From Stable to Strategy: How to Break into Marketing in the Equestrian Industry
- Kick On Recruitment
- Aug 5
- 5 min read
Whether you’ve grown up in the saddle or recently found your passion for horses, turning that passion into a career can be incredibly rewarding. One route, that is full of opportunity, is marketing within the equestrian industry. From equestrian apparel brands to horse insurance companies and tech start-ups developing rider tracking software, businesses across the sector are looking for talented marketers who truly understand the equestrian world.
In this blog post, we’ll explore how to get started in marketing for equestrian businesses, what kinds of roles exist and what skills you’ll need to stand out. You will also hear from our industry expert on their career and the routes they took to get to where they are.
Why Marketing?
Marketing is the voice and face of any brand, it’s how equestrian businesses connect with with their customers. If you’ve ever followed a riding brand on Instagram, downloaded an app for tracking your horse’s training or received a beautifully designed tack catalogue in the post, you’ve seen equestrian marketing in action.
What makes the industry unique is the level of authenticity required. Horse people speak their own language and businesses that market to them need professionals who truly “get it.” That’s where you come in.
Types of Marketing Roles in the Equestrian Industry
Digital Marketing Executive / Social Media Manager
Perfect for those who love creating content and engaging with online communities. These roles typically involve managing Instagram, Facebook, TikTok or YouTube channels, crafting email newsletters and helping run paid ads.
Content Creator / Copywriter
Have a way with words (and a way around a stable)? You could write blogs, product descriptions, training guides or social media captions that resonate with riders. Video and photo content creation are also in high demand.
Marketing Assistant / Coordinator
A great entry-level role, often hands-on and varied. You might help plan events, organise photoshoots, liaise with ambassadors or keep tabs on marketing campaigns.
Brand Manager
This is a more senior role, ideal for those with experience. Brand managers oversee the look, tone and strategy of a company’s public-facing identity, ensuring consistency across all platforms.
Influencer or Partnership Manager
If you love building relationships, this role involves working with sponsored riders, equestrian influencers and ambassadors. You’ll help coordinate content, send out product samples and track performance.
PR & Communications Specialist
This role focuses on writing press releases, liaising with media and securing coverage in equestrian magazines or websites. It’s ideal if you enjoy storytelling and want to help shape a brand’s reputation.
Marketing Analyst / CRM Specialist
More data-focused, these roles dive into customer behaviour, email campaigns and performance metrics. While more technical, they’re critical for growth, especially in insurance and software sectors.
What Business Sectors Could I Work In?
The equestrian world has a surprisingly diverse business landscape, including:
How To Get Started
Build a Portfolio: Start creating content. Write blog posts, mock up a campaign for your favourite brand or run a horse-focused Instagram page. Demonstrating initiative goes a long way.
Learn the Basics: You don’t need a marketing degree to get started. Free or affordable courses on platforms like HubSpot Academy, Google Digital Garage or Coursera can teach you SEO, email marketing and social media skills.
Apprenticeship or Volunteer: Offer to help a local tack shop, riding school or trainer with their social media or website. Practical experience (even unpaid at first) can lead to bigger opportunities.
Network in the Equestrian World: Join equestrian Facebook groups, attend shows and connect with people working in the industry on LinkedIn. Most jobs in this space come through word of mouth.
Apply to Niche Roles: Don’t just search “marketing job.” Look for specific companies within the equestrian world and check their careers page. Even if they’re not hiring, a speculative email with a tailored CV and examples of your work can open doors.
Meet Our Expert
Meet our expert, Lydia Booth, Equine Marketing Strategist, who has spent the past 10 + years specialising in digital marketing, brand growth and partnerships.
Let’s be real: there’s no rulebook for building a career in equestrian marketing, and that’s exactly what makes it exciting. There is no right way, no single ladder to climb. I didn’t follow one either.
I came from a business background in construction. But when I stepped into marketing, something clicked. I found a space that allowed me to be creative, strategic, and impactful. Eventually, I made the bold decision to bring that passion into the world I’d known for over two decades: horses.
Equestrian marketing is a space where your equine knowledge is an asset, not an afterthought. Being able to speak the language of riders, understand the lifestyle, and build trust in a niche space (that is what makes you valuable). That is what brands need. If you’ve got the passion, the drive, and a willingness to learn, there’s so much opportunity waiting for you.
In my career, I have had the privilege of working with some of the industry’s leading brands, creators, and Olympic-level riders, delivering international campaigns, building strategic partnerships, and helping brands connect with their audiences in a way that truly resonates. These experiences have shown me that you can build a fulfilling, impactful career in this space, no matter where you start - and even if you don’t have it all figured out.
If you’re looking to break into equestrian marketing, here’s what I would tell you:
Start with your strengths. Marketing isn’t one-size-fits-all. Whether you’re a natural writer, visual creator, planner, or people-person, there’s a role for you.
Put yourself in the room. Offer your support to a small equestrian business, write content, create visuals, just get started. That’s how you build momentum (and a portfolio).
Be visible. Don’t wait until you feel ‘ready.’ Document what you’re learning, show up online, and share your professional opinions. People connect with presence, not perfection.
Learn the psychology. Marketing isn’t just visuals and virality. Understanding why people buy, click, or trust you is what turns good marketing into great marketing with results. Study the emotion behind the action; it will completely transform your work.
Network with purpose. Every major opportunity I’ve had came from a conversation. Don’t underestimate the power of a kind message, a thoughtful comment, or showing up at an event and speaking to people.
Invest in your learning. There are so many accessible resources out there, courses, podcasts, blogs, books, communities. Use them. You don’t have to wait for a qualification to start acting like a marketer.
There’s a huge opportunity in this space and a real need for people like you, creative, strategic, and passionate about the sport and the people in it. You don’t have to choose between a creative career and your love for horses. You can have both. You can build something uniquely yours.
And if you need the nudge: consider this it.
Final Thoughts
Marketing is one of the most accessible and creative ways to turn your equestrian passion into a profession. Whether you’re drawn to storytelling, strategy or statistics, there’s a place for you in the marketing saddle. The key is to combine your horse sense with curiosity, digital skills and the drive to keep learning.
So go ahead, reach out to that brand you love, pitch a blog idea to an equestrian publication or start building your own horsey content channel. The industry needs voices like yours.
Want to register for marketing roles coming up?
Head over to our candidate page and register your details with us to be kept up to date with all new roles coming on.