Horse Logic Professional
Horse Logic Professional (Formula 707) is a US-based, privately held manufacturer and direct-to-consumer seller of equine nutritional supplements, founded in 1949, serving individual horse owners and equine industry professionals through its formula707.com e-commerce storefront, a Subscribe & Save program, and a dedicated Professional's Program.
- Company typePrivate
- Founded1949
- HeadquartersLa Salle, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Horse Logic Professional does
Horse Logic Professional, operating primarily under the Formula 707 brand, is a US-based manufacturer and direct-to-consumer seller of equine nutritional supplements. The company was founded in 1949 by John Ewing with the stated objective of improving horse longevity, speed, and agility, and it manufactures its products in its own Colorado facility using domestically and globally sourced ingredients. Its portfolio spans 15+ equine health categories — including blood builders, calming, digestive, electrolyte, fly control, gastric, hemp, hoof health, joint health, metabolic, muscle, respiratory, skin and coat, vitamin and mineral balancer, and weight gain — alongside differentiated Combo Daily Packs that bundle multiple supplements into single regimens.
The company sells primarily through its own e-commerce storefront at formula707.com, with free shipping on orders above $100, and operates a Subscribe & Save program for recurring auto-delivery. A separate Professional's Program and dedicated portal at pro.formula707.com targets equine industry professionals — trainers, veterinarians, barn managers — with an application-based enrollment model and bulk 25 lb Combo Bags for volume purchasers. Marketing relies on organic social channels (Facebook, Instagram, TikTok, YouTube), email, blog content, and a sales representative network.
Horse Logic Professional is a privately held, founder-owned company with no disclosed institutional investors, funding rounds, acquisitions, or leadership changes. It carries the National Animal Supplement Council (NASC) Quality Seal, holds the registered Formula 707® trademark, and employs 1–10 people. Revenue, headcount growth, and detailed ownership information are not publicly disclosed.
Horse Logic Professional firmographics
Firmographics- Name
- Horse Logic Professional
- Legal name
- Formula 707
- Website
- https://horselogicpro.com
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Horse Logic Professional (Formula 707) is a US-based, privately held manufacturer and direct-to-consumer seller of equine nutritional supplements, founded in 1949, serving individual horse owners and equine industry professionals through its formula707.com e-commerce storefront, a Subscribe & Save program, and a dedicated Professional's Program.
- Ownership category
- akta.pro rank
Horse Logic Professional industry classification
Industry- Product category
- Equine Nutritional Supplements
- NAICS
- Animal Food Manufacturing (31111), Animal Food Manufacturing (3111)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro industry
- Equine Nutrition & Therapeutic DietsEquine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes)Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims)
Keywords
Where Horse Logic Professional is headquartered
LocationHeadquarters
- HQ city
- La Salle
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Horse Logic Professional business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equine Supplement Product Sales: Sale of equine nutritional supplements and health products through e-commerce and professional channels. Products include combo daily packs, calming pellets, joint supplements, digestive health pellets, hoof health, muscle builders, fly control, and metabolic support products.
- Subscribe & Save Program: Recurring revenue through subscription-based auto-delivery program offering discounts on orders with no commitment or strings attached.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard e-commerce pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Horse Logic Professional product offering
Product offeringCore offering
Horse Logic Professional (dba Formula 707) manufactures and sells equine nutritional supplements in pellet and combo-pack formats, covering more than 15 health categories including joint, hoof, digestive, calming, muscle, fly control, blood builders, electrolytes, gastric, metabolic, respiratory, skin & coat, vitamins/minerals, and weight gain. Products are made in-house at the company's Colorado facility and sold directly to horse owners through formula707.com, with a dedicated Professional's Program and portal (pro.formula707.com) serving trainers, veterinarians, barn managers, and other equine industry professionals.
Product overview
Formula 707 Professional offers a comprehensive line of equine nutrition supplements and Combo Daily Packs. The portfolio includes individual pellet-based products (Metastable, Calming Pellets, Joint 6-in-1, MuscleMx, MultiFly Fly Control, Digestive Health Pellets, Hoof Health Pellets) organized by health category (Blood Builders, Calming, Digestive, Electrolyte, Fly Control, Gastric, Hemp, Hoof Health, Joint Health, Metabolic, Muscle, Respiratory, Skin & Coat, Vitamin & Mineral Balancer, Weight Gain). The company also offers Combo Products including Calming Pro Complete, Complete Wellness, Complete Wellness + Joint 6-in-1, Healthy Gut Remedy, High Impact, Muscle Builder Plus, Pro Edge, Support Pro, The Next Stage, Training Elite, and 25 lb bulk Combo Bags. Products are manufactured in Colorado from domestically and globally sourced ingredients. The company serves both retail consumers and equine industry professionals through a dedicated Professional's Program.
