A professional rider’s success in the 21st century no longer depends merely on performance or world ranking. To secure sponsorships and support from major institutions, a rider must be presentable, photogenic, and maintain a strong media presence.

However, this does not mean that a good-looking rider benefits from “pretty privilege,” where arena performance is overlooked. On the contrary, today’s professionals must be well-rounded. Alongside training and competing, a rider now needs strong PR skills and the ability to represent themselves as a lifestyle figure — not only as an athlete but also as an influencer.

Unfortunately, many capable riders miss out on career-changing opportunities and sponsorships due to limited media skills. This undermines equality within the industry and shifts the spotlight toward personal branding rather than horsemanship and talent.

This kind of self-branding and aesthetic content has become accessible to most riders thanks to the rise of equine marketing agencies and professional photographers. Yet, for those on tighter budgets, these services remain a luxury — and they may struggle more than equally talented, or even less accomplished, riders to reach international arenas.

In today’s sport, hard work in the stable no longer cuts it without a top-notch self-image.

– Co-Founder of YHM