About Cavallo

Cavallo

Cavallo — Germany's largest horse and equestrian-sport magazine — is the Stuttgart monthly for the riders and horse lovers, published by the Scholten Verlag within the Motor Presse Stuttgart. "Deutschlands größtes Pferde- und Reitsportmagazin": the monthly companion for the leisure and sport riders — the training, the health, the keeping, the behavior, the rider life, and the horse world. Some 24,000 copies spread (Q2 2023) carry the red-marked cover topics into the stables: the practical training tips for every gallop goal, the health news, the scene reports.

Overview

The magazine serves the equestrian community: the leisure riders, the sport riders, the horse owners, the stable operators, and the riding schools. The editorial program covers the horse's whole world: the PFERDEWELT (the scene news — the Equitana fair, the associations' reports), the TRAINING & VERHALTEN (the training and behavior — the feel-training, the exercises, the body awareness), the GESUNDHEIT (the health — the grass sickness research, the veterinary knowledge), the HALTUNG (the keeping — the grazing, the feeding management), the REITERLEBEN (the rider life — the stories, the journeys, the luxury), and the KULTUR (the culture — the Haflinger heritage, the breeds).

The equestrian market — the magazine's economic context — deserves its telling. The German horse industry — the riders, the owners, the breeders, the sport, the leisure — is one of the world's largest: the FN's (German Equestrian Federation) hundreds of thousands of members, the millions of leisure riders, the tournaments, the breeding. The spending — the horses, the stables, the feed, the equipment, the veterinary, the training — runs into the billions: the equestrian industry's economic weight. The segments — the dressage, the jumping, the eventing, the western, the leisure riding, the driving — diversify the sport: the disciplines' cultures. The fairs — the Equitana (the world's largest equestrian fair, in Essen) — gather the industry: the scene news, the innovations. Cavallo's coverage — the PFERDEWELT's scene news, the market, the dealer directory — serves the economy: the industry's information, the trade's platform. Each issue carries the standing departments: the editorial, the cover topics (red-marked), the Pferdebörse & Markt (the horse market), the column (Bo the show horse), the dealer directory, the reader letters, the preview, the imprint. The CAVALLO ACADEMY — the digital concept — and CAVALLO TV — the web-TV with practice tips, reportages, portraits, and interviews — extend the print.

History

Cavallo — published by the Scholten Verlag GmbH (Leuschnerstraße 1, 70174 Stuttgart; Postfach 70162 Stuttgart), a subsidiary of the Motor Presse Stuttgart — built its position as Germany's largest horse and equestrian-sport magazine: the monthly for the riders, in the Motor Presse's "Aktive Freizeit" (active leisure) and "Sport und Freizeit" divisions alongside the caravaning, cycling, climbing, and outdoor titles. The Motor Presse Stuttgart — the publishing house — deserves its telling. One of the leading special-interest media houses, the Stuttgart group publishes some 80 journals in the fields of automotive (auto motor und sport), motorcycle (MOTORRAD), aviation (aerokurier, Flug Revue), transport (Fernfahrer, trans aktuell), active leisure (promobil, Caravaning), lifestyle and fitness (Men's Health, Women's Health), and sport and leisure (Cavallo, MOUNTAINBIKE, Outdoor, Runner's World) — internationally active with license editions and syndications in 20 countries. The founder families' ownership — the Pietsch and Scholten families with Dr. Hermann Dietrich-Troeltsch — gives the independence: the family-held group, not the conglomerate. The parallel online portals — the journals' digital twins with free news and information — extend the print: the special-interest logic, digitally. The Upfit acquisition (1 July 2022) — the individualized nutrition plans — shows the digital diversification: the services beyond the journals. Cavallo's home — the "Sport und Freizeit" division — benefits: the special-interest expertise, the group's scale.

The digital extensions — CAVALLO TV (launched 19 May 2010, with Content-1 as cooperation partner: the practice tips, the reportages, the portraits, the interviews — free and retrievable anytime, the first contribution a teaching video on four typical hand errors and their solutions) and the CAVALLO ACADEMY (the new digital concept for riders and fans) — modernized the brand: the print monthly for the deep coverage, the web-TV and academy for the moving and interactive. The pferdeboerseonline.de — the horse-market portal — serves the trade: the buying and selling.

