Blog Archives

Sarah Millis trains Grand Prix horse Privaldi

Grand Prix dressage rider Sarah Millis, and advocate rider of Asmar Equestrian, trains the 14 year old Grand Prix horse Privaldi on responsiveness and self-carriage in collected work.

Initially, the focus is on tempo control and balance. “When I close the upper thigh, he must wait, let my seat in and step under more,” says Sarah. Walk pirouettes and transitions increase the collection leading to piaffe half steps, then piaffe-passage-piaffe transitions. Sarah says “he needs to be relaxed but active and ready, and working off light aids, especially as I am so small”. She concludes “I always try to make it easy for Privaldi to keep his balance but he must want to dance underneath me”.

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One viewer has commented “Love hearing Sarah’s clear descriptions of what she is feeling and her responses to the horse as she is riding. Very empathic riding. Looking forward to more!”

www.asmarequestrian.com

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Sarah Millis, advocate of Asmar Equestrian becomes new blogger for Horse Hero

Our very own Sarah Millis, has become a new blogger for Horse Hero.

Horse Hero is an equestrian video website, which shows how top riders across a wide range of equestrian disciplines look after their horses at home and during competition.

It offers a rare glimpse into the lives of leading professionals, their training methods and their horses.

Horse Hero also films instructional videos. Sarah Millis recently took part in a video providing tips and techniques for viewers. Please look at some of the pictures from the day of filming.

 

 

 

 

 

 

 

 

 

 

 

You can read about Sarah on the Horse Hero website by clicking here

Equestrian Business Monthly mag showcases Asmar Equestrian with a full page feature – read it here!

Did you see UK trade title EBM’s company focus on Asmar Equestrian, in the Dec 2011 issue – out now? Here’s what the  mag says of the company –

Service with a Smile

Apparel for All Weathers

Canadian brand Asmar Equestrian burst onto the equestrian scene in North America in January 2011; it spent the first three months of its infancy showcasing at international equestrian trade shows, before launching in the UK at the BETA International Trade Show, where Asmar Equestrian was awarded Best Stand In Show Under 32 metres. “Every mannequin and hanger looked the part, even though the stand was small,” CEO Noel Asmar recalls.

The company also took home a hotly-contested innovation award for Most Innovative Rider Apparel of the Year at BETA. The winning product was the range’s ‘hero’ product – the All Weather Rider™ Jacket, judged to be ‘an elegant, multi-functional garment, and well-tailored to allow plenty of movement and flexibility’.

Fashionable and functional
Like all truly innovative products, the jacket was born when Noel, a keen horsewoman, became frustrated that she couldn’t find a riding jacket to meet her needs. As a successful designer of technical clothing for some of the world’s most elite hotels and spas, Noel was used to creating items of clothing that, while they looked smart and fashionable, were first and foremost, functional. “Busy people need sophisticated, technical fabrics and tailoring that work with their lifestyles and jobs, rather than work against them,” observes Noel. “I knew from my spa uniform experience that comfort and technical performance should be the basis of all functional clothing.”

Noel quickly set about adding to the outerwear collection with a shorter riding jacket, the Hunter Jacket; and a gilet, The Rider’s Vest; the range was designed firmly with horse riders in mind. “Owning horses is a lifestyle choice, and we feel it is important to wear clothes that reflect your lifestyle, or even the lifestyle that you aspire to,” Noel says.

Style in and out of the ring

Asmar Equestrian recently launched a show apparel collection with coordinates, which while featuring playful twists, has its heart in traditional equestrian show wear. “There’s so much heritage in equestrian competition – the dress code has its roots in formal wear, especially for ladies, and I like to see classic garments that won’t be unfashionable in a few years’ time,” Noel says.

A rewarding experience

Noel has always been involved with horses, and says she was ‘your typical horse crazy little girl, growing up’. “My Mom bought me my first pony when I turned twelve – and I have been riding for pleasure since then,” she explains. Noel is a big fan of the Friesian breed, of which there are two types – the classical Baroque, and the Sport Friesian, which is finer boned. Noel has one of each. “Because of the Lipizzaner blood, this breed generally makes a very good riding and dressage horse – they are very trainable. Not to mention beautiful!” she says.

The team behind the brand
Asmar is continuing to develop relationships with new retailers, and is currently looking in particular to take on more in Britain – interested retailers can email kathy@asmarequestrian.com for information. “It is important to us to work with retailers who ‘get’ the brand and its association with an aspirational lifestyle – while we are being selective about the retailers we work with, any company that is internet-savvy, has a focus on customer service, and delivers its promises to its customer base, will be considered. A retailer stocking our clothes, whether online or in an actual store, is representing our brand, so we are keen to work with positive, ego-free people, no matter what the business’s size,” Noel adds.

