ShowGrounds

What ShowGrounds does

ShowGrounds, LLC is a privately held vertical SaaS company founded in 2006 in Shelburne Falls, Massachusetts, that builds end-to-end event management software for the equestrian industry. Its platform serves two customer layers: show companies and event organizers (B2B) and exhibitors including riders, trainers, and owners (B2C/B2B at the entry point). The core products are the ShowGrounds Office Software for back-office show management (entries, billing, results, prize money, customer communication), the ShowGroundsLive.com web portal for exhibitor-facing live schedules, online entries, class signups, payments, and results, an iOS mobile app, and a WordPress plugin distribution of the live platform.

The platform is browser-based (Google Chrome), built from the ground up with modern technology, and differentiated by deep domain integrations with timing providers (FarmTeck via proprietary TimerNode hardware, Pyramid Timing, Ryegate, Skunkware), scoreboard hardware (Daktronics Galaxy), and broadcast graphics platforms (Singular.live, Ross Expression, CasparCG). ShowGrounds became the first US-based company to earn FEI certification (May 2021), giving it a regulatory advantage for Fédération Equestre Internationale-sanctioned competitions. The company has recorded over 3 million rider videos through its clipping service and supports shows ranging from 100 to 5,000 horses across the United States and Canada.

The business model combines a freemium core platform (now free for show companies) with a $10 per-horse-entry Platform Fee charged directly to exhibitors, plus a portfolio of à la carte add-on services billed to show companies: Circuit Standings ($2,500/year), Live Data Integration ($10/day/ring), Live Graphics ($25/day/ring), Live Ring Streams, Live Event Productions ($49 base + $0.35/viewer-hour), and Rider Video Services. Go-to-market is hybrid: direct enterprise sales and remote-support engagement with show companies, complemented by a self-serve exhibitor portal that handles 99% of exhibitor questions. ShowGrounds has no disclosed external funding and remains founder-owned under President Wesley Rosner.

Name

ShowGrounds

Legal name

ShowGrounds, LLC

Website

https://showgroundsonline.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

ShowGrounds, LLC is a privately held vertical SaaS company that builds end-to-end equestrian event management software, including back-office tools, an exhibitor web portal, a WordPress plugin, and a mobile app, for show companies, venues, and exhibitors across the United States and Canada.

Ownership category

akta.pro rank

Product category

Equestrian Event Management Software

NAICS

Racetracks (711212), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Racing, Including Track Operation (7948), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

akta.pro secondary industry

Equestrian & Rodeo Facilities (MPAKAEAM)

Keywords

• Equestrian event management
• Horse show software
• Online entry platform
• Live results streaming
• Show management software

Headquarters

HQ city

Shelburne Falls

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Platform Fee (Per-Entry): Core platform now free for show companies, funded through $10 per horse entry Platform Fee charged directly to exhibitors at time of entry. Covers online entry systems, billing, results tracking, live schedules, and event communications.
2. Circuit Standings Add-On: Annual championship tracking service billed to show companies at $2,500/year. Includes multi-show series calculations, automated point accumulations, championship standings reports, and custom scoring rules.
3. Live Data Integration: Per-ring per-day service at $10/day/ring for timing integration with Pyramid Timing, Ryegate, Skunkware, and FarmTech timers. Includes live results display, event day data feeds, and one SRN server.
4. Live Graphics: Per-graphics-application service at $25/day/ring for professional graphics including lower thirds, scoreboard displays, and video wall content using Singular.live, Ross Expression, and CasparCG.
5. Video Clipping Services: Premier equestrian video clipping service with over 3 million videos recorded. Videos published in less than 1 minute, fully integrated with ShowGroundsLive platform.
6. Live Ring Streams: Daily ring streams at 720P hosted by ShowGroundsLive.com with day passes and show passes for viewer access. Revenue share model where show companies receive percentage of viewer subscriptions.
7. Live Event Productions: Premium multi-camera productions with $49 base fee per event plus $0.35 per viewer hour. Includes back-end management tools, streaming controls, and enhanced production tools.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

ShowGrounds provides cloud-based equestrian event management software for horse show organizers and exhibitors. The platform consists of the ShowGrounds Office Software for back-office operations, the ShowGroundsLive.com exhibitor-facing web portal, an iOS mobile app, and a WordPress Plugin variant, supported by add-on services for live timing, graphics, video clipping, and live event production.

Product overview

ShowGrounds is a unified equestrian event management platform consisting of the ShowGrounds Office Software (core desktop/client application for show office operations), ShowGroundsLive.com (exhibitor-facing web portal), and a WordPress Plugin variant. The platform serves equestrian shows with 100 to 5000 horses across the US and Canada. Add-on services include Circuit Standings management, Live Data Integration with multiple timing providers, Live Graphics, Rider Video Services (over 3 million videos recorded), Live Ring Streams, and Live Event Productions. Hardware products include TimerNode for live timing integration. The company transitioned to a per-entry Platform Fee model with add-on services billed à la carte to show companies.

