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We've all felt it. Now let's fix it.
1
Booked Solid. Still Broke?
Most trainers lose 20–30% of what they earn without realizing it.
You’re not lazy — you just don’t have the right systems yet.
Learn how to plug the leaks, plan for profit, and finally get paid for the hours you already work.
2
More Time, Less Burnout
Long days shouldn’t mean short results.
If you’re tired of trading time for progress, you’re not alone.
Discover tools and planning systems that save your energy and help you run your business with more focus, balance, and control.
3
Build Loyalty, Not Likes
You don’t need followers — you need loyal clients.
Social media doesn’t have to be fake or forced.
Learn simple, authentic ways to grow your visibility, build trust, and attract the kind of clients who stay — not just scroll.
What's the Alliance?
The Alliance of Professional Horse Trainers is a peer network built by and for working trainers in Western disciplines. Our mission is to connect, educate, and support trainers who want to run stronger, more sustainable businesses while elevating the professionalism of our industry. The Virtual Business Conference is one way we help trainers gain the clarity, tools, and confidence to build a business that truly works.
Conference Agenda (zoom platform)
12:40 pm
Financial Success in the Horse Business: Turning Passion into Profit with Luke Milholland, CFP.
Luke will share practical financial strategies tailored specifically for horse trainers and equine professionals. Drawing on both his financial planning expertise and deep roots in the industry, he’ll explore how to build a thriving business that works for you — not the other way around.
Key themes:
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Thinking like a business owner: transitioning from being “just a trainer” to running a financially sustainable business.
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Paying yourself first: adopting a Profit First mindset to create margin, stability, and purpose in your financial life.
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Understanding your numbers: simple, actionable ways to interpret your financials and make smarter business decisions.
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Just start: why progress beats perfection and how early, consistent action compounds over time.
12:30 pm
Welcome, Inspirational Message, Introductions
1:10 pm
From Lessons to Legacy: How to be a Powerhouse, with Professional Trainer, Jessica Bein.
Jessica will share how her program stands out through its personalized and comprehensive approach to developing true horsemanship. By intentionally limiting the number of horses and riders she accepts, each participant receives the focused guidance and attention needed to grow. Her curriculum exposes riders to multiple disciplines, helping them build well-rounded skills and discover their individual passions within the equine industry. This tailored approach not only produces capable, confident riders but also fosters lifelong engagement and growth in the sport.
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Key themes:
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Individualized development and mentorship for every rider
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Cultivating long-term growth, confidence, and connection within the sport
1:40 pm
5 Must-Do Coaching Strategies That Deliver Results with Professional Trainer, Shannon Pigott.
Shannon will share five powerful coaching strategies that help trainers communicate more effectively, build trust, and bring out the best in every rider they teach. Drawing from her experience as a professional trainer, certified executive and sports coach, and seasoned competitor, she’ll show how great coaching goes beyond giving instruction — it’s about clarity, confidence, and connection that create real progress in and out of the arena.
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Key themes:
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Coaching with clarity, confidence, and purpose
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Using words and data deliberately to drive measurable transformation
2:10 pm
How to Build a Horse Business that Gives You Real Freedom, with Professional Trainer, Colton Woods.
Colton will share how he built his horse-training business from the ground up into a life many horsemen dream of — freedom, profit, and purpose. His success has inspired other trainers who now turn to him for guidance on building businesses that truly work. In this session, he’ll break down the 5-Step Framework and 3 Essential Systems every trainer needs to create a sustainable, profitable business that supports the work they love without burnout.
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Key themes:
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Building a business that supports freedom and balance
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Using systems to prevent burnout and ensure lasting success
2:40 pm
Social Media: Presence with Purpose with Kate Bradley Byars.
Kate will share how professional trainers can use social media to build reputation, attract clients, and showcase their programs with authenticity. A strong online presence keeps clients engaged and helps potential customers see your professionalism firsthand. She’ll offer simple, effective strategies to create meaningful content and turn social media into a tool that works for your business.
Key themes:
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Building credibility through authentic online presence
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Making social media simple, effective, and purposeful
3:10 pm
Question & Answer and Conference Wrap-up
The Experts and Speakers
Luke Milholland, CFP
Luke Z. Milholland, CFP® is the founder of Vault Wealth, a Registered Investment Advisory firm based in Oklahoma. Raised in the horse industry as the son of an NRHA Hall of Fame trainer, Luke understands firsthand the unique financial realities trainers face — from unpredictable income to the challenges of running a business built around passion and performance. Today, he helps business owners and equine professionals bridge the gap between skill and financial success, empowering them to create freedom and stability through intentional planning.
Jessica Bein
Jessica Bein was born and raised in the show horse industry, developing a strong foundation in horsemanship and competitive excellence from an early age. Under the guidance of her mother, accomplished trainer Tamara Tozer-Wald, along with several other respected professionals, Jessica achieved a highly successful Youth career that shaped her dedication to the industry.
Following the conclusion of her Youth career, Jessica and her husband, David Bein, relocated to Arizona to further their education and pursue their shared professional goals. In January 1998, they established Bein Performance Horses (BPH) with a clear vision: to build a premier training program grounded in integrity, expertise, and results.
Today, Bein Performance Horses is recognized as a comprehensive, full-service training operation committed to the success of both horse and rider. The program provides individualized instruction and training for all experience levels and ages, guiding clients from foundational skills to competitive achievement. The results speak for themselves, with proven success across multiple disciplines — from Reining to Hunter, Walk/Trot to Showmanship — at regional and national levels.
Shannon Pigott
Equine professional Shannon Pigott is a trainer, coach, and business owner based in Fredericksburg, Texas. She specializes in developing non-pro riders and coaching equestrians to reach their full potential. A seasoned business owner with extensive experience in operating veterinary hospitals and performance horse management services, Shannon is also a certified executive coach. She combines her background in competition, coaching, and business operations to help trainers and riders achieve higher levels of performance, professionalism, and profitability. Each year, she teaches and mentors more than a thousand riders and trainers through lessons, clinics, and workshops.
Colton Woods
Colton Woods is a professional horseman and business owner based in Decatur, Texas. Together with his wife, Maredith, he operates Colton Woods Horsemanship, a program built on a progressive, whole-horse approach that integrates the mental, physical, emotional, and spiritual aspects of horsemanship. He is also the founder of Horse Business Builders, a program created specifically for professional trainers that provides education, tools, and systems to help them build sustainable, profitable businesses and lasting client relationships.
Kate Bradley Byars
Kate built her career by combining her passions for photography and horses into a successful profession. After discovering her path at Texas A&M University, she began her publishing career with Western Horseman in 2010 and transitioned to full-time freelance work in 2014. Her writing and photography have appeared in leading equine publications and national brand campaigns. Following her role as Communications Manager for the National Reined Cow Horse Association, Kate now leads Kate B Creative, specializing in writing, photography, and media branding for the equine industry.
Janet Kalinowski
Janet Kalinowski is an educator, consultant, and content developer for The Alliance of Professional Horse Trainers. She holds a Bachelor of Science in Animal Science with a minor in Business Strategies and a Master’s in Education in Curriculum and Instruction from Texas A&M University. Janet has designed educational programs for Texas high schools, Future Farmers of America, and 4-H programs, and she holds a graduate-level certification in Medical Anatomy and Physiology. Her work combines a deep understanding of equine health, nutrition, and education to help trainers strengthen their professional and business foundations.
