about us

this is our heart horse

Having the awesome idea should be the hard part—making that idea a reality should be the fun part. But that’s not what most equestrian entrepreneurs experience take the leap of faith.

The ‘lightbulb moment’ is MAGICAL! Our mission is to make the part that comes after that even more rewarding, attainable, and impactful.

founding boss mare

After 35 years in the saddle, 10 years in corporate tech, and a decade running her own creative agency, Nicole Ross found herself chomping at the bit for a new challenge. She tried to find an arena where she could school her startup ideas (aka ‘homebreds’)—no luck.

Equestrian entrepreneurship needed a fresh drag. And if there’s one thing she’s good at, it’s driving tractors. (Jk she has no idea.) So she decided to create the Equine Incubator for herself—and for you.

WE MAKE EQUESTRIAN ENTREPRENEURSHIP

easy

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fun

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matter

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joyful

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easy • fun • matter • joyful •

Engaging our core (values)

  • Horse Life Comes First

    Unapologetically prioritize humans and horses over work.

  • Make the Right Thing Easy

    Simplicity, ease, and efficiency always takes the reins.

  • Check Your Girth

    Stability breeds confidence, so build a secure foundation first.

  • mind your melon

    Surround yourself with good animals, people, and advice.