Improving the Ownership Experience

By Kate Freeman, ROA Owner Relations

At the start of this year, the ROA formed a dedicated Owner Relations team, working in partnership with the BHA with one clear aim: to improve the experience and retention of owners in British racing.

One of our first priorities has been the owner raceday experience and an industry working group has been exploring how data can be used to better personalise and recognise owners at the racecourse. The Jockey Club will shortly begin piloting new approaches across selected Owners & Trainers facilities to test how we can enhance the welcome, service, and sense of occasion for owners on raceday.

Importantly, this is not about creating divisions between different ownership types.  Our research shows many established owners began their journey through syndicates or partnerships. Shared ownership remains a vital entry point, and every owner, at every level, should enjoy a rewarding and memorable day at the races.

What owners have told us

Our latest survey underlines the challenge of retention:

• 47% of owners plan to maintain their current level of involvement over the next 3–5 years
• 47% expect to reduce their involvement
• Just 6% intend to increase their interests

At the heart of ownership is enjoyment.  The overwhelming reason people own a horse is simply the joy of watching it run. Owners make a huge emotional as well as financial investment, so we must ensure the raceday experience reflects that commitment.

Acting on your feedback

Your feedback has also been clear on owner registration fees. Owners told us there are too many charges and not enough transparency around what they cover. We’ve taken that message forward, and from October, the BHA will introduce a new fee structure, supported by the ROA, that reflects those concerns. Read more about the new fee structure here (link to story)

Our commitment

The message is simple: by listening to owners and acting on your feedback, we can start to strengthen retention and make ownership as rewarding as it deserves to be. Improving the raceday experience is the first step, but it’s only the beginning.