The importance of comparing “apples with apples”

The importance of comparing “apples with apples”

By Alexander Papantoniou

Alexander Papantoniou

As CEO of FormaHoof, Alexander holds an undergraduate degree in Economics & Law and is an Alum of the Stanford GSB. He has spent most of his career as a successful tech entrepreneur, based out of the Middle East. He is a firm believer in creating passionate and driven teams, which led to the creation of the current FormaHoof executive organisation, all of whom have an equine background and a keen interest in improving equine welfare around the globe.

FormaHoof – a fundamental disruption in the equine world

FormaHoof, has always set out to be a fundamental disruption in the equine world. As a company, we did not however set out to claim that we are the replacement for all collective equine hoof care skills, we succeeded in creating a brilliant tool, that equine professionals may add to their offering and create a broader set of services and treatment options for their customers.


As with many other disruptive products, FormaHoof has been plagued by a series of misconceptions about what it does, and how it works and it is our firm belief that after a very successful year of growth (we are now (Feb 2021) present in 45 countries globally) it is time to set the record straight on some of the most common ones.

Misconceptions about FormaHoof

First and foremost, FormaHoof has no current comparative product. The proprietary LFM (Liquid fit moulding) technology was developed from the ground up to offer a brand-new mindset, include the latest materials and manufacturing technology, to create a completely new tool. It is neither a cast, nor a glue on. It will essentially rebuild a perfect hoof geometry (regardless of hoof condition), in a highly repeatable way. One of our earliest goals was to offer professionals a tool and a process that would be highly repeatable, which leads to standardisation of the results. You cannot have a bad day with FormaHoof.


Secondly, because of the unique ability the FormaHoof has to quickly conform to any irregularity in the hoof, it is a single tool that can apply to a multitude of conditions. The same mould can be used for treatments of laminitis, white line disease, hoof cracks and many other hoof related and general injuries. Therefore, customers should be aware that the avenues to make a return on investment on a mould (or a kit) are far more than any other available product on the market. This same principle applies both to professionals doing applications, but also for owners that might want to have a mould for a particular horse. The end result is the same, stabilise the condition, stop further deterioration – start the recovery process.

FormaHoof application cycles, time and cost savings

With an average of 6 weeks (and in extreme circumstances up to 12 weeks) between application cycles, the horse resides comfortably in the FormaHoof, in a variety of environmental conditions, without intermediary visits from applicators. There is no need to change bandages, change shoes, adjust boots – the application itself does all the hard work. By limiting the number of visits within a treatment cycle, and also limiting the amount of materials that may go into a treatment cycle (medication, pads, shoes etc) overall cost of treatment is reduced. The logic is simple, you may pay 200 USD 10 times, or pay 300 USD twice – customers should be aware of the numbers of steps in a treatment and objectively evaluate, ensuring they are comparing “apples with apples”.

Exchanging experience and gaining FormaHoof insights

As a closing note, a final piece of advice. When seeking consultancy about FormaHoof, ensure that you consult with someone with the relevant experience. We are constantly investing in new communication channels where owners and applicators can share the right information. Do not accept comments from underqualified individuals, such as “it’s too expensive” or “it won’t work”, rather engage with someone qualified and ask for an objective analysis of your case. Then decide when you are fully informed. We have an increasing list of cases where owners were told that their horse was terminal, but with the right knowledge and skill, survived with the help of FormaHoof.

Join our Facebook group

The FormaHoof – Ask an Expert Q&A group was setup to create an open experience exchange between horse owners and professionals. Get your questions answered and learn more about FormaHoof in a familiar environment whilst making new friends on the way to healthier hooves.

Learn FormaHoof insights here

The FCA course in the FormaHoof Academy is set to give equine podiatry professionals the option of adding certified high-quality FormaHoof services to their business. Nevertheless, the course is open to everyone and owners can gain helpful insights in the usage of FormaHoof and learn with their trusted farrier, trimmer or vet, how to get started.

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