The world of horse riding is changing fast. In the past, riders bought everything at local tack shops. Today, the global equestrian market is shifting to the internet. Experts predict this market will reach USD 18.3 billion by 2035. For new and existing brands, this is a huge opportunity.
However, marketing horse gear is different from selling regular clothes. Riders are very specific about what they want. They need gear that is safe, fits perfectly, and looks good in the arena. If you try to sell to them like a normal fashion brand, it often fails. You need a strategy that builds trust and community.
As Zest rytteri, a leading manufacturer supporting brands worldwide, we have seen what works. Here is a quick summary of the five pillars you need to know.
Quick Summary: 5 Pillars of Equestrian Marketing
| Strategy Pillar | Why It Matters |
|---|---|
| Visual Trust | Riders need to see gear in action to trust its quality. |
| Social Authority | Using influencers and platforms like TikTok to reach buyers. |
| Education First | Teaching riders how to use gear builds brand loyalty. |
| Frictionless Buying | Easy sizing and shipping stops people from leaving your site. |
| Quality Base | Marketing only works if the product is made perfectly. |
1. Understanding the Modern Equestrian Shopper
To sell online, you first need to know who is buying. The equestrian world is not one big group. It is split into different types of riders.
Hobby Riders vs. Competitive Athletes
First, you have the Hobby Rider. This person rides for fun on weekends. They care about comfort, durability, and value for money. They want Trends inden for ridetøj that look good at the barn but don't cost a fortune.
On the other hand, you have the Competitive Athlete. This rider competes in shows. They need high-performance gear. They care about technical fabrics, safety certifications, and looking professional. Understanding this difference is key to writing good ad copy.
The "Research-First" Mindset
Riders do not usually buy things blindly. Research shows that 81% of riders spend a lot of time comparing products before they buy. However, once they find a brand they trust, 84% will make impulse buys. This means your first goal is to earn their trust.
The 2023 American Horse Council study underscores “a national herd of about 6.65 million horses” and 2,300–2,500 licensed competitions per year in the US, highlighting a “regulated pipeline” feeding demand for compliant, safety-focused gear. (Equerry Co. analysis of global equestrian participation, 2025, citing AHC 2023 data)
This data tells us that there is a steady demand for compliant, safe gear. If your marketing highlights safety and compliance, you will attract these serious buyers.
2. Building an E-Commerce Store That Converts
Your website is your digital storefront. If it is confusing or ugly, riders will leave. Here is how to make a store that sells.
Visuals Are Everything
You cannot sell a saddle or breeches with just one photo. Riders want to see the details. They want to see the stitching, the grip on the breeches, and how the fabric stretches. You should use high-quality photos. Show the product on a horse or a rider, not just on a white background.
Transparency in Sizing
One of the biggest problems with buying online is fit. This is especially true for ridebukser and helmets. If a rider is not sure if it will fit, they will not buy it. To fix this, provide very clear size guides. Include measurements for waist, hip, and inseam. Videos showing how to measure yourself are even better.
Mobile Optimization
Most riders shop on their phones while at the barn. In fact, nearly 78% of shopping carts are abandoned on mobile devices. Ensure your buttons are big and your checkout is fast. If your site is hard to use on a phone, you are losing sales.
“E-commerce has become the default starting point for many riders, offering broader choice, home delivery, and competitive pricing,” notes a 2025 market analysis on global equestrian equipment. (LinkedIn, “Market Analysis: Trends and Growth Drivers in the Global Equestrian Equipment Market”, 2025)
3. Social Media & Influencer Strategy: Where Riders Hang Out
Riders love to share photos of their horses. This makes social media the perfect place to market your gear. But you must choose the right platform.
TikTok vs. Instagram
TikTok is great for reaching younger riders. It has a high engagement rate. The content here should be fun, raw, and trendy. Show "get ready with me" videos or funny barn moments. Instagram is better for polished images. Use it to build a luxury or professional brand image. It is great for boutique equestrian brands looking to grow.
The Micro-Influencer Advantage
You do not need to pay famous Olympic riders millions of dollars. Often, "micro-influencers" work better. These are riders with 10,000 to 100,000 followers. Their followers trust them like a friend. If they recommend your riding apparel, their followers will listen. This creates a better return on investment (ROI).
