The founders of Cavalleria Toscana Jonathan Sitzia and Alessandro Ambrosino are former paratroopers carabinieri. “We come from the military world, we have been in the special departments of the weapon for seven years,” says Sitzia. They met in the department of Tuscania, which has had a sports skydiving department since 1976. “Between one launch and the next, we discovered that we have a common passion, horses. We studied the sector and realized how static it was, but also with important business opportunities ». founded in 2008, Cavalleria Toscana is today a limited liability company based in Montecatini, a brand specialized in sportswear for equestrian sports and accessories for jumping and dressage. It has a turnover of 15 million euros and is enriched with an Academy to train top athletes and has clients with important names, including Jessica Springsteen, Jennifer Gates, Athina Onassis and Georgia Bloomberg
The increase in membership
The four annual collections are designed by Alessio Meoni, one of those “toscanacci” who started his career training in small companies where “you have to do everything more”, from creating the style to the hem of the pants, from the cotton shirt to the technological fabric. “Now that I’m 50, I’m going to put everything I’ve learned to good use,” he says. Cavalleria Toscana stands for luxury, technology and comfort. “Horse riding is a sport that requires availability,” continues Sitzia. Anyway, in this time of pandemic, the membership of the FISE (Italian Federation of Equestrian Sports) has increased by 53% in one year (2020-2021) to 170 thousand unitsuntil. The outdoor features of horseback riding are encouraged through the promotion of recreational recreational activities (also due to the birth of new hippocamines), the major events.
The agenda is full, from the next appointment with Piazza di Siena (2022 edition planned from 25 to 29 May) at the European Endurance Championships. Then, the Italian Champions Tour, the jumping circuit for teams launched by Fieracavalli, FISE and Arezzo Equestrian Center, four stages where the pairs compete for a total prize money of 150,000 euros. The supply chain that revolves around the world of stables is an important reality, it generates an induced activity that can affect national GDP by up to €3.2 billion (data from Luiss Business School-Fise) between horse care and events. In this context, Cavalleria Toscana has created its identity.
“We also dress the horse”
«We dress not only Amazons and riders, but also the horse. Let’s consider the binomial. We produce exclusive garments with technical aspects and functional performance with sporting activity,” says Meoni. The three-button jacket loses its traditional rigidity to ensure freedom of movement. The pants become very elastic. “Compared to other sports, athletes wear their uniforms for most of the day. They have no way of switching between races. It is important that the garments are breathable. We use innovative technical fabrics without forgetting the elegance of “made in Italy” », Meoni recalls.
The company matters today 300 outlets from the US to the United Arab Emirates and projects like the Academy “We work with nutritionists, mental coaches, osteopaths, as well as veterinarians and marketing specialists to take the binomials to the highest level of sports performance”. Meanwhile, Cavalleria Toscana paraded the S/S22 collection on the occasion of the presentation of Fieracavalli that took place at the Equestrian Center in Arezzo during the Toscana Tour 2022. The Veronese event, now in its 124th edition, returns to its original format of four days, from 3 to 6 November 2022 in Veronafiere. The most important international fair dedicated to the equestrian world reinforces the sports program with the finals of the national jumping circuits 124×124 and the Italian Champions Tour, then the Longines FEI Jumping World Cup Golden Gala, with internationally known artists and great costumes. In Verona we will also talk about the experimental project Riding the Blue, coordinated by Professor Leonardo Zoccante to deHippotherapy by the National Health Service as a Practice for the Treatment of Autism Spectrum Disorder in Children And the fair will be broadcast live on Cavalleria Toscana’s social channels.
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