Equine leisure
Background
The young promoter, from a mixed fruit farm with an equine stud, who has a love and understanding of horses and has obtained several equine qualifications, felt that there was a need for:
- A unique training service which would involve lessons for clients on their own horses at venues suitable to them.
- Adding value to the raw 3 year old horse by providing intense pre-sale training for a client’s horse to ensure a better market return.
The promoter already has stables present on the farm and as such would be able to provide most of the facilities required for point 2.
Information required
The promoter felt that information was required on:
- The need for this type of training service in the area.
- Current market requirements for a 3 year old horse and what lessons, if any, could be learned from other renowned horse breeding areas.
Market research
The main method of data collection was by a postal questionnaire, specifically designed of the intended recipients. These were:
- Riding club members
- Producers of young horses
- Buyers of young horses
(A sample survey was undertaken primarily to ensure reliability and refined as necessary).
All the riding clubs in N. Ireland were entered onto a computer database from which three were randomly selected using a selection process called Standard Query Language (SQL). From this the promoter contacted the clubs and randomly selected the members who would be surveyed.
The producers of young horses were selected using the Cavan and Goresbridge sales catalogues. Those with three or more horses entered in the sale were entered onto the database from which 20 were randomly selected using SQL. The buyer’s list was selected in the same way using the sales returns of those who had bought three or more horses.
The promoter also visited these two main sale venues to gain first hand experience of the market and what was available. They also participated in an organised study tour of the Lower Saxony breeding area in Germany where they visited one of the most successful structured breeding operations in the world.
Results
(A response rate or 76% or better was achieved from each questionnaire)
Riding club members
- From the results obtained the promoter found that the majority of those using a riding club did so for social reasons and felt that they could have more knowledge of general horsemanship. It was generally felt that the riding club was becoming a more professional enterprise, when the majority of people only want to learn in a fun and relaxed atmosphere.
- In the more sparsely populated areas, such as Fermanagh, where riding clubs were not as prevalent, there was a need for a keenly priced instructor to travel to that area.
- For those riders belonging to such organisations as Eventing Ireland and Dressage Ireland, the promoter felt there was the need for training for those members wishing to move up through the grades.
Producers/buyers of young horses
Using the results from the sales, as well as the promoter’s experience, it is clear that the horses presented at these sales are not what the buyers are looking for. Unfortunately there seems to be some differences between what stage (lunging, jumping etc) the sellers believe a horse should be at at a certain age, and what the buyers expects of that same horse at that age.
The German System
The promoter felt that there were many lessons which the Irish breeding and sales industry could learn from their German counterparts. In Germany the structure is much more defined than in Ireland.
Breeding
It is extremely difficult for an animal to enter a studbook. If a particular horse is not well enough bred or the breeding is not recorded then that animal cannot be entered into the studbook or entered at the sales. The German system is one based on science with no room for a ‘freak’ superstar horse.
Sales
Horses are prepared for over 3 months prior to a sale. This entails stringent veterinary checks and rigorous tests; so much so that only 70 of the 400 horses entered for a sale where actually permitted into the auction ring.
As a result of this system the prices obtained are, on average, much higher than those obtained in Ireland.
Elite Sales
This is another area where the Irish industry could greatly improve. In Germany the catalogues produced for these elite sales have a 3 generation pedigree with very precise information on each horse in both German and English.
The German sale is basically a show piece for foreign buyers and considering the ‘popularity’ of Irish horses with such buyers as the Swiss, Italians, Belgians and Americans (due in part to the fact that they are a ‘bargain’ in comparison to their German counterparts), this is an area which could be improved upon and potentially create a much better return from the market.
Conclusion
- Formal qualifications are an important asset to anyone considering this type of venture for the first time as it should give potential customers confidence in your abilities.
- Market analysis has shown a need for instructors in the Fermanagh area but further research could be done to investigate the need in other areas outside the Belfast catchment area.
- Horse buyers would prefer to see producers put the time and effort into giving 4 your old horses a good education rather than pushing 3 year olds before they are mentally or physically able to cope.
- In comparing the Irish and German breeding and sales systems the major differences have been highlighted as well as a certain lack of definition, standards and goals. This needs to be addressed.
Important note
The information within these case studies is for general information only. It is not necessarily complete and is not intended to address all issues relating to the proposed diversification ideas. Market and circumstances may change substantially and thus this information should not be used directly within the development of other business cases for diversification without checking its validity at the present time and directly to your particular project and circumstances. Further research is recommended before embarking on any new enterprise.
