What EquiFit does

EquiFit is a US-based, privately held designer and manufacturer of equestrian products for horses and riders, founded in 2000 and headquartered in Dedham, Massachusetts. The company operates as a subsidiary of Horseware within the Houseofbrands corporate group. Its product portfolio spans leg protection (D-Teq boots with replaceable liners, leg supports, hoof aids), body and skin protection (leather girths, saddle pads, BellyBand, AgSilver antimicrobial solutions), head protection (SilentFit ear bonnets, EquiLenz 3-in-1 fly mask), and rider equipment (therapy products, apparel, barn accessories). Differentiated technologies include the proprietary D-Teq interchangeable liner system, SheepsWool lining, AgSilver antimicrobial solutions, SilentFit noise reduction, and the CustomLab personalization service. FEI-compliant certification on D-Teq Boots supports use in sanctioned equestrian competition.

EquiFit generates revenue through one-time sales of branded equestrian equipment and accessories via three channels: its own direct-to-consumer e-commerce platform (equifit.com), a network of authorized retailers, and a dedicated barn partner program for equestrian facilities and stables. The D-Teq modular boot architecture also creates a recurring aftermarket in replacement liners (SheepsWool, Core, specialty). Customer segments are primarily individual equestrian riders across dressage, hunter, and general disciplines, supplemented by bulk-procurement relationships with barns and stables. Marketing is conducted through the DTC website, an email VIP/Insider program, social media including YouTube, retailer and barn partnerships, and cause-marketing initiatives such as the Ride with Pride campaign supporting The Trevor Project.

The company operates within the global equestrian products supplies market, projected to grow from $5.87 billion in 2025 to $8.2 billion by 2035. EquiFit does not disclose revenue or headcount specifics beyond a 11–50 employee range; founder Alexandra Cherubini is listed as owner. The business carries no disclosed venture capital, private equity backing, or public listing, and is positioned as a niche premium brand within its parent company's multi-brand equestrian portfolio.

Name

EquiFit

Legal name

EquiFit

Website

https://equifit.net

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

EquiFit designs and manufactures premium equestrian equipment for horses and riders — including boots, girths, saddle pads, fly masks, and ear bonnets — sold direct-to-consumer, via authorized retailers, and through barn partners, with proprietary technologies such as D-Teq interchangeable liners, SheepsWool, AgSilver, and CustomLab personalization.

Ownership category

akta.pro rank

Headquarters

HQ city

Dedham

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Product Sales: EquiFit generates revenue through direct-to-consumer sales of equestrian products including boots, saddle pads, girths, ear bonnets, fly masks, and rider gear via their e-commerce platform and retail partner network.
2. Replacement Parts & Accessories: Revenue from replacement liners, bandage liners, and other consumable/accessory products that complement core product lines

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

EquiFit designs and manufactures equestrian protection and comfort products for horses and riders, including protective boots with interchangeable liners, 3-in-1 horse masks, saddle pads, leather girths, ear bonnets with noise reduction, fly masks, rider therapy items, and equestrian apparel. The company sells through its own e-commerce store, authorized retailers, and a barn partner program, with a CustomLab service offering fully personalized products.

Product overview

EquiFit is an equestrian products company offering a comprehensive portfolio of horse and rider equipment. The core product lines include D-Teq Boots with interchangeable liners, EquiLenz 3-in-1 Horse Mask, and various body/leg protection products (BellyBand, Saddle Pads, Girths). Head protection includes Ear Bonnets with SilentFit technology and Fly Masks. For riders, the company offers EquiFit Gear apparel and Rider Therapy products. CustomLab provides full personalization services for custom products. The product ecosystem includes compatible accessories like Boot Liners and Girth Liners, plus specialty technologies like SheepsWool lining and AgSilver skin solutions.

Differentiator

Problem solved

Functional benefit

Brands

• CustomLab: Customization service offering personalized equestrian products including custom boots, saddle pads, ear bonnets, and barn accessories.
• D-Teq
• SheepsWool
• EquiLenz

