First as a junior and then as a professional, Morley enjoyed a successful show
jumping career. For many years, he was a contender in both the hunter and jumper
rings across North America. In fact, Morley and Joie met as competitors at Spruce
Meadows. A meeting that would change Morley’s life.
For over a decade, Morley has been the cornerstone for Joie Gatlin - Morley Abey
Show Jumping. Morley and Joie founded their business in 1996. Initially, Morley
shared the riding, training and teaching duties with Joie. As the business developed,
he shifted his focus to include a majority of the non-riding business aspects. Today,
he continues to coach and train clients as well as being the “go to” person for all
business related matters.
For clients Morley plays a strong leadership role in maintaining the barn culture, which is best described as smart, forward and fun. As the main cheerleader, problem solver and advisor, he is instrumental in managing the day-to-day functions of the show stable.
For sponsors, private and corporate, Morley is the point-person. As such, he works
directly with each sponsor to maximize the return on his or her “sponsorship
dollars”. He participates in strategic planning, plan implementation and promotion
of the sponsors’ product to meet the goals identified by the sponsors’ marketing
group. His efforts include, but are not limited to, television spokesman, advertising
design and placement, hosting corporate guests attending Grand Prix competitions
as well as organizing special events. Morley understands the potential benefits to
sponsors and works hard to fulfill them.