Rider Interview Guide for Equestrian Brands
If your sponsorships aren’t delivering the results you want, the problem probably isn’t your riders. It’s your content system.
I see it over and over: brands invest in ambassadors and sponsored riders, then spend months chasing deliverables that arrive late (or never), feel generic, and don’t move the needle.
Meanwhile, marketing teams are already stretched thin, and riders are busy training, teaching, traveling, and competing. Your partnership has value, but it isn’t being translated into assets that customers can actually use.
That’s why rider interviews are my favorite format for equestrian sponsorship content.
A single phone call can produce the kind of content your customers trust: real stories, real expertise, and real proof. All without asking riders to be a content creator in their limited spare time.
In this guide, I’m outlining the exact approach to rider interviews your brand can use to start creating better content with your riders today.
And if you want to maximize the value of your sponsorships without adding even more content tasks to your team’s workload, keep reading to learn more about our done-for-you Rider Interview Content Package.
Why equestrian UGC breaks down
In my work as a sponsorship manager, I’ve learned that riders aren’t ignoring brands. They’re just overloaded.
When I offered free calls to help riders, they didn’t book video meetings during work hours. They sent DMs and requested phone calls at times when most marketing managers have clocked out.
As I wrote in my blog about the lessons I learned from the experience, “When we connected, it was usually late. After chores, after lessons, after a full day of trying to make this sport work. More than once, it was 9 pm, and they were calling from the car on the way home from the barn after a 15-hour day.”
That’s the reality brands are working with.
Even when riders do post, the content often isn’t valuable for you. Riders frequently default to the easiest deliverable: a generic show photo with a caption that tags all sponsors at once.
It’s understandable. But it doesn’t help a customer understand why your product matters, how it fits into a real routine, or what problem it solves.
So brands end up stuck in the worst loop:
asking for content
getting inconsistent, low-signal posts
feeling disappointed in ROI
and hesitating to invest further in sponsorships
If this sounds familiar, you’re not alone. These are the exact pain points I hear most from brands who inquire about our management and activation services.
Why interviews work so well
1) Authenticity is more important than ever
People want to know what’s real. Recent trends suggest consumers are tired of generic content and AI slop. They’re distrustful of advertising and burned out by influencers.
Equestrian audiences are already skeptical by nature. They’re investing in animals they love, expensive training, and products where results matter. They trust credible experience: riders who can explain what they do, why it works, and what they’ve learned the hard way.
2) Word-of-mouth is still the most trusted channel
Research consistently finds that recommendations from people we know (word-of-mouth) are the most trusted form of marketing.
A rider interview, done well, is word-of-mouth you can scale:
It’s a credible voice
with real usage context
that answers buyer questions
and provides social proof you can use across your site and campaigns
3) Interviews match rider reality
Riders don’t need another assignment that requires sitting at a computer. But they can talk on a phone while walking a horse, driving home, preparing feed, or between lessons.
A structured interview respects their time and gets you better content than repeated requests for posts that go unanswered.
The Interview Flywheel: how one call becomes months of content
When brands hear “interview,” they often picture a stale transcript or a fluffy feature.
That’s not what I mean.
A conversion-focused rider interview is designed to produce multiple usable assets:
a story that builds authority and trust
proof that reduces buyer hesitation
product context that answers “will this work for me?”
and short-form snippets that are easy to publish consistently
And from those deliverables, brands can repurpose the interview into:
blog articles for SEO/AEO
brand testimonials and product reviews
email newsletter sections that nurture relationships
social media posts that drive engagement
FAQ answers pulled directly from rider language
The Rider Interview Framework: a guide you can use even if you DIY
If you want to start doing this internally, here’s the framework I use to make sure the interview produces content that converts.
Step 1: Start with clear goals
Before you write questions, decide what the interview must accomplish. Examples:
Support a specific product launch, campaign, or promotion
Generate feedback and testimonials about your products
Strengthen educational content with expert insights
Increase engagement with compelling storytelling
If your only plan for the interview is to “create content,” you’ll get noise.
If you set specific goals for the interview in advance, you’ll get results.
Step 2: Make prep frictionless and confidence easy
In my experience, riders don’t need more prep. All they need is the confidence to show up.
Send a short note like:
“All you have to do is chat about your real experiences.”
“No prep needed, we’re excited to share your story and insights.”
“Don’t worry about being perfect, we just want honest feedback.”
That’s it.
Step 3: Use a simple call structure
Here’s a simple interview structure that consistently works:
0–10 minutes: context + credibility
who they are, what they do, why they do it
10–25 minutes: the “before” story (the problem)
what wasn’t working, what was frustrating, what was on the line
25–40 minutes: their experience (the results)
what products they use, how they use them, what changed
40–50 minutes: expert advice
what they’d tell another rider, common mistakes, what matters most
50–60 minutes: connections and quotables
short answers designed to become pull quotes and testimonials
Step 4: Extract strategic assets, not just a transcript
You won't get the results you want by simply “posting the interview.”
You need a content system that uses interviews to build:
a narrative arc customers want to read
clear social proof and credibility
stories that support current marketing objectives
insights that help overcome objections
This is where most DIY attempts fall apart. It takes experience to turn conversations into effective marketing assets without losing authenticity.
Interview question pillars that generate content customers trust
You can ask 50 questions and still not get anything usable if they’re the wrong questions.
Instead, aim for these pillars:
Pillar 1: Credibility and context
You’re establishing why this rider’s opinion matters.
