MagnaWave
MagnaWave is a family-owned Louisville, KY manufacturer of ISO 13485-certified PEMF therapy devices for equine, livestock, pets, and PEMF practitioners, sold direct-to-consumer and through a 4,800+ certified practitioner network.
- Company typePrivate
- Founded2006
- HeadquartersLouisville, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What MagnaWave does
MagnaWave is a family-owned, US-based medical-device manufacturer of Pulsed Electromagnetic Field (PEMF) therapy equipment, headquartered and produced in Louisville, Kentucky. Founded in 2006 by Pat and Debi Ziemer and led since 2012 by their daughter Alane Paulley as President, the company transitioned from distribution to in-house design and manufacturing in 2017 and operates an ISO 13485-certified facility. Its product line spans five core PEMF machines priced $8,360–$24,960 (Semi 10, Sol Pro, Julian, Julian Duo, Maia Pro, Maia Duo, plus the 2025 M-Line M40), a deep proprietary attachment catalog (Zoom Paddle, Large Loop, Butterfly Loop, XL Wave Wings, Mag Energy Mat, Hoof Plate Bundle, Hoof Box, Mat Guard), and adjacent offerings including ROC Red Light therapy, Hydro Wave wound care, and StemRegen supplements.
MagnaWave's commercial model rests on three pillars: direct e-commerce sales under a "Try Before You Buy" 30-day rental program with same-as-cash financing; a global Certified Practitioner network of 4,800+ that purchases machines and serves end customers; and a recurring training and certification ecosystem anchored by the world's first PEMF certification program (launched 2011), the biennial MagnaCon conference, monthly livestreams, and weekly hands-on sessions in Louisville. End customers span equine performance and racing (with 12 of the last 16 Kentucky Derby winners reportedly using MagnaWave), livestock and showstock, small animals and pets, and human-adjacent PEMF practitioners and veterinary clinics. Distribution is concentrated in the US, with recent international expansion into Australia via distributor Animal Therapeutics (June 2024) and ongoing European growth.
The company is privately held, family-controlled, has no disclosed institutional funding, was named to the INC 5000 in 2021, 2022, and 2023, and was ranked the 7th Best Place to Work in Kentucky in 2023. All manufacturing is performed in Louisville, products are Made in the USA, and the Semi 10 model is FEI-compliant for competition use.
MagnaWave firmographics
Firmographics- Name
- MagnaWave
- Legal name
- MagnaWave PEMF
- Website
- https://magnawavepemf.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- MagnaWave is a family-owned Louisville, KY manufacturer of ISO 13485-certified PEMF therapy devices for equine, livestock, pets, and PEMF practitioners, sold direct-to-consumer and through a 4,800+ certified practitioner network.
- Ownership category
- akta.pro rank
Where MagnaWave is headquartered
LocationHeadquarters
- HQ city
- Louisville
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
MagnaWave business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- PEMF Machine Sales: One-time purchase of PEMF machines ranging from $8,360 (Semi 10) to $24,960 (Maia Duo). Machines available in multiple tiers: Basic Bundle, Performance Bundle, and Elite Bundle with varying attachments included.
- Attachments and Accessories: Proprietary attachments including Large Loop ($690), Butterfly Loop ($870), XL Wave Wings ($1,230), Zoom Paddle ($1,170), Mag Energy Mat ($1,710), Hoof Plate Bundle ($2,304). Also includes Mat Guard ($595) and Zoom Hoof Box ($90).
- Try Before You Buy Rental: 30-day risk-free trial program with monthly rental fees applied to purchase. Rental fees: $1,100 (Julian Duo), $900 (Julian/Maia Pro/Sol Pro), $700 (Semi 10/Spiro). 100% of rental fee applied to purchase; 50% cash back if not purchased.
- Financing Programs: In-house financing with same-as-cash options and long-term interest-bearing plans. Third-party business financing available. Example financing: Julian at $436/mo; Julian Duo at $582/mo; Semi 10 at $412/mo.
