Case study
Salty Cowboy, Bali
How a horse rescue turned manual booking approvals into a system that only offers rides that fit.
The business
Salty Cowboy is a horse rescue and riding centre in Bali, run by Simone. Rescued horses, real riding. Every ride depends on getting the match right: the rider's experience, their weight, and the temperament of the horse they're put on. Put a nervous beginner on the wrong horse and it isn't just a bad review, it's a safety problem.
The problem
Every booking arrived as a message. Simone read each one, worked out whether the rider suited what they'd asked for, then confirmed, suggested something else, or turned it down. In three languages, from riders who couldn't always judge their own level. The screening lived entirely in her head and her inbox. It worked because she's good at it, but it didn't scale, and every mismatch caught late was a slot that could sit empty.
What we built
Threshold. A booking engine that asks the rider what it needs to know first, then shows only the rides that fit them. Trilingual across English, Indonesian and Russian. It screens experience and weight, matches riders to suitable horses, and generates a clean English-language summary that Simone approves over WhatsApp. The judgment that used to live in her head now lives in the booking flow. She still gives the final yes on every ride. She just no longer has to be the filter.
Threshold rules out rides and horses that don't suit them. Those options never appear.
The rider books only from what fits.
Simone approves a clean summary in one message.
Why it matters
Salty Cowboy isn't unusual. Any business where the right option depends on who's asking runs the same loop. Threshold is built for exactly that.
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