Horse Monkey

What Horse Monkey does

Horse Monkey is a cloud-based event management platform purpose-built for the equestrian vertical, serving riders and event organisers across the United Kingdom and, more recently, the United States. The platform enables event discovery, online booking and entry management, start list and live results administration, refund and waiting-list handling, and Stripe-powered payment processing, alongside a companion Smart mobile app that provides digital horse health records, vaccination and medication reminders, training and competition diaries, document and media storage, and multi-user account sharing with trainers and yard managers. Underlying architecture spans browser-based web access and native iOS and Android applications with country-localized checkout flows.

The company monetizes through a hybrid model combining freemium consumer subscriptions and transactional take-rates. Athletes access a permanently free Essential tier and upgrade to Smart at £3.95/month or £39.50/year; event organisers use a free base tier with upgradeable paid tiers (pricing by quote) and pay a £1.99 admin charge per booking in the UK or 2.5% of booking value in the US, plus premium plugins for advanced discounts, vouchers, and split-payment functionality. A merchandise sub-brand (Horse Monkey Shop) provides an additional revenue line outside SaaS and take-rate economics.

Horse Monkey's customer base is split between individual equestrian athletes and a smaller number of institutional organisers including event venues (e.g., Aintree International Equestrian Centre, Tillyoch) and sport governing bodies (British Dressage, British Showjumping, Pony Club, Retraining of Racehorses, RDA). Distribution relies on self-serve product-led growth, mobile app stores, social media, and a parallel enterprise field-sales motion that pursues large anchors through demo-led bespoke sales. The firm is privately held by what appears to be its founding team, is headquartered in Weeton, Lancashire, operates with 1-10 employees, and has no disclosed institutional funding.

Name

Horse Monkey

Legal name

Horse Monkey Ltd.

Website

https://horsemonkey.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Horse Monkey is a cloud-based equestrian event management platform serving event organisers and riders in the UK and US, providing event booking, entry administration, live results, Stripe-powered payments, and a Smart mobile app for horse health records and competition diaries.

Ownership category

akta.pro rank

Product category

Equestrian Event Management Software

NAICS

Support Activities for Animal Production (115210)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

akta.pro secondary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Equestrian event management
• Event booking platform
• Horse management software
• Competition management software
• Equestrian athlete tools

Headquarters

HQ city

Weeton

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Athlete Subscription (Smart Tier): Monthly or annual subscription for athletes providing premium features including digital health records, training diary, automated reminders, and multi-user access. Essential tier is free.
2. Organiser Platform Fees: Platform subscription fees for event organisers with tiered pricing. Includes free tier with basic features and paid tiers for advanced functionality. UK admin charge capped at £1.99 inclusive VAT when passed to users.
3. Booking Transaction Fees: Percentage-based fees on total booking processed. UK rate: £1.99 per booking admin charge. US rate: 2.5% of total booking processed through platform checkout.
4. Plugins and Add-ons: Additional premium plugins available for organisers providing extra functionality such as advanced discounts, vouchers, and split booking payments

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Horse Monkey is an online equestrian events management platform that enables equestrian athletes to discover, book, and manage entries for equestrian competitions, while providing event organisers with tools to build, market, take payments for, and administer events including start lists and live results. The platform includes a companion mobile subscription application (Smart) for managing horse health records, vaccination reminders, training and competition diaries, and multi-user account access, alongside a merchandise store.

Product overview

Horse Monkey is an equestrian events platform consisting of a core product (Horse Monkey Events), a companion mobile app (Horse Monkey Smart), and a merchandise store (Horse Monkey Shop). The core platform connects equestrian event organisers with athletes, providing event discovery, online booking, payment processing, start list management, live results, and communications. Horse Monkey Smart is a subscription add-on for horse and rider management covering health records, training schedules, reminders, and diary features. The platform serves both UK and US markets.

Differentiator

Problem solved

Functional benefit

Brands

• smart: A cutting-edge mobile app for managing equestrian needs including training schedules, health tracking, vaccination reminders, and competition diary.

Quantifiable outcome

• Saved countless administrative hours for event organisers
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature8 records

Partnerships

Seven partnerships are on record, tiered core, major and flagship.