Differentiator

Problem solved

Functional benefit

Products and services

• ShowGrounds Office Software Core desktop/client-side software for managing equestrian event operations including show office management, data entry, billing, prize money payouts, results management, and exhibitor communications. Designed for equestrian shows ranging from 100 to 5,000 horses.
• ShowGroundsLive.com Interactive exhibitor-facing web portal providing live schedules, online payments, class signups, add/drops, orders of go, live ring status, and live results. Also available as an iOS app and WordPress plugin for broader access.
• ShowGrounds iOS App Mobile app for iOS providing exhibitors access to completed show results, entry details, rider/trainer/owner information, and schedule information, with subscription tiers for current and future shows.
• SGL as WordPress Plugin WordPress plugin version of ShowGrounds Live, enabling show companies to embed the exhibitor platform directly into their WordPress websites with customizable tools.
• Circuit Standings Annual championship tracking module providing multi-show series calculations, automated point accumulations, championship standings reports, year-end awards processing, and custom scoring rules; includes up to 5 circuits annually with up to 100 standings per circuit.
• Live Data Integration Integration service with major timing providers (Pyramid Timing, Ryegate, Skunkware, FarmTeck) providing live results display, event day data feeds, and automatic score updates; includes one SRN server (Pi-based) per ring.
• Live Graphics Professional graphics tools service supporting Singular.live, Ross Expression, and CasparCG for lower third graphics, scoreboard displays, and video wall content; billed per day per ring.
• Rider Video Services Premier equestrian video clipping service with over 3 million videos recorded; videos typically published in less than 1 minute and fully integrated with the ShowGroundsLive platform.
• Live Ring Streams Daily ring streams hosted by ShowGroundsLive.com delivered at 720P quality with viewer statistics dashboard and activity tracking; available as Day Pass or Show Pass subscriptions with revenue share for show companies.
• Live Event Productions Premium multi-camera productions with enhanced management tools, back-end event controls, and live streaming start/stop capabilities; priced at $49 base fee per event plus $0.35 per viewer hour.
• TimerNode Hardware product designed for seamless integration of live timing data into show production; integrates with announcer interface and Score Conductor system for live results online, on mobile, and video graphics solutions, providing automatic accurate time recording.

Quantifiable outcome

• Handles 99% of exhibitor questions without manual intervention
• +3 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature8 records

Partnerships

Four partnerships are on record, tiered core.

• FEI (Fédération Equestre Internationale)coreTechnology or Integration · 12 May 2021FEI certification completed May 12, 2021 making ShowGrounds the first US-based company certified by FEI. This integration allows show companies to be in full compliance with FEI rules and regulations. Features include FEI Show Import, automated horse/athlete updates, FEI Bulk Add for Classes, Results Verification Process for Officials, and Automated Electronic Results Submission.
• FarmTeckcoreTechnology or IntegrationFarmTeck timer integration through ShowGrounds TimerNode enables automatic, accurate time recording with live timer integration on scoreboard displays and live class pages. Simple setup and management for timing data integration.
• SingularcoreTechnology or IntegrationSingular is the end-to-end attribution and analytics platform used by ShowGrounds to create and integrate high-end graphics and drive them to correct video boards.
• DaktronicscoreTechnology or IntegrationDaktronics Galaxy displays integrate directly with ShowGrounds software enabling live data to scoreboards without overhead of dedicated scoreboard operator.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Eventbrite: Eventbrite is a large public event ticketing and registration platform with significant capital and engineering resources. It is comparable to ShowGrounds because both enable event organizers to handle registrations, payments, and attendee communications — Eventbrite is the closest broad-spectrum peer and could expand vertically into equestrian with its existing platform.
• Blackbaud: Blackbaud is a large established provider of software for nonprofits, clubs, and membership-based organizations, including sports associations. It is comparable because equestrian show companies and clubs operate as membership organizations, and Blackbaud could plausibly add equestrian-specific event modules to compete with ShowGrounds.
• Active Network (Community Brands): Active Network, now part of Community Brands, provides registration and league management software for sports organizations including YMCA, camps, and youth sports. Comparable because it serves the same broad category of event-driven, membership-based organizations that ShowGrounds targets, but at a much larger scale and with broader sport focus.
• Cvent: Cvent is an enterprise event management platform owned by Blackstone, serving corporate events, conferences, and trade shows. Comparable as a broad event management SaaS with far greater resources; potential competitor if it expands into niche verticals like equestrian through its customizable registration and management modules.
• SportsEngine: SportsEngine (owned by NBC Sports Next) provides sports organization management software for youth sports clubs, leagues, and governing bodies. Comparable because it serves membership-based sports organizations — the same customer archetype as equestrian show companies — and has the resources to expand into equestrian verticals.

Direct peers

• LeagueApps: LeagueApps is a vertical SaaS platform for youth and adult sports league management, providing registration, scheduling, payments, and communications. Comparable to ShowGrounds as a vertical-specific sports management platform serving a niche customer base with similar feature set — both prove the vertical SaaS model for sports events.

Emerging players

• Whova: Whova is an event management platform offering registration, scheduling, attendee engagement, and mobile apps for conferences and community events. Comparable to ShowGrounds as an event management SaaS with mobile-first exhibitor/attendee experience; smaller scale than Cvent or Eventbrite but expanding into niche event verticals.
• vFairs: vFairs provides virtual and hybrid event platforms with registration, live streaming, and exhibitor engagement features. Comparable to ShowGrounds in its Live Ring Streams and Live Event Productions services — both operate in the live event video and exhibitor engagement space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 ShowGrounds