Industry Innovators

Industry Innovators L.A. Pomeroy

From a Notion to a Name With Publicist Extraordinaire L.A. Pomeroy

As one of the equestrian world’s most talented and passionate publicists, L.A. Pomeroy can single-handedly skyrocket an under-recognized individual and safely, as well as successfully, launch them into recognition. Outspoken yet complimentary, Lisa Ann (L.A. to the world) took the time to talk to us about how she came to this place.

On her birthday, no less, we discussed her humble beginnings and the journey that made her into the professional woman she is today. “You couldn’t catch me in a more philosophical or reminiscent mood!” she exclaims.

Horse Crazy
Like many who jump head first into the horse world, “It is possible to be a horse crazy little girl and to grow up and work in the industry,” L.A. explained with a passionate tone.

The journey began when L.A. hosted her own Breyer horse races and ‘covered’ the results on spiral-bound notepaper with two of her closest grade school friends. Through her father’s encouragement, she published a newsletter for her 4-H group at age 10. A writer from the start, her beginnings paved the path toward a significant career in the field of equestrian journalism.

L.A.’s father was a journalist during WWII, and would bring home the New York Daily News every day to follow the horse racing scores. After finishing the paper, L.A. would read the very same lines and stories. “While following the Daily News, I was able to follow the society and sports journalists’ alliterative, colorful styles, and horse racing news, from Canonero II to Secretariat.”

Passionate
Growing up in a time where it was unusual for women to compete equally with men, L.A. developed an even deeper fascination with equestrian sport when she realized the even playing field.

“For a woman, equestrian sport is one of the only sports where men and women compete on the same level. You really can’t be a woman and not want to follow that. It’s the most level playing field a woman can ask for.”

Throughout her equestrian evolution she always relished being an all-around horsewoman. She competed in several different disciplines, including dressage and reining. “To this day I hold fast to the reason I took dressage. I still believe it is the best building block to any riding style.”

Laughingly she describes how she was training in dressage at age 9, before many others could even pronounce the word. To give an idea of when that was, on this day of her birth she quoted a French Proverb during our interview, “‘The 40s are the old age of youth – the 50s are the youth of old age.'”

In June, L.A. earned the honor of an American Horse Publications 2010 Editorial and Graphics Award in the category of best Freelance Writer Equestrian-related Journalism (print). The article that landed her this accomplishment was a moving piece published about Tracy Kujawa, the owner of Angel Heart Farm, an Arabian facility that provides therapeutic care to children facing cancer and other life-threatening diagnoses. As a three-time cancer survivor herself, the thought of starting a therapeutic farm came to Tracy in a dream.

“[In the dream] she was teaching riding lessons to bare-headed children. She had this clear picture in her head and knew this is what she was supposed to be doing,” L.A. recounted. “Compared to what I do, she is absolutely heroic.” And so L.A. brought her story to the horse world. The award was icing on the cake, not only for the reward of recognition, but also the expanded exposure it brought for Angel Heart Farm, including securing a $5,000 grant to help continue its programs.

An ‘A’ List
Some of L.A.’s past and current clients include the 1996 Atlanta Committee for the Olympic Games, Arenus/Sore No-More, EquiSearch.com, Holistic Horse Media, Horses in Art, Modern Arabian, NRHA The Reiner, Northeast Reining Horse Association, Reeves International/Breyer, Today’s Equestrian and the U.S. Equestrian Team.

Two years ago she accepted a Media Liaison position with the Intercollegiate Horse Show Association (IHSA). Aside from the obvious promotional tasks with the organization, she suggested nominating IHSA executive director, Bob Cacchione, for the 2010 USEF/Equus Humanitarian Award as well as the 10th annual Pfizer/AHP Equine Industry Vision Award (EIVA). Relying on her grant-writing experience as a development director, she crafted proposals that led to Cacchione, and the association he developed, earning both awards this year. Her notion led to honoring his name.

Memorable
Being on a first-name basis with riders whom she idolized growing up marks right up there as among the most memorable experiences of her career.

L.A.’s talents were put to work as J. Michael Plumb’s personal voice for the Belvoir Publication’s monthly magazine, Mike Plumb’s Horse Journal, now called Horse Journal.

