Tasmanian ingenuity to boot

Tasmanian horse boot company goes global from day one.

Horses have been wearing traditional metal shoes for thousands of years. In Roman Times, they donned sandals. Fast forward to today and a Tasmanian company have become world leaders in an emerging market of alternative footwear. From Olympic show jumpers to therapy horses, more than 500 international stockists are delivering horses worldwide new kicks – Tasmanian Scoot Boots.

Horses wear shoes mainly for the same reason we do. Protection. Iron shoes have been nailed to hooves for millennia. Does this mean horse footwear must remain in ancient times? According to a pair of Tasmanians, absolutely not.

Former lawyer and barrister, Annette Kaitinis grew up riding horses in southern Tasmania. From 8 years old to the current day, she is happiest on horseback. After nearly two decades practicing law in Melbourne, Annette returned home in 2014 where she reconnected with her former farrier, Dave MacDonald.

“When I returned to Tasmania, I reconnected with Dave, who designed the world’s first practical horse boot back in the 1980s. He was looking to take his latest prototype to market and I was looking for a career shift,” explains Annette. “So, we became business partners and launched Scoot Boots in 2015.”

Though some 60 per cent of horse owners still use a farrier to apply traditional shoes for hoof protection, in recent times a trend has emerged for removeable boots that allow free and natural movement, and the option for horses to be barefoot.

The pair operated out of Annette’s shed on the outskirts of Hobart before outgrowing the space and moving into a custom-built warehouse in Cambridge Park. Though MacDonald had decades of prototype experience and Annette could lean on her horse riding and legal background, launching an e-commerce operation and fielding international orders from day one was a steep learning curve.

“We took six months to research setting up an e-commerce business and develop the legal structure,” begins Annette. “Then there was the unfamiliar world of manufacturing, entrepreneurship, border controls, freight and logistics, patents, and so on. We made costly mistakes early on but we’ve gone on to become market leaders in this type of product.”

The Tasmanian-based team of 12 employees cover responsibilities across e-commerce, logistics, warehouse management, HR, digital administration, customer service, design and content production. About 90 per cent of the business is wholesale, dispatched directly out of Indonesia by a team of 70. Into the future, Annette hopes to bring manufacturing and further employment to Tasmania as the company expands.

Scoot Boot co-founders Dave McDonald and Annette.Photo credit: Scoot Boot

Scoot Boot’s primary market is Europe where the ‘barefoot movement’ is well established – with benefits including improved circulation and stronger, healthier hooves. The United States is another large market, with social media being key to reaching customers from their Tasmanian headquarters.

“Social is huge for us. It’s where we engage, educate, celebrate our Scoot Boot users, work with our riding ambassadors and see who are using our boots across approximately 90 countries,” explains Annette. “It’s amazing to see where they end up. The Houston mounted police use our boots and during the Super Bowl finals, their horses were line dancing in our Scoot Boots. It’s moments like this, or seeing a therapy horse in an elderly home wearing our boots, that bring us such joy. We don’t just sell a product, but aim to educate, spreading the world about horses going barefoot.”

While Scoot Boots customers include Olympic show jumpers and world elite, their boots have also been welcomed in rehabilitation settings where horses suffering laminitis or arthritis, for instance, can find comfort in the flexible, breathable design. Boots tend to last 1000 kilometres, with new designs soon to launch.

Photo credit: Scoot Boot

“We’re launching a very exciting product at the end of the year – the enduro boot. This will be a game changer for us as it will be a suitable fit for the enormous mule market. Mules are used for their agility and ability to scale rocky mountains and these new boots are designed to cater for them. I’m also working on a new product in conjunction with a government facilitator – an innovative commercialisation program – designing an app that allows our customers to secure the perfect Scoot Boots fit using AI technology.”

Annette recommends anyone who is setting out on a new business to reach out to the likes of AusIndustry and organisations that can assist with venture acceleration. She believes that networking is also important in what can be a lonely pursuit, “I would suggest to get into as many groups as possible and explore the resources and grants available. Whether it’s State Growth or applying for awards – these are excellent opportunities to network and connect with likeminded people,” explains the Telstra Business Awards judge having picked up a national Telstra Business award among a swag of other awards.

When Annette isn’t deep in Scoot Boots business, she’s out on the trails. She will soon take possession of a custom float, complete with bed and kitchen, allowing overnight camping with her beloved Clydesdale-cross Archie. “Getting out on the trails with my boy is very meditative for me. I don’t just go riding for me. It’s for Archie, too. If he wants to munch on grass or stop for a while, we do. A friend and I are looking forward to hitting parts of the Tasmanian Trail, it stretches from Dover to Devonport.”

Are you interested in making a move? Make it Tasmania.

Find out more about Scoot Boots.

For information on starting a business in Tasmania look through our stories or visit Business Tasmania.

Top image: Scoot Boot