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Legal counsel for the equine sector.

Australia’s legal and advisory practice for the equestrian, racing and sporting industries.

PURE Equine Law is a legal and advisory practice serving Australia's equestrian, racing and sport industries.

Founded by Emily Purvis, a former top-tier lawyer and lifelong horsewoman, the practice combines genuine industry fluency with senior legal expertise. PURE works with racing and equestrian clubs, sporting organisations, equine product and feed businesses, veterinary practices and the wider equine industry, across the commercial, liability, governance and integrity questions that define how these organisations operate and grow.

Expertise.

The equine and sport industries have their own rules, their own risks and their own world. This is expertise that understands it from the inside.

    • Commercial contracts

    • Equine contracts (agistment, spelling, sale, training, lease, breeding, syndication)

    • Commercial litigation and dispute resolution

    • Regulatory compliance and investigations

    • Consumer law

    • Employment law

    • Privacy and data protection

    • Debt recovery

    • Defamation and reputation management

    • Sports sponsorship and commercial agreements

    • Venue and facility agreements

    • Athlete, participant and member agreements

    • Licensing and permit requirements

    • Sports tribunal and disciplinary proceedings

    • Anti-doping and prohibited substances

    • Equestrian sporting rules (FEI, Equestrian Australia and state bodies)

    • Rules of Racing compliance

    • Risk and liability advisory (equine environments)

    • Waivers and releases

    • Risk audits and management plans

    • Incident protocols and emergency planning

    • Insurance readiness

    • Venue and event terms

    • Corporate governance.

    • Governance reviews, audits and frameworks

    • Director duties and liabilities

    • Constitutions, charters and policies

    • Sporting organisation governance standards (ASC)

    • Not-for-profit governance standards

    • Integrity frameworks (FORM)

    • National Integrity Framework implementation

    • Animal welfare and social licence

    • Safeguarding and member protection

    • Complaints handling and disputes

    • Racing integrity advisory

    • Commercial and revenue strategy

    • Sponsorship and partnership development

    • Membership and engagement strategy

    • Start-up and scale-up advisory

    • Industry advisory

  • Business transformed through better legal foundations.

    New terms, operational frameworks and a commission structure that materially lifted sales revenue converted a horse business running on instinct into one running on infrastructure.

  • Defamation resolved in two days.

    A single letter secured the removal of a defamatory post and a public apology within two days for a business client whose reputation was under threat.

  • Making equestrian safer and reducing risk profile.

    Mapped an equestrian organisation's operations against applicable legal, regulatory and industry standards, identifying gaps and designing a complete framework to address them. The result was a materially stronger compliance and insurance position.

  • Debt recovered in full.

    A debt was recovered in full for a client within four weeks, after the client had been unable to obtain payment independently.

Emily Purvis.

emily purvis pure equine law

Emily founded PURE Equine Law in 2021 after training and practising as a commercial litigation and regulatory lawyer at Herbert Smith Freehills, one of the world's leading law firms, across its Perth, Melbourne and Hong Kong offices.

A lifelong horsewoman and former competitive dressage rider, Emily understands the equestrian, racing and sport industries from the inside. She also serves on the board and Risk and Governance Committee of Pony Club WA.

Her work has been recognised nationally. Business News 40under40 winner (Professional Services, 2025). Two-time finalist, Sole Practitioner of the Year, Lawyers Weekly Australian Law Awards (2024 and 2025). Winner, Lawyers Weekly 30 Under 30, Sport and Entertainment (2023).

When you work with PURE Equine Law, you work directly with Emily.

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Contact.

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If you're operating in equestrian, racing or sport and would like to discuss how PURE Equine Law can help, get in touch.

Based in Victoria and Western Australia, with clients across Australia.

admin@pureequine.com.au

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