www.3dworming.com

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 3

12 TREATS, LICKS AND TOYS Rewarding good behaviour

18 HI-VIZ FOR HORSE AND RIDER Riding high to safety

22 ALTERNATIVE THERAPIES For body and mind

30 BETTER BUSINESS Insurance matters

5 UK NEWS The latest industry news

24 LET’S TALK PRODUCTS Women’s winter jackets

27 ON THE MARKET Products hitting the shelves

29 LAUNCH IT New products to stock

32 SECRET SURFER Websites on show

Front cover image courtesy of Finest Brands International

INSIDE THIS ISSUE

FEATURES

Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich, Norfolk, NR9 4NN, UK T: +44 (0)1953 850678 F: +44 (0)1953 851936 E: enquiries@ebmonthly.co.uk W: www.ebmonthly.co.uk

Editor – KATE HANNAM E: editorial@ebmonthly.co.uk

Advertising Sales & Production - ALLISON KEMP T: +44 (0)1953 852946 E: allison@ebmonthly.co.uk

Design – HOLLY TODD @ PressPoint E: graphics@presspoint.co.uk

DisclaimerWhilst 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.

EQUESTRIANBUSINESS M

ONTH

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REgULARS

CONTACT US

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 4

Happy anniversary!Welcome to September’s issue of Equestrian Business Monthly, which marks a very special milestone for us. We’re celebrating our 10th anniversary as the leading independent equestrian trade magazine in this country.Thank you for your kind messages and congratulations, as well as your support over the years – it’s rewarding to know we have such a loyal following. The magazine has seen many changes over the years, as editors, writers and designers have come and gone, each making their own mark in the meantime, but our aim has remained consistent – to provide informative, entertaining and relevant features that you, the equestrian trade, want to read, as well as being a showcase for some of the best equestrian products on the market. The current team includes myself (I’ve been here a year now would you believe!), sales manager Allison Kemp and PressPoint Media’s head designer, Holly Todd. Allison has been an Equestrian Business Monthly stalwart for many years now, and really is the person who holds everything together. Her knowledge of who’s who in the trade is second to none! Holly meanwhile is kindly loaned to us by PressPoint,

and has been working with us now for nine months. I think you’ll agree she has made a fantastic contribution to the magazine with her re-design that we launched in time for BETA International 2011, giving Equestrian Business Monthly a clean and contemporary look which certainly has gone down well with our readership. Myself, well, I hope I have provided you with helpful and interesting articles to assist you in your line of trade, with an even greater emphasis on business matters to help companies work through these challenging times.

One important ethos of ours is to always try and move with the times – more important than ever in this age where printed media is having to compete even harder with digital forms. With this in mind, look out for new features in the months ahead. In this issue, we introduce new columnist Mike Potter, an experienced sales representative with Gray’s of Shenstone who also runs retailer training courses. In ‘At the sharp end’, Mike will recount anecdotes from the shop floor whilst imparting valuable advice at the same time – it’s something not to miss. Our website meanwhile is starting to grow into a valuable resource database, featuring news, articles, job vacancies and our new online trade directory, all of which we are simply unable to fit in the main magazine. In light of some interesting debates on Twitter recently, PR expert Rhea Freeman will now be providing a ‘Business Matters’ blog on the site, focussing on all aspects of customer service and its importance to our industry. Her first instalment is now online, so do go and check it out. We’d like to encourage people to get involved with both Mike’s and Rhea’s new features – they may be controversial at times, but should provoke some interesting and thought-provoking discussion. Whether

you wish to add your thoughts or stories or even want to disagree with our writers, email editorial@ebmonthly.co.uk and I can assure you we will add your voice to the debate (anonymously if you would prefer).

Alternatively, you can join in on Twitter, @

EBMonthly.

Another new feature we will be introducing to Equestrian Business Monthly is ‘Question Time’. We think it’s time that equestrian retailers made their voices heard on the current issues that affect their business, and we want to bring the industry together to answer

and address some of the key concerns. Each month, we will pose a different question and invite retailers – and indeed any other members of the equestrian trade who would like to get involved – to respond. The first question will be “Do you see

online auction sites as a significant threat to your business, and how do you counteract this?” We really hope that Question Time will become a key feature in Equestrian Business Monthly, and so please do get in touch with your views.

Don’t keep your thoughts to yourself!

- email editorial@ebmonthly.co.uk or write to Equestrian Business Monthly, The Old Dairy, Watton Road, Hingham, Norwich NR9 4NN

EDITOR’S COMMENT

Consumer competition for Your Horse Live The Equestrian Business Monthly team will be in attendance at this year’s Your Horse Live with our consumer website Let’s Talk Horses for the very first time. To celebrate, we will be taking with us a truly fantastic competition, offering visitors to the event the chance to win a complete outfit for both horse and rider, plus associated accessories such as feeding, health and stable care products. There will also be two runners-up prizes up for grabs.

At the time of going to press, we still have the following items to find: a pair of jodhpurs, a body protector, riding gloves, socks, a stable rug and/or turnout rug, grooming products vouchers (£50.00 and £100.00) and items of tack including a headcollar, bridle and ideally also a saddle. To join the party and offer a prize, all you have to do is email enquiries@letstalkhorses.co.uk.

A HUGE thank you to the following companies who have already signed up to offer prizes for our competition giveaway:

• Aquamax• BEIDS • Equi-Scuto• Equine Speedskip• Fabtek• FMBs• Gatehouse Range• Havens UK• Hilton Herbs

• Mark Todd Collection• Maxavita• No-Ke Locks• Tekna Saddlery• The Pure Feed Company• Thermatex• Veterinary Thermal Imaging• Westgate EFI

Kate Hannam

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 5

‘Best ever’ was the vote following this year’s Society of Master Saddlers’ annual seminar, relating to the diversity of the programme and the excellence of the presentations. The programme began with ‘Social Media Means Business’ by Chris Charlton and Liam Killen of Abbeyview Equine. This was followed by ‘The Work of World Horse Welfare - Teaching Saddlery Skills in Developing Countries’. Mark Watson then presented ‘From Foot to Saddle – and the Work of the Farriers’ Registration Council and the Worshipful Company of Farriers’. The day included a display by the King’s Troop Gun Team, Royal Horse Artillery. The King’s Troop, a member of the SMS, is very popular with the society and the response from delegates was especially warm.

Annual General Meeting 2011The other vote of the day related to election of the Executive Committee that will serve the Society during the forthcoming year. The result was as follows:

OfficersPresident - Steve Marks, Ideal Saddle Co, Walsall Vice President - Laurence Pearman, Stroud Saddlery, Glos Immediate Past President - Denise Silman, Equicraft Saddlery, Somerset Chief Executive - Hazel Morley Treasurer - Mark Romain, Saddlery Training Centre, Wilts Field Officer - Neil McCarraher Training Officer - Mark Romain, Saddlery Training Centre, Wilts SF Course Co-ordinator - Ian Hastilow, Hastilow Competition Saddles, Surrey Marketing Director - Steve Marks Veterinary Consultant - Stewart Hastie MRCVS The Worshipful Company of

Saddlers’ representative is John Robinson.

Executive Committee

Master Saddler (Retail) Ted Boggis - R B Equestrian, Buckinghamshire Roger Coates - Ingatestone Saddlery Centre, Essex Helen Dart - Bookham Saddlery, Surrey David Dyer - David Dyer Saddles, Kent Maurice Emtage - Colne Saddlery, Gloucestershire Sue Norton - C H Brown & Son, Oxfordshire Martin Wilkinson - Martin Wilkinson Saddlers, Hertfordshire

Master Saddler (Trade) Paul Belton - Albion Saddlemakers, Walsall Vanessa Fairfax - Fairfax Saddles Ltd, Walsall Peter Wilkes - Vale Brothers Ltd, Walsall

Allied Trade Richard Brown - Abbey Saddlery & Crafts, Cheshire Approved Retailer Jim Barry - Buckaroo Equine, Leicestershire Ken Lyndon Dykes - Saddleworld, Kent

Individual Members’ Representatives Laura Dempsey - Master Saddler,

Warwickshire Frances Kelly - Master Saddler & Harness Maker, Berkshire Isobel Russell - Master Saddler & Harness Maker, Gloucestershire Chris Taylor - Master Saddler, Merseyside

Membership invited

Membership categories embrace all aspects of the saddlery industry and the SMS welcomes applications from suitably qualified businesses and individuals. Details can be obtained from the Society’s office: Green Lane Farm, Green Lane, Stonham, Stowmarket, Suffolk IP14 5DS, or call +44 (0)1449 711642.

UK NEWSA round-up of the UK’s equestrian trade newsSMS AGM and annual seminar get the votePat Crawford reports

Master harness maker Mark Fisher on a field trip in Lesotho with WHW

Congratulations! Equestrian Business Monthly has lived up to

expectations – and more! The Society of Master

Saddlers wishes EBM many more years of report and comment – keep up the excellent work.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 6

The Bombers Equestrian Equipment Bits range was brought to the UK in early 2011 by Equine Management. Now however customers can view and buy the products through a new website, which also allows them to design their own unique bit using what is believed to be the first ever online, ‘bespoke bit’ service. The new website allows customers to browse and purchase online from the comprehensive collection of ‘off the shelf’ bits. However, in answer to popular demand, Bombersbits.co.uk also allows customers to create their

own bespoke bit tailored exactly to their horse’s needs. Shoppers can choose whatever mouthpiece, cheek piece and size they require and customise each bit with personal instruction. On receiving the email order, Bombers Equestrian Equipment Bits will respond with a quote and estimated turnaround time.

An exciting line-up of industry experts is set to appear at the 2011 BETA Conference, at The Belfry, near Birmingham, on Monday 17th October, including Tim Hadaway, the London 2012 Olympic Games organising committee’s sport competition manager for equestrian events.Speakers have been selected to reflect a cross-section of sectors and subjects, and the programme will include plenty of networking opportunities, as well as lunch and refreshments. Other speakers include Julia

Andrews, managing director of Kate Negus Saddlery, whose presentation will focus on visual merchandising; Laura Coffey, an investigation executive at the Advertising Standards Authority; and Charlie Brookes, Bauer Media group commercial director, who will aim to demystify digital advertising. The conference begins at 9am and finishes at about 3.30pm. The BETA AGM (for BETA members only) is from 9.30 to 10.15am, followed by the first presentation at 10.30am. For

further information, contact Tina Rogers on +44 (0)1937 587062 or email tinar@beta-int.com.

UK NEWS UK NEWS UK NEWS UK NEWS UK NEWSNEWS IN BrIEf

Equestrian trade invited to 2011 BETA Conference

The government must put targeted and time specific VAT cuts in place to restore growth in key sectors, the Federation of Small Businesses (FSB) said as its latest figures show that business confidence has fallen dramatically.The FSB is calling on the government to follow the lead of other EU countries and cut VAT in the construction and tourism sectors to 5% for a year to help give the economy a boost. Consumer demand is a large barrier to economic growth so a VAT cut would encourage people to spend in these areas.

FSB figures show that businesses were less confident in the second quarter of 2011

than they were at the start of the year as the FSB ‘Voice of Small Business’ Index fell by 6.4 points in the first quarter from +6.7 to +0.3. The Index – which measures the confidence of small businesses across the UK – has been a good predictor for the path of economic growth since it began in 2010. The FSB is extremely worried that the government’s growth plan is failing and the promises to help small businesses grow have yet to materialise. The Index also worryingly showed that business confidence fell in all but two regions of the UK, with confidence improved in the East of England and in the East

Midlands – possibly buoyed by the resurgence in manufacturing in the previous quarter. Business in the North East recorded the largest dip in confidence, with its Index score falling from +2 in Q1, to -30 in Q2 – an enormous fall of 32 points. The retail sector has one of the lowest confidence scores, falling from -18 to -25 between the Q1 and Q2 of 2011.It also showed that more firms reported falling revenues in the three months to June than in the first quarter - the biggest decline since Q2 2010 - and it showed the second lowest balance since the Index started of firms expecting higher turnover in the coming three months in the second quarter.

