Self-organization is increasing in sport and recreative activities and a mismatch between the service offer and the consumer demand is often observed. Following this trend, more and more French equine owners organize themselves to take care of their equine outside any professional equestrian structure. Despite the health, safety, regulatory, economic, social, and environmental issues related to them, little is known about these consumers. In this context, a research program was designed to analyze self-organized equestrian user characteristics, practices, needs, relations with professionals… More precisely this communication aims to compare the demand of these consumers (and their willingness to pay) with the interest of professionals in offering these services, and at what prices. The methodology relies on two surveys conducted online in 2023, one among 337 self-organized equestrian users, and another among 233 managers of professional equestrian structures. Results highlight a gap between the offer and the demand. Professionals often consider these customers as irregular and occasional, whereas 90% of self-organized respondents have needs for services. This demand is divided into four main categories: daily care and management of equines, equestrian practice, agricultural services, and rental of specific infrastructures. Finally, comparing actual and potential supply with the demand makes it possible to highlight examples of typical services in each of these categories, associated with prices matching supply to demand. Our conclusions highlight the development potential of this market, which still remains to be invested in order to better respond to self-organized equestrian user needs and to better support them.