The Time to Ride Challenge, a grassroots competition offering $100,000 cash and prizes to stables, clubs, and businesses that introduce new people to horses, reached 41,428 new horse enthusiasts throughout the summer-long program.

Participants in 49 states hosted beginner-friendly horse events to stimulate interest in riding and grow their businesses. In its second year, the challenge marked a 63% increase in reach over the 2014 program.

Participants planned, promoted, and hosted events designed for newcomers who are interested in horses, but have minimal riding or hands-on experience. These beginner-friendly events included riding, grooming, or petting horses, and many offered crafts, games, and educational components, as well.

“Research suggests that as much as 30% of Americans have positive feelings about horses or riding, but that doesn’t mean they are currently involved with horses” stated Patti Colbert, Time to Ride spokeswoman. “Our hosts do a fantastic job of bridging that gap. By specifically reaching out to ‘non-horse’ people, they’re growing their own client base by making horses more accessible to local families who may need some guidance getting started