We’re delighted to share that evoke is joining us as BETA International’s Safety Partner for 2026, following the success of the inaugural partnership last year. We caught up with David Mitson, CEO of evoke, to find out about the company, its plans, and why safety is at the heart of everything it does.

1. We're delighted to welcome evoke back to BETA International as Safety Partner for 2026. Why is this such an important event for you to support?

Supporting the retail trade has never been more important. The economy, and the retail sector in particular, has faced significant challenges over the past few years, so it's vital that British brands like evoke continue to invest in and support both the industry and our retail partners.

BETA International is the premier event for the equestrian trade, providing the perfect opportunity to celebrate everything that's great about our industry. It allows us to strengthen relationships with existing retailers, meet new stockists, and showcase our latest innovations and product launches for the year ahead.

2. evoke has recently supported several major events and a television series. Can you tell us more about your passion for safety across the equestrian industry?

Safety should never be compromised. Unfortunately, we've seen a growing trend towards products that prioritise lower costs over higher levels of protection, whether that's through design, materials or testing to less demanding standards.

As an industry, we have a responsibility to protect riders, not simply produce products at the lowest possible price, or the lower certification standards.

Having personally experienced a serious riding accident, I know first-hand how important quality safety equipment is. We only get one head and one life, which is why every decision we make at evoke is centred around providing riders with the very best protection possible.

3. Safety standards, materials and technology continue to evolve. How do you ensure evoke products continue to exceed expectations?

Innovation never stops. There is continual research into new materials, manufacturing techniques and technologies that can improve rider safety, comfort and performance.

Our commitment is to combine cutting-edge safety with affordability, ensuring more riders have access to premium protection.

Developing a new certified helmet or safety product is a lengthy process that can take several years from concept to launch. That ongoing investment in research and development allows us to remain at the forefront of equestrian safety and continue raising industry standards.

4. Can you give us a preview of what visitors can expect to see on the evoke stand at BETA International 2026?

Alongside our established collection of riding helmets and body protectors, we'll be unveiling several exciting new products.

Visitors will get their first look at the brand-new Ophelia riding helmet, the Estela riding helmet, and our highly anticipated new air jacket. We're incredibly excited about these launches and can't wait to share what's next for evoke.

5. From a trade perspective, why should every tack shop stock the evoke collection?

We believe retailers need products that customers can trust, backed by a brand that's investing in the future of rider safety. evoke offers exactly that.

Our key strengths include:

• Safety without compromise – Our helmets are triple certified, including PAS 015:2011, rather than relying solely on the lower EN1384:2023 standard.
• Exceptional fit – We offer helmet designs to suit both oval and round head shapes, helping retailers achieve the best possible fit for every customer.
• Affordable premium protection – Riders don't have to choose between safety, style and price. We also support customers through our Helmet Replacement Policy.
• Continuous innovation – We are making significant long-term investments in product development to keep pushing safety standards forward.
• Rapid global growth – evoke has become one of the fastest-growing equestrian safety brands worldwide.

6. What advice would you give retailers attending BETA International for the first time?

First of all—come and visit us on Stand E94!

More broadly, take the opportunity to speak with brands, discover new products, ask questions and build relationships. BETA International is about much more than placing orders; it's a chance to learn about the latest innovations, understand where the industry is heading, and find products that will help your business stand out.

7. One of evoke's standout initiatives is the Helmet Replacement Policy. Why did you introduce it, and how does it benefit both riders and retailers?

After any significant fall, a riding helmet should always be replaced, even if there is no visible damage. Unfortunately, many riders delay replacing their helmet because of the cost.

We wanted to remove that barrier.

Our Helmet Replacement Policy helps educate riders about the importance of replacing a helmet after an accident while providing financial support that makes doing the right thing more affordable.

It's a programme that benefits everyone. Riders receive greater support, retailers can offer an added-value service to their customers, and together we're encouraging a stronger culture of safety throughout the equestrian community.

8. Although evoke is still a relatively young brand, you've made a significant impact in a short space of time. What's next for evoke?

We're only just getting started.

Our ambition has always been to become the world's leading equestrian safety brand by the end of 2027, and we're making excellent progress towards that goal.

We've established a strong presence throughout the UK and Ireland, and this year we've expanded internationally with operations across the USA, Canada and Europe. Australia and New Zealand are next, with launches planned early next year.

Alongside our international growth, we have several exciting new products currently in development, along with some major announcements on the horizon.

Watch this space - the best is yet to come

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