I can help your equine business grow :)

Hi, I'm Sarah Watson, Owner and Founder of Digital Impulsion and I use my in-depth knowledge of horses and the equine industry to provide specialist content and email marketing to equine businesses.


Here's a little bit about my experience in the equine industry...

I've gained varied experience across many elements of the equine industry, in both practical yard roles and office environments. This includes riding schools, polo, dressage, and show-jumping yards as wells as horse-racing administration, racecourse construction and operation and development of bespoke equine software programs. Having held roles as a Groom, Working Pupil, Riding Instructor, Administrator, Project Coordinator, Project Manager and Business Analyst I've developed an excellent understanding of equine businesses and the industry in general. I also have a 2:1 BSc Equine Science (Hons) degree and the BHSAI qualification. 

I've been around horses and more importantly horsey people from a very young age, and have developed the typical horsey person can-do attitude and practical approach, to be able to see what needs doing and to "just get on with it!"

Find out more...

Previous Equine Industry Projects

Content and Email Marketing - Racehorse Trainer

Writing and designing downloads, blogs and email marketing for Newmarket based trainer Ilka Gansera-Lévêque covering numerous horse-racing related subjects. Sharing content across specific social media platforms. 

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- Ilka Gansera-Lévêque - IGL Racing

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Blog Writing in Equine and Horseracing Industry

Having spent 15+ years working in the equine industry in different areas and types of roles, and with a keen passion for encouraging people to develop and reach their ambitions. I wrote a 'Careers in Racing Series' for The Thoroughbred Club. This has been published on their members only website and formatted into a book which I very much hope their members found useful :)

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- Tallulah Lewis. Executive, The Thoroughbred Club

Webcopy in the Horseracing Industry

With specialist knowledge and passion for personal advancement I was really pleased to be able to create the webcopy and downloads for careers part of The Thoroughbred Breeders' Association's new website. 

- The Thoroughbred Breeders' Association

Article Writing and Editing in the Equine Industry

The knowledge picked up through my degree comes in handy when article writing and editing for clients such as Equine Osteopath's and Nutritionist's to use as the cornerstone of their marketing. 

- Various!

Enewsletters in the Equine Industry

Helping equine businesses to build their sales through the regular sending of updates, useful articles, information on products or services, and asking for reviews.

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- Cath Dunnett. Racing Blue

Software Integration at Weatherbys Bank (Horseracing and Finance Industry)

Weatherbys Bank required expert business analysis support to design and embed a new interface and processes to support a core banking systems change project. With specialist knowledge of the horseracing industry I joined the team to analyse process improvement and to deliver one of the key internal interfaces to plan. I was responsible for conducting initial business analysis to formalise the requirements, and to get these agreed by all levels of stakeholders – including directors, IT professionals, and customer service teams. It was important to ensure that technical requirements, concepts, expectations and project timelines were communicated with clarity to all. I supported Weatherbys Bank through the entire project cycle from requirements gathering, interface development, test cycles, I produced process documentation for the customer service teams and gave training and guidance for internal staff to successfully deliver the live transition. I then supported the teams through the initial operational stage before training a replacement and working through a hand-over period.

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— Val Richardson. Operations and Risk Manager, Weatherbys Bank

Read full case study and testimonial...

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Software Development in Horseracing Administration

Working as part of a project team I was involved in a large multi-million pound software development project in the horseracing industry. Taking numerous workstreams from inception through to completion. I ensured close communication was created and maintained between business stakeholders and the IT development teams - who were based in-house, off-shore and sometimes outsourced. This involved project planning as well as the production of detailed requirement documentation to be understood by all. I was often involved with project work-streams that modernised complex legacy registration and charging systems.

Racecourse Operations

I prepared the racecourse for raceday. However, construction also continued in phases, this meant the site operated like an 'event' for each raceday, with various essential items hired for the period required; such as, toilet blocks, shower blocks, heaters, air conditioning units, lighting towers, generators and power distribution. I arranged the hire, delivery and positioning of these items. I also sourced many other materials, products and services needed to operate the racecourse. I then remained 'on-hand' for emergencies during the raceday and made myself useful by assisting in the parade ring, by judging best turned out and looking after winning connections!

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— Geoff Adcock. Racecourse Operations, Arena Leisure PLC

Racecourse Construction

I had the rare opportunity to be closely involved in the coordination of the construction phase of a brand new racecourse in the UK. This large multi-million pound project had many facets - to name a few...the track itself, a grandstand, camera towers, an integrity tower, draining, ducting, 200+ stables, 74 floodlights, a vehicle underpass and a pedestrian underpass. I was the central point for the coordination of some of the major works, installations and deliveries, was chief trouble-shooter, ordered materials for all the trades, hired plant, managed the tendering process for the major works and carried out all project office tasks including document control.  I was one of the main contacts on-site in regards to construction and liaised with everyone from labourers to building inspectors, architects to ground-workers.  

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— Allan Burgess. Project Manager, Musco Lighting

High-End Horseracing Syndicate Start-up

I assisted in the start-up and planning stage of a high-end horseracing syndication business.  By producing a range of documents and plans, such as - a draft business plan, market research, cash flow forecasts for two years, assistance in establishing the short-term and long-term business goals, documenting roles and responsibilities for employees and directors, costings on various pricing structures, as well as identifying marketing opportunities. This was put together along with a detailed three month action plan and other helpful business information.

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- Tim Jones. Tim Jones Racing.

Writing Website Copy for Racing Syndicate

After conducting research online I produced accurate and engaging website copy on trainer bio's for a small horseracing syndicate business.

Hands-on Equine Industry Experience

I'm a happy-hacker at heart and aside from a lifetime riding and caring for horses as well as ensuring safety all-round for people and horses alike, I've been fortunate to have worked in a few different disciplines in the equine world...


Working as a groom both at home and competitions. I loved this job, the game, the people and the ponies where such good fun. My favourite equine sport to have worked in!


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- Shelagh Howarth. Yard Manager, Williamson Tea Polo


This was really interesting to get an insight into the feeding and care practises of top quality dressage horses at a very high end facility near Newbury. 


Working as a stay at home groom in a busy competition and sales yard. 


Riding Schools

I started as a Working Pupil at what I believe is one of the best riding centres in the country...Trent Park Equestrian Centre in North London. I had an incredible time working here, loved it completely and was really sad to leave! The people were brilliant and the horses were amazing. I learnt a massive amount from both horses and humans! Once qualified I worked here as a part-time instructor around my degree. 

Also, a Couple of Equine Qualifications...

BSc (Hons) Equine Science

I went to Writtle College and managed to get a 2:1, but was a little disappointed to narrowly miss achieving a first. The modules I took focused on nutrition and my dissertation was studying the difference between fibre digestibility in soaked hay and dry hay. I think I was looking for an excuse to stop hauling heavy, wet hay around in the winter!

British Horse Society Assistant Instructor (BHSAI)

I loved working towards this at Trent Park Equestrian Centre and I think this is the thing I am most pleased to have achieved :)