The Horse-First Profit Summit™ · October 5–6, 2026 · Ellicott City, MD
Speaker presenting frameworks at The Horse-First Profit Summit
Attendees engaged at the live event
50
Seats Only
2026 EDITION · NOW BOOKING
ELLICOTT CITY, MARYLAND · OCTOBER 5–6, 2026
Built For Riding School Owners · Hosted By Brian Wee + NLHB

The Horse-First
Profit Summit™

Two days. Fifty seats. The room where riding school owners stop pretending the horse business runs like every other business — and start building one that actually works. Real numbers. Real systems. Real operators sharing what they've actually built.

Claim Your Seat — $497 → Read the full breakdown ↓
2
Days Live & In-Person
50
Seats Total
1
Room of Operators
∞
Connections Made
Build the barn Scale the stable Master the marketing Multiply the revenue Own the industry Build the barn Scale the stable Master the marketing Multiply the revenue Own the industry
01 — About The Event

An uncommon room for the people running riding schools.

Attendees gathered at The Horse-First Profit Summit
⬥ The room · The Horse-First Profit Summit™

Most equine events are about the horse. The Horse-First Profit Summit™ is about the business behind it. The riding school owner running tight margins. The trainer hitting a revenue ceiling. The lesson program with a waitlist but no systems. The barn owner who can't take a day off without it costing them.

Hosted by Brian Wee and Next Level Horse Businesses, this is two days of the Horse-First Operating System refined working with hundreds of riding schools — taught by the people who've actually built profitable equine businesses, not consultants who've only watched from the sidelines.

This is not a webinar. This is not a course. This is the room.

02 — What You'll Walk Away With

Three pillars. One transformation.

i.

The Scaling Playbook

Pricing strategies, service tiers, and offer architecture that turn boarding barns into businesses and lesson programs into local empires.

ii.

The Marketing Engine

Modern client acquisition for an old-school industry. Content systems, paid traffic, referral loops, and the social playbook actually moving the needle in equine.

iii.

The Operator Network

The single biggest unlock most attendees report: the room itself. Curated introductions, mastermind tables, and relationships that quietly compound for years.

Inside The Room

What two days actually look like.

Real attendees. Real conversations. Real notebooks filling up with the plans they'll execute the second they get home.

Inside The Horse-First Profit Summit
⬥ The Sessions

Frameworks from operators who've actually done it.

The Horse-First Profit Summit branded materials and playbook
⬥ The Playbook

Printed materials & resources to take home.

live.
03 — Two Days, Mapped

An agenda built for execution,
not entertainment.

01
Monday, Oct 5

The Playbook — Marketing, Offers & Pricing

Set your bearings, then rebuild your business in real time. Day one is the tactical day — bring a notebook, leave with rebuilt offers, refreshed pricing, and a marketing engine that actually runs.

  • Opening keynote: where the money is moving in 2026
  • Numbers that matter: benchmarking your business
  • Offer architecture for high-ticket equine services
  • Content systems that work for trainers & barns
  • Paid acquisition without burning your budget
  • Evening: hosted dinner with speakers and operators
02
Tuesday, Oct 6

Scale, Systems & The Next 12 Months

Close with the systems, hires, and 90-day plan that turn two days of ideas into a year of compounding results. Hot-seats, masterminds, and the roadmap you leave with.

  • Mastermind hot-seats — live coaching on your business
  • Building a team that doesn't need you in the barn
  • Tech stack & automation for equine businesses
  • The 12-month roadmap workshop
  • Closing keynote & commitments
04 — The Stage

Speakers announced so far.

A growing roster of operators, trainers, and founders who've actually built profitable equine businesses. More names dropping in the coming weeks — ticket holders hear it first.

Brian Wee, founder of Impulsion.io and Next Level Horse Businesses
⬥ Host · Founder
Your Host · Both Days

Brian Wee

Hosting Both Days

The Horse-First Operating System — built from the trenches.

Founder of Impulsion.io and Next Level Horse Businesses, Brian has spent years building the operating system that riding school owners actually need — not the generic business advice the industry keeps recycling. His Horse-First Profit System™ has been refined working shoulder-to-shoulder with hundreds of barn owners, trainers, and lesson program operators across the country.

★ Founder
Impulsion.io
◆ Creator
Horse-First Profit System™
▲ Hundreds of riding
schools advised
Liz Reader, hunter/jumper and dressage trainer
⬥ Speaker · 02
Confirmed Speaker

Liz Reader

Session Topic

How to create your signature curriculum.

A hunter/jumper trainer at heart with deep success across the Jumper, Hunter, and Dressage ring, Liz holds her USDF Gold, Silver, and Bronze Medals and was named 2023 Trainer of the Year by Practical Horseman Magazine. Her program consistently produces winning horses and riders at every level — from the local SNHSA Circuit to Spruce Meadows and USHJA National Championships. A firm believer in correct, connected flatwork.

