world, has launched two new sizes to the range — size 4.5 and size 5.0. The Glove offers a seamless fit and hugs the hoof; it responds like a natural foot and is flexible and tough, giving the horse added traction and protection to the sole, while allowing a free stride and breakover. Hoof boots help protect the hoof and boost its shock absorption properties on hard surfaces, or when transitioning from shod to bare.


Equestrian Business Monthly | July 2013

ll K : re s a U ca se e of hor in th Ho r x fo de te g a ra fla . M Ke the orld ing w fly r the e ov P of r o d u ct a th ‘Ho s vote Yea r se ed r J o u by rna l

For strong healthy hooves ’

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Available online at 01373 827649 Endorsed by Ian Hughes DipWCF Head Farrier Beijing Olympics ‘08 For advice call 01373 827649 or email All emails are answered within one working day.

Keratex Horse Ad Generic 0.5 A4 P ALT.indd July 12013

| Equestrian Business Monthly


24/6/13 14:13:22

Focus on feeding

Many horses have enough energy for work on hay and grass alone

plump profits

for slim sales

Rising equine obesity is a concern for many vets and welfare organisations and just as many parents underestimate the degree of obesity in their children, so too do many horse and pony owners. Weight management for equines is not difficult. The basic idea is to supply the horse with enough energy for the amount of exercise he does; no more, no less. 20

Equestrian Business Monthly | July 2013


he predicament of overweight horses has been well-publicised in the media, especially with regard to the showing community. Whilst equine feed manufacturers can do much to provide low-calorie diets, retailers also have a part to play and whilst helping your customers, you can also boost your business too. Just as when selling houses, where the key is location, location, location; when selling products for overweight horses, they key is education, education, education. Honesty and knowledge will help to build a great report between your business and your customers and provide a solid reputation built on trustworthiness, which will attract new customers. When faced with a vast array of different feeds direct from manufacturers themselves or through wholesalers, it can be confusing to select the most suitable ones to stock. The main considerations to bear in mind when stocking feeds suitable for overweight horses are that the feed should be high in fibre and low in starch and energy, not only will this help your customers to avoid providing their horses with excess energy, but the high fibre and low starch levels are much kinder on the horse’s digestive system too. Having gained the right knowledge, you then need to arm your store with a wide range of products and information to back it all up, such as feed information leaflets, which customers can take away with them.

Good doers Horses that tend to put on weight easily are generally known as good doers. A horse requires a basic level of nutrition consisting

of carbohydrates, protein, fibre, fats, vitamins and minerals, all of which can be found in a horse’s natural diet. It is only when a horse’s workload increases, or situation changes, such as when breeding, that supplementary feeding is usually needed. Native ponies and horses in particular have evolved to survive in harsh conditions and therefore tend to be good doers. In their natural environment natives would have to make the most of poor quality grazing and would constantly be on the move in search of fresh grazing areas. With native breeds being such a popular choice for all sorts of equestrian pursuits, the majority are no longer kept as nature intended. This change in lifestyle and diet has brought about its own set of problems, namely the challenge of keeping such horses and ponies in slim, healthy condition. While many good doers can quite happily maintain their weight and have enough energy for work on hay and grass alone, their diets may be lacking in vitamins and minerals. In their natural state horses and ponies will be constantly moving on to fresh grazing and will eat a wide range of grasses and other plants, however, horses now tend to be kept on restricted grazing in fenced paddocks, so their diet is much less varied. Using a very low calorie, high fibre feed fed at the recommended levels or a broadspectrum vitamin and mineral supplement mixed with a handful of feed or chaff will ensure your customers provide their horses with the vitamins and minerals they need.

Low calorie food When choosing a feed for a good doer, it is important to monitor

The use of very small holed haynet, such as an Elim-A-Net will help to make forage last longer

se he ft of

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Two more new and unique products from the industry experts! Insu-Lite • • • • •

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Helps maintain: Controlled blood glucose levels Normal levels of insulin Normal healthy uptake of blood sugar Formulated for all good-doers For use in conjunction with an appropriate diet and exercise routine


GOLD Clinically trialled Fast-acting liquid format Can be orally syringed Helps support a balanced endocrine system Very cost-effective for larger animals

Contact Hilton Herbs for more information and details of introductory offers for retailers. Tel: 01460 270701 Email:


SUITABLE FOR LAMINITICS The cost effective fibre provider…and it’s packed with vitamins and minerals!

30 to 60 Seconds

Barley Free – Low Starch, Molasses Free – Low Sugar For horses and ponies at rest or in light work Low calorie feed suitable for good doers and laminitics Ideal for older horses and ponies and those with poor teeth May be fed as a partial or complete hay replacement

Winners of the 2013 HAYGAIN Nutritional Helpline of the Year Award, for excellent advice and customer service

For a FREE fact sheet on laminitis, or to find out how Fast Fibre ® could benefit your horse or pony, contact our friendly, award-winning, nutrition helpline today on 01362 822 902, email or visit

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Soaks In Just

Recent guidelines have suggested that horses and ponies suffering from laminitis, or those prone to, or susceptible to laminitis, must be fed a balanced diet that contains less than 1g starch/kg BW/meal. Therefore, to ensure that your horse’s diet is low starch, you should July 2013 | Equestrian Business Monthly not feed more than 1g starch/kg BW/meal. To get the full benefit from this feed it must be fed according to recommended guidelines.

Quote Advert: Fast726


Focus on feeding the levels of carbohydrate in the feed. Horse feed contains two types of carbohydrate, one of which is important for the health of the horse, the other to the horse’s detriment if fed in excess. The carbohydrates, which are good for most horses, and particularly those on a diet, are structural carbohydrates such as fibre, which is important for

Horse feed healthy and effective digestion and should form the bulk of the diet. The ‘bad’ carbohydrates are non-structural carbohydrates such as starch and sugar, though they have their place for horses in harder work or those that need to gain weight. Just like with humans, extra calories (referred to as energy in horse feed terms) will cause weight gain. Of course starch and sugar are both important sources of energy but it must not be fed in excess.

Selling for weight control In order to help customers choose suitable feeds, aim to group feeds for the type of horse they are most appropriate for. For instance, assemble chaff and low sugar and starch mixes together and also put

weigh tapes and grazing muzzles in view. The use of very small holed hay net will help to make forage last longer so stock these too. Feeding toys are also a great way to stop a horse from gulping down its feed and also to keep it entertained, so keep a range of these near feeds to encourage impulse buys. Regular condition scoring and weigh taping will enable your customers to spot any changes in their horse’s weight and condition much quicker than by eye alone. As a rule of thumb they should be able to run their hand lightly across their horse’s ribcage and be able to feel ribs easily but not see them. Combined with an appropriate diet this should help to keep a good doer in trim, healthy condition. However, if you or your customer are still unsure about which product is the most suitable or have any other feeding queries most feed companies do have feeding helplines which offer practical, easy to understand advice.

