EquiNew FES Aligns with Professional's Choice to Elevate Equine Wellness: Every Purchase to Include Premium TPU Surcingle with Girth
A Strategic Alliance Honoring Generations of Equine Tradition While Advancing the Future of Horse Wellness and Performance
BROOKSVILLE, Fla., June 12, 2025 /PRNewswire/ -- EquiNew, the leader in Functional Electrical Stimulation (FES) therapy for equine performance and recovery, proudly announces a new strategic alliance with Professional's Choice, the globally recognized manufacturer of high-performance equine equipment. As part of this partnership, every purchase of an EquiNew Connected FES device will now include the Professional's Choice TPU Surcingle with Girth (MSRP $146.95)—setting a new gold standard in equine therapy integration.
This alliance merges the therapeutic precision of EquiNew's FDA-cleared FES 310 with the durability, design, and comfort of Professional's Choice equipment—trusted by world-class riders, grooms, and veterinarians for decades.
"I've had a long-standing relationship with Professional's Choice through promotional activations and A-list equestrian events," said Tony Loiacono, CEO of EquiNew. "Our generational legacy—from my grandfather as a groom in Riplata, Italy to elite U.S. trainers and riders —has always been rooted in horse-first innovation. This collaboration is a reflection of that enduring commitment. There is no better product to pair with the Connected FES device than the Professional's Choice TPU Surcingle with Girth—it's simply the best for the horse and EquiNew FES Bodyworkerz."
With a track record spanning over 40 years, Professional's Choice has become synonymous with performance-enhancing innovation and equine-first craftsmanship. Known for revolutionizing the horse boot industry and supplying products trusted by Olympians, Professional's Choice continues to lead in innovation for horse care and comfort.
"We're proud to align with EquiNew and their mission to improve the lives of horses through cutting-edge therapy," said Michele Scott, Owner of Professional's Choice. "At the heart of our company is a commitment to horse lovers and those who prioritize the wellness and longevity of the horse. This partnership embodies that spirit."
The collaboration supports EquiNew's Team EquiNew initiative, which empowers certified equine practitioners and therapists to deliver advanced wellness services. With the addition of Professional's Choice gear, each session of FES therapy now begins with the comfort and security elite horses deserve.
About EquiNew
EquiNew is the category-defining leader in Functional Electrical Stimulation for equine performance, recovery, and rehabilitation. With a foundation rooted in clinical results, scientific research, and a passion for horse wellness, EquiNew supports practitioners and owners in optimizing the lives of their equine athletes.
About Professional's Choice
Professional's Choice is the trusted global leader in equine sports medicine products and equipment. Renowned for its innovation, quality, and horse-centric designs, the company is committed to advancing horse comfort and performance for every level of rider—from backyard to Olympic arenas.
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SOURCE EquiNew & Professional's Choice Alliance