Today we’d like to introduce you to Florentino Soriano.
Hi Florentino, thanks for joining us today. We’d love for you to start by introducing yourself.
What began as a childhood dream of riding horses soon grew into a lifelong passion. As I got older, that passion only became stronger. I remember telling my girlfriend at the time — now my wife — that one day I would train horses professionally. At 17 years old, I bought my very first horse, and that moment marked the beginning of an incredible journey.
After purchasing a few more horses, I dedicated myself to improving my horsemanship and developing my skills through hands-on experience with my own animals. Over time, I started sharing my journey on social media, posting videos and photos of the horses I worked with. Before long, I received a call from someone interested in having me train their horse — my very first client. That opportunity became the foundation of what would grow into our family business.
As our online presence expanded, so did the interest from horse owners. The more we shared our work, the more calls and inquiries we received. What started with one horse gradually grew into a successful training program with up to ten horses in training at a time.
Today, this business has become a true family operation. My oldest son, daughter, and younger boys all play an important role in helping care for and work with the horses. My daughter, who is pursuing her dream of becoming a veterinarian, and I are both certified equine massage therapists. My wife is certified in equine nutrition, helping us provide complete care for every horse in our program. We also work alongside a professional AFS-certified farrier to ensure the highest level of hoof care.
Our goal has always been simple: to provide the best possible care and the highest quality training within our abilities. We are passionate about what we do, committed to continual growth, and grateful to every client who has trusted us with their horses and supported our journey along the way.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Although the journey has been rewarding, it has not come without challenges. Like any path worth pursuing, there have been obstacles along the way that tested both our dedication and perseverance.
One of the greatest challenges has been working with difficult or troubled horses — horses many people had given up on or believed could never be trusted again. Taking the time to understand them, rebuild their confidence, and give them a second chance has been one of the most demanding yet fulfilling parts of this profession. Seeing those horses transform into dependable, loved companions is what continues to motivate us every day.
Another challenge has been enduring the harsh Illinois winters while remaining committed to our training program. Even during freezing temperatures well below zero, we continue to find ways to work, ride, and care for the horses. Those difficult conditions have taught us discipline, resilience, and the importance of consistency in both training and horsemanship.
Through every obstacle, our passion for horses and commitment to our clients has remained stronger than ever. Each challenge has helped shape who we are today and strengthened the foundation of our family business.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in training horses with a focus on creating safe, dependable, and rideable horses suitable for families and children. My training style is rooted primarily in the western discipline, where I emphasize trust, consistency, and building a solid foundation that allows both horse and rider to succeed with confidence.
One of the most rewarding aspects of my work is helping transform horses into reliable partners that families can enjoy for years to come. Whether working with young horses or horses that require additional patience and guidance, my goal is always to develop willing, respectful, and versatile horses.
One of the proudest moments of my career came when one of my training videos was shared and recognized by a well-known charro in Mexico. It was an honor I never expected and a moment that reminded me how far this journey had come. To receive recognition from respected members of the charro community, especially in a country with such deep horsemanship traditions, was truly meaningful and motivating for both me and my family business.
What matters most to you?
What matters most to me is the safety, health, and overall well-being of every horse entrusted to our care. We believe that proper training begins with patience, respect, and providing an environment where horses can thrive both physically and mentally. Every horse in our program is treated with the same level of care and attention we would give our own.
Equally important to us is the value of family. Our family is the foundation of everything we have built, and without their support, dedication, and hard work, none of this would be possible. Together, we continue striving to grow, improve, and provide the highest level of care and training for both our horses and clients.
Contact Info:
- Instagram: @Sorianoperformance
- Facebook: @sorianoperformance
- Youtube: @sorianoperformance
- Other: Tiktok @sorianoperformance
