It started with £10 and a horse called Ted
How On Track Marketing ended up being run by people who had already made every expensive mistake themselves.
The Golden Paste Company
In 2015, on maternity leave, Janine spent ten pounds on a batch of ingredients. Not for a business. For Ted, her own horse, whose hocks had gone stiff.
It worked. Friends asked for some. Then it went on Facebook.
That was The Golden Paste Company, and looking back, almost all of it was legally wrong at the start. No compliant labelling, no idea what could and couldn’t be claimed, no registrations. Which is exactly how the vast majority of businesses begin, whatever they tell you afterwards.
It went from that to a cottage industry to a million pound turnover, stocked through Battles and Pedigree and sitting on shelves across the equestrian and pet trade. It won innovation awards in pet and new product awards in equestrian. It earned BETA accreditation and NOPS approval, which outside the horse world means every batch was certified free of naturally occurring prohibited substances, so a competing horse could take it without failing a test. That is not a badge you talk your way into.
In September 2017 the company was acquired by I’Anson Brothers, a Yorkshire feed manufacturer with over 120 years behind it, and Janine stayed on as Managing Director. She stepped back as covid arrived, to be at home with two young children.
All of it was learned on the way. The website was built from scratch because there was no budget to pay anyone else. Same with Google Ads and Meta. Then came the things nobody warns you about. HACCP. Product development. What the Advertising Standards Authority will and won’t let you say. VMD and MHRA rules on supplement and medical claims. What a website is legally required to carry. ICO registration. The right insurance.
We know where the lines are because we crossed them first, by accident, and then had to learn properly.
My Expert Midwife
Eighteen months, and not the gentle kind. My Expert Midwife is a midwife-founded skincare brand, and the brief was to drive sales through the heaviest retail periods of the year while preparing a high-street launch into Boots and working out what Brexit meant for a product range built on regulated ingredients. Then covid arrived on top of all three.
The work ran across everything at once. Precision-targeted Facebook and Google Ads through Black Friday, Christmas and gifting, optimised in real time rather than set and forgotten. Custom Shopify landing pages built to match the campaigns rather than dropping paid traffic onto a generic product page. Brand-aligned photography, animation and video, because the ads were only ever going to be as good as the assets in them.
Underneath that sat the slower work. A three-year product development pipeline, built from campaign data and what customers were actually saying rather than what the category assumed they wanted. Registration of herbal ingredients. Labelling that satisfied the regulator and still read like something a pregnant woman would want to pick up.
Different sector, same job. Make the thing work, then make people find it.
Where the motorsport came from
This one goes back furthest of all. Janine met Darren in 2006 and married him in 2011, and motorsport came with him. Twenty years of it now, which makes it older than the agency, older than Golden Paste, older than everything else on this page.
Darren raced Autograss. Which is how Janine ended up racing Autograss too.
Then came James, obsessed with cars before he could reach the pedals. Janine started running his social and building his website. In 2022 he won the XKART Scholarship, a fully funded year in The Kart Championship for 2023. People noticed. XKart came on board, then teams, then other drivers, and The Kart Championship itself is a client now, which still makes us smile.
Now it’s Lucy’s turn. James’s younger sister has just started racing at Three Sisters, and she wants exactly what her brother has.
