What the 2026 FEI Sports Forum Reveals About the Sport’s Direction

The FEI Sports Forum 2026 brought together stakeholders across disciplines at a point where equestrian sport is under increasing scrutiny, but also facing a clear opportunity to redefine how it presents itself. Across sessions on veterinary regulation, Olympic formats, dressage judging, and communications strategy, the discussions pointed towards a sport that is not lacking in substance, but is still working to align structure, perception, and long-term sustainability.

Welfare: From Regulation to Responsibility

Welfare remained central throughout the forum, with detailed discussions led by the Fédération Équestre Internationale on veterinary regulations, including topics such as medication control, neurectomy, and the use of cooling methods in competition environments.

What has shifted in recent years is not the presence of regulation, but the approach to it. The FEI is moving towards a more evidence-led framework, where scientific research and data are used to inform policy rather than reacting to external pressure alone. This reflects an understanding that welfare must be demonstrable, measurable, and consistent across all levels of the sport. At the same time, the forum highlighted the complexity of applying these standards globally. Equestrian sport operates across different climates, infrastructures, and cultural contexts, which makes uniform enforcement challenging.

However, from an industry perspective, this progression is necessary. Welfare must continue to evolve, not only to protect the horse, but to ensure the sport remains credible. That said, the discussions also reinforced a key point: Regulation alone will not resolve the wider challenges facing equestrian sport.

Olympic Format: Adapting Without Diluting

Proposed changes for the Los Angeles 2028 Olympic Games introduced another layer of structural consideration, with a focus on competition formats, qualification systems, and accessibility for a global audience.

The ongoing challenge is how to simplify without reducing the integrity of the sport. Olympic formats must be understandable to new audiences, but still reflect the technical demands that define each discipline. This balance is particularly relevant in jumping, where consistency across multiple rounds must remain the defining factor, and in dressage, where scoring systems continue to be scrutinised for transparency.

The discussions made clear that the FEI is aware of the need to evolve. However, any structural changes must operate within a broader ecosystem that includes existing circuits, national federations, and athlete pathways. The Olympic Games are a focal point, but they do not exist in isolation.

Dressage: Refinement, Not Reinvention

In dressage, the forum focused on the ongoing refinement of judging, test structures, and the role of technology. Rather than proposing sweeping changes, the emphasis was on improving consistency and clarity within the existing system.

Technology is increasingly being explored as a tool to support judges and provide more detailed feedback, both for athletes and for audiences. However, the discussions also acknowledged the limitations of digital solutions. While they can assist in identifying patterns and supporting decision-making, they cannot replace the expertise required to assess the quality of training, harmony, and execution. There is also a wider question at play, namely, how the sport defines correct training, expression, and partnership, and with it, the expectations placed on both riders and officials. These are not issues that can be resolved through rule changes alone, but through a broader alignment of training practices, judging criteria, and communication.

Communication Strategy: Reach vs Representation

One of the more forward-facing sessions focused on the FEI’s communication strategy, with an emphasis on growing engagement through digital platforms, influencers, and content creators.

The intention is clear. The sport is looking to expand its reach, attract new audiences, and present itself in a way that aligns with modern consumption habits. This includes shorter-form content, increased visibility across social platforms, and collaboration with individuals who already have established audiences.

However, from an EQuerry Co perspective, this approach raises an important question around representation: While influencers and creators can extend reach, they do not replace the depth of insight that comes from within the sport itself. Athlete-led storytelling remains one of the most underutilised assets in equestrian sport. Riders, owners, and grooms offer a level of authenticity, continuity, and expertise that external voices cannot replicate.

EQuerry Co’s digital analysis of 2025 data shows that content featuring riders and athletes generates higher levels of trust with audiences compared to influencer or creator-led formats, particularly when it provides insight into training, decision-making, and horse management. This distinction becomes increasingly important as the sport looks to build not just visibility, but credibility.

Social License to Operate: Perception vs Structure

The concept of Social License to Operate was a recurring theme throughout the forum, particularly in relation to welfare and public perception. The FEI’s focus on this area reflects an understanding that the long-term sustainability of the sport depends on maintaining public trust.

However, this is where a key distinction must be made. From EQuerry Co’s standpoint, while welfare standards must continue to evolve and remain central to all decision-making, SLO is fundamentally a marketing problem. The sport does not lack substance in this area, but what it lacks is clarity in how that substance is communicated. The gap between what happens within the sport and how it is perceived externally is not solely a result of insufficient regulation, but of insufficient storytelling.

EQuerry Co’s consumer perception data indicates that negative sentiment is often driven by a lack of understanding rather than direct opposition, with audiences frequently unable to contextualise what they are seeing in competition or training environments. Further audience research highlights a consistent gap in understanding of core training concepts, which often leads to misinterpretation of what is seen in competition, reinforcing the need for clearer, athlete-led explanations rather than simplified external narratives.

Addressing SLO therefore, requires more than rule changes. It requires a coordinated approach to communication that connects welfare practices, athlete experiences, and competition structures into a narrative that is both transparent and accessible. This was addressed during the Forum, with comments related to video becoming part of educational as well as Federation materials.

A Sport at a Point of Alignment

The 2026 FEI Sports Forum did not produce a single defining outcome, but it provided a clear indication of direction. The sport is moving towards greater accountability, increased reliance on data, and a more structured approach to communication. The challenge now lies in alignment.

Welfare, competition formats, and marketing strategies cannot operate independently, as each influences how the sport is perceived, and each must support the others. Regulatory progress must be matched by communication clarity, and audience growth must be supported by authentic representation.

The discussions at the forum made one point clear: The future of equestrian sport will not be defined solely by what changes are made, but by how effectively those changes are communicated and understood.