Sam Baynes

Co-founder & CEO

Sam is an Australian entrepreneur living in the United States. He grew up around horses through his sister's Pony Club career but entered the industry full-time after meeting his wife, Jen. Sam likes to joke he is "just another victim" - someone who met a horse girl and now his whole life is horses - but along the way, he discovered an industry filled with passionate people, complex challenges, and enormous opportunity.

Experience

Sam is the Co-Founder and CEO of Pegasus, where he leads company strategy, growth, partnerships, and product direction. Prior to Pegasus, he served in the military before co-founding and exiting a global technology company. His experience spans:

Software development
Venture financing
Product strategy
Go-to-market execution
Scaling technology businesses from concept to international adoption

Over the last five years, he has become a prominent publisher of equestrian business thought leadership, earning recognition for his analysis of industry trends, market dynamics, and opportunities for innovation across the equestrian sector.