From Saddle to Sales: How Dries van Peer Found His Place at Pavo

From Saddle to Sales: How Dries van Peer Found His Place at Pavo
Pavo’s commitment to placing the right people in the right roles, driven by passion and expertise, is evident in the appointment of Dries van Peer as the new Sales Manager for Germany and Austria. This Belgian native brings extensive hands-on experience in training dressage horses and riders. His deep knowledge of equestrian sports, coupled with strong interpersonal skills, is proving invaluable in his new role.
Dries van Peer began his journey at Pavo in April 2023 as a Sales Account Manager. Less than a year and a half later, he transitioned to the position of Sales Manager for Germany and Austria. He was recruited for his first sales role by the now-retired Jacques van den Boom. “I was working in the equestrian department of a German agricultural trading company when Jacques visited, and we struck up a pleasant conversation. Two weeks later, he called to see if I wanted to grab a coffee; he was retiring and looking for someone to succeed him at Pavo. I accepted immediately! It was an attractive offer for me. Pavo is a reputable brand, and I can personally vouch for its quality. The position also offered more flexibility than my previous role.”
Equestrian at Heart
Van Peer was born in Belgium to parents with no prior connection to horses. His journey began when he was introduced to them through one of his father’s customers. Initially visiting once a week, Van Peer soon found himself at the stable every day. “By the time I was sixteen, I knew that my career would revolve around horses. My parents wanted me to finish my education first, which I did. When I turned eighteen, I moved to Germany to train as a riding instructor (Bereiter) in a three-year program focused on hands-on learning. This program taught me how to train horses and educate riders, and I was determined to train in Germany, which has a fantastic reputation for equestrian education.”
After becoming a riding instructor, Van Peer decided to further his education by becoming a certified equestrian professional (Pferdewirtschaftsmeister), which enabled him to train students himself. “This education also covers the business side of horse management—creating business plans, taxes, accounting; it encompasses everything.” With twenty years as a professional rider, Van Peer has ridden many horses for others and particularly enjoyed training young horses to Intermediate A level. After a period of self-employment, he worked for stable owner Schult, where he even had the chance to collaborate with renowned rider Isabell Werth.
New Chapter: Merging Passion with Purpose
When Van Peer speaks, his passion for equestrian sports shines through. So why did he decide to hang up his riding boots? “As you approach 40, endure a few serious falls, and have a daughter, you start to think, ‘What will I be doing when I’m 50? And 60?’ I didn’t come from a large stable or a wealthy background. To make a living from teaching as I get older, you really need to have been a very successful rider.”
He decided to work for a German agricultural trading company before joining Pavo in 2023 as an account manager. “The knowledge I gained about the horse industry and the people skills I developed while training young riders have been incredibly beneficial. You’re more likely to get your foot in the door if people feel you understand what’s needed—you speak the same language, so to speak.”
When the position of Sales Manager became available in May 2024, he took the initiative to apply. “It seemed like an exciting new challenge, so I decided to apply, especially since others had confidence in me. I love to keep developing and growing, and I’m grateful for the opportunity I’ve been given. No one can take that away from me.”
Despite this new path, Van Peer's passion for horses remains deeply ingrained. “I need horses to thrive. It’s still my passion, my ‘thing.’ I’m still in the saddle several times a week, even though I no longer compete. In fact, I was never just a competitive rider. What energizes me is training both the horse and the rider.”
Looking ahead, Van Peer remains optimistic. “These are challenging times, with rising costs of raw materials and energy and the current global situation. But I see this as a great opportunity to explore new paths and possibilities. Pavo is, and will always be, a brand that prioritizes quality and focuses deeply on the well-being of the horse. We will continue to innovate,” he concludes.