"The equestrian industry stands at a fascinating intersection of tradition and innovation, where centuries-old practices meet cutting-edge technologies and methodologies." — The Plaid Horse, 2025 Industry Trends Feature
4. Content Marketing: Answering the Rider’s Questions (SEO)
Content marketing means creating helpful articles and videos. This helps you show up on Google. When a rider asks a question, your brand should have the answer.
Educational vs. Promotional
Don't just say "Buy our bridle." Instead, write an article called "How to Fit a Bridle Correctly." This is helpful. Riders will come to your site to learn. Once they trust your advice, they will look at your products. For example, writing about eco-friendly fabrics attracts riders who care about the environment.
Video Content and Tutorials
Video is very powerful. A YouTube video about "How to choose a safety vest" can get views for years. This is called evergreen content. It brings free traffic to your website long after you post it.
Blogging for Search
Blog posts help you rank for keywords. If you sell grooming kits, write about "The best grooming routine for winter." If you are importing products, you might read a guide on importing equestrian products. Your customers are searching for information, so be the one to provide it.
5. Stop Losing Sales: Fixing High Cart Abandonment
Did you know that almost 85% of riders put items in their cart but do not buy them? This is called cart abandonment. You can fix this.
Shipping Costs and Speed
The number one reason people leave is unexpected shipping costs. Be clear about shipping prices early. Also, offer fast shipping. Riders often need gear for a show next weekend. If you can get it to them fast, they will buy from you.
Online distribution channels for horse riding gear are expected to register the fastest CAGR among sales channels in the coming years, as noted in a 2025 Alibaba-backed article on horse riding sports market trends. (Riding High: Exploring the Market Trends in Horse Riding Sports, 2025)
Building Trust Signals
Riders worry about safety. If you sell helmets or body protectors, show your safety certificates clearly. Show reviews from other riders. Make your return policy easy to find. This makes riders feel safe spending money on your site.
6. The "Secret Weapon": How Manufacturing Impacts Marketing
Marketing is much easier when the product is amazing. This is where your manufacturing partner comes in. You cannot market a bad product for long.
Quality as Marketing
If your zippers break or your fabric rips, riders will tell everyone. Bad news travels fast in the horse world. But if you use high-quality OEM manufacturing services, your product will be durable. Good quality leads to 5-star reviews. These reviews are your best marketing tool.
Sustainability as a Selling Point
Modern riders care about the planet. A 2025 analysis shows that brands blending tradition with sustainability will succeed. Using eco-friendly materials like bamboo or recycled polyester gives you a great story to tell. It sets you apart from other brands.
Speed to Market
Fashion trends change fast. You need a manufacturer who can move quickly. Agile lead times allow you to launch seasonal collections on time. Whether it is for the winter holidays or the summer show season, timing is everything.
The 2025 global equestrian equipment analysis concludes that companies “that blend tradition with modern priorities – welfare, sustainability, and digitalisation – will be best placed to succeed,” effectively framing these as core buying criteria. (LinkedIn, Global Equestrian Equipment Market analysis, 2025)
Frequently Asked Questions (FAQ)
How do I market equestrian products online effectively?
To market effectively, use a mix of high-quality visuals, influencer partnerships, and educational content. Ensure your website is mobile-friendly and offers clear sizing guides. Building trust is the most important factor.
What social media platform is best for horse brands?
It depends on your audience. TikTok is best for younger riders and viral trends. Instagram is best for lifestyle imagery and established riders. Facebook is still useful for community groups and older demographics.
Do influencer partnerships work for equestrian gear?
Yes, they work very well. Riders trust other riders. Partnering with micro-influencers (10k-100k followers) often gives a better return on investment than paying for traditional ads.
Konklusion
Marketing equestrian gear online is about more than just posting photos. It requires understanding the rider's needs, building a trustworthy website, and engaging with the community on social media. But above all, successful marketing starts with a high-quality product.
If you are ready to launch or scale your brand with premium gear that riders will love, Zest rytteri is here to help. From sample development to full-scale production, we bring your vision to life. Contact us today to start your journey toward building a market-leading equestrian brand.
Sources & Further Reading
- LinkedIn: Equestrian Gear Market Analysis 2025
- Forbes: The Behavioral Psychology of Online Shoppers
- Equerry Co: Equestrian Equipment Market Analysis 2025
- The Plaid Horse: Industry Trends