We Took the Equestrian Business Support Network to BETA International — Here’s What Happened
The Equestrian Business Support Network made its mark at BETA International this year as official partners in the Business Pavilion. We were there to fly the flag for equine business owners and to show how powerful connection and community really are.
Workshops, the Business Panel, and the Business Pavilion
Jenni Bush, founder of EBSN, was part of the official programme, delivering workshops in the Seminar Theatre and joining the Business Panel. These sessions shared practical advice and simple strategies that both small and larger businesses can use straight away. The Q&A at the end of Jenni’s workshop was busy, which says a lot. BETA attracts major retailers and manufacturers, but we must not forget the grassroots. Smaller equine businesses keep the grass growing. They deserve space, tools, and community so they can thrive.
Our base in the Business Pavilion made it easy for owners to find tailored support and to meet service providers who understand this industry. BETA has invested in this area, and we believe it will keep growing as the show evolves. BETA International 2025
Business Panel at Beta International 2025
Meeting members face to face
One of the best parts of the show was meeting so many EBSN members in person. Online networking works, but there is something special about a real handshake and a quick coffee. At busy times there were little crowds around Jenni. That created a perfect moment to introduce members to each other so no one felt like they were starting from scratch.
Simple touches help. Wearing an EBSN badge makes you easier to spot. Asking for an introduction can open the right door faster than walking the aisles alone.
What members told us
“I’ve been lots of times before but it seemed to be lacking the buzz it’s had in previous NEC years. Some big names were missing and some stands felt unwelcoming. But the talks were really informative and I met some incredible people.” — Sarah
“Yes, I’d go again. I enjoyed it, but next time I’d prepare better, look at the exhibitors in advance, and plan which talks to catch so I get the most out of it.” — Julie
A few themes came up across conversations:
Talks and comms. Clearer on-site announcements for talks would have helped. The theatre did have announcements, but depending on where you are in the show you may be unlikely to hear.
Plan ahead. Checking exhibitors in advance and building a simple hit list gives you more value on the day.
Stand experience. Most interactions were positive, although a small number of visitors felt dismissed on certain stands. We encourage every exhibitor to train teams for warm, respectful conversations, to simply smile and acknowledge people goes a long way, as often people won't remember what you said but will remember how you made them feel (more so if it was negative).
The bigger picture at BETA this year
This year’s show returned to the NEC, Birmingham, with BETA now run by Raccoon Media Group. The event is clearly in an evolution phase and building again. Coverage reported record-breaking results for 2025, with more than 3,000 attendees across two days and strong feedback from exhibitors and visitors. That is a positive sign for the trade and for future shows. Reat ETN's article hereequestriantradenews.com+3BETA International 2025+3Raccoon Media Group+3
Members also told us they want to see more focus on the business hub style content and a stronger theatre schedule. The Business Pavilion is a good step, and we would love to see even more practical sessions and clear signposting as as always if the EBSN can support we would. BETA International 2025
Why EBSN’s presence matters
For EBSN, BETA was about more than visibility. It was about:
Giving equine business owners a stronger voice in the industry
Showing the value of networking, collaboration, and shared learning
Helping owners build confidence and real-world connections that lead to opportunities
Sometimes you are only one conversation away from your next big step. Our job is to help you find that conversation faster.
How to know if BETA International Show is right for your business
One of the questions many equine business owners ask is whether BETA International is worth it for them, either as a visitor or as an exhibitor. The answer depends on your goals.
As a visitor
BETA is worth attending if:
You want to build connections with suppliers, brands, and other business owners.
You’re looking for new products, innovations, or services that could help your business.
You value seminars and panel discussions that give you insight into trends and best practice.
You want to feel part of the wider equestrian trade community.
Planning ahead makes a big difference. Checking the exhibitor list, noting which talks to attend, and setting networking goals can turn the event from a wander around the aisles into a real business boost.
As an exhibitor
Taking a stand at BETA is a bigger investment, so it’s worth considering if:
You’re ready to raise your profile with retailers, stockists, or collaborators.
You want to launch or showcase products to an engaged trade audience.
You have the budget and resources to create a welcoming, well-staffed stand.
You’re prepared to follow up on leads quickly — because the real return comes after the show.
For some smaller businesses, starting as a visitor is the best first step. You get a feel for the event, understand the flow of the halls, and see first-hand how exhibitors engage with attendees. From there, you can decide if a stand would work for you in the future.
What’s next
We are taking the BETA momentum straight back into our network with more opportunities to connect, learn, and grow together.
Join the Equestrian Business Support Network here: equestrianbusinesssupportnetwork.co.uk
