VAN OLST HORSES
Van Olst Horses is a family-owned Dutch dressage stallion station and training operation in Den Hout, Netherlands, offering KWPN-approved stallion semen, professional dressage training, and horse sales to elite breeders and riders across 11 countries.
- Company typePrivate
- Founded-
- HeadquartersDen Hout, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What VAN OLST HORSES does
Van Olst Horses is a privately held, family-owned Dutch dressage horse breeding, training, and sales operation headquartered in Den Hout, North Brabant, Netherlands. The company operates an elite KWPN-approved stallion station featuring world champion and Olympic-medal-winning stallions (Glamourdale, Kjento, Everdale, Pjethro, Powerdale, Secret Lover, O'Frederic, Renzo, Real Dream, and others), with semen distributed as fresh, Netherlands-domestic, and frozen product. The breeding program is paired with an on-site dressage training yard led by five-time Olympic rider Anne van Olst, with Charlotte Fry and Lottie Fry developing and competing stallions at international Grand Prix level.
The business sells its genetics and horses through three primary channels: direct sales from headquarters, a network of authorized country-specific agents and distributors across 11 countries (Germany, France, Denmark, Sweden, Czech Republic, USA, New Zealand, UK, Spain, Norway, Poland), and the Van Olst Sales online auction platform. Revenue streams include stud fees on stallion semen (the recurring core), dressage training and coaching services, horse sales (breeding stock, competition horses, young horses), and the annual Hengstenshow (stallion show) marketing event in Den Bosch. The firm is supported by approximately 20 staff including riders, stable personnel, and office functions.
Van Olst Horses monetizes its stallion roster through per-dose stud fees (pricing not publicly disclosed), consignment and direct horse sales at premium price points, and recurring training/boarding revenue at the Den Hout facility. Brand equity is reinforced through continuous offspring competition results, Olympic and World Championship visibility, an annual Hengstensbrochure catalog, a podcast ("Going for Gold"), and active social media presence. No public financials, funding, or revenue figures are disclosed.
VAN OLST HORSES firmographics
Firmographics- Name
- VAN OLST HORSES
- Legal name
- Van Olst Horses
- Website
- https://vanolsthorses.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Van Olst Horses is a family-owned Dutch dressage stallion station and training operation in Den Hout, Netherlands, offering KWPN-approved stallion semen, professional dressage training, and horse sales to elite breeders and riders across 11 countries.
- Ownership category
- akta.pro rank
VAN OLST HORSES industry classification
Industry- Product category
- Equestrian Breeding Services
- NAICS
- Horses and Other Equine Production (112920), Horses and Other Equine Production (11292)
- SIC
- Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)
- akta.pro primary industry
- Horse Breeding & Stud Farms (AFAEAGAA)
- akta.pro secondary industries
- Stallion Services & Semen Collection/Distribution (AFAEAGAB), Horse Boarding, Livery & Stable Operations (AFAEAGAG), Yearling/Weanling Raising & Sales Prep (AFAEAGAD)
Keywords
Where VAN OLST HORSES is headquartered
LocationHeadquarters
- HQ city
- Den Hout
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
VAN OLST HORSES business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Stud/Breeding Services: Revenue from the sale of stallion semen (fresh and frozen) for artificial insemination. Stallion categories include EU, Netherlands, and frozen semen, with breeding services available globally through agents. Stud fees represent the primary revenue stream, with pricing varying by stallion prestige and semen type.
- Dressage Training Services: Anne van Olst provides professional dressage training at the facility for horses and riders, from youngstock through Grand Prix level.
- Horse Sales: Sale of dressage horses including breeding stock, trained competition horses, and young horses. Sales are facilitated through Van Olst Sales (vanolstsales.online).
- Stallion Show Events: The annual Hengstenshow (Stallion Show) event showcases the stallion portfolio and serves as a marketing channel for breeding services, attracting buyers and breeders internationally.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
VAN OLST HORSES product offering
Product offeringCore offering
Van Olst Horses operates a dressage stallion station providing fresh and frozen stallion semen from a KWPN-approved portfolio of elite stallions (including Kjento, Glamourdale, Everdale, and Negro) for breeding mares globally. The company also delivers professional dressage training led by Olympic-level riders Anne van Olst and Charlotte Fry, and trades dressage horses (breeding stock, trained competition horses, foals) through its own sales operation.
