BETA International 2026 will see the launch of Mustangs’ Corral. This investment opportunity will see entrepreneurs battle it out, live, at 3.45pm on Sunday 27th September on the Seminar Stage sponsored by Helmet Connect, for the chance to secure up to £250,000 investment.
We received a number of innovative, strong entries and we wanted to shine a spotlight on those who applied as well as those who got through. Arumi Pulse was one of the brands that applied, and we thought you’d like to hear all about what it does and why. Over to Sally from the Arumi Pulse…
What business/opportunity did you submit a pitch for?
I pitched for investment for Arumi Pulse, part of the Arumi Companions family — funding to help us develop the next generation of our PEMF technology specifically for animals, building on the wellness technology space we're already in.
Was there a moment that inspired the creation of your business?
After many years working with horses, animals, and people, I was looking for the next chapter of my career. I wanted to build a wellness business — but not one built around teaching classes or that kind of format. I wanted something that could help all of us in our later years: ourselves, our horses, our dogs. What I found was that there wasn't one low-frequency device out there that could genuinely help all of us together. I already had sewing skills and other skills — including building websites — so I brought them together, and that's how Arumi Companions came to be.
What makes you and your business different from others out there?
What sets us apart is that we've found no other low-frequency wellness device that works across species — the same underlying approach can support horses, dogs, and people, rather than being built for just one. I'm not an inventor — I'm a retailer and brand builder, having spent my working life on farm shops, an own-brand horse feed, and turning a derelict farm into an award-winning campsite and wedding venue. What's genuinely new for me with Arumi Pulse is electronics and building a brand online rather than on a physical site where customers come to me — and I've brought that hands-on rural business experience to a completely new discipline.
What's next for you? What are your plans for the future?
Arumi Pulse isn't just about horses — it's built for the wider working animal community across the board: horses, dogs in whatever field they work in, police and household companions, cavalry, drug dogs, gun dogs, and more. The underlying philosophy is that human and animal wellbeing are interconnected, whatever the animal, whether it's working, competing, or simply loved as a companion. We're continuing to develop the product range and refine our positioning around that.
As a young business, what's something you know now you wish you knew when you started?
Having always worked from physical premises myself, moving online was a steep learning curve. There's so much more to marketing than I expected — finding the right people, creating the right content, and understanding all the algorithms involved. It's almost another world compared to what I was used to.
What advice would you give any others looking to start a business?
Do your research — research is everything. Mine has been a steep learning curve, going into a market I hadn't had a lot to do with before. But I'd used the products myself and was so impressed by the results for my own health that it started my journey to expand them out to other people and animals too. Talk to other people, find out their needs — that's where it all begins.
Where can people find out more about you online/social?