Founded by husband-and-wife duo Russell and Cindy, Amazeballs Equestrian is a family-run business with a passion for innovation and a fearless approach to shaking up the traditional equestrian world. Together, they’ve built a brand that’s not only bold in name but in mission too, seeking out the most exciting, cutting-edge products from around the globe and bringing them to South African riders.
From wearable tech to game-changing safety gear, this dynamic duo runs the show together, combining Cindy’s deep connection to the riding world with Russell’s eye for smart solutions. The result? A growing empire of equestrian gear that’s, well, Amazeballs.
Background
HQ: Can you tell us how Amazeballs began?
Amazeballs: Amazeballs Equestrian began in 2016 and is a division of our company, along with Amazeballs Sports and Health and Amazeballs Coding and Robotics. Our mission at Amazeballs HQ is to scour the globe in search of totally amazing, awesome and technologically advanced items for equestrians, coding and robotics educators and sports and health.
HQ: Were either of you involved in the equestrian world before launching Amazeballs, and if so, how?
Amazeballs: Cindy and our daughter Kirsty are both riders, and we’re fortunate to have friends and family deeply involved in the equestrian world. Our love for the sport fuels our drive to seek out innovation, especially products that bring real benefits to both riders and their horses. We’re committed to constantly introducing South African equestrians to fresh, cutting-edge gear that elevates their experience in the saddle.
HQ: Can you talk us through how the name Amazeballs came about?
Amazeballs: The name Amazeballs Equestrian was born from a moment of pure excitement—one of those ‘this is actually amazing!’ feelings that we wanted to bottle and build a brand around. We wanted to break away from the expected and bring some energy, personality, and fun into an often traditional space. ‘Amazeballs’ captures our spirit—bold, modern, a little cheeky, and totally passionate about technology. It’s a name that sparks curiosity, invites conversation, and reflects our mission to offer equestrian gear that’s exciting, innovative and unapologetically different.
Amazeballs Brand Ambassadors
Amazeballs Equestrian is proud to be supported by a growing team of passionate, loyal ambassadors across the country – each one a standout in their discipline and a true believer in the brand’s mission. From internationally recognised names to rising stars, the Amazeballs crew includes Lorette Knowles-Taylor, Grant Langley, Giorgia Scribante, Amber Botes, Andrea Harrison Buchmann, Annabel Noakes Dobson, Johan Lotter, and Tamsyn Muller.
Products
HQ: What were your first equestrian products, and what led you to stock these?
Amazeballs: We started off with the CeeCoach 2-way communication system, as there was no effective two-way communication system that allowed coaches to talk to their riders and vice versa. We also introduced the ArcEquine Microcurrent Therapy system, which is an amazing device with huge benefits to horses and riders alike, and were the first to bring in the new lightweight, snug-fitting airbag vests to improve rider safety across all age groups and levels.
HQ: What equestrian products do you currently offer, and how has this range evolved since the brand’s inception?
Amazeballs: We have grown considerably over the past five years, and now stock a big variety of products, always focusing on Safety, Health, Technology and Communication. We are extremely proud to be the exclusive distributors of one of the leading global equestrian brands, FreeJump, as well as exclusive distributors for EquiPod microcurrent therapy systems, Equine microcurrent therapy systems, Ryde adjustable stirrups, the ACT head impact tracker, the MindMirror concussion injury assessment, Ahleri Muzzle Butter, Evoke helmets, CeeCoach communications, Pixem 2 and Pivo camera tracking systems, Rip-Tie tangle-free hair ties, Gidgee Eyewear, Groomi grooming products, Equestrian Aid and much more on the way.
HQ: Can you talk us through your products?
Amazeballs: Let’s start off with our premium equestrian brand, FreeJump System. This is a company that really fits in with our ethos and loves to disrupt the industry with new takes on existing products. Their stirrups offer around 66% more shock absorption than any standard stirrup and they are one of the most widely used stirrup brands by professional riders globally. They were the pioneers of the new slimline airbag vest designs that are being copied by other brands, but are the only airbag vests to carry a four-year transferable warranty. This was followed by the introduction of the X’Air Safe, the world’s first airbag-integrated body protector for eventing. They rethought helmet design and produced the Voronoï helmet range, which is the only equestrian helmet that offers temporal protection, another world first, followed by the FreeJump Intercom System, allowing hands-free 2-way communication between as many as 16 riders over a distance of 1.5km to 5km. We also offer the FreeJump technical clothing range, laser-cut and featuring seamless heat-bonded construction and still more exciting products from FreeJump System launching soon.
