Covering the people and business that shape our industry, W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.
The Source



Lua Oas Southard Named a 2010/2011 Professional Woman of the Year

Lua Oas Southard, CEO of Equine Resources International, LLC (ERI) of Kennett Square, PA, was recently named a 2010/2011 Professional Woman of the Year by the National Association of Professional Women (NAPW). Lua was chosen by the organization’s Board of Directors based on her outstanding leadership and commitment to her profession.

“I am honored to be recognized among some outstanding professional women that I truly respect and admire,” said Lua Southard. “I have worked in the equine publishing industry for many years and am very passionate about what I do.”

Lua’s publishing, marketing and advertising career began in 1969. In 1973, she helped launch what is now the largest English-riding national publication Practical Horseman. For 11 years, Lua was the President and CEO of Southard & Associates, one of the nation’s largest equine-oriented advertising agencies.

In 1991, Lua returned to the publishing industry and worked for Cowles Magazine. During her six-year tenure at Cowles, Lua was, among other things the publisher of Practical Horseman. She also served as the Director of Equine Marketing for all of Cowles equestrian titles and forged a joint marketing agreement between Cowles and the American Association of Equine Practitioners for a 400-page book, titled Horse Care, published by Horse & Rider magazine.   

In 1997, Lua went back to marketing and started ERI, where she remains the CEO and owner today. ERI provides Public Relations and Marketing services to manufactures, individuals and organizations in the horse industry. They have a client list that includes top industry names including Pfizer Animal Health and the American Equestrian Trade Association (AETA). ERI also writes a monthly column for Equestrian Business Monthly in Norfolk, United Kingdom. The column focuses on the equine trade/retail industry in the United States from an American perspective.  

Lua is a past president of the American Horse Publications, a national and non-profit association dedicated to promoting better understanding and communication within the equine publishing industry. In 2005, she was the winner of the AHP Chris Brune Spirit Award.

Lua also served for two terms on the National Western Heritage Month Board, is currently a member of the National Association of Professional Women, the Women’s Horse Industry Association, and is the Executive Director of the American Equestrian Trade Association.

Lua’s expanded profile is published and linked to the NAPW homepage at www.napw.com. Her biography is available to media, press, as well as any other associations or societies to which she belongs.

NAPW is an exclusive network for professional women to interact, exchange ideas, educate, and empower.  NAPW members enjoy a wealth of resources, benefits, and services dedicated to enhancing their lives and promoting their businesses and careers. NAPW provides seminars, podcasts, webinars, keynote speakers, and educational tools, fostering critical skills that enable their members to achieve personal and career success.