Free Equine Business Health Check Find out what’s holding your business back.
Hey, I'm Jenni Bush
I’m the Equine Business Mentor and founder of the Equestrian Business Support Network. I’ve been in the equestrian world for over 25 years and mentoring equine business owners since 2018.
I’ve worked with riding schools, coaches, therapists, saddle fitters, retailers, product makers and online providers. Different businesses, same patterns on repeat.
Undercharging. Unpredictable cash flow. No-shows. Endless messages. Fully booked weeks that still don’t quite translate into solid profit. Boundaries that slip because you care about your clients and their horses.
The business runs, but it often feels like you’re constantly holding it together in your head.
That’s usually where I come in.
How this started
I didn’t set out to be a mentor. I just kept seeing that most business advice didn’t match the reality of equine businesses at all.
It assumes neat weeks, spare time, and energy left at the end of the day. Most of the people I work with are juggling clients, horses, weather, physical work and a brain that never really switches off.
Before this, I worked across corporate roles and equine businesses. For a long time I pushed hard, said yes to everything, and ended up properly burnt out and dealing with chronic health issues while trying to be present at home too.
I rebuilt by putting real structure in place. Clear decisions. Proper pricing. Systems that didn’t rely on motivation or perfect weeks. The result wasn’t flashy, but it held. Money felt steadier. Boundaries stuck. The business stopped wobbling every time life did.
It really got tested
In 2024 my husband Allan had a severe stroke and I became his full-time carer overnight. I cut my working hours straight away.
The business didn’t collapse.
The foundations held.
That experience cemented everything I teach. Businesses in this industry have to cope with real life, not just ideal conditions. If they’re only held together by you pushing harder, they’re fragile. If they’re structured properly, they’re far more stable and a lot less mentally heavy to run.
What I actually help with
You bring where you want your business to go. The ideas you’ve been circling. The projects you keep meaning to finish. The pricing you know needs looking at. The plans that live in your head but never quite get fully built.
I help turn that into clear plans, solid decisions and finished pieces of your business that actually exist and work.
That can mean shaping offers, sorting pricing, tightening your marketing, building systems, or just asking the right questions so you get out of your own head and move forward properly.
We test things, adjust when needed, and strengthen what works so it actually holds up long term, not just for a few busy weeks.
Equine businesses are different
This industry isn’t neat. Weeks get derailed by horses, clients, weather, injuries and general life chaos. Most owners are doing physical work as well as running the business side, often late at night when they’re already exhausted.
You don’t need generic advice built for online-only businesses. You need support that understands the seasonal nature, the client expectations, the emotional load and the reality of working around animals.
I’ve spent decades in this world and the last several years right inside equine businesses. So when you explain what’s going on, I’m already there with you. We don’t waste time translating the industry before we even start working on the business.
What Equine Business Owners Are Saying
"Massive Difference"
The focus, accountability and support Jenni provides has made a massive difference. I’ve stopped second-guessing myself and started making decisions that protect my time and income. It’s given me confidence to set boundaries and value what I do.
Lizzie Herron
Equestrian Leadership Consultant
"Doable"
Jenni always has a way of bringing fresh ideas I hadn’t even considered. She helped me see new opportunities in my business and gave me the confidence to run with them. Her guidance makes everything feel doable instead of overwhelming.
Brooke Drassal
Drassal Equine Bodywork
"Invested"
I was really cautious about taking the plunge and joining Jenni's one-to-one program as financially it was going to be tough. I’m so glad I did, even though I wish I’d done it sooner. The support and encouragement I get is incredible, and it feels like Jenni is as invested in my business as I am
Ros D Equine
Mindset & Riding Coach BD Judge
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