- Supplements and Wellness Products: StemRegen Bundle ($487), Hydro Wave Concentrate ($55-$185), Hydro Wave Wound Spray ($35-$45), ROC Red Light therapy panel ($2,500), Full Body Red Light Panel ($1,200).
- Practitioner Certification and Training: MagnaWave Certification included with machine purchase; online training at own pace; in-person hands-on training sessions available in Louisville, KY. Continuing education opportunities yearly.
- Conference and Events: MagnaCon 2026 Virtual ticket at $225; monthly live streams and office hours.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Julian - Flagship Spark Chamber Machine |
| One time/ perpetual license | Pay-as-you-go | Julian Duo - Two Machines in One Case |
| One time/ perpetual license | Pay-as-you-go | Maia Pro - Smartest Digital Machine |
| One time/ perpetual license | Pay-as-you-go | Sol Pro - Budget-Friendly Business Starter |
| One time/ perpetual license | Pay-as-you-go | Semi 10 - FEI Compliant Travel Machine |
| Usage-based | Monthly | Try Before You Buy Rental Program |
| Unit Pricing | Pay-as-you-go | Attachment Pricing |
| Unit Pricing | Pay-as-you-go | Supplements and Wellness Products |
| One time/ perpetual license | Pay-as-you-go | MagnaCon Conference |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels11 records
MagnaWave product offering
Product offeringCore offering
MagnaWave designs, manufactures, and sells Pulsed Electromagnetic Field (PEMF) therapy machines and proprietary attachments for animal performance, recovery, and wellness. The company supports a global network of 4,800+ certified practitioners through the world's first PEMF certification training program, offers in-house manufacturing under ISO 13485 certification, and sells complementary products including ROC Red Light therapy, the StemRegen supplement bundle, and HydroWave nano-molecular therapeutics.
Product overview
MagnaWave is a family-owned manufacturer of Pulsed Electromagnetic Field (PEMF) therapy devices for animal health and wellness. The product portfolio centers on seven primary PEMF machine models (Julian, Julian Duo, Semi 10, Sol Pro, Maia Pro, Maia Duo, Spiro Klick) plus the advanced M-Line system, ranging from compact personal-use units to professional dual-machine configurations. Core machines deliver 1-50 Hz pulse output with up to 8000 Gauss output, available in analog and digital signal types. The offering extends through proprietary attachments (Large Loop, Butterfly Loop, Zoom Paddle, XL Wave Wings, Mag Energy Mat, Hoof Plate Bundle, Mag Energy Guard, Zoom Hoof Box) and complementary products including ROC Red Light therapy, supplements (StemRegen Bundle, Hydro Wave products), and the Full Body Red Light Panel. The ecosystem includes the Practitioner Portal platform for certification and business support, a mobile app for remote machine control, and the biennial MagnaCon conference. Machines are bundled in Starter, Performance, and Elite tiers with varying attachments and certifications. The company also offers Try Before You Buy rentals, financing options, and serves both direct purchasers and a network of 4,800+ certified practitioners globally.
Differentiator
Problem solved
Functional benefit
Brands
- M-Line: Advanced precision PEMF technology featuring redesigned power supply, control interface, and frequency delivery system built for practitioners. Includes M40 model with two independently operating machines in one system.
- ROC Red Light
- HydroWave
Products and services
- Julian PEMF Machine Flagship analog PEMF machine delivering over 8,000 Gauss output for professional and high-end practitioner use, sold in Basic, Performance, and Elite bundles with MagnaWave certification included.
- Julian Duo PEMF Machine Dual-machine PEMF system combining two independently operating Julian machines in one case, designed for practitioners and clinics needing simultaneous multi-area treatment. Base price $23,960.
- Sol Pro PEMF Machine Analog PEMF machine delivering 6,000 Gauss output with 12 settings, designed as a budget-friendly business starter for barns and showstock operations. Base price $11,960.
- Semi 10 PEMF Machine Compact, FEI-compliant digital PEMF machine with 10 settings at 0.5 increments, designed for personal use, small animals, show animals, and travel. Base price $8,360.
