This report maps who rides and spectates today across the USA, Europe, and developing regions, and explains who will define equestrian sport tomorrow. Using federation data and cross-sport comparisons, it spotlights dressage, show jumping, and eventing, and the youth and grassroots programs expanding the base of participants and fans. Clear takeaways translate into strategy for equestrian federations, organizers, and brands.

The global equestrian equipment and consumer goods market, valued at over $12 billion in 2024, is evolving rapidly. Saddlery, riding apparel, safety gear, feed, and supplements remain the backbone of demand, with technology and lifestyle following close behind. Europe and the U.S. lead in market size, while Asia and the Middle East are fast-growing regions. Looking ahead, sustainability, digitalisation, and demographic change will continue to shape the industry’s trajectory.

Influencers are no longer just promoting equestrian products - they’re building brands of their own. With the equestrian industry worth $300B globally, influencer-founded businesses are tapping into ready-made communities, driving authentic storytelling, and riding fashion and cultural trends into the mainstream. Here’s how these brands are reshaping the market and setting the standard for the future.

One year after the Paris 2024 Olympic Games, has equestrian sport grown – or did its moment in the global spotlight fade as quickly as it came? This in-depth piece explores the data, expert insights and industry reflections on what the Games achieved, what they exposed, and what must happen next for horse sport to thrive on the world stage.

Equestrian sport faces a pivotal moment: it must become more inclusive, transparent, and socially responsible to grow. This article explores how research-based marketing can drive accessibility, shape public perception, and attract major brand sponsorships. Drawing on industry data, AI applications, and global sports case studies, it makes a clear case for why strategic marketing and communications are essential to the future of dressage, eventing, and showjumping.

Most equestrian brands are still hesitant about TikTok, but in 2025, ignoring the platform means missing out on real visibility, connection, and growth. This article explores why TikTok matters more than ever, what equestrian brands can learn from other industries, and how to build a strategy that feels authentic, creative, and impactful.

The future of dressage isn’t just about refining technique - it’s about transforming the rider’s mindset. Mental coaching, resilience, and ethical training are key to fostering harmony between horse and rider while ensuring the sport’s long-term success. In our February LinkedIn Newsletter, we explore how sports psychology, biomechanics, and evolving competition standards can redefine dressage. Featuring insights from Linnea Aarflot of Mind Body Dressage, we discuss how mental strength can improve performance, reduce tension, and create a more sustainable and commercially viable future for the sport.

Discover key takeaways from SPOGA Horse 2025, including insights on sustainability, global collaboration, and our thoughts around wether or not traditional B2B models are a thing of the past.

The reach of your Instagram posts depends on several factors, including how well they align with Instagram’s guidelines and user preferences. Instagram’s algorithms are designed to promote high-quality, original, and engaging content while limiting posts that fail to meet these standards. If your posts are underperforming, it could be due to one or more of the following reasons.

This time last year, we shared some of our 2024 equestrian marketing predictions, and if we may say so ourselves, they were pretty accurate! As we plan for the year ahead, here are some of the key trends we’ll be watching closely.

In today’s increasingly competitive and crowded online space, standing out has become more challenging than ever for equestrian brands. With the rise of social media, equestrian ambassadors have quickly become essential partners for brands looking to engage with their audience in fresh, authentic ways. This has led to a number of strategic and creative marketing campaigns over recent years, so here we dive into 8 standout collaborations:

Promoting equestrian events requires a well-rounded strategy that combines understanding your audience, leveraging digital marketing, and building strong partnerships. By utilising social media, email marketing, and influencer collaborations, event organisers can engage both participants and spectators. Additionally, creating high-quality content and fostering sponsor relationships helps sustain long-term success. This comprehensive approach not only increases visibility but also builds a loyal community around the event.

Social Licensing hinges on transparent marketing strategies that challenge stereotypes, embrace diversity, and foster inclusivity in a manner that can be understood by the public, yet supported by all equestrians. Transparent strategies will be the driving force behind the continued positive evolution of equestrian sports, ensuring their enduring appeal for generations to come.

The inaugural edition of EQuerry's monthly newsletter addresses a significant issue within the equestrian sports industry: The disparity between its extensive fanbase and the lack of substantial sponsorship deals. We discuss how horse shows should strive to attract diverse and relatable sponsorships for the growth of equestrian sports.

Promoting equestrian sports and their professional riders can be a multi-faceted endeavour, but as many events are not visible through publicised mainstream media coverage, it is becoming increasingly important that riders and their team utilise every opportunity available to increase exposure opportunities. Having someone dedicated to capturing your photos and videos at events is therefore more than a luxury; it's a strategic necessity that can significantly impact your performance outside the arena, and enhance your overall experience.

What goes into the making of a successful commercial photoshoot for a brand? Effectively communicating with a brand’s target market takes preparation, research, and of course technical skill, and it goes far beyond creating reels and images for use across social channels!

It is a privilege to ride and compete horses, but it is an even bigger privilege to be their custodians and/or owners. With the EHV-1 outbreak in California, as with any disease outbreak, it is up to individuals to act appropriately. But how far is too far when it comes to risking contracting and spreading the virus?

And what exactly is EHV-1, and how does it affect not only you and your horse, but the industry on a whole? And will those who have broken bio-security measures to get some extra training in before the season now gets underway, head to the start box with an unfair advantage..?

Do you want to know how to get your horse business off to a great start this New Year? It can be difficult to know exactly what needs doing in terms of marketing in your business, so use this as a guide to ensuring your marketing channels are ready for the year ahead, and important updates to your website, social media, or email marketing which can easily be forgotten.

Diversity and inclusion within the equine industry is often a subject of debate. On one hand, we have a sport in which men and women can compete on equal terms in events, including the Olympics, however there are many other areas where we lack diversity and inclusion. The EQuerry / Co Team feel incredibly lucky that we are able to live and work with horses, so therefore we feel a responsibility to help create an industry where everyone can feel welcome.

Branding is often the ignored side of digital marketing due to the fact that it doesn’t produce the instant results despite it being one of the most valuable marketing assets around. We have put together a list of 7 types of content that will help to revitalise your brands in the eyes of your existing audience, but that can also help you capture new customers.