The Stable Exchange

Farm & Fir Co.
  • 0.0 (0)
  • Entrepreneurship

Behind every great equestrian brand is a founder with a story. The Stable Exchange is where we share those stories — and the lessons they hold. Join Tara from Farm & Fir Co. and guest co-hosts as they sit down with horse industry entrepreneurs and marketing experts to talk about what it really takes to build a business in the equestrian world. You’ll hear the highs, the lows, and the strategies that make a difference, plus marketing tips you can put into practice today. Honest conversations, real insights, and the reminder that your story is your strongest tool.

Episodes

  1. Jun 17

    The Future of Equestrian Tech: Juliette Silvain on Building the Equine Software Group & Hopoti

    The equestrian industry has never had more technology available to it - and yet most riding programs are still managing their businesses across six different tools, none of which talk to each other. Juliette Silvain is on a mission to change that. Juliette is the founder of the Equine Software Group, an umbrella ecosystem bringing the best equestrian software companies together under one roof. As part of that vision, ESG acquired Hopoti, a business management platform built specifically for riding schools and lesson programs, and has been leading its expansion into the US market ever since. In this episode, Juliette takes us through her journey from a college entrepreneurship project and a $25,000 raise that felt like millions, to closing a private equity fund in 2025 and building one of the most ambitious equestrian tech ventures in the industry today. In this episode, we cover: How Juliette's lifelong passion for horses led her to the equestrian tech world — and why she built a company around giving back to the sport without riding full timeThe origin story of Caval, from a university project connecting horse buyers and sellers at shows to the foundation of the Equine Software GroupWhat the Equine Software Group is, how it works, and why bringing fragmented equestrian software companies together under one umbrella is the key to the industry's futureWhat drew Juliette to Hopoti — and why a platform originally built by a parent, not a trainer, turned out to be exactly what riding programs neededThe features that create the biggest aha moment for new Hopoti clients, from waiver management and horse care tracking to scheduling and the marketplace that helps riding programs acquire new studentsHow Hopoti uses data to help riding programs make smarter business decisions — including when and whether to invest in a new lesson horseWhat equestrian entrepreneurs need to think about before starting a tech company in this space, including transaction size, market depth, and the importance of thinking beyond a single featureWhy building retention from day one — starting with young riders and growing alongside them — is the single greatest strategy for a sustainable riding programWhere Juliette sees equestrian tech heading in the next five to ten years, and why she believes technology will be make or break for equestrian businessesHow waking up at 5:30am to ride her horse before work has made her a higher performer — and why she builds that same philosophy into how her team operatesThe fundraising rejection that almost stopped everything, the investor who stayed in touch anyway, and what happened next Connect with Juliette and Hoppity: Instagram: https://www.instagram.com/hopoticom/ For Businesses Click Here For Riders Click Here

    1h 4m

  2. Jun 4

    Stop Competing, Start Niching: How Kendra Clarke Is Redefining What It Means to Be a Trainer

    What does it actually take to build a training program that doesn't just survive, but thrives and keeps evolving? Kendra Clarke of K. Clarke Equine has spent over a decade answering that question, and the results speak for themselves. In this episode, Kendra shares the full arc of her journey - from cleaning stalls and charging $30 a lesson, to building a training program that no one else in the industry was offering. We talk about how a semester abroad in England, a pivotal loss, and a $10,000 insurance check all shaped the business she has today. And how rather than competing in an already crowded field, she chose to build a niche that no one else was filling. Kendra is the founder of K. Clarke Equine, based in Kintnersville, PA, and one of only two 4★ Train Your Seat educators in the United States. She is also a Level 2 Franklin Method biomechanist and a Level 2 Centered Riding instructor. She is the first and only trainer in the U.S. offering real-time biomechanical analysis using Novel Sensors - cutting-edge force and pressure-mapping technology that provides instant biofeedback on rider symmetry - and the only accredited Racewood Simulator trainer in the country, coaching riders on "Blue," her eventing and dressage simulator. In this episode, we cover: How a semester abroad at Hartpury College in England and training under elite FEI coaches — including sessions with Olympic legend Carl Hester — set the foundation for everything that followedThe real origin story of K. Clarke Equine, including the personal loss and financial reality that pushed Kendra to bet on herselfWhy she chose certifications over competition points — and how getting certified before anyone else in the U.S. became her single greatest competitive advantageHow she used grad school to build her actual business plan, and what she wishes every early-stage trainer knew about projecting, planning, and taking calculated risksThe moment she knew it was time to raise her rates — and her honest, practical advice on pricing that every equine service provider needs to hearHow "Blue," her Racewood Simulator, came into her program and completely changed how she teaches, manages her horse's health, and protects her income from weather and injuryThe Novel Saddle Sensors — what they are, how she found them, and why the data they reveal is changing everything she thought she knew about how riders influence their horsesWhy she wants this technology accessible to every adult amateur, not just elite competitorsThe vendor team approach that keeps her sane: her accountant, her website support, and why smart delegation is her biggest business growth strategyWhat's next: Dressage at Devon, expanding the saddle sensor program, and Kinetic Rider — her passion project connecting equestrians with fitness professionals who truly understand their needs Kendra's biggest piece of advice for equestrian entrepreneurs: Niche down — and know that a niche isn't just a discipline. Diversify your income portfolio in the early years, build your vendor team before you think you need one, and don't mistake being fully booked for being finished growing. Connect with Kendra: Website: kclarkeequine.com Instagram: @kclarkeequine Connect with The Stable Exchange: Instagram: @thestableexchange

