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New Study Highlights the Importance of Understanding Equestrians’ Perceptions of Horses at the Olympics

By on May 30, 2025 9:30 am -

Shane Rose and Virgil. Photo by Tilly Berendt.

A groundbreaking study conducted by Hartpury University, EQuerry / Co, and Via Nova Training aims to understand how equestrians react to visual representations of horses in sport, and how these perceptions impact the sport’s Social Licence to Operate (SLO).

Understanding Perception Through Imagery

Since their introduction to the modern Olympic Games in 1900, horses have played an integral role in equestrian sport. As the only Olympic discipline that relies on a second athlete – the horse – the conversation around ethics, welfare, and public perception has never been more critical. With the Paris 2024 Olympics positioned as the “Olympics of Horse Welfare”, the study will explore how people perceive images of horses in Olympic sport, focusing specifically on equestrians’ responses.

Using a photo-elicitation approach, the study presents participants with randomly selected images from the Paris 2024 Olympic Games, spanning dressage, showjumping, and eventing. These include moments such as training, veterinary inspections, competition, and post-event interactions. Participants then anonymously share their thoughts and feelings, enabling researchers to analyse which images evoke positive, neutral, or negative perceptions, and the beliefs driving those reactions.

This study will help identify:

  • What visual cues contribute to positive perceptions of horse sport?
  • How do different groups of equestrians interpret the same images?
  • What role does the media and social platforms play in shaping opinions?

Why This Matters

Understanding how imagery shapes perceptions within the equestrian community is essential to safeguarding the sport’s broader public image. This research is not about confirming what we already know — it’s about discovering what we don’t.

By moving beyond assumptions and revealing how riders, owners, and fans interpret visual cues around welfare and ethics, stakeholders will be better positioned to address concerns, develop effective communication strategies, and ensure equestrian disciplines remain trusted and ethically grounded Olympic sports.

Whether you’re a rider, a horse owner, a fan, or simply someone who watches equestrian events every four years, your opinion matters.

Want to take or share the study? Find it here.

In-Depth Study on Horse Welfare Perception is Underway

By on Nov 19, 2024 9:30 am -

Photo by Tilly Berendt.

Groundbreaking research led by Hartpury University and EQuerry / Co with support from Via Nova Training, is underway. The study is launched to further examine equine welfare perceptions among equestrians in the United States, UK, and Europe, based on previous research carried out in Holland by Dr. Inga Wolframm and colleagues. This new study aims to gather broader insights from different cultural and geographical contexts, helping to shape future practices in horse care and equestrian activities globally.

Addressing Global Challenges in Equine Welfare

This study comes at a time when equine welfare is under increasing public scrutiny, particularly in competitive disciplines and traditional equestrian practices. The concept of Social License to Operate (SLO) is gaining importance, with the public increasingly demanding transparency and higher standards of welfare within industries such as equestrian sports. Recent media reports have highlighted welfare concerns, calling for tighter regulations and a greater emphasis on ethical horse care.

The new study aims to address these challenges by providing scientifically backed insights into how horse enthusiasts across different regions define equine welfare. This is especially significant as the attitude of both equestrians and the public evolve, with many questioning whether enough is being done to ensure the ethical treatment of horses.

“We’ve seen growing discussions around the role of equestrian sport in modern society,” noted one international news outlet. “The industry must adapt to evolving welfare standards to maintain public trust and their social license to operate.”

The new study promises to deliver actionable recommendations to help equestrian stakeholders, including policymakers, trainers, and horse owners, make informed decisions. The study’s findings aim to foster improved welfare practices while addressing the growing concerns within the equestrian community and beyond.

“Previous research has given us insights into the perception of horse welfare in certain regions,” said Christine Bjerkan, Managing Director at EQuerry / Co. “However, equestrian culture and practices vary across demographics, and capturing the broader picture is crucial. By examining a wider demographic of equestrians, we can better understand the global perception of equine welfare within our industry and its real-life implications. By addressing the friction within the industry, we can move forward united on a scientific basis, making positive changes that over time will be reflected in our industry’s public image. We believe this research will offer new opportunities for shaping future horse care and welfare initiatives.”

The study’s findings are expected to be published in mid-2025, with the potential to significantly influence best practices in horse welfare across different regions. For further information on this ongoing research, please contact: Victoria Lewis – Lead Researcher, Hartpury University