Ishestar Riding Center

What Ishestar Riding Center does

Ishestar Riding Center (Íshestar ehf) is a privately held Icelandic horse riding tour operator founded in 1982 and headquartered in Hafnarfjörður, approximately 15-20 minutes from Reykjavík. The company operates from four Iceland-wide locations (Hafnarfjörður, Mid-Grund near Hvolsvöllur, Grímsstaðir at Bakkakot Farm, and Minni-Vellir near Hekla) and is structured around the Icelandic horse breed and its unique four-beat tölts ambling gait. Its core offering spans short rides (50 minutes to 4 hours) priced 7,500-50,000 ISK, multi-day trail expeditions of 4-7 days priced €2,350-€4,190 per rider, combo tours integrating horseback riding with Sky Lagoon geothermal spa, ATV (Safari Quads), and puffin watching (Special Tours), plus a children's riding academy (Reiðskóli Íshesta og Sörla), corporate team events, and children's birthday parties.

The company generates revenue through one-time tour bookings sold predominantly direct-to-consumer via its multilingual website (English and German), supplemented by phone, email, and optional Reykjavík pickup service. Multi-day tours are booked through a dedicated multi-day tours channel; riding academy courses are registered through the Sportabler third-party platform. Target customer segments include international tourists (primary), Icelandic families with children aged 7-16, corporate groups, and private/royal groups seeking exclusive riding experiences. Operational advantages include group-size limits (max 14 on day rides, max 20 on multi-day), smaller group-to-horse ratios than competitors, year-round operations including winter, multilingual guides, and a stated industry-leading animal welfare practice in collaboration with MAST (the Icelandic Food and Veterinary Authority).

Name

Ishestar Riding Center

Legal name

Ishestar ehf

Website

https://ishestar.is

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

11–50 employees

Short description

Ishestar Riding Center, founded in 1982 and based in Hafnarfjörður, Iceland, operates guided horseback riding tours on Icelandic horses for international tourists, children and families, and corporate groups across multiple Iceland locations, ranging from short day rides to multi-day expeditions.

Ownership category

akta.pro rank

Product category

Equestrian Tourism Services

NAICS

Tour Operators (561520)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equestrian & Horse Trekking Centers (THAAAKAL)

akta.pro secondary industry

Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)

Keywords

• Horseback riding tours
• Icelandic horse tours
• Guided trail rides
• Riding academy courses
• Equestrian tourism services

Headquarters

HQ city

Hafnarfjörður

HQ country

Iceland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Horse Riding Tours: One-time payment for guided horseback riding tours ranging from 1-hour short rides to multi-day trail rides across Iceland. Pricing varies by tour duration, location, and complexity. Children receive 25% discount on some tours.
2. Riding Academy Courses: Children's riding school courses (Reiðskóli Íshesta og Sörla) offering week-long riding lessons for children ages 7-16, including the Hestafjör 2-week advanced course. Registration through Sportabler platform.
3. Children's Birthday Parties: Private birthday party bookings at the riding center for groups of 10-40 children, including horse grooming, paddock rides, and venue rental. Pricing scales by number of children.
4. Corporate Team Events: Corporate team building events combining work meetings with guided horseback riding experiences. Full facility rental including kitchen facilities at Hafnarfjörður riding center.
5. Gift Cards: Gift cards available for purchase covering any of the day tours from the riding center, providing flexible gifting options for visitors.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Ishestar Riding Center operates guided horseback riding tours on Icelandic horses in Iceland, ranging from 50-minute beginner-friendly rides through lava fields to multi-day trail expeditions across the country. In addition to standard day tours and multi-day rides, the company runs a children's riding academy, hosts corporate team events, and offers children's birthday parties at its Hafnarfjörður facility. The core experience centers on the Icelandic horse breed and its unique four-beat tölting gait.

Product overview

Ishestar Riding Center is a horse riding tour operator founded in 1982, offering a comprehensive portfolio of equestrian experiences centered around the Icelandic horse. The core offering consists of Day Tours (short rides including Horses and Waffles, Lava Tour, Comfort Ride, Stable Visit, Horses and Puffins, Exclusive Horse Ride, Viking Tour, and various special tours like Solar Eclipse rides) and Multi-Day Trail Rides (Into The Far East, Kirkjufell Adventure, Magical Snæfellsnes, and private countryside rides). Combo tours integrate horseback riding with Sky Lagoon geothermal spa, ATV adventures, and puffin watching. The company also operates a Riding Academy (Reiðskóli) offering summer courses for children, corporate event services, and children's birthday parties. The product line spans from beginner-friendly 50-minute paddock rides (7,500 ISK) to advanced multi-day highland expeditions (up to 4,190 €), with the Icelandic horse's unique tölt gait as the central experience differentiator.

