Cracking the Equestrian Market: Why Many Brands Struggle and How to Get It Right

The equestrian market is one of the most unique and tightly-knit communities within the broader consumer landscape. With a history steeped in tradition, deep-rooted values, and a distinct culture, it's a market that has consistently proven challenging for brands to penetrate successfully. Some companies have made attempts, only to find limited success or to withdraw entirely due to unforeseen challenges. But why is this the case, and what can brands do differently to succeed in this niche yet lucrative market?

The Equestrian Market: Why It’s Hard to Jump Into

The equestrian market, comprising horse owners, riders, breeders, trainers, and enthusiasts, spans a wide range of products and services - from high-end apparel and saddlery to specialized horse care products and equestrian-themed lifestyle brands. Globally, the market is substantial, with millions of riders and horse owners willing to invest heavily in the best for their horses and themselves. The latest available data shows that the European equestrian industry in total has an annual economic impact of €100 billion ($111B) and provides the equivalent of 400,000 full-time jobs. On the other side of the Atlantic, the horse industry impacts the American economy in greater measure than motion picture services, railroad transportation, furniture and fixture manufacturing, and cigarettes. The industry employs more than 700 thousand people directly; 450 thousand of these positions are full-time equivalent jobs, the rest are part-time and seasonal.?

However, many brands either fail to resonate or shy away from entering this space altogether.

Horse sports, despite their rich tradition and global appeal, often struggle with accessibility and visibility, making them difficult to watch for many potential fans. Unlike mainstream sports with extensive broadcasting networks, equestrian events are typically available only through specialized channels or pay-per-view platforms, limiting their reach. Understanding the restrictions around the accessibility to viewing horse sports is an important step towards not only increasing sporting participation, but also understanding how we can increase buy-ins from and exposure for brands supporting our sports. We are currently collecting data on this area, and you can provide your insights here. The survey is anonymous, and a report will be circulated when the results are compiled.

Regardless of popularity, most sports that the public generally knows about have a season and a championship. Horse sports generally are more relatable to sports like tennis or golf, where athletes compete in many events (in tennis and golf’s case, tournaments) throughout the year and some are more important than others. While all three share this exact feature, the problem with equestrian sport is the plethora of disciplines, but also the varying championships or ‘leagues’, which can make it difficult to follow. Put it another way, imagine if there were several different versions of tennis, and each of the versions had its own tournaments that were mainly important to that discipline, sometimes with or without overlap. That’s the state of horse sports today, where we have over 20 recognized equestrian disciplines, from English to Western and Driving. From this angle, it’s understandable why brands may get intimidated and shy away from industry investment. Where does one start?

Lack of understanding how the equestrian industry works translates into poor communication by brands. The equestrian world is more than just a hobby: It's a lifestyle. Brands that don't take the time to truly understand these aspects and the vocabulary riders and consumers use will miss the mark. Authenticity is key, and without it, even the best marketing campaigns can fall flat. But authenticity can only come from understanding the market.

The U.S. represents the largest consumer base for equestrian products, making it an essential market for brands aiming to grow in this space. But reaching this audience isn’t as simple as launching a digital campaign -?with 50 states, each comparable in physical and economic scale to entire European countries, the task of establishing a presence can feel overwhelming, and the biggest challenge is deciding where to begin. While online marketing is crucial, the equestrian community thrives on personal connections and in-person recommendations. For a brand to truly succeed, it needs a strategy that fosters word-of-mouth buzz, ensuring that products are not just seen online, but also discussed and endorsed within local equestrian circles. This is crucial regardless of geography, yet brands need to understand the geography before investing in it. Our Head of Visual Marketing, Kamilia Boyes, did a study in 2021, and the results showed that consumers within the equestrian market are 50% more reliant on consumer feedback before committing to a purchase of equestrian goods, when compared to mainstream products. This highlights the importance of understanding the audiences and ensuring the customer journey meets their expectations.

How to Enter the Industry

A key strategy for entering the equestrian market is fostering meaningful collaborations with established industry leaders. Partnering with recognized brands, equestrian associations, and professional riders can not only elevate your reputation but also provide valuable insights into the community’s values and preferences. By connecting with key influencers, participating in relevant events, and engaging in thoughtful sponsorships, businesses can organically raise awareness and build trust within the equestrian world. Prioritizing relationships and aligning with the culture of the industry ensures your brand resonates with the community in a more genuine way, promoting long-term visibility rather than short-term gains.

If your product offers real value to riders and their horses, a deep understanding of the equestrian landscape is essential to achieving sustainable growth. Immersing yourself in the community and recognizing its unique expectations will help refine your strategies and increase your impact.

Relying solely on internal staff without equestrian expertise can be both time-consuming and inefficient. Given the highly specialized nature of the industry, it’s crucial to ensure your product complies with the standards set by governing bodies. While hiring industry-specific talent in-house may seem appealing, it often comes with the risk of significant costs and delays if positions need to be refilled. Society for Human Resource Management suggests that the impact of rehiring can be massive, costing between 30% to 50% of that employee’s salary just to find a replacement. Partnering with industry experts or specialized firms can provide more immediate and comprehensive guidance, helping you avoid potential missteps and better position your product for success.

Collaborating with the right partners is essential for navigating the equestrian market. Whether through regulatory compliance, sponsorships, or working with an equestrian-focused marketing firm, these alliances can support your brand in establishing a foothold in this specialized industry.

Although the equestrian market presents distinct challenges, it remains highly accessible to brands seeking to engage new demographics, particularly the predominantly female audience within the industry. Equestrian sports attract a well-educated, affluent consumer base with considerable buying power and a keen interest in products that enhance their horses' welfare, riding experience, and overall lifestyle. Women in this market often hold significant influence over purchasing decisions, not just for themselves but also for their families, making them a crucial demographic for brands aiming to expand their reach. By tapping into this loyal and engaged consumer group with a strategic and thoughtful approach, even newcomers can foster long-term relationships and drive sustainable growth in a market that goes far beyond "just horses".

With the Paralympics around the corner, we feel it’s appropriate to remember the extraordinary accolades from the 2024 Paris Olympics. It was a success from start to finish, as records were broken in eventing and history was made: GB’s Laura Collett set the best-ever dressage score in eventing, Germany’s Michael Jung was the first 3-time gold medalist and set the best-ever finishing score in the same discipline, and Japan won their first-ever medal in eventing. Germany also took individual gold in all equestrian disciplines, and it is the first time this has happened in 100 years. We enjoyed our time in Paris, and will fondly look back at the memories and pictures!

From France to Ireland, we headed to Dublin Horse Show last week, and August isn’t slowing down as next week we visit Brussels Stephex Masters to assist with strategic content creation and delivery to ensure sponsorship commitments are fulfilled.?

Events aside, we launched an influencer collaboration for a client last month, with results pending. The graphics team has also been busy, creating various print collateral for client events, and we have two upcoming client shoots this month. In response to the latest Instagram updates, we’re also tweaking social strategies for clients to ensure optimum performance.

Our books are open for 2025, with limited availability left for the remainder of the year. If you need help to sharpen, polish and create marketing strategies and campaigns that tell your story best reach out to learn how we can help you do so.?

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