Mark Rashid Horse Training

What Mark Rashid Horse Training does

Mark Rashid Horse Training, Inc. is a privately held, founder-led equestrian education business operating from Estes Park, Colorado. The company is built around the personal brand and methodology of Mark Rashid, an internationally known author and horseman, and his wife and co-clinician Crissi McDonald. Its functional focus is teaching horse owners and riders a 'softness'-based, communication-first approach to horsemanship, integrating Mark's third-degree black belt in Yoshinkan aikido into a proprietary program called Aibado ('for the love of the horse'). The business serves individual horse owners and riders across all disciplines and experience levels, with secondary audiences including prospective Assistant Instructor candidates and clinic venue hosts.

The company's core products are in-person horse training clinics (one-on-one sessions, weeklong intensives, 10-day summer bootcamp, Aibado workshops, and collaborative events with other clinicians), an Online Classroom with over 300 instructional videos, online video review lessons, and a physical product line comprising 15 authored books translated into 9 languages, instructional DVDs, music CDs, branded apparel, gift cards, and the proprietary Rocking S Snaffle horse bit. The bit is a sweet-iron snaffle with floating 3-inch rings that disperse pressure across the lip and cheek, developed from 2006 with designer Mark Sulan, sold for $130-$160 with a lifetime guarantee. There is no proprietary software platform; the intellectual property resides in the horsemanship methodology, content library, and equipment design.

The business operates on a direct-to-consumer model, monetizing through e-commerce product sales (markrashid.com/shop, shipping within US and Canada), clinic fees for in-person training, online lesson fees, and book/DVD royalties. Distribution is event-driven, anchored by Mark Rashid's personal brand authority, media presence (NPR's The Horse Show, PBS Nature series), word-of-mouth from clinic attendees, and a global network of only eight Assistant Instructors who teach under his methodology. The company has no external funding, no parent organization, and no disclosed revenue.

Name

Mark Rashid Horse Training

Legal name

Mark Rashid Horse Training, Inc.

Website

https://markrashid.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Mark Rashid Horse Training, Inc. is a privately held, founder-led equestrian education business offering softness-based horsemanship clinics, books, DVDs, and a proprietary horse bit to individual horse owners and riders across all disciplines, operating from Estes Park, Colorado.

Ownership category

akta.pro rank

Product category

Equestrian Training Services

NAICS

Support Activities for Animal Production (115210), Support Activities for Animal Production (11521)

SIC

Services-Educational Services (8200), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Horse training services
• Horsemanship education
• Equestrian clinics
• Horse training books
• Equine training instruction

Headquarters

HQ city

Estes Park

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Product Sales - Books: Sale of Mark Rashid's published books including 'For the Love of the Horse' ($21.95), 'Horses Never Lie' ($19.99), 'Horsemanship Through Life' ($24.95), 'Life Lessons From a Ranch Horse' ($18.98), 'Nature in Horsemanship' ($19.99), 'Richard the Chicken Eagle' ($17.99), and co-authored 'A Horse's Life: The Neuroscience of Equine Welfare' ($24.99). Some titles are out of stock. Revenue from physical book and ebook sales.
2. Product Sales - DVDs: Sale of instructional DVDs including 'A Journey to Softness (2 DVD Set)' ($39.99), 'Your Horse's Brain: A User's Manual DVD' (sale $42.50, regular $85.00), 'Sitting the Trot DVD' ($40.00), 'Ground Driving 101 DVD' ($35.00), and combo sets like 'Journey to Softness Set (Book and DVD)' ($82.76). One-time video product purchases.
3. Product Sales - CDs: Sale of music CDs recorded with Brad Fitch: 'Small Town CD' ($15.00), 'Song of the Prairie CD' ($15.00), 'Making Good Time CD' ($15.00), 'My Western Town CD' ($15.00), 'Seasons CD' ($15.00). Americana, blues, soft rock, and bluegrass music.
4. Product Sales - Horse Bits: Sale of Rocking S Snaffle bits at $130.00 and Rocking S Snaffles Raised at $160.00. The bits are manufactured to order and may take over a month to receive. Lifetime guarantee on material and workmanship. No returns on opened and used bits unless defective.
5. Product Sales - Gift Cards and Apparel: Sale of eGift cards ($25-$200) and Rocking 5R Baseball caps ($25.00, currently out of stock). Merchandise available through Bonfire and Amazon third-party links.
6. Clinic and Training Services: Revenue from in-person clinics including one-on-one sessions, weeklong intensives, 10-day summer bootcamp, Aibado workshops, and collaborative events with other clinicians. Pricing varies by clinic format. Online video lessons with Mark include video review and one-hour phone consultation.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Mark Rashid Horse Training provides horse training and horsemanship education centered on developing internal and external softness in both horse and rider. Core offerings include in-person clinics (one-on-one, weeklong intensives, 10-day bootcamp, Aibado workshops), online video lessons, the Considering The Horse Online Classroom with 300+ videos, and an e-commerce shop selling authored books, instructional DVDs, music CDs, branded apparel, and proprietary Rocking S Snaffle horse bits.