Differentiator

Problem solved

Functional benefit

Products and services

• Lava Tour Scenic 1.5-2 hour riding tour through unique lava fields and lush hills on Icelandic horses. Suitable for beginners to experienced riders with two daily departures at 10:00 and 14:00. Priced at 18,900 ISK per person.
• Exclusive Horse Ride New private 50-minute riding tour for individuals or groups seeking an exclusive horseback riding experience tailored to skill level from beginners to advanced. Daily departure at 13:00. Priced at 28,900 ISK per person solo; 25,900 ISK for 2+ riders.
• Viking Tour 2.5 hour tour for experienced riders exploring ancient lava field, Kaldá river, and Mt. Helgafell. Requires strong intermediate riding skills with age limit of 12 years. Operates Mondays and Fridays at 13:00. Priced at 30,900 ISK per person.
• Comfort Ride 50-minute beginner-friendly tour through moss-covered lava fields with panoramic views of Bláfjäll mountains, including complimentary coffee, tea, or hot chocolate. Children receive 25% discount. Daily at 09:00 and 16:00. Priced at 16,500 ISK per person.
• Horses and Waffles Relaxed 50-minute tour ideal for beginners, riding calmly through lava fields followed by freshly baked waffles with toppings and hot beverages. Priced at 16,900 ISK per person. No pickup included; private pickup available on request.
• Stable Visit and Paddock Ride Introduction to Icelandic horses at the stables with time for interaction and a paddock ride of 3 rounds per person. Perfect for families with small children. Daily at 13:00. Priced at 7,500 ISK per person.
• Holtsós River Tour 1-hour short riding tour from Mid-Grund farm near Hvolsvöllur in South Iceland, riding south towards ocean with views of Eyjafjallajökull and Westman Islands. Daily at 09:00 and 14:00. Priced at 11,000 ISK per person. Age limit 7 years.
• Írafoss Waterfall Tour 2-hour riding tour from Mid-Grund near Hvolsvöllur to Írafoss waterfall. Ideal for beginners and families with gentle pace. Daily departures. Priced at 17,000 ISK per person.
• Black Sand Beach Riding Tour Riding tour on Reynisfjara black sand beach with views of Westman Islands and Eyjafjallajökull glacier. Departs from Mid-Grund near Hvolsvöllur or Grímsstaðir. Age limit 10 years. Priced at 25,000 ISK per person.
• Mountain and Ocean Ride 4-hour diverse terrain tour from Mid-Grund along South Coast, past Ídrá river and Írafoss waterfall, then along Lake Holtsós shoreline. Includes Westman Islands and Skógafoss views on clear days. Priced at 32,000 ISK per person. Two daily departures.
• Horses and Puffins Combined puffin watching boat tour to Akurey island (with approximately 30,000 puffins) and 1.5-hour horseback riding through Icelandic landscapes. Daily at 11:00. Priced at 25,900 ISK per person.
• Horse Riding and Sky Lagoon Combined 1.5-2 hour horseback riding tour with Sky Lagoon geothermal spa visit. Includes Pure Package with 7-step Ritual, towel, and public changing facilities. Daily at 10:00. Priced at 33,000 ISK per person. Age limit 12 years.
• Horse Riding and ATV Adventure combo with 1.5-2 hour horseback riding through lava fields followed by 1-hour ATV ride to Reykjavik Peak. Includes transfers and hot drinks. Priced at 44,900 ISK per person. Age limit 8 years.
• Solar Eclipse Ride (Beginners and Intermediate) Path of totality ride for the August 12, 2026 solar eclipse. 1.5-2 hour riding tour with groups split by skill level. Includes barbeque at riding center. Priced at 35,000 ISK per person.
• Solar Eclipse Ride (Advanced) Advanced riders eclipse experience on August 12, 2026. 2.5-3 hour ride to remote viewpoint in path of totality, crossing Kaldá River and around Mt. Helgafell. Includes Íshestar t-shirt and barbeque. Priced at 50,000 ISK per person. Age limit 12 years.
• Private Tour Tailor-made private horseback tours for individuals and groups. Available from 1 hour to multiple hours, customized to rider preferences and skill levels.
• Countryside Ride (Private Farm Stay) Multi-day private riding tour staying at renovated farmhouse near Hekla volcano. Private tours for family or group from 500 €.
• Into The Far East 7 riding days expedition into eastern fjords mountains via old postal route through golden sandy areas with waterfalls and steep mountain passes. Priced at 4,190 € per person. July departure.
• Kirkjufell Adventure 4 riding days tour around Mt. Kirkjufell (Game of Thrones location) along colorful volcanoes with a midnight ride included. Priced at 2,350 € per person. June departure.
• Magical Snæfellsnes 5 riding days through Snæfellsnes peninsula with golden sandy beaches and glacier views, experiencing the unique tölting gait. Priced at 2,890 € per person. July and August departures.
• Under A Darkened Sun 4 riding days tour with 3-5 hours daily riding, combining solar eclipse viewing with relaxed multi-day experience. Priced at 2,350 € per person.
