Equestrain
Equestrain is a Finnish mobile app that generates individualized 6-week workout plans for equestrian athletes, using a rider-specific personalization engine and a library of 150+ videos. It sells direct-to-consumer subscriptions across dressage, show jumping, and eventing riders worldwide via app stores.
- Company typePrivate
- Founded2022
- HeadquartersEspoo, Finland
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What Equestrain does
Equestrain is a Finnish private company that operates a mobile workout application purpose-built for equestrian athletes. The product generates individualized 6-week training plans based on rider-submitted inputs about their saddle feel, goals, trainer-identified corrections, available equipment, and schedule, and refreshes those plans every six weeks following a progress check-in. The underlying core technology is a rider-specific personalization engine paired with a content library of more than 150 workout videos covering home, gym, mobility, cardio, and pre/post-ride routines, delivered as native iOS and Android apps via Apple App Store and Google Play. The founder and lead coach is Laura Ahti, a physiotherapist with 25 years of riding experience, and the exercise selection logic is grounded in sports physiotherapy and performance coaching principles targeting hip mobility, core stability, posterior chain, and thoracic spine rotation as they relate to rider seat performance.
The business model is a direct-to-consumer subscription with two standard tiers, €24.99/month and €14/month billed annually at €169/year (44% discount versus monthly), plus a 7-day free trial. Distribution is exclusively self-serve through app stores with no sales team or third-party resellers, supported by organic social media, a weekly newsletter called "The Long Game," a research-backed blog, and ambassador endorsements from professional riders. In Finland, customers can also pay using employer wellness benefit cards (Epassi, Smartum, Edenred), which lowers the effective cost barrier.
The company serves a horizontal customer base of equestrian athletes across dressage, show jumping, and eventing, segmented into use cases such as all-level riders, competitive/professional riders, riders with specific seat problems, riders with stiffness or pain, and riders returning after a break. The cumulative user base is reported at 2,000+ riders, and the company has formal engagements with the elite show jumping team Scuderia 1918 and the co-founded Team 360 Academy. Headcount is 1–10 employees, the company is bootstrapped with no disclosed external funding, and the headquarters are in Finland (firmographic record lists Espoo).
Equestrain firmographics
Firmographics- Name
- Equestrain
- Legal name
- Equestrain
- Website
- https://equestrainapp.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Equestrain is a Finnish mobile app that generates individualized 6-week workout plans for equestrian athletes, using a rider-specific personalization engine and a library of 150+ videos. It sells direct-to-consumer subscriptions across dressage, show jumping, and eventing riders worldwide via app stores.
- Ownership category
- akta.pro rank
Equestrain industry classification
Industry- Product category
- Equestrian Fitness Mobile App
- NAICS
- Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Sports & Recreation Clubs (7997), Services-Prepackaged Software (7372)
- akta.pro primary industry
- Online/Remote Personal Training & Programming (HSADAAAM)
- akta.pro secondary industries
- Functional Fitness & Mobility Training (HSADAAAD), Strength & Conditioning Personal Training (HSADAAAB)
Keywords
Where Equestrain is headquartered
LocationHeadquarters
- HQ city
- Espoo
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Equestrain business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Subscription membership (monthly and annual): Primary revenue stream from monthly (€24.99/month) and annual (€14/month, billed €169/year) subscription memberships. A limited-time launch offer of €9.90/month (billed €119/year) was available from 2.6.2025 to 9.6.2025. All plans include a 7-day free trial. The annual plan represents a 44% discount vs monthly. Membership includes full access to all workout types, personalized plan updates every 6 weeks, pre/post-ride routines, and nutrition and mental coaching libraries.
- Employer wellness benefit payments (Epassi, Smartum, Edenred): Accepts Finnish employer wellness benefit cards (Epassi, Smartum, Edenred) as payment for annual subscriptions, allowing users to partially or fully fund their membership using workplace wellness benefits. This expands addressable market by leveraging a common employer perk in Finland.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly subscription — full access, auto-renews monthly |
| Subscription | Annual | Annual subscription — full access, billed yearly (44% savings) |
| Subscription | Annual | Launch offer — limited-time annual special (60% savings) |
| Subscription | Annual | Employer wellness benefit payment (Epassi/Smartum/Edenred) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Equestrain product offering
Product offeringCore offering
Equestrain sells a personalized workout mobile app built specifically for equestrian athletes. Users complete a riding-specific onboarding, receive an individualized 6-week training plan that refreshes based on progress, and access a library of 150+ guided videos across home, gym, mobility, cardio, and pre/post-ride routines, plus nutrition and mental coaching content. The service is delivered as a subscription (monthly or annual) through iOS, Android, and web.
Product overview
Equestrain is a personalized workout app specifically designed for equestrian athletes. The core offering is the Equestrain App (available on iOS and Android) which provides individualized workout plans built around how each rider feels in the saddle. The app offers a unified membership covering multiple workout types: home workouts, gym workouts, mobility sessions, and cardio workouts, with over 150 workout videos available. Each plan is personalized based on rider assessment, updated every 6 weeks, and includes pre/post-ride routines, nutrition guidance, and mental coaching resources. The company offers two pricing tiers (Annual at 14€/month and Monthly at 24.99€/month) plus a 7-day free trial.
