Holistic Horseworks

What Holistic Horseworks does

Holistic Horseworks (legally Holistic Horse Works, LLC) is a privately-held, founder-owned company based in Kihei, Maui, Hawaii that delivers equine bodywork education and related holistic health services. The company's core technology is a proprietary methodology combining Equine Musculoskeletal Unwinding, Craniosacral Unwinding, and Applied Kinesiology, packaged as a multi-level curriculum (Level 1 and Level 2 home study courses) and delivered through a global network of certified instructors. It is an IICT Approved Pioneer Training Provider, which gives its certification international recognition. The product portfolio includes online home study courses with lifetime access, in-person 9-day certification clinics, intuitive distance reading services for horses/dogs/people, private Zoom training, a mobile app (Holistic Horseworks Remedies on iOS and Android with 7-day free trial), and a range of affiliate and resale products (Healy microcurrent devices, Dynamite supplements, DoTerra oils, The Wellness Company products, water purification systems, and liquid zeolite supplements).

The business operates on a product-led, direct-to-consumer model. The primary go-to-market is holistic horse owners seeking alternatives to conventional veterinary interventions for conditions such as mysterious lameness, kissing spine, uveitis, high-low hoof syndrome, and behavioral issues. Revenue is generated predominantly through one-time course purchases (e.g., the Level 1 and Level 2 bundle at $700), individual distance readings ($100-$250), private training sessions ($100-$200), digital downloads, book sales, and affiliate commissions from third-party wellness products. Marketing relies on content-led channels: a "Holistic Horseworks Talks" podcast, a YouTube channel, blog content, free ebooks, free online clinics, and active social media presence across Facebook, Instagram, TikTok, Pinterest, and X. The company is bootstrapped with 5 employees and hundreds of students across at least 9 countries, with no disclosed external funding, no acquisition activity, and no public market listing.

Name

Holistic Horseworks

Legal name

Holistic Horse Works, LLC

Website

https://holistichorseworks.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Holistic Horseworks is a privately-held, founder-owned company that delivers online and in-person equine bodywork education, distance reading services, and wellness products to horse owners, equestrian professionals, and increasingly human and canine customers globally.

Ownership category

akta.pro rank

Product category

Equine Bodywork Education

NAICS

Pet Care (except Veterinary) Services (81291)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Equine Care & Stable Management (EDAOAOAE)

akta.pro secondary industries

Sports Medicine, Lameness & Performance (Equine) (HLAMABAJ), Training, Stables & Equine Services (MPAEADAI)

Keywords

• Equine bodywork education
• Holistic horse care
• Online equine courses
• Equine craniosacral therapy
• Horse wellness services

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Online Course Sales: Digital home study programs sold as one-time purchases with lifetime access. Includes Level 1 Equine Musculoskeletal Unwinding, Level 2 CranioSacral Unwinding, and specialized courses like Bodywork for Foals and Yearlings.
2. Course Bundles and Packages: Bundle offerings combining Level 1 and Level 2 courses with private training sessions at discounted prices compared to individual purchases.
3. Distance Readings and Sessions: Intuitive wellness scan services for horses, people, and canines. Includes distance body and mind sessions, offering premium packages with follow-up support.
4. Private Training: One-on-one Zoom training sessions for individuals learning the methodology.
5. Digital Products: Digital downloadable products including the Hoof Hand and Ting Miracle Spray recipe, Essential Oils guide, and other educational materials.
6. Affiliate/Referral Products: Referral revenue from third-party products including Healy devices, Dynamite supplements, The Wellness Company products, DoTerra essential oils, and water purification systems through affiliate links.
7. Book Sales: Physical and digital books including Horse 101 (free ebook) and Horse 102: Holistic Alternatives (sold on Amazon).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Holistic Horseworks teaches proprietary equine bodywork through online home study courses (Level 1 Equine Musculoskeletal Unwinding and Level 2 CranioSacral Unwinding & Advanced Applied Kinesiology) with lifetime access, multi-language subtitles, and downloadable workbooks. The company complements this with 9-day in-person hands-on certification clinics hosted globally, intuitive distance wellness scanning services for horses, dogs, and people, one-on-one Zoom training, a mobile app for holistic horse care remedies, and curated health products (Healy device, water purifier, zeolite supplements).

