About Aloga

Aloga Auction was founded in 2021 by brothers Bertram and Harry Allen, alongside their close friend and fellow showjumper Maxi Lill. The idea behind the auction was that it would be something different. They wanted to create a platform where they put their very best young horses, the horses they believed would be their next grand prix horses, under the hammer.

In 2022, Laurens Meynaerts, General Manager of Sentower Park, joined the team. In 2022, Sentower Park became the home of Aloga Auction, and the concept evolved into a complete world-class experience with an exceptional setting and atmosphere.

By 2024, Aloga naturally expanded further, welcoming dressage expertise into the team with the addition of Maurice Tebbel and Sönke Rothenberger. This marked an important step in the evolution of the auction.

Now in its sixth edition, the Aloga Auction is recognised as the leading elite sport horse auction globally.

Brands Behind Aloga

Aloga Stables

Established in 2025, Aloga Stables is the evolution of the former Ballywalter Stables and has quickly developed into one of Europe’s leading trading stables. Operating across three locations, the stables have both a strong commercial and sporting vision.

Aloga Stables plays a central role within the Aloga ecosystem. It is here that the horses are sourced, developed, and prepared for the auction.

Aloga Equestrian

Founded in 2023, Aloga Equestrian reflects the same commitment to quality that defines the Aloga name. Founded by the Allen family, the brand focuses on high-quality horse blankets and essentials designed for equestrian use.

Developed through hands-on experience, Aloga Equestrian’s products are created for the realities of modern sport, where performance and attention to detail matter.

Aloga Showadvisor

Aloga Showadvisor was originally launched in 2017 as MyShowadvisor, founded by Geraldine Fitzgerald with a clear goal, to simplify international show planning for riders, grooms, and owners.

In 2025, the platform evolved into Aloga Showadvisor. The app provides two FEI-based calendars for showjumping and dressage with direct access to live streams, results, schedules, and practical information such as local hotels and restaurants.

Today, Aloga Showadvisor makes planning and travelling to international shows smoother than ever.