Grazing restriction It may be beneficial to think about equine weight management as a lifestyle. It is not just the type of hay fed or the proportion of high energy feed, it also about the horse’s grazing. Thinking outside of the feeding box allows you to broaden your product range. Electric fencing may be a year round staple but try remarketing as a spring grazing essential. If the normal paddocks are too big and full of lush grass, fencing off

Using a weigh tape is the easiest way to asses a horse’s weight


Equestrian Business Monthly | July 2013

Horses that tend to put on weight easily are generally known as good doers a small area will limit the horse’s calorie intake with little effort. If temporary fencing isn’t an option then try grazing muzzles. The range of muzzles is expanding and is a sensible way for customers to allow their horses turnout time, without letting them get fat. Again, position these in a prominent location to make the most of seasonal impulse buys.

Feed right It may not seem good business

Weighing a horse is a good place for customers to start

sense to discourage owners from feeding too much, but it is not a question of people buying less feed, just the ‘right’ feed for their horse, so it is still feasible to plump up your profits, while helping to slim down your customers’ horses. It makes more sense to encourage people to exercise their horses properly. A horse aerobically exercised every day for at least twenty minutes is more likely to feel good, look much better and require more feed as the energy requirements increase. It is better to encourage your customers to increase the number of calories their horses use, rather than simply reducing calorie intake (though in some cases both may be necessary). Not all horses need to be competition fit but just because a horse is used for pleasure rides is no excuse for it to be unfit and overweight. Remember that a fit horse will require more food than an unfit horse and will therefore boost sales. As equine and human waistlines keep expanding, problems continue to arise. Rates of obesity in equines are growing too fast and it is the responsibility of every person in the equestrian world, whether amateur or professional, to practise good feeding regimes. Retailers have an important role to play, as they are often the first point for people to seek knowledge and advice. If you can provide that information you can help your customers to make the right decisions for their horses, which will ultimately lead to healthier horses and sustainable, repeat sales for you. ■

July 2013 | Equestrian Business Monthly


Focus on feeding PRODUCT

Fibre fix


Shift those pounds

Allen & Page’s Fast Fibre is a barley and molasses free ‘quick soak’ feed that is ideal for the good doer or for horses who tend to become excitable even on low energy feeds. It’s a must for any feed room, especially when good forage sources are limited and is also particularly useful for horses with dental problems as it can be used as a partial or complete hay replacer. In addition, as it’s high in fibre and very low in starch and sugars, it’s a great feed for those prone to laminitis.

The fact that an overweight pony is dull and lack lustre may not be so much to do with lack of energy in his diet but with a lack of vitamins and minerals. An ideal solution is a feed balancer, like Baileys Lo-Cal. This provides a very concentrated source of nutrients, without extra calories, and enables the owner to feed a balanced diet to ensure their pony is receiving all the nutrients required for overall health and body maintenance. With correct work, they should be able to encourage weight loss, whilst the high quality protein in Lo-Cal balancer will help promote muscle tone.


Balanced diet


Relying on research

Packed with vitamins, minerals and antioxidants, Safe & Sound is the perfect balanced diet for weight watchers. Providing therapeutic levels of biotin as well as inflammation reducing MSM, Safe & Sound is a low calorie (50% less than comparable products) fully supplemented, long fibre, low starch and low sugar fibre feed. Safe & Sound is ideal for stabled horses due to its long fibre content which encourages chewing and saliva production. This market-leading product was launched as a result of Dodson & Horrell led international laminitis studies.

INSU-LITE has been specifically produced for ‘good doers’ who struggle to maintain normal healthy body-weight. Drawing on research undertaken on horses in the USA Hilary Self, medical herbalist at Hilton Herbs, has formulated Insu-Lite using herbs such psyllium husks, artichoke, and fenugreek, known for their ability to maintain normal levels of circulating hormones such as insulin, support normal healthy uptake of blood sugar by cells, and help control blood glucose levels. It is important that Insu-lite is used in conjunction with an appropriate diet and exercise regime.


Saracen shapes up


Better balance

SHAPE-UP is a feed balancer containing the essential vitamins and minerals that a horse or pony requires in a palatable feed whilst being specifically designed for horses and ponies who are ‘watching their weight’, prone to Laminitis or EMS, and thus require a low calorie feed. It contains omega 3 fatty acids helping to maintain healthy joints and mobility, as well as recommended levels of biotin, bioplexed minerals, essential amino acids and quality protein sources to encourage quality hoof development and growth.

Spillers balancers are formulated from the finest quality ingredients and are the perfect way for customers to make sure their horses receive the essential vitamins and minerals they need. They are ideal for those on a forage-only diet, good doers or for horses having less than the recommended amount of compound feed. Spillers Lite Balancer is perfect for the very good doer or the overweight horse or pony on a calorie restricted diet. Spillers Original Balancer has a wide application from those that don’t require the full amount of compound feed to those that would benefit from additional supplementation.


Equestrian Business Monthly | July 2013


To be marketed in the UK is a sign of accomplishment for any brand.


What advice would you give to smaller UK companies who want to export their products to Europe and beyond?

and beyond


From importing new ranges of fly repellents to exporting British leather goods, international trade can take you all over the world and open up new revenue streams. Quite simply, international trade works because commodities in one country are often in demand by another country. There are some complicating factors of course, such as the logistics of transportation, export duty, VAT rules and so on, but in reality these are all areas that can be understood and mastered with a little effort. Success lies in finding a receptive market for your products, or in sourcing products that your home market will buy. We spoke to Christian Houdard, EKKIA S.A.S Business Developer for the UK about his company’s experience.


Why is the UK a good place to export your products to?

Ekkia Warehouse in France

The British market is the largest European market combining tradition and innovation. It represents a very important potential for any foreign company, especially with the interest most British retailers show for what happens across the Channel. UK is the establishment for equestrian sports, and the horse is an inherent part of British culture.

I thought Great Britain was in Europe! But here I suppose Europe means ‘what is not British’, or ‘on the other side of the Channel’. It would be very easy for a British company to deal with foreign countries. Good advice is to find a well-established agent, or even learn some language basics for the targeted countries.


What are the specific logistical challenges faced by having your business based outside the UK?


There are no logistical challenges to be based outside the UK. EKKIA uses DHL, a company that is very well-known for its seriousness and efficiency. All customers can be delivered to within two to three days, which is very satisfactory. Our customers can call our sales department very easily; they are in contact with our sales assistants who all speak perfect English. We have a UK based bank so paying is easy too, in GBP of course, via BACS, cheque or credit card. Returns

“Our sales representatives are British and most of them are riders and come from the horse world” are easy too: in case of a problem, retailers send us a picture of the designated product and a credit note is generated. Our sales representatives are British and most of them are riders and come

July 2013 | Equestrian Business Monthly



Jean Francois Vignion, Chairman and CEO in the Ekkia showroom

What equestrian trade shows are important to your business and why?

not go and buy their own horse feed in their usual tack shop or feed store as most horse owners do in the UK. These differences translate into the products found in saddleries, and in the customers’ expectations.




