A New Model for the Modern Association

Equestrian competitions predate the Roman Empire and continue to be a respected tradition all over the world. A study commissioned by the American Horse Council Foundation demonstrates the economic impact of the horse industry, with approximately $26.1 billion generated from racing, $28.8 billion from showing, and $32.0 billion from recreational horse use. The American Paint Horse Association (APHA) is one of many associations serving the equestrian community and is dedicated to securing the future of the Paint Horse breed by promoting and providing meaningful experiences for its members and non-members alike

The Challenge

APHA horse shows consist of judging a variety of horses in 30 different disciplines. The APHA rulebook for exhibitors and judges is a lengthy publication consisting of text and photos leaving much room for personal interpretation. This can result in inconsistent judging and frustration for show managers, judges, and exhibitors.

Today’s shows draw from a wider audience and may consist of the American Paint Horse, American Quarter Horse, and non-registered horses regardless of breed - all competing and judged on their performance in a specific skill/discipline. This represents a change from the tradition where separate shows were held for each breed, so the standards for the skills/disciplines were judged differently. Exhibitors coming to APHA horse shows need to understand the APHA standards in order to be successful.

Finally, horse show rules and standards are subject to change annually, so it is critical that updated standards, rules, and guidelines are delivered in the most efficient way possible. Prior methods of republishing and distributing documents and DVDs was expensive and inexact. Exhibitors didn’t always have the correct “version” of the standards to work from.

The Solution

APHA leadership recognized a more efficient way to educate exhibitors, judges, and show managers could be accomplished using web-based technology. A tech-savvy staff, led by Dr. Billy Smith and David Dellin, set out to find a system allowing the APHA to create, deliver, and track usage of interactive and engaging training; providing all learners with a consistent user experience, reducing the chance for misinterpretation. They contacted CD2 Learning, a SaaS learning and development platform with a successful record of working with specialty industries, associations, and providers of professional continuing education.

The APHA worked with CD2 for instructional design support and used CD2’s authoring tools to create the online learning solution called “Horse IQ.” This product has videos and simulations that demonstrate the characteristics of each discipline versus the static pictures and text found in the traditional rulebook. The Horse IQ solution offers engaging content where learners can hear actual instruction from a panel of professional judges. They view simulations with video from real competitions and study both correct and incorrect actions through the demonstrations of standards. This puts learners into the ring with the judges. David says, “Panels of experts in each discipline are brought in to explain the details of each characteristic of the discipline to ensure a thorough understanding is provided. This multi-media experience is invaluable.”

The APHA site offers members and non-members subscription access to Horse IQ. Judges and judges-in-training can keep current with professional development, show managers can prepare for all disciplines, and exhibitors can better prepare their horses by knowing exactly how they will be judged. The APHA leadership feels that Horse IQ will be most beneficial to this last group.

Using the CD2 system, rulebook changes are easily made by replacing only specific videos and text instead of republishing the entire book, allowing the APHA to be more efficient in managing their learning content assets. Changes can be quickly applied by uploading the files in one location with the updates cascading everywhere. Dellin says, “The number one advantage of this system is the ease of updating information, so it can be done as frequently as needed.”

Ongoing Results

CD2 and APHA Horse IQ have completed the first phase of development, there has been a soft rollout for a group of exhibitors (70%) and judges (30%). Feedback has been 100% complimentary! Learners felt engaged, enjoyed using the system, and are eager for more disciplines to be added.

APHA is the first professional horse association to offer judge and show training using web-based technology. As a result, there is interest and collaboration from a number of other horse breed and discipline associations, which will result in a continuity of standards, increased knowledge base, and communication across the industry. The APHA is setting a new standard for professional associations who are developing online learning and development products. The level of engagement achieved through the visual appeal of the Horse IQ courses are groundbreaking within the association marketplace.

Once coursework for 8-10 disciplines are available on the site, intensive marketing efforts will begin. David believes they can set an annual goal of adding 60,000 members annually at a rate of 5,000 per month, across various associations, for Horse IQ. Since most professional associations are fighting to maintain relevance and retain members, APHA’s growth through Horse IQ reflects the value being driven through innovation. This all bodes a bright future for the APHA and CD2 partnership, and points to tremendous potential for advancement across the association industry.