    1h 17m

  3. May 20

    How Kimbrell Hines Left a Mainstream Law Career to Build One Around Horses

    What happens when a lifelong equestrian becomes an attorney in mainstream industry and suddenly starts seeing liability everywhere she looks in the horse world? For Kimbrell Hines, it became the foundation of an entire career. Kimbrell didn't set out to practice equine law. She started with a political science and business degree, spent time in human resources, went to law school with plans to specialize in labor and employment law — and landed her dream job at a large firm. But somewhere between the courtroom and the barn, she started noticing something: the horse industry was full of legal complexity that most people weren't prepared for, and almost nobody was addressing it. So she started telling people what she could do. One referral led to another, and what began as a side offering drafting waivers and boarding agreements quietly grew into a full equine law practice. Today Kimbrell specializes in equine transactions, liability, dispute resolution, and horse appraisals — one of the only attorneys in the country with both a legal practice and a certified appraisal credential in the equine space. In this episode, Kimbrell pulls back the curtain on the legal side of the horse industry that most equestrian entrepreneurs don't think about until it's too late. She talks about the contracts people skip, the liability risks they don't see coming, the role of social media in equine disputes, and why AI-generated legal documents are a much bigger risk than most people realize. She also shares the story behind her own career evolution — and why she believes the most important thing any equestrian entrepreneur can do is simply call their shot. In This Episode We Cover: How Kimbrell's background in HR and labor law gave her an unexpected edge in equine legal disputesThe moment a polo match referral changed the direction of her entire careerWhy niching down into equine law felt less like a leap and more like a natural evolutionThe most common legal mistakes equestrian entrepreneurs make — and how to avoid themWhat every horse owner should have in place before boarding, buying, selling, or leasing a horseThe contracts and liability waivers that could save your businessHow social media is changing the landscape of equine disputesWhy Kimbrell got her horse appraisal certification — and how it makes her a better attorneyThe truth about using AI to draft legal documents for your equestrian businessHer closing advice: call your shot, say what you do, and let people rally behind you Connect with Kimbrell: Kimbrell's dot.Profile: https://dot.cards/kimbrellhines Website: https://equineesquire.com Email: kimbrell@equineesquire.com Instagram: https://www.instagram.com/equineesquire/ @equineesquire LinkedIn: www.linkedin.com/in/kimbrellhines TikTok: equineesquire Connect with The Stable Exchange: 📸 Instagram: @thestableexchange The Stable Exchange is produced by Farm & Fir Co. If you enjoyed this episode, please leave a review on Apple Podcasts — it helps more equestrian entrepreneurs find the show.

    1h 17m

  4. May 7

    How to Build & Scale an Equestrian Apparel Brand with Brianne Link from Equisite Elements of Style

