PEMBROKESHIRE County Council has withdrawn a claim that riding schools could generate up to £7,200 a day, after the figure was challenged by operators and councillors amid growing concern over the accuracy of information used to justify licensing fees.

The issue has now attracted national attention and has been reported in Horse & Hound magazine, a leading rural and equestrian publication.

The figure appeared in a report presented to the council’s Services Overview and Scrutiny Committee on Tuesday (Nov 25), as part of a review of riding establishment licensing charges. The matter was raised again at a full meeting of Pembrokeshire County Council on Thursday (Dec 12).

In the report, officers stated that licensed riding schools typically charge around £80 per rider for a two-hour session, adding that a large establishment running three groups of 30 riders across three sessions a day at weekends “may turn over £7,200 per day”.

That claim was challenged at scrutiny and was later withdrawn by the council.

Fees higher than neighbouring counties

Pembrokeshire currently charges £583 per year for riding schools with up to ten horses, £766.50 for centres with 11 to 30 horses, and £1,112 for those with more than 30. In addition, operators must pay around £300 or more for a compulsory veterinary inspection.

Concerns were raised that Pembrokeshire’s charges are higher than those of neighbouring local authorities, placing local riding establishments at a competitive disadvantage.

Council officers told members that Ceredigion charged £570 for centres with up to ten horses and Carmarthenshire £600. However, those figures were later disputed.

Carmarthenshire charges £408, including the veterinary inspection, for centres with up to ten horses. Ceredigion charges £370 for an initial licence covering six to 15 horses and £354 for renewal. Bridgend charges £352, including the vet, for all riding establishments. All figures are publicly available from the councils concerned.

‘We’re being hammered’

Anita Buxton, who runs a 16-horse trekking centre in Pembrokeshire, told councillors she paid £1,127.26 for her most recent licence, made up of a £766.50 council fee and £360.76 for the veterinary inspection.

Her centre only operates seasonally between October and March.

She said: “If I was two miles away in Carmarthenshire, I would have paid £423 in total.

“I’m trying to be competitive with other centres in Wales – we’re all chasing the same customers and we’re being hammered.”

Ms Buxton said her fees have more than doubled since opening nine years ago, while business has declined.

“They’ve done no research and haven’t consulted anybody – not in Pembrokeshire or anywhere,” she said.

“Our insurance has more than doubled. We make our own hay. We don’t employ staff because we can’t afford to. We’re fortunate not to have rent or a mortgage and still struggle to earn anything above keeping the horses.

“We keep going because of the kids – seeing them come back beaming after a ride up the hill and a canter with the views. But there comes a point where the costs are so extortionate you ask what the point is.”

Real-world pricing

Information provided to The Herald by a local Pembrokeshire riding school further highlights the gap between the assumptions presented to councillors and the realities facing operators.

A 2026 price list shows a half-hour lesson or trek priced at £15, an hour session at £30, and a two-hour trek at £60, with a full-day “own a pony” experience priced at £70.

Operators say such prices reflect rising insurance, feed, veterinary and welfare costs, and bear little resemblance to suggestions that riding establishments could generate thousands of pounds a day in turnover.

Decision-making under scrutiny

The controversy has also raised wider concerns about the accuracy of information used in council decision-making.

The Herald has spoken to Cllr Huw Murphy, of the Independent Group, who said the current licensing fees imposed on riding establishments in Pembrokeshire place them at a clear disadvantage compared with centres operating in neighbouring local authorities.

He said he would seek a review of the licensing structure to ensure accurate information is used before decisions are made, and that meaningful consultation takes place with those operating riding schools before future fee levels are set.

Cllr Murphy said the episode demonstrated how councillors can be left exposed when inaccurate or poorly researched information is placed before them, adding that some members had effectively been “thrown under the bus” by figures which were later withdrawn.

The issue follows similar concerns raised in The Herald’s recent reporting on proposed rent increases, where councillors were asked to consider decisions based on figures that were later disputed, prompting calls for greater scrutiny and transparency.

Council position

Council officers have said licensing fees are set on a cost recovery basis and that the authority does not make a profit from them. Members were also told the last consultation on riding establishment fees took place in 2016.

Council records show the scrutiny committee agreed to note the report and its recommendation, but no decision was taken to amend the fee structure.

At the December council meeting, members were told the £7,200 figure had been withdrawn. Cabinet member Cllr Jacob Williams, Cabinet Member for Planning & Regulatory Services, said the matter would be considered again at a future meeting, expected to take place in January.

‘Lifeblood of equestrian participation’

British Horse Society chief operating officer Sarah Phillips said riding schools are the “lifeblood of equestrian participation”.

She said BHS research shows more than 300 riding schools have closed across Britain since 2018.

“We don’t want to lose any more,” she said.

“Licensing fees are set at the discretion of local authorities, and unfortunately that continues to lead to significant variation between counties.

“These conversations are critical if we are to secure the long-term stability of equestrian businesses and protect horse welfare.”