GumBits is Now a Growing Business

The business for GumBits is growing and mostly through word of mouth, although Elizabeth Kane and Shereen Fuqua’s new product is now sold in a limited number of tack stores. Since GumBits is produced by an Atlanta-based business, Kane is able to keep close watch over the production process.

Thus far, the marketing for GumBits has mostly targeted the dressage world, but Kane said they’re working on a strategy to reach out to other equestrian disciplines. She sees no limit to the market for GumBits. “It’s not just a way to solve the problem of teeth grinding. It also encourages that chewing activity that we all want. It helps them salivate and softens the mouth,” Kane said. “It’s wonderful stuff and it’s amazing to me that someone else hasn’t done this before. I think about all these manufacturers who come up with different designs for bits and this is something that really was so simple.”

And what of the mare that inspired this whole new business operation? Well, last year, Kane sold Magie Noir to young rider Bonnie Efird, 17, who loves Magie with a passion. And why not? The pair have been cleaning up in horse shows. “Bonnie just hit the ground running with that mare. She just amazed me,” Kane said. “And she’s a nice, nice young lady. The best part of this whole thing to me has been getting to know that family. Her mother and her father are the most delightful people.”

But, of course, the real question everyone wants to know is this – did Kane’s GumBits solve Magie’s problem? “It certainly did. I used it every single day with Magie and I haven’t heard that horse grind her teeth for maybe two years. I really owe a lot to her. If it hadn’t been for Magie, I wouldn’t have gone down this road.”

Check out these locations where you can purchase Gumbits
For more information about GumBits, check out their website at gambitatlanta.com.