AI, performance, and horse welfare take center stage alongside FEI Dressage World Cup™ Freestyle sponsorship
‘S-HERTOGENBOSCH, NL / ACCESS Newswire / February 19, 2026 / The Dutch Masters is pleased to announce the sponsorship of Equestic, the brand of Smart Horse Technologies B.V., a modern Dutch company with the mission: “To Help Riders and Coaches Perform with Care.” As part of the collaboration, Equestic will be the Presenting Sponsor of the FEI Dressage World Cup™ Freestyle competition.
In addition, Equestic is partnering with The Dutch Masters to open a discussion on “The Future of Coaching,” a forum exploring the evolution of coaching to accelerate education, advance performance and improve horse welfare in the age of AI.
Central to the conversation is the human-technology synergy in coaching:
In the era of AI, does technology create an advantage, or risk? Can coaches enhance their value by embracing technology, or by resisting it? What unique expertise and skills do coaches bring that cannot be replaced by technology? And how can AI give coaches an edge without compromising the human craft of horsemanship?
How can tools advance traditional coaching and strengthen the coach-rider-horse bond, while making training more intentional, accelerating deep learning, progress, and the development of feel, and consistently anchored in the horse’s welfare?
“We are happy to welcome innovative company Equestic as a sponsor this year for the FEI Dressage World Cup™ Freestyle competition,” said Marcel Hunze, The Dutch Masters’ General Director. ”This partner fits perfectly with our ambition to keep innovating our show and presenting the best of the equestrian sport”.
“Through this partnership with The Dutch Masters 2026, Equestic reinforces its commitment to innovation, education, and a responsible future for equestrian sport,” said Leon Rutten, Founder and CEO of Equestic. “At the FEI Dressage World Cup™ Freestyle competition, we will award prizes comprising our flagship, horse welfare-focused product, the EQ Saddle-Clip.”
The forum will take place on the 12th of March, and will feature world-renowned names from across the industry, including:
Richard Davison, a four-time British Olympian and European Medalist, and former British World Class Performance Manager and British Dressage Team Captain.
Laurens van Lieren, a Dutch World and European Championship medalist and current KNHS Technical Manager.
Wout Jan van der Schans, the current national coach of the Dutch show jumping team, who has participated at the Olympic Games, World and European Championships.
Leon Rutten, founder and CEO of Equestic, a technology visionary and eventing rider from a renowned equestrian coaching family, focused on using AI to enhance training while protecting horse welfare and horsemanship.
Additional panelists to be announced shortly.
“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,” said Richard Davison.
“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.”
“Coaching is evolving,” said Laurens van Lieren. “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 Future of Coaching” forum is an exclusive event for professional coaches, trainers and media with limited seating. It will take place at Hertog Zaal, next to Hall 8, on the 12th of March, at 15:00.
Confirmed attendees will receive an entry ticket for access to the Dutch Masters venue and the forum. If they would like to attend any competition, they can purchase a ticket for March 12th competitions with a special 15% discount provided in the confirmation email (subject to availability).
This event is accredited for 35 KNHS license points (KNHS licentiepunten).
The 2026 edition of The Dutch Masters will take place from 12 to 15 March at the Brabanthallen in ‘s-Hertogenbosch, The Netherlands.
For more information about Equestic and/or “The Future of Coaching” forum, visit https://event.equestic.com/
ABOUT EQUESTIC
Launched in the Netherlands in 2019, Equestic is the consumer brand of company Smart Horse Technologies B.V. Founded by Leon Rutten, who brings a renowned family history of equestrian sports coaching to the business to complement his 30 years of experience in software and hardware product leadership.
Blending deep knowledge in equestrian sport with cutting-edge expertise in artificial intelligence (AI), product engineering, and marketing, Equestic is focused on innovations that genuinely support coaches, riders, and their horses.
Equestic’s mission is to “help riders and coaches perform with care.”
ABOUT THE DUTCH MASTERS
The Dutch Masters is a renowned international equestrian event which had its first edition in 1967. Starting with only show jumping competitions, the event added international dressage competitions to the program and hosted the inaugural Dressage World Cup Final in 1986 and nine more followed. The Dutch Masters also hosted the World Cup Show Jumping Final in 2012.
Today it has turned into one of the leading international equestrian events in the world. The Dutch Masters is part of the prestigious Rolex Grand Slam of Show Jumping since 2018 together with CHIO Aachen, CSIO Spruce Meadows ‘Masters’ and CHI Geneva. The absolute world top both in show jumping and dressage is present in ‘s-Hertogenbosch.
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SOURCE: Equestic