Product overview

Mark Rashid Horse Training is a horse training and horsemanship education business offering a comprehensive portfolio centered around principles of softness. The core offerings include in-person horse training clinics (one-on-one, weeklong intensives, and Aibado workshops), an online classroom with over 300 videos, and the 10 Day Summer Intensive bootcamp. Physical products include 15 authored books by Mark Rashid covering horsemanship philosophy and training techniques, CDs/DVDs with instructional content and music recordings, and the Rocking S Snaffle bit product line (standard and raised versions) sold through the shop. Additional offerings include custom guitars, gift cards, and branded apparel. The business is co-run with Crissi McDonald and maintains a network of eight Assistant Instructors worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Horse Training Clinics In-person horse training and horsemanship instruction offered in multiple formats (one-on-one sessions, weeklong intensives, and Aibado workshops), focused on developing internal and external softness in horses and riders. Targeted at horse owners and riders across all disciplines and experience levels.
• Considering The Horse Online Classroom Subscription-based online learning platform with over 300 videos providing anytime access to horsemanship education. Members get free access to monthly live Q&A sessions. Targeted at individuals seeking flexible remote learning.
• Aibado (Aikido for Horse People) Three-day workshop teaching aikido principles adapted for horse people, focused on internal/external softness, self-control, movement, balance, and breathing. Mark Rashid holds a third-degree black belt in Yoshinkan Aikido.
• 10 Day Summer Intensive Week-long 'Softness Bootcamp' combining Aibado practice, classroom learning about equine neuroscience, saddle fit, and bits, with daily riding sessions. Held at Happy Dog Ranch in Sedalia, Colorado.
• Online Video Lessons Virtual sessions where Mark Rashid reviews customer-submitted videos and provides one-hour phone consultations to help participants understand and improve their horse relationship without traveling to a clinic.
• Books by Mark Rashid Collection of 15 best-selling authored books on horsemanship philosophy, training techniques, and equine neuroscience. Titles include 'For the Love of the Horse' ($21.95), 'Horses Never Lie' ($19.99), 'Horsemanship Through Life' ($24.95), 'Life Lessons From a Ranch Horse' ($18.98), 'Nature in Horsemanship' ($19.99), 'Richard the Chicken Eagle' ($17.99), and co-authored 'A Horse's Life: The Neuroscience of Equine Welfare' ($24.99). Books have been translated into 9 languages.
• Instructional DVDs and Music CDs Educational DVDs including 'A Journey to Softness (2 DVD Set)' ($39.99), 'Your Horse's Brain: A User's Manual DVD' (sale $42.50, regular $85.00), 'Sitting the Trot DVD' ($40.00), 'Ground Driving 101 DVD' ($35.00), plus music CDs recorded with Brad Fitch ($15 each).
• Rocking S Snaffle Bit Proprietary horse bit with floating 3-inch rings that disperse pressure across the lip and cheek. Made of sweet iron with lifetime guarantee on material and workmanship. Two styles available: 2-piece mouthpiece ($130) and 3-piece raised snaffle ($160). Used successfully since 2006.
• Raised Rocking S Snaffle Bit Three-piece ported snaffle designed for horses with low pallets or thick tongues. The mouthpiece lies back toward molars instead of forward. Developed by Mark Rashid in collaboration with designer Mark Sulan starting in 2007. Priced at $160.
• Custom Guitars Handcrafted acoustic guitars, electric guitars, and ukuleles built by Mark Rashid, available through Longs Peak Guitars website.
• Gift Cards eGift Cards available in denominations of $25, $50, $100, $150, and $200 or custom amounts, redeemable on the company's e-commerce shop.
• Apparel and Merchandise Branded merchandise including Rocking 5R baseball caps ($25), t-shirts, sweatshirts, and hoodies, available through the company's own site and third-party platforms Bonfire and Amazon.