Products and services

• D-Teq Boots Engineered protective boots for horses with interchangeable liners designed to extend product life. Available in Front, Hind, FEI Compliant, and Custom variants for different disciplines and competition requirements.
• Boot Liners Replacement and specialty liners for D-Teq Boots, including SheepsWool and Core options that can be swapped to extend boot life and adapt to horse comfort and performance needs.
• EquiLenz 3-in-1 Horse Mask A customizable 3-in-1 horse mask system engineered to support recovery, turnout, travel, and everyday comfort for horses.
• Leg Support Products A category of equine leg care products including wraps, bandages, bandage liners, pastern protection, sox, and recovery items designed for protection and post-activity support.
• Hoof Aids Equine hoof protection and maintenance products including BellBoots and Hoof Care items.
• Girths Handcrafted leather girths available in Dressage, Schooling, and custom options for proper saddle fitting and horse comfort.
• Girth Liners Replacement and specialty liners for EquiFit girths, including SheepsWool and Core options to enhance comfort and girth hygiene.
• Saddle Pads Saddle pads for cushioning and protection, including Half Pads, All Purpose, Hunter Pads, Dressage Pads, and Custom options across disciplines.
• BellyBand Body protection product for horses, part of the skin protection and recovery line focused on unrestricted comfort during riding and turnout.
• AgSilver Solutions Silver-based antimicrobial skin protection and recovery products for horses, leveraging AgSilver technology for skin health.
• Ear Bonnets Ear protection and noise reduction bonnets for horses, including SilentFit technology variants and custom options for sensitive horses.
• Fly Masks Fly protection masks for horses, including standard FlyMask and 3-in-1 Mask options for insect protection in turnout.
• Rider Therapy Rider comfort products including Leg & Foot Care and Back Support items for equestrians.
• EquiFit Gear Rider apparel and accessories including Casual Apparel and BackPacks, branded under the EquiFit Gear line.
• CustomLab Full customization service allowing personalized equestrian products for individual expression and tailored fit, covering boots, saddle pads, ear bonnets, and barn accessories.

Quantifiable outcome

• Product longevity extended through replaceable liner system

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• HorsewarecoreOthersHorseware is a related brand under the same parent company (Houseofbrands). The brands appear to share infrastructure and cross-link on their websites. Horseware is another major equestrian equipment brand specializing in blankets and turnouts.
• Trevor ProjectminorGTM or Marketing PartnerEquiFit runs a 'Ride with Pride' campaign in support of The Trevor Project, a suicide prevention organization for LGBTQ+ youth. For this campaign, a portion of proceeds from featured saddle pad sales supports the organization.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Equilibrium: UK-based specialist in horse protection products including leg protection, muzzles, and travel gear. Directly comparable to EquiFit's D-Teq boots, EquiLenz mask, and recovery/turnout coverage with a similar focus on specialized protective technology.
• Parlanti: Premium Italian maker of equestrian riding boots and related leather tack, overlapping EquiFit's riding gear and girth/leather categories. Comparable on premium pricing, customization, and show-ring customer base.
• Professional's Choice: US-based manufacturer of horse boots, leg protection, and related equestrian products. Direct functional overlap with EquiFit's boot, wrap, and leg support SKUs, with similar performance-marketing positioning in the protection category.
• Tough-1: Volume equestrian equipment brand spanning blankets, boots, leg protection, and tack. Comparable on full-category horse equipment breadth, although positioned at the value tier rather than EquiFit's premium niche.
• Eskadron: German equestrian brand known for protective boots, saddle pads, and matching accessories - the same bundling pattern EquiFit pursues across Leg & Hoof, Body & Skin, and Head categories. Comparable on European design language and broad protection-product depth.
• LeMieux: Premium equestrian brand best known for saddle pads and matching accessories, with growing boot and protection SKUs. Strongly overlaps EquiFit's saddle pad, half pad, and matching equestrian apparel offering, with similar DTC-led growth trajectory.
• Veredus: Italian specialist in horse leg protection boots and liners - the most direct product-by-product overlap with EquiFit's D-Teq boot line. Shares the modular/liner-extension philosophy in protective boots and targets competitive jumping and dressage riders.
• Cavalleria Toscana: Premium Italian equestrian apparel and accessories brand competing in the same dressage/hunter show-ring segment EquiFit targets with its saddle pads and rider gear. Comparable on premium positioning, direct-to-consumer emphasis, and rider-customization narrative.

Broad incumbents

• Weatherbeeta: Established global equestrian brand offering blankets, boots, and tack across protection and apparel. Like EquiFit, it serves riders seeking protective gear for horses, but with a far broader product portfolio and deeper international distribution, making it the closest large incumbent analog.

Others

• Horseware: EquiFit's parent/sister brand under the Houseofbrands umbrella, specializing in turnout and stable blankets. They share infrastructure and cross-link on their respective websites. As the parent, this is an affiliated company rather than a pure competitor, but the overlapping equestrian distribution footprint makes it the most operationally comparable peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/EquiFit1
• LinkedInlinkedin.com/company/equifit-inc-
• Xx.com/equifit
• Facebookfacebook.com/equifit

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 EquiFit