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According to the United States Equestrian Federation, the median income for horse owning households is $60,000 per year; a criteria which may describe an ideal target market for many corporate requirements. Sponsoring an international calibre rider will present an opportunity to display product or logos to many of the 7.1 million Americans involved in the horse industry, not to mention the larger, undefined equine audience. FEI riders competing at international events at worldwide destinations (eg., Great Britain, France, Italy and Germany) present an immediate opportunity to reach an international audience.

The general trend of the equine culture is to be outdoors. Equestrians drink lots of thirst quenchers, wear weather-driven and/or athletic clothing and eat on the run ie. nutritional bars, fruit and fast foods. They tend to be on the road, use cell phones and stay at hotels. They cover a possibility of three or more generations, ranging from six years to sixty-six years of age.

Resources listed below:

US Equestrian Foundation Demographics

American Horse Council Horse Show Statistics

American Horse Council Recreational Statistics

The Horse Industry

Economic Impact
# of Americans Involved
# of Full-Time Jobs
# of Horses
Total Taxes Paid
$112.1 Billion
7.1 Million
1.4 Million
6.9 Million
$1.9 Billion

Highlights of the national study include:

There are 9.2 million horses in the United States.

4.6 million Americans are involved in the industry as horse owners, service providers, employees and volunteers. Tens of millions more participate as spectators.

2 million people own horses.

The horse industry has a direct economic effect on the U.S.of $39 billion annually.

The industry has a $102 billion impact on the U.S.economy when the multiplier effect of spending by industry suppliers and employees is taken into account. Including off-site spending of spectators would result in an even higher figure.

The industry directly provides 460,000 full-time equivalent (FTE) jobs.

Spending by suppliers and employees generates additional jobs for a total employment impact of 1.4 million FTE jobs.

The horse industry pays $1.9 billion in taxes to all levels of government.

Approximately 34% of horse owners have a household income of less than $50,000 and 28% have an annual income of over $100,000. 46% of horse owners have an income of between $25,000 to $75,000.

Over 70% of horse owners live in communities of 50,000 or less.

There are horses in every state. Forty-five states have at least 20,000 horses each.

Numbers of Horses

The study concludes that there are 9.2 million horses in the U.S., including horses used for racing, showing, competition, sport, breeding, recreation and work. This includes horses used both commercially and for pleasure.

Specifically, the number of horses by activity is:

Racing - 844,531
Showing - 2,718,954
Recreation - 3,906,923
Other - 1,752,439
Total - 9,222,847

“Other” activities include farm and ranch work, rodeo, carriage horses, polo, police work, informal competitions, etc.

The Diversity of the Industry

The results of the study show that the horse business is a highly diverse industry that supports a wide variety of activities in all regions of the country. It combines the primarily rural activities of breeding, training, maintaining and riding horses with the more urban activities of operating racetracks, off-track betting parlors, horse shows and public sales.

Income Levels

The study dispels the mis-perception that the horse industry is an activity only for wealthy individuals. In fact, the horse industry is a diverse activity with stakeholders including recreational and show horse riders, and moderate-income track, show and stable employees and volunteers.

Approximately 34% of horse owners have a household income of less than $50,000 and 28% have an annual income of over $100,000. 46% of horse owners have an income of between $25,000 to $75,000.

Community Size

Over 70% of horse owners live in communities of 50,000 or less.

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Horse Council Statistics


4.6 million people are involved in the horse industry in some way, either as owners, employees, service providers or volunteers. This includes 2 million horse owners, of which 238,000 are involved in breeding, 481,000 in competing, 1.1 million involved in other activities, 119,000 service providers and 702,000 employees, full- and part-time and 2 million family members and volunteers. That means that 1 out of every 63 Americans is involved with horses.

The Size and Impact of the Industry

Gross Domestic Product

The study documents the economic impact of the industry in terms of jobs and contribution to the Gross Domestic Product (GDP).

The study’s results show that the industry directly produces goods and services of $38.8 billion and has a total impact of $101.5 billion on U.S. GDP.

It is strong in each activity with racing, showing and recreation each contributing between $10.5 and $12 billion to the total value of goods and services produced by the industry.

Specifically, the GDP effect for each (in billions of dollars) is:


                         Direct                 Total

Racing             10.6                   26.1

Showing          10.8                   28.7

Recreation      11.8                   31.9

Other               5.5                   14.6

Total               38.8                  101.58


The industry employs 701,946 people directly. Some are part-time employees and some are seasonal so this equates to 453,612 full-time equivalent jobs.

The industry supports a total of over 1.4 million FTE jobs across the U.S. as follows:


                    Direct             Total

Racing        146,625          383,826

Showing     99,051            380,416

Recreation  128,324         435,082

Other           79,612           212,010

Total            453,612         1,411,333


The industry pays a total of $1.9 billion in taxes to federal, state and local governments as follows (in millions of dollars):
Federal - $588
State - $1,017
Local - $275