Product overview
Van Olst Horses is a professional horse breeding and dressage training business operating from Den Hout, Netherlands. The company offers a portfolio of interconnected services centered on dressage horse breeding and competition preparation. Core offerings include stallion services (hengstenhouderij) for breeding with KWPN-approved stallions such as Kjento, Glamourdale, Everdale, Negro, Secret Lover, and others; Van Olst Sales auction services for buying and selling dressage horses; professional dressage training under Olympic-level riders Anne van Olst and Charlotte Fry; and horse sales (te koop) featuring KWPN-registered stallions and competition horses. The company also provides accommodation and stabling facilities at their headquarters. The business operates internationally through a network of agents across Germany, France, Denmark, Sweden, Czech Republic, USA, New Zealand, England, Spain, Norway, and Poland.
Differentiator
Problem solved
Functional benefit
Products and services
- Stallion Breeding Services (Hengstenhouderij) Professional stallion services providing fresh and frozen semen from KWPN-approved dressage stallions (including Kjento, Glamourdale, Everdale, Negro, Secret Lover, and others) for artificial insemination. Semen distribution covers EU, Netherlands-only, and global frozen semen, with availability varying by stallion. Sold to breeders, mare owners, and stud farms internationally via direct sales and authorized agents.
- Dressage Training Services Professional dressage training for horses and riders, from youngstock through Grand Prix level, provided at the Den Hout facility by Olympic-level trainers Anne van Olst (5-time Olympic participant, Danish Champion) and Charlotte Fry (European and World Champion). Targeted at competitive dressage riders, owners of sport horses, and riders seeking elite coaching.
- Van Olst Sales Auction and sales platform for buying and selling dressage horses, including Van Olst-bred horses and consignment horses. Features verified KWPN-registered stallions and proven competition horses. Serves professional buyers, investors, and commercial horse traders in the international dressage market.
- Horse Sales (Te Koop) Direct sales of dressage horses from the Van Olst Horses portfolio, including young stallions, KWPN-approved proven stallions, and competition-ready horses. Individual horses are listed with details and made available for purchase via direct inquiry and the Van Olst Sales auction platform.
- Accommodation & Mare Stabling Services Professional stabling facilities and mare care services at the Den Hout, Netherlands headquarters, providing accommodation for horses in the context of breeding, foaling, and short-term residency. Coordinated by Evelien de Jong; serves mare owners and clients using the stallion services.
- Annual Stallion Show (Hengstenshow) Annual in-person stallion showcase event held in Den Bosch, presenting the Van Olst stallion portfolio to breeders, buyers, and equestrian media. Includes livestream via the website and ClipmyHorse. Serves as the company's primary annual marketing event for breeding services and as a direct sales channel for stud fees.
Quantifiable outcome
- Glamourdale: World Champion 2021 and 2022, KWPN Keur designation
- +8 more outcomes
Companies that use VAN OLST HORSES
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
VAN OLST HORSES technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
VAN OLST HORSES partnerships and signals
Strategic signalPartnerships
28 partnerships are on record, tiered core and minor.
- Hendrik Klatte (Germany)coreAuthorized agent for Van Olst Horses stallion semen in Germany. Handles marketing and distribution of breeding services to German breeders and riders.
- Centre de Reproduction des Étalons de Dressage (France)coreAuthorized agent for Van Olst Horses in France. Manages local distribution of stallion semen and breeding services for French market.
- Euro Hingste Saed (Denmark)coreAuthorized agent in Denmark, distributing Van Olst stallion semen to Danish breeders.
- Stockholm Semination (Sweden)coreAuthorized agent in Sweden for Van Olst stallion breeding services.
- ArtDressage (Czech Republic)coreAuthorized agent in the Czech Republic for Van Olst Horses stallion semen distribution.
