Neue Reitsportmotive jenseits des klassischen Turniersports

While the traditional equestrian disciplines of dressage and show jumping are losing members, other equestrian sports have become established in Germany and are enjoying increasing popularity. This empirical study examines the background behind this trend. A total of 1,814 horse riders were asked about their motives for riding. By applying factor and cluster analysis, a typology of riders was developed in order to reveal differences in motives between these groups. The performance-orientated riders are more represented in the classic equestrian disciplines, while the newer equestrian disciplines are mostly dominated by motives of pleasure. Overall, there is a clear trend towards more relaxation, recreation and self-fulfillment in equestrian sports. The desire to achieve success and to compete with others in one’s leisure time only remains important for a small proportion of riders. Therefore, riding clubs must try to balance the demands of performance-oriented and leisure riders and apply target group marketing to expand and to secure their member base.