Parelli Natural Horsemanship

What Parelli Natural Horsemanship does

Parelli Natural Horsemanship Inc. is a privately held equestrian education and equipment company founded in 1982 by Pat Parelli and headquartered at Parelli Landing in Johnsonville, South Carolina. The company sells a structured horsemanship curriculum built around the proprietary Seven Games methodology and Four Savvys framework (On Line, Liberty, Freestyle, Finesse), delivered through the Parelli Network online platform, iOS/Android mobile apps, and on-campus programs. Core products include the four-level Levels Program (one-time digital licenses from $129.99 to $999.99), the Savvy Club subscription (8,000+ hours of vault content), proprietary training equipment and apparel, branded saddles (up to $6,250), and the Dream Horses program (trained horses sold $25,000–$75,000+).

The company operates a multi-channel go-to-market combining direct-to-consumer e-commerce (shopus.parelli.com), a global network of 250+ Licensed Parelli Professionals, on-campus vocational and professional-track programs in Johnsonville, and content distribution through Savvy Station blog, email newsletter, and The Horse Tamer streaming series on Tubi, Prime Video, and Apple TV. Customer segments span individual horse owners (primary), aspiring equine professionals enrolled in the Vocational/Extern pipeline, licensed professionals in Intern/Apprenticeship/Protégé programs, and Dream Horse buyers. Pricing tiers range from $25 accessories to $18,000 vocational tuition and $1,000/day private study with Pat Parelli.

Revenue mechanics rely on a hybrid of one-time digital license sales, recurring Savvy Club subscriptions, hardware/equipment e-commerce, and high-ticket professional services. The company has 11–50 employees, 200,000+ lifetime students worldwide, no disclosed outside investors, and trades under the DBA "Parelli" with registered trademarks including Horsenality® and Humanality®.

Name

Parelli Natural Horsemanship

Legal name

Parelli Natural Horsemanship Inc.

Website

https://shopus.parelli.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Parelli Natural Horsemanship is a privately held equestrian education and equipment company founded in 1982, serving individual horse owners, aspiring equine professionals, and licensed instructors worldwide through a proprietary four-level curriculum, equipment, campus programs, and the Savvy Club subscription.

Ownership category

akta.pro rank

Product category

Equestrian Education & Training

NAICS

Horses and Other Equine Production (11292)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

akta.pro secondary industry

Racehorse Training & Conditioning Operations (AFAEAGAE)

Keywords

• Horse training program
• Equestrian education
• Natural horsemanship
• Riding instruction
• Horse training equipment

Headquarters

HQ city

Pagosa Springs

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Digital Education (Levels Program): Subscription-style digital curriculum sales with tiered pricing for Levels 1-4 programs. One-time purchase unlocks each level, with progression links appearing upon completion. The program is housed within the Parelli Network online community.
2. Equipment and Merchandise: E-commerce sales of proprietary horse training equipment including halters, training ropes, carrot sticks, bridles, bits, reins, saddles, and apparel. Physical product sales with varying price points from $10 accessories to $6,250 saddles.
3. On-Campus Education Programs: Vocational Student Program ($18,000 for 25 weeks), Extern Program ($15,000), Intern/Apprenticeship programs ($1,000/week), and Horseman's Hideaway private study ($1,000/day or $500/hour with Pat Parelli).
4. Dream Horses: Sale of trained horses bred and developed through the Parelli Program, with price tiers including complimentary education packages (Levels 1-3 or 1-4) based on purchase price, ranging from under $25,000 to $75,000 and above.
5. Savvy Club Membership: Subscription membership providing access to 8,000+ hours of content in the Vault, live Q&A sessions with Parelli Professionals, webinars, discussion forums, and member discounts on shop purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Parelli Natural Horsemanship delivers a four-level structured horsemanship training curriculum (the Levels Program) built on the proprietary Seven Games methodology and Four Savvys (On Line, Liberty, Freestyle, Finesse), taught through digital curriculum, on-campus courses, and a global instructor network. The company also sells proprietary horse training equipment, saddles, assessment reports (Horsenality/Humanality), apparel, and trained Dream Horses, monetized through one-time course purchases, subscriptions (Savvy Club), and tuition-based campus programs.

