Sandra as been a cowgirl since she was 6 years old

By profession she keeps a Master of Art in Globalization, Transnationalization & Governance. She has gathered professional experiences in adminstration and management as an Erasmus coordinator of European students during her time at the University in parallel to her professional career as a Commercial employee after her apprenticeship

She joined the horse business in 2010 and she went directly all in as part of the Show Office Team for the AMERICANA one of Europe's biggest horse show hosting prestigious reining, cow horse & cutting events since 1986 . Since 2011 she is part of Ready-Steady-Show Inc. and a Managing Director since 2012. In 2020 the company took over its new name to show off what we stand for: AMERICANA!

She is a proud mom of a soccer loving teenage boy.

Joachim has been on horse-back since he was 9 and has been to a pony farm for every vacation. He just loves to spend time at the ranch and with horses and works cattle whenever possible.

He has been Involved in organizing horse events since 1994 and started his first own horse business in 1999 organizing clinics and managing shows. One of these shows has been the first EQUITANA Open Air in Neuss, Germany, Many more followed!

In addition he has been moderating small and bigger horse events to bring his passion of horses to a bigger audience. Some examples are the Western Hall at the EQUITANA, a 9 day horse crazy event with over 100,000 visitors, presenting western horse breeds, different disciplines as well as clinicians to a wide audience; the first Western Forum at the AMERICANA starting in 1998, and various evening shows and events (DQHA Ball, Equitana eveing show with Pat Parelli, AmericanA eveing shows).

Talking about AMERICANA. He joint the team in 1992 (working for the press office until 1996), moderated the Western Forum in 1998, took over the Show Office in 2000 and the Show Management in 2002 together with Mr. AMERICANA Horst Geier.

Joachim is co-founder of Ready-Steady-Show Inc, responsible for the Show Management of AMERICANA. and a Managing Director since 2012. In the year 2020 the name of company was changed to show what we stand for 100%: AMERICANA!

In his “other life” he is a Digital Marketer, Project Manager, Leading a Team of Digital Enthusiasts on their Journey of Digital Transformation, he is a Horseman, Event organizer, and a Dad of two great girls, always looking for something new or old ;-) to learn!