- Maia Pro PEMF Machine Smartest digital PEMF machine featuring coil detection technology, Schumann Resonance integration under all intensity levels, Bluetooth remote, and mobile app control. Base price $19,160.
- Maia Duo PEMF Machine Dual-machine PEMF system combining two independently operating machines in one case for practitioners needing simultaneous multi-area treatment.
- Spiro Klick PEMF Machine Hands-free PEMF device designed for convenient application without manual intervention during therapy sessions.
- M40 M-Line PEMF Machine Advanced dual-system PEMF machine representing 8 years of engineering, with steady-state analog output, 0-50 Hz frequency control, 20 power levels, touchscreen with Tune Ring precision control, and Bluetooth remote. Available for pre-order under the M-Line product line.
- ROC Red Light Therapy Device Portable, wireless red light therapy device offering therapeutic benefits with complete mobility for flexible treatment sessions. Priced at $2,500.
- Full Body Red Light Panel Full body red light therapy panel for comprehensive light therapy treatment sessions. Priced at $1,200.
- Zoom Paddle Attachment PEMF attachment that concentrates the signal like a spotlight for targeted therapy applications. Priced at $1,170.
- Large Loop Attachment Most universal 15-inch loop attachment for targeted PEMF therapy almost anywhere on the body. Priced at $690.
- Butterfly Loop Attachment Targeted PEMF attachment with unique shape ideal for focused sessions on joints, muscles, and hard-to-reach spots. Priced at $870.
- XL Wave Wings Attachment Powerful PEMF attachment designed to maximize therapy benefits by targeting larger body areas. Priced at $1,230.
- Hoof Plate Bundle Attachment Attachment bundle for addressing common hoof issues including abscesses, bruising, laminitis, and inflammation in horses and livestock. Priced at $2,304.
- Mag Energy Mat Attachment Premium PEMF attachment well-suited for companion animals and seated use. Priced at $1,710.
- StemRegen Bundle Supplement Stem cell activation supplement bundle using the STEMREGEN Protocol for cellular potential enhancement. Priced at $487.
- HydroWave Concentrate Nano-molecular therapeutical water concentrate for animal therapeutic applications. Priced $55-$185.
- HydroWave Wound Spray Nano-molecular therapeutical wound spray available in 16oz ($45) and 8oz ($35) sizes for animal wound care.
- Try Before You Buy Rental Program 30-day risk-free rental program allowing customers to try PEMF machines before buying, with 100% of rental fee applied to purchase and 50% cash back if not purchased.
- MagnaWave Practitioner Certification Training Accredited PEMF certification training program established in 2011 (the world's first), included with machine purchase, with online and in-person hands-on training components.
- MagnaCon Conference Biennial conference and the largest PEMF wellness conference in the world, offering education, skill development, business networking, and PEMF community building. 2026 Virtual Only ticket at $225.
Quantifiable outcome
- 12 of the last 16 Kentucky Derby winners have received benefits of MagnaWave
- +2 more outcomes
Companies that use MagnaWave
Customer profileNamed customers9 records
Segments5 records
Ideal customer profiles5 records
MagnaWave technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
MagnaWave partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- Anna BuffiniminorElite athlete sponsorship announced January 13, 2025. Anna Buffini is an international equestrian athlete who will represent MagnaWave brand. Partnership provides athlete with MagnaWave PEMF technology for training and recovery while building brand visibility in equestrian community.
- Animal TherapeuticscoreCertified distributor partnership for Australian market announced June 26, 2024. Animal Therapeutics is the official MagnaWave distributor in Australia, enabling market entry and local support for Australian customers.
- Second StrideminorNonprofit organization in Louisville, Kentucky dedicated to rehabilitating and rehoming retired racehorses. MagnaWave sponsors local thoroughbreds through this organization, providing PEMF therapy support for retired horses in their care.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
MagnaWave competitors and assessment
Company assessmentBroad incumbents
- BEMER Group: BEMER is a major established PEMF brand focused primarily on human wellness with multi-level marketing distribution. While human-focused, BEMER operates in the same underlying PEMF technology category and competes for the broader wellness consumer dollar.
