The Time to Ride Challenge, in its third year in 2016, is now open for registration. Stables, clubs, businesses, and all other horse professionals can visit timetoride.com to take the first step towards introducing new people to horses with the goal of expanding the entire industry.

The challenge will award $100,000 cash and prizes and take place June 1 through Sept. 30.

Since 2014, the challenge has introduced more than 60,000 people to horses through first-time horse experiences with the support and involvement of hundreds of stables, clubs, and equine businesses nationwide. Hosts plan engaging hands-on horse events designed to connect families interested in horses to opportunities in their area such as riding lessons, camps, and trail rides. By reaching a new segment of their community, businesses add to their own client base while supporting the entire horse industry.

“It’s critically important to the future of the horse community to focus on welcoming new participants,” said Patti Colbert, Time to Ride spokeswoman. “The challenge gives rewards and recognition to the hardworking horse professionals who are doing the valuable work of teaching new people the very basics and giving them a path to grow into lifelong equestrians