If you’ve been anywhere near horse social media lately, you’ve probably seen the conversations around Dover Saddlery’s closures and liquidation sales. But what actually happened behind the scenes? And what does it reveal about the future of the equestrian industry?

In this episode, I’m joined by Orchid Bertelsen, writer of the Substack Back in the Saddle, to break down the Dover story from both an economic and rider perspective.

With a background in e-commerce, consumer marketing, and brand strategy, Orchid offers a fascinating look at why equestrian retail has struggled to evolve, what this means for local tack shops and brands, and why adult amateurs and horse moms are often overlooked despite driving so much spending in the sport.

We also talk about:

• Why equestrian e-commerce still feels stuck in 2008
• How trainers influence buying decisions
• The challenges local tack shops face
• Why discoverability is a huge issue in the horse world
• What horse businesses can learn from modern retail
• And why there’s still reason to feel hopeful about the future of the industry

If you’ve ever struggled to buy boots online, wondered why horse businesses are so hard to find, or felt like the horse world makes things harder than they need to be, this episode is for you.

Resources Mentioned

Presenting Sponsor: Big Dee's Tack & Vet Supplies

• https://www.bigdweb.com/ Use code BHM10 to get an additional 10% off your order.

Orchid Bertelsen, Back in the Saddle

• Instagram: https://www.instagram.com/orchidinthesaddle/
• TikTok: https://www.tiktok.com/@orchidinthesaddle
• Substack: https://orchidinthesaddle.substack.com/

Big Dee's Tack & Vet Supplies

• https://www.bigdweb.com/ Use code BHM10 to get an additional 10% off your order.

Broke Horse Moms

• Newsletter: https://www.brokehorsemoms.com/newsletter
• Instagram: https://www.instagram.com/brokehorsemoms
• The Swag Barn: https://www.brokehorsemoms.com/swagbarn - Use code BHM10 to get 10% off your order.