BETA International is the most important trade show for us of course. It allows us to show our products to our customers in a very rewarding way. BETA International puts us in contact with equestrian retailers seeking the latest innovations.


Do you find the UK market has any specific differences to your home market (what is your home market)?


The UK market is tied to the fact that some equestrian disciplines actually do not exist in France, like ‘showing’, or are very minor compared to showjumping, like three-day-eventing. DIY livery yards do not exist in France, only full livery, which means riders do

What are the benefits for UK wholesalers and their retailers in stocking products manufactured outside the UK – what marketing support are you able to offer?


UK retailers are very open to foreign products and are always interested by new items even if they come from another

“UK retailers are very open to foreign products”


Even if British products are internationally renowned for their quality and innovation, products made outside of the UK allow wholesalers and retailers to widen their product base, giving all riders a better choice of products or designs that might not exist in the UK.


How easy is it to find UK wholesalers and/or direct stockists of your products? How do you go about sourcing them?


country. UK retailers are always available, welcoming us with a cup of tea or coffee, and always honouring their engagements. It is a true pleasure to work with this great big family of horse people in the UK.

Equestrian Business Monthly | July 2013

Covalliero is a brand of Albert Kerbl GmbH Felizenzell 9 84428 Buchbach Germany Phone: +49 (0)8086 933 105 E-Mail:


from the horse world, so they know equestrian products and the equestrian scene well.


Horseshape GmbH & Co. KG

Hi Form Australia PL

Horseshape ScanKit is the first mobile 3D scanner for a horse’s back.

Hi Form Australia has been producing world first, natural equine supplements since 1990. A family run, independent business, Hi Form uses human grade ingredients, wild crafted or organic herbs, tissue salts and is a HACCP certified manufacturer. The products within the range help to assist with numerous common and difficult equine issues and the support and service offered by the company is second to none. Retailers can buy directly from Hi Form but the company is currently looking for an efficient UK distributor.

A laser measurement system, it scans the horse’s back within five seconds and creates an exact 3D model. The resulting data provides the perfect basis for saddle fitting and reflocking. From the digital 3D model, Horseshape produces a physical two-piece life size model of the individual horse’s back, which can be used to individually customize a saddle. Furthermore, it can be used to check the horse’s back for alterations in the future. Horseshape is currently seeking distribution within the UK, although retailers can also buy direct.

Address: Universitaetsstr. 3 D-56070 Koblenz. Germany

Address: 216-220 Perry Road, Keysborough, Vic, 3173. Australia

T: +49 26 32 / 73 828 99

T: +61 (0) 3 9798 1000





Albert Kerbl GmbH


Kerbl has a very broad range of products, many of which are already distributed in the UK through a number of wholesalers and agents. Electric Fencing branded AKO, stable and horse surveillance systems with wireless cameras, GSM alarms, stable and transport equipment and high-quality horse brushes branded Oster are just some of the product ranges available. Kerbl covers the full range of horse products both as manufacturer and as a wholesaler. When it comes to equestrian wear, Kerbl’s brand Covalliero is responsible for clear, sporty designs of very high-quality at affordable prices.

Established in 1922, Komperdell is well known as one of the world’s leading pioneers in developing and manufacturing back protectors for alpine skiing and snowboarding. Their ‘know-how’ surrounding residual values, impact energy, fall dynamics and how to protect efficiently, is the result of many years of cooperation with leading companies in the motorcycle industry. Due to the great success recognized by many awards, the next step was to expand their protector technology into the equestrian market, gaining Spoga Horse Innovation Awards in both 2011 and 2012. Komperdell is currently seeking an agent within the UK, although retailers can currently buy direct.

Address: Felizenzell 9, 84428 Buchbach. Germany

Address: Wagnermuehle 30, 5310 Mondsee. Austria

T: +49 8086 933-333

T: 0043-(0)6232-4201-0





July 2013 | Equestrian Business Monthly



Life Data Labs, Inc WINTER 2013

Distributed in the UK by Battle, Hayward & Bower Ltd. Life Data Labs, Inc was founded by Frank Gravlee, DVM, MS, CNS with the purpose of determining equine nutritional deficiencies by performing laboratory tests. Dr Gravlee practiced veterinary medicine before furthering his education with a three-year residency in nutritional pathology in which he received a master’s degree in intermediary metabolism. Farrier’s Formula, Dr. Gravlee’s first commercial product, is now renowned. Life Data Labs automated manufacturing facility, equine nutrition research facility, and the state of the art laboratory provides the tools and research needed to continually develop new and effective products for the animal health and nutrition market.

Comfortable and affordable equestrian fashion.

Address: PO Box 349, Cherokee, AL 35616. USA T: 00+1+256 370 7555 E: •

La Valencio



R 20


SSG Riding Gloves

Established for two years, La Valencio is a young Dutch equestrian brand that’s already very successful and expanding to Germany and Belgium. Its current product focus is on knits and breeches for ladies, but for winter 2013 there is also a small children’s collection and some items for men. Key features are: comfortable fitting, good shape, sports fashion and a very good price in relation to quality. A small collection of bridles and halters is also available. La Valencio is currently seeking distribution within the UK although retailers can buy directly from the website (simply ask for a username and log-in).

Distributed in the UK by Tagg Equestrian, SSG gloves provide the comfort, fit and performance riders need when working around the yard, hacking or in competition. The company uses top quality materials and precision styling to create some of the best gloves around having been the preferred choice of equestrians around the world for more than 20 years. The full range can be seen on the website, before consumers visit stockists to feel the fit. SSG gloves will be your customers’ favourite gloves. We promise. UK Southern Sales Telephone: +44 (0) 1636 636135. UK Northern Sales Telephone: +44 (0) 191 265 0032.

Address: Lange Coupure 3A, 1391 KN Abcoude. Netherlands

Address: P.O. Box 28530, Aurora On. Canada

T: 0031-6-28959843

T: 011 1 905 727 9203






Equestrian Business Monthly | July 2013

Classics Never Age... 1985

They Only Improve With Time! • The original hoof supplement • The only product of its kind subjected to independent scientific research and published in a refereed journal • Vacuum packed and nitrogen flushed to remain ‘fresh’ three years from manufacture date • GM free and Vegetarian Society approved Life Data Labs, Inc. 12290 Hwy 72 Cherokee, Alabama 35616 Product of the USA

Life Data® L A B S,

I N C.