Product overview

Parelli Natural Horsemanship offers a comprehensive horsemanship education ecosystem built around the Levels Program—a four-level progressive training system teaching communication with horses through Seven Games across four Savvys (On Line, Liberty, Freestyle, Finesse). The core product is supplemented by the Savvy Club subscription membership providing 8,000+ hours of online content, official Auditions & Live Assessments for certification (earning colored Savvy Strings), and on-campus educational programs including Vocational Student ($18,000), Extern ($15,000), Intern, Apprenticeship, and the exclusive 100-week Protégé programs with Pat Parelli. The company sells proprietary equipment including the Horseman's Halter, Training Ropes (12-ft, 22-ft), Carrot Sticks, Savvy Strings, Finesse Reins, Hackamores, and Snaffle Bits. Saddlery includes the Ranch Roper ($6,250) and Natural Performer ($4,750) saddles plus VersaFit partnership saddle pads. Assessment services include Horsenality and Humanality Reports. Content products feature the Natural Horsemanship Book, Ultimate Horse Behavior DVD series, and The Horse Tamer streaming series on Tubi/Prime/Apple TV. The company also sells Dream Horses (trained horses from $25,000-$75,000+) and branded apparel. With over 200,000 students and 250 instructors globally, the program is delivered through a network of Licensed Parelli Professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Parelli Network: Online community platform for Parelli students to access courses, connect with instructors, and track progress.
• Savvy Club
• Parelli Levels Program
• Horsenality

Products and services

• Parelli Levels Program A four-level structured digital horsemanship curriculum teaching horse owners communication, safety, confidence, and partnership skills through the Seven Games and Four Savvys (On Line, Liberty, Freestyle, Finesse). Sold as one-time purchases with tiered bundles; available globally through the Parelli Network platform and iOS/Android apps.
• Savvy Club / Parelli Network Membership Recurring subscription membership providing access to 8,000+ hours of archived and live educational content, including videos, articles, tips, webinars, live Q&A sessions with Parelli Professionals, and exclusive discounts on shop purchases.
• Vocational Student Program 25-week immersive on-campus program at Parelli Landing in Johnsonville, South Carolina, preparing students for careers in the equine industry. Tuition $18,000 includes horse use for class activities.
• Extern Program 12-week intensive on-campus course for Level 4 graduates, serving as the entrance track to the Parelli Professionals Program. Covers Applied Natural Horsemanship, Faculty Training, Facility Management, and Business Skills. Tuition $15,000.
• Intern Program 24-week continuing-education program for Licensed Parelli Professionals covering the four Parelli Business Savvys. Priced at $1,000/week or $1,000/month.
• Apprenticeship Program 48-week continuing-education program for successful Intern graduates advancing their Parelli Business Savvy skills. Priced at $1,000/week or $1,000/month.
• Protégé Program Invitation-only 100-week study program at the Parelli Campus under direct mentorship of Pat Parelli, for the most advanced Licensed Parelli Professionals.
• Horseman's Hideaway Premium private-study experience with Pat Parelli's faculty offering day, week, month, or season immersion programs. Pat Parelli's hourly rate is $500; daily rate $1,000 (3-day minimum).
• Official Auditions & Live Assessments Certification pathway allowing students to officially pass each Parelli Level through filmed auditions or live assessments with certified Parelli Professionals, earning colored Savvy Strings (Red, Blue, Green, Black) as credentials.
• Parelli Horse Training Equipment Proprietary horse training equipment line including hand-tied halters, 12-ft and 22-ft training ropes, carrot sticks, savvy strings, finesse reins, natural hackamores, snaffle bits, and horseman's reins, sold individually through the Parelli online store.
• Parelli Saddles & Saddle Pads Premium Parelli-designed saddles and pads including the Ranch Roper ($6,250), Natural Performer ($4,750), Bareback Pad ($350), and VersaFit-partnership Western and English Smart Saddle Pads ($379-$429).
• Horsenality & Humanality Assessment Reports Digital assessment reports applying Parelli's proprietary Horsenality® (horse personality) and Humanality® (human personality) frameworks, including the combined Humanality Match Report that analyses horse-owner relationship dynamics.
• Natural Horsemanship Book Western Horseman's #1 selling book by Pat Parelli, detailing the Seven Games methodology and Parelli Natural Horsemanship program fundamentals. Sold for $20.
• Ultimate Horse Behavior Series DVD DVD training series covering stress-free problem solving, trailer loading, barn manners, and riding techniques through the Parelli methodology. Sold for $160.
• The Horse Tamer Streaming Series An 8-episode streaming television series featuring Pat Parelli helping horse owners overcome behavioral challenges. Distributed on Tubi, Prime Video, and Apple TV.
• Dream Horses Sale of horses bred and developed through the Parelli Program, including Thoroughbreds, Quarter Horses, mules, and mustangs, with customised Levels education packages included based on purchase price (ranging from under $25,000 to $75,000+).
• Parelli Apparel Branded Parelli clothing and accessories including hoodies, t-shirts, sweatshirts, caps, visors, polo shirts, sweatpants, and denim hats.

