Built in the barn.
Made for the horse.
Three generations of horse owners. One promise: every product we ship is something we'd put in our own feed buckets — because we already do.
It started with one stubborn mare who wouldn't eat.
In the winter of 2022, our oldest mare Belle stopped finishing her grain. Three vets, two ulcer scopes, four supplement brands, and over $4,000 later — we still didn't have an answer that lasted more than a few weeks.
The problem wasn't that nothing worked. The problem was that every product we tried fixed one part of the gut while ignoring the other two.
So we did what horse families have always done. We pulled in a vet we trusted, sat at the kitchen table, and asked the obvious question: why isn't there a single supplement built around how horses actually digest?
That question became GutEase. And GutEase became Goodbarn.
Three generations.
One barn.
Goodbarn isn't a brand built by marketers in a co-working space. It's run out of a converted tack room in Lexington, Kentucky, by a family that's been around horses for fifty years and counting.
Grew up mucking stalls before school. Forty years of trail riding, eventing, and barn management.
Spent two decades in agricultural supply before joining the barn full-time. Built the trial program that puts every Goodbarn product through 90 days of real-world testing before launch. If it doesn't work in his herd, it doesn't ship.
Third-generation horse owner. Eventing competitor since age eight. Brought the technology side to Goodbarn — including the thermal imaging work that became TrueScan. Bridges old-school barn wisdom and modern equine science.
Four rules.
No exceptions.
Every product is developed alongside a licensed equine veterinarian.
Every product is developed alongside a licensed equine veterinarian.
Every product is developed alongside a licensed equine veterinarian.
Every product is developed alongside a licensed equine veterinarian.
A small line.
Built around what your horse actually needs.
We'd rather make three products that earn their keep than thirty that gather dust on shelves. Every Goodbarn product fills a gap we couldn't solve any other way.
GutEase®
A vet-formulated daily powder that rebuilds all three gut zones — foregut lining, nervous-gut response, and hindgut microbiome — in a single scoop. For ulcer-prone, girthy, off-feed, or anxious horses.
Learn more →
MetaSupport®
A flavonoid-rich daily blend formulated for easy-keepers, EMS, and Cushing's-prone horses. Supports insulin response, fat metabolism, and laminitis resistance — without the prescription-drug routine.
Learn more →
TrueScan®
A handheld AI thermal scanner that maps inflammation, saddle fit issues, and hoof imbalance in seconds. The first piece of barn tech that pays for itself in saved vet calls.
Learn more →Fifty years of horse sense.
Sharpened by AI.
Most equine brands are either old-school (great instincts, no data) or hyper-modern (slick tech, no barn time). We bring both to the table.
Our supplements come from kitchen-table conversations with our vet and decades of watching horses tell us what they need. Our technology — like the thermal imaging behind TrueScan — comes from training computer-vision models on thousands of barn-floor scans.
The point isn't to make horse care more complicated. It's to put the same quality of insight a top trainer would catch in their barn into the hands of every owner with a phone and a feed scoop.
Goodbarn doesn't ship anything we wouldn't feed our own horses.
That's not a marketing line. Every bag of GutEase in your tack room came from the same batch we feed Belle. Every scoop of MetaSupport went through our easy-keeper trials. Every TrueScan unit shipped started as a prototype on our own horses.
We're not chasing scale. We're building a brand horse owners can trust for the next fifty years — because that's how long we plan on being here.