Targeted VAT cuts needed to restore growth, says fSB

ClassiC Canes launChes new Catalogue The new Classic Canes trade catalogue is now available, which launches 70 new models of walking stick, seat stick and umbrella. The catalogue illustrates the family company’s range of over 600 products, and is enhanced throughout with lifestyle photographs by renowned photographer, Tim Mercer.

aquamax stoCkist offerAquamax is supporting retailers who stock the company’s wood crumble bedding by providing a free Fine Tine Fork worth £35.00 when a pallet of bedding is ordered. Offer closes 30th September 2011.

new paCkaging for BalanCed horse feedsBalanced Horse Feeds has teamed up with the University of the Creative Arts to create a new look for its product packaging. The company worked with a selection of the University of the Creative Arts’ best students and the final design competition was won by Michael Speed 26, from Epsom, Surrey.Balanced Horse Feed’s updated look coincides with the launch of a new performance range of feeds. The company is currently offering discounts of 20% to new stockists.

redmire staBles sold Stable manufacturer Redmire Stables is under new ownership, after going into liquidation earlier this year. The new company, Redmire Equestrian Ltd, is trading from Alcester in Warwickshire under new boss Martin Potter.

UK wholesaler launches ‘Design a bit’ service

Abbey England launches new websiteProviding exact product information and availability at the click of a button, 24 hours a day, the website aims to improve customer service and speed up business transactions. The online trade accounts allow customers to place orders through the website and quickly search for products directly, or browse through categories at leisure. The website also includes a news section to keep customers up to date with all the latest Abbey England news.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 8

BEVA is launching a scheme to help veterinary graduates cope with the stresses and challenges posed in their first few years after graduation. BEVA Grad will be launched at the forthcoming BEVA Congress with the primary intention of helping younger members link up with local kindred spirits. The scheme is initially targeted at those who have graduated in the past five years. It aims to bring together vets in each of the 12 regions around the UK via an online forum and through informal regional gatherings. A representative is being assigned

to each region. BEVA Congress runs from 7th to 10th September at the Liverpool Arena Convention Centre, Liverpool. This year’s programme will cover a range of topics including Treating the Competition Horse, Emerging Diseases, The Foot and The Back, Reproduction and Neonatology, Clinical Pathology, Dermatology, Internal Medicine and Standing Surgery. The world-renowned Professor Leo Jeffcott will be giving the plenary lecture on the evolution of the horse and its skeletal adaptation from browser to grazer and finally to elite athlete.

Merial Animal Health has launched new point of sale materials to help get the message of SMART worming across to clients and customers. The extensive range of educational and point of sale material available now includes the ‘Equine Worming: Fact or Fiction’ leaflet and the ’Take a Stand Against Wormer Resistance‘ flipchart. With shelf edges, balloons and wobblers to guide customers towards advice, and badges, leaflets and flow charts to help them discover which method of worming to adopt, the range will help demystify worming. All of these materials are available for your store or veterinary surgery. Merial is also offering a new promotion for this autumn

worming season. Retailers that purchase 40 tubes of EQVALAN Duo in September and October will receive weigh tapes free of charge, while stocks last. Alongside this offer, for every order of 20 EQVALAN Duo participating retailers will receive four tubes free of charge.

Rodney Powell body protectors has launched a new e-commerce web site designed to generate online sales to support its UK retailers. “We are continually looking at ways to generate extra sales for our retailers and with online trade now a significant part of everyday business we wanted to find a way to capitalise on this. A manufacturer’s website is seen as one of the most trusted websites in the mind of a consumer and one that has the potential to create a significant amount of online sales for that particular brand. This service

maximises the potential of the traffic that visits our site by creating a platform for the consumer to place an order that is then processed by the site. These orders are then emailed directly to our retail partners to fulfil from their existing retail store stock helping them to turn their stock over more quickly.” Rodney Powell has also developed a ‘sizing calculator’, which is available to all Powell stockists who offer Powell body protectors online. The consumer simply enters their measurements and it works out the size they need.

UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS UK NEWS

rodney Powell launches new e-commerce service

Merial launches POS and autumn offers

Grad networking scheme to be launched at BEVA Congress

Pfizer Animal Health has introduced a new prescribing aid to make it easier for SQPs to give accurate, on-the-spot advice to customers on the best method of worm control for their horses. The quick and easy-to-use question dial includes simple questions on worm status and easy-to-follow, unbiased solutions to the common worm threats. It provides guidance for spring, summer, autumn and winter worming regimes and factors in the important role of regular Faecal Worm Egg Counts. SQPs simply need to assess the seasonal parasite threat and then turn the dial and select the active ingredient that best meets the treatment needs of the customer’s horse.

Pfizer introduces new prescribing aid Fabtek Solutions has introduced

its new website, which contains a blog from a rather special member of the team – Coolio, aka Snip, a two-year-old gelding owned by company directors Joy and Norman Coutts. “We’re a new business and whilst we have lots of exciting things to report, we didn’t want our blog to become bogged down in technical detail as, whilst we know this is really important, we wanted to lighten the mood a bit,” says Joy. “In addition to wound care and what we’re up to as a company, our blog also documents Snip’s take on the world, his trials and tribulations with field mate Specky, trips in the lorry and his pal Bertie. We’ve had some great feedback so far, and we hope everyone enjoys listening to Snip’s take on the world.”

Catch up with Snip

Welcome to my first attempt at writing a column. My intention is to try and write pieces that will get people thinking and include some helpful advice occasionally, but as people who know me well will guess it’s probably likely to

get controversial from time to time as well. However, I’m pleased to be able to bring a positive angle to my first column. Believe it or not the government is trying to get more customers in your door.

AT thesharp end

Last week I was invited to attend the launch of the South East HOOF Network at the prestigious Hickstead Showground. HOOF is the 2012 legacy brand developed by the British Equestrian Federation and funded by Sport England. It was a long evening, and there was a lot of heated debate to cut through, but the basic aims of HOOF are simple. The Government wants one million more people to regularly participate in sport using the momentum and interest generated by the 2012 Olympics, and they want equestrian sports to be a part of that. Funding is available and can be bid for through the usual processes for any project likely to achieve this aim.

Sadly it would appear that retailers can not bid for this funding direct as they need to be able to demonstrate that a project will get more people riding on a regular basis. That could be a bit difficult for a retailer, but of course you could try doing a link up with a local riding school. Even if you can’t get the funding, there is still a possible benefit in closer ties with local riding schools. After all, they have the potential customers and you have the products and advice new riders need. I know of a few retailers with such links and most seem to find it beneficial.But from a retailer or supplier viewpoint, more people riding can only mean one thing – more people shopping in equestrian

stores of one shade or another. So might I suggest that when HOOF hits your area – and it’s already operating in much of the country – that you do what you can as a business or an individual to support it. More people riding can only mean more potential customers, so it is certainly in all our interests.

There are two things to consider though. Firstly, amongst some very interesting demographics presented at Hickstead was the fact that the main customer segment involved in riding in whatever form increasingly expects a high standard from the businesses they frequent – and, let’s be honest, on occasion the passion of equestrian retailers for horses tends to overshadow their passion for getting the shop to meet that high standard. Secondly, it was obvious from both the debate and discussions at Hickstead that the equestrian world is going to have to get more unified and less insular in the individual disciplines if it is going to make the most of the opportunities that HOOF and, to a degree, the Olympics itself will offer. It’s no good everyone getting themselves organised and unified and finding the calendar says January 2013.

Mike Potter provides sales and retail training for equestrian retailers andcan be contacted on mpotter@talktalk.net

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 10

Riders4Helmets recently offered Equisafety tradestand space at the Kentucky Rolex in Lexington, in order to carry out some market research. “We were inundated at the show and completely sold out,” says Nicky Fletcher of Equisafety, adding that the company is now working with one of the largest distributors in the USA and will have products available there from October. After Lexington, Nicky

returned to the USA in July to give a presentation at the Riders4Helmets Symposium, held at the Kentucky Horse Park. “This was an amazing opportunity to introduce Equisafety to some of the most influential people in the equine world, including John Long, the President of the USEF, who said he thought Equisafety had a ‘bright’ future in America,” explains Nicky.

Several large equestrian events have changed their dates for 2012 to avoid a clash with the London 2012 Olympic Games. The Royal International Horse Show at Hickstead will run from 18th to 22nd July, a week earlier than usual and just three weeks after the Hickstead Derby meeting. The Festival of British Eventing at Gatcombe will take place three weeks earlier than normal (13th to 15th July),

and the Hartpury Festival of Dressage will move forward one week, running from the 4th to 8th July. The Barbury International Horse Trials meanwhile will also run a week earlier, from 28th June to 1st July.

The 2012 Olympic Games will take place from Friday 27th July to Sunday 12th August, with equestrian events starting with Eventing from 28th to 31st July.

CARINg FOR THE VETERAN

Events switch dates to avoid Olympic clash

Equisafety to brighten up USA

After three years of sustained growth and the successful launch of the Groom Away brand in 2010, Fly Away has expanded activities into a larger manufacturing and warehouse operation in Alfreton, Derbyshire and larger offices to be used as a business HQ in Stourbridge, West Midlands. Director Tracey Morley Jewkes says: “The business is continuing to grow from strength to strength with a winning formula of world class products at value for money prices. The move will enable us to better serve our existing customers, expand our product range, grow our external manufacturing capability and provide capacity to fulfil the new markets we are planning to break into for 2012.”

fly Away expands Verm-X joins Animal Health Distributors AssociationNatural animal health company Verm-X has joined the Animal Health Distributors Association (AHDA) as an Associate Foundation Partner member. Verm-X is the first non-pharmaceutical company to join the AHDA, putting them amongst companies such as Merial Animal Health Limited and Pfizer Limited, who are both Foundation Partners. Says Philip Ghazala of Verm-X: “Verm-X is committed to supporting the industry in which it thrives, and as an Associate Foundation Partner member of the AHDA, can continue to do so in an official capacity.”

New Appointments

Lauren joins Blue Chip

Blue Chip has taken on Lauren Preskey as an administrative assistant and nutritional adviser in its office in Sheffield. Lauren has worked for Clare Blaskey for about five years, helping to train and look after the Blue Chip Horses. Lauren also completed a degree in Equine Management at Greenwich University in 2010, which lead to her role with Clare and Blue Chip. She is looking forward to using the knowledge and skills learnt whilst at university to help provide nutritional advice to customers and their horses.’

Rachel joins Mark Westaway and Son

Mark Westaway and Son, head office and regional producer of the HorseHage and Mollichaff brands, has appointed Rachel Hornby to its sales division. Rachel completed her BA (Hons) in Equine Business Management in 2006 and since then has also qualified as an Equine Sports Massage Therapist. Her role within the company will seen her visiting wholesalers and stockists throughout the south of England to promote the range of HorseHage and Mollichaff products, as well as running in-store open days, attending events with the HorseHage tradestand and developing the customer database.Says Rachel: “I am thrilled to be joining the HorseHage team and am looking forward to continuing the valuable relationships we have with our current stockists and forging new ones.”

