Horsemen's Pride
Horsemen's Pride is a Streetsboro, Ohio-based private manufacturer and direct-to-consumer retailer of equine enrichment toys, stall equipment, and stable supplies, serving horse owners, stables, and equine facilities primarily in the United States through its own e-commerce site and wholesale distribution via affiliated brand JollyPets.
- Company typePrivate
- Founded1976
- HeadquartersStreetsboro, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Horsemen's Pride does
Horsemen's Pride is a Streetsboro, Ohio-based manufacturer and direct-to-consumer retailer of equine enrichment toys, stall equipment, and stable supplies, founded in 1976 and operating as a private company with 51–100 employees under owner/CEO Robert Miavitz. The company's product portfolio centers on the Jolly Ball® franchise — air-free, puncture-resistant horse toys sold in multiple scents and sizes — alongside a broader catalog of stall equipment (mounting steps, plastic stall gates, water buckets, manure buckets), feeding supplies (feed tubs, feed saver rings, feed bins, feed carts), treats/dispensers (Jolly Stall Snack system, Jolly Salt Snack, refills), grooming products, and storage items, with much of the line manufactured domestically and marketed under a "Made in the USA" positioning. Notable product technology includes the air-free ball design that retains shape when punctured, a range of scent options (strawberry, wild berry, grape, blueberry, bubblegum, vanilla, green apple, mint), and interactive feeding toys such as the Jolly Hay Ball and Amazing Graze that combine enrichment with slow-feeding functionality.
The company monetizes through three primary revenue streams: direct e-commerce sales on horsemenspride.com, wholesale distribution processed through affiliated brand JollyPets (jollypets.com), and phone orders via a dedicated customer service line. Pricing is unit-based and tiered across enrichment toys ($24–$46), treats/snacks ($9–$61), stall equipment ($25–$336), and water/feeding supplies ($16–$871), with free economy shipping on orders over $75 and occasional sale pricing. Customer acquisition relies on organic website SEO, a content-marketing blog, an email newsletter with a 10%-off first-order incentive, and a store-locator function, while the company also lists its products within a broader affiliate brand portfolio that includes JollyPets and Big Barker. Distribution is domestic for DTC and phone channels, with wholesale framed as global via the JollyPets application page.
Horsemen's Pride firmographics
Firmographics- Name
- Horsemen's Pride
- Legal name
- Horsemen's Pride
- Website
- https://horsemenspride.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Horsemen's Pride is a Streetsboro, Ohio-based private manufacturer and direct-to-consumer retailer of equine enrichment toys, stall equipment, and stable supplies, serving horse owners, stables, and equine facilities primarily in the United States through its own e-commerce site and wholesale distribution via affiliated brand JollyPets.
- Ownership category
- akta.pro rank
Horsemen's Pride industry classification
Industry- Product category
- Equine Products
- NAICS
- Pet and Pet Supplies Retailers (45991), Hobby, Toy, and Game Retailers (45912), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Equine Treats & Reward Products (AFADAEAH)
Keywords
Where Horsemen's Pride is headquartered
LocationHeadquarters
- HQ city
- Streetsboro
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Horsemen's Pride business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through horsemenspride.com website. Products are sold at retail prices with various pricing tiers, including sale/discounted items and standard pricing.
- Wholesale Distribution: Wholesale orders processed through JollyPets.com wholesale application. Business-to-business sales of equine products to retailers and distributors.
- Phone Orders: Customer service phone line (1.800.232.7950) for placing orders directly, providing personalized purchasing option for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Enrichment Toys (Balls, Tugs) |
| Unit Pricing | Pay-as-you-go | Horse Treats and Snacks |
| Unit Pricing | Pay-as-you-go | Stall Equipment and Supplies |
| Unit Pricing | Pay-as-you-go | Water and Feeding Supplies |
| Unit Pricing | Pay-as-you-go | Storage and Transport |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Horsemen's Pride product offering
Product offeringCore offering
Horsemen's Pride manufactures and sells equine enrichment toys (notably the Jolly Ball® line), stall equipment (mounting steps, stall gates, water buckets, manure buckets), and feeding/transport supplies (feed tubs, feed bins, feed carts, tack trunks) for horse owners and equestrian facilities. Products are sold primarily through a direct-to-consumer e-commerce storefront and through wholesale distribution via JollyPets.