    Brianne Link started riding at four years old on Long Island, eventually competing at the U25 Grand Prix level — flying to Wellington on weekends while balancing school and a full training schedule. As a serious competitor, she was intentional about what she wore to the barn, and found a gap in the lack of options and innovation in the performance apparel space. So, she created the solution herself: Equisite Elements of Style - an equestrian performance apparel brand built on the intersection of fashion and functional athletic wear. What started as a contracted design project for university equestrian teams launched just before COVID hit, forcing Brianne to pivot fast, go direct-to-consumer, and build something built to last. Today, Equisite is the official apparel partner of Wellington International for WEF and the Global Dressage Festival, is carried by roughly 100 retailers worldwide, and was just licensed for official merchandise for the FEI World Cup Fort Worth 2026. In this episode, Brianne shares the full story of how she created, built and scaled Equisite — the smart foundations she built early, the pivots she had to make, and the behind-the-scenes systems that make it all run. In this episode we cover: Why Brianne knew from the start she didn't want riding to be her source of income — and how her degree from the Savannah College of Art and Design shaped everything that followed How she coined the name "Equisite" and why building the brand identity herself (logo, font, color palette) was one of the smartest early investments she made The COVID pivot that took her from university licensing contracts to ready-to-wear — and the face-mask shirt that accidentally opened the door to wholesale What it really takes to land a spot at iconic venues like the Hampton Classic and WEF How Brianne went from having a vendor booth at WEF to becoming Wellington International's official apparel partner Why she credits much of her business growth to networking and building her Rolodex The color theory background behind Equisite's signature color stories — and why she currently offers 19 colorways in her best-selling shirt When and how to delegate: her framework for figuring out where your time is actually best spent What wholesalers need from you beyond the product box — and how supporting their success drives yours Retail space psychology: why your best sellers belong on the right-hand side of your store Her advice for equestrian entrepreneurs who are waiting for the "right time" to start Connect with Brianne & Shop Equisite: Website: www.equisite-elementsofstyle.comInstagram: @equisite_elementsofstyle_______________________________________________________________ Connect with The Stable Exchange Instagram: @thestableexchange_______________________________________________________________ Connect with Farm & Fir Co. Website: farmandfirco.comInstagram: @farmandfirco

    1h 8m

  5. Apr 1

    Building a Personal Brand That Actually Lasts-And Lands You a Book Deal with Natalie Keller Reinert

    In this episode of The Stable Exchange, I’m sitting down with Natalie Keller Reinert, author of over 30 equestrian novels and creator of the interconnected “Ocalaverse.”  This episode also comes at an exciting launch - Natalie’s newest novel, The Jump, was just released this month with Flatiron Books.  We talk about the inspiration behind the book, how her perspective as both a rider and writer continues to shape her work, and the deeper questions she’s exploring through her stories. Natalie’s story isn’t a straight line. It’s one shaped by time in the horse industry, unexpected pivots, and the decision to start over - more than once. We talk through her early years working across different corners of the equestrian world, the experience of losing her Thoroughbred farm during the 2008 financial crisis, and what it looked like to rebuild from there. It was during that period of uncertainty - and a move to New York - that she began writing her first novel. From self-publishing her debut in 2011 to building a consistent writing practice over the next decade, Natalie shares what it actually takes to create momentum as an author.  We chat talk about: What it looks like to write from lived experience in the horse industryHow her creative process has evolved across dozens of booksThe reality of self-publishing and building a readership from the ground upHer transition into traditional publishing with Flatiron BooksAnd what it’s been like to see her work expand beyond the page We also touch on the upcoming adaptation of her Eventing Series and what it means to step into a new role bringing her work to life on screen. If you’ve ever thought about building something slowly, starting over, or creating a career rooted in what you know best - this conversation offers a very real look at what that can actually look like. NATALIE’S BOOK TOUR DATES April 23-26 at The Kentucky Three Day EventJuly 15, 6-8 PM at Impressions of Saratoga, Saratoga Springs, New YorkJuly 17 at The Dog Eared Book in Palmyra, New York  Connect with Natalie Order The Jump nataliekellerreinert.com @nataliekreinert  Connect with The Stable Exchange thestableexchange.com @thestableexchnage  farmandfirco.com As always, thanks for listening!

