As an equestrian professional, whether you're a riding instructor, groom, trainer, or any other key role in the equestrian world, you know that your services are invaluable. Yet, so often, we find ourselves underselling our skills or feeling guilty when it comes to charging what we're truly worth. It's an all-too-common struggle in the industry, and it's time to shift that mindset.
The equestrian world is unique in that it combines passion with profession. You’re not just offering a service—you’re sharing a love for horses and the lifestyle that comes with it. This deep connection can make it difficult to view your work objectively and place a proper value on it.
There are a few key reasons why many equestrian professionals undervalue their services:
Passion Over Profit: Because we love what we do, it feels wrong to attach a high price tag to something that brings us so much joy. It’s easy to think, "I’m doing this because I love horses, not because it’s a business."
Fear of Losing Clients: The equestrian world is competitive, and pricing yourself too high can feel like you’re pricing out potential clients. There's a fear of losing loyal clients or being viewed as too expensive.
Lack of Financial Education: Many equestrian professionals didn’t go into business with a financial background, so understanding how to structure pricing or manage expenses can be overwhelming.
Imposter Syndrome: Feeling like you’re not experienced enough or qualified to charge top rates can lead to self-doubt. If you don’t believe in the value of your services, it’s hard to communicate that to potential clients.
So, how do you break free from the cycle of undervaluing your work and start charging what you’re truly worth? Here’s a clear, actionable approach:
Your expertise, training, and experience have immense value. Take a moment to reflect on the positive impact you’ve had on your clients and their horses. Whether you're improving a horse's performance or helping a rider gain confidence, your work changes lives.
Ask yourself: What would it cost if clients had to go elsewhere for the same level of care and expertise? Often, the value you provide far outweighs the rates you’re currently charging.
It’s easy to forget that your business isn’t just about you and your time. Factor in your overhead costs, including insurance, equipment, transport, continuing education, and other necessary expenses. This will help you set prices that are sustainable and reflect the true cost of doing business.
Instead of a one-size-fits-all approach, create tiered pricing for different services or packages. This allows clients to choose a level that suits their budget while giving you the opportunity to offer premium options for those who can afford more. For example, you might offer group lessons at a lower rate and private lessons at a higher price, or you could offer seasonal packages that include multiple sessions at a discount.
Honesty is key when setting your prices. Be upfront with clients about why you’ve increased your rates or why your services are priced as they are. Help them understand the costs involved in running your business and how your pricing reflects your expertise.
It’s normal to feel guilty when you raise your rates, but it’s also important to build your confidence in your worth. Surround yourself with a supportive network of other equestrian professionals who understand the challenges you face. Celebrate your achievements and remind yourself of the positive difference you’re making.
At the end of the day, running an equestrian business is still a business, and you deserve to be paid fairly for your hard work. No one will value your services as much as you do, so it’s crucial to set boundaries and charge appropriately for the time, energy, and expertise you bring to the table.
Cavago isn’t just about connecting equestrians with horses—it’s about supporting equestrian professionals in building sustainable, successful businesses.
Whether you’re offering riding lessons, livery services, or training, Cavago helps you showcase your expertise and connect with potential clients who are looking for your services.
By using the Cavago platform, you can confidently set up your profile, promote your services, and attract clients who understand and appreciate your value. Plus, with a streamlined booking and payment system, you can spend less time on administrative tasks and more time doing what you love.
Charging what you're worth is a vital part of growing a successful equestrian business. It requires a shift in mindset, an understanding of the value you bring, and the confidence to stand by your pricing. Remember, you’re not just charging for your time—you’re charging for your experience, expertise, and the positive impact you have on your clients and their horses.
So, let go of the guilt, embrace your worth, and know that with platforms like Cavago, you’re not just surviving in the equestrian world—you’re thriving.
Want to decrease your admin and increase your visibility? Become a host on Cavago today – it's completely free to sign up.