Abstract: More and more French people practice sports or leisure activities outside the federations, thus choosing the so-called self-organized way. While the number of people who practice sports outside the traditional sports system is increasing, the reasons for this choice remain to be clarified. To shed new light on the literature on the subject, this research questions the reasons for this choice by taking the case study of equestrian leisure activities. Indeed, for horse riding, a growing part of the audience is adopting a practice which implies organizing independently to take care of their equine. Using the concept of self-made and attachment theory, this article analyzes the motivations and resources necessary for consumers to self-organize. A qualitative analysis based on thirty semi-structured interviews highlights two profiles of self-organized users: those motivated by a passion for the activity and those motivated by a passion for the animal. The originality of this work is evidence of the influence of social ties on the necessary resources and the moderating role of attachment on the choice of self-organization in recreational activities. Managerial strategies are proposed to understand how service design could adapt to self-organized users and becomes a way to rethink the services offered by professionals. Aim: More and more French people are practicing leisure activities outside the federations, opting for the self-organization. While the people number participating in these activities outside traditional sports system is increasing, the reasons for this choice remain unclear. To shed new light on the literature, this research examines the reasons for this choice, using equestrian activities as a case study. Methodology: Using the self-made concept and attachment theory, and based on a qualitative analysis of thirty semi-structured interviews, this article analyzes the motivations and resources required for self-organization among equestrian enthusiasts. Results: In equestrian activities, a growing proportion of the public is adopting a self-organized practice, which implies autonomous organization to care for their equine. The results highlight two profiles of self-organized users: those motivated by passion for the activity, and those motivated by passion for the animal and the need for different resources. Implications: Managerial strategies are proposed to understand how service design could adapt to self-organized users and become a means of rethinking the services professionals offer. Originality: This work's originality lies in highlighting the influence of social ties on the necessary resources and the moderating role of attachment on the choice of self-organization in recreational activities.