United States Eventing Association

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 topics in equestrian education to help build knowledge and capacity across the eventing community.

As conversations about the sport’s sustainability continue, much of the attention has focused on budgets, entries, and infrastructure at the top of the sport.

A helpful way to think about eventing is as a pyramid. The base is made up of all the feeder channels into the sport—riders and horse enthusiasts who haven’t yet tried “eventing” at all. Perhaps they do an adjacent discipline like dressage, jumping, foxhunting, or they have a friend who events.

From this group emerge the grassroots eventing competitors; young riders, and adult amateurs who form the backbone of participation. Some of those riders continue developing and become advanced competitors or professionals. And at the very top of the pyramid sit those who make it to championship events and international competitions.

Like any pipeline, there’s only enough riders at the top of the pyramid if riders are continually entering at the base. If that volume shrinks, it becomes difficult over time to sustain the levels above as time, finances, and life’s inevitable attrition take their toll.

The encouraging news is that expanding the base doesn’t always require sweeping new initiatives. Often, small shifts in how we welcome and promote the sport can make a meaningful difference. Here are three ideas worth considering:

1. Write Event Descriptions That Recruit First Timers

Many horse trials are advertised in a technical style, with an intended audience of competitors who already understand the sport of eventing. Listings focus on divisions, footing, and trailer parking—important details, but not always geared to draw in someone new.

A short, welcoming description can make a huge difference in pulling more riders into the sport for the first time.

“Curious about eventing? Join us for a relaxed Schooling Horse Trials at Rolling Creek Farm on May 10. Divisions from Ground Poles through Training make this an ideal first event for riders or horses interested in trying dressage, show jumping, and cross-country in a supportive environment.

A brief “Eventing 101” will be sent out to all participants the week prior. Spectators encouraged. Food vendors on site. Dogs must be on leash.”

When you include the description on open digital platforms such as STRIDER, the event descriptions also shows up in Google search results —quietly introducing the sport to riders who may never have realized an event was happening nearby.

PRO TIP: USEA members can use the STRIDER entry platform for free to collect digital entries and payments for eventing activities. You can also use STRIDER’s media partnership with Eventing Nation to auto-promote your events to a wider audience.

2. Normalize Sponsorship at the Lower Levels
One effective way to normalize sponsorship in eventing at the grassroots levels is to adopt a practice long used in dressage and show jumping: publish a clear prize list for your lower levels and schooling events

Venues such as Maryland Horse Trials, Morven Park Equestrian Center, and Waredaca do this particularly well.

Their schooling events frequently highlight sponsors and prize donors, helping normalize sponsorship throughout the sport.

Organizers can also take advantage of free digital entry platforms in the community to boost sponsor recognition. On STRIDER, sponsor recognition can be included right in the activity description, and updated until the event.

Sample:

“Starter division sponsored by Green Pastures Tack Shop—winner receives a $50 gift card.

Beginner Novice division sponsored by Blue Ribbon Equine Supplements—prize pack awarded through the ribbons.”

3. “Bring A Friend” Days

What if each Area hosted a “Bring-a-Friend” Day? It could be a cross-country schooling day, a schooling horse trial, or a clinic with a popular top rider.

USEA members who bring a friend from another discipline—dressage, fox hunting, etc. —could receive a small “well-done!" The incentive doesn’t need to be large. Perhaps entry credit to the next cross-country schooling day, a raffle ticket, or a sponsor swag item.

The goal is simply to recognize riders—and sponsors—who help welcome someone new into the sport of eventing and make recruitment a shared experience.

A Bigger Pyramid For the Sport

The future of the sport doesn’t begin at the five-star level—it begins at the Starter level. Every rider who ventures out nervously on their first cross-country course today is a potential top-level competitor, owner, or sponsor tomorrow.

Now is the time to expand and strengthen the rider pipeline at the lower levels, ensuring the next generation of top riders is there to fill entries in the years ahead.

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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