Saddle Up  in San Juan Capistrano  with American Horse Products

Saddle Up in San Juan Capistrano with American Horse Products

I’m about to date myself, but maybe not in the way you think. I grew up watching Mr. Rogers and Sesame Street. I missed out on the classic western shows of the fifties: like Gunsmoke, Marshal Dillon, The Roy Rogers Show. “Happy trails to you, ‘till we meet again,” sang the theme to Roy Rogers, wishing godspeed and goodwill to all who watched. That song came to mind when I stepped through the doors of the 11,000 square foot retail space that American Horse Products occupies in San Juan Capistrano.

IMG 5338Launched in 1999, right around the time Roy Rogers celebrated its 42 year anniversary, American Horse Products opened its doors to the public. Having recently sold their handheld computing company, it was a pivotal year for owners Jim and Diane Carter as they contemplated their next career path. "Diane’s love was horses and on occasion, she referred to me as her ‘Cowboy from Oklahoma,’ so it seemed a natural fit to pursue these possibilities in a new business,” opening their original 2000-square-foot store location that year in Laguna Niguel.

Pictrue3Diane was uniquely suited to stocking the store with products she had personally used and preferred. The pair also asked customers to help test products, a tradition they still employ today, to ensure that “if we were to provide a service to the horse community, we should offer merchandise that went well beyond their guarantees and provide a customer experience that would make folks want to come back.”

Toward that end, store associates are all horse people that “you can really talk to” about all things equine - from issues and concerns to products and more. As the company grew, the couple discovered that there was an even larger horse community just a few miles south in San Juan Capistrano so they expanded their family-run operation into an 11,000-square-foot space in the Capistrano Center in 2007.

Image 1That year, their eldest daughter Brooke graduated with a degree in Agriculture Business and Marketing from Cal Poly San Louis Obispo. After cutting her teeth in the industry for a few years, the team roping enthusiast came home to join the management team and currently serves as the store’s general manager.

Offering the largest inventory of English and Western products in Orange County, they’ll get you set up with everything from the newest turkey tail supplement, an upcoming Grand Prix at the Riding Park, or even a new trail to explore. Along with throwing out a “happy trails” to you each time you’re in, the knowledgeable staff will ensure they inject a little excitement into the equestrian world. Going so far as to install a corral at the San Juan Hills Golf Course, they’ve ensured that all the bases, and basics, are covered. From allergies to boots, breeches to hoof oil, they’ve got what it takes to make the trail a little happier, guaranteed.

American Horse Products is located at 31896 Plaza Drive, Suite C-4 in San Juan Capistrano. To connect with Jim, Diane, Brooke or their team, call (949) 248-5300 or visit