Finish Line Horse Products

What Finish Line Horse Products does

Finish Line Horse Products, Inc. is a Bensenville, Illinois-based manufacturer of equine health supplements and topical care products founded in 1975 by John Robert Howe, building on a four-generation family horse-care heritage that traces back to the founder's great-grandfather's service with Theodore Roosevelt's Rough Riders. The company offers more than 43 SKUs organized across three categories — Healthcare supplements (joint, calming, muscle, respiratory, gastric, immune, and liver health), Feed Supplements (electrolytes, vitamins, iron, and specialty nutrients), and External Applications (poultices, liniments, shampoos, wound care, fly spray, and hoof/leather care) — including flagship all-in-one formulations such as Total Control and Total Control Plus that combine multiple product lines into single daily doses.

The underlying technology centers on proprietary botanical and herbal formulations, including registered proprietary blends such as Oryzamax™ (in Performance Builder) and Myo-Pro™ (in Muscle Tone), supported by an in-house analytical laboratory staffed by a chemist with 35+ years of experience. Manufacturing follows National Animal Supplement Council Best Manufacturing Practices (NASC BMP), including quarantine-and-approval protocols for incoming raw materials, and the company pioneered the sugar-free apple-flavored electrolyte format (Apple-A-Day) more than 30 years ago.

Finish Line operates an exclusively channel-partner go-to-market model — products are sold through authorized dealers (local tack shops, feed stores) and national catalogs, with online vendor spillover, but not direct to consumers. Dealers face a $500 minimum opening order, resale ID, and tax ID requirements. Pricing is per-unit across multiple package sizes, ranging from roughly $6 to $430 depending on SKU and format, with volume-discount economics favoring larger sizes and no subscription or recurring contract structure. Marketing relies on a community-led motion — Olympic and Grand Prix rider endorsements (Anne Kursinski, Chris Kappler, Margie Engle), a sponsor program for junior and professional riders, event sponsorships, and the Fueled By Finish Line community program — rather than paid digital acquisition. The customer base spans performance horse owners, professional trainers, breeders, and senior-horse owners across racing, show jumping, eventing, dressage, and western disciplines.

Name

Finish Line Horse Products

Legal name

Finish Line Horse Products, Inc

Website

https://finishlinehorse.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Finish Line Horse Products is a family-owned, Bensenville, Illinois-based manufacturer of equine health supplements and topical care products, offering 43+ SKUs across joint, calming, muscle, respiratory, gastric, and electrolyte categories, distributed exclusively through authorized dealers, national catalogs, and online vendors serving horse owners and trainers across multiple disciplines.

Ownership category

akta.pro rank

Product category

Equine Health Supplements

NAICS

Animal Food Manufacturing (31111)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Supplements & Additives (Vitamins/Minerals, Joint, Digestive, Electrolytes) (AFADAEAG)

akta.pro secondary industries

Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ), Equine Nutrition & Therapeutic Diets (HLAMAHAE), Complete Equine Feeds (Pelleted/Extruded/Textured) (AFADAEAA)

Keywords

• Equine health supplements
• Horse joint care
• Equine electrolyte products
• Horse calming supplements
• Equine topical applications

Headquarters

HQ city

Bensenville

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, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Horse Supplement Sales: Finish Line generates revenue through the sale of horse supplements, healthcare products, feed supplements, and external applications. Products are sold through authorized dealers and catalogs. The company offers over 43 different products across multiple categories including joint health, calming, muscle development, respiratory support, and gastric health.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

Finish Line Horse Products manufactures and sells equine nutritional supplements and external care products. Its catalog of 43+ items is organized into Healthcare supplements (joint, calming, muscle, respiratory, gastric, immune, liver, multi-system), Feed Supplements (electrolytes, vitamins, iron nutritives), and External Applications (poultices, liniments, shampoos, wound care, fly spray, hoof and leather care). Products are sold exclusively through an authorized dealer network and national catalogs rather than direct to consumers.

Product overview

Finish Line Horse Products is a manufacturer of equine health supplements and external care products. The company offers over 43 products organized across three main categories: Healthcare supplements (internal products for joint health, calming, muscle development, respiratory support, digestive health, immune support, and overall wellness), Feed Supplements (electrolytes, vitamins, minerals, and specialty nutrients), and External Applications (poultices, liniments, shampoos, wound care, fly spray, and leather/hoof care). The product portfolio includes flagship all-in-one supplements like Total Control and Total Control Plus that combine multiple products into single daily formulations, joint care products (Fluid Action line with glucosamine and hyaluronic acid), calming supplements (Easy Rider, Quia-Cal), muscle building products (Performance Builder, Muscle Tone), respiratory aids (Air Power), and topical applications for leg care and grooming. Products feature natural ingredients including botanicals, herbs, and plant-based actives, with a focus on veterinarian-approved formulations developed through internal R&D. The company operates from Bensenville, Illinois and maintains membership in the National Animal Supplement Council (NASC).

