TheHorse
TheHorse is a specialized equine health media brand (founded 1995) publishing a print/digital magazine, website (TheHorse.com), podcasts, newsletters, and disease alerts, serving horse owners, equine veterinarians, and industry professionals under Equine Network, LLC.
- Company typePrivate
- Founded1995
- HeadquartersLexington, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What TheHorse does
TheHorse (operating as TheHorse.com and the print/digital magazine "The Horse: Your Guide to Equine Health Care") is a privately held specialized media brand focused exclusively on equine health, care, management, and welfare. Founded in 1995 and headquartered in Lexington, Kentucky, the brand is owned by Equine Network, LLC, a diversified equestrian media group that also operates EQUUS, Horse & Rider, Practical Horseman, American Cowboy, Barrel Racing Magazine, and Stable Management. TheHorse's audience is segmented primarily into horse owners/caretakers, equine veterinarians and veterinary professionals, and other industry professionals (trainers, farriers, nutritionists).
The product surface is built on a web-based content management system that hosts 29,500+ articles, 657+ podcast episodes (Ask TheHorse, Equine Innovators, Feeding Horses), videos, webcasts, infographics, slideshows, free fact sheet reports, interactive calculators (Feed Cost, Mare Gestation, Adult Horse Weight), and the EDCC Health Watch disease-alert program. Content accuracy is overseen by a board of the American Association of Equine Veterinarians (AAEP), and the brand holds Core-tier partnerships with EDCC and AAEP and Minor-tier partnerships with WEVA, BEVA, AAEVT, AAPF/IAPF, and the EPM Society. Distribution runs through the website, a print magazine (since 1995), an eco-friendly digital edition, 12+ topic-specific email newsletters, podcast platforms, and active social channels (Facebook, Twitter/X, Pinterest, Instagram, YouTube).
The business model combines recurring print and digital magazine subscriptions (sold via my.thehorse.com with gift and quote-based pricing tiers not publicly disclosed), digital advertising and sponsored content (e.g., Mad Barn nutrition integrations), and newsletter registration that funnels users into the subscription funnel. The go-to-market motion is product-led/content-led: SEO-optimized equine health content drives organic traffic, newsletter registration captures users, and the magazine and sponsorship inventory monetize the audience. The brand serves primarily USA and Canada, with the digital edition positioned to extend international reach.
TheHorse firmographics
Firmographics- Name
- TheHorse
- Legal name
- Equine Network, LLC
- Website
- https://thehorse.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- TheHorse is a specialized equine health media brand (founded 1995) publishing a print/digital magazine, website (TheHorse.com), podcasts, newsletters, and disease alerts, serving horse owners, equine veterinarians, and industry professionals under Equine Network, LLC.
- Ownership category
- akta.pro rank
TheHorse industry classification
Industry- Product category
- Special Interest Equine Health Media
- NAICS
- Support Activities for Animal Production (115210)
- akta.pro primary industry
- Equine Care & Stable Management (EDAOAOAE)
- akta.pro secondary industry
- Sports Medicine, Lameness & Performance (Equine) (HLAMABAJ)
Keywords
Where TheHorse is headquartered
LocationHeadquarters
- HQ city
- Lexington
- HQ country
- United States
- HQ region
- North America
Markets served
TheHorse business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Magazine Subscriptions: Print and digital magazine subscriptions for The Horse: Your Guide to Equine Health Care, providing exclusive content including the latest and most reliable news and information regarding equine health, care, management, and welfare
- Digital Advertising: Sponsored content and advertising opportunities on the website and in newsletters, including sponsored articles and partner content
- Newsletter and Content Access: Free newsletter registration with premium digital edition access for subscribers, plus special offers from partners
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
TheHorse product offering
Product offeringCore offering
TheHorse publishes and distributes equine health, care, management, and welfare information through a flagship magazine (The Horse: Your Guide to Equine Health Care, in print and digital editions), the TheHorse.com website with 29,000+ articles, multiple topic-specific email newsletters, podcast series, free fact-sheet reports, interactive calculators (feed cost, mare gestation, adult horse weight), and the EDCC Health Watch disease alert program. Content is overseen by a board of the American Association of Equine Veterinarians (AAEP) and the brand has operated since 1995 under Equine Network, LLC.
Product overview
TheHorse operates as a content and information platform consisting of The Horse Magazine (the flagship print and digital publication since 1995) and TheHorse.com (the online platform). The portfolio includes topic-specific newsletters, podcasts (Ask 'TheHorse' Live, Equine Innovators, Feeding Horses), free fact sheet reports on equine diseases, interactive tools (Horse Feed Cost Calculator, Mare Gestation Calculator, Adult Horse Weight Calculator), and Q&A content series. The company also offers EDCC Health Watch for disease outbreak reporting. All content is overseen by a board of the American Association of Equine Veterinarians (AAEP).
Differentiator
Problem solved
Functional benefit
Brands
- The Horse: Your Guide to Equine Health Care: The main print and digital magazine publication focused on equine health, care, management, and welfare.
- TheHorse.com
- EDCC Health Watch
Products and services
- The Horse Magazine (Print Subscription) The Horse: Your Guide to Equine Health Care is the flagship print magazine providing current, understandable, and practical equine health care information on horse health, care, management, and welfare. Published since 1995 and overseen by a board of the American Association of Equine Veterinarians (AAEP), it is available by subscription with gift subscription options.
