How to Market Your Horse Business with Denise Alvarez

Equine attorney and lifelong horsewoman Polly Hey is breaking down the legal essentials every equestrian business owner should know.

From contracts and liability waivers to sale agreements and business structure, Polly shares practical advice to help you protect your business without the overwhelm.

Whether you’re a trainer, coach, or barn owner, you’ll walk away with a clearer understanding of what you need in place—and why.

If you’ve ever wondered what “equine law” really means for your day-to-day operations, this conversation is for you.

Disclaimer:
The following podcast features attorney Polly Hey of Hey & Hey, Attorneys at Law. Ms. Hey is licensed to practice law in California and Tennessee. The content of this podcast is for informational purposes only and does not constitute legal advice. Listening to this podcast does not create an attorney-client relationship. For legal advice specific to your situation, please consult a qualified attorney licensed in your jurisdiction.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/181

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

If you're running a horse business and feel like you're constantly getting lost in the noise—you're not alone. 

Maybe you've looked around and thought, “Everyone is doing the same thing I’m doing... how am I supposed to stand out?”

Here’s the good news: Standing out in your horse business doesn’t mean being louder—it means being more you. 

In this episode, you’ll learn 4 powerful ways to rise above the noise of competition, attract your best-fit clients, and confidently leave comparison behind.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/180

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

If you ever dream of creating more freedom and impact in your horse business, this episode is full of encouragement and practical takeaways.

In this episode, you’ll meet Nikki Hall of Horse Sense Learning Levels and hear how she turned her hands-on riding curriculum into a successful online business.

Nikki shares her journey from running a full-scale riding academy to creating scalable resources that support instructors and students worldwide. We talk about overcoming burnout, listening to your audience, and building a business that supports your life—not the other way around.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/179  (LINK)

🆓 FREE The Beginner’s Guide to Online Memberships for Horse Businesses
This guide will give you a step-by-step plan so you can get your membership out into the world, build your recurring revenue, and serve more people and horses!

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

Let’s be real—marketing your horse business can feel like a full-time job on top of, well, your actual full-time job running the business. And while AI can’t muck stalls or feed horses (yet!), it can help you save time and get more done when it comes to your marketing.

But before you start asking ChatGPT to run your business for you, let’s get one thing straight: AI is a tool, not a magic wand. You still need to know your audience, your voice, and your message. That’s the heart of effective marketing—and no robot can replace your heart.

That said, when used wisely, AI can help you amplify your marketing efforts in a way that feels like you’ve hired a behind-the-scenes assistant who gets your business.

In this episode, you’ll learn 4 practical ways to make it happen.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/178

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

If you’re showing up on social media but not seeing results in your horse business, you’re not alone—and you’re not doing it wrong. You just need a better plan.

In this episode, you’ll uncover 6 costly mistakes equestrian entrepreneurs often make  — the ones that are keeping your content from turning followers into paying clients.

You’ll walk away with simple, practical shifts you can make to finally see your marketing efforts start to work for your business—not just your algorithm.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/177

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

In this second part of my conversation with Stacy Westfall, we dive deep into the marketing strategies that helped her build a successful equestrian business.

If you’re an equestrian entrepreneur looking for real, actionable insights to take your marketing game to the next level, this episode is for you.

Stacy shares her top marketing tips, including how she approaches social media, podcasting and YouTube in her business — and, how that has evolved through the years.

You’ll hear why podcasting has been a game-changer for her business, helping her build meaningful connections with her audience, and how you can leverage similar strategies to engage your own audience on a deeper level.

Plus, you’ll discover simple yet powerful mindset shifts Stacy has made along the way that have set her up for long-term, sustainable success.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/176

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

Every equestrian entrepreneur has a story—but not every story includes a stop on The Ellen Show or a viral bridleless ride that opened doors most business owners only dream of.

If you’re wondering if Stacy is the one who was riding bridleless in her wedding dress at the 2005 Congress Freestyle Reining, you’re spot-on.

But, that was 20 years ago, and a lot has happened in her life and business since then.

In this episode, Stacy Westfall shares how her journey from professional horse trainer to online educator has been a blend of grit, intentional growth, and being willing to pivot when the path changed.

With over 30 years in the horse industry, Stacy explains how her business model has evolved—sometimes by design, sometimes by necessity—but always anchored in her love of horses and teaching.

In this first part of our conversation, you'll hear how she built her business while raising a family on the road, and how acting quickly and listening closely to her audience helped her turn once-in-a-lifetime moments into long-term success.

Whether you're just getting started or navigating your next chapter, Stacy’s story will inspire you to think big, act boldly, and build with purpose.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/175

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Business Coaching → Stormlily.com/reins

This week’s guests are taking us into the often-overlooked role of grooms, highlighting the importance of education, advocacy, and elevating this essential profession.

You’ll meet Dinette Neuteboom and Amy McGann as they share how their diverse equestrian backgrounds led them to create HorseGrooms, a platform that empowers and supports professional grooms in the horse industry.

Uncover how Dinette and Amy have carved out a unique niche by serving grooms with valuable resources and community, while also managing multiple business ventures of their own.

Wherever you serve the equine industry, this founder’s story will give you inspiration and ideas for how niching down and serving a specific audience can lead to meaningful impact and sustainable growth for your horse business.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/174

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

Some entrepreneurs mistakenly ask the question, “How do I charge what I’m worth?”

But, that’s the wrong question. Pricing strategy for equestrian entrepreneurs is not about your worth as an individual — it’s about the value of your offer.

So, what do you do when you know your offer is valuable and you want raise your prices?

In this episode, you’ll discover what you need to both know and do in your horse business so you can confidently raise your prices.

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/173 

🆓 FREE 4 Steps to Successfully Market Your Horse Business (Even If You Get Horses More Than Marketing) → Stormlily.com/success

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins

Balance is something we all talk about and often crave, but it’s actually not a word I love to use. As equestrian entrepreneurs, there will be times when things are out of balance — it’s a given, and that’s actually okay. The key is to learn how to blend business building, family life, mastering your art, and caring for yourself in a way that works well for you and your family.

While it’s unique to each entrepreneur, we can always learn from one another, right?

That’s why I think you’ll love this honest conversation with Nevada Miller with Be A Maker School and Nevada Watt Brand.

You’ll hear Nevada’s journey growing up in a family business, learning the art of silversmithing, and eventually building her own brand and then an online school for other gear makers.

All while navigating the challenges of business ownership, family life on a ranch, and motherhood.

You’ll learn the importance of mastering the basics in business, the role of persistence in honing a craft, and how she now mentors others through her Be A Maker School.

Plus, you know I love a good book recommendation — and Nevada came with some of her business faves!

Show Notes (also known as “Where to read a quick summary of what we talked about here and get links I mentioned.”) are over at Stormlily.com/172

🆓 FREE Beginner’s Guide to Email Marketing for Horse Businesses → Stormlily.com/emailguide

🐴 Take the Reins 1:1 Coaching → Stormlily.com/reins