01/03/2025
"It's January, Now What? Embracing Opportunities During Challenging Weather Months in the Equine Industry"
For equine professionals in cold climates without a covered or heated indoor arena—or in hot climates without a covered space during scorching summers—the months of extreme weather can feel daunting. Many of us ask the same questions: How can I keep my clients engaged? How can I continue to grow my business when riding seems impossible?
The answer lies in embracing these months as opportunities rather than setbacks. Here's how:
Double Down on Horsemanship
The off-season is the perfect time to emphasize the often-overlooked skills of horsemanship—the unmounted side of riding. Launch a groundwork curriculum specifically designed for bad weather days. If it’s safe to get to the barn, use aisles or other protected spaces for activities like:
In-hand patterns
Leading on the off-side
Teaching horses to yield their haunches or shoulders from the ground
These skills not only improve rider confidence and control but also deepen the bond between horse and rider.
Incorporate Virtual Learning
A solid video library of riding lessons is invaluable for those days when getting to the barn is impossible. By analyzing videos of your clients, yourself, or even professional riders, you can provide:
Real-time feedback: “Remember when I said you were dropping your right shoulder? Let’s pause the video—see what I saw?”
Discussions about lunging techniques, groundwork exercises, and anatomy
A chance to revisit and reflect on progress
Present virtual lessons as exciting and engaging. Create buzz ahead of time with statements like, “I can’t wait for you to try the new ground pattern I’ve designed!” or “Wait until we sit down and analyze this video together!”
Add a Check-In Challenge
Boost attendance and reward commitment with a check-in challenge during the toughest weather months. Every time a student attends a lesson—whether in person, unmounted, or virtual—they earn an entry into a raffle. At the end of the month or season, draw winners for exciting prizes such as:
Special swag
Free lesson upgrades
Bonus lessons or exclusive opportunities
This approach incentivizes consistency and creates excitement around participation, even during less-than-ideal conditions.
Celebrate Progress
Make your unmounted and virtual lessons feel special:
Offer certificates, ribbons, or branded swag exclusively for winter achievements.
Host a small celebration at the end of the season to recognize progress made during the colder months.
Plan for the Future
Use winter to work on your business instead of just in it. Reflect on the past year:
What worked well? What didn’t?
What are your goals for the upcoming year?
What new programs or services can you introduce?
Take the time to set a clear vision for your business and map out the steps to achieve it.
Shift the Mindset
Too often, we see challenging weather as a reason to pause and wait for better conditions. But this is an opportunity to change the mindset—for yourself and your clients. Get excited about the time to focus on groundwork, video analysis, new curriculum, and planning for growth. Enthusiasm is contagious, and when you’re motivated, your clients will be too.
Let’s embrace the off-season as a time to grow, learn, and innovate. By changing our perspective and rewarding commitment, we can transform winter challenges into exciting opportunities for progress and success.