The British Equestrian Federation (BEF) is the national governing body for horse sports in the UK.  Sport England has invested in the BEF to grow and sustain grassroots sport, but also help talented athletes excel.

Sport England knows that the DNA of equestrian sport is special; there are not many other sports with such wide appeal for women.  Sport England’s research shows there is also a large amount of people who have previously ridden which the BEF could attract back into the sport, with the right marketing campaign of course!

This is where we came in…and were approached to write the copy for a leaflet and poster aimed specifically at encouraging women to return to riding by taking lessons at nearby centre, and of course we leapt at the opportunity to get involved.

Targeting the specific market as instructed by Sport England’s market segmentation tool; ‘Elaine’ – a mid-life professional women who has more time for themselves since their children left home,’ so we set about gathering a focus group of ‘Elaine’s’ to collect information, suggestions and guidance straight from the horses mouth, so to speak.

What we found out, we then shaped into the leaflet below to encouraging more women to ‘Take back the reins.’