★ 2023 Practical Horseman
Trainer of the Year
◆ USDF Gold, Silver
& Bronze Medalist
▲ Hunter, Jumper
& Dressage (Grand Prix)
Jake Lundahl, professional horseman and founder of Lundahl Performance
⬥ Speaker · 03
Confirmed Speaker

Jake Lundahl

Session Topic

How to find & manage an affordable, sustainable string of lesson horses.

Founder of Lundahl Performance, Jake grew up on his family's cattle farm in northeast Nebraska before discovering horsemanship at 14 — and never looking back. After seven years of apprenticeships across Oklahoma, Texas, and Arizona under an NCHA futurity champion, a world-renowned clinician, and an NRCHA two-million-dollar rider, Jake launched his own operation. Today he competes, trains, and teaches everything from stock horse shows to Extreme Mustang Makeover events.

★ Founder
Lundahl Performance
◆ 7-year apprenticeship
under top horsemen
▲ Stock horse shows &
Extreme Mustang Makeover
Matt Payne, Director of Riding at St. Timothy's School
⬥ Speaker · 04
Confirmed Speaker

Matt Payne

Director of Riding · St. Timothy's School · IEA
Session Topic

Building the next generation of riders — how a school-based program actually gets built and sustained.

Matt runs the riding program at St. Timothy's, the all-girls boarding school in Stevenson, Maryland, whose IEA team has become one of the most respected in the country. He's built a program where riders go from their first lessons to IEA Nationals — and on to collegiate teams — on a 145-acre campus with a 28-stall barn and three arenas. If you want to know how a school-based riding program actually gets built and sustained, Matt has done it.

★ Director of Riding
St. Timothy's School
◆ 145-acre campus
28-stall barn, 3 arenas
▲ Program built for
IEA Nationals & college
Eric Schneider, CEO of Schneider Saddlery
⬥ Speaker · 05
Confirmed Speaker

Eric Schneider

Session Topic

Running an equine business at scale — what the saddlery world taught me about systems.

CEO of Schneider Saddlery — one of the most established equestrian retail brands in the country — Eric has held nearly every seat in the building, from VP of Operations to President to CEO. In 2017 he expanded beyond retail, becoming owner of Chagrin Valley Farms, an 85-acre equestrian facility offering lessons, camps, and shows. A member of YPO and a Finance graduate from Indiana University Bloomington, Eric brings the rare perspective of someone running both a product company and a riding operation.

★ CEO
Schneider Saddlery
◆ Owner
Chagrin Valley Farms
▲ YPO member
Indiana University
Adam Olejniczak, COO of Next Level Horse Businesses
⬥ Speaker · 06
Confirmed Speaker

Adam Olejniczak

Session Topic

From the barn to the boardroom — running a riding school like a real business.

COO of Next Level Horse Businesses and the operator behind Hussar Stables, his own riding school. Adam works alongside Brian to scale the operating system that's now used by hundreds of barn owners — and he runs the exact playbook he's teaching, every day, in his own arena. A Forbes-featured entrepreneur who brings the rare combination of strategic operations chops and dirt-under-the-fingernails barn experience.

★ COO
Next Level Horse Businesses
◆ Owner
Hussar Stables
▲ Forbes-featured
entrepreneur
Kevin McCarthy, Director of Business Development at Blue Bridge
⬥ Speaker · 07
Confirmed Speaker

Kevin McCarthy

Session Topic

Financing the equine business — credit, capital, and the deals most owners don't know they qualify for.

Director of Business Development at Blue Bridge, Kevin joined in June 2022 as a Business Analyst and quickly advanced into his current role. He brings a strong background in credit, documentation, and operational oversight — the unglamorous machinery that actually decides whether barn owners can fund the next truck, trailer, or facility expansion. A dual major in Economics and Professional Golf Management from Penn State, Kevin sits at the intersection of capital and the people who need it.

★ Director of Biz Dev
Blue Bridge
◆ Credit, documentation
& operations
▲ Penn State
Econ & PGM
Sally Batton, founder of the Athletic Equestrian League
⬥ Speaker · 08
Confirmed Speaker

Sally Batton

Athletic Equestrian League (AEL)
Session Topic

Creative ideas to boost your riding school revenue and increase visibility.

Head coach of Dartmouth College's Division I Varsity Equestrian Team for 30 years, Sally has coached dozens of riders to regional, zone, and national titles. An IHSA Hall of Fame inductee, ARIA Instructor of the Year, and author of The Athletic Equestrian and Equicize, she also founded the Athletic Equestrian League and invented the Sally Batton Pommel Blocker (now sold by Correct Connect). Today she teaches clinics across the US and hosts the Athletic Equestrian Riding in College Podcast.

★ 30 years · Head Coach
Dartmouth Equestrian
◆ IHSA Hall of Fame
(inaugural class)
▲ Founder · Athletic
Equestrian League
⬥ Tentatively Confirmed
Jamie Birch, founder of EquineRevShare.com
⬥ Speaker · 09
Tentatively Confirmed

Jamie Birch

EquineRevShare.com · JEBCommerce
Session Topic

Turning the recommendations you already make into trackable, recurring revenue — without adding to your plate.

