In equine-assisted services, the heart of the work unfolds in the arena, alongside our equine partners, as we attune to the needs of those who come for healing. These are the moments that draw us in and keep us devoted to this path.
Yet beneath these powerful experiences lies another reality: without a sustainable business structure, the work cannot last. Insurance policies, liability planning, business models, and financial systems may not get us excited in the same way a breakthrough with a client does, but they are the foundation that makes those breakthroughs possible.
Too often, practitioners enter this field with vision and passion, only to feel overwhelmed and underprepared when faced with the realities of running a business. Many close their doors within just a few years, not because the work lacked value, but because the business itself was not strong enough to weather the ups and downs of entrepreneurship.
This is why we created the Business Building Master Class. It exists to give equine-assisted practitioners the support, clarity, and tools they need to build something that lasts.
A Story of Courage and Curiosity
Marine Corps veteran and licensed professional counselor Allison Brewton knows this truth firsthand. Allison has always been drawn to helping people heal from trauma, particularly veterans and first responders, because she has seen and experienced how deep those wounds can run. She also has always loved horses and understood intuitively that their presence brings something profound to the healing process.
When Allison first encountered equine-assisted psychotherapy, she saw the calming effect a horse had on a veteran and felt her own sense of wonder. She knew this was the work she wanted to pursue, but she also knew that passion alone would not be enough.
“I literally had zero experience with starting a business,” Allison recalls. “I had no knowledge whatsoever on anything business related. The Business Building Master Class was the answer to my business ignorance prayers.”
Her words capture what so many in this field feel. The heart is ready, but the structure is missing.
How the Master Class Met Allison Where She Was
When Allison joined the Business Building Master Class, she was looking for answers to questions she did not yet know how to ask.
The Master Class gave her a roadmap. Through the Ground Work lessons, Allison began to shape her vision and mission, understand business structures, and learn the difference between expenses and income streams in an equine-assisted services practice. As she moved into the Elevate portion, she started to see how grant writing, contracts, and client development could one day support her dream of reaching veterans and first responders.
What made the biggest impact, however, were the conversations with her instructors, Shannon Knapp and Bettina Shultz-Jobe. Allison came to those consultations with a notebook full of questions, and each time she left with practical guidance rooted in years of lived experience.
“Bettina and Shannon shared both their successes and their mistakes,” she said. “That gave me a way forward without having to repeat all the same missteps.”
Why This Work Matters
Allison’s experience highlights a truth many practitioners face. Most of us entered this field mainly because of the healing we witnessed, not because we wanted to become business owners. Yet without a sustainable structure, even the most meaningful work can remain fragile. After all, the business side of equine-assisted services is not separate from the healing. It is what allows the healing to continue.
Through the Business Building Master Class, Allison found clarity in the choices that once felt overwhelming. She learned to weigh the differences between nonprofit and for-profit models, to understand liability and risk, to explore pathways for funding and growth and many more. With guidance and mentorship, she began to see how her vision could take shape in a way that was not only inspiring but also sustainable.
Allison also came to appreciate the importance of the less visible work. She realized that while most of us want to focus on hands-on client work, the Master Class revealed that building the business is just as essential. There will always be time to do the client work, but without a strong foundation, the work itself cannot last. For Allison, and for all of us, the heart of the work will always be healing. The business is the vessel that makes that healing possible.
Looking Toward the Future
Allison continues her NL certification journey with the same passion that first brought her to volunteer on a ranch years ago. She is still in the process of completing her training and preparing for the launch of her practice. Because she invested time in understanding the business side now, she has greater clarity about her options and confidence in the choices she is making.
Her story reminds us that clarity itself is a form of care. When we know where we are headed and how to structure our work, we create stability not only for our clients but also for our families and ourselves. Sustainability is not about choosing one path over another. It is about discerning the path that best fits your vision and values, and then building it with intention.
Step Into Clarity With Us
The path of equine-assisted work is full of heart, but it can also be full of questions. How do you structure a practice? How do you make it last? These questions can feel heavy when you carry them alone.
The Business Building Master Class was created so you don’t have to. Like Allison, you will be guided with care, surrounded by others who understand both the weight and the wonder of this work. What once felt overwhelming can begin to make sense, and what seemed uncertain can become a clear way forward.
If you are ready to follow in Allison’s footsteps and give your vision the foundation it deserves, we invite you to begin here. Join the Business Building Master Class.
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