Equine Photography 101: Turn Your Passion into a Thriving Business

Hey there, fellow horse girl (or guy)! So you’ve fallen in love with photographing horses, and now you’re ready to take that love to the next level. I get it – there’s something magical about capturing the power, grace, and personality of these magnificent creatures…unless it’s a Chestnut mare. After years of photographing horses and mentoring new equine photographers, I’m here to share everything you need to know to succeed in equine photography.

Let’s talk gear (sorry, not saddle pads or halters)

I remember when I first started, I was overwhelmed by all the equipment choices and gear accessories. Here’s the truth: while gear isn’t everything, having the right tools will make your life so much easier. Let me share what I’ve learned works best for equine photography.

Your camera body is your foundation. I always recommend investing in a full-frame camera with solid autofocus capabilities. Why? Because horses are unpredictable, and you need a camera that can keep up! The Canon R6, Nikon Z6 II, or Sony A7 IV are fantastic options that won’t let you down when that darn fence is in the way of that jump shot.

Now, about lenses – this is where the magic happens. Your absolute must-have is a 70-200mm f/2.8. Trust me, this lens will become your best friend. It gives you the perfect combination of reach and versatility for both portraits and action shots. I also can’t imagine working without a 24-70mm f/2.8 for those shots where you just don’t have the space (think black background shots, or shots of a cramped stable).

Go-to camera settings for equine photography

Let’s get real about camera settings – they can make or break your images. But don’t worry, I’m going to break this down into simple, actionable advice that you can start using today.

For those gorgeous portrait sessions, you’ll want to stay between f/3.5 and f/4 for individual portraits (if you focus on the wrong part of the horse at f/2.8, straight on, either their nose or ears will be out of focus). An aperture of f/4 can create that beautiful background blur while keeping the horse’s features sharp. When it comes to shutter speed, never go below 1/400 for stationary shots – even the most well-behaved horse will move!

Action shots are a different ball game entirely. I learned this the hard way, but now I never shoot moving horses at anything slower than 1/1250. Your ISO? Let it float if needed, but keep an eye on the noise levels. Modern cameras handle high ISO pretty well, but there’s still a sweet spot to find.

Let’s try not to get stepped on

I know we all want to get that perfect shot, but after 10 years of working with horses, I’ve learned that no photo is worth risking your safety or the well-being of the horses we photograph.

Let me share a quick story that really drove this home for me. Early in my career, I was so focused on getting the “perfect” shot (from BEHIND A TREE) that I spooked a pony that sent a little girl flying through the air. Thankfully, she wasn’t hurt, but it was a wake-up call I’ll never forget. These beautiful creatures are still 1,200-pound flight animals, and respecting that fact is non-negotiable.

Here’s what I’ve learned about staying safe while creating stunning equine images:

Know your s#&$ about horses

Before you even pick up your camera, spend some time understanding basic horse behavior. I always watch a horse’s ears and eyes – they’re telling you exactly what they’re thinking. Pinned ears? Time to step back. Whites of the eyes showing? That’s a stressed horse who needs a break. Trust me, learning to read these signals will not only keep you safe but will also help you capture more relaxed images.

Don’t work alone

Always, always have a qualified horsey assistant present during your shoots. I don’t care if the horse is “bomb-proof” – things can change in an instant. Your focus needs to be on creating beautiful images, not managing the horse. A good groom is worth their weight in gold and will make your images better while keeping everyone safe.

Types of equine photography that can make you money

One of the things I love most about equine photography is how diverse it can be. Over the years, I’ve developed different approaches for different situations, and I encourage you to do the same.

Classic portraits will probably be your bread and butter, but competitions can also be a great money maker during the show season. Artistic composites are also trending at the moment, but those may lead to hours of Photoshop, so make sure you LOVE it (because it can get tedious).

Want to really wow your clients? Master the art of black background portraits. These dramatic shots never fail to impress, and they’re not as complicated as they might seem. The key is finding the right lighting and maintaining enough distance between your subject and the background.

Get your business in order

Here’s something I wish someone had told me when I started: your photography skills are just one piece of the puzzle. Running a successful equine photography business requires wearing multiple hats – photographer, marketer, accountant, and horse whisperer (which is easier than baby whispering)!

Start by getting your legal ducks in a row. Register your business, get insured (this is non-negotiable when working with horses), and create solid contracts. I know paperwork isn’t the fun part, but it protects both you and your clients.

Find your dream clients at the barn

Let me share a secret that transformed my business: your ideal clients are already out there, gathering at barns, shows, and family equestrian events. These are your people! Get out there and become part of the community. Join local equestrian associations, attend shows (even if you’re not photographing them), and make genuine connections. Or you can do what I did…buy a horse. Then you’ll be at the barn all the time anyway, just bring your camera.

Remember, horse people love working with photographers who understand their world. Show them you speak their language – know the difference between a half-pass and a half-halt, understand show grooming standards, and appreciate the bond between horse and rider.

Marketing that actually works

Social media is your friend, but it’s not your only friend. Yes, Instagram and Facebook are great for showcasing your work, but don’t underestimate the power of word-of-mouth in the equestrian community. One satisfied client at a busy barn can lead to dozens of referrals.

Create content that educates and inspires. Share tips about preparing for photo sessions, behind-the-scenes glimpses of your work, and stories about your clients and their horses. People connect with authenticity, so don’t be afraid to let your personality shine through.

It takes time, but it’s so worth it

Remember, building a successful equine photography business is a marathon, not a sprint. Take time to develop your skills, build genuine relationships, and create a sustainable business model. Don’t get discouraged if things take time – some of my strongest client relationships started with a simple conversation at a horse show.

Stay curious, keep learning, and never lose sight of why you fell in love with photographing horses in the first place. The equestrian community is special, and there’s always room for passionate, dedicated photographers who understand and respect these funny (and sometimes moody) animals.

Deliver your images like a pro with ShootProof

Let’s talk about image delivery, because this is where many equine photographers struggle to maintain their professional edge. After years of wrestling with various delivery methods (we’ve all been there with those clunky email chains!), ShootProof, and it’s been a game-changer for my equine photography business. Those massive galleries from show days and portrait sessions? ShootProof handles them beautifully, and its professional presentation makes your clients’ horses look like the champions they are.

What really makes it perfect for our niche is how it streamlines the entire delivery process while creating extra revenue opportunities. Your clients can easily share their galleries with barn mates (hello, additional print sales!), and the automated workflows mean you can spend more time in the saddle and less time handling administrative tasks. Trust me on this one – when you deliver your images through a professional platform like ShootProof, you’re showing clients that every aspect of your service is as polished as those show-day turnout photos they hired you to capture.

Words and Photos by Kelly Acs Photography