Online Expansion For Horse Trainers ~ Integrity & Intent

I was recently approached by a well-known dressage trainer to compile his articles on dressage training to formulate an online training course. Well at least I think that was the scope of work - it was all a bit airy fairy.

One of our senior Grand Prix horses that we recently lost to colic.

As many of my readers know, aside from dressage training I am also a professional content writer and PR/Marketing professional. I field many such calls from varietal trainers worldwide across many disciplines, equine and other industry manufacturers and service providers, all interested in capitalizing on the spend of the consumer through video content and instruction.

This particular call was different to most, in that the trainer was totally uninterested in any writing help at all. It was almost impossible to get a word in edgewise during the conversation. He spoke partly to horses he was longing one after another, and partly in a dictatorial manner to me. A strange way to conduct a conversation.

I do confess to being one of those trainers who believes that when you are working with a horse you should respect him by giving your full, undivided attention to the training you are doing together. Not babbling on pedantically on a cell phone, with the occasional berating of the horse in front of you for taking advantage of your own lack of attention.

In any event, once we were past all the unnecessary name dropping and strange 'lecturing style' one sided discussion there were several elements that came out of the conversation that I found disconcerting.

Apparently there is a widely held belief among certain names in the industry, that riders are not willing or able to grasp the lessons from the pages of a book. This caller also stated that riders have no interest in reading a book. The book is apparently passe. The informed 'elite' eschelon within this caller's sphere anyway - believes that there is little need to teach/train people in person now the virtual world has arrived. The increased rapidity of its arrival due in part to the Covid lockdown and travel restrictions. 

I completely understand why horse trainers pivoted to the visual training option during lockdown as a means to keep their students going and conduct some sort of income producing business. But the notion that riders could only be taught in soundbites through a live/streaming subscription based video or taped online course I found insulting.

In reality, based on my experience in the marketing industry, at this point in time everyone is tired of being online. They yearn as much for a one on one lesson with the trainer as part of the 'training triangle' ( as I like to call it) as for a meal out in a vibrant restaurant with their family and friends.

As a professional competitor/coach and clinician, I also love being back to the 'in person' experience of training horse and rider together. There is nothing as good as being in real time, seeing exactly the detailed mannerisms and gestures of the horse as he responds to a rider's change of position, weight or leg/rein aids.

So I suggested to the caller that perhaps this virtual learning was not the be all and end all. And that students we have certainly do not have some incapacity to learn from a book or read something in depth cover to cover. Theory and practical applications go hand in hand. But that in person instruction was very much enjoyed and sought after especially in these trying times due to the pandemic.

" I can make millions online," the caller almost shouted at me in disagreement, and proceeded to name drop some Western riders that were apparently already raking in such huge sums. Names well known in the industry for their marketing prowess. 

I don't doubt that further education, inspiration and training can be obtained from the virtual platform. But the idea of seeking to provide such material solely to make money out of people, to garner your share of the pie while providing a bit of salted advice to basically self promote your own importance did not sit well with me.

After approximately an hour and a half into the conversation I was asked what I would charge to, "do this."

" Do what?" I asked. It had not been made at all clear what was required. Clearly no writing help was needed as the caller implied their wordsmith skills were superior to mine. Sure. OK. So it wasn't a scriptwriting need either. Or an editorial composition. Or a directorial one. It was totally unclear what was needed. But I was expected to provide a quote for the work.

When the caller (during a very brief interlude when I was allowed to talk), found out I was searching for a new young prospect to become my Grand Prix partner, after losing my senior GP horse, he even offered me a barter. A horse for my work. Apparently he had 100 horses at his disposal on his farm and there was this mare...

(there always is!).

" But you would have to do much work to earn that!" I was told. Humm. Let's give that a miss then. I could only imagine how well that might work out.

So I confess after a very long and arduous 2 hours of listening to this caller I said simply, "I cannot work for you."

As a writer and also as a trainer, I believe it is essential to be true to yourself and maintain your integrity. Sure, it sometimes costs you money to speak out or to waive out of a clinic or a marketing project. Of course then the property tax bill comes in or a major surgery leaves you with medical bills to pay that causes you to briefly wonder if you should have 'sucked it up 'and taken the job.

I came away with a certain sense of being stunned. Do top trainers seemingly believed their students prospective or otherwise, were so inept at learning that they must learn in expensive soundbites. None that I know think that way. That somehow riders lacked the intelligence to understand that they were being manipulated into a new way of learning that frankly has some place in education and entertainment much as a DVD or video back in the day, but it is no replacement for one in one training that is done in real time. 

Promotional marketing of self is an aspect of being a professional athlete in any field. Sponsorships, student base, horses offered for training, facilities offered for employment, horses offered for sale, and dare I say judging decisions at events, can all be impacted significantly by how well you self promote. There is nothing wrong with online promotion. 

There are many super sincere trainers out there that do offer virtual training as part of a very positive program of education.   

But there is something wrong when it is done for the wrong reason with a patronizing self-serving agenda that is designed without respect for the viewer or subscriber.

I would never have ever been able to work with this particular person. But I have no doubt, that had I taken the opportunity to take the work and been allowed to script the production, the viewer would have come away with more than pretty horses and a copy pervasive with self aggrandizement of the trainer.

Maintaining your integrity as a trainer (or writer) can be expensive, but it is always worth it. As an old and trusted friend once said to me,

" You never regret the horses you didn't buy." 

Similarly, you never regret the clinics you turned away or the jobs you turned down.

Always stay true to yourself. That is where happiness is found.

Our homebred 2nd generation Lusitano/DWB with Nikki