Episode 20

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Published on:

26th May 2026

What Dover’s Closing Reveals About Equestrian Retail w/Orchid Bertelsen

If you’ve been anywhere near horse social media lately, you’ve probably seen the conversations around Dover Saddlery’s closures and liquidation sales. But what actually happened behind the scenes? And what does it reveal about the future of the equestrian industry?

In this episode, I’m joined by Orchid Bertelsen, writer of the Substack Back in the Saddle, to break down the Dover story from both an economic and rider perspective.

With a background in e-commerce, consumer marketing, and brand strategy, Orchid offers a fascinating look at why equestrian retail has struggled to evolve, what this means for local tack shops and brands, and why adult amateurs and horse moms are often overlooked despite driving so much spending in the sport.

We also talk about:

  • Why equestrian e-commerce still feels stuck in 2008
  • How trainers influence buying decisions
  • The challenges local tack shops face
  • Why discoverability is a huge issue in the horse world
  • What horse businesses can learn from modern retail
  • And why there’s still reason to feel hopeful about the future of the industry

If you’ve ever struggled to buy boots online, wondered why horse businesses are so hard to find, or felt like the horse world makes things harder than they need to be, this episode is for you.

Resources Mentioned

Presenting Sponsor: Big Dee's Tack & Vet Supplies

Orchid Bertelsen, Back in the Saddle

Big Dee's Tack & Vet Supplies

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About the Podcast

Broke Horse Moms
Barn life, horse shows, big decisions, and the price of it all
Broke Horse Moms is the podcast for every muck boot-wearing, Venmo-draining mama raising a kid who rides. Hosted by Angie Trueblood, proud horse mom and founding member of the ‘I thought this was just a phase’ club, each episode brings real talk, expert guests, and fellow horse moms who’ve lived through what we’re still Googling. We cover everything from barn life, budgeting, and decoding show rules and point systems to horse ownership, college riding, and *gulp* what to do if they want to make this a career. It’s a journey filled with learning, laughter, and a few tears, and we’re here for all of it, together. Subscribe and join the herd!

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Angie Trueblood

Host Angie Trueblood is a podcast strategist and brand partnership expert with over a decade of experience in podcast marketing and sales, where she’s helped hundreds of brands grow through podcasting. Her deep industry knowledge and sales expertise ensure Broke Horse Moms is built not just to resonate, but to convert.

The brand has already gained impressive traction, with over 200 subscribers joining the newsletter in its first 30 days, a clear signal of the demand and connection this audience craves.

A proud horse mom herself, Angie created Broke Horse Moms to spotlight the women behind the scenes, the ones filling water buckets, writing checks, and building barn-family bonds. She brings humor, honesty, and a deep understanding of the community she serves.

Interested in partnership opportunities? Email Angie at angie@brokehorsemoms.com.