It was while travelling around the globe to some of the world’s best stables and businesses working for Horseware that Emma McCabe first noticed a gap in the market that would prove to be life-changing for her.

What she built from that moment is testament to her vision and determination to make it work.

“I noticed that many of the professional riders and businesses were so busy with the day-to-day operations of producing horses that they didn’t have time for marketing.

“Of course, it helped that I was studying for a master’s in business at Dublin City University (DCU) at the time too and could see a real business opportunity.”

Emma set up Epic Management in 2018, offering a range of marketing packages, including brand management, social media management, website development and graphic design alongside video and photographic content creation.

Trailblazing on social media

“Social media can be a very tricky marketing tool to navigate for business; I specialise in knowing the parameters of what is good content and messaging for brands.”

Riding her horse Tommy provides Emma McCabe with the time she needs to re-charge between running her successful equine marketing company. \ Epic Management

Epic Management is a trail-blazing company and is one of the first marketing agencies specifically for equestrians. Emma aims to have a base in Europe and America to reach as many clients as possible and she says: “The possibilities and opportunities are endless for Epic because the industry is growing exponentially, and we are working with both equestrian brands and riders. We want to become essential for equestrian businesses and add significant value.”

Passion

Emma has built Epic Management on the back of genuine devotion to the art of marketing.

“Telling a brand’s story is a passion of mine and seeing the potential to tell the world about a business’s unique story is what excites me.”

In saying that, as with most self-built business, it’s not all glitter and roses.

My incredibly talented clients and colleagues motivate me

“Motivation is not constant, and don’t let anyone tell you they are 100% motivated all of the time! Motivation is something that has to be worked on.

“My incredibly talented clients and colleagues motivate me, but motivation comes when you are in the motion of doing. At the start of the business, a few clients didn’t pay invoices, and that is extremely demotivating.

“However, you always learn from adversity and become stronger at the other end. I wouldn’t change a single tough experience because it made the business tenfold stronger; experience and knowledge is power.”

Ups and downs

Emma is very honest in describing the tougher side of running Epic Management and admits: “The downside of running a company is the lack of time for yourself and the sacrifices you have to make; especially at the beginning, starting a business with just a laptop, a phone and zero investment was one of the hardest things I have ever done. But my favourite motto is, ‘If it were easy, everyone would be doing it.’ Running Epic Management is definitely worth the struggle. I think the key is to enjoy that struggle and the process, and before you know it, you’re talking about your business to Irish Country Living magazine!

“I’ve had so many indescribable experiences with Epic Management, being in Aachen while working with clients like Cian O’Connor and Harry Charles was an atmosphere I will never forget,” explains Emma.

“I have travelled and worked with the best in the industry. I have also discovered along the way that I am passionate about helping young riders too.

“I did a few talks with the Young Riders Academy, and I want to give them the confidence to promote themselves online and to get a brand identity that will help them in the future to secure partnerships and sponsors.

“I must admit, though, my favourite story is after three years building Epic Management, I am now back working with Horseware as an industry consultant, a dream client for sure.”

The best decision

Somehow, Emma still has time for riding and treasures the time her horse Tommy gives her.

“I’ve had one horse for the last 10 years and have show jumped up to 1.30m. I’ve had Tommy since he was five, and I was offered a lot for him at one stage but decided to keep him. It was the best decision I have ever made! He has brought me so much happiness.

“Taking care of myself when I work hard is a challenge, and I wasn’t great at it at the start. But now, I take self-care seriously; you are no good to anyone if you are burnt out. Enjoying time alone in nature and jumping my horse really resets and centres my thoughts so I can be more creative for clients.”

The key

And for those equestrians who need a little help with marketing, Emma has some words of wisdom to share.

“Authenticity and consistency are the key. If you can be your true self for your business brand, that will shine through in your marketing. Authenticity engages people; that is a winning formula, if you can do this and be consistent at it you’re onto a winner. That teamed with exceptional images, videos, social media activity and a beautiful website, of course!”