- Storz Medical: Storz Medical is an established medical device manufacturer offering shock wave and electromagnetic therapy systems for human and veterinary medicine. A broader incumbent in the electromagnetic therapy category with overlapping practitioner-customer base.
Direct peers
- HealthyLine: HealthyLine produces PEMF-based products including mats and far-infrared/PEMF combination devices. Overlapping wellness positioning, similar direct-to-consumer e-commerce model, and comparable practitioner/consumer target customer.
- Assisi Animal Health: Assisi Animal Health manufactures targeted pulsed electromagnetic field (tPEMF) devices for veterinary use, including the Assisi Loop. Direct competitor to MagnaWave in the animal PEMF space, particularly in small animal and equine clinical segments.
- Respond Systems: Respond Systems produces PEMF therapy devices specifically for animals (horses, dogs, small animals) and is a long-standing competitor. Similar practitioner/sales channel structure and overlapping equine/small-animal customer base make it a direct comparable to MagnaWave.
- iMRS (Electromed): iMRS manufactures PEMF systems for both human and animal wellness applications. Overlapping product architecture (whole-body PEMF mats, localized applicators) and similar practitioner/professional distribution model make it a relevant peer.
- Pulse PEMF (UK): Pulse PEMF is a UK-based PEMF device manufacturer focused on equine and human wellness with practitioner training programs. Comparable product line, similar practitioner-led distribution model, and direct competition in the UK/European equine market.
- BioElectronics: BioElectronics manufactures ActiPatch PEMF devices for pain relief and recovery in both human and animal applications. Overlapping electromagnetic therapy category with comparable direct-to-consumer and practitioner distribution channels.
Emerging players
- LiteCure (K-Laser): LiteCure manufactures K-Laser therapy devices for veterinary and human applications, offering laser-based alternatives to PEMF. Competes for the same rehabilitation, equine, and small animal clinic budgets with an adjacent therapeutic modality.
Regional players
- Curaplex: Curaplex distributes veterinary medical equipment and supplies including PEMF-related therapy devices. Adjacent channel player in the veterinary equipment space that competes for the same veterinary practice customer wallet as MagnaWave.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
MagnaWave social profiles
Digital presenceMagnaWave compliance and trust
Trust signalCompliance3 records
MagnaWave financial estimates
Financial estimateRevenue estimate
Valuation estimate
MagnaWave leadership team
Management profileNumber of profiles
Profiles3 records
MagnaWave funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MagnaWave 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 MagnaWave
What does MagnaWave do?
MagnaWave designs, manufactures, and sells Pulsed Electromagnetic Field (PEMF) therapy machines and proprietary attachments for animal performance, recovery, and wellness. The company supports a global network of 4,800+ certified practitioners through the world's first PEMF certification training program, offers in-house manufacturing under ISO 13485 certification, and sells complementary products including ROC Red Light therapy, the StemRegen supplement bundle, and HydroWave nano-molecular therapeutics.
Is MagnaWave a public or private company?
MagnaWave is a private company. It is classified as family owned and is currently operating.
When was MagnaWave founded?
MagnaWave was founded in 2006. It employs 101 to 250 people.
Where is MagnaWave based?
MagnaWave is headquartered in Louisville, United States, in the North America region.
How does MagnaWave make money?
Seven revenue lines are on record. PEMF Machine Sales are the primary driver. The others are attachments and Accessories, try Before You Buy Rental, financing Programs, supplements and Wellness Products, practitioner Certification and Training and conference and Events.
Who are MagnaWave's main competitors?
Broad incumbents on record are BEMER Group and Storz Medical. Direct peers are HealthyLine, Assisi Animal Health, Respond Systems, iMRS (Electromed), Pulse PEMF (UK) and BioElectronics. LiteCure (K-Laser) is listed as an emerging player. Curaplex is listed as a regional player.
Does MagnaWave have an API?
No public API is recorded for MagnaWave.