Equestrian business

Equestrian business is a subject very, very close to my heart. Having run my own equestrian PR and marketing agency for the last 10 years, I’ve been lucky enough to support equestrian businesses of all sizes. I’ve run huge advertising campaigns, created website copy, crafted press releases, launched products (and businesses), worked with large teams, directed photoshoots, set up and managed social media platforms, managed influencers. The list goes on. I’m a bit of a bore on this subject!

I’ve worked with start ups to businesses turning over many many millions a year, sole traders through to companies employing 100 people. I’ve work with clothing designers and horsewear manufacturers through to instructors and jewellery designers. And a lot in between.

In this part of the blog, I share some of my tips for equestrian business with you, and get to showcase some of the real gems I have found in my travels too.

, , ,

Behind the scenes at Blenheim Palace International Horse Trials with Katrina Midgley

katrina midgley

Behind the scenes at Blenheim Palace International Horse Trials with Katrina Midgley

Whether you’re a horse enthusiast or not, you’ll recognise Stable Events as the masterminds behind  Blenheim Palace International Horse Trials and other prestigious events like The Game Fair. On this episode, we catch up with the lady behind the eventing side of Blenheim- Katrina Midgley.

On this episode of the podcast, Katrina shares her fascinating journey from Pony Club beginnings to becoming a pivotal figure in event management. She talks about how her early experiences at events like Badminton and Burghley, combined with her work with TRMG producing show guides for major events like Royal Windsor Horse Show and Olympia, paved the way for her current role. Through TRMG, she got involved with The Game Fair, and her passion for event management has only grown since.

What’s it like to be in event management?

Katrina gives us an insider’s look at what it takes to organise large-scale events. From managing operations, marquees, infrastructure, and water, to overseeing various aspects of Blenheim Palace International Horse Trials and The Game Fair, her role is both challenging and rewarding. The key to success? A strong, capable team and the ability to think on your feet.

And now for Blenheim Palace International Horse Trials…

We delve into the special allure of Blenheim Palace International Horse Trials. Blenheim offers a closer, more intimate experience with riders and horses compared to other events. The beautiful venue, with its iconic bridge over the lake and stunning palace backdrop creates an unforgettable atmosphere. Visitors can enjoy a day filled with equestrian sports, shopping, and scenic views as well as additional attractions to keep all the family amused. This year, the team is also introducing new features, to mark Stable Events’ first year organising the event…

Interactive Talks and Demonstrations: In this new talk area, visitors can learn from the best and get involved in discussions about topical issues in the horse world.
Evening with Geoff Billington: Showjumper Geoff Billington will be entertaining equestrian enthusiasts in an evening event after the main show has closed.
Innovative Course Design: The 100 now incorporates a water complex, situated in the heart of the retail area, thanks to the collaborative efforts of course designer David Evans. This adds an exciting new element for riders and spectators.

With so many events- why visit Blenheim in September?

Whether you’re a die-hard horse trials fan or just looking for a fun day out, Blenheim offers something for everyone. From getting up close to your equestrian heroes to enjoying a picturesque picnic by the lake, the event promises a memorable experience.

Thank you for listening to the Small and Supercharged podcast. If you enjoyed this episode, please subscribe, leave a review, and share it with your friends. Stay tuned for more exciting episodes!

/by
, , ,

Let’s talk about BETA International

Let’s talk about BETA International

BETA International is the UK’s trade show for equestrian and country businesses. It takes place in September, is held at Stoneleigh, and is a great place to network, see new products, and speak to the people behind the best known brands in the equestrian and country community. On this episode of the podcast, I caught up with Claire Williams, Executive Director of the British Equestrian Trade Association (BETA), the association that owns BETA International, to find out what the 2023 event has in store for anyone attending.

BETA International Claire Williams

BETA International- the equestrian industry’s UK trade show

Did you know that BETA International has been running for over 40 years?! No, I’m embarrassed to say that I didn’t either. Claire shares lots about the trade show in this episode of the podcast, so let’s dive in, shall we…


Background of the Trade Show:

BETA International is a real staple of the equestrian and country trade sector, being the only one of its type in the UK. We talk about the evolution of the show over the last 40 years, and why and how the trade show moved and adapted during Covid-19.

Transition to Stoneleigh Venue:

BETA International used to be at the NEC, but moved to the NAEC at Stoneleigh a few years ago. We talk about why Stoneleigh works so well for exhibitors and visitors alike, and how it’s a familiar venue for equestrians and country folk due to the other shows, societies and more that are based there.

