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Riders feeding fresh supplements forced Hack Up to digital-awards-entreprenuer-logo NEWgrow so fast they have been selected as finalists for the prestigious Digital Entrepreneur of the Year Award.

Fresh Bespoke Supplements is a concept that has been developed over decades by Alex Gingell, BD judge and managing director of Hack Up. In the company’s early days potential customers read other riders’ positive results when they fed supplements from Hack Up Bespoke on Facebook. The stories spread like wildfire and the business quickly developed superior digital capabilities in order to keep up with the demand. This enabled the team to focus on the customer, their horses, the handmade products and rapid delivery, maintaining the key elements that made many people loyal to the company. This loyalty is then rewarded by an automated points system that gives great FREE products to customers as a thank you.


Feeding our horses supplements that are only packed full of human-grade pure product is key. There are no preservatives, added sugars or fillers. They travel from our formulators to your feed room in 24hrs.

Emma Hart, trained by Lee Pearson MBE, was one of the first customers who really drove the messages out about Bespoke Supplements on Facebook in 2013, stating that Lee asked her if she had bought a new pony into his clinic, just four weeks after being branded a ‘naughty pony’.

Product labels, once handwritten, are now printed via the cloud, but the products all remain handmade. Keeping control of quality as we grow is also automated. Every batch for every horse is kept and recorded, forever. All delivery instructions and addresses are coded directly into Parcelforce.

Facebook remains as key as the concept itself. It is the way that new customers continue to see that this is not a fad, a con or anything to be sceptical about – it is proven, tried and tested, effective and good for your horse and wallet. The speedy systems have now made it possible for the team to create 400 products per day – all still by hand, to the formulation created for that horse.


Open days run every month so customers can come and see how we do it. We give them a great lunch and 50% extra free in their Bespoke product for their trouble, as well as becoming a VIP so they get double points for post for life! Customers get to meet our own yard of horses and often we ride as part of the day.


Laura Turnock was simply over the moon with her results after a week: “I can see and feel the results brilliantly.”


Alex Gingell offers support, not just with supplements, but also advice on horses in general. Alex was riding internationally until the age of 19 when an almost fatal rotational fall at an international event ended his ridden career. He was awarded a scholarship with the prestigious Gill Watson, GB team trainer and then went on to study a BA Hons in Equine Science. He supplied supplements to prestigious racing yards in Newmarket and the concept of Bespoke was born, trialled and tested on thousands of racehorses over many years.


Coming soon is HackUp’s Bespoke Canine range. So many customers have been asking for this that the company will launch a new tested bespoke products with the support and guidance of KC reg breeder and dog groomer in December.

The team responsible for the speed and functionality of the user-friendly, highly sophisticated website have enabled Hack Up to become the first ever equine business to be a finalist at the prestigious Digital Entrepreneur Awards. We are the only small business in a line up of seven multi-national, multi-million pound companies that were short listed from 50 nominations.

Please log onto the website and click the thumbs up so we can count your vote for our rural industry to come back with the glossy ‘tech’ award! The judging panel have stated they are shocked how our industry has embraced ‘tech’ – Thank you Horse & Hound for mentioning this in your GOOD WEEK news column recently.

Our Live Person Chat is open seven days a week from 8am till midnight. Each customer has their own Bespoke Chat so they can talk direct to formulators, who respond the same day. The phone lines are open 9am-5.30pm Monday to Friday and Saturday morning. We are always here to help and support riders, owners and their horses. The whole Hack Up team are riders and horse owners, so understand our customers’ needs first-hand.

For more information visit or call 01359 308866