Channel Equine & Rural Business Consultancy

09/07/2026

Pivoting to a Better and Safer Way to Communicate with Young People in the Digital World:

The Government has confirmed a full social media ban for under‑16s next spring… and the equine industry needs to pay attention.

For years, brands have relied on junior riders, youth ambassadors, and under‑16 influencers to build visibility. That era is ending. I do not see this as a crisis. I see it as a chance to pivot to something better and far safer for young people.

As a parent of the first smartphone generation, I have seen the pressure social media places on teenagers. Constant comparison. Commercial messaging. The expectation to perform online. Removing under‑16s from high‑risk platforms gives families breathing space and encourages healthier digital habits.
But here is the part our industry must not ignore. Many of the biggest equine influencers are over 16, but their audiences are overwhelmingly younger. This Esme is a perfect example. Under the new rules, those young viewers will not be able to access the platforms where this content is published. The audience is changing, not only the influencer landscape.
So let us pivot.

Not away from young people.
But away from unsafe platforms.
If we want to keep inspiring and educating young riders, we must build digital spaces that we actually own. Websites, learning hubs, junior rider zones, safe moderated environments that support curiosity, welfare, and responsible horsemanship. Young people are still online. They still want to learn. We simply need to meet them in places designed with their wellbeing in mind.

I have written a full blog on how the equine industry can pivot to safer, stronger digital communication for young people. You can read it here:

28/05/2026

After reading Aleksandra Spasic’s article in Horse and Industry, I was struck by a deeper question. Who actually speaks for equestrianism today, and why are the loudest voices so often the least experienced.

Social media now shapes public understanding of horses faster than any governing body can respond, and AI is making it even easier to bend narratives and distort welfare debates.

My latest blog explores why these matters for the UK, and why reach without responsibility is becoming one of the biggest risks to the future of the sport.

The UK’s influencer problem and why reach without responsibility is becoming a risk to the sport.

06/05/2026

Biosecurity is becoming one of the most important, and least understood, challenges facing the UK equestrian industry.

From climate driven changes, increased global horse movement, the risk landscape is shifting faster than our systems can keep up.
The latest research from veterinary networks, surveillance bodies and universities paints a clear picture: the UK is now more exposed to infectious and exotic diseases than at any point in recent memory.

Yet, we are still relying on paper passports, voluntary reporting and fragmented data to manage 21st century threats.
I have brought together the most up to date evidence to outline what’s changing, why it matters, and how the sector can respond.

If you work with horses, this is a conversation we all need to be part of.

Fallow the link below to my latest blog

Biosecurity and Disease Spread in the UK: Why the Equestrian Sector Must Modernise Its Defences

23/04/2026

The Hidden Workforce Crisis in the UK Equestrian Industry — And Why It Now Threatens Horse Welfare

The latest national data confirms what many of us across the equestrian sector have been feeling for some time: the UK is now facing a workforce crisis that is limiting participation, constraining business growth, and placing increasing pressure on horse welfare.

This isn’t a short‑term challenge, it’s a structural issue affecting every part of the industry.

Read the full article here:

The Hidden Workforce Crisis in the UK Equestrian Industry — And Why It Now Threatens Horse Welfare