“I would drive to Mike’s facility north of Boston, he’d usually be finishing a ride or a lesson so I’d hang out, watch that, and then when he was done he’d dismount and I’d join him in the tack room and he’d philosophize about training or whatever the specific topic was. I’d take the notes, then go back to my desk and craft his advice column.

Being the ‘voice’ for one of the best athletes in the equestrian world was a highlight.

“Mike is still one of the very few American athletes, of any sport, to have represented his country in multiple (eight) Olympic Games and he is the first rider ever inducted into the U.S. Olympic Hall of Fame. So to be the mouthpiece for the greatest eventing rider of our generation was tremendous.”

Some moments she calls “full circles,” where she began as a young, horse-crazy girl and now years later, is at the same place as a professional journalist.

“When I was a little girl, my folks would take the drive into Manhattan to the National Horse Show. Years later I was on the press team promoting the National, and it was a beautiful full circle.”

When asked what else she would like to accomplish during her career, she laughingly sighed and said, “It would be nice to be able to own a horse.” Other than this remark, she said her career to date, and it is far from over, has been a fulfilling journey.

Heroes like L.A. are the behind-the-scene storytellers who give our industry and the people in it well-deserved recognition. She has a true dedication for the sport, the horses and the people who love them as she does. Coming full circle repeatedly in a lifetime is a passionate person’s dream come true. L.A. is living that dream. We had a notion that her name deserved recognition.

Thank you L.A. for speaking to us on your celebratory day, so we could in turn celebrate you!

Industry Innovators: Innordic USA

By Jackie McFarland

Kompeet with Kenneth
After eight years with CWD, Kenneth Vinther has taken a leap of faith. The well-connected, experienced salesman and horseman started 2011 by launching a new distribution company, Innordic USA. No longer dealing in leather, Kenneth is now supplementing the horse world with products that are already taking Europe by storm. One of the revolutionary supplements is a natural energy product, Kompeet. Kenneth has already seen impressive results in a variety of horses in several disciplines since he recently introduced Kompeet here in the United States.

Knowing the proof is in the documented changes, he shared some of these success stories. With notable excitement in his voice, Kenneth further explained the reasons he chose this new route.

EqSol: So how did this career change come about?
KV: My good friend and old trainer Johnny Hansen has all of his horses on Kompeet and he put me in touch with the company. I’ve been talking with them since last summer and it evolved from there.

EqSol: What’s the product that changed your life and apparently can changes the lives of countless horses…
KV: The one product that inspired me is this new nutritional product for horses, Kompeet. The way it works is very interesting. It is an energy supplement that is derived from fat, not sugar. I’ll explain.

A horse’s digestive system can only physically breakdown so much fat, due to acids in the stomach. Horses are foraging animals, built to eat grass in a pasture all day. Due to this they have a naturally slow digestive system. Most injuries and stress in horses are due to lactic acid, lack of strength which all goes back to a lack of sufficient energy in their diet.

A European engineer developed a way to blend four types of digestive fat into a water-soluble vegetable fat. This provides a pure source of fat for both energy and weight gain. The key is due to the water solubility the horse will get 100% benefit. This is a huge benefit for high performance horses as well as hard to keep horses. This type of energy is called cold energy and it doesn’t have the highs and lows of energy derived from sugar.

EqSol: Don’t high-energy feeds provide this source of fat? Or what about other supplements?
KV: That’s just it – they don’t. It is not in any high-energy feeds. Yes the feeds have fat but it isn’t water-soluble. That is the simple but important key to how it works.

Kompeet can easily be combined with other supplements. It is 100% pure vegetable fat, derived to increase energy; it has no added vitamins & minerals.

There is no competing product available on the market that can do what Kompeet does for horses.

EqSol: You have testimonials. Tell us about these stories.
KV: Besides the great results from Europe, I’ve tried the product with several horses here. All different horses, different levels and different experience – all saw results in a month.

I tested it on a 17 y.o., 17h Holsteiner dressage horse. He required a ton of feed just to keep his energy up, especially when he was competing. Another test was with a warmblood mare competing in the 1.50m division. They had tried everything to keep weight and muscle on this mare without success. And the third was a young warmblood that also wouldn’t keep weight on and was low energy, lethargic.

