Since 2012, the Fédération Française d’Équitation (FFE) (French Equestrian Federation) has been witnessing a drop in rider membership, after seventy years of continuous growth. This article investigates this trend, focusing on the FFE’s core target audience of riding school customers through a survey of eighty-seven riders aged seven to twelve and their parents. Drawing on the literature on consumer loyalty, the results show the respective influences that children and parents have on choice processes and sports club loyalty. Satisfaction, confirmation of expectations, community engagement, attractiveness of the alternative offer, and relationships with teachers, groups of friends, and particular horses emerge as important concepts to consider. Moreover, the relationships formed with friends and particular horses at the riding school can act as switching barriers in the loyalty process.