    1h 19m

  6. Feb 2

    How to Sell Out Your First Launch with Whitney from MarkWest Denim

    In this episode, we sit down with Whitney Lloyd to talk about how a simple frustration — not being able to find a pair of jeans that actually worked in the saddle — turned into something much bigger: Mark West, a denim brand built specifically for cowgirls who ride. We talk through her journey back into the horse world, the moment she realized there was a real gap in the market, and how that spark slowly turned into prototypes, building her brand, and a whole lot of trial and error. What started as “why doesn’t this exist?” became “okay… maybe we’re the ones who have to build it.” Along the way, we dig into what it really looks like to build a brand from the ground up — not just designing a product, but building a personal brand, showing up consistently, leaning on your community, and learning how to trust your gut when you’re doing something new in a very traditional industry. Whitney shares honestly about the messy middle: the first batch nerves, the lessons learned, the pressure of getting the details right, and the quiet persistence it takes to keep going when no one sees the work behind the scenes. We talk about legacy, too — about creating something that empowers women in the equestrian world and building a brand that feels bigger than just jeans. This conversation is about more than denim. It’s about grit, creativity, and the kind of determination horse girls seem to carry into everything they do. Key Takeaways: Sometimes the best business ideas come from your own everyday frustrations.Building a personal brand matters just as much as building the product itself.Community and relationships open doors you can’t force on your own.Prototyping takes longer than you think… and that’s just part of the process.Creating anticipation and telling your story builds trust before you ever launch.Legacy isn’t just about sales — it’s about impact.Consistency beats perfection every time.There’s so much room for innovation in the horse industry if you’re willing to try. Connect with Whitney and MarkWest: Instagram: @markwestdenim Website: https://markwestdenim.com/ Connect with The Stable Exchange Podcast: Instagram: @thestableexchange Website: https://thestableexchange.com/ Connect with Farm & Fir Co.: Instagram: @farmandfirco Website: https://farmandfirco.com/

    1h 5m

  7. Jan 14

    Modernizing the Equine Industry While Honoring Tradition with Madison from Elite Equine Marketplace

    In this episode, we sit down with Madison from Elite Equine Marketplace and talk through how the equestrian industry has evolved — and where it’s clearly struggling to keep up. We dig into why the horse industry still relies on so many fragmented, outdated tools, and what it actually looks like to try to modernize an industry that’s deeply rooted in tradition. Madison shares her path from the tech world into building a platform specifically for hunter jumper riders, and we talk a lot about the why behind her decisions — from narrowing her niche early on, to obsessing over user experience, to building something that feels intuitive for horse people rather than overwhelming. We also get into the realities of disrupting a traditional industry, how pricing can either create friction or remove it entirely, and why trust and transparency matter so much when you’re buying and selling horses. Along the way, Madi reflects on balancing entrepreneurship with life on a farm, and how staying close to the day-to-day realities of the horse world continues to shape the way she builds. This conversation is honest, grounded, and full of perspective for anyone trying to build something meaningful inside the equestrian industry — especially when the path forward isn’t clearly laid out. Key TakeawaysThe equestrian industry is ready for better tools that actually reflect how people work todayIdentifying real pain points is the foundation of building anything usefulStarting with a narrow niche can make growth more intentional and sustainableUser experience matters — especially in an industry slow to adopt new platformsCommunity and word-of-mouth still drive growth more than anything elsePricing should remove mental friction, not create hesitationTransparency and trust are essential when horses are involvedLiving the lifestyle you’re building for brings clarity and perspectiveListening to users leads to better decisions than building in isolationPersistence and humility matter more than having it all figured out early Connect with Madison from Elite Equine Marketplace Instagram: @eliteequineofficial Website: eliteequinemarketplace.com Connect with The Stable Exchange Instagram: @thestableexchange Website: thestableexchange.com Connect with Farm & Fir Co. Instagram: @farmandfirco Website: farmandfirco.com

    44 min

  8. 12/11/2025

    From Laid Off to Fully Booked with Lucile from ProPulsion Equine

    What happens when you lose your job, your housing, and your sense of security all at once… and still decide to bet on yourself? In this episode of The Stable Exchange, I’m talking with Lucile, founder of Propulsion Equine PEMF, about the moment everything fell apart—and how that season became the start of an incredibly successful business, ProPulsion Equine. In this episode, we chat about: • The exact moment she decided, “I’m going to make this work” after losing her job • How her equine science and performance background shaped the way she practices PEMF • Going from solo practitioner doing everything to building a trusted team • The realities of running a mobile equine business and living part-time in a van • Why most of her growth came from word of mouth and Instagram • How she thinks about travel fees, routes, and scheduling 200+ sessions a month • The decision to add new modalities like red light therapy and kinesiology taping • Why she genuinely believes entrepreneurship can be more secure than a “stable” 9–5 If you’re an equine practitioner, bodyworker, or horse person sitting on a business idea but scared of what you might be giving up, Lucile’s story is going to give you both comfort and a little bit of a push. Subscribe, follow, and share this episode with a fellow equestrian entrepreneur who needs to hear that losing a job doesn’t have to be the end of the story—it might be the beginning. Connect with Lucile from ProPulsion Equine Instagram: @propulsionequinepemf Website: propulsionequine.com Connect with The Stable Exchange Instagram: @thestableexchange Website: thestableexchange.com Connect with Farm & Fir Co. Instagram: @farmandfirco Website: farmandfirco.com

