ELITE EQUINE MARKETPLACE: The modern marketplace for the hunter jumper world
Madison Ruddy Sanders, founder and CEO of Elite Equine Marketplace has been a lifelong competitive rider, starting her journey in the horse world with ponies at local shows before transitioning to rated competitions. Her passion for riding continued through college, at the University of Virginia in Charlottesville and beyond as she navigated the growth opportunities of adult life. “I was fortunate to ride and show my horses growing up, and continue onto the equestrian team in college, but after graduation, I stepped away from the saddle for a few years to focus on my career,” Madison shared. “That hiatus made it clear to me that I needed to find a way to make horses a permanent priority in my life.” She now lives on a farm with 12 horses, cherishing every opportunity to ride and show as an adult amateur, whether at home or in the show ring. She feels incredibly grateful to work in an industry that aligns with her greatest passion.
Madison lives on a farm with 12 horses, cherishing every opportunity to ride and show as an adult amateur.
Early Riding Influence
Madison’s mother was a rider in the hunter jumper world and greatly influenced her journey. Madison recalls sitting on her mom’s horse, Buckie, at a very young age and began riding competitively after moving to Virginia in third grade. Her mom remains her biggest supporter, attending horse shows and caring for the horses, especially enjoying field rides together. “My mom is the best horse mom to this day in the world. She still comes with me to horse shows and loves caretaking for the horses.”
Corporate Life Leads to Seeking an Alternative Tech Solution
Before founding Elite Equine Marketplace, Madison spent nearly a decade in the tech industry. She earned a media studies degree from the University of Virginia (UVA) and experienced two very different professional worlds: one rooted in tradition and relationships, and another driven by user experience, data, and streamlined tools. “Even before I entered the tech space professionally, I was watching companies like Airbnb, Uber, and Tripadvisor revolutionize how people connect and transact—using smart filters, location-based tech, and real-time personalization. And I couldn’t help but wonder: Why hasn’t anyone done this for the horse world?” She found that even though she had a strong network, she had to start from scratch when searching for horses, services, or equipment. This lack of structured, searchable platforms for equestrians spurred her to dedicate her time and effort into creating a tool that can match the sophistication and pace of horse sport.
Identifying Industry Gaps
As a hunter rider, Madison saw a significant gap in the digital infrastructure for the hunter jumper community. The industry relied heavily on word of mouth, outdated classifieds, and endless scrolling, lacking smart filters and structured platforms. Managing her own barn highlighted additional challenges such as finding trusted service providers for tasks like manure removal, shavings delivery, and fencing repairs. Madison realized the potential to create a platform that could address these needs, benefiting not just horse sales, but also services and small businesses within the industry. “The platform is designed to provide a simple way to compare services or find trusted providers nearby,” said Madison.
A Modern Marketplace
Madison dedicated time to interviewing riders, trainers, barn owners, and service providers to understand their needs and incorporate their feedback into the platform’s development. Elite Equine Marketplace serves as a streamlined hub for equestrians, featuring unlimited listings, high-resolution media, external links, and integration with social media channels.
The site offers the ability to shop for:
- Horses
- Equipment & Apparel
- Barns & Housing
- Services & Jobs
- Community & Events
Elite Equine Marketplace operates on an unlimited subscription model, meaning unlimited listings and unlimited media uploads under one single subscription. Pricing starts at $19.99 per month for unlimited listings across all categories, with long-term package deals alongside managed services available. Advanced features include granular filters, map-based searches, real-time alerts, and performance metrics for listings.
The Marketplace also partners with trusted businesses, individuals and organizations who share the same commitment and passion for horses and cutting-edge technology. Horse tech partners include Equilab, EquiScore, Instagrooms, and Ringside Pro.
“I wanted to avoid cost barriers that other sites require which punishes professionals and small businesses who need to post frequently or showcase a wide inventory.”
Elite Equine Marketplace boasts advanced features include granular filters, map-based searches, real-time alerts, and performance metrics for listings.
Role of Artificial Intelligence
AI plays a significant role in optimizing the platform for search engines and enhancing user experience. Madison focuses on using critical keywords and integrating AI-driven tools to ensure listings are visible in search results and platforms like ChatGPT and Gemini. AI also supports custom coding for features like auto posts, notification triggers, and save search criteria, allowing more efficient development and improved functionality for users.
Outreach Strategies
Madison employs a mix of grassroots and digital marketing strategies. She actively participates in horse shows, distributing flyers with QR codes and hosting events to engage with riders and trainers directly. Social media integration promotes listings automatically across platforms like TikTok, Instagram, and Facebook. Madison also seeks media partnerships and magazine features, and leverages opportunities with other equine businesses for collaboration.
Entrepreneur Mindset
Madison’s background in tech sales taught her to step out of her comfort zone and engage directly with all types of people and personalities. She emphasizes the importance of gathering feedback early and allowing users to shape the product. Madison advises other entrepreneurs in the equestrian space to avoid perfectionism, stay positive, and remain connected to the community they serve, drawing parallels between entrepreneurship and the unpredictable, humbling nature of riding.
Passion Meets Progress
Madison remains committed to aligning her business with major equestrian events and expanding features based on community needs. She deeply values the support and collaboration with fellow riders, trainers, and business owners, emphasizing mutual encouragement and growth. “Our mission is to revolutionize the equestrian industry by harnessing modern technology to connect horse people and businesses worldwide. Together, we’re building a global network where passion meets progress.”
Mobile App: Apple & Google
Facebook: Elite Equine
Instagram: Elite Equine Official