Differentiator

Problem solved

Functional benefit

Products and services

• Total Control® Complete multi-purpose daily supplement targeting 6 systems — hydration, joints, blood counts, digestive system, hooves, and coat — combining active ingredients from Apple-A-Day, Iron Power, Fluid Action HA, U-7 Gastric Aid, and Feet First Coat 2nd.
• Total Control® Plus Enhanced all-in-one daily supplement targeting 7 systems including capillary health, combining active ingredients from 6 Finish Line products.
• Fluid Action® Liquid Original joint health supplement providing 5000mg/oz glucosamine and 1000mg/oz vitamin C to promote healthy joint function and synovial fluid.
• Fluid Action® HA Liquid Liquid joint supplement with glucosamine and 25mg/oz sodium hyaluronate (HA) for joint lubrication and structural integrity support.
• Fluid Action® HA Powder Extra strength joint supplement powder containing glucosamine, vitamin C, MSM, yucca, sodium hyaluronate, chondroitin, turmeric, and boswellia serrata.
• Easy Rider™ Calming supplement with proprietary Angel Herb blend (raspberry leaf, ashwagandha, angelica sinensis, thiamine, ginger root, schizandra berry) promoting relaxation without drowsiness.
• Easywillow™ Kava-Free Formula Daily supplement for temporary relief of minor stiffness and soreness due to overexertion, containing MSM, white willow, devils claw, yucca, feverfew, turmeric, and boswellia serrata. Available in Kava-Free formula as of 2026.
• Bute-Like™ Fast-acting concentrated paste for temporary relief of minor stiffness and soreness, containing MSM, white willow, devils claw, and herbal blend in a 4oz syringe format.
• Performance Builder™ Muscle growth supplement with gamma oryzanol, calcium HMB, L-leucine, methionine, and plant proteins (pea, spinach, carrot, kale, beet) for lean muscle development, delivered via the proprietary Oryzamax Blend.
• Muscle Tone™ Muscle development supplement with proprietary Myo-Pro Blend (lecithin, ascorbyl palmitate, tart cherry), rice bran oil, wheat germ oil, flax seed meal, and creatine.
• Stretch Run™ Fast-acting vitamin B12 and ribose oral paste for quiet energy and recovery, supporting stamina, endurance, and cellular energy production.
• Stretch Run Plus™ Daily energy and recovery supplement with vitamin B12, ribose, CoQ10, gamma oryzanol, red ginseng, and tart cherry antioxidants.
• Air Power™ All-natural cough remedy with menthol, honey, apple cider vinegar, aloe vera, eucalyptus oil, and lemon juice for respiratory relief.
• XBL® Ultra Capillary health supplement supporting microcirculation and blood vessel health.
• Ultra Fire™ Concentrated multivitamin powder supplement as a low-iron alternative for energy and stamina.
• Immunex™ Immune support supplement formulated to support equine immune function.
• Exemplar-E™ Immune support supplement with antioxidant properties for equine health.
• U-7™ Gastric Aid Gastric system supplement supporting digestive health and comfort.
• Liver Essentials™ Liver health supplement supporting hepatic function in horses.
• Sweat-Well™ Skin, coat, and hoof health supplement supporting overall equine wellness.
• Apple-A-Day™ Apple-flavored electrolyte supplement without sugar or artificial colors, containing electrolytes and salts for hydration.
• Orange-A-Day™ Orange-flavored electrolyte supplement in the Apple-A-Day product family, formulated for hydration without sugar or artificial colors.
• Electrocharge™ Electrolyte supplement in the Finish Line electrolyte family, formulated to support rehydration and recovery after exertion.
• Iron Power® Iron and B-complex vitamin liquid supplement for energy, stamina, and blood cell production.
• JC's X-Tie UP™ Muscle supplement formulated to support muscle function and prevent tying-up in horses, named after family member John Casper Howe (JC).
• Lacta-Vite™ Muscle-support supplement in the Finish Line feed supplements line.
• Feet First® Coat 2nd Feed supplement formulated to support skin, coat, and hoof health.
• Thia-Cal™ Feed supplement in the calming category, formulated to support calm behavior in horses.
• Quia-Cal® Feed supplement in the calming category, formulated to support calm behavior in horses.
• K-C & More Vitamin and mineral feed supplement for horses.
• MSM Methylsulfonylmethane (MSM) feed supplement for joint and connective tissue support.
• Vitamin B1 Blend Vitamin B1 (thiamine) blend feed supplement for horses.
• Vitamin C Blend Vitamin C blend feed supplement for horses.
• Vitamin C Pure Pure Vitamin C feed supplement for horses.
• Vitamin E & Selenium Combined Vitamin E and Selenium feed supplement for horses.
• Original Premium™ Poultice Medicated clay poultice for leg care and post-workout recovery.
• Kool-Out™ Poultice Non-medicated cooling poultice for leg care and post-exercise cooling.
• EZ-Willow™ Poultice Poultice with willow extract for soothing leg care.
• EZ-Willow™ Gel Liniment Gel liniment with willow for topical application to legs and joints.
• Iso-Tite™ Liniment gel for legs and joints care.
• Herbal Shampoo™ Herbal shampoo for equine coat and skin care.
• First-Aid® Shampoo Medicated shampoo for equine skin and coat health.
• Fura-Free™ Wound care product for equine injuries.
• Blaster® Concentrated fly spray concentrate diluted with water for insect control on horses.
• Neatsfoot Oil Leather care product for tack maintenance.
• Easypack™ Hoof care product for equine hoof health.

