I'm not a guru. I'm a horse girl who learned marketing.
I don't teach theory from a stage. I run real businesses, spend real money on ads, and have spent the last twenty-five years figuring out what actually fills a calendar, and what just looks busy on Facebook.
Along the way I've personally spent over $2.5 million on paid ads since 2010, scaled two of my own businesses past $2 million a year each, and walked thousands of private clients through the same playbook. None of it is luck. All of it is systems.
And before any of that, I was a horse girl. The kind who saw The Black Stallion and never got over it. Who waited until she was nine just to throw a leg over a pony. Who supported her teenage show career by mucking stalls as a groom. Who's worked nearly every angle of this industry there is.
I lost $26,000 figuring out the system.
I incorporated my first business in 1994. I struggled to scale for years. I tried anything I thought might work, and burned through twenty-six thousand dollars before I cracked it.
The breakthrough wasn't a clever ad. It was the realization that what happens around the ad, the follow-up, the booking, the nurture, the system, is what actually turns attention into clients. So I built that system. I called it Rider To Buyer because that's exactly what it does: takes someone curious about riding and walks them all the way to becoming a long-term, committed buyer.
Since 2016, my partner Monty and I have worked one-on-one with thousands of small business owners teaching them this system. Coaches, consultants, network marketers, local services, people who were doing everything right and still watching leads slip through their fingers. The system worked across every one of those industries.
Then I started talking to barn owners.
The pattern was painfully familiar. Talented, passionate horse pros pulling seventy-hour weeks. Riders going unanswered. Calendars half-full while leads sat in Facebook DMs nobody saw. Same problem I'd been solving for twenty-five years, just dressed in tall boots and breeches.
Here's the math that broke me. Right now, 284,000 Americans every month are searching for riding lessons. Sixty million Americans say they want to ride a horse. The demand has never been bigger. And barns are sitting with empty stalls and unbooked lesson slots, wondering why nobody's calling.
Because the way riders find barns has completely changed. Google search isn't what it was, AI overviews push you down the page. Meta's "suggestions" send you cheap leads who never show up. A generalist agency that runs ads for a pizza shop doesn't know how a committed equestrian client thinks, searches, or decides. Most "marketing advice" in this industry was outdated by the end of 2024.
So I built Rider To Buyer Suite: my Rider To Buyer system, rebuilt specifically for the horse industry. AI booking, specialist messaging, the 10-4 Buyer GPS ad ecosystem, all done for you and customized to how your barn actually works.
Because horses need to be in more people's lives. They are grounding. They bring people back to earth. There is nothing better for the soul. And the only thing standing between those 284,000 searchers and your barn is whether you have a system to catch them.
