Coaching for Equine Artists
Creative coaching for equine artists who are ready for more.
You’re not starting out. You’re doing well—maybe even thriving. But something feels off. You’re tired of working alone. You’re juggling commissions and your own ideas. You want more space for expression—without losing momentum. Everyone seems to be teaching… should you?
This is where coaching comes in. Not to fix what’s broken, but to support your next step with clarity, structure, and strategic focus.
What this coaching is really about
By Joyce Ter Horst | Curator, Consultant & Coach
You’ve come this far—your work is strong. But something still isn’t quite landing.
Maybe you’re exhibiting, connecting, even selling. But you're ready for more: sharper positioning, better alignment between your work and your audience, and a clearer sense of where you're heading.
Coaching offers a structured, strategic space to reflect, refine, and move forward with clarity. Whether you're preparing for a major opportunity or simply tired of going it alone, this is about supporting your next step—not starting from scratch.
What you gain through coaching
– A cohesive, confident portfolio that reflects your vision
– Pricing and presentation that match the value of your work
– Clearer positioning for galleries, collectors, and curators
– A strategy that fits your ambitions—not just your Instagram
– Professional, personal guidance that sees the whole picture
Coaching packages
Clarity Hour
€85 (VAT included)
1 x 60-minute session
A focused session to help you move through one specific challenge with clarity and confidence.
Perfect if you need:
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Help with your artist statement or bio
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Feedback on your portfolio or pricing
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A creative reset during a block
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A professional sounding board for next steps
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Includes follow-up summary by email
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Available via discovery intake
Creative Boost
€242 (VAT included, 5% discount)
3 x 60-minute sessions over 6 weeks
A structured, short-term coaching track designed to build momentum and focus in your practice.
This package includes:
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Portfolio refinement + artistic positioning
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Pricing and presentation strategy.
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Audience alignment + marketing clarity
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Prep work + email support between sessions
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Tailored action plan for continued progress
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Ideal for artists ready to take themselves—and their work—seriously
Mentorship Track
From €474 (VAT included)
4 or 6 sessions over 2–3 months
Deeper, strategic coaching for artists preparing for exhibitions, repositioning
their work, or aiming for long-term growth.
Choose your track:
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6 hrs. (4 x 90 min) €474 (7% disc.)
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9 hrs. (6 x 90 min) €688 (10% disc.)
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Payment plans available
We’ll focus on:
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Strategic positioning in the art world
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Cohesive, exhibition-ready portfolio
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Branding, visibility, and outreach
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Long-term planning with honest, expert feedback
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Personal strategic action plan
What artists are saying
‘In Joyce I have finally found a great art and business coach. With her help I have made big steps in my career as a professional
equine artist. Her understanding of (equine) art and the art business is unparalleled.
She upholds the high standards and quality I am looking for. She inspires me, encourages me and her hands-on approach with
practical solutions takes my art business to the next level.'
- Mirelle Vegers, equine artist, the Netherlands
‘Joyce is a gifted coach in that there is no cookie cutter approach, all her coaching is individualised. In today’s world that can be
hard to come by. She has art training, she is a proven curator and holds an international standing in our very niche field of equine art.
That’s a unique combination in my book.'
- Karen Osborn, equine artist, Australia
Why work with me
As a curator and coach specialising in equine art, I’ve supported artists in refining their portfolios, strengthening their positioning, and connecting with galleries and collectors who truly align with their work.
Whether you're preparing for your next fair, restructuring your practice, or wanting to finally feel clarity about your direction
—I bring over a decade of experience in exhibition curation and artist development to support your growth.
Ready to take the next step?
This isn’t about more content or a one-size-fits-all formula. It’s about strategic guidance that’s actually tailored to where you
are and where you want to go.
Let’s explore what your next chapter could look like—together.