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Legal counsel for the equine sector.

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

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Helping the organisations that run equestrian, racing and sport in Australia meet the governance, integrity and commercial demands of the decade ahead.

PURE Equine Law is a legal and advisory practice dedicated to supporting the businesses, clubs, associations and governing bodies of equestrian, racing and sport. Ex-Herbert Smith Freehills and a lifelong horsewoman, Emily Purvis brings the judgment of a leading commercial lawyer to a sector she understands from the inside.

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Key services.

  • Commercial law.

    The legal foundation your business is built on.

    Most businesses in the equine and sport world need a lawyer who knows their business, anticipates the risks before they surface, and is already across the detail if something does go wrong. Commercial agreements, employment, regulatory compliance and privacy: the foundational, practical advice an in-house counsel would provide, without the cost of having one.

  • Liability & risk.

    Making equestrian safer.

    Equestrian is a high-risk activity and the legal exposure that comes with it is real. This is the practical risk management work that venues, clubs, schools and event operators need: liability waivers that hold up, risk audits, safety protocols and insurance-readiness support. Safer operations and a stronger legal position, before something goes wrong.

  • Governance.

    Getting governance right.

    Most governance problems don't announce themselves until it's too late: a board dispute, a funding review, a member complaint with nowhere to go. This is the work of getting ahead of them. Governance reviews, constitution and policy updates, director duties and board advisory that put an organisation on defensible ground.

  • Integrity.

    Integrity built in, not bolted on.

    Integrity advisory for equestrian and racing organisations, built around the PURE Equine “FORM” framework. From animal welfare and social licence to member protection and safeguarding, it addresses the obligations that protect an organisation's reputation and licence to operate. FORM is the equine sector's answer to ESG, built for the realities of the industry.

  • High Performance 2032+

    Positioning your organisation for Brisbane 2032.

    The funding landscape for Australian sport is shifting. The new National Sports Eligibility Framework has raised the bar on what credible high performance strategies look like and how funding is secured. This is advisory for sporting organisations that need to understand those requirements, build strategies that satisfy them, and secure their position in the Brisbane 2032 window before it closes.

  • Consulting.

    Commercial thinking beyond the legal brief.

    New revenue streams, sponsorship deals, membership models, commercial partnerships and operational uplift. For equine and sport organisations that need a thinking partner on the commercial side, not just a lawyer on the legal side.

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Featured insights.

 
Insights
The Top Line - Cricket, tennis, surfing and the commercial future of equestrian

Brisbane 2032 is six years away. The lead-up to a home Olympic Games is historically a period of significant growth in sport, and a meaningful moment to think about commercial direction. This article looks at how cricket, tennis, surfing and global show jumping built their commercial models, and what they suggest for the future of Australian equestrian.

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Intellectual Property - The undervalued asset in equine businesses

Equine businesses have traditionally anchored value to tangible assets such as horses, infrastructure and equipment. Yet increasingly, commercially significant value sits in intellectual property: brand, client databases, training systems, competition formats and digital content. This article examines how intellectual property is generated within everyday equine operations, where value commonly leaks when it is handled informally, and why IP literacy is becoming a practical commercial competency. It invites operators to reconsider what they truly own and how structured rights can shape long-term resilience, scalability and transferable enterprise value.

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Horse Welfare - How systems are changing globally

Horse welfare is increasingly being treated as a governance responsibility rather than a series of isolated issues. This insight examines how leading racing and equestrian jurisdictions are embedding welfare into funding models, data systems, consultation processes and risk management frameworks. Drawing on recent developments across Hong Kong, the United States, New Zealand, Ireland, the United Kingdom and Australia, it explores how different system designs address continuity, traceability and transition risk across a horse’s life. The article highlights common patterns emerging globally and explains why welfare is now a board-level issue with direct implications for social licence, regulatory confidence and long-term viability.

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Partnering with the equine and sport world to build a stronger, safer and more sustainable sector for the generations to come.

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