ATHLETE: HAns-DiETEr DrEHEr, Photographer: Julia rau


EU Sales Representative Karen Zetsche Mobile: +44 (0) 7535151022

uvex Distributed in the UK through Zebra Products, uvex is a family run business at the forefront of sporting engineering since 1926. The company has an in-house museum charting the story of its development and growth, as well as its own in-house testing laboratory, situated in the centre of Bavaria in the city of Fuerth. uvex has been supplying products to the european equestrian market for the last four years and their helmets have quickly become the new ‘must have’ for the discerning, sporting, fashion conscious athlete. The helmets undergo lengthy in-house testing and are Kitemarked by BSI to EN1384:1996/BSEN1384:1997 and ASTM F1163:04.

HigH-TEcH ToP cLAss uvex perfexxion active unique look – extremely light – highly stable IAS 3D Fitting System. Allows for adjustment of depth and circumference. BSI Kitemarked to BS EN 1384 and SEI certified to ASTM F1163 Light weight 335g Removeable, washable sanitised helmet lining Adjustable soft harness World Class German Design and Technology True through ventilation Sizes XXS-XL Zebra Products Ltd. - UK & Irish Distributor Phone: 01352 763350 Address: UVEX SPORTS GmbH & Co. KG, Würzburger Straße 154 DE-90766 Fürth. Germany T: +49 911 9774 4234 E:


EN 1384

Cert. Mod. (ASTM F1163-04a)


az_british_showjumping_perfexxion_active_92,5x256_1303_R01.indd 1 July 2013 Equestrian Business


29 15:29


What to stock for Successful Sales

Olympia Full Seat Breeches Ariat Europe Limited £125 .0


Sizes: 22 – 36 regular and long fit Colours: white, beige, navy, black and truffle RRP: £125.00

Incorporating patented V3 technology with an elastic ‘V’ panel in the waistband these breeches offer multi-directional stretch to accommodate varying hip angles and ensure freedom of movement. Made from four-way stretch Schoeller fabric they are available with or without a stretch Clarino Full Seat. The exclusive Calf Fit System is also utilised.

BELSTAR Funline Jodhpurs EKKIA

Jodhpurs, breeches and over-trousers Jodhpurs and breeches are a fundamental part of any rider’s wardrobe and over-trousers are gaining in popularity especially with the inclement weather we are facing in UK.


raditionally, both jodhpurs and breeches were only available in white or cream, but there are now a huge variety of colours and patterns available. Features such as extra pockets, piping, large branding and contrast seats are now frequently seen and are popular for general leisure riding. Competition riders still require cream or white although the shades can vary all the way from bright white, through to canary yellow or tan. Breeches are ideal to wear with long boots and are available with a full seat or with knee patches. They reach to just over half way down the rider’s calf and feature a small fastening, or more recently a pull-over stretch panel at the bottom of the leg to keep it secure. They may also be worn with short boots and chaps. Jodhpurs are longer, featuring a cuff that reaches over the rider’s boot. They should be


worn with jodhpur boots or paddock boots. Some styles still feature an elastic strap that fits under the rider’s foot but many require holding in place with jodhpur clips, especially for showing competitions. Over-trousers, which are often waterproof, are intended to wear over jodhpurs or breeches to keep them clean and dry, either around the yard on at an event. High street fashion has influenced all areas of riding wear and jodhpurs and breeches are no exception. Low waisted ‘hipster’ jodhpurs are still popular among younger riders used to low slung jeans, however, many competitors swear by high-waisted breeches for riding. Dressage riders in particular are often seen in high waisted garments, which can offer additional body support and help maintain a strong position in the saddle.

Equestrian Business Monthly | July 2013

Sizes: children’s 6 – 14 years; ladies 24 - 30 Colours: blue, emerald, purple, pink, fuchsia, orange RRP: £22.90



Stylish, these close fitting traditional jodhpurs come in a range of sparkling colours. Made from light knit material in 95% cotton and 5% elasthan, ideal for warm weather. Features include a slant zip pocket and elasticated waistband with loops.

Blackmoor Breeches Caldene

Sizes: 24 -34R and 24-32L Colours: navy denim RRP: £54.99



The new Blackmoor breeches are a modern stretch denim jean style, with a shaped seat and front and back pockets. With diamante rivets on the pockets and silver lurex embroidery, Blackmoor breeches add modern elegance and style to any wardrobe. They feature faux suede knee patches and are designed for a stretchy comfortable fit.

Cavallo Candy Breeches Cavallo

Sizes: 22L - 34L (European 20-34) Colours: All Cavallo colours including standard white, black and blue RRP: Around £165.00 - £179.00 Stylish ladies breeches in a wide range of colours, Cavallo Candy Breeches have a wide waistband, contrast zipped pockets at the front and Cavallo embroidery at the back. The leg has a comfort cuff and they also come with a ¾ Cavasoft seat panel.



LET’S TALK PRODUCTS Dublin Imperial Full Seat Breeches Weatherbeeta Ltd

Sizes: 24 - 30 Colours: beige, black, chocolate, white RRP: £59.99

Dublin Kempton Full Seat Breeches



Weatherbeeta Ltd Sizes: 22 - 30 Colours: denim, grey RRP: £69.99

Dublin Imperial Full Seat Breeches provide a stylish look for those who want the versatility of wearing them around the yard, for everyday riding and in competition. A quality woven breech made from cotton/nylon/Lycra with full stretch suede seat. They feature belt loops and a front pocket with zip closure.

The Dublin Kempton Full Seat Breeches provide a stylish look for those who want versatile clothing for wearing around the yard and for everyday riding. Featuring fashionable quality denim coloured cotton/nylon/lycra blend material they have a suede full seat, a four-pocket design and a wide waistband.

Dublin Supafit Jodhpurs

Winter Breeches

Weatherbeeta Ltd

Sizes: Child’s: 18 - 26, Adults: 24 - 34, Men’s: 30 to 36 Colours: Various RRP: Child’s: £23.99 Adults: £29.99 (Check £34.99) Men’s: £34.99




Sizes: 24 - 32 Colours: navy, white stitching RRP: £62.90


Sizes: 22L - 34L (European 20-34) Colours: black, blue and white RRP: Around £110.00 (knee patch) - £126.00 (full seat) Gersemi Sunna Breeches have a back pocket featuring the Gersemi embroidered motif together with jeans style rivets to give that authentic denim feel. They are front zip fastening in a hipster style with a wide waistband, belt loops and leather Gersemi logo back patch. They are available with a choice of full seat or with knee patches.



EQUI-THÈME Agate Cool breeches



Real jeans combining the straight cut of riding breeches to the comfort of jeans. A high waist and white stitching enhances shape, while features include: fabric knee patches, shaped seat, slant YKK zip pockets in front, riveted pockets in back, elasticated waist with belt loops and wide belt loop with a punched metallic plate in the back.

