News Releases

Equine-assisted Business Launched to Help Organizations and Businesses Strengthen Collaborations

Fred Bueltmann, an entrepreneur, former brewery executive and expert in company culture, has joined with leaders in equine-assisted experiential learning to launch Red Horse Center for Collaborative Leadership. Red Horse is established to serve the mission of strengthening collaborations for the greater good by working with humans and horses, through mindful experiential learning and considerate leadership models to discover and empower positive change in the world.

Red Horse Center is located at Red Horse Ranch, a horse-farm owned and operated by its co-founders, Fred Bueltmann and psychologist, Ulla Frederiksen MA, LLP.  It has been the home-base of The Sundance Center, Ulla’s private practice providing individual and group therapy for more than thirteen years. In 2020, they constructed a covered arena, and an indoor retreat center with meeting space to accommodate their goal of launching Red Horse Center for Collaborative Leadership, and inviting nonprofit organizations, businesses and individuals to attend workshops, retreats and other educational opportunities.

The inaugural board for the organization has been announced, and includes a diverse range of talent and experience, with Fred as Executive Director, Shawn Gary (Alliance Beverage) as Vice Chair, Jenny Atlee (Friendship Office) as Secretary, Ulla, and Tom Loudon (Friendship Office.) Red Horse Center is currently registering as a 501(c)(3) nonprofit corporation.

Red Horse Center is focusing on helping organizations that are working towards positive social change in their communities, and business working on team development and improving company culture. Fred states, “We have long believed in the power and softness of collaborative leadership, and mindful practices for learning and developing new ways to work together. The challenges and conflicts in our world’s current events have brought to light that the need for this work and positive change in our communities is essential and imminent.”

The building of the new spaces is complete, despite the multiple challenges of building through the COVID-19 pandemic. They are “open for business,” although relying on a combination of virtual meetings, and limited group size to account for appropriate social distancing.  When the weather is nice, there is ample outdoor space for teams of twenty-five to gather, and work on their organizations. Over the winter – group size for indoor gatherings will be determined on a case by case basis and will follow safe protocols.

Fred, Ulla and Jenny are certified facilitators of the Eagala Model, a distinctive experiential framework designed to hold space for clients to discover, learn, and grow from a horse and human experience.  Eagala (Equine Assisted Growth and Learning Association) is the leading international nonprofit association for professionals incorporating horses to address mental health and organizational development needs.

Eagala model work is ground-focused and solution-oriented, creating a safe environment for both horses and clients to be themselves. It is an extremely effective form of experiential and metaphoric learning. Drawing metaphors from interaction with horses, while outdoors in nature, empowers teams to explore difficult topics with productive distance and emotional safety. The powerful insights that result create positive, actionable change.

Red Horse Center for Collaborative Leadership is launching their website, along with a fund-raising campaign that includes membership and sponsorship opportunities designed to support scholarships to assist nonprofit organizations with workshop fees and contribute to ongoing operational costs.

More information can be found at and on their Facebook Page

Red Horse Center for Collaborative Leadership – Board of Directors

Fred Bueltmann – Co-founder & Executive Director
Fred is our herd manager, and an author and independent consultant on company culture, the ideals of the craft marketplace and the connected lifestyle. He has more than two decades of experience as an executive in the beverage industry including service at New Holland Brewing Companies and Bell’s Brewing Companies. Bueltmann is past president of the Michigan Brewers Guild and recipient of their prestigious Tom Burns Award, recognizing the pioneering spirit of the “Great Beer State.” In 2019 he authored a collaborative book, “A Rising Tide – Stories from the Michigan Brewers Guild.” Fred’s first book, The Beervangelist’s Guide to the Galaxy, was recognized as an Indie Book Award finalist. Fred shared his perspective in a TedX talk, “The Community of Collaboration” and regularly shares interviews and conversations on cultural shifts through his This Craft Nation project and podcast, and Michigan’s Great Beer State Podcast, which he produces. Fred is a musician, as well as an instructor in Schoolcraft College’s Brewing and Distilling program. Fred was first Eagala Certified in 2001 and specializes in equine-assisted Organizational Development.

Ulla Frederiksen MA, LLP – Co-founder & Eagala Advanced Certified Mental Health professional
Ulla is a psychologist, group facilitator, teacher and artist. Her private practice, The Sundance Center, specializes in client centered, solution- oriented & trauma-informed therapy for Highly Sensitive People. She strives to create a safe, fun and non-judgmental space for insight and healing to take place. Ulla was Eagala certified in 2001 and advanced certified in 2010, when she began serving internationally as an Eagala trainer.

Jenny Atlee – Eagala Certified Equine Specialist
Jenny has worked in Central America since 1984 in the areas of human rights, trauma and recovery and international policy. She is the author of Red Thread; A Spiritual Journal of Accompaniment, Trauma and Healing which chronicles her experiences in the war zones of Nicaragua during the U.S. sponsored contra war.  She has worked with the herd at Sundance Center and Red Horse Ranch and has been Eagala Certified since 2017.

Shawn Gary – Vice Chair
Shawn started his beverage career 34 years ago with Kent Beverage Company.  Prior to that time, he worked as a Soil Scientist performing soil interpretive work on the MX Missile as well as productivity yields for the Federal Government.  Throughout his career at Kent Beverage, Shawn has been involved in many different facets of the business, including but not limited to operations, brand management, branch management and various other corporate leadership roles. In the early 1990’s Kent Beverage, thru Shawn’s leadership, was on the forefront of bringing many of Michigan’s craft brands to market.  Shawn became President of Kent Beverage in 2008.

In 2013 Alliance Beverage Distributing was created by combining B & B Beer and Kent Beverage to create one of the largest, most diversified wholesalers in the state.  Shawn served as president since the inception of Alliance and just recently stepped down as President.  Shawn continues to preside over the board and work on special projects for Alliance.

Tom Loudon – Board Member
Tom worked with community-based violence prevention efforts in Chicago in the 70’s.   He then lived in Central America for 30+ years, working in the areas of human rights, sustainable development and international policy.  He served on the Commission of Truth in Honduras as a response to the 2009 coup d’état.  Currently Tom works with the Migrant Workers program for the State of Michigan.


Red Horse Center for Collaborative Leadership
6181 122nd Ave., Fennville, MI 49408