Let’s talk about bit marketing.

Marketing is the art of making a product look as appealing as possible to sell it. That’s it. Keep that in mind as we dive into the world of bits.

When you walk into the tack store and browse the bit wall, maybe you pick up a few, read the tags, and think, “Wow, this one sounds perfect for me and my horse!” But—do you really know how it works? Do you think the manufacturer does? Do you believe the seller actually cares?

In most cases, the answer to all three is: no.

Now I know what you’re thinking—“I’ve been riding horses forever. I definitely know how bits work.” But ask yourself this: where is that knowledge coming from? Have you ever questioned it?

These are the tough conversations I have with nearly every one of my clients. And trust me, it’s a hard pill to swallow—realizing that you may not know what you thought you knew.

The Unregulated World of Bit Marketing

Here’s the truth: there is no governing body overseeing bit manufacturers or holding them accountable for how they market their products. That means brands can make all sorts of claims—no matter how exaggerated or flat-out false.

You’ve probably seen horse products online (especially in Facebook ads) and thought, “That can’t be true.” You’re right. Many of those ads are designed to sell, not to educate. And bits are no exception.

Buzzwords like lift, bend, self-carriage, and rate are slapped onto packaging to grab your attention. These terms are emotionally and performance-charged, but they often mean nothing in terms of actual mechanical function.

And it’s not just casual riders falling for these schemes—trainers, vets, and professionals also fall victim to flashy marketing.

What Can You Do Instead?

When you’re looking to purchase a bit, your best bet is to consult a professional bit fitter—preferably one who is independent and not tied to any specific brand. If they’re actively selling bits on their website, they may not be as objective as you need them to be.

And remember, price doesn’t always equal quality. You don’t need to spend $200+ for a well-fitting, effective bit. Plenty of excellent options exist under $100 that will serve your horse just fine.

Key Considerations When Choosing a Bit

• Smoothness is essential: Avoid bits with twists, chains, rough edges, or visible weld marks. These can create pressure points and discomfort.
• Mind the thickness: A bit between 12mm and 14mm is ideal for most horses. Thicker bits can overwhelm the average equine mouth and cause tension rather than softness.
• Material matters—but it’s not everything: Saliva-promoting metals like sweet iron and copper can encourage softness and acceptance, but they are not a requirement. Comfort and mechanical soundness come first.
• Beware of rider-designed bits: Bits created or endorsed by professional riders are often designed for performance goals—not necessarily for mechanical friendliness or horse comfort.

Final Thought

The bit is one of the most misunderstood—and over-marketed—pieces of equipment in the horse world. But you don’t have to fall for the hype. Educate yourself, ask questions, and seek professionals who prioritize your horse’s comfort above all else.