Global Equestrian Group launches partnership platform and welcomes Aviar Saddles as first partner


Aviar Saddles and the Global Equestrian Group have commenced a new and exciting partnership to redeem even more potential for both parties.


Aviar Saddles is an exclusive, innovative and rapidly growing saddle brand owned and developed by international equestrian company, Custom Saddlery. Custom saddles are already globally known, but the time had come for a revolutionary change in the way saddles are being made according to Cary Wallace, founder and CEO of Aviar Saddles.


 “We are absolutely thrilled about joining the Global Equestrian Group partnership platform and expect to achieve a lot together over the coming years,” Cary Wallace says about the new partnership. “There is no question that the reach of the brands and riders in Global Equestrian Group will bring Aviar Saddles to a new level and secure even more awareness about our product.”


The high quality of Aviar Saddles was quickly noticed by the world's leading sales- and training centre for elite dressage horses and Global Equestrian Group company, Helgstrand Dressage. Andreas Helgstrand adds:

“We are very proud to welcome Aviar Saddles as a partner in our new partnership platform. Aviar Saddles are of absolute top quality, and I am sure this partnership will bring value to Aviar Saddles, our other partners and, especially, the training of our horses.”


Picture: "The Rook" Aviar saddle with Helgstrand rider and horse dressed in Kingsland


The partnership offers multiple exciting co-branding opportunities for both parties to secure and improve the market position of Aviar Saddles. As the future brings many more activities within the Global Equestrian Group, Aviar Saddles will be present at multiple equestrian events across the world and also make sure that every dressage rider in the Global Equestrian Group is provided with the best custom saddle available.


“We are very excited to present our new Global Equestrian Group partnership platform, which we expect much more from during the coming months. And we are especially glad to welcome a unique company like Aviar Saddles as the first partner of Global Equestrian Group,” says Martin Thorbøll Pedersen, Head of Partnerships.

Are you interested in learning more about the Global Equestrian Group partnership platform, please continue reading below or contact Head of Partnerships, Martin Thorbøll Pedersen.

About the partnership

The partnership platform is established by Global Equestrian Group to offer more value and visibility to brands and companies who operate within the equestrian industry. A partnership not only offers multiple branding possibilities across our venues, it will also aid in reaching the desired audience within the equestrian world. A partnership with Global Equestrian Group is highly flexible as it is tailormade to match the individual brand and desire.


About Global Equestrian Group

Global Equestrian Group is established as a strategic alliance between Helgstrand Dressage, Ludger Beerbaum Stables, Waterland Private Equity and Palm Beach International Equestrian Center. The company holds multiple brands within the equestrian industry aiming to become the world’s leading equestrian company.


About Aviar Saddles

Aviar Saddles completely redesigned the saddle's skeleton by rethinking the shape and materials used. The saddle trees are extremely lightweight and anatomically shaped giving you a unique feeling of close contact while riding. The saddles are made from the highest quality leather, sourced from some of the best tanneries in Europe, and the handmade approach gives the saddles an artisanal finesse. Craftsmanship is the core of Aviar saddles, combined with a passion for innovation.


For further information, please contact:

Head of Event and Partnership - Martin Thorbøll Pedersen
Tel. +45 2289 3145

CEO of Aviar Saddles - Cary Wallace
Tel. +1 (760) 908 3491