Those who make a living by teaching lessons to riders understand that there are only so many hours in a day to earn a living. But what you do with those hours and how you charge can make a big difference.
“Don’t be embarrassed to charge what you’re worth,” says Lisa Derby Oden of Blue Ribbon Consulting, LDO, LLC, in New Ipswich, N.H., whose expertise is “the horse business” (www.horseconsulting.com). “I have fairly strong feelings about this subject,” admits Oden, who reminds clients that instructors are not a nonprofit.
Oden counsels to “evaluate your costs and what the competition gets for lessons.” Where you live will always play a role in pricing structure, with more affluent geographical areas or those with many trainers and horses usually commanding more money.
Consider that status rules—many people like to pay more. Oden remembers pricing a great hunter too low, and a colleague remarked, “Tell anyone that price, and they’ll think something’s wrong with the horse.” The price was doubled and a successful sale was completed.
And, don’t forget your public relations efforts, such as spreading the word when you have success with horses and riders.
Not everyone teaches Western in Whitesboro, Texas or English in Wellington, Florida—places where the nation’s top trainers make a name for themselves…and a very good living, too. Riding lessons are impacted by the laws of supply and demand. Lots of people booking lots of lessons mean trainers can charge more. Not so much business? Lessons likely cost less.
In the small town of Delta, Pa., near the Maryland line, Julianne Broyles teaches hunt seat at $40 for 45 minutes; the going rate in her neck of the woods is $40 to $60. Within a 20-mile range of her, plenty of nice facilities exist for riders and horses.
Broyles carves out the entire hour, however, when booking the lesson. “Forty-five minutes means the horse doesn’t get so tired out,” she says, “but we have 15 extra minutes to end on a positive note. It also provides a ‘buffer’ to ensure you’re always on time.” She no longer teaches big groups, but will coach three students in a semi-private.
Carolyn Heaton of Cedar City, Utah (pop, 20,000) specializes in recreational riding and stock seat. For lessons, “I try to stay competitive so I don’t undercut myself,” she says. “Time is a valuable commodity. I evaluate who charges the most and I match that, but I always do an analysis.” Her price is $35 for an hour, private.
Dean Bogart of Conyers, Ga., specializes in Western all-around, and figures that in his area, near the 1996 Olympic equestrian venue, “anywhere from $25 to $50 an hour is the going rate.” With 25 horses in full training, he provides two lessons per week, often with six students, and otherwise, he rides the horse. “Most people take one lesson per week,” he says. And as for how long a lesson should be, Bogart likes an hour. “More can mean you lose perspective, and with kids, you do lose that focus.” For his school horses, he charges $35 per hour.
Angie Bean freelances outside of Philadelphia, Pa., primarily in dressage. In that discipline, she feels that “45 minutes is the standard, as are private lessons.” But Bean observes that “95 percent of dressage riders do own their own horses.” She has no overhead and charges $45 per lesson within a 20-minute range of home. After that, she includes a $20 per hour travel charge.
priced at $30 per hour, and contain not more than three riders…except when she does a “show prep” lesson with 10 students “to learn about traffic and positioning yourself in the ring at a show.” She is not planning price increases any time soon, although “the price of removing manure” could potentially motivate a higher charge.
The best way to figure out lesson pricing is to call around your area and see what the going rate is. Compare that to what you offer and what you need to make a living. Perhaps, too, you will find that it might be time to raise your prices. A $5 increase can have a big impact on your profits.
John Lyons has condensed many hours of seminars and presentations, plus experiences with literally hundreds of problem loaders, into an invaluable primer for horse owners.