The Insights topic in the Summer Equine Issue dealt with building advocates in customer locations. That tactic is part of a larger strategy to manage and improve customer experiences or relationships.
The U.S. Equine business has seemed fraught with challenges since I first got involved in the 1980s. I suspect confusion over defining the market size (and therefore market opportunities) remains an underlying encumbrance. Depending on the source, there may be as few as 4 million horses or as many as 9 million horses in the United States today.