Downunder Horsemanship

What Downunder Horsemanship does

Downunder Horsemanship, founded in 1997 by Clinton Anderson, is a privately held equestrian education company headquartered in Springdale, Arkansas (with a training ranch in Farmington, Arkansas, and a founding city listed as Stephenville, Texas). The company is built around Anderson's proprietary "Method," a structured horsemanship curriculum progressing through Fundamentals, Intermediate, and Advanced levels, extended by specialty series covering foal training, colt starting, trick training, barrel racing, gaited horsemanship, and cow horse/reining work. The core commercial offering is the tiered No Worries Club membership — Basic ($19.99/month or $199.99/year) for app and digital journal access, and Premium ($39.99/month or $399.99/year) for the full 500+ hour training library, eight new videos per year, a printed journal, and up to 50% product discounts — distributed through a Shopify storefront, native mobile apps (iOS, Android), and connected-TV apps (AppleTV, Roku, Fire TV, Android TV).

The company monetizes across four streams: recurring membership subscriptions, one-time digital training kit and video series purchases ($14.99–$599.99), physical tack/equipment and apparel sales with member discounts, and in-person event revenue from Walkabout Tours, Ranch Clinics, Fundamentals/Intermediate/Advanced Clinics ($1,000–$2,500 per participant), and spectator tickets ($50–$175). Distribution is amplified through a certified network of Professional Clinicians and Method Ambassadors who deliver local training worldwide, supplemented by YouTube (30M+ views on the DUHorseman channel), podcasts ("Uncut & Real Raw with Clinton Anderson"), email, and organic social on Facebook, Instagram, TikTok, and X.

The company's customer base spans individual horse owners at all skill levels, professional trainers seeking certification, and 4-H/youth equestrian groups, with events held across the US, Canada, the Netherlands, and Queensland, Australia. The company employs 51–100 people, maintains the "The Method" registered trademark, and operates the Clinician Academy as a horsemanship business-development program. No external funding rounds, parent company, or M&A activity are disclosed; ownership remains founder-led and bootstrapped.

Name

Downunder Horsemanship

Legal name

Downunder Horsemanship Inc.

Website

https://downunderhorsemanship.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Downunder Horsemanship, founded in 1997 by Clinton Anderson, is a privately held equestrian education company that sells the No Worries Club membership, proprietary "Method" training video kits, tack and apparel, and in-person clinics to individual horse owners, professional trainers, and youth equestrian groups worldwide.

Ownership category

akta.pro rank

Product category

Equestrian Training and Education

NAICS

Sporting Goods Retailers (45911), Support Activities for Animal Production (115210)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

akta.pro secondary industry

Training, Stables & Equine Services (MPAEADAI)

Keywords

• Horse training programs
• Equestrian training videos
• Horsemanship membership
• Horse training clinics
• Equestrian equipment sales

Headquarters

HQ city

Stephenville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: The company generates recurring revenue through two-tiered membership subscriptions. Basic membership ($19.99/month or $199.99/year) provides access to the No Worries Club website and app with digital journal access. Premium membership ($39.99/month or $399.99/year) includes full access to the entire training library (hundreds of hours of content), eight new digital training videos per year, and a printed No Worries Journal.
2. Training Kits and Video Series: One-time purchase digital downloads of training series including Fundamentals, Intermediate, Advanced, Foal Training, Colt Starting, Trick Training, and specialty series. Prices range from $14.99 to $599.99 depending on the kit.
3. Tack and Equipment Products: Physical products including halters, leads, ropes, bridles, saddles, leg protection, training tools, apparel, and accessories sold through the e-commerce storefront. Members receive up to 50% off products.
4. Event Participation Fees: Revenue from clinic participation fees (ranging from $1,000-$2,500 for non-members), spectator tickets, and Walkabout Tour events.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Downunder Horsemanship sells horse training content and products built on Clinton Anderson's proprietary "Method" system. The core offering is the No Worries Club streaming membership (Basic and Premium tiers) plus a catalog of individual downloadable training video kits (Fundamentals, Intermediate, Advanced, Colt Starting, Foal Training, Trick Training, Gaited Horsemanship, Barrel Racing, Trailering, etc.), supplemented by branded tack/equipment, apparel, a printed philosophy book, and in-person Walkabout Tour and Ranch Clinics plus the Clinician Academy certification program for aspiring instructors.

Product overview

Downunder Horsemanship is a horsemanship training company founded by Clinton Anderson, offering a comprehensive product ecosystem centered on the Method, a structured training program for horses. The core offering is the No Worries Club membership (Basic and Premium tiers), which provides digital access to the Downunder Horsemanship app and website. The Premium membership unlocks access to Clinton's complete training video library comprising 17+ training series including Fundamentals, Intermediate, Advanced, Colt Starting, Foal Training, Trick Training, Gaited Horsemanship, Barrel Racing Success, Go Bridleless, Hobbling and Leg Restraints, Horsemanship 101, Leads and Lead Changes, No Worries Tying, Trouble-Free Trailering, Fundamentals In Action on the Trail, and cow horse/reining programs with Ian Francis. Physical products include tack equipment (halter and leads, bridles, bits, saddles, leg protection, hobbles), ranch supplies (tools, fly control, healthcare), and branded apparel. Services include in-person Clinician Academy training, professional clinics and lessons, and events like No Excuses Nation. The Premium membership also offers up to 50% discounts on all physical products including tack, ranch gear, media, and apparel.

