The Everyday Equestrian: Why Their Influence Now Shapes Equestrian Culture More Than Elite Sport

In a world where social media and personal storytelling reign, even the most traditional of sports are experiencing a power shift in influence. The equestrian arena, once dominated by the prestige of Olympians and World Champions, is now seeing its cultural trends set by riders in everyday stables and online communities. From global sports superstars leveraging their own platforms to niche equestrian influencers guiding purchasing decisions, the era of athlete and creator-led content has arrived. This editorial explores how we got here, tracing the rise of athlete-driven marketing since the early 2010s and why in 2025 the everyday equestrian content creator can shape equestrian culture more profoundly than the winners in the show ring.

From Beckham to Bellingham: The Rise of Athlete-Led Content

In the early 2010s, sports marketing was still largely the domain of clubs, leagues, and traditional media. Superstar athletes like David Beckham blazed a trail in personal branding through endorsements and magazine covers, but fans mostly consumed content via official channels. Fast forward to today, and the balance of power has flipped: Athletes themselves have become content creators and broadcasters, engaging fans directly through Instagram, YouTube, TikTok and beyond.

Over the last decade, digital disruption has empowered athletes to build personal media empires, often eclipsing the reach of their teams. When Lionel Messi joined Inter Miami, his personal Instagram following (over 500 million) dwarfed the club’s 17 million, illustrating that fans now flock to individual stars more than to clubs or federations. More than 90% of Gen Z sports fans turn to social media for their sports content, and nearly half report watching live events specifically because they follow particular athletes online. Modern fandom is driven by personal connection to athletes.

This shift is visible across sports. Formula 1 drivers vlog their lives on and off the track, bringing new audiences to motorsport. Top footballers like Jude Bellingham, who launched his own YouTube channel for behind-the-scenes content, and global icons like Cristiano Ronaldo have turned themselves into always-on content producers. In tennis, Naomi Osaka’s candid discussions about mental health and fashion ventures, and in motorsport, Lewis Hamilton’s advocacy and lifestyle content, show how today’s athletes cultivate followings that extend well beyond the field of play. Fans are increasingly drawn to personalities rather than teams or tournaments. Algorithms then amplify what people respond to most: Authentic athlete stories.

Athletes are no longer just faces of campaigns; they are creative directors of their own narratives.

The Creator Economy Hits Its Stride (2015–2025)

The rise of athlete influencers is one part of a broader phenomenon: The explosion of the global creator economy. What began in the 2010s as a niche for YouTubers and Instagram bloggers has, by the mid-2020s, become a cornerstone of marketing and entertainment.

Around 207 million people worldwide now identify as content creators, and nearly half do so full-time. The ecosystem of creators, from social media personalities to community builders and podcasters, is no longer fringe. Analysts value the creator economy at about 191 billion dollars in 2025, up from roughly 100 billion dollars just a few years earlier. At current growth rates, it is on track to reach half a trillion dollars by the end of the decade.

Marketing budgets reflect this shift. In 2020, global spending on influencer marketing was around 9.7 billion dollars; by 2022 it had jumped to 16.4 billion dollars. In 2025, creator-focused ad spend is estimated at 37 billion dollars, growing four times faster than overall media spending. YouTube alone paid over 70 billion dollars to creators in the past three years.

Full-time digital creator jobs grew more than sevenfold between 2020 and 2024. Importantly, this boom is not just for mega-influencers. Brands increasingly invest in micro- and nano-influencers whose smaller audiences deliver greater engagement and trust. Nearly 60% of creator industry revenue now comes from individual creators rather than media companies.

Influence is decentralised and democratised. For sports marketers, it means an everyday rider or local fan creator can move product and shape perception as effectively as a globally recognised athlete.

Trust and Conversion: Athletes Outshine Lifestyle Influencers

Amid the explosion of creators, a truth has become clear: Trust is the currency, and athletes own it.

Global studies in 2025 show that people are more likely to trust endorsements from athletes than from musicians, actors or social media influencers. Nearly half of sports fans trust athlete endorsements more than those of actors, and barely a quarter trust influencer endorsements.