Importance of Networking:

Networking is a crucial aspect of any trade show, and we talk about the amount of opportunities to connect with industry peers and stay updated on developments that BETA International provides. We also talk about the relaxed atmosphere at Stoneleigh and how this continues to create really great interactions with visitors and exhibitors alike.

Understanding the Trade Show:

The role of BETA International, in fact, any trade show, has evolved as time has passed. Now, it serves as a platform for suppliers to showcase their products to retailers and industry professionals, to network and consolidate relationships, rather than to solely gather forward orders for the next season. For attendees, they can explore new launches, innovations, and participate in educational seminars. It’s not just about placing orders.

It’s all about the exhibitors

Exhibitors and their stands make up a key part of the show and offer insights into new products and innovations, sharing best sellers, and catching up with their customers. Claire also talked about some memorable stands from past events as well as innovative equestrian products.

Role of Sponsors:

BETA International is sponsored by Neue Schule, and we talk about how sponsors support and benefit from association with the show. We look at things like alignment and why sponsorship should be mutually beneficial to ensure maximum value for all concerned.

Horse & Rider New Product Showcase:

The New Product Showcase, sponsored by Horse and Rider magazine, showcases innovative products and technologies and is a real hub of the event. New products are placed into relevant categories and then are judged by retailers and industry experts for their market potential. The designated area also means that visitors can come and see what’s new up close and read about it before heading over to the relevant stand for more information.

CPD Opportunities:

Continuous Professional Development (CPD) seminars offer attendees opportunities to enhance their skills and knowledge and are part of BETA International’s programme that attendees can enjoy for free. Speakers cover a range of topics relevant to equestrian retailers, providing valuable insights. Every year, the schedule is carefully planned to deliver variety and value, so there’s something (well, many things!) for everyone. And it’s all absolutely free!

If you’re an equestrian, country or pet business, make sure BETA International is firmly in your calendar. I’m lucky enough to work with this fab organisation, so I am a bit biased, but it’s THE place to be this September- you won’t regret it…

To find out more about BETA International- look into getting a stand, register to attend, to anything else, make sure you check out the website here.

/by
, ,

Going viral, dealing with trolls, and social license to operate with Niki Baxter

Going viral, dealing with trolls, and social license to operate with Niki Baxter

niki baxter baxter equine services

Is going viral all it seems? Do we need to be aware of social license? We chat about this as well as how to deal with trolls on this week’s podcast with Niki Baxter from Baxter Equine Services

You can listen on Apple here…

I’ve followed Niki for as long as I can remember and have been wowed by her perfect plaits, amazing clips and stunning quarter marks and more for years. Some of Niki’s videos have gained huge traction with one getting over 160 million views making it truly viral… but is going viral all it’s cracked up to be? Spoiler alert… not so much. Niki has had  her fair share of viral content and the trolls and opinions that come with it, and I’m so pleased that she was open to sharing the ups and downs of this journey.

150 million views

One of Niki’s videos recently received well over 150 million views, and the comments she received provided a great opportunity to discuss whether going viral is all it seems, and the fairly significant negatives this can have.

Niki also discusses dealing with opinions on social media, social license to operate and why we all need to be aware of this, and shares lots of tips too.

It was an absolute joy to speak to Niki and hear her insight on all these subjects. Not easy ones but very important ones for any user of social media and any equestrian too.

To find Niki in all the places, make sure you check her out on Instagram, YouTube, Facebook and her own website.

/by
, ,

Music, modelling, TV work and a new equestrian brand with Nermina Pieters-Mekic

Music, modelling, TV work and a new equestrian brand with Nermina Pieters-Mekic

In our latest podcast episode, I had the pleasure of sitting down with the multifaceted Nermina Pieters-Mekic, founder of the groundbreaking new brand, Equidae London. As we chatted about her diverse background, from singer and songwriter to TV star and model, Nermina shared the exciting journey that led to the creation of her equestrian fashion brand.

A Journey Through Chapters

Nermina’s life has unfolded in various chapters, each marked by different passions. From growing up in the Netherlands and studying law to pursuing modelling and music, she eventually found herself in the UK, where she became a cast member of the Real Housewives of Cheshire. However, her deep love for music and horses remained constant throughout these diverse experiences.

Inspiration for Equidae London

One of the significant inspirations behind Nermina’s venture is none other than Princess Anne. Nermina found herself drawn to a particular image of Princess Anne riding in a red jacket. This image sparked the idea for a signature piece in her collection, which is a jacket with embroidery on the back, combining a high end look with technical features.