Verm-X expands the team

Verm-X has announced two new appointments – Niki Phelps as UK key accounts manager and Oliver Ghazala as southern merchandising manager.Niki, a former marketing manager for Gooch & Housego PLC, will be covering the South West, the Midlands and the North from her home in Somerset and a base in the Peak District of Derbyshire. Oliver will be taking on the role of merchandising manager, covering the south. With a keen eye for detail Oliver is dedicated to ensuring stockists maximise sales and receive support from Verm-X. His proactive approach was first recognised in 2006 when he was crowned Young Country Person of the Year in a national competition aged just 14.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 11

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 12

TREATS, LICKS AND TOYS

Packets of horse treats and flavoured licks make great impulse purchase items when placed in strategic locations throughout the shop, for example at the till, and sell particularly well at this time of year. Explains Jim Urbanski of Uncle Jimmy’s: “It is proven that horse treats sell very well in most retail stores, especially going into the autumn and winter months. Horses will start spending more time in the stable, at which time ‘stall boredom’ will set in.”Cindy Marshall-Day of Heavenly Horse adds further reason to stock up on treats and licks during the autumn months: “Statistics show that 85% of horse owners treat their horses at Christmas and that’s why attractively packaged treats and licks fly out the door. The best types to stock are the ones that are the most visually appealing and smell good!”Indeed, Elizabeth Whitworth of

Hickstead Horse Feeds, manufacturer of Neddy’s Nibbles, agrees that the look

of treat products is important: “Our packets are colourful and attractive – deliberately targeted at children and leisure riders, who tend to be the typical customer.” Adding further things to consider before deciding what to stock, she continues: “Our treats offer feed stores an excellent margin of approximately £2.50 per pouch. They have a long shelf life, which tends to be a consideration for both feed stores and their customers in turn, and we offer re-sealable pouches to keep the product fresh. Additionally feed stores don’t have to take our treats alongside feed, they can be sent alone.”Treats don’t just have to be a present for Christmas; they can be used to reward the horse year round. Some can also be a useful veterinary tool, as Jim Urbanski explains: “We put a lot of thought and effort into

making a premium hand treat. They are individually wrapped to stay clean, fresh, and pliable and were designed to be used to conceal medication such as a Bute tablet!”

Finding flavourTreats designed for horses may be either sweet or savoury in flavour, and, like humans, many horses will exhibit a preference one way or the other. Both Elizabeth Whitworth and Lindsay Gall,

marketing manager for Likit, concur that apple is generally the preferred flavour of treat for customers to purchase. Says Elizabeth: “We launched an apple flavour to the Neddy’s

Nibbles range in April, which sits alongside the existing herb flavour. So far, the apple has proven to be more popular.” Lindsay adds: “Generally, (customers) start with familiar flavours and get more adventurous. Banana and cherry have become extremely popular and the horses really seem to enjoy them. This winter Likit is launching a special Winter Assortment containing three flavours; Butterscotch, Winter Berries and Liquorice.”The Heavenly Horse product range meanwhile includes twists on two old favourite treats for equines – sugar lumps and mints. Says Cindy Marshall-Day: “We find our sugar kiss treats are hugely popular, a treat with a lump of unrefined sugar lump embedded inside. Minty Angels also fly off the shelves, which is a mint embedded in a minty flavoured treat.”

Nutritional valueFrom a nutritional point of view, many treats should remain just that – a treat, designed to be fed sparingly. Many horse owners however like to feed treats more often, and for them it is best to provide treats that contain quality ingredients not too far removed from the horse’s diet. Licks meanwhile may be roughly divided into two categories – those designed specially to fulfil a dietary need, and those for which the main purpose is more ‘entertainment’ – but the same principal

regarding the quality of ingredients applies. Says Jim Urbanski: “Uncle Jimmy’s only uses the highest quality horse feed in its

products, using the same quality grain that I feed my own horses. However, keep in mind that our smallest boredom buster, ‘Licky Thing’, if hung properly should last for a week or so – in all honesty, with that type of longevity the daily nutritional benefits are very minuscule.” Many treat products are based on grains such as barley, oats or corn or fibre sources such as hay or alfalfa, whilst most usually include additional ingredients such as molasses, honey, herbs, garlic, dried apples or carrots to add flavour, be it sweet or savoury. For owners of good doers, laminitics or overweight horses in need of calorie counting, advise them to avoid glucose-based formulas and opt instead for sugar-free. Adds Jim Urbanski: “If your customers have to make a decision between feeding their horse a pure sugar product or a grain product, I would say that it is a no brainer!”That said, horses do tend to enjoy sweet tastes and provided products are fed in accordance with the manufacturer’s recommendations, there is no reason that many horses cannot be provided with a sugar-based treat or lick – it is often down to the personal choice of the owner. Says Lindsay Gall, marketing manager for Likit: “While Likits are glucose based, the eminent nutritionist, Dr Derek Cuddeford, confirms that horses have evolved to consume sugar on a daily basis - mostly

REwARD FOr GOOD behaviourMany owners like to treat their horses now and then with tasty morsel, flavoured lick or even a stable toy to entertain those spending more time indoors. Demand for these products is only likely to rise in the run-up to Christmas, so Equestrian Business Monthly takes a look at this lucrative sector of the market.

Image courtesy of Likit

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 13

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 14

from forage. For example, summer grazing can supply between one and two kilos of sugar a day and even good hay supplies up to half a kilo. Our recommended daily intake equates to 240g of sugar which is similar to eating one kilo of molassed chaff or 2.4 kg of concentrate.”

Dietary supportSome types of lick – ranging from the fundamental salt lick to more complicated formulations – can provide valuable, free-choice nutritional support as well as entertainment. Outlines Lindsay Gall: “The Likit product range goes across the board, from the fruit flavoured refills - designed to create a distraction from the monotony of stable life - to nutritious Paddock Likit and Salt, Ice (Himalayan rock Salt) or Sport (electrolyte) Likit refills; so there really is something for everyone. In terms of pure nutritional value, our Paddock Likit would be the ideal choice, since it offers all the advantages of a broad spectrum supplement, combined with garlic, oils and Biosprint live yeast, as well as our Happy Hooves formulation. As such, it’s perfect for ad-lib use in the field or stable.”Many treats and licks include vitamins and minerals, and Cindy Marshall-Day advises: “Heavenly Horse’s new Stable Angel range is enriched with vitamins and minerals – customers should make sure they follow the feeding instructions, as with companies like Heavenly Horse they have been worked out specifically on a weight ratio by a nutritionalist.”

Horse owners however should be looking at feed, hay and potentially supplements rather than licks and treats to supply the vitamins and minerals their animals need, as Jim Urbanski highlights, adding: “Uncle Jimmy’s treats do have vitamins and minerals added to the grain at the feed mill. Our label is checked yearly and our products are spot-checked and analysed to make sure that they meet registered guidelines. In short, don’t look for any treat to supply a horse’s daily requirement, but, if your customers are going to feed their horses treat, give them one that is filled with the good stuff!”

Mental stimulationHorses are by nature highly inquisitive, and in the wild exhibit both foraging and play-type behaviours as part of their feeding and socialising regimes. The modern horse however may often be confined to its stable as a necessity, and here is where environmental enrichment devices such as stable toys – which may or may not also incorporate licks or treats – really come into play. Such products can be considered not just as toys, but also as welfare tools that help promote the horse’s natural desire to explore and redirect foraging behaviour in a positive way. Snack balls, play balls, hanging licks and tongue twisters can all help to offset the stress and boredom the horse might feel as a result of being stabled. As confinement and boredom are two leading causes of stereotypic behaviour, providing certain horses with a stable

toy may help to reduce the risk of such behaviour occurring. Although the link between of stable toys and reduced levels of stereotypic behaviour is as yet unproven, they certainly may help by giving the horse something else on which to focus its attention.Stable toys that involve the horse having to retrieve a food reward may particularly benefit

horses that are fed a high concentrate diet or those that are on limited rations, as they help to prolong feeding and interest time. Snack ball style toys can also be used as trickle feeding devices to help slow

down horses prone to bolting their food, or else simply used in either the stable or field to vary the way in which horse receives its daily ration – some feed manufacturers provide fibre-based nuggets which are perfect for this purpose.

If the horse is stabled for prolonged periods of time, recommend that the owner

varies the toys in its stable to maintain novelty and interest.

Sales support“Keep refills, treats and toys together in one neat display,” advises Lindsay Gall, “ideally on one of our purpose built display stands. research has shown that sales can as much as double as a result of an effective display.” Indeed, with treats, licks and toys more so than many other product lines, successful merchandising really does lead to frequent repeat business. Suggests Lindsay: “repeat sales on refills are a huge benefit for our stockists. By keeping Likit Stable Toy prices competitive you will sell more toys and increase the repeat business in terms of refills, which is where the real day-to-day profits can be made.”Many producers of lick and stable toy products produce free DVDs for retailers to show in store. “In-store video is a great way of capturing people’s attention,” says Lindsay Gall, adding that the Likit DVD shows the stable toys in use, as well as handy hints for making the most of each product. Jim Urbanski concurs: “When you buy Uncle Jimmy’s products, you not only get a quality product but all the selling aids you could ask for. The loop DVD shows all of our products – stores that take advantage of our free DVD say that they double and triple their sales. We also have shelf talkers, banners, bumper stickers... all of this along with international advertising.”

Horses for coursesIt is fair to say that not all horses will be reactive to stable toys, and not all toys will be suited to all personalities. Every horse is different, and customers should take this into account when deciding which style of toy to purchase. Some research has suggested that for certain types of horses, devices where the animal has to work hard to get at the reward inside can actually prove more stressful due to the frustration this causes. For these horses, a more suitable alternative might be a fixed lick in a flavour they enjoy, which can easily be accessed. Lindsay Gall uses the Likit range to illustrate which types of toy find favour with which types of horse: “Equines that are mentally active or highly food motivated require a more stimulating stable toy such as the Boredom Breaker or Boredom Buster, which offer a greater challenge. Quieter individuals or fussy feeders may prefer the Tongue Twister, as it is wall-mounted and therefore easier to use. Young horses or those on limited rations on the other hand would benefit from the Snak-A-Ball, which promotes stretching and encourages a natural grazing action.”There is really only one way to find out if a customer’s horse is the type to enjoy a stable toy – and that is for the owner to buy one and try it out. If that fails, it pays to suggest an alternative lick or toy for them to test to avoid missing out on sales and putting the customer off altogether.

TREATS, LICKS AND TOYS

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Cost EFFECTIvE FEEDINGwith cost playing an important role in customers’ decision making when it comes to purchasing products for their horses, the use of a free access, nutrient rich lick is already demonstrating huge benefits, says Anita watson of Horslyx.

A well formulated lick contains optimum levels of nutrients to balance the deficiencies found in forage and grazing. The inclusion of vital vitamins and minerals and trace elements, including antioxidants and ingredients to boost skin, hooves and overall condition, means that horse owners can offer comprehensive nutrition in one simple tub.The benefits of feeding a lick are numerous, and now retailers can offer a range of products designed to target specific issues, such as respiratory conditions and joint supportNot only does this enable horse owners to provide a mess-free, simple, palatable and weatherproof solution

to their feeding regimes, but with products like the market leader, Horslyx, costing from just 28p per day (based on the recommended intakes of a 500kg horse when fed 80kg Original Horslyx) these products are economical and cost effective. Particularly during the winter time when turnout is limited and stable time is increased, feeding a lick can help relieve boredom and stress as well as encourage a more natural, trickle feeding pattern which aids digestion and extends eating times. When fed at the recommended amounts alongside the correct quantity of good quality forage there is no need to feed additional hard

feed making licks like Horslyx a simple, cost effective and complete feeding system.

