HorseAnalytics
HorseAnalytics, an Animalytics GmbH brand based in Hamburg, provides a mobile horse health management app for individual owners, featuring gait analysis, training exercises, GPS tracking, and digital health records, with revenue from freemium app distribution, advertising, and hardware e-commerce.
- Company typePrivate
- Founded2018
- HeadquartersHamburg, Germany
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What HorseAnalytics does
HorseAnalytics, operating under Animalytics GmbH, is a Hamburg-based consumer software company that provides a mobile health management application for horses. Founded in 2016 and consolidated under Animalytics GmbH in May 2020, the company targets individual horse owners — both recreational and competition riders — with tools for gait analysis, training exercise guidance, GPS ride tracking, digital health records, and emergency veterinary cards. The core product is the Happie Horse App, distributed via the Apple App Store and Google Play Store in German and English, complemented by a proprietary saddle pad ("Schabracke") with an integrated phone pocket that the company claims improves motion sensor accuracy by approximately 15% by isolating horse movement from rider movement.
The technology stack is built around consumer smartphone sensors — GPS for ride tracking (integrated with Google Maps on Android and Apple Maps on iOS) and onboard motion sensors for gait analysis — rather than dedicated wearable hardware. The app delivers 200+ pole, dressage, jumping, and terrain exercises, weekly training plans, fructan-risk pasture guidance, and a shareable digital health file that can be transmitted to veterinarians. Revenue is generated through three streams: a freemium mobile app, in-app advertising (with personalized ad segments requiring minimum 1,000-user cohorts), and direct e-commerce sales of the saddle pad via the company's own online shop with DHL fulfillment within Germany. Distribution is direct-to-consumer, supported by content marketing (a blog with training and health articles), organic social on Facebook and Instagram, and app store optimization.
The company operates at small scale with 1-10 employees and is founder-controlled under David Harder as Managing Director (Geschäftsführer) of Animalytics GmbH. Historical funding totals approximately $741,000 across three disclosed rounds between 2016 and 2019, including early backing from VentureVilla Accelerator and a 2019 round led by Qatar Sportstech. Geographic focus is DACH, with the app available globally via app stores but no active international expansion campaigns documented in the source materials.
HorseAnalytics firmographics
Firmographics- Name
- HorseAnalytics
- Legal name
- Animalytics GmbH
- Website
- https://horseanalytics.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HorseAnalytics, an Animalytics GmbH brand based in Hamburg, provides a mobile horse health management app for individual owners, featuring gait analysis, training exercises, GPS tracking, and digital health records, with revenue from freemium app distribution, advertising, and hardware e-commerce.
- Ownership category
- akta.pro rank
HorseAnalytics industry classification
Industry- Product category
- Equine Health & Training Software
- NAICS
- Veterinary Services (54194), Pet Care (except Veterinary) Services (81291)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Veterinary Analytics, Reporting & Business Intelligence (HLAMAMAH)
- akta.pro secondary industry
- Sport/Show Horse Training & Performance Programs (AFAEAGAF)
Keywords
Where HorseAnalytics is headquartered
LocationHeadquarters
- HQ city
- Hamburg
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
HorseAnalytics business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain
Revenue model
- Mobile App Distribution: HorseAnalytics Health App available for download on iOS and Android platforms. The app likely follows a freemium model with basic features free and premium features paid.
- E-commerce - Saddle Pads: Sale of HorseAnalytics saddle pads with integrated phone pocket that protects phones from sweat, splashing water, rain, dust, dirt, and falls while improving movement analysis accuracy by approximately 15%.
- In-App Advertising: The app enables advertisers to display general advertising in the HorseAnalytics app. Frequency of ad displays and clicks are recorded. Personalized advertising based on horse profile information with minimum segment size of 1,000 individuals.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
HorseAnalytics product offering
Product offeringCore offering
HorseAnalytics provides a mobile application (Happie Horse App) that tracks and analyzes horses' health, training, and performance using GPS, gait and motion sensing from the smartphone, alongside a digital health and training log with an integrated library of exercises and educational content. The app is paired with a proprietary HorseAnalytics saddle pad (Schabracke) accessory that integrates with the software, sold directly through the company's online shop.
Product overview
HorseAnalytics is a digital horse health management platform consisting of the core Happie Horse App and the HorseAnalytics saddle pad accessory. The app provides gait analysis, training exercises, emergency veterinary cards, health records management, feeding planning with fructan tracking, and week training plans. The saddle pad is a complementary hardware product that enhances the app's motion sensor accuracy. The company operates as part of Animalytics GmbH.
Differentiator
Problem solved
Functional benefit
Brands
- Happie Horse App: Companion horse health management app also offered by the company, with German and English versions.
