01
Professional Background
The foundation. Where you've come from, where you ride now, and what's ahead.
Tell us the short version of how you got into show jumping.
First horse, first competition, the moment it became serious.
What's your current set-up? Yard, trainer, horses you're riding.
What does your competition calendar look like for the next 12 months?
Major shows you're aiming at, qualifiers, tour stops.
What are the wins, results, or moments you're most proud of so far?
What's the long-term ambition in the saddle?
5-star Grand Prix? Nations Cup? Olympics? Top of the world ranking? Be specific.
02
Brand Vision & Purpose
Why this matters beyond the results.
Beyond the sport, what do you want to be known for?
If your brand was successful in 5 years, what would that actually look like?
Concrete pictures: the brands you work with, the audience you have, the work you're doing alongside competing.
What problem do you want your platform to solve, or what gap do you want to fill?
In equestrian sport, in sport generally, or somewhere else entirely.
What would success look like that has nothing to do with rosettes or rankings?
03
Personality Profile
Who you actually are, not the version that gets posted.
How would your closest friends describe you in one sentence?
How would your trainer describe you in one sentence?
What do you do when nobody's watching?
The honest answer, not the polished one.
What makes you laugh?
04
Lifestyle
How you actually live, on and off the yard.
Walk us through a typical day at home.
Walk us through a typical day on the road, at a show.
Outside of riding, what do you spend your time on?
Other sport, friends, food, fashion, music, reading, gaming, family. The full picture.
Where do you feel most yourself?
Where in the world do you spend most of your time? Where would you like to spend more?
05
Culture & Taste
The brands, places, and people that already shape how you see the world.
Three brands you genuinely love, and why.
Could be fashion, equestrian, automotive, hospitality, tech, food, anything.
Three brands you'd never work with, and why.
Athletes or public figures whose career or platform you admire.
Doesn't have to be equestrian. What is it about how they've done it?
How would you describe your personal style?
In the yard, at a show, off-duty.
What music, films, books, or creators have shaped you?
06
Values & Purpose
What you stand for. What you won't stand for.
What are your three non-negotiables in life?
What causes or issues do you genuinely care about?
Horse welfare, mental health in sport, youth access to riding, sustainability, something else. Honest, not what you think sounds good.
What kind of partnership or association would feel wrong, even for a big cheque?
What do you believe about the sport that most people don't say out loud?
07
Audience & Positioning
Who you're talking to, and where you sit in their world.
Who do you want following you, and why them?
Aspiring riders, the equestrian world, lifestyle audience outside the sport, brand decision-makers. Be specific about who matters most.
What do you want them to feel when they engage with your content?
Who else in the equestrian world is doing this well, in your view?
What's the version of yourself you want the world to see versus what you want kept private?
There's no wrong answer. Some athletes share everything, others hold a clear line. What feels right for you?
If you had to describe what makes you different in one sentence, what would it be?
08
Content & Media
How you currently show up, and how you want to.
How do you feel about being on camera and being a public figure?
Be honest. Energising? Draining? Both? Depends on the context?
What kind of content do you actually enjoy making?
Long-form video, quick reels, behind-the-scenes, polished campaigns, written posts, photography, talking-head. What feels natural?
What kind of content do you avoid or find painful to make?
Channels you're active on now, and what's working.
Instagram, TikTok, YouTube, Substack, podcast appearances. Honest read.
What story about you hasn't been told properly yet?
09
Goals, Dreams & Ambitions
The next 12 months, the next 5 years, the unreasonable version.
What does a great 2026 look like, in the saddle?
What does a great 2026 look like, off the saddle?
Brand deals, content, business, travel, education, anything off-piste.
Categories of brand you'd love to work with.
Fashion, watches, automotive, hospitality, equestrian, fitness, wellness, finance, food & drink, tech. Top three.
Specific brands that would be a dream partnership.
The unreasonable version. If money, time, and reality weren't a factor, what would you build?
10
Legacy
The long view. What it all adds up to.
When your riding career is over, what do you want to have built?
What do you want people in the equestrian world to say about you?
What do you want people outside the equestrian world to say about you?
Is there anything else, anywhere, that we should know before we start?
Anything we haven't asked, anything you want flagged, anything sensitive we should handle with care.
Thank you, Yali.
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