From day one these three horses all had the highest amount recommended of 14 ounces per day. You can feed less but more than 14 ounces has no higher effect. After two to four weeks the results were phenomenal. ALL the horses improved. They look and feel great. The dressage horse is doing better than ever, plus his feed has been reduced by 1/3. The mare is not only more buff, with increased weight and muscle but she is less marish and more energetic about her job. And the young horse developed more muscles and his performance improved dramatically at the shows there after.

These results stem directly from the right amount of energy and balance in the muscle. Pure energy.

EqSol: And that is just on those few cases. Do you see more potential?
KV: The potential is incredible, from the retired horse that needs to keep weight on to the high-level performance horses in all disciplines. It acts fast. You can control the amount you feed. For example you can maintain and then during a competition you can bump it up. There are no side effects or negative aspects.

EqSol: How do you find out more and where can you purchase?
KV: It will be available through my company, Innordic USA; I am the only US distributor. I’m now working on having it more readily available through some exclusive retailers as well as through veterinarians. For example Kompeet is now available at Beval’s at WEF and Rolling Meadows in Thermal. I also had a booth at AAEP (American Association of Equine Practitioners). The response from the veterinarians was huge; a light went on they saw the potential right away.

Other innovative products coming to the United States through Innordic USA include organic products for hooves, an Omega 3 Fish Oil as well as an organic treatment for riding arenas which eliminates the need of watering for up to 15 months. All products are scientifically based and engineered for the Equestrian world.

Thank you Kenneth for giving us the new supplement scoop. Congratulations on your business venture. Seems certain many will soon be seeking to Kompeet with Kenneth.

Industry Innovators: Kompeet

Knowing the proof is in the documented changes, he shared some of these success stories. With notable excitement in his voice, Kenneth further explained the reasons he chose this new route.

EqSol: So how did this career change come about?
KV: My good friend and old trainer Johnny Hansen has all of his horses on Kompeet and he put me in touch with the company. I’ve been talking with them since last summer and it evolved from there.

EqSol: What’s the product that changed your life and apparently can changes the lives of countless horses…
KV: The one product that inspired me is this new nutritional product for horses, Kompeet. The way it works is very interesting. It is an energy supplement that is derived from fat, not sugar. I’ll explain.

EqSol: Don’t high-energy feeds provide this source of fat? Or what about other supplements?
KV: That’s just it – they don’t. It is not in any high-energy feeds. Yes the feeds have fat but it isn’t water-soluble. That is the simple but important key to how it works.

Kompeet can easily be combined with other supplements. It is 100% pure vegetable fat, derived to increase energy; it has no added vitamins & minerals.

There is no competing product available on the market that can do what Kompeet does for horses.

EqSol: You have testimonials. Tell us about these stories.
KV: Besides the great results from Europe, I’ve tried the product with several horses here. All different horses, different levels and different experience – all saw results in a month.

These results stem directly from the right amount of energy and balance in the muscle. Pure energy.

EqSol: And that is just on those few cases. Do you see more potential?
KV: The potential is incredible, from the retired horse that needs to keep weight on to the high-level performance horses in all disciplines. It acts fast. You can control the amount you feed. For example you can maintain and then during a competition you can bump it up. There are no side effects or negative aspects.

EqSol: How do you find out more and where can you purchase?
KV: It will be available through my company, Innordic USA; I am the only US distributor. I’m now working on having it more readily available through some exclusive retailers as well as through veterinarians. For example Kompeet is now available at Beval’s at WEF and Rolling Meadows in Thermal. I also had a booth at AAEP (American Association of Equine Practitioners). The response from the veterinarians was huge; a light went on they saw the potential right away.

Thank you Kenneth for giving us the new supplement scoop. Congratulations on your business venture. Seems certain many will soon be seeking to Kompeet with Kenneth.

Industry Innovators: Cavalor

By Katie Kotarak

Cavalor
The Cavalor brand is a comprehensive product line that addresses the diversity of nutritional requirements for the equine world. After 20 successful years in the European market, Cavalor decided to bring their winning grain formula to North America. Just over a year ago, the Belgium-based company made their scientifically designed feed, Cavalor Perfomix, available to the Canadian and US markets.

