We’re excited to introduce you to the always interesting and insightful Shelby Williams. We hope you’ll enjoy our conversation with Shelby below.
Shelby, looking forward to hearing all of your stories today. What did your parents do right and how has that impacted you in your life and career?
When I think about what my mom did right, one word comes to mind: everything. Not that she was perfect, and still isn’t, but who is? What I do know is that she was a single mom who somehow managed to teach me resilience, determination, perseverance, and positivity—all by example. But she also taught me something else that’s shaped my entire career: to always sell the quality, know and believe in your value, maintain integrity, and never be afraid to “step on the scale.”
My mom has always believed that every day is an investment and every experience a teachable moment. She turned ordinary moments into lessons that molded
me into who I am today. One of the best examples comes from my time in Brownies,
the Girl Scouts club for little girls, when I was in first and second grade.
It was cookie season—everybody loves Girl Scout Cookies! Every day after school, Mom would walk with me around our apartment complex while I went door to door. I called everyone my mom knew, and even people from my grandparents’ church directory. (I didn’t know them, but hey, everyone likes cookies!) When the cookie orders came in, there were so many boxes, they wouldn’t fit in Mom’s little car. We made three trips to pick them all up! I ended up being the top seller that year, and I was so proud.
But it was the next year that I really learned something lasting. My mom told me to get organized, to contact every person who had bought cookies the year before, thank them, and remind them how much they’d enjoyed them. I’d secure orders from nearly everyone who had ordered the previous year, and before hanging up, I’d tell them about the new flavors that year—and about half of them doubled their orders. That year, I crushed my previous record.
The point is, cookies may be easy to sell because people already love them—but that experience taught me the why behind successful selling: belief in your product, consistency in quality, and care for your customers.
Fast-forward 30 years, and not much has changed—except now, instead of cookies, I’m selling something even better: horsemanship. Many people love horses, and plenty of people offer lessons or training, but my mom’s lessons still guide me. I’ve spent years earning degrees, certifications, and hands-on experience. I know my value, and I believe in it.
So how do I “sell” that? How do I set myself apart in an industry where many offer similar services? The same way I did back then—with quality, integrity, and connection. At Texas Equine, my mom and I still market together. We always lead with quality so clients recognize the value before they even have to ask.
Integrity has been another cornerstone. I’m transparent with my clients, honest and upfront about everything, and I always follow through. My clients aren’t just customers—they’ve become like family. Texas Equine wouldn’t be what it is without them.
And then there’s that last lesson: never be afraid to step on the scale. Mom didn’t mean it literally; she meant don’t be afraid to grow, to measure your progress, to scale your efforts when the time is right. I’ve applied that to my business by introducing membership options full of added value for my clients. Scaling up has allowed me to grow sustainably while maintaining the same level of quality and care that’s always been my standard.
Owning horses isn’t cheap—it costs roughly $10,000 per horse per year just for the basics to maintain them. So growth is necessary, but not at the expense of quality. I’ve learned that when you consistently deliver value, your clients recognize it and grow with you.
My mom may not have known she was teaching me business fundamentals during cookie season all those years ago, but she was. Her lessons—about resilience, value, integrity, and courage—are the foundation of who I am and what Texas Equine has become. And every time I see a young rider discovering their own confidence in the saddle, I see her lessons coming full circle.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Well, my name is Shelby, and I’m the founder of Texas Equine—a horsemanship, education, and wellness-focused equine center built from the ground up with one mission in mind: to help horses and people grow, connect, and thrive together. Horses have shaped my life since childhood, but everything truly began with Ginger, my first horse. Ginger wasn’t just a teacher—she became the heart of what would eventually grow into Texas Equine. Through her, I learned patience, leadership, communication, and the incredible transformation that happens when a person connects deeply with a horse.
I didn’t come into this industry by accident; the equine world has always been my calling. Even as I continued my education, I never stopped learning, because in horsemanship, you’re always a student. Over time, I realized that what I wanted most was to create a place where riders of all ages and backgrounds could experience the same growth, confidence, and joy that horses have given me.
