Self-organized equine users: key factors and value of professional services

French equestrian is mainly organized around professional structures such as riding schools or livery stables. Faced with a decrease in the number of federal memberships and with sanitary issues, the French equine industry is interested in people who organize themselves to take care of their equine outside professional structures. Like in other sport sectors, practices in autonomy and outdoors are developing especially during the current pandemic. The services offered by professionals seem to have difficulties to adapt to a changing demand. In this context, this research focuses on equine users' characterization and behavior concerning management and practices and on the value creation between individuals or with professionals. The analysis relies on semi-structured interviews conducted among 30 equine users between 17 to 68 years of age, in various regions. The results highlight the key factors to leave professionals' structures and self-organize, such as buying a horse or having resources. The main reasons for self-organization are the gain of autonomy, the desire to deepen the relationship with the equine and a dissatisfaction towards the management or well-being of equine in professional stables. Moreover, professional centers are seen as a place to learn to ride and not to learn equine management. This study also shows the lack of services concerning trusty equine sitters, infrastructure's access, and a need for knowledge about pastures' agricultural management. These first research elements lead towards the possibility of value creation in partnership with local farmers' networks to help the development of local territories and promote equine green asset values. However, groups of individuals could also help each other to mutualize infrastructures or transportation. From a managerial perspective, the results invite to adapt the service offer to the self-organized equine users. Through co-creation, consumers and professionals would value services that are difficult to access depending on the living areas. This diversification of the professional services market could allow institutions such as the equestrian sports federation to bring back consumers to increase technical and managerial skills.