Send us Fan MailOrchid Bertelsen is one of the most distinctive and analytically sharp voices to emerge in equestrian media in this year. She built a twenty-year career at the highest levels of digital marketing and e-commerce before the horse world pulled her back in and gave her something new to write about. Her professional background spans Fortune 5 accounts at Dentsu, leading digital strategy across more than 40 consumer brands at Nestlé USA, and running operations at Common Thread Collective, a DTC e-commerce growth agency where she built the financial systems that helped brands grow profitably across paid media, creative, and retention. That resume alone would make her an interesting voice in any industry conversation. What makes her genuinely unique is where she is applying it. Orchid rode as a child, competed on the B circuit in Illinois and Wisconsin, then stepped away for nearly 30 years. After 30 years away from horses, she returned to the saddle at a historic equestrian club 10 minutes from her home in Grosse Pointe, Michigan — what started as a Christmas gift of six lessons has since taken over her entire personality. She currently leases a horse named Beau, and that experience of returning to the equestrian world with fresh eyes and a sophisticated marketing brain has given her an unusual and valuable vantage point on an industry she now sees clearly as both an insider and an analyst. Her Substack publication, Back in the Saddle, is built around the belief that the equestrian industry is a $12 billion market that still approaches e-commerce and digital marketing the way most consumer categories did a decade ago — and that the brands that figure it out first will have a real and lasting advantage. Her writing on the collapse of Dover Saddlery broke through well beyond the equestrian community, demonstrating that the industry's business stories are as compelling as any in mainstream consumer retail when told by someone who knows how to tell them. She writes about the adult amateur community as the largest and most underserved segment in the sport — and has made changing that the mission of her platform.Follow Orchid on Substack here: https://orchid.substack.com/theplaidhorse.comThank you so much for joining us today on the Plaidcast. This podcast is a labor of love, and every single episode exists because of this incredible community of riders, trainers, barn managers, parents, and horse lovers who show up in the barn, in the ring, and right here with us.At The Plaid Horse, our commitment goes far beyond the show ring. We believe deeply in the power of literacy and education and that every rider, at every level, deserves access to knowledge, stories, and ideas that make them a better horseperson and a better human being. Reading matters. Learning matters. And the stories we tell each other in this sport matter more than we sometimes realize.Whether you are a junior rider picking up your first copy of The Plaid Horse  Magazine, a professional trainer looking for inspiration, or someone who simply loves horses and everything this world stands for then this community is for you. You belong here.We build this together. Every article, every episode, every conversation is an opportunity to learn something new, to feel less alone in the challenges of this sport, and to be reminded of why we fell in love with horses in the first place.Until next time, keep reading, keep learning, keep riding, and remember that the horse world is better when we build it together. I will see you at the ring!