Published: 15/10/2007

Lucy Carr-Seaman is the Managing Director of Airowear, the designers and manufacturers of equestrian body protectors. Since 1986, Lucy and her team have made a significant contribution to the evolution of body protectors and has built Airowear into one of the equestrian industry?s leading brands.

Lucy, who is from a fashion design background, has used her expertise to produce the largest combination of body protector sizes to ensure riders of all shapes and sizes are safer in the saddle. Here she talks to EBM about being a woman in business.


Tell us a bit about your background and your involvement with horses

I was brought up in Northumberland on one of the family?s farms. After university I moved across to the Midlands to work as a fashion designer for a company who supplied underwear to Marks & Spencer. In 1985 my husband and I moved back to Northumberland for his work and to gain my own financial independence I set up my first company called Otta Designs. In 1986 I took over Airowear and 23 years later I still live on the farm and have converted the farm buildings to accommodate the Airowear business which incorporates equestrian and rugby protective gear as well as a sister company called Seen In which designs and manufactures accessory clothing for people with profound disabilities.

As for my involvement with horses, I learned to ride at an early age by joining the pony club and taking part in local shows and events. I don?t have as much time to ride as I would like to, however my daughter Claire has a pony that she competes with at Pony Club events.

Do you have horses or pets of your own?

I taught my daughter Claire to ride as a small child and she has progressed through three grey ponies, one of whom we still own. We also have 2 black Labradors and a small pony for my son Henry who is 9. I am admitting defeat with him as equine pleasures cannot compete with Star Wars and Dr Who!

When and why was Airowear founded?

I became a businesswoman on 9th September 1985 following my re-location from the Midlands to Northumberland. The initial idea was to gain financial independence but I had always had an interest in running my own business. The turning point for me was a small book given to me by my husband as we moved called ?going solo?.

The 9th September was the day I signed up to ?Enterprise Allowance? which funded me with an investment of ?1,000.00, through a weekly payment of ?50.00 over a year. I called this business OTTA DESIGNS, which I have since sold on.

In 1986 I took over a small concern called Airowear, with the intention of using my design specialisation to predominantly keep it as a design-led company. This philosophy has enabled Airowear to retain its competitive edge during the various safety standard introductions which have marked the evolution of the equestrian body protector.

I am proud to be able to claim that Airowear has been the first on all three occasions to meet the requirements of the safety standards when introduced.

How many people are involved with the business?

We directly employ 26 people split across administration and production. We also appoint agents, sub-contractors and self-employed workers who all contribute to the growth of Airowear.

What aspects of the business to you deal with personally?

My title is Managing Director and therefore I look after the direction and development of Airowear as a whole. I try to concentrate on working for the business rather than in it, but as I am interested in every element of the company, I sometimes find it difficult holding myself back from interfering with people?s jobs! In this instance I have to keep reminding myself to work on the business rather than in it!

As my training and background is in design and I originally worked as a fashion designer, my main involvement remains in this area. However, I have also become the technical and standards expert and spend much of my time dealing with the various safety standards that we manufacture to.

Have you had any help with your business?

Shortly after signing up to the Enterprise Allowance, I came across an organisation called ?The Rural Development Commission? and thereby their Management Accountant Eric Bone. Eric came into my business to teach me how to keep my accounts and 20 years later is still working with me to help ensure that Airowear is financially sound. He has helped me through some stressful and demanding business situations including Foot and Mouth and is and has been instrumental in my success. Eric was also involved in my take-over of Airowear.

From a business advice point of view I have a good relationship with Business Link for Northumberland (BLfN), UKTI, Knowledge House, RTC North and various other trade bodies who I approach and take advice from on a fairly regular basis.

I also find that Skillfast UK, which is the textile trade body, are a great source of information and advice.

Eric Bone is my primary sounding board for all aspects of the business. He has seen Airowear grow and knows me inside out. He knows my strong points as well as my weak ones and probably has the greatest amount of knowledge about Airowear with the added benefit of not being involved every day.


Career highs

? At each year end when I see the sales and profit growth we have achieved since taking over in 1986
? Small Business Award Finalist at Tyneside & Northumberland Business Awards 2006
? Winning the 2004 UK Trade & Investment Export Award for sustained achievements in export
? Your Horse Product Award 2002 - Highly Commended for the Reiver Body Protector
? Horse & Pony Product Awards 2000 ? The Reader?s Choice

Career lows

The biggest hurdle I have faced was coping with the effects that Foot & Mouth had on the business in 2001. During this period we had to significantly cut back on costs and moved to a 3-day week for a period of time.

Recognising my vulnerability as being in a ?one product in one market? situation, Airowear diversified into the rugby market with protective headgear, shoulder vests and compression shorts under the name of Airowear Rugby. At the time I had totally underestimated the complexity of launching a brand into a new market and I found it particularly challenging because the rugby industry is so brand conscious. Last week was fairly interesting as we received a request from International Rugby player Jamie Noon to supply him with enough garments to see him out for the rest of his career!


What advice would you give to other women thinking of starting up their own business?

Setting up a business can be quite scary because of the risks involved. My advice to women considering setting up their own business would be to overcome their fear factor and turn ideas into reality. It sounds a lot more simple that it really is but there are so many organisations out there to help women set up on their own such as Business Link, Women into the Network Enterprise and Prince?s Trust. My advice would be to utilise these services as much as you can as their existence is here to help you.

I would also recommend identifying a niche in your potential market so you can differentiate your brand and then market and sell accordingly. For instance, the roots of Airowear?s niche was to concentrate on providing a safety garment that met all the safety standards yet differentiated from other manufacturers by focusing on fit. As such Airowear gained market share through offering over 66 and 80 standard sizes for the Reiver and Zippa styles respectively. So set out what you want to achieve and define your objectives clearly.

What do you do to unwind?

I must admit I am a bit of a workaholic and when things are a bit hectic I either work at the end of the day from about 10pm onwards or get up early at 5am! To unwind I spend time with my 9 year old son Henry and move into ?mum mode?

What are your plans for the future?

I will be continuing to develop quality, well-fitted protective equipment for the equestrian industry and with this we will always come across with new ideas to satisfy the market further. For instance at the beginning of this year we designed, manufactured and brought to market ?Colour Swap? as a solution to meet the increased demand for XC colours on body protectors.

On the back of the success of Colour Swap, we have more very exciting developments which we will be launching at BETA and SPOGA next Spring.

Airowear?s mission is to expand export sales and become the UK?s leading manufacturer and supplier of protective equipment for equestrian sportspeople by 2012 by using leading-edge technology combined with a detailed understanding of the physical demands of the sports.