Lockdown project

Equidae London grew as a concept during lockdown. Nermina wanted to bring something fresh and different to the equestrian market, something that blended fashion with function and comfort. She realised that she spent the vast majority of her life in equestrian clothing, so set about designing pieces that embraced current trends that were also sustainable and had ethical production at its heart.

Performance and Sustainability

A crucial aspect of Equidae London is its commitment to performance wear. Nermina collaborated with a factory in Portugal that is renowned for its performance fabrics. These fabrics undergo testing for rubbing, sweating, and have antibacterial properties. Not only did Nermina do the research, she also visited Portugal and handpicked the fabrics to tick all the boxes for each design. The Equidae base layer is a great example as it is made with a brushed fabric for warmth and sweat absorption-  every piece  in the collection is designed with the rider’s comfort and functionality in mind.

Building the Equidae London brand

The brand didn’t come to life overnight, and to ensure she was on the right track, Nermina did a lot of research, seeking advice from friends in the fashion industry and building a team of experts. The process involved trial and error, with Nermina actively testing prototypes, riding in them, and even washing them in various conditions to ensure durability.

Equidae London is not just about fashion; it’s a conscious choice. Nermina envisions her brand’s pieces not just looking good, but aligning with the sustainable and ethical values of her customers. She’s very aware that, with Equidae London, she has the ability to make a positive impact.

Challenges Along the Way

Embarking on the journey of building a brand is never without its challenges. Nermina shares the surprises and obstacles faced during the two and a half years of establishing the brand. From working closely with designers to navigating factory changes, each step in the process presented unique challenges. However, Nermina emphasises that the feedback from users makes it all worthwhile. The highs come from witnessing individuals appreciating the quality, colours, and intricate details of Equidae’s products.

What’s to come from Equidae London?

Moving into 2024 and beyond, Equidae London will be focusing on expanding the collection, collaborating with diverse athletes, and creating a team to propel the brand forward. Nermina wants to grow a brand that resonates with riders and non-riders alike

To find out more about Nermina and Equidae London, find them on Instagram, or through the Equidae London website.

 

 

/by
,

Starting Mount St John, rethinking breeding and more with Emma Blundell

Starting Mount St John, rethinking breeding and more with Emma Blundell

Mount St John Emma Blundell

I’ve followed Mount St John’s story forever, and it’s a real joy to be joined by founder Emma Blundell, the founder of Mount St John on the podcast.

Emma wasn’t from a horse family but, from a very young age, was crazy about all animals. At seven, she started riding which then progressed into competing in showing classes, and as they say the rest is history!

The art of breeding

Emma is a complete wealth on knowledge on everything to do with horse breeding and we talk about linear scoring in stallions and how she uses this as an analysis tool to support her breeding decisions and pairings between mares and stallions. That said, her depth of knowledge also plays a huge part in the choices she makes. It’s also possible to do linear scoring on mares, and although Emma has done this on some, she’s now been involved in breeding for so long that it’s almost hardwired. She talks about how she assesses strengths and weaknesses and what needs to be improved from the mare side, and then looks at the stallion’s traits to see if they complement the mare, and also the heritability factor. This is the chance of the stallion or mare passing on a trait to its offspring.

Where the idea for Mount St John began

Emma’s knowledge in this specific area started at university where she studied it and then, through her dissertation, saw the possibility to make this into a business. Emma had a mare she was trying to do embryo transfer with and then started to look at the possibility to really niche in on that, because there was no one in the market doing this. Breeding was traditionally connected to older people and also stallions rather than mares.

One of the interesting points that Emma zeroed in on what that with an embryo transfer system in place, the mares at Mount St John could continue their competitive careers without taking a year off for traditional breeding.

Making Mount St John commercial

Emma discussed the commercial aspect of her approach, highlighting the importance of efficiency in the breeding process. By starting the embryo transfer once the mares reach a productive age, she optimises the breeding cycle and maintains a steady flow of potential superstars. This not only streamlines the process but also contributes to the commercial success of Mount St John.

Navigating the Lows

Every business has its share of challenges, and Emma was open about the lows she has faced. From financial setbacks to the heart-wrenching loss of horses, she acknowledged the difficulties that come with the territory. One particular low was the traumatic experience of losing a mare and foal during a difficult birth. Emma stressed the importance of learning from such experiences and maintaining a positive outlook.

