40/ JANUARY 2011 THE RIDER


Where is the Horse Business Headed for 2011?


On December 13th 2010 Equestrian Professional.com hosted Rethinking the Horse Business 2010. This seminar covered essential information for horse professionals about how the economy and the Inter-


net affected the horse business in 2010 and provided insight about where the industry is headed for 2011.


First, speaker Elisabeth McMillan of Equestrian Profes- sional.com shared information


– Equestrian Professional’s Rethinking the Horse Business Seminar Delivers New Insights to Horse Professionals


from equestrian associations, horse show managers, popular equine websites, and from the hundreds of horse trainers and stables that participated in Equestrian Professional’s horse business survey. This informa- tion provided listeners with a broad view of the current global economy, a sampling of equestrian customer trends, and an eye-opening look at specific economic indicators from directly inside horse businesses.


Clearly, the state of each country’s economy and the horse businesses that operate in them varies greatly. How- ever, in the United States, horse professionals (who par- ticipated in the survey) reported that 2010 was the


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most difficult year for their businesses with 2009 coming in a close second. In addition, the vast majority of horse profes- sionals reported an increase in clients but a decrease in profits. This unique and troubling issue was further examined during the seminar and additional informa- tion was presented as several probable causes were revealed. Customer trends were also discussed and listeners got the “inside skinny” on several inter- esting shifts in the equestrian marketplace.


Next, McMillan discussed how the Internet is providing many new marketing opportuni- ties and the effect this is having on both the horse industry as a whole and for horse profession- als i.e. trainers, breeders,


instructors and stable operators. This section included critical information about how the Internet is creating new trends in the horse business. These trends are creating new horse business models and increased profit potential for horse profes- sionals.


Finally, tips for maximiz- ing the opportunities of the Internet and reducing the nega- tive effects of the economy for a more successful 2011 were shared. This was followed by a Q&A and a special members session - “Essential Marketing Strategies for 2011 – Hot Tips for Horse Professionals.” Both seminars were recorded and the replays are available on the Equestrian Professional.com website


The replay of Rethinking the Horse Business is free to all horse professionals and can be watched on the Equestrian Pro- fessional.com website at http://www.equestrianprofes- sional.com/public/863.cfm


About Equestrian Profession- al.com


Equestrian Professional.com provides horse business education, resources and support to horse profession- als around the globe. The site offers a wide array of programs, tools and information to help horse trainers, riding instructors, breeders, stable operators and professional riders run more profitable businesses and build successful equestrian careers.


Jaimie Holland Finished Fifth in Consolation Freestyle at 2010 FEI Young Rider Dressage World Cup Final


Ottawa, Ontario— Jaimie Holland represented Canada at the sixth annual 2010 FEI Young Rider World Cup Finals, which was held at the CDI-W Frankfurt in Ger- many on December 15-19, 2010.


On the last day of competition, Holland, 21, of Caledon, ON, and her 12-year-old Westphalian mare, Fleurina (Florestan x Nouveau Roi) earned a fifth place finish, with a score of 64.800%, in the Freestyle during Consolation Finals.


“Fleurina was just the best and I couldn’t have asked for more from her during the Freestyle,” said Hol- land. “It was bittersweet competing on Sunday because it was our last ride and show competing in the Young Rider classes. She was the most relaxed and at ease, and it was a lot of fun to ride our test.” The pair also finished ninth in the Individual Test which was a qualifier for the Freestyle Finals.


“The FEI Young Rider World Cup is an experience I wish all young riders could live. This trip has made me realize how much I would love to come back and train and compete in Europe in the future once I


graduate from University. If you want to be successful at this sport, I think you really have to train and compete with the best, because you get better by watching and learning from those who are better than you,” added Holland.


Holland’s blog about her adventures at the 2010 FEI Young Rider Dressage World Cup Final may be found at http://jaimieandfleurinasworldcup.blogspot.com. The judging panel at this year’s competition includ- ed Dr. Dieter Schüle (GER—FEI 5*), Freddy Leyman (BEL—FEI 4*), Maria Colliander (FIN—FEI 4*), Mari- ette Sanders-van Gansewinkel (NED –FEI 4*), Dr. Wojtek Markowski (POL—FEI 5*) and Gustaf Svalling (SWE—FEI 4*).


Canada has been represented in past FEI Young Rider Dressage World Cup Finals by Alexandra Duncan, Amy Jager and Jessica Rhinelander with our best placing in 2006, when Duncan of West Vancouver, BC, placed fourth on her mare Elektra.


For more information on the FEI Young Rider World Cup Final, please visit the FEI website, www.fei.org.


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About Dressage Canada


Dressage Canada, as a committee of Equine Canada, is the National governing body for Dressage in Canada. Dressage Canada’s objective is to foster the growth of Dressage and the pursuit of excellence in the sport at the local, national and inter- national levels. Dressage Canada provides support and guidance to both amateur and professional through the following pro- grams: coaching education and programs, officials’ education and programs, rules & qualifying criteria, sport development, publications & awards. For more informa- tion about Dressage Canada, please visit the Dressage section of the Equine Canada site or connect with us on Twitter at www.twitter.com/dressagecanada or Face- book at http://tinyurl.com/lp8cnd.


About Equine Canada


Equine Canada is Canada’s national governing body for equestrianism. A member-driven, charitable institution, it is the executive branch of the Canadian Equestrian Team, and the national authori- ty for equestrian competition; the national voice for recreational riders; and the national association for equine welfare, breeding, and industry. Equine Canada is recognised by the Government of Canada, the International Equestrian Federation (FEI), and the Canadian Olympic Commit- tee as the national organisation represent- ing equestrian sport and equine interests. For more information about Equine Cana- da, please visit www.equinecanada.ca.


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