Preferred Equine Marketing
- Company typePrivate
- Founded1988
- HeadquartersBriarcliff Manor, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Preferred Equine Marketing does
Preferred Equine Marketing, founded in 1988 by David Reid and headquartered in Briarcliff Manor, New York, operates as a full-service sales agency for Standardbred horses used in harness racing. The company represents breeders, trainers, and owners as their agent at yearling and mixed sales held at major industry venues, including the Pennsylvania State Farm Show Complex in Harrisburg and the Fasig-Tipton Sales Pavilion in Lexington. Its core services include yearling sales, mixed sales of broodmares and racehorses, private sales, and stallion syndication and breeding management for six prominent stallions. The firm has also added online sales capabilities through preferredequineonline.com and offers a complementary Thoroughbred sales service.
The business earns revenue primarily through transaction commissions on completed horse sales and stud fees for managed stallions (e.g., $5,000 per breeding for Venerate in 2026). Since founding, the company reports facilitating over 20,000 horse transactions with combined gross sales exceeding $500 million, positioning itself as the largest Standardbred sales agency in the industry. Distribution occurs through physical auction events at flagship venues, direct private sale negotiations, and the online sales portal. Marketing relies on industry publications such as Hoof Beats and Harness Racing Update, partnerships with governing bodies like USTA and Standardbred Canada, and intra-industry referrals.
The company operates with a lean team of 1-10 employees and is privately held under the corporate entity Preferred Equine Marketing, Inc. Its competitive positioning rests on multi-decade brand recognition, venue partnerships at the industry's most important auctions, and a broad network of breeders, trainers, and owners. The firm maintains international relationships through stallion standing agreements in Sweden and frozen semen distribution via Rood & Riddle Equine Hospital in Kentucky, giving it a foothold in European and broader North American Standardbred markets.
Preferred Equine Marketing firmographics
Firmographics- Name
- Preferred Equine Marketing
- Legal name
- Preferred Equine Marketing, Inc.
- Website
- https://preferredequine.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Preferred Equine Marketing industry classification
Industry- Product category
- Equine Auction & Sales Agency Services
- NAICS
- Horses and Other Equine Production (112920)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200)
- akta.pro primary industry
- Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH)
Keywords
Where Preferred Equine Marketing is headquartered
LocationHeadquarters
- HQ city
- Briarcliff Manor
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Preferred Equine Marketing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Horse Sales Commission: The company acts as a sales agent representing breeders, trainers, and owners at Standardbred horse auctions, earning commissions on completed sales. They also facilitate private sales of broodmares, racehorses, and breeding shares.
- Stud/Breeding Fees: The company manages stallion breeding services, collecting stud fees for standing stallions such as Venerate at $5,000 for 2026 breedings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Venerate Stallion Breeding Fee |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Preferred Equine Marketing product offering
Product offeringCore offering
Preferred Equine Marketing is a Standardbred horse sales agency that conducts yearling sales, mixed sales, private treaty sales, and online sales for the harness racing industry. The firm also provides stallion representation/shuttle services and thoroughbred sales services, acting as an agent connecting consignors with buyers at auction and through private transactions.
Product overview
Preferred Equine Marketing operates as a full-service Standardbred horse sales agency with David Reid at the helm since 1988. The company offers a comprehensive portfolio centered on yearling sales (featuring events like Lexington Selected Yearling Sale and Harrisburg Yearling Sale), mixed sales (including Harrisburg Mixed Sale), and private sales of broodmares, racehorses, and breeding shares. The company recently expanded into online sales through preferredequineonline.com. Additional services include stallion representation (managing six prominent stallions including Venerate, Walner, and Googoo Gaagaa), a Sales Grads program tracking performance outcomes, and limited Thoroughbred services. As the world's #1 Standardbred sales agency with over $500 million in combined sales, the company represents breeders, trainers, and owners at major industry sales events.
Differentiator
Problem solved
Functional benefit
Products and services
- Yearling Sales
- Mixed Sales
- Private Sales
- Online Sales
- Stallion Representation
- Thoroughbred Services
Quantifiable outcome
- Over 20,000 horses sold for over $500 million combined gross
Companies that use Preferred Equine Marketing
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles2 records
Preferred Equine Marketing technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Preferred Equine Marketing partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and minor.
