The Time to Ride Challenge, a contest offering $100,000 in cash and prizes, will take place again in 2016 by incentivizing stables, clubs, and businesses to focus on outreach to new riders. Participants win cash and prizes by introducing new participants to riding and other horse activities, and simultaneously benefit by growing their businesses and organizations.

Time to Ride is an initiative of the American Horse Council Marketing Alliance, a group of industry leading companies and organizations collaborating to grow the horse industry.

Since its launch in 2014, the challenge has introduced more than 60,000 new people to horses through beginner-friendly equine experiences. The 2015 contest saw an increase of more than 60% increase in the number of newcomers reached compared to 2014. Hundreds of stables nationwide have opened their doors to their communities and focused on holding these public horse events designed to connect horse-interested families with local opportunities.

“We brought horses to host an event at our local rodeo, and we were amazed at how many rodeo fans had never actually touched a horse,” said Christine Yeasel of Diamond P Equestrian Center, in St. Cloud, Florida. “After meeting us and our horses, these families then knew exactly where to go for riding lessons