    45 min

  9. 11/20/2025

    Transforming Your Relationship with Horses with Ashley from WSS & Reward Based Equestrian

    In this episode, we sit down with Ashley, the artist and horsewoman behind White Stallion Studio (our Graphic Design Partner at Farm & Fir Co.!) and Reward Based Equestrian. We talk about how a lifelong love of drawing and horses slowly evolved into a design studio serving equestrian brands—and how a second, very different business grew from her shift into positive reinforcement and clicker training. Ashley shares what it was like to move from custom portrait commissions and wood-burned ornaments into hand-drawn, horse-accurate logo design, and why feedback from clients is less about criticism and more about collaboration. We also get into creative burnout, routines that never quite stay routine, and how living on a small farmstead with horses in her backyard shapes the way she works. In the second half of our conversation, we dive into Ashley’s journey with reward-based training, the horses who changed her perspective, and why “your horse is always right” might be the most grounding lesson of all. If you’re an equestrian entrepreneur who’s multi-passionate, niche, and figuring it out as you go—this one will feel very familiar. Connect with Ashley from White Stallion Studio Instagram: @whitestallionstudio Website: whitestallionstudio.com Connect with The Stable Exchange Instagram: @thestableexchange Website: thestableexchange.com Connect with Farm & Fir Co. Instagram: @farmandfirco Website: farmandfirco.com

    1h 7m

  10. 11/07/2025

    Overcoming Rejection to Build Your Dream Business with Gold Horse Media

    In this episode, we sit down with Taylor, the founder of Gold Horse Media — an equestrian marketing agency specializing in equestrian brand photography, videography, email strategy, and Pinterest marketing. We talk about how her business began, the role her heart horse Chloe played in shaping its identity, and what it looked like to build a business in real time — through experimentation, burnout, rebuilding confidence, and choosing to keep going. This conversation is honest, layered, and deeply familiar for anyone building something in the horse world. If you’ve ever asked yourself, “Am I doing enough? Am I moving fast enough? Should I just walk away?” — this episode is for you. Connect with Taylor from Gold Horse Media Instagram: @goldhorsemedia Website: goldhorsemedia.com  Connect with The Stable Exchange Instagram: @thestableexchange Website: thestableexchange.com Connect with Farm & Fir Co. Instagram: @farmandfirco Website: farmandfirco.com

    1h 6m

  11. 10/31/2025

    Welcome to The Stable Exchange!

    We are SO excited to reintroduce The Stable Exchange Podcast! If you've been following Farm & Fir Co. since the beginning, then you know this podcast has actually been nearly four years in the making. Our goal with this show is to have real conversations with founders, creatives, and business owners in the equestrian industry. We want to learn how they built what they built — the early stages, the challenges, the mindset shifts, and the decisions that shaped the business they have today. We’ve worked with a lot of entrepreneurs over the years, and one thing we’ve seen again and again is that the story behind a brand is often the most meaningful and memorable part of it. Two businesses can offer similar services, but the founder’s story and lived experiences are what make each one unique. On The Stable Exchange, we’ll be talking with guests about: How their business beganPivotal moments and turning pointsMistakes, lessons, and learning curvesWhat they’ve discovered about themselves along the wayIf you’re building a business in the horse world - or thinking about starting one - this podcast is for you. We’re glad you’re here! Where to Find Us: On Instagram: @thestableexchange On our Website: www.thestableexchange.com How to Connect With Us: Send an email to tara@farmandfirco.com

    3 min
  • 11 Episodes

About

Behind every great equestrian brand is a founder with a story. The Stable Exchange is where we share those stories — and the lessons they hold. Join Tara from Farm & Fir Co. and guest co-hosts as they sit down with horse industry entrepreneurs and marketing experts to talk about what it really takes to build a business in the equestrian world. You’ll hear the highs, the lows, and the strategies that make a difference, plus marketing tips you can put into practice today. Honest conversations, real insights, and the reminder that your story is your strongest tool.

Information

  • Creator
    Farm & Fir Co.
  • Years Active
    2025 - 2026
  • Episodes
    11
  • Rating
    Clean
  • Copyright
    © 2025 Farm & Fir Co.
  • Show Website
    The Stable Exchange

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