The horse world is changing for the better, and we are a driving force behind this positive change.  I believe in a kinder equestrian community where horses and people are taken care of and listened to.

As a brand, the main thing we can act upon is to change the image of equestrian sports, especially on social media. I’m extremely careful of what images I post and wand to denormalize pain faces in equestrian advertising.

It also impacts my decision making when it comes to partnerships and collaborations. I pick ambassadors who are aligned with my values, while they’re all vastly different, they all love their horses and put their well-being before anything else.  Same criteria applies when we’re collaborating with another brand.