Pricing Your Equestrian Services: How To Charge What You’re Worth

With the economy and inflation that we are all currently experiencing, setting the right price for your equestrian services can be a challenge. Charge too little, and you risk undervaluing your expertise. Charge too much, and you may struggle to attract clients. The key is to find a balance - one that ensures profitability while remaining competitive in the market. Here are seven suggestions about how to do this effectively. 

*Please Note: This article was compiled and edited by us from a number of existing sources. We hope you find it useful!

1. Understand Your Costs

Before setting your prices, calculate your expenses, including: 

- Facility maintenance (barn rent, utilities, insurance) 

- Feed, bedding, and veterinary care for lesson horses 

- Equipment and tack maintenance 

- Instructor wages and staff salaries 

- Marketing and administrative costs 

Your pricing must cover these expenses while ensuring a profit. 

2. Research Market Rates 

Investigate what similar equestrian businesses in your area charge for lessons, boarding, or training. While you don’t need to match their prices exactly, understanding market trends helps you position yourself appropriately. 

3. Factor in Your Experience & Expertise 

Your skills, certifications, and reputation should influence pricing. An experienced trainer or instructor with competition success can justifiably charge more than a beginner instructor. Highlight your credentials to demonstrate your value.  

4. Offer Pricing Tiers & Packages 

Instead of a one-size-fits-all approach, create multiple options to attract different clients: 

Single sessions (higher per lesson) 

Lesson packages (discounted for commitment) 

Premium services (private training, clinics, customized programs) 

This strategy not only increases revenue but also encourages customer retention. 

5. Don’t Undervalue Your Services 

It’s tempting to lower prices to attract more clients, but this can backfire. Low prices can signal lower quality, and you may struggle to cover costs. Instead, focus on delivering value, excellent instruction, well-maintained horses, and a professional experience. 

6. Communicate Your Value Clearly 

Clients should understand what they’re paying for. Emphasize your expertise, horse care standards, and training methods. A professional website, testimonials, and social proof can help justify your rates. 

7. Adjust Prices as Needed 

Review your pricing annually to account for inflation, rising costs, and industry trends. It may be time to increase rates if you’re consistently booked or have a waitlist. 

Final Thoughts 

Pricing equestrian services is about more than just covering costs - it’s about valuing your time, expertise, and the quality of service you provide. Set competitive yet profitable prices, communicate your worth, and watch your equestrian business thrive! 

Equestrian Technology Solutions can help you and your equestrian business in many ways, including updating your existing website or designing and creating a new one for you. We also can design/create video advertisements that we (and you) can post on social media. We use leading edge technology to do so, such as Artificial Intelligence Chat Bots and Avatars that can be spokespersons in video advertisements. Call or text us today for a free consultation.  848-231-1122.