CEO Column: The owner experience

Royal Ascot again reinforced why British racing continues to be admired around the world. Among the memorable moments this year was seeing Ascot’s Owners’, Trainers’ & Breeders’ Manager, Hannah  Parlett, invited to join the line-up to meet His Majesty The King. It was a wonderful acknowledgement of the people behind the scenes who work so hard to ensure that owners enjoy a truly first-class  experience. 

For owners, there are few experiences to rival having a runner at the Royal Meeting. The theatre, the history, the competition and, importantly, the way owners are made to feel throughout the week all contribute to an experience that has become a global benchmark. 

Not every racecourse has Ascot’s scale, facilities or resources. Each venue has its own identity and challenges.But every racecourse can embrace the principles that underpin a great owner experience: making owners feel welcomed, recognised and valued from the moment they arrive until long after the race has been run. 

In our 2025 survey, more than 40% of owners told us that simply watching their horse race is their primary motivation for becoming an owner, while over 70% said following their horse remains the aspect of ownership they enjoy most. Ownership is, first and foremost, an emotional investment. Yet nearly three-quarters of owners surveyed also identified a lack of recognition as one of the challenges they  face. 

Recognition isn’t about lavish hospitality or expensive facilities; often it comes down to the simple things, such as good communication, knowledgeable staff, and making owners feel genuinely appreciated. 

As Kate Freeman explored in last month’s Forum, many owners are reassessing their future investment in British racing, with almost half indicatingthey expect to reduce their involvement over the next three to five years. There is no single solution to that challenge, but ensuring owners enjoy a consistently positive experience every time they engage with our sport must be part of the answer. 

One of our areas of focus at the ROA is to work with the Racecourse Association (RCA) to build on the foundations already established through the ROA Gold Standard accreditation scheme, which recognises racecourses delivering an outstanding owner experience. Ourshared ambition is not to create a one-size-fits-all model, but to empower racecourses to enhance the experience they offer in ways that reflect their own character, facilities and resources. 

The ROA will be delivering educational workshops for racecourse teams, sharing best practice from within racing alongside insights from organisations outside the sport that excel in customer experience. There is much we can learn from businesses that have successfully built loyalty by understanding and recognising the needs of their customers, while also celebrating the excellent work already taking place at British racecourses. 

Ultimately, improving the owner experience does not always require major investment. More often, it is about culture, consistency and attention to detail.Whether an owner is enjoying a day at Royal Ascot, attending a smaller fixture, or experiencing ownership for the first time, every interaction should reinforce how valued they are to our sport. 

As this work develops, hearing directly from owners will remain central to shaping our priorities. Later this year, we will be inviting owners to complete a short survey focused specifically on the raceday ownership experience when they have a runner. 

The feedback will play an important role in reviewing and evolving the ROA Gold Standard criteria, helping us understand what owners value most, where there are opportunities to improve, and how we can continue working collaboratively with racecourses to enhance the ownership experience. 

Royal Ascot will always represent the pinnacle of our sport. Our challenge is not to replicate Royal Ascot everywhere, but to ensure every owner, at every racecourse, feels recognised, appreciated and proud to be part of British racing. 

 

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