HorseSense

What HorseSense does

HorseSense is a 501(c)(3) nonprofit therapeutic riding center headquartered in Coon Valley, Wisconsin, with a stated founding year of 1989 (one source records 1995). The organization delivers adaptive horseback riding, horsemanship lessons, and equine-assisted learning services to individuals with cognitive, physical, and psychological disabilities, military veterans and their families, school and youth groups, and other community members across Wisconsin's Coulee Region. Instruction is delivered by PATH International Certified Therapeutic Riding Instructors (CTRI) using a herd of approximately 9-10 specially trained therapy horses, with all operations conducted under PATH Intl. rules and regulations.

The core product portfolio comprises three programs: Adaptive Riding (private and group mounted lessons plus one-time outings), Hoof & Heart Connections (ground-based equine-assisted learning for school and youth groups), and HorseSense for Heroes (free adaptive riding for veterans, active duty military, dependents, and Gold Star Families). Supporting offerings include unmounted horsemanship activities, a Scholarship Program (No Barriers) for participants ineligible for agency funding, and a Sponsor-a-Horse donation program. The technology underlying the service is principally the certified instructional methodology and trained therapy herd rather than any software platform; the digital footprint consists of a Squarespace website, email newsletter, and Facebook page.

Revenue is generated through four streams: tax-deductible charitable donations (primary), program fees (which do not cover the full cost of services), recurring horse sponsorships ($1,250-$2,500/year), and annual fundraising events (Ponies, Pinots and Pilsners and Fall Harvest Festival). The go-to-market motion is community-led, relying on word-of-mouth, volunteer recruitment, and referral partnerships with Wisconsin human service agencies (CLTS Waiver Programs, Wisconsin IRIS, managed care organizations). As of 2025, the organization is mid-relocation from its Coon Valley farm to a new accessible facility in the La Crosse area, with programming temporarily paused during the transition.

Name

HorseSense

Legal name

HorseSense, Inc.

Website

https://horsesensewi.org

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1–10 employees

Short description

HorseSense is a Wisconsin-based 501(c)(3) nonprofit that delivers PATH Intl. certified adaptive horseback riding, equine-assisted learning, and veteran services to individuals with disabilities, military families, and youth groups, funded primarily through donations and community partnerships.

Ownership category

akta.pro rank

Product category

Therapeutic Riding Services

NAICS

Sports and Recreation Instruction (611620), Support Activities for Animal Production (115210)

SIC

Services-Educational Services (8200), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG)

akta.pro secondary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Adaptive horseback riding
• Equine-assisted services
• Therapeutic riding instruction
• Veteran equine therapy
• Equine-assisted learning

Headquarters

HQ city

Coon Valley

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: HorseSense is a 501(c)(3) nonprofit funded entirely through generous donors. They accept tax-deductible charitable donations in any amount through their Network for Good page. Donations support daily horse care, program essentials, staff education, and general operations.
2. Program Fees: Program fees help offset a portion of overall programming costs but do not cover the full cost of services. Fees are charged for adaptive riding lessons and equine-assisted learning programs.
3. Horse Sponsorship Program: Full sponsorship at $2,500/year provides veterinary care for one horse including certificate, photo, and in-person visit. Half sponsorship at $1,250/year provides fly spray and tick prevention. Both include sponsorship certificates. Funds used exclusively for herd development and maintenance.
4. Event Fundraisers: Annual fundraising events including Ponies, Pinots and Pilsners (beer/wine tasting, $25/ticket) and Fall Harvest Festival (family event, $10 adults/$5 youth). Events include raffles, sponsorships, and in-kind donations.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

HorseSense is a 501(c)(3) nonprofit therapeutic riding center that provides adaptive horseback riding lessons, equine-assisted learning, and horsemanship programming for individuals with disabilities, military veterans and their families, and youth/school groups. All instruction is delivered by PATH International Certified Therapeutic Riding Instructors (CTRI) using a herd of specially trained therapy horses, with programs offered seasonally (March through November) at its farm in the La Crosse/Coon Valley area of Wisconsin.

Product overview

HorseSense is a nonprofit therapeutic riding center offering a portfolio of equine-assisted services centered on adaptive horseback riding and unmounted horsemanship. The core programs include Adaptive Riding (private and group lessons), Hoof & Heart Connections (equine-assisted learning), and HorseSense for Heroes (free services for military Veterans). These are complemented by one-time outings and unmounted horsemanship activities. Financial accessibility is supported through the Scholarship Program (No Barriers) and Sponsor a Horse donation program. All riding instruction is delivered by PATH International Certified Instructors using the organization's herd of specially trained therapy horses.