• StripecoreTechnology or IntegrationPreferred payment processing partner handling all payment transactions on the platform. Both Horse Monkey and Stripe act as limited agent for collecting payments. Stripe processes payments securely with Horse Monkey not storing full payment card details.
• British DressagecoreStrategic or Co-development PartnerPrimary governing body integration providing real benefit to British Dressage operations. Platform streamlines operations across Development Officers in BD regions, Training and Education team. User-friendly and flexible platform ideal for managing all types of equestrian events and courses.
• British ShowjumpingcoreTechnology or IntegrationNative integration with British Showjumping for academy clinics and competitions. Platform used for all academy events including bookings, refunds, and times issuance. Customer service highly rated by British Showjumping Academy Area.
• Retraining of RacehorsesmajorStrategic or Co-development PartnerPartnership spanning over six years. Platform significantly reduces administrative tasks during large events such as The National Championships. Support team helps new members navigate system and listens to customer needs adapting to changing requirements.
• RDA (Riding for the Disabled Association)majorStrategic or Co-development PartnerPartnership revolutionising entry process for The RDA National Championships. Move from paper to electronic entries has been a huge time saver with all information consolidated in one place. Team provides excellent support from event planning through to delivery.
• Pony ClubcoreStrategic or Co-development PartnerPlatform usage for events described as fantastic experience. One of the easiest platforms to set up with intuitive layout and format. Drag-and-drop method for competitor ordering provides quick reordering and flexible time management.
• Aintree International Equestrian CentreflagshipStrategic or Co-development Partner10-year partnership transforming event management at Aintree International Equestrian Centre. Platform streamlines bookings, scheduling, and results freeing team to focus on customers. Highly responsive and collaborative team ensures events run smoothly.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Eventbrite: Large generalist event management and ticketing platform. Comparable as a self-serve event discovery, booking, and payment-processing SaaS for organizers, but lacks Horse Monkey's vertical equestrian integrations and horse-health record capabilities.
• Active Network / ACTIVE.com: Enterprise software and online registration platform for sports, recreation, and community organizations. Comparable as a membership- and event-management SaaS serving sports clubs, governing bodies, and activity organizers — the closest broad incumbent to Horse Monkey's organizer-side proposition.
• Cvent: Enterprise event management platform for registrations, payments, and attendee management. Comparable in organizer SaaS capabilities (registration, payment processing, reporting), though focused on larger corporate and association events rather than niche sports.

Direct peers

• TeamSnap: Team and sports-club management platform with scheduling, rosters, communication, and registration features. Comparable in serving both participants and organizers within a sports community, with a freemium and subscription model similar to Horse Monkey's.
• SportsEngine: Sports management platform (owned by NBC Sports) serving leagues, clubs, and governing bodies with registration, scheduling, and member tools. Directly comparable in offering organizer-facing tooling for sport bodies, including event registration and member management.
• Whova: Event management and community app platform offering registration, agenda, and engagement tools. Comparable in providing mobile-first, organizer-facing tooling with attendee engagement features analogous to Horse Monkey's athlete app experience.
• Planning Pod: Event management software for organizers covering registration, payments, scheduling, and reporting. Comparable in tiered subscription pricing for event organizers and integrated payment processing, though not specialized for equestrian.

Others

• Horse & Hound (Future plc): Leading UK equestrian media brand. Comparable as an audience and content platform reaching Horse Monkey's core equestrian athlete demographic and a potential partnership or distribution channel for event discovery and content marketing.
• British Equestrian Trade Association (BETA) affiliated platforms: UK equestrian industry trade body and adjacent vendor ecosystem. Relevant as an ecosystem participant in UK equestrian sport where Horse Monkey operates, and a potential channel for partnership, certification, or industry data.

Emerging players

• Joomla-based / custom equestrian club tools: Boutique providers of bespoke equestrian club and show management websites and software for small venues and associations. Comparable as a niche competitor serving equestrian organizers with website-plus-event functionality, but typically with less modern UX and mobile-first design than Horse Monkey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/thehorsemonkey
• Facebookfacebook.com/TheHorseMonkey
• Instagraminstagram.com/horsemonkeys

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 Horse Monkey