TREATS, LICKS AND TOYS

Image courtesy of Horslyx

Super Licker A nutritional lick that horses love. The mouth-watering flavours will help horses overcome stable boredom and associated vices. Contains no artificial flavours or colours. Available in three flavours: cool carrot, perfect peppermint and adorable apple. Also available is the Super Licker Best Mate, a convenient way of hanging up the Super Licker, made from durable plastic with a robust metal clip; and Super Licker Happy Snacker, which includes a soft resilient play ball that hangs freely below. Battles: www.battles.co.uk/superlicker

Boredom Beater

The twenty-sided boredom ball from Elico Equestrian is made from military-grade materials. It encourages natural foraging behaviour, can be used to relieve boredom and as a trickle feeder for overweight or laminitic equines. When pushed by the horse, this robust product distributes food onto the floor, keeping the horse interested whilst slowing the rate of intake. Available in two sizes: 8” (holds up to 2kg feed) and 10” (holds up to 3kg feed). Five colours available.

B Jenkinson & Sons Ltd: +44 (0)1924 454681 www.elico.co.uk

Heavenly treat

Introducing the ‘lick and pick’ vitamin and mineral enriched range of hanging stable treats. There are four flavors: ‘The Minty Princess’, studded with heart shaped pink candies on a mint flavored stable lick, ‘The Superstar’, with star shaped candies flavored with banana, and the apple flavored ‘Apple Crumble’, encrusted with apple candies. Lastly there is the molasses flavored ‘Handsome Prince’, embellished with gummy frogs. Fits into all conventional horse treat holders. Distributed exclusively through Battles.

Heavenly Horse: +44 (0)1724 721872 www.heavenlyhorse.co.uk

New flavour Since their launch, Hickstead Horse feeds’ Neddy’s Nibbles have proven to be most popular amongst horses, ponies and their owners alike. Neddy’s Nibbles are a delicious, healthy treat for horses and ponies. The high fibre, low sugar formulation and natural flavouring make them a perfect treat or reward. Now available in either apple or herb flavour. rrP: £4.99. Minimum order of 12 x 2kg pouches applies.

Hickstead Horse Feeds: +44 (0)8450 250444 www.hicksteadhorsefeeds.co.uk

No added sugar

Hilton Herballs contain aromatic herbs such as garlic, mint and oregano, but contain no added sugars, molasses, artificial flavours or colourants, so are safe for all horses and ponies, even laminitics. Herballs come in sizes from 400g bags – in a free counter-top display box – up to 10kg bags. The 1.5kg cookie jar makes a great gift and 10% of each jar sold is donated to Cancer research.

Hilton Herbs Ltd: +44 (0)1460 270701 www.hiltonherbs.com

vitamins and minerals

Mini Horslyx offers a three-day supply of all the nutritional benefits that Horslyx provides, including the high specification vitamin, mineral and trace element package. The healthy, palatable treat is ideal for using as a hand-held reward, a treat, a distraction during stressful times, to entice a tricky loader or encourage movement during stretching exercises. Available individually in original, mint, respiratory and garlic formulations or in the new rainbow Mixed Mini Horslyx gift set containing one of each flavour.

Horslyx: +44 (0)1697 332592 www.horslyx.com

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TREATS, LICKS AND TOYS

Designed to entertain With a comprehensive choice of products, Likit caters for every kind of equine, from the stabled horse to the overweight pony on restricted rations. The brand includes the Boredom Breaker, Tongue Twister, Snak-A-Ball, Paddock Likit and the highly challenging Boredom Buster. A British company, Likit manufactures robust, top quality stable toys with eye-catching shelf appeal, while Likit refills, wholesome Snaks and Likit Treat Bars represent valuable repeat sales. westgate EFI: +44 (0)1303 872277 www.likit.co.uk

Big Licky

Uncle Jimmy’s has been manufacturing the world’s premier stall boredom treats for fiver years now. The company’s newest product, Uncle Jimmy’s Big Licky, is the ultimate boredom buster. Properly hung, these long lasting treats will keep your customer’s horse occupied 24/7 for up to one month. This 1.8kg boredom buster is packed with vitamins and minerals and comes in six great flavors along with sugar free.

Uncle Jimmy’s: +1 7244 980836 www.uncle-jimmys.com

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Riding high to safetyHI-vIZ FOR HORSE AND RIDER

According to recent statistics obtained from the British Horse Society (BHS), between January and July 2011 there were 136 road accidents involving horses. Highlighting in stark fashion the dangers posed to both horses and their riders, these statistics include 11 horse fatalities, three severe horse injuries, eight rider fatalities and 13 severe rider injuries.

Time to stop By wearing hi-viz equipment on both themselves and their horses, riders give motorists up to an extra three seconds of time to notice them and take appropriate action. To put this into context, in three seconds a car travelling at 30mph can cover 40 metres – the length of a dressage arena.

The BHS completed a national survey in May this year with the intention of finding out the horse riding public’s opinions on hi-viz equipment. From over 11,000 respondents, 1,312 (around 12%) admitted that they did not wear hi-viz, making them less visible and more at risk on the roads than they need to be. Not only does this mean that motorists may have less time to avoid these riders, if they fall and are injured it also makes them harder for the emergency services to spot. Stressing the importance of wearing hi-viz not just on the road but also off, the BHS also highlights that as

military helicopter pilots can see hi-viz riders up to half-a-mile sooner, they can therefore avoid flying directly overhead and spooking the horse.Meanwhile, a further 3,467 respondents to the hi-viz survey (around 31%) who do use hi-viz on themselves said that they did not use any such

equipment on their horses. In practice, this means that should horse and rider become separated, the loose horse will not be as visible to motorists. As indicated on the new BHS reporting of Equestrian Incidents website (www.horseaccidents.org.uk), launched in November 2010, the dangers on the road are not limited to that from passing traffic, meaning that the likelihood of horse and rider parting company is not one to be taken lightly.

In the last ten years, awareness of hi-viz equipment and the

choice of products available to the market has been growing. What is interesting is that over the last decade, the number of road traffic accidents involving horses reported to the BHS

has dropped significantly despite the fact that

the number of cars on the road is

increasing – according to their figures, there were 269 incidents reported

in 2000, compared to

60 in 2010. Whilst it is hard

to say conclusively that this has been

due, at least in part, to the increasing use of hi-viz, it is certainly likely to have been a factor. However, if the BHS survey results are indicative of the entire UK horse riding population, this means that around 43% of them are still inadequately protected – and just one accident that could have easily been prevented is surely one too many. Says Nicky Fletcher of Equisafety: “Personally I just do not understand why people

don’t wear hi-viz, especially as there are some great styles on the market. It’s the same with wearing a hat – some people still think that they are too good a rider, and that nothing will happen to them.”It goes without saying then that retailers should be proactive in encouraging these riders to use hi-viz – and appropriately certified hi-viz at that – on both themselves and their mounts. “Manufacturers can help by making the products fashionable, therefore encouraging the retailers to stock them, who in turn will promote the products to the end user. A win-win situation really!” continues Nicky, before adding with a note of caution, “It is my belief that most people understand the importance of hi-viz; but you can’t force them to wear it.”As an added persuasion however, some insurance companies will offer better rates to riders who wear hi-viz clothing. It is advisable for customers to check with their insurance provider what their minimum hi-viz requirements are, but usually this will amount to a tabard for the rider and leg bands on the horse. This is also the minimum level of protection recommended by the BHS.

visible standardsThere are two main standards for rider hi-viz clothing: BS EN471 and BS EN1150. Both

it is astounding that many riders still do not wear hi-viz equipment when out on the roads and in the countryside. Hi-viz should be worn year-round, whatever the weather, to minimise danger to both horse and rider, so equestrian Business Monthly highlights why and how horse owners should do everything possible to keep themselves safe.

”“

Image courtesy of Equisafety

Image courtesy of PolyPads

From over 11,000 respondents, 1,312 (around 12%) admitted they did not wear hi-viz, making them less visible and more at risk.

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HI-vIZ FOR HORSE AND RIDER

require a combination of fluorescent material for daytime visibility and retro reflective material for night-time and low-light conditions, and both will require products to carry a CE mark, being classified as ‘Personal Protective Equipment’ (PPE).EN1150 certifies garments suitable for leisure activities and private use and will be adequate for the majority of horse riders. EN471 sets more demanding minimum performance standards for hi-viz clothing worn in the course of trade or profession, and is mandatory for professional use.It is important to note that all products worn as PPE or perceived by the end user as a hi-viz or safety item must comply to one of these two standards by law, even if a manufacturer does not necessarily promote them as such. These standards indicate that the whole garment (and not just the fabric) have been subject to rigorous and independent testing processes to ensure the quality of the design and materials. Not only does the correct amount of

retro reflective and fluorescent material need to have been used, but the clothing must also be highly durable.To avoid confusion, it is

advisable that retailers ask for certification on all hi-viz product lines they carry. The manufacturer must then provide a certificate stating relevant

details, including the testing house that performed the certification. There is also a standard governing hi-viz rider accessories such as hat bands and belts for private use. EN13356 works in the same way as the other two aforementioned standards regarding compliance, and must carry the CE mark, but this standard refers only to the retro-reflective qualities of the product. Conversely, there is as yet no set standard for horse hi-viz equipment. The PPE directive applies only to clothing for people, and not equines.BETA now runs a labelling system to help clear up confusion around rider hi-viz equipment. The Aqua label applies to EN471 garments, the royal Blue label to EN1150 and the Navy Blue label to EN13356 accessories. Only garments certified to one of the relevant standards are allowed into the scheme, but the lack of a BETA label does not necessarily mean the product is not up to standard, only that the manufacturer has not chosen to

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HI-vIZ FOR HORSE AND RIDER

opt into scheme, perhaps due to reasons of cost.

Fashion with functionFashion-conscious riders need not be put off – equestrian hi-viz clothing is now available in styles far removed from the unattractive, bulky work-wear of old, and much more suited to the leisure and sportswear market. The leading brands now produce jackets that are much more tailored and flattering, more practical in design and made from more high performance fabrics, meeting the same standards in both fashion and function as any quality riding or country jacket – with high visibility an added bonus. If possible, try dressing a mannequin to drive home to the consumer just how these jackets look when worn. Other garments include trousers, gilets, tabards, t-shirts, polo shirts and fleeces, affording the rider many different and attractive options for wearing hi-viz. Ideally the consumer should invest in several different products to take into account, for example, the weather, but for those on a tighter budget a

quality tabard is a must. Some can be adjusted at the back to make them larger so they can be worn over a winter jacket

or body protector, or smaller to give a more fitted look, making them a highly flexible option. Hi-viz products are generally available in yellow, orange or pink, but interestingly, the BHS survey in May found that yellow is by far the most popular, with 89% of respondents choosing yellow over other colours.

Design is now an important element in hi-viz clothing design. The new POLITE range from

Equisafety has been specifically designed to give riders more respect on the road, not just through being highly visible but also making them resemble Mounted Police officers at first sight. Says Nicky Fletcher: “We launched it at HOYS 2010 and it’s the best range we have ever done. The POLITE range has been copyrighted and trade marked, and has been shown to the correct bodies, who have given it the thumbs up.”

With the company placing a great deal of emphasis on marketing this new range to the consumer, Nicky highlights the benefits of stocking a product that receives such support: “The POLITE range sells itself. Press coverage has been phenomenal both in publications and on forums and the vast majority of people are raving about it. riders go into shops asking for the range, so it makes it very easy for the retailer to sell it.”

Hy protection

The HyVIZ range is certified to the new BETA standard. Choose from HyVIZ Waterproof riding Jackets, HyVIZ Adjustable Tabard’s to HyVIZ waistcoats with PLEASE PASS WIDE AND SLOW on the back. Accessories all pass the BETA standard HyVIZ Hat Bands, HyVIZ Arm and Leg Band, and to make sure the horse is just as visible choose HyVIZ Leg Bands, HyVIZ Tail Bands and HyVIZ Bridle set. The HyIMPACT Body Protector meets the height of protection with the new Beta 2009 certificate! Battles: www.battles.co.uk/hyviz

Be seen, be safe

Based on the Original Buff and enjoying all its versatility, reflective Buff benefits from the addition of two retro-reflective panels, one on each side. Made from 3M Scotchlite these panels will appear brilliant white when illuminated by vehicle headlights and thus making the wearer clearly visible. Being seam-free, breathable and wind resistant, when worn around the neck or under a helmet reflective Buff will help keep the rider be seen and be safe.rrP £14.00.

