Kristine Palmer, founder of Horse + Bow. (Credit: Horse + Bow)
Tapping into the Power of Equine-Assisted Coaching
Kristine Palmer’s Texas ranch Horse + Bow provides leadership development programs for business leaders, work teams and families.
A few years ago, Kristine Palmer’s young daughter was dealing with an autoimmune disorder when she had a profoundly positive experience with equine therapy that changed the family’s life. As a result, Palmer, who had started a number of businesses in the past, went on to become certified in equine-assisted learning and began offering the service to others because she wanted everyone to be able to experience the therapeutic powers of working with horses. Palmer, who is based outside of Austin, Texas, also tells us, “I am a serial entrepreneur and lifelong learner. When I discover something new, great, meaningful or valuable, I want to share it.” Today, Palmer’s ranch Horse + Bow provides all kinds of equine activities designed to teach people how to be, as Palmer puts it, “better humans.”
Editor’s Note: Horse + Bow has been named to The Story Exchange’s 2025 list of 10 Brilliant Business Ideas.
How is your business different from others in your industry?
Most of the horse businesses located in the great Austin area are focused on how to use the horse for sport or entertainment. We partner with horses to learn how to be better humans.
We are in a mental health crisis in America right now. Anxiety disorders affect 40 million adults annually. We have the “quiet quitting” trend in response to chronic workplace stress, exhaustion and burnout in our corporate world. And of course, the increase in ADHD, autism and other neurodivergent diagnoses also speaks to the need for nature-based, experiential learning programs.
Horse + Bow taps into a unique and powerful combination of mindfulness and personal transformation through interactions with horses and the practice of archery.”
I tell people that the amazing part of this work is that no matter how many times I participate in an equine-assisted learning session, I never really know what will happen. It depends on the specific horse-human pair, the environmental conditions and so much more. But, in a nutshell, equine-assisted learning helps individuals become aware of their own blindspots in what they bring to a relationship or interaction. It also gives them the opportunity to practice leading themselves and others in a new way. It can be just the thing to get someone moving forward in areas where they have felt stuck.
Tell us about your biggest success so far.
Having a client tell me that spending time with my horses on my ranch is one of the only “safe” places they have in their lives. Another told me I am doing “sacred work.” There is nothing more fulfilling than knowing that what you offer is valuable to someone else.
What is your top challenge and how have you addressed it?
Sales and marketing. There is so much competition for the attention of the consumer. It is really hard to find a steady stream of customers. Secondly, once you attain those customers, it is hard to manage continued growth plans because the days just get so filled with day-to-day management.
Have you experienced any significant personal situations that affected your business decisions?
We have had various issues come up with horses, which is common in the horse industry. But it has forced us to make difficult decisions in the business. We always err on the side of caution when it comes to delivering the best horse welfare we can provide. However, sometimes that means cancelling a session or making a substantial change to a session in order to do what is best for a horse.
What is your biggest tip for other startup entrepreneurs?
I think it’s important to understand that growth is not a straight line, and success is not measured in dollars!
How do you find inspiration on your darkest days?
Looking back at reviews from past clients. It is so helpful to remind myself of the success stories we have had and how we have impacted lives.
What is your go-to song to get motivated on tough days?
“Oceans (Where Feet May Fail)” by Hillsong UNITED.
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Who is your most important role model?
My daughter. She is 15 now. Even though I do this work professionally and probably spend more time around our horses than she does at this point, whenever I describe some of the “issues” or challenges I have encountered to her, she always has a great story or example of how she has experienced a horse and what else we could try. She truly understands horses in a way I only hope to! God gave her a unique gift for relating to horses and humans and I do my best to tap into that when I am working with clients. ◾
Instagram: @horseandbow
Facebook: @horseandbowatx
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