HorseTelex BV, the global leader in equine data, has officilly joined 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 also serving as a key data provider. The result is a powerful, interconnected platform designed to serve the entire equestrian world, from breeders to sport professionals. EQAD serves as the central platform hub, while EQAD+ is the intelligent stable management software within this ecosystem.
EQAD+ is more than a stable management system. It connects care, planning, coordination, cost transparency, and breeding tools into one unified platform, supported by AI. Still in its beta phase, the software is currently being beta tested at several renowned international stables and is scheduled to officially launch on September 1, 2025.
“To realize our ambitions, HorseTelex was essential,” says Jörg Hüffer, founder and CEO of EQAD. “With HorseTelex, we have the world’s leading equine database in-house, a daily information source for breeders across the globe. But HorseTelex will also become a key driver of EQAD.”
Dirk Willem Rosie, co-founder and, together with Muriel Blackstone-Rosie, owner of HorseTelex, welcomes the acquisition: “HorseTelex will continue to evolve within EQAD just as we have until now, as a reliable, long-term partner to breeding associations and sport organizations, and as a global marketing platform for stallion stations and auction houses. We will remain a free source of information for breeders worldwide. Beyond that, we’re excited to develop new breeding tools from our daily stream of sport horse results and insights. I’m thrilled to pursue this promising future as part of EQAD.”
Rosie will continue as Managing Director of HorseTelex for at least five more years and will be supported by Jörg Hüffer as Co-CEO: “That’s important to me, to bring the plans we already had to life. But I’m also excited to contribute to this new initiative. EQAD will become a broad, comprehensive platform, a true home for the entire equestrian world. A game-changer I’m proud to help shape.”
The project is backed by Alexandra Gasser, who joins the company as a shareholder with a significant stake. Gasser also operates Gut Schönweide, a sport horse and breeding stable, underscoring a long-term commitment to innovation, quality, and digital transformation in the sport horse industry.
While EQAD is already being adopted by large professional stables, it is equally designed to support small-scale owners: “We want to make life easier, more transparent, and more affordable, not just for the big players, but for every horse owner,” says Hüffer.
The newly combined company now includes a growing team of 14 employees working across Germany and internationally.