Professional's Choice
Professional's Choice manufactures and sells equine leg care and performance products—including proprietary sports medicine boots, ice-therapy boots, saddle pads, cinches, and leather goods—targeting competitive Western and English riders through its DTC e-commerce site and a US authorized dealer network.
- Company typePrivate
- Founded1976
- HeadquartersEl Cajon, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
Professional's Choice firmographics
Firmographics- Name
- Professional's Choice
- Legal name
- Professional's Choice
- Website
- https://profchoice.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Professional's Choice manufactures and sells equine leg care and performance products—including proprietary sports medicine boots, ice-therapy boots, saddle pads, cinches, and leather goods—targeting competitive Western and English riders through its DTC e-commerce site and a US authorized dealer network.
- Ownership category
- akta.pro rank
Professional's Choice industry classification
Industry- Product category
- Equine Leg Care & Equestrian Equipment
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949), Leather & Leather Products (3100)
- akta.pro primary industry
- Sport/Show Horse Training & Performance Programs (AFAEAGAF)
Keywords
Where Professional's Choice is headquartered
LocationHeadquarters
- HQ city
- El Cajon
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Professional's Choice business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Equestrian Equipment Sales: One-time hardware sales of equine leg care products including boots, wraps, saddle pads, cinches, and therapeutic products. No subscription or recurring revenue model observed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sports Medicine Boots - Strike Sports Medicine Boot |
| Unit Pricing | Pay-as-you-go | Six Pocket Ice Boots |
| Unit Pricing | Pay-as-you-go | SMB II Sports Medicine Boots |
| Unit Pricing | Pay-as-you-go | VenTECH Slide-Tec Skid Boots |
| Unit Pricing | Pay-as-you-go | Quickwrap Bandage |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Professional's Choice product offering
Product offeringCore offering
Professional's Choice manufactures and sells equine leg care and riding equipment, including sports medicine boots, therapeutic ice boots, splint and skid boots, saddle pads, cinches, halters, lead ropes, and related gear. Products are sold one-time at unit prices through the company's own e-commerce site (profchoice.com) and a network of authorized dealers/retailers. The portfolio targets competitive equestrian athletes and performance horse owners across Western (barrel racing, roping, reining) and English (jumping, eventing, dressage) disciplines.
Product overview
Professional's Choice is a manufacturer of equine leg care products and supplies, offering a broad portfolio organized around two main product lines: Performance Boots (including Sports Medicine Boots like SMB II, SMB 3, Strike, and 2XCool lines) and Therapeutic Boots (including ice therapy products like Six Pocket Ice Boots, Nine Pocket Ice Boots, and Full Leg Ice Boots). The company also produces leather goods (cinches, halters, headstalls), fly protection products, saddle pads with proprietary technologies, and various support accessories. Their products are distributed under distinct technology brands including VenTECH (ventilated neoprene), UltraShock (energy absorption), SMx Air Ride (air comfort), and 2XCool (cooling fabrics). The portfolio spans Western and English equestrian disciplines, serving performance horses in events including polo, jumping, reining, barrel racing, and team roping.
Differentiator
Problem solved
Functional benefit
Products and services
- SMB II Sports Medicine Boots Sports medicine boots with neoprene exterior and UltraShock lining that protect the cannon bone, tendons, and soft tissue; used in polo, jumping, reining, barrel racing, and other events. Priced at $93.95 per pair.
- SMB 3 Sports Medicine Boots
- SMB Combo Boots
- Strike Sports Medicine Boot
- 2XCool Sports Medicine Boot
- Six Pocket Ice Boots
- Nine Pocket Ice Boots
- Full Leg Ice Boot
- VenTECH Slide-Tec Skid Boots
- VenTECH Splint Boots
- VenTECH All-Purpose Boots
- Spartan II Bell Boots
- Ballistic Overreach Boots
- Pro Performance Open Front Boots with TPU Fasteners
- Pro Performance XC REAR Boots
- Mohair Western Cinch
- SMx Western Cinch
- Bed Sore Boots
- Quickwrap Bandage
- Magnetic Poll Piece
- Knee Boots
Quantifiable outcome
- SMB Combo Boots absorb up to 26% of negative energy from hoof impact
Companies that use Professional's Choice
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Professional's Choice technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Professional's Choice partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- AQHA (American Quarter Horse Association)coreProfessional's Choice has been a corporate partner with AQHA for over a decade, sponsoring product prizes at Regional Experiences, Youth World Show, and World Show. AQHA promotes, preserves, and records pedigrees of the American Quarter Horse.
- NBHA (National Barrel Horse Association)coreNBHA is the largest barrel racing organization in the world with over 23,000 members across the US and 12 countries. Professional's Choice supports this organization as a partner.