- Hilltop Farm (USA)coreAuthorized agent in the United States for Van Olst Horses breeding services and stallion semen distribution.
- EquiBreed ART (New Zealand)coreAuthorized agent in New Zealand for Van Olst stallion semen and breeding services.
- Stallion AI Services LTD (England)coreAuthorized agent in England for Van Olst Horses breeding services, specializing in AI and semen distribution.
- Brancaleone Team (Spain)coreAuthorized agent in Spain for Van Olst stallion semen distribution.
- Heste Doktor (Norway)coreAuthorized agent in Norway for Van Olst Horses breeding services.
- Anawet (Poland)coreAuthorized agent in Poland for Van Olst Horses stallion semen and breeding services.
- TopSpecminorHorse feed sponsor providing all Van Olst horses with super quality concentrates. TopSpec is a UK-based supplier of horse feed, supplements, balancers, probiotics, and alfalfa.
- NAF (Natural Animal Feeds)minorNutritional supplement sponsor providing herbal and antioxidant-based supplements for Van Olst horses from youngstock to Grand Prix level.
- KingslandminorNorwegian equestrian and lifestyle clothing brand that sponsors Van Olst Horses with functional equestrian apparel.
- KASKminorEquestrian helmet manufacturer providing safe and stylish riding helmets for Anne van Olst and Lottie Fry.
- RoecklminorRiding glove specialist providing gloves designed for sensitive communication between rider and horse since 1839.
- SprengerminorHorse bit manufacturer developing anatomically optimized bits for optimal hand-to-mouth connection and rider-horse communication.
- Le MieuxminorUK-based equestrian equipment sponsor providing a range of equestrian products for horses, riders, and grooms.
- De Niro Boot Co.minorItalian handmade riding boot manufacturer providing quality, stylish boots for Van Olst riders.
- Bemer GroupminorProvides BEMER horse therapy products using patented magnetic field signals to improve microcirculation and support horse relaxation and recovery.
- Equine LTSminorLED light therapy sponsor using red, infrared, and blue wavelengths to stimulate the body's own healing process and improve cell recovery by up to 200%.
- Finesse BridlesminorBridle manufacturer providing FinesseBridle products with patented pressure-distributing headpieces designed using hospital mattress technology.
- Flying ChangesminorCustom-made riding jackets and tailcoats founded by professional international dressage rider Sarah Cheetham, providing performance-oriented competition attire.
- Holland CooperminorBritish luxury woolen clothing brand providing contemporary countryside-inspired designs for Van Olst team.
- WHISminorWireless instruction system sponsor providing open-connection radio communication between instructor and rider without noise, interference, echo, or delay.
- Amerigo SaddlesminorMade-to-measure saddle manufacturer providing custom saddles for Anne van Olst, designed to perfectly fit the build and movement of the horse.
- Aviar SaddlesminorTraditional craftsmanship combined with innovative techniques. Anne van Olst, Lottie Fry, and colleagues ride with Aviar saddles since 2022. Saddles have a perfect fit and are regularly adjusted by Aviar as needed.
- Acavallo (Amahorse Trading)minorFounded in 2003 with passion and knowledge for the equestrian sector. Provides gel pads, stirrups, and other products aimed at improving horse comfort and athletic performance.
Scale indicators4 records
Recent moves1 record
Expansion highlights5 records
VAN OLST HORSES competitors and assessment
Company assessmentDirect peers
- Gestüt Sprehe: German stallion station for dressage and show jumping, with KWPN, Oldenburg, and Hannover approved stallions, fresh and frozen semen distribution, and sport horse sales. Comparable stallion station plus sales plus breeding operation to Van Olst.
- Schockemöhle Hengsthaltung: Major German stallion station offering dressage and show jumping stallion services, fresh and frozen semen distribution, and horse sales (including the P.S.I. auction). One of Europe's largest stallion holders and the closest direct competitor to Van Olst at the elite dressage/sport horse intersection.
