From Trainer to Educator: Stacy Westfall on Training, Teaching & Transitions
- Denise Alvarez
- May 2
- 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!
If you’re in the horse world, chances are you remember the iconic bridleless ride in a wedding dress at the 2005 Congress Freestyle Reining. Yes, that was Stacy Westfall.
And while that unforgettable moment launched her into the national spotlight—including a guest appearance on The Ellen Show—what’s equally inspiring is how Stacy has built a lasting business in the years since.
In this episode, Stacy shares the behind-the-scenes journey of building her equine business over the last 30+ years, including how she made the shift from full-time horse trainer to online educator.
The Power of Pivoting for Stacy Westfall
Stacy didn’t set out to become an educator or digital content creator. In fact, early on, she was all-in on horse training and competitive riding. But as her life evolved—especially once she and her husband began raising a family while traveling full-time—Stacy realized she needed to create a business model that was more flexible and scalable.
She began by listening to her audience. Following her viral ride, people started asking questions. They didn’t just want to see the performance—they wanted to know how she trained her horses. Stacy leaned into that curiosity and began teaching what she knew, first in person and eventually online.
Actionable Takeaway # 1: Pay Attention to What People Ask You
Whether you’re a trainer, barn owner, clinician, or product maker, the questions people ask you are full of clues about what your audience needs most. Instead of trying to guess what to offer, start by collecting and responding to those real-world questions. That’s exactly what helped Stacy create her first courses and build a loyal following.
Actionable Takeaway # 2: Get Clear on Who You Help and How
If you try to market to "everyone," you'll likely connect with no one. Stacy's success is a reminder to narrow your focus. Who are you uniquely equipped to serve? What do you believe about horsemanship, training, or equine care that sets you apart? Let that guide your offers and messaging.
Actionable Takeaway # 3: Be Willing to Evolve
What worked at the start of your business might not serve you in your current season. Whether it’s updating your services, changing how you deliver them, or learning new tech tools, staying open to change is vital. As Stacy demonstrates, growth often comes from small, courageous pivots over time.
Actionable Takeaway # 4: Build a Business That Meets Your Definition of Success
Perhaps the most refreshing part of Stacy's story is how she’s shaped her business to support her values and lifestyle. From raising a family on the road to scaling back travel when needed, she’s continually adjusted her business model to create space for what matters most.
Rather than chasing every opportunity or trying to keep up with industry trends, Stacy leans into her own strengths and rhythms. That approach has allowed her to build a business that is not only successful but also sustainable.
This episode is a must-listen for equestrian entrepreneurs who want to grow their business with purpose.
Stacy Westfall is proof that it’s possible to evolve, adapt, and thrive—even in an industry known for its physical demands and unpredictable schedules.
Whether you’re teaching lessons, selling products, or managing a barn, there’s wisdom in Stacy’s story that can help you build a business that supports your goals without burning you out.
So if you're ready to grow, adapt, and lead with intention, give this episode a listen. You might just discover your next right step.
Ready to set your equine business up for long-term success? Take the Reins 1:1 Coaching will give you a step-by-step roadmap to get there.
Links Mentioned In This Episode
Stacy Westfall Website | Podcast | Facebook | Instagram | YouTube
Watch Stacy Westfall Win the 2006 Quarter Horse Congress Reining Freestyle (The one dedicated to her dad, performed to "Live Like You Were Dying.")
Take the Reins: 1:1 Business Coaching for Equestrian Entrepreneurs
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