- Rood & Riddle Equine HospitalcoreProvides frozen semen breeding services for Venerate stallion, offering international breeding opportunities through their Kentucky facility
- Broline StutericoreSweden-based breeding facility where Venerate stands for stud
- Standardbred Horse Sales Co.coreCo-hosts Harrisburg Mixed Sale events at the Pennsylvania State Farm Show Complex
- Lexington Selected Yearling Sale Co.coreCo-hosts Lexington Selected Yearling Sale at Fasig-Tipton Sales Pavilion
- USTA (United States Trotting Association)majorIndustry governing body for Standardbred racing; provides licensing, member services, and stallion registry services
- Standardbred CanadamajorIndustry association for Canadian Standardbred racing and breeding
- Hambletonian SocietyminorHarness racing industry organization providing racing information and stakes races
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Preferred Equine Marketing competitors and assessment
Company assessmentDirect peers
- Fasig-Tipton: Major North American Thoroughbred and Standardbred auction house that hosts the Lexington Selected Yearling Sale venue where Preferred Equine operates. Direct competitor in Standardbred consignment/sale agency services and venue partner.
- Standardbred Horse Sales Company: Co-hosts the Harrisburg Mixed Sale and Harrisburg Yearling Sale with Preferred Equine. Closest direct competitor in Standardbred sale management and consignment in the Mid-Atlantic region.
- Hanover Shoe Farms: Largest Standardbred breeding operation in North America, with significant involvement in yearling sales and stallion services. Competes with Preferred Equine both as a consignor and in stallion representation.
- Winbak Farm: Major Standardbred breeding and sales operation in North America that consigns yearlings and offers stallion services — directly overlapping Preferred Equine's yearling and stallion agency offerings.
- Hunterton Sales Agency: Long-established Standardbred sales agency based in Kentucky that competes for yearling and mixed sale consignments and offers private sales representation.
Broad incumbents
- Keeneland: Premier Thoroughbred auction house and racetrack. While primarily Thoroughbred, it is a benchmark bloodstock venue/agency and the most established incumbent in equine auction sales overall, comparable in role to Preferred Equine at the high end of the industry.
Regional players
- Tattersalls: Leading international Thoroughbred and bloodstock auction house based in the United Kingdom. Comparable as a specialist equine sales agency with similar consignment, private sale, and stallion-adjacent services, though serving a different primary geography.
- Inglis: Australia's leading Thoroughbred and bloodstock auction house, comparable in role and business model as a sale agency but serving primarily the Australian/NZ market and not directly competing in Preferred Equine's core North American territory.
- ARQANA: French bloodstock auction house operating in Deauville, similar as a specialist equine auction/sales agency but serving primarily the European market and not directly competing for Standardbred consignments in North America.
Others
- Rood & Riddle Equine Hospital: Partner rather than direct competitor: provides frozen semen breeding services for Preferred Equine's stallion Venerate from its Kentucky facility. Comparable as a critical ecosystem service provider in the Standardbred breeding/sales value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Preferred Equine Marketing social profiles
Digital presencePreferred Equine Marketing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Preferred Equine Marketing leadership team
Management profileNumber of profiles
Profiles1 record
Preferred Equine Marketing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Preferred Equine Marketing 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 Preferred Equine Marketing
What does Preferred Equine Marketing do?
Preferred Equine Marketing is a Standardbred horse sales agency that conducts yearling sales, mixed sales, private treaty sales, and online sales for the harness racing industry. The firm also provides stallion representation/shuttle services and thoroughbred sales services, acting as an agent connecting consignors with buyers at auction and through private transactions.
Is Preferred Equine Marketing a public or private company?
Preferred Equine Marketing is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Preferred Equine Marketing founded?
Preferred Equine Marketing was founded in 1988. It employs 1 to 10 people.
Where is Preferred Equine Marketing based?
Preferred Equine Marketing is headquartered in Briarcliff Manor, United States, in the North America region.
How does Preferred Equine Marketing make money?
Two revenue lines are on record. Horse Sales Commission is the primary driver. The others are stud/Breeding Fees.
Who are Preferred Equine Marketing's main competitors?
Direct peers on record are Fasig-Tipton, Standardbred Horse Sales Company, Hanover Shoe Farms, Winbak Farm and Hunterton Sales Agency. Keeneland is listed as a broad incumbent. Regional players are Tattersalls, Inglis and ARQANA. Rood & Riddle Equine Hospital is listed as an others.
Does Preferred Equine Marketing have an API?
No public API is recorded for Preferred Equine Marketing.
What industry is Preferred Equine Marketing in?
Preferred Equine Marketing's product category is Equine Auction & Sales Agency Services. Its primary akta.pro industry code is AFAEAGAH, Equine Sales, Auctions & Bloodstock Agencies. Its NAICS code is 112920 and its SIC code is 200.