From Arena to Online: How Nikki Hall Turned Her Riding Curriculum into an Online Business
- Denise Alvarez
- 3 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!
For many equestrian entrepreneurs, the idea of scaling their business while gaining more freedom can feel out of reach. But in this episode, I sat down with Nikki Hall of Horse Sense Learning Levels to show just how possible it can be.
What started as a full-scale riding academy has evolved into a thriving digital business supporting instructors and students around the world. Nikki’s journey is full of insight, encouragement, and practical takeaways for any horse business owner dreaming of a more sustainable and impactful path.
From Local Academy to Global Reach
Nikki and her mother, Dana, began by running Horse Sense Riding Academy, a robust in-person program in Georgia. Over time, they developed a structured curriculum focused on horsemanship education that their students loved. But like many passionate instructors, they eventually hit a wall with burnout. The long hours and physical demands of the business weren’t sustainable.
Rather than walk away, Nikki and Dana made a powerful pivot: they transformed their curriculum into an online riding curriculum (digital product). Today, Horse Sense Learning Levels serves equestrian professionals across the globe through downloadable teaching resources, lesson plans, and instructor support.
Takeaway # 1: Your knowledge is valuable beyond the barn. If you’ve built systems, curriculum, or methods that work, there may be a broader audience willing to pay for access to them. Nikki and Dana turned their real-life experience into a product that now runs with far more flexibility.
Starting Small With Online Riding Curriculum and Learning Along the Way
In the interview, Nikki shares the transition wasn’t perfect or instant. They started small, digitizing what they already had and offering it in downloadable formats. Over time, they added more professional branding, improved delivery systems, and listened closely to the feedback of their growing online audience.
One of Nikki’s biggest takeaways? You don’t have to have it all figured out before you start.
She encourages fellow equestrian business owners to take imperfect action—because progress builds clarity.
Takeaway # 2: Start with what you have. Whether it’s a binder full of lesson plans or a simple system that works in your barn, don’t underestimate its value. You can refine as you go.
Serving Your Niche Well
A key theme in our conversation was the importance of knowing and serving your audience. Nikki’s customers aren’t just horse lovers—they’re riding instructors looking for tools to run more effective, organized programs. Everything Horse Sense Learning Levels creates is filtered through that lens.
Nikki talks about the impact of community building through a private Facebook group, where instructors ask questions, share ideas, and feel supported. That group doesn’t just build customer loyalty—it fuels product development and innovation.
Takeaway # 3: Listen to your people. When you build relationships with your audience, they’ll tell you exactly what they need. Then you can create with confidence.
Balancing Vision and Boundaries
Like many entrepreneurs, Nikki has had to learn how to balance her drive to help others with her own boundaries. She shares candidly about the challenges of not overextending herself and setting up business structures that support long-term health.
The key, she says, is designing a business that reflects your values and supports your lifestyle. Digital products became a vehicle for Nikki to have a greater impact while reclaiming her time.
Takeaway # 4: Your business should support your life—not the other way around. Don’t be afraid to pause, reassess, and rebuild in a way that honors your well-being.
Encouragement for the Road Ahead
If you’re an equestrian entrepreneur feeling stuck, overwhelmed, or unsure how to grow without burning out, Nikki’s story will inspire you. She didn’t wait for perfect circumstances—she started with what she had, served her audience well, and stayed open to learning.
This episode is your reminder that it is possible to turn your in-person experience into digital products. It is possible to scale your impact without working more hours. And it is possible to create a business you actually enjoy running.
Your Next Step: Take 30 minutes this week to brainstorm the systems or tools you’ve created in your business that others might benefit from. What’s in your head (or on your hard drive) that could be turned into a resource?
Then, start simple. Upload a PDF. Share a how-to video. Ask your audience what they’re looking for.
If you’re considering a membership, get my FREE guide, The Beginner’s Guide to Online Memberships for Horse Businesses. You'll get a step-by-step plan so you can get your membership out into the world, build your recurring revenue, and serve more people and horses!
You never know—that small first step could be the start of something that changes your business and your life.
Want more details on how Nikki built Horse Sense Learning Levels? Listen to the full episode wherever you get your podcasts.
Ready to build a business that meets your definition of success? Take the Reins 1:1 Coaching will give you a step-by-step roadmap to get there.
Links Mentioned In This Episode
Horse Sense Learning Levels Website | Facebook | Youtube | Pinterest | Instagram
The Big Book of Games on Horseback by Nikki Hall
The Big Book of Barn Lessons by Nikki Hall
FREE! The Beginner’s Guide to Online Memberships for Horse Businesses
My guest post on the Horse Sense Learning Levels Blog: 5 Ways to Attract New Students Using Social Media
Do You Have to Scale to Grow? With Shelley Paulson [Episode 38]
Take the Reins: 1:1 Business Coaching for Equestrian Entrepreneurs
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