Farrier blog | 14 November, 2025
The Farrier’s Strategy: Work Smarter, Not Harder
Running a farrier business takes more than skill with a hammer and anvil — it requires strategy, planning, and awareness of what drives long-term success.
This article draws inspiration from insights shared by Dan O’Dwyer, General Manager of Mustad Australia, who has spent over 25 years working with farriers across the industry. His approach encourages every farrier to think beyond the forge — to view their craft as both a service and a sustainable business.
This article draws inspiration from insights shared by Dan O’Dwyer, General Manager of Mustad Australia, who has spent over 25 years working with farriers across the industry. His approach encourages every farrier to think beyond the forge — to view their craft as both a service and a sustainable business.
Building a Smarter Farrier Business
Every farrier faces similar challenges: balancing time, managing customers, staying financially secure, and protecting their physical wellbeing. Whether you’re early in your career or already established, adopting a strategic mindset helps you create a stronger, more balanced business.
Key areas to focus on include:
Key areas to focus on include:
- Understanding your customers and what each type values most.
- Building strong relationships with clients and suppliers.
- Recognising pain points such as financial pressure or scheduling stress.
- Planning for the future — physically, financially, and professionally.
The Farrier Lifecycle
Every career evolves — from learning to mastery to mentoring others. It’s a cycle that blends skill, reputation, and sustainability.
Each service call contributes to your expertise and reputation.
As Dan insightfully put it: “Remember – every horse you provide a Hoofcare Service to, is one less that you can provide a Hoofcare Service to………. So make it count..”
- Learning Stage: going through your apprenticeship and on the job learning.
- Bullet Proof Stage: starting out as a qualified farrier and building up your business - full of energy and growth.
- Professional Stage: Business is established and the time frame for highest potential earnings. Also, the time when physical demands increase and efficiency becomes essential.
- Mature phase: experience and knowledge take centre stage — mentoring, consulting, and teaching.
Each service call contributes to your expertise and reputation.
As Dan insightfully put it: “Remember – every horse you provide a Hoofcare Service to, is one less that you can provide a Hoofcare Service to………. So make it count..”
Knowing Your Market
Not all clients are the same — and recognising that helps you serve them better.
Understanding which group each client falls into lets you balance your time, effort, and pricing more effectively.
- Segment A – delight these customers: demand quality service and high value job and will pay for it.
- Segment B – expect great service: expect consistent work and fair pricing.
- Segment C – Price-conscious clients: focus on cost and quick service.
Understanding which group each client falls into lets you balance your time, effort, and pricing more effectively.
Managing Costs and Revenue
Efficiency and awareness go hand in hand. Track your materials and operating costs for every horse you shoe — shoes, nails, rasps, fuel, and time all add up. Know what your hoofcare supplies cost per horse — small changes in pricing and efficiency make a big difference over the year. By monitoring these details, farriers can identify opportunities to increase profitability without sacrificing quality.
Building a Sustainable Future
Comparing early-career and established farriers shows how strategy evolves:
The goal? Work smarter, earn sustainably, and maintain quality.
- Starting out: modest income, fewer high-value clients, and limited financial systems.
- Experienced: stable pricing, diverse clientele, and improved efficiency — resulting in higher earnings with less strain.
The goal? Work smarter, earn sustainably, and maintain quality.
Mind and Body: The Foundation of Longevity
Your health is your most important business tool. Strength, flexibility, and mental resilience all matter.
- Stay active and build core strength.
- Stretch regularly or include yoga/Pilates.
- Seek professional help for back, hip, or joint care.
- Maintain social and professional connections — farriery can be isolating.
Professionalism in Practice
Professionalism is what keeps clients and suppliers loyal.
- Communicate clearly and on time.
- Look and act professional at every visit.
- Pay suppliers promptly and plan inventory ahead.
- Handle conflicts calmly — communication solves most issues before they escalate.
Financial Awareness and Planning
Stay ahead by:
- Tracking income and expenses consistently.
- Setting aside funds for tax, insurance, and time off.
- Consulting with an accountant about cashflow management.
- Planning for holidays, sickness, and eventual retirement.
- Cashflow is king — plan for it like you plan your shoeing schedule.
EQUINET: Helping You Stay Organised
The EQUINET App supports farriers in putting these principles into practice.
With EQUINET you can:
With EQUINET you can:
- Manage appointments, reports, and inventory in one place.
- Keep service notes for every client.
- Create and send invoices instantly.
- Reduce admin time — freeing up hours for shoeing.
- Access your business anywhere, online or offline.
Final Thoughts
Every horse you shoe is more than a job — it’s part of your professional journey. Working smarter isn’t just about efficiency; it’s about creating a sustainable, balanced business built on expertise, planning, and the right tools.
With EQUINET, farriers can simplify their workflows, stay organized, and focus on what matters most — delivering quality hoofcare and building a lasting, successful business.
“Make it count — every hoofcare service adds to your story.”
With EQUINET, farriers can simplify their workflows, stay organized, and focus on what matters most — delivering quality hoofcare and building a lasting, successful business.
“Make it count — every hoofcare service adds to your story.”
Webinar: Looking at the strategy of a farrier business
To learn more from Dan O'Dwyer on his farrier industry insights from day to day challenges and how EQUINET can help, watch the webinar in full by clicking on the button below.
Download EQUINET App now
EQUINET is available for free on the App Store and Google Play.
Take your farriery business to the next level today!
Take your farriery business to the next level today!
