When passion and business collide, remarkable things happen. Jenny Uldry, Bridl’s international sales agent for Switzerland, epitomizes this fusion of passion and expertise.
With a deep-rooted love for horses and a sharp business acumen, Jenny has not only opened doors for Bridl in the Swiss equine market but has also completed her first significant sale, setting the stage for future successes.
A Lifelong Passion
After receiving her first pony, Jenny’s love for horses started when she was just 10 years old. It was a defining moment that led her to an early career in competitive show jumping, where she dominated local circuits, winning nearly every weekend.
This early success ignited a lifelong passion for horses, but Jenny’s career path took an unexpected detour. She completed a master’s degree in Business and spent four years as the Head of Partnerships and Marketing before being drawn back into the equine world.
Her return to horses wasn’t accidental. Jenny was a Bridl client before joining the team. Her experience buying a horse through Bridl convinced her of the platform’s potential, and she recognized an opportunity to leverage her industry expertise and network.
Today, she is Bridl’s trusted sales partner in Switzerland to increase sales volume and build long-term partnerships.
Opening the Swiss Market
Jenny’s transition into Bridl wasn’t just a professional pivot but a strategic move that quickly bore fruit. She hit the ground running with her extensive knowledge of the Swiss market and connections within the equine community. Jenny has already established strong relationships with key clients and sellers, making her an indispensable part of Bridl’s expansion strategy.
Her first significant achievement came with the sale of Truman Van Het Eikehof, a promising Belgian Warmblood with great potential for competitive showjumping. This sale marked a turning point for Jenny and Bridl’s broader ambitions in Switzerland. Truman’s sale was not only about finding the right horse for the buyer but also establishing trust in Bridl’s ability to handle high-value, cross-border equine transactions.
The Challenges of the Swiss Market
Selling horses in the Swiss market presents unique challenges. It is a highly competitive arena with exacting standards, where clients expect nothing short of perfection. Transparency is critical, and sourcing horses that meet the stringent expectations of Swiss buyers can be daunting. Additionally, navigating the logistics of cross-border sales—mainly when it involves veterinary checks, transport coordination, and regulatory compliance—adds another layer of complexity.
The stakes were high in Jenny’s first sale. Matching Truman’s temperament and potential with the right buyer was critical, and Jenny worked closely with the Bridl team to ensure the entire process was seamless.
She identified Truman as an ideal match for a Swiss client, leveraging her local knowledge and understanding of the client’s needs to facilitate a perfect fit. Jenny closed the deal after coordinating a successful trial, arranging veterinary checks, and managing the complex transport logistics from Belgium to Switzerland.
Building Success Through Collaboration
Jenny’s first sale highlighted the importance of collaboration within Bridl’s team. Sourcing Truman was a team effort, with Guillaume Augustin, Bridl’s French market sales partner, identifying the horse.
Meanwhile, Jenny’s local knowledge and network of Swiss contacts were instrumental in connecting Truman with his new owner.
Throughout the process, Jenny maintained close communication with the client and the Bridl team, ensuring that every detail—from the horse’s trial to the final transport—was handled smoothly.
Looking Ahead: Jenny’s Vision for the Future
Jenny’s first sale is only the beginning. Her success has reinforced her credibility in the Swiss market and opened new doors for Bridl. The positive feedback from her first client has already led to ongoing negotiations with new buyers and sellers, and her potential sales pipeline continues to grow.
As she reflects on her journey, Jenny emphasizes patience and perseverance as the cornerstones of success in the horse business. “The horse business is all about long-term relationships and consistency—quick wins aren’t sustainable,” she says. This mantra has guided her through the challenges of breaking into a competitive market and will continue to shape her approach as she works to expand Bridl’s presence in Switzerland.
Looking ahead, Jenny aims to establish Bridl as a market leader in Switzerland. She plans to increase sales volume, build long-term partnerships with high-value clients, and expand her network of both buyers and sellers. With her eyes set on even larger international sales, Jenny is poised to play a vital role in Bridl’s continued growth.
Behind the Success: A Passion for Horses
At the heart of Jenny’s success lies her deep, personal connection to horses. When asked which horse has left the biggest impression on her, she doesn’t hesitate her current six-year-old gelding. “He’s introverted and shy but full of potential.
We’ve had a clean record in 90% of our shows, and I’m hopeful we’ll reach a high level together.” This innate understanding of horses drives Jenny in her role at Bridl.
While she enjoys all aspects of the horse sales process, the moment of discovering hidden talent excites her the most. “Finding hidden talent, no question. There’s something special about recognizing a horse’s potential,” she explains.
When she's not working or riding, Jenny enjoys freeing her mind by boating on the lakes. A self-described introvert, she finds that being on the water brings her peace, just like being on a horse transforms her from shy to confident and unstoppable.
A Bright Future with Bridl
Jenny’s first sale with Bridl has set the stage for even greater success in the Swiss equine market. As she continues to build her network, establish long-term relationships, and refine her sales strategies, Jenny is well-positioned to make Bridl a household name among Swiss horse enthusiasts.
With passion, business acumen, and unwavering perseverance, Jenny Uldry is leading Bridl’s charge into the Swiss market—one horse, deal, and relationship at a time.