Building Brands & balance: Ina Forssén CEO of Pomme

In our latest episode of the Equestrian Adult Amateur podcast, we had the pleasure of sitting down with the incredibly inspiring Ina Forssén, the founder of POMME and co-founder of Amiko and Friends. Ina is someone who doesn’t just talk about shaking things up in the equestrian world—she’s living it.

Ina grew up in the saddle and, like many of us, always had big dreams. One of them? Creating a fashion-forward equestrian brand that actually reflected her style. In 2019, that dream came to life with the launch of POMME, a colorful, modern, and bold brand that’s anything but traditional. Of course, starting a business is never easy—and doing so right before a global pandemic brought its fair share of challenges. Between product delays and navigating a market that doesn’t always embrace change, Ina and her business partner, Pernilla, had to get scrappy, stay grounded, and keep showing up. And while their bold approach to marketing attracted a loyal following, it also brought criticism—especially on social media.

What impressed us most about Ina was her ability to stay true to her vision despite the noise. She shared openly about the realities of being a working mom, a rider, and a business owner—and how she juggles all of it by focusing on what matters and leaning on her support system.

Most recently, Ina and Pernilla launched Amiko and Friends, a membership-based platform offering premium equestrian products at more accessible price points. Their mission is rooted in transparency, affordability, and the belief that everyone deserves access to beautiful, functional gear—without the luxury markup. It’s community-driven, forward-thinking, and incredibly refreshing.

This episode is all about pushing boundaries, showing up as your authentic self, and redefining what success looks like in and out of the ring. Ina’s story is one of resilience, creativity, and not being afraid to take a different path—something every adult ammy can relate to.

If you’ve ever felt like you don’t “fit the mold” of the traditional equestrian, you’ll feel right at home with this episode.

As always, thank you for listening—and remember to protect your peace and lift up your community. 💛