Behind every great equestrian brand is a founder with a story. The Stable Exchange is where we share those stories — and the lessons they hold. Join Tara from Farm & Fir Co. and guest co-hosts as they sit down with horse industry entrepreneurs and marketing experts to talk about what it really takes to build a business in the equestrian world. You’ll hear the highs, the lows, and the strategies that make a difference, plus marketing tips you can put into practice today. Honest conversations, real insights, and the reminder that your story is your strongest tool.
Behind every great equestrian brand is a founder with a story. The Stable Exchange is where we share those stories — and the lessons they hold. Join Tara from Farm & Fir Co. and guest co-hosts as they sit down with horse industry entrepreneurs and marketing experts to talk about what it really takes to build a business in the equestrian world. You’ll hear the highs, the lows, and the strategies that make a difference, plus marketing tips you can put into practice today. Honest conversations, real insights, and the reminder that your story is your strongest tool.
What happens when you lose your job, your housing, and your sense of security all at once… and still decide to bet on yourself?
In this episode of The Stable Exchange, I’m talking with Lucile, founder of Propulsion Equine PEMF, about the moment everything fell apart—and how that season became the start of an incredibly successful business, ProPulsion Equine.
In this episode, we chat about:
• The exact moment she decided, “I’m going to make this work” after losing her job
• How her equine science and performance background shaped the way she practices PEMF
• Going from solo practitioner doing everything to building a trusted team
• The realities of running a mobile equine business and living part-time in a van
• Why most of her growth came from word of mouth and Instagram
• How she thinks about travel fees, routes, and scheduling 200+ sessions a month
• The decision to add new modalities like red light therapy and kinesiology taping
• Why she genuinely believes entrepreneurship can be more secure than a “stable” 9–5
If you’re an equine practitioner, bodyworker, or horse person sitting on a business idea but scared of what you might be giving up, Lucile’s story is going to give you both comfort and a little bit of a push.
Subscribe, follow, and share this episode with a fellow equestrian entrepreneur who needs to hear that losing a job doesn’t have to be the end of the story—it might be the beginning.
Connect with Lucile from ProPulsion Equine
Instagram: @propulsionequinepemf
Website: propulsionequine.com
Connect with The Stable Exchange
Instagram: @thestableexchange
Website: thestableexchange.com
Connect with Farm & Fir Co.
Instagram: @farmandfirco
Website: farmandfirco.com
In this episode, we sit down with Ashley, the artist and horsewoman behind White Stallion Studio (our Graphic Design Partner at Farm & Fir Co.!) and Reward Based Equestrian. We talk about how a lifelong love of drawing and horses slowly evolved into a design studio serving equestrian brands—and how a second, very different business grew from her shift into positive reinforcement and clicker training.
Ashley shares what it was like to move from custom portrait commissions and wood-burned ornaments into hand-drawn, horse-accurate logo design, and why feedback from clients is less about criticism and more about collaboration. We also get into creative burnout, routines that never quite stay routine, and how living on a small farmstead with horses in her backyard shapes the way she works.
In the second half of our conversation, we dive into Ashley’s journey with reward-based training, the horses who changed her perspective, and why “your horse is always right” might be the most grounding lesson of all. If you’re an equestrian entrepreneur who’s multi-passionate, niche, and figuring it out as you go—this one will feel very familiar.
Connect with Ashley from White Stallion Studio
Instagram: @whitestallionstudio
Website: whitestallionstudio.com
Connect with The Stable Exchange
Instagram: @thestableexchange
Website: thestableexchange.com
Connect with Farm & Fir Co.
Instagram: @farmandfirco
Website: farmandfirco.com
In this episode, we sit down with Taylor, the founder of Gold Horse Media — an equestrian marketing agency specializing in equestrian brand photography, videography, email strategy, and Pinterest marketing.
We talk about how her business began, the role her heart horse Chloe played in shaping its identity, and what it looked like to build a business in real time — through experimentation, burnout, rebuilding confidence, and choosing to keep going.
This conversation is honest, layered, and deeply familiar for anyone building something in the horse world.
If you’ve ever asked yourself, “Am I doing enough? Am I moving fast enough? Should I just walk away?” — this episode is for you.
Connect with Taylor from Gold Horse Media
Instagram: @goldhorsemedia
Website: goldhorsemedia.com
Connect with The Stable Exchange
Instagram: @thestableexchange
Website: thestableexchange.com
Connect with Farm & Fir Co.
Instagram: @farmandfirco
Website: farmandfirco.com
We are SO excited to reintroduce The Stable Exchange Podcast! If you've been following Farm & Fir Co. since the beginning, then you know this podcast has actually been nearly four years in the making.
Our goal with this show is to have real conversations with founders, creatives, and business owners in the equestrian industry. We want to learn how they built what they built — the early stages, the challenges, the mindset shifts, and the decisions that shaped the business they have today.
We’ve worked with a lot of entrepreneurs over the years, and one thing we’ve seen again and again is that the story behind a brand is often the most meaningful and memorable part of it. Two businesses can offer similar services, but the founder’s story and lived experiences are what make each one unique.
On The Stable Exchange, we’ll be talking with guests about:
If you’re building a business in the horse world - or thinking about starting one - this podcast is for you. We’re glad you’re here!
Where to Find Us:
On Instagram: @thestableexchange
On our Website: www.thestableexchange.com
How to Connect With Us:
Send an email to tara@farmandfirco.com