Elevating the Unsung Heroes: How HorseGrooms Supports the Backbone of the Barn
- Denise Alvarez
- Apr 17
- 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 the equestrian world, it’s easy to spotlight the trainers, riders, and show-ring victories. But behind every polished performance and well-conditioned horse is someone working tirelessly in the background: the groom. Often underappreciated and overlooked, professional grooms are the heart of the operation, keeping horses healthy, happy, and ready to perform.
In this episode of the How to Market Your Horse Business Podcast, Amy McGann and Dinette Neuteboom, co-founders of HorseGrooms, share their mission to bring recognition, education, and empowerment to these essential team members.
Amy and Dinette come from very different corners of the equestrian world, but their passion for horses and respect for the people who care for them brought them together.
Amy, originally from the East Coast, took a leap in her twenties that led her out West, working on horse and cattle ranches and deepening her understanding of horsemanship. Dinette, hailing from the Netherlands, brings international experience and a strong sense of advocacy to the work they do through HorseGrooms. Together, they saw a gap in the industry—one that left grooms undervalued and unsupported—and they set out to fill it.
HorseGrooms was born out of a desire to educate, elevate, and connect grooms across disciplines.
With a strong emphasis on community and shared knowledge, their platform provides resources, articles, and interviews that speak directly to the experiences and challenges of professional grooms.
As Amy and Dinette explain, grooms often have deep knowledge of horse care but little access to professional development or a network of peers. HorseGrooms is changing that.
One of the most compelling takeaways from this episode is the power of niching down in business. Amy and Dinette didn’t set out to build a massive, all-encompassing equestrian platform. Instead, they focused in on a very specific audience—professional grooms—and created something just for them. In doing so, they not only filled a significant gap in the market, but they also built a community that genuinely feels seen, heard, and valued.
For equestrian entrepreneurs listening to this episode, there are a few key lessons you can take and apply in your equine business:
1. Know who you're serving.
Amy and Dinette are crystal clear on their audience, and it shapes every piece of content and every connection they make through HorseGrooms. When you know who you’re talking to, you can create content and offerings that truly resonate.
2. Advocate for your audience.
HorseGrooms isn't just about sharing tips or promoting products. It’s about lifting up an often-overlooked group of professionals and giving them a voice. As an equestrian entrepreneur, when you advocate for your community, you build trust and loyalty that can’t be bought.
3. Collaboration multiplies impact.
Amy and Dinette bring different strengths to the table, and their collaboration is what makes HorseGrooms work. If you’re building a business in the equestrian space, don’t be afraid to partner with someone whose skills complement your own.
Beyond the business takeaways, this episode is also a powerful reminder to appreciate the people who keep our barns running. From early mornings to late nights, grooms are often the first to arrive and the last to leave. Their work isn’t glamorous, but it’s vital. And thanks to HorseGrooms, their voices are finally being heard.
HorseGrooms is a beautiful reminder that meaningful impact often starts with a clear purpose and a willingness to serve.
So the next time you walk through your barn, take a moment to thank the groom who’s filling water buckets, wrapping legs, or quietly reassuring a nervous horse. And if you’re looking for a way to make a difference in the industry, consider how you can support and elevate the unsung heroes of your own business.
To learn more about HorseGrooms and get inspired by Amy and Dinette’s story, tune into the full episode. It might just change the way you see your team—and your business—for the better.
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
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