- Hof Kasselmann: German dressage and breeding operation combining a stallion station, training facility, and sales (including the PSI auction partnership). Comparable vertical integration from stallion management through elite competition that mirrors Van Olst's full-service model.
- Helgstrand Dressage: Denmark's largest dressage stallion station and horse sales operation, founded by Andreas Helgstrand. Operates an elite KWPN/DWB dressage stallion portfolio, fresh and frozen semen distribution, training, and high-end horse sales globally, with a business model that closely mirrors Van Olst Horses.
- Joop van Uytert: Dutch dressage stallion station and horse sales operation with KWPN-approved stallion portfolio, training, and selection events. Most direct Dutch competitor to Van Olst, operating the same stallion station plus sales model in the Netherlands.
- Stutteri Hove: Danish stallion station and breeding operation focused on dressage, with stallion management, semen distribution, and horse sales. Similar size and positioning to Van Olst within the Nordic elite dressage segment.
- Blue Hors ApS: Danish dressage-focused stallion station with an internationally competitive stallion portfolio (DWB/DWB- and Oldenburg-approved stallions), stallion shows, training, and horse sales. Operates at scale comparable to Van Olst with similar dressage-only positioning.
- Gestüt Bonhomme: German stallion station and breeding operation focused on dressage with international sport horse connections and stallion show events. Operates a comparable stallion station plus sales-plus-training structure to Van Olst.
- Stal Brouwer Dressage Horses: Dutch dressage horse operation with KWPN stallion portfolio, training, breeding, and sales activities. Direct Dutch competitor with similar vertically integrated business model around elite dressage genetics.
Others
- KWPN (Royal Dutch Sport Horse): Royal Dutch studbook and registry whose approvals underpin Van Olst's stallion portfolio. Not a competitor but a critical ecosystem partner whose approvals (Keur, KWPN Horse of the Year designations, stallion competition results) directly drive Van Olst's commercial value.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
VAN OLST HORSES social profiles
Digital presenceVAN OLST HORSES financial estimates
Financial estimateRevenue estimate
Valuation estimate
VAN OLST HORSES leadership team
Management profileNumber of profiles
Profiles4 records
VAN OLST HORSES funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VAN OLST HORSES M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VAN OLST HORSES
What does VAN OLST HORSES do?
Van Olst Horses operates a dressage stallion station providing fresh and frozen stallion semen from a KWPN-approved portfolio of elite stallions (including Kjento, Glamourdale, Everdale, and Negro) for breeding mares globally. The company also delivers professional dressage training led by Olympic-level riders Anne van Olst and Charlotte Fry, and trades dressage horses (breeding stock, trained competition horses, foals) through its own sales operation.
Is VAN OLST HORSES a public or private company?
VAN OLST HORSES is a private company. It is classified as family owned and is currently operating.
When was VAN OLST HORSES founded?
VAN OLST HORSES was founded in -1. It employs 1 to 10 people.
Where is VAN OLST HORSES based?
VAN OLST HORSES is headquartered in Den Hout, Netherlands, in the Europe region.
How does VAN OLST HORSES make money?
Four revenue lines are on record. Stud/Breeding Services are the primary driver. The others are dressage Training Services, horse Sales and stallion Show Events.
Who are VAN OLST HORSES's main competitors?
Direct peers on record are Gestüt Sprehe, Schockemöhle Hengsthaltung, Hof Kasselmann, Helgstrand Dressage, Joop van Uytert, Stutteri Hove, Blue Hors ApS, Gestüt Bonhomme and Stal Brouwer Dressage Horses. KWPN (Royal Dutch Sport Horse) is listed as an others.
Does VAN OLST HORSES have an API?
No public API is recorded for VAN OLST HORSES.
What industry is VAN OLST HORSES in?
VAN OLST HORSES's product category is Equestrian Breeding Services. Its primary akta.pro industry code is AFAEAGAA, Horse Breeding & Stud Farms, with a secondary code of AFAEAGAB, Stallion Services & Semen Collection/Distribution. Its NAICS code is 112920 and its SIC code is 200.