This is a little rant, but something I am truly passionate about. If you’ve had a session with me, you know how committed I am to learning and how much I love absorbing knowledge. However, I’ve always been cautious when taking courses or webinars run by commercial suppliers in the animal industry.
You might wonder why. Well, there are several reasons:
The Soft Sale Approach – Many of these companies present their information as educational, but their primary focus is selling their products. While their solutions may help, their alignment is with their bottom line, not necessarily with what’s best for you and your horse.
Biased Research – A lot of commercial products are developed based on research that is funded by the very companies that profit from their sales. This means results can be tweaked in their favor. Independent research is rare. This isn’t just an issue in the equine industry—human pharmaceuticals operate the same way. Ever noticed how your doctor's office is covered in branded merchandise from different drug companies?
One-Size-Fits-All Advice – These companies often target caring horse owners by pushing products without knowing anything about the horse’s full routine, diet, or overall management. They focus on whatever is the current “hot topic” in equine health—whether it’s ulcers, colic, or stringhalt (remember when that was supposedly incurable?). Their goal is to sell, not to look at the full picture.
Money
My Recent Experience with an Equine Ulcer Webinar
Ulcers in horses have become a buzzword, often blamed for issues like bucking and girthiness. Many owners rush to buy ulcer supplements without a proper diagnosis, even though the only way to confirm ulcers is via gastroscopy.
I recently joined a webinar on equine ulcers, and at first, it seemed promising. They covered how food can impact ulcer formation, the importance of feeding before exercise, and the role of roughage. The session explained the horse’s digestive system well.
But then came the sales pitch. Right at the start, they announced that attendees who stayed until the end would be in the running to win some of their products. A classic marketing strategy.
As the webinar progressed, they claimed ulcers were caused only by specific physical factors. In the chat, I commented, "Emotional stress can contribute to ulcers." The presenter immediately shut it down: "No, ulcers cannot be caused by emotional stress."
I was stunned. And then I left.
This was yet another sales-driven presentation designed to scare owners into buying products, rather than truly educating them.
Why Do They Ignore the Emotional Factor?
Maybe you’re thinking, "Well, what if they’re right?"
Let’s look at ulcer causes in humans:
Bacteria
Medications
Smoking & lifestyle choices
Stress
Other illnesses
Why would it be different for horses?
In fact, many veterinary sources acknowledge that stress—both physical and emotional—plays a role in equine ulcers. Here are a couple of references:🔗 Baldivis Vet on Equine Ulcers🔗 Main Ridge Vet on Gastric Ulcer Syndrome
I have no connection to these clinics, but they recognize that ulcers are more than just a feeding issue.
This is exactly what I fight against—the mindset that equine health is only physical. True wellness is a balance of physical and emotional factors. Yet, supplement companies conveniently acknowledge stress only when they’re selling calming pastes or hormone blends. When it benefits their sales, stress suddenly matters.
A Rare Example of Integrity in the Industry
Not all product webinars are bad. One of the best I’ve attended was by Dr. John Kohnke. While he did discuss his products, he also provided real education and offered alternative solutions. I even won a one-on-one session with him, and despite my skepticism, he only recommended one of his products—along with a mix of other brands. That showed me his priority was my horse’s well-being, not his profit.
Final Thoughts
When attending equine webinars or presentations, always do your research. Ask yourself:✔️ Are they empowering you with knowledge or pushing a sale?✔️ Do they acknowledge multiple causes of a condition or just the ones that suit their product?✔️ Is their research independent, or does it benefit their bottom line?
Use your bullshit meter. Your horse’s health deserves nothing less.
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