Products and services
- Happie Horse App (formerly HorseAnalytics Health App) Mobile application for individual horse owners that tracks rides via GPS, analyzes gait and motion using smartphone sensors, maintains a digital health and training log, and provides a library of training exercises and educational content for horses.
- HorseAnalytics Saddle Pad (Schabracke)
Quantifiable outcome
- Gait analysis accuracy improvement of approximately 15% when using the HorseAnalytics saddle pad with phone sensors
Companies that use HorseAnalytics
Customer profileSegments2 records
Ideal customer profiles2 records
HorseAnalytics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature5 records
HorseAnalytics partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights5 records
HorseAnalytics competitors and assessment
Company assessmentEmerging players
- Pivo: Pivo offers AI-powered tools for equestrians, including motion analysis and training feedback. It is comparable as a technology-forward horse training platform but emphasizes AI-driven video analysis rather than phone-sensor-based tracking.
- HoofStep: HoofStep is a horse tracking and rider community app offering ride recording, health records, and barn management features. It is comparable to HorseAnalytics as an emerging consumer equine app with overlapping health and tracking functionality.
- StrideSAFE: StrideSAFE offers lameness and gait-asymmetry detection technology for horses using sensor-based analytics. It overlaps with HorseAnalytics' gait analysis capability but focuses specifically on clinical lameness detection, representing an emerging niche player.
- Equestic: Equestic produces a connected saddle pad with integrated motion sensors for objective training analysis in horses. It competes directly with HorseAnalytics' saddle pad concept, representing an emerging player in the sensor-equipped equestrian training hardware space.
Broad incumbents
- Arioneo: Arioneo produces connected devices (e.g., Equimetre) for equine performance monitoring and gait analysis, primarily serving professional trainers and veterinarians. It is comparable to HorseAnalytics as a competitor in equine motion analytics, but operates at a more professional/B2B tier with dedicated hardware.
- Tractive: Tractive is a well-funded pet GPS and health tracking company offering activity and location monitoring for dogs and cats via dedicated hardware. It is comparable as a broad incumbent in the consumer animal-health technology category that could expand into equine tracking if the segment proves attractive.
- Whistle: Whistle (a Mars Petcare brand) provides smart collars and health monitoring devices for pets with activity, location, and health insights. As a broad incumbent in pet health tech with deep distribution, it represents the type of well-capitalized competitor that could enter adjacent equine segments.
Direct peers
- Equilab: Equilab is a leading horse tracking and riding analysis app offering GPS ride recording, training tracking, and gait analytics. It is the closest direct competitor to HorseAnalytics in the consumer equestrian mobile app category, with overlapping functionality in ride tracking and training analytics.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
HorseAnalytics social profiles
Digital presenceHorseAnalytics financial estimates
Financial estimateRevenue estimate
Valuation estimate
HorseAnalytics leadership team
Management profileNumber of profiles
Profiles3 records
HorseAnalytics subsidiaries and ownership
Company hierarchySubsidiaries1 record
HorseAnalytics funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HorseAnalytics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HorseAnalytics
What does HorseAnalytics do?
HorseAnalytics provides a mobile application (Happie Horse App) that tracks and analyzes horses' health, training, and performance using GPS, gait and motion sensing from the smartphone, alongside a digital health and training log with an integrated library of exercises and educational content. The app is paired with a proprietary HorseAnalytics saddle pad (Schabracke) accessory that integrates with the software, sold directly through the company's online shop.
Is HorseAnalytics a public or private company?
HorseAnalytics is a private company. It is classified as venture growth investor backed and is currently operating.
When was HorseAnalytics founded?
HorseAnalytics was founded in 2018. It employs 1 to 10 people.
Where is HorseAnalytics based?
HorseAnalytics is headquartered in Hamburg, Germany, in the Europe region.
How does HorseAnalytics make money?
Three revenue lines are on record. Mobile App Distribution is the primary driver. The others are E-commerce - Saddle Pads and in-App Advertising.
Who are HorseAnalytics's main competitors?
Emerging players on record are Pivo, HoofStep, StrideSAFE and Equestic. Broad incumbents are Arioneo, Tractive and Whistle. Equilab is listed as a direct peer.
Does HorseAnalytics have an API?
No public API is recorded for HorseAnalytics.
What industry is HorseAnalytics in?
HorseAnalytics's product category is Equine Health & Training Software. Its primary akta.pro industry code is HLAMAMAH, Veterinary Analytics, Reporting & Business Intelligence, with a secondary code of AFAEAGAF, Sport/Show Horse Training & Performance Programs. Its NAICS code is 54194 and its SIC code is 200.