Payne Equestrian

What Payne Equestrian does

Payne Equestrian (doing business as Payne Equestrian Sport Services & Sales, or PE3S) is a privately held, founder-owned equestrian services company based in Rougemont, North Carolina. Founded in 2020 and operated by Doug Payne and Jessica Payne, the company provides Olympic-level coaching and individualized training programs for horses and riders across three primary segments: young horse development, junior and amateur riders, and high-performance athletes preparing for FEI-level competition. The core differentiator is the founders' elite athletic credentials—Doug Payne is an FEI 5* Grand Prix Show Jumper and FEI 5* Eventing Olympian and PanAm gold medalist, while Jessica Payne is an FEI 5* Eventer and Canadian High Performance Rider.

The company operates from a single professional-grade facility at 7160 Holly Ridge Road, Rougemont, NC, featuring a 125'x200' Silica Sand & Fiber All Weather Arena, a 10-acre CCI5*-ready outdoor course with mounds, ditches, and banks, and a custom Legacy Post and Beam timber frame barn with 4 wash racks and 3 grooming stalls. Revenue is generated across five streams: individualized training programs (professionally services-based pricing), stallion breeding services (Europa PVF and Quiberon, with stud fees of $1,500 for Europa PVF), horses for sale, in-house and traveling clinics ($175/rider, $35/auditor), and book sales of Doug Payne's published training guide 'The Riding Horse Repair Manual' ($35 including shipping). No external funding, no technology platform, and no software infrastructure are evident; the business is fundamentally a services operation reliant on the founders' personal expertise and brand.

The go-to-market motion is sales-led and direct, leveraging phone, email, WhatsApp, social media (Instagram, Facebook, YouTube), an email newsletter, and an Amazon storefront. Doug Payne travels throughout the country teaching jumping clinics, providing a mobile complement to the facility-based training. The company maintains a visible partner ecosystem of equestrian brands (Fairfax & Favor, Ecogold, Purina, Bemer Group, SynNutra, Equisafe, SpectraVet, Americacryo, IM8 Health, Yanmar, Charles Ancona, Mrs. Pastures, Legacy Post and Beam, Clint Bertalan/CB Farms). Operating status is active, with no evidence of institutional investment, mergers, acquisitions, or leadership changes.

Name

Payne Equestrian

Legal name

Payne Equestrian

Website

https://pe3s.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Payne Equestrian is a privately held, founder-owned equestrian training and coaching business in Rougemont, North Carolina, offering Olympic-level individualized training programs, stallion breeding services, clinics, and horse sales to riders ranging from young horse development through FEI-level high-performance competitors.

Ownership category

akta.pro rank

Product category

Equestrian Services

NAICS

Horses and Other Equine Production (11292), Horses and Other Equine Production (112920), Support Activities for Animal Production (115210), Pet Care (except Veterinary) Services (81291)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

akta.pro secondary industries

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG), Stallion Services & Semen Collection/Distribution (AFAEAGAB), Horse Boarding, Livery & Stable Operations (AFAEAGAG)

Keywords

• Equestrian training services
• Horse breeding services
• Show jumping coaching
• Eventing training
• Riding clinics

Headquarters

HQ city

Rougemont

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Training Services: Individualized training programs for horses and riders of all levels including young horses, junior/amateur riders, and high-performance athletes
2. Stallion Services: Breeding services for approved stallions including Europa PVF and Quiberon with stud fees
3. Horses for Sale: Sale of trained horses including KNH Milo and Six Ways to Sunday
4. Clinic Services: In-house clinic series and traveling clinics taught by Doug Payne
5. Book Sales: Sale of 'The Riding Horse Repair Manual' at $35 including shipping

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Payne Equestrian provides Olympic-level equestrian coaching and individualized training programs for horses and riders of all levels at its Rougemont, NC facility, supported by stallion breeding services (Europa PVF and Quiberon), in-house and traveling clinics, horses for sale, and the published training guide 'The Riding Horse Repair Manual.'

