Welcome to CoolHorse, a one-stop-shop from horse people like you
Family owned since 1989 in Amarillo, Texas.
Our story
It’s taken over three decades of learning, listening, and evolving to become who we are today at Coolhorse. Our story begins back in 1989 in Amarillo, Texas. I was a ranch kid fresh out of Texas Tech University, looking for a short-term job before heading home to help with the family ranch in New Mexico. That plan changed when I was given the chance to buy a small feed store, Foust Feed & Supply, from Tommy Foust. It was humble, busy, packed wall-to-wall with feed and hay, and it laid the foundation for everything we are now. That little store taught us how to work hard, how to run a retail business, and most importantly, how to take care of customers.
We still get asked if we’re a franchise, but we just have one location right here in Amarillo. That’s important to us because the Texas Panhandle has played a huge role in shaping our identity. This region is built on big ranches, American Quarter Horses, cattlemen, feedyards, dairies, farms, oil and gas, and salt-of-the-earth folks who believe in hard work, honesty, and helping others. That’s the culture we grew up in, and it’s the one we’ve tried to maintain into our business.By 1999, we had outgrown our original space and built a new location on the south side of Amarillo. That same year, Coolhorse.com was born, complete with a dial-up-friendly website and a name that’s stuck ever since. Orders trickled in slowly at first, but we kept learning, kept adapting.
In the early 2000s, we expanded our location to include a trailer service center and began offering trailer parts. We were proud to become one of the first Platinum Coach dealers in the country, something we’re still proud of more than 23 years later. Since then we’ve added Lakota and 4 Star trailers to our dealership line of new trailers. As the years rolled on, saddles, tack, trailers, and horse supplies began to take the spotlight, slowly replacing the feed side of our business. We’ve weathered good times and tough ones, including the 2008 recession that nearly knocked us down. But like so many others in this industry, we came out stronger on the other side. By 2020, it was clear our future was in saddles, tack, trailers, horse supplies, and e-commerce. We sold the feed and hay part of our business to our friends at Robinson’s Family Feed to make space for growth. Feed warehouses became shipping centers, we doubled our tack and saddle inventory, added a full-service leather shop, and turned our hay barn into a new shop for trailer, coach, RV, and truck service.
That’s the story of our evolution, the body of Coolhorse. But what really defines us is our heart, the people that work within our business. Words can’t do justice to the care, dedication, and spirit our team brings to the table every single day. With over 35 team members across trailer sales, service, retail, marketing, customer support, accounting, and management, many of whom have been with us for over a decade, you’ll find a common thread running through them all: “Do unto others as you would have them do unto you.” If you haven’t already, I hope you get to meet a handful of them soon. Thanks for taking the time to learn a little more about Coolhorse. I am so grateful and blessed to work in the equine industry, with so many great customers and a team of people I love to be around everyday. I truly look forward to coming to work every day.
Hope to meet you soon, Matt Harris- Co-Owner and Founder
Hope to meet you soon, Matt Harris- Co-Owner and Founder
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Find Us Here
Locate us on the map below and plan your visit to our Amarillo, Texas location. We're nestled in the heart of the Texas panhandle, where equestrian traditions thrive. Whether you're a local rider or passing through, we're always here to welcome you.
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Frequently Asked Questions
We understand that you might have questions. Check out our frequently asked questions to find quick answers to common inquiries. If you don't see what you're looking for, feel free to get in touch with our team – we're here to help.
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Get in Touch
Have more specific questions or need personalized assistance? Reach out to us anytime. Our team is dedicated to providing you with the best equine expertise and support. We look forward to hearing from you!
