Today we’d like to introduce you to Jon Conklin.
Hi Jon, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Jon Conklin is the founder of Draw It Out® Horse Health Care Solutions, along with related brands including ShowBarn Secret®, K9 Advanced™, and Dalo Acres Animal Sanctuary.
The company started from a simple belief: real riders deserved better products built for real barn life, not flashy marketing or influencer hype. What began as a practical solution for horses has grown into a family of naturally derived equine and canine care products focused on recovery, comfort, grooming, skin support, and everyday animal wellness.
Over the years, Draw It Out® has grown by staying close to the people who actually use the products: horse owners, trainers, farriers, dealers, and everyday riders who care deeply about their animals. The brand has expanded through innovation, dealer relationships, consumer demand, and a constant focus on quality over noise.
Today, Draw It Out® continues to build products with purpose, discipline, and care. The mission is still the same as it was in the beginning: help riders take better care of the animals they love with products they can trust.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it has not been a smooth road, but I do not think it is supposed to be.
Building a business in the horse industry means learning every lesson the hard way. There have been manufacturing challenges, cash flow pressure, inventory problems, freight delays, packaging issues, difficult partnerships, and plenty of moments where the easy thing would have been to quit or cut corners.
One of the biggest challenges has been trying to build something real in an industry that often rewards noise more than substance. We have never wanted to be a hype-driven brand. We wanted to build useful products, earn trust one customer at a time, and serve the riders and animals that actually depend on what we make.
There have also been hard lessons in business relationships. Early on, I believed that if I was generous, fair, and worked hard to make partnerships better for the other side, that same loyalty would come back. It does not always work that way. Those lessons made me sharper, more disciplined, and much clearer about protecting the brand, the mission, and the people who rely on us.
The challenges have shaped the company. They forced us to become leaner, more focused, and more intentional. Every setback made the standard higher. Every hard lesson made the business stronger.
Alright, so let’s switch gears a bit and talk business. What should we know?
Draw It Out® Horse Health Care Solutions creates naturally derived care products for horses, dogs, and the people who care for them. Our product line focuses on practical support for recovery, comfort, grooming, skin care, hoof care, and everyday barn life.
What sets us apart is that we build for real riders, not trends. Our products are developed with a deep respect for the animals, the people doing the daily work, and the realities of barns, trailers, show grounds, muddy pastures, and long seasons on the road.
Draw It Out® is best known for our liniment gel and recovery-focused horse care products, but the company has grown into a broader family of brands, including ShowBarn Secret®, K9 Advanced™, and Dalo Acres Animal Sanctuary. Across all of it, the mission is the same: make high-quality, thoughtful products that help people take better care of the animals they love.
Brand-wise, I am most proud that we have built this company without chasing hype. We focus on product quality, customer trust, dealer relationships, and honest storytelling. We care about the everyday rider as much as the big winner, and we believe loyalty is earned through consistency, not noise.
At the core, Draw It Out® is a brand built on innovation, hard work, and deep care for animals. We are still growing, still learning, and still trying to raise the standard for what animal care products can be.
How can people work with you, collaborate with you or support you?
People can support us first by using the products, sharing honest feedback, and telling other riders when something works for them. Word of mouth has always mattered more to us than hype.
We are always interested in working with real riders, dealers, trainers, barn owners, rescues, farriers, and animal care professionals who genuinely care about the animals in front of them. The best collaborations for us are practical, honest, and rooted in real use, not staged influence.
Retailers and tack shops can work with us by becoming Draw It Out® dealers and helping bring our products to more horse owners in their area. Riders can support us by asking their local stores to carry Draw It Out® and by sharing their real experiences with our products.
We also care deeply about animal welfare through Dalo Acres Animal Sanctuary, so support can extend beyond business. Anyone who believes in better care for horses, dogs, and animals in need is aligned with the heart of what we are building.
The best way to collaborate is simple: be genuine, be useful, and care about the animals first. That is the kind of relationship we value.
Pricing:
- Products are available directly at drawliniment.com.
- Retail pricing varies by product, size, and formula.
- Our flagship 16oz Draw It Out® Liniment Gel retails around $35.45.
- Dealer and wholesale opportunities are available for approved retailers.
- We also offer seasonal promotions, product bundles, and limited-time stock-up opportunities throughout the year.
Contact Info:
- Website: https://drawliniment.com
- Instagram: https://www.instagram.com/drawitoutusa/
- Facebook: https://www.facebook.com/DrawItOutLiniment/
- LinkedIn: https://www.linkedin.com/company/dio-inc
- Youtube: https://www.youtube.com/channel/UCB3W4bTn0KiPtYsOzvD9HXg
- Other: https://drawliniment.com/pages/jon-conklin
