I’d consider “horses” to be a subculture but not a cult. (Semi-serious.) For me, what’s negative about a “cult” is the prostelyzing aspect. I think most horse people feel–even with their own kids–that you either have the horse inclination or you don’t, and horses are too expensive and heartbreaking to pursue without some sense of passion.
In contrast, I tried CrossFit off and on for a few years. It wasn’t for me, but from day one, there is a big sell, “Functional Fitness for EVERYONE! EVERYONE IS WELCOME.” But then you’re immediately made to feel inadequate (which I was, as a runner, which was inferior to lifting, according to the members). If you miss a few sessions, you get emails and calls; there’s pressure to record your workout results on the “box” (gym) webpage, for everyone to monitor and comment on. If you don’t see progress, then you’re encouraged to sign up for other programs, like the lifting classes, personal coaching, endurance classes, nutrition counseling…people who leave are definitely talked about as not being able to “cut it.”
I think some barns can have a cult-y vibe, or trainers, but I think it’s possible (and better) to “do horses” without being in a “cult,” just like it’s possible to be fit without all that CrossFit nonsense (or whatever niche fitness program you adhere to).
A lot of the people I knew in CrossFit also dabbled in MLM stuff.
