Research Outline

Horse Riding and Training Business: Australia


To understand where the best location would be to build a horse riding and training business in Australia. An ideal response would include:
  • The best location within Australia for this type of business that would be specifically providing 5 riding horses for tourists and local people to have a weekend or daily pleasure rides, plus teaching horse riding basics so the customers can ride out on their own.
  • This could be potentially combined with local tourism attractions.
  • To find out the best locations and rank them.

Early Findings

Data Availability

  • Wonder does not do primary research. The request to talk to people who already operate horse riding services targeting the pleasure riding market, or talk to the tour operator who either offers horse riding as part of their offerings, or talk to the horse riding service providers directly, is not possible. We also cannot contact this establishment to ask them about the profitability of that model. Wonder is a secondary research company.
  • The initial round of research indicates that information surrounding the best locations within Australia to build a horse riding and training business is subjective, but adequate. What one person might consider a great location, another might not. The findings here represent qualitative data, and not quantitative.

General Findings

  • New South Wales, Queensland, Tasmania, Victoria, and Western Australia are all considered horse country to varying degrees.
  • New South Wales is the location of Ranch Byron Bay. From the website: "The Ranch Byron Bay is a Byron Bay based horse riding and trekking company. Located moments from Byron’s town center. They cater for those who love the thrill of adventure and don’t mind stepping out of their comfort zone. The Ranch Byron Bay offers 1 hour horseback trail rides in The Enchanted Forest, Hens/Bucks activities as well as kids parties and horse riding on the beautiful beaches of Byron Bay. They also provide stunning horses for photo shoots and weddings."
  • While there is already a ranch in this area, New South Wales is home to various trails suitable for all level of riders, as well as beaches and plenty of coastlands. As well, New South Wales has wonderful pine forests and untouched bush land, and it is home to the St. Georges Basin. All these natural characteristics lend themselves well to a horse riding and training business.
  • Queensland might be a great location for a horse riding and training business. The area has a variety of trails with beaches, rainforests, bushland, and mountain terrains. Specifically, Tambourine Mountain, Noosa Beach, and Mapleton National Park are three attractions that would support a horse riding and training business.
  • Tasmania could be an ideal location as well. This area also has many areas for horseback riding. Specifically the Tasmanian Trail, Cradle Country, and King Island are three attractions that bring people to visit and could support a horse riding and training business.

Summary Of Our Early Findings Relevant To The Goals

  • Our initial hour of research focused on trying to get creative in order to provide some relevant data surrounding the questions asked. As most of the ask directed us to do primary research, which we do not do, this meant we had to look at other ways of answering this question. We decided the best course of action was to find some qualitative sources that suggested what parts of Australia would be best suited to a horse riding and training business. We did this by examining where some horse businesses already existed, and then we branched out from there.
  • We based our findings on the areas that appeared to have enough local attractions and accommodations that would attract people to that location, and therefore if there was a horse riding and training business located there, they might avail themselves of the opportunity to ride.
  • We also think there might be another way to assess business opportunities in this space by examining the horse riding businesses that already exist, and seeing what they are offering, as well as any publicly available pricing, as well as any publicly available revenue/or number of people who use them. We did not have time in the initial hour of research to explore this, but we will offer it as a potential scoping below.
  • As a reminder, Wonder only uses publicly available sources to answer all research questions. We do not do primary research, and we do not have access to paid databases or paywalled reports, but we can cite them in research for reference only [in case purchase is desired]. If that is of interest, that would clearly have to be communicated to us in any reply. However, no indication of paid resources to add value to this research was seen in the discovery phase.
  • It is of note that while the initial hour of research does not allow us to embed graphics and other visuals, we can certainly do that for any subsequent research projects that are selected. This will enable us to provide visual examples/graphs/charts to add color and depth to the research.
  • Please select one or more of the options provided in the proposed scoping section below.