Strategies for Success

Emma shared her optimistic perspective on business, pointing out that setbacks are part of the learning curve, and as long as one learns from them and seeks improvement, success is attainable. Having a supportive team of experts, including vets and farriers, has been crucial for analysing challenges and implementing effective solutions.

But there have been many highs

As any equestrian fan will know, Mount St John has had some incredible highs from winning national titles to achieving impressive scores in debut Grand Prix performances, and Emma expressed the joy that comes with seeing homebred horses succeed. Emma stressed the importance of relishing these victories, especially during challenging times.

What would Emma advise for others looking to grow an equestrian business?

Emma shares plenty of valuable advice in the podcast, sharing the importance of gaining hands-on experience, learning from others, and seeking mentorship. Having a reliable team and being open to making necessary changes were also crucial aspects she highlighted.

Mount St John has changed the face of horse breeding and I can’t wait to watch the stud, and its horses, go from strength to strength.

To find out more about Mount St John, see the website here.

 

/by
, , , , , , ,

Being an influencer with Alanna Clarke

Being an influencer with Alanna Clarke- what’s it like being an equestrian influencer?

Alanna Clarke is a 20-year-old dressage rider, law student, and social media superstar with big followings across a range of platforms, brand deals, and some very exciting things to come. On this episode of the podcast (or blog, depending on how you’re consuming this!), we talk about her experiences as an influencer, challenges of this line of work, and lots more besides.

alanna clarke equestrian influencer

Alanna talks about her social media journey, and how she’s actually been involved with social media and growing her accounts since she was just 13. Lockdown prompted her to explore TikTok, where her funny horse-related videos gained traction. But it’s not just TikTok where Alanna’s numbers are impressive- she’s also got an incredible following on Instagram and has a growing subscriber base on YouTube. That said, as Alanna emphasises, it’s about more than the numbers…

How have the platforms and content evolved?

The desires and trends that create engagement have changed since Alanna started, and she talks about  the shift from creating videos in her bedroom to incorporating outdoor scenes with her horses. We talk about the importance of authenticity and staying true to yourself, especially as she navigates brand collaborations.

The Highs and Lows

Our conversation takes a more poignant turn as Alanna reflects on the challenges she’s faced, both online and offline. She talks about losing friendships and enduring online attacks from people she once considered friends. But there have also been a lot of highs, from meeting people at shows to working with brands and events.

Working with brands

Working with brands is a big part of working as an influencer, so we chat about this and Alanna shares a challenging experience with a brand, which really highlighted the importance of clear communication in influencer partnerships. Alanna has learnt a lot from working with brands and shares plenty of tips around how to develop and nurture good relationships that work for everyone.

Influencer marketing evolution

Influencer marketing continues to grow in popularity- whether this is through short or longer term projects. Alanna explains how she prefers longer-term connections with brands and why this is. We also look to the future of equestrian influencer marketing and influencer marketing as a whole, how working with influencers is a rising trend, and how major brands that used to support athletes are now seeing the huge value that influencers can bring to their marketing efforts and seeking relationships in those areas. We both predict a continued shift towards influencers as key players in brand promotion within the equestrian space. We also both agree on the value that influencers can bring to the table. However, this depends on many factors including relatability, authenticity, and ability to connect with their audience. This can set them apart from traditional marketing avenues. The conversation highlights the missed opportunities for top athletes who may not fully embrace influencer marketing.

Payment?

We talk about payment… as this is an interesting topic and one that is a regular discussion in influencer and brand circles. Alanna argues that influencers, especially those for whom influencing is a full-time job, should be compensated for their time, effort, and creativity. We talk about the struggle of determining fair compensation, considering factors like product value and content requirements, especially when equestrian influencer marketing is a fairly new marketing proposition to many businesses.

I loved chatting to Alanna about all things influencer, and if you’d like to follow her and see what she gets up to on her social media platforms, you can do so by following the links below:

Alanna Clarke Instagram

Alanna Clarke TikTok

Alanna Clarke YouTube

/by
, , , ,

The making of Mochara with Tara Keoshgarian

The making of Mochara with Tara Keoshgarian

Mochara with Tara Keoshgarian

You may know Mochara for its cosy base layers, sweatshirts and other equestrian athleisure pieces, but do you know the story behind the brand and its plans for the future? Well, on today’s podcast (or blog, depending on whether you’re here to read this or listen below!), we’re going into all the detail…

Introducing Tara and Mochara

Tara launched Mochara in June 2019 when she was just 20. The brand, named after her horse Buddy (meaning “my friend” in Gaelic), originated from Tara’s desire to design versatile clothes that could transition seamlessly from the stable to everyday activities. As a university student studying equestrian sports science at Hartpury, Tara identified a gap in the market for equestrian clothing that wasn’t overly branded, allowing riders to effortlessly move from the yard to lectures or the gym without changing outfits.