Gersemi Sunna Breeches

Sizes: 24 - 34 Colour: black RRP: £96.50


Made from technical soft stretch water-repellent fabric they have a fleece lining and a durable stretch outer. Featuring a full stretch suede seat for complete comfort in the saddle, they also have belt loops and Equetech stud and zip fastening. With the unique stretch Lycra panels to outer leg seams there’s no need for Velcro.

A stylish and comfortable zip front design Dublin Supafit Jodhpurs are made from soft durable 95% cotton and 5% Lycra fabric to ensure a comfortable fit. They feature belt loops, self-fabric knees and a front pocket with zip closure.

EQUI-THÈME Silver Jeans




Sizes: 24 - 32 Colours: white, grey stitching; choco, beige stitching RRP: £84.90



Breathable with sweat control, these breeches provide exceptional freedom of movement. They have a twoway stretch outer fabric and cotton inner, with lower leg in double thickness elastane Lycra. Straight cut with elegantly stitched knee patches, they feature slant pockets and non-slip waist with belt loops, V-shaped loop, and wide loop with punched metallic plate at rear.


Bridie Jodhpur +

Harry Hall

Sizes: 24 - 34 reg, 24 - 32 long Colours: teal, navy, dewberry, chilli and black RRP: £28.99



These jodhpurs offer great value without compromising on style and quality. The unique colour scheme provides a choice for those who like to stand out or for others who prefer a more subtle colour way. They have a front zip, two front pockets and belt loops to enable wearers to accessories with a belt of their choice.

July 2013 | Equestrian Business Monthly



Horze Cover Knee Trousers Horze UK £28.9 9 Sizes: XS - XL(unisex) Colour: white RRP: £28.99

100% polyester waterproof cover trousers which are ideal to wear over competition breeches to keep them pristine. Discreet zips down both legs for easy on and off when wearing long riding boots. As a unisex fitting, they offer excellent quality at very competitive price.

HyPERFORMANCE Bright Denim Ladies Breeches Battles

Sizes: 24 – 32 Colours: hot pink, red or purple RRP: £45.00

Ladies Grand Prix Full Seat Riding Breeches Horze UK

Sizes: 8 - 18 Colours: Various RRP: £73.99

HyPERFORMANCE Diesel Teen Jodhpurs




Sizes: 18 – 28 Colours: blackcurrant/black or navy/red RRP: £18.33 A fashionable garment, in regular leg length, HyPERFORMANCE Diesel Teen Jodhpurs give the look of wearing jeans with the comfort of wearing jodhpurs. Flattering contrast stitching and colour contrast pockets, belt loops and zip detailing make these an ideal stocking choice. Machine washable at 40 degrees.

Ladies Full Seat Tape Breeches

Ladies Self-Seat Tape Breeches

Sizes: 20 - 34 Colours: black, burgundy, green, grey, navy, red, white RRP: From £70.00


Both design and technical fabric combine for an incredibly comfortable fit and fashionable look. Made with exclusive soft Dura Tough fabric and stretchable faux-suede full seat they maintain their shape in wash and wear. A stylish cut and slanting side pockets join a broad concealed waistband, Velcro leg-fasteners, and a metal Z belt charm.

Bright, fun and fashionable HyPERFORMANCE Bright Denim regular length ladies breeches are part of this summer’s trend, which is all about adding a bit of colour. Ideal for wearing as breeches for riding, around the yard or as jeans for town, they are machine washable at 40 degrees.

John Whitaker International Ltd


£70 +

John Whitaker International Ltd Sizes: 20 - 34 Colours: black, burgundy, green, grey, navy, red, white RRP: From £60.00



£60 +

These colourful full seat breeches are new for 2013. Beautifully decorated with the new John Whitaker white tape and finished with embossed knee patches, they are great for any casual ride or a day at the stables. Features include: white stitching, two back pockets, Clarino full seat, embossed John Whitaker knee patch and JW buttons.

New for 2013, these colourful self-seat breeches are beautifully decorated with the new John Whitaker white tape and finished with embossed knee patches. Feathers include: a self-seat, white stitching, two back pockets, Clarino knee patches with embossed John Whitaker and JW buttons.

Mark Todd Contender Competition Breeches

Mountain Horse Lauren Breeches

Westgate EFI

Sizes: 24 - 34 Colours: white, beige RRP: £87.49 Manufactured in water and wind resistant technical fabric, these smart new breeches are designed to keep the serious rider comfortable all day long. The four-way stretch material and smooth Lycra ankle sock help achieve a sleek fit and the trendy contrast stitching on the pockets and belt loops adds a nice finishing touch.


Equestrian Business Monthly | July 2013

Horsemasters Distribution



Sizes: 24 – 36 Colours: black, coffee, red, white, beige, navy RRP: £110.00 Elegant and stylish breeches with polyamide for support and Lycra for comfort. The standard height waistband is shaped slightly higher at the back for a great tailored fit, while the two front pockets have snap button closures. There’s also a leather ‘jeans-style’ badge at the back of the waistband with Mountain Horse embroidery in gold stitching.



LET’S TALK PRODUCTS Mountain Horse Polar Breeches Horsemasters Distribution

Sizes: XS - XL Colours: black RRP: £129.95 (from Sept 2013)



Polar Breeches are waterproof, windproof and breathable with full-length waterproof zips. They have a full seat, pre-bent knees and underfoot stirrups for comfort in the saddle. The insulation will keep riders warm in the harshest of winters. They work perfectly well as a winter replacement for normal breeches.

Pikeur Lugana Breeches Belstane Ltd

Sizes: 20 - 34 Colours: Various with contrast colours also available. RRP: From £124.00

Shires Equestrian Sizes: 24 - 32 Colours: white, cream RRP: £59.99

Horsemasters Distribution



Gents Stratford Performance breeches Shires Equestrian

Sizes: 28 - 42 Colours: beige, brown, grey, navy, olive, white RRP: £59.99



Maids Embroidered SaddleHugger Jodhpurs Shires Equestrian

Sizes: 22 - 32 (also available in ladies sizes) Colours: black, navy, purple, raspberry RRP: £28.50

Waterproof Over-Trousers

Toggi Apollo

Designed to withstand tough treatment, these pullon waterproof over-trousers are made of durable nylon and feature tough web ankle hem bindings and inner ankle reinforcements to deal with scuffs. The elasticated waist has a drawstring whilst two zip close pockets keep contents safe. They also have taped seams, touch close ankle fastenings and reflector strips.



Flattering high performing breeches made from Meryl Actisystem, a highly breathable, quick drying fabric. Featuring Dri-Lex lower leg inserts that reduce bulk in long boots and keep the legs comfortable. They feature a pleat front, stretch synthetic suede knee patches, secure front pockets, zipped rear pocket and belt loops.