We introduced wearable Microcurrent Therapy in 2020 with Equine, and last year added the only other wearable equine microcurrent therapy system, EquiPod. Microcurrent therapy is a scientifically proven therapy for managing pain, inflammation and anxiety as well as accelerating recovery from injuries, increasing endurance, providing general maintenance and eliminating Delayed Onset Muscle Soreness (DOMS or stiffness). Microcurrent therapy should not be confused with therapies such as TENS or PEMF. It is a unique therapy that, simply put, increases available cellular energy by 400-500% which no other therapy can achieve. This, in turn, provides the horse (or human) with additional resources to overcome issues that he/she normally could not deal with. Imagine tendon, ligament, muscular or skin injury recoveries in half the time, minimal to no scarring after lacerations, minimal anxiety, a strengthened immune system, and so much more in an affordable therapy system that can be used on horses and riders alike.
Adding to our focus on health and well-being, we have Ahleri Muzzle Butter At-Ease, a great solution to quickly calm horses before shows and Ahleri Muzzle Butter Repel to keep the pesky flies away from your horses head and ears. We have also just introduced Equestrian Aid Infla-Active Gel and Shampoo containing ingredients from the Buchu plant that have been used for generations by Bushmen for its incredible medicinal properties. Ideal for reducing inflammation, sweet itch or any other skin irritation.
We cater for humans too with the human-specific microcurrent therapy solutions in the form of NuroKor mitouch and Arc4Health, helping alleviate chronic pain and chronic fatigue caused by various medical conditions such as long-COVID, ME, Epstein-Barr Virus, arthritis, etc. These therapies help manage acute pain from injury or surgery, whilst significantly speeding up recovery time and minimising scarring. Other benefits are eliminating stiffness post-exercise, increasing endurance, strengthening the immune system, helping manage anxiety and depression and much more.
Amazeballs has the most comprehensive range of wireless communications systems and automated camera tracking systems. Our most affordable wireless communication system is the Nano followed by CeeCoach 1, CeeCoach 2 and CeeCoach Plus and our newest addition the FreeJump Intercom by Cardo. With these systems there is no more shouting to be heard and no more miscommunication between coaches and riders. For riders that want to film their training rides or have remote coaching, we have the only two solutions, Pivo Pod and MovenSee Pixem 2, both exclusive to Amazeballs Equestrian.
We focus on safety and have a large range of cutting-edge safety products. Body protection in the form of the premium FreeJump Airbag, FreeJump Crystal Airbag and the FreeJump X’Air body protector. These are made in France, using Italian fabrics and are the only protectors to offer a four-year warranty. We also have a more affordable range of airbag vests and more affordable body protectors from L’Armure and Komperdell that do not compromise on safety.
We offer an exclusive range of helmets from FreeJump’s Voronoï helmets in Carbon Fibre and ABS with their first to market temporal protection to the new affordable Evoke helmet range, also available with MIPS. Evoke has a large range of helmet styles, and we are excited to offer this affordable helmet that does not compromise on safety to South African equestrians.
Staying with head protection, we are very proud to offer a world-first solution to help take the guesswork out of concussion management for equestrians. This addresses three of the biggest concussion concerns in equestrian sports: whether the head impact was significant enough to cause a concussion, whether there is a concussion when symptoms are delayed or absent, and lastly, when it is safe to ride again if the rider has a concussion. The ACT head impact tracker is a shareable, lightweight device worn under any equestrian helmet. This provides near real-time information of the amount of impact that a rider’s head has experienced after a fall and if it is significant enough to cause a concussion injury potentially. If this is the case, a quick 10s test can be administered by a friend away from direct sunlight using the mobile app, MindMirror and obtain a risk diagnosis within two minutes. If the risk of a concussion injury exists, then no further riding should take place. The test can then be done daily until there is no further concussion risk, indicating it is safe to resume riding. The risk assessment has a 95% accuracy and is being used by the NFL.
For training, we have the unique FreeJump Collar to help with training a rider to keep their hands quiet and stop pulling, great for beginners and experienced riders alike. We also have the state-of-the-art Alogo Move tracking sensor to record every movement of the horse accurately: individual stride (length, speed, height) and jump (length, angle and height). This allows riders to improve stride consistency between jumps, lateral balance, jump height consistency, and much more.
