What Equilab does

Equilab is a Swedish consumer mobile application, operated by Equestrian Insights AB (Gothenburg, Sweden, founded 2016), that uses smartphone GPS, accelerometer, and gyroscope sensors to automatically detect and record horse gaits (walk, trot, canter, and t\u00f6lt), speed, distance, turns, and elevation during rides. It is positioned as a digital ride-tracking and training tool for individual equestrians and horse owners, with companion experiences on Apple Watch (standalone Premium mode), integration with Polar H10 heart rate sensors, and an AirPods-based Posture Coach. The platform additionally offers a community-driven Trails feature (launched May 2024) for discovering, saving, and sharing public and private bridleways, and an Equilab Rewards program delivering Premium-only discounts with 15+ equestrian brand partners.

Equilab operates a freemium, consumer go-to-market: the core app is free on iOS and Android, with a 7-day Premium trial and tiered subscriptions at $12.99/month, $59.99/6-month, and $99.99/year (website pricing ~10% lower, processed via Paddle). Distribution is primarily through the Apple App Store and Google Play Store, supported by organic social (Facebook, Instagram, TikTok, YouTube), a support/knowledge base, and offline QR-code stable posters. The company reports 1M+ equestrians, 30M+ rides recorded, and 2M horses tracked. Equestrian Insights AB was acquired by Universe Software, Inc. (Atlanta, GA) in 2021, under which Equestrian Insights and Universe operate as joint controllers for certain administrative and analytical processing. Equilab competes as the dominant independent consumer app in equestrian ride-tracking, with no public enterprise or B2B revenue concentration disclosed.

Name

Equilab

Legal name

Equestrian Insights AB

Website

https://equilab.horse

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Equilab is a Swedish consumer mobile app that uses smartphone sensors to automatically track horse gaits, speed, distance, and elevation during rides, serving 1M+ individual equestrians worldwide via a freemium model with a $99.99/year Premium tier.

Ownership category

akta.pro rank

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Premium Subscription: Monthly or annual subscription model with tiered pricing. Subscriptions available through in-app purchases (Apple App Store/Google Play Store) or directly via website. 7-day free trial offered for new subscribers. Annual subscriptions offer significant savings (approximately $50/year vs monthly).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Equilab is a mobile application that uses smartphone GPS, accelerometer, and gyroscope sensors to automatically track horse riding activities, including gait detection (walk, trot, canter, t\u00f6lt), speed, distance, turns, and elevation. The core app is free; a Premium subscription adds Apple Watch Standalone tracking, Posture Coach via AirPods, Polar heart rate monitoring, live Safety Tracking, advanced trend analytics, trail GPX export and offline use, and equestrian brand discounts.

Product overview

Equilab is a digital horse riding tracking platform consisting of a free core app and a Premium subscription tier. The core Equilab app uses smartphone GPS, accelerometer, and gyroscope sensors to automatically detect and track horse gaits, speed, distance, turns, and elevation during rides. Premium ($12.99/month or $99.99/year) unlocks additional features including Apple Watch Standalone mode, Detailed Statistics with gait-level breakdowns, Trends analysis, Safety Tracking with live location sharing, Posture Coach using AirPods, Polar heart rate sensor integration, Trails private sharing/GPX export/offline downloads, gait editing, and Equilab Rewards with exclusive brand discounts. The Trails feature, launched in May 2024, allows riders to discover and create routes with public/private visibility options.

Differentiator

Problem solved

Functional benefit

Products and services

• Equilab (Core App) Free horse riding tracking app for iOS and Android that uses built-in GPS, accelerometer, and gyroscope sensors to automatically record gaits (walk, trot, canter, t\u00f6lt), speed, distance, turns, and elevation. Provides horse management, training history, calendar, social features, monthly challenges, and free basic analytics. Targets individual equestrians of all levels and disciplines.
• Equilab Premium Subscription Subscription offering (1-month, 6-month, 12-month) sold via Apple App Store, Google Play Store, and the Equilab website (processed by Paddle). Unlocks Apple Watch Standalone mode, Posture Coach via AirPods, Polar heart rate monitoring, live Safety Tracking, gait editing, unlimited horse documents, GPX export, offline trail downloads, trends analysis, and Equilab Rewards brand discounts.
• Equilab for Apple Watch Companion watchOS app compatible with Apple Watch Series 3 and later, allowing equestrians to record rides either tethered to the iPhone (Remote, free) or independently on the watch alone (Standalone, Premium). For Premium users it surfaces Safety Tracking and Polar heart rate indicators on the wrist.

