Professional's Choice

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

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

• Equine leg care products
• Horse sports medicine boots
• Equestrian protective equipment
• Equine therapy products
• Western horse tack

Headquarters

HQ city

El Cajon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• AQHA (American Quarter Horse Association)coreStrategic or Co-development Partner · 1 January 2010Professional'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)coreStrategic or Co-development Partner · 1 January 1992NBHA 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)coreStrategic or Co-development Partner · 1 January 1983ACTRA 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)minorStrategic or Co-development PartnerNHSRA 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)minorStrategic or Co-development PartnerR4R 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)coreStrategic or Co-development PartnerProfessional'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 ClubminorStrategic or Co-development PartnerUnited 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

Direct 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

• Xx.com/ProfChoice
• Facebookfacebook.com/ProfChoice

Revenue estimate

Valuation estimate

Number of profiles

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 Professional's Choice