I have one for my gelding. He has a "bald" face and I found his mouth very sensitive, and sometimes it would even bleed at the corners. So I bought the bitless Nutural in Beta and it's awesome. He is very relaxed and level headed in it, where sometimes he would react badly with a bit. I even used it on the trails (he was 2 at the time, and very silly) and it was great. It's not for every horse, but my Kirin loves it.
I tried one on Denny. He absolutely hated it.
I rode him in his regular bit first, he was working beautifully in it. I introduced the Nurtural bridle, and spent some time on the ground getting him to flex and bend to the new sensation. I got on him, and he was horrid! NEVER before or since has he ever acted like that, he absolutely hated it. I put his bit back in and he was good as gold again.
I find that some horses love it, and others hate it, and there's not much grey area in between. Their sales video is crap, it showcases lame horses and the camera cuts out a few times before a horse is about to buck, but you can tell.
I have a problem with their sales reps too. I work at a tack store that used to carry this bitless bridle, and their rep was going to meet one of our customers to fit her horse for a bridle. He sold her one out of the back of his truck and pocketed the money for himself. Sleezy.
I personally refuse to deal with them.
Bitless Bridles are one of those things Horses either Love or Hate.
I had my Harness Maker make me one and we use it on a couple of our Horses, the younger Horse seem to like it, the older Horses are on the fence, also the older Horses have a little harder time learning to back up with the Bitless Bridle, I think it is the way it puts pressure on the poll.
I use one on my mare for lessons and trail riding. She goes well in it, but she's good enough to be ridden in just a plain halter as well . I plan on trying it on my new Haflinger gelding, who is very strong in a halter. He goes well in a bit, but I'd like to use a bitless on him for lessons, so the kids and beginners don't tear up his mouth. I'll let you know how it goes .
I tried the Nurtural and didn't like it. The "Circle-X" thing doesn't always let the rein straps release - I had to jump off my horse and pull the straps free more than once, and I didn't want to have to deal with that in a serious situation. I also didn't like the fact that their rubberized noseband pulled the hair off my horse's nose - it was definitely causing irritation and would eventually have left a bald spot on his nose if I had kept using it.
I switched to the Dr. Cook bridle because those problems don't exist with that bridle. The noseband is smooth so it doesn't irritate his skin and pull hair out. The rein straps are free to move and adjust to my horse's head and his movements, like when he stretches his head forward when cantering up a hill. The Nurtural Circle-X thing didn't allow the rein straps to adjust to what he was doing and would apply pressure when I didn't want to.
After I switched and saw the difference in the two bridles, I went back to the Nurtural website to review the comparison they had of their bridle with the Dr. Cook's bridle - it's all a bunch of malarky. The diagram they show of the Dr. Cook bridle is an old design that they don't sell anymore, and all the things they say that make their bridle "better" just aren't true, like their claim about rein straps getting tangled in the Dr. Cook bridle - if you look at one you'll see that there's just no way that could happen. Some of their other claims are only true if you don't have the bridle fitted correctly. I just thought the whole thing was dishonest and unfair. Sleazy, like JustDressageIt said.
I find it funny in their promo video that most of the horses they showcase go better or just as well in a bit. I personally don't care for this company at all. I had the problem with the rubberized noseband as well.