Influencers. They are totally “hot” these days. If you ask young horse girls what they want to be later on, you will now increasingly get the answer “an influencer.” Where before Anky was a great role model and riding at Olympic level was the end goal for many, we see that this has completely shifted. Today’s idols are often riders who excel not necessarily with their sporting achievements, but rather by sharing their – sometimes very ordinary – lives. And very successfully, too. Are you already using influencers in your marketing strategy?