Giddyup Gear® was founded to fix what gets in the way of active sports people, with well-made solutions that make our lifestyles easier and safer.

As with many great ideas, it was born on the back of a horse. Joanna Newton, MD, was finishing her fellowship in Pediatric Hematology/Oncology at Children’s Health Care of Atlanta at the Emory University School of Medicine, and in her “spare time” was training a three-year-old filly to be a future eventer. With a doctor’s crazy hours, she found herself riding alone after night check. Not the safest choice, but completely unavoidable if she wanted to ride. The next best thing was to have her smartphone on her person (not on her horse) so in case of a “mishap” she could call 911.

She investigated boot carriers (awkward), armband sleeves (hot in summer, tough to fit over clothes in winter) and belt clips (bouncy and completely insecure in a bucking fit). Frustrated, she decided to build the ultimate phone case to fix this issue. Thus, the GoVelope® was born, along with company Giddyup Gear® and the passion to pursue more ideas to make your sports life easier.

It quickly became a family affair, with her husband Jeremy helping to run the booth at trade shows, and using his CFO skills to help keep the company on track financially.

Since launching the original patented GoVelope® in the fall of 2013, Giddyup Gear® has already brought two more variations to market, and is on the cusp of launching two more brand-new products.

Yet more products are in the works, so get ready for Giddyup Gear® to solve more of your daily hassles!




Joanna riding the late Bigtime Booyah at 

Chattahoochee Hills Horse Trial in 2012. 

Photo credit Mark Lehner of Hoofclix.


  • Go, Easier® - We want you to do what you want to do, we just want to make it easier to go do it.  So get out there and ride, hike, bike, and generally be out in the world enjoying it, and especially from the back of a horse.
  • To remain “Made in the USA”. We know this will be difficult, as some materials just aren’t available in the USA, and other roadblocks exist. We will continue to exhaust every avenue to stay true to this, in support of American jobs and quality.
  • To give back through support of key charities like those supporting pediatric cancer and breast cancer research.

Contact Us:   toll free: 855-464-4339


Patent US 9,320,345 B2; Date of Patent April 26, 2016

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