The head of a black horse that has been brushed and turned out perfectly

Our Team

Smart Grooming is a worldwide leader in equestrian turnout, grooming and show preparation products. Growing the brand with care and feedback has given substance and sustainability to our unique collection. We deliver innovative, high quality, trusted products and humane methods to equestrians across the globe. 

Smart Grooming are leaders in inspirational and informative social feeds, targeted sponsorships, and partnerships, to enhance equestrian learning in a positive direction.

The team at Smart Grooming is headed up by Victoria Goody, the Brand's founder and supported by four staff members. Our office team are all equestrian enthusiasts, a key requirement for being part of our workforce!


Victoria Goody

"My passion for horses and ponies stems from very early days as a little person just wanting to groom, love and be around them.  This has continued to entwine itself in so many avenues of equestrianism as the years have passed. With a background in marketing and sales as well as being involved as a rider, instructor, business trader, and brand owner, I have been fortunate to steer my business interests around my love of horses.

The day- to-day practicalities of horse ownership gave me the inspiration behind the brand as well as the passion to bring kind and humane designs for grooming and tidying.

When I’m not in the office I can be found in the stables, riding, garden creativity and exploring the countryside."

Favourite Smart Grooming Product
They all mean so much to me, but for me personally it would have to be the Smart Tails rake.  This was the first product and reason I started the brand.  To bring a kinder way to tidy tails and manes.

marketing manager

Jess lane-brown

"I have worked in marketing for over a decade. My passion has always been to ride and compete, so it's been a joy to join the Smart Grooming team, where horses and their welfare are at the centre of everything! My main responsibilities are to spread the word of Smart Grooming, so that people can always find the best grooming products for their horses. "

Favourite Smart Grooming Product
Lavender Splosh Wash

social media manager & sales co-ordinator

Daisy Conibear

"I started working at Smart Grooming in April 2022. Having been riding and competing ponies in the show ring from a young age, being able to combine my passion with work was a win win! When I’m not in the office, at a trade show, or creating our social media content you will usually find me competing with my team of native ponies."

Favourite Smart Grooming Product
Enhancing Gloss, Super Shine or Strawberry Shampoo (I can’t choose one!)

trade sales manager

Alice Cherry

"I previously worked with showjumping horses, where I was lucky enough to ride and care for some outstanding horses including a Hickstead Derby winner. I attended CSI4* shows in France, Belgium and Spain, where I always took great pride in turning horses out for the ring. I started at Smart Grooming in September 2021. On the weekends you’ll find me with my Irish sports horse, JJ. He still thinks he’s a six-year-old, despite being in his early twenties!"

Favourite Smart Grooming Product
Super Groomers, but I also love a bit of shine, so Gloss n Go is a close second! 

Sales, Procurement Co-ordinator and Office Manager

Emily Eltringham

"I was a Smart Grooming customer long before I joined the team in 2021. I am a bit of an allrounder in the office, but my main responsibilities are stock control, sales and the smooth running of the office. In my free time, I enjoy competing with my two horses in a variety of disciplines and pampering my youngster Max."

Favourite Smart Grooming Product
My favourite product is easily the plaiting mousse! I love having very tidy plaits and this product is a game changer! A very close second is the Xtreme Detangler.

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