Wheatlands Farm

What Wheatlands Farm does

Wheatlands Farm is a family-run equestrian centre established in 1994, operating on a 130-acre estate in Finchampstead, Berkshire, United Kingdom. The business is owned by Paddy and Liz Greenwood, managed operationally by their daughter Nicola Greenwood (a BHS Senior Accredited Coach in Complete Horsemanship with UKCC3 qualification), and supported by son David Greenwood on facility design and maintenance, with a total team of six. The core infrastructure comprises 31 permanent stables (plus 38 temporary stables for camps), a 60m x 30m waxed Activ-Track jumping arena, a 50m x 25m flatwork arena with mirrors, a 20m x 20m Ecotrak lunge arena, a covered 5-horse Claydon horse walker, and six cross country courses with over 140 jumps ranging from 30cm to 1m, including two water jumps, four ditches, and two banks. Security infrastructure includes 24-hour CCTV and intruder/fire alarm systems covering stables, tack rooms, and yard areas.

The business operates across five revenue streams: three tiers of monthly livery subscriptions (DIY Basic, DIY Plus, and 5 Day Part), usage-based arena hire (£20-£45 per session), seasonal cross country course hire (£30 per horse, April to September), residential camp hosting for Riding Clubs and Pony Clubs, and event hosting including the Wokingham PC Horse Trials. Go-to-market is hybrid: an event-driven motion via camp hosting and competitions, combined with community-led acquisition through local riding clubs, pony clubs, and individual horse owners in Berkshire and the surrounding South East. Distribution combines the Entymaster self-serve online booking platform for cross country and arena hire with direct email/phone inquiries for livery and camp bookings. A new clubhouse opened in 2025 and a partnership with James Turner Saddlery is in market for a May 2026 weekend camp, indicating ongoing reinvestment in the camp and events product line.

Name

Wheatlands Farm

Legal name

Wheatlands Farm

Website

https://wheatlandsfarm.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Wheatlands Farm is a family-run equestrian centre in Finchampstead, Berkshire, established in 1994 across 130 acres, offering livery services, cross country and arena hire, residential camps for Riding Clubs and Pony Clubs, and BHS-accredited coaching.

Ownership category

akta.pro rank

Product category

Equestrian Services

NAICS

Horses and Other Equine Production (112920), Horses and Other Equine Production (11292)

SIC

Agricultural Services (700), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro industry

PRIMARYAFAEAGAG

Horse Boarding, Livery & Stable Operations

Agriculture & Food Production/Animal Production & Aquaculture/Equine (Horse) Breeding & Operations

Keywords

• Equestrian livery services
• Horse boarding stables
• Cross country schooling
• Arena hire
• Riding instruction

Headquarters

HQ city

Finchampstead

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Others

Revenue model

1. Livery Services: Three livery packages: DIY Basic (self-care with included night hay), DIY Plus (larger stable, feed included, turnout options), and 5 Day Part (full weekday care). All include use of arenas, horse walker, year-round turnout, and security features.
2. Arena Hire: Flat arena hire at £20 for half hour (1-2 horses) or £40 for one hour (up to 4 horses). Jump arena hire at £22.50 for half hour (1-2 horses) or £45 for one hour (up to 4 horses). Available year-round.
3. Cross Country Course Hire: Cross country course hire at £30 per horse. Open daily 8am-8pm from Spring through Autumn with half-hour start intervals.
4. Residential Camps: Residential camp hosting for Riding Clubs, Pony Clubs, and coaches with access to all facilities including 38 temporary stables, clubhouse with kitchen, dining, showers. Partnership with James Turner Saddlery for May 2026 weekend camp.
5. Events and Competitions: Hosting equestrian events including the Wokingham PC Horse Trials, generating revenue from event entry and facility usage fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Wheatlands Farm is a family-run equestrian centre that provides horse livery services, cross country schooling, flat and jumping arena hire, equestrian coaching, and residential camp hosting for riding clubs and pony clubs. The facility includes 31 permanent stables, 38 temporary stables, three arenas, a 140+ jump cross country course, a 5-horse horse walker, and a clubhouse. Customers can book livery on monthly subscriptions or hire arenas and XC courses on a pay-as-you-go basis through the Entrymaster online system.

Product overview

Wheatlands Farm is an equestrian center offering a unified portfolio of horse livery and training services across 130 acres in Berkshire. The core offering consists of three livery tiers (DIY Basic, DIY Plus, and 5 Day Part) providing stabling, turnout, and facility access. Supporting services include cross country course hire with over 140 jumps, arena hire (flat, jump, and lunge arenas), and coaching by BHS Senior Accredited Coach Nicola Greenwood. The farm also hosts residential camps for Riding Clubs and Pony Clubs, with facilities including temporary stabling for 38 horses and a new clubhouse opened in 2025. All services are integrated through a central booking system for cross country and arena hire.

