Thanks for joining us for the 2020 Farrier Business Success Academy! As an Academy VIP, you have access to each presentation below for the next 12 months. Bookmark this webpage to return to during the coming year to review and replay these presentations. 

Please take a few minutes to share your feedback on the 2020 Academy by taking our attendee survey here.




Florida Farrier Services

Don’t Get Ghosted: How to Keep Quality Clients

You have a new client whose horses are well-mannered, pays promptly and seems satisfied with your work, but then suddenly becomes non-responsive. Or maybe you have a long-time client who starts talking to another farrier – despite showing no signs of dissatisfaction with your work. The reasons clients come and go vary – and some turnover is inevitable. But what is the secret to keeping quality clients on your books? Teri Wilber of Florida Farrier Services in St. Cloud, Fla. shares some of the client retention strategies she and her horseshoeing husband, Clayton, have found helpful in their business.

About Teri Wilber:
Teri Wilber and her husband Clayton run Florida Farrier Services in St. Cloud, Fla. During the early years, Teri worked as a school teacher and used her lunch breaks and evenings to schedule clients, as well as juggling other business obligations. Florida Farrier Service soon outgrew her ability to only work their business part time and she began taking over the administrative duties full time. After many years in the industry, Teri and Clayton have worked to create a company that emphasizes what they believe matters most: family.




Shareholder and Co-Founder of Horn & Johnsen SC.

Don't Leave Your Future to Chance: Equine Estate Planning Made Simple

What will happen to your business if you become incapacitated or pass away? What about your horses? If you are interested in protecting your business and your animals while making things as easy as possible for your family member and loved ones upon death or incapacity, you won't want to miss this presentation. Attorney Dera L. Johnsen-Tracy will discuss estate planning options that are available, as well as how to establish a trust to care for your animals and tips to avoid probate. 

About Dera L. Johnsen-Tracy:
Attorney Dera L. Johnsen-Tracy is a shareholder and co-founder of Horn & Johnsen SC. Dera is a 2008 graduate of Marquette University Law School and focuses her legal practice in the areas of estate planning, probate and adult guardianship. Prior to completing law school, Dera gained 14 years of legal experience as a paralegal in Texas and Wisconsin.




CJF, APF, Insurance Broker, Mainguard Insurance Group, Snohomish, Wash.

Building a Plan to Fit Your Goals

In this session, David Barron will survey the farrier practice as a micro-business. He will explain the principles that are true across any small business that promote success.

About David J. Barron:
David J. Barron, CJF, APF, is an insurance broker for Mainguard Insurance Group, Snohomish, Wash., and a certified journeyman farrier. Mainguard Insurance Group is an independent insurance broker serving businesses and individuals in the state of Washington. Mainguard Insurance Group is based on the core principles of service, resources, knowledge, honesty and communication. Barron offers global insight into the workings of farrier businesses, as well as small business needs.





Improve Your Cashflow and Limit Late Payers

Pulling from his practice and business research, Buff will provide advice on how to make sure you are paid on time and improve your business's cashflow. He also will share insight on efficient collection from delinquent clients.

About Esco Buff:
Esco Buff, CF, APF-I, is a farrier in Web­ster, N.Y., and holds a PhD in bus­iness administration. He is the owner of Esco Buff's Professional Farrier Service, LLC, located in Western, New York and Florida. He is an American Farriers Association (AFA) Certified Farrier (CF), an American Association of Professional Farriers (AAPF) Accredited Professional Farrier (APF) with an endorsement, a NYS Gaming Commission Licensed Farrier, a member of the International Horseshoeing Hall of Fame, a Society Only Member of the American College of Veterinary Radiology (ACVR), and the Large Animal Diagnostic Imaging Society (LADIS).





Financial Basics to Gain Financial Freedom

In this session, Devisser takes a common sense approach to discuss the foundations of personal finance. . He will show common pitfalls that limit growth and how smart decisions today can prepare you for a future of continue financial freedom.

About Andrew DeVisser:
Andrew DeVisser, CJF, has been shoeing horses for 11 years in Ontario, Canada. He works with primarily hunter/jumpers along with some Fox hunters and eventing horses. He attended Butler Professional Farrier School and served an apprenticeship under Leo Chapman of Milton, Ontario. He has always worked towards improving his skills through competition and certification. Andrew has taken a special interest in the business side of shoeing horses.





Liability Can Ruin Your Practice

Liability is a legal threat for any hoof-care practitioner. In this presentation, attorney and farrier Todd Santoro will explain what liability means and strategies for protecting yourself.

About Todd Santoro:
Todd Santoro CF, APF-I, has been a farrier since 1994, working with a variety of disciplines including dressage, evening, general/pleasure, and hunter/jumpers. He studied law at Ohio Northern University and currently serves on the International Association of Professional Farriers Board of Directors. He resides in Columbus, Ohio.





Developing (and Redeveloping) Your Business for Success

In today’s hoof-care industry, it takes a lot more than shoeing a horse to become successful. In fact, most footcare practices fail because of the area that farriers dislike the most — running a business. After graduating from Pacific Coast Horseshoeing School in Plymouth, Calif., Mike Hayward built his business very quickly based on a few simple strategies that have resulted in a successful and thriving horseshoeing practice in Northern California.


