We recently sat down and had a chat with Emer McNamee. Emer is someone we have known since setting up The Grassroots Gazette so it was great to chat and ask her some questions about business, life, advice and of course, the equine industry.

Who are you and what do you do? Tell us a little about yourself.

My name is Emer, I am the owner of EquiFlexx Therapy, Ireland’s Leading Equine Massage Therapist. I specialise in Rehabilitation, Injury Management, Fitness & Conditioning in Equine Athletes. Weather its a 5* International Showjumper, 3* Eventer, Graded winning racehorse, Riding club cob or Childrens lead rein pony, I believe every horse is an Athlete in their own right and should be treated as such.

I compete on the amatuer showjumping circuit and have ridden and owned horses for over 20 years. I understand how horses should feel under saddle and I feel this is very important for my business and as a Therapist. This is a skill that cannot be taught overnight or by reading a book.

Tell us about your business?

EquiFlexx Therapy was founded in 2021 by Emer McNamee. After gaining my qualifications as an Equine Massage Therapist I noticed there was a gap in the market for a professional Equine Therapy service. For many years, Equine Physical Therapy was seen  as a ‘luxury’ rather than a necessity. After doing some market research the most common remarks I got from horse owners was that they found it hard to get an appointment with a Therapist and would be put on a waiting list for weeks or even months. Very poor customer service and sometimes the quality of the Therapy was questionable. 

Having worked in the family business I had a very high standard for professionalism and I knew I wanted my business to reflect this professional characteristic. 

Describe your business in one line.

Professional, all rounded Equine Rehabilitation, Conditioning & Therapy

What inspired you to start your own business?

I felt there was a need for a new generation of Equine Therapist in Ireland. I am very much a team player but I believed nobody had the same vision as myself. For decades, Therapists were doing the same and each having a small piece of the same pie but nobody was thinking outside the box. I wanted to challenge that and offer a service that has not been available to horse owners before. From a personal perspective, owning my own business allows me the freedom to spend time with my own horses which is hugely important to me.

What do you like most about your business?

Meeting new people and new horses…and sometimes dogs! No two days are ever the same. When one of my clients is competing, nothing gives me greater joy than to see them doing well. I really feel like I have been a part of their journey. There is also an element of risk with my job, as with any job that involves working with horses. I suppose you could say I get a bit of kick out of that! 

What have been some of the biggest surprises or unexpected successes you’ve experienced in your business journey?

I have had many clients competing Internationally which is really exciting for me. It’s crazy to think my work has benefitted those who represent our country! Not just on the top end of the sport but I have worked with first time horse owners and Children with ponies and I feel very fulfilled knowing that I have taught them something new and shared my knowledge and experience to improve the greater Equine community. This is surprising to me as I never saw myself as an educator. I was under the impression you had to be a REAL grown up to be a teacher!

What do you consider to be the most important qualities for a successful business owner to have?

Passion, experience, Knowledge, Team player, empathy.

In my opinion, you do not have to be the most outgoing or ‘salesy’ person to run a successful business, if you are successful enough you can employ people to do that for you. Know what you are talking about and be willing to expand your knowledge everyday. Nobody likes a bullsh*tter! Emotion plays a huge role in this industry, you need to be able to bring yourself back to a human level and empathise with riders and horse owners, customers will really appreciate that.

What are some of the most important lessons you’ve learned as a business owner?

No mates rates! Never under sell yourself or under value yourself by offering freebies. Your time and skill set is precious.

What is the best piece of advice you’ve ever received?

Always be open to learning new things. You never stop learning. When one door closes another opens.

What is the one thing you’d like to see change in the equine industry?

Regulatory board and better governance for Equine Therapists. To date, there is no governing body or regulations as to what qualification you must have to practice in Ireland. This means in theory, anybody can read a book or watch a youtube video on Equine Massage and start a business! This leaves the net open for ‘cowboys’ as I like to call them. Leaving a bad taste in the mouth of horse owners, trust has been broken making it that bit harder for fully certified Therapists.

What would you like to see more media coverage on in the equine industry?

Vet practices, ‘behind the scene’ at a Veterinary hospital or surgery, new technologies and studies, honest reviews on new products and services that claim to improve Equine performance and Welfare

Your key message to potential new customers?

Why settle for poor customer service and unprofessionalism? Endless waiting lists and unanswered texts and calls. In any other industry it would not be acceptable. EquiFlexx Therapy here to guide you through your journey. Providing a positive customer experience for you and your horse.

What advice would you give to someone who is thinking about starting their own business?

Do your research. See who your competitors are. What sets you apart from the rest and what can you do differently? Don’t follow the crowd and be the same as everybody else. Have a clear vision and set yourself achievable goals for your business. Don’t expect to make money in the first year to 18 months of business. Your hard work will pay off eventually but you have to keep plugging away at it.

Any big news coming soon or anything else you want to share?

I recently launched my first ever eBook ‘Gymnastics to build an Equine Athlete’. It was very well received and I am developing more eBooks covering many different topics. I am also developing a webinar series and collaborating with other Professionals, coaches, confidence coaches, vets, therapists, riders, trainers, dentists, farriers etc. My aim is to bring as much knowledge as I can to the greater Equine community. If participants of my webinar can walk away with just one piece of new information than my goals have been fulfilled! Any professionals out there that would be interested in getting involved please get in touch!

Where can people find out more about your business?

My website www.equiflexxtherapy.com

I am very active on instagram and Facebook @equiflexx_therapy

TikTok @equiflexxtherapy