Helping Equestrian Professionals Build Businesses that Work in the Real World
We started in 2018 with a simple mission: help equestrian professionals build thriving businesses, so they can help more horses.
Our Story
Since then, we've worked with 500+ equestrian businesses across three continents. And we've seen the same pattern over and over: incredibly talented horse people who are brilliant at what they do, but struggling with the business side. Not because they're not smart enough or hardworking enough—but because generic business advice doesn't work in the equestrian world.
So we built something different.
We speak your language. We know your business. We understand that "just post more on social media" doesn't help when you don’t have a strategy. We get that marketing feels pushy when referrals seem to be the most valuable currency in the horse world. And we know that the real goal isn't just making more money—it's helping more horses get the expert care they deserve and building authority at the same time.
So we built something different.
That's why we combine strategic thinking with AI-powered tools specifically designed for equestrian professionals. We help you attract the right clients, build systems that actually work, and scale your business without losing what makes you special.
Because when your business thrives, you can reach more people. And this means more horses get the care, training, and expertise they need.
That's what drives us. That's The Business Stable.
Meet Wiebke
Wiebke Wagner – Equine Business & Marketing Strategist
I've been around horses for 30+ years—as a trainer, stable owner, and equestrian professional. I've lived this life, and I know what it's like to build a business in this world.
But I also saw something that broke my heart: after interviewing 150+ equestrian professionals on my podcast and for our online summits, I kept hearing the same story. Talented, passionate people who were afraid to market themselves because they didn't want to seem pushy. People chasing quick fixes instead of building real strategy. People getting disheartened because the business side just wasn't working—even though they were brilliant at what they did.
That's why I'm here.
I bring a background in sales, marketing strategy, customer psychology, and business consulting—but more importantly, I bring an understanding of our world. I know what it's like to muck stalls at 6 AM and then try to figure out how to get more clients. I know the fear of coming across as salesy. I know the frustration of watching other people succeed while you're still figuring it out.
My mission is to give you a roadmap that feels authentic, works strategically, and helps you reach more horses without losing what makes you special or having to become a marketing expert.
Because the horses out there need what you have to offer. Let's make sure their owners can find you.
Meet Tom
Tom Dautz – AI & Systems Specialist
I've been around horses for over 10 years now, and run a stable for 7. Here's what I've learned: equestrian professionals are some of the most dedicated, hardworking people I've ever met. But they're also some of the most overwhelmed.
Not because they're bad at business—but because they're trying to do everything themselves. And when I suggest using tech or automation to make life easier, I usually get the same response: "That sounds complicated. I'm not technical."
Here's the truth: it doesn't have to be complicated.
The right systems can handle the boring admin and marketing tasks for you—the stuff that takes hours but doesn't actually move your business forward. That means more time with your clients and horses, where you actually want to be.
My job is to make tech simple. I build AI-powered tools and automation systems specifically for equestrian businesses—tools that actually work in the real world, not just in theory. I've seen what happens when you get the tech side right: you stop drowning in admin, you start attracting clients consistently, and you finally have time to do the work you love.
Because your expertise is valuable. Your time is limited. Let's leverage one and free up the other.
Why We Are Different
We speak your language – We're not generic business coaches. We're equestrian professionals who've built our own businesses and worked with 500+ others in this industry.
We walk our talk – We run our own equestrian business. We test everything we teach with real clients, in the real world.
Strategy comes first – We don't just throw tactics at you. We start with clarity: what you're building, who you're serving, and how you'll stand out.
Tech doesn't have to be complicated – We build AI-powered tools and systems specifically for equestrian businesses. Simple, practical, and designed for people who aren't "tech people."
We are not “just” self-taught but have formal qualifications in Equine Science and Business Consultancy at Masterlevel (Wiebke) and in professional coaching and various technical and AI areas (Tom).
Our Mission
Help people like you, so they can help more horses.
When your business works, you can reach more people.
And more horses get the expert care, training, and support they deserve.
That's what we're here for.