Buff: +44 (0)1707 852244 www.buffwear.co.uk

Solar powered

Pedalite International’s battery-free safety lighting products help keep equestrians safe all year around. Anklelite is a lightweight (85gms) lighting system worn over boots or on the arm and Baglite is a solar powered upper-body lighting system, fitting over any size backpack. The Baglite can also be purchased with a purpose designed one size tabard. Dubbed ‘perfect’ safety products by a Newmarket racehorse rider, riders wearing either product will be seen by motorists from up to 1km away.

Equestrian Supplies Ltd: +44 (0)1909 548005 info@showquest.co.uk

Just be Polite

Equisafety’s successful Polite range now includes a re-working of the hugely popular Wraparound rug with the addition of very visible blue and white checked reflective strips. Other features include: 360° degrees reflective and fluorescent, detachable, fully adjustable chest protector, fitted at the top of the pommel area ensures it does not get in the way of the horse’s movement. Cut very generously in depth to fit the largest of rears. Available in Yellow only. rrP: £45.00

Equisafety: +44 (0)1516 787182 www.equisafety.com

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HI-vIZ FOR HORSE AND RIDER

Be seen with PolyPads

PolyPads has a range of hi-viz products designed to make horses more visible. Made from bright fluorescent yellow polycotton conforming to EN1150, and featuring a new binding with a laminated reflective tape, the Hi-Viz Classic is highly visible in poor light. The PolyPad is still made from the same quality durable polycotton easy-care material quilted to the same fibre core, providing easy maintenance alongside protection you can trust. Fully reversible with black under-side.

PolyPads: +44 (0)1842 752020 www.polypads.co.uk

Flashing protection

In autumn 2011 V-Bandz is expanding its range to provide a CE certified flashing range. The set consists of a rider hatband and harness, both of which are certified to EN13356. Flashing products are very popular with riders. For the horse there will be a flashing tailguard and breastplate.

v-Bandz: +44 (0)8450 956810 www.v-bandz.com

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ALTERNATIvE THERAPIES

Hot and coldThe therapeutic properties of both warming and cooling equine legs have long been known, but specially designed hot or cold therapy boots or bandages today make the process much easier.Cooling boots are the more common and have replaced the need for cold hosing. Types

vary; some use ice packs, some contain crystals which when soaked in cold water form a cooling gel, and others incorporate pump systems to flow water through the boot. Used to help reduce inflammation and muscle spasm, provide pain relief and also to reduce bleeding, they are most effective during the first 48 hours after injury or swelling, for around 20 minutes at a time

unless otherwise recommended (longer than 30 minutes may cause cellular damage). Cooling therapy (known as cryotherapy) is very useful after exercise, but before exercise a bit of warmth can be beneficial to help improve tissue extensibility. It can also help soothe any chronic complaints or stiffness, increasing blood supply to the affected area and improving oxygenation and the

removal of toxins.Some manufacturers produce two-in-one products that can be used either hot or cold – usually by freezing or microwaving the item or its inserts depending on the desired effect – and can be a convenient or more cost effective choice for consumers. With all such products however, it is important for users to refer to the manufacturer’s instructions regarding how to

heat or cool the boots and how long they should be used on the leg.

Magnetic therapyAlthough knowledge of the beneficial effects of magnets on health is nothing new, in recent years this technology has been commercially available in the form of magnetic therapy products such as rugs, halters, back pads, quarter pads, chaps and boots.Magnetic products have a number of uses. Worn pre exercise, they can help to warm up the horse’s muscles, tendons and ligaments to reduce the likelihood of an injury occurring, whilst post exercise they may be used to relieve any aches or strains – although it should be noted that magnets should not be worn during exercise itself due to the increased risk of the horse overheating. They can also provide a valuable service in the treatment of injuries, by helping to reduce

inflammation, restore circulation and stimulate healing. Magnets should be placed as close to the site of injury as possible, but must not be used on open wounds or areas of bruising. With properties that include the relief of soreness and stiffness, magnetic products may particularly benefit horses with back trouble or cold backs (using a rug or back pad) or those suffering stiff joints or arthritis (using chaps or boots).

Magnetic strength is measured in one of two ways, in gauss or in tesla –100 gauss equates to around 10 tesla. Products for equine use usually range from around 500 to 3,000 gauss. Higher strength magnets penetrate more deeply but also generate more heat due to the increased blood flow. As horses do not dissipate heat as well as humans, their bodies may react more negatively to excess heat, particularly in areas such as the hoof. Therefore, the type and location of the injury or complaint should determine the

BODY AND MIND‘Alternative therapies’ – a term covering anything from herbal healthcare to magnets to natural horsemanship training – are becoming less and less alternative and more acceptable to the mainstream. Now widely accepted as having important roles to play in equine health and welfare, Equestrian Business Monthly profiles some of these therapies and where retailers can get involved.

“”

It’s always worth encouraging ‘traditionalists’ to try something new, particularly if they come to you looking for help with a difficult problem

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ALTERNATIvE THERAPIES

most appropriate strength of magnet to use, and length of time to use it for.When stocking magnetic therapy products, be sure to stock spare magnets alongside them. Consider also stocking similar items designed for the rider, as it is not just animals that can benefit from magnetic healing. Products include back, wrist, angle and elbow wraps.

Muscle relaxation Massage is another highly effective ‘alternative’ therapy technique. Although there are many practitioners that carry out equine massages by profession, for horse owners who wish to try massage on their animals themselves or who want a more value-for-money or convenient alternative, there are now several massage products available to the market. These usually take the form of massage pads worn by the horse, or hand-held massage mitts. There has been plenty of research into the beneficial effects of massage for horses. These include the promotion of both mental and physical relaxation, increased circulation, the improvement of flexibility, muscle tone and condition, and, as a result, an increased stride length. Massage can also be used to help prevent injury by warming up muscles prior to work and may be used to aid the treatment of certain ailments or injuries.Most massage products have two or three different settings – for example, a lower setting to post work cooling down, a medium setting for warming up and a higher setting for a deeper massage to help alleviate problems. For ease of use, many will also stop automatically after the recommended period. As these products are often powered by battery, ensure the relevant replacement batteries and chargers are stocked alongside them in store.

Herbal healthcareHerbal healthcare products and supplements have a significant following in both human and animal ‘medicine’, with herbs used successfully for years as a way of treating various health complaints. By providing

equines with plants that in the wild they would source for themselves, these products can provide a palatable and beneficial alternative or support to ‘traditional’ veterinary medicines. Explains Heather Giles of Hilton Herbs: “For example, veterinary brochodilators such as clenbuterol relieve the symptoms of respiratory distress without generally tackling the root cause of the problem, as opposed to a blend of herbs for respiratory support which work on a number of physiological levels, reducing inflammation, fighting infection, encouraging the removal of residual mucus from lungs and airways, dilating the airways and soothing the cough reflex.”Further benefits include the low incidence of adverse effects, little risk of resistance and easier traceability of all ingredients with reputable manufacturers. Being freely available without prescription, easy to administer and generally safe to feed in conjunction with veterinary medicines, they can therefore prove popular with many horse owners, although there will always be those that are sceptical. Heather Giles provides the following advice to retailers considering stocking herbal products: “research suppliers and manufacturers properly, don’t just go automatically for the manufacturer who advertises the most or the one who offers sale-or-return. Ensure your supplier can offer you informed after sales service and relevant POS material, and has a proven track record in the industry. Be advised by the manufacturer on their best-sellers, stock a cross-section of liquid and dry products, in small quantities to start with.”When it comes to promoting these products to the consumer, Heather continues: “reproduce educational material (preferably from the manufacturer) in-store, provide cost-per-day comparison charts, publish recommendations from existing customers and train a member of staff who can inform and advise customers effectively.”

Natural HorsemanshipIn recent years, interest in ‘Natural Horsemanship’ and

related methods of training has grown significantly to the point when this form of training has become highly commercialised. retailers can get on this bandwagon with items such as treeless saddles, specialist halters, barefoot boots, training lines, ‘carrot sticks’, clickers and associated training accessories – indeed, some even specialise in this sector of the market. For add-on sales, stock relevant books and DVDs that will help explain to the customer how to use the products they have bought, reminding them that, if used incorrectly, some Natural Horsemanship methods may cause more harm than good.

There will always be a clash of opinion between some traditionalists and some advocates of Natural Horsemanship as to whose methods are the more beneficial. Before stocking these products, it is worth evaluating whether or not your

customer base is likely to respond well to these sorts of therapies. It is always worth encouraging ‘traditionalists’ to try something new however, particularly if they come to you looking for help to solve a difficult problem. Consider putting in place special offers, discounts on subsequent purchases, promotions and personal recommendations in order to persuade people to buy and try.

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The All Weather Rider Asmar Equestrian

Available sizes: XS–2XLAvailable colours: Black, Charcoal, Plum, Brown Plaid, Navy, Camel, Red Materials/bindings: Soft shell fabric with waterproof, breathable DINTEX membrane

RRP: £250.00

A unique soft shell jacket that transforms to keep the rider and most saddles dry in all weather conditions. Front and back skirt unveil behind a hidden zipper gusset to fit over the saddle. When the skirts are not in use, they snap elegantly into place. Removable hood. Two-way stretch for ease

of movement. Pill resistant material.

LET’S TALk PRoDuCTS LET’S TALk PRoDuCTS

What to Stock

for Successful SalesWoMEN’S WINTER jACkETS

The Hunter jacket Asmar Equestrian

Available sizes: XS–2XLAvailable colours: Black, Charcoal, Plum, Brown Plaid, Navy, Camel, RedMaterials/bindings (outer and inner): Soft shell fabric with waterproof, breathable DINTEX membrane

RRP: £135.00

Stylish soft shell sport jacket. Two-way stretch for ease of movement. Pill resistant material. Two-way zipper down front and a hidden back gusset with a waterproof skirt to allow the rider to adjust the fit while in the saddle. Inside ribbed cuff accommodates gloves and prevents hay

and weather going up sleeves.

Removable hood.

Women’s winter jackets can be divided roughly into two categories regarding style: classical country wear and active sportswear. Both can be excellent not just for riding and yard work but also for walking the dogs or enjoying country pursuits, and it really just a matter of the customer’s fashion preferences as to which style they choose, alongside of course the quality of fabric and cut. Ideally, your ranges should reflect these differing tastes and include a mixture of the traditional (which never goes out of fashion) and the more modern sporty looks (which may well increase further in popularity on the back of London 2012). Be sure to include a variety of jacket styles, from hard-core waterproofs for the real outdoor enthusiast, to the cosy fleece, which is great on crisp winter mornings or to use for layering. Autumn weather can be changeable, and as such gilets make a great choice for equestrians at this time of year, as they provide essential warmth without excess heat or

weight. Some, such as the Lune gilet from Toggi, are reversible as an added bonus, offering customers two looks for the price of one as an incentive to buy.

Soft shell jackets like the new Poppy Softshell from Tagg Equestrian meanwhile come somewhere in the middle of traditional hard shell

waterproofs and fleeces.They can be more breathable than a waterproof and provide much better protection from the rain and wind than a fleece. This, combined with a short and active cut, makes them ideal for use when riding, for hacking in particular. Sports or blouson jackets often have a micro fleece lining to provide good insulation and reduce the need for extra clothing underneath. Some however, such as the Townend Imperial Performance jacket from Battles, are instead lined with mesh for added breathability, and are especially useful for more active riders who may sweat even in the coldest of weather. Multi functional or three-in-one jackets meanwhile may tempt the customer to spend that little bit more this autumn due to the value for money many of these styles can offer. The All Weather Rider jacket from Asmar Equestrian (which won an Innovation Award at BETA International 2011) is an example, and can be

transformed from jacket to riding coat using a hidden zip that opens to reveal a ‘skirt’.

