Freedom vs Stability: A Career as a Self-Employed Sales Agent

Kick On Recruitment
5 minutes ago
6 min read

The equestrian industry has always attracted people who value independence, passion and a hands-on way of life, so it’s no surprise that self-employed sales roles, particularly within retail, are becoming an increasingly popular career path.

While the idea of “being your own boss” sounds appealing, the reality is far more nuanced.

At Kick On Recruitment, we speak to candidates and employers across the industry every day and one thing is clear, this career path offers genuine opportunity but it isn’t for everyone. In this blog, we are going to be looking at what this role looks like, the pros and cons plus insights from an already established sales agent, Elizabeth.

What Does the Role Actually Involve?

A self-employed equestrian sales agent typically represents one or multiple brands, working directly with retailers and other businesses. The role often includes:

Managing and developing client relationships
Travelling to visit stockists, events and trade shows
Driving sales growth within a territory
Acting as the face of a brand within the equestrian community

It’s a role that blends sales, relationship management and industry knowledge - often requiring a strong understanding of both product and rider.

The Appeal: Freedom and Flexibility

One of the biggest draws is autonomy.

Self-employed agents have the flexibility to manage their own schedules, choose how they approach their territory and often decide which brands they align themselves with. For many, especially those already embedded in the equestrian world, this level of independence is invaluable.

There’s also the potential for strong earnings. With commission-based structures, high performers can build a very rewarding income stream, particularly if they establish long-term client relationships.

Perhaps most importantly, there’s a sense of ownership. You are not just “doing a job", you are building something of your own.

The Reality: Pressure and Uncertainty

That said, the freedom comes with responsibility.

Income can fluctuate, particularly in the early stages or during quieter trading periods. There’s no guaranteed salary, no holiday pay and no traditional safety net.

You are also responsible for your own structure and discipline. Without the framework of a salaried role, success depends heavily on self-motivation, organisation and consistency.

Travel can be demanding and the lines between work and personal life can blur, especially in an industry where passion often drives performance.

One of the biggest adjustments when becoming a self-employed sales agent is taking full responsibility for your finances and tax obligations. Unlike traditional employment, where taxes are deducted automatically through PAYE, you are effectively running your own business. That means staying organised isn’t optional, it’s essential. Everything needs to be recorded clearly and accurately in preparation for your annual tax return. Whether you use accounting software or work with an accountant, having organised records will save time, reduce the risk of errors and give you a clearer picture of how your business is performing.

Is It the Right Move?

For some, this career path offers the perfect balance of independence and opportunity. For others, the lack of stability can be a challenge.

From what we see, the most successful self-employed agents tend to share a few key traits:

• Strong commercial awareness

• Excellent relationship-building skills

• Resilience and adaptability

• A genuine understanding of the equestrian market

The key is being honest about what you want from your career. If you thrive on structure, guaranteed income and clear progression pathways, a salaried role may be a better fit. If you are self-driven, commercially minded and comfortable with a level of risk, a self-employed sales role can be incredibly rewarding.

Meet Our Expert

Meet our expert, Elizabeth Holland, a Independent UK equestrian Sales Agent, who is sharing her insight, wisdom and experiences of this career path.

What does your role involve?

As a sales agent, you represent your brand in the uk. You sell the products in to shops, provide support that they need, marketing, answer queries, deal with returns, provide support at shows, build partnerships with customers, develop the brand and find new customers.

Tell us what a typical day/week looks like for you?

It varies which is so lovely. Equestrian sell in is usually 4 times per year and you take the collections around to each customer to do their orders. Sell ins usually last 2 months per time. Inbetween that you are supporting customers, getting top up orders, checking stock levels, answering queries, helping out at shows, reporting sales to your brand, booking customer visits, booking marketing support calls, product training in shops, visiting new customers and looking for new customers so plenty to do.

What types of product/brands do you/can you represent?

I represent Cavalleria Toscana which is a high end equestrian fashion that covers men’s, ladies and children’s equestrian fashion, accessories, horse wear and equestrian helmets. There are lots of brands that have agents covering all aspects of equestrian from feed supplements to horses, clothing to jewellery. Most agents have a few brands as there is more opportunity to visit shops and earn more so lots of opportunity to represent something you are passionate about/enjoy.

What would you say the biggest pros & cons are to your role?

Pros

You decide what you do and when
Get to visit lovely shops around the country
Meet lots of amazing people
Opportunity for international travel
Attending high profile equestrian events
Talking horses all day!!!
Being able to wear breeches to work
Every day variety - no two days are the same
Being in the van with the radio on having a sing song
Having a support network behind me that is like family

Cons

You only really get paid twice per year, but when you get paid it’s good.
You only get paid once the customer has paid their bill in full.
The first 6 months is quite hard financially waiting for the results of the first sell in
Spending lots of time on the motorways
Budgeting - you have to be good with money as it’s very tempting to go crazy when the money comes in.
Business insurance is expensive!

Can you run us through what the start up costs looked like for yourself?

These are the costs you would need to take into account when starting up:

Money for first 6 months to support me whilst I waited for my sale to come through
Large car/van
Kitting the car/van out
Graphics for the vehicle
Computer or iPad
Mobile phone
Money for stock/samples

What would you say skills wise, you need to succeed?

You need to be able to work alone. Most of the time you are in the van on a motorway so you have to enjoy your own company
Business brain to keep on top of invoicing and payments
Love of the products you sell
Listening to customers
Happy to work long days and/or weekends
Tenacious
Able to work under pressure (it’s a targeted environment)
Speak to people on all levels from top riders to happy hackers
Smart in appearance
Multi tasking
Good memory for all your product’s features, benefits and pricing
Drink tea!!!

Do you think it is more important to have sales knowledge or equestrian experience for this type of role?

I was extremely lucky when I started, I came into this role from banking and Simon from Zebra products took a chance on me. I think you need to have a bit of both. It’s a tough industry to get into but once you are in… its the best! You need to have a drive to succeed! If you don’t sell you dont earn!

Could you sum up your experience as a sales agent in three words?

Living the dream!!

Final Thoughts

The equestrian industry is evolving and with it, so are career opportunities.

Self-employed sales roles aren’t a shortcut or an easy option, but for the right person, they offer a level of freedom and ownership that’s hard to match.

At Kick On Recruitment, we believe in giving a clear, honest view of every role so candidates can make informed decisions that truly suit them. We hope this blog has given you more insight into the sales agent career path.