Drivers, Restraints, Opportunities & Trends *
The 2026 Equestrian Industry Report *
The equestrian industry is at a strategic inflection point. Shifting consumer expectations, economic pressure, technological advancement, and increasing public scrutiny are redefining how trust is built and lost across sport, media, and commerce.
This report delivers data-led insight into how equestrian audiences behave, decide, and engage in 2026 — and what that means for brands, events, and governing bodies operating within a rapidly evolving landscape.
Why This Research Matters Now
Three Realities Shaping the Industry *
Equestrian audiences are no longer passive. They are digitally fluent, value-driven, and increasingly selective about where they place their trust, attention, and spend. Decisions made in 2026 will directly influence commercial resilience, participation, and social licence in the years ahead.
Media & Discovery *
53% of equestrians search for information on social media before Google or AI search engines.
Trust & Credibility *
87% would pay more for a brand they know and trust.
Technology & Evidence *
96% would pay more for products backed by scientific research.
Media, Discovery & Digital Behaviour
Equestrian Discovery Has Moved Entirely Inside Digital Platforms
53% of equestrians turn to social media first when seeking information
88% prefer video over written content when learning something new
71% favour short-form content, but 62% still value long-form depth
96% check a brand’s social channels before making a purchase
IMPLICATION:
Brands that are not discoverable, credible, and educational at the point of social discovery risk being excluded before consideration even begins.
Social media now functions as search, validation, and education — often replacing traditional search engines entirely. *
Trust, Brand Perception & Decision-Making
Trust is Built Visually, Socially, and Through Lived Experiences
87% would pay more for a brand they know and trust
68% are more likely to use a brand promoted by a trusted rider or trainer
81% would buy a product based solely on a friend’s recommendation
IMPLICATION:
Authority now comes from clarity, consistency, and credible association. Not volume, reach, or hype.
90% say a brand’s design influences purchasing decisions. *
Technology, Data & Scientific Credibility
Innovation is Welcome, but Only When it’s Credible
62% already use some form of equestrian technology or app
91% are open to using monitoring technology, but only 27% fully trust it
96% would pay more for products backed by scientific research
59% feel less trust toward brands using AI-generated content in marketing
IMPLICATION:
Technology adoption is accelerating, but trust depends on evidence, transparency, and welfare-led application, not automation for its own sake.
Participation, Accessibility & Public Perception
The Future of Equestrian Sport Hinges on Relevance, Inclusion & Legitimacy
92% say rising costs are significantly impacting participation
84% believe public perception of equestrian sport has declined over the past decade
88% say mainstream media coverage is usually negative
89% believe the sport must modernise to stay relevant
EQuerry / Co is a specialist equestrian media and communications agency, working at the intersection of sport, data, welfare, and communication. *
We support brands, events, federations, and rights-holders in navigating complexity by turning insight into action without compromising integrity.
OUR WORK IS GROUNDED IN:
Original research and industry-specific data
Deep understanding of equestrian culture and audiences
Strategic marketing, communications, and digital execution
A commitment to safeguarding the sport’s social licence
We don’t apply generic sports marketing models to equestrianism.
We build strategies that respect the horse, the audience, and the realities of the industry.
