Feel Good Dressage Philosophy

I believe every rider has the potential to learn and grow, and that dressage is one of the most rewarding ways to strengthen the partnership between horse and rider. For me, dressage should feel good, enjoyable, confidence-building, and positive for both horse and rider.

As a coach, my role is to guide each partnership so training becomes a source of clarity and progress, not pressure. With the right approach, challenges become opportunities to grow together and enjoy the journey.

Join me on your dressage adventure, let’s make progress that feels good for you and your horse.

Partnerships That Support Riders

Sarah Gairdner at Danesmoor Eventing
I work alongside Sarah Gairdner at Danesmoor Eventing to offer clinics, courses, and rider Staycations. Together, we create opportunities for riders to learn, reflect, and progress in a supportive environment.

Pivo
Through my partnership with Pivo, I bring technology into training, helping riders capture progress, review their sessions, and stay connected with their coaches wherever they are.

Equestrian Athlete Coach Team
As part of the Equestrian Athlete Coach Team, I share an ethos with like-minded professionals: riders are athletes, partnerships come first, and coaching has the power to shape the future of the sport.

Programmes and Platforms

Equestrian Heroes App
My app brings together resources, community, and rider support in one place. From free content in the Heroes Riding Club to structured pathways like Achieve Dressage, it’s designed to help riders stay inspired and connected.

Dressage Café – Ride & Share
The Dressage Café is where riders share experiences, ideas, and progress. The Ride & Share series gives space for conversation around tests, training, and the joy of dressage.

Rider With A Plan
A 12-week programme helping riders build personalised schooling plans they can carry forward long after the course ends. It’s about developing the skills to design training that fits both horse and rider.

Business GAP & Mastermind
Alongside my equestrian coaching, I mentor coaches and creatives in building sustainable businesses. Through the Business GAP and my Marketing Mastermind, I share strategies that help others bring their ideas to life.

Coach

I hold a wide range of coaching and equestrian qualifications, which means my riders and fellow coaches benefit from both technical expertise and an ongoing commitment to professional development.

My accreditations include:

• BHS Stable Manager & Senior Coach (APC), UKCC Level 3

• British Dressage Recognised Coach & List 6 Judge

• BD Youth Coach & Youth Assessor

• Centre10 Advanced Coach (Applied Psychology in Equestrian Sport)

• CIMSPA Advanced Coach Practitioner

• Graduate of the National Development Programme for Coaching Excellence (NDPCE)

• ABM Level 3 Business Mentor

These qualifications underpin the way I work: safe, accredited, and always developing. They allow me to support riders across levels, mentor other coaches, and blend performance psychology with practical, horse-first training.

Rider

My experience as a rider shapes everything I do as a coach. Competing in polocrosse taught me about speed, instinct, and teamwork, while dressage gave me a love for precision, partnership, and progress. Horses like Jack, Sebastian, Neptune and now Salvation have been part of that journey, taking me to Advanced Medium and national competitions, as well as representing England at the Amateur Home International. These experiences keep my coaching grounded in the reality of what it means to be an equestrian athlete: balancing ambition with connection, and always putting the horse first.

Coach Development & Digital Skills

My background is equestrian, but from the very beginning I’ve been refining the skills that support coaches and businesses beyond the arena. Working with sponsors, peers, and professional networks taught me how much digital tools and clear communication matter in shaping opportunities.

That early experience grew into formal mentoring and coach development roles. As a graduate of the National Development Programme for Coaching Excellence, I’ve explored how great coaching goes beyond the technical: it’s about creating environments where people learn, reflect, and perform at their best.

Over time, I’ve extended that ethos into business mentoring, helping coaches and creative entrepreneurs build sustainable careers. Through partnerships and projects with organisations like Enterprise Nation, I share practical ways to use digital tools and marketing to grow with confidence.

I also deliver workshops, mentoring clinics, and industry talks, giving riders, coaches, and business owners fresh ideas and the confidence to take their next step.

Media & Appearances

Sharing ideas and sparking conversations has always been part of my work as a coach and mentor. Alongside my equestrian coaching and digital projects, I’ve contributed to articles, features, and events that spotlight both riders and coaches.

In Print & Online

• Featured in Your Horse Magazine with training series and “Ask the Expert” articles.

• Contributions to industry blogs and platforms exploring rider confidence, coaching practice, and digital transformation.

On Stage & In Conversation

• Speaker at Your Horse Live and Blenheim Horse Trials.

• Part of the BETA International 2025 speaker line-up.

• Guest for Enterprise Nation Lunch & Learn and other coaching webinars.

Published Work

• Feel Good Dressage

• Equestrian Athletes

• Equestrian Athlete Journal

• Hygge for Horse & Rider

These opportunities give me space to share my coaching ethos, that riders are athletes, partnerships matter, and growth should always feel achievable.

 From Free Resources to Pro Coaching. Find the Pathway That Fits You.

Alison Kenward Senior Coach

At the heart of everything I do is a simple belief: riders are athletes, and progress comes from partnership with the horse.

Whether you join through free resources, structured programmes, or by connecting with the wider Equestrian Athlete Coach Team, my aim is to help you find clarity, confidence, and joy in your journey.