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