Equestic, a Dutch AI-focused equestrian technology company, has partnered with The Dutch Masters 2026 to sponsor the FEI Dressage World Cup Freestyle competition. The collaboration includes a forum on the future of coaching, emphasizing AI, performance, and horse welfare. The event will take place in ‘s-Hertogenbosch, Netherlands, from March 12 to 15.
The Dutch Masters announced its partnership with Equestic, the brand of Smart Horse Technologies B.V., on February 19, 2026. Equestic will serve as the presenting sponsor for the FEI Dressage World Cup Freestyle competition at the 2026 edition of the event.
As part of the agreement, Equestic and The Dutch Masters are hosting a forum titled "The Future of Coaching" on March 12 at 15:00 in the Hertog Zaal, adjacent to Hall 8 at Brabanthallen in ‘s-Hertogenbosch. The discussion will explore how AI can enhance coaching while prioritizing horse welfare and the human elements of horsemanship. Key questions include whether technology provides an advantage or poses risks, and how it can strengthen the coach-rider-horse bond without replacing traditional skills.
The panel features prominent figures: Richard Davison, a four-time British Olympian and former British Dressage Team Captain; Laurens van Lieren, a Dutch medalist and KNHS Technical Manager; Wout Jan van der Schans, national coach of the Dutch show jumping team; and Leon Rutten, Equestic's founder and CEO. Additional panelists are expected to be announced.
Marcel Hunze, General Director of The Dutch Masters, stated: "We are happy to welcome innovative company Equestic as a sponsor this year for the FEI Dressage World Cup Freestyle competition. This partner fits perfectly with our ambition to keep innovating our show and presenting the best of the equestrian sport."
Leon Rutten commented: "Through this partnership with The Dutch Masters 2026, Equestic reinforces its commitment to innovation, education, and a responsible future for equestrian sport. At the FEI Dressage World Cup Freestyle competition, we will award prizes comprising our flagship, horse welfare-focused product, the EQ Saddle-Clip."
Richard Davison, who will moderate, said: "I'm excited about moderating a discussion on the future of coaching in equestrian sports. We have evolved from a traditional base but are now facing a crossroads. New and exciting possibilities lie ahead, but there are also challenges too, and it's important that every professional coach stays ahead of the curve. I've competed many times at the Dutch Masters over the years and I'm looking forward to an open and candid debate concerning the future of our profession."
Laurens van Lieren added: "Coaching is evolving. We are in an AI era that we need to embrace and navigate, but without compromising the human craft of horsemanship. By combining human expertise, traditional practice, and AI-powered technology, we can advance our industry. This forum represents an important step in opening up this industry-wide dialogue and shape the future of coaching together."
The forum is exclusive to professional coaches, trainers, and media, with limited seating. Attendees receive venue access and a 15% discount on March 12 competition tickets. It is accredited for 35 KNHS license points.
Equestic, launched in 2019, aims to help riders and coaches perform with care through AI innovations. The Dutch Masters, established in 1967, is a premier international equestrian event featuring top show jumping and dressage competitions.