In this episode of The Stable Exchange, I’m sitting down with Natalie Keller Reinert, author of over 30 equestrian novels and creator of the interconnected “Ocalaverse.” 

This episode also comes at an exciting launch - Natalie’s newest novel, The Jump, was just released this month with Flatiron Books. 

We talk about the inspiration behind the book, how her perspective as both a rider and writer continues to shape her work, and the deeper questions she’s exploring through her stories.

Natalie’s story isn’t a straight line. It’s one shaped by time in the horse industry, unexpected pivots, and the decision to start over - more than once.

We talk through her early years working across different corners of the equestrian world, the experience of losing her Thoroughbred farm during the 2008 financial crisis, and what it looked like to rebuild from there. It was during that period of uncertainty - and a move to New York - that she began writing her first novel.

From self-publishing her debut in 2011 to building a consistent writing practice over the next decade, Natalie shares what it actually takes to create momentum as an author. 

We chat talk about:

• What it looks like to write from lived experience in the horse industry
• How her creative process has evolved across dozens of books
• The reality of self-publishing and building a readership from the ground up
• Her transition into traditional publishing with Flatiron Books
• And what it’s been like to see her work expand beyond the page

We also touch on the upcoming adaptation of her Eventing Series and what it means to step into a new role bringing her work to life on screen.

If you’ve ever thought about building something slowly, starting over, or creating a career rooted in what you know best - this conversation offers a very real look at what that can actually look like.

NATALIE’S BOOK TOUR DATES

• April 23-26 at The Kentucky Three Day Event
• July 15, 6-8 PM at Impressions of Saratoga, Saratoga Springs, New York
• July 17 at The Dog Eared Book in Palmyra, New York 

Connect with Natalie

Order The Jump

nataliekellerreinert.com

@nataliekreinert 

Connect with The Stable Exchange

thestableexchange.com

@thestableexchnage 

farmandfirco.com

As always, thanks for listening!

In this episode, we sit down with Whitney Lloyd to talk about how a simple frustration — not being able to find a pair of jeans that actually worked in the saddle — turned into something much bigger: Mark West, a denim brand built specifically for cowgirls who ride.

We talk through her journey back into the horse world, the moment she realized there was a real gap in the market, and how that spark slowly turned into prototypes, building her brand, and a whole lot of trial and error. What started as “why doesn’t this exist?” became “okay… maybe we’re the ones who have to build it.”

Along the way, we dig into what it really looks like to build a brand from the ground up — not just designing a product, but building a personal brand, showing up consistently, leaning on your community, and learning how to trust your gut when you’re doing something new in a very traditional industry.

Whitney shares honestly about the messy middle: the first batch nerves, the lessons learned, the pressure of getting the details right, and the quiet persistence it takes to keep going when no one sees the work behind the scenes. We talk about legacy, too — about creating something that empowers women in the equestrian world and building a brand that feels bigger than just jeans.

This conversation is about more than denim.
It’s about grit, creativity, and the kind of determination horse girls seem to carry into everything they do.

Key Takeaways:

• Sometimes the best business ideas come from your own everyday frustrations.
• Building a personal brand matters just as much as building the product itself.
• Community and relationships open doors you can’t force on your own.
• Prototyping takes longer than you think… and that’s just part of the process.
• Creating anticipation and telling your story builds trust before you ever launch.
• Legacy isn’t just about sales — it’s about impact.
• Consistency beats perfection every time.
• There’s so much room for innovation in the horse industry if you’re willing to try.

Connect with Whitney and MarkWest:

Instagram: @markwestdenim

Website: https://markwestdenim.com/

Connect with The Stable Exchange Podcast:

Instagram: @thestableexchange

Website: https://thestableexchange.com/

Connect with Farm & Fir Co.:

Instagram: @farmandfirco

Website: https://farmandfirco.com/

In this episode, we sit down with Madison from Elite Equine Marketplace and talk through how the equestrian industry has evolved — and where it’s clearly struggling to keep up.

We dig into why the horse industry still relies on so many fragmented, outdated tools, and what it actually looks like to try to modernize an industry that’s deeply rooted in tradition.

Madison shares her path from the tech world into building a platform specifically for hunter jumper riders, and we talk a lot about the why behind her decisions — from narrowing her niche early on, to obsessing over user experience, to building something that feels intuitive for horse people rather than overwhelming.

We also get into the realities of disrupting a traditional industry, how pricing can either create friction or remove it entirely, and why trust and transparency matter so much when you’re buying and selling horses. Along the way, Madi reflects on balancing entrepreneurship with life on a farm, and how staying close to the day-to-day realities of the horse world continues to shape the way she builds.

This conversation is honest, grounded, and full of perspective for anyone trying to build something meaningful inside the equestrian industry — especially when the path forward isn’t clearly laid out.

