About Us
After she foaled and needed to come back into work, she needed help rebuilding her core. Back, abdominals, balance, the muscles that let a horse carry itself, and a rider, without compensating.
I looked for something to train her with. I bought what was on the market, an elastic band system from overseas. And I saw it right away: the method worked. Eydis got stronger. She moved better.
But I also saw something else. This could be done better.
From one Icelandic mare to a Swedish brand
Icelandic horses were my way into this world. That's where the idea for CORE by D was born.
But the more I worked on the product, the clearer it became. The challenge is the same for every horse. Large or small. Young or older. Sport or leisure. A horse that gets help activating its core moves better. That's it.
So I set out to build what I wanted to use myself, a saddle pad that works in real life. Well-made, durable, built to last for years. With clip fastenings that let you attach elastic bands when the session calls for them, and take them off when it doesn't.
A saddle pad you use every day,
that becomes a training system when you need one.
From horse taxi to a training system, and how Fredrik came in
The company didn't start out looking anything like it does today. Originally, we sold saddles for Icelandic horses and ran a horse taxi. It worked, until the pandemic arrived. Suddenly it was hard to keep things going. Even harder to stand out.
That's when I asked Fredrik for help with marketing. We got introduced by a mutual business-connection, and I quickly realized he was someone I could trust and grow with. He has a rare eye for what makes a product resonate, the photography, the film, the visual storytelling and the tools to make it happen.
When Eydis needed training support and the idea for CORE by D began to take shape, it felt natural for Fredrik to come along. The company found a new direction. We found a new way to work.
We're very different. I push forward. He pauses and thinks. The company is better for both.
What we believe
- We believe in training that works on a dark Tuesday evening in the mud, not just on a sunny Saturday at a perfect facility.
- We believe in training that's simple to start. In the idea that a horse given the right help to use its body will stay sound longer, feel better, and be more enjoyable to work with.
- We believe in being honest about what the research actually shows. Elastic band systems are a method with a growing body of peer-reviewed research behind them. We don't claim our product solves problems. We say it supports a method that's well established, and that we've designed it so more people can and want to actually use it in daily life.
What we'll never do
- We'll never compromise on quality to lower the price.
- We'll never make claims about results we can't back up.
- We'll never make the product so complicated that only professionals can use it.
CORE by D is built for the rider who loves their horse, wants to do right by them, and lives an ordinary life with work, family, and limited time. It's for the person who knows that a good Tuesday evening at the barn matters more than a picture-perfect Sunday.
It's for Eydis, and for every horse after her.