Safety is a growing concern in all sports, with the equestrian sector statistically more dangerous than most. Point Two USA hopes to make horse riding and competition a safer sport for all ages, riding levels, and disciplines with its innovative air vests, which use an inflatable air bag similar to those required in modern automobiles. Air vests are used to reduce the severity and frequency of injuries; however, no technology or equipment can eliminate all injuries associated with horse riding. After a strong entry in the United Kingdom in 2009, Point Two needs to formulate a comprehensive marketing plan for the larger U.S. market to expand its customer base to anyone getting on a horse who desires a safer ride. Its U.S. subsidiary has been primarily marketing with the same approaches used in the United Kingdom, heavily targeting English saddle riders in specific riding disciplines, such as eventing and dressage, both amateur and professional. The challenge for Point Two is how it can make headway in more mainstream riding markets, including recreation or pleasure riders, novice riders, and those who ride using Western saddles, which is very popular in the United States.