Schockemoehle Sports

What Schockemoehle Sports does

Schockemöhle Sports GmbH is a German family-owned equestrian equipment retailer founded in 2005 and headquartered in Mühlen, Lower Saxony. The company is operated by co-managing directors Franz Schockemöhle and Marianne Schockemöhle, descendants of a family with multi-generational involvement in international equestrian sport. It serves riders across disciplines — primarily dressage and show jumping — from amateur through professional levels, supplying both horse equipment (bridles, saddle accessories, saddle pads, blankets, leg protection, halters) and rider apparel (riding breeches, competition jackets, shirts, hoodies, jackets, plus Tonics-branded riding boots, ankle boots, and chaps). The firm holds no external investors and operates as an independent GmbH registered in Germany under HRB 112300 with VAT ID DE 814294223.

The product portfolio is organized into specialized bridle lines — Equitus, Anatomic, Classic, NEO, and Select & Mix — emphasizing anatomical design intended to support horse welfare and performance. Apparel is built on functional fabrics with stated properties including breathability, UV-50+ protection, quick-dry, antibacterial finishes, dirt repellence, and silicone grip printing for saddle contact; certain competition jackets (e.g., SP Alaine, SP Adella, SP Air Cool, SP Ringo) are designed for compatibility with rider airbag vests. The most commercially distinctive collaboration is the Isabell Werth Collection, an exclusive dressage bridle and curb line co-developed with the world's most successful dressage rider. Fior da Liso is operated as a separate sub-brand for premium equestrian apparel and accessories.

Schockemöhle Sports generates revenue through two channels: direct-to-consumer sales via its own e-commerce storefront at schockemoehle-sports.com (worldwide shipping, multi-currency: EUR/USD/GBP) and wholesale to equestrian specialty retailers across five continents via a dedicated B2B login portal, supplemented by company-operated physical retail locations. Retail pricing spans approximately €28 (outlet) to €420 (premium boots), with riding breeches at €90–€190 and competition jackets at €209–€270; a free travel adapter (€19.95 value) is offered on orders over €200. Marketing runs through the website, Instagram hashtag campaigns (#schockemoehlesports), YouTube training videos, seasonal flipbook catalogs (Spring/Summer 2026, Autumn/Winter 2025), email newsletters, and athlete endorsements.

Name

Schockemoehle Sports

Legal name

Schockemöhle Sports GmbH

Website

https://schockemoehle-sports.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Schockemöhle Sports GmbH is a family-owned German retailer of premium equestrian equipment and rider apparel, selling through its own global e-commerce site, wholesale to specialty retailers on five continents, and operated physical stores for amateur and professional dressage and show-jumping riders.

Ownership category

akta.pro rank

Product category

Equestrian Equipment & Riding Apparel

NAICS

Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Equestrian equipment
• Riding apparel
• Horse tack
• Equestrian accessories
• Riding boots

Headquarters

HQ city

Mühlen

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells directly to consumers through its own e-commerce platform at schockemoehle-sports.com. Products include bridles, riding breeches, jackets, boots, and accessories for horse and rider.
2. Wholesale to Trade Retailers: Products are distributed through equestrian specialty retailers (Reitsportfachhändler) on 5 continents. A B2B login portal exists for business partners to place orders.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Schockemöhle Sports designs, brands, and sells premium equestrian equipment and riding apparel for horse and rider. The portfolio spans bridles and bits, saddle accessories, saddle pads, blankets, leg protection, and halters on the horse side, and riding breeches, competition jackets, shirts, hoodies, riding boots, and accessories on the rider side. The company sells primarily through its own e-commerce platform and through wholesale to equestrian specialty retailers worldwide.

Product overview

Schockemohle Sports is a German equestrian sports equipment retailer founded in 2005, based in Muhlen, Germany. The company offers a comprehensive portfolio of premium riding equipment for both horse and rider across multiple product categories. The product range is organized into two main divisions: (1) Horse Equipment including bridles/bits (with specialized lines: Equitus Line, Anatomic Line, Classic Line, NEO Line, Select & Mix), saddles and accessories, saddle pads, blankets, leg protection (boots, bandages, bell boots), and halters; (2) Rider Apparel including riding breeches (full grip and knee grip variants), competition jackets (with airbag-compatible options like SP Alaine, SP Adella, SP Air Cool), shirts, hoodies, jackets, and footwear. Key product lines include the licensed Isabell Werth Kollektion (dressage bridle collection), the Fior da Liso sub-brand, and the core SP product line. The company also operates seasonal collections (Spring/Summer and Autumn/Winter), an outlet store, and B2B services for retailers. Tonics (boots and chaps) are sold under the TO brand prefix.

Differentiator

Problem solved

Functional benefit

Brands

• Fior da Liso: Sub-brand mentioned in navigation, appears to be a product line within the Schockemöhle Sports portfolio.

Products and services

• Isabell Werth Kollektion Exclusive dressage bridle and curb collection developed in partnership with Isabell Werth, the most successful dressage rider, featuring innovative designs targeting amateur to professional dressage riders.
• Equitus Line Bridles Anatomically designed bridle line developed with input from Isabell Werth, focused on horse comfort and performance for dressage and other disciplines.
• Anatomic Line Bridles
• Classic Line Bridles
• NEO Line Bridles
• Select & Mix Bridles
• Fior da Liso
• Tonics Riding Footwear & Chaps
• SP RevoGuard Safety Stirrup
• Air Flow Ceramic Stable Boots
• SP Air Flow Training Boots
• Riding Breeches (Reithosen)
• Competition Jackets (Turniersakkos)
• Saddle Accessories
• Saddle Pads & Fly Veils
• Horse Blankets
• Horse Leg Protection
• Halters & Lead Ropes
• B2B Trade Portal

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Isabell WerthcoreStrategic or Co-development Partner · 1 January 2024Schockemöhle Sports has an exclusive partnership with Isabell Werth, the world's most successful dressage rider, to co-develop a dressage bridle and curb collection. Isabell contributes her extensive experience and passion for perfection to the product development process, combining her expertise with Schockemöhle's quality standards and innovation. The collection targets dressage riders from amateur to professional levels and features anatomical designs promoting horse welfare.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/playlist?list=PLyHxxWUZtuG5Dp29VzehievPE0L9jOBal
• Instagraminstagram.com/schockemoehle_sports
• Facebookfacebook.com/Schockemoehle.Sports
• LinkedInlinkedin.com/company/schockem-hle-sports-gmbh

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 Schockemoehle Sports