Time to Ride Invests in Growing the Horse Industry

Since 2011 a group of executives representing some of the largest equine businesses and organizations have been working together to research, develop and deliver marketing initiatives to increase horse involvement. This Marketing Alliance created Time to Ride, which is facilitated by the American Horse Council. Since 2011 the Alliance has grown to include 20 organizations and businesses committed to supporting Time to Ride programs and events that connect newcomers to horse activities. Each Alliance member and partner pays an annual membership fee, which provides funds for marketing outreach and program development, delivery and measurement. The Alliance is inclusive and welcomes all interested equine businesses and organizations to collaborate with Time to Ride to stimulate growth within all facets of the industry.

In 2012, the first step was research that identified a target market of potential horse enthusiasts in women aged 35-45 who had young children. The second phase, in 2013, included testing messages and images through “seats in saddles” events bringing beginner horse experiences to newcomers, along with a creation of the Time to Ride website. 2014 brought the inaugural Time to Ride 100 Day Horse Challenge where 702 stables, businesses and organizations signed up to offer welcoming events to more than 25,000 newcomers. Plans for 2015 include the launch of a grant program supporting stables and organizations that create newcomer-friendly events. 2015 also brings a bigger, better Time to Ride Challenge with a goal of reaching 100,000 new horse enthusiasts.

Current Marketing Alliance members are:

  • Active Interest Media
  • American Association of Equine Practitioners
  • American Horse Council
  • American Quarter Horse Association
  • Dover Saddlery
  • Farnam
  • Merck
  • Merial
  • National Thoroughbred Racing Association
  • Platinum Performance
  • Purina Animal Nutrition, LLC
  • SmartPak
  • United States Equestrian Federation
  • Zoetis

Program Partners are:

  • Absorbine
  • American Paint Horse Association
  • National Cutting Horse Association
  • National Reining Horse Association
  • Morris Media Network Equine Group
  • Rood and Riddle Equine Hospital

For details about Time to Ride programs, visit the website or email For more information about the American Horse Council or joining the Marketing Alliance, contact Jay Hickey at

The American Horse Council is a non-profit organization that includes all segments of the horse industry. While its primary mission is to represent the industry before Congress and the federal regulatory agencies in Washington, DC, it also undertakes national initiatives for the horse industry. Time to Ride, the AHC’s marketing alliance to connect horses and people, is such an effort. The American Horse Council hopes that Time to Ride will encourage people and businesses to participate in the industry, enjoy our horses, and support our equine activities and events. The AHC believes a healthy horse industry contributes to the health of Americans and America in many ways.






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