Equestrianism as a Trend: Is It Helping or Hindering the Sport?

The image of the so-called “horse girl” has undergone a significant cultural shift. Once a stereotype steeped in awkwardness and over-enthusiasm, the label is now being embraced and even glamorised. The equestrian lifestyle has found its way into the mainstream, bolstered by social media trends, influencer content, and fashion editorials. Riding boots are now worn as style statements, stables have become backdrops for curated content, and hashtags like #equestrianstyle and #horsegirl are drawing millions of views.

But as equestrianism gains traction as an aesthetic, a key question emerges: is this new wave of attention helping the sport evolve — or is it creating more challenges?

While more people may now be aware of equestrianism, that doesn’t mean the sport has become more accessible. Riding remains financially out of reach for many, and the way it’s portrayed online often reinforces its associations with wealth and exclusivity. Social media frequently presents a surface-level version of the sport, prioritising aesthetics over authenticity. The reality - years of training, daily care routines, and deep knowledge of horse welfare - is rarely captured in influencer posts.

This disconnect between image and reality has consequences. In the rush to appear competent, some social media personalities skip foundational learning in favour of curated content. The result can be unsafe riding, misuse of equipment, or horses being treated as props rather than partners. Such portrayals not only risk horse welfare, but also shape public perception in ways that are misleading.

There’s also increasing pressure on young riders to meet the polished standard they see online. Studies have shown that equestrian identity is increasingly negotiated through social media, and when idealised versions of the sport dominate the feed, it can create unrealistic expectations - both of what the sport involves and what being a “real rider” looks like.

At the same time, there is a growing overlap between equestrianism and celebrity culture. Public figures like Molly-Mae Hague, Bella Hadid, and Beyoncé have all engaged with the equestrian world in recent months, bringing the sport to new audiences. While this attention can be valuable, it also creates volatility: when a celebrity withdraws from the sport, changes their stance, or shares a negative experience, the effect can be significant. It raises questions about how deep their engagement with the sport really is, and whether it’s being treated as a lifestyle pivot or a serious commitment.

Brands, too, play a role in shaping the narrative. As they partner with influencers outside the traditional equestrian sphere, they carry the responsibility of ensuring that those partnerships uphold good practice. Without guidance or mentorship, these collaborations risk amplifying poor horsemanship or promoting horse riding as a fashion accessory.

The question is no longer whether equestrianism as a trend is good or bad. The more important issue is how the sport chooses to respond. Read our full analysis in our April LinkedIn Newsletter, where we explore how to help the sport to evolve in a way that prioritises education, welfare, and integrity.