Sir Mark Todd has issued a grovelling apology after he hit a horse with a branch ten times.
Footage of the former Olympic champion's actions was widely shared after it appeared on TikTok.
The clip, by horse rider Chloe T, showed Todd, 65, striking the horse during a training session.
The shocking video, understood to be two years old, resurfaced this week and in it the animal is about to cross a water obstacle.
However on the approach it suddenly stops and appears reluctant, as it begins to back away.
Sir Todd, who earlier admitted it is him in the clip, dashes forward with the branch and strikes the horse on its rear.
The decorated equestrian hits the horse ten times before it moves into the shallow water.
As it does so, people can be heard cheering in the video, filmed at an unidentified location.
Sir Todd, a double Olympic gold medallist, issued a statement in response to the "training incident."
"I wholeheartedly apologise to the horse and all involved for my actions in this video clip," he said.
"One of the main things I preach is about establishing a mutual respect between horse and rider and that patience and kindness is the best way to get results.
"I believe this is one of the main attributes along with a great empathy with animals that has enabled me to have a long and successful career in eventing.
"I am very disappointed in myself that I did not adhere to that in this case."
Social media users criticised his actions, while the company Equiwarehouse said their Mark Todd products would no longer be available as a consequence.
Sharing the video to its Facebook page, a spokesperson said: "With no regret at all, we will no longer be selling any Mark Todd clothing, horse wear or feed.
'Mark Todd Eventing you should be utterly ashamed of yourself, vile 'professional' and disgrace of a human.'
Others were upset and angry at what they viewed online.
One person said on TikTok: 'Absolutely heartbreaking to watch, i'm so sorry you both had to go though that.'
Another wrote: 'That is no way to treat any animal.'
A third social media user commented: ''I literally can't even watch this. i have to pause it every time.'
The poster of the clip, Chloe T, said she was 'scared of backlash,' when questioned about whether she had sent it to the International Federation for Equestrian Sports ((FEI).
Sir Todd, who runs a successful thoroughbred training business, spent 22 years as an eventing and showjumping rider.
He scooped two Olympic gold medals at the Los Angeles and Seoul Games.
His long list of achievements include three bronze medals, plus winning the Badminton Horse Trials four times and Burghley on five occasions.
In 2016, Sir Todd became the first New Zealander to contest seven Olympic Games.
He retired from eventing three years ago and launched Mark Todd Racing in Wiltshire, celebrating his last winner on the Flat 57 days ago.
His 2021 campaign in the sport was his best yet, with 13 winners from 80 runners – and his team earned £121,000 in prize money.
Sir Todd and his wife Carolyn have also had success breeding horses, including multiple champion in South Korea, Tahamkke.
The Mirror also contacted the FEI, British Equestrian and the British Horse Society for comment.
