Time to Ride has reached a major milestone: connecting 100,000 new people to horses. The industry outreach program, created by an alliance of forward-thinking companies and organizations, focuses on increasing participation in the horse industry by engaging new enthusiasts in equine activities.

When the Marketing Alliance formed in late 2011, its members agreed to work together toward one goal: increase participation in the horse industry, in the face of major economic, demographic, and cultural changes and challenges.

“With all the pressures and distractions of modern life, the mental, physical, and emotional benefits that riding and other horse activities provide are more essential than ever,” said marketing manager Christie Schulte. “Time to Ride focuses on sharing that message with moms and families across the country by encouraging them to get involved with horses in a variety of ways.”

Time to Ride programs are unique in their grassroots focus. Since 2014, its largest program, the Challenge, has engaged stables, clubs, and equine businesses across the nation through a summer contest to introduce as many newcomers as possible to horses. Professionals teaching entry-level riding and horsemanship provide opportunities for budding equestrians to learn the basics while filling the pipeline of future participants in every discipline and breed