How Influencer-Founded Equestrian Brands Are Redefining the Market

Influencers have evolved far beyond their original role as content creators. Where once they acted as product endorsers, they are now increasingly stepping into the role of founders, building brands of their own. This evolution has transformed industries such as beauty, fashion, and fitness, where creator-led companies now command multi-billion-dollar valuations. The equestrian world, with its deep cultural heritage and fast-growing global economy, is beginning to follow this same trajectory.

For equestrian consumers, this shift is more than cosmetic. When riders and influencers launch their own businesses, they bring more than visibility. They bring trust, community, and credibility built over years of content creation and authentic engagement. In a sector long seen as slow to modernise, this combination of storytelling and entrepreneurship is redefining how equestrian brands are built, marketed, and consumed.

A Market Ready for Transformation

The economic footprint of equestrianism is larger than many realise. Globally, the equine industry has an annual impact of around $300 billion, supporting approximately 1.6 million jobs. Some 27 million people ride a horse every year - a higher participation number than tennis (23 million) or golf (25 million). In the United States, the industry contributes about $102 billion annually, while in Europe the figure is closer to $133 billion. Germany alone counts 2.3 million riders and a national sector worth €6.7 billion. These are not niche numbers; they reflect a mass-market sport with a global reach.

The scale becomes even clearer at event level. The Kentucky Derby generates around $400 million for Louisville’s economy each year, rivaling the Super Bowl in terms of local impact. At the Paris 2024 Olympics, equestrianism proved its commercial clout as luxury brands such as Dior and Louis Vuitton earned some of the highest Media Impact Value (MIV®) scores of all sponsors. These examples highlight that equestrian sport is not only culturally visible but commercially potent.

Against this backdrop, influencer-founded brands have fertile ground to grow. They are entering an industry with established spending power, broad participation, and a lifestyle appeal that extends well beyond the competition arena.

Community and Storytelling: The Influencer Advantage

For most new businesses, the biggest challenge is building an audience. Influencer-founded equestrian brands start with one already in place. Years of storytelling, interaction, and shared experiences mean their communities are primed to engage. According to HubSpot, influencer-led product launches convert up to 60% better during their early stages than comparable campaigns without a creator attached.

In equestrianism, where buying decisions often intersect with welfare, safety, and performance, this trust carries additional weight. An endorsement from a rider-influencer is not seen as advertising but as peer-to-peer advice. That intimacy also provides resilience: When early-stage brands encounter teething issues, their followers tend to offer leniency and continued support, viewing the journey as part of the creator’s authentic story.

This phenomenon is not unique to equestrian sport. In fitness, Gymshark’s billion-dollar growth was built on exactly this principle: Community first, product second. The difference is that equestrian creators operate within a market already worth hundreds of billions, with a unique balance of heritage and modern aspiration.

The greatest strength of influencers, however, is not just their reach but their ability to tell stories that resonate. Unlike traditional advertising campaigns, influencer content feels unpolished and personal, whether that means documenting the development of a new saddle pad, testing feed formulations, or showing a horse’s first reaction to new tack. Edelman’s Trust Barometer shows that 63% of consumers prefer to buy from brands they perceive as authentic and transparent. In equestrian sport, that preference becomes a requirement. Products directly affect horse welfare and rider safety, so transparency is not a bonus but an expectation.

We are also seeing a rise in what some call “anti-influence” content, and we have seen that in-house, product-focused content, without glossy finishes or even on-camera talent, is gaining momentum. This is highly relevant to equestrianism, where sometimes the most effective marketing is a short, muddy clip of boots after a cross-country round, or a candid photo of a horse using new equipment. These moments resonate because they feel lived, not staged.

Cultural Reach and Growth: From Fashion to Forecasts

The equestrian lifestyle carries immense cultural weight, and fashion trends reflect this. In 2024, ASOS reported a 260% surge in searches for riding boots, while John Lewis noted a 74% weekly increase in boot sales at one point. The Guardian reported that jodhpurs and equestrian-inspired jackets were “galloping up the style charts,” signalling a mainstream appetite for equestrian chic. TikTok’s #HorseGirl hashtag now has over a million posts, blending authentic barn life with urban interpretations of equestrian style.

Luxury fashion houses are tapping into this same aesthetic. Stella McCartney’s “Horse Power” campaign, fronted by Kendall Jenner alongside ponies in Camargue, France, generated millions in media value. At the Paris Olympics, celebrities from Snoop Dogg to Emma Chamberlain leaned into equestrian looks, driving millions in sponsorship MIV for brands like Dior and Ralph Lauren. For influencers launching their own apparel or lifestyle brands, these trends offer validation: The equestrian aesthetic is no longer confined to the barn - it has mainstream appeal, crossing over into culture, fashion, and digital storytelling.

Cultural demand is matched by strong forward-looking growth. The equestrian apparel sector was valued at $6.6 billion in 2024 and is forecast to reach $11.2 billion by 2034, growing at a 5.5% CAGR. Riding boots alone are set to grow from $1.7 billion in 2023 to $3.1 billion by 2030, at an impressive 8.3% CAGR. The broader equine apparel and gear market, covering tack and protective equipment, is projected to reach $3.12 billion by 2032, expanding at 7.1% CAGR.

These numbers demonstrate that equestrian consumption is not static. It is a growing, diversifying marketplace where influencer-founded brands can carve out a sustainable foothold. When paired with global lifestyle interest and cultural crossover, the commercial opportunity is not just about niche communities, it is about mainstream growth.

Digital Agility in a Traditional Industry

Influencers also hold a significant advantage in their digital fluency. They know how to leverage algorithms, create engaging content formats, and pivot quickly. Campaigns that might take traditional brands months to plan can be produced and tested within days. According to Influencer Marketing Hub, brands see an average of $5.20 return for every $1 invested in influencer campaigns, with nano-influencers on TikTok reaching engagement rates as high as 18%.

While technology and automation play a role in improving efficiency, the success of influencer-founded equestrian brands rests on human connection. Tools can streamline distribution, but it is the authenticity of the storyteller that drives loyalty and sales.

The Future Is Hybrid

It is important to note that influencer-founded brands are not replacing traditional equestrian businesses. Rather, the most successful future lies in hybrid models that combine the operational expertise of legacy companies with the relatability and agility of creators. Deloitte research suggests that businesses integrating creator-generated content into their marketing strategies see 20–30% higher engagement than those relying solely on polished corporate assets.

For equestrian businesses, this creates opportunity rather than threat. Traditional manufacturers and event organisers can collaborate with influencers, co-create content, and use creator insights to develop more relevant products. Influencers, in turn, benefit from the operational depth and distribution networks of established companies. Together, these models provide the scalability, trust, and storytelling required to thrive in a competitive marketplace.

Riding the Next Wave

The equestrian industry is at an inflection point. It combines heritage with innovation, cultural cachet with economic strength. With a $300 billion global market, apparel and gear sectors set for steady growth, and lifestyle appeal surging across fashion and social media, equestrianism is no longer a niche - it is a mainstream commercial and cultural force.

Influencers moving into entrepreneurship are not a passing trend; they are a structural change in how equestrian consumers connect with brands. They are redefining the market by aligning authenticity with opportunity, community with commerce.

The businesses that succeed will be those that recognise this evolution early. Whether founded by creators themselves or by legacy companies willing to adopt creator-driven strategies, the future of equestrian branding will be built on community, credibility, and cultural relevance. Those who ride this wave now will not only reshape the market, they will set the standard for what comes next.