Differentiator

Problem solved

Functional benefit

Brands

• HorseSense for Heroes: A program designed to give back to military service members and their families, offering free adaptive lessons and one-time outings to Veterans, Active Duty military members, dependents, and Gold Star Families.
• Hoof & Heart Connections

Products and services

• Adaptive Riding Adaptive horseback riding lessons taught by PATH International Certified Instructors for individuals with and without disabilities. Lessons improve balance, coordination, strength, and confidence through mounted activities on specially trained therapy horses.
• Hoof & Heart Connections Community-based equine-assisted learning (EAL) program using ground-based activities with horses to develop communication, problem-solving, and leadership skills. Designed for school groups, youth programs, day service programs, and other organizations.
• HorseSense for Heroes Free adaptive riding and equine-assisted services program for military Veterans, Active Duty members, dependents, and Gold Star Families. Includes weekly lessons alongside regular programming or one-time outings, with services provided at no cost to participants. No VA disability rating is required.
• Private Lessons One-on-one adaptive riding instruction providing individualized attention from instructors. Suitable for participants requiring more assistance or a quieter learning environment, as well as those seeking to advance their skills independently.
• Group Lessons Shared adaptive horseback riding and unmounted horsemanship experience teaching horsemanship and riding skills with emphasis on social interaction, teamwork, and peer-to-peer relationships.
• One-Time Outings Flexible experiences for small groups or individuals to learn about adaptive horseback riding and interact with horses. Activities are tailored to participant needs with a maximum of six people per outing.
• Unmounted Horsemanship Ground-based horse care and interaction activities including grooming, tacking, feeding, and barn responsibilities that build responsibility, emotional regulation, and teamwork skills.
• Sponsor a Horse Donation program allowing individuals, groups, organizations, and corporations to sponsor therapy horses. Full sponsorship at $2,500/year provides veterinary care, photo, certificate, and in-person visit; half sponsorship at $1,250/year provides fly spray and tick prevention.

Quantifiable outcome

• Thousands of individuals with disabilities have established independence through HorseSense programs over 30+ years
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

32 partnerships are on record, tiered core, supporting and minor.

• Great Rivers United WaycoreStrategic or Co-development PartnerGreat Rivers United Way is a partner supporting the Hoof & Heart Connections program. They help make the equine-assisted learning initiative accessible to the Coulee Region community.
• La Crosse Kiwanis ClubsupportingGTM or Marketing PartnerHorse sponsor for Alma, one of the therapy horses in the herd. Supports the ongoing care and maintenance of therapy horses.
• J.F. Brennan Company Inc.supportingGTM or Marketing PartnerHorse sponsor for Ozzy, a therapy horse. Corporate sponsor providing ongoing support for horse care.
• Land O' Lakes & Forage Genetics (West Salem)supportingGTM or Marketing PartnerHorse sponsor for Bud, the longest-serving member of the HorseSense herd since 2009.
• Quantum Group Special Needs PlannerssupportingGTM or Marketing PartnerHorse sponsor for Tito, known as Mr. Steady Eddy, who helps riders working on balance and body control.
• JF Brennan CompanysupportingGTM or Marketing PartnerCorporate sponsor of horse Ozzy. Staff from JF Brennan Company sponsor Ozzy and visit regularly with their sponsorship.
• Brennan Logo PartnerminorGTM or Marketing PartnerSponsor partner listed on HorseSense sponsor page with logo displayed.
• LOLH2 (League of Lions Hoofers)minorGTM or Marketing PartnerSponsor partner listed with logo on HorseSense sponsor page.
• QG (Quantum Group)minorGTM or Marketing PartnerSponsor partner listed with logo on HorseSense sponsor page.
• Horstmann Homestead Farm and EventssupportingStrategic or Co-development PartnerVenue partner for Ponies, Pinots and Pilsners 2026 event. Donated venue and allows use of their beautiful facility in West Salem, WI.
• 1st Community Credit UnionsupportingGTM or Marketing PartnerEvent sponsor for Ponies, Pinots and Pilsners with logo displayed at the event.
• ThriventsupportingGTM or Marketing PartnerEvent sponsor for Ponies, Pinots and Pilsners with logo displayed.
• Altra Federal Credit UnionsupportingGTM or Marketing PartnerEvent sponsor for Fall Harvest Festival 2025 with logo displayed.
• WCCU (Western Communities Credit Union)supportingGTM or Marketing PartnerEvent sponsor for Fall Harvest Festival 2025 with logo displayed.
• Merchants BanksupportingGTM or Marketing PartnerEvent sponsor for Fall Harvest Festival 2025 with logo displayed.
• BCEVC (Boscobel Communications/Eagle Vision Church)minorGTM or Marketing PartnerEvent sponsor for Fall Harvest Festival 2025 with logo displayed.
• La Crosse County Human Services CLTS Waiver ProgramcoreStrategic or Co-development PartnerPartner agency that may cover the cost of lessons for eligible individuals in La Crosse County.
• Vernon County Human Services CLTS Waiver ProgramcoreStrategic or Co-development PartnerPartner agency that may cover the cost of lessons for eligible individuals in Vernon County.
• Monroe County Human Services CLTS Waiver ProgramcoreStrategic or Co-development PartnerPartner agency that may cover the cost of lessons for eligible individuals in Monroe County.
• Wisconsin IRIS ProgramcoreStrategic or Co-development PartnerWisconsin Medicaid waiver program that may cover therapeutic riding costs for eligible individuals.
• My Choice WisconsinsupportingStrategic or Co-development PartnerManaged care organization partner that may cover lesson costs for eligible participants.
• Independent Living ResourcessupportingStrategic or Co-development PartnerLocal human service agency partner that may cover lesson costs for eligible individuals.
• GT IndependencesupportingStrategic or Co-development PartnerHuman service agency partner that may cover lesson costs for eligible participants.
• Children's Miracle NetworksupportingStrategic or Co-development PartnerChildren's healthcare charity partner that may help cover costs for pediatric participants.
• Viterbo UniversitysupportingGTM or Marketing PartnerUniversity partner that sends volunteer groups to assist with facility maintenance and programs.
• Trane TechnologiessupportingGTM or Marketing PartnerCorporate partner that sends employee volunteer groups for facility projects.
• Great Rivers United WaysupportingGTM or Marketing PartnerNonprofit partner that sends volunteer groups for facility maintenance projects.
• The AntiochminorGTM or Marketing PartnerCommunity partner organization with logo displayed on partners page.
• Weber GroupminorGTM or Marketing PartnerCommunity partner organization with logo displayed on partners page.
• WHC (Western Health Center)minorGTM or Marketing PartnerHealthcare partner organization with logo displayed on partners page.
• Gundersen Health SystemsupportingStrategic or Co-development PartnerHealthcare system partner with logo displayed on partners page.
• EmplifyminorGTM or Marketing PartnerCommunity partner organization with logo displayed on partners page.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Regional players

