Writing
Industry analysis &
honest gear reviews
I write about the business of the equestrian world: gear economics, industry dynamics, and what the horse market looks like through the lens of twenty years in consumer marketing and a recent return to the saddle.
Featured Series
The Adult Amateur Equestrian — A Three-Part Series
The personal argument, the market data, and the brand playbook. Read in order or start anywhere.
The Adult Amateur Equestrian Is the Industry's Best Customer. She's Also Its Most Ignored One.
Read Part 1 → Part 2 / 3 Industry AnalysisThe Adult Amateur Equestrian: A Market the Industry Is Leaving on the Table
Read Part 2 → Part 3 / 3 Industry AnalysisHow to Win the Adult Amateur Equestrian: A Brand Playbook
Read Part 3 →Who Owns Equestrian: The Map
An ownership map of twelve major equestrian brands. Which ones are PE-backed, which ones sit inside corporate parents whose primary business has nothing to do with horses, and which ones remain in the hands of the families who built them.
The Equestrian Retail Landscape Is More Broken Than You Think
Who owns equestrian retail, who captures the margin when you buy a pair of breeches, and why the system serving riders was built by people optimizing for the wrong things. A structural analysis from State Line Tack to Dover Saddlery.
What We Actually Know About the Top Equestrian Apparel Brands
Verified revenue, web traffic, and price positioning data for the brands riders know best. Most are privately held and disclose almost nothing. Here is what the public record actually shows.
How to Win the Adult Amateur Equestrian: A Brand Playbook
Four frameworks for earning the trust and business of the equestrian industry's most commercially valuable and most underserved customer. The practical answer to Parts 1 and 2. Part 3 of 3.
The Adult Amateur Equestrian: A Market the Industry Is Leaving on the Table
The data on adult amateur equestrians tells a clear story: high income, high spending, structurally underserved. The full market case for the industry's most overlooked customer. Part 2 of 3.
The Adult Amateur Equestrian Is the Industry's Best Customer. She's Also Its Most Ignored One.
The adult amateur equestrian is the sport's highest-spending and most financially independent customer. She is also its most systematically ignored one. Part 1 of 3.
Ariat Built Its Brand on the Horse. Now It's Betting on Everything Else.
Ariat sponsors Stagecoach, an NFL quarterback, and rugby clubs. Here's what the investment data says about where the world's largest equestrian brand is actually building, and what that means for the equestrian customer.
Why Equestrian Brands Are Underinvested in DTC and What It's Costing Them
A $5.7B market with 61% still flowing through wholesale. An industry analysis of why equestrian brands are leaving DTC revenue on the table and what the fix looks like.
What to Consider When Buying an Equestrian Helmet
A framework for evaluating riding helmets across design, function, and value. Covers what safety certifications actually mean, when MIPS matters, and what premium pricing really buys you.
Is the Antares Signature Worth It? A Buying Guide for Adult Amateurs
The Antares Signature sits at the top of the French saddle market. Here is whether the price is justified, what you actually get for it, and how to think about the decision if you are a serious amateur.