The Brands Behind The Barn Aisle

A continuing series sharing the stories, craftsmanship, and horse-world roots of some of our favorite equestrian brands.

During a period of change across the equestrian industry, we’re taking a closer look at the independent brands, makers, and horse people who help shape what riders use, wear, trust, and love.

Behind every product on the tack shop wall is a story: a founder with an idea, a detail designed with riders in mind, a team that understands barn life, and a community that makes the work meaningful.

This ongoing interview series highlights the brands behind the barn aisle — where they began, what inspires their products, how horses influence their design process, and why independent retailers and tack shops continue to play such an important role in connecting riders with the products that truly fit their lives.

Back on Track: Innovation, Well-Being, and the Power of Community

As the equestrian industry continues to evolve and navigate a period of change, we’re taking the opportunity to spotlight some of the independent brands, makers, and businesses that help keep the sport moving forward every day.

We spoke with James “Jim” Ruder, CEO and Managing Director of Back on Track USA, about the story behind the brand, the role of independent tack shops, and what keeps the Back on Track team looking ahead.

How It Started

Back on Track was founded in 2000 by Dr. Erland Beselin, an orthopedic surgeon and avid equestrian who discovered the potential benefits of reflective textile technology.

What began as a single experiment grew into years of exploration and product development. Along the way, the company developed Welltex®, a proprietary textile technology designed to utilize far infrared energy (FIR). Back on Track’s materials are designed to absorb body heat and emit it back toward the body in the form of far infrared energy, a technology that has been shown to support circulation and help provide relief to areas affected by joint, tendon, and muscle soreness.

What started as a mission to help people experiencing stiffness and discomfort has expanded into a global product line serving people, horses, and pets. Through every stage of that growth, the company’s purpose has remained remarkably consistent: supporting comfort, movement, and overall well-being.

Designed for Horse People

Like many of the most respected equestrian brands, Back on Track’s roots are firmly planted in the horse world.

The company’s product development has always been shaped by the realities of everyday life around horses. Whether a rider is preparing for a ride, recovering after a competition, or simply managing the physical demands of barn life, the goal is to create products that support both performance and recovery.

That practical perspective has helped the brand earn a loyal following among riders who value products created by people who understand the unique demands of the equestrian lifestyle.

Staying Focused Through Change

The equestrian industry has experienced significant changes over the years, and Jim believes adaptation has always been part of the journey.

Having spent more than four decades in the industry, he has watched technology transform the way brands, retailers, and customers connect. Where relationships were once built through trade shows, phone calls, and face-to-face conversations, today’s customers often discover products through online searches, social media, and digital storefronts.

While those changes have created tremendous opportunities, they have also made parts of the industry feel less personal.

“When the personal connection is lost,” Jim explained, “the purpose and story behind a product can sometimes be lost as well.”

For Back on Track, remaining focused on quality, innovation, and customer trust has been key. Rather than chasing trends, the company continues to focus on helping people, pets, and horses feel and perform at their best.

Why Independent Tack Shops Matter

One theme that emerged repeatedly throughout our conversation was the importance of independent retailers.

For many riders, especially those living in rural communities, local tack shops provide far more than a place to make a purchase. They offer expertise, product knowledge, fitting assistance, and trusted recommendations from people who understand horses firsthand.

Equestrian products often require a level of guidance that simply cannot be replicated through a product description alone.

According to Jim, the strongest retail partnerships are built with retailers who genuinely believe in the products they carry and are invested in helping customers find the right solution.

Independent tack shops serve as an important bridge between brands and riders, creating the kind of personal relationships that continue to strengthen the equestrian community.

Looking Ahead

When asked what keeps him motivated about the future, Jim’s answer was simple: the opportunity to continue making a positive impact.

The Back on Track team remains committed to supporting the well-being of horses, pets, and people through ongoing innovation and product development. That mission continues to guide the company as it explores new technologies and new ways to serve the equestrian community.

Jim also emphasized the importance of remaining open to change.

Growth requires a willingness to evolve, adapt, and pursue new opportunities. For Back on Track, that means continuing to develop products that help riders enjoy their horses, their sport, and their everyday lives.

What’s Next for Back on Track?

Innovation remains a major focus for the company.

One area receiving significant attention is Cool on Track®, a cooling technology designed to help people, horses, and pets cool down through evaporative cooling without the use of chemicals or freezers.

The company is also continuing to expand its sports medicine offerings through Strapz®, a line of mobility braces and supports, and Coppertex®, a collection of copper-infused products designed to support healthy skin and connective tissue.

Looking ahead to the coming seasons, Back on Track is preparing to expand its Outtrakk Collection with new men’s and women’s water-repellent riding coats and outdoor sporting apparel.

A Final Thought

Before our conversation ended, Jim shared two principles that have stayed with him throughout his life:

“You are what you eat.” And, “You are who you are when you’re alone.” For Jim, both ideas come back to intentionality. The care we invest in ourselves, our animals, our businesses, and our communities ultimately shapes what we become.

It’s a perspective that feels particularly relevant today. The equestrian industry has always been built by people who care deeply, work hard, and continue showing up for one another.

Brands like Back on Track are a reminder that behind every product is a story, and behind every story is a community that helps keep our industry moving forward.