• TRAC (Therapeutic Riding Association of Canada): Canadian Therapeutic Riding Association overseeing accredited centers providing adaptive riding across Canada. Related as the international counterpart to PATH Intl. accreditation and a similar therapeutic riding mission, though serving a different national geography.

Direct peers

• Mane Stream: PATH Intl. Premier Accredited Center in Oldwick, New Jersey offering adaptive riding, equine-assisted learning, and veteran services. Comparable regional nonprofit therapeutic riding operation with similar program portfolio.
• BINA Farm Center for Equine-Assisted Therapy: PATH Intl. Premier Accredited Center in New Jersey providing equine-assisted therapy to individuals with disabilities, veterans, and at-risk youth. Comparable as a PATH-certified nonprofit center with multi-population programming.
• Equi-librium (formerly Horse Power at Blue Star Equiculture): PATH Intl. Member Center providing adaptive riding and equine-assisted services in Massachusetts. Comparable regional nonprofit therapeutic riding operation with similar instructional model.
• Cheff Center for the Disabled: PATH Intl. Premier Accredited Center in Augusta, Michigan offering adaptive horseback riding and equine-assisted services to individuals with disabilities and veterans. Comparable as a regional nonprofit therapeutic riding center of similar size and mission.
• National Center for Equine Facilitated Therapy (NCEFT): PATH Intl. Premier Accredited Center in Woodside, California offering equine-assisted therapy to children, adults, veterans, and first responders with disabilities and mental health challenges. Comparable multi-program nonprofit therapeutic riding model.
• Hearts & Horses Therapeutic Riding Center: PATH Intl. Premier Accredited Center in Loveland, Colorado offering adaptive riding, equine-assisted learning, and a Heroes program for military veterans. Comparable nonprofit operating model with similar program mix and veteran-focused offering.
• BraveHearts Therapeutic Riding & Educational Center: PATH Intl. Premier Accredited Center in Poplar Grove, Illinois providing adaptive riding and equine-assisted services, with a strong veteran and military family program. Comparable regional Midwest nonprofit with similar participant base and programming.
• GallopNYC: PATH Intl. Premier Accredited Center serving New York City with adaptive riding and hippotherapy programs for children and adults with disabilities. Comparable nonprofit therapeutic riding model with similar mission and PATH certification.
• High Hopes Therapeutic Riding: PATH Intl. Premier Accredited Center in Old Lyme, Connecticut providing adaptive riding, equine-assisted learning, and veteran programs. Directly comparable as a multi-program, nonprofit therapeutic riding center with school, youth, and veteran outreach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/horsesensewi
• LinkedInlinkedin.com/company/horsesensewi

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 HorseSense