Distinctive jeans style jodhpurs featuring Shires emblem back pocket embroidery. Made from Creora stretch cotton fabric for an excellent, flattering fit and featuring rear leg seams, selffabric knee patches, contrast stitching, jeans styled pockets on the front and back, rivets and belt loops.

Sizes: XS - XL Colours: navy RRP: £23.99


Sizes: XS - XXL Colours: black, navy RRP: £84.95 (from Sept 2013)

Ideal for the show ring, these smart breeches have a high viscose content which is excellent for keeping the rider cool under pressure. A stylish high V-back, eye catching diamante detail, contour self-fabric seat and knee patches and Dri-Lex lower leg inserts for reduced bulk in long boots.

Shires Equestrian


Warm, comfortable over-trousers in a waterproof fabric with a full seat. The side zips extend the full length of the leg so that wearers can get them on and off without removing boots. The zip is protected by a windflap that helps keep out rain. They have pre-bent knees and underfoot stirrups for comfort in the saddle.

The classic top breech model by Pikeur in regular and long lengths. The popular close-cut style in particular ensures a perfect fit and comfortable feel. Equipped with a ¾ seat panel and a zip pocket at the front. Available in different colours, fabrics, contrast colours, slim versions and much more.

Ladies Chelsea Performance Breeches

Mountain Horse Mountain Rider Pants


Finest Brands International


Sizes: 28 - 38 Colours: beige, black, navy, white RRP: £77.50





Toggi Apollo men’s modern fit breeches are made from a super lightweight performance fabric, to help keep the rider cool on warmer days. With pleated front detail for comfort and style, faux suede knee patches and front and rear pockets, the Apollo breeches are easy to wear every day or for competing.

July 2013 | Equestrian Business Monthly



Toggi Gatcombe

Finest Brands International Sizes: 24 - 34 Colours: beige, black, chocolate, navy, white RRP: £77.50

Toggi Laredo



Finest Brands International Sizes: 24 - 34 Colours: denim blue RRP: £69.90

These breeches have a soft feel and super stretch while the breathable fabric contains a built-in moisture management system which helps riders remain cool and dry. They have a full seat in stretch simulated leather making them a perfect choice for everyday riding or competing and also feature two zip pockets, nickel free fastenings and belt loops.

These super trendy denim breeches are extremely stretchy, providing stylish comfort and ease of use and also feature a full stretch simulated leather seat for great security whilst riding. Laredo feature jean style pockets, a zip up mobile phone pocket, brass YKK zippers and subtle brass branding.

Toggi Severn

Toggi Showring

Finest Brands International Sizes: XXS –XXXL Colours: black, navy RRP: £52.50



Available in short and regular lengths these practical, waterproof and breathable unisex over trousers are designed to keep the rain and mud at bay. Featuring extra-long zips at the outer leg, waterproof lower leg lining to prevent wicking and a higher CB waist panel for additional warmth and protection.

Ariat Europe Limited: +44 (0)845 6003209

Horsemasters Distribution: +44 (0)1462 432596

Battles: +44 (0)1522 529206 hyperformance

Horze UK: +44 (0)1235 856376

Belstane Ltd: +44 (0)1335 372600

John Whittaker International Ltd:

Caldene: +44 (0)1274 711101

Shires Equestrian: +44 (0)1568 613600

Equetech: +44 (0)1296 688696 Finest Brands International: +44 (0)113 270 7000 Harry Hall: +44 (0)1274 711101


Sizes: 18 - 28 Colours: beige, black, chocolate, navy, pink, purple, white RRP: £18.95



Toggi’s Showring jodhpurs are made from 52% Cotton, 45% Nylon with 3% Elastane, combining quality and comfort with fantastic value for money to keep mum and dad happy. With many of the same features as grown up jodhpurs worn by Toggi’s famous sponsored riders such as Pippa Funnell and Piggy French, kids will love them.

Coming next month…


EKKIA: +33 388 074006

Finest Brands International


+44 (0)1706 340500

Weatherbeeta Ltd: +44 (0)1295 226900 Sales team +44 (0)1295 226900 Westgate EFI: +44 (0)1303 872277 Zebra Products: +44 (0)1352 763350 (Distributor: Gersemi, Cavallo)

Equestrian Business Monthly | July 2013

Winter horse rugs have come a long way from the jute stable rug and waxed cotton turnout and so have their prices. Representing a significant investment, most horse owners have at least two winter turnout out rugs and one stable rug for each of their horses, so they take a lot of time and trouble to ensure they get the perfect fit and outstanding function. In the August issue, Let’s Talk Products investigates the merchandise currently available. If you are a manufacturer and would like your merchandise to be showcased, register your interest by emailing and we’ll send you the details of how your brands can be included.


sharp end At the

Mike Potter provides sales & retail on training for equestrian retailers. Contact him


’m often asked why a particular shop has gone, or more importantly why some shops are doing better than others. The truth is there is never an easy simple answer, it’s never down to just one thing, and often it’s hard to put your finger on what one aspect is most important. Some years ago I watched a TV program on why the Mary Rose sank, and it was a great example of how many aspects can influence the outcome of an event, with no one thing being responsible but all being crucial. Put simply, the Mary Rose sank because it was carrying too many people who all moved to one side; it turned too tightly with too much sail up and had its gun ports open. The last factor let the water in and the

rest rolled the Mary Rose over too far. Remove any one factor and the ship might not have sunk. Conversely, success of a business or operation can be the same, no one factor is crucial on its own but all lead to success. One of my retail customers recently brought in a retail consultant of good reputation and experienced in equestrian retail, with the intent of increasing turnover. They made lots of subtle changes to the layout and the merchandising especially with regard to stock selection and customer flow. Staff members were trained on sales techniques and customer service, and motivational techniques were introduced, most importantly a number of sales targets were

set. (This last being particularly relevant. If staff members don’t know what they are supposed to achieve how can they aim for it or know when they have achieved it? It’s a simple technique but an effective one). Turnover has increased by over ten per cent in the first three months, which in the current economic climate is not to be sneezed at. The consultant knows the retail model he uses works in any retail environment, but cannot tell you which bit is the game changer, or even how some of it works. Just that if you leave elements of it out, it’s not as successful. Retailing is essentially composed of four elements, stock, staff, display and management and playing with one element has an

impact on the other three. This is why when a retailer tries to improve just one element of their business it does not always have the benefit they wanted, you have to take a more holistic approach and look at how each element impacts on the others. A good example of this is the technique I know for selling cleaners and polishes with footwear. I taught it once to one member of staff who sold a month’s worth of polishes in a week. Then it stopped working because they ran out of stock and did not replace it. Just imagine the impact if all five staff in the shop had used the technique. Focus and joined up thinking are good places to start if you want to move your business forward. ■

expanded and updated along with the addition of an in house label printer to offer a fast turnaround for all product sectors and also contract manufacture.

research and development and offer excellent value for money, most importantly they deliver the required results.


