Meet Vicki Lowell - USEF’s Chief Marketing & Content Officer Challenging Equestrian Sport’s Historically Exclusive Attitude
Vicki and Her Horse Grandekittaire, Photo Credit Taylor Pence/US Equestrian.
If you have been following Recreational Habits for some time or glanced at our social pages, you likely know how much admiration we have for horses and riding. But, like most things in our world, they are not created equally, and every organization, system, and community have room for major improvement. As our mission with Recreational Habits is to bring the exclusive world of the preppy elite and their hobbies to the historically excluded, we had to face the reality that a sport and community that we admire has not always allowed us in with open arms. We believe that all people, regardless of color, should be able to experience the joys of Recreational sport and living, from equitation to golf, to hosting and galas, to ultimately knock down country clubs’ unspoken bias and rewrite the rules unapologetically. To do so, we like to talk to the people who write the rules because change should also happen from the top down. Enter Vicki Lowell, the United States Equestrian Foundation’s Chief Marketing and Content Officer who, with the USEF, is determined to make riding available to anyone who has an interest in riding or spectating the equine sport.
Bay Collins Courtesy Of EquestriansofColor.com
Lauryn Gray Image by Mikayla Marks
The USEF (United States Equestrian Foundation), is the sole National Governing Body for Equestrian Sport, with the exception of horse racing and polo. Simply put, if you attend a horse show, are a showing equestrian, or coach, the USEF is very much involved, and ensures that riders, coach, spectators, and horses are safe. Its mission, “To bring the joy of horse sports to as many people as possible.” (USEF Website) In 2017, the USEF along with Vicki Lowell created a strategic plan to bring as many people into the sport as they could and broaden their audience and fan base. But, in 2020, Elle.Com released a poignant article, “Who Gets To Be An Equestrian?” The article featured riders of color and whose love of riding, determination, and strength kept them in the sport when others in the community made it clear that they were not welcome. Following the article, the USEF once again returned to the drawing board determined to make the horse world an inclusive and safe world for all.
Nearly a year later, we spoke to Vicki Lowell about what the USEF is currently doing to help rectify the situation. “We reached and used external thought leaders to help us, because clearly what we were doing wasn’t good enough and we truly wanted to be better. We put together an action plan that we are fulfilling, and we want to evolve and change because everyone deserves to be a part of our world. One of the most important things we are working on is training and education and awareness for our staff and board, and licensed officials including Judges and coaches. We have also established our community outreach program designed to offer access to underserved communities.” All additional resources and information can be found on the USEF website and here is a link to their strategic plan that has been put into place and is being actively fulfilled.
Vicki’s passion for horseback riding and the equestrian world is a natural one. Growing up as a self-imposed ‘shy’ girl she found company, companionship and community while riding and spending free time at the barn. She believes the life lessons learned in the barn are ones that every person should have the exposure to, such as temperament, “You cannot be a bully, you cannot overpower a horse or strong arm them, they will put you back in your place quickly, and that teaches you about respect.” After decade long stints at Discovery Communications, where she led brand strategy and digital/social marketing for Animal Planet and TLC, she took on her current role at USEF in 2016. Additionally, Vicki has a successful amateur riding career as an adult jumper and is grateful for the confidence and grace that being an equestrian gave her. Currently, as we are wandering through the Hampton Classic grounds, we are thrilled to report more color in the sea of foam, and the USEF ensures a safe space for all.
USEF Dressage Rider Chandra Thurman
Vicki was also imperative in the USEF’s ‘I Am US Equestrian’ campaign, highlighting riders and coaches who have fought against adversity and found comfort and community through horseback riding. ‘I Am US Equestrian’ rider, Bea de Lavalette, who was 17 when she was caught in a terrorist attack in Brussels which resulted in the loss of her lower legs, described how crucial horses were in her recovery. Bea said. "Horses helped me through the accident by being there and giving me hope, which is something that I lacked a lot of. Having hope is really hard to find, and having the horses around, they give me something to thrive for." In 2021, Bea qualified for the U.S. Para Dressage Paralympic Team! Another highlighted athlete in the ‘I Am US Equestrian’ campaign is dressage rider Chandra Thurman, whose parents and grandparents bred and raised horses. After riding as a western rider, she changed disciplines to dressage. “It's really a dance with your horse, and you can see that with anyone who comes into the arena. I just love the beauty of that. Competing--going in there and having a goal--gives me confidence," she added. "I think that's the main thing I love about competing, having those little goals. It's the drive to keep doing a little bit better each time."
If you are interested in learning more about riding, horses, horse care, breeds, competing, or just simply curious be sure to spend some time on the USEF website. There are video tutorials and a goldmine of information on how to get involved. With over 2,300 USEF official horse shows annually, you can search by zip code to see when one will be close by for you to enjoy. If you are looking for a local barn to sign up for riding lessons, they have resources for that as well.
Thank you to the USEF for hearing our voices, actively setting up structures, and implementing them to make the equestrian world a safe and welcoming community for everyone. As Vicki said, “We are challenging the stereotypes that are out in the world that you have to be a king, queen, wealthy, or look a certain way to participate in the sport. That is not the case. The sport is open to all people from all backgrounds and walks of life, and it is our mission to make sure that anyone feels welcome into our world and that starts with exposure and spreading our message and mission. We are taking equestrian sports off its ‘high horse’ and working to make it as accessible to as many people as possible who are curious and want to join. It is not the sport of elitism and perfectionism as it once was and can be thought to be, the barn door is open to all.”
To discover some more equestrians, click here.
