Working to improve the Owner Experience

Since the start of the year, the ROA’s Owner Relations team has been focused on one key question: how can we make the ownership experience better?

We’ve spent the past six months speaking directly with owners, gathering feedback, and identifying consistent themes around what’s working and where improvements are urgently needed.

What owners are telling us

In spring, we launched a major owner survey, reaching all ROA members as well as a broader group of owners across the sport. For the first time in several years, we were able to capture a more representative view of ownership across different types, backgrounds, and involvement levels.

What’s been striking is the consistency of feedback, not just in the survey results, but also in our direct conversations. One message particularly stands out: the raceday experience matters.

43% of respondents said they had experienced “some” or “significant” challenges when attending the races with a runner.

84% said an “improved experience with a runner at the races” would make ownership more appealing.

82% highlighted the need for owners & trainers facility improvements.

The bottom line? Owners love being on course with a runner, but the experience often falls short of expectations.

What we're doing about it

In response, we’re working, through the cross-industry Owners Experience Working Group, and collaborating with several racecourses to explore new approaches to improve the raceday experience.

Right now, most courses operate a ‘one size fits all’ approach when it comes to owners’ access and facilities. While understandable from an operational point of view, this doesn’t always reflect the needs of today’s diverse ownership base.

We believe there’s an opportunity to develop a more flexible, tiered approach, one that not only enhances the experience across the board but also recognises different levels of investment and tenure. Done well, this could help retain owners, re-engage lapsed ones, and encourage further investment in the sport.

We’re realistic, change won’t happen overnight, and not every course can deliver the same experience. But with shared ownership on the rise and more people than ever accessing Owners & Trainers facilities, this is an area that needs focused, coordinated attention.

Next steps

In the months ahead, several racecourses will begin trialling new approaches to improve the raceday experience for owners. We’ll be sharing updates and learnings as these initiatives progress.

If you’d like to share your own experience, suggestions, or simply speak with a member of the Owner Relations team, I’d love to hear from you. You can get in touch via the ROA inbox at [email protected].