Oct 27, 2021

Horse Industry Trends -Lessons from STRIDER & EQUITANA USA

By USEA
Panelists from EQUITANA USA included Diana DeRosa, Carson Kressley, Sarah Coleman, and Tara Swersie. Photo courtesy of STRIDER.

If you were involved in equestrian sports at all last year, you probably noticed how COVID incentivized the industry to make a few changes in day-to-day business operations. The United States Eventing Association (USEA) caught up with the STRIDER leadership team to learn more about recent industry trends after their trip earlier this month to EQUITANA USA at the Kentucky Horse Park.

Known as “the world’s largest meeting place for equestrian sports,” EQUITANA USA is designed to promote the exchange of ideas, information, and experiences to enhance the horse and the equine industry.

USEA Member & STRIDER CEO Tara Swersie spoke at EQUITANA USA on the Traditions & Change in the Equestrian World panel along with Bravo TV Star Carson Kressley, Kentucky Horse Council Director Sarah Coleman, and renowned equine journalist Diana DeRosa.

Swersie noted three major trends have emerged in the horse industry. The first, she explained, is a growing movement to online booking & payment, regardless of the equestrian discipline. The second is broader attention to legal issues, such as collecting signed waivers from participants. Lastly, she cited the emphasis on accessible and diverse experiences in equestrian sport.

“What we saw at EQUITANA was just how entrenched the shift to digital solutions has become in order to achieve business and social goals throughout the sport,” Swersie stated.

“Last year COVID caused demand for digital entries and online payment to be absolutely insane. And it wasn’t only Eventing barns…it was everywhere in the industry. Our team worked night and day to expand the Strider platform to support show entries across all 29 USEF breeds and disciplines, just to meet the need.

“Honestly, I thought once we were a certified USEF entry provider things would slow down. I should have known better,” laughed Swersie. “Within days, my phone started ringing off the hook with more requests:

‘My students don’t have a printer at home. Can you help them e-sign my release?’

‘People want to trailer-in to use our indoor while we’re in Aiken. How do they book online?’

‘Riders are schooling XC here without paying or signing the release. Can you help?’

The STRIDER team got to work and developed Strider eWaivers. Advertised as an upgrade to STRIDER’s basic free organizer membership, it’s a cost-effective solution that enables your liability release to be signed from any mobile device.

“Venues could always collect entries, docs, and payment online with STRIDER. But they still needed a way for riders to e-sign and send them their release, especially during COVID.” Strider’s eWaivers service solves that problem. With one simple QR code posted on social media or some signage along your farm’s fenceline, it lets riders click-book-ride for all your events straight from their cell phone.

“You get the signed release, and riders get a gold star on paperwork completion,” Swersie explained.

For those of you who attended EQUITANA USA this year, you probably used Strider’s eWaivers first hand.

Nicole Forbes, Reed Exposition’s Content Manager for EQUITANA USA, explained to the USEA, “When you’re hosting an industry-wide equestrian event, you need options that can work with horse enthusiasts from all disciplines. Collecting signed liability releases from participants is part of that. We need something that could work in real-time, as people walked through the door. Strider was the ideal solution. Participants could pay and sign the waiver in the same transaction. It saved our team a lot of time and hassle.”

Swersie believes COVID also inspired horse farm owners to reevaluate their business risk exposure. She cited an increased attention to legal and data compliance issues as the second major industry trend.

“It was amazing how quickly venues achieved complete show entries during COVID. Because if the waiver wasn’t signed in advance, the rider simply wasn’t allowed on the show grounds! In Area II, venues told us they went from a pre-COVID average of 65% complete entries on closing day to literally 99% complete on closing day.”

“It makes sense after COVID show organizers are embracing things like digital waivers,” Swersie explained.

Have you been to a jumper show at Beverly Equestrian, XC schooled at Morven Park International Equestrian Center, or sent a kid to a clinic or program with Dressage4Kids? You’ve probably used Strider’s eWaivers solution. Basically, you click a link or scan a QR code, then sign and submit the fillable release that pops up on your phone.

Photo courtesy of STRIDER.

Swersie told the USEA a story where a top event rider was off at an international competition. While he was out of town, his working students watched three gooseneck trailers pull in, offload and school his cross-country course. At the end of the day, they figured out eight(!) riders departed without leaving a check for the schooling fee. And five left without signing the farm owner’s paper liability release form.

“Nobody needs that kind of stress! Imagine if just one rider fell off and got hurt? He lost hundreds of dollars in revenue and countless more hours in family time trying to track everyone down. Today there’s a STRIDER Waiver QR code posted at the gate that trailer-ins have to scan before they can offload. Click, book, ride. Nobody mounts without paying and signing the farm’s e-waiver.”