Quantifiable outcome

• 90%+ gait tracking accuracy when properly set up
• +3 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability2 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core and minor.

• PaddlecoreTechnology or IntegrationPaddle is Equilab's online payment processor for Premium subscriptions purchased through the website. Subscribers receive confirmation emails from Paddle with links to manage their subscriptions.
• ApplecoreTechnology or IntegrationEquilab is available on the Apple App Store; users can log in with Apple ID; Apple Watch integration allows standalone tracking without phone; iOS features including widgets and Health app integration.
• GooglecoreTechnology or IntegrationEquilab is available on Google Play Store; Android integration for app distribution and in-app purchases via Google Play billing.
• Equestrian Brand Partners (Rewards Program)minorGTM or Marketing PartnerPremium subscribers have access to exclusive offers from equestrian brands including Animalife (10% off), Callidae (15% off), Dark Horse Equestrian (10% off), DriRug (15% off), DVR Equestrian (10% off), Equestrian Heroes (20% off), Equicoat (10% off), EquiDry (5% off), Fetlox (10% off), Horse & Country (15% off), Jockey & Jill (10% off), Kerrits (20% off), Maya D (free gift), Nag Bags (15% off), Pivo (10% off), Stierna (20% off).

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MapMyRide: Under Armour-owned activity tracking platform covering ride recording, route discovery, and a paid MVP tier. Comparable to Equilab on the underlying GPS ride-tracking plus subscription model, though focused on cyclists and runners.
• AllTrails: Global trail discovery and navigation platform with a paid subscription tier. Comparable to Equilab's Trails feature (public trail maps, GPX, offline use) and subscription GTM, though AllTrails leads in hiking/running rather than equestrian routes.
• Strava: Largest GPS-based social fitness tracking platform. Comparable to Equilab on the underlying model — GPS ride recording, segment analytics, social feed, premium subscription — but serves runners and cyclists as the primary user base, with equestrians as a small segment.
• Garmin Connect: Companion app for Garmin wearables with ride tracking, biometrics, and training analytics. Comparable to Equilab on sensor-driven performance tracking and Garmin's broader equestrian wearable support parallels Equilab's Polar integration.

Others

• Pivo: Equestrian-focused smart camera and rider-coaching hardware brand that is also an Equilab Rewards partner. Comparable as a complementary equestrian tech product targeting the same rider base, though focused on video rather than ride metrics.
• Polar: Wearable heart-rate monitor maker and partner of Equilab (via Polar H10 integration). Relevant as both a technology enabler and a potential adjacent competitor with its own training analytics ecosystem for multiple sports including equestrian.

Emerging players

• Komoot: Outdoor route planning and navigation app with strong European footprint and a paid tier. Overlaps with Equilab on trail discovery, GPX export, and offline maps, and increasingly targets equestrians and other niche outdoor users.
• Ride with GPS: Cycling-centric route planning and ride recording platform with social features and a subscription tier. Comparable to Equilab on the ride-tracking-plus-trails combination, though its primary segment is cyclists rather than equestrians.

Direct peers

• Equisense: French equestrian analytics company offering sensor-based gait analysis and horse performance tracking. Most directly comparable to Equilab on target customer (equestrians), core use case (ride analytics), and monetized analytics offering.
• HorseAnalytics: Equestrian performance tracking solution offering mobile apps and horse-mounted sensors for gait and locomotion analysis. Closely comparable to Equilab on target customer and analytics use case, but differentiates on dedicated hardware.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@equilabapp7033
• Facebookfacebook.com/equilabapp
• Instagraminstagram.com/equilabapp
• TikToktiktok.com/@equilabapp?is_from_webapp=1&sender_device=pc
• Xx.com/equilabapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Equilab