Behind the Scenes of Equine Affaire: Lessons in Marketing, Leadership & Growth with Coagi Long
- 18 hours ago
- 4 min read
Welcome to the show notes! Remember, this is a brief summary from the How to Market Your Horse Business podcast. You'll want to listen to the entire episode for all the good stuff!
In this episode, I sat down with Coagi Long, president and owner of Equine Affaire—one of the largest equine expos in the country—and what stood out most wasn’t just what she’s helped build in her 23 years with the company.
It was how she thinks and leads.
Because whether you’re running an event, a training barn, or a service-based business, the same principles apply.
So let’s break down five of the biggest lessons she shared—and how you can apply them in your own business.
What Equine Affair Can Teach You About Growing Your Horse Business
1. A “well-rounded” marketing strategy could outperform a one-track approach.
If your marketing feels hit-or-miss right now, this might be why.
Coagi shared that their success doesn’t come from one platform or one tactic. It comes from a well-rounded approach, using multiple channels together to reach different people in different ways.
If you’re relying on just one method (like only posting on social media), you may be leaving opportunities on the table.
You don’t need to do everything. (And, I actually coach against that as an overall marketing strategy.) But, if you have the capacity to do more than one thing consistently, step out and try a new marketing medium or method.
2. You’re not talking to “everyone.” You’re talking to multiple audiences.
From the outside, you might think Equine Affair has one audience: horse people.
But in reality, they’re speaking to:
Attendees
Exhibitors
Sponsors
Clinicians
Breed organizations
Each of those groups needs something different. And they communicate differently.
Now, bring that back to your business.
Even if you feel like you have “one” audience… you probably don’t.
You might be speaking to:
New clients vs. returning clients
DIYers vs. ready-to-invest clients
Local customers vs. online buyers
And if you’re using the same message for all of them, it’s going to feel like your marketing isn’t landing.
Remember: Clarity in who you’re talking to changes how you market.
3. Visibility matters, especially through video and visuals.
One thing Coagi mentioned that’s working really well right now for her team? Leaning more into video and strong visual content.
Even though it can take more and it’s not always easy.
And, I know this is where a lot of you hesitate.
You think:
“I’m not good on camera”
“I don’t have time for video”
“My photos aren’t perfect”
But remember that clear, real, visible content will always outperform hidden, polished perfection.
Yes, Coagi has a team member caking this on, but to get the most from video in your marketing, you don’t need a production team. Start simple.
4. You can’t grow without support (and that includes your team).
This is important for every equine entrepreneur to hear, especially if you’ve been trying to do everything yourself.
Coagi talked about the role her team plays in the success of Equine Affaire, and one thing stood out: They don’t just have a team. She leads a team. There’s a difference.
Because having help isn’t enough if:
There’s no clear direction
People don’t feel valued
The mission isn’t shared
Here’s what I see happen often in horse businesses: You hire help, but you’re still carrying everything mentally.
You’re still the bottleneck.
Instead, you must learn how to lead well. This includes communicating expectations, connecting people to the bigger picture, and letting go of doing everything yourself
5. Growth requires boundaries and clear focus.
We love to talk about strategy. But growth isn’t just strategy.
It’s saying no to things that don’t align and planning for more than just the best-case scenario.
Coagi shared how important it is to stay positive (even when it’s not easy), be willing to say no, and plan ahead, including backup plans.
Remember: your ability to lead yourself will always impact how far your business can grow.
If this gave you something to think about, I’d love to hear what stood out most to you. And if you haven’t listened to the full episode yet, make sure you tune in. You'll hear these lessons straight from Coagi, along with even more behind-the-scenes insight.
Links Mentioned In This Episode
Take the Reins: 1:1 Business Coaching for Equestrian Entrepreneurs: Clarify your brand messaging, simplify your marketing strategy, build systems around social media, email, and website, and untangle the mindset blocks that keep you spinning.
The Business Barn Collective: Growth-focused coaching circles for equestrian entrepreneurs ready to leave striving behind and build from a place of purpose.
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