04/24/2026
Tales from the Journey:
Today started out one way (getting ready for clients) but turned into something else (writing curriculum). Being able to pivot on a dime is part of owning a business. And it inspired me to write this rather lengthy post.
I have been getting phone calls from people wanting to become an equine body worker. Most of them are young, still in school, trying to decide which path to take in these ever changing times. Some people want to change the trajectory of their lives.
And most of them ask the questions I used to ask myself when I first started:
What technical skills do I need to learn and acquire?
How many clients a week can I expect to have?
Do you work an entire barn to make it worth your while?
How do you get clients?
What do you charge? (My favorite)
And every single call I take is about changing the conversation. Because all of the above is the caboose on the train. The key is to figuring out the ENGINE that drives your life. It’s not about how many years you have been into horses. Or that you have ridden since the age of 5. Or that you just LOVE horses. Or that you don’t want a desk job anymore.
It’s about bigger things than the number of horses or people I see and how much I get paid.
Here are some important things to consider if you want to run a successful BUSINESS:
GET CLEAR ON YOUR “WHY”
This may change over time, but make it bigger than you think you are capable of. Yes, that takes courage. Because it can’t be about your pain, your wound or what you DON’T want to do. As Iyanla Vanzant said: if you don’t have p*e running down your leg, you are not thinking big enough. Have a BIG reason to enter this arena. It’s overrun by people with small reasons. This isn’t disrespecting them. It’s simply the truth about people wanting to turn a love of something that brings them joy into something that gives them purpose.
If you don’t have a big enough vision, you will get lost in the weeds. Most people come to me with a dream but no vision. You don’t have to be totally clear on it, but you have to have a general direction you want to go in and WHY you are going there.
INVEST IN YOUR OWN PERSONAL GROWTH
Nothing will expose your weaknesses like horses and running your own business. There are many ways to explore this, but I have invested heavily into programs that help me grow on many levels. That means evaluating my view on success, authenticity, money, success, fear, determination, how to meet challenges, how to communicate effectively and time management. This is a VERY short list and yours may look very different. But HAVE one! This part is really non-negotiable.
INVESTIGATE WHAT SUCCESS LOOKS LIKE FOR YOU
I cannot stress this enough. What society teaches you about success is very rarely a perfect fit for anyone. Especially now. You have to know what is important to YOU. Winning is not a trophy or a ring. Give your very best every day. Own your day and give it your all. That’s not for everyone. Sometimes that means knowing when you are NOT the one who can help. Honor and integrity are intimately linked to true success. So are the ability to generate ideas, be willing to dream and the desire to make things happen no matter the challenges.
GET TO KNOW THE BACK OFFICE DUTIES
Every successful business owner knows about the un-sexy parts of running a business. This means learning how to build a website, keeping records for taxes, buying proper liability and professional liability insurance, how to keep track of your expenses including mileage, keeping client records, writing newsletters or blogs (and following electronic communication rules). It’s not sexy but it can make or break your business. How will you handle scheduling client appointments and reminders?
GET CLEAR ON WHAT “YOUR LANE” IS:
This is especially important when we learn new skills. ALL of us have fallen into the trap of thinking we know more than we do. If someone tells you they don’t, they lied. Humbleness is earned with every horse you touch. They are the ultimate teachers and are ruthless in discerning where you need to grow. But knowing what your own capabilities are will serve you well because it will allow you to engage with other professionals in a respectful and honorable manner.
NEVER MINIMIZE YOUR CURIOSITY
If learning is not a passion of yours, becoming an entrepreneur will be a challenge. You have to have curiosity to keep you engaged long term. I see a lot of people pursuing equine bodywork but they lack the stamina to keep going when problems can’t be solved, clients don’t see results or the money dries up. Curiosity will allow you to problem-solve and take one more step when others fail. It will also allow you to grow your business in an organic manner that honors your path.
LEARN HOW TO SET PRIORITIES
You not only need a passion, but you have to find what matters and set priorities accordingly. Be relentless in your ability to discern what truly matters and what is a distraction. And that may include walking away from things, hobbies, relationships, behaviors or belief systems.
HAVE A GAME PLAN WHEN THINGS GO SIDEWAYS
This means having the ability to shift priorities, marketing strategies, handle client cancellations or bounced checks, increasing gas prices or your car breaking down. Have a financial plan when things don’t come together. Can you deal with hot temps, freezing cold temps, icy roads, feeling exhausted, your personal life blowing up? Your ability to show up when others fail will set you apart.
DEVEOP GRIT AND FORTITUDE
If you find it difficult to hear someone give you critical feedback, running your own business will be a tough experience. Not everyone will love your work. You won’t be able to help every horse. They will be times when you will feel like giving up. Some horse will NOT love your work. Some clients will put you through the wringer. Some days your knowledge base will not be enough. Show up with integrity. Lick your wounds, be willing to learn more and get up again. You are more capable than you think.
HAVE A MENTOR
This goes back to investing in yourself. I have had a multitude of mentors on many subjects because no person knows everything. Choose a person who not only has the knowledge you seek but also EMBODIES the values you have. Words are cheap. Actions speak loudly. But don’t put them on a pedestal. Remember they are humans with their own challenges and struggles.
INVEST IN COMMUNITY
Give back when you can. This doesn’t mean do everything for free. You have to fill your own cup first. But be willing to be generous WHEN you can. Humans are hard wired for connection. Connect to people who inspire you. BECOME an inspiration to others.
KNOW YOUR WORTH
This goes back to the question about how much I charge. I actually don’t answer that question in that context. Money is only ONE WAY of valuing yourself. Other ways are being on time, being respectful of your clients and other professionals, and also expecting clients to be respectful to you. This means you have policies in place of what you will and won’t do.
Does any of this take away from professional programs who teach technical knowledge? Of course not. They have a VERY important part in becoming a professional. But do consider that ALL of the above is just as relevant if you want to make this a career, not just a part time occupation of hobby.
To any of you wanting to pursue a professional career in Equine Bodywork, I want to stress this is a very rewarding career. But it IS a career if you ea r to be successful. I hope this was helpful to determine if it’s right for you.