This trust translates into real persuasion. Consumers view athletes as authentic figures who have earned their status through skill and discipline, not curation. Their public journeys – wins, losses, injuries, comebacks – create a credibility that lifestyle influencers cannot replicate.

Three out of four consumers say athletes appear more authentic than other celebrities. Eighty-seven percent are more likely to purchase a product endorsed by an athlete they follow.

Athlete content also performs better algorithmically. Athlete social posts average engagement rates of around 5.6%, compared with roughly 2% for lifestyle influencers. Campaigns featuring athletes can yield up to seven times the return on ad spend of those without them.

In an era of influencer fatigue, athletes have remained trusted voices. Their openness about personal, social and performance-related issues resonates strongly with younger audiences, further reinforcing their influence.

Equestrian Marketing Goes Grassroots

The equestrian world is experiencing the same shift. Once heavily influenced by elite riders and major events, the industry’s culture and consumer behaviour are now shaped by everyday equestrians.

The equine industry has always been propelled by word-of-mouth. Few sectors are more driven by recommendations from trusted peers. Riders lean on advice from trainers, vets, friends and fellow riders when making decisions about equipment, feed or healthcare. This “circle of trust” created the perfect environment for influencer marketing once riders began documenting their lives online.

Today, equestrian consumers actively seek relatable voices: A YouTuber sharing her daily barn routine, a young eventer reviewing saddle pads, or a TikTok creator explaining hoof care. These everyday equestrians have built loyal followings who trust their guidance.

According to the 2025 Equerry Consumer Trends Report, 84% of equestrian consumers trust recommendations from relatable riders over celebrity endorsements. EQuerry’s own data shows that consumers are 68% more likely to purchase a product based on a rider’s recommendation than on a general lifestyle influencer’s. Why is this? Because riders are viewed not as advertisers, but as peers offering genuine advice.

Engagement data reinforces this. Equestrian micro-influencers with 10,000 to 50,000 followers often record engagement rates of around 3.8%, compared with roughly 1.2% for much larger accounts. This translates directly to stronger conversion. Authentic, unpolished content performs best: Barn vlogs, product reviews, horse care tutorials, and honest conversations. More than 70% of young shoppers prefer this type of content over traditional polished advertising.

The equestrian sector is responding. Brands are redirecting spend from magazine ads and elite sponsorships to grassroots ambassadors who genuinely influence day-to-day consumer behaviour. The market itself is substantial. The global equestrian industry is estimated to generate a 300 billion dollar economic impact annually, with 27 million people riding horses each year. Luxury brands have taken note: Equestrian events at the Paris 2024 Olympics generated some of the highest media impact values for major sponsors.

Equestrian style has also surged into mainstream fashion. Searches for riding boots spiked more than 250% year-on-year, and TikTok’s #HorseGirl hashtag features over one million posts blending authentic stable life with fashion trends. Everyday equestrians are driving this cultural visibility, not elites.

Everyday Riders, Extraordinary Influence

A decade ago, few would have predicted that the everyday rider would become one of the most influential figures in equestrian culture. Yet here we are. A teenager posting her weekly riding lesson may spark a nationwide trend in training aids. A grassroots influencer reviewing breeches might cause a sell-out faster than an Olympian in a glossy advert.

This bottom-up influence is reshaping the sport. Community voices are driving conversations around welfare, inclusivity, apparel, equipment, training methods and participation. Everyday creators show a version of the equestrian world that is accessible and relatable, helping newcomers feel welcomed rather than intimidated.

The democratisation of influence empowers the real engine of the equestrian industry: Its everyday participants.

Elite riders still inspire, push performance standards, and maintain global prestige. But when it comes to shaping culture, lifestyle, language, consumer choices and behavioural norms, the everyday equestrian now holds the reins. This is not a downgrading of elite sport, but a rebalancing of influence. Just as global sports fans crave direct access to athletes, riders crave access to real peers, the baton has been passed.

The everyday equestrian is no longer a passive observer of the sport’s culture. They are shaping it, leading it and redefining what it means to belong in this community – more than ever before, and more, indeed, than those competing at the very top.