A smart tool for smarter riding
Equitell was born from a simple frustration: search engines often fail to give correct answers to even the most basic equestrian questions – and riders deserve better.
Built by riders, for riders, Equitell blends deep equestrian knowledge with cutting-edge AI to deliver accurate, trusted guidance.
From planning and learning to connecting and thriving, Equitell is designed to support every aspect of equestrian life with intelligence you can rely on.
Watch the video to see how leading search engines and ChatGPT performed when tested on common equestrian questions.
How Equitell can help you
Your time with your horse is precious. Equitell supports the practical side of equestrian life — planning, preparing, and staying organised — so you can enjoy more of the moments that make riding special.
Equitell Chat
Whether you’re entering your first event or you’re a seasoned attendee, Equitell helps you plan and execute the perfect equestrian experience from start to finish. Helping make event planning simple, efficient, and stress-free.
Event Planning
Whether you’re entering your first event or you’re a seasoned attendee, Equitell helps you plan and execute the perfect equestrian experience from start to finish. Helping make event planning simple, efficient, and stress-free.
Retail
Equitell simplifies the equestrian marketplace by helping you find the right products quickly and confidently. Whether you’re shopping for tack, transport, or horse care essentials, Equitell brings everything together in one smart, easy-to-use platform.
Rulebook
Unsure of the rules? Equitell can guide you through them step by step, making it easy to understand what’s expected and how to prepare. Equitell can scan through rulebooks quickly and find the answers you need, helping you feel confident, informed, and ready to ride.
Our Team
Behind our technology is a team of horse lovers, riders, and innovators committed to making equestrian care smarter and more accessible. We blend deep equine knowledge with state-of-the-art AI to create solutions that support the bond between horse and rider.
FOUNDER
Leah Donald
I’m Leah, a 21 year old student at the University of St Andrews and the founder of Equitelligent, an equestrian focused artificial intelligence business built on a deep respect for horses and a belief that better information leads to better welfare.
Read more ▼
I’ve spent many years competing across a wide range of equestrian disciplines, experiences that have shaped not only my technical understanding of the sport but also my values as a horsewoman. Caring for horses has always been central to my life, and I am deeply committed to improving welfare standards and supporting responsible ownership throughout the industry.
I founded Equitelligent to bridge the gap between traditional horsemanship and modern technology. The platform uses AI to make the equestrian world clearer and more accessible, from helping riders and owners better understand competition rules and requirements, to making it easier to find suitable shows, purchase horses responsibly, and choose appropriate equipment with confidence. These are areas that can be overwhelming, particularly for those new to the sport, yet they have a significant impact on both performance and horse wellbeing.
Alongside my studies, I continue to develop Equitelligent with a long term vision of a more inclusive, transparent, and welfare led equestrian industry, one where technology supports better decision making, reduces uncertainty for owners, and ultimately improves outcomes for horses at every stage of their careers.
finance director
Claire Donald
Growing up, I found shows by reading ads in the local paper and magazines. You would call the secretary, and they would send you a schedule with an entry form and a closing date. The following year, the schedule would usually arrive in the post again. It was always exciting when they started landing on the doormat at the start of the show season.
Read more ▼
As technology evolved, I actually found it harder to discover and enter shows, not easier. I often only heard about them when I saw friends posting their results on Facebook. As a full time working single mum, I had limited time to search online, check closing dates, and track down schedules.
When my daughter was gifted a horse at nineteen and began entering shows herself, she ran into the same issues. She would say, “I did not know it was on,” “I missed the closing date,” and “I cannot find the schedule.” She quickly realised how much work was involved once she had to manage it on her own. As a full time student working two jobs and caring for her horse, she had little time to search the internet either.
We felt there had to be a better way, and that is how the idea for Equitelligent began. Leah and I are also often asked for equestrian advice, especially around buying and caring for horses. After seeing many novice buyers and owners struggle, we wanted to offer clear guidance and access to dedicated expert support.
Having spent many years as a company director across different sectors, I am excited to be part of a business that aligns with my lifelong passion for everything equestrian.
chief architect
Mac McEldon
Founder of CiberAI and a globally recognised AI thought leader, Mac partners closely with Equitelligent to bring their vision to life. Drawing on deep expertise in enterprise AI strategy and transformational leadership, he supports Equitelligent in designing intelligent, scalable solutions that advance their mission and drive long-term impact.
Read more ▼
Credentials & Background
Deloitte US IT Consulting – Leadership Alumnus
Massachusetts Institute of Technology – AI Business Strategy
Chicago School of Business – Enterprise Architecture Cohort
Microsoft – Azure Specialist & AI Certifications
TOGAF, SAFe, and ITIL Certifications
business analyst lead
Jesse Wilkinson
Business Analyst Lead with deep IT and business expertise, supporting Equitelligent by driving data-driven solutions and elevating analyst performance at CiberAI. Known for effectively bridging technical and strategic priorities, delivering measurable outcomes, and fostering continuous improvement across fast-moving initiatives.
Client Testimonials
Don’t take our word for it – here’s what our clients say:
Emily M
Amateur Showjumper
“Planning events used to be chaotic, trying to track rules, qualifications and my horse’s fitness. Equitell keeps everything organised and even alerts me to rule changes. It helps me show up prepared and confident every time”
Grant H
First-Time Horse Owner
“My daughter had always dreamed of having a horse, so we finally took the plunge and I quickly realised how much there is to learn. Equitell keeps us on track with everything our horse needs. Whenever I have a question, the AI agent gives me clear answers without making me feel clueless”
Contact us
We would love to hear from you.