Since 1989, Cavalor has developed innovative ideas and approaches to equine nutrition. By combining true and applied scientific research with the experimental knowledge gained through field-testing, the result is a great product that makes a difference in the health of the horse.

“There is no product on the market like Cavalor Perfomix,” Kristine Partin, Cavalor’s California Territory Manager, explained. “It takes a lot of education to create and market a quality product like this because feed goes far beyond what is printed on the label. Cavalor grain has been put into a form that is more soluble for the horses’ digestive systems and more absorbent.” When compared to other feed, Cavalor’s puffed cereal design allows the grain to stay in the horse’s stomach for a longer period of time, allowing enzymes more time to digest the nutrients.

In addition to the digestibility of Cavalor feed being second to none, Partin wants to impart the importance of the grain’s stability, high vitamin levels and wholesome content.

“Other feeds may have the same fat and the same proteins in their product but Cavalor is healthier because instead of getting 30% out of a handful of grain, like the horses do with a domestic grain, they eat our product and absorb all of the nutrients and minerals because the ingredients are in the best, most digestible form possible,” Partin reiterated. “Cavalor Perfomix is natural; there is no sugar, no molasses, everything is pure.”

In Partin’s experience, International riders such as Jos Lansink, Eric Lamaze and Anky Van Grunsven, have fed Cavalor not only because of the grain’s content, but also because of the product’s high levels of quality control. The brand also stands apart from other grain and supplement brands because their entire line of products test cleanly during drug inspections at all levels of completion throughout the world.

“Olympic level athletes are feeding Cavalor grain because our food is consistent; they can get the same bag of food everywhere they go,” Partin said. “Whether competing in California, Sweden, Germany, Barcelona or anywhere else, riders can rest assured that they can get the same grain for their horsesbecause all of Cavalor’s products are coming from the same factory; you can’t say that for other grains.”

Jumping into a new market takes time and Cavalor’s marketing team is busy spreading the word, including discounts and deals available to interested customers. “Right now we are trying to get the product out there and known in this country. So far, so good – every month we get a little better and every day we change the rules to adjust to the new market,” Partin admitted. “We want to reach trainers and let them know we offer bulk discounts to barns who can take direct shipments of 40 bags or more.”

For more information on Cavalor feed, supplement and care products, please visit www.cavalor.com or contact Kristine Partin directly at (609) 672-0063.

Industry Innovators: EquiFit, inc

By Jackie McFarland

Alexandra Cherubini and EquiFit, inc.

Back in August of 2009 we interviewed the owner of EquiFit, inc. Alexandra Cherubini on her innovative perspective on the market. Many of you West Coast softball players and fans may remember Alexandra and her husband Camilo joining us this past June not only to present the winner of the $30,000 Copa de Amistad Grand Prix but as sponsors and participants in the Blenheim Softball Tournament. Good times had by all…

We caught up with her this week, while she was at the Hampton Classic. Always impressed with EquiFit, inc.’s approach, we asked her a few questions about the line.

EQSOL: You have a wide range of products – all innovative. Can you tell us about the inspiration for some of these items? Life influencing product – how has your life experience played a role in the product line?
AC: My family is in the medical supply and manufacturing business so I had grown up with various foams and materials around me. I had also witnessed the development of many products over the years. After college I worked in fashion PR in NYC and was determined to figure out a way to incorporate horses into my life.

I noticed the lack of technologically advanced materials in the equine industry and decided to combine the two worlds; medical and equine. It seemed crazy to me that the equine athlete was not being catered to and that materials to help protect, support and encourage high performance were not being introduced to the market.

Our first product was Shouldersback, which bridged three worlds: Equine, Medical and Fashion. Our next endeavor was the T-Boot Series, which was a completely new product for the market, utilizing materials that had not been seen previously in protective boots.

EQSOL: From concept to completion – can you talk about that process a bit with some of the innovative products you’ve developed? How do you keep up with the needs of your market, stay on top with all the brands out there and continue to create innovative products?
AC: Research and development are a big part of my job and I love that aspect. I listen and observe A LOT. I try and find what horses and riders need. We also update our existing products on a regular basis, constantly making them better and expanding on our existing line. All of our products undergo rigorous testing by a large team of riders, managers, and grooms. If the product is not solely for the Equine market, we open up our ‘test’ group to a broader field.

