I Built Hansen for the Women Who Are Meticulous at the Barn
For the women who believe the details are part of the care.
When you talk about branding and target customers, it can sound a little clinical. But over the past year, I've spent a lot of time thinking about who Hansen is for, what she values and why those things matter to the brand.
The truth is, I think I built Hansen for the woman I've always wanted to be. The woman I've become in many ways, but am still working toward. I don't think that version of myself will ever be entirely finished, and perhaps that's part of the point.
She might be a professional trainer, an adult amateur returning to the saddle, a junior rider determined to make every year count, or someone entering a new chapter of life with more time for her horses. Her circumstances may differ, but her values are much the same.
She is intentional. She is prepared. She pays attention.
And above all, she puts her horse first.
It Starts With the Horse
Motherhood has changed the way I think about almost everything. Every day, I measure decisions against whether they're in the best interest of my children. As I begin rebuilding my own life in the saddle, I find myself returning to that same way of thinking about my horse.
Why am I riding today? What am I hoping to accomplish? Is there a purpose behind the work I'm asking of him?
If I'm going to take an hour away from my horse's turnout, I want that hour to mean something. Not every ride needs to be ambitious or productive in the traditional sense. Sometimes the purpose is simply to enjoy being together. But I want to be conscious of the time I'm asking of him and have a reason for asking.
For me, putting the horse first isn't reserved for the big decisions. It's reflected in the smallest details of our daily routines, from how we prepare for a ride to the products we choose to use.
It's the standard I want to hold myself to, and the mindset I return to when I design for Hansen.
The Details Are Part of the Care
I'm particular about almost everything at the barn.
I'm the woman who cleans her tack after every ride, who might spend three hours at the barn and only thirty minutes in the saddle. I want to notice the little things. I want my horse's equipment to be cared for, his space to be clean and everything I need to be where I expect it.
I think many of us are like this at the barn, even if the rest of our lives look entirely different. We develop routines, plan ahead and take pride in being prepared. I hate rushing around my horse, so I work hard to leave enough time to do things properly.
There is a particular satisfaction in knowing the work has been done, even when nobody else will see it.
Why I Design the Way I Do
This is the mindset behind Hansen that I haven't always known how to articulate.
When I design a product, I'm thinking about more than how it looks. Will it fit in a tack locker? Will it protect equipment during travel? Is it practical for a groom to work with or straightforward for a braider to handle on a busy show morning? Have I accounted for the details someone might not notice until they need them?
I want our products to work with the way riders actually live and compete. They should protect the things people have invested in, preserve the work they've put into maintaining their equipment and make life at the barn a little more organized.
Presentation matters to me too. Beautiful things inspire joy, confidence and a satisfaction you can’t always put into words. Product development isn’t necessarily considered an art form but it is to me. Form, function, colour and texture are the foundations of my process.
The goal is to bring it all together: thoughtful design, practical function and an understanding of what matters to the person using it.
That understanding comes from being that person myself.
Hansen Is for Her
Ultimately, I think this is who I've been designing for all along.
I'm designing for the woman who already knows that the details matter.
She understands that good horsemanship extends beyond the saddle. It's in the preparation before a ride, the attention paid afterward and the small changes noticed because she knows her horse well. It's in respecting his time, caring for his equipment and making thoughtful decisions on his behalf.
She values products that are beautiful, but she expects them to work. She wants her equipment to reflect the same care she puts into everything else.
As I've grown, my understanding of what matters has evolved, and I'm sure it will continue to. But the foundation of Hansen has always come back to the same idea.
I built Hansen for the women who take their time at the barn seriously. The ones who prepare, who notice, who care about the little things and who understand that putting the horse first is more than a sentiment. It's a way of approaching the sport.