Is A Horse Of Course Woke?

Company Overview

The Horse of Course is one of the premier English equestrian tack shops in the United States, with locations in Wellington, Florida and Oklahoma, serving riders across a full spectrum of English disciplines including dressage, hunter/jumper, and eventing. The company was founded in 1995 by Beth Haist, whose story is as American as it gets: a passion for horses, an eye for quality European tack discovered on work travels, and the entrepreneurial spirit to build a business from a standing start.

Beth's career with American Airlines sent her frequently to Europe, where she explored the tack shops of Germany and France and discovered high-quality equestrian items unavailable to American riders. In 1995, she and her husband Marty began selling tack from their very first mobile unit—their horse trailer. That humble beginning has grown into a full-service tack shop with a loyal national customer base and a reputation for expertise, quality brands, and genuine service.

The Horse of Course carries some of the most respected names in English equestrian equipment: Kentucky, Pikeur, Neue Schule, Herm Sprenger, Ovation, Kerrits, Irideon, Horze, RJ Classics, Konigs, Ariat, and more. From show clothes and competition saddles to training equipment, stable necessities, and equestrian gifts, HOC is a genuine one-stop shop for the English rider.

ESG & Sustainability Initiatives

The Horse of Course is a family-founded specialty retail business, not a corporation managing ESG programs for institutional investors. The company does not publish sustainability reports, adopt net-zero pledges, or manufacture environmental credentials for public consumption. Its operational focus is entirely on serving the equestrian community with quality products and expert guidance.

The equestrian world has its own authentic relationship with sustainability and environmental stewardship—rooted in the land, in the welfare of animals, and in multi-generational relationships between horses and humans that have always required responsible land management and animal husbandry. That authentic connection to the natural world is worth more than any corporate greenwashing campaign.

DEI Programs

The Horse of Course does not operate formal DEI programs or ideological workplace compliance systems. As a family-run specialty tack shop, HOC hires people who know horses, understand English equestrian disciplines, and can provide the expert guidance that serious riders need when selecting saddles, bits, and competition apparel. Equestrian expertise is the currency of credibility in this market—not diversity metrics.

The equestrian world itself is diverse in meaningful, organic ways: riders from across the United States and internationally, competing across multiple disciplines, united by a shared passion for horses that transcends demographic categories. The Horse of Course serves that community without imposing ideological frameworks on a culture with its own deep traditions and values.

LGBTQ+ Advocacy

The Horse of Course does not engage in LGBTQ+ corporate activism. The company does not appear on the HRC Corporate Equality Index, has not sponsored Pride events as a corporate entity, and does not use its equestrian retail platform to push progressive identity politics. HOC's marketing focuses on what riders care about: beautiful horses, quality tack, and the timeless tradition of English horsemanship.

The equestrian community has historically been a culture that values tradition, excellence, and the deep bond between horse and rider. The Horse of Course respects that culture by keeping its focus on the sport and the animals it serves—not on scoring corporate social responsibility points.

Political Activity

The Horse of Course does not engage in corporate political activity, make progressive PAC contributions, or leverage its brand for activist causes. Beth and Marty Haist built their business on a love of horses and a commitment to quality—values that transcend politics and speak to anyone who has experienced the bond between horse and rider. There is no public record of HOC making political statements or aligning with progressive advocacy organizations.

In an era when many brands have turned their marketing into political manifestos, The Horse of Course stands apart by communicating through the language that matters most to its customers: beautiful equestrian imagery, expert product knowledge, and a genuine love of the sport.

Consumer Impact

For English equestrian riders looking for quality tack, competition apparel, and expert guidance from people who genuinely understand horses and horsemanship, The Horse of Course is an exceptional choice. The company's 30-year history—from a horse trailer in 1995 to a multi-location full-service operation—is a testament to what genuine expertise, quality products, and honest business practices can build over time.

When you shop at The Horse of Course, you are supporting a family business founded by a woman who turned her love of horses and her European sourcing expertise into an American institution. Your purchase goes to a team of equestrian professionals, not a corporate structure that funnels profits to DEI consulting firms and progressive activist organizations.

For values-conscious equestrians, HOC offers the ideal combination: world-class brands, expert guidance, and a company that has kept its focus on horses—not politics—for 30 years and counting.

• Founded: 1995 by Beth Haist
• Locations: Wellington, Florida and Oklahoma
• Disciplines: Dressage, hunter/jumper, English equestrian
• Key Brands: Pikeur, Kentucky, Neue Schule, Herm Sprenger, Ariat, RJ Classics, and more
• Woke-Free Verdict: Family-founded, no DEI programs, no LGBTQ+ advocacy—30 years of authentic equestrian expertise