Paul Schockemöhle – stallion keeper, breeder, riding coach, sports manager, successful show jumper and Europe’s biggest horse dealer
Interview with Europe's biggest horse dealer
PS: Paul Schockemöhle
ITN: “You are a stallion keeper, a breeder, a riding coach, a sports manager, a successful show jumper and Europe’s biggest horse dealer. How do you see yourself?”
P. Schockemöhle: “I cover all facets of the equestrian industry and equitation business, from breeding, which I started on a large scale after German Reunification when I acquired a commodity in Mecklenburg, located directly on the A24, to rearing, training, auctions, sales and the sport itself. 25 years ago, I was much more involved in the training of riders, as I had more time than I do now. Several excellent horse riders started their careers at Gut Mühlen in Lower Saxony, including Ludger Beerbaum and Eddie Macken. When I fell during a tournament in Aachen in 1989, I had to stop riding myself. The first years after the accident, I suffered from severe health problems, and I have not been allowed to ride a horse since. I have tried several times, but I cannot do it.”
ITN: “Does that make you sad?”
P. Schockemöhle: “Well, I am very busy. At the end of 1991, I purchased Gut Lewitz in Mecklenburg-Western Pomerania, and in the beginning I was focused on instructing the new employees. Over the years, the riding stable transformed into a breeding, trading and training stable. It is not so sports-oriented any more. Europe-wide, Lewitz is the biggest breed, drawing on a big pool of stallions. In addition to this, I am a member of the board of directors and advisory boards of several companies. Yet my heart beats for horse keeping.”
The Lewitz breeding facilities are the largest in Europe
ITN: “In 2010, you purchased Totilas. The price is presumed to range between ten and 15 million EUR. Why did you buy a horse for so much money? By far, the sum exceeds all the prices that have been paid for a horse. Was it a personal dream of yours or an acquisition to enhance the image of your business?”
P. Schockemöhle: “I have seen many very good horses in my life. Yet I have never been as enthusiastic about a horse as I was with Totilas. Totilas is an exception. He is gifted, and at that time, he was the best breeding horse in the world. I own one of the most important stallion and covering enterprises in Europe, and I just wanted him. Of course, it was a lot of money. But in Ann Kathrin Linsenhoff, I found a very good business partner, and her son Matthias Alexander Rath is the ideal rider. Everything is going very well, apart from the last European Championships. We were very unlucky as Totilas was suffering from a hoof abscess. But I am absolutely sure that he will be able to build on his former success again soon.”
The Mühlen premises are located in the German province of Lower Saxony
ITN: “Some years ago, you started an online foal market. Is that working out?”
P. Schockemöhle: “I started the online foal market three years ago. It is a service for breeders and, accordingly, our customers. However, we do not offer our own foals online but the foals of the breeders using our stallions. This service is free of charge for them. We show a picture of the foal along with the address and phone number. Therefore, people looking for a foal can choose from the pictures and then get in touch with the owner. This system is working very well.”
ITN: “Does an elitist industry such as equestrian sports depend on economic fluctuations, too? Has your business been affected by the crisis 2009/2010?”
P. Schockemöhle: “2009 was an extremely difficult year for the horse industry, but also for the shipping and plastic industry, where I am involved, too. The situation is better now, though. Top horses always sell well. Instead, a crisis influences the sales of ‘normal’ horses. They are still difficult to sell. Good breeding and good training are essential to good sales. Without good training, good breeding is worthless.”
Aerial view of the Lewitz property in Mecklenburg-Western Pomerania
ITN: “Is the success of your breeding company based on your popularity and your name?”
P. Schockemöhle: “We sell many horses, and within this volume we cannot always find new customers. This means that many of our customers are regular clients who are satisfied with our service.
We offer an unparalleled selection, and in case someone is looking for a horse, there is a good chance he will find one. Nevertheless, even if it becomes clear after a while that it is not the right horse, you can bring it back to us. In a way, buying a horse is like entering a relationship. You might believe that you have found the right partner, but when living together, you suddenly discover that it does not work out. Even if the first choice does not lead to success, our customers know that sooner or later they will find the right horse. Smaller breeders are not able to offer such a service. This is an important competitive advantage for us. Also, we are known worldwide, which is another benefit. Finally, we are able to offer our clients all services from one source, from the covering station, to breeding and rearing, training, sports, sales and management on a highly professional level.”
ITN: “The equestrian market is very export-oriented. What are your most important export markets?”
P. Schockemöhle: “We sell around 90% of our horses to foreign customers. We are a global player. The USA is a very important market as European horses are in high demand there. Asia with China, Japan and Korea, the Arabian countries and Mexico are also interesting markets. In Europe, we focus on Great Britain, Italy and Spain.”
In 2010, Paul Schockemöhle bought Totilas for over ten million EUR
ITN: “What do you expect from the market within the coming years?”
P. Schockemöhle: “There is a strong trend towards top horses. This is also true for other countries such as the Netherlands, Belgium and France. In recent years, these countries really caught up in breeding. In some respects, the Netherlands is already ahead of us. But I still believe that the best horses are bred in Germany.”
ITN: “What will become of Paul Schockemöhle breeding once you retire?”
P. Schockemöhle: “With regard to breeding, I still take many decisions myself, but concerning our sales activities, our staff is very self-reliant. Good staff is crucial to success in our business. I spend around 20% of my time finding good personnel.”
ITN: “What are your personal ambitions for the coming years? What would you like to achieve with your breeding company?”
P. Schockemöhle: “I would like to improve the breeding process. Many of our horses have already proven the quality of our breeding even in international tournaments. But I see more potential for improvement. That is why I bought Totilas. I am 66 years old now, and I do not have any big new projects at the moment. I have to admit that I am not that much driven by expansion as I used to be. Now, I prefer to get better at the things I do. My job is my passion, and I would like to continue it for another while. But: You never know. I am thinking about a successor, and I have started to organise things. Of course, I know that I am subject to the laws of biology, too.”
ITN: “Mr. Schockemöhle, thank you very much for talking to us.”
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