SaddleBox, a monthly subscription box for horse owners, has seen remarkable success since launching this year. But its founder, Phil Van Treuren, says he never expected to start an equine-related company.
“I hadn’t even touched a horse until six years ago,” said Van Treuren. “That was when my daughter, Sophie, told us she wanted to learn how to ride.”
Today, Van Treuren and his family spend at least an hour every day with their horse, Dash, in Ohio. The idea for SaddleBox grew from the passion they’ve developed for all things equine.
Every month, SaddleBox sends subscribers a box of surprises for horses: treats, grooming products, supplements, and more. SaddleBox always includes something for owners, too, like equine-related books and tack care products.
“We try to make each box as fun as possible,” Van Treuren said. “We want the whole experience of opening the box every month to be enjoyable.”
Each month, one random SaddleBox subscriber also gets a special surprise in their box: Dash’s Golden Ticket, which includes a $100 gift card to Tractor Supply Company. It’s one more way to make each month’s opening “more exciting” for subscribers, Van Treuren said.
“Our goal is to make each box better than the last,” Van Treuren said. “We love when our subscribers contact us with ideas for how we can improve our service.”
Van Treuren said that SaddleBox goes the extra mile to make sure subscribers feel like they’re “part of a family.” He mails personal, hand-written thank you notes to new subscribers, and the company prides itself on responding to inquiries as quickly as possible.
Every SaddleBox subscription helps horses in need, too.
“My family and I made the decision that we would donate a percentage of profits each year to horse rescue organizations,” Van Treuren said. “Not all horses have a family of their own, and we want to support groups that help them find homes.”
In its first month of service, hundreds of founding subscribers signed up for SaddleBox.
“We were surprised by the number of early subscribers, but we’re working hard to make sure every customer feels like a valued member of our SaddleBox family,” Van Treuren said. “We’ll continue doing that regardless of how large our base of subscribers grows.”