Country living in a Horse society : A study to identify a suitable target group willing to invest in an equestrian lifestyle

Abstract: Background & Problem: Equestrian is the second largest youth sport in Sweden. Many young people struggle to maintain their avocation growing older. The common issue is the fact that it is one of the most expensive sports to perform, which implies large investments and spendings that is difficult to manage as a young adult. Is there a solution to make it more efficient for these young adults to keep up with their avocation and evolve the equestrian lifestyle?Aim: The aim of this thesis is to identify a suitable target group among students, to an accommodation concept developed by Julmyra Horse Center (JHC), and establish an overview what specific requirements this seeked target group might have.Method: A quantitative study is done by creating an online survey sent out to 200 students studying at Sweden’s University of Agricultural Science (SLU) which is complemented by four qualitative interviews of the respondents from the qualitative survey.Result: There are students interested in the concept that JHC offer. Public transportation and that the lifestyle living at JHC is affordable are two recurring factors in the decision making process.Conclusion: A segment of students willing to invest in an equestrian lifestyle could be found. Price and placement are the two crucial elements to whether students would consider living at JHC or not. The target group is narrowed down to a smaller group, into a professional equestrian lifestyle.