Trends

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 equestrian imagery becomes increasingly visible in fashion and celebrity culture, the industry faces a distinction between those who borrow the aesthetic of horses and those whose influence is built from within the sport.

In an industry shaped by generations of knowledge, the challenge is not choosing between tradition and innovation, but understanding how the two coexist and where their tension creates opportunity. Nowhere is this more visible than at the Kentucky Derby, where more than a century of ritual continues to define the sport, even as the systems behind it quietly evolve.

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.

As welfare expectations, regulatory scrutiny, and global visibility reshape horse racing, the Grand National offers a lens through which to examine how tradition adapts—and where it is challenged.

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.