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.

As equestrian brands seek more meaningful ways to connect with their audiences, micro-influencers are proving to deliver better ROI than traditional sponsorships or celebrity endorsements. With higher engagement rates, authentic storytelling, and cost-effective content creation, these creators are helping brands reach niche riding communities with real impact. Here's what equestrian marketers need to know in 2025.

As the global equine landscape evolves, China, Thailand, Japan, India, and the Middle East are emerging as pivotal players in horse sports and breeding. This comprehensive market analysis delves into the industry's economic footprint, racing and sport dynamics, and future growth drivers across these regions, highlighting where strategic investment can shape the next decade of global equestrianism.

Brand credibility is the cornerstone of success for equestrian businesses in 2025. As digitally savvy, values-driven consumers demand transparency, sustainability, and authenticity, trust becomes the key driver of loyalty and growth. From user-generated content to ethical sourcing, this article explores how equestrian brands can build long-term trust - featuring exclusive insights from our latest consumer and market research.

Marketing an equestrian event requires careful coordination across multiple channels, with consistent messaging and high-quality content. From early targeting and creative promotions to live coverage and thoughtful follow-up, every step contributes to a successful outcome. The goal is not just to attract attendees, but to create lasting relationships and build a community that looks forward to each event you host. Start early, stay intentional, and use each phase of your campaign to build lasting value for your brand and your audience.

Artificial intelligence is reshaping search engine optimisation at an unprecedented pace. From Google’s Search Generative Experience (SGE) to AI-driven ranking factors, websites must adapt to an evolving digital landscape where traditional SEO tactics alone may not be enough.

This article explores the impact of AI on SEO, and provides actionable insights on how you can optimise your website for AI-powered search results.

Japan's equestrian athletes stunned the world at Tokyo 2020 and Paris 2024, but behind the medals lies a deeper story of ambition, barriers, and transformation. Top riders and federation leaders share how Japan is fighting to become a serious contender in international horse sport.

Influencer marketing has matured into a critical revenue driver for product-based brands globally, and social media influencers can yield remarkable growth by fuelling multi-billion-pound valuations and shaping consumer trends. Influencers have proven adept at turning follower trust into purchasing power, and brands that strategically partner with the right influencers on the right platforms are seeing sustained revenue uplift, strong ROI alongside deepened consumer loyalty driven by this modern form of word-of-mouth marketing.

Led by researchers at Hartpury University, EQuerry / Co and Via Nova Training, this study will analyse how people react to images of horses and their teams at the Paris 2024 Olympics. Through photo-elicitation techniques - where participants are shown images of competition, training, vet inspections, and prize-giving ceremonies - the study seeks to uncover patterns in how different groups perceive the horses in elite sport.

The image of the so-called “horse girl” has undergone a significant cultural shift. Once a stereotype steeped in awkwardness and over-enthusiasm, the label is now being embraced and even glamorised. The equestrian lifestyle has found its way into the mainstream, bolstered by social media trends, influencer content, and fashion editorials. Riding boots are now worn as style statements, stables have become backdrops for curated content, and hashtags like #equestrianstyle and #horsegirl are drawing millions of views.

The equine industry across Canada, North America, and South America is experiencing dynamic growth. From billion-dollar economic contributions to rising interest in breeding, sport, and leisure riding, this in-depth analysis explores the sector’s evolution, challenges, and exciting future. With trends in tech adoption, sustainability, and inclusivity shaping the path to 2030, the industry is poised for a new era.

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 European horse industry is a thriving €100 billion sector at the crossroads of tradition and innovation. From elite breeding and world-class racing to grassroots riding schools and digital transformation, this article explores key market segments, economic impact, public engagement efforts, and future growth opportunities.

Here’s a breakdown of TikTok’s current trends and updates you need to know. TikTok recently introduced an Explore page that bears a striking resemblance to Pinterest. This new feature prioritises picture posts and carousels, meaning that creators have a fresh opportunity to gain visibility by leveraging still images. If you want to maximise your chances of landing on the Explore page, you may want to consider incorporating high-quality picture posts and carousels into your content strategy.

As global awareness of environmental impact grows, the equestrian industry faces important questions about its future. From event management to everyday horse care, sustainability is no longer optional — it's a necessity. In this article, we explore how equestrianism can adapt, innovate, and rise to the sustainability challenge to secure a thriving future.

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.