Building Brands & Balance: Ina Forssén on POMME, Amiko and Friends, and Real Life In the Saddle I Ep 28

In this episode of the Equestrian Adult Amateur podcast, Alexis and I sat down with the incredibly inspiring Ina Forssén—the founder of equestrian fashion brand POMME and co-founder of Amiko and Friends. If you’ve ever dreamed of starting your own business, struggled to balance your barn life with your real life, or felt the pressure to fit into traditional equestrian style boxes, this conversation is for you.

Ina has been riding since she was a kid and always had a passion for fashion alongside horses. She wanted something more modern, colorful, and expressive than what she was seeing in the equestrian world—so she built it. In 2019, she and her friend Pernilla launched POMME, a brand that's now known for bold, high-quality designs and standing out.

But the road wasn’t easy. Launching right before the pandemic meant dealing with shipping delays, product challenges, and plenty of uncertainty. On top of that, Ina and her team faced criticism for doing things differently—especially online. Pernilla has received her fair share of unkind comments for simply being visible and confident in her marketing. But instead of backing down, they leaned in. They listened to their customers, stayed true to their brand, and kept showing up.

As a fellow adult amateur, I couldn’t help but admire how Ina manages it all—riding, running businesses, motherhood, and everything in between. She credits her supportive husband and staying focused on what matters most. It was such a refreshing reminder that while we may not be able to do everything, we can do the things that count—with heart.

Recently, Ina and Pernilla launched a new venture: Amiko and Friends, a membership-based platform offering high-quality equestrian products at more accessible prices. It’s their way of bringing transparency and affordability into a space that often feels intimidating or exclusive—and it’s all rooted in community, connection, and real-life rider needs.

This episode was a reminder that there’s space for more color, more creativity, and more realness in the equestrian world. Ina’s story is proof that carving your own path—no matter how unconventional—can lead to something truly special.