• The Dark Side of the Sun 5 riding days near Hekla volcano combining total solar eclipse viewing on August 12, 2026 with multi-day riding. Priced at 2,890 € per person.
• Reiðskóli Íshesta og Sörla (Riding Academy) Summer riding courses for children ages 7-12 and teens. Courses include Reiðskóli 1-6 (June-July) and Hestafjör 2-week advanced course for 11-16 year olds. Registration via Sportabler platform. Prices from 23,920 kr to 64,900 kr per child.
• Barnaafmæli (Children's Birthday Parties) Birthday party hosting at the riding center with horse grooming and paddock rides for groups of 10-40 children. Pricing from 45,000-70,000 ISK depending on group size. Weekday bookings between 16:00-18:00.
• Fyrirtækjaferðir (Corporate Events) Corporate team events combining work meetings with guided horseback riding experiences. Includes full facility rental with kitchen facilities at Hafnarfjörður riding center. Custom pricing based on group needs.
• Gift Cards Gift cards available for any day tours from the riding center, providing flexible gifting options for visitors and horse enthusiasts.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Special TourscoreStrategic or Co-development PartnerPartnership for the Horses and Puffins combo tour. Special Tours provides the puffin watching boat excursion (Old Skuli boat) from Reykjavik's old harbor to puffin islands, while Ishestar provides the horseback riding portion. 20+ years of puffin tour experience.
• Safari QuadsminorChannel Partner/ Reseller/ DistributorPartnership for Horse Riding and ATV combo tours. Safari Quads provides the ATV ride portion around Reykjavik Peak and Lake Hafravatn, with Ishestar handling the horseback riding and combined booking/pickup arrangements.
• Sky LagoonminorChannel Partner/ Reseller/ DistributorPartnership for Horse Riding and Sky Lagoon combo tour. Sky Lagoon provides admission to the geothermal spa and 7-step ritual experience, combined with Ishestar's horseback riding tour. Ishestar handles booking with combined pickup and transfers.
• Bakkakot FarmminorStrategic or Co-development PartnerPartnership for Black Sand Beach Riding Tour operated from Bakkakot Farm near Hvolsvöllur in South Iceland. Farm provides guides and horses for the beach riding experience.
• MAST (Icelandic Food and Veterinary Authority)coreOthersActive collaboration with MAST to improve horse welfare procedures and care methods regarding health and quality of life of horses. Ishestar is described as the industry leader in Iceland for animal welfare practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Melgerðismelar: Icelandic horse riding operator in southwest Iceland offering guided rides for tourists. Similar product, target customer, and reliance on Icelandic breed as core differentiator.
• Laxnes Horse Farm: Family-run Icelandic horse farm offering guided riding tours near Reykjavik. Competes for beginner-friendly tourist rides and stable-visit experiences.
• Hestar Travel (Icelandic Horse Experience): Specialized Icelandic horse tour operator offering guided rides and saddle-matching services. Closely aligned with Íshestar's tölt-gait-led, breed-focused positioning.
• Viking Horses (Hestar): Reykjavik-area Icelandic horse tour operator offering riding experiences and shorter excursions on tölt-gait horses. Directly competes with Íshestar for tourist day-tour bookings.
• Skálakot Manor: South Iceland riding operator near Hvolsvöllur offering horseback tours and farm-stay experiences. Overlaps with Íshestar's South Coast locations and multi-day/farm-stay offerings.
• Eldhestar: One of Iceland's largest horseback riding tour operators, also based near Reykjavik/Hafnarfjörður. Offers day tours, multi-day rides, and riding academy courses on Icelandic horses, making it Íshestar's closest head-to-head competitor.

Others

• Viator (Tripadvisor): Major online tour-booking platform where Íshestar's rides compete head-to-head with rival operators. Comparable as a discovery and distribution layer for the same target tourist.
• GetYourGuide: Global marketplace for tours and activities that lists Íshestar's day tours alongside competitors. Acts as an enabling distribution channel that can also commoditize pricing and increase competitive intensity.

Regional players

• Bakkar Horse Rental: Icelandic horse rental in Borgarnes/West Iceland providing guided rides along similar scenic terrain. Comparable product but serves a different regional catchment than Íshestar's HQ.

Broad incumbents

• Arctic Adventures: Large Iceland-based multi-activity tour operator offering adventure experiences (snowmobile, ATV, glacier hikes). Overlaps with Íshestar's combo offerings but as a broad incumbent rather than a specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ishestarriding
• YouTubeyoutube.com/user/ishestar1/videos
• Facebookfacebook.com/Ishestarriding
• Instagraminstagram.com/ishestarriding
• LinkedInlinkedin.com/company/ishestar

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 Ishestar Riding Center