9 Easy Ways to Immediately Improve Your Business
Joshua Sanders, Canonsburg, Pa.; Dawn Marie McIntosh Critton, Sedalia, Colo.; Kia Apple, Cicero, Ind.

Finding and maintaining happy footcare clients is critical for operating a successful farriery business. A panel of seasoned business professionals will share key insights, strategies and advice to help you find, manage and keep happy clients.

Kia Apple

Kia Apple

Kia Apple is the social media and marketing director for Cicero, Ind.-based Dixie’s Farrier Service. A long-time equestrian, she has enjoyed learning about farriery while promoting quality hoof care to owners. She also is a certified therapeutic riding instructor through PATH International.

Joshua Sanders

Joshua Sanders APF-I

Joshua Sanders, APF-I runs JMS Horseshoeing in Canonsburg Pa. He is a 2013 graduate of Kentucky Horseshoeing School in Richmond, Ky. and runs a practice primarily focusing on English discipline sports horses and horses with therapeutic issues.


Dawn Critton, Office Manager,
C-Cross Farrier Services Inc.

Dawn Critton manages C-Cross Farrier Services Inc., a six full-time Certified Journeyman Farrier team, including her husband Jason Critton, CJF, TE, as well as three associate farriers. Dawn Marie has years of riding experience. From 2000-2004, she rode on the NCAA Division 1 Fresno State Equestrian team as an English team rider. Today, she competes in the jumper ring and enjoys starting young hunter/jumper prospects.




Coshocton, Ohio

Select the Clients You Want and Train Them to be Clients You Want to Keep

It is difficult to change your clients' behaviors after you've worked with them for a long period. It is best to coach them on your expectations before you work with them. In this session, Coshocton, Ohio, Dave Farley will share ideas on how to explain how to match yourself with the clients you want to work with and continue to communicate with them as you continue to educate them on better footcare. He also will explain how to institute change with existing clients.




ISU Insurance Solutions Group, Woodinville, Wash.

Planning for Business Success and Life After Farriery

As a former farrier, David Barron understands the need to prepare for life after horseshoeing. Now providing insurance and financial solutions, he can use his insight to give advice on how to plan for the time your career ends, whether it is due to an accident or planned retirement. Prepare your future and protect your established income.




Olsen Equine, Brock, Texas

Grading Your Clients: A Proven Way to Elevate Your Profitability

To grow your business over the years, you need to find new clients, and replace those who no longer fit your practice. Weatherford, Texas, farrier Lee Olsen will share his strategies for building a practice and growing an existing practice. This session is helpful to improve your practice regardless where you are in your career.




Denson’s Farrier Service, Sagamore Beach, Mass.

Therapeutic Shoeing: Making It Worth Your Investment

Therapeutic cases can be challenging for farriers, and not just from trying to manage the issues presented by the horse. In this session, Sagamore, Beach Mass., farrier Nick Denson will talk about the business side of running a farrier business that includes therapeutic accounts. Make sure the time and resource investment in this work benefits your practice long-term.




University of California, Davis, Calif.

Smart Money: The Good, The Bad and the Ugly of Business and Personal Debt

Davis, Calif., farrier Shane Westman has seen firsthand how debt can cripple a farrier practice and personal life. Earlier in his career, he was in debt in his business and private finances. In this session, he'll discuss practical business advice to avoid and eliminate debt. He will also explain the benefit of good debt vs. bad debt.




Metamora, Mich.

The Best Business Lessons from Outside the Farrier World

From her work in accounting, Misty Pleiness has key insight in what helps and hinders small businesses. And as a competitive rider, she has spoken with her farriers about the business challenges they face. She'll help bridge the two worlds and deliver key insight on helping build a stronger farrier practice.




Farrier, Shelbyville, Ky.

Evaluating What It Costs You to Trim or Shoe a Horse

You can't effectively run a profitable business without knowing what it costs to trim or shoe each horse. In this session, Shelbyville, Ky., farrier Pat Broadus will explain how to break down costs to understand where to price your work at. He'll show how minor price increases can help you run a more profitable business. Making small changes today can result in a different financial outcome within a year.


Panel: Avoid These 9 Mistakes that Hold Farrier Businesses Back

The best way to learn how to avoid mistakes is by listening to those who have made it. These three seasoned farriers will share key problems that farriers encounter and provide advice on how to correct them. The advice will cover all of the aspects of farrier practice and help any stage of a career.



Daisy Haven Farm
Parkesburg, Pa.



Pacific Coast Horseshoeing School
Plymouth, Calif.



Richard's Holistic Equine Services
North Canton, Ohio


Thank You To Our Sponsors:



For general conference inquiries contact American Farriers Journal
by phone at (866) 839-8455 or (262) 432-0388;
by fax at (262) 786-5564 during business hours: Monday - Friday 8:30am - 4:30pm CST.

For customer service inquiries outside of business hours, email us at

To learn about sponsorship opportunities contact Michael Ellis
at (262) 777-2432 or