Fashionable flairFashion predictions for Winter 2011/12 include an emphasis on flattering the waist, and so jackets tapered at the waist or belt fastened, such as the Lulworth Jacket from Equetech, the Romsey Country Jacket from Horses with Attitude or the Sheriffe from Fuller Fillies, may prove popular with fashion-conscious equestrians this season, adding a touch of the high street to country apparel. ‘English heritage’ has been another popular trend that has found its way into mainstream fashion in recent years, and this is likely to continue as traditional waxed or quilted jackets remain highly sought after. Emphasise these trends in store on mannequins, completing the look with tweed caps, dark coloured jodhpurs (blacks, greens or browns) and the ubiquitous country boots.

As the season changes to autumn, it’s time to rotate clothing stock to reflect the colder weather coming our way. Gone are the brighter colours of summer and in are the more subtle, earthy and traditional hues of autumn.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 25

Technique Blouson Equetech

Available sizes: S (32–34”), M (36–38”), L (38–40”), XL (40–42”), XXL (44–46”) Available colours: Navy/Red, Coco/PinkMaterials/bindings: 85% peach polyester, 15% nylon. 100% polyester liningRRP: £69.95

Following the success of its Club Blouson, Equetech has produced this new functional jacket, perfect for uniforms. Durable, lightweight jacket, with micro fleece lining and reversed fleece lining to sleeves to avoid gathering. Features removable hood and an improved poly/nylon peached micro fibre shell

with breathable waterproof and windproof features.

Townend Master Paddock Coat Battles

Available sizes: XS–XLAvailable colours: Navy, ChocolateRRP: £109.99

A classic styled ladies coat ideal for country wear or riding. Flattering seam detail, showerproof with windproof qualities and a fleece lining for added warmth. Features chest pocket outline stitch detail with welt pocket, front placket with concealed popper fastening, front pockets with antique silver poppers with side entry and front main entry, internal secure zip pocket. Internal waist channel, zipped riding vents with gusset, adjustable cuffs with knitted internal rib storm cuff.

Romsey Country jacket Horses with Attitude

Available sizes: S–XXLAvailable colours: CharcoalMaterials/bindings: outer 100% polyester. Lining 96% cotton, 4% lycraRRP: £65.99

The Romsey is a stylish fitted country fashion jacket. Quilted peach finish. Full zip with press stud flap fastening and waist belt to give flattering shape. Press stud back vents make it perfect for riding. Tartan style interior to give a real country theme.

Lulworth jacket Equetech

Available sizes: S (8–10), M (10–12), L (14–16), XL (16–18)Available colours: CocoMaterials/bindings: 85% polyester, 15% nylon (peach feel)RRP: £79.95

A classic versatile soft quilted jacket. The jacket has a raised quilted design and is durable yet lightweight with beautiful Equetech jacquard lining. The jacket flatters all figures with its elasticated waist belt detail, and has a deep quilted collar, two-way central zip and knitted inner elastic cuffs, deep gusseted front pockets and double back vents with gusset.

Sheriffe jacket Fuller Fillies Limited Available sizes: 16–24Available colours: olive GreenMaterials/bindings: Waterproofed cotton outer, Viscose lining (top), mesh lining to skirtRRP: £74.95

The outer fabric of the Sheriffe is glazed to mimic a waxed finish whilst keeping the fabric soft and wearable; the fabric has a subtle silvery sheen and a crinkled look for ultra-low maintenance. The jacket has a plethora of pockets and is caped to give the jacket a very balanced look on larger ladies; the cape is loose to allow for embroidery whilst the tie belt adds a high-fashion look.

LET’S TALk PRoDuCTS

EDIToR’SCHoICE

Townend Imperial Performance jacket Battles

Available sizes: XS–XL Available colours: Black/Silver, Red/Black, White/PinkMaterials/bindings: 100% Polyester three-layer bonded fabric, mesh linedRRP: £149.99

Ergonomic sports fit – active performance for the serious rider. Windproof, waterproof 10,000mm, breathable

10,000mvp and taped seams. Features action back for added movement, internal waist channel, twin rear riding vents with zip and gusset, adjustable hook and loop cuffs with internal Lycra storm cuff. Laser cut taped seam pockets, zip pocket at the

arm with logo print design and internal security zip pocket.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 26

Toggi LuneFinest Brands International

Available sizes: 6 -20Available colours: Camel Stripe/Camel, Navy Stripe/Navy, Pink Stripe/PinkMaterials/bindings: 100% polyester ripstop, water repellent fabricRRP: £75.00

The spectacular Lune semi fitted, reversible gilet from Toggi offers two looks in one to ensure that your customers always look smart and will be an enviable addition to any wardrobe this season. With a water repellent fabric to help keep showers at bay, the Lune features half fleece lined zip pockets and striking Toggi embroidery.

Toggi Element and SevernFinest Brands International

Available sizes: Element: 8–20. Severn: XXS–XXL. Available colours: Element: Black/Silver/Slate, Navy/Powder Pink/Silver. Severn: Black, NavyMaterials/bindings: Fabric: 100% polyester microbre twill with transparent Pu coating. 100% polyester embossed Toggi liningRRP: Element: £85.00. Severn: £47.50

Introducing this new ladies waterproof ‘suit’. The Element is a waterproof jacket with feminine styling, contrast colour blocking and piping. Features MP3 Pocket, detachable hood, zipped back vents and pockets. The Severn unisex over trousers feature extra long zips at the outer leg, waterproof lower leg

lining and a part elasticated higher waist panel.

Toggi ArcticFinest Brands International

Available sizes: 8–20 Available colours: Chocolate, SlateMaterials/bindings: 100% polyester RRP: £75.00

The Arctic is the stylish way to stay warm this season. This cosy down jacket has a water repellent and ripstop fabric that is perfect for those who live life on the go. Featuring welt style pockets built in to the front seams and sleeve, it also has an inner pocket and chin guard at collar, for a look and finish second to none.

Studland Gilet Horses with Attitude

Available sizes: S–XXLAvailable colours: Mocha, NaturalMaterials/bindings: outer 100% polyamide. Lining and padding 100% polyesterRRP: £39.99

The Studland Gilet from Horses with Attitude is wind and water repellent, with detachable hood, long wind

protection, a tapered waist, two front zip pockets and inner mobile phone pocket, and elastic cord and stoppers to hood and hem.

Poppy Softshell jacket Tagg Equestrian Available sizes: XS–XL Available colours: Navy Materials/bindings: Soft shell waterproof and windproof outer, micro fleece lining RRP: £59.95

New from Tagg for autumn, the Poppy is a stylish soft shell jacket that flatters the figure, while keeping the wearer warm and dry. In Navy with intricate stitch detail at the seams, a full front zip up to a snug funnel collar. Two front zip slanting pockets to the outside with a micro fleece lining. Customers can ride in style with Tagg.

Westbury jacket Horses with Attitude

Available sizes: S–XXLAvailable colours: MochaMaterials/bindings: outer shell 100% polyamide. Lining and padding 100% polyesterRRP: £52.99

The Westbury Jacket from Horses with Attitude is wind and water repellent, with detachable padded hood, tapered lady fit waist, concealed zip to front and two pockets, inner breast pocket and mobile phone pocket, elastic cord and stoppers to hood and hem and embroidered shield logo.

LET’S TALk PRoDuCTS LET’S TALk PRoDuCTS

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 27

LET’S TALk PRoDuCTS

CoNTACTSAsmar Equestrian

Countries available: Worldwide

info@asmarequestrian.com

Battles

Countries available: uk

+44 (0)1522 529206

www.battles.co.uk/townend

Equetech

Countries available: Worldwide

+44 (0)1296 688966

www.equetech.com

Finest Brands International

Countries available: Europe

+44 (0)1132 707000

www.toggi.com

Fuller Fillies Limited

Countries available: Worldwide

+44 (0)1977 625025

sales@fuller-fillies.co.uk

Horses with Attitude

Countries available: Worldwide

+44 (0)1274 852139

sales@horseswithattitude.co.uk

Tagg Equestrian

Countries available: uk and Europe.

In Ireland from Darragh Equestrian

+44 (0)1636 636135

www.taggequestrian.co.uk

oN THE MARkET

Country chic

Ariat has added two new styles of country boot to its range. The Trent and Windrush boots combine classic designs with comfort bringing a touch of country chic to practical outdoor apparel. The Trent boots (pictured) feature premium leathers combined with Ariat’s exclusive 4LR technology to maintain comfort. The striking design features an innovative wrap system for a customised fit, perfect for those with calves ‘in between’ sizes, and a hardwearing Duratread riding outsole for durability. RRP: £149.99.

Ariat: +44 (0)8006 003209 www.ariat-europe.com

Winter breeches

The first waterproof winter breeches in the Tagg range. Using a woven bi-stretch fabric of Coolmax and Tactel fabrics with fluffy brushed inner, Belgrave are winter weight breeches perfect for hunting, competing and riding in the changeable weather. Available in beige with a stylish pleated front with poppered slant pockets, with a low waist, self strapping at the knee with belt loops on the waist band.

Tagg Equestrian: +44 (0)1636 636 135 www.taggclothing.co.uk

All Natural Spray

W F Young has launched new Hooflex Natural Spray as part of its expanding hoof care range. Hooflex Natural Spray is a brand-new, first of its kind way to apply hoof dressing. This innovative design sprays from any angle, even upside down. The quiet, non-aerosol spray eliminates messy brushes while keeping the product free of dirt and debris. The new natural formula contains six active natural and herbal ingredients including tea tree oil, arnica, comfrey and avocado oil.

Absorbine: info@absorbine.co.uk www.absorbine.co.uk

Show off

Building on the success of the Ratcatcher stock shirt, Fuller Fillies has introduced the Jacquard, a collared shirt that looks superb with a tie for the show ring. The Jacquard features long sleeves and is made using a comfortable cotton/Lycra mix with a bit of stretch, and flatters the fuller figure.Jacquard has a collar suitable for use with a tie. Available in cream stripe, pink stripe and blue stripe in sizes 16–24. RRP: £29.95.

Fuller Fillies: +44 (0)1977 625025 www.fuller-fillies.co.uk

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 28

Many businesses will be aware of the sterling work that is done by the Federation of Small Businesses (FSB) to fight for the cause of small businesses all over the UK. The FSB lobbies government and the legal or business communities in all their many forms to make sure that the voice of small business is heard. Is there any reason you are in a particular niche that doesn’t apply to the FSB? Certainly not!Towergate Insurance provides the membership with the FSB Insurance Service and through this company and previous ones, has been doing so since 1993. The company specialises in small business insurance and appreciates all the problems that such a business might face. On this occasion, it is our intention to try and give you some sound advice and guidance on what you should be looking for in arranging your business insurance.

What’s law? This will depend on what type of business you run and relates to those insurances you must have in place if you are trading. Here are some key points to consider:

•Staff. If you employ any staff, even on a short term or casual basis, then you must purchase Employers Liability Insurance. This is usually arranged on a basic Limit of Indemnity of £10,000,000 for any one claim. It is also law that an Employers Liability Certificate is provided and displayed in your place of business.

•Vehicle. As most people are aware, if you use vehicles, cars or vans, then you must obtain the minimum Third Party Motor Insurance to satisfy the Road Traffic Act. Always make sure you have cover for all the drivers you need to have access and the

correct category of use is in place.