• The equestrian industry is ready for better tools that actually reflect how people work today
• Identifying real pain points is the foundation of building anything useful
• Starting with a narrow niche can make growth more intentional and sustainable
• User experience matters — especially in an industry slow to adopt new platforms
• Community and word-of-mouth still drive growth more than anything else
• Pricing should remove mental friction, not create hesitation
• Transparency and trust are essential when horses are involved
• Living the lifestyle you’re building for brings clarity and perspective
• Listening to users leads to better decisions than building in isolation
• Persistence and humility matter more than having it all figured out early

Connect with Madison from Elite Equine Marketplace

Instagram: @eliteequineofficial
Website: eliteequinemarketplace.com

Connect with The Stable Exchange

Instagram: @thestableexchange

Website: thestableexchange.com

Connect with Farm & Fir Co.

Instagram: @farmandfirco

Website: farmandfirco.com

What happens when you lose your job, your housing, and your sense of security all at once… and still decide to bet on yourself?

In this episode of The Stable Exchange, I’m talking with Lucile, founder of Propulsion Equine PEMF, about the moment everything fell apart—and how that season became the start of an incredibly successful business, ProPulsion Equine.

In this episode, we chat about:

• The exact moment she decided, “I’m going to make this work” after losing her job
• How her equine science and performance background shaped the way she practices PEMF
• Going from solo practitioner doing everything to building a trusted team
• The realities of running a mobile equine business and living part-time in a van
• Why most of her growth came from word of mouth and Instagram
• How she thinks about travel fees, routes, and scheduling 200+ sessions a month
• The decision to add new modalities like red light therapy and kinesiology taping
• Why she genuinely believes entrepreneurship can be more secure than a “stable” 9–5

If you’re an equine practitioner, bodyworker, or horse person sitting on a business idea but scared of what you might be giving up, Lucile’s story is going to give you both comfort and a little bit of a push.

Subscribe, follow, and share this episode with a fellow equestrian entrepreneur who needs to hear that losing a job doesn’t have to be the end of the story—it might be the beginning.

Connect with Lucile from ProPulsion Equine

Instagram: @propulsionequinepemf
Website: propulsionequine.com

Connect with The Stable Exchange

Instagram: @thestableexchange

Website: thestableexchange.com

Connect with Farm & Fir Co.

Instagram: @farmandfirco

Website: farmandfirco.com

In this episode, we sit down with Ashley, the artist and horsewoman behind White Stallion Studio (our Graphic Design Partner at Farm & Fir Co.!) and Reward Based Equestrian. We talk about how a lifelong love of drawing and horses slowly evolved into a design studio serving equestrian brands—and how a second, very different business grew from her shift into positive reinforcement and clicker training.

Ashley shares what it was like to move from custom portrait commissions and wood-burned ornaments into hand-drawn, horse-accurate logo design, and why feedback from clients is less about criticism and more about collaboration. We also get into creative burnout, routines that never quite stay routine, and how living on a small farmstead with horses in her backyard shapes the way she works.

In the second half of our conversation, we dive into Ashley’s journey with reward-based training, the horses who changed her perspective, and why “your horse is always right” might be the most grounding lesson of all. If you’re an equestrian entrepreneur who’s multi-passionate, niche, and figuring it out as you go—this one will feel very familiar.

Connect with Ashley from White Stallion Studio

Instagram: @whitestallionstudio
Website: whitestallionstudio.com

Connect with The Stable Exchange

Instagram: @thestableexchange

Website: thestableexchange.com

Connect with Farm & Fir Co.

Instagram: @farmandfirco

Website: farmandfirco.com

In this episode, we sit down with Taylor, the founder of Gold Horse Media — an equestrian marketing agency specializing in equestrian brand photography, videography, email strategy, and Pinterest marketing.

We talk about how her business began, the role her heart horse Chloe played in shaping its identity, and what it looked like to build a business in real time — through experimentation, burnout, rebuilding confidence, and choosing to keep going.

This conversation is honest, layered, and deeply familiar for anyone building something in the horse world.

If you’ve ever asked yourself, “Am I doing enough? Am I moving fast enough? Should I just walk away?” — this episode is for you.

Connect with Taylor from Gold Horse Media

Instagram: @goldhorsemedia
Website: goldhorsemedia.com 

Connect with The Stable Exchange

Instagram: @thestableexchange

Website: thestableexchange.com

Connect with Farm & Fir Co.

Instagram: @farmandfirco

Website: farmandfirco.com

We are SO excited to reintroduce The Stable Exchange Podcast! If you've been following Farm & Fir Co. since the beginning, then you know this podcast has actually been nearly four years in the making.

Our goal with this show is to have real conversations with founders, creatives, and business owners in the equestrian industry. We want to learn how they built what they built — the early stages, the challenges, the mindset shifts, and the decisions that shaped the business they have today.

We’ve worked with a lot of entrepreneurs over the years, and one thing we’ve seen again and again is that the story behind a brand is often the most meaningful and memorable part of it. Two businesses can offer similar services, but the founder’s story and lived experiences are what make each one unique.

On The Stable Exchange, we’ll be talking with guests about:

• How their business began
• Pivotal moments and turning points
• Mistakes, lessons, and learning curves
• What they’ve discovered about themselves along the way

If you’re building a business in the horse world - or thinking about starting one - this podcast is for you. We’re glad you’re here!

Where to Find Us:

On Instagram: @thestableexchange

On our Website: www.thestableexchange.com

How to Connect With Us:

Send an email to [email protected]