Q&A With Sandra Beaulieu Of The Creative Equestrian
What inspired you to create The Creative Equestrian, and what gap did you hope to fill in the equestrian world?
SANDRA: I've always had an entrepreneurial spirit. As a child, I was making accessories for my Breyer horses and selling them to friends. That passion for creativity eventually grew into my first business, Sandra B. Designs, where I created equine-inspired calligraphy artwork for apparel and gift products. Through that experience, I learned the ins and outs of wholesale, trade shows, print-on-demand, Etsy, and building a brand. My products were featured at Equine Affaire and in several well-known equestrian catalogs.
At the same time, I was pursuing my career as a dressage trainer, clinician, judge, and musical freestyle designer. Although I loved every aspect of what I was doing, my work was spread across several different brands and businesses.
A few years ago, I participated in an equine business mastermind with Karen Rohlf, who encouraged me to bring all of my creative passions together under one umbrella. That conversation led to the birth of The Creative Equestrian, a brand that truly reflects who I am and what I hope to inspire in others.
My mission is to fill a space in the equestrian world for riders who believe that great horsemanship and creativity go hand in hand. Whether through musical freestyles, art on horseback, education, or performances, I want to encourage horse lovers to think outside the box, strengthen their partnership with their horses, and discover that learning can be both meaningful and fun.
Your career has blended dressage, art, performance, writing, and education in a way few people have. How did you find the confidence to follow such a unique path?
SANDRA: Like many equestrians, I originally imagined a more conventional career. My goal was to become a high-level dressage competitor and judge. While I enjoyed competing, I often put enormous pressure on myself, and horse shows became more stressful than fulfilling. Performing, on the other hand, felt completely different. I loved sharing my horses with an audience, telling a story through music and movement, and inspiring people. That positive energy made me realize I wanted my career to be centered around creativity, education, and connection.
One of my greatest teachers was my heart horse, Douwe, a Friesian gelding. He was the most challenging horse I have ever trained, yet he completely changed my perspective. Through him I discovered liberty work, trick training, and the importance of listening to the horse in front of you instead of forcing a predetermined plan. Our partnership taught me to trust my inner voice just as much as my technical knowledge, and that lesson has shaped every part of my career.
Of course, following an unconventional path doesn't always come with a blueprint. Creating art, writing books, teaching, and building online educational programs are all passions, but they also require learning how to run a business. As a solopreneur, I've had to become a marketer, writer, web designer, and content creator in addition to being a horsewoman. It can be lonely at times, and there's no guarantee that the next project will succeed. But I genuinely love creating, and I'm happiest when I'm building something that inspires others.
Looking back, I think confidence comes after taking the leap, not before. Every project, every performance, and every horse taught me that the most meaningful work happens when you're willing to be yourself. I'm also incredibly grateful to my parents, who encouraged me to pursue my dreams even though they didn't fully understand my passion for horses. Their support gave me the freedom to create a life that feels true to who I am.
For someone interested in creating their first dressage freestyle, what advice would you give before they even begin choosing music?
SANDRA: I like to think of a freestyle as telling a story. The music should reflect your horse's personality, highlight their movement, and create an emotional connection with the audience.
The first thing I do is analyze the horse's gaits to determine their ideal BPM (beats per minute). Once I know the horse's natural tempo, I begin searching for music that matches those beats. Then comes the fun part: riding the horse to different pieces of music. You'll often know when you've found the right one because both you and your horse seem to come alive. Horses can be surprisingly expressive, and they'll often let you know when a piece of music suits them—or when it definitely doesn't!
Personally, I prefer to start with the music and let it inspire the choreography. However, there's no single right approach. Some riders begin by designing the ideal floorplan for their horse and then search for music that fits. Both methods can produce beautiful freestyles. The key is finding the combination of music and choreography that allows your horse to shine.
Your horses have become artists in their own right through painting demonstrations. How did that idea first come about, and what have your horses taught you through the process?
SANDRA: The idea actually began with my Friesian gelding, Douwe. As he entered his later years, he developed ringbone and eventually could no longer perform under saddle. Like many horse owners, I found myself wondering, "What's next?" I still wanted to give him a job that he enjoyed and that allowed us to continue creating together.
I had been inspired by a Mustang named Rune who painted at our barn, and I thought, "Why not teach Douwe?" Because we had spent years doing liberty and trick training, he already knew many of the building blocks. He understood cues to touch an object, pick it up, and lift it, so painting became a matter of combining those behaviors into something entirely new. It took some time (and plenty of treats) but one day it all clicked. Watching him realize what we were creating together was incredibly rewarding.
Sadly, Douwe passed away before we had the opportunity to perform with his painting demonstrations, but his legacy lives on through my other gelding, Rovandio, who has truly blossomed as an equine artist in his later years. One of the most fascinating discoveries has been that each horse develops a distinct artistic style. Just like people, they approach the canvas differently, and I love embracing those individual differences rather than trying to make every painting look the same.
More than anything, painting has reinforced my belief that horses thrive when they have purpose, choice, and opportunities to learn throughout their lives. As our horses age, their careers may change, but that doesn't mean the adventure has to end. Trick training, painting, and other creative activities have allowed me to continue building meaningful partnerships with my horses long after they left the show ring.