Product overview

Payne Equestrian Sport Services & Sales operates as a unified equestrian services company offering Olympic-level coaching, individualized training programs, and comprehensive horse management across show jumping, eventing, and dressage disciplines. The core offering combines Olympic coaching with training programs spanning young horse development, junior/amateur rider coaching, and high-performance competition preparation (FEI 5* level). Supporting services include stallion services (Europa PVF and Quiberon breeding programs), the Payne Equestrian In-House Clinic Series for rider education, horses for sale, and The Riding Horse Repair Manual (Doug Payne's published training guide). The company also provides training board contracts and maintains a professional equestrian facility in Rougemont, NC featuring a 125'x200' all-weather arena and 10-acre outdoor course, all managed through a Google Calendar scheduling system.

Differentiator

Problem solved

Functional benefit

Products and services

• Olympic Coaching & Training Programs
• Stallion Services - Europa PVF
• Stallion Services - Quiberon
• Payne Equestrian In-House Clinic Series
• Horses for Sale
• The Riding Horse Repair Manual
• Training Board Contract

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered minor.

• IM8 HealthminorOthersHealth supplement brand featured in partner section of website
• Fairfax & Favor EnglandminorOthersEquestrian footwear and accessories brand featured in partner section
• SynNutraminorOthersNutritional supplement brand for horses featured in partner section
• YanmarminorOthersEquipment brand featured in partner section of website
• EcogoldminorOthersEquestrian textile engineering brand featured in partner section
• Charles AnconaminorOthersProfessional equestrian photography/services featured in partner section
• Bemer GroupminorOthersCirculation/therapy technology for horses featured in partner section
• PurinaminorOthersHorse feed brand (Purina Omolene 500 Competition Horse Feed) featured in partner section
• EquisafeminorOthersEquestrian safety/product brand featured in partner section
• SpectraVetminorOthersVeterinary therapy products featured in partner section
• AmericacryominorOthersCryotherapy products for horses featured in partner section
• Mrs. Pastures CookiesminorOthersHorse treat brand featured in partner section
• Legacy Post and BeamminorOthersCustom timber frame barn builder mentioned in facility description
• Clint Bertalan (CB Farms)minorOthersAll weather arena builder who constructed the 125'x200' Silica Sand & Fiber arena

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Spy Coast Farm: Sport horse breeding, sales, and training operation in Lexington, KY. Comparable as a multi-discipline hunter/jumper/eventing operation offering stallion services, horse sales, and training — though larger and with more institutional scale.
• Double H Farm: Long Island, NY-based show jumping training, sales, and competition operation. Comparable to Payne Equestrian's high-performance show jumping focus and horse sales activity.
• Hilltop Farm: Sport horse breeding farm in Colora, MD, offering stallion services (multiple approved stallions), horse sales, and training programs. Directly comparable breeding-and-training business model to Payne Equestrian's stallion and sales operations.
• Iron Springs Farm: Sport horse breeding and sales operation with stallion services and horse sales. Overlapping business model in sport horse production and hunter/jumper bloodstock.

Others

• Equis Boutique / Equestrian lifestyle brand partners: One of Payne Equestrian's listed partner brands (Equisafe). Relevant as an adjacent ecosystem participant — equestrian product/retail suppliers the business partners with to extend brand exposure.
• Purina (Equine nutrition): Major equine feed brand listed as a Payne Equestrian partner. Relevant as an ecosystem supplier in the high-performance horse care stack.
• Fairfax & Favor England: Premium equestrian footwear/accessories brand listed as Payne Equestrian partner. Relevant as an adjacent premium equestrian lifestyle brand with overlapping HNW customer base.

Regional players

• Beacon Hill Equestrian: Eventing and show jumping training/sales operation with stallion services. Comparable multi-discipline training-and-sales model with overlapping hunter/jumper/eventing customer segments.

Broad incumbents

• Wellington Equestrian Partners / Adequan Global Dressage Festival operators: Larger Wellington, FL-based equestrian sport venue and event ecosystem. Comparable only as an adjacent hub where high-performance hunter/jumper customers also compete — not a direct training competitor.
• Tryon International Equestrian Center: Major equestrian venue and competition host in Mill Spring, NC (Payne Equestrian's home region). Comparable as venue/event infrastructure for the same customer base of high-performance riders; not a direct training peer.

Market position

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/shorts/bM6rpOE8tZ4
• Instagraminstagram.com/quiberon_2015_stallion
• Facebookfacebook.com/dpequestrian
• LinkedInlinkedin.com/company/doug-payne-equestrian-sports

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 Payne Equestrian