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HORSE TheINTERNATIONAL professionals’ choice No 5 - 2013 www.horse-international.com HORSE INTERNATIONAL CONTENTS June, volume V, 2013 Front cover picture by BCM/Remco Veurink 5 News 9 Tour Talk Features Photo: Kiki Beelitz At Home With 14 Kristina Sprehe: discipline and fun Show me the money 14 34 An expert’s view on event evaluation Industry Update 36 Mascheroni: driven to success Rolex Grand Slam of Show Jumping 40 CHIO Aachen, CSIO Spruce Meadows and CHI Geneva join forces Top Guns Family 46 Eric and Maikel van der Vleuten Veterinary Focus Photo: FEI/ Beatrice Scudo 48 Diagnosing lameness part II Reports Jumping, Dressage and Eventing 24 24 Round Up Jumping 28 Round Up Dressage 30 Round Up Eventing 32 Round Up USA Breeding 52 Breeding News Updates 36 20 Q&A with Michel Robert 42 Equestrian Living 44 Equine Legal and Veterinary Journal 54 Horse International’s picture of the month 55 FEI News 56 WSI News 57 Calendar Reumann Photos: Jan 58 Rankings 48 3 HORSE INTERNATIONAL INDUSTRY UPDATE INDUSTRY UPDATE HORSE INTERNATIONAL in Brianza, near Milan, with their building the family saddlery with the times, adapting the needs nine-time Italian champion in Industry Update shiny, impressive aisles of sporting business, to meet the needs of local of his humble saddlery workshop driving, winning his first brands and fashion items, may be horse owners. to meet the changing requirements international driving competition surprised to learn that the company of modern equestrianism. Four in Rome at the Passo Corese CSIO began life as a small, traditional Moving with the times generations of Mascheronis have in 1982. In four-in-hand driving, he workshop of saddlers based in rural Soon after the turn of the century, since developed the company to has represented Italy at the World Giussano, near Milan in Lombardy; military-based equestrian its current status as one of Equestrian Games in Den Haag, the one of Italy’s most affluent regions. competition began gaining in northern Italy’s most prominent Netherlands (1994); at Pratoni del Driven to success The team was led by a young popularity; Captain Caprilli was retail brands, which boasts three Vivaro, Rome, in 1998; at Jerez de la By Kathy Carter entrepreneur, one Carlo busy innovating saddlery design at large, mall-like department Frontera, Spain in 2002, and also at Mascheroni. Carlo was a true this time, to incorporate the new stores; they encompass a store Aachen, Germany in 2006. Still equestrian enthusiast and the first forward-seat-style of riding. for saddlery and riding apparel, based in Giussano, Carlo is a keen in a family of saddlers; he Harness racing also began gaining one for sportswear and also one collector of antique carriages and specialised in creating beautiful in popularity, although carriages for fashion. leather harnesses, and an active Mascheroni, the self-titled “first horse riding equipment shop in Italy”, has gone from humble beginnings to leather harnesses and bridles for used for working horses were supporter and sponsor of carriage dominate the Italian retail industry – and it is all down to a line of strong and dedicated family entrepreneurs. horses and carriages. The turn of phased out across Europe leading A carriage driving legend driving events; it is clear this the century is considered by many up to the 1930’s, due to the The company’s modern success in discipline is a true vocation and as the golden age of carriage advancement of cars and the 20th and 21st century is passion for him. It was Carlo and driving, as the horse and carriage agricultural mechanisation; this undoubtedly down to leading his family that took the would have been used by many meant saddlers needed to diversify carriage driver, Carlo Mascheroni, Mascheroni brand into the 21st Italy has long been associated the forward seat that all modern A strong equestrian retail persona in 2013, with large families, from humble deliverymen and focus more on tack used by grandson of the original founder century, launching a large-scale with elite equestrianism; today, jumping riders and trainers have heritage mall-like department stores, and to ‘mean of means’. At this time, race horses, leisure riders and the Carlo, and son of Ugo. Carlo, who is saddlery, sportswear and ‘fashion many of the world’s leading adopted – was a proud Italian One of the country’s leading hundreds of international brands Italy’s horses were predominantly military. (This was in addition to now a sprightly 73 years old, concept store’ that now famously saddlery brands are based here, horseman. The country has also equestrian brands, retailer stocked, the company actually used as breeding stock for either pleasure driving, where private competes internationally in welcomes a select audience. But and one of the most prominent been famous for its leather Mascheroni, has enjoyed a strong began life in 1898 as a small, meat production or military use, or carriages and coaches had become horse-driving trials in the single, how did the