Serena Kidd Scattered across the country it can be hard to put a face to a name in this business. Tea Break takes a look at various people in the industry and finds out just how they got where they are today. This month we caught up with Serena Kidd – Equine Brand Manager - Nettex Trading Ltd. When was the company established? Nettex was established in 1983

Who by? Don Yates

How has it grown over time? When Nettex was initially formed it was specifically geared to service the needs of the veterinary and agricultural Industries providing nutrition and animal husbandry equipment and products. With well-managed and continued growth, Nettex expanded its product portfolio into the equine and poultry markets and since being acquired by Rumenco Ltd at the end of 2011 Nettex has

undergone many changes. All of the product ranges have been relabelled and repackaged providing a consistent corporate identity raising brand awareness of all the ranges. The brand has expanded its advertising and marketing campaign and invested in new websites for each product range as well as launching many new exciting products within each range. The factory has also undergone extensive changes. The company’s pick, pack and despatch facility has been relocated, with more work stations now available to offer a quick and efficient service to customers when ordering. Laboratory, chemical and aerosol division facilities have been

Why has Nettex become such a noteworthy brand over the past few years? First and foremost the Nettex brand is trusted by consumers across the UK. The products undergo extensive

What’s next for the company? Nettex is committed to expanding its product portfolio with new and innovative products across the agricultural, equine, pet and poultry ranges. It is also expanding and growing the business in new areas too. Watch this space…■

July 2013 | Equestrian Business Monthly


experts Ask the

If you’ve got a question that you want answering, let us know at:

With the number of products coming to market still growing steadily, retailers are often left with the dilemma of whether to stock different brands of the same type of product, or to opt for a different product line altogether. This month we take a look at bits, asking Herm Sprenger, a company that successfully exports worldwide — in the UK through Zebra Products — whether bits make a good choice for retailers to stock. How would you suggest the retailer choose which bits to stock? Firstly assess the shop in terms of size, customer profile (mainly leisure riders, or more competition riders for example) and budget in order to see which bits types maybe most suitable.

What advice/support should retailers expect? Look for a company that provides in-store training and test centres, especially those that offer discounts off chosen bits, plus FOC display equipment and POS. Also look for brands that commit to a nationwide PR and advertising campaign in order to drive footfall.

Where should retailers point customers if they have a question they can’t answer themselves? A 24/7 bitting advice support service to help customers recommend and solve bitting

enquiries is very important. Sprenger runs annual bit days with its brand ambassadors such as Carl Hester and Ruth Edge and it also schedules trips to the Sprenger factory in Iserlohn in Germany to show how the products are made. The UK Sprenger specialist – Lindsay Middleton has been working very closely with one particular customer in 2013 and they have seen their turnover double in a just a few months.

What are your thoughts on ‘bit banks’ and trying before you buy? Quality bits represent a decent investment for any rider and you never truly know how your horse will respond in them until you try, so test centres offer a true ‘try before you buy’ service for end users which enables retailers to provide this unique service without a loss of profit or compromise to them.

Why Sprenger? Sprenger is a truly ethical pioneering bitting company that

You never truly know how a horse will respond to a bit until you try it


Equestrian Business Monthly | July 2013

hand makes bits in Germany that have been researched in great depth in conjunction with leading German Universities to ensure that horses and riders can work in absolute harmony without any compromise. Their unique bitting material — Aurigan is the only metal in the world produced solely for use in a horse’s mouth; it has high oxidation properties that aid salivation and thus help the horse accept the bit rapidly. This is a testament to their approach to the whole subject of bitting – unparalleled precision.

Brigitte Schulte, Sales Manager of Riding Equipment at bit manufacturer Sprenger


Stop scoffers


Get ahead

The Elim-a-Net features a unique inner net design, which not only reduces the size of the holes, but also the shape, in order to slow down the eating process and prevent bolting and gorging of hay or haylage. By slowing down consumption of forage, owners can limit the risk of obesity and laminitis, as well as supporting a natural trickle feeding process that compliments the sensitive equine digestive system. While the award winning Elim-a-Net is available in three different sizes, the smallest net in the collection is possibly one of the most versatile investments for any owner’s forage-feeding regime.

With colours coordinating with key pieces in their collection, Equetech Cable Knit Headbands are the perfect stock accessory and impulse buy. Ideal for yard activities and training, the stretch fit, one size fits all headband is available in Ecru, Navy and Plum. Feedback from Equetech Team Rider Amy Stovold is that for staying warm and stylish headbands are a must. For riders wishing to update their wardrobe, accessories are an affordable treat. Who can resist shopping for clothes that complete their new colour favourites?


Tip Top Supplement


Naturally nice

Equimins’ Tip Top has been formulated to help promote health and condition but as it isn’t based on cereals or fed at high volume, it doesn’t provide unnecessary calories. It supplies the horse with a broad spectrum of essential vitamins and minerals and with 3kg lasting up to two months, it’s excellent value. Tip Top Supplement is available in two presentations — as a powder to add to feed and as a pellet that can be added to feed or fed on its own, meaning there’s no need to add extra calories to the diet.

Defleqt Fly Spray 100% natural insect repellent is a non-staining, invisible formula that can be applied to all exposed areas of coat, improving condition and shine. With no DEET included it is HSE approved as an effective chemical alternative. Also available, ‘Max Strength’ containing citronella oil, is the strongest totally natural fly repellent available. Still enhancing the coat’s natural shine and remaining invisible upon application, Max Strength upholds all of the existing range’s high standards. HSE approved as safe and effective and containing no FEI listed banned substances. ‘Max Strength’ gives the ultimate protection against all flying and biting insects.


Konig youngster


Baby’s got new boxes

Konig has launched a new long leather riding boot for children through to teens. Many more young riders are now competing and need long leather riding boots. The Youngster is a stylish quality boot that will look the part and yet won’t break the bank. Made from black box calf leather they feature a rear, full length zip with a protective heel strap and top press stud fastening. The foot shape is a classic square which gives comfort for growing feet and won’t pinch. It is leather lined and has a rubber sole for durability and safety in the stirrups.

