What CENTERED RIDING INC does

Centered Riding, Inc. is a 501(c)(3) not-for-profit educational organization incorporated under Vermont law and headquartered in Bloomfield, Connecticut. Founded in 1993 by Sally Swift (1913-2009), it disseminates a body-awareness instructional methodology for horseback riding built around four foundational techniques (Soft Eyes, Breathing, Building Blocks/Balance, and Centering) that integrates classical riding principles across all seats and disciplines. The organization's core products are in-person and virtual riding clinics, a four-level instructor certification program (Levels I-IV) capped at 12 candidates per seven-day course, two best-selling books translated into 15 languages, instructional DVDs, an annual symposium, and a quarterly member newsletter.

Centered Riding operates a community-led go-to-market model reaching customers through a decentralized network of nearly 1,000 certified instructors in 15+ countries, regional Facebook communities, an annual virtual symposium, and word-of-mouth referrals originally established by Sally Swift's policy of never advertising. Revenue is generated primarily through annual membership dues ($25 Junior, $35 Adult, $50 Family, $35 Supporting, $90 Business), clinician-set clinic fees, modest product sales (books, DVDs, logo merchandise), and small grant/scholarship funds (Sally Swift Scholarship, Susan E. Harris Diversity Scholarship, Youth Scholarship, Promotional Fund).

The organization is governed by a Board of Trustees and a layered committee structure (Symposium, Marketing, Promotional Fund, Trademark Infringement, Grievance Resolution, etc.), with a 16-person staff and member-based operations spanning riders, certified instructors, equine businesses, and supporting members across North America, Europe, Oceania, and Asia. The principal strategic assets are the registered Centered Riding® trademark, the credentialed instructor pipeline, and the legacy brand recognition from Sally Swift's authored works and industry awards.

Name

CENTERED RIDING INC

Legal name

Centered Riding, Inc.

Website

https://centeredriding.org

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Centered Riding, Inc. is a 501(c)(3) nonprofit educational organization that teaches a body-awareness horseback riding methodology through certified instructors, clinics, instructor certification, books, and membership programs serving riders across 15+ countries.

Ownership category

akta.pro rank

Product category

Equestrian Education and Riding Instruction

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Educational Support Services (61171)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Equestrian & Horse Trekking Centers (THAAAKAL)

akta.pro secondary industries

Yoga, Pilates & Mind-Body Movement Education (EDAAAHAC), Corrective Exercise, Movement Screening & Biomechanics (HSADAIAM)

Keywords

• Equestrian education
• Riding instruction
• Instructor certification
• Classical riding
• Rider biomechanics

Headquarters

HQ city

Bloomfield

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, Technology or R&D, Supply Chain, Others

Revenue model

1. Membership Dues: Annual membership fees from Rider, Business, Supporting, and Instructor members. Rider memberships range from $25-50, Business memberships are $90, and Supporting memberships are $35-40.
2. Clinic Fees: Fees charged for various clinics including Open Clinics, Advanced Clinics, Instructor Certification Courses, and Update Clinics. Clinicians set their own fees, and organizers manage local arrangements.
3. Product Sales: Sales of Sally Swift's books ('Centered Riding' and 'Centered Riding 2: Further Exploration'), DVDs, CR logo merchandise including lapel pins, magnets, and stickers through the online store.
4. Promotional Fund Grants: Reimbursement grants up to $200 for approved promotional expenses at equine expos, funded by the Centered Riding Promotional Fund (limited to $1000 total per fiscal year).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Centered Riding Inc. teaches and certifies a body-awareness-based horseback riding methodology (the Four Basics: Soft Eyes, Breathing, Building Blocks/Balance, and Centering) developed by founder Sally Swift. It delivers in-person and virtual riding clinics worldwide through a network of nearly 1,000 certified instructors, runs a four-level instructor certification program, publishes books/DVDs, and operates an annual membership program and symposium. The organization also administers multiple scholarship and promotional funds to expand access to Centered Riding instruction.

