Lessons in Diversifying: The Kelsall Hill Equestrian Centre Story

What began as a traditional 1,000-acre family farm has grown into one of the UK’s leading equestrian destinations, but as Phil made clear, the journey was anything but straightforward.

Through humour, humility and hard-earned insight, he spoke candidly about the successes, the setbacks and the realities of turning an ambitious diversification idea into a thriving rural enterprise.

His opening message to the audience was stark but motivating: “There has never been a better time to think about diversifying your business because we’re not getting any help, the cavalry is not coming.”

In an era of tightening subsidies, rising costs and market uncertainty, Phil argued that farmers increasingly need to take control of their own financial future.

From dairy farming to a national equestrian destination

The diversification journey at Kelsall Hill did not begin with horses. Like many family farms, the business originally relied heavily on agriculture, including dairy production.

But changing market conditions and the long-term realities of farm economics forced the family to rethink their approach. Instead of relying on traditional outputs alone, they began exploring new ways to make the most of their land and location.

That process ultimately led to the development of Kelsall Hill Equestrian Centre, now a nationally recognised venue hosting competitions, training and events while attracting visitors from across the country.

Yet Phil was clear that diversification is never a smooth or guaranteed path: “It’s hard to fail, but it is worse to have never tried to succeed.”

For Phil, the willingness to take risks, while learning from mistakes, was essential to making the project a reality.

The power of shared knowledge

One of the most powerful themes in the session was the importance of collaboration across the farming sector.

Despite the fact that a large proportion of farms in England have already diversified, Phil believes the industry still struggles to share practical knowledge.

“There is an enormous wealth of knowledge within the farming community, but no one is pooling this knowledge and that’s a real shame. If we all come together and share, we could really save a lot of heart ache.”

Diversification projects can be expensive, complex and emotionally demanding. Learning from the experiences of others, both successes and failures, can save years of effort and substantial financial risk.

Why the right professional team matters

A recurring lesson in Phil’s journey was the importance of surrounding yourself with the right expertise.

Architects, quantity surveyors and contract administrators may appear costly at the outset, but Phil stressed that they can ultimately save significant money by ensuring projects are properly specified, managed and delivered.

Weak documentation or lack of oversight, he warned, often leads to expensive disputes, delays and design flaws.

Equally important is maintaining thorough records. Phil advised keeping detailed site diaries, written communications and clear scopes of work, documentation that can prove invaluable if disagreements arise during construction.

Expect the unexpected

Like many large development projects, the creation of Kelsall Hill faced significant challenges along the way.

Construction delays, contractor disputes, design issues and the global disruption of the pandemic all added complexity and cost. Phil noted that budgets can easily double if projects are not carefully managed.

For that reason, he encouraged landowners to build both financial contingency and patience into their plans.

Phasing developments can also help manage risk. By ensuring early income streams, such as rental units or livery operations, businesses can generate cashflow while longer-term development continues.

Diversifying within diversification

Another key lesson from Kelsall Hill’s success is the importance of creating multiple complementary enterprises.

Rather than relying on a single income source, the business now incorporates a mix of activities, from riding facilities and competitions to hospitality, solar energy and holiday accommodation.

This layered approach spreads risk, stabilises income and helps ensure the site remains active throughout the year. In many ways, diversification becomes its own ecosystem.

The human factor

While much of the conversation around diversification focuses on buildings, finance and planning, Phil emphasised that people remain the most important ingredient.

Strong teams, clear communication and defined responsibilities are essential when managing complex rural enterprises.

As Phil put it:“If you want to go far, go together.” Leadership, collaboration and trust are just as critical to success as bricks and mortar.

Ten key takeaways for diversifying landowners

Phil’s session left the audience with practical insights drawn directly from experience:

• Take control of your future, diversification is increasingly essential.
• Learn from others, sharing knowledge across the sector saves time and money.
• Develop a strategy suited to your circumstances, every farm is different.
• Invest in professional expertise, strong teams prevent costly mistakes.
• Document everything, records protect you during disputes.
• Build contingency into every project, delays and challenges are inevitable.
• Prioritise early cashflow, phased developments help manage debt and risk.
• Be honest about mistakes, transparency strengthens the rural community.
• Create multiple income streams, diversification works best when layered.
• Focus on people and teamwork, successful projects rely on strong leadership.

 

A story of resilience

Phil Latham’s story is a powerful reminder that diversification is rarely easy, but it is often necessary.

Kelsall Hill Equestrian Centre did not emerge overnight. It required vision, resilience, collaboration and the courage to keep moving forward despite setbacks.

For the many farmers now considering how to future-proof their businesses, the lesson is clear: diversification is not just about new buildings or enterprises. It is about mindset, perseverance and learning from those who have already walked the path.

And as Farm Business Innovation continues to bring together voices like Phil’s, it reinforces the value of one simple idea, when the rural community shares its knowledge, everyone moves forward faster.