What Academy Bartels does

Academy Bartels is a family-owned equestrian training centre founded in 1972 in Hooge Mierde, Netherlands, specialising in dressage instruction at both elite and amateur levels. The academy operates a 12-hectare facility with 45 stalls and on-site therapy equipment, and delivers multi-day residential training programs in which riders and horses stay on-site for intensive coaching, supplemented by external clinics delivered on location in the Netherlands and Belgium. The Bartels family, including Olympic-level trainers Imke Bartels and Tineke Bartels, anchors the brand, attracting an international roster of riders from markets including Japan, Israel, India, and the United States.

The business model bundles several revenue streams: fees from residential training programs, transaction-based horse sales brokerage, event production and ticket/sponsorship sales through the in-house Bartels Media and Events bureau, corporate facility rental and excursions, and fees from external clinics. Pricing is signalled through a published tariff schedule (Tarieven-2026.pdf). In 2022-2023 the company added two adjacent revenue lines: the L'Année Hippique equestrian yearbook, acquired into the publishing portfolio, and Proudhorses, a social media app for the equestrian community launched in 2023. A youth-segment partnership with PaardenpraatTV and Penny was signed in December 2023 to co-produce events such as Horse Event Youth.

Academy Bartels is privately held with 11-50 employees and no external funding; financial figures are not publicly disclosed. The combination of Olympic-pedigree talent, a capital-intensive training facility, and an expanding ecosystem of media, publishing, and digital products positions the company as a vertically integrated equestrian services platform rather than a pure riding school.

Name

Academy Bartels

Legal name

Academy Bartels

Website

https://academybartels.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Academy Bartels is a family-owned equestrian training centre founded in 1972 in Hooge Mierde, Netherlands, offering multi-day residential dressage programs, horse sales brokerage, and a media and events bureau producing major equestrian shows.

Ownership category

akta.pro rank

Product category

Equestrian Dressage Training Services

NAICS

Horses and Other Equine Production (112920), Sports and Recreation Instruction (611620), Amusement Parks and Arcades (7131)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

akta.pro secondary industries

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG), Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH), Equestrian & Rodeo Facilities (MPAKAEAM)

Keywords

• Dressage training
• Equestrian education
• Horse sales brokerage
• Equestrian event production
• Dressage competition coaching

Headquarters

HQ city

Hooge Mierde

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Training Arrangements (Trainingsarrangementen): Multi-day residential dressage training programs (3, 4, 5-day) where riders and their horses stay on the Academy's property. Pricing is published in a rate list and includes accommodation, training, and stable facilities. Add-ons include apartment upgrades, extra nights, and woodchip boxes. This is the primary consumer revenue stream.
2. Horse Sales Brokerage (Aan- en verkoopbemiddeling): Academy Bartels brokers the purchase and sale of dressage horses, supporting buyers with expertise from search through vetting and final purchase, and selling horses trained at the stable. The company maintains its own horses for sale as well. This represents a transaction-based revenue stream from commissions.
3. Events & Media Production: Bartels Media & Events organizes and produces equestrian events including Horse Event, Horse Event Superstars, Horse Event Youth, Horse Event Pro, Animal Event, L'Année Hippique (yearbook), and De Hippische Ondernemer. Revenue derives from event tickets, sponsorships, and media production services.
4. Facility Rental & Excursions: The Academy rents its facilities (stables, arenas, event spaces including Het Koetshuis, De Tackroom, De Bibliotheek, Jazz Hal, Sunrise Hal) for corporate events, excursions, clinics, and meetings. Venues accommodate groups from 10 to 500 persons. Pricing is by arrangement.
5. Clinic Arrangements (On-site and External): Imke Bartels conducts clinics at external locations in the Netherlands and Belgium upon booking, adding an additional revenue stream beyond the on-site training programs.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Academy Bartels operates an equestrian dressage training center offering multi-day residential training programs (3, 4, and 5-day arrangements) where riders stay on-site with their horses and receive instruction from Olympic-level trainers. The company also brokers the purchase and sale of dressage horses, and runs a Media & Events bureau that produces major equestrian events (Horse Event series, Animal Event) and publishes the L'Année Hippique yearbook.

