21 Apr 4 Ways Horse Businesses and Equine Entrepreneurs Can Leap Ahead of the Competition in 2025

The equine industry is competitive—and not just in the show ring. Whether you’re running a riding lesson program, managing a tack shop, trimming hooves, selling feed, or operating an equine e-commerce store, you’re fighting to stand out in a crowded marketplace. With more horse owners shopping online, choosing trainers based on social proof, and expecting seamless service, it’s time to embrace what actually creates real business advantage.

In a recent talk, entrepreneur Alex Hormozi broke down the four core strategic advantages any business can compete on: Speed, Risk, Cost, and Ease. This article will show you how to apply these principles to your horse-related business to gain a lasting edge—no matter your size or budget.

Speed: Be the First, the Fastest, or the Most Responsive

In the horse world, speed isn’t just about how fast you ride—it’s about how fast you respond, deliver, and adapt. Speed trains customer behavior. When you’re the business that calls back first, delivers a saddle faster, or has a cancellation slot open today, you win.

Examples for Horse Businesses:

• Farriers: Offer same-week shoeing or text notifications when you’re nearby.
• Vets: Build a system for urgent but non-emergency care with same-day availability.
• Tack Shops: Ship in-stock items within 24 hours or offer same-day barn delivery for local orders.
• Lesson Barns: Use booking software with instant confirmations instead of back-and-forth texts.

Tip: Build Templates & Pre-Made Systems

• Pre-draft your lesson onboarding emails, show prep guides, or tack fitting instructions.
• Offer standard service packages so you don’t reinvent the wheel every time.

Speed doesn’t mean rushing—it means streamlining. Reducing delays between when someone wants something and when they get it creates loyalty and pricing power.

Risk: Become the Most Trusted Business in Your Area

No horse owner wants to risk their horse’s safety or waste money. If you can make your offering feel low-risk or risk-free, you’ll win clients who otherwise might hesitate.

How to Reduce Perceived Risk:

• Offer guarantees. If you run a summer camp, promise a refund or credit if the child doesn’t enjoy the first day.
• Build a reputation. Collect and display testimonials and reviews. The more word-of-mouth you earn, the more trustworthy you seem.
• Be consistent. Always show up on time. Always call when you say you will. Always deliver what you promised.
• Educate. If you’re a farrier, create a short video explaining your trimming method. Transparency breeds trust.

Horse people are naturally skeptical—rightfully so. When you show that you deliver consistently, you’re no longer just a choice—you’re the safe choice.

Cost: Be the Best Value (Not Just the Cheapest)

There’s no denying that price matters. But value is what counts most. Offering more for the same price, or the same for less, makes you stand out—especially in rural or budget-conscious areas.

How to Compete on Cost Strategically:

• Use AI or automation to reduce admin time (appointment scheduling, reminders, billing).
• Offer group options. Group riding lessons or shared vet visits make services more affordable for clients while keeping margins healthy.
• Outsource smartly. Use lower-cost labor (virtual assistants, content editors) for tasks like social media, email newsletters, or order packing.

You don’t have to be the lowest price in town. But you can use systems to become the best-priced for the value you deliver.

Pro Tip: Don’t market yourself as an “AI-enhanced farrier” or “robot tack shop.” Just use modern tools behind the scenes and pass the efficiency on to your customers.

Ease: Make It Effortless to Work With You

Horse people are busy—and burned out. The businesses that remove friction from the experience will win long-term. Make it easy to book, easy to buy, easy to understand, and easy to come back.

How to Become the Easy Button:

• One-click rebooking for lessons or services
• Text reminders for appointments
• Transparent pricing online (no “call for quote”)
• Shorter intake forms (don’t ask for the same info twice)
• Pre-filled forms or saved profiles for returning clients
• Store client preferences (what horse they rode, saddle fit notes, past injuries)

Ease is not adding things—it’s removing the hard stuff. Every friction point you eliminate increases conversions and repeat business.

How to Choose the Right Vector for Your Horse Business

You don’t need to be number one in all four. In fact, you really just need to dominate one to win big.

Ask: What does your ideal customer value most?

• Do they want things fast? Focus on speed.
• Are they afraid of wasting money or getting poor care? Focus on reducing risk.
• Are they cost-conscious? Focus on being the best value.
• Do they hate hassle or confusion? Focus on being easy to work with.

Then build your marketing around that core strength.

For Equestrian Entrepreneurs & Job Seekers

If you’re not a business owner, these same principles can help you.

As a riding instructor or trainer:

• Offer lesson slots on short notice (speed)
• Show up on time and keep horses safe (risk reduction)
• Be clear about pricing and discounts (cost clarity)
• Send lesson reminders and ride summaries (ease)

As a tack shop employee:

• Learn product recommendations that save customers time
• Be the most reliable and knowledgeable person in the store
• Offer fast service or curbside pickup

As a job seeker:

• Be the candidate who follows up fast, shows up early, and communicates clearly
• Reduce your “risk” by showing a track record of punctuality, honesty, and work ethic
• Make yourself easy to hire—have your resume ready, references listed, and availability clear

Resources:

• Book: $100M Offers by Alex Hormozi – on making irresistible offers
• Podcast: The Game by Alex Hormozi – bite-sized, actionable business advice
• Course: Marketing Made Simple by Donald Miller – great for simplifying your messaging
• Tool: Calendly or TidyCal – for easy online booking
• Tool: GoHighLevel or Zoho CRM – for automating follow-ups, emails, and SMS

Final Thoughts: The Horse Industry Is Changing

In 2025, clients expect speed, reliability, transparency, and convenience. If you can give them just one of those things better than anyone else in your area, you can dominate—whether you’re selling fly spray, summer camps, or show prep.

Don’t try to compete by being everything to everyone. Pick your angle and win hard. Then layer in the other advantages as you grow.

Because even in a traditional industry like horses, the most forward-thinking—and customer-centric—businesses will leave the rest in the dust.

—–

Go to https://kristinaderby.com for more horse business marketing education.

Join our Facebook Group (Horse Business Marketing & Sales Strategies): https://www.facebook.com/groups/horsemarketing