| RACING |
F I RS T PA S T M
illennials: as the younger generation of trainers comes of age, could they teach the old guard a thing or two about attracting and retaining new owners to the sport? As the racing industry collectively seeks to recruit a younger, more diverse demographic, and trainers are having to get increasingly creative in order to entice new owners into the sport, it is the trainers of the social media generation who are taking the reins. The best way to make a small fortune in racing, so goes the proverb, is to start with a large fortune. But how large? £22,595, to be exact. According to the Racehorse Owners Association, that was the average cost of owning a flat racehorse in the UK in 2017 (the last year for
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which figures are available); and that’s before entry fees, veterinary bills and insurance are factored into the equation. Based on a horse’s running an average of 7.4 times a year, that gives a ‘cost-per-run’ of £3,053—in other words, a snip at £20 per second. Translated into Millennial parlance, that’s a lot of pieces of avocado toast. In short, you don’t have to be royalty to participate in the sport of kings, but it helps. So where do trainers find a pool of people willing to submit their bank balance to this particular kind of reverse equine alchemy? The answer—as for where you turn when you want to find out what type of sandwich you are based on, your star sign or who would play your best friend in the movie of your life—is social media. Increasingly, trainers are turning to Facebook, Instagram and Twitter