MagnaWave

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.

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

Headquarters

HQ city

Louisville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

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

1. 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.
2. 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).
3. 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.
4. 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.
5. 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).
6. 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.
7. Conference and Events: MagnaCon 2026 Virtual ticket at $225; monthly live streams and office hours.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels11 records

Core 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

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Anna BuffiniminorGTM or Marketing Partner · 13 January 2025Elite 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 TherapeuticscoreChannel Partner/ Reseller/ Distributor · 26 June 2024Certified 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 StrideminorGTM or Marketing PartnerNonprofit 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

Broad 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

• Xx.com/magnawavePEMF
• Facebookfacebook.com/magnawave
• LinkedInlinkedin.com/company/magnawave-pemf
• Instagraminstagram.com/magnawavepemf

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 MagnaWave