Global Equestrian Group Acquires Show Grounds Live, Gold Coast Feed

The Gold Coast Feed storefront in Wellington.

Global Equestrian Group recently announced that it has acquired two new companies to expand and support its U.S. market operations.

Located in Wellington, Gold Coast Feed is the official feed and bedding supplier of Palm Beach International Equestrian Center. Servicing those at the Winter Equestrian Festival and the Adequan Global Dressage Festival show grounds in the winter, Gold Coast Feed also distributes year-round to farms in Wellington and the surrounding areas.

“We see tremendous potential in Gold Coast Feed,” Global Equestrian Group CEO Andreas Helgstrand said. “The company has a prime location and good range of quality products. Gold Coast Feed already supplies PBIEC, so we are familiar with the company and its services. By adding this company to our group, we can enhance both service level and our great outreach to the equestrian market in Florida.”

ShowGrounds LLC ( is located in Shelburne Falls, Massachusetts, and operates as the show management and streaming provider for equestrian events across the United States and Canada. The company currently assists 17 major showgrounds in operating their results, schedules, orders, videos and more. Show Grounds Live has a considerable content library with more than one million videos and accommodates more than 200,000 unique streaming users. The organization employs more than 25 people, including seasonal video operators.

“The Show Grounds Live platform fits perfectly with our group,” Helgstrand said. “We have already started an extensive journey on digitalization, and acquiring Show Grounds Live will allow us to take another huge step on this path. With the combined efforts of Show Grounds Live and Global Equestrian Group, we can lift the equestrian event experience to a completely new level.”

In the coming months, the two new companies will be integrated into the group, and all companies look forward to serving both existing and new customers.