If you’re an entrepreneur or founder of a start-up or fledgling business with huge potential, you’re going to want to enter Mustangs’ Corral, a new feature at BETA International 2026 that offers real investment, support, connections and mentoring for the lucky winner.
The live final will take place on Sunday 27 September from 3.45pm and will see David Mitson (Founder and CEO of evoke and the HLM Group), Joanna Jensen (Investor, Entrepreneur, Author, Founder of Childs Farm), and Michael Darley (Director of Country Direct Ltd and International Sales Agent) assess the three finalists and their pitches in real time.
£250,000 is on the table
This isn’t just a theoretical pitching session. The HLM Group has ring-fenced £250,000 to invest in equestrian and pet startups. This, combined with mentoring, industry introductions and real support makes this a once in a lifetime opportunity.
Michael Darley is one of the Mustangs and known to pretty much everyone in the equestrian industry. Not only is he a Director at Country Direct Ltd, but he’s also an International Sales Agent working with elite brands including Prestige Saddles, Racesafe, Nuumed, Thermatex, and many more. We asked him to give us the inside scoop on the equestrian industry from his perspective.
“Full of opportunity”
“The equestrian industry is full of opportunity, but a great product or service on its own isn’t enough,” said Michael. “From a sales agent’s point of view, the businesses that succeed are the ones that understand their customer, know where they sit in the market and, importantly, can explain why a retailer should give them valuable shelf space over another product or brand.
“We’re a smallish industry, but it’s incredibly passionate and well connected. If you have a genuinely good product, listen to the trade and build the right relationships. There is a real opportunity to grow a brand both in the UK and internationally.”
When asked about Mustangs’ Corral, Michael shared how exciting it is for him, but also the opportunity if provides for those pitching. “That’s what excites me about Mustangs’ Corral,” said Michael. “Finding those products and people with a great idea and helping them turn it into a commercially successful business.”
Have you applied yet? Make sure you check the eligibility criteria and apply online to be in with a chance to pitch to the Mustangs and secure investment for your business!