23 Apr Lead Generation for Horse Businesses: What Equestrian Entrepreneurs Can Learn from Alex Hormozi
Running a horse-related business—whether you own a riding school, tack shop, farrier service, feed company, or equine-focused ecommerce store—requires grit, passion, and strategy. But in today’s competitive market, even the best trainers, most luxurious barns, and highest-quality products can get lost in the noise without effective lead generation.
That’s where the genius of Alex Hormozi comes in. With a portfolio of 16 companies generating over $200 million per year, Hormozi is one of the most sought-after experts on how to create marketing systems that bring in qualified leads consistently—without relying on constant cold calling or paid ads. The good news? His approach works whether you’re selling horse feed or five-figure show horses.
This article breaks down Hormozi’s most powerful strategies and translates them into actionable steps tailored for horse business owners like you.
1. Build a Self-Reinforcing System
Hormozi doesn’t believe in chasing one lead at a time. He’s all about creating systems that feed themselves. In his world, happy clients lead to more happy clients—if you ask for reviews and referrals consistently.
For horse business owners:
- When someone completes your summer camp or buys a saddle from your shop, follow up and ask for a review. Make it easy.
- Offer a small incentive (like a $20 gift card or a lesson credit) for referrals.
- Create an automated system using your CRM to ask for reviews and testimonials post-service.
The key: Don’t treat reviews and referrals as an afterthought. Bake them into your system from the start.
2. Use the Rule of Reciprocity
Hormozi gives away enormous value—his full courses, his playbooks, his tools—for free. Why? Because when people get that kind of value upfront, they feel a natural desire to give back. This principle is called reciprocity, and it’s one of the most powerful psychological levers in marketing.
For equine businesses:
- Create free educational content: “What to Expect at Your First Riding Lesson,” or “How to Choose the Right Saddle Pad.”
- Give away your best advice via YouTube, blogs, or free guides.
- Offer free demos or consultations—no strings attached.
By giving away what others charge for, you position your brand as trustworthy, generous, and valuable.
3. Extreme Ownership
If you’re not getting clients, it’s not because “horse people just don’t spend money” or “Facebook ads don’t work anymore.” Hormozi says: Look in the mirror.
This philosophy of extreme ownership pushes business owners to stop making excuses and start solving problems. If leads aren’t coming in, ask:
- Is your offer irresistible?
- Are you following up consistently?
- Are you tracking what works—and what doesn’t?
Adopting this mindset is tough, but empowering. It gives you control.
4. Avoid Linear Growth (Automate What You Can)
Many horse business owners work themselves into the ground, believing that more hours equals more growth. Hormozi says: That’s a hamster wheel. Instead, build systems that grow without you.
For example:
- Automate follow-ups with lesson leads using your CRM.
- Create a weekly content schedule and batch film all your videos at once.
- Use online booking tools so you’re not manually scheduling clients.
- Turn FAQs into automated email sequences or video walkthroughs.
This shift from effort-based growth to system-based growth is game-changing.
5. Warm Outreach: Start With People You Know
One of Hormozi’s favorite strategies is warm outreach. Instead of cold calling strangers, he encourages business owners to reach out to people they already know.
For horse professionals:
- DM or email previous lesson clients to see if they want to re-enroll.
- Message your personal contacts to ask if they know anyone looking for summer camps, boarding, or a new vet.
- Use a friendly, non-pitchy script: “Hey! I’m offering a free mini (15-minute) riding lesson for kids who attend the [School Name] private school. Know anyone who might want one?”
It’s easy to overlook the value in your phone contacts, social media followers, and past clients—but that’s often where the gold is.
6. Make an Irresistible Offer
Hormozi’s book $100M Offers breaks down the anatomy of an offer people feel dumb saying no to. He says every great offer hits four key levers:
- Dream Outcome: What does your ideal client really want? (e.g. “I want my daughter to make new friends, and I think your farm is a great place for her to do that.”)
- Perceived Likelihood of Success: Do they believe your program can deliver that?
- Time Delay: How fast will they get the result?
- Effort & Sacrifice: How easy is it for them?
Here’s how a tack store might apply this:
“Get your saddle professionally fitted, adjusted, and delivered in 5 days or less—or it’s free. Plus, we’ll include a care kit and follow-up fitting.”
Or for a riding school:
“Enroll in our 30-Day Beginner Program: Learn to groom, tack, and ride at the walk and trot—guaranteed. If you’re not happy after 30 days, we refund you, no questions asked.”
7. Use Cold Outreach the Right Way
Once your offer is strong, Hormozi recommends pairing it with cold outreach. That doesn’t mean spammy messages. It means:
- Build a list of ideal prospects (parents, horse owners, etc.).
- Personalize your outreach (mention their kid, their horse’s name, their last show).
- Offer quick, specific, and valuable help.
Example for a farrier:
“Hey! I noticed your gelding’s heels were low at the last show. I’m doing 3 free consultations for local riders this week—want me to swing by and take a look?”
8. Build a Content Ecosystem
Hormozi changed his mind about content. At first, he thought it was a waste of time. Then he started building his brand—and saw content as the glue that holds the funnel together.
Short-form video (Instagram Reels, YouTube Shorts) builds reach. Long-form video (YouTube tutorials, behind-the-scenes vlogs) builds trust.
Equestrian content ideas:
- “Tour the Tack Room”
- “How We Feed Our Horses Every Morning”
- “What to Pack for Summer Horse Camp”
- “Beginner Mistakes to Avoid at Your First Riding Lesson”
This content can:
- Attract cold leads via search and social
- Warm up cold leads into curious prospects
- Build loyalty among existing clients
And most importantly: it never stops working. A good YouTube video can bring you new leads for years.
9. Leverage Social Proof at Every Step
Every review, every success story, every thank-you text—Hormozi says: Turn it into proof. Use it in your:
- Website
- Emails
- Video content
- Printed flyers
- Waiting room walls
Social proof isn’t just a credibility booster. It’s a conversion tool.
10. Be Consistent (Even When You’re Not Seeing Results Yet)
Hormozi’s final message is that lead generation is a long game. You don’t just post once, send one email, or shoot one video. You show up every week—even when it feels like no one’s watching.
Lead generation isn’t luck. It’s the compound result of:
- A strong offer
- Smart systems
- Outreach
- Content
- Proof
Do that consistently, and the momentum builds—until your biggest problem isn’t finding leads… it’s keeping up with them.
Final Thoughts for Horse Entrepreneurs
Whether you’re running a solo farrier business, a regional feed company, or a lesson barn, Alex Hormozi’s lead gen philosophy works for you. His strategies are industry-agnostic because they’re built on human psychology, systems thinking, and high-value service.
If you’re tired of unpredictable revenue and slow seasons, it’s time to build a real lead engine. Start with:
- One irresistible offer
- One warm outreach campaign
- One piece of helpful content
Then build momentum—and scale.
Your future riders, clients, and customers are out there. But they can’t say yes to your offer if they never see it.
It’s time to change that.
Need help applying these strategies to your equine business? Text (203) 990-1259 to speak with our team of marketing experts who specialize in horse-focused businesses. We’ll help you build your own Hormozi-inspired growth machine—without sacrificing what makes your business uniquely equestrian.
Reach out to Kristina Derby Consulting by texting (203) 990-1259
Go to https://kristinaderby.com for more horse business marketing education.
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