The sport horse industry in Great Britain is fragmented and serendipitous. However, there are many opportunities available for it to develop and grow. The research this paper is based upon was carried out in conjunction with British Breeding, to improve and develop the marketing of the British sport horse. The research was carried out through an online questionnaire (a paper version was also available) and semi-structured interviews. Both research methods contained questions aimed specifically at breeders or buyers, as well as general questions. Once the data had been collected it was analysed to discover where any trends, relationships or discrepancies existed between the groups. Recommendations were then formulated. Specifically, this paper considers the profiles of breeders and buyers of the sport horse, the reasons for breeding horses or ponies, the characteristics of horses valued by breeders and buyers and the methods of sale and purchase used. The significant difference between the horse purchase price of different categories of buyers, for example the leisure rider and professional rider, or eventers and show jumpers, are discussed. Profitability in relation to the reasons people breed horses or ponies is analysed. The definition of the sport horse is also examined. In conclusion, there is much work that needs to be completed to enable the sport horse industry in this country to be fully understood, from both the perspective of the breeder or producer and the buyer. However, there are opportunities available for the British sport horse industry to move forward.