Product overview

Academy Bartels is an equestrian dressage training and competition center operating since 1972 on Landgoed Culitsrode in Hooge Mierde, Netherlands. The company offers a platform of interconnected equestrian services: the core Trainingsarrangementen (multi-day training packages with accommodation) and Academy Horses (sport horse training and sales) form the primary business, supplemented by a Media & Events bureau organizing equestrian events including Horse Event Pro, Horse Event Superstars, Horse Event Youth, and the Proudhorses social app. The business also publishes L'Année Hippique equestrian yearbook and maintains The Wall of Fame exhibition. All services are supported by extensive on-site equestrian facilities including stables, riding halls, therapy equipment (Vitafloor, aquatrainer), and accommodation.

Differentiator

Problem solved

Functional benefit

Products and services

• Trainingsarrangementen (Multi-day Training Arrangements) Multi-day residential dressage training packages (3, 4, or 5 days, plus 2-day return sessions) where riders stay on-site with their horses and receive instruction from Imke Bartels, Mischa Koot, and guest trainers. Includes lessons, workshops (Flexchair saddle position, HorseBeat heart rate monitoring, Sit-i rider posture, Biomechanica), accommodation, and stable facilities. Open to all levels from BB/B amateurs to Grand Prix competitors.
• Aan- & verkoopbemiddeling (Horse Sales Brokerage) Expert guidance and brokerage for purchasing or selling dressage horses, supporting riders nationally and internationally across all ages, levels, and price ranges. The service covers the full process from search and matching to vetting and final purchase, with Joep Schellekens as the direct contact. The Academy also lists its own trained sport horses for sale.
• Events, Meetings & Clinics (Facility Rental and External Clinics) Venue rental and event organization services for excursions, meetings, and custom events at Landgoed Culitsrode, accommodating groups of 10 to 500 people across venues including Het Koetshuis (280m², 250–300 persons), De Tackroom (63m², 15–30 persons), De Bibliotheek (135m², 30–100 persons), and outdoor spaces. Includes external clinics by Imke Bartels at locations in the Netherlands and Belgium, arranged via [email protected].
• L'Année Hippique (Equestrian Yearbook) Annual equestrian yearbook covering the most important events in horse sports (dressage, show jumping, eventing) worldwide, with a tradition dating back to 1943. Continues under Gijs Bartels from the Academy Bartels family business. The Academy also runs the L'Année Hippique Awards.
• Proudhorses (Social Media App) A social media app for horse enthusiasts launched in 2023, described as the first complete social app for the equestrian world. Users can create profiles of their horses, connect with other enthusiasts and brands, and engage with the equestrian community. Created and operated by Academy Bartels.
• Horse Event Pro Educational equestrian event focusing on clinics and demonstrations from leading top athletes and trainers, with over 100 trade stands featuring innovations and trends. Produced by Bartels Media & Events.
• Horse Event Superstars Equestrian show event featuring top riders in a full show program combining sport with breathtaking shows, held at Brabanthallen Den Bosch. Produced by Bartels Media & Events.
• Horse Event Youth Youth-focused equestrian weekend featuring idol performances, hundreds of shows, demos, workshops, and clinics with over 100 shopping stalls. Produced by Bartels Media & Events.
• Animal Event Largest pet event in the Netherlands featuring dogs, cats, rabbits, horses, and farm animals with shows, workshops, and demonstrations at Event Center de Beekse Bergen. Produced by Bartels Media & Events.

Quantifiable outcome

• Riders have achieved international medals and Olympic qualifications under Academy Bartels coaching
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered minor and core.

