By Catharina Hansson. Photos by Hobert&Krupa
I love closing a really great business deal, Lisen Bratt-Fredricson smugs. She has indeed made several of those.
Lisen may be known to the Swedish public as many things: Equestrian tv-personality, podcast host, instagram wiz, showjumping star and wife of top rider Peder Fredricson, but in the equestrian world she is known foremost as the queen of business and innovation.
Lisen Bratt Fredricson is a double Olympian, she boasts a victory in the prestigious Rome Grand Prix among several other international GP titles and, of course, a couple of Swedish Championships and classics such as the Falsterbo Derby. But over the years, more than anything, she has emerged as one of the leading equestrian entrepreneurs in Sweden, and internationally as well.
She has an exceptional eye for showjumping talents and has developed and sold top horses, such as Meredith Michaels Beerbaum’s championship mount Fibonacci (SWB gelding formerly named Fendi, by For Feeling x Corland), and Lisen’s Olympic ride in 2012, Matrix (SWB valack by Cardento x Maximus), that was sold to José Maria Larocca of Argentina. She is founder and shareholder of Swedish Select Horse Sales which recently held its 10th annual auction for 3-year old showjumping horses in Flyinge. This year’s auction set a record with a total of 32 horses sold at an average price of approximately 21500 euro. Total turnover for the 3-year-old horses was 584000 euro and the top bid was almost 50000 euro. In addition, she initiated and managed the major annual equestrian gala event in Sweden, ”Ryttargalan”. Some years ago she sold the event to the national equestrian federation. Recently, she introduced a website for sales horses, www.hästmarknad.se. Next year, the international e-commerce business ”Get the Gallop” is expected to launch, run by Lisen and two partners, possibly also with some venture capital backing.
What really keeps me going every day is the process of finding and developing talents, coming up with great ideas and working hard to make them a reality.
Together with husband Peder Fredricson, Lisen also runs the family farm Grevlunda, with a staff of up to ten people and 25–30 showjumping horses. Peder is an amazing artist and graphic designer (among many other things, he has designed the FEI-symbols for the different equestrian disciplines) but currently, he is focusing one hundred percent on his riding and on his horses. He has never really been involved in business matters, though Lisen sees him as a great partner and sounding board.
«He is very supportive and a great listener. Running a business together is really a great foundation for a marriage, I truly recommend it!»
The main part of developing horses is owned by their own business, sometimes with co-owners and investors. At some point, most of these horses will be for sale if the price is right. But this does not apply to Peder’s top rides, all of whom are owned or co-owned by long time sponsors Astrid Ohlin (owning “H&M Sibon”, among others) and Stall Arch (owning the horse “H&M All In”).
«They are not in it for the investment», Lisen says. «Their goal is to develop great horses and support Peder. We really do have the most fantastic horse owners! It is important to take the best care of these relationships and work out really good contracts».
Two years ago, Lisen announced she would take a break from competition and focus on expanding and developing the family business. But first she expanded the family. Their third son Bill was born a year later. However, Lisen had no plans for full time mothering. Baby bliss did not stop Lisen’s business drive, au contraire:
« When I was expecting and bored I came up with new ideas all the time. When I was riding, I never had enough time for that.»
The core of Lisen’s Grevlunda empire is, however, horses such as Casanova. He was the Olympic mount she sold right after Sydney 2000, for a substantial enough sum to buy one of Sweden’s most stunning locations and turn the old farm into a modern yet authentic equestrian center. That sale may have given her a tooth for a really sweet business deal. «However, Lisen says, the deal itself is just a quick adrenaline rush. What really keeps me going every day is the process of finding and developing talents, coming up with great ideas and working hard to make them a reality.”
Speaking of adrenaline, buying and selling horses is not a business without risk. How much of a risk-taker is she? And how much of an analytic?
«I am really quite ambivalent in that sense. I go for my gut feeling most of the time and I am not as analytic as I would like to be. But I am rarely taking any wild chances. I have done so a couple of times and then I feel bad for a while. But I am trusting my gut more and more, I guess that comes with experience.»
Still, there is no guarantee. The unpredictability of horse investment is grimly illustrated by the fate of the incredibly gifted horse Canvas Plus. In 2013, Lisen bought the five-year-old stallion whom everyone predicted a glorious career both on and off course. By early 2014 he had passed, after months of surgery and treatment.
«There is no insurance to cover the value of horses like these», Lisen says. «You just have to take the risk all on your own.»
Seeing how prices of sale horses have plummeted in recent years, you realize that there is a lot of risk taking in dealing with horses at all. After a decade of increasing prices, the economic decline in 2008 hit hard in the equestrian market. Today it is buyer’s market, sellers are forced to withdraw their horses or sell at an embarrassing discount. Legal disputes have also become more commen, even regarding horses in the price range of as little as 100 000 euro.
“There is much greater potential for conflict when you sell horses at that level, Lisen explains. “As for the horses we work with, both buyers and sellers are familiar with the process and know each other. We all have a reputation to maintain and relationships to nurture. ” In the world where Lisen works, the financial crisis has passed unnoticed and although she just recently sold her top horses, there are several developing talents for the future. A future so bright, her Ray-Bans may come in handy even after this photo shoot.
“Prices are skyrocketing now. There are so many new tours and shows and the sport has expanded and improved on a global level. It is more professional, more like Formula 1 and there are new countries on the scene, from the Middle East and Asia. It is amazing to meet so many people from all over the world, and sometimes very exotic! To have Saudis visiting Sweden at thirty degrees below zero in their “dishdash” is exotic. “
She continues:
“Right now, the demand for top championship horses is at its peak, just as we approach the year of the Olympics. Horses at the absolute top level may go for five to six million euro. You know, out of all the horses competing at 1,50 there is perhaps one in a hundred that could make it to the Olympics. Still, even the eight- or nine-year-olds are going for huge amounts. And fall is always a time when riders reboot and look for new talents.”
Rebooting her own showjumping career is always on the table, but yet to happen. When she actually did ride the other week, she bit the dust!
«I strained a tendon, so now my comeback in the saddle will have to wait», Lisen says.
She sounds quite happy with that and we have a hunch she will be really busy anyway. We should probably expect to see more new business ideas and more new showjumping talent very soon.
