apassionata world

What apassionata world does

Apassionata World GmbH, headquartered in Berlin and operating under the CAVALLUNA brand, is a privately held German family entertainment company that produces and tours large-scale live equestrian shows across Europe. Founded in 2002 as APASSIONATA and rebranded to CAVALLUNA in 2018, the company has accumulated more than 9 million spectators across tours in 35+ European cities, anchored in Germany, Austria, Switzerland, the Netherlands, and Belgium. Its core product is arena-format equestrian performance built around horse-and-rider units, ticket-priced at €29.90–€69.90, distributed through touring productions in 1,700-seat arenas.

The company has evolved from a single touring show into a multi-format family entertainment portfolio. Sub-brands include CAVALLUNA Kids (a dedicated children's format launched 2022), CAVALLUNA+ (a subscription streaming platform launched 2022), Grimm on Tour (a wholly owned subsidiary producing fairy-tale musicals, integrated in 2023), LUMAGICA (a light festival brand launched 2023), and WinterWünscheLand (seasonal programming). The company owns and operates SHOWPALAST Munich, a 1,700-seat fixed venue, marking a transition from pure touring to vertically integrated venue ownership. The technology footprint includes a subscription VOD platform for CAVALLUNA+ and standard web/analytics tooling (Google Analytics, Matomo) on consumer-facing properties.

Revenue is generated through multiple streams: live show ticket sales, CAVALLUNA+ streaming subscriptions, merchandise, SHOWPALAST venue rentals, and gift vouchers. The company operates without disclosed external venture or private equity funding. Managing Directors are Johannes Mock-O'Hara and Qiang Li. The customer base is fragmented B2C demand from family audiences across German-speaking Europe and adjacent markets, with no enterprise or anchor-account concentration.

Name

apassionata world

Legal name

Apassionata World GmbH

Website

https://apassionata.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

Apassionata World GmbH operates CAVALLUNA, Europe's largest traveling horse show brand, producing arena-scale equestrian and family theatrical entertainment across 35+ European cities, with an owned Munich venue and a subscription streaming platform.

Ownership category

akta.pro rank

Product category

Live Entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

akta.pro secondary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

Keywords

• Live equestrian shows
• Arena entertainment tours
• Family live entertainment
• Theatrical horse performances
• Live event production

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Live Show Tickets: Primary revenue stream from ticket sales for arena shows across European cities. Tickets priced 29.90-55.90 EUR in Germany, with variations in Switzerland (69.90 CHF), Austria (39.90 EUR), Netherlands (39.95 EUR), Belgium (44.90 EUR).
2. CAVALLUNA+ Streaming Subscription: Subscription-based streaming service offering on-demand access to CAVALLUNA content for fans unable to attend live shows.
3. CAVALLUNA Fan Shop Merchandise: Online merchandise store selling fan articles and souvenirs related to CAVALLUNA shows.
4. SHOWPALAST Munich Venue Rentals: The company's owned venue is available for corporate and external events in both B2B and B2C contexts, generating rental revenue.
5. Show Gutscheine (Gift Vouchers): Gift voucher sales for show tickets, enabling advance purchasing and gifting.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

Apassionata World GmbH produces, markets, and tours large-scale live equestrian arena shows under the CAVALLUNA brand across more than 30 European cities per tour cycle. Each show combines horse performances (Portuguese classical dressage, Spanish, Western, and Hungarian riding traditions) with dance, acrobatics, music, and theatrical staging. The group also operates the SHOWPALAST Munich, a 1,700-seat purpose-built theater, plus additional formats (CAVALLUNA Kids, WinterWünscheLand, Grimm on Tour fairy-tale musicals, LUMAGICA light installations), a CAVALLUNA+ streaming platform, an official fan shop, backstage tours, and gift vouchers.

Product overview

Apassionata World GmbH operates as a Family Entertainment Group offering a diverse portfolio of live entertainment experiences centered around horses. The core product is CAVALLUNA, Europe's most popular horse show brand (evolved from APASSIONATA in 2018), featuring equestrian performances combined with dance, music, and theater. The portfolio includes CAVALLUNA Kids and WinterWünscheLand for family audiences, Grimm on Tour for fairy tale productions, and the streaming platform CAVALLUNA+. The company owns and operates the SHOWPALAST Munich venue and CAVALLUNA Park, while also presenting touring productions across 35+ European cities. Additional offerings include LUMAGICA light experiences, backstage tours, a fan shop, and show vouchers.