Quantifiable outcome

• Transforms any horse and rider combination into confident partners
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 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.

• VersaFitcoreStrategic or Co-development PartnerVersaFit™ partners with Parelli Saddles to develop and manufacture saddle pads, including Western Smart Saddle Pad, English Smart Saddle Pad, and English Half Saddle Pad. The partnership leverages VersaFit's nearly three decades of equestrian expertise to provide comfort, safety, and performance for horses and riders in the Parelli training program.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Tough-1 / JT International: Large equine equipment brand selling training ropes, halters, and tack at mass-market price points; competes with Parelli's proprietary equipment line within the same horse-owner customer wallet share.
• Weaver Leather: Established manufacturer and wholesaler of equine tack, training equipment, and leather goods serving the same horse-owner customer base as Parelli's equipment line, but operating as a broad B2B/B2C equipment incumbent rather than methodology-led brand.

Direct peers

• Buck Brannaman Horsemanship: Buck Brannaman is a leading natural horsemanship clinician (the inspiration for 'The Horse Whisperer') who competes in the same philosophical and instructional category as Parelli, offering clinics and a methodology grounded in non-force-based communication.
• Meredith Manor International Equestrian Centre: An accredited equine career college offering multi-week immersive programs (similar to Parelli's on-campus curriculum) at tuition price points comparable to Parelli's Vocational/Extern programs.
• Monty Roberts / Join-Up International: Monty Roberts pioneered Join-Up methodology, another leading natural horsemanship approach competing head-to-head with Parelli. Roberts runs global clinics, Equus Online University, certified instructors, branded equipment, and authored books targeting the same horse-owner audience.
• Warwick Schiller Performance Horsemanship: Warwick Schiller is a contemporary natural horsemanship educator with a strong digital presence (podcast, online subscriptions, courses) competing for the same audience of horse owners seeking non-force-based training; significant overlap with Parelli's online subscription approach.
• Julie Goodnight Horsemanship: Julie Goodnight is a syndicated clinician and educator with online courses, branded equipment, and clinic events serving the same horse-owner demographic seeking communication-based horsemanship training as Parelli.
• Clinton Anderson / Downunder Horsemanship: Founded by Australian clinician Clinton Anderson, Downunder Horsemanship is the most direct natural horsemanship competitor to Parelli, offering a subscription-based digital training program (Method), clinics, and a global instructor network with a similar philosophy of psychology-based horsemanship.
• Rocky Mountain Horse College: An equine vocational college offering immersive on-campus training for aspiring equine professionals; competes directly with Parelli's Vocational Student Program for career-track horse-handler students.
• Chris Cox Horsemanship: Chris Cox is a renowned horsemanship clinician offering clinics and a learning program similar to Parelli's, focusing on step-by-step horsemanship education and serving the same English/Western recreational rider segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/officialparelli
• Facebookfacebook.com/ParelliNaturalHorseTraining
• LinkedInlinkedin.com/company/parelli-natural-horsemanship

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Parelli Natural Horsemanship