Coverage and Content

The editorial program follows the rider's year. The training coverage — the feel-training (Fühl-Training), the paired-combined lessons, the cross-exercises, the body-coordination — gives the practical: the exercises for body awareness, the balanced seat, the effective aids. The horse-human partnership — the magazine's editorial philosophy — deserves its telling. The feel-training — "Fühl-Training, das Pferd & Reiter nutzt" (the feel-training horse and rider use) — centers the body awareness: "Spür dich und dein Pferd" (feel yourself and your horse) — the exercises for body feeling doing much for the horse. The training pairs — "Paarweise kombiniert: So sind Lektionen noch effektiver" (combined pairwise: lessons even more effective) — systematize the learning: the clever combinations, the double training effect. The behavior — the horse's nature respected — guides the methods: the partnership, not the dominance. The health — the veterinary knowledge translated — protects the athlete: the grass sickness's triggers found, the pulled muscles treated, the helmet norm's protection. The keeping — the species-appropriate life — honors the animal: the grazing, the herd, the movement. Cavallo's program — the training, the health, the keeping, the behavior — serves the partnership: the better riding through better understanding. The health coverage — the grass-sickness research, the pulled muscles' veterinary treatment, the helmet norm's news — serves the care: the prevention, the therapy.

The keeping coverage — the grazing (the experts divided on the grass cut for pasturing), the feeding management (the horse-appropriate ration, the feed ingredients' effects), the winter keeping — treats the husbandry: the species-appropriate life. The rider-life coverage — the Mexico-to-Canada ride (Gillian Larson's wild tour), the luxury stables (the pool with a view), the Karlsruhe surroundings (the school-horse encounters) — tells the stories: the adventures, the dreams. The culture coverage — the Haflinger's South-Tyrolean charm, the coveted heritage status — honors the breeds: the diversity.

Organization and Ownership

Cavallo is published by the Scholten Verlag GmbH, Leuschnerstraße 1, 70174 Stuttgart (Postfach 70162 Stuttgart), a subsidiary of the Motor Presse Stuttgart. The Motor Presse Stuttgart — Leuschnerstraße 1, 70174 Stuttgart — is one of the leading special-interest media houses: the founder families' ownership, the 80 journals in the fields of automotive, motorcycle, aviation, transport, active leisure, lifestyle and fitness, sport and leisure. The Objektleiter (2010) — Fabian Dubberke (Geschäftsbereich Aktive Freizeit) — and the Unternehmenskommunikation — Stefan Braunschweig — represent the house.

The business model follows the consumer-press pattern: the subscriptions and single-copy sales (some 24,000 copies spread, Q2 2023), the advertising (the equestrian industry: the feed, the equipment, the saddlery, the stables), the horse market (pferdeboerseonline.de), and the digital (the academy, the web-TV). The editor-in-chief's name is not publicly confirmed in the sources consulted.

Digital Presence

The brand's digital home is cavallo.de: the news, the practice tips, the web-TV, the academy. CAVALLO TV — the web-TV offer (launched 2010): the practice tips, the reportages, the portraits, the interviews — free and anytime retrievable, produced with Content-1, integrable into any website. The CAVALLO ACADEMY — the digital concept — serves the riders and fans: the program and the registration on cavallo-academy.de. The pferdeboerseonline.de — the horse-market portal — carries the trade: the horses, the market.

The digital Leseproben — the Motor Presse's digital issues (the 03/2025 and 05/2025 previews: the cover topics, the departments, the dossiers) — preview the print. The digital strategy follows the special-interest logic: the monthly print for the deep equestrian coverage — the training, the health, the keeping — the web-TV, the academy, and the portals for the moving, the interactive, and the trade.

As Germany's largest horse and equestrian-sport magazine — the Stuttgart monthly, published by the Scholten Verlag within the Motor Presse Stuttgart — Cavallo remains the riders' companion: the training, the health, the keeping, and the horse world — monthly in print, daily on cavallo.de.