Riding for Change: Hepburn Legacy Joins Fight for Equestrian Soul

MADRID, Spain – January 15, 2026 – In a significant move aimed at addressing the mounting pressures on modern equestrianism, the Future of Equestrian Sport Alliance (FESA) today announced a strategic collaboration with international dressage star Athena Hepburn. The partnership aligns a top-tier athlete, who also happens to be the granddaughter of film and humanitarian icon Audrey Hepburn, with an organization dedicated to safeguarding the sport's future against challenges ranging from animal welfare concerns to its very place in the Olympic Games.

Hepburn, a decorated rider fresh off winning the Grand Prix U25 King's Cup and securing the 2025 Madrid Grand Prix championship, brings more than just a famous name to the table. Her involvement signals a powerful endorsement for a reformist agenda in a sport deeply rooted in tradition but facing an urgent need for modernization.

A New Generation's Philosophy

At the heart of this collaboration is Athena Hepburn's distinct approach to horsemanship. A specialist in the Parelli method of natural horsemanship, her philosophy is built on a foundation of behavioral psychology and nuanced communication, a stark contrast to more coercive methods that have drawn public scrutiny. Trained under esteemed professionals like Luis Lucio and Juan Matute, Hepburn has cultivated a reputation for building harmonious, trust-based relationships with her equine partners.

This ethos is not merely a personal preference; it represents a growing movement within the sport. As societal expectations evolve, the "win at all costs" mentality is being increasingly questioned. Hepburn's success on the international stage, achieved through methods that prioritize the horse's well-being, serves as a powerful case study. She demonstrates that ethical training and competitive excellence are not mutually exclusive.

"I am delighted to collaborate with FESA at this pivotal moment for our sport," Hepburn stated in the official announcement. "Contributing to a collective action in support of the future of equestrian sport and equine welfare is both a responsibility and a privilege."

Her lineage, while notable, is being framed as a platform for this responsibility. Where her grandmother used her global profile for humanitarian causes, Athena Hepburn appears poised to use her influence to advocate for the silent partners in her sport—the horses themselves.

A Sport at a Crossroads

The partnership arrives at a critical juncture for the global equestrian community. The sport, which contributes to a $300 billion global industry, is grappling with what FESA terms "existential risks." These threats are multifaceted, touching on everything from its social license to operate to its financial stability.

Chief among these is the escalating crisis in animal welfare. A recent global survey conducted by the Fédération Equestre Internationale (FEI) revealed that 75% of respondents harbored concerns about the welfare of horses in sport. This public sentiment is fueled by recurring controversies over harsh training techniques, such as "Rollkur" (hyperflexion of the neck), and the visible evidence of whip and spur marks in competition. While governing bodies like the FEI have codes of conduct, the gap between regulation and consistent practice remains a significant source of tension.

Beyond the ethical arena, the sport faces questions of sustainability. The environmental footprint of major events, from plastic waste generated by feed and supplements to the resource demands of maintaining large venues, is under increasing scrutiny. Furthermore, climate change poses a direct threat, with extreme weather events impacting competition schedules and compromising equine health. Coupled with declining youth engagement and a fragile financial ecosystem, the need for a unified, forward-thinking strategy has never been more apparent.

FESA's Strategic Maneuver for a Modern Era

This is the landscape into which the Geneva-based FESA has stepped. The alliance brings together a diverse coalition of athletes, federations, scientists, and commercial partners to forge a sustainable path forward. Their mission is not just to protect the sport but to actively modernize it. To this end, FESA has outlined a five-year strategic plan with seven core initiatives, including establishing a unified Welfare & ESG Standard, developing youth and grassroots pathways, and creating a digital broadcast platform to broaden fan engagement.

The collaboration with Athena Hepburn is a cornerstone of this strategy. By aligning with an athlete who is both a credible champion and a vocal proponent of ethical horsemanship, FESA gains a powerful and relatable ambassador. "Athena embodies the spirit of FESA: an athlete who is committed, credible and deeply connected to the realities of the sport," the organization stated. "Her perspective and engagement are valuable assets in shaping the future of equestrian sport."

This partnership aims to translate high-level policy into tangible, field-tested action. Hepburn will contribute directly to FESA's initiatives on high-performance sport and equine welfare, lending her expertise to help create a framework grounded in shared responsibility and a long-term vision.

Building a Broader Coalition for Change

The alliance with Hepburn is not an isolated event but part of a broader, deliberate strategy by FESA to build a powerful coalition capable of steering the industry. Recently, the organization also announced a partnership with EQuerry Co, a specialist equestrian strategy and communications agency. This move underscores FESA's understanding that reforming the sport requires not only sound policy and ethical standards but also a compelling narrative that resonates with global brands, media, and a new generation of fans.

The goal is to make the case for a renewed, responsible equestrianism commercially credible and widely understood. By combining Hepburn's star power and authentic commitment with EQuerry Co's strategic communications expertise, FESA is assembling the tools needed to drive meaningful change. This collective effort seeks to ensure that the future of equestrian sport is not left to chance, but is actively designed to be more ethical, sustainable, and inspiring for generations to come.