Featuring Zelina Coffey of Rite Track Consulting Services
In an industry built on centuries of tradition, finding the balance between honouring the past and modernising for the future is not just a challenge, it’s essential for survival and growth. At EQUK, we’re passionate about improving access to the equestrian world, and part of that is exploring how businesses can evolve to meet today’s needs while staying true to their roots.
That’s why we’re excited to introduce Zelina Coffey, founder of Rite Track Consulting Services, a passionate advocate for elevating equestrian businesses through practical, proven strategies that respect tradition while driving meaningful change.
Why Modernisation Matters (and How Trust is Key)
In many industries, regular sales training and business development are standard. Yet in the equine sector, such support is rare. Often, incredible professionals — from farriers to massage therapists — have deep knowledge and love for horses but little training in the business skills needed to thrive. This does a disservice to both horses and humans, as it means their expert knowledge is not being shared and used effectively.
Zelina sees this gap clearly:
“If a tack or feed shop increased each customer’s spend by even £10, just imagine the difference it would make over a month. Yet, basic sales principles — building trust, having meaningful conversations — are often missing.”
Rather than focusing on aggressive or impersonal sales tactics, Zelina’s approach is built on relationship-building. It’s about trust, confidence, and authentic conversations.
By equipping business owners and staff with the right tools and mindsets, Zelina empowers them to serve their communities better, support horse welfare, and grow sustainable, thriving businesses.
Tradition and Trust: The Foundation for the Future
The equestrian world is rooted in tradition, and that heritage must be protected, but tradition doesn’t have to mean resistance to change. As Zelina shows, modernisation can be an act of respect: helping businesses not only survive but truly flourish.
In a rapidly changing modern world, the equestrian industry must evolve in order to remain economically viable. Change in an industry so steeped in tradition is something which naturally comes with resistance, which is why effective business evolution must have trust, confidence and authenticity baked into the process.
Case studies across the sector have seen that all forms of equestrian business are feeling the pinch of the current financial climate, which is why evolution of existing business models is key to preserve the future of the sector we know and love. Tradition is rendered meaningless if access to equestrianism becomes too elite to be renewable.
At EQUK, we believe voices like Zelina’s are vital. They offer a path to a stronger, more accessible, and sustainable future for the equine industry — where businesses grow with integrity and passion, securing access to horses for future generations.
Rite Track Consulting Services: Elevating Equestrian Business
Through Rite Track Consulting Services, Zelina now shares her wealth of experience to help equine businesses — from tack and feed stores to equine therapists and saddle fitters — achieve their full potential.
Her services include:
- Equine Business Consulting
- Sales and Strategy Development
- Project Management
- Market Research & Competitive Analysis
- CRM System Implementation
- Operational Efficiency & Process Development
- Business Development and Sales Training
Importantly, Zelina has developed a dedicated Equine Sales Course, known as Equisales Solutions, featuring resources like the Certificate Super Seller Course, Sales Checklists, and effective Equine Sales Strategies — all designed specifically for the equestrian world.
A Lifetime in the Saddle
Zelina’s journey is steeped in horses and horsemanship. Starting at the age of four at a local riding school she was taught early that resilience and dedication were keys to success (falling off 100 times being part of the curriculum!).
From a childhood competing in showjumping to representing her school at Hickstead, and later moving into dressage, Zelina has lived and breathed the equestrian life. She became a qualified BHSAI instructor at just 18, with a passion for helping both horse and rider grow in confidence.
However, her experience doesn’t end in the saddle. With over 30 years of knowledge across equine retail, feed, supplements, and pharmaceuticals — working for major names like Dengie Horse Feeds, ADM Protexin, and in equine veterinary pharmacology — Zelina brings a unique and powerful blend of horsemanship and commercial savvy.
Interested in working with Zelina? You can learn more about Rite Track Consultancy here and connect on LinkedIn.
