In the fast-paced world of thoroughbred racing, few voices are as compelling and transformative as Vicky Leonard’s. As the founder of The Thoroughbred Report, Kick Collective, and Kick Up for Racing, she has emerged as a pivotal force in reshaping how the horse racing industry communicates, markets, and ultimately perceives itself.
Her journey is nothing short of remarkable—a narrative that begins with a 10-year-old girl in rural New Zealand, captivated by the world of horse racing, and evolves into a mission to revolutionise the Australian thoroughbred industry, steeped in tradition yet yearning for innovation.
The Seeds of Passion: A Childhood Inspiration
Vicky’s love affair with horse racing didn’t start in a boardroom or a marketing strategy session. It began on a farm in New Zealand, with a school project about Sir Tristram—a legendary stallion that would change the trajectory of her life. At just ten years old, she wrote to Cambridge Stud and received a treasure trove of breeding records and an invitation that would spark a lifelong passion.
This early experience highlights a crucial aspect of racing’s potential: the ability to inspire wonder, to create connections that transcend mere sport and become lifelong passions. It’s a lesson the industry often forgets in its pursuit of economic metrics and performance statistics.
1. Racing Needs to Tell a Better Story
The heart of Vicky’s message is deceptively simple yet profoundly important: racing must become a master of storytelling. The industry is rich with narratives of human dedication, equine athleticism, and the extraordinary bond between horses and their connections. Yet, these stories often remain untold or are communicated in ways that fail to resonate with broader audiences.
Her work through organisations like Kick Up for Racing demonstrates a strategic approach to storytelling. It’s not just about showcasing races or breeding statistics—it’s about humanizing the sport. Every horse has a story. Every trainer, jockey, and owner brings a unique narrative to the track. The challenge is bringing these stories to life in ways that capture imagination and emotion.
2. Perception is Reality: Changing the Narrative
Public perception can make or break an industry, and horse racing has long struggled with negative narratives. Vicky emphasizes the importance of proactive communication rather than defensive positioning. Initiatives like National Racehorse Week represent a brilliant strategy—opening stable doors, demonstrating the care and complexity behind racing, and allowing the public to experience the industry firsthand.
This approach goes beyond traditional public relations. It’s about creating authentic experiences that challenge preconceived notions. When people can touch a horse, understand its care, and see the genuine passion of those involved, stereotypes begin to crumble.
3. Digital Media: The Gateway to New Audiences
The digital revolution presents both a challenge and an unprecedented opportunity for racing. Traditional media approaches are no longer sufficient. Today’s audiences demand interactive, dynamic content that goes beyond simple race results.
Vicky envisions a future where racing embraces technological innovation:
- Advanced analytics that show horse movements with precision
- Interactive visualisations that bring race strategies to life
- Content that explains the nuances of racing to newcomers
- Platforms that allow fans to feel connected to horses and riders
It’s about transforming racing from a spectator sport to an immersive experience that can be understood and appreciated by anyone, regardless of their prior knowledge.
4. The Power of Collaboration
No single organisation can transform an entire industry. Vicky’s approach underscores the critical importance of collaboration. By creating global networks of passionate professionals, the racing community can share knowledge, innovate collectively, and present a unified vision.
This collaborative approach extends beyond professional networks. It involves breaking down silos between racing bodies, media organisations, owners, trainers, and emerging technologies. The most successful industries are those that can work together, share resources, and collectively push boundaries.
5. Adaptation: The Key to Survival
Racing is a sport with deep traditions, but tradition cannot come at the cost of relevance. Vicky’s work demonstrates a commitment to innovation without losing the core essence of what makes racing special.
This means rethinking economic models to ensure sustainability for owners and trainers. It means creating fan experiences that go beyond the racetrack. It means embracing technological innovations that can make the sport more transparent, engaging, and accessible.
The Vision
What makes Vicky’s approach truly remarkable is its global perspective. Her experience spans continents—from New Zealand to Australia, from the United States to Europe and the Middle East. This international view allows her to see both the universal challenges and unique opportunities within racing. Tune into the podcast to hear Vicky unpack her thoughts on the Australian thoroughbred industry and all its nuances.
Conclusion: A Call to Reimagine Racing
Vicky Leonard represents a new breed of racing professional—someone who sees the industry not just as it is, but as it could be. Her work is a powerful reminder that sports evolve, and those who lead that evolution are the ones who can balance respect for tradition with an unwavering commitment to innovation.
The future of horse racing isn’t about maintaining the status quo. It’s about telling better stories, creating more engaging experiences, embracing technology, and building a community that extends far beyond the racetrack.
For racing to thrive, it must become more than a sport. It must become a narrative—dynamic, inclusive, and endlessly fascinating.
As Vicky Leonard continues to push boundaries and challenge conventions, one thing becomes clear: the best is yet to come for horse racing.
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