Equine Medical & Surgical Associates

What Equine Medical & Surgical Associates does

Equine Medical & Surgical Associates, Inc. (EMSA) is a privately held, veterinarian-led direct-to-consumer e-commerce retailer founded in 1993 and headquartered in West Chester, Pennsylvania. The company sells a focused portfolio of proprietary and third-party equine health supplements and topical products through its Shopify storefront at equinemedsurg.com, with distribution limited to the continental USA via UPS. Its proprietary product line includes HEIRO™ (metabolic support), HEAVE HO™ (respiratory), Health-E™ (high-potency vitamin E, claimed at 14,000+ IU/oz), HAPP-E-MARE™ (hormonal support for mares), Comfort Quik™ (joint, with and without hemp), Summer Eczema oral supplement, Assure digestive supplements, Aleira respiratory supplement, Canker Powder, and Quadrabiotic Enzyme Ointment. The company also resells third-party equine brands including Sore No-More, Steadfast Equine, Eq-Well, Releira, EquiShield, Kinetic Vet/Conquer, Vetasan, Kera-Mend, and Contender.

The business model is direct-to-consumer e-commerce with both one-time purchases and a subscription tier offering 20% recurring savings on monthly auto-renewal. Products are priced individually ranging from approximately $14 to $473, with free shipping for orders over $99. The primary customer segment is individual horse owners managing chronic equine conditions including insulin resistance, Cushing's/PPID, heaves/COPD, joint problems, hormonal imbalances, skin conditions, and hoof issues; secondary segments include performance horse trainers and rescue operations. Marketing is conducted through content (educational blog), organic social (Facebook, Instagram), email newsletter, and on-site customer reviews (1,090+ verified reviews displayed). Dr. Reilly, the founder and lead veterinarian, provides direct customer consultation, which functions as a high-touch differentiator. Operations are supported by approximately 5 employees, with product manufacturing contracted to Creative Science in Orange City, Iowa, and returns processing handled through Revival Animal Health.

The company's competitive positioning rests on veterinarian-formulated, all-natural supplements backed by 30+ years of brand reputation, personalized consultation, and condition-specific formulation targeting. No funding rounds, M&A activity, partnerships with institutional investors, or geographic expansion beyond the continental USA are disclosed in the available data.

Name

Equine Medical & Surgical Associates

Legal name

Equine Medical & Surgical Associates, Inc.

Website

https://equinemedsurg.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Equine Medical & Surgical Associates is a privately held, veterinarian-led DTC e-commerce retailer founded in 1993, selling proprietary and third-party equine health supplements and topicals to individual horse owners across the continental USA via its Shopify storefront.

Ownership category

akta.pro rank

Product category

Equine Health Supplements

NAICS

Pet and Pet Supplies Retailers (45991), Animal Food Manufacturing (3111)

SIC

Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Equine Nutrition & Therapeutic Diets (HLAMAHAE)

akta.pro secondary industry

Equine Medicated & Functional Feeds (Gastrointestinal Support, Calming, Hoof/Coat Functional Claims) (AFADAEAJ)

Keywords

• Equine health supplements
• Veterinary horse supplements
• Equine metabolic support
• Horse joint care
• Equine topical care

Headquarters

HQ city

West Chester

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Product Sales: Direct-to-consumer online sales of equine health supplements and topical products through their Shopify e-commerce website. Products include supplements for metabolic health, respiratory support, vitamin E, joint care, hormone support, and topical treatments. Both one-time purchases and subscription options available with 20% savings on subscription.
2. Product Shipping: Shipping revenue through UPS delivery within continental USA. Free shipping for orders over $99.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Equine Medical & Surgical Associates develops and sells veterinarian-formulated equine health supplements and topical care products directly to horse owners through a Shopify e-commerce website. The product line addresses specific equine health conditions including metabolic disorders, respiratory issues, joint problems, hormonal imbalances, vitamin deficiencies, skin conditions, and hoof care. The company also resells curated third-party equine brands and provides direct phone-based veterinary consultation by Dr. Reilly to customers.

Product overview

Equine Medical & Surgical Associates is an e-commerce retailer specializing in advanced medical supplements and topical products for equine health and wellness. The company offers a focused portfolio of proprietary supplements (HAPP-E-MARE, HEIRO, HEAVE HO, Health-E, Summer Eczema, Comfort Quik, Assure digestive and hoof products, Aleira, Canker Powder, Quadrabiotic Ointment) targeting specific equine health conditions including metabolic disorders, respiratory issues, joint problems, hormonal imbalances, and skin conditions. Additionally, the company resells third-party brands including Sore No-More topicals, Steadfast Equine, Eq-Well, Releira, and EquiShield products. Products are categorized across Joint, Metabolic & Hoof, Gastric & Digestion, Vitamins & Minerals, Skin & Coat, Respiratory, Hormone & Reproduction, and Topical Care segments. The company was established in 1993 and is led by Dr. Frank Reilly.

