Obesity is often said to be one of the most frustrating but pervasive issues that equine veterinarians deal with; it can be difficult to bring up the topic with owners, to help them to really see that the animal is overweight, as well as to ensure that they actually change their behaviour. This talk brings together the results of a three-year study into horse owners' perceptions of equine body condition and weight management, and theories of behaviour change and human psychology. By using these theories to better understand horse owner behaviour, this talk provides practical information which can be used to help with those difficult conversations.