“What does a typical week look like for you?”
“What are your current goals?”
“What accomplishments are you most proud of?”
Pillar 2: The “before” story
This is where the emotional hook comes from.
“What problem were you trying to solve?”
“What were you frustrated with?”
“What finally made you say, ‘I need a better solution’?”
Pillar 3: Real experiences
This is where trust is built.
“How did you first discover this product?”
“Walk me through exactly when and how you use it.”
“What changed first—what did you notice?”
Pillar 4: Expert advice
This turns rider expertise into buyer education.
“What advice would you give someone facing similar problems?”
“Who would you recommend this product for?”
“What mistakes do you see riders make around this?”
Pillar 5: Connections and quotables
Conclude with questions designed to build connection.
“How do you give back to your horses and prioritize their care?”
“Why did you partner with us–what does our brand represent to you?”
“What philosophy guides your approach to riding and training?”
If you want more, our free Interview Question Pack includes 60+ proven interview questions for riders, experts, and founders. Check out our free resources page to request your copy.
How to publish rider interviews to drive results
A rider story can be compelling and still fail to convert if it’s not deployed correctly.
Here’s what I recommend:
1) Put the story where buyers already have intent
Don’t just bury your best proof in one Instagram post and forget it.
Use content from the interview to support:
your blog (SEO + evergreen education)
product pages (testimonials + expert routines)
social media (drive engagement with compelling stories)
email marketing (nurture content that builds confidence)
2) Build a repeatable social proof pipeline
Instead of asking riders for more content, publish consistently from what you already captured:
1 interview → several pull-quote social posts to fill your content calendar
1 interview → multiple testimonial variations (short, medium, long)
1 interview → dozens of snippets that answer common buyer questions
3) Make content easier for your team to ship
Most brands don’t struggle because they lack ideas. They struggle because they lack finished assets.
That’s why our Rider Interview Content Package isn’t just a call. It’s structured to deliver what marketing teams actually need: a blog-ready article, social-ready pull quotes, and website-ready testimonials.
The Rider Interview Content Package
If you want the results of rider interviews without adding work to your team, this package is for you.
What’s included
The Rider Interview Content Package includes:
30-minute planning call with you
60-minute interview with your rider
1500+ word article for your blog
4 pull quotes for social media
2 testimonials for your website
1 review for product pages
How the process works
Planning call (30 minutes)
We create a plan based on your goals: product focus, campaign timing, audience objections, and what “success” looks like for the content.Rider outreach + scheduling
We coordinate with your rider to schedule a phone interview at a time that works best for them.The interview (about 60 minutes)
I’ll lead the conversation, focus on topics that align with your goals, and request any photos we need for the content.Content creation + asset extraction
A transcript of the call is recorded and used to turn the conversation into a polished blog article, pull quotes, and testimonials.Revisions + delivery
Your rider will approve the article, and you’ll receive all assets for review. Then, we’ll make any requested revisions and deliver final drafts you can publish immediately.
Our Program Management Retainer includes a monthly interview content package for brands seeking consistent results and additional support. Learn more in our Equestrian Sponsorship Management Guide for Brands.
Free Interview Question Pack
If you want to test the interview approach internally, start with our Interview Question Pack (60+ questions). It’s built to help you quickly pull out great stories, insights, and advice from riders, experts, and founders.
You can also explore our other free sponsorship resources (email scripts, content ideas, and more) on our resources page.
FAQ: Rider interviews for equestrian brands
How long does a rider interview take?
Most interviews take less than an hour and can be conducted over the phone. Our Rider Interviews Content Package is built around a 60-minute rider interview plus a short planning call with your team.
Do riders need to prepare?
No. In fact, heavy prep usually makes interviews worse. The goal is natural, credible detail, and real routines. We guide the conversation so riders don’t need homework.
What if a rider isn’t “good at content” or doesn’t like being on camera?
That’s exactly why interviews work. Riders don’t have to film, edit, design, or write. They just talk. The content is built from their expertise, not their content skills.
What does a brand actually receive at the end?
In our package, brands receive a 1500+ word blog article, pull quotes for social, and testimonials for their website, all based on the rider interview and aligned with brand goals.
Can we use the interview content in ads and email marketing?
Brands commonly repurpose rider interview assets into email sequences, product pages, and paid creative. Usage rights and approvals should be confirmed in your agreement with the rider.
How do approvals work?
Simple approval systems help prevent delays and build trust:
the brand reviews for accuracy and claims compliance
the rider reviews for personal comfort and factual alignment
What if we have multiple riders and want consistent content?
If you want interviews to serve as an ongoing content engine, our Program Management Retainer includes a monthly interview content package, plus rider communication, coordination, and performance reporting. Learn more on our brand services page.
Is this only for large brands with big sponsorship rosters?
No. Interviews are useful for:
small brands with a handful of rider partnerships
growing brands launching an ambassador program
established brands trying to improve ROI and consistency
(And if you want to launch or upgrade your program, you should read our Partnership Activation Guide.)
Book a Free Consultation
If you’re tired of chasing riders for content, rider interviews are the fastest path I know to consistent, credible, buyer-focused assets. All without asking riders to become full-time creators.
If you want us to handle the interview and build the content for you, the Rider Interview Content Package is designed for precisely that.
Request a free consultation to discover how rider interviews can help you build partnerships that generate real engagement, visibility, and revenue. Not just logos on saddle pads.