Product overview
Horsemen's Pride is a direct-to-consumer equestrian products company specializing in equine enrichment toys, stall equipment, and stable supplies. The product portfolio is organized into three main categories: (1) Equine Enrichment toys including the flagship Jolly Ball® line (10" and 8" sizes), Jolly Hay Ball, Jolly Mega Ball, Horse Jolly Tug, Jolly Stall Snack system, Jolly Salt Snack, Jolly Apple, and Amazing Graze; (2) Stall Equipment including mounting steps (2-step and 3-step with/without storage), plastic stall gates with yoke options, water buckets (rolled lip and turned lip), stall chains, and manure buckets; (3) Feeding Supplies including feed tubs, feed saver rings, feed bins, and feed carts; and (4) Equine Grooming products including microfiber glove towels. Many products are made in the USA, with the Jolly Ball line representing the core brand identity known for its air-free durable design and multiple scent/color options. The company also sells accessories like Mega Ball covers and Tack Trunk Wheel Kits, plus gift cards.
Differentiator
Problem solved
Functional benefit
Products and services
- Jolly Ball® 10" Flagship air-free durable horse toy designed to alleviate stall boredom, available in multiple scented color options; maintains shape even if punctured. Made in the USA.
- Jolly Ball® 8" Smaller-diameter Jolly Ball horse toy providing enrichment and boredom relief for horses and ponies.
- Jolly Hay Ball Interactive 8-inch hay dispenser that combines the Jolly Ball concept with hay-filling capability; can be stuffed with hay, apples, carrots, or treats for mentally stimulating feeding.
- Jolly Mega Ball 30-inch large-format horse toy ball for pasture enrichment, designed for horses to push, roll, and play with.
- Jolly Mega Ball Cover Protective cover for the Jolly Mega Ball available in various patterns including a beach-ball design.
- Horse Jolly Tug Tug toy for horses enabling interactive play between horse and handler, or hung in stalls for solo play.
- Jolly Stall Snack Holder with treat compartment for stall use, designed to keep horses entertained while dispensing snacks; available in apple and other flavors.
- Jolly Stall Snack Combo Complete stall snack package including the Jolly Stall Snack holder paired with a Jolly Ball attachment for hanging.
- Jolly Stall Snack Refill Refill treats compatible with the Jolly Stall Snack holder system.
- Jolly Salt Snack Himalayan salt snack on a rope for horses providing natural salt and mineral enrichment, hangable in stalls or pastures.
- Jolly Apple Apple-shaped durable horse toy for enrichment and play, designed to prevent boredom behaviors.
- Amazing Graze Interactive feeding toy with compartments for apples and carrots, promoting slower eating and mental stimulation.
- Mounting 3 Step Three-step mounting block for horse riders, designed for easier mounting and dismounting. Made in the USA.
- Mounting 3 Step w/ Storage Three-step mounting block with built-in storage compartment for tack and accessories.
- Mounting 2 Step Compact two-step mounting block for horse riders offering easier mounting.
- Plastic Stall Gate Rotational-molded high-density polyethylene stall gate designed for durability and airflow with multiple latch points; available in four colors.
- Plastic Stall Gate w/ Yoke Stall gate with integrated yoke design for secure horse containment.
- Rolled Lip Water Bucket Heavy-duty water bucket with rolled-lip design for stall use, preventing chapping and ensuring durability.
- Turned Lip Water Bucket Water bucket with turned-lip design for stall installation, promoting horse comfort.
- Feed Tub Feed tub for horse feeding, designed for stall or stable use.
- Feed Saver Ring Ring attachment designed to prevent feed waste during horse feeding.
- Feed Bin Large storage bin for horse feed, designed for stable and feed-room use.
- Feed Cart Mobile cart for transporting and distributing feed throughout the stable.
- Manure Bucket Heavy-duty bucket for manure collection and stall cleaning.
- Stall Chain Chain for hanging toys and treats in horse stalls.
- Tack Trunk Storage trunk for tack and riding equipment, designed for stable storage.
- Tack Trunk Wheel Kit Wheel kit for converting a Tack Trunk into a mobile unit.
- Equine Microfiber Glove Towel Microfiber grooming glove for efficient horse grooming and coat cleaning.
- Equine Noodle Glove Towel Noodle-style microfiber grooming glove for thorough horse coat grooming.
- Gift Card Digital gift cards for Horsemen's Pride products, available in variable denominations.
Companies that use Horsemen's Pride
Customer profileSegments3 records
Ideal customer profiles3 records
Horsemen's Pride technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Horsemen's Pride partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- JollyPetscoreJollyPets serves as the wholesale distribution channel for Horsemen's Pride products. The JollyPets website (jollypets.com) hosts wholesale applications and appears to be the parent/affiliated brand managing distribution relationships. JollyPets brand ecosystem also includes other pet product lines like Kitty Kasas.