Differentiator
Problem solved
Functional benefit
Products and services
- Equestrain App A personalized workout application for equestrian athletes available on iOS, Android, and web. Riders complete a sport-specific onboarding, receive an individualized 6-week training plan that refreshes after a progress check-in, and access a library of 150+ guided videos across home workouts, gym workouts, mobility sessions, cardio workouts, and pre- and post-ride routines, plus a nutrition and mental coaching library. Delivered as a monthly or annual subscription with a 7-day free trial.
Quantifiable outcome
- 2,000+ riders have experienced measurable improvements in seat, symmetry, and riding performance using the app.
- +2 more outcomes
Companies that use Equestrain
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles5 records
Equestrain technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Equestrain partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Team 360 AcademycoreTeam 360 Academy is a pilot show jumping academy co-founded by Laura Ahti (Equestrain) and Juho Norilo (head riding coach, Norilo Horses). It brings together riding coaching, horse management, and rider physical/mental training across six 2-day training weekends per year at Ratsastuskeskus Aino. The academy serves as both a real-world implementation of Equestrain's methodology and a brand-building initiative within the professional equestrian community.
- Scuderia 1918coreScuderia 1918, an elite show jumping team, engaged founder Laura Ahti for their Talent Team Campus program. Over a three-week intensive, Laura provided physical and mental well-being support to three young riders on the team. The partnership demonstrates Equestrain's application at the elite team level and is cited as a customer case study on the website.
- EcostaminorEcosta (ecosta.fi) appears as a partner with a logo link on the Equestrain website footer. Ecosta appears to be a Finnish equestrian retail or service company.
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Equestrain competitors and assessment
Company assessmentEmerging players
- Future: Future is a personal training app that pairs users with a dedicated coach who builds a customized workout plan. It shares Equestrain's personalized-coaching-via-app model but serves general fitness audiences rather than a single sport.
- TrainerRoad: TrainerRoad is a subscription training app built specifically for cyclists, with adaptive workout plans. It's the closest analogous business model to Equestrain (niche sport, structured adaptive programming, subscription) and demonstrates that sport-specific training apps can scale profitably.
Broad incumbents
- WHOOP: WHOOP is a subscription wearable and performance coaching service. It complements Equestrain for the same rider demographic (recovery, strain, sleep) but does not offer equestrian-specific training plans and is more of a horizontal play.
- Strava: Strava is a subscription performance tracking and community platform popular with endurance athletes. It serves a similar subscription model and sport-specific audience mindset and is widely used by equestrians for cross-training, but it does not deliver structured workout programming.
- Peloton: Peloton is a broad subscription fitness platform offering cycling, strength, yoga, and other classes via app. It's a likely substitute for Equestrain for budget-conscious riders who would use generic fitness content, but it has no equestrian-specific adaptation or personalization for the saddle.
- Apple Fitness+: Apple Fitness+ is a subscription workout app bundled with Apple Watch and Apple One. It competes for general fitness time and budget and could theoretically add an equestrian module, but currently has no rider-specific programming or domain expertise.
- Nike Training Club: Nike Training Club is a free fitness app covering strength, mobility, endurance, and yoga with a large content library. It is a potential substitute for casual riders, though it lacks the equestrian-specific personalization and biomechanics framing that Equestrain uses as its wedge.
Others
- EquiFit: EquiFit is a US-based equestrian health and rehabilitation products company focused on therapeutic boots, ice products, and stable gear. It shares the equestrian athlete customer base but is a physical products company, not a digital training platform.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Equestrain social profiles
Digital presenceEquestrain financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equestrain leadership team
Management profileNumber of profiles
Profiles1 record
Equestrain funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equestrain 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 Equestrain
What does Equestrain do?
Equestrain sells a personalized workout mobile app built specifically for equestrian athletes. Users complete a riding-specific onboarding, receive an individualized 6-week training plan that refreshes based on progress, and access a library of 150+ guided videos across home, gym, mobility, cardio, and pre/post-ride routines, plus nutrition and mental coaching content. The service is delivered as a subscription (monthly or annual) through iOS, Android, and web.
Is Equestrain a public or private company?
Equestrain is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Equestrain founded?
Equestrain was founded in 2022. It employs 1 to 10 people.
Where is Equestrain based?
Equestrain is headquartered in Espoo, Finland, in the Europe region.
How does Equestrain make money?
Two revenue lines are on record. Subscription membership (monthly and annual) is the primary driver. The others are employer wellness benefit payments (Epassi, Smartum, Edenred).
Who are Equestrain's main competitors?
Emerging players on record are Future and TrainerRoad. Broad incumbents are WHOOP, Strava, Peloton, Apple Fitness+ and Nike Training Club. EquiFit is listed as an others.
Does Equestrain have an API?
No public API is recorded for Equestrain.
What industry is Equestrain in?
Equestrain's product category is Equestrian Fitness Mobile App. Its primary akta.pro industry code is HSADAAAM, Online/Remote Personal Training & Programming, with a secondary code of HSADAAAD, Functional Fitness & Mobility Training. Its NAICS code is 611620 and its SIC code is 7997.