Equestrian Entrepreneur Turns Horse Passion into a Traveling Business Earning R$60k Monthly
Maria Jordana, an entrepreneur from Goiás, Brazil, has successfully transformed her lifelong passion for horses into a thriving itinerant business. Starting with a childhood dream of owning a horse, she began selling beaded bracelets to save money. This early entrepreneurial spirit led her to establish a physical riding school in Catalão, Goiás, with an initial investment of R$4,000 from her internship savings. The early stages of the school presented significant management challenges, including difficulties with pricing and financial administration, often leading her to undercharge for services to attract clients, impacting profitability.
A turning point came after a severe accident where a horse fell on her, causing a hip fracture and requiring a lengthy recovery period with physiotherapy. During this time, Jordana reflected on her business and began planning its future. Upon returning to mobility, she implemented structural improvements and focused on professionalizing the school, aided by a degree in Business Management and specialized equestrian courses. These included studies in managing equestrian centers and horsemanship, emphasizing non-coercive techniques to foster a better relationship between horse and rider.
The business evolved into an itinerant model when a client from Mato Grosso invited her to conduct a course over 1,400 kilometers away. This successful event, promoted on social media, generated further opportunities across different states. Jordana now partners with equestrian centers nationwide, offering three-day immersive courses priced between R$1,500 and R$3,000. These programs blend practical riding, animal handling, and personal development activities, with the popular "Só Para Elas" (Just for Her) program focusing on women. The courses utilize horses as tools for developing leadership, confidence, self-awareness, and overcoming personal challenges, with participants often reporting that the skills learned translate to their professional lives. Jordana's business currently generates an average monthly revenue of R$60,000.
This narrative highlights the entrepreneurial journey of leveraging a personal passion into a scalable business model. The transition from a fixed location to an itinerant service demonstrates adaptability to market demand and geographical reach. The business's success, generating R$60,000 monthly, suggests a strong value proposition that extends beyond technical equestrian skills to encompass personal development and leadership training. This approach taps into a growing market segment seeking experiential learning and self-improvement. The founder's personal journey, including overcoming adversity and investing in education, underscores the importance of resilience and continuous learning in business. Future growth may involve further diversification of offerings or strategic partnerships to expand its national footprint, while maintaining the core focus on transformative experiences.
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