Differentiator

Problem solved

Functional benefit

Brands

• No Worries Club: A membership program offering training content, resources, and discounts for members following The Method training system.

Products and services

• No Worries Club Basic Membership

Quantifiable outcome

• Madison County 4-H drill team raised over $4,600 at a Walkabout Tour event

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Ritchie IndustriescoreStrategic or Co-development PartnerFeatured sponsor of Walkabout Tours. At each tour, Ritchie Industries partners with Downunder Horsemanship to select a local non-profit equine group to run the Ritchie Ball Toss fundraiser, where spectators purchase tennis balls to raise funds for the organization.
• CashelminorOthersSponsor providing equestrian products and equipment support.
• Classic EquineminorOthersSponsor of equestrian equipment including the EZ-FOUNT waterer and insulated medical box products.
• Cold Creek EquineminorOthersSponsor providing equestrian products.
• DT HorsesminorOthersSponsor of horse breeding and training program.
• Equine DreamingminorOthersSponsor providing equestrian products.
• Martin SaddleryminorOthersSponsor providing saddles and western tack equipment.
• RealCow TrainingminorOthersSponsor of rope horse training equipment and programs.
• SmartPak EquineminorOthersSponsor providing equine supplements and health products, with promotional sales offered to Downunder Horsemanship customers.
• Santa Cruz Animal HealthminorOthersSponsor providing animal health products.
• Stillwell Inc.minorOthersSponsor providing equestrian products.
• Standlee Premium Western ForageminorOthersContent sponsor providing nutrition articles and educational content about horse feed, including beet pulp and oat grass hay information. Offers promotional coupons to Downunder Horsemanship customers.
• VetericynminorOthersAnimal health product company offering Vetericyn's Future Innovators of Agriculture Scholarship - three $1,000 scholarships for students.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Parelli Natural Horsemanship: Parelli is the longest-established direct competitor in the "natural horsemanship" methodology + membership space, founded by Pat Parelli, offering a comparable multi-level (Levels 1-4) paid program, instructor certification (Parelli Professionals), and global event/clinic model. It mirrors Downunder Horsemanship's structure of proprietary method + tiered digital subscription + certified clinician network.
• Warwick Schiller Performance Horsemanship: Warwick Schiller operates a parallel horsemanship education platform with a YouTube-driven funnel, online courses, and global clinic tours. He targets a similar audience of recreational and performance horse owners and competes for the same top-of-funnel attention and Premium course revenue.
• Monty Roberts Join-Up International: Monty Roberts is a foundational figure in natural horsemanship with a globally-recognized personal brand, online courses, and a certified instructor network (Monty Roberts International Training Center). Competes for both the same customers (horse owners seeking systematic training methods) and the same clinician-licensing business model.
• Chris Cox Horsemanship: Chris Cox runs a horsemanship training brand featuring clinics, a TV presence, and an online learning platform serving the same Western performance / recreational horse-owner market. Closely comparable in methodology, celebrity-clinician structure, and international tour format.
• Julie Goodnight Horsemanship: Julie Goodnight offers a premium online membership (Horse Sense Membership), training videos, and clinics targeting English and Western riders. Directly comparable D2C subscription + celebrity-clinician + on-demand content model to Downunder Horsemanship's No Worries Club.
• Stacy Westfall Horsemanship: Stacy Westfall operates an online horsemanship education platform with courses, a YouTube presence, and clinics. Targets the same horse-owner audience with similar on-demand digital content and event-driven experiential revenue.
• Buck Brannaman Horsemanship: Buck Brannaman is a foundational clinician in the natural horsemanship lineage whose clinics, syndicated TV (Horse Whisperer inspiration), and student-clinician network compete for the same premium training audience and clinician-licensing channels as Downunder Horsemanship.

Broad incumbents

• SmartPak Equine: SmartPak is a major direct-to-consumer equine supplements and tack retailer, and an active Downunder Horsemanship partner/sponsor. While broader in product scope (supplements, blankets, gear), it serves the same horse-owner customer and competes in the tack/health-product storefront basket that Downunder Horsemanship sells through shop.downunderhorsemanship.com.

Emerging players

• Equitana (Barron Events / Reed Exhibitions): Equitana operates multi-day horse expos (including Equitana USA and Equitana Melbourne) that host clinicians like Clinton Anderson and competing clinicians. Comparable as a large-scale event/revenue format that aggregates the audience Downunder Horsemanship addresses through Walkabout Tours and No Excuses Nation.

Others

• Horse & Rider (magazine brand, Equine Network): Equine Network's Horse & Rider and related brands publish training content and run events serving the same performance-horse audience. Functionally comparable as content + community ecosystem, but operates primarily through editorial/media rather than paid D2C training subscriptions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DownunderHorse
• YouTubeyoutube.com/user/DUHorseman
• Facebookfacebook.com/DownunderHorsemanship
• Instagraminstagram.com/downunder.horsemanship
• TikToktiktok.com/@downunder.horsemanship?lang=en

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 Downunder Horsemanship