ALOGA is proud to consolidate its equestrian ventures under one cohesive brand identity. As part of this evolution, Ballywalter Stables will now operate as Aloga Stables and Myshowadvisor will relaunch as Aloga Showadvisor.

These developments bring both businesses alongside existing brands Aloga Auction and Aloga Equestrian, creating a unified and recognisable presence within the equestrian world.

Aloga was founded in 2021 when Bertram and Harry Allen partnered with German show jumper Maxi Lill to launch a unique auction showcasing top-quality jumping horses. In 2022, the team welcomed Laurens Meynaerts of Sentower Park, significantly scaling the reach and professionalism of the Aloga Auction platform.

In 2023, alongside their sisters, Grace and April Allen, the family introduced Aloga Equestrian, a company focused on creating professional-grade horse blankets and accessories for modern horse owners’ needs.

Prominent

Before the formation of Aloga, the Allen family already operated two prominent names in the industry: Ballywalter Stables, with bases in Ireland and Germany, has long been dedicated to the breeding, developing and trading of exceptional show jumping horses. April Allen oversees breeding and young horse development in Ireland at the family’s Wexford farm, which is now home to top performers Molly Malone and Romanov.

April Allen, manager of Aloga Stables in Ireland

Harry and Bertram manage training, mentorship and competition development in Hünxe, Germany. The Allen family’s foal-to-ring model promotes a holistic approach to horse development. Young stock benefit from growing outdoors on the pastures of Wexford before moving into early competition supported by the dual-base setup. This gives the horses exposure in both Ireland and Europe’s premier show venues.

This hands-on experience across every stage of a horse’s career has directly informed the evolution of Aloga Auction and Aloga Equestrian, ensuring that each brand is grounded in real-world performance needs. From tack room to show ring, the same team of riders, grooms and assistants who manage the horses also play a critical role in testing and validating the Aloga Equestrian product range.

The transition from Ballywalter Stables to Aloga Stables strengthens the connection between these ventures, making the Allen family’s leadership across all brands clear and cohesive.

Aloga Showadvisor

This lived experience also influenced the development of Myshowadvisor, a calendar-based planning app founded by the family to meet the demands of riders competing nationally and internationally. The app provides easy access to up-to-date information around travel and show scheduling.

Built on real insight from within the sport, it was designed to ease the administrative burden of competition planning, allowing riders and teams to focus on performance, not paperwork.

Myshowadvisor offers a curated calendar of key competitions, intuitive tools and detailed travel support, including nearby hotels, route planner, dining options, and things to do while at each show. It quickly became a go-to digital companion for riders, trainers and grooms worldwide, providing clarity in the often-complex world of FEI and national-level show logistics.

Now rebranded as Aloga Showadvisor, the platform enters its next phase of growth as part of the Aloga collective. It joins Aloga Stables, Aloga Auction and Aloga Equestrian to offer riders a complete and connected suite of services supporting every stage of their equestrian journey.

Go and evolve

As all of Aloga’s ventures grow and evolve, this rebranding marks a defining milestone and a clear vision statement. Aloga is a collective of premium equestrian services united under one trusted name.

Whether helping riders find their next top performer, providing access to elite training, delivering high-performance equestrian products, or supporting show planning, Aloga offers a seamless and elevated experience across the sport.

“This is more than a name change, it’s about aligning everything we do with our long-term vision for the sport,” shares Harry Allen. “By bringing our brands together, we’re creating a strong, recognisable identity that stands for quality, trust and innovation in equestrian sport.”

With this unified approach, Aloga strengthens its position as a global leader, with a collective of equestrian businesses shaping the future of the sport from the ground up.