3 Free Ways to Build Professional Presence and Stand Out In A Tougher Economy
The following is provided through a partnership between STRIDER and the USEA. As part of our shared commitment to horse and rider success, this article series explores key industry topics to help build knowledge and capacity across the eventing community.
The recent collapse of Dover Saddlery has sent a shockwave through the equestrian industry, not simply because it is a top retailer, but because so many brands, manufacturers, and small businesses were left exposed when things went sideways.
For eventing, these changing economics matter.
Leading retailers are just one of many brands that aspiring professional event riders regularly approach seeking sponsorships. Eventing venues ask local businesses for partnerships. Horse trials organizers look near and far for prize money.
But in a tighter economy, sponsorship decisions become far more selective. Brands increasingly want visibility, audience connection, and recognizable people who can help grow their business. So how do you get there as an eventer, with limited resources?
Here are three great FREE ways to help you build that professional presence through eventing clinics:
Use Clinic Listings To Build Long-Term Recognition
Platforms like STRIDER, a free USEA member benefit, ensure eventing clinics visibility in Google search results.
Every searchable clinic description that shows on Google helps you build a FREE long-term online footprint. That’s a great draw for potential sponsors, syndicate owners, and clients.
PRO TIP: Many eventers use ChatGPT’s free service to write clearer, more polished clinic descriptions. A simple prompt can help:
“Write me an engaging, SEO-friendly eventing clinic description that clearly explains who, what, when, where, and why within the first two sentences. Include rider levels, educational focus, and recognition of both the clinician sponsors and host venue partners.”
Make Eventing More Recognizable To The Outside World
One of the simplest and most overlooked marketing tools in eventing is also free: face photos.
Google “Lindsey Vonn,” “David Beckham,” or “Tiger Woods,” and their images appear instantly. You may not be a skier or a golfer, but you would easily recognize them walking into a restaurant.
That’s why if you are hoping to attract sponsors or syndicate owners, your face needs to be part of your professional identity online. Not just impressive action shots.
In fact, data from more than 1,000 clinics on STRIDER consistently shows that riders enter more often when they spot a recognizable face in the listing, vs a jump photo.
You do not need a professional headshot.
In fact, a simple clean iPhone photo often works better, especially a centered image where riders can clearly see your face and eyes.
Pro Tip: Set your iPhone on Portrait Mode, and hand it to a friend this weekend. Portrait Mode softly blurs the background and keeps the focus on you.
Stand in the jump ring, and smile naturally at the camera. Take a few pics. That’s it; totally free.
Free Google & Eventing Nation Marketing: Rename Your Photo Files
One of the most overlooked marketing tools in today’s equestrian industry is also completely free: renaming your image files before posting online, whether on STRIDER or elsewhere.
PRO TIP: Instead: “IMG_4837.jpg,” rename the file with your full name and discipline:
“jane-smith-eventing.jpg." If you're a venue owner, add your venue name as well:
“jane-smith-eventing-willowcreekfarm.jpg.”
When those images are uploaded to searchable platforms like STRIDER with media partners like Eventing Nation, Google quickly begins associating your image with your name.
Let Google promote your eventing career for free.
Remember, even established equestrian retailers are not immune to financial pressure. Learn how to take advantage of the free tools you have to stay visible, recognizable, and front-and-center.
STRIDER is the leading entry platform across disciplines for the equestrian industry.
From enabling riders to discover their stride to helping equestrians across the industry grow and run their businesses, STRIDER fosters connections to top-tier experiences. Please visit www.striderpro.com to learn more about the suite of software products and services available.
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