Thursday December 2, 2004

Marketing – The Missing Link in the U.S. Sport Horse Industry

The Quality of the Horse Must Prevail

Willy Arts, successful in this concept explains the “The quality of the horse is most important. This does not mean that every horse is expected to become an Olympic horse.” The seller must be sure to present a horse with three good gaits, and character, and to represent them correctly. “Do not advertise a second level horse as a fourth level horse just because you have trained a few fourth level movements at home,” Arts explains.

“The career of a horse starts at a young age,” continues Arts. He encourages breeders to work with a good trainer in their area who can begin to develop the young horse, and get them out to shows, as well as present them in a professional way to potential buyers.

The largest market in America is the Amateur rider, 62% who do not show over 3rd level.

American Breeders face unique challenges in promoting their businesses, challenges different from their European predecessors, who benefit from a long established system of sales through auctions and events, and “happenings” attracting large crowds of enthusiastic buyers, and breeders and people passionate about the horses and the sport.