- The Horse Digital Edition Eco-friendly online version of The Horse magazine accessible on mobile, tablet, or desktop. The digital edition is available to subscribers before the print version arrives, providing faster delivery with no shipping cost and is positioned as ideal for international subscribers.
- TheHorse.com Premium Digital Access Subscription-based unlimited digital access to equine health content on TheHorse.com, including gated articles, multimedia, and premium features beyond the free content and newsletter registration tier.
Companies that use TheHorse
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
TheHorse technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TheHorse partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Equine Disease Communication Center (EDCC)corePartnership to create and disseminate verified equine disease reports through the EDCC Health Watch program. The EDCC is an independent nonprofit supported by industry donations that provides open access to infectious disease information. TheHorse publishes EDCC-verified disease alerts to notify horse owners of disease outbreaks.
- American Association of Equine Practitioners (AAEP)coreAAEP serves as a content oversight board for TheHorse magazine, ensuring accuracy and relevance of equine health information. The publication provides extensive coverage of AAEP conventions and professional development content.
- Equine Network (Parent Company)coreOwned by Equine Network, LLC, which operates a family of equestrian publications including EQUUS, Horse & Rider, Practical Horseman, American Cowboy, and other horse-related media brands.
- World Equine Veterinary Association (WEVA)minorListed as Partner in Equine Health. WEVA is a global organization working to improve equine health worldwide.
- British Equine Veterinary Association (BEVA)minorListed as Partner in Equine Health. British organization supporting equine veterinary professionals.
- American Association of Equine Veterinary Technicians (AAEVT)minorListed as Partner in Equine Health. Organization supporting equine veterinary technicians.
- International Association of Professional Farriers (AAPF/IAPF)minorListed as Partner in Equine Health. Organization supporting professional farriers.
- EPM SocietyminorListed as Partner in Equine Health. Organization focused on Equine Protozoal Myeloencephalitis.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
TheHorse competitors and assessment
Company assessmentDirect peers
- EQUUS Magazine: Flagship sister publication under Equine Network, LLC covering horse health, care, and training. Most directly comparable peer given shared ownership, audience overlap, and similar editorial model.
- Chronicle of the Horse: Long-running equestrian news and sport publication covering horse sport, breeding, and welfare. Closest independent competitor covering similar horse-care and competitive-riding audiences.
- Horse Illustrated: Consumer-facing horse-care magazine with a digital edition and active social channels. Competes directly for advertising and subscription dollars from casual and enthusiast horse owners.
- Practical Horseman: Equine Network title focused on riding, training, and horse health. Shares parent company, audience, and subscription infrastructure; a near-twin comparable for benchmarking.
- Horse & Rider: Equine Network sister title targeting Western-discipline horse owners. Overlapping equine-care content, newsletter monetization, and sponsor base make it a strong pricing and engagement comp.
- Equine Wellness Magazine: Natural-health-oriented equine publication offering articles on holistic care, nutrition, and welfare. Competes for the same health-conscious horse-owner readership via print and digital editions.
- Stable Management: Equine Network title covering barn operations, facility management, and industry news. Comparable niche focus on horse-care infrastructure and B2B-leaning content.
- American Cowboy: Equine Network title covering Western lifestyle and horse culture. Sits adjacent to TheHorse but shares parent, advertiser relationships, and subscription infrastructure.
Regional players
- Horse & Hound: UK-based equestrian publication (Future plc) covering horse care, competition, and welfare. Comparable editorial model and authority posture, but serves a primarily British readership.
Emerging players
- Dressage Today: Discipline-specific equine title within the Active Interest Media equestrian portfolio. Partial overlap with TheHorse on sports medicine and lameness content, narrower audience.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
TheHorse social profiles
Digital presenceTheHorse financial estimates
Financial estimateRevenue estimate
Valuation estimate
TheHorse leadership team
Management profileNumber of profiles
TheHorse funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TheHorse 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 TheHorse
What does TheHorse do?
TheHorse publishes and distributes equine health, care, management, and welfare information through a flagship magazine (The Horse: Your Guide to Equine Health Care, in print and digital editions), the TheHorse.com website with 29,000+ articles, multiple topic-specific email newsletters, podcast series, free fact-sheet reports, interactive calculators (feed cost, mare gestation, adult horse weight), and the EDCC Health Watch disease alert program. Content is overseen by a board of the American Association of Equine Veterinarians (AAEP) and the brand has operated since 1995 under Equine Network, LLC.
Is TheHorse a public or private company?
TheHorse is a private company. It is classified as corporate owned and is currently operating.
When was TheHorse founded?
TheHorse was founded in 1995. It employs 1 to 10 people.
Where is TheHorse based?
TheHorse is headquartered in Lexington, United States, in the North America region.
How does TheHorse make money?
Three revenue lines are on record. Magazine Subscriptions are the primary driver. The others are digital Advertising and newsletter and Content Access.
Who are TheHorse's main competitors?
Direct peers on record are EQUUS Magazine, Chronicle of the Horse, Horse Illustrated, Practical Horseman, Horse & Rider, Equine Wellness Magazine, Stable Management and American Cowboy. Horse & Hound is listed as a regional player. Dressage Today is listed as an emerging player.
Does TheHorse have an API?
No public API is recorded for TheHorse.
What industry is TheHorse in?
TheHorse's product category is Special Interest Equine Health Media. Its primary akta.pro industry code is EDAOAOAE, Equine Care & Stable Management, with a secondary code of HLAMABAJ, Sports Medicine, Lameness & Performance (Equine). Its NAICS code is 115210.