EQSOL: You are very active on the equestrian scene – tell us about your horse life.
AC: I’m currently showing three show horses: EquiFit Pozitano and EquiFit Skandalos in the Jumpers, and Poker Face in the Hunters. My horse life is intrinsic within my professional life, allowing first-hand experience with all the products both on the market and in development. It’s a labor of love and I consider myself lucky!

EQSOL: EquiFit, inc. is also a well-known name through your ads and sponsorships, as well as innovative marketing. Explain a bit about what goes into that plan…
AC: EquiFit is all about creativity and thinking outside of the box, whether it be in product development, searching for new materials and pragmatic solutions or in marketing and educating the consumer. Because our products do utilize such different materials than anyone else, we HAVE to reach out and educate our customers on materials used and why they are different than current offerings. We do this through print advertising, web advertising, social media and a variety of other channels.
We spend a lot of time on the ground at horse shows allowing us to gain direct customer feedback, see our product in use, work with our stores and educate riders, owners and managers about the benefits and features of our products. We feel strongly about supporting our team of riders, our customers, stores, and horse show partners. We have a great community.

Thank you Alexandra – we look forward to seeing EquiFit, inc’s name and innovative solutions continue. We wish you the best on and off the horse!

By Erna L. Adelson & Jackie McFarland

Alexandra Cherubini seems to have the Midas touch, both in her hands and her heart. The founder of ShouldersBack, a posture-enhancing garment designed by orthopedic specialists and EquiFit, inc. which integrates super absorbent t-foam into riding equipment, is a rare Renaissance woman. She has created product lines that transcend her primary equestrian market to include influence on fashion and sports apparel; she owns an art gallery with her husband and still finds time to be a competitive rider. Even while breaking into other industries, Cherubini remains true to her original equestrian passion and inspiration, and has both advanced and challenged the industry without losing sight of the traditions that shape it.

The concepts for ShouldersBack and the EquiFit, inc. products resulted from a combination of Cherubini’s experience and her passion for the equestrian sport. Her first product, ShouldersBack, took on a life of its own, garnering the young entrepreneur a museum exhibit, several glossy features and a hands-on lesson in product marketing. According to Cherubini, “ShouldersBack is a wild ride! I was filling orders myself in Brooklyn when I got a call from the Met in New York.” The legendary museum included a ShouldersBack device in the 2001 exhibit “Extreme Beauty.” After that, it appeared in W Magazine, and reportedly gained some very high profile clientele. Cherubini took success by the reins. “I began to see different avenues for the product, from fashion and beauty to both chiropractic and speech therapy,” she says. It seems that opening the shoulders also releases the neck and the chest, beneficial for posture, pain relief and speech.

Cherubini cites several contributing factors to her development of t-foam riding accessories, the staple of EquiFit, inc. “My family is in the medical industry so I grew up surrounded by t-foam, orthotics and heel lifts,” she explains. “And I’ve been drawn to horse boots, maybe due to my love for shoes.” She realized that t-foam was a perfect application for absorbing the impact that horses endure. The idea that she could access her assorted expertise to help horses was enough inspiration for Cherubini to start another business.

EquiFit, inc. turned out to be worth the risk—though like every new venture, it was subject to trial and error in the beginning. “We tested nearly 30 versions of the boots before we went to market. Even little changes in angles or thicknesses change the boots,” says Cherubini. “Then in the first couple of years, it was challenging competing with the products that riders were used to using on their horses.”

Cherubini also draws from her diverse business background and degree in Cultural Anthropology to craft unique and creative marketing campaigns around her designs, an essential for product success. The Bates graduate reveals that she has cultivated a brand that not only fills a market niche, it also appeals to the sociology of each consumer with a subtle yet effective presence through event sponsorship, a team of rider representatives and their newest innovation “equine interest stories.”

“I’ve always loved the branding and marketing aspect of product development,” she explains. “I am a firm believer in strategic marketing and PR. Our products are very different from others on the market and people need to know how and why they are different and how they help.” EquiFit, inc.’s most recent promotional approach is e-news brief that features “EquiFacts,” true stories about sponsored riders and their mounts in a fun and engaging format. Cherubini is personally involved in each new installment. “Equine interest stories are fun to read and I love that we are able to make these stories accessible,” she says. “I think it helps keep culture and history of the industry in context while setting the stage for advancement.”

