What welearn does

wehorse, operated by welearn GmbH and headquartered in Hamburg, Germany, is a subscription-based online learning platform serving the equestrian community. The product aggregates a library of more than 400 video courses across dressage, jumping, groundwork, feeding, and rider fitness, produced by 85+ trainers that include Olympic medalists, world champions, and internationally recognized clinicians. The platform is offered as a self-serve subscription at €26 per month or ~€199 per year (€16.58/month equivalent), with a 7-day free trial and no commitment cancellation, and is distributed via the web (app.wehorse.com) and native iOS and Android applications. The primary customer base is recreational and amateur riders, primarily in the DACH region (Germany, Austria, Switzerland), with an English-language site indicating initial international expansion.

The technology stack is a web-based video streaming platform with companion mobile applications, supported by a proprietary horse data management system called the Pferdedaten-Funktion (Logbook). The Logbook captures health, training, feeding, and husbandry data and triggers an AI-Report after five entries that generates personalized summaries, evaluations, and content recommendations. Voice-input training documentation is enabled through Apple and Google speech-to-text services. The platform also includes the Online-Tierarzt, a digital veterinary consultation service bundled free with membership, monthly live webinars with top trainers, the wehorse Shorts short-form video format, and the wehorse Podcast distributed on Apple Podcasts, Spotify, Deezer, and Amazon Music. Subscription billing is managed via Chargebee, accounting through DATEV, and marketing analytics through Meta Pixel and Google Tag Manager.

The business model is a product-led growth, single revenue stream of recurring consumer subscription, complemented by a brand-building initiative (the wehorse Courage Award, endowed with €8,000 and held at the Hamburger Derby from 2025) and a B2B sponsorship ecosystem (Club Courage founding partners including JOSERA, Stübben, Spoga Horse, EQUITANA, Hippovibe, and USG Reitsport). The company is privately held, with no disclosed external funding, parent company, or M&A activity in the input data.

Name

welearn

Legal name

welearn GmbH

Website

https://wehorse.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

wehorse (welearn GmbH) is a Hamburg-based subscription platform offering 400+ online equestrian video courses from 85+ Olympic and world-class trainers, with a horse data Logbook, AI-Report, free online vet, and mobile apps serving recreational and amateur riders primarily in the DACH region.

Ownership category

akta.pro rank

Product category

Online Equestrian Education

NAICS

Veterinary Services (541940), Pet Care (except Veterinary) Services (81291), Support Activities for Animal Production (115210)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

akta.pro secondary industries

Equine Nutrition & Therapeutic Diets (HLAMAHAE), Equine Ambulatory & On-Farm Veterinary Services (HLAMABAE)

Keywords

• Equestrian education platform
• Online riding courses
• Subscription video learning
• Horse training content
• Equestrian learning platform

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Subscription Revenue: Monthly or annual subscription for full access to the platform's content library (400+ courses, live events, shorts, online vet, horse data tools). The subscription auto-renews at the end of each billing period unless cancelled. New users receive a 7-day free trial before converting to a paid plan.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

wehorse is a subscription-based online learning platform for the equestrian community, offering 400+ video courses on dressage, jumping, groundwork, riding seat, feeding, and horse care, taught by 85+ expert trainers and Olympic athletes. Memberships include live webinars, short-form video shorts, an AI-powered horse data logbook, and a free online veterinary consultation service, delivered via web and iOS/Android apps.

Product overview

wehorse is a subscription-based online learning platform for the equestrian community, providing video courses, live events, and digital tools centered around horse training and care. The core product is the wehorse platform offering 400+ online video courses across disciplines (dressage, jumping, groundwork, feeding) taught by 85+ expert trainers. The platform includes complementary features: the wehorse Podcast (expert interviews), the Online-Tierarzt (digital vet consultation), the Logbook/Pferdedaten-Funktion (horse data tracking with AI-powered analysis), mobile apps for iOS and Android, and the wehorse Courage Award (a recognition initiative). Membership is available as monthly (€26/month) or annual (€16.58/month) subscriptions.

Differentiator

Problem solved

Functional benefit

Brands

• wehorse Courage Award: An award initiative recognizing individuals promoting dialogue and animal welfare in equestrian sports, with annual prize ceremonies and charitable donations.

