What began in a Kentucky basement as a family venture to help racehorses recover using Pulsed Electromagnetic Field (PEMF) technology through the MagnaWave brand has grown into a global wellness movement, changing how people - not just horses - recover, perform, and live pain-free. Inspired by the technology’s transformative impact on horses, innovative CEO Alane Paulley and her team reimagined it for humans, launching AuraWell. Today, the pulse of PEMF can be felt around the world through AuraWell’s breakthrough NOVA HD+, a portable, hands-free, FDA-cleared device that delivers science-backed recovery at home or on the go.
NASA first explored PEMF to help astronauts combat muscle and bone loss in space. PEMF therapy uses low-frequency electromagnetic fields to stimulate and energize cells in the body. That same innovation was used for racehorses to boost performance and reduce inflammation. Now professional athletes have adopted it for advanced recovery.
“Recovery isn’t just for professional athletes - it’s for everyone,” says Alane Paulley, CEO of AuraWell. “We’ve taken a technology once reserved for elite sports teams and made it safe, affordable, and easy to use at home. Our goal is simple: to help people live pain-free, recover faster, and feel their best.”
AuraWell’s NOVA HD+ activates the body’s natural healing processes by stimulating muscles which improves and facilitates muscle performance. Trusted by professional athletes and equine trainers, the technology that once supported elite performance recovery is now accessible to the public, offering drug-free pain relief and faster recovery with no downtime.
AuraWell has made high-powered PEMF therapy portable, affordable, and available for everyone. Recent FDA clearance of the medical device comes as great news, as the Centers for Disease Control and Prevention reports that over 24% of the adult population in the country suffers from chronic pain, which often restricts their life or work activities. PEMF technology has been used by senior PGA players and professional athletes across the NBA and NFL - including Vijay Singh, Kenny Dednarek, and 15 MLB and NFL teams combined - to stay game-ready and recover faster.
“Now, everyday users can experience those same benefits without the training staff, expensive clinic visits, or even surgery,” says Paulley. “Today the NOVA HD + can help people feel better, live better and move better all from the comfort of their own home. My goal is to get the word out that this technology can change lives, there are options and we are making those options more accessible for everyone”
Paulley’s father first pioneered PEMF technology for equine use in Kentucky’s horse country. She took the helm in 2015, transforming the company’s vision by redesigning the technology to make it portable, cost-effective, and accessible to everyone. A former television producer and mother of three, Paulley is known for her ‘passion for compassion’ and her mission to help people live without pain. Under her leadership, AuraWell has earned a spot on the Inc. 5000 list of fastest-growing companies for three consecutive years (2021, 2022, and 2023) and proudly manufactures its products in the USA.
In a world seeking alternatives to invasive surgeries and heavy pharmaceuticals, AuraWell offers a science-backed, holistic solution that puts the power of recovery directly in people’s hands. With its first consumer-ready, FDA-cleared device, AuraWell is pioneering a new era of wellness where advanced technology isn’t just for hospitals or locker rooms, but for every home and every lifestyle. For more information visit https://aurawell.com/.
