🎙 Meet Florence Vlaminck, Country Manager of Back on Track France.
👉 In 2014, she crossed paths with the founders of Back on Track and took on the responsibility for the French market of the Swedish brand in 2022. The brand focuses on joint protection, underwear, and technical clothing for horses, riders, and dogs.
You've been a rider since the age of 4. Did you always want to work in the equestrian world?
Probably, even if the path wasn't always straightforward. I was introduced to horses by my nanny and her husband, who had draft horses. They would hitch them to wagons for leisure and also use them to collect wood. My mother then enrolled me in a nearby riding school when I was 4 years old. The passion was immediate! As a teenager, I volunteered at the riding center in exchange for lessons. Once I mastered the basics, I could ride my nanny's horses on my own. I engaged in recreational riding, went on many treks, and eventually learned to harness a horse. I wasn't interested in competing, but I did dream of teaching riding. My parents discouraged me, suggesting it was better to have a stable career and ride on the side. I followed their advice and earned a degree in legal studies. I then worked in banking, insurance, and real estate until I reached 30, the age when I began to question my path. That's when I decided to change my life and pursue a riding instructor certification. To achieve this, I moved to Normandy, a region steeped in equestrian tradition, where I had better prospects for employment in my new career.
How did you connect with the Back on Track brand?
Alongside my teaching job, I started a mobile tack shop to sell second-hand equipment. At the request of my clients, I began exploring the new equipment market with one goal: to distribute a high-quality, yet lesser-known, brand. That's when I encountered Back on Track at the Salon du Cheval in 2009. The Swedish brand, founded in 2000 by Dr. Erland Beselin, exhibited there, and we hit it off. We grew closer in 2014 when I joined their sales team during the 2014 World Equestrian Games in Normandy. But the real turning point came in 2016 when I had a serious riding accident that landed me in the hospital and ended my ability to ride. My dream was shattered. Fortunately, around that time, Ann-Marie Torstensson, the brand’s representative in France, offered me a chance to join her team once I recovered. It was the opportunity I had hoped for since my collaboration with the brand, and it came at the perfect time for me to rebuild.
There was a lot to build, as the brand wasn't well known yet.
Yes, in the early years, I traveled a lot to meet retailers and convince them of the benefits of our wellness textiles, which cover a wide range from underwear to knee braces, dog beds, and horse protection. After laying the groundwork, our retailers became our first ambassadors, and a snowball effect followed. We weathered the pandemic without too much trouble, preparing for the recovery, which came strong. Finally, in 2022, Ann-Marie retired and offered me the chance to take over. A big challenge for me.
How have your customers evolved since you started?
Everything is faster now. In 2009, when a new product was launched, retailers waited to see how riders reacted before deciding to stock it. Today, they fear missing out and take more risks. A unique aspect of our brand is that we cater to riders, everyday people with joint pain, and dog owners. This expands our audience to include equestrian retailers, pet stores, and even the paramedical sector.
How did your relationship with Ekkia develop?
Ann-Marie made first contact in the early 2010s, but at that time, Ekkia had a range similar to ours through its Equithème brand. We reconnected with Pascal at Equita Lyon in 2019, which led to a partnership with Padd stores. However, the collaboration only truly began after the first lockdown. I had to manage the concerns of our retailers, who feared that such a deal would mean the end of independent tack shops. I proved them wrong: by increasing the brand's visibility, Ekkia helped lift everyone. It was a win-win.
Your motto?
"Nothing ventured, nothing gained." I often go all-in, with nothing to lose, and I truly have a sales-driven mindset.
Ekkia in one word?
I have a few: family-oriented, supportive, professional, with a shared desire to succeed.
Comments