We’re excited to introduce you to the always interesting and insightful Krystal Kelly. We hope you’ll enjoy our conversation with Krystal below.
Krystal, thanks for joining us, excited to have you contributing your stories and insights. What do you think matters most in terms of achieving success?
Action. That’s the key to success. Many people may think that I’ve accomplished some incredible achievement that they cannot do. The way I see it, the only difference between me and them is, I BOOKED THE TICKET. And I got on the plane. I took action and didn’t let fears stop me.
Krystal, 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?
I’m originally from California. I’ve worked in over 20+ countries with Grand Prix show jumping horses. I’m the only FEI II Certified coach from the USA. I’ve worked with horses in countries like Egypt, Bhutan, India, Belgium, Italy, Romania, and I now own my own show jumping stable in Spain with my husband and our 3 horses. I am a virtual coach now. I have an app called, Horse Riding Lessons App where I give Guided Audio Horse Riding Lessons. I started this because I realized working in places like India and Bhutan that not everyone has access to high level coaching and training and there’s a huge gap in the equestrian industry between what the pro’s know and what the “normal” horse riders don’t know. I am on a mission to bridge that gap and raise the standard of the equestrian educational system. I also have a book, The Ambitious Equestrian, which you can find on my website: www.theinternationalequestrian.com In this book riders can take my various “self-assessments” which I’ve developed in order to see where they are at in our riding curriculum. I am the owner of two online equestrian companies. One is for my coaching and training for riders (The International Equestrian) and the second is for inspiration related to horseback riding travel and adventures. (Equestrian Adventuresses.) Both companies empower women and riders to get the help they need to achieve their biggest riding dreams whether it be to ride a horse across a country, go on a trail ride in Africa and see hippos, or get to Grand Prix as a show jumper or dressage rider.
Can you tell us about a time you’ve had to pivot?
I am a horse riding coach and trainer. I was being flown around the world to implement my riding curriculum I developed in top stables. I even developed riding clubs from the ground up in places like India and Bhutan. I trained the staff, horses, coached the riders etc. And then covid happened! That is how the decision to shift online came to manifest. At first I thought, “will this even work?” Horse riding is such a 1:1 business. It’s very personal and intimate and many riders also feel like they need that coach in the arena with them in real time. I was nervous to switch to virtual coaching… but I’m so glad I did! With the virtual coaching I’ve been able to reach thousands more people than I could ever do by myself in person lessons. I’ve also been able to provide high level coaching to riders in a variety of states in the USA and countries where they don’t have access to that type of high level riding instruction. It’s been a real game changer for my clients. They have skyrocketed their riding in only a few months and have been able to achieve incredible things. One of my students for example was on the verge of quitting riding! She had become scared due to a bad fall and now she is jumping and showing and even won money in her first jumping show! How cool is that?! Another client of mine was already a pretty advanced dressage rider but she just couldn’t seem to be able to move up past Level 3 in dressage. She felt like her half passes on her warmblood mare were too sticky and even though she took regular lessons she couldn’t figure out why she couldn’t seem to unlock the secret code. Until she started my coaching program and started working with me 1:1. That’s where we found her “gaps” in her riding and filled them in. Now her and her mare are working on impulsion and collection to an extremely high level. And her half passes in trot and canter are GORGEOUS! Its so much fun watching how quickly everyone in our program has been able to advance.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
I was giving a virtual challenge, I had spent months building out one of my first virtual online courses. My plan was to sell one of my online courses during that challenge for about $1,000 as a special offer. But during that challenge I had also sold some VIP tickets to those select few who wanted to have some 1:1 time with me in zoom to discuss their personal challenges with their horse. My very first challenge I got an amazing woman inside my challenge. I realized very quickly speaking with this woman everyday for those 5 days that my $1000 program I was intending to sell at the end of my challenge on day 5 wasn’t what this woman needed. She didn’t need an online course… she needed my help! She needed my coaching. She needed me to build her training plan and zero in on exactly which exercises to do for the next year to assist her dressage goals. So the night before day 5 of my challenge (the day I was going to pitch my $1000 course) I completely changed all my slides! I put together my dream coaching package that night based on what I knew she would need to succeed with her horse over the next 1 year. I was no longer going to charge only $1,000 since this was an exclusive coaching program and not an online course anymore. So the next day I made my offer for a $5000 VIP coaching experience. And she bought it! Since then I have gotten quite a lot of riders to join my VIP coaching mastermind and have had to increase the prices several times since then. The coolest thing is that in doing this and talking to this woman during the challenge, I really found out exactly what she needed the most for me to be able to help. And now with my other VIP’s I’ve been able to offer and create a virtual coaching experience unlike any other program that exists out there! The results of my VIP’s is no coincidence. Each and everyone of them has seen astounding results because of taking the leap. My VIP’s are who I spend most of my time with so I really get to know them and their horses. It’s been incredible being able to design an exclusive virtual coaching program based on EXACTLY what my clients needed and want! All because of a challenge…
Contact Info:
- Website: www.theinternationalequestrian.com
- Instagram: @coachkrystalkelly
- Facebook: www.facebook.com/groups/theinternationalequestrian
- Youtube: www.youtube.com/channel/UC7D77cYlZtdvlfgd52Wib3A?sub_confirmation=1
Image Credits
The International Equestrian