How addressing your clients’ challenges can set your equestrian business apart 

Running a horse farm is more than managing stables, horses, and show schedules. At its core, your job is to solve problems for your customers. These clients aren’t just looking for a place to house their equine partners—they seek solutions to the unique challenges they face as competitive riders, horse owners, and high net worth individuals. 

By understanding and addressing these issues, your farm can position itself as an indispensable partner in their equestrian journey, and in their lives, in general. In this article, we’ll explore the key problems high-end horse owners encounter and how your farm can step up as a trusted problem solver.

1. Problem: Finding Time to Ride 

For many high-end horse owners, balancing a demanding career, family life, and the rigorous schedule of a competitive rider can be daunting. They may struggle to consistently dedicate time to riding and training their horse. 

How Your Farm Can Help: 

• Flexible Scheduling: Offer riding lessons and training sessions at unconventional hours, such as early mornings or evenings, to accommodate busy schedules. 

• Remote Progress Updates: Use technology like video recordings or live streams of training sessions to keep owners involved, even when they can’t be there in person. 

• Ride and Go: Offer a “Ride and Go” service where the horse is fully prepped for riding upon the owner’s arrival and cooled down and put away afterward, by staff. 

• Organized Riding Clinics and Retreats: Host intensive weekend or day-long clinics that maximize the owner’s limited time while delivering significant skill improvement or horse-rider bonding. 

• On-Farm Accommodations: Whether it be elegant on-farm cottages, in-barn apartments, or beautifully appointed guest homes, providing on-farm accommodations can allow owners to easily attend to both their riding and their professional lives. 

2. Problem: Maintaining Strong Security at Shows 

Competitive show circuits are high-stress environments, and security is a major concern for owners who invest significantly in their horses and equipment. Incidents like stolen tack, unauthorized horse access, or even horse theft are rare but real risks. 

How Your Farm Can Help: 

• Secure Transportation Services: Provide secure, monitored transport to and from shows with experienced drivers who understand the value of the cargo. 

• Show Ground Security: Arrange for trusted grooms or staff to stay onsite, ensuring the horse’s care and safety throughout the event. Be sure to use lockable tack trunks and portable cameras. 

• Emergency Preparedness: Create and share an emergency plan that includes procedures for lost items, medical issues, or other show-related problems. 

3. Problem: Finding a Winning Horse (at Any Price) 

High-end show horse owners often face the challenge of finding the right horse to meet their goals. Whether it’s a Grand Prix jumper, a top-level dressage mount, or a hunter derby contender, sourcing the perfect partner can be overwhelming. 

How Your Farm Can Help: 

• Develop a Network of Trusted Contacts: Build relationships with breeders, trainers, and agents worldwide to locate exceptional horses. 

• Create an Online Platform for Potential Stars: Work with a web developer to create a site where owners of potential “star” horses can submit information about their available stock. Hire an elite retired trainer to review all submissions, alerting you to those that could be a good fit for your clients or potential clients. Run ads on social media to help get the word out about this platform, encouraging small breeders and owners to submit their available horses. 

5. Problem: Managing Show Schedules 

Planning and navigating a demanding show schedule is no easy feat. Owners need to balance travel logistics, entry deadlines, and training requirements, which can quickly become overwhelming. 

How Your Farm Can Help: 

• Show Planning Services: Take the reins on planning the season’s schedule, handling everything from entry forms to accommodations. Virtual assistants, often available for extremely reasonable rates via platforms such as Upwork.com, can make this an affordable service to offer. 

6. Problem: Understanding and Navigating Rules 

Equestrian competitions often come with complex rules and regulations that can be confusing to navigate, especially at elite levels. 

How Your Farm Can Help: 

• Education and Guidance: Provide your clients with clear explanations of rule changes, qualification requirements, and other pertinent information. Use AI tools such as Google’s Notebook LM to keep track of all rules and regulations. 

• Membership Management: Assist clients with registrations for governing bodies like USEF, FEI, or breed-specific associations. Again, the hiring of a virtual assistant can be an affordable way to provide this service.

7. Problem: Balancing Luxury with Practicality 

High-end horse owners often want facilities that are both luxurious and practical. They may expect a level of service and sophistication that matches their investment while ensuring their horse’s safety and well-being. 

How Your Farm Can Help: 

• Upscale Amenities: Offer premium features like heated tack rooms, rubber-matted stalls, and climate-controlled indoor arenas. 

• Comfort for Owners: Create welcoming spaces for clients, such as lounges with Wi-Fi, refreshments, and viewing areas. 

8. Problem: Building Confidence and Skills 

Some clients, especially amateur riders, may struggle with building the confidence and skills necessary to succeed in the show ring. 

How Your Farm Can Help: 

• “Mock” Horse Shows: Host “mock” horse shows that simulate the show experience, helping riders feel more prepared and comfortable. 

• Professional Services: Find and work with top sports psychologists to offer relaxation training and other mental health services specifically developed for top athletes. 

The Takeaway: Solve Problems, Build Trust 

At the heart of every successful horse farm is the ability to solve problems for its clients. By addressing the unique challenges faced by high-end show horse owners—whether it’s managing their busy schedules, assisting the exhibitors with their relaxation skills, or navigating the complexities of competition—you can set your farm apart as a trusted partner in their equestrian journey. 

By prioritizing solutions that add value, you not only build a loyal clientele but also elevate the reputation and success of your farm. Remember, when you solve problems, you don’t just meet expectations—you exceed them.