Equine massage therapy is a young category within the fast-growing veterinary medicine support services community. This new business represented a chance to plant the flag in some early ground, with an eye to the future of the industry. This included naming the business, creating a proprietary process meme (O.A.T.S.--Observation, Assessment, Therapy, Support), logo design, and even writing a pledge that was adopted by the International Federation of Registered Equine Massage Therapists. Mission accomplished.