What do we mean by undervaluing? It’s about not recognizing the full worth of your time, expertise, equipment, and the services you provide. This mindset often leads to undercharging, which in turn results in under-earning.

For many of us, there’s a psychological component at play. Some of you may be chronic under-earners, afraid to charge what you’re worth or to ask for a raise. There’s no judgment here—we’ve been there too! The image of the “starving horse trainer” has been widely perpetuated, much like the starving artist trope.

Others fear that charging more will alienate clients who can’t afford higher prices, sacrificing their income potential without realizing there are ways to serve those clients and earn what you’re worth. This mindset suggests that if you raise your fees, you’ll price out youth-oriented markets, low-income areas, or backyard horse owners. However, there are scalable business models that allow you to support these clients while honoring your value.

Instead of thinking, “I just can’t charge that much,” consider alternative offers like one-on-one sessions every other week, small group training, or even exchanges of goods and services. In our Unhobbled Business Foundation Course, we dive into concepts like the offer ladder—a tiered structure that values your time and allows clients to engage at different levels.

Your one-on-one time should be your most valuable offering. Your hours are finite, and trading time for money can quickly become unsustainable. Start with free or low-cost offers that bring people in, then guide them up your offer ladder through mid-range services and, ultimately, to your premium one-on-one sessions.

Think of your lower-priced services as scalable. Set them up to be delivered to as many people as possible, keeping prices low while still earning well. This approach allows you to serve clients with fewer resources while respecting your expertise and ensuring your business remains profitable.

Most small business owners, not just horse pros, operate within a flat business model: one service, one price. But imagine diversifying. What if you offered custom or tiered services? For horse pros, this might mean providing group lessons or workshops, which could be more profitable than your one-on-one time.

For example, hosting a group lesson or workshop allows you to educate several people at once, often resulting in greater earnings than a single private session. Clients learn valuable skills, bond with others, and leave with actionable insights—creating a sense of community that’s often missing in one-on-one setups.

Some may argue that group lessons lack the personalized attention of private sessions, but think of the immense value of clinics: the opportunity to observe others, learn from their experiences, and absorb knowledge in diverse ways. Many clients appreciate the chance to learn visually, auditorily, and through written materials, making group learning a rich, multi-dimensional experience.

The brain often absorbs information better in small, manageable increments. Group sessions break down lessons, allowing clients to focus on one skill at a time rather than feeling overwhelmed by a full session. This method not only enhances learning but also fosters a strong community where clients support and learn from each other.

Building an offer ladder—from freebies to workshops to high-value one-on-one time—allows clients to self-qualify and grow with you. As they progress, they naturally understand and value your higher-priced offers because they’ve already experienced your expertise at various levels.

Why do we, as horse-first professionals, undervalue ourselves? Often, it stems from discomfort with self-promotion, underlying imposter syndrome, or fear of losing clients. But doing the work to unpack these beliefs is crucial to growing your business sustainably.

Charging your worth doesn’t mean losing clients; it means offering a range of services that cater to different budgets while honoring your skills. You can continue supporting clients who need more affordable options without sacrificing your income or burning out.

Undervaluing, undercharging, and under-earning stifles your passion, leads to burnout, and minimizes your impact in the horse world. We know what it feels like when you’re close to burnout—it’s transactional, joyless, and draining, much like a horse simply going through the motions without love or creativity.

If we don’t shift our approach, the industry risks losing dedicated professionals. People will leave, barns will close, and amateurs may disengage. But it doesn’t have to be this way. There’s a better path—one where your business supports you, and your impact on the horse world flourishes.

Let’s break free from outdated models and create sustainable, heart-led business strategies. By embracing these changes, you’ll reclaim your time, creativity, and the freedom to make a lasting impact.

Ready to transform your business? Explore our Unhobbled Business Foundation Course and take the first step toward a future that honors you, your clients, and the horses you love. Your journey to a sustainable, fulfilling business starts here!