A drifting cowboy: George Avery: Master of the Reins at Hastings

Born on January 20, 1802, in the ancient parish of Hastings All Saints, George Avery (2nd great-granduncle)—older brother to coachman William Avery—spent his life at the beating heart of Victorian England’s equestrian trade.

By the mid-19th century, the historic fishing port of Hastings and its stylish neighbor, St Leonards-on-Sea, had transformed into fashionable seaside resorts. Wealthy Victorians flocked to the Sussex coast for the sea air, thermal baths, and social status. Capitalizing on this boom, George established himself as both a Riding Master and a Fly Proprietor at 3 Castle Terrace—a prime piece of commercial real estate nestled directly beneath the soaring ruins of Hastings Castle.

The Dual Trade: Riding Master & Fly Proprietor

Operating out of St Mary in the Castle—the most affluent parish in Hastings—George ran a complete equestrian enterprise that combined luxury instruction with urban transit.

[GEORGE AVERY'S EQUESTRIAN ENTERPRISE]

3 Castle Terrace

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RIDING MASTER FLY PROPRIETOR

• Side-saddle instruction for ladies • Fleet of light, 1-horse carriages ("Flies")

• High-end saddle horse rentals • Hired & managed local "flymen" drivers

• Trail rides through Sussex countryside • Transit for railway tourists & hotel guests

1. The Commercial Riding School

Unlike military instructors or private grooms bound to a single noble estate, a commercial Riding Master catered directly to visiting gentry and middle-class tourists. George maintained a stable of well-mannered saddle horses, offering riding lessons in the covered arena or open fields, with a special emphasis on teaching ladies the delicate, highly structured art of riding side-saddle.

2. The Fly Fleet

A "fly" was a light, rapid, horse-drawn public carriage—the Victorian precursor to the modern taxi. As the railway line expanded into Hastings in the late 1840s, tourists poured off the trains requiring immediate transit to their seafront lodgings. As a Fly Proprietor, George owned and maintained a fleet of these vehicles, managing a team of drivers ("flymen") who shuttled visitors around the steep, winding hills of Sussex.

Location, Location: 3 Castle Terrace

In the 1820s, the Earl of Chichester cut back the massive sandstone cliff face below Hastings Castle to construct Pelham Crescent, anchored by the neo-classical St Mary in the Castle church. The surrounding arcades and streets were built specifically to service the high-society clientele residing in the Crescent.

[PELHAM CRESCENT & CASTLE TERRACE]

Hastings Castle

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(Sandstone Cliff)

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Pelham Crescent

(St Mary in the Castle Church)

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3 Castle Terrace

[George Avery's Stables & Coach House]

According to the 1858 Melville’s Directory & Gazetteer of Sussex, George operated from 3 Castle Terrace, sharing stable space and co-managing local transport logistics alongside fellow equestrian tradesman George Willard. His premises included extensive horse stalls, a coach house for maintaining his carriages, and a meticulous tack room stocked with side-saddles, harnesses, and bridles.

A Ride Through Victorian Hastings

Imagine stepping into George Avery’s domain on a crisp autumn morning in 1855...

The scent of polished leather, sweet oats, and ocean salt fills the brick yard at 3 Castle Terrace. You are meeting George Avery, a soft-spoken master of horsemanship with decades of experience, to take your very first lesson.

[A SCENIC EQUESTRIAN TRAIL THROUGH HASTINGS]

3 Castle Terrace ───► Pelham Crescent ───► Seafront Esplanade ───► East Hill Cliffs

(Stable & Prep) (Coastal Promenade) (Gravel Trot) (Panoramic Overlook)

The Mounting Block: Inside the stable yard, George introduces you to a gentle chestnut mare named Clara. He double-checks every buckle on the leather girth, adjusts the stirrup leathers to match your posture, and demonstrates how to hold the reins with a light, responsive touch.
The Promenade Trot: Under George’s watchful eye, you turn out of Castle Terrace onto the smooth stone flags of Pelham Crescent. The grand neo-classical columns of St Mary in the Castle sweep past as your horse falls into a rhythmic walk alongside the shimmering English Channel.
The Coastal Esplanade: Moving westward toward St Leonards, George rides alongside on his bay gelding, calmly offering tips on keeping your heels down and leaning into the turn as the sea breeze catches your coat.
The Ascent to the Castle Ruins: Turning up the winding chalk path toward the summit of East Hill, the horses dig in, climbing past ancient stone battlements. At the top, George halts the horses, allowing you to take in the panoramic view of the blue Channel, dotted with fishing smacks and steamships, with the bustling rooftops of Hastings stretched out below.

Historical & Biographical Profile

Key Detail	Record Source	Historical Context
Birth	Jan 20, 1802 (Hastings All Saints)	Born into a local family of tradesmen and coachmen.
Census Record	1851 Census (St Mary in the Castle)	Listed as Riding Master in the town's premier resort parish.
Trade Directory	1858 Melville's Directory	Listed as Fly Proprietor at 3 Castle Terrace, Hastings.
Death	July 1866 (Hastings, Sussex)	Passed away at age 64 after a lifelong career in the equestrian trade.