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A story to highlight the real truth:

Freddy, our fictitious farrier is making money, but working too hard

Freddy is overworked and exhausted, trying to earn more by doing more—instead of working smarter. There are so many reasons but all come back to the root of the problem - pricing confidence; struggling to make sufficient profit to keep numbers down. It’s 7:30 AM on a Saturday morning, Freddy has had a slight lie in as its the weekend. He's quickly stocking the van for the day ahead, back still aching from yesterday’s long day. There’s barely been time for breakfast - let alone his kids - as he's had to deal with two phone calls already. And as Sunday creeps in, he's beginning to get that Sunday feeling looking at the diary for Monday.

Things farriers often do in an attempt to make things better:

These might work slightly, but do they scratch the surface?

  • Trying to squeeze more horses into each day—even if it leaves you drained for the family when you finally get home.

  • Raised your prices slightly (by £2 - £5) but you are afraid if you go any higher you will lose too many customers.

  • Reduced the amount of time you allow yourself at each call.

  • Thought about taking a course, but when and what exactly? All the training around anatomy and techniques are really interesting, but will they really help me earn more?

Back to Freddy...

The sad thing is none of this has worked at all. Life is still about racing from yard to yard, with almost no time left for himself or those he loves. We know, because at Forge Smart we’ve lived that life. The farrier trade traditionally rewards grit and hard graft, not business - and that’s where things have gone wrong for so many years now. This isn’t a lack of trying problem: this is a systemic problem. Fortunately, there’s a better way. The Forge Smart Pricing Programme will show you. Freddy, our farrier is overworked and exhausted, trying to earn more by doing more - instead of working smarter. The root of the problem is by working so hard, Freddy is actually perpetuating the issues rather than rectifying them.

There is another way

Freddy's future could, and should, include higher prices per horse, fewer clients, and more family time - showing him that a balanced, rewarding lifestyle is realistic and achievable.
Go to the Pricing Programme

What would life look like if you didn’t have to work just so hard?

Picture this: it’s Friday at 3 PM and you’re done for the week. No emergency visits left to do. No feeling guilty for skipping that family dinner again. You've raised your prices, cut your client list to those you enjoy and that value you, and still brought in more profit than last month - all while having energy left over and being present for your family.

The truth is that all of this can be achieved if we work together:

Get to the point where this is your reality:

  • You’re turning away extra clients because your schedule is filled, but only with your best customers that value you.

  • You’re spending your weekends with your friends, family and kids, not under a horse.

  • Your bank balance isn't a constant source of stress anymore. You know every horse you shoe will bring in a fair and decent level of profit.

  • You enjoy your work again because you have more time with each horse and are able to do your best for every client. This means you're not dragging your feet to every callout.

  • You finally feel proud of your work and the customer service you are providing.

  • You’re not tired at the end of the day, you can finally start that hobby or activity you have always wanted to do. Maybe think about that next exam or course?

Freddy's future includes higher pay, fewer clients, and more family time - demonstrating to him that a balanced, rewarding lifestyle is realistic and achievable. You can achieve it too with Forge Smart Pricing Programme.

It might seem counterintuitive

but Forge Smart can truly give you that breakthrough moment

Forge Smart can demonstrate to you how the typical solution of taking on more clients and doing more hours is NOT going to earn you more money and is actually backwards. Forge Smart introduces the idea that pricing strategy and smarter systems lead to true transformation. Why doing more is actually costing you more. I used to think the solution was just taking on more horses; start the day earlier and go to bed later. Skip holidays and send the family away without you. But all that grinding only led to one thing: burnout and higher spending. Realising that most farriers in Britain undercharge and and it’s hurting their livelihoods, reputation and the perception of farriers in general. Charging more isn’t greedy, it isn’t unfair to customers and it isn’t bad business. It’s smart. When I stopped thinking like ‘a trades person’ and started operating like a professional the game changed. Most apprenticeships will teach you how to shoe, but nobody teaches how to build a smart business - until now. The simple techniques turned my weeks from overwhelming to predictable, enjoyable and profitable. It can happen for all farriers too.

The Pricing Programme

our blueprint to working less, earning more

Following the realisation that overworking wasn’t the answer, Forge Smart was created as a practical, step-by-step solution tailored for British farriers wanting more income and less stress, wanting to work smarter, not harder.
Forge Smart was conceived over seven years ago after years of working as a farrier, worn out but stuck in the cycle. Forge Smart is the programme the profession wishes it had ten years ago: this 10 months of step-by-step guidance will completely rebuild how you work. Not theory—practical changes that helped us cut back our hours by raising our charges. Forge Smart is designed specifically for British farriers who want to charge premium and fair rates, serve fewer, higher quality clients, and reclaim so much needed free time. At just the price of a pair of shoes a month, it will pay for itself quickly. And more importantly, it gives you control again. You don’t need to work harder, you need to work smarter. You just need the right approach—we’ll give you that inside Forge Smart's Pricing Programme.

Forge Smart Pricing Programme includes:

Steps to show you how each feature in the course directly solves a pain point with mini before-and-after examples: pricing, scheduling, client quality, communication, and implementation tactics.

  • Farriers used to dread charging higher fees, but our pricing module provides real life scripts and strategies that will make confident increases simple.

  • Fed up of seeing 40 plus horses a week? Lets bring that down to 25 and make the same amount of profit.

  • Diaries are sometimes an intimidating thing to look at, lets remove that stress and make sure we only work for our ‘top’ customers that suit us and we look forward to visiting.

  • Afraid how to communicate price changes to customers? We will teach you meaningful ways to communicate with your customers so that they understand your value and appreciate you.

  • Its a ten month programme but you will begin to make changes that lay the foundations of real change much earlier than that.

Join today

Real price rises can only happen if we all come together...

Forge Smart Pricing Programme encourages Freddy to let go of guilt and believe in the possibility of real change through the programme - a practical, lifestyle-focused shift toward freedom and financial sanity. There’s a better way to be a farrier - and you deserve it - so does the rest of the profession. Farriery is NOT a competition, working together as a community makes so much more sense. By reducing your work load you’re not lazy; you’re not doing it wrong; you simply haven’t been able to achieve this on your own. Make this change and reignite your passion for this wonderful profession and ancient craft in this modern world. That’s exactly what Forge Smart is about. A smarter way to work, earn, and live - with time left for what matters. If you've been waiting for a sign to make a change - this is it. Once every generation there is the opportunity to make a real change. This is our chance, your family will thank you; the future profession will thank you and most importantly you will be thankful you joined the community.
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