“Fewer boys are joining equestrian sports, and those who do often don’t stay. Apparel and clothing alone won’t reverse that trend. But a brand that sees them, supports them, and dares to challenge the norm can make a difference. That’s where we come in.”
— Peter Lundmark, Founder, Nine & Above Apparel AB
After many years in leadership roles within ice hockey, Peter has traded ice rinks for stables. Two very different sports, but with one shared challenge: norms and culture have long influenced who feels welcome. The difference? Ice hockey has managed to turn its development around. The number of registered female players has increased by 43% between 2021 and 2024.
In equestrian sports, the trend is the opposite. According to the Swedish Equestrian Federation, only 7% of members are boys or men (2024), compared with 15% in 2009.
Peter sees an opportunity:
“Equestrian sport is one of the world’s most versatile disciplines. It offers adrenaline, precision, emotion, and a unique partnership between horse and rider. The issue isn’t the sport itself – it’s the perception of it. It’s time to shift that perception among boys, parents, and society at large. Riding takes courage, staying in the sport shouldn’t. Horse welfare must always come first, but creating space for boys should follow closely behind.”
"Boys need more than half a shelf"
Peter argues that the industry carries part of the responsibility. Most brands still speak almost exclusively to girls and women – through imagery, communication, product design, and fit.
Nine & Above is focused on two priorities:
1. Visibility and recognition
Boys should feel part of the community – in images, in language, and in representation.
“If we want to change how the sport is seen, we need to change what people see.”
2. Products developed with boys and men at the center
Everything from anatomy and fit to design, materials, and detailing is created for them.
“Boys need, and deserve, more than half a shelf.”
Launching at SIHS - first collection available now
Nine & Above will officially launch at the Sweden International Horse Show, November 27–30 (booth C29). The first collection is already available at www.nineandabove.com
“We want to break outdated norms, inspire more boys to get in the saddle – and stay there. This is only the beginning.”
— Peter Lundmark
Press Contact
Peter Lundmark, CEO and Founder, Nine & Above Apparel AB
Phone: +46 70 5692383, Email: peter@nineandabove.com
Nine & Above is a family-owned Swedish brand dedicated to helping more boys and men choose equestrian sports – and feel proud as riders. We design, develop, and sell riding apparel and accessories exclusively for them. Our products are primarily manufactured in Europe using high-quality fabrics and materials. Our core values are Horsemanship, Trust, Progression, and Community. We sell exclusively through www.nineandabove.com, shipping from our Swedish warehouse to customers across the EU, Norway, and the United Kingdom. Follow us on Instagram: www.instagram.com/nine_and_above
Press Release: New equestrian brand challenges the stereotype that riding isn’t for boys
“Fewer boys are joining equestrian sports, and those who do often don’t stay. Apparel and clothing alone won’t reverse that trend. But a brand that sees them, supports them, and dares to challenge the norm can make a difference. That’s where we come in.”
— Peter Lundmark, Founder, Nine & Above Apparel AB
After many years in leadership roles within ice hockey, Peter has traded ice rinks for stables. Two very different sports, but with one shared challenge: norms and culture have long influenced who feels welcome. The difference? Ice hockey has managed to turn its development around. The number of registered female players has increased by 43% between 2021 and 2024.
In equestrian sports, the trend is the opposite. According to the Swedish Equestrian Federation, only 7% of members are boys or men (2024), compared with 15% in 2009.
Peter sees an opportunity:
“Equestrian sport is one of the world’s most versatile disciplines. It offers adrenaline, precision, emotion, and a unique partnership between horse and rider. The issue isn’t the sport itself – it’s the perception of it. It’s time to shift that perception among boys, parents, and society at large. Riding takes courage, staying in the sport shouldn’t. Horse welfare must always come first, but creating space for boys should follow closely behind.”
"Boys need more than half a shelf"
Peter argues that the industry carries part of the responsibility. Most brands still speak almost exclusively to girls and women – through imagery, communication, product design, and fit.
Nine & Above is focused on two priorities:
1. Visibility and recognition
Boys should feel part of the community – in images, in language, and in representation.
“If we want to change how the sport is seen, we need to change what people see.”
2. Products developed with boys and men at the center
Everything from anatomy and fit to design, materials, and detailing is created for them.
“Boys need, and deserve, more than half a shelf.”
Launching at SIHS - first collection available now
Nine & Above will officially launch at the Sweden International Horse Show, November 27–30 (booth C29). The first collection is already available at www.nineandabove.com
“We want to break outdated norms, inspire more boys to get in the saddle – and stay there. This is only the beginning.”
— Peter Lundmark
Press Contact
Peter Lundmark, CEO and Founder, Nine & Above Apparel AB
Phone: +46 70 5692383, Email: peter@nineandabove.com
Nine & Above is a family-owned Swedish brand dedicated to helping more boys and men choose equestrian sports – and feel proud as riders. We design, develop, and sell riding apparel and accessories exclusively for them. Our products are primarily manufactured in Europe using high-quality fabrics and materials. Our core values are Horsemanship, Trust, Progression, and Community. We sell exclusively through www.nineandabove.com, shipping from our Swedish warehouse to customers across the EU, Norway, and the United Kingdom. Follow us on Instagram: www.instagram.com/nine_and_above