Opening stable doors: How National Thoroughbred Week aims to redefine racing’s public image

Cover image courtesy of Racing Photos

There’s a growing movement across Australia and New Zealand aiming to bring racing back to its most powerful connection: the horse.

National Thoroughbred Week, launching its pilot event from November 20–24 this year, is the latest - and perhaps most important - initiative designed to tackle the sport’s image problem head-on. Inspired by the UK’s highly successful National Racehorse Week and New Zealand’s Open Farms model, the trans-Tasman effort will see racing stables, stud farms, and aftercare facilities open their gates to the public, offering immersive, first-hand experiences with Thoroughbreds.

The UK’s Blueprint: National Racehorse Week

Launched in 2021, National Racehorse Week in the UK welcomed over 35,000 visitors by its third year, offering a public showcase of the daily care and commitment involved in racehorse training. The initiative proved that transparency, paired with personal connection, can shift public perception dramatically. It’s a model that many in the Southern Hemisphere hope to replicate.

“This is a fantastic concept that is based on the success of UK’s National Racehorse Week model,” said Stephen Bell, CEO of the Australian Trainers Association. “By inviting people into the world of racing—whether it’s in metropolitan or rural areas—trainers have the chance to demystify the sport and showcase the care, skill, and dedication that goes into training racehorses.”

Barry Bowditch, Managing Director of Magic Millions, agrees: “There’s nothing more powerful than giving people the chance to connect with a horse—and for many Australians, that’s something they’ve never experienced up close. This shows the industry is starting to think bigger, collaborate better, and put real energy into how we engage with the broader community.”

A case study from Byerley Park

Earlier this year, New Zealand’s Byerley Park joined the Open Farms programme, hosting a day for approximately 160 attendees - many of whom had never interacted with horses before. It was a test of racing’s ability to connect with the general public through everyday experiences.

Trainer Donna Logan, alongside NZTR’s welfare team, walked guests through practical demonstrations, from grooming to hoof trimming (framed as a “pedicure”) to exploring a horse ambulance. Questions came thick and fast—from “how are Thoroughbreds named?” to “what happens after their racing career ends?”

“It was so uplifting and rewarding to have conversations with visitors and see them leave with an insight into the dedicated care our thoroughbreds receive,” said Justine Sclater, NZTR’s Head of Welfare and Sustainability. “National Thoroughbred Week is about unity… this is an opportunity for the entire industry across two countries to come together and showcase the true heart of racing”

Opening the gate - literally

Public accessibility is at the heart of the initiative - whether it’s a city stable tour or a regional open day. “Everyone loves the chance to get up close with a horse - and for so many people living in the inner city, being able to visit Randwick is a rare joy,” says Gai Waterhouse. “National Thoroughbred Week is such a wonderful way to introduce everyday Australians to the world of horse racing. We can’t wait to be part of it!”

The sentiment is echoed by Thoroughbred Breeders Australia President Basil Nolan: “This gives us all the chance to connect with the public outside the traditional racing audience. Opening our gates and having honest, direct conversations with the public is one of the most effective ways to build long-term trust and interest.”

“It supports the broader work Aushorse and TBA are doing to promote the breeding industry and ensure people understand the scale, professionalism and care that underpin it.”

Why it matters

At a time when social media narratives often dominate public thinking, National Thoroughbred Week is part of a broader strategy to counter misinformation with reality. As Nick Bawden, CEO of Racing SA, puts it: “This isn’t just an Australia and New Zealand-first - thanks to Together for Racing International, it’s part of a global effort to improve the long-term sustainability of horse racing.”

Andy Makiv of Godolphin sees the big picture too: “Godolphin is fully behind the concept… it’s all about the industry coming together to engage with the public, benefiting both the industry and the community. For this pilot to succeed, future engagement needs to be sustainable. It’ll require the whole industry to get involved.”

And that’s where the strategic design of National Thoroughbred Week steps in. For Vicky Leonard, founder of Kick Up and part of the steering committee, this moment is about action, not just awareness.

“Kick Up has been focused on tackling perception challenges online and through education, but change marketing also needs real-world action,” she says. “National Thoroughbred Week is the next step - opening stable doors, creating hands-on moments, and showing people the reality of racing, up close and personal”.

“Trust is built through experience,” Leonard adds. “When an industry isn’t open, people believe it has something to hide. We’re giving people a direct and special experience.”

Creating a movement

The event is designed to grow. With 50 host locations targeted in Year 1 and a goal of attracting 10,000 attendees, the model mirrors the UK’s trajectory: doubling year-on-year. By Year 5, the aim is 200,000 attendees nationwide, positioning National Thoroughbred Week as a mainstream cultural event.

For that to happen, it needs buy-in at every level. “We regularly open the stable doors to bring groups through, so I’m really excited to be part of National Thoroughbred Week and do it on a bigger scale,” says Cambridge-based trainer Tony Pike. “If we open up and let people in, the stronger the connection becomes.”

Henry Field of Newgate Farm is similarly enthusiastic: “This is a proactive way to open the gates and give the public a genuine look at what goes on behind the scenes… What’s even better is that it’s a national effort. The more we can come together with a unified message, the better we position ourselves to grow and protect the future of this sport.”

Laying the foundations: Why education is key

At the heart of National Thoroughbred Week lies a simple but powerful idea: if people understand racing, they’re more likely to trust and support it. That’s why education - particularly for young people - isn’t just a side benefit of the initiative. It’s a central pillar.

For Sebastian Hutch, CEO of Inglis, engaging new audiences through real-world experiences is essential to safeguarding the future of the sport. “Future-proofing our industry is vital on so many levels,” he said, “and a huge aspect of that is education and bringing new people into our industry so they can see what a fabulous industry it is and what amazing animals horses are.” He believes the event can serve as a gateway—from schoolchildren and families, all the way to curious adults who have never looked behind the curtain of racing.

Lindy Maurice, founder of Thoroughbred Industry Careers, sees a natural synergy between the week and existing youth initiatives like Pony Racing. “I fully support an initiative like National Thoroughbred Week, which provides hands-on opportunities for kids to look behind the curtain and gain insight into our industry,” she said. With the second National Pony Racing Series recently concluded, Maurice believes “participants across Australia will be eager to share their experiences with other children and families during National Thoroughbred Week.”

Together, these initiatives provide not only awareness - but pathways. Pathways into careers, deeper involvement, and lifelong connection. Because when you open the gate to the next generation, you don’t just let them in - you let the industry grow.

A national effort with grassroots power

Volunteers are critical to the initiative’s success. The steering committee - comprised of Vicky Leonard, Karen Day, Emma Ridley, and Justine Sclater - are rallying support from across the industry, bolstered by subcommittees handling sponsorships, PR, marketing, and operations. Event manager Tai Ryan will oversee logistics.

“It brings every sector together - from breeding to racing to aftercare,” said Craig Rounsefell, President of the FBAA. “As agents, we see every link in the chain so it is fantastic that this initiative showcases the depth of care, professionalism and passion that exists across the entire industry. We are looking forward to rolling up our sleeves and getting involved by helping out local stables, trainers and studs.”

And the vision goes beyond the five-day event. The hope is for National Thoroughbred Week to become an annual tradition - one that builds trust, grows the fan base, and positions racing as a sport with nothing to hide and everything to share.

As Sophie Steel from Lindsay Park Racing eloquently put it: “By opening our doors, we open minds, building trust and appreciation for the heart of the sport.”

To get involved in National Thoroughbred Week as a host, sponsor or volunteer.