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Everyone’s talking about welfare.

So what now?

As pressure mounts around equestrian ethics and the sport’s social license, action matters more than words.

That’s why we created the Horse Welfare Score — a science-backed, ethical, and measurable framework designed to improve knowledge and drive real, data-led change in how horses are cared for and trained.

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A new paradigm for Horse Welfare — and it’s measurable

The Horse Welfare Score (HWS) redefines what good welfare education looks like.

Science-led, expert-backed
Developed with Equitation Science International and leaders like Dr. Andrew McLean.

Accessible, gamified, and effective
Riders learn through short videos, interactive quizzes, and earn a welfare score that makes learning fun—and sticky.

Built to change grassroots behavior, not tick boxes
Education is designed to shift how riders train and care for their horses in real life.

Data that drives action
Dashboards give you real-time insights into your community’s progress—so you can identify gaps, support learning, and benchmark impact.

What’s behind the score?

Science-backed courses

Developed with experts like Dr Andrew McLean and Equitation Science International.

Interactive quizzes

That reinforce learning and track progress.

Accessible learning

About horse welfare and ethical training.

A branded badge

With your logo to show you care.

Reward top performers

With perks, discounts or free shipping.

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Raise standards in horse welfare

While supporting your business goals.
The HWS helps people prove they’re learning how to do better by their horses—and helps brands, organizations and federations support them in getting there.

For federations, brands & companies:

  • Show leadership through visible welfare commitment—at scale.
  • Branded in-app badges and a real-time welfare dashboard let you track engagement and benchmark results.
  • Gain insights into customer learning behavior to reduce risk, support compliance, and improve retention.


Perks, progression & possibility:

  • Reward milestones with exclusive perks, discounts, or CPD credits.
  • Align with a movement that puts horse welfare at the heart of responsible riding and sport.

For horse owners and riders:

  • Learn smarter. Earn welfare points badges & perks. Track progress. Be better for your horse.
  • Expert videos, AI coach, structured training plans, and a leaderboard to keep you motivated.

Make a real impact in horse welfare with us!

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Ingrid Sundqvist CEO

Bee Strydom, CGO