Product overview

Holistic Horseworks offers a comprehensive portfolio of equine bodywork education and holistic health products centered around its proprietary Equine Musculoskeletal Unwinding methodology. The core offering consists of online home study courses (Level 1 and Level 2) teaching gentle bodywork and energy techniques, complemented by in-person hands-on clinics conducted globally by certified instructors. Additional offerings include intuitive distance reading services for horses, dogs, and humans; the Healy microcurrent device; water purification systems; zeolite-based detoxification products; and a mobile application for horse care remedies. The company also resells third-party health products including Dynamite supplements and The Wellness Company herbal products. Educational content includes books and free resources for horse owners.

Differentiator

Problem solved

Functional benefit

Products and services

• Level 1 Equine Musculoskeletal Unwinding Home Study Entry-level online home study course teaching a therapeutic technique combining gentle bodywork with subtle energy work to release muscle tension and promote alignment in horses. Includes streaming videos, subtitles in English, French, Spanish, German, and Dutch, downloadable PDF workbook, and lifetime access.
• Level 2 CranioSacral Unwinding & Advanced Applied Kinesiology Home Study Advanced online home study course covering craniosacral therapy, fascia release techniques, and applied kinesiology methodology to address lameness, organ mobility issues, and energy meridian imbalances in horses. Includes lifetime access and workbooks.
• Level 1 & Level 2 Home Study Bundle Combined bundle of the Level 1 and Level 2 online home study courses priced at $700, with lifetime access to both levels, streaming videos with multi-language subtitles, PDF workbooks, 30-minute consultation, and a free distance reading.
• Complete Level 1 & Level 2 Home Study + Private Training Package Comprehensive bundle combining both home study courses with private Zoom training sessions for personalized instruction in the equine bodywork methodology.
• Bodywork for Foals and Yearlings Specialized video course priced at $100 demonstrating bodywork technique modifications for foals and yearlings, with different moves and sequences compared to adult horse protocols. Available to already enrolled students.
• Canine Musculoskeletal Unwinding Home Study Course Home study online course teaching the musculoskeletal unwinding methodology adapted for application to dogs.
• Equine Distance Reading Intuitive wellness scan service priced $100-$150 where April Love analyzes photos of the horse to provide insights into health, behavioral, and training issues through energetic and intuitive scanning, with a 10-15 page PDF report and optional 4-hour frequency therapy session.
• Canine Distance Reading Intuitive wellness scan service priced $40-$90 for dogs, providing insights into physical, emotional, and behavioral issues through photo-based energetic scanning.
• Distance Reading for People Intuitive wellness scan service for humans priced $100-$150 covering physical health, emotional components, gut health, and environmental factors using the company's proprietary methodology.
• Premium Wellness Package Premium distance reading package priced $250 for people, including a comprehensive health scan PDF report, 2 months of follow-up support, 2 progress readings, 4 one-on-one sessions, and 2 overnight distance healing sessions.
• Distance Body & Mind Session Distance healing session for people, horses, and pets using energy work techniques.
• Private 1-on-1 Training Private Zoom training sessions priced $100-$200 providing personalized one-on-one instruction in equine bodywork techniques.
• Hands-On Clinics In-person equine bodywork training clinics conducted globally over 9 days by certified instructors, with a host-a-clinic option allowing free attendance by hosting at one's own barn.
• Holistic Horseworks Remedies App Mobile application providing holistic horse care remedies and guidance for identifying and addressing horse health issues including kissing spine, uveitis, and high-low hoof syndrome. Available on iOS and Android with a 7-day free trial.
• Healy Handheld Body Scan and Cell Rebalance FDA-approved Class 2 medical microcurrent device sold through an affiliate partnership starting at $500, capable of body scanning and cell rebalancing for performance horses and humans.
• Hoof Hand and Ting Miracle Spray Recipe DIY digital recipe priced $50 for making a hoof and body spray at home using natural ingredients to treat hoof infections, wounds, and support acupressure meridian balance.
• The Water Machine All-glass, gravity-fed countertop water purifier with 3-gallon capacity and 6,000-gallon filter lifespan, removing viruses, bacteria, heavy metals, chlorine, and fluoride through carbon filtration. Sold with free US shipping.
• Natural Cellular Defense Liquid Zeolites Daily cellular wellness supplement using liquid zeolite formula for detoxification support.
• ACZ Nano Liquid Zeolite Extra strength liquid zeolite supplement for cellular detoxification, clinically proven to increase urinary output of toxins.
• Horse 101 Ebook Free ebook covering foundational horse care knowledge for first-time horse owners.
• Horse 102: Holistic Alternatives (book) Book by April Love providing step-by-step holistic solutions for horse health issues including wound treatment, colic recognition, and natural pest management. Sold on Amazon in paperback and Kindle.