The company is also leading the way by offering its retailers social media support. “Social media is a big part of business in the 21st century,” explains Asmar Equestrian’s Marketing Manager, Angela Yard. “We have two blogs and a Facebook and Twitter page, and like to engage with retailers, riders, customers and horse owners in this way. For us, it is about developing awareness of a brand, and engaging with horse riders in real time,” she says.

The coming months

With new retailers coming on board all the time, Noel Asmar is very positive about the coming year. “By 2012, we will have a full collection to offer our customers, including outerwear, show apparel, warm up wear and riding breeches. We are exhibiting internationally at trade shows, as we like to speak directly with retailer representatives, pick up and share new merchandising tips, and get the clothes into people’s hands at events,” she states.

“Essentially, we plan to continue working on establishing what is a very young company as an innovative apparel brand that offers excellent customer service,” she says. “With my name on the label, or emblazoned on the sleeve, I am determined to ensure the company and brand is the best it can be.”

www.asmarequestrian.com

Entry 4 from the diary of Asmar equestrian-sponsored rider, Sophie Wells, from the Frankfurt 2011 Young Riders World Cup Final

Asmar equestrian-sponsored rider, Sophie Wells, recently attended the Frankfurt 2011 Young Riders World Cup Final in Germany, which was held from 16 – 18 December 2011. We are serialising her diary entries over the next week:

It was the trot up day, so I rode in the morning, and it was absolute chaos. People jumping, tractors in the warm up, which was only about 30×30 with a pillar in the middle. At one point, everyone had to go around the same way until someone shouted to change the rein and everyone proceeded to go in the other direction, it was incredible, and like nothing I had ever seen before! However, it made me access my warm up as it was limited what I could do, and made us concentrate more on ourselves rather that the other 50 horses around us. Noki was a saint and trotted next to people leaping over jumps, and was not phased in the slightest. It was almost as if he got into his own zone too.

The trot up went well, and my trainer Ange did a great job with turning him out so smart, I had clipped him the day before we left which helped, but the pressure was on to get every single hair!

We then headed back to the hotel for an early night as my class was in the morning the next day, and I wanted to do the arena walk at 6.30 to get him into the arena again. The arena walk was also amazing as we were in at the same time as the senior dressage riders were training; so many famous faces, and horses to admire and get inspired by.

I was drawn straight after the break in my class, but just before the break was the European champion, German rider Sanneke Rothenburger, which was quite a tough draw. However we didn’t let anything phase us and Noki warmed up really well. We put the double bridle on half way through to let him get used to it, but he was opening his mouth quite a lot. I much prefer to ride in a snaffle, as I can hold the reins better; Noki feels more comfortable in a snaffle, but for international able bodied competition, it is compulsory.

Visit www.asmarequestrian.com for details of our clothing range.

Our show wear is classic, timeless and beautiful – FREE shipping on all items for North American orders in December

Asmar offers customers free shipping within North America for the month of December. There’s still time to get your show wear by the festive season.

Visit www.asmarequestrian.com to order within America/Canada, or check out stockist locations online, for international orders…

Our Sarah Millis prize winner!

Our winner Helen Elcome was extremely pleased to win the lesson with Sarah Millis.

“Just wanted to say Thank You for the prize of a lesson with Sarah Millis. We went yesterday, and had a lovely time. Sarah was super, very down to earth, and really interested in the horse and his training. Thank you so much to Sarah and her team, and to Asmar Equestrian for the opportunity.”

www.asmarequestrian.com

Sarah Millis Competition Take 2!

We recently posted the names of the two lucky people who won our Horse and Hound competition – a lesson with Sarah Millis.

Unfortunately, one winner cannot make the lesson – so great news for the rest of you, we are giving you another chance to win the great prize of a lesson with Sarah Millis!

To be in with a chance of winning – simply post a picture of you and your horse on to our wall and tell us your training goals.

Competition ends – 14th August, so hurry!!

Remember that Sarah lives in West Sussex, so please make sure you are able to get there. The lesson will take place at a mutually convenient time to be agreed.

www.facebook.com/asmarequestrian

www.asmarequestrian.com

Sarah Millis Competition Take 2!

We recently posted the names of the two lucky people who won our Horse and Hound competition – a lesson with Sarah Millis.

Unfortunately, one winner cannot make the lesson – so great news for the rest of you, we are giving you another chance to win the great prize of a lesson with Sarah Millis!

To be in with a chance of winning – simply post a picture of you and your horse on to our wall and tell us your training goals.

Competition ends – 14th August, so hurry!!

Remember that Sarah lives in West Sussex, so please make sure you are able to get there. The lesson will take place at a mutually convenient time to be agreed.

www.facebook.com/asmarequestrian

www.asmarequestrian.com