Differentiator

Problem solved

Functional benefit

Brands

• CAVALLUNA: Europe's most popular horse show brand featuring equestrian performances combined with dance, music, and theater. Current tour: 'Die Farben des Lebens' (The Colours of Life) 2026/2027.
• CAVALLUNA Kids
• CAVALLUNA+
• Grimm on Tour
• LUMAGICA

Quantifiable outcome

• 9 million+ spectators entertained since 2002
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and regional.

• Grimm on Tour GmbHcoreStrategic or Co-development PartnerStrategic partnership with Grimm on Tour GmbH brings fairy tale productions based on the multiple award-winning Brüder Grimm Festspiele Hanau to touring audiences. Modern, reinterpreted versions of classic fairy tales like Snow White are staged as emotional family entertainment, expanding CAVALLUNA's content portfolio beyond equestrian shows.
• EventimcoreChannel Partner/ Reseller/ DistributorEventim is a primary ticket distribution partner for CAVALLUNA shows, particularly in the Netherlands market (eventim.nl) and for various venues. Eventim provides ticketing infrastructure and marketplace distribution.
• AFAS DomeregionalChannel Partner/ Reseller/ DistributorAFAS Dome in Antwerp serves as venue host and ticket sales partner for CAVALLUNA shows in Belgium, with direct ticket purchasing available through the AFAS Dome website.
• Brüder Grimm Festspiele HanaucoreStrategic or Co-development PartnerSource of content licensing for Grimm on Tour productions. The multi-award-winning Hanau fairy tale festival provides the creative foundation for touring adaptations like Snow White.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Cavalia (Odysseo): Cavalia is the closest direct competitor — a large-scale touring equestrian production featuring horses, acrobats, riders, and live music in arena settings. It operates with a similar live-touring, family-entertainment business model targeting the same kind of audiences as CAVALLUNA.
• Puy du Fou: Puy du Fou operates large-scale, cinematic live historical shows with proprietary venues, large production budgets, and family audiences across Europe. Like CAVALLUNA, it combines narrative spectacle with purpose-built venues and touring formats, competing for similar live-entertainment spend.
• Holiday on Ice: Holiday on Ice is a long-established touring family ice-show production that tours multiple countries across Europe with arena-scale, ticketed live entertainment for families. Comparable to CAVALLUNA in tour scale, ticket-pricing structure, and target audience.

Broad incumbents

• Feld Entertainment: Feld Entertainment produces and tours Disney On Ice, Monster Jam, and other arena-scale family entertainment properties across North America and Europe. It is a broader incumbent in arena-touring family entertainment, comparable in operational complexity and tour-economics to CAVALLUNA.
• Cirque du Soleil: Cirque du Soleil is the global benchmark for large-scale, theatrical live entertainment — combining acrobatics, music, and immersive stage design in arena and resident-show formats. It competes for similar family/entertainment spend with significantly greater scale, brand recognition, and geographic reach than CAVALLUNA.
• Blue Man Group: Blue Man Group produces and tours large-scale theatrical live entertainment shows combining music, comedy, and multimedia staging. Comparable in touring, family/adult entertainment positioning, and proprietary venue/residency strategy to CAVALLUNA's SHOWPALAST Munich model.
• Disney Theatrical Group: Disney Theatrical Group produces and licenses large-scale Broadway and touring family musicals (e.g., The Lion King, Frozen). Comparable as a touring theatrical family-entertainment producer; significantly larger and broader in IP and international reach than CAVALLUNA.
• Live Nation Entertainment: Live Nation Entertainment is the world's largest live-entertainment promoter and venue operator. Relevant as a global arena-touring and ticketing infrastructure incumbent with which CAVALLUNA shares arena-show economics, ticket-distribution dynamics, and venue partnership patterns (e.g., Eventim partnerships).

Regional players

• Stage Entertainment: Stage Entertainment is one of Europe's largest musical-theater producers and operators, producing and licensing shows in Germany, the Netherlands, Spain, France, and beyond. Comparable as a European theatrical live-entertainment operator with owned/operated venues and touring productions.
• Efteling: Efteling is a large Dutch theme park famous for fairy-tale and family live-entertainment attractions, operating year-round with theatrical shows and themed experiences. Comparable as a European family-entertainment destination operator competing for similar family-discretionary spend across Benelux and Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/apassionata-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 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 →

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