Foals on the Web — a Huge Success for the PS Online Auction

Credit : Kiki Beelitz/

Monday 17 July - 17h38 | PS/Grand Prix

Foals on the Web — a Huge Success for the PS Online Auction

Paul Schockemöhle, the biggest private breeder and horse dealer in Germany, really knows how to pick foals. “Still, I had not counted on this impact and success,” says the native of Mühlen, half-way between Bremen and Münster, about his recent PS Online Auction. 

A new sales format

A new sales format - Foals on the Web — a Huge Success for the PS Online Auction

Credit : Kiki Beelitz/

“Honestly," he adds, “I was surprised at how well our online foal auction was received from the first moment. What happened during the last minutes of the sale of each of the foals was thrilling. It was very different than a live auction, but at least as exciting."

A new sales format

Over ten days, from June 15-25, 2017, the world-famous horseman organized the first German online auction for a premium international clientele. Nearly 300 prospective customers registered for the event, of which 50 to 70 made bids. "This high number surprised me,” says Schockemöhle.

About a year-and-a-half of preparation was required between the idea’s presentation and the holding of the online auction, a new format for selling exceptional young horses. And the timing for the event was good, taking place following an upturn in the horse sales market after the lows of recent years.

The average price of €18,270 for the foals largely surpassed the average of €11,000 in PS auctions of preceding years. And it was more than twice as high as the average price at the biggest breeders gathering in Germany, the Hanoverians, where bids for foals averaged €7,000-€9,000. Moreover, the revenues from this first PS online auction amounted to €456,750 — a not inconsiderable sum!

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Top foals

Top foals - Foals on the Web — a Huge Success for the PS Online Auction

Credit : Kiki Beelitz/

In total, 25 exquisite foals, exclusively from stallions at the Schockemöhle service station, were offered and sold in this inaugural event. The highest price was obtained by Balina Blue, a filly from the first generation of Olympic champion Big Star, and one of the first and best foals from him on the market. On her mother's side, Balina Blue is the daughter of Chacco Blue, herself from a successful brood mare line of the Lewitz Stud. The exceptional young horse was sold to a Saudi Arabian buyer for €60,000.

Among the dressage-oriented foals sold at the PS Auction: Vuitton, Vitali De Niro’s son, for whom bidding quickly rose to €51,000. Vitalis, a KWPN stallion, had at the age of 7 won the World Championships for young dressage horses, and in 2016 the Final of the Nuremberg Castle Cup with Isabel Freese, the most important German Grand Prix series for young dressage horses between 7 and 9 years old. Altogether 14 foals remained in Germany after this auction. The rest went to buyers from the United Arab Emirates, Canada, Sweden, Austria, South Africa, Brazil and the Netherlands.

“This new format is win-win for everyone," explains a pleased Schockemöhle. "For the breeders, the process is less costly, and provides more chances and more success. The buyers can conveniently watch all the foals from the comfort of their own homes, and purchase them in the auction. And the biggest advantage is for the foal and mother, who travel less. "

A second online foal auction: coming soon

A second online foal auction: coming soon - Foals on the Web — a Huge Success for the PS Online Auction

Credit : Kiki Beelitz/

Already during this debut auction, it was clear for the PS team: a second online foal auction would follow soon after — from August 17-27, 2017. And word of the June event’s success has quickly gotten around in the German breeding community. But with a focus on quality over quantity, the group for the second PS online auction will not be larger in number, but will expand to include several 2-year-old brood mares and stallions.

For more information and to register for the online auction


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