By Julie Daniel
As featured in the Winter 2025 issue of Arabian Horse World
As a trainer and riding instructor, I know how deeply tradition runs in the horse industry. But I’ve also learned that embracing new tools, like social media and artificial intelligence (AI), can elevate your business in ways that respect tradition while embracing progress. These tools might feel daunting at first, but they are designed to make your life easier, not harder. In my experience, they’ve helped me grow my riding program, sell horses more effectively, and streamline communication with clients. Here’s how to use these modern resources to benefit your equestrian business.
The Role of Social Media in Your Horse Business
Social media is an incredibly powerful way to connect with current clients and reach new ones. Platforms like Instagram, Facebook, and TikTok let you showcase your barn, celebrate student successes, and build a loyal online community.
I use Instagram and Facebook to post updates about lessons, training, and upcoming events in my program. Short videos of riders achieving milestones or horses in training resonate particularly well. These platforms also allow me to share stories about my program’s values, which helps potential clients see what makes us unique.
Social media is also invaluable for selling horses. High-quality photos, videos, and detailed descriptions can attract buyers nationwide. Posting consistently has expanded my network and helped me find the right homes for the horses I work with.
Getting started doesn’t have to be overwhelming. Create a simple profile for your business, share updates a couple of times a week, and engage with your audience by responding to comments or questions. You’ll build confidence and start to see results.
How AI Can Simplify Your Day-to-Day Operations
AI tools may sound intimidating, but they’re efficient and easy to use. For example, I use AI tools like ChatGPT to write polished emails to clients and potential buyers. Clear, professional communication builds trust and establishes a positive relationship.
Scheduling lessons can be another major headache, but tools like Vagaro or other AI-powered apps simplify it. Clients can book lessons themselves, or the apps easily allow you to schedule and track on your own. Automated reminders reduce no-shows, freeing up more of my time.
AI also helps with marketing. Platforms like Canva let me easily design professional-looking posts, graphics, and flyers, while social media scheduling tools suggest the best times to post for maximum engagement. These small changes have significantly impacted how I manage my business.
Why Change is Worth It
I understand that many horse business owners feel wary of adopting new technologies. Tradition is at the heart of what we do, and change can feel risky. But these tools don’t replace the personal connections and hard work that define our industry—they enhance them.
Adopting social media and AI has allowed me to spend more time on what truly matters: training horses, teaching riders, and creating a supportive community. They’ve also helped me build a more professional and organized business that attracts clients who value our quality and care.
The key is to start small. Choose one platform or tool, like Instagram or ChatGPT, and experiment with it. As you see the benefits, you’ll gain the confidence to try more.
Take The Next Step
Incorporating social media and AI into your riding program doesn’t have to be overwhelming. Start by creating a social media profile for your barn or exploring an AI tool that can streamline your daily tasks. With just a few small steps, you’ll see how these resources can help you grow and thrive in a competitive industry.
For more inspiration and practical tips to elevate your equestrian business, visit my blog at www.julierdaniel.com. You’ll find strategies and ideas to help you make the most of modern tools while staying true to your passion for horses.
Change might feel uncomfortable at first, but it can lead to incredible opportunities for growth—and your horse business deserves that.
