Economics

When Saudi Equine Tech appointed a veterinarian as its new Chief Executive Officer, it was a deliberate signal. Dr. Hanin Alhomoud brings clinical expertise, executive experience, and a clear vision for what comes next: moving the platform from digitisation toward intelligence.

Horse & Industry sat down with Orchid Bertelsen — strategist, adult amateur, and the voice behind Back in the Saddle — to talk about the segment paying for everything, why trainer culture is losing its grip, and what equestrian brands are up against.

As the equestrian industry continues to rely on informal networks to operate, new platforms are beginning to address a longstanding gap: the absence of structured, reliable infrastructure for connection, trust, and service delivery.

Canada’s equestrian market is defined by a strong riding culture, fragmented retail landscape, and growing demand for lifestyle-driven products, creating both challenges and opportunities for brands looking to enter or expand within the market.