Named customers3 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

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• International Institute for Complementary Therapists (IICT)coreStrategic or Co-development PartnerIICT provides international recognition and approval for Holistic Horseworks' training programs, enabling graduates to practice globally with credentials recognized worldwide. This partnership validates the quality and standards of the educational content.
• Dynamite Specialty ProductsminorChannel Partner/ Reseller/ DistributorHolistic Horseworks promotes and sells Dynamite supplement products for horses and pets through its store, earning affiliate revenue. Products include Dyna Spark electrolytes, Free and Easy joint supplement, and other specialty items.
• Healy (us.healy.shop)minorChannel Partner/ Reseller/ DistributorApril Love is a partner selling Healy handheld body scan and cell rebalance devices, an FDA-approved Class 2 medical device for performance horses and humans. Provides training on device usage.
• DoTerra Essential OilsminorChannel Partner/ Reseller/ DistributorApril Love is a DoTerra representative, promoting TerraShield mosquito spray and other essential oil products through affiliate links and recommendations.
• The Wellness CompanyminorChannel Partner/ Reseller/ DistributorHolistic Horseworks promotes The Wellness Company's products including Native American Indian Herbal Products through its store with affiliate discounts (code HEALMENOW for 10% off).
• New Earth VetminorOthersVeterinarian Dr. Jeff Grognet from New Earth Vet collaborated with April Love on podcast episode discussing equine vaccine ingredients and over-vaccination concerns.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Others

• Dynamite Specialty Products: Long-established supplement and animal nutrition brand sold through independent distributors. Holistic Horseworks is an active distributor and content partner; they overlap in the equine natural-supplement retail category and audience.
• Bemer Group: Sells PEMF (pulsed electromagnetic field) devices marketed for animal and human wellness through a multi-level affiliate model. Adjacent to Holistic Horseworks' Healy/Dynamite affiliate business and competes for the same holistic-minded equestrian customer wallet.
• Healy World: Seller of FDA-cleared microcurrent wearable devices distributed through affiliate partners. Holistic Horseworks is an active affiliate partner of Healy; they share distribution channels and the same holistic-wellness consumer demographic.
• DoTerra: Major MLM essential oils company with equine- and pet-focused product lines. Holistic Horseworks is a DoTerra representative and integrates essential oils into equine bodywork content; comparable from a customer-acquisition and content-marketing perspective.

Direct peers

• Masterson Method: Equine bodywork training program teaching horse owners and practitioners hands-on techniques. Shares the same core market—horse owners learning bodywork through courses and weekend clinics—and competes for the same training dollars and certification credibility.
• Tellington TTouch: Linda Tellington-Jones' alternative equine training and bodywork methodology with a global practitioner network and certified instructors. Directly comparable in teaching alternative equine care to owners and professionals, with a similarly established international training brand.
• Tallgrass Animal Acupressure Institute: Provides certification training in animal acupressure and bodywork for horses, dogs, and other species. Comparable as a small, specialized animal bodywork education company offering tiered certifications and continuing education for practitioners.
• Equine Sports Massage Therapy (ESMT) School: Certification school for equine sports massage therapy for horse owners and practitioners. Direct peer offering tiered home study and certification programs aimed at the same equestrian and practitioner customer base.
• Rocky Mountain School of Animal Acupressure: Animal acupressure and bodywork training school offering certification programs for horses, dogs, and companion animals. Directly comparable as a small alternative-animal education company operating in a similar niche with comparable practitioner-certification offerings.

Emerging players

• Upledger Institute International: Originator of CranioSacral Therapy training (human-focused) that has expanded into animal applications. Comparable as the upstream training provider for the craniosacral modality that Holistic Horseworks adapts for horses, and a potential partner or competitor in equine craniosacral education.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/HolisticHorseWorksAprilLove
• Facebookfacebook.com/HolisticHorseWorksAprilLove
• LinkedInlinkedin.com/company/holistichorseworks
• Instagraminstagram.com/holistichorseworks
• TikToktiktok.com/@holistichorseworks
• Pinterestpinterest.com/holistichorseworks

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Holistic Horseworks