•Machinery. If you have pressure plant, for example a compressor or lifting equipment, you probably have a statutory duty to make sure these are inspected at regular intervals. Engineering Inspection Insurance will cater for this.

•Riding schools. Under the Riding Establishments Act 1970 it is law that you arrange Public Liability Insurance for a minimum Limit of Indemnity of £2,000,000 per occurrence.

What makes commercial sense?

Assuming you have organised those insurances that are law, you will more than likely be offered a ‘package’ policy that incorporates all the sections that are relevant to the majority of businesses. Here are the main issues you need to address:

•Property. This may incorporate the buildings, your contents (or fixtures and fittings), stock, etc. Always remember that you need to arrange cover on a ‘replacement as new’ basis and therefore your sums insured should represent the value to be replaced as new for contents. Buildings are on a rebuilding not market value and the stock is at cost price. Very important: Business Policies are termed ‘subject to average’ and therefore it is vital that your sums insured are at ‘full value’ as you may suffer a reduction in your claim value should there be ‘under-insurance’.

•Business Interruption. This relates to the insurance of those fixed and standing

charges that you would still be liable to pay even though you might not be trading due to a large event such as a fire or flood. You need to ascertain how long you could be out of business to assess your ‘indemnity period’ and you need to work out a sums insured based on that indemnity period. A rule of thumb way to calculate the gross profit sum insured is to take away purchases from turnover. Important: Always seek the advice from your broker and make sure your figure always includes the payroll of your staff.

•Public Liability: Whilst it is not a legal requirement that you carry Public Liability, as a business person you would be very foolish not to. In our increasingly litigious world, a business must make sure they consistently carry adequate Public Liability of over £2,00,000 per occurrence, noting that certain businesses may need to carry more. Discuss this with your broker and remember to include the extension for Products Liability even though you may not be the company that initially produced the product. If you ‘sell-on’ products, EEC law deems you to be the ‘producer’. Important: Always give the fullest information possible of the products and processes within your business as a lack of material facts can be detrimental when it comes to a claim. This is in fact important for all sections of any business policy.

•Other Section of Note: Include Goods in Transit Insurance, Money Insurance and Glass Insurance. The latter two are usually included in a Package Policy.

Where to find helpIt is always our recommendation that you seek the advice of an Financial Services Authority (FSA) authorised insurance broker. They will have the skills you require to take you through the quotation process and will at all times act in a fair and compliant manner, setting out all costs and routes used so you can adequately assess your purchase. A policy must at all times fit to your demands and needs.

If you are an FSB Member, then we invite you to contact us at the FSB Insurance Service on +44 (0)8457 626158 or visit www.fsb-insurance-service.co.uk. However, if you are not an FSB Member we would invite you to contact our small business unit at Towergate Riskline on +44 (0)8448 921664 or the website at www.towergateriskline.co.uk.

BETTER BuSINESS

INSuRANCETim Lazenby, managing director of FSB Insurance Service, highlights some of the most important things for small businesses to consider relating to the sometimes complicated matters of insurance.

LAuNCH IT

New Mollichaff Condition – a complete conditioning feed in one bag!New Mollichaff Condition, from the makers of HorseHage, is a highly digestible, high fibre, high oil and low starch mix, which can be fed as a complete concentrate feed alongside good quality forage.It contains a balanced blend of alfalfa, dried grass, oat straw, fibre pellets, barley, soya flakes, soya oil and mint as well as Yea-sacc and a prebiotic, plus vitamins, minerals and trace elements. Soya oil provides essential fatty acids to help improve skin condition and encourage a healthy, glossy coat. Yea-sacc and a prebiotic help maintain a healthy digestive system, along with mint, which is particularly palatable to horses.Mollichaff Condition is suitable for encouraging weight gain in all horses and ponies, especially those that struggle to maintain their condition. It can be used as the sole concentrate feed as it contains a broad-spectrum vitamin and mineral supplement.All products in the Mollichaff range have the Universal Feed Assurance Scheme (UFAS) certification, which means that they are manufactured under the strictest hygiene conditions from premium ingredients which are fully traceable because the company cares about your customers’ horse or pony’s health.The company offers full staff training on all its products – please get in touch for more information.

For further information or to become a stockist call the HorseHage Helpline on +44 (0)1803 527257 or visit www.horsehage.co.uk.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 30

Do you run a new equestrian business set up in the last 24 months? If so the team at Your Horse Live would like to hear from you! After a hugely successful 2010, a record number of visitors and winning the Joules Event of the Year at the BETA Business Awards, Your Horse Live wants to give something back to the trade. Your Horse Live is supporting the industry by providing free stand space and contributing towards the build costs to allow an inspiring, innovative and new company to exhibit at the two day event on 12th and 13th November at Stoneleigh Park, Warwickshire.The lucky winner will secure a 4x3 metre clear floor stand space and will receive £500.00 worth of design, build and graphics from the Your Horse Live team. One lucky runner-up will also receive 20% off their stand costs at the event. Lucinda Stapleton and her business Horse Quencher, a natural supplement that encourages horses to drink more water and stay hydrated, won a place last year. Said Lucinda: “I was so thrilled when I was contacted about winning the stand competition. I went to Your Horse Live 2009 and

thought it was brilliant, so to have exhibited in 2010 was a real boost.“I have been delighted with how well Horse Quencher has been received here and the stand at Your Horse Live will help provide the next step in developing the business further and reaching more horse owners.”

With more than 15,000 horse riders, owners and equestrian fans ready to shop from over 300 stands, this year’s Your Horse Live is an event not to be missed.

All you have to do it tell us why you deserve to win a stand and support from the leading equestrian event in 200 words and complete the tie breaker below:

Tie breaker question: Where is Your Horse Live held?Please send all entries to Nicky Townshend at YourHorseLive@YourHorse.co.uk

What’s on at Your Horse Live

Your Horse Live promises to be an action packed two days with incredible shopping, celebrities and brilliant demonstrations from a range of equine disciplines. Held at Stoneleigh

Park, Warwickshire on 12th and 13th November, advance ticket prices start from only just £8**.Catch the stars of the equestrian world in the main arena, from dressage to showjumping and a little eventing in between. The headliner of the show is British Dressage’s ranked number one rider, Laura Bechtolsheimer and at 26 she has consistently broken records and regularly achieved the highest marks ever seen from a British rider. With her charismatic chestnut horse, Mistral Hojris, she looks likes being a fair contender for the British Olympic team in 2012 and her chances of a medal shouldn’t be underestimated.This year will also see the introduction of dressage riders Anna Ross-Davies and Roland Tong who will be wowing crowds with their specially choreographed pas de deux, with added adornment and some rather unconventional music!Geoff Billington and Oliver Townend will also take to the main arena with their humorous double act combining their knowledge and experiences. And don’t forget to the incredible Rockin’ Horse Productions team and their thrills and spills stunt show which demonstrates just what can be achieved with mutual trust,

confidence and respect between horse and rider. Hold on to your seats!The Dodson & Horrell will see the likes of Jason Webb, Claire Lilley, Carol Mailer, Lucy Killingbeck, Syvia Loch, Lee Rutter and Pheobe Buckley take to the stage to offer everything from top tips on horsemanship to training for dressage, showjumping, eventing, classical and western riding.And the most important thing, they’re all included in the price, so book now and do not miss any of these events exclusives.

To book your tickets in advance and save money visit www.yourhorselive.co.uk or call +44 (0)8445 810770 and quote EQ-TSM. Hotline closes on Thursday 10th November 2011 at midday.

Terms and conditions apply.The winning company will receive a free 4x3 metre clear floor stand space at Your Horse Live 2011.The cost of £500.00 will be deducted from the final bill. Any additional costs including electrical supplies, furniture etc. will be covered by the winner. Competition closes on Friday 16th September 2011 at midnight. All winners will be contacted direct by the Promoter. The Promoter is Bauer Consumer Media Ltd. Company number: 1176085 (England). Registered Office: 21 Holborn Viaduct, London EC1A 2DY.For full terms and conditions please visit www.yourhorse.co.uk/yhlterms

YouR HoRSE LIVE 2011

YourHorseLivesupporting new businesses

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 31

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 32

OVERALL SCORE OUT OF 50 OVERALL SCORE OUT OF 5026 28

https://equinespeedskip.co.uk www.boydbedding.com

SECRET Surfer

If you would like the Secret Surfer to visit your website just send us your details. Email:editorial@ebmonthly.co.uk

www.smartworming.co.uk

DESIGN: 4/10

Fairly basic, and could do with more thought as to branding. There is also very little imagery, and what imagery there is could do with being better in quality.

NAVIGATIoN: 7/10

Navigation is via a very small top bar menu, which is not immediately obvious. Could do with a tidy, but everything is within a couple of clicks.

CoNTENT:

News and media: 1/10

News page has three stories, last updated June 2009.

Company information: 8/10

This is actually very good – a page on ‘The Team’, plus photo of staff and of the factory. Another tab, ‘The Plant’, has a lot of informative detail on how the product is made. Basic contact details all there, along with handy location map.

Product information: 6/10

There is a ‘Product info’ tab, but the information here is just a repetition of that under ‘The Plant’ – is useful and fully describes the product’s benefits, but doesn’t need to appear twice! Some images would be good. One rider testimonial under side bar link.

DESIGN: 6/10

Simple but bright, although one or two parts need a tidy in terms of font size and spacing. The design at the top of the ‘Testimonials’ and ‘Delivery charges’ pages is not consistent with the rest of the site (wrong header on the latter page also?).

NAVIGATIoN: 7/10

Fairly straightforward, using side bar menu, although one or two little bits of information can get a bit ‘lost’. Links back to the home page not always obvious.

CoNTENT:

News and media: 3/10

No news page. ‘Testimonials’ page has some items on there that could make news, although out of date. Good little video of the product being used on the home page.

Company information: 4/10

Some information on home page, although no ‘About us’. Some of the information on the site may be out of date – not clear. For example, “Voted the Number One product for yard and stable equipment and has held this position since last summer.” You have to call the company for a list of stockists – frustrating, especially given that they have a tab for ‘Retailer list’.

Product information: 8/10

‘Features’ page clearly bullet points all of the product’s benefits. Under ‘Order now’ is where you can see images of all of the different colours available, with the same information for each. Scope to add more detail.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 33

OVERALL SCORE OUT OF 50 OVERALL SCORE OUT OF 5017 37

www.fekl.com www.tuffaboots.com DESIGN: 5/10

Quite minimalist, but doesn’t quite work. It is also hard to discern what the product actually is looking at the home page. A few spelling errors throughout.

NAVIGATIoN: 5/10

Simple side bar menu, and when the options are selected, a small top bar menu appears. Some more options then appear at the bottom. More complicated than it needs to be! Some of the links just have ‘coming soon’.

CoNTENT:

News and media: 0/10

Nothing here.

Company information: 2/10

‘About us’ page contains just one paragraph. No stockist information.

Product information: 5/10

The necessary information is all there, although scope to add more. Product images very small, and don’t show much.

DESIGN: 8/10

Bright design, consistent with the brand. Easy to read, and the imagery is good.

NAVIGATIoN: 8/10

Navigation is via two different top bar menus – it is easy to miss the top one at first, but navigation fairly simple otherwise.

CoNTENT:

News and media: 7/10

‘Press’ page seems up to date, with handy links to share each story on Twitter. Could add some more images. Good sponsored riders page.

Company information: 5/10

Good ‘About us’ page, although could add more – information on manufacture for example. Basic contact details plus contact for sales, a map to the offices might be beneficial. There doesn’t seem to be a stockist list, which is surprising.

