Most equine assisted professionals spend years training for the work itself. They study attachment, trauma, and the horse-human relationship. They earn certifications, refine their clinical or educational skills, and learn how to hold space for the people and horses in front of them. What almost none of that training covers is how to run the business that makes any of it possible.
That is the gap the Business Building Master Class was built to close.
Two Decades of Lessons, Condensed into One Course
The Master Class is a collaboration between Bettina Shultz-Jobe of Natural Lifemanship and Shannon Knapp of Horse Sense of the Carolinas, two business owners who have each sustained their own equine assisted practices for over twenty years. Rather than leaving new practitioners to learn those same lessons the slow way, they built a course to shorten the path.
The program moves through two parts:
- Ground Work lays the foundation, covering vision and mission, business structure, safety and liability, income, expenses, and human resources.
- Elevate builds from there into grants, contracts, documentation, ethics, and the work of generating clients and raising awareness. Participants also get access to office hours, individualized consultations, and a learning community that stays available well past the final week.
Passion Is Not a Business Plan
The Master Class was built on a simple belief: that skill and heart are not enough on their own to sustain a practice. Practitioners need a business foundation just as strong as their clinical or educational training. Sandra Boe, a past participant, put it best:
“The Business Building Master Class helped me clarify my goals and the direction I want to take our equine assisted services program. I was surprised and somewhat relieved to hear other professionals are struggling with the same issues I am to make the business sustainable.
You can’t run on passion alone. This class makes you focus on the essential questions of mission, vision, goals and how to achieve them. I have no problem with offering quality service, but I’ve struggled a long time to manage the business itself, which is somewhat unique, especially when we have a public that doesn’t really ‘get’ what we do.
So many professional organizations focus on certifying the equine professionals, therapists and educators, but never address how to run their EAS business. Understanding the requirements to run the business is equally, if not more, important as it is what supports our ability to provide the services we are so passionate about.
This Master Class helps fill that knowledge gap. What’s more, I now have a resource available to call upon when I need guidance.”
Sandra’s words point back to the same gap this course was built to close. The heart of the work will always come first, but it takes a strong business behind it to keep that work going.
Your Invitation
The Business Building Master Class exists for practitioners who have the skill and the heart for this work but need the business foundation to sustain it.
Whether you are shaping your vision for the first time or ready to elevate a practice already underway, this course meets you where you are.
Building a business does not have to be a lonely process.
Learn more about the Business Building Master Class here.
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