Creating Connection With Your Clients: The Power Of Your Story And Your Why For Equestrian Business Owners
As humans, we crave connection, and for smart equestrian businesses that want to see real growth in 2025, building connection into your business and marketing is key. Consumers and clients are becoming more discerning, and so often we buy with our hearts more often than our heads- particularly when horses are involved! Just think back to a recent purchase you made yourself - there was feeling and emotion involved when you got your credit card!
We can create connection with clients and customers on so many levels, through your visual branding, your social media and marketing messaging and by sharing your story and your why.
Why Connection Matters
In a world where clients have endless choices, connection sets your business apart. People are naturally drawn to authenticity, and when they feel emotionally invested in you and your journey, they’re more likely to remain loyal. Beyond the products or services you provide, clients want to know they’re supporting someone who understands and shares their passion for horses.
For equestrian businesses, this connection is especially important because horses are more than just animals—they’re companions, athletes, and partners. When your clients see that you share their love for these majestic creatures, you become more than just a provider—you become their trusted ‘go to person’.
The Power of Your Story
Every business owner has a story, and yours is what makes you unique. Sharing your journey, your triumphs, challenges, and the experiences that led you to where you are, makes you and your business real.
For example, perhaps you started your business because you struggled to find quality tack that fit your horse and wanted to create a better solution. Maybe you became a riding instructor because you wanted to support others to become the best rider they could. Perhaps you got into bodywork because your horse got injured, and you were amazed by the rehab process.
Whatever your story, it gives clients a glimpse into your world and shows them that your business is rooted in passion and purpose.
Don’t be afraid to show vulnerability in your storytelling. Clients appreciate honesty and relatability. Share the ups and downs, the lessons you’ve learned, and the reasons you get up every day to do what you do. This transparency helps clients see the heart behind your business.
I often share about how I started my coaching and training business by accident, and how it helped me recover after the sadness of a miscarriage. I also talk about how I overcame Chronic Fatigue Syndrome in my 20s with the power of mindset work- despite being told I’d never ride again. These are very personal examples, but they feel important for me to share, because they affect so many people in my audience, and because it drives many of my personal and business values today.
The Power of Your Why
Your “why” is the foundation of your business. It’s the deeper purpose that drives you—beyond profits and products. Simon Sinek’s famous phrase, “People don’t buy what you do; they buy why you do it,” rings especially true in the equestrian world.
To identify your why, ask yourself:
What inspired me to start this business?
What impact do I want to make in the equestrian community?
How does my business improve the lives of horses and their owners?
I started running my initial courses back in 2017 because I was frustrated at helping only one horse at a time as a riding coach/ trainer. I knew I could have a much bigger impact, and I wanted to get the latest veterinary knowledge to more horse owners.
In short, I simply wanted to make a better world for horses, and change the lives of horses, their owners and equine professionals. It drives everything I do, and wow it’s a massive motivation every morning.
Connection with Clients and Customers
The best way to build real connection is to have a system, so that all clients gets the same experience, and build in plenty of ‘wow’ moments.
A systemized process of communication: It is so powerful to go beyond the minimum and create communication with feeling - like a personalised email showing an order on its way, or a photo of the owner's horse at the barn.
Surprise and Delight: This can be as simple as a small gift with an order, a thank you card, or an unexpected message. These offer moments for connection, and also can be tied to your strategy such as asking for reviews, a discount code for a second order, a referral link and so much more.
In the equestrian world, relationships are everything. By sharing your story and staying true to your why, you create a sense of authenticity and connection that draws clients to your business. Remember, it’s not just about what you offer—it’s about who you are and the passion that drives you. When your clients feel that connection, they’ll stick with you for the long haul.
Nicola Kinnard-Comedie (Msc, BHSAI Int. SM)
is the owner and founder of NKC Equestrian Training, delivering horse care training to horse owners and business and mindset coaching to equine practitioners.
Nicola is a qualified riding instructor and has over 20 years industry experience, and now uses her coaching skills to assist equine practitioners. Nicola decided to combine her experience of equestrian science, sales and marketing, and teach this to others. Nicola works with veterinary physiotherapists, massage therapists, osteopaths and other equestrians across the world to help them build their dream business. Nicola's work focuses on harnessing the power of your mindset, together with cutting edge marketing strategies to support equestrian business owners to realise the business of their dreams.
You can find out more about Nicola here: www.nkcequestrian.com
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