Fjordonomics, Part 1: Why Selling Fjord Horses Isn’t What It Used to Be

An opinion series based on 25 years of personal experience in breeding, buying, and selling Fjord Horses.

This series reflects my personal observations developed over a quarter-century of involvement with Fjord Horses. These views are my own and are not endorsed by any organization.

As we move through 2025, it’s clear that the Fjord Horse sales market has become more challenging. Selling a Fjord was once relatively easy—demand exceeded supply, and the U.S. economy was strong. But times have changed. Very few people truly need a horse today. While horses bring tremendous joy, their purchase is a luxury—and in a tightening economy, luxury markets tend to contract.

In this first installment, I explore how shifting demographics and economic pressures are reshaping the Fjord Horse market.

The Luxury of Horse Ownership

Horses were once vital for work and transportation. Now, owning one is a discretionary decision—often dependent on disposable income, available land, and time. Even for the most passionate horse lovers, the financial reality is hard to ignore. Buying a horse is only the beginning; the ongoing costs of boarding, feed, and care can quickly surpass the purchase price. Many potential buyers are stepping back—not permanently, but for now.

This pause is particularly hard on breeders. Young horses don’t sell as quickly or easily as trained, finished ones. And raising a foal is a long-term investment, often requiring several years before the horse is rideable or driveable.

From Backyard Barns to Subdivisions

Demographics matter. When I was growing up just 25 miles outside Washington, D.C., my backyard bordered a large rental riding stable. Farms were common. Kids joined 4-H. There were barns where you could muck stalls in exchange for a ride or spend all day just being around horses.

That landscape has changed. Much of the farmland is gone—replaced by suburban development. Horse barns are fewer and farther between. Opportunities for kids to form early, lasting connections with horses have diminished.

The Dormant Horse Gene

And yet, some children are born with what I call the “horse gene.” You can spot them: often young girls who devour horse books, binge every horse movie, and light up around anything equine. But even the strongest passion needs fuel. Without access to riding lessons, barn chores, or pony time, that enthusiasm may lie dormant. Some return to horses as adults—but many don’t.

Economic Reality Check

We’re in an uncertain economic period. Families are cautious with their discretionary income, and horse ownership often gets pushed down the priority list. Breeders feel the effects most acutely. It’s no surprise that young, untrained horses take longer to sell in this climate.

This isn't the first time we’ve seen this. During the 2008 recession and housing crisis, many experienced breeders retired or scaled back significantly. Fjord foal registrations dropped sharply during those years—a trend still visible in registry data today. Because horse breeding requires long timelines and upfront investment, the effects of economic downturns ripple for years.

History Repeats, But So Does Recovery

The Fjord community is resilient. But we must recognize that today’s market conditions are not the same as they were even a few years ago. Adapting means understanding the trends and being realistic about the challenges.

We’ve weathered down cycles before, and we will again. But survival requires clarity, patience, and strategy.

Coming Next: What Can We Do About It?

In Part 2 of this series, I’ll explore how breeders, buyers, and Fjord owners can respond to these market shifts—and where I still see opportunity despite the headwinds.