MAGNAWAVE FEATURE

MAKES WAVES AT THE RODEO AND BEYOND

When Alane Paulley first heard about an emerging therapeutic treatment called pulsed electromagnetic field therapy (PEMF), she, like millions of others worldwide, was skeptical of its benefits.

Her father, Pat Ziemer, had recently become an advocate of the technology, which purported to be a non-invasive way to treat issues like pain and inflammation with no side effects. It sounded too good to be true.

It’s been many years since her father offered to treat the man who would eventually become Paulley’s husband. Her then-beau was suffering from back pain due to his job in landscaping, and she was embarrassed by her father’s offer to treat him. But several days later, when her boyfriend told her he was returning to see her father for follow-up treatment, she quickly became a believer.

“That was the moment I realized it really worked for him,” Paulley says. “That’s why I’m here today.”

In 2012, Paulley joined her father’s company, MagnaWave, and is now the company president. Ziemer and his wife, Debi, founded the Louisville-based company more than 20 years ago with the goal of improving animal welfare through PEMF. MagnaWave specializes in PEMF treatment for animals, including racehorses, show animals, bucking bulls and pets. Over the past two decades, the company has grown to include an expansive network of more than 4000 certified MagnaWave practitioners.

Though there was a time when PEMF was considered an alternative treatment, it’s now a go-to therapy option for animals and humans, backed by numerous studies and scientific research.

The treatment involves using a device to target specific body parts with pulsing waves of magnetic fields. These waves are pain-free and can penetrate up to several inches in the body to stimulate muscles, tendons, and joints.

That was the moment I realized it really worked for him, That’s why I’m here today.

-Alane Paulley

In doing so, it makes the cellular membrane more permeable, which in turn allows cells to take in more oxygen and accelerates their release of toxins.

“Basically, the cells become healthier,” Ziemer says. “If we can make the cells healthy, they can better do their job of inflammation reduction and helping the body heal in other areas.”

“Specifically, the benefit is inflammation reduction. Almost all pain comes from inflammation. And so, an animal will have stress in their knee or their ankle, or their heart or their back. If we can relieve that inflammation, then they are in a better position to heal themselves,” he says.

While MagnaWave will reduce inflammation in the short term, animal owners can also use it on healthy animals to maintain their overall well-being. Like humans, animals may suffer from aches and pains related to routine activities, so regular sessions can ease pain that’s not obvious and can promote relaxation.

“I like to call it cellular massage,” says Paulley. “We’re giving the cells the energy they need to function at their best, and that feels a lot like a massage.”

MAGNAWAVE IN THE EQUINE INDUSTRY

Though the science may be difficult to comprehend, it’s impossible to deny the results.

Equine industry experts were among the first to adopt MagnaWave as a therapeutic treatment option. Horses may be skittish by nature, and as a result, it can be challenging to get them to cooperate when treating them for ailments such as pain and stress.

It got to the point that trainers were saying to their veterinarian, ‘When I use this on my horse, I get results.’

-PAT ZIEMER

MagnaWave’s non-invasive approach made it an attractive option for treating horse injuries and everyday aches and pains. Many horse owners found it a superior option to shots or other treatments.

“It got to the point that trainers were saying to their veterinarian, ‘When I use this on my horse, I get results. You need to pay attention to this,” Ziemer says.” And then, the veterinarians started paying attention and working with us more closely.”

Not only does it treat aches and pains, but it also has the effect of calming and soothing animals. According to Paulley, some enjoy the treatment so much that even if they’re otherwise skittish, they’ve learned to ease up when they hear the machine.

Word travels fast among animal professionals, and it wasn’t long before farmers and ranchers began inquiring about MagnaWave for their show animals and livestock.

Bucking bull owners and stock contractors also sought MagnaWave as a viable treatment option for their injured and stressed animals. Having seen its impact on horses, they quickly realized that treating their bulls could be advantageous in helping the animals to perform at their maximum potential both inside and outside of the arena.

“They kind of picked it up themselves,” Paulley says of the bucking bull community. “We had about 10 or 15 big bull riding people who picked it up and started showing us how they were using it in the chute. We learned a lot from them.”

For example, it’s not uncommon for a bucking bull owner to hire a masseuse to help treat an injury or enhance the animal athlete’s well-being. However, using MagnaWave in addition to massage can further enhance these benefits.

Because MagnaWave improves circulation, relaxes muscles and relieves basic aches and pains, it allows the masseuses to give the animals deeper massages. This translates to success in the arena.

It can also assist in training bucking bulls. Paulley has seen firsthand how MagnaWave therapy can help ease these animals into training with bucking dummies and loading into chutes, which puts them at the top of their game.

“The bulls perform better. They kick higher. They feel better, so they’re performing better,” she says. “That’s a win-win without having to do any shots or injections. We’re talking 30 minutes a day, once a week. They’re seeing these amazing results, and it’s making it easier for them to do their jobs,” she says.

HEALTHIER, HAPPIER ANIMALS

For those interested in using MagnaWave to help their animals, MagnaWave offers a map where you can find the closest practitioner to you. Certified practitioners are subject to a thorough training program that includes about 40 hours of video. However, it’s also common for people who have witnessed positive results from the treatment to invest in their own systems for personal use on their farms or ranches. From June 8-10, thousands of MagnaWave users will gather in Louisville for MagnaCon, an event designed to educate practitioners about new research developments and products while also bringing the community together.

Devices start at $5,950, though machines designed for professional business use may cost around $14,000. However, MagnaWave offers a “Try Before You Buy” program, which allows animal owners to rent their preferred device for a month to see if it’s right for them. All products come with a ten-year warranty. In addition to the machines themselves, the company also sells PEMF pet mats, which range from $1,350 to $1,425. The pet bed releases PMEF waves, and often, Paulley finds pets will willingly lay in the bed because of the soothing nature of the pulses.

“The response is so amazing. And the owners are amazed because the animal doesn’t fake it,” she says.

While it’s not a substitute for veterinary treatment, users often use it in tandem. Ziemer encourages animal owners to give it a shot.

“You have nothing to lose and everything to gain,” Ziemer says.

“We’re passionate about it,” Paulley says. “Because there is no better high in the world than when somebody calls you and says, ‘You’ve changed my animal’s life, and in turn, changed my life.’”