By Britney Grover
Portraits by Isabel J. Kurek
Alexandra Cherubini had just graduated from Bates College and was living in New York, working at a public relations firm in early 2000. “At the time, I was not riding, and I knew I had to figure out a way to get back to horses,” she said. “As I was walking down a New York City street one day, my thoughts raced about what was next for me. How do I find my way back to my passion? Then it became clear—an idea to combine my love of horses with my family’s background in the medical supply industry.”
Far from “horsey,” Alexandra’s family had a history in product development and technologically advanced materials that were being applied to the medical world. She grew up surrounded by innovation and familiar with many different types of materials—and by horses, thanks to a friend who took Alexandra riding at 12 and ignited a lifelong passion. “To this day, I always say that much to my parents’ dismay, I fell in love with horses and they always wondered when I would grow out of it,” she said. “Clearly, that never happened—and my mom still asks when I will stop!”
After making the goal to incorporate horses into her life’s work, Alexandra began researching materials used in the equine world. “What kind of materials were people using, in what type of application, and why? What was the purpose of it, and how could it be improved?” Alexandra asked. “What unsolved existing issues were out there that had been chalked up to tradition—‘That’s just the way things are?’ The development process we use today continues to ask the same fundamental questions and we continue to challenge what is considered the norm.”
From that beginning, EquiFit has grown into a company that is improving the equestrian industry through innovative design and materials, with products including ShouldersBack, D-Teq Boots, replacement liners to solve a variety of issues and many more. Alexandra not only succeeded in building the company she dreamed of, but she succeeded in shaping her life and career around horses. She rides as much as possible, showing in the Low Amateurs mostly at the Winter Equestrian Festival as she trains with Linda Langmeier of Kelianda Farm.
“I have been so fortunate, I’m not sure where to begin! I’ve had the privilege of meeting and working with the most incredible people and horses. EquiFit has taken me all over the world, and I love to experience new cultures, new challenges and new food, and to meet new people,” Alexandra shared. “I wake up every day extremely grateful that my office view overlooks my horses out grazing and that I am surrounded by other incredibly smart, talented, ambitious women in an industry that I am so passionate about. I am very mindful that this isn’t the case for most, and am so thankful every day for the support of our industry.”
Alexandra values being able to break down barriers for up-and-coming women entrepreneurs, and creating a supportive, inspirational environment for herself and other women around her. She enjoys collaborating with her team and other entrepreneurs, and even allows customers to collaborate via CustomLab to design their own products. “We love seeing what they come up with,” she said. “We always strive to give our customers the best experience possible, and are constantly making changes to improve upon that.”
Learning, whether from books, blogs and podcasts, from others or even from mistakes, is a core part of Alexandra’s success—and her advice to others. “You can learn more from your mistakes than a quick success. If things don’t go as planned, lessons are learned,” she said. “Don’t be afraid to walk away from a project that isn’t working and apply what you’ve learned to the next project. Be willing to receive feedback and receive it with grace. Ask for feedback, and ask for it often. It’s a key part of growth and emotional intelligence.”
Her other advice includes trusting your gut, talking to as many people as possible, asking questions and to keep learning from anyone and anything you can. And, finally, “Life is short,” Alexandra said. “Enjoy it.”
For more information, visit equifit.net
Photos by Isabel J. Kurek, www.isabeljkurekphotography.com
