Founder and President, Alexandra Cherubini, graduated from Bates College, and shortly after she sought a way to combine her career with her love of horseback riding. Within a few months, EquiFit’s first product was born: ShouldersBack™. ShouldersBack is now being marketed to riders as well as non-riders, through HSN and health and beauty outlets, and was featured in an exhibit at the Museum of Modern Art in recognition of its outstanding function and design. The success of the product encouraged Alexandra to develop a line of products for the equine and equestrian based on a material called T-Foam™, a shock-absorbing material that conforms to each horse’s body for a custom fit, every time.