Where did the idea for Mochara come from?

While in her final year at university, Tara observed the inconvenience of changing clothes between various activities, especially as a busy student with horses. The idea for Mochara emerged from her wish to create stylish, multifunctional clothing that riders could wear beyond the equestrian setting. Tara aimed to fill the gap with clothing that didn’t scream “equestrian” and could be worn casually without drawing unwanted attention.

What did COVID do to Mochara?

Despite the challenges, Tara highlights the positives of COVID-19 on the business, such as increased online visibility and the continued support of customers who were still active in caring for their horses and sought comfortable and stylish activewear. COVID was such a strange time for so many businesses, and although the rollercoaster of business still continues, the way that the landscape changed overnight was something we’d never experienced before (and, hopefully, won’t again).

Building a community 

Mochara’s success is not only attributed to its products but also to the sense of community and relatability Tara has cultivated. By using real riders, non-professional models, and involving customers in decision making processes, Mochara has created an authentic brand experience that resonates with its audience.

Working with influencers and brand ambassadors

Tara shares insights into working with influencers and brand ambassadors. She emphasises the importance of collaboration with individuals who genuinely appreciate the brand and its products, as opposed to those seeking free products.

What’s next for Mochara?

Looking ahead, Tara discusses Mochara’s plans for the future, including exploring investment opportunities to fuel the brand’s global expansion. With a focus on product design, inventory, and team expansion, Mochara aims to strengthen its presence in both the UK and the US.

To find out more about Tara and the brilliant Mochara brand, find them on…

Instagram

The Mochara website

Facebook

Have you subscribed to the podcast yet? Add Small & Supercharged to your subscriptions now!

/by
,

So… you want to go viral?

so you want to go viral

So… you want to go viral?

Whenever we share a piece of content, we want it to be seen by as many relevant people as possible, but going viral is another level, and that’s what I’m talking about in this episode.

Viral content takes on a life of its own and can blow up in a short space of time, getting hundreds of thousands or even millions of eyeballs on it. In some cases, it can make it into mainstream media too. But the question here is, is that the goal? Does that help your cause, brand or business? And can you even control what goes viral and what doesn’t?

On this episode of the podcast, I talk about what going viral really means, the impact it can have on your account, and whether or not that necessarily supports your brand or the objectives of your account.

What to you think? Do you aim to go viral with your content?

/by
,

How to supercharge your online security with Brian Chappell

 

How to supercharge your online security with Brian Chappell

How to supercharge your online security with Brian Chappell

Brian Chappell is a cyber security expert, having worked in the industry for many years, authored books, spoken at events, and worked with international companies connected to the topic. While the whole subject can feel scary- no one wants to think about being hacked and losing their data- there are some really easy things we can all do to keep our online world a whole lot safer.

Brian talks about how hackers work. why passwords really do need to be different for different accounts, what two factor authentication actually means, and shares lots of actionable tips that just make a LOT of sense.

As discussed in the episode, Brian is giving a webinar on this subject for Small Business Britain and Lloyds Bank Academy called How to Protect Your Customers’ Data next week… here’s the link to that https://us06web.zoom.us/webinar/register/WN_Kqt1X09QRfucMlflCUDY1w

Small & Supercharged Book

/by
, ,

Pandemic projects, dance trends, authenticity and more with Kieran Smith

kieran smith equestrian

Pandemic projects, dance trends, authenticity and more with Kieran Smith

Kieran Smith is an equestrian content creator, a TikTok star with over 200k followers, and I had the pleasure of chatting to him at Your Horse Live this year on the stage. And from that chat, I knew I had to get him on the podcast for you!

Kieran chats about jumping on dance trends to grow his TikTok, but then changing his strategy and fully embracing who he was to allow his fans and followers to get to know him properly. A move that saw his account growth accelerate.

On this episode, Kieran talks about community, connection, spreading positivity, being authentically you and so much more. It’s a great listen. Enjoy.

To find out more about Kieran, find him on TikTok and Instagram.

Small & Supercharged Book

/by