Quantifiable outcome

• Dramatically positive differences seen in approximately 97% of horses (97 out of 100) tried on the Rocking S Snaffle bit, with only 2 showing slight difference and 1 showing no difference
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• Lone Cone Library / San Miguel Basin 4-H / CSU ExtensionminorOthers · 23 July 2026Host venue and co-presenters for 'Conversations with Horses' event on July 23, 2026 in Norwood, CO. The event features a panel conversation with Dr. Stephen Peters, Mark Rashid, and Crissi McDonald discussing horses, neuroscience, and connection. Includes audience Q&A, book signing, food, community gathering, and livestream access. A rural community educational event.
• Jim Masterson / The Masterson MethodcoreStrategic or Co-development Partner · 7 July 2026Collaborative clinics featuring both Jim Masterson (founder of The Masterson Method equine bodywork) and Mark Rashid. The clinics explore intersections and similarities in their work with horses, evaluating and teaching one horse and rider per session. Scheduled for February 13-15, 2026 at River Horse Ranch in Phoenix, Arizona, and July 10-12, 2026. Jim Masterson is a world-renowned clinician whose bodywork method complements Mark's horsemanship approach.
• Dr. Stephen Peters / Neuroscience HorsemanshipcoreStrategic or Co-development Partner · 7 July 2026Dr. Stephen Peters is a neuroscientist specializing in brain functioning and horse brain research. He is co-author of 'Evidence-Based Horsemanship' with Martin Black. Collaborative clinics scheduled for July 7-15, 2026 include 'Your Horse's Brain: A User's Manual' clinic and 'Equine Neuroscience and the Art of Horsemanship' course. Dr. Peters provides scientific research on equine brains while Mark provides demonstrations with horses. They are also co-authors with Crissi McDonald on 'A Horse's Life: The Neuroscience of Equine Welfare'.
• Brad Fitch / Musician CollaboratorminorOthersBrad Fitch is Mark Rashid's musical collaborator and friend. Together they have recorded multiple music CDs including 'Song of the Prairie', 'Making Good Time', 'My Western Town', and 'Seasons'. Brad Fitch is also known for John Denver Tribute concerts. The collaboration began with their first CD and continues with subsequent albums.
• Dr. Stephen Peters and Crissi McDonald (Co-authors)coreStrategic or Co-development PartnerCo-authors with Mark Rashid on 'A Horse's Life: The Neuroscience of Equine Welfare'. Dr. Stephen Peters brought neuroscience expertise, Mark Rashid brought horsemanship methodology, and Crissi McDonald brought equine bodywork experience (Masterson Method certified). All copies are signed by two of the three authors.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Cavalia: Large-scale equestrian entertainment and education brand operating touring shows, private events, and educational programming — overlapping in the broader equestrian experience market but at materially larger scale and a different commercial model.
• Jim Masterson / The Masterson Method: Equine bodywork method taught through weekend workshops, certification programs, and practitioner network — complements rather than competes with Mark's horsemanship clinics, and is an actual co-clinic partner, making it a strong adjacent peer.

Direct peers

• Julie Goodnight: Horse trainer and clinician offering clinics, online lessons, podcasts, books, and branded merchandise — comparable clinic-and-content business model targeting the same English-speaking recreational rider audience.
• Pat Parelli / Parelli Natural Horsemanship: One of the largest natural horsemanship education brands, offering clinics, a structured levels program, instructor certification, books, DVDs, and a large e-commerce operation — directly comparable business model to Mark Rashid's clinic-plus-content-plus-products mix.
• Buck Brannaman: Internationally renowned horse clinician and inspiration for 'The Horse Whisperer,' Brannaman teaches a communication-based, non-coercive horsemanship philosophy closely aligned with Mark Rashid's softness approach. Both run multi-day clinics across the US and sell related media (books, DVDs).
• Clinton Anderson / Downunder Horsemanship: Major natural horsemanship clinician with a large clinic operation, signature training system, online subscription platform (No Worries Club), and a wide product line — the most directly comparable scaled version of Mark Rashid's clinic-plus-content-plus-products model.
• Monty Roberts (Join-Up International): Long-established clinician teaching non-violent horse training through Join-Up, with books, global clinics, and instructor networks — a closely comparable philosophy and product portfolio to Mark Rashid Horse Training.

Emerging players

• Dr. Stephen Peters / Neuroscience Horsemanship: Equine neuroscience educator, co-author with Mark Rashid on 'A Horse's Life,' and co-clinician. Overlaps in audience and content (science-of-the-horse perspective) but is positioned as a science/education rather than training practitioner.
• Warwick Schiller: Clinician who built a strong online presence via YouTube, online courses, and a subscriber community — overlapping audience (English-speaking riders interested in horsemanship methodology) with a heavier emphasis on digital delivery than Mark Rashid.

Others

• Horse & Rider / Equine Network: Multi-brand equestrian media company publishing magazines, training articles, and online content reaching the same recreational rider audience Mark Rashid serves — an adjacent media peer rather than a direct training competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/consideringthehorse
• Instagraminstagram.com/consideringthehorse
• LinkedInlinkedin.com/company/mark-rashid-horse-training

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mark Rashid Horse Training