How to Build a Seasonal Marketing Strategy for your Equine Business

In the equine industry, the seasons don’t just affect the weather - they shape the way you run your business. From busy competition calendars and summer shows to winter downtime and prep, no matter what you offer, your clients’ needs shift dramatically across the year.

That’s why building a seasonal marketing strategy is so powerful. Instead of reacting at the last minute, you’ll have a plan that keeps your business relevant, visible, and profitable all year round.

Rugs are returning: it is time to think about autumn/winter marketing.

Here’s how to get started...

1. Map Out the Equine Seasons

Think about the natural rhythm of the equestrian year and how it affects your audience:

• Spring: Horses coming back into work, show prep, fly season starting.

• Summer: Competitions in full swing, training clinics, riding holidays, product demand (fly rugs, electrolytes).

• Autumn: Sales season, clipping, rug changes, winter prep, tack checks.

• Winter: Shorter days, reduced riding, focus on welfare and management, education and indoor training.

Knowing what your clients are dealing with each season helps you shape offers, content, and promotions that truly resonate.

2. Align Marketing With Business Goals

Your seasonal marketing should always feed into your bigger picture:

• Riding schools: Fill courses in summer, memberships in autumn, and keep clients engaged in winter.

• Retailers: Promote seasonal essentials - fly protection in summer, rugs in winter.

• Trainers/Clinics: Advertise availability during peak training months and offer online education in quieter seasons.

• Venues/Events: Focus on competitions during summer, clinics or hire in off-peak months.

Every season is an opportunity to move the needle on your goals.

3. Create Seasonal Campaigns

Think beyond just posting online. Seasonal campaigns can include:

• Social media: Timely posts tied to client needs.

• Email newsletters: Seasonal tips + product/service promotions.

• Website updates: Seasonal banners, offers, or blog posts.

• In-person marketing: Flyers at shows, event sponsorships, seasonal photoshoots.

For example:

🐴 Autumn = “Winter Prep Package” (clinic + product bundle + checklist).

🐴 Spring = “Kickstart Your Season” training day, with social ads driving sign-ups.

4. Plan Seasonal Content Pillars

Content should support your campaigns while staying consistent:

• Educational: “How to keep horses hydrated in summer.”

• Inspirational: Behind-the-scenes from competitions or happy clients.

• Relatable: Muddy winter fields, long summer show days.

• Promotional: Seasonal services, sales, or offers.

This gives you variety while keeping everything aligned.

5. Use Events to Drive Engagement

Build your seasonal strategy around key equestrian events:

🏇 Badminton, Royal Windsor, Hickstead, HOYS, Olympia, local county shows.

✨ Use these for themed campaigns, hashtags, or limited offers.

Even if you’re not attending, your audience will be watching - meet them where they are.

6. Review + Refresh Each Season

At the end of every season, check what worked:

📊 Which posts, offers, or emails performed best?

📊 Did sales or enquiries increase?

📊 What feedback did clients give?

Then tweak your approach for the next season. Marketing isn’t set-and-forget - it’s about adapting with your business and the industry.

Final Thoughts

A seasonal marketing strategy means you’re not just posting for the sake of it - you’re creating a plan that aligns with the equestrian calendar, supports your business goals, and speaks directly to your audience’s real needs.

By planning, balancing content with campaigns, and learning from each season, you’ll build stronger connections and more consistent results.

Want a seasonal strategy mapped out for YOUR equine business? At Thunderhooves Digital, I create custom marketing plans that align with the seasons - and help you move closer to your goals. Hit the button below to get started!

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