ABOUT

Concept

Cavaletti Collection designs adjustable-gullet saddles, dressage, jump, GP, show and pony, built by riders and backed by a 14-day home trial and a global network of fitters. The product had loyal fans, but online the brand was being outpaced by older, better-known saddle names with deeper search and social footprints. The website looked dated and wasn't doing the product justice or converting the trial proposition hard enough. Organic visibility was thin, so the brand barely ranked for the saddle and equestrian terms riders actually search. Socially it was quiet, with a small following and little of the scroll-stopping content that wins riders on Instagram and TikTok. With low awareness, weak organic reach and no real paid or influencer engine, growth was capped well below what a product this good deserved.

Execution

We treated Cavaletti as a challenger brand that needed to be seen everywhere its customers ride and scroll. First we redesigned the site to look as premium as the saddles and to sell the trial and fitter network harder, with clearer journeys and stronger product storytelling, and the fitter page became one of the most-engaged parts of the site with views up 43%. Then we built an SEO and content programme around real equestrian search demand: saddle categories, buying guides and editorial like horse-breed content that pulls riders in at the top of the funnel. Then we turned social into a proper content engine across Instagram, TikTok and Facebook, fronted by an ambassador and influencer programme that puts Cavaletti saddles under real riders. We recruit and manage ambassadors who genuinely ride in the saddles and partner with equestrian influencers to create authentic content at scale, with reels regularly pulling thousands of views and top performers past 217,000. Running in parallel, we scaled paid media across Google Shopping, cross-network and social, with full eCommerce tracking so every sale could be traced back to the channel, campaign and content that drove it.

Results

In twelve months online revenue grew 134%, more than doubling, on the back of 37,000 active users (up 35%) and a 49% rise in organic search, now the brand's biggest channel. The ambassador and influencer programme built genuine reach and trust among riders, helping grow the brand's social audience to more than 16,000 followers across Facebook, Instagram and TikTok, with content regularly reaching thousands and top reels past 217,000 views. Cavaletti now also ranks in Google's top three for 63 keywords and appears in AI search answers including AI Overviews and ChatGPT.