Reimagining Recovery: How AuraWell Is Bringing Advanced Healing Technology Home

Alane Paulley, CEO of AuraWell

What started in a Kentucky basement as a way to help racehorses recover has become a global wellness movement redefining how people heal, perform, and live pain-free.

Years ago, in the heart of horse country, a family-run business began experimenting with Pulsed Electromagnetic Field (PEMF) technology to enhance equine recovery and performance. The results were remarkable — faster healing, reduced inflammation, and improved stamina. That same innovation has now evolved into AuraWell, a groundbreaking wellness brand led by CEO Alane Paulley, who reimagined the technology for people instead of horses.

Today, AuraWell’s FDA-cleared NOVA HD+ brings advanced, science-backed recovery to anyone, anywhere — no trainer, clinic, or prescription required.

AuraWell’s FDA-cleared NOVA HD+

A Legacy of Innovation

PEMF therapy isn’t new. NASA originally studied it to help astronauts combat muscle and bone loss in space. The technology works by using low-frequency electromagnetic pulses to stimulate and energize cells, improving circulation and reducing inflammation.

First embraced in the world of elite horse racing through MagnaWave, the Paulley family’s original brand, PEMF proved invaluable for equine recovery and performance. As professional athletes began turning to the same therapy for faster recovery and better endurance, Paulley saw an opportunity to take the innovation one step further.

“Recovery isn’t just for professional athletes — it’s for everyone,” says Paulley. “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.”

The Science Behind the Pulse

The AuraWell NOVA HD+ activates the body’s natural healing processes by delivering gentle electromagnetic pulses that stimulate muscles and optimize performance. Trusted by elite athletes and equine trainers alike, the same core technology that once powered peak performance in racehorses and pro sports teams is now available in a portable, hands-free, drug-free form.

Recent FDA clearance marks a milestone for the brand — and a win for the millions struggling with pain. According to the Centers for Disease Control and Prevention, over 24% of U.S. adults experience chronic pain that limits daily life or work. AuraWell offers these individuals a safe, accessible alternative to medications or surgery.

PEMF technology has already found its place among top-tier athletes, including PGA champion Vijay Singh, Olympic sprinter Kenny Bednarek, and over 15 MLB and NFL teams who use it to stay in peak condition. Now, AuraWell brings that same level of recovery into the home.

“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” 

A Vision Born in Kentucky, Built in America

AuraWell’s story is rooted in family, compassion, and innovation. Paulley’s father first pioneered the use of PEMF in Kentucky’s racehorse industry. When she took the helm in 2015, she expanded that legacy — transforming a niche equine therapy into a modern, human-centered wellness brand.

A former television producer and mother of three, Paulley brings both empathy and entrepreneurial drive to the brand. 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). The company proudly manufactures its products in the United States — combining scientific rigor with compassionate design.

The Future of Everyday Recovery

In a time when more people are seeking alternatives to painkillers and invasive treatments, AuraWell represents a new kind of wellness: portable, practical, and personal.

By merging technology once reserved for hospitals and pro sports facilities with everyday usability, AuraWell is empowering individuals to take control of their health — one pulse at a time. For more information, visit https://aurawell.com/