Products and services

• wehorse Online-Lernplattform (Learning Platform) The main digital riding coach platform providing 400+ online video courses on dressage, jumping, groundwork, rider seat, feeding, and other equestrian topics, with live events and personalized training recommendations. Targeted at individual riders of all levels who want flexible, expert-led equestrian education.
• Online-Tierarzt (Online Vet) A digital veterinary consultation service available exclusively and free of charge to wehorse members, providing nationwide veterinary health advice for horses. Targets individual horse owners seeking convenient access to vet expertise.
• Logbook / Pferdedaten-Funktion (Horse Data Function) A digital logbook for recording and managing horse data including health, training, feeding, and husbandry information. Generates automated analyses, personalized training recommendations, and an AI-Report after a set number of entries. Targets individual horse owners who want to systematically track and improve their horse's care and training.

Quantifiable outcome

• 85+ trainers and experts contribute to the platform
• +1 more outcomes

Named customers3 records

Segments2 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• JOSERAcoreGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor of the wehorse Courage Award 2025. JOSERA is a German pet and animal food company that shares wehorse's vision of animal welfare. The partnership enables the Courage Award prize money and event presence at the Hamburger Derby.
• StübbencoreGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor of the wehorse Courage Award 2025. Stübben is a globally recognized manufacturer of equestrian equipment (saddles, bridles, etc.). The sponsorship supports the Courage Award initiative and connects the brand with wehorse's engaged rider community.
• Spoga HorseminorGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor. Spoga Horse is a leading international trade fair for equestrian sports, providing a platform for wehorse to reach an expanded audience of equestrian professionals and enthusiasts.
• EQUITANAminorGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor. EQUITANA is the world's largest trade fair for equestrian sports, based in Essen, Germany, offering wehorse brand exposure to a large international audience.
• HippovibeminorGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor. Hippovibe appears to be a company focused on horse health/wellness technology or products, aligned with wehorse's mission of promoting horse welfare.
• USG ReitsportminorGTM or Marketing Partner · 1 January 2025Club Courage founding sponsor. USG Reitsport is a German equestrian sports brand. Sponsorship connects the brand with wehorse's engaged community of riders.
• Hamburger DerbycoreGTM or Marketing Partner · 1 January 2025In 2025, the wehorse Courage Award was held for the first time at the Al Shira'aa Deutsches Spring- und Dressurderby (Hamburger Derby), one of the most prestigious equestrian events in Germany. This partnership positions wehorse at a major industry showcase.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Masterclass: Subscription online education platform featuring celebrity/expert instructors producing high-production video courses. Operates the same PLG subscription business model as wehorse, but at much broader scale and across many verticals rather than specializing in equestrian content.
• Skillshare: Subscription-based online learning community with courses across creative and lifestyle categories. Shares the self-serve, content-led subscription model and curated instructor model with wehorse, though at significantly larger scale and without the equestrian vertical focus.
• Coursera: Large-scale subscription and certificate-based online learning platform. Same fundamental business model (self-serve paid subscription to structured video courses) as wehorse, with much broader course catalog and global reach but no equestrian specialization.
• Strava: Subscription-based consumer fitness app with strong PLG and community mechanics, social features, and AI-driven training insights. Useful comp for wehorse's PLG subscription funnel, mobile-first product, and Logbook-style training-data feature, though Strava targets runners and cyclists rather than equestrians.

Emerging players

• Equilab: Mobile equestrian tracking and training-logging app for riders. Competes with wehorse's Pferdedaten-Funktion / Logbook on the AI-and-data side, offering GPS tracking, ride logs, and horse management, but lacks wehorse's premium video course library.

Regional players

• Horse & Hound: Leading UK equestrian media brand covering news, training advice, and competition reporting. Comparable in audience and equestrian vertical focus, but distributes via editorial and magazine rather than a paid subscription video platform; serves the UK/international market where wehorse is underweight.
• Cavalluna: German equestrian entertainment and live-event brand. Operates in the same DACH equestrian consumer market and benefits from similar brand and event-driven community dynamics, but monetizes via ticketed live shows rather than subscription video education.

Others

• The Plaid Horse: US equestrian media brand producing magazine content, online articles, and video features for the hunter/jumper community. Compares as a content-led brand targeting amateur and professional riders, with an overlapping customer base in equestrian education and training content.
• Dressage Today: Specialist equestrian publication and online media focused on dressage training, with magazine, video, and instructional content. Overlaps with wehorse's dressage-heavy content library and Olympic-level trainer roster (e.g., Anja Beran, Klaus Balkenhol coverage area).
• Stübben: Established German manufacturer of equestrian equipment (saddles, bridles, bits). Already a 'Club Courage' founding sponsor of wehorse's Courage Award, indicating ecosystem overlap; comparable in serving the DACH equestrian customer base but is a B2C hardware brand rather than a digital learning platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@wehorse
• LinkedInlinkedin.com/company/welearngmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 welearn