Sharleen Liebenow is a German dressage rider based in Dubai. Raised in Spain, where she spent most of her life training and competing in dressage, Sharleen competed in her first Spanish Championship at just nine years old, and went on to win nine consecutive years at regional championships. Other competition highlights include placing second at a Spanish Championship, and taking many more wins at important cups. Two years ago, Sharleen moved to Dubai, where she has continued to stay deeply connected to the equestrian world through the lessons and horse training she provides there. Sharleen continues to enjoy success and describes last year’s Freestyle win at the UAE Championship with a young horse as “a very special moment”. However, her main focus is her business – Riders Marketing.
Can you share more about your business Riders Marketing?
In 2018, I created the first Spanish-German agency specializing in social media and marketing management for riders and equestrian brands. We work exclusively within the equestrian sector.
My goal is to help clients build strong, authentic brands and connect with their audiences through tailored digital strategies that reflect the unique identity of the sport. A big part of what we do is Sponsorship and Influencer Management. I connect riders and brands to create mutually beneficial partnerships. Combining my background as a rider with my expertise in marketing allows me to offer a perspective that truly understands both the sport and the business behind it.
What advice can you offer to a dressage rider who wants to promote themselves and work with brands?
image courtesy of Shot by Mell
Treat yourself as a brand, not just a rider! Brands want to collaborate with athletes who have a clear identity, a compelling story, and an engaged audience. You don’t need thousands of followers to be valuable, what matters most is consistency, authenticity, and professionalism.
Start by being active and intentional on social media. Share your journey, your daily life with horses, the good moments, but also the challenges. That’s what helps people connect with you on a human level.
Sponsorships are partnerships. It’s not just about receiving products; it’s about creating attractive content in return and showing your personality. This is exactly what I focus on through Riders Marketing: helping riders build their personal brand and develop long-term collaborations that make sense for both sides.
How did horses come into your life and evolve into dressage?
You could say I was practically born on a horse. My parents had a big yard with over 40 horses at the time. I had my first mini pony before I was even born and sat on him before I could walk. My parents say I used to ride him inside the house! It was truly predestined. I’m the typical dressage girl. From day one, it was always dressage. Okay, I have one photo from a little jumping competition, but no, dressage was always my passion.
The only other discipline I think I would have loved (and still would like to try!) is vaulting. But please don’t ask me to jump, not even over a 50cm pole!
Tell us about your horses.
All of them? How much time do we have? Haha! Right now, I have one retired horse in Germany who sadly got injured just at GP level. Together with my husband, we currently have five horses, all young and for resale. The tiniest is Fabienne NH (For Dior x Negro). She’s only 1.5 years old and chilling in Belgium.
- Then comes Summerdale (Glamourdale x Ferdeux). He’s already broken in and is enjoying the summer in Belgium before returning to work.
- We also have two 4-year-olds: Fynella (Fynch Hatton x Dante Weltino)—a real power machine, she’s incredible. And Royal Dior (Fürst Dior x Armani)—this one is my baby and the only one I won’t sell because I want to bring him to Dubai.
- The oldest is PB aka Pearson Black, a 5-year-old gelding by Imposantos x Trento B.
Who inspires you?
Everyone who treats horses well. Those who have patience, who respect them, and who give them variety in their daily life. To name a few: Anna Buffini and Ingrid Klimke.
Do you have a trainer?
Not really. I’ve always been self-taught. I’ve worked with a few trainers over the years like Beatriz Ferrer-Salat (Spanish Olympic rider), and I also trained at CB Dressage with Olympic rider Borja Carrascosa. But I’m quite independent, I just don’t trust many trainers.
It takes a team to do dressage, who’s in your support team?
That’s true! But I do a lot myself. Like I said, I don’t trust many people… My husband supports me and helps from the ground, and he also creates my freestyles—he owns Dressage&Music. We also work with our trainer in Europe, who rides and develops our young horses there. I’m lucky to have some amazing sponsors: Kep Italia, Lauria Garrelli, CeeCoach, Aviar Collection, Utzon Equestrian, Horsegear, and my content creator in Dubai, Shot by Mell. I’m very thankful for all of them!
What do you love about dressage?
The elegance. The beauty of a dance with minimal aids.
What is your training philosophy?
Variety! I don’t believe in training the same exercises with the same intensity every day. Mental health, for both rider and horse, is just as important as physical development.
What are your future aspirations?
My main goal is to bring my own horse to Dubai and train him to the higher levels. Apart from that, I really enjoy the daily training and development of my students and their horses.
Your Top Tip
Build a real connection with your horse. In dressage, harmony and trust are everything. Focus on building a strong foundation. Be patient, stay consistent, and never stop learning, both in and out of the saddle.
What is the best piece of advice you’ve ever been given?
Master the basics and everything else will follow.
Want More?
If you enjoyed meeting Sharleen you might like to view more dressage rider “chatting with” interviews here. You can keep up with Sharleen’s progress and visit her instagram page here