Product overview

Centered Riding Inc is a 501(c)(3) not-for-profit educational organization that offers a unified portfolio of equestrian instruction services built around the Four Basics teaching methodology (Soft Eyes, Breathing, Building Blocks, and Centering) developed by founder Sally Swift. The core offerings include in-person and virtual riding instruction through certified instructors worldwide, a 7-day Instructor Certification Course for training new instructors, and published books and DVDs. The organization supplements its educational services with membership programs, an annual symposium, a quarterly newsletter, and three scholarship funds (Sally Swift Scholarship, Susan E. Harris Diversity Scholarship, and Youth Scholarship). All offerings are integrated under the Centered Riding trademark and delivered through a network of over 700 members and certified instructors across multiple countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Centered Riding Clinics In-person and virtual riding lessons and clinics taught worldwide by Certified Centered Riding Instructors, applying the Four Basics (Soft Eyes, Breathing, Building Blocks, Centering) to riders of all disciplines and levels.

Quantifiable outcome

• Over 800,000 copies of Sally Swift's first book sold worldwide
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered core.

• The Dressage FoundationcoreStrategic or Co-development PartnerThe Dressage Foundation manages the Sally Swift Memorial Fund, which provides grants up to $1,000 to USDF GMO groups hosting Centered Riding Clinics. This partnership supports the expansion of Centered Riding through educational grants.
• 501(c)(3) Non-profit CorporationcoreOthersCentered Riding Inc. is incorporated as a 501(c)(3) not-for-profit educational organization under the laws of the State of Vermont, providing tax-deductible donation status and organizational structure.

Scale indicators6 records

Recent moves6 records

Direct peers

• United States Dressage Federation (USDF): National governing body for dressage education and competition in the U.S. with membership programs, instructor credentials, educational events, and youth programs. Operates a similar non-profit membership model serving equestrian education and instructor development.
• The Dressage Foundation: Non-profit funding dressage education through grants and educational programs, including management of the Sally Swift Memorial Fund. Directly comparable as a 501(c)(3) equestrian education funder and partner of Centered Riding.
• Certified Horsemanship Association (CHA): International non-profit certifying horsemanship instructors with membership programs and standardized certification. Directly comparable in mission (instructor certification and equestrian education) and operating model (non-profit, membership-based).
• American Riding Instructors Association (ARIA): National professional association certifying riding instructors across disciplines in the U.S. Directly comparable as a credentialing body for equestrian instructors with membership tiers and certification programs, though ARIA covers broader riding instruction while Centered Riding focuses on a specific methodology.
• United States Pony Clubs (USPC): Youth-focused equestrian educational non-profit with certification programs, clinics, and membership. Comparable as an instructional membership organization teaching horsemanship skills, though USPC focuses on youth whereas Centered Riding serves all ages.

Emerging players

• Equine Guelph: Canada-based online equine education provider offering courses and certificates in horse care, welfare, and rider safety. Comparable as an online educational platform serving equestrian professionals and enthusiasts with structured learning.
• International Society for Equitation Science (ISES): Scientific organization promoting evidence-based equitation practices through conferences and publications. Comparable as an educational body promoting rider-horse biomechanics, with a research/scientific angle rather than Sally Swift's experiential methodology.

Others

• American Horse Publications (AHP): Trade association for equine media publishers and content creators. Comparable as an industry association awarding the Equine Industry Vision Award (which Centered Riding received in 2008), serving as a peer in equestrian industry recognition rather than direct instruction.
• Trafalgar Square Books: Specialty publisher of equestrian books that distributes Centered Riding's titles. Comparable as an adjacent commercial partner in equestrian educational content distribution rather than a direct competitor, since it sells multiple competing equestrian methodologies.

Broad incumbents

• British Horse Society (BHS): U.K.-based large established equestrian charity with membership, certified instructor programs (BHS qualifications), and educational content. Comparable as a broader, more established incumbent in equestrian education and instructor certification.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Centered-Riding-Inc-1877804392432322
• Instagraminstagram.com/centered_riding_inc
• LinkedInlinkedin.com/company/centered-riding-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 CENTERED RIDING INC