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Meet Sterling Berry of AIM Equine Products

Today we’d like to introduce you to Sterling Berry.

Sterling, can you briefly walk us through your story – how you started and how you got to where you are today.
My Mom and I started AIM Equine in September of last year. My uncle is a polyurethane manufacturer in Colorado, and Mom mentioned the potential to apply his new polyurethane material to the equine industry, which she and I grew up in and are still active in today.

After a bit of badgering on her part, I went down to Wellington, Florida to meet with her and my uncle in March. We had a great meeting and I started to put the business side of the company together – LLC, patent, logo, website, etc. We launched in September and have been attending conferences, expos and horse shows across the country to get the word out about our products!

Although my Mom and I are both co-founders, I consider her the product developer and she is always coming up with new ideations for the material! Right now we are focused on our Half Round, which is a hemisphere that is applied to the horses’ hooves at night to relieve soreness, pain, acute lameness, etc. It’s like Dr. Scholl’s insert for horses!

We are both very excited to have created an equine company that creates products that help our hardworking, competition partners – the horses! My Mom competed in everything from Barrel Racing to Amateur Owner Hunters all throughout school and has also been involved in the Thoroughbred industry.

For the last twenty years, she has concentrated on Dressage and breeding sports horses. She currently co-owns OTJ Sporthorses, a premier facility for raising young horses located in Maple Park, IL. She travels to Wellington in the winter to enjoy all the equestrian mecca has to offer.

I started riding at age five and have enjoyed everything from Pony Club Rallies to USEF/Pessoa Hunter Seat Medal Finals to IHSA Competition with Miami University. I worked at the United States Hunter Jumper Association straight out of college and continue to enjoy the sporadic opportunities to ride while working full time and launching AIM!

Has it been a smooth road?
I think it’s a massive struggle to create a company from scratch, especially when you have never done it before! Although we are very new in our journey, I continue to marvel at how there are no “right” answers when making your own business decisions, and that you must do really good research and trust your gut.

The biggest thing we are struggling with right now is making impressions on consumers and balancing those efforts with our startup cash flow.

So let’s switch gears a bit and go into the AIM Equine Products story. Tell us more about the business.
AIM Equine utilizes an American-made material that revolutionizes the equine products industry. This unique material has many applications for the equine industry, beginning with orthotics and expanding into more product lines soon.

We are very proud to be a family held company that only sells American made products. American manufacturing is something that runs deep in my family, and we are proud to continue to carry that torch.

What sets us apart from other equine orthotics is the fact that our Half Rounds are highly reusable and dead simple to use. The unique polyurethane material we use returns to its original shape after each use, making sure that the horse has a custom fit every application.

It is also foolproof to apply and only requires one other product for the application, as opposed to other hoof packing/orthotic materials that require gloves, curing time, application tubes, etc.

How do you think the industry will change over the next decade?
The equine industry is fascinating because it is so stuck in the past! Technology is something that has just started making equestrian’s lives easier, and I am very interested to see how the advancements will continue to grow and revolutionize the industry.


  • Pair of 3″ Half Rounds – $125
  • Pair of 4″ Half Rounds – $135
  • Pair of 5″ Half Rounds – $145

Contact Info:

  • Website:
  • Phone: 630-337-8014
  • Email:
  • Instagram: @AIMEquine
  • Facebook: @AIMEquine

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