PEGASUS: Modernizing the Equestrian Event Experience
Sam Baynes (left) and Jen Tankel (right) are co-creators of Pegasus pictured with brand ambassador, show jumper Gabriela Reutter.
Sam Baynes and Jen Tankel, a dynamic husband-and-wife duo, are on a mission to change the way horse shows are managed through their innovative platform, Pegasus. Their journey began with a vision to enhance every facet of the equestrian event experience. The Tech Equestrian had a chance to catch up with Jen to learn more about her background, the why behind their solution, key features and the long-term Pegasus vision.
Equestrian Roots
Jen grew up immersed in the equestrian world. “My mother was a competitive hunter/jumper rider and an expert in horse care, authoring "Common Sense Horse Keeping," said Jen. Her childhood revolved around the barn, first riding an Arabian pony named Z-Z Top (purchased for just $1), then advancing through Pony Club and three-day eventing. “I turned Z-Z into a competitive sport pony, where we traveled up and down the East Coast,” Jen shared.
Jen later formed a partnership with Impulsive, a former advanced-level eventing mare, and together they reached Prelim level. During the 1990s riding continued to dominate her everyday life from daily drives to the stable to caring and riding horses, and volunteering at competitions. “Horses weren’t just a hobby when I was young, they were my first community, responsibility, and the foundation for everything I’ve built since.”
The Birth and Evolution of Pegasus
Headquartered in Austin, Texas—a hub of creativity and technology—Pegasus was conceived in March 2020 as an “Airbnb meets Facebook” for the horse world. Jen partnered with Sam, whose prior experience scaling WithYouWithMe, a global edutech company, complemented her deep industry knowledge. The duo launched the first version of Pegasus on January 1, 2021, which brought together boarding barns, blogs, lessons, and events on a single platform. While users loved the convenience, feedback revealed a significant pain point: horse show management was still bogged down by outdated technology.
Determined to solve this, Jen and Sam spent years consulting with event organizers—from local schooling shows to international competitions, across both English and Western disciplines. Their research spanned not only the U.S. but also overseas. “Those conversations shaped our pivot to a full event management system, and we officially launched in the summer of 2024,” said Jen. Pegasus first launched with the ability to handle clinics and schooling shows, fast forward to today, the solution now supports sanctioned national and international competitions.
Pegasus serves as an all-in-one event management system.
Addressing Industry Challenges
“The equestrian industry values tradition and has been slow to adopt technology,” Jen said. “Other sports and industries use modern tools for real-time updates, remote event management, and enhanced brand insights.” Most horse shows are managed using fragmented systems—spreadsheets, paper entries, PDFs, and endless email chains. This creates inefficiencies for organizers, riders, and sponsors alike. “Pegasus streamlines the process, bringing everything from entries to compliance and results into one intuitive platform and riders and organizers can count on mobile notifications, while brands can better engage with their audiences,” highlighted Jen.
Core Features
Pegasus serves as an all-in-one event management system. Organizers can set up and run events from anywhere, managing schedules, compliance, results, and communications in real time. The platform’s activity feed offers a live snapshot of event activities, while push notifications keep riders updated on changes instantly. Built-in tools enable brands to connect with their audience and measure sponsorship impact. A standout feature is the in-app communication system, which allows organizers to send targeted messages—whether to all participants, only riders, or specific staff groups—without juggling multiple apps. In addition, the platform manages payments, including credit, debit, Apple/Google, Venmo/Paypal, there is an option to pay by cash/check at the show, and can even handle split payments.
“Since our launch we supported clinics and schooling shows and now the platform has expanded to cover dressage, combined driving, eventing, hunter/jumper, Western disciplines and serves users in North America, Europe, Australia, and beyond.”
Showcasing Pegasus at Industry Events
Pegasus is regularly featured at major industry events and conferences, including the Horse Economic Forum in Portugal and Huddle in the Hamptons—a gathering of sports tech leaders. The team actively participates in shows, supporting organizers, helping staff, and celebrating riders, demonstrating the platform’s capabilities in real time.
“We’re building the kind of technology this sport deserves and putting it in the hands of the people who make equestrian events happen.”
Pegasus provides communications in real time at top events.
Leveraging the Power of AI & Upcoming Enhancements
AI is poised to revolutionize the horse industry, automating routine tasks, surfacing valuable insights, and personalizing experiences for all stakeholders. “At Pegasus, AI is already in action—including an AI-powered rule book and a virtual “show secretary” that provides daily event insights and guidance,” Jen mentioned. The platform’s AI-supported help desk ensures 24/7 customer service for riders, show staff, and parents. With a CTO specializing in AI, Pegasus is positioned to bring meaningful innovation to the equestrian world.
Pegasus is undergoing a significant redesign as part of its ‘Series A Revamp’ to accommodate rapid growth and increased usage anticipated into 2026. “The new version will debut in phases, focusing on a more intuitive user experience and introducing advanced features to further streamline event management and competition,” Jen shared.
Organic by Nature
Pegasus’s growth has been entirely organic, driven by social media, word of mouth, and recommendations from satisfied organizers. The brand stands out with bold, modern branding in an industry that typically relies on paid advertising. This organic traction is evidence of the platform’s value and the industry’s readiness for innovative solutions.
Pegasus aims to scale rapidly, rolling out platform enhancements and expanding global discipline coverage. “The long-term vision is for Pegasus to become the operating system of the equestrian industry, the go-to platform for running, competing in, and connecting around events anywhere in the world by integrating deeply with governing bodies, empowering brands, and making event management effortless for everyone involved,” Jen said.
Pegasus website