company grow from a equestrian figures - Captain production for centuries, and heritage and long-term association family-run manufacturing business. as working horses for agriculture or a true example of their owner’s pairs and also four-in-hand humble harness manufacturer to a Federico Caprilli, the Italian continues to be a leader in this with horses, and carriage driving in Modern consumers who know and personal transport. Carlo saw a status.) Carlo Mascheroni disciplines. Carlo is a widely- large-scale retailer with an Cavalry Officer who introduced sector internationally. particular. Despite its very modern love the concept Mascheroni stores business opportunity, and began obviously always managed to move respected competitor; he is expanding online presence? 36 37 HORSE INTERNATIONAL INDUSTRY UPDATE INDUSTRY UPDATE HORSE INTERNATIONAL A family business market. “However, there are In the mid 1990s, as commercial frequently international orders activities expanded further, it was from France, Germany and time for an extension of the Belgium, and these are always company’s Giussano head- growing,” Pietro explains. Fashion quarters, and a detached lines are also soon to be launched outbuilding entirely devoted to online to internet-savvy mountain sports’ equipment – for consumers. The Mascheroni team example, ski-wear, skis and is also focussed on using modern accessories - was created. At the communication techniques to stay same time, Silvana and Carlo in touch with its customers, Mascheroni’s four grown up sending out a weekly or biweekly children – daughters Silvia and newsletter to over 50,000 people Carolina, and sons Ugo and Pietro that have ‘opted in’ to receive - had begun playing a pivotal role information. According to in the company. While the two marketing specialist Ugo sons were drawn to the Mascheroni, social media is an Mascheroni sports division, the important tool for the two daughters found themselves organisation. “We have a robust particularly suited to the fashion Facebook page with over 20,000 side of the business; Carolina is followers, and also utilise TV now the company’s head fashion advertising on Sky channels, to buyer, while Silvia is the fashion maintain visibility,” he says store manager. Pietro is the proudly. Carlo was a true equestrian enthusiast and the first in a family of saddlers. current CEO of Mascheroni, while Ugo heads up the company’s Looking ahead marketing and external relations. Mascheroni has enjoyed a strong heritage and long-term association with horses, and carriage driving in particular. So, what is planned business wise, Company expansion supply and acquisition of some of other sports and leisure activities, All four are co-owners of the for the ‘little shop that became a In the late 1970s, Carlo took the the British brands that Mascheroni and began stocking a wider range organisation. mall’? “We will go on giving the wise decision began to import a began stocking at this time, such of goods, including outdoor and Saddlery’, selling everything production roots by producing a best horse shows, when this kind best of ourselves, as we have done range of equestrian products from as Abbey bits, Gel Eze saddle pads equestrian fashion, and items for Sporting excellence required for horse and rider, range of harness and saddlery of trading was not considered to so far, to our customers,” Pietro Europe under the banner of and Stephens Leatherwork. the mountain sport sector. At the The company is now represented including leading fashion lines items under the Mascheroni be such an important commercial says. “We are always looking to Mascheroni Saddlery Giussano, “Mascheroni has great heritage, same time, Carlo Mascheroni’s wife by three large department stores such as Cavalleria Toscana, Animo, brand, and also has a very strong vehicle,” Pietro explains. “It has provide the best quality and the selling the items from his still- good relationships with suppliers, Silvana took the fashion side of the that host around 450 leading Parlanti, CWD, Kep Italia and presence at equestrian events proven to be a very important best service to our customers; modest shop in Giussano. The and is committed to carrying some business forward, searching and brands, all sited in Giussano; the Equiline, and a range of horse-care worldwide, with several mobile vehicle of communication and also respecting our tradition and goods were initially just for the the world’s best brands,” Stephen selecting the best international stores comprise ‘Mascheroni Sport’, products and tack. So, who are retail outlets. “We are very active image for the growth of our history, of course, and my father carriage driving sector, but were says. “Carlo was always an sportswear brands outside of a one-stop-shop for every kind of Mascheroni’s clientele? “Our in the selling of goods at the most company, thanks to Carlo’s great Carlo’s exception drive and vision.” then expanded into the wider innovator, and by choosing only equestrianism.

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