Natasha Sprengers-Levine, COO at STRIDER, applauded the third major shift in the industry, which she noted is the increased emphasis on diversity and cross-discipline exploration. “We’ve been hearing a ton of dialogue on inclusion as of late. It’s created wonderful pressure on venues to truly commit to making their events accessible. Giving newcomers to the sport a path to easy paperwork submission is part of that commitment. It’s the same reason public libraries in socially disadvantaged neighborhoods offer computers and printers for community use.”

The team at STRIDER noted they saw over 110,000 motivated equestrian users hit the Strider digital platform in the last year looking for experiences, and many were cross-discipline.

Photo courtesy of STRIDER.


“On the STRIDER platform, we’re seeing riders enter dressage shows, equitation shows, western reining, hunter paces, show jumping masterclasses, and booking box seats at polo matches…it’s the full gauntlet. At EQUITANA, for example, we spent an afternoon watching top riders from the equitation world participate in clinics with Olympic eventers. Just a few years ago, those same cross-discipline opportunities would have been considered inaccessible or too intimidating to join. It’s a great trend to see,” noted Sprengers-Levine.

As an educational partner of the USEA, STRIDER offers USEA Members special pricing on an upgrade to eWaiver packages. To upgrade your free STRIDER membership and offer eWaivers to riders, use USEA15 and enjoy 15% off all annual plans. To learn more about Strider’s eWaiver service, and how it can benefit your equestrian business, click here.

To explore the STRIDER platform, visit www.striderpro.com.

About STRIDER

From enabling riders to discover and book the perfect opportunity to helping equestrians across the industry grow and run their businesses, STRIDER fosters connection to top-tier experiences. STRIDER partners with top retailers and associations throughout the industry to enable community access. A basic organizer membership on STRIDER is free and allows you to accept digital show entries, attached docs, and payment. Please visit www.striderpro.com to explore the Strider Platform for equestrians and learn more about STRIDER’s suite of available services for the equestrian community. Connect with STRIDER at ww.striderpro.com or on Facebook, Instagram, or LinkedIn.

Nov 28, 2021 USEA Foundation

Where are they now? The Holekamp/Turner Grant Recipients

The Holekamp/Turner Grant was founded in 2015 by Timothy and Cheryl Holekamp of New Spring Farm and Christine and T.J. Turner of Indian Creek Farm. This grant gives a USEA Young Event Horse (YEH) Championship competitor the opportunity to represent the United States at the FEI Eventing World Breeding Championships in the 7-year-old Championship (a CCIYH3*-L) at Mondial du Lion in Le Lion d’Angers, France. The intention of the grant is to further develop an upward pathway for U.S. team horses in the sport of eventing. Grant recipients who are North American bred will be awarded the full cash grant of $17,500. If the winner is an imported horse, he will be awarded $8,000.

Nov 27, 2021 Convention

World Equestrian Brands Joins as Title Sponsor of the USEA Rider of the Year Leaderboard and Contributing Sponsor of the USEA Intercollegiate Eventing Championships

The United States Eventing Association (USEA) is thrilled to welcome back World Equestrian Brands as the Title Sponsor of the USEA Rider of the Year Leaderboard for 2021 and 2022. This year’s USEA Rider of the Year will be honored at the 2021 USEA Year-End Awards Ceremony held during the USEA Annual Meeting & Convention on Saturday, Dec. 11 at the Hyatt Regency Albuquerque in Albuquerque, New Mexico. World Equestrian Brands will generously provide the winner with a prize of $500 in value. Next year, the USEA Rider of the Year will be recognized during the 2022 USEA Annual Meeting & Convention which will take place in Savannah, Georgia on Dec. 7-11, 2022.

Nov 27, 2021 Classic Series

Slaughter, Berry, and Shade Conclude 2021 Season with Wins in Fresno Classic Three-Day Event

What better way to draw the competition season to a close than with a win in a USEA Classic Series division? Three competitors did just that on the weekend of November 17-18 at the Fresno Horse Park in Fresno, California.

Nov 26, 2021 Convention

Rebecca Farm Returns as Gold Level Sponsor for the 2021 USEA Annual Meeting & Convention

The United States Eventing Association (USEA) is pleased to announce the renewed partnership with Rebecca Farm. Rebecca Farm will return as a Gold Level Sponsor of the 2021 USEA Annual Meeting & Convention and will be the exclusive sponsor for the Annual Meeting continental breakfast. This year’s Annual Meeting & Convention will take place at the Hyatt Regency Albuquerque in Albuquerque, New Mexico on December 9-12, 2021.

Official Corporate Sponsors of the USEA

Official Outerwear of the USEA

Official Supplement Feeding System of the USEA

Official Forage of the USEA

Official Feed of the USEA

Official Saddle of the USEA

Official Joint Therapy Treatment of the USEA

Official Equine Insurance of the USEA

Official Horse Clothing of the USEA