What Texas Equine offers is definitely more than what I ever thought it would. It began with one horse and one student. Five years later, we are proud to serve a vibrant and diverse community through a wide range of programs that blend horsemanship, education, and meaningful connection.
Our services include Horsemanship Lessons for all ages and levels. Our lesson program focuses not only on riding skills but also on confidence, emotional resilience, memory, focus, and effective partnership with the horse. It’s “horsemanship with heart,” and it remains the foundation of our facility.
Tiny Tots Lessons for ages 2–7, which is a joyful combination of early learning, movement, and pony-powered fun—designed to nurture confidence, coordination, and curiosity in our youngest riders.
Stars & Stirrups™ is a program just for Veterans & First Responders that offers discounted horsemanship lessons for those who have served our country and communities. We focus on communication, trust-building, and emotional regulation—areas where horses naturally shine.
Connection Corral™ is for new and current horse owners, and provides a blended riding and horse-care program helping horse owners understand the responsibilities of ownership, from nutrition and tack to daily hands-on care.
Virtual Education Classes are live Zoom classes covering horsemanship, breeds, safety, equipment, and more—perfect for busy families, out-of-state learners, or anyone who
wants to build their equine knowledge from anywhere.
Equine Care Classes are a hands-on horse care program for every level. Students learn feeding, stall cleaning, hoof care, blanketing, tack upkeep, equine nutrition, and the financial aspects of horse ownership.
The Reading Rein™ is our free national literacy program and is open year-round to kids ages 2–16. This program celebrates literacy through horse-themed books. Readers choose any horse-related book, answer six simple comprehension questions, draw their favorite scene, and receive a personalized certificate, ribbon, and a surprise gift. Monthly participation earns special year-end awards. It’s designed to inspire reading, creativity, and a lifelong love of horses.
Our Equine Industry Readiness Program™ is an internship that helps teens and adults prepare for equine-related careers through hands-on training, professional development, and a six-level skill system. It’s a rigorous program that builds competence, confidence, and industry readiness.
Online Horse Shows provide a welcoming, accessible way for riders to compete from anywhere. Participants receive judge feedback, ribbons, and high-point awards—making showing possible for riders who may not have the means to travel.
The Texas Equine Library is launching soon, and we are so excited to offer this for our participants. It’s a curated collection of nearly 200 horse-themed books for our
students to borrow. It will continue to grow, of course. This resource supports The Reading Rein™ and provides a cozy space for equine-inspired learning.
Gift Certificates are offered year-round, and are especially popular during the holidays for families wanting to give the gift of learning and unforgettable experiences.
Bridle ’N Balance™ is coming in January 2026, and is an equine-assisted activities and therapies program that will support physical, emotional, cognitive, and social growth for individuals of all ages. It will deepen our commitment to making horsemanship accessible and healing. I am so excited to offer this to future participants.
Texas Equine Adventures Book Series is a young reader book collection written by my mom, Kim Williams. The first children’s chapter book in the series is in the final editing stages. This series brings barn life to young readers through adventure, emotional growth, and educational lessons inspired by our horses and students.
Overall, I think what sets us apart is that we don’t just run a basic lesson facility with horseback riding. Texas Equine is rooted in education first. We are continually creating new education programs to share horses with everyone, so that they can be transformed by their experiences with them.
We’ve also never formally advertised our business. Aside from one banner that we updated once, our entire growth has come from word of mouth and the occasional social media post. We’re working on improving online engagement, but the truth is, we’re too busy doing what we love—teaching riders, caring for horses, supporting families, and building meaningful programs. Our participants come from all over, in many cases driving an hour or more, and they tell their friends, and so on. We are blessed to have them as part of our Texas Equine family, and certainly recognize that this is the best way to grow as well. I am most proud of the community that has formed here. Our students, boarders, volunteers, interns, and families have become a close-knit family. The horses at Texas Equine are deeply loved and
carefully chosen for their temperament, heart, and ability to help people learn and grow.
