Time to Ride, an American Horse Council initiative, has introduced a grass-roots effort designed to engage 100,000 new people with horses in a 100-day period.

The “100 Day Horse Challenge” is a nationwide campaign designed to expose new people to hands-on horse activities while providing $100,000 in cash and prizes to participating stables and organizations. The program will enlist 1,000 stables, horse clubs, venues, organizations, or individuals to register as an official "Time to Ride Host” and compete in the 100-day challenge, which kicks off June 1. Participating hosts will be divided into small, medium, and large divisions by size, and challenged to provide a hands-on, interactive horse experience—including riding, grooming, and learning about horsemanship, among other activities—to as many new participants as possible.

“This program incentivizes the segment of our industry that can truly open the doors to a first-ever horse experience for thousands of people,” said Time to Ride spokeswoman Patti Colbert. “It will also educate our hosts on some best practices in growing their businesses.”

Individual cash prizes up to $25,000, as well as stable equipment, feed, veterinary supplies, and more, will be awarded to the hosts that garner the greatest number of new horse enthusiasts