Trends act as disruptors affecting various aspects of society. Recognizing trends is one thing, but adjusting and responding to them accordingly is another. During the 2020 International Hoof-Care Summit, a panel of equine industry experts identified trends that will continue affecting farriery in the upcoming few years. The changing demographics of clientele and those consequences were the primary discussion. The most significant trend is the growing number of novices (fewer than 3 years of horse ownership).

Not a new trend, this is most recognizable among the backyard/trail riding/general pleasure horses. Many seasoned farriers often anecdotally note how that many more clients today lack horsemanship compared to those from two or more generations ago. This has been a major influence on farriery in how to manage these clients.

Opportunity with New, Inexperienced Clients

Obviously, new owners and horses need to continually enter the trade for the equine industry to avoid extinction. Although the national population grows, the overall horse population appears to have been flat over recent years, according to the United States Department of Agriculture. What might be more concerning is a decline in the aforementioned general pleasure horse population (73% in 2010 to 68% in 2018, as reported in a 2018 American Horse Publications survey). Perhaps a marginal decline, but considering the majority of farriers work with these horses (a 2018 American Farriers Journal survey reports 93% of respondents have at least one account that fits this category).

So where are inexperienced clients coming from? Panelist Amy Cairy of W.F. Young says many novice horse owners are coming into the industry without the childhood or adolescence benefits of pony club or 4-H. Instead, one of the largest demographics is women older than 40. Sometimes the mistake is to assume someone in their 40s or older is knowledgeable about horses, but that isn’t the case.

“It can be a tough industry for new people because there’s so much to know. How do you get that information, who can you trust for good information?” she asks. “Farriers are in an incredible space to share basic knowledge with these people.”

Important for Perception of the Farrier Trade

Panelist David Barron also finds farriers are in a good position to educate horse owners. A former farrier, he now works for ISU Insurance Solutions Group, an insurance brokerage. He warns that ignoring the novice’s need for education may send them to other, and possibly unreliable, sources. Barron reminds that helping this owner is beneficial for client retention in your individual practice, but also does well to represent your trade.

“We not only do a disservice to the horse owner, but we actually do a disservice to our industry when we don’t capitalize on those opportunities,” he says. “You can direct them to quality information within the farrier industry.

There are endless scenarios for educating clients — barn aisle chats, national associations, Facebook private messages and short, self-recorded videos are a few examples. The lesson here is to recognize ways you can effectively and efficiently share information to retain clients, especially if your practice is primarily built on that backyard horse. Maybe client education wasn’t a reason you chose farriery, but it is one of the great opportunities to continue the successful business of what you love doing.

March 2020