NuuMed

Overview

NuuMed is a well-established equestrian brand known for its wool-based saddle pads and products designed with the comfort and wellbeing of horses in mind.

Following its acquisition by Racesafe in early 2026, I led the marketing activity surrounding the relaunch of NuuMed, bringing the much-loved brand back to the market while retaining the identity and product qualities that had made it established within the equestrian community.

The Challenge

The challenge was to bring NuuMed back to market without unnecessarily changing a brand that already had strong recognition and affection within the equestrian community.

Rather than repositioning NuuMed as an entirely new proposition, the focus was on reintroducing the brand, reminding existing customers why they valued its products and communicating its benefits to a new generation of riders.

A key part of the challenge was education. In a saturated equestrian market, the relaunch needed to clearly communicate what made NuuMed different and why its materials and construction mattered.

The Strategy

The relaunch strategy focused on bringing the NuuMed brand back with a clear and consistent message across digital, PR and marketing channels.

The strategy centred on the product benefits behind NuuMed’s wool-based designs, including the natural properties of wool and its suitability for horses, alongside benefits such as breathability and its hypoallergenic qualities.

The campaign also needed to reconnect NuuMed with the equestrian industry and generate awareness that the brand was returning to the market under Racesafe.

The Solution

I managed the relaunch across the full marketing mix, including:

• Relaunch strategy and positioning

• Brand and product messaging

• PR strategy and media relations

• Industry press engagement

• Social media

• Email marketing

• Website content

• Digital marketing

• Advertising

• Launch campaign development

A key element was working directly with industry press, briefing journalists on the return of NuuMed and providing the information and product stories needed to support accurate coverage.

The messaging focused on both the heritage of the brand and the functional benefits of its products, helping audiences understand why NuuMed was returning and what differentiated its products within a competitive market.

The Outcome

The NuuMed relaunch successfully brought the brand back into the equestrian market under new ownership while retaining the core identity and product proposition that customers knew.

The campaign re-established NuuMed across its key marketing channels and created renewed awareness around the brand and its products.

By combining PR, digital marketing, social media, email and product education, the relaunch provided NuuMed with a clear platform for its return and positioned the brand for its next stage of growth under Racesafe.