Kristy Snepvangers: Balancing Top-Level Sports, Studies, and Entrepreneurship

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While most business ventures can be described in a few clear sentences, that’s not quite the case with Kristy Snepvangers. Above all, she is a European-level equestrian. But she is also the face of a fast-growing personal brand that includes a YouTube channel with 31,000 subscribers, an Instagram account with 51,000 followers, her own webshop, and large fan events that bring over 1,000 fans to her family farm.

In short, Kristy is her own brand.
“You could definitely call it that,” she laughs. “Sport always comes first for me. That’s also why I’m studying Sports Marketing at the Johan Cruyff Academy in Tilburg, where I’m given the flexibility to train and compete. I focus mainly on Eventing – basically the triathlon of equestrian sports. It consists of dressage, show jumping, and cross-country.”

Turning Passion into a Business

As Kristy’s equestrian career took off, she gradually built her business around it.
“It all started quite naturally,” she explains. “Through YouTube, I shared a behind-the-scenes look at life as a professional rider – what it takes to prepare for a European Championship, the ups and downs. I’ve been doing that for about four years now, and along the way, I built a strong and loyal fan base.”

Through her website All About Kristy, she sells merchandise ranging from T-shirts and buckets to horse fly sheets – all featuring her own brand.
“I officially started my business two years ago. Under the name All About Kristy, everything comes together,” she says. “I also organize about three fan events a year. The last one was in July, and around 1,000 fans showed up at my house. Thankfully, we live on a farm – so we made it work.”

The Minor in Entrepreneurship and the Student Entrepreneur Program

As her business grew, Kristy brought in support. Her parents are now actively involved in the company, and she puts together a team to help with larger events.
“I wanted to expand my own knowledge of entrepreneurship too,” she says. That’s how she ended up at the Booster Weekend hosted by the Fontys Centre for Entrepreneurship in February 2023. Together with other student entrepreneurs, she took part in workshops led by seasoned entrepreneurs.

“That’s where I first heard about the Minor in Entrepreneurship – and it immediately appealed to me. How can I run my business more efficiently, and how can I grow as an entrepreneur? I really wanted to find those answers.”

She enrolled in the minor in September and hasn’t looked back.
“What I really appreciate is how, from day one, you’re surrounded by experienced entrepreneurs who challenge your way of thinking. They ask sharp questions about your business, which helps you look at things differently. The minor has given me valuable insights that I’ve already been able to apply directly. And there’s also a strong focus on personal development and cultivating an entrepreneurial mindset – something I’ll continue to benefit from long after the program ends.”

In addition to the minor, Kristy is now applying for the Fontys Student Entrepreneur Scheme. With a thriving business that demands much of her time, the scheme is a logical step.
“It’s great to know that I can do my internship within my own company,” she says. “That way, I can continue growing my business and still graduate, all with guidance from Fontys’ business developers.”

Looking Ahead

The future looks bright for All About Kristy. She shares one colorful milestone that perfectly illustrates her growth:
“One of my biggest role models was always Nikkie – a personal brand entrepreneur who, like me, works in the equestrian world but also beyond. She actually bought a horse for me and we’ve been working together for six months now. That was a dream come true.”

For now, Kristy is focused on learning and scaling.
“Things are going really well, but the investments are also significant,” she explains. “There’s still so much potential for growth. Thanks to everything I’ve learned from both my studies and the minor, I’m confident that I’ll continue to grow in the coming years – both in business and in sports.”

Author: Fontys Centre for Entrepreneurship