We recently connected with Alessandra Deerinck and have shared our conversation below.

Alessandra, thanks for joining us, excited to have you contributing your stories and insights. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

In light of the actual time, culture, scientific studies and my professional experience, I studied in depth the interaction between human beings and horses, and how communication naturally happens during this time, aiming to keep an objective perspective. I applied the information that came from this approach to the interaction between human and horse in many different instances, ranging from breeding to training, competing and performing in events. The experience suggested a deep innovation for the traditional modality of the relationship and the communication between human and horse, making a radical shift from an interaction based on training to giving a structure to the immediate interspecific communication that naturally happens in that time. The communication in the interaction between human and horse can be managed through purposeful movement, taking into account the content, modality, and the sense through which the information is perceived – from the ground (communicating through sight, hearing and touch) and from the saddle (communicating through touch and hearing). The interaction has the same meaning for human and horse, is kept in the social context of relationship, with concepts that are instinctual for human and equine, and does not include the use of force or of fear. The result is a system for communicating with the horse through behavior, in a dynamic dialogue with a comprehensive approach that always keeps in consideration both sides, human and equine. Such model allows us to manage the situation in the time while it happens, modulating it and reshaping it, moment by moment.

Alessandra, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Born and raised in Milan, Italy, Alessandra Deerinck now lives with her husband and their three children in California. Alessandra speaks fluently Italian and English, has a degree as Doctor in Veterinary Medicine and works as a horse trainer and clinician at Human Horse Sensing. As a freelance Alessandra has written articles regularly on several equestrian publications in Italy and in the U.S. Alessandra has ridden, competed and trained horses in various equestrian disciplines such as jumping, dressage, endurance, and she has ridden as a jockey for 10 years in flat races in Italy in the ‘80s and ‘90s. The focus of her activity, which begun about 40 years ago at the racetrack, has always been to better the direct communication between human beings and horses. As a clinician she has conducted horsemanship clinics and presented at events such as Equine Affaire (Pomona), Norco Horse Affaire and CavalliaMilano (Milano, Italy), while developing HH Sensing. The purpose of this new approach to the human to horse communication is to build a spontaneous, and solid foundation for the relationship from human to horse. HH Sensing highlights the roots of equine behavior, their social relationships, and how to communicate with horses by reaching them through their senses, in a way that they understand. Working with or without tack, going through spontaneous interactions rather than just through trained behavior, HH Sensing builds a relationship that supports any kind of activity involving human beings and horses. Human Horse Sensing Horsemanship is a book published in English and Italian on Amazon and by Edizioni Equitare. To contact HH Sensing: visit www.HHSensing.com email [email protected] or call (760) 715 1554.

What’s been the most effective strategy for growing your clientele?

When you learn something new about a subject that is your passion, you need to study it in depth to be able to express it in real terms and teach it to others so they can enjoy it too. Since 2009, I have worked as a horsemanship clinician and horse trainer, between the US and Italy, my country of origin. I created HH Sensing to be able to teach it online, and in traditional settings. Being with horses made the dream of my life come true. Being with horses allowed me to give form to every feeling, expression to every thought and reality to every dream.
I have ridden in many different disciplines, trained many horses, and now, aside from being the mother of three children, and having broken my back three times, I am very thankful to God because I still compete in any venue that is suitable for the horses I train. I believe in a comprehensive approach and take care of any and every aspect of the horse, from managing their health and nurturing their mind, to trimming their hooves if barefoot, from training to competing if the owners would like to do so. The thrill of an endurance race is for me as exciting as teaching my horse to keep eyes and ears on me or to walk truly straight on a loose rein or to teach my skills to others.
The greatest joy in creating my business is seeing how I can teach others how to properly interact with horses in a cooperative and safe way and help them achieve what they want.
The most difficult part in building my business has been to keep up with it and at the same time to be a good mother and wife, which I feel are very important parts of a woman’s life.
If anyone is interested in what I do they can visit my website at www.hhsensing.com , they can also learn more by reading my book Human Horse Sensing Horsemanship that is published in English on Amazon. They can also contact me by email at [email protected]

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

Keeping in touch with clients is not difficult when they really value and like what you give them. I talk to them by phone and always give them the chance to achieve what they want when they come to ride. This is not difficult to do, and makes people want to keep coming back.

Contact Info:

• Website: hhsensing.com
• Instagram: Deerinck Alessandra
• Facebook: Deerinck Alessandra
• Linkedin: Alessandra Deerinck
• Twitter: Alessandra Deerinck
• Youtube: Alessandra Deerinck
• Yelp: Human Horse Sensing