This case study is based on results from research and collaboration between Vaggeryd municipality, Sweden and Jönköping International Business School, Sweden. The last stage of this long-term research project was to increase understanding of entrepreneurship and equine-related business organizations in two different contexts (Bulgaria and UK). The equine industry is growing organically and is an unusual context in which to study entrepreneurship. This case is based on both primary and secondary data, resulting from extensive empirical research and displays the tradition of horse breeding in Bulgaria, together with some contemporary aspects of the sector. The focus is on one particular Bulgarian equine business from the Ruse region of Bulgaria – the Novex horse riding club and its owner Mr. Emil Rusev. However, it also incorporates the points of view of the other studied Bulgarian equine entrepreneurs (Centaurs). The attitudes towards horse riding, strategies for attracting customers and some steps for overcoming obstacles in Emil’s entrepreneurial activity are presented. Possible options for future development of the Novex club and for the whole equine industry are discussed.