The problems we solve and what we want people to know is that we help riders overcome fear, self-doubt, anxiety, and lack of confidence. We help families strengthen communication, children grow emotionally, and adults rediscover the joy of learning. We help aspiring professionals gain real-world equine skills. And above all, we help people connect—with horses, with themselves, and with each other.
Texas Equine isn’t just a business. It’s a mission-driven space built on passion, purpose, and a deep belief in the power of the horse-human connection. Whether someone comes for riding lessons, education, healing, or simply to belong, our goal is always the same:
We want you to leave feeling better, stronger, and more connected than when you arrived.
How about pivoting – can you share the story of a time you’ve had to pivot?
There was a time early in my career when I worked at an equine industry facility while in college. What began as an exciting opportunity quickly turned into a difficult environment marked by negativity and manipulation. It became clear that they wanted someone who would simply go along with things rather than someone passionate about improving the program and helping it thrive. Over time, the toxicity took a toll on me, and I found myself completely burnt out—even from working with horses, which had always been my passion.
Eventually, I accepted a position in corporate America with a major retail company. I stayed for less than a year before realizing it wasn’t where I was meant to be. The structure and pace were fine, but my heart wasn’t in it. I missed the connection that comes from working with horses and, even more so, the transformation I had witnessed them bring to people’s lives. Then, COVID hit. Like many others, I was laid off, and while that period was challenging, it forced me to pause and reevaluate what I truly wanted to do.
During that time, a friend asked if I could give lessons to a young girl who wanted to learn to ride. That first lesson reignited something in me—the spark that had been missing. That little girl became Texas Equine’s very first rider, though Texas Equine didn’t officially exist yet. That summer of 2020 marked a turning point. By October, I decided to form Texas Equine as an LLC, even though it was just me, Ginger (my first horse), and a couple of
students.
The following year came with its own challenges, including two back-to-back foot surgeries that had me teaching lessons while wearing orthopedic boots. But every pivot—leaving that toxic environment, walking away from corporate America, and building Texas Equine through uncertainty—taught me that growth often begins where comfort ends. Those moments reminded me why I started in the first place: to make a positive difference in the lives of both horses and people.
How do you keep your team’s morale high?
Well, I believe that managing a team and maintaining high morale starts with communication and mutual respect. Even though my mom and I work together, we treat Texas Equine as a professional operation, not just a family business. We hold regular meetings to discuss current projects, upcoming events, and any challenges we’re facing. We both understand that we’re each doing the work of about three people, and by keeping that understanding front and center, we’re able to maintain compassion and patience with each other. That sense of humanity—remembering that we’re both giving our all—keeps respect constant, which in turn keeps Texas Equine running smoothly.
Strong communication is at the heart of everything we do. We make a conscious effort to improve how we communicate, not just with each other, but with everyone involved in the operation. We’re always working toward personal growth and facility improvement, because we believe progress doesn’t happen by accident—it happens through intentional effort.
Managing our interns is another key part of maintaining team morale. It can be stressful at times because mistakes happen—water troughs get missed, feeding routines get mixed up—but we use those moments as learning opportunities rather than sources of frustration. I teach the interns all of the hands-on ins-and-outs at Texas Equine, I supervise them too, and then my mom meets with them weekly to help guide their progress and ensure they’re aligned with Texas Equine’s standards and goals.
We also make a point to cater to each intern’s individual focus and desired career path within
the equine industry. Whether it’s through hands-on
learning or introducing them to other industry professionals, we want their experience to be meaningful and practical. Those meetings aren’t just for us to give feedback—they’re also a chance for interns to share their own experiences, challenges, and ideas for improvement.
It’s not always easy to keep morale high, especially in a busy environment like ours, but positivity makes a difference. Having experienced toxic environments in the past, I’ve learned how important it is to protect the positive, supportive culture we’ve built at Texas Equine. At the end of the day, it’s about teamwork, respect, and remembering why we do what we do—because we love the horses, and we love seeing the difference they make in people’s lives.
This story was published in Canvas Rebel Decemeber 2025 and can be found at https://canvasrebel.com/meet-shelby-williams/