Founder of EquineRevShare.com and a 25-year veteran marketer who built and sold the affiliate agency JEBCommerce — working with brands like Nike, Saatva, SmartPak, and Cabela's. An AQHA amateur exhibitor with his gelding Slash (Vintage Guns N Roses), Jamie sits at the rare intersection of high-level business strategy and life lived around the barn. His mission: help horse professionals build more profitable, sustainable businesses doing what they love.

★ Founder
EquineRevShare.com
◆ Built & sold
JEBCommerce agency
▲ AQHA amateur
exhibitor & horseman
Hannah Hinson, equine attorney and General Counsel
⬥ Speaker · 10
Confirmed Speaker

Hannah Hinson

Hinson Equine Law · Farm and Ranch Loss Assessment Group
Session Topic

The most expensive handshake in the horse industry.

A lifelong equestrian who has competed in hunters and jumpers since age six — including at the "Big Eq" level under trainer Andre Dignelli — Hannah rode on a Division I scholarship at Texas A&M before earning her JD from the University of Baltimore School of Law and an LL.M. in Taxation from Georgetown. She began her career at Ernst & Young's National Tax M&A Group and today serves as General Counsel for Farm and Ranch Loss Assessment Group, alongside running her own practice, Hinson Equine Law.

★ Founder
Hinson Equine Law
◆ JD + LL.M. Tax
Baltimore & Georgetown
▲ Texas A&M D1
equestrian scholarship
MORE BEING ANNOUNCED

And more to come.

We're finalizing additional speakers right now — barn operators, marketers, finance experts, and equine entrepreneurs you'll want in the room with you. Ticket holders get every announcement first.

Lock in your seat →
HFPS EST. 2026
05 — Reserve Your Seat

Two days. Fifty seats. One room.

We cap this event at just 50 seats. The full two-day experience — every session, every speaker, every mastermind — for $497. Once the room's full, that's it.

Pay securely via Stripe. Tickets are transferable. Travel and lodging not included.

Save $300
⬥ Full Two-Day Experience

The Full Experience

Both full days. Every session. Every speaker.

$497
$797
⬥ Save $300 · Limited to 50 in-person seats
  • Two full days of live programming & keynotes
  • All workshops, panels & mastermind sessions
  • Welcome reception & Monday night dinner
  • Printed playbooks, worksheets & resources
  • Curated attendee directory & intro requests
  • Post-event session recordings (90 days)
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06 — Add-On Upgrade

A private hour with Brian Wee.

For attendees who want more than two days in the room. Bring your numbers, your bottleneck, your next move — and walk out with a tactical plan built on the Horse-First Operating System.

  • One full hour, 1:1 with Brian
  • Deep-dive on your specific riding school
  • Custom 90-day execution plan, your numbers
  • Session recording delivered after the call

Limited spots · Scheduled separately from the event

⬥ Limited Availability
1:1 Strategy Session

One Hour With Brian

$197
/ one session
Add-on for Summit attendees
Book Your 1:1
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07 — Common Questions

Everything else you might be wondering.

Can't find your answer? Reach out and someone on our team will get back to you within 24 hours. We treat ticket holders & future ticket holders the same — well.

farah@impulsion.io

  • Who is this event actually for? +

    Anyone running an equine business — trainers, barn owners, breeders, lesson program operators, equine product brands, equestrian coaches, and service providers. Whether you're at six figures and stuck, or building from year one with bigger ambitions, this is your room.

  • Is travel and lodging included? +

    No. The Platinum ticket covers the full event experience but does not include flights or hotel. Closer to the event, we'll send ticket holders a recommended hotel list with discounted block rates near the venue.

  • When will speakers be announced? +

    Your host Brian Wee, plus Liz Reader, Jake Lundahl, Matt Payne (St. Timothy's / IEA), Eric Schneider, Adam Olejniczak, Kevin McCarthy, Sally Batton, Jamie Birch, and Hannah Hinson (Hinson Equine Law) are confirmed — see their full bios in the Speakers section above. Additional speakers will be announced in the weeks leading up to the event. Platinum ticket holders get every announcement first, plus first access to limited 1:1 speaker sessions when those open.

  • What's your refund policy? +

    Tickets are non-refundable but fully transferable. If your plans change, you can transfer your ticket to anyone else — just notify us at least 14 days before the event.

  • Can I bring a business partner or spouse? +

    Absolutely. Each attendee needs their own Platinum ticket. If you're bringing 3+ people, email us about group rates.

  • Will sessions be recorded? +

    Yes. Platinum ticket holders receive 90-day access to recordings of the main stage sessions after the event. Mastermind and hot-seat sessions are kept in-room only.

Only 50 Seats — Book Before It Sells Out

Some doors only open once a year.

October 5–6, 2026. Ellicott City, Maryland. Two days that have a way of becoming the inflection point. Your seat is waiting — but only 100 exist.

Claim Your Seat — $497 →
Ellicott City, MD · Oct 5–6, 2026
© 2026 The Horse-First Profit Summit™ · Hosted by Impulsion.io & Next Level Horse Businesses. All rights reserved.
farah@impulsion.io