- Big BarkerminorBig Barker is listed alongside JollyPets as a brand partner in the 'our brands' section of the website, suggesting they are related or affiliated brands under the same parent company umbrella, though Big Barker appears to focus on dog beds rather than equine products.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Horsemen's Pride competitors and assessment
Company assessmentOthers
- Big Barker: Affiliated brand under what appears to be the same parent ecosystem as Horsemen's Pride, focused on premium dog beds. Relevant as a portfolio peer to understand the broader brand umbrella rather than as a direct competitor.
Broad incumbents
- Manna Pro: Diversified equine nutrition, treats, and care products company serving horse owners through retail and feed-store channels. Comparable on the treats and equine supplies side of Horsemen's Pride's catalog.
- Weaver Leather: Manufacturer of equine tack, stable equipment, and horse care products sold through wholesale and direct channels. Comparable on the stable equipment and tack storage side of Horsemen's Pride's portfolio.
- SmartPak: Leading U.S. direct-to-consumer equine retailer offering supplements, gear, and stable supplies. Comparable channel and customer-base overlap, with SmartPak competing for the same horse-owner's online basket.
- Farnam (Central Garden & Pet – Equine Division): Long-established equine care and stable supplies brand offering grooming, fly control, and stable products to U.S. horse owners. Comparable as a broad incumbent covering many of the same end-customer needs as Horsemen's Pride's stall and care lines.
- Chewy (Chewy, Inc.): Major online pet retailer with a growing equine category covering toys, treats, and stable supplies. Comparable as a scaled e-commerce competitor that could private-label or undercut niche equine brands like Horsemen's Pride.
Direct peers
- Cashel Company: Specialty equine equipment manufacturer focused on horse comfort, fly protection, and stable gear. Comparable niche specialist in equine hardware sold through tack shops and equestrian retailers.
- Jolly Pets: Operates as the wholesale distribution channel and affiliated brand for Horsemen's Pride, sharing the Jolly Ball product family across a broader pet toy portfolio. Most directly comparable given overlapping product DNA and channel relationship.
Regional players
- Shires Equestrian: U.K.-based equestrian products brand offering turnout, stable, and riding equipment to horse owners. Comparable category overlap in stable equipment and horse care, primarily serving European vs. Horsemen's Pride's U.S. core market.
- Horseware Ireland: Ireland-based manufacturer of horse rugs, blankets, and equine accessories with global distribution. Comparable as a branded equine goods manufacturer with international wholesale reach versus Horsemen's Pride's U.S. base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Horsemen's Pride social profiles
Digital presenceHorsemen's Pride financial estimates
Financial estimateRevenue estimate
Valuation estimate
Horsemen's Pride leadership team
Management profileNumber of profiles
Profiles1 record
Horsemen's Pride funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Horsemen's Pride 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 Horsemen's Pride
What does Horsemen's Pride do?
Horsemen's Pride manufactures and sells equine enrichment toys (notably the Jolly Ball® line), stall equipment (mounting steps, stall gates, water buckets, manure buckets), and feeding/transport supplies (feed tubs, feed bins, feed carts, tack trunks) for horse owners and equestrian facilities. Products are sold primarily through a direct-to-consumer e-commerce storefront and through wholesale distribution via JollyPets.
Is Horsemen's Pride a public or private company?
Horsemen's Pride is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Horsemen's Pride founded?
Horsemen's Pride was founded in 1976. It employs 51 to 100 people.
Where is Horsemen's Pride based?
Horsemen's Pride is headquartered in Streetsboro, United States, in the North America region.
How does Horsemen's Pride make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution and phone Orders.
Who are Horsemen's Pride's main competitors?
Big Barker is listed as an others. Broad incumbents are Manna Pro, Weaver Leather, SmartPak, Farnam (Central Garden & Pet – Equine Division) and Chewy (Chewy, Inc.). Direct peers are Cashel Company and Jolly Pets. Regional players are Shires Equestrian and Horseware Ireland.
Does Horsemen's Pride have an API?
No public API is recorded for Horsemen's Pride.
What industry is Horsemen's Pride in?
Horsemen's Pride's product category is Equine Products. Its primary akta.pro industry code is AFADAEAH, Equine Treats & Reward Products. Its NAICS code is 45991 and its SIC code is 3944.