ABSTRACT
This chapter shows how the subjectivity being assembled here encourage a particular kind of relating, which is composed as much of what one shall call, respectively, 'empathetic engagement' as of 'authentic detachment', a pair which destabilises the relationship between subject and object. The chapter explores the composition of subjects taking place when managers, horses and facilitators set out to and interact in the pursuit of becoming. The Icelandic horses form part of creating this feel of 'wild', unkempt and expansive nature, as they in their striking robustness, thick coat and apparent disregard of wet and windy weather, compose a vivid reminder of the 'wild' and 'rough' nature of their homelands. The emic idea of nature has for centuries been closely linked with notions of authenticity which is obviously the connection companies selling services in nature draw on in their marketing and enact in the prolonged service encounters partly or fully placed in 'naturescapes'.