Product information: 9/10

Very good, with a variety of images for each product and links to videos of the items on the catwalk where applicable. Good ‘Sizing’ page, which is easy to understand.

www.ebmonthly.co.uk September 2011 Equestrian Business Monthly celebrating years 34

Abbey Diagnostics +44 (0)1638 552122 www.abbeydiagnostics.co.uk

Abbey Saddlery and Crafts Ltd +44 (0)1565 650343 www.abbeysaddlery.co.uk

Agrifence +44 (0)1432 373920

Airowear +44 (0)1434 632816www.airowear.co.uk

Amigo Stable Mirrors: +44 (0)1858 432652 www.amigostablemirrors.co.uk

Andis Company +1 262 884 2600 www.andis.com

Animal Health CompanyTel - 01787 476400www.equinehealthandherbal.co.uk

Animalife +44 (0)1527 857 920 www.animalife.co.uk

Arctic Fox – Bulls Eye International+44 (0)1923 210646www.arcticfoxuk.com

Aubiose (Future Forks) +44 (0)1293 416759 www.futureshavingsfork.co.uk

B2B +44 (0)870 7510605 www.btoblinks.net

B Jenkinson & Sons Ltd +44 (0)1924 454681 www.elico.co.uk

Badminton Horse Feeds +44 (0)1425 658450 www.badmintonfeeds.co.uk

Baileys Horse Feeds +44 (0)1371 850247 wwwbaileyshorsefeeds.co.uk

Battles +44 (0)1522 529206www.battles.co.uk

Bling Equestrian www.blingequestrian.co.uk

Brinicombe Equine +44 (0)8700 606206 www.brinicombe-equine.co.uk

British Horse Feeds +44 (0)1765 680300 www.britishhorsefeeds.com

Buffera Ltd +44 (0)1707 852244www.buffwear.co.uk

Classic Canes +44 (0)1460 75686 www.classiccanes.co.uk

Classic Showjumps 0161 765 2010 / 2014www.classicshowjumps.com

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

Cox Agri +44 (0)845 600 8081www.coxagri.com

D&H Animal Husbandry +44 (0)845 270 6691270 2224 www.dandhgroup.co.uk

Davies & Co +44 (0)1536 513456 www.equimat.co.uk

Dodson and Horrell +44 (0)1832 737300 www.dodsonandhorrell.com

Dog Rocks +44 (0)1628 822 243 www.dogrocks.co.uk

Duralock +44 (0)1608 644988 www.duralock.com

E. & E. Corn Supplies (Havens UK) +44 (0)1388 603333 Earlswood Supplies +44 (0)8450 171351 www.earlswood-supplies.com

Easibed +44 (0)161 370 2360www.easibed.co.uk

Eazitools Equestrian +44 (0)1302 746077 www.eazitools.co.uk

Eco Comfybed +44 (0)1202 593601www.ecocomfybed.co.uk

Emvelo +44 (0)1494 875848 www.emvelo.co.uk

Equivet +44 (0) 808 1084995 www.equivetanimalcare.com

Equestrian Supplies +44 (0)1254 831645

Equistro +44 (0)1280 814500 www.equistro.co.uk

Equetech +44 (0)1296 688966 www.equetech.com

Equilibrium Products +44 (0)1442 879115www.equilibriumproducts.com

Equine America +44 (0)1403 255809www.equine-america.co.uk

Equine Management +44 (0)1825 840002 www.equineman.com

Equisorb: +44 (0)1476 585973 www.equisorb.co.uk

Euro Front International+44 (0)1332 590460www.eurofront.co.uk

Faulks & Co. +44 (0)1455 848184 www.wmfaulks.com

Field Galleries +44 (0) 1932 342055www.field-galleries.co.uk

Finest Brands International (Toggi and Champion) +44 (0)113 270 7000 www.toggi.com

Five Star Horse Bedding +44 (0)1732 863116 www.fivestarbedding.co.uk

Fly Away +44 (0)1384 877857 www.flyaway.ltd.uk

For Riders +44 (0)1865 377853 www.ivriders.com

Frank Baines Saddler +44 (0)1922 640847www.frankbaines.com

Friendship Estates +44 (0)1302 700220 www.friendshipestates.co.uk

Fresha Tank +44 (0)1733 203077 www.aquamidas.com

Fuller Fillies Ltd +44 (0)1977 625 025 www.fuller-fillies.co.uk

Future Forks (by Aubiose) +44 (0)1293 416759 www.futureshavingsfork.co.uk

Fynalite +44 (0)1789 764848 www.fynalite.co.uk

Gee Up Equine Laundry +44 (0)1254 822066 www.geeupequinelaundry.co.uk

Girbau UK +44 (0)1462 427780 www.girbau.co.uk

GollyGaloshes gollygaloshes@btinternet.com

Grays of Shenstone +44 (0)1543 483344 www.graysofshenstone.co.uk

Griffin NuuMed Ltd: +44 (0)1458 210324 www.nuumed.com

Groomers Limited +44 (0)845 230 7997www.groomers-online.com

Gumbies Ltd +44 (0)1258 839100 www.gumbies.co.uk

GWF Nutrition + 44 (0)1225 708482www.gwfnutrition.com

Harold Moore +44 (0)114 2700513 www.haroldmoore.co.uk

HARPLEY Equestrian Ltd+44 (0)115 9611537www.harpleyequestrian.co.uk

Haybar +44 (0)1723 882434www.haybar.co.uk

Healing Tree UK Ltd + 44 (0)7850 738875 www.healing-tree.co.uk

Heavenly Horse: +44 (0)1724 721872 www.heavenlyhorse.co.uk

Hickstead Horse Feeds +44 (0)845 0250444 www.hicksteadhorsefeeds.co.uk

Hilton Herbs Ltd+44 (0)1460 270700www.hiltonherbs.com

Honeychop Horse Feeds +44 (0)1359 230823 www.honeychop.com

HorseHage +44 (0)1803 527257 www.horsehage.co.uk

Horsefair +44 (0)1264 811425 www.horsefair.co.uk

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

Horsemasters Distribution +44 (0)1462 432596 www.mountainhorse.co.uk

Horse Source +44 (0)1924 848 438www.horsesourceltd.co.uk

Horsesport www.horsesport.com

Horses with Attitude +44 (0)1274 852139www.horseswithattitude.co.uk

Horslyx +44(0)16973 32592 www.horslyx.co.uk

Hows Racesafe +44 (0)1536 771051www.hows-racesafe.co.uk

Hunter-Outdoor (K & K CLOTH-ING)+44 (0)121 555 8334www.rockall.info

Innovacyn / Vetericyn Europe+353 91 796896www.vetericyn.com

Intelligent Retail +44 (0)8456 800126 www.intelligentretail.co.uk

IV Horse +44(0)1888 544261 www.4horse.co.uk

Karoo Equine +44 (0)1706 559569www.karooequine.com

KC Sports Ltd +44 (0)1823 681100www. powellprotec.com

Keratex +44 (0)1373 827649 www.keratex.com

Kevin Bacon’s +44 (0)1296 662473 www.kevinbacons.co.uk

Kingshead +44 (0)1738 580080 www.kingsheadequestrian.com

Lets Talk Horses + 44 (0)1953 850678 enquiries@letstalkhorses.co.uk

LexveT International +44 (0)8003 345856 www.lexvetsupplements.com

Life Data Labs Inc +1 256 3707555 www.LifeDatalabs.com

Likit www.likit.comFor orders Westgate EFI +44 (0)1303 872277

Lister Shearing +44 (0)1453 544832 www.lister-shearing.co.uk

LITOVET +44 (0)1452 524012www.litovet.co.uk

LS Sales (Farnam) Ltd +44 (0)1608 683855 www.lesliesutcliffe.biz

Marie Bridgwater Equestrian PR & Media Consultant+44 (0)7795 416511www.mariebridgwater.com

Maxavita +44 (0)8450 752754 www.maxavita.com

Measom Freer +44 (0)116 2881588 www.measomfreer.co.uk

Medco Enterprises +92 524 602961 www.medcopk.com

Merial Animal Health Ltd +44 (0)1279 775858 www.merial.com

Natural Animal Feeds +44 (0)800 373106 www.naf-uk.com

My Day Feeds+44 (0)845 6023782 www.mydayfeeds.co.uk

Nedz Bed +44 (0)1772 877096 www.nedz.co.uk

Novel gmbh (Pliance) +49 (0)894 177670 www.novel.de

Parkgate Equestrian +44 (0)1306 631374 www.parkgateequestrian.co.uk

Osmonds+44 (0) 1948 668100www.osmonds.co.uk

PelGar +44 (0)1420 80744 www pelgar.co.uk

Petlife +44 (0)1284 761131www.petlifeonline.co.uk

Pfizer Animal Health +44 (0)1304 616161 www.wormingyourhorse.info

Polly Products +44 (0)1636 636132 www.pollyproducts.co.uk

Pony Maloney +44 (0)1825 872600 www.ponymaloney.com

PressPoint +44 (0)1953 851513 www.presspoint.co.uk

RS-torwww.rstor.co.uk

Robinson Animal Healthcare +44 (0)1909 735000 www.robinsoncare.com

Rockall +44 (0)121 5558334www.rockall.info

Rockfish Riders +44 (0)1503 240615 www.rockfishriders.com

Rockies +44 (0)1606 595025 www.rockies.co.uk

Rower & Rub +44 (0)1223 969740www.roewer-rueb.com

Rugs R Us +44 (0)1695 716262 www.equirugsrus.co.uk

Rutland Fencing+44 (0)1572 722558 www.rutland-electric-fencing.co.uk

Santé Franglais Ltd+ 44 (0)1858 464550www.aloeride.com

SCH (Supplies) Ltd +44 (0)1473 328272 www.schsupplies.co.uk

Sherwood Forest Ltd+44 (0)1159 424265www.sherwoodforest-uk.com

ShoeSecure +44 (0)1475 54068 www.shoesecure.com

Silvermoor +44 (0)1665 602587 www.silvermoor.com

Smart Grooming +44 (0)1823 681076

Solocomb +44 (0)1235 511358 www.solocomb.co.uk

Spartan Equestrian Products +44 (0)1474 705065 www.spartanequestrian.com

Spoga + Gafa +44 (0)208 6818166 www.spogagafa.com

Spillers +44 (0)1908 222888 www.spillers-feeds.com

Stable Environment + 44 (0)1422 310483www.stable-environment.co.uk

Stable-Safe +44(0)23 8083 9907www.stable-safe.com

Starkie’s +44 (0)116 2592022 www.starkiesbeeswaxcreams.com

Taurus Footwear and Leathers Ltd +44 (0)1933 674679 www.taurusfootwearandleath-ers.co.uk

Tayberry +44 (0)1507 524816www.tayberryoutdoor.com

The British Horse Society +44 (0)8450 777692www.bhs.org.uk

Top Paddock +44 (0)1469 563995 www.top-paddock.co.uk

Trailer Vision +44 (0)1775 640737www.trailervision.co.uk

Trelawne Equine Ltd +44 (0)8442 578585 www.trelawneequine.co.uk

Tuffa International Footwear +44 (0)1953 880914 www.tuffaboots.com

Uncle Jimmy’s Brand Products +1 866 965 4669 www.jimmysballs.com

Unibed +44 (0)1977 796278 www.unibed.uk.com

V-Bandz +44 (0)8450 956810 www.v-bandz.co.uk

Virbac Animal Health +44 (0)1359 243243 www.equimax-tabs.com

VSM Ltd: +44 (0)1664 506746 www.easywormer.com

W F Young, Inc. +001 413 526 9999 www.absorbine.co.uk

Westgate EFI Ltd+44 (0)1303 872277

Westgate Labs +44 (0)1670791994 www.westgatelabs.co.uk

Your Gift Horse +44(0)1454 202033 www.yghtrade.com

Zilco +44 (0)1844 338623 www. zilcoeurope.com

SuPPLIERS DIRECToRY

http://www.sherwoodforest-uk.com/

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