Details Matter

I want to talk plainly about something that has been frustrating for a lot of people lately. Out of stocks.

If you tried to reorder and came up empty, you are not wrong to be irritated. And if you stood in front of us at WESA with crossed arms and hard questions, I saw you. There was no shortage of frustrated wholesale partners in that room.

You deserved answers. This is me giving them.

That decision has not always been convenient. It has not always been popular. But it has been deliberate.

Manufacturing at scale, especially through contract partners, comes with a reality most brands do not talk about. Consistency is fragile. Raw materials vary. Processes drift. Oversight changes. A batch can be technically acceptable and still miss the mark.

A formula that is even slightly off is still a different product. It may look the same. It may pass baseline checks. But it will not behave the same on a horse.

Different absorption. Different feel. Different results. That is how trust erodes quietly.

We have walked away from production runs that would have kept shelves full because they did not meet our internal standard. Not because they were unsafe. Because they were not right.

Inconsistent contract manufacturing is real. When a partner cannot hit the same mark repeatedly, you are left with two options.

Lower the bar or slow down.

We chose to slow down.

I am sorry for the disruption this has caused our dealers. I know empty shelves do not pay rent. I know backorders strain relationships. I know some of you left WESA angry, and I do not dismiss that.

But I am not sorry for maintaining our standards. Because the alternative is worse.

Shipping something that looks right but is not. Asking retailers to stand behind a product that quietly underperforms. Letting short term inventory optics damage long term trust.

The fix is already in motion.

• Tighter manufacturing controls and verification before anything ever reaches a bottle
• Smaller, more accountable vendor pools, fewer moving parts
• More hands on oversight, less reliance on promises
• Less tolerance for variation, because consistent means consistent

This is not about scaling fast. It is about scaling correctly.

If a rider reaches for our product before a ride, after a hard run, or when their horse needs extra care, that moment matters. I will not gamble with it to make a spreadsheet look cleaner or a booth feel quieter.

To our wholesale partners, thank you for your patience, even when it has been tested.

Details matter. Standards matter. And sometimes doing it right means waiting.

Note: We will keep communicating clearly as inventory stabilizes. If you are a dealer partner and need help planning around gaps, reach out through your normal channel and we will work the problem with you.