Differentiator

Problem solved

Functional benefit

Brands

• HEIRO™: Equine health supplement supporting metabolic health and insulin sensitivity
• HEAVE HO™
• Health-E™
• HAPP-E-MARE™
• Comfort Quik™

Products and services

• HAPP-E-MARE™ Nutritional supplement designed to support moody or problematic mare behavior and hormonal balance in horses. Targeted at horse owners managing behavioral and cyclical issues in mares.
• HEIRO™ Metabolic health supplement supporting insulin sensitivity and regulation using natural ingredients including magnesium oxide, vitamin E, fenugreek, cinnamon, peppermint, and ginger. Targets elevated insulin in horses and helps protect against laminitis.
• HEAVE HO™ Nutritional supplement for equine respiratory health, designed to help clear mucus, open airways, and reduce inflammation for horses with heaves or COPD.
• Health-E™ High-potency vitamin E supplement with over 14,000 IU/oz, formulated with 8 forms of alpha-tocopherol for maximum absorption. Certified safe for horses with Insulin Resistance (IR), Cushing's, and PSSM/EPSM.
• Summer Eczema Oral Supplement Oral supplement designed to address seasonal itching and skin conditions associated with summer eczema (sweet itch) in horses.
• Comfort Quik™ Joint supplement formulated to support mobility and comfort in horses.
• Comfort Quik™ with Hemp Joint supplement with added hemp for enhanced comfort and mobility support in horses.
• Assure® Guard Gold Premium equine digestive support supplement providing comprehensive gastric and gut health maintenance.
• Assure Guard Equine Digestive Support Supplement Digestive support supplement for horses to maintain gastrointestinal health and function.
• Assure Plus Equine Digestive Supplement Enhanced digestive supplement for horses supporting overall gastrointestinal wellness.
• Assure® Hoof Hoof growth support supplement formulated with biotin, gelatin, amino acids, and chelated minerals to promote strong, healthy hoof development.
• Aleira Equine Respiratory Supplement Respiratory support supplement for horses promoting healthy lung function and breathing.
• CANKER POWDER Treatment product for equine canker, a painful hoof condition.
• QUADRABIOTIC ENZYME OINTMENT Topical ointment for horses with skin irritations, particularly effective against belly fly issues and itching.

Quantifiable outcome

• 1,090+ customer reviews with high satisfaction ratings
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators4 records

Recent moves2 records

Expansion highlights4 records

Direct peers

• Animed Direct: Animed Direct is a direct-to-consumer equine and animal health retailer offering supplements, pharmaceuticals, and care products online. Comparable to EMSA through online-only distribution of equine supplements and health products to individual owners.
• HorseTech: HorseTech is a direct-to-consumer equine supplement brand offering custom and pre-formulated supplements covering hoof, joint, calming, and metabolic categories. Directly comparable to EMSA in DTC e-commerce model, niche condition targeting, and direct-to-owner marketing approach.
• Platinum Performance: Platinum Performance is a well-established equine nutrition brand selling proprietary supplement formulas (Platinum CJ, Platinum Hoof, Platinum Skin & Allergy) primarily through veterinarians and direct channels. Comparable to EMSA in its condition-specific proprietary formulations and veterinarian-led credibility, though distributed through vet channels rather than pure DTC.
• SmartPak Equine: SmartPak Equine is the largest direct-to-consumer equine supplement retailer in the US, offering auto-ship supplement buckets, veterinary-formulated products, and a broad catalog across joint, gastric, calming, and hoof categories. Closest direct peer to EMSA given identical DTC e-commerce model, subscription mechanics, and condition-targeted supplement positioning.
• Uckele Health & Nutrition: Uckele Health & Nutrition is an animal nutrition manufacturer producing equine, canine, and livestock supplements including joint, hoof, and gastric products sold through dealers and DTC. Comparable to EMSA in proprietary equine supplement formulations spanning similar condition categories.
• Kentucky Performance Products: Kentucky Performance Products is an equine supplement manufacturer offering targeted products like Elevate (vitamin E), EndurExtra, and Neigh-Lox. Directly comparable to EMSA as a specialty equine nutrition brand with proprietary, condition-specific formulations targeting the same metabolic, respiratory, and joint condition categories.

Broad incumbents

• Farnam (Central Garden & Pet): Farnam is the dominant equine health products brand (owned by Central Garden & Pet), offering fly control, dewormers, joint supplements, and topical care at retail and online. Overlaps with EMSA's topical and supplement portfolio but operates at significantly larger scale through mass retail distribution rather than DTC.

Emerging players

• Arenus Animal Health: Arenus Animal Health is a niche animal health brand whose products (Steadfast, Releira, Eq-Well, Assure) are sold through EMSA as third-party brands. Comparable through overlapping condition categories (joint, digestive, reproductive) and indicates the brand-equity positioning both compete within the same equine supplement category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/HorseHeiro
• Instagraminstagram.com/equinemedsurg
• LinkedInlinkedin.com/company/equine-medical-&-surgical-associates

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Equine Medical & Surgical Associates