The Western English Trade Association, which consists of some of the industry’s largest companies, officially launched Horselife recently, a marketing initiative to increase horse activities in the United States.

Much like the successful “Got Milk” campaign developed by Dairy Products, or the “Go RVing” initiative, meant to drive sales of recreational vehicles and support that RV industry, the Horselife campaign is designed to invite Americans into horse activities, thereby building a stronger horse industry. Its inaugural efforts began with a website, www.horselife.com, launched in April, and will continue with a public relations effort called “Fit in the Saddle” touting the exercise benefits of horseback riding. Major manufacturers and retailers have supported the effort financially, including AQHA, Rocky Mountain Clothing, Weaver Leather, Roper Apparel & Footwear, Devon Aire, Bowtie/Horse Illustrated, SmartPak Equine, W&E Today/Cowboys & Indians, Kerrits, Circle Y Saddles, US Eventing Association, Dover Saddlery, Hobby Horse Clothing Company, Wellpride Omega-3 for Horses, SSG Gloves, Horse Media Group, MD Barns, Rod's Western Wear and Renton's Western Wear.