Time to Ride is an initiative of the American Horse Council, dedicated to reinvigorating the horse industry through programs that help stables, clubs, and other equine businesses grow by introducing new riders to the equine world. The annual Time to Ride Challenge awards $100,000 cash and prizes to competing horse professionals who excel at welcoming newcomers to horse activities. Time to Ride’s website and map provide comprehensive resources for newcomers seeking riding lessons, trail rides, spectator events, and other entry-level horse activities. Create a free account for your business, or encourage your clients to do so, to be added to the map and get involved in the Challenge.