Differentiator

Problem solved

Functional benefit

Products and services

• DIY Basic Livery Entry-level do-it-yourself livery service providing a 12' x 12' brick stable with rubber mats, low level hay manger, allocated feed room space, and tack room storage for 2 saddles. Night hay is included; bedding is not included but available to purchase on site. Designed for individual horse owners preferring self-care with facility access.
• DIY Plus Livery Enhanced DIY livery package featuring a larger 14' stable with choice of balancer and fibre feed included, weekday turnout or bring in Monday-Friday (owner chooses AM or PM), and use of a rug room with 2 large heated rug driers included. Designed for individual horse owners wanting flexibility around turnout and feeding.
• 5 Day Part Livery Full-service partial livery where horses are cared for Monday-Friday including turnout, mucking out, feeding, hay, water, and bringing in. Includes a 12' x 12' or 12' x 14' stable. Designed for busy horse owners who need professional weekday horse care.
• Cross Country Course Hire Self-service hire of six cross country courses with over 140 jumps ranging from 30cm to 1m, including two water jumps, four ditches, and two banks (one with steps and drops). Available for schooling from Spring through Autumn, open daily 8am-8pm (last booking 6pm).
• Arena Hire Self-service hire of riding arenas including a 60m x 30m waxed Activ-Track jumping arena with Jump 4 Joy show jumps and timber BS standard jumps, a 50m x 25m waxed Activ-Track flatwork arena with mirrors, and a 20m x 20m Ecotrak lunge arena. Available year-round with pay-as-you-go pricing.
• Training and Instruction Professional equestrian coaching services led by Nicola Greenwood BHS Senior Accredited Coach in Complete Horsemanship with UKCC3 qualification. Instruction is offered in all disciplines for adults and children at all levels, covering confidence building, competence development, and skill progression.
• Residential Camps Overnight camp facilities for Riding Clubs and Pony Clubs featuring 38 temporary stables (Cheval Liberte indoor barn style), clubhouse with self-catering kitchen, dining area, showers, and disabled facilities. Includes access to flat, jump, and lunge arenas, cross country, and private off-road hacking.
• Clubhouse Hire Purpose-built clubhouse for camps and events with self-catering kitchen, eating and living area, toilets, showers, disabled facilities, and a veranda overlooking the arenas. Opened in 2025 to support residential camp bookings and event hosting.

Quantifiable outcome

• All-year-round turnout - unique offering in the region
• +2 more outcomes

Segments6 records

Ideal customer profiles7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• James Turner SaddlerycoreGTM or Marketing Partner · 2 May 2026Joint partnership to offer a weekend camp open to all on 2nd and 3rd May 2026. Wheatlands Farm provides the venue and facilities while James Turner Saddlery participates as a partner for the equestrian camp. Booking deadline is Sunday 22nd March 2026. Registration is handled via email to [email protected] with booking forms.

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Addington Equestrian Centre: Buckinghamshire equestrian venue offering XC schooling, arena hire, clinics and competitions. Directly comparable in usage-based XC and arena monetisation targeting amateur riders in the same regional catchment.
• Bury Farm Equestrian Centre: Large multi-discipline equestrian centre in Buckinghamshire combining livery, XC, arena hire, coaching and events. Directly comparable operating model and target segments, though at significantly greater scale.
• Rectory Farm Riding School: Oxfordshire equestrian centre offering livery, lessons, arena and XC hire. Directly comparable service mix focused on amateur riders in the same South / South East England market.
• Parwood Equestrian Centre: Family-run Surrey equestrian centre offering livery, arena hire, XC schooling, and camps across a comparable multi-discipline footprint. Closely aligned in customer base (South East horse owners and Pony/Riding Clubs) and service mix to Wheatlands.
• Weston Lawns Equestrian: Warwickshire equestrian venue combining livery, XC schooling and event hosting. Comparable multi-discipline family-run-style operations and similar Pony Club / Riding Club customer base.
• Swalcliffe Park Equestrian: Oxfordshire equestrian centre with XC courses, arena hire, livery and camps. Overlaps with Wheatlands on residential camp hosting and XC schooling for Pony/Riding Clubs in the southern England corridor.
• Hill House Equestrian: Somerset equestrian centre with livery, XC, arena hire and event hosting. Comparable in the multi-discipline family-run livery and schooling model that Wheatlands operates.

Broad incumbents

• Hartpury Equine: Gloucestershire-based academic institution with extensive equestrian facilities, coaching and competitions. Overlaps with Wheatlands on livery, XC and arena hire but as part of a much larger educational portfolio.
• Arena UK: Large Lincolnshire equestrian venue hosting major events, XC, clinics and hire. A broader incumbent with overlapping capabilities (XC schooling, arena hire, competitions) but operating nationally rather than regionally.

Others

• British Horse Society (BHS): UK governing body for equestrianism that accredits coaches (like Wheatlands' lead Nicola Greenwood) and approves centres. Relevant as the credentialing and standards body that shapes customer trust and quality benchmarks for the sector Wheatlands operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wheatlandsfarm
• LinkedInlinkedin.com/company/wheatlands-farm

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Wheatlands Farm