Andy Booth

What Andy Booth does

Andy Booth is a private, founder-led equestrian education company headquartered at Domaine de Pinsac in Chamadelle, France. It teaches ethical horsemanship to amateur and professional riders, non-riding horse owners, and instructors through the Cursus Horseman Science, a three-step curriculum combining equine ethology and learning theory with ground-work and ridden exercises. Delivery spans online courses, instructor certification, limited-cohort in-residence training, workshops at the Domaine, and annual seminars; the company reports more than 100,000 riders trained across 20+ countries.

The core digital product is a login-based video education platform. The content set includes 200+ videos in Horseman's Club, 13 specialized modules, more than 100 hours in individual online steps, webinars, live Q&A, and private Facebook communities. Revenue combines €37 monthly or €397 annual Club subscriptions, one-time online modules priced at €297-€447, professional École HSI training at €10,000, €197 seminars, and equestrian equipment, books, and apparel. Distribution is direct to individuals and small customers through the website, online learning platform, e-commerce store, Domaine de Pinsac, six certified trainers across France, and event marketing.

Name

Andy Booth

Legal name

ANDY BOOTH EQUITATION ÉTHOLOGIQUE

Website

https://andybooth.fr

Company type

Private

Founded year

2012

Operating status

Operating

Short description

Andy Booth is a founder-led French equestrian education company offering structured ethical-horsemanship courses, certifications, workshops, and subscriptions for amateur and professional riders, instructors, and horse owners through online programs and a French training center.

Ownership category

akta.pro rank

Product category

Equestrian Education and Training Services

NAICS

Fine Arts Schools (61161)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Equine Care & Stable Management (EDAOAOAE)

akta.pro secondary industry

Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Equestrian education programs
• Horse training courses
• Ethical horsemanship
• Online equestrian training
• Equestrian professional certification

Headquarters

HQ city

Chamadelle

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Online Course Subscriptions: Monthly and annual subscription memberships (Horseman's Club) providing access to video library, live sessions, and community. Also one-time purchase of individual online courses (Step 1, 2, 3 online, débourrage, horseman theory).
2. Professional Training Programs: Annual in-residence professional training (École HSI) at Domaine de Pinsac and online professional courses (CCPEE) leading to certification for teaching ethical equitation.
3. In-Person Stages (Workshops): 5-day and 4-day in-person workshops at Domaine de Pinsac with Andy Booth or certified trainers, covering Steps 1, 2, and 3 of the cursus. Includes lodging for horses, lunches, and stage booklets.
4. E-commerce Boutique: Online store selling equestrian equipment (rope halters, longe lines, sticks, flags, bareback pads), books, and apparel (gilets, caps) to the customer community.
5. Seminars and Events: Annual flagship seminars (Horseman Science) held at Domaine de Pinsac and external venues, priced at 197€ per person with discounted rates for club members.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Andy Booth delivers equestrian instruction through the Cursus Horseman Science, a three-step pedagogical curriculum that combines equine learning science with ethical horsemanship skills. Offerings include online courses (Steps 1-3), Horseman's Club video subscription, in-person training stages at Domaine de Pinsac, Horseman Science Seminars, and École HSI professional instructor certification (CCIEE/CCPEE). The business also sells equestrian merchandise via an online boutique.

Product overview

Andy Booth operates a unified equestrian education ecosystem built around the Cursus Horseman Science—a three-step pedagogical curriculum (Step 1, Step 2, Step 3) that combines horse learning science with traditional horsemanship. This core program is delivered through multiple channels: in-person stages at Domaine de Pinsac, online training platforms (Formations en ligne), professional certifications (École HSI, CCIEE, CCPEE), and the subscription-based Horseman's Club providing ongoing video library access and monthly 'Ask Andy' sessions. Supporting products include specialized modules (Horseman Théorie, Les Essentiels, Horseman Débourrage, Clicker training, Horseman CSO, Andygital) and an e-commerce boutique selling equipment, books, and textiles. The Séminaire Horseman Science annual event provides additional in-person learning experiences. This multi-channel approach—from entry-level online courses to professional certification—creates a comprehensive educational pathway for riders seeking ethical equitation methods.

