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:
The Horse Industry
# of Americans Involved
# of Full-Time Jobs
# of Horses
Total Taxes Paid
Highlights of the national study include:
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
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.
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.
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.
Over 70% of horse owners live in communities of 50,000
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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
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.
the GDP effect for each (in billions of dollars) is:
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
The industry supports a total of over 1.4 million FTE jobs across the U.S.
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