HorseTelex BV, the global market leader in horse data, has officially become part of EQAD – a next-generation digital platform developed by Equine & Stable Technologies GmbH, headquartered at Hof Redingsdorf in Süsel, northern Germany.

HorseTelex will continue to operate independently within the EQAD ecosystem while acting as a central data provider. The result is a powerful, connected platform that supports the entire equine world, from breeders to sports professionals. EQAD acts as the platform hub, while EQAD+ is the intelligent stable management software within this ecosystem.

EQAD+ is more than just a stable management system. It combines care, planning, coordination, cost transparency and breeding tools in a single, AI-supported platform. The software is currently in the beta phase and is being tested in several renowned international stables. The official launch is planned for 1 September 2025.

‘HorseTelex was indispensable in realising our ambitions,’ says Jörg Hüffer, founder and CEO of EQAD. ‘With HorseTelex, we have the world's leading horse database in-house – a daily source of information for breeders around the world. At the same time, HorseTelex will be a key driver of EQAD.’

Dirk Willem Rosie, co-founder and, together with Muriel Blackstone-Rosie, owner of HorseTelex, welcomes the acquisition:

"HorseTelex can continue to develop within EQAD as it has done in the past – as a reliable, long-term partner for breeding associations and sports organisations, and as a global marketing platform for stud farms and auction houses. We will remain a source of information for breeders worldwide. In addition, we look forward to developing new, innovative breeding tools from our daily stream of sport horse results and insights. I am very much looking forward to helping shape this promising future as part of EQAD."

Rosie will remain managing director of HorseTelex for at least another five years, supported by Jörg Hüffer as co-CEO:

‘This is important to me in order to implement the plans we have already developed. At the same time, I am very much looking forward to contributing to this new initiative. EQAD will be a broad, comprehensive platform, a real home for the entire equestrian world. A game changer that I am happy to help shape.’

The project is supported by Alexandra Gasser, who has joined the company as a shareholder with a significant stake. Gasser also runs Gut Schönweide, a sports and breeding stud farm, a clear sign of her long-term commitment to innovation, quality and digital transformation in the sport horse industry.

Although EQAD is already used by large professional stables, it was also developed for smaller businesses and private horse owners:

‘We want to make life easier, more transparent and also more cost-effective – not only for the big players in equestrian sports, but for all horse owners,’ says Hüffer.

The newly merged company now comprises a growing team of 14 employees in Germany and internationally.