The American Horse Council's marketing alliance has announced the winners of the first “100 Day Horse Challenge.” Hundreds of stables, organizations, and businesses signed up to host events designed to attract newcomers to horse activities, and participating hosts reached more than 25,000 newcomers throughout the challenge.

The incentive was to grow their businesses while competing for $50,000 in first-place cash awards and $50,000 in prizes provided by marketing alliance members: American Association of Equine Practitioners, Active Interest Media, American Quarter Horse Association, Dover Saddlery, Farnam, Merck, Merial, National Thoroughbred Racing Association, Purina Animal Nutrition LLC, Platinum Performance, SmartPak, United States Equestrian Federation, and Zoetis.

The 100 Day Horse Challenge offered three host divisions for small, medium, or large stables, businesses and horse organizations. Hosts were required to offer newcomers beginner-friendly opportunities to pet, groom, or ride a horse. In order to be eligible, hosts had to meet insurance requirements, obtain releases, and capture names and email addresses from participants for verification purposes.

The winner of the large division and recipient of $25,000 in cash, is Horses4Heroes, a Las Vegas, Nevada-based national nonprofit organization with 300 affiliate facilities in 44 states plus Canada. Successful programs such as “Operation Free Ride” at major events like Cheyenne Frontier days helped Horses4Heroes reach 2,120 newcomers