We continue to offer up new and exciting products. We have the first fully adjustable stirrups from Ryde. Ryde stirrups allow riders to customise their stirrups for perfect alignment, resulting in a more balanced seat, better control, full contact with the footplate and a safer ride for all disciplines. Next up is the brand new, innovative Rising Standards automated horse jumps, allowing riders to change jump heights with a simple tap on the app. Perfect when training alone or for quick changes in jump height as riders warm up. Our exclusive Gidgee sunglass range provides stylish and fashionable sunglass designs that have been designed for equestrians with non-slip nose pads and temple grips, anti-static coatings on the lenses preventing dust build up and the lenses are polarised for increased glare protection. Next up are the Rip-Tie tangle-free hair ties for equestrians with long hair. Easy enough for fathers to use meaning no more messy hair plaits and no more knots.
HQ: How do you select your products, and can you walk us through the process from finding a product to having it on the shelf?
Amazeballs: We are always on the lookout for new, exciting and innovative products to offer to South African equestrians. When we discover something new, we then chat to the companies to make sure that the products fit with our ethos, are high quality and will add real value to equestrians and horses. All of our products have to perform according to their claims. For example, there are many equestrian products that claim to offer improved health or healing benefits but actually do very little and are backed by suspicious scientific studies carried out by the manufacturer rather than independent organisations. We will only offer products that have been extensively validated and really do work. No imagination is required!
HQ: Are there any new products or developments you’re working on that you can share with us?
Amazeballs: We are always bringing in new products… so follow us on social media or visit our website to see what is coming next. Some of our newest products are Gidgee Sunglasses from Australia, specifically made for equestrians; Ryde Stirrups, the first completely adjustable stirrups; and the new Rising Standards Automated jumps system. We also have some exciting new products coming in the next few months.
The brand
HQ: What core values drive Amazeballs as a brand?
Amazeballs: We constantly strive to offer state-of-the-art, innovative equestrian products, focusing on safety, health, communication, training, and technology. We offer top-level service before and after sales with an open-door policy for riders to contact us whenever they need advice on getting the best out of their product.
HQ: What has been your biggest challenge in building Amazeballs into the brand it is today?
Amazeballs: The biggest challenge in building Amazeballs Equestrian has been breaking through and getting noticed in such a traditional and tight-knit industry. As a fresh brand with bold ideas, earning trust and recognition hasn’t been easy, but we’ve stayed true to our mission: offering high-quality, cutting-edge gear that dares to be different. It’s taken patience and relentless belief in our products to start carving out our space.
HQ: Are there any standout moments or milestones that you’re particularly proud of?
Amazeballs: One of our biggest milestones has been gaining recognition from the South African equestrian community for doing things differently. As a small, family-run business, we pride ourselves on going the extra mile for every client. It’s been incredibly rewarding to see that approach acknowledged—not just by our customers, but also by leading global brands. Being entrusted with the exclusive distribution of FreeJump System in South Africa, a brand respected worldwide, was a huge moment for us. We’ve also expanded our reach by partnering with Langley Equestrian in Durban, where our mobile store is now open weekday afternoons from 12:30 to 5:00 pm and Saturday mornings, unless we’re at a show.
HQ: What are your hopes for the future of the brand?
Amazeballs: To grow further and to become well known across South Africa and our neighbouring countries. We are also looking at opening a boutique store in Johannesburg in the not-too-distant future.
Learn more
HQ: How can people get in touch with you to find out more?
Amazeballs: They can call us or email us. They can also keep up to date with our products, sales offers and new product launches by following us on our social media pages @amazeballssouthafrica
For fun
HQ: What’s your own must-have product from the Amazeballs range?
Amazeballs: Gosh, we have so many! But I would say FreeJump Airbag Vests for added safety, Equipod or ArcEquine Microcurrent Therapy devices to keep our horse friends in tip-top condition, an Evoke Helmet for some bling without compromising safety and to simply look Amazeballs with a pair of Gidgee Sunglasses!
HQ: If Amazeballs were a horse, what kind of horse would he/she be?
Amazeballs: If Amazeballs were a horse, she’d be that fiery, fearless mare who turns heads the moment she walks into the arena. Not because she’s loud, but because she’s different. She’s got personality for days, a bold streak, and a heart that works overtime. She’s the one who’ll jump the moon if she trusts her rider, and she’s not afraid to buck the system (literally and figuratively). Stylish without trying, athletic without arrogance, and loyal to the bone—that’s the Amazeballs spirit in horse form.