Rockies’ Baby Pure, Baby Red and Baby Yellow Licks have recently been rebranded, to help give customers more information. Baby Pure, as the name suggests, is a salt lick made using the purest, premium Cheshire salt. Baby Red combines this quality salt with copper for bones, joints, growth and fertility with magnesium to help address any deficiency. In Baby Yellow, copper and magnesium are replaced with cobalt, which helps to produce vitamin B12 for growth and performance, and selenium for the immune system. All licks are made in Rockies’ Cheshire factory, using specialist machinery that creates each and every lick under high pressure. July 2013 | Equestrian Business Monthly


SUPPLIERS DIRECTORY Abbey Diagnostics +44 (0)1638 552122

Classic Showjumps 0161 765 2010 / 2014

Faulks & Co. +44 (0)1455 848184

Horse Haylage +44 (0)1562 770088

Merial Animal Health Ltd +44 (0)1279 775858 a a Fly Away +44 (0)1384 877857 a a

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

Acorn Developments +44 (0)1432 276600

Allen and Page +44 (0)1362 822900 a Andis Company +1 262 884 2600 Andover Healthcare, Inc. +1 978 4650044 a

Animal Health Company Tel - 01787 476400

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

ComfyBed +44 (0)1202 593601

Cox Agri +44 (0)845 600 8081 a

Creative Equine Marketing +44 (0)780 3728646

Dodson and Horrell +44 (0)1832 737300 a a Dog Rocks

Arden Wood Shavings +44 (0)1675 443 888

+44 (0)1628 822 243 a Durango Aubiose +1 740-753-1951 +44 (0)7739 165083 a Earlswood Supplies B Jenkinson & Sons Ltd +44 (0)8450 171351 +44 (0)1924 454681 a a Eazitools Equestrian Baileys Horse Feeds +44 (0)1302 746077 +44 (0)1371 850247 a a eGlove Barnsby +44 (0) 1491 280089 +44 (0) 1922 621676

Bedmax Shavings +44 (0) 1922 621676

EQ Life Magazine +44 (0)1953 852946 a

Black Country Saddles +44 (0)1668 213 467

Equi-Ads +44 (0)1738 567700

Brinicombe Equine +44 (0)8700 606206 a

British Horse Feeds +44 (0)1765 680300 a

Buffera Ltd +44 (0)1707 852244 a

Burlerrow Farm Miscanthus +44 (0)1208 841264

Equimat +44 (0)1536 513456 a

Equine Speedskip +44 (0)1989 769435 a

Equestrian Supplies +44 (0)1254 831645 a Equestrian Vision +44 (0)1403 865320 a

cdVetuk +44 (0)845 512 0423

EquiAmi Ltd +44 (0)1584 891049

Champion + 44 (0)113 2707007

Equine Management +44 (0)1825 840002 a

Charles Owen +44 (0)1978 317777

Clarendon Equestrian Ltd +44 (0)1825 733361

Equisafety Ltd +44 (0)1516 787182 a

Exo2 +44 (0)1335 372600


Friendship Estates +44 (0)1302 700220 a

Fynalite +44 (0)1789 764848

Gain Horse Feeds +44 (0)7912 197000

Girbau UK +44 (0)1462 427780 a

Global Herbs +44 (0)1243 773363

Golly Galoshes +44 (0)7585 557775

The Grand Plan Consultancy Limited (GPC) +44 (0)1608 654040

Grays of Shenstone +44 (0)1543 483344

Griffin Nuumed +44 (0)1458 210324 a Harold Moore +44 (0)114 2700513 a Haybar +44 (0)1723 882434 a HaySoft +44 (0)1277 375647

HeadStart Media Ltd +44 (0)1449 722505

Hemp Technology Ltd + 44 (0)1986 835678

Horse Health Trade + 44 (0)2380 814360 Horses with Attitude +44 (0)1274 852139

Horslyx +44 (0)16973 32592

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

Jack Murphy +44 (0)1768 867590

Jamie Hall Photography +44 (0)7717 476792

Kate Negus +44 (0)1249 740590 a

Keratex +44 (0)1373 827649 a

Kevin Bacon’s +44 (0)1296 662473

Kozi Kidz +44 (0)1302 746680 a

Lets Talk Horses + 44 (0)1953 850678 a

Life Data Labs Inc +1 256 3707555 a Likit For orders Westgate EFI +44 (0)1303 872277 a

Littlemax +44 (0)1668 213467 LPD Tel: 0121 580 0880 a a a aa a a a a a a

Horsefair +44 (0)1264 811425 Horse First Ltd +44 (0)2830 848844

Equestrian Business Monthly | July 2013

Nedz +44 (0)1254 677762

Hucklesby Associates +44 (0)1362 696309 Ltd. Tel: 01476 585 973 a a

Hilton Herbs Ltd +44 (0)1460 270700

Horse & Jockey Ltd +44 (0) 1981 550467

Natural Animal Feeds +44 (0)800 373106 a

Honeychop Horse Feeds +44 (0)1359 230823

Mirrors for Training +44 (0)1902 791207

LS Sales (Farnam) Ltd +44 (0)1608 683855 Maquien Design +44 (0)8000 925699 Maxavita +44 (0)8450 752754

Mears Country Jackets Ltd +44 (0)1922 476930 Measom Freer +44 (0)116 2881588

New Equine Wear +44 (0)1172 303700 Parkgate Equestrian +44 (0)1306 631374

Pellet Beds +44 (0)1789 761333

Spartan Equestrian Products +44 (0)1474 705065 Spoga + Gafa +44 (0)208 6818166

Sportmark by Signam +44 01926 417300 www. a Stable Safe +44 (0)7500 091650 Stormsure +44 (0)3333 441500 a

Taurus Footwear and Leathers Ltd +44 (0)1328 851432 a

PelGar +44 (0)1420 80744


Tirus Equestrian +44 (0)1603 720148

Pfizer Animal Health +44 (0)1304 616161

Toggi +44 (0)113 2707007 a

PressPoint +44 (0)1953 851513 a

Tony Fernandes +44 (0)1142 620899

Top Paddock +44 (0)1469 563995

Pro Mats +44 (0)121 308 6662 Rima Exports +91 972 1504005 a a

Trelawne Equine Ltd +44 (0)8442 578585 a

Unicorn Leather +44 (0)1883 382310

Robinson Animal Healthcare +44 (0)1909 735000 Rockall +44 (0)121 5558334 a

Rockies +44 (0)1606 595025 a aa

Vale Brothers +44 (0)1239 614648 a Verdo Rugs R Us +44 (0)1264 342 009 +44 (0)7969 659894 a a Virbac Animal Health Saracen Horse Feeds +44 (0)1359 243243 + 44 (0)1622 718 487 a a W F Young, Inc Seaquim +001 413 526 9999 +353 (0)8623 64609 a Science Supplements Wahl +44 (0)8456 800606 +44 (0)1227 740555 a Showing World +44 (0)5601 301216 Westgate EFI Ltd +44 (0)1303 872277 a a Silvermoor Westgate Labs +44 (0)1665 602587 +44 (0)1670791994 a aa Smart Cart Worklite Ltd a +44 (0)1279 418052 Smart Grooming +44 (0)1823 681076 a a Your Gift Horse Solocomb +44(0)1454 202033 +44 (0)1235 511358 a


“From small acorns great forests grow”

July 2013 | Equestrian Business Monthly

TEL: +44 (0) 115 942 4265


Ebm july 2013 lr  
Ebm july 2013 lr