Quantifiable outcome

• Joint function improvement visible in 8-10 days
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, major and minor.

• National Animal Supplement Council (NASC)coreStrategic or Co-development PartnerFinish Line has been a charter member of the National Animal Supplement Council since its inception. The company follows NASC Best Manufacturing Practices (BMP) manual, including quarantine and approval procedures for raw materials on arrival.
• Dr. Mark Phillips (Mill Pond Equine Clinic)coreStrategic or Co-development PartnerDr. Mark Phillips served as a trusted veterinarian resource for Finish Line product development. He was unanimously elected to the Florida Harness Racing Hall of Fame in 2009 as only the second Veterinarian to be so honored. He has used Finish Line products for over 20 years.
• Local Dealers and Tack ShopscoreChannel Partner/ Reseller/ DistributorFinish Line distributes exclusively through authorized dealers and tack shops. New dealers must be in the industry with references, a minimum $500 initial order, resale ID number, and tax identification. The company provides a full product line always available to dealers.
• National CatalogsmajorChannel Partner/ Reseller/ DistributorNational catalog retailers carry Finish Line products and offer direct mail ordering, expanding distribution beyond local dealers to reach customers nationwide.
• Endorser Trainers and RidersmajorGTM or Marketing PartnerProfessional riders and trainers across show jumping, eventing, dressage, racing, and western disciplines endorse Finish Line products. The company does not pay endorsers - they use products because they believe in them. Notable endorsers include Olympic medalists and Kentucky Derby-winning trainers.
• Brigham Young University (Research)minorStrategic or Co-development PartnerBYU conducted testing on Air Power cough remedy. Dr. John E. Knowles, Jr. noted the product offered symptomatic relief - horses heard coughing were given a dose and would stop coughing and finish the working day, typically requiring only one administration.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• HorseTech: HorseTech is an equine-focused supplement manufacturer offering joint, hoof, calming, and custom-blend products sold through direct and dealer channels. Comparable small-to-mid specialty equine supplement brand with strong online and dealer presence.
• Uckele Health & Nutrition: Uckele manufactures and supplies equine and animal nutritional supplements including joint, hoof, calming, and performance products, selling through dealers and direct online channels. Closely comparable mid-sized specialty equine supplement manufacturer with proprietary blends and NASC-equivalent quality positioning.
• Farnam Companies: Farnam is one of the largest U.S. equine supplement and care product manufacturers, offering joint, hoof, coat, electrolyte, and fly-control products through similar dealer and feed-store channels. Directly comparable to Finish Line across nearly every product category, but at significantly larger scale as part of Central Garden & Pet.
• Grand Meadows: Grand Meadows is a California-based equine supplement manufacturer offering joint, hoof, coat, and calming products distributed through dealer and feed-store channels. Comparable mid-sized specialty equine supplement peer with similar product breadth and channel strategy.
• Kentucky Performance Products (KPP): KPP is a specialty equine supplement company focused on performance horse nutrition, offering targeted products for joint, gastric, hoof, and electrolyte needs distributed through dealers and catalogs. Directly comparable niche equine nutrition manufacturer with similar discipline-specific positioning.
• Platinum Performance: Platinum Performance is a premium equine nutrition company founded by a veterinarian, selling comprehensive wellness formulas and targeted supplements with strong veterinary endorsement. Comparable specialty equine nutrition brand with similar premium positioning and veterinarian-driven credibility.

Broad incumbents

• Purina Animal Nutrition (Land O'Lakes): Purina Mills is one of the largest U.S. animal feed and supplement manufacturers with a broad equine line including Equine Senior, Strategy, and various supplements. Operates in the same equine supplement category but at vastly greater scale and as part of a comprehensive feed portfolio rather than specialty positioning.
• Cargill Animal Nutrition: Cargill's animal nutrition division supplies equine feeds and supplements through its Nutrena and private-label brands at significant scale. Broad incumbent in equine nutrition with much larger R&D, manufacturing, and distribution capabilities.
• Nutramax Laboratories (Cosequin): Nutramax manufactures Cosequin and other joint health supplements used across equine, pet, and human markets. Comparable in equine joint health category specifically (Fluid Action competes directly with Cosequin), with broader portfolio scale and stronger veterinary-channel presence.

Emerging players

• Mad Barn: Mad Barn is a digitally-native equine supplement brand offering performance, joint, and gut health products primarily through DTC e-commerce. Partially comparable — competes in the same categories but bypasses the dealer channel, representing the structural shift Finish Line's distribution model does not address.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCsW0ROQ9PUabS1onuIpNPkQ
• Facebookfacebook.com/FinishLineHorseProducts
• Instagraminstagram.com/finishlinehorse/?hl=en
• Xx.com/FinishLineHorse
• LinkedInlinkedin.com/company/finish-line-horse-products

Compliance1 record

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 Finish Line Horse Products