This episode is proudly sponsored by Nikovian - luxury equestrian apparel without the luxury price tag. Use code horseperson15 for 15% off your order at checkout. What would it take for equestrian sport to become mainstream? Caroline sits down with Frankie Theriot - founder of Athletux, upper-level event rider, and longtime commentator - to explore what's really holding the sport back. We talk storytelling and vulnerability, sponsorship and social media. This conversation unpacks how equestrian sport is evolving and what riders, brands, and media need to do to grow it. In this episode, we cover: Why storytelling is key to growing the sport The risks riders face in being vulnerable What brands actually look for in sponsorships The biggest mistakes riders make when marketing themselves How equestrian sport can expand without losing its values

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