London's elite is taking up a new exclusive fitness regime which involves a £50,000 mechanical horse
The equestrian related exercise and fitness services not only incorporate some of the latest technology but are also unique and created entirely from scratch.
In fact, the founder and horse riding veteran Carol Andrews has pretty much staked her life on this new venture.
After deciding to forgo a bank loan, she crowdfunded the money from friends and long term clients of hers from the Wimbledon Village Stables, and re-mortgaged her house to the maximum in order to fund this.
"I've been riding for decades but I realised how unfit I was," she told Business Insider.
"In order to ride, a lot of strength and fitness is needed and it's hard to replicate what you need in the gym. After working out with Vanessa [Stanfield - a personal trainer, former professional dancer and now one of Andrews' key staff at Equicise], I decided to create a unique experience for riders to become stronger, fitter and more flexible. You ride better when you're fit. That's how the idea was born."
Business Insider spent an afternoon in the affluent Wimbledon Village and went to see what the fuss is all about.