Such advancements include the semi-controversial Tretorn riding boots. “It’s funny with these boots, people either love them or don’t, there is no middle ground,” Cherubini comments. And two new products that incorporate mineral oil and gel—a glide-on substance that protects riders’ legs and adhesive gel pads that guard horses against equipment rubs. EquiFit, inc. is also updating their boot liner for more durability and developing a liner exchange program so just liners, and not the entire boot, can be replaced after wear and tear. Cherubini has recently returned to the show ring and is thrilled. “I get to work in an arena that I love, and I guess I’m really lucky that way. It was such a blast to show again,” she beamed. A true industry mogul, Cherubini pays it forward by working with several relevant charities: the Equestrian Aid Foundation, which assists anyone in the equestrian world suffering from life-threatening illness, catastrophic accidents or injuries by providing direct financial support for their medical expenses or basic needs, and City to Saddle, a Boston-based charity that gives inner city kids an opportunity to ride.

Combine knowledge with passion, mix in strong commitment, inspiration and some awesome energy and your end result is an industry innovator with a Midas Touch, Alexandra Cherubini.

Industry Innovators: HHLA

Renaissance Woman Kathy Kusner brings Hope through Horses

It is said that pound for pound, jockeys are physically the strongest athletes in the world. Former jockey Kathy Kusner is no exception, but her inner strength far exceeds her frame. In addition to being the first licensed female jockey in the United States, Kusner is a three time Olympian, ultra-marathoner, and a humble humanitarian. In 1999 she founded Horses in the Hood Los Angeles (HHLA), through which over 500 at-risk kids from the inner cities of Watts, Compton, and South Central Los Angeles have had the opportunity to attend 46 horseback riding camps. Their experiences with horses have literally changed their lives.

Kusner grew up in segregated Arlington, VA where in her early career she served as a groom during a time when most of her colleagues were black men. “They were great riders and horsemen, but they could not participate in prominent horse shows. In fact, when we went to horse shows, I would go into restaurants with everyone’s order and we would eat outside because they couldn’t eat inside,” she recalled. Kusner, on the other hand, was able to participate in “colored” horse shows, which she describes as amazing events with beautiful horses and fantastic riders— and notable hospitality. “Everyone was so welcoming,” she said.

As her career progressed, Kusner overcame walls of all kinds. She broke the gender barrier as a jockey in 1968 as well as jumped 7-foot fences aboard the famed Aberali in Aachen, Germany. A decade later Kusner relocated to Los Angeles, where she connected with another passion – running. She became a member of the black running club the Renaissance Runners. “At this point, everything was legally integrated, and a running colleague asked me why there weren’t any African Americans on any of the Olympic equestrian teams,” she said. “It was a rhetorical question, but that really got me going.”

At first, Kusner wanted to start a riding school in Watts. While still a distant goal, the funds for that kind of multi-million dollar facility have not yet materialized. “What we wanted, ideally, was to have a place where kids could come after school, in their neighborhood.” But without a facility that was not attainable. “So we decided on a camp structure because those stables are already set up and equipped.”

In 1999 Kusner finally was able to get the first camp up and running. To spread the word she made personal contact with programs that dealt with kids at risk in Watts and Compton. One such program is Maryvale, a group home for girls who are wards of the state, girls who have suffered all kinds of physical and emotional abuse.

Once a camp is set up at the participating stable — usually Mill Creek Stable in Topanga where, according to Kusner, they run a wonderful school with quiet and nurturing horses — kids are bussed from Watts to Topanga along the coastal Pacific Coast Highway. For many, it’s the first time out of their inner city environments and the first they have seen the ocean. On day one of the five day camp participants go from having never seen a horse, to learning how to groom, tack, mount, and position themselves on horseback. “It is amazing how quickly they learn!” Kusner said. “At the end of the day, many are posting and steering themselves.” Camp progresses over the five days with riding lessons in the morning and presentations from veterinarians, farriers, or trainers at lunchtime, providing an education in horsemanship. Campers then tack up again in the afternoon and demonstrate what they have learned. Within this short time frame, they learn to walk, trot, post, canter, steer and even go over cavalletti.

