We were lucky to catch up with Jessica Roberts recently and have shared our conversation below.

Jessica, thanks for joining us, excited to have you contributing your stories and insights. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At Harmonized Horsemanship, I’ve embraced a unique, heart-centered approach to horse training that prioritizes empathy, compassion, and mutual respect over traditional dominance and submission methods. Instead of forcing compliance, I focus on creating a partnership where the horse is an active participant in the process. This approach not only enhances the horse’s mental and emotional well-being but also fosters a deeper, more fulfilling relationship between horse and human. I put a lot of focus into teaching people how to slow down and be present. I want to help my clients find mindfulness and peace while they’re with their horses.

So much of the horse industry is focused on goals, competing, and training hard. (And isn’t so much of life focused on this, too?) The reason I love what I do, and what keeps me going, is that teaching people how to slow down and listen to their horses also helps them slow down and listen to themselves. By having someone stop moving for a few moments out of the day and truly tune into the horse before them gives them a chance to connect with their horse, yes, but also an opportunity to connect with parts of themselves that may have been hidden for years. The true gift of the horse is what they can do for our souls, not how well they can be trained or perform under saddle. Being able to share this with others and show them how to unlock that magical relationship they’ve always dreamt of is why I feel so lucky every day. I’m so grateful that my passion in life was able to be a career that gives me so much fulfillment.

I believe in the power of slowing down, breathing, and connecting—not just with horses, but with life itself. When we stop and truly feel into the situations and beings around us, we unlock a level of understanding and peace that transforms not just our relationships with our horses, but our entire lives. Horses are these incredible, sentient beings with so much to teach us. Taking the role of student and allowing them to guide the journey is what fuels me to get up every day and get outside to the barn.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My journey into the world of horse training began with a deep love for these incredible animals and a passion for creating meaningful connections with them. I grew up as a rather traditional horseperson, but I never felt quite right about what I was doing. In 2015, I finally embarked on a journey to find a way that felt good to me and to my horse. Since then, I’ve developed a unique approach that ensures both horse and human feel joy, pride, and excitement about the work they do together.

At Harmonized Horsemanship, I offer a range of services, including individualized training programs, clinics, and workshops designed to help horse owners connect with their horses on a deeper level. My focus is on creating a partnership where the horse is an active and willing participant. I tend to get horses in for training that have “flunked out” of traditional programs and need a more personalized approach. These horses need to be understood instead of mislabeled. I rehabilitate the horses first and then teach the humans how to continue to help the horses. I want training horses to be fun, and so my weekend workshops and seminars are all designed to be educational and entertaining. We all learn better (horses included) when we are having fun and enjoying the topic, so I try to keep things engaging for all involved.

I kept coming across a lot of horses who desperately needed help, but the humans involved in their lives didn’t have the resources to get it for them. Last year, I founded the Honor the Horse Foundation, a 501(c)3 organization, to address this need. I work on rehabilitating horses in need of extensive care. I take in horses that have been neglected, abused, or misunderstood and provide them with the love, training, and rehabilitation they need to thrive. My goal is to find these horses loving, forever homes where they can live out their lives in comfort and happiness. This foundation operates solely on donations, and it’s been inspiring to see people step up to help the horses who need it the most.

Any fun sales or marketing stories?

I’ve always done a lot of horse training demonstrations, where people can come and watch me work with horses and ask questions. I’ve found it to be a great way to promote my business and show people what I do, as it’s hard to put into words and even harder to feel the difference in my work through videos on social media. It really is something that needs to be experienced in person.

A few years ago, I was having a hard time getting people to sign up and buy tickets for these demos. One after another, I’d have to cancel a few days in advance due to lack of interest. So, my marketing brain kicked into gear. I copied and pasted the same event information but instead of “Harmonized Horsemanship Training Demo” as the title, I called it something else:

“Equine and Wine”

I added a small section about a happy/social hour after the demo and BOOM, the event sold out in 1 day. I did a whole series that summer and people absolutely loved the events.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

All of my people-pleasers out there will love this one! For my entire life, a big part of my identity was how others felt about me. (I’m sure I’m the only one who has had that problem…) I wanted everyone to like me and never wanted to upset anyone. It took me about 3 years of running my business this way to realize that it was (1) not sustainable and (2) horribly unhealthy. I’d spend hours and hours each day bending over backward for every client that asked. I’d have my cell phone within arm’s reach 24/7 (yes, even in the shower) to make sure I could answer any call or text within 3 minutes. I was exhausted and quickly burning out, but had no idea how to stop.

Thanks to some life coaching and therapy work, I learned how to set healthy boundaries that didn’t cause any decline in the quality of my service, and also helped me have some semblance of work-life balance. (This is an elusive concept for many entrepreneurs, but especially those in the horse industry.) I set “downtime hours” each day (and 2 whole days per week) where clients are not allowed to contact me unless there is an emergency. I implemented emergency protocols so that I didn’t have to worry about someone not being able to get a hold of me. It vastly improved my quality of life! The hardest part is sticking to it and holding the boundary for myself in times when clients push back. I know this will be an ongoing challenge for me, and I know I’m not the only one!

Contact Info:

• Website: www.harmonizedhorsemanship.com and www.honorthehorsefoundation.org
• Instagram: @harmonizedhorsemanship and @honorthehorsefoundation
• Facebook: /harmonizedhorsemanship and /honorthehorse

Image Credits

Lo Anderson Photography