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Racehorse Owners Association

Industry strategy to retain and attract racehorse owners, enabling the long-term sustainability of horse racing.

The Racehorse Owners Association (ROA) protects and promotes the interests of racehorse owners in Great Britain. Racehorse owners are significant investors in the sport; however, a large portion of owners were not satisfied with their experience, leading to a risk of declining ownership numbers. 

We developed a strategy that will provide all owners with an engaging and sustainable experience. This included developing a new membership proposition for the ROA, as well delivering structural change to the industry to enable trainers, racecourses, syndicate managers and breeders to deliver an excellent experience.

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The Approach

Considering the highly fragmented nature of the horse racing landscape, a collaborative approach was adopted to engage the multiple stakeholders, with the owner’s voice at the heart. This included engaging:

  • Owners through extensive interviews, surveys and focus groups to understand what they wanted and the current challenges facing them
  • Industry bodies and service providers including trainers, racecourses, syndicate managers and various governing bodies to understand and align the industry behind the changes needed
  • Non-equine organisations to incorporate leading practices from outside of racing into the sport