Meet Our Ambassadors


Kate Cowell

Discipline: Dressage

Kate Cowell (nee Attlee) is a professional International Dressage rider based in Malvern, Worcestershire. A regular competitor on the British and international Dressage scene, Kate produces and competes at Young Horse classes up to Grand Prix.

Kate represented Great Britain on numerous occasions as a Junior/Young Rider at the European Dressage Championships, winning Team Bronze in 2000 riding Westwell Jem. Moving out of young riders Kate continued her success and represented Great  Britain at Small Tour and Big Tour, winning a number of Internationals. Kate has worked hard to produce strength in depth to her string and now has an extremely strong power house of horses behind her and is in a unique position to forge forward in her career. 


Jay Halim

Discipline: Show Jumping

Jay is based in Burford, Cotswolds, at the stunning Shilton Edge Farm which is his base for breeding his elite performance horses, as well as training riders at all abilities from grass routes through to Olympians.

Jay is a familiar face on the 5* Global circuit with numerous wins and placings under his belt. He has achieved 35 wins to date and is ranked in the top 2000 riders on the FEI Longines rankings.


Carl Hester MBE

Discipline: Dressage

Carl Hester MBE first competed in equestrian events after taking up a job at the Fortune Centre in Hampshire before he joined Dr Wilfried Bechtolsheimer’s yard as a rider. Hester, who was born on the Channel Islands, made his Olympic debut at Barcelona 1992 - becoming Team GB's youngest rider to ever compete at the Games - and was named as the BOA Olympic Athlete of the Year for equestrian in 2011. He missed out on Beijing 2008 after injuries to two of his horses, but made amends when he won team dressage gold at London 2012, before adding a silver at the Rio 2016 Olympic Games.

Carl says...

British built, bespoke design, along with the highest level of safety whilst transporting my Olympic rides, is why I chose a John Oates Horsebox


Erin Orford

Discipline: Para Dressage

Double European medallist Erin Orford is a leading International Para Dressage Rider for Team GBR. A member of the World Class Podium Squad, Erin has competed both nationally and internationally for over 10 years, and is a familiar face on the circuit, with numerous titles to her name. As well as her success in Para Dressage, she has also ridden up to Advanced Medium at Regional level, taking her first able-bodied title in 2012, when she won the Home International at Elementary on Nirvana Morroko. 

Shortlisted for the London 2012 Paralympics, named as non-travelling reserve for both the 2014 World Equestrian Games and 2016 Paralympics, in 2017 a late call-up paved the way for her long-awaited Championship debut with Dior. The highlight of her career so far, Erin and Dior returned from the FEI European Championships in Sweden as Gold and Bronze medallists! 2018 saw Erin and Dior selected for the World Equestrian Games in Tryon, USA where Team GBR won the Silver medal.

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Anthony Clark

Discipline: Eventing

Anthony Clark international 4 star event rider based in Cambridge. Has a team of 14 horses ranging from young ones to advanced /4 star horses. Originally from Cumbria Anthony has been eventing for over 30 years at all levels having won national awards for foundation points 2011 & 2012 for professional riders. He has also been on the silver medal winning European 3 star team 2015, Nations Cup teams and team training lists and Show Jumps and does Dressage to Advanced level.

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Deborah Parkinson Wicks

Discipline: Para Dressage

Deborah Parkinson Wicks is a Grade II Para Dressage rider thoroughly enjoying life in rural North Shropshire, where she lives with her Husband, dogs, sheep and horses...including her very special mare Hope And Anchor. She successfully competes in Para and non-Para British Dressage and, thanks to the encouragement of those around her, has set her sights high for the future.

Deborah says...

I turned to John Oates Horseboxes when it became clear that I needed to step up from a trailer to a small lorry. Not having an arena at home, Hope and I travel to school and train five days each week and our journeys with a trailer were becoming at times perilous. The tour of the workshop was outstanding and, crucially, totally transparent. A short while after placing my order 'Kitty' was ready and waiting for me to collect! Painted in classic Porsche cream, my 3.5 Automatic Iveco is a fabulous and easy drive for a Para rider and gives Hope the smoothest of rides; she has never failed to load and always travels beautifully. The lorry ramp is light enough for me to operate and the groom area allows easy access, as well as plenty of storage space. 

Thanks to my John Oates lorry Hope and I travel safely to train throughout the week and, crucially, now travel with confidence along major roads to compete and have lessons which I could not do before. My lorry is my lifeline: without her there is no question that my ambition could not be fulfilled.

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Lucy Woolams

Discipline: Eventing

Lucy combine's riding and competing alongside looking after my young family, working for a large engineering company in Gloucestershire where she's lived her whole life. Lucy says she is a true amateur one-horse owner/rider, keeping her horse on DIY livery with no additional help. She's never had a ‘made’ horse, having taken great enjoyment and satisfaction through producing the few horses she has owned myself. 

I owned my first horse at the age of 16. He was an unbroken 3 year old from Ireland and I produced him up to Intermediate Novice level eventing with great success along the way.

Before I got a ‘proper’ job, I studied for my BHS exams and became a qualified riding instructor. Following the sale of my first horse, I produced another youngster from scratch. Having sold her with a successful CV to her name, I purchased my current horse, who at the time was another newly-backed 3 year old. 

 Lucy says...

When I first started out, almost 30 years ago, I had no transport and would rely on lifts from friends or even hack to rallies and local shows. The first independent transport I had was my Grandfather’s old estate car and a cattle truck which my Mum took me out in! Fast forward several years and to be the proud owner of a wonderful John Oates horsebox is beyond my dreams. It suits me perfectly and allows me independence alongside safety, comfort and functionality. It’s much admired and I feel very lucky to own and drive such a smart lorry. To be selected as a brand ambassador is a huge honour and I feel privileged to wear the John Oates logo both at home, out training and at competitions. 

Photo credit: Jasmine Punter

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Lucy Atkins

Discipline: Junior Show Jumper

Lucy Atkins is an affiliated Junior Show Jumper who lives in Gloucestershire with her parents, ponies, dogs, chickens and goats.  She has two jumping ponies, Min Matilda (Matilda) an Irish Sports Pony and Nantymynydd Prydferth (Priddy) a Welsh Section D.  Lucy started at the novice level of Junior British Show Jumping in January 2019 with Priddy and qualified for British Novice second rounds and went through to the final at the Nationals Stoneleigh.  In December 2019 we bought Matilda who had already qualified for the Newcomers Second round and at Onley Grounds Lucy and Matilda actually won the competition and qualified for the finals at Aintree (which would normally have been at Horse of the Year Show) a dream come true.  Lucy is now in her final year of juniors so is hoping to qualify for Horse of the Year Show again this year after which she will go into seniors.

Lucy says …..

We love our stylish 3.5 tonne John Oakes Horsebox as we were able to choose the features we wanted along with the safety design and qualify of build offered from John Oates.  The ponies load and travel so well they are always fresh and ready to compete.  Plenty of storage and a real head turner.  The box is also used for training events and personal lessons with my trainer Bex Mason - Dad loves the TV!