Many equestrian entrepreneurs struggle with balancing artistic passion and business realities. What advice would you offer to someone trying to do both?
SANDRA: Balancing creativity and business is something I'm still learning every day. I think many people imagine that creative entrepreneurs spend most of their time creating, but the reality is often the opposite. Between teaching, answering emails, updating my website, creating content, marketing, bookkeeping, and running an online business, a large portion of my day happens behind a computer. The creative work is what people see, but it's supported by countless hours of work that happens behind the scenes.
One lesson I've learned is that creativity doesn't simply happen when you find spare time. You have to schedule it and protect it. I block creative time on my calendar just as I would a lesson or a client meeting because it's every bit as important. I use a digital calendar called Artful Agenda and that helps me stay organized on the road. If I don't intentionally make space for painting, writing, or developing new ideas, the administrative side of the business will always take over.
If you could encourage every rider to embrace just one aspect of creativity in their horsemanship, what would it be and why?
SANDRA: If I could encourage every rider to embrace just one aspect of creativity, it would be to rediscover the joy of simply playing with your horse.
As adults, it's easy to become focused on goals, scores, ribbons, and perfection. But when I train, I try to tap into my inner child. I laugh, I talk to my horses, I celebrate the little victories, and I tell them how wonderful they are. Horses are incredibly sensitive to our energy. When we relax, stay present, and genuinely enjoy the process, they often respond in remarkable ways.
Creativity also means being willing to think outside the box. Some of the biggest breakthroughs in my horsemanship have come from exploring disciplines beyond traditional dressage. Liberty training and trick training transformed my relationship with my first Friesian, Douwe. Before he came into my life, he had become frustrated and shut down under saddle. Through positive reinforcement and creative training, I discovered an intelligent, playful horse who simply needed a different way to communicate.
That curiosity has continued throughout my career. I've studied Working Equitation, groundwork through the TRT Method, and French classical dressage because I believe every discipline has something valuable to teach us. The more tools we have, the more effectively we can communicate with our horses.
Never stop being a student. Stay curious, be willing to try something new, and don't forget to have fun. In the end, the strongest partnerships are built not just on good training, but on joy, trust, and a genuine love of spending time together.
Looking ahead, what exciting projects, educational resources, or creative adventures are on the horizon for The Creative Equestrian?
SANDRA: There are so many exciting projects in the works! Right now, my biggest focus is expanding my educational resources for riders and investing time in my YouTube channel. I'm currently writing a series of freestyle choreography e-books for every level of dressage (and western dressage). These help everyday riders that are learning how to create a musical freestyle on a budget.
On the horse side of things, I'm having a wonderful time developing my Friesian gelding, Nico. We're exploring classical dressage, Working Equitation, liberty, and trick training, and I'm intentionally allowing him to show me what he enjoys most. Every horse has a unique personality, and I've learned that some of the most rewarding journeys begin when we stop trying to fit them into a predetermined mold and instead let them guide us toward what brings them confidence and joy.
My Lipizzan cross, Rovandio, recently celebrated his 25th birthday and is enjoying a well-earned retirement. He still teaches the occasional lesson and continues painting as an equine artist when inspiration strikes. While we've retired our Art on Horseback performances together, I hope to one day explore that unique art form with Nico. Creating paintings from horseback is unlike anything else I've experienced, it combines horsemanship, creativity, and complete presence in the moment.
Looking ahead, my mission remains the same: to inspire riders to explore new possibilities with their horses, celebrate each horse's individuality, and discover just how joyful and creative the equestrian journey can be.
What does success look like to you today, and has that definition changed since the beginning of your equestrian entrepreneurial journey?
SANDRA: My definition of success has definitely evolved over the years. Earlier in my career, success was more focused on traditional goals like earning my USDF Rider Medals and becoming a dressage judge.
Today, success looks much more like freedom and fulfillment. My daily goal is to create a life that allows me to explore new creative possibilities. As we discussed earlier, balancing the creative side of my work with the business side is an ongoing journey. I would love to have even more time devoted to painting, performing, writing, and developing new ideas. I’m someone who thrives on growth, expansion, and constantly learning new skills, so the journey itself is a big part of what motivates me.
Looking back, I am incredibly proud that I have built a business around my own unique combination of skills and passions. Success isn't just about reaching a destination, it’s about creating a life that feels authentic, continuing to grow, and having the opportunity to share what I love with others.
Sandra Beaulieu
Of The Creative Equestrian
Sandra Beaulieu is an accomplished dressage rider, trainer, author, and the creative force behind The Creative Equestrian. A lifelong horsewoman, Sandra earned her USDF “L” Graduate with Distinction at just 19 and went on to train, teach, judge, and perform with horses throughout her career. Today, she combines her passion for dressage, music, art, and performance to help riders discover creativity and deeper connection through their partnerships with their horses. She is the author of FREESTYLE: The Ultimate Guide to Riding, Training, and Competing to Music and is known for her innovative work in musical freestyle and Art on Horseback.
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This article is from the August 2026 issue of Equine Business Magazine
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