Differentiator
Problem solved
Functional benefit
Products and services
- Metastable Pellets
Companies that use Horse Logic Professional
Customer profileSegments2 records
Ideal customer profiles2 records
Horse Logic Professional technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Horse Logic Professional partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Horse Logic Professional competitors and assessment
Company assessmentDirect peers
- Farnam (Central Garden & Pet): Major manufacturer of equine supplements, fly control, dewormers, and grooming products sold through mass retail and feed stores. Directly comparable to Formula 707 across most equine health categories including fly control, joint, hoof, and digestive supplements.
- Manna Pro: Long-standing manufacturer of equine and livestock supplements, feeds, and care products with broad retail distribution. Competes with Formula 707 across many of the same categories (joint, hoof, calming, electrolyte, digestive) at similar price points.
- Kentucky Equine Research (KER): Equine nutrition research organization that develops and markets premium equine supplements and feeds targeted at performance and breeding horses; comparable to Formula 707 Professional's trainer/veterinary customer base and high-end positioning.
- Uckele Health & Nutrition: Animal nutrition manufacturer (equine and companion animal) producing supplements and specialty formulations; comparable in product positioning, professional channel focus, and emphasis on ingredient-quality differentiation.
- Tribute Equine Nutrition: Equine-focused feed and supplement brand targeting performance and pleasure horses with a fixed-formula, premium ingredient positioning; overlaps Formula 707 on professional/performance horse customer base.
- SmartPak Equine: Direct-to-consumer equine supplement retailer built around a Subscribe & Save SmartPak daily-dose bag model—essentially the same recurring-delivery, daily-supply concept as Formula 707's Combo Daily Packs, making it the closest business-model peer.
- AniMed (W.F. Young / Kinetic): Equine supplement brand offering calming, joint, hoof, and digestive products; comparable mid-market positioning with similar SKU breadth to Formula 707.
- Vita Flex Nutrition: Equine and animal supplement manufacturer offering joint, hoof, electrolyte, calming, and performance products; directly comparable SKU overlap and similar target customer of trainers, owners, and equine professionals.
Broad incumbents
- Purina Animal Nutrition (Land O'Lakes): Scaled feed and supplement manufacturer with a dedicated equine product line (Purina Equine Senior, Omolene, and supplements) sold through national dealer networks; competes with Formula 707 via dealer channel and broader product breadth.
Regional players
- Cavalor: Belgian-headquartered premium equine nutrition brand focused on sport and competition horses; comparable premium positioning and product categories but primarily serves European and international markets rather than US-focused Formula 707.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
Horse Logic Professional social profiles
Digital presenceHorse Logic Professional compliance and trust
Trust signalCompliance1 record
Horse Logic Professional financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horse Logic Professional leadership team
Management profileNumber of profiles
Horse Logic Professional funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horse Logic Professional 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 Horse Logic Professional
What does Horse Logic Professional do?
Horse Logic Professional (dba Formula 707) manufactures and sells equine nutritional supplements in pellet and combo-pack formats, covering more than 15 health categories including joint, hoof, digestive, calming, muscle, fly control, blood builders, electrolytes, gastric, metabolic, respiratory, skin & coat, vitamins/minerals, and weight gain. Products are made in-house at the company's Colorado facility and sold directly to horse owners through formula707.com, with a dedicated Professional's Program and portal (pro.formula707.com) serving trainers, veterinarians, barn managers, and other equine industry professionals.
Is Horse Logic Professional a public or private company?
Horse Logic Professional is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horse Logic Professional founded?
Horse Logic Professional was founded in 1949. It employs 1 to 10 people.
Where is Horse Logic Professional based?
Horse Logic Professional is headquartered in La Salle, United States, in the North America region.
How does Horse Logic Professional make money?
Two revenue lines are on record. Equine Supplement Product Sales are the primary driver. The others are subscribe & Save Program.
Who are Horse Logic Professional's main competitors?
Direct peers on record are Farnam (Central Garden & Pet), Manna Pro, Kentucky Equine Research (KER), Uckele Health & Nutrition, Tribute Equine Nutrition, SmartPak Equine, AniMed (W.F. Young / Kinetic) and Vita Flex Nutrition. Purina Animal Nutrition (Land O'Lakes) is listed as a broad incumbent. Cavalor is listed as a regional player.
Does Horse Logic Professional have an API?
No public API is recorded for Horse Logic Professional.
What industry is Horse Logic Professional in?
Horse Logic Professional's product category is Equine Nutritional Supplements. Its primary akta.pro industry code is HLAMAHAE, Equine Nutrition & Therapeutic Diets, with a secondary code of AFADAEAG, Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes). Its NAICS code is 31111 and its SIC code is 200.