• PaardenpraatTVminorGTM or Marketing Partner · 4 December 2023PaardenpraatTV (equestrian media platform) has intensified its collaboration with Bartels Media & Events (Horse Event) and Penny around youth equestrian events including Horse Event Superstars. The partnership aims to optimize reach to the growing group of young horse enthusiasts and accelerate the development of the show concepts.
• PennyminorGTM or Marketing Partner · 4 December 2023Penny (equestrian media/content brand) has intensified its collaboration with Bartels Media & Events (Horse Event) and PaardenpraatTV around youth equestrian events including Horse Event Superstars, taking place in Den Bosch on 4 February 2024.
• ProudhorsesminorStrategic or Co-development Partner · 1 January 2023Proudhorses is a social media app for horse lovers launched in 2023 by Academy Bartels' founders. It serves as the first complete social app for the equestrian world, allowing users to create profiles of their horses and connect with other enthusiasts. Academy Bartels is the creator/operator of the platform, positioning itself at the center of a social media ecosystem for the equestrian community. The platform collects user data for targeted advertising opportunities.
• Forum Media Group (Germany)coreStrategic or Co-development Partner · 1 January 2022Academy Bartels took over the publication of L'Année Hippique, the premier equestrian yearbook established in 1943, from Forum Media Group (Germany) in 2022. The title was transferred to Gijs Bartels (son of founder Joep Bartels), completing a return of the brand to the Bartels family after it was sold to BCM (Joep Bartels and Henk Brüger) in 1984. Academy Bartels continues the tradition and also manages the L'Année Hippique Awards.
• Matt Harnacke (Equine Content Creator)minorGTM or Marketing PartnerMatt Harnacke, a prominent equine content creator, visited and filmed Academy Bartels' facility. Tineke Bartels gave a tour of the stable on camera. The video serves as organic content marketing, leveraging Matt's audience to raise brand awareness.
• Jarco Dun (Biomechanics Expert)minorStrategic or Co-development PartnerJarco Dun conducted a biomechanics presentation and workshop at Academy Bartels as part of the training arrangement program. His expertise is integrated into the Academy's educational curriculum as one of the workshop offerings (Biomechanica) available to training week participants.
• Vitafloor (Vibration Therapy System)minorOthersAcademy Bartels uses Vitafloor vibration therapy equipment (both standalone plates and built-in units) as part of its training and rehabilitation services. Vitafloor is described as a leading brand used by top riders, training stables, veterinarians, and rehabilitation clinics worldwide. The Academy's use of this equipment is referenced as a differentiating facility feature.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Others

• KWPN (Koninklijk Warmbloed Paardenstamboek Nederland): Royal Dutch Warmblood Studbook governing Dutch sport horse breeding. Not a direct competitor, but the ecosystem standard Academy Bartels' horses and rider development sit within; relationships and registrations are integral to the brokerage business.
• Longines Global Champions Tour: Premium show jumping event series. Not a direct competitor, but relevant as a comparable in the high-end equestrian events space that Academy Bartels' Media & Events arm could evolve toward.

Direct peers

• Hof Kasselmann: German equestrian facility offering dressage and show jumping training, horse sales, and on-site events. Comparable as a multi-discipline residential training center with extensive infrastructure and event hosting capability.
• Helgstrand Dressage: Danish dressage powerhouse combining elite training, horse sales brokerage, and rider development — directly overlapping with Academy Bartels' core training and brokerage model, but at significantly larger scale (hundreds of horses, international sales network).
• Gestüt Bonhomme: German dressage training, breeding, and sales facility with comparable combination of elite training, horse trading, and international clientele.
• Van Olst Horses: Dutch dressage training and sales operation based in the Netherlands, run by Olympic rider Hans Peter Minderhoud and Edward Gal. Closest geographic and business-model peer, with comparable focus on Grand Prix dressage training, horse sales, and clinics.
• Paul Schockemöhle / Schockemöhle Helgstrand: One of Europe's largest dressage and show jumping sales operations with deep training infrastructure. Comparable on horse brokerage, stallion management, and elite rider training dimensions.
• Anky's Anky (Anky van Grunsven): Brand and training operation of Dutch Olympic dressage legend Anky van Grunsven. Comparable as an Olympic-pedigree dressage training brand in the Netherlands, though more individual-rider-focused than facility-centric.

Regional players

• The Dutta Corp: US-based dressage horse sales and import operation. Comparable on horse brokerage and rider training services, but focused on the North American market rather than competing directly in the Netherlands.

Broad incumbents

• World Equestrian Center: Large multi-discipline equestrian facility in the US offering competitions, training, lodging, and events. Comparable as a venue-plus-training hybrid but at vastly larger scale and with a US-focused market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@academybartels64
• Facebookfacebook.com/AcademyBartels
• Instagraminstagram.com/academybartelsofficial
• LinkedInlinkedin.com/company/academy-bartels-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

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 Academy Bartels