Differentiator

Problem solved

Functional benefit

Products and services

• Cursus Horseman Science - Step 1 en ligne

Quantifiable outcome

• 100,000+ riders trained across 20+ countries
• +3 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Five partnerships are on record, tiered minor.

• DynavenaminorOthersDynavena is a premium animal feed manufacturer with a Breton factory. They supply exceptional nutritional products formulated according to Dynavena's Nutridiversité philosophy, ensuring ideal nutritional balance for horses based on their activities, physiology, and wellbeing. Their products are featured as recommended feed for horses at Domaine de Pinsac.
• Corderie MansasminorOthersFrench family-owned rope manufacturer offering a wide range of hay nets for boxes, round bales, and racks. Their products are featured in the Andy Booth boutique as recommended equipment for horse care and feeding management.
• NellumbominorOthersNellumbo is a Breton animal wellness company creating natural care products specifically designed for horses, dogs, and cats, drawing inspiration from both land and sea. Known for exceptional product quality and total transparency regarding composition, they provide healthy products for animals as well as the humans who apply them daily.
• Antares SellierminorOthersAntares Sellier is a saddlery brand providing quality saddles and equipment for horses. Their products are featured as recommended equestrian equipment in the Andy Booth ecosystem, supporting proper tack for ethical horsemanship training.
• FautrasminorOthersFautras is a French manufacturer and market leader in horse transport vehicles (vans and trailers). They combine passion for horses with comfort and safety in transportation. Based in France, they offer a full range of trailers and vans for all needs and are featured as a recommended partner for safe horse transport.

Scale indicators6 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Parelli Natural Horsemanship: Founded by Pat Parelli (the explicit historical inspiration for Andy Booth's earlier La Méthode La Cense), Parelli offers a multi-level natural horsemanship program delivered online and through certified instructors globally. Direct overlap in pedagogy, customer segment (amateur and professional riders), and delivery format (in-person stages + online courses + subscription).
• Clinton Anderson / Downunder Horsemanship: One of the largest horsemanship education brands globally, offering a structured walk/trot/canter-to-advanced curriculum, an active subscription platform (Downunder Horsemanship TV), tours, clinics, and certified instructor networks. Closest direct competitor in scale and methodology outside the francophone market.
• Monty Roberts (Join-Up International): Pioneer of non-violent equine training and founder of Join-Up methodology; offers courses, certifications, and global clinics targeting both amateur riders and equine professionals. Strong scientific framing parallels Andy Booth's ISES-aligned pedagogy.
• Warwick Schiller Performance Horsemanship: Modern horsemanship educator blending traditional horsemanship with equine learning science; built a large online subscription business (Performance Horsemanship) and active clinic circuit. Direct peer in combining science-backed methodology with digital-first delivery.
• Buck Brannaman: Internationally respected horsemanship clinician whose methods strongly influenced Andy Booth's lineage; conducts clinics and offers training content. Direct methodological overlap though smaller digital infrastructure than Andy Booth's.

Emerging players

• Mark Rashid: Independent horsemanship author and clinician offering clinics, books, and online content focused on quiet, horse-centered training. Comparable audience (amateur and professional riders) and pedagogical approach; smaller scale than top direct peers.
• Equitopia: Online equestrian education platform offering structured video lessons across riding disciplines; overlaps with Andy Booth's online course platform in format (video library, subscription) but is discipline-based rather than horsemanship-based.
• Horse Academy: Online platform offering structured video courses in multiple equestrian disciplines; overlaps with Andy Booth's online course format and target audience, though more focused on riding technique than on horsemanship/learning theory.

Broad incumbents

• Fédération Française d'Équitation (FFE): The French national equestrian federation that issues the official Savoirs 1-5 certifications that Andy Booth's Cursus is mapped to. As an industry body, FFE is not a commercial competitor but defines the regulatory and certification framework within which the company operates.
• British Horse Society: UK-based equestrian charity that provides standardized education, instructor certifications, and welfare standards. Adjacent reference point for the structured certification and instructor-training model Andy Booth replicates at the professional tier.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/andybooth.fr
• Instagraminstagram.com/andy_booth_officiel
• LinkedInlinkedin.com/company/sarl-andy-booth

Compliance2 records

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 Andy Booth