American Farriers Journal’s annual industry benchmark report earned recognition at the American Horse Publications’ Equine Media Awards in Lexington, Ky.
The 16-page report, written by Maclaren Krueger and statistically compiled by Bree Greenawalt, received honorable mention in the Service to the Horse Industry category.
The Farrier Business Practices Survey, conducted annually by American Farriers Journal (AFJ) and published in the July/August 2015 issue, establishes a baseline for the state of the hoof-care industry. The survey — sponsored by Bellota, Glue-U, Triple Crown and Vetericyn — is sent to farriers across the U.S., and the resulting data is presented to help you evaluate your business and prepare for the future.
The report highlights key changes in the hoof-care industry, including the numbers of horses and clients, gross income, business management tools and footcare products and educational information. Farriers took on fewer clients year over year but shod more horses, which contributes to the rise in income between surveys. Farriers make an average of $119,770, $4,000 more than 2023. This illustrates a positive swing but does not make up for the drop from 2021, when income peaked at $123,532. Additionally, in the highest percentage to date, 20% of farriers are part of a multi-farrier practice, where income tends to average higher.
The 2026 report — which is sponsored by Anvil Brand, Glue-U Adhesives, Hoof MD and Vetericyn — will be published in AFJ’s July/August issue.
The survey is designed to provide you with the most impactful and timely information on the hoof-care industry. Use it to adjust your prices or compare with your colleagues’ businesses. From questions about demographics to pricing, therapeutic shoeing and continuing education, this comprehensive survey paints a vivid picture of the current U.S. hoof-care market.
Name Change
During the Equine Media Conference, the American Horse Publications Board of Directors announced it is changing its name to the Equine Media Association.
The change has been in the works since 2020; however, progress halted because of the COVID-19 pandemic. Discussions resumed in 2025 and the Board of Directors adopted the name as part of the 2026-2031 Strategic Plan. The change is “an effort to welcome traditional publishers, freelancers, influencers, podcasters, videographers, designers — anyone who helps tell horse stories — to the association.”
