Home Auctions Marketing sport horses in Canada post Covid-19

Marketing sport horses in Canada post Covid-19

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Lemieux RPH, 2019/g Leeto Z

By Chris Gould / CWHBA
Photography: Fall Classic Sale

The Covid pandemic caused a major shift towards online marketing in Canada, as in much of the world. The Fall Classic Warmblood Breeder’s Sale, a highly successful and popular live auction from its inception in 1994 to the fall of 2019, was transformed into an online auction in 2020.

It proved to be a fortuitous convergence of events. With relatively low horse inventories and limited mobility, people turned to online buying as never before.
Canadian Warmbloods have always sold well in the United States. Twenty percent of riding-age Canadian Warmblooods are owned by Americans and the online Fall Classic Sale attracted many more bidders from the US as well. Post Covid the decision was made to continue with the online format for 2023. The response from breeders has been very positive. Over 50 quality Warmbloods have been consigned covering all categories from weanlings and broodmares to young prospects and performance horses.
In talking to prominent competition rider and breeder Lorrie Jamieson from Elysian Farm, we get an understanding of where the market has been and may be going. “Performance horses (with a show record) sold very well online during Covid,” she said, “while today much of the market has returned to buying at the shows and by word of mouth.” Reflecting on the demand for young horses, she feels that “the market has become more discriminating with the better prospects commanding ever higher prices.”.. To read the complete article you need to be a subscriber
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