The UK’s foremost bedding manufacturer, BEDMAX, has just announced the promotion of Brent Adamson, who will take up the role of Head of Sales.

A highly experienced equine and racing industry specialist, for the last three years Brent has held the position of Racing and Thoroughbred Sales Manager for BEDMAX, with additional responsibility for International Sales.

Brent has a lifetime’s experience within the equine industry and an in-depth knowledge of the global horse bedding market. In this newly created position, he will take over responsibility for the company’s sales division, managing its UK-wide sales team, while continuing to proactively promote BEDMAX to the thoroughbred, racing and international markets.

As a manufacturer of the highest quality horse bedding, BEDMAX is an industry pioneer. It was the first company in the UK to produce tailor-made, dust-free shavings for horses, and today, with three production plants and a Royal Warrant for the supply of horse bedding to Her Majesty the Queen, it is the industry leader. Over the years, the company’s portfolio of products has evolved and expanded, and today includes BEDMAX, LITTLEMAX, STOCKMAX, FIBREMAX and HOTMAX.

With a diverse range of markets and an ever-expanding UK and International base of customers, for Brent this promotion is both exciting and challenging, as he explains:

“I am delighted to take up this position and I look forward to working with our great sales professionals to drive sales forward across all sectors. We have a hard won and loyal customer base and my aim is to work together with our team to achieve further growth across all markets. Without the commitment and support from our customers, many who have been with us from the outset, BEDMAX would certainly not be where it is today.”

“In terms of the health and well-being of the horse, it is increasingly recognised by all sectors of the equine industry that the bedding you choose for your horse is as important as the feed for your horse, and this is certainly the message which we will continue to spread.”

Brent started his career within the racing industry and rode as a professional National Hunt Jockey. This success was followed by 20 years of working as a specialist in the feed industry, where he held the position of Thoroughbred and Performance Equine Manager for a leading company. Now, working within the horse bedding industry, Brent’s key message is to constantly emphasise the important role bedding can play in the well-being of the horse.

BEDMAX Managing Director, Tim Smalley, welcomed this promotion and commented: “Brent understands the equine industry and has a proven track record of success and I am delighted to appoint him as Head of Sales. I know that his in-depth knowledge and vast number of acquaintances in the industry will be invaluable to the company’s future, as we take it forward.

In his new role, he will formulate sales strategies to keep BEDMAX competitive and innovative. His responsibilities will include overseeing and supporting our team of regional sales managers and identifying opportunities to develop sales in existing emerging markets. His key objective is to further strengthen our position within the equine bedding market and the wider equine industry.”

BEDMAX’s prominence in the horse-owning world is due to the way the product was created and has evolved in the 15 years since BEDMAX first appeared. The respiratory issues which often arose in stabled animals were put down to hay, and later straw, and the dust and spores which were produced. So, the BEDMAX approach focused on a carefully controlled product, from locally sourced pine timber.

BEDMAX shavings are quite literally, designer-made – engineered to be a mixture of large and small shavings, for respectively high-level comfort and absorption at lower levels. Part of the process includes drying to sterilising temperatures, and dust extraction, to ensure that the sources of infection and irritation are minimised.