- ACTRA (American Cowboys Team Roping Association)coreACTRA is the largest non-profit team roping organization in the US, founded in 1983. Professional's Choice has partnership relationship with this organization supporting the team roping community.
- NHSRA (National High School Rodeo Association)minorNHSRA is a youth organization dedicated to promoting rodeo and western heritage, impacting over 10,500 students in the US, Canada, and Australia. Partnership supports youth rodeo development.
- R4R (Ropings for Ropers)minorR4R is an association focused on keeping money with members and providing affordable team roping opportunities. Professional's Choice is a partner in this organization.
- USEA (United States Eventing Association)coreProfessional's Choice is named the Official Horse Boot of the United States Eventing Association, supporting eventing enthusiasts with competitive levels suited to their skills.
- US Pony ClubminorUnited States Pony Clubs develops character, leadership, and confidence in youth through horse care and riding programs. Partnership supports youth equestrian development.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Professional's Choice competitors and assessment
Company assessmentDirect peers
- Roma Equestrian: U.S. manufacturer of equine tack, blankets, and protective gear; comparable as a volume equine equipment maker with overlapping boots and wraps categories.
- Horze: International online retailer of equestrian apparel, tack, and horse equipment including protective boots; directly comparable as a D2C-first multi-category equine equipment seller with overlapping product assortment.
- Weaver Leather: U.S. manufacturer of equine tack, leather goods, and protective equipment including leg boots and saddle pads; directly comparable as a long-standing, performance-focused equine equipment maker with overlapping product categories.
- Classic Equine: Manufacturer of equine leg protection and performance boots for Western disciplines; directly competes in the same product category (sports medicine, splint, skid boots) as Professional's Choice.
- Tough-1 (JT International): Mass-market equine equipment supplier offering boots, wraps, saddle pads, and tack at broad price points; comparable as a multi-category equine goods manufacturer/retailer with overlapping Western discipline focus.
- Cashel Company: Equine products manufacturer specializing in horse comfort, fly protection, and saddle accessories; directly comparable niche peer serving similar rider segments and equine care needs.
- Cavallo Horse & Rider (Hoof Boots): Manufacturer of hoof boots and equine hoof protection products; directly comparable as a specialty equine equipment brand focused on protective footwear for horses.
- Schneiders Saddlery: Large U.S. tack retailer offering boots, wraps, saddle pads and full equine equipment assortment; directly comparable as a multi-channel equestrian retailer with overlapping merchandise categories.
Broad incumbents
- Dover Saddlery: Largest U.S. equestrian retailer carrying extensive apparel, tack, and horse-care product lines; broad incumbent operating a multi-brand, multi-category retail platform that overlaps with Professional's Choice in boots and saddle pads.
Regional players
- Shires Equestrian: UK-based equestrian equipment manufacturer offering boots, rugs, and tack with strong European retail presence; comparable in product category but primarily serves the UK/European market rather than competing head-to-head in the U.S.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Professional's Choice social profiles
Digital presenceProfessional's Choice financial estimates
Financial estimateRevenue estimate
Valuation estimate
Professional's Choice leadership team
Management profileNumber of profiles
Professional's Choice funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Professional's Choice 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 Professional's Choice
What does Professional's Choice do?
Professional's Choice manufactures and sells equine leg care and riding equipment, including sports medicine boots, therapeutic ice boots, splint and skid boots, saddle pads, cinches, halters, lead ropes, and related gear. Products are sold one-time at unit prices through the company's own e-commerce site (profchoice.com) and a network of authorized dealers/retailers. The portfolio targets competitive equestrian athletes and performance horse owners across Western (barrel racing, roping, reining) and English (jumping, eventing, dressage) disciplines.
Is Professional's Choice a public or private company?
Professional's Choice is a private company. It is classified as unknown and is currently operating.
When was Professional's Choice founded?
Professional's Choice was founded in 1976. It employs 101 to 250 people.
Where is Professional's Choice based?
Professional's Choice is headquartered in El Cajon, United States, in the North America region.
How does Professional's Choice make money?
One revenue line is on record: equestrian Equipment Sales.
Who are Professional's Choice's main competitors?
Direct peers on record are Roma Equestrian, Horze, Weaver Leather, Classic Equine, Tough-1 (JT International), Cashel Company, Cavallo Horse & Rider (Hoof Boots) and Schneiders Saddlery. Dover Saddlery is listed as a broad incumbent. Shires Equestrian is listed as a regional player.
Does Professional's Choice have an API?
No public API is recorded for Professional's Choice.
What industry is Professional's Choice in?
Professional's Choice's product category is Equine Leg Care & Equestrian Equipment. Its primary akta.pro industry code is AFAEAGAF, Sport/Show Horse Training & Performance Programs. Its NAICS code is 45911 and its SIC code is 3949.