01 Oct Silhouette Saddles Attend Beta International
Silhouette Saddles joined forces with the world’s leading equestrian and country sector supplies at BETA International 2025.
Out team joined more than 200 industry experts to showcase our range our bespoke saddles at the two day event.
BETA International is the world’s leading trade exhibition for equestrian, pet and country products and was held over two days (September 28th and 29th) at the NEC in Birmingham.
“It is a crucial event for the industry as it attracts retailers, yard owners, horse riding school owners, industry buyers and, of course, horse riders themselves,” explained Silhouette Saddles founder Michael Poole.
“It provides us with an opportunity to showcase our quality saddles and the multitude of personalisation options we provide for our riders.
“It’s also interesting to look at view some of the very latest products and innovations and reconnect with industry leaders during a very busy two days.”
New Innovations
BETA International was sponsored by Neue Schule, and included exciting new innovations including a Business Pavilion for service providers looking to connect with the equestion and country sectors.
Silhouette Saddles picked the perfect spot on Stand F51, opposite the coffee shop and seating area, allowing our visitors to do business over a brew!
More than 3,075 people attended over two days, a 10% increase on the last BETA International held at the NEC in 2020. It also doubled the number of attendees compared to last year.
“We are absolutely delighted with the success of the 2025 event and incredibly grateful to everyone who sponsored, exhibited, and attended,” said Liz Ormesher, Event Director.
Record Breaking
“While we’re proud of the record-breaking numbers overall, we’re especially pleased with nine times the amount of international visitors this year and the success of the Hosted Buyer Programme, which brought key buyers from the UAE, America, and the UK to the show.”
During the show, BETA International secured a 60% rebook rate for the 2026 event, with new bookings continuing to come in daily. In addition, more than 20 companies have already expressed their interest in exhibiting.
“We know that several companies came as visitors to ‘check us out’ this year, and we were pleased to see so many come over and book space for 2026,” said Liz.
“We’ll be looking to grow the floor plan again next year following this year’s success and also looking at further features and ways to enhance the show. The Seminar Theatre, Feed Hub, and New Products Showcase will all be returning, and we’ll be working with a charity partner, adding new initiatives, and strengthening collaboration with our partners and sponsors. The future of the industry is bright — and so is the future of BETA International.”
For the first time ever, BETA International was co-located with PATS (Pets & Aquatics Trade Show), allowing many visitors to experience both events and adding significant value for attendees and exhibitors alike.
* Did you miss the opportunity to talk to Silhouette Saddles? No problem, get in touch with our team by clicking this link.