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What’s Really Stopping People from Entering Into Ownership?
So what’s the problem? Why can’t you? Why won’t you? Why?
It’s the question that racing professionals, syndicators, and trainers have been asking for years. Because when someone already loves the sport — they follow the racing pages, they cheer home their favourite horses, they show up to the track. Therefore, why wouldn’t they take that next step into racehorse ownership?
They’re halfway there already. So what’s actually stopping them?
The Barriers Are Real — But So Is The Opportunity
Let’s not pretend the path to ownership has been perfectly paved. There are genuine barriers — both perceived and practical — subsequently, keeping the ownership base narrower than it could be.
Here’s what we’re really up against:
1. Perceived Cost of Ownership
Ask anyone on the street what it costs to own a racehorse and you’ll hear figures in the tens or hundreds of thousands. As such, what they don’t realise is that syndication and micro-ownership now allow people to get involved for as little as $500.
The problem? We haven’t shifted that outdated perception.
The opportunity? Tell real stories, in real language, that show the accessible side of ownership.
Part of the issue is our own doing. As an industry, we shout from the rooftops about multi-million-dollar sale toppers, celebrating record-breaking figures at our major auctions. But to the everyday racing fan, it reinforces the belief that ownership is only for the ultra-wealthy — that unless you have the deepest of deep pockets, you have no business being in the game.
It’s time we change that. Not by selling cheaper horses — but by telling better stories about the many ways to be part of the thrill.
2. Complexity & Confusion
Pedigrees. Trainers. Trials. Vet checks. Agistment. Prize money splits. For someone new, ownership feels like walking into a foreign country without a map.
The problem? Most platforms still assume a base level of knowledge.
The opportunity? Build trust through education — not in sales speak, but in plain, human language that guides people step by step.
3. Fear of Not Belonging
There’s still a perception that ownership is for the elite, the insiders, the “racing people.” For those who love the game but don’t feel part of the inner circle, it’s easier to admire from the sidelines.
The problem? We’ve treated ownership like a private club, not a public invitation.
The opportunity? Make ownership feel communal, inclusive, and full of first-time stories — because everyone belongs somewhere, especially in a syndicate or a shared ownership experience offered by trainers.
4. Fear of the Unknown in Ownership
What if the horse never races? And I keep getting bills? What if I don’t even understand what’s going on? The emotional risk can feel higher than the financial one.
The problem? There’s too much trust required, too early.
The opportunity? Demystify the journey, give people clarity, and empower them with tools to follow their horse in a meaningful way — even if it’s their first.
Introducing the Psychological Moonshot
Fixing the barriers is one thing. But if we really want to grow racehorse ownership — meaningfully and sustainably — we need more than practical solutions.
We need a mindset shift. A collective leap. A Psychological Moonshot.
What is a Psychological Moonshot?
It’s the idea that ownership isn’t just a product to sell — it’s a belief to nurture. Therefore, it’s an industry-wide commitment to help people not just understand how to become owners, but believe that they can.
Eventually, it’s the recognition that we are not just shifting wallets — we are shifting identity.
That the moment someone buys their first share, they stop being a fan and start being a participant.
And that change — that moment — is emotional, not transactional.
So What Can We Do?
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Reframe Ownership
Not as a luxury, but as a lifestyle. Present it as something ordinary people do. As something fun, social, and emotionally rich. -
Speak Human
Drop the jargon. Avoid the hard sell. Thus, make it simple, inclusive, and welcoming — especially for people on the fringe. -
Build On-Ramps
Give people ways to dip their toes in before diving all the way in. Let them follow a horse. Therefore, create opportunity to meet the trainer if you’re syndicator or other inclusive opportunities. -
Tell Better Stories
Put first-time owners front and centre. Furthermore, share the wins and the losses. Let people see what the journey really feels like — and why it’s worth it.
Final Thought on Ownership
The future of racing depends on broadening the ownership base.
But if we want to bring more people in, we can’t just lower the barriers. We need to lift the belief.
That’s the Moonshot. And it starts with helping one person say:
“You know what? Maybe I can.”
Ownership is no longer a luxury — it’s a lifestyle experience.
Whether you buy 10%, 2.5%, or just a micro-share, the value lies in the journey, the community, and the thrill of being part of something bigger.
So, if you’ve made it this far – have a look, enquire and enjoy the experience.
