Self-organization in equestrian activities: Passion for the practice or passion for the animal

• Objectives / Research Questions More and more French people practice sports or leisure activities outside the federations or traditional sports system, thus choosing self-organization. While the number of these people is increasing, the reasons for this choice remain unclear. To shed new light on the literature, this research questions the reasons for this choice, using equestrian activities as a case study. • Methodology Using the concept of customer participation and attachment theory, and based on a qualitative analysis of thirty semi-structured interviews, this article analyzes the motivations and resources necessary for consumers to self-organize. • Results In equestrian activities, a growing part of the audience is adopting a practice which implies organizing independently to take care of their equine. The results highlight two profiles of self-organized users: those motivated by a passion for the activity, and those motivated by a passion for the animal, and the need for different resources. • Managerial implications Managerial strategies are proposed to understand how