In addition to the invaluable lessons learned on horseback, HHLA also provides each camper with a book called Happy Horsemanship and a disposable camera to capture the memories. On the final day of camp everyone celebrates with a pizza party, including parents organizing transport to the stable where they are able to watch their children ride, a concept that was previously unfathomable.

Kusner hopes these inspiring outings stimulate individuals and ultimately create change in the dynamic of the entire community. “We focus on Watts and Compton, the areas that are the most troubled and the most needy,” she said. ”My wish is that in seeing the ocean, learning to ride horses and then knowing what kind of progress they have made in just five days creates a huge jump in potential for these kids. That should put some dreams at work. Maybe they will want to do better in school and accomplish something outside of their communities, which are largely gang run.”

It becomes blatantly clear after speaking to Kusner that for all her athletic abilities and accolades, her heart is even more exceptional.

Want to help? Horses in the Hood is currently looking for transportation, chaperones, and funds for camps. For more information, call 323-564-7669, or visit www.horsesinthehood.org.

Industry Innovators: Showjumping Unplugged!TV

Grand Prix Royalty with Showjumping Unplugged!TV

By Erna Adelson

Tamara and Paul Petersen have an image of show jumping that many of us associated with the sport would wholeheartedly agree on – it is thrilling to watch and deserves the same outlets and consideration by the media as other extreme sports. With Showjumping Unplugged!TV, a half hour show that they film and host, these entrepreneurs chronicle the stories and exploits of the grand prix greats that are known to the horse world as mentors and inspirations and certainly deserve to be recognized and revered in sport circles. The Petersens have taken their work overseas to England, where they were received by the Queen herself and are heading back this summer to shoot a full-length documentary about the European Championships, a show that is more popular in England than Monty Python.

“One of my favorite interviews was indeed with John Cleese,” says Tamara. “He’s funny, funny, funny, super charming, and so warm and giving of his time.” Cleese, whose daughter Camilla rides with Archie Cox, is one of the many interesting people that the Petersens have interviewed on the job. Meeting celebrities is a definite perk, says Tamara. After seven years covering show jumping, Tamara is a seasoned media pro. Showjumping Unplugged!TV has evolved, too, since its origins as a series of sponsor reels for grand prix riders. Today the show airs on KVMD in Los Angeles, on Del Mar TV every Monday and can be seen from any computer in the world at www.showjumpingunplugged.tv. Both Paul and Tammy shoot, host, edit, and produce the content.

“We started out shooting in the format of an ESPN sports show,” says Tamara. “But now, we make sure each segment tells a story. So much of our approach revolves around getting a great shot and building around that.” The challenge, she notes, is getting enough footage to capture the magic moment. “A lot of the job is simply to be in the right place at the right time, so you really have to be ubiquitous. For example, when George Morris walks over to congratulate a winner, that’s a shot I want to have since George doesn’t like to be on film very much. When you know it’s coming, you have to be there.”

According to Tamara, another crucial part of shooting a successful segment is the cooperation of the show management. “We helped Lynn Walsh at the Pin Oak Charity Horse Show in Houston, TX, raise over $100,000 for the Texas Children’s Hospital Cancer Research Center,” she reports. With Lynn’s help, Showjumping Unplugged!TV made it possible for sponsors to see exactly where their money went. It was truly validating to demonstrate to the show sponsors the power that TV brings to charity horseshow fundraising. In fact, she adds, “FEI just mandated that all FEI classes have to have TV coverage as part of the horse show’s marketing plan, so well see how that plays out for Showjumping Unplugged!TV.”

While the new FEI regulations could be fortuitous for the Petersens, their future plans are already in motion. On a royal note, the PR director of the Royal Windsor Horse Show invited Showjumping Unplugged to film the event in 2008. Their work was so well received, Tamara and Paul were presented to the Queen herself. “We had to have an etiquette lesson first,” Tamara recalls, “Since we hadn’t met her before, we had to address her as Your Majesty. She was honestly interested in what we did and we ended up talking about horses with her for several minutes.” Tamara reveals that she did make one etiquette error when she accidentally brushed the Queen’s arm during their visit.

