When you browse equestrian coaching sites or follow riders on Instagram, there’s a good chance you’ve come across Key Performance Coaching without even realizing it. Chiara, through KPC, has steadily built a reputation in the UK equestrian world for combining mindset work, sport psychology, and traditional riding training to help riders perform with confidence, well-being, and partnership with their horse.
We sat down with Chiara to explore her journey, her proudest moments, and the stories behind her coaching.
Starting Out
What’s your name, and what do you do in the equestrian world as a coach?
My name is Chiara. I am a performance coach, and I run KPC (Key Performance Coaching), which I started 8 years ago. I specialise in sports psychology and mindset coaching; I am also an EQ Bands qualified coach. I do confidence building all the way up to analytic performance riding.
How did your journey with equestrian photography begin?
I started with a Shetland when I was 2, and my Dad had to lead me around. The first ride, I cried the entire time. I was really lucky that my mum was hugely supportive; she has always had a love of horses, and she passed the love down to me.
A Day On The Job
Walk us through a typical day when you’re out on a shoot.
Thankfully, no two days are the same; the only constant in each day is a cuddle with my spaniel. Go to the yard, ride, meet with clients, and hope there’s a spare minute for lunch. What I love is that I cover so many aspects of training — one day it could be mindset work, then a gym workout, then a cross-country session, even some EQ Bands sessions.
Highs & Challenges
What part of your work makes you feel proud?
Leaving a yard knowing I have helped a horse and rider, seeing them as a partnership have that lightbulb moment and knowing that they have understood the purpose of the session, so they are able to work on it ready for our next one.
What’s one challenge you’ve had to overcome in your journey so far?
Imposter syndrome. Definitely.
Imposter syndrome is something that I have always struggled with, and it’s why I am so passionate about helping others overcome their insecurities and struggles. It’s also why I have delved into so many different sectors of coaching, so I have the range of skills to be able to help as many different horse and rider combinations.
Living Emotions
What’s the most memorable moment you’ve had with a horse?
Thankfully, I have had so many amazing experiences throughout my career that I couldn’t possibly pinpoint just one. But it would probably include my girl, Ria, a wonderful KWPN - She is El Salvador X Lupecore.
What’s something most people don’t realize about what you do?
It would depend upon who you were speaking to; a lot of people wouldn’t understand offering that level of support unless they required it. Also, with the EQ Bands, people tend to think that the bands are the session when in fact they are a supplement to my coaching.
Lessons & Advice
What advice would you give someone starting in your field?
Gain as much experience from different parts of the industry before moving into the coaching side and also know your target audience and who it is you want to be coaching.
How do you keep yourself motivated when shoots or editing days get tough?
Wine? Just kidding. My Husband? Even if I was having the worst day, after a productive performance session, it leaves me buzzing, so when things are tough, I remember how lucky I am to have the career and clients that I do.
Inspiration
Who in the equestrian world do you admire or learn from?
I have been incredibly lucky to be surrounded by so many amazing riders and coaches that I couldn’t single out one person. I am always in awe of anyone who is able to bring their best selves to every session.
What has working with horses taught you about people?
Always trust your gut, and that Riders’ pain thresholds are much higher than most. Always go to AnE (Note: I think "AnE" is either a typo in the original or an abbreviation – maybe “and empathy” or something? Might clarify.
If you could change one thing about the equestrian industry, what would it be?
More opportunities for hard-working equestrians. Horses' welfare to join us in the 21st century.
Moments that stay
What do you hope people remember about your work?
That I am hilarious, I think, also the safe and empathetic ways I approach my sessions to allow them to learn and thrive.
What’s one small moment that made you smile recently?
Yesterday I had a client in for her second session, and I was so impressed with how much work she’d clearly put in since the first one. She rode in the EQ Bands, and afterwards her riding was just beautiful to watch; it honestly made me smile.
From battling imposter syndrome to helping riders rediscover joy in the saddle, Chiara’s journey with Key Performance Coaching is a reminder that performance isn’t just about results—it’s mood, mindset, partnership, and purpose. Whether she’s guiding a nervous rider through confidence work or blending mindset with in-saddle technique, her coaching carries both skill and heart.
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