Social faux pas aside, the Royal Windsor shoot was such a success that the Petersens were invited back to cover the Olympia Indoor Christmas show in London. “It’s really an experience rather than just an event,” says Tamara. “They even call the classes ‘performances’.” It was there that they met with the Olympia Show Manager Simon Brooks Ward, who requested the pair to film at the upcoming Royal Windsor in May. They also recently got the green light for the documentary that they plan to film at the Windsor Castle European Championships, where they will follow Simon Brooks Ward and record the horse show visionary as he plans the momentous occasion. The documentary, which is to be titledSimon Sez: the Making of the European Championships, will be eligible for film festivals in 2010.

While they prepare for their next trip to England, Tamara and Paul will hone their skills as the principals of Showjumping Unplugged!TV and continue to bring the thrill of the grand prix to viewers. “We want to be the vehicle that brings show jumping to the forefront of sports,” announces Tamara. From our own American royalty in the grand prix arena to the Royal Windsor Horse Show, the Petersens are bringing our sport to the TVs and computers of many a loyal fan worldwide.

Industry Innovators: Mosley and Mary

By Erna Adelson and Jackie McFarland

Have you ever wondered (or have you been around long enough to know) – who is Mary of Mary’s Tack & Feed? We were honored to have a chance to chat with Mike Mosley, owner of this well-established brand, to find out the answer to this and more.

A well-known destination for So Cal equestrians in need of the finest, most current gear for horse and rider as well as a very visible sponsor of horse shows and advertiser in multiple publications, Mary’s Tack & Feed is conveniently located next to Showpark (the Del Mar Horse Park). Founded in 1963, the store established a clientele before the show grounds existed.

A former representative for numerous tack suppliers, Mosley was able to gain access to Mary’s through a history of business with the original owner and founder, Mary Hammond, who had been running her tiny operation out of an old gas station since ’63. After Mosley took over in 1976, he introduced new merchandise, but retained the original name, superior inventory, and meticulous attention to customers. “I learned a lot from Mary about how to treat people and what to carry,” he says. “She had a really good eye for quality and already had a reputation and customer base, so why would I change a good thing?”
Mosley reveals that a place like Mary’s is the product of a lot of hard work and a little good luck. “There have always been quality horses and riders in San Diego,” says Mosley, “But the right equipment has helped keep them here.”

As business flourished, one thing Mosley did need to change was the size of the store. In 1983, twenty years after its humble beginning, Mary’s relocated from its 600-square-foot location to a site twenty times larger – a 12,000-square-foot location two-story building on Via de la Valle, where it stands today. The outpost store in San Juan Capistrano opened approximately ten years later to further accommodate customers in Orange County. While e-commerce sales have helped Mosley and his team serve customers in distant locations like the East Coast, Hawaii, and even Japan, the internet is actually only a small part of his business. “There is nothing in print advertising or on the internet that can replace the feeling of actually walking into the store.”

Mosley and the rest of the staff at Mary’s are incredibly dedicated to their customers and take pride in providing the latest designs in tack and equipment, hard to find items, and high quality options. For each niche in the equine industry, Mary’s employs a specialized buyer so that the inventory is always up to date. “There are constant challenges involved in staying on top of the market, like keeping the variety so the inventory is interesting and satisfies the customer, whether the item is for a horse, for training a horse, just for riding, or just for fun,” says Mosley.

“It is a monumental task for new employees to know as much as possible about the merchandise,” he adds. Thus, everyone on the floor regularly attends Mary’s University, a school within the tack store, so that they are able to answer any and every question about what is currently being offered. Mosley estimates that Mary’s stocks about three times as many products as a Home Depot, so a student of Mary’s University actually has quite a course load.

Though there are challenges to running a 12,000-square-foot tack store the size of Mary’s, Mosley says that the people are the reward. He explains that “I have not only been incredibly blessed by the people I work with, but since so many of the clients have been coming to Mary’s for so long, they feel like old friends.” Mosley intends to keep the formula for Mary’s simple as the brand continues to expand in the future. “I think people will always have horses and the best products for horses are still high-quality and created by craftsmen, so we will continue to carry those items.”

So the answer to the question – Who is Mary? – is not just Mary Hammond but also Mike Mosley. His innovation plus Mary’s tradition create an excellent retail environment for equestrians.