Discover Newmarket

What Discover Newmarket does

Discover Newmarket is the official tourism organization for Newmarket, Suffolk, England — the historic "Home of Horseracing" — and operates as a destination management organization and tour operator with a team of approximately 5 employees. Its core product is a portfolio of 18+ guided behind-the-scenes tours that provide curated public access to private racing and breeding facilities, including morning Gallops Tours, National Stud Tours, the Ultimate Newmarket Experience full-day tour, the Frankel Tour at Juddmonte's Banstead Manor, the Shadwell Stud Tour, the Dalham Hall Stud Tour (Godolphin), Tattersalls Tour, Champagne Afternoon Tea at the Jockey Club Rooms, Race Day Tours, and bespoke group/private itineraries. Pricing is unit-based with examples such as £16.50/£6.50 for the National Stud Tour and ~£32 per person for group garden tours, supplemented by a flagship B2B tourism business membership starting at £150 annually and event-driven sponsorship arrangements.

The platform is built on third-party SaaS infrastructure rather than proprietary technology: BookingHound handles ticketing and reservations, Google Analytics monitors web traffic, Mailchimp delivers the ~10,000-subscriber newsletter, and the website serves as the primary content hub. The connective tissue of the business is its exclusive access relationships with the elite of the British thoroughbred industry — Godolphin, Juddmonte, Shadwell, the National Stud, Tattersalls, the Jockey Club, Newmarket Racecourses, and Lanwades — alongside quasi-official partnerships with Newmarket BID, Newmarket Town Council, Visit Suffolk, and the Newmarket Charitable Foundation. Discovery channels are predominantly organic (TripAdvisor, Instagram, Facebook, X, LinkedIn), with marketing amplified through major events such as the Guineas Festival, July Festival, and Craven Meeting.

The commercial structure is a blend of (i) transaction revenue from ticket bookings, (ii) recurring B2B membership subscriptions, and (iii) advertising/sponsorship income tied to events and partner promotions. The customer base is long-tail individual visitors (predominantly UK, with some international) plus a fragmented SMB membership base of local tourism businesses; corporate events and weddings extend monetization into the venues ecosystem. Revenue is not publicly disclosed, and the operating geographies are explicitly UK-focused with no claims of global footprint.

Name

Discover Newmarket

Legal name

Discover Newmarket

Website

https://discovernewmarket.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Discover Newmarket is the official tourism organization for Newmarket, Suffolk, operating a portfolio of guided behind-the-scenes tours of private horseracing and breeding facilities (Godolphin, Juddmonte, Shadwell, National Stud, Tattersalls) for individual visitors, groups, and corporate clients, alongside a B2B tourism business membership and event listings.

Ownership category

akta.pro rank

Product category

Tourism and Tour Operator Services

NAICS

Racetracks (711212), Historical Sites (71212)

SIC

Services-Racing, Including Track Operation (7948), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM)

akta.pro secondary industry

Equestrian & Horse Trekking Centers (THAAAKAL)

Keywords

• Guided tourism tours
• Horseracing experiences
• Destination marketing services
• Visitor attraction tours
• Corporate hospitality events

Headquarters

HQ city

Newmarket

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Tour and experience bookings: Revenue from selling tickets to guided tours including National Stud Tours, Gallops Tours, Newmarket Experience, Ultimate Newmarket Experience, trainer yard visits, stud visits, race day tours, and specialty experiences such as Shadwell Stud Tour, Frankel Tour, and Dalham Hall Stud Tour. Booking fees collected through third-party BookingHound platform.
2. Tourism Business Membership: Annual membership program for local tourism businesses starting at £150/year, providing website listings, social media promotion, newsletter inclusion, What's On section access, and participation in promotional initiatives and Fam trips.
3. Event promotion and sponsorship: Revenue generated through event partnerships and sponsorship arrangements, including the Newmarket Sausage Festival sponsored by Musks and partnerships with venues for events.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Discover Newmarket operates as the official tourism service for Newmarket, England, selling guided behind-the-scenes tours of horseracing facilities including the National Stud, training gallops, private trainer yards, stud farms (Shadwell, Dalham Hall, Juddmonte, Lanwades), Tattersalls, and the National Horseracing Museum. The organization also operates a recurring B2B Tourism Business Membership program for local tourism businesses and promotes a What's On events calendar covering festivals, races, and seasonal activities.

Product overview

Discover Newmarket is the official tourism organization for Newmarket, operating as a tour operator and destination marketing platform. Their core product portfolio consists of guided behind-the-scenes tours of horseracing facilities including Gallops Tours, National Stud Tours, Experience Tours, and various specialized stud and trainer yard visits. The organization also provides a digital platform for event listings, accommodation booking referrals, and a B2B membership program for local tourism businesses. Tours range from single-attraction visits to comprehensive full-day experiences combining multiple venues.

Differentiator

Problem solved

Functional benefit

Products and services

• Gallops Tour Two-hour early morning tour of Newmarket's training gallops where racehorses undergo morning exercise, with views of horses from various training stables. Aimed at racing enthusiasts and visitors to Newmarket.
• National Stud Tour Behind-the-scenes access to the UK's only commercial stud farm open to the public, exploring the 500-acre thoroughbred breeding operation including stallion units and spring nursery paddocks. Pricing: Adults £16.50, Children £6.50.
• Newmarket Experience Comprehensive tour experience combining multiple attractions for horse lovers and racing enthusiasts.
• Ultimate Newmarket Experience Full-day guided tour visiting the gallops, a trainer's yard, the National Stud, and the National Horseracing Museum. Runs on alternate weeks. Premium tier experience.
• Shadwell Stud Tour Exclusive access to Shadwell's Beech House Stud, home to stallions including Baaeed, Mohaather and Mostahdaf, featuring stallion parades and historic stud exploration.
• Dalham Hall Stud Tour Tour of Godolphin's international headquarters at Dalham Hall Stud, providing access to one of the world's leading thoroughbred breeding operations.
• Champagne Afternoon Tea and Tour Private viewing of the historic Jockey Club Rooms combined with a Champagne afternoon tea experience, offering access to Georgian interiors and terrace.
• Frankel Full Day Tour Exclusive tour to meet champion racehorse Frankel at his home at Banstead Manor Stud (Juddmonte).
• Tattersalls Tour Tour of the world's oldest bloodstock auctioneers (founded 1766), Europe's largest, featuring the famous sale ring.
• Race Day Tour Guided tour combined with brunch and an afternoon of racing at Newmarket Racecourses.
• Guided Tours for Groups Bespoke tour experiences tailored for private groups with customised itineraries, available year-round for parties and group bookings.
• Life After Racing Tour Exclusive opportunity to visit Godolphin's rehoming facilities for retired racehorses.
• A Morning with the Gosdens Special exclusive tour joining the trainer duo John and Thady Gosden for a behind-the-scenes visit.
• Lanwades Stud Tour Annual limited tour to visit Lanwades Stud, home of stallions including Alpinista, Bobby's Kitten, Sea The Moon and Study of Man.
• Tourism Business Membership Annual membership program for local tourism businesses starting at £150/year, providing website listings, social media promotion, newsletter inclusion (circa 10,000 subscribers), What's On section access, PR callouts, Fam trips, and participation in promotional initiatives.
• What's On Events Platform Event listing and calendar platform promoting local events, attractions, festivals, races, tours, and seasonal activities in and around Newmarket.
• The Lodge at National Stud Onsite café at the National Stud operated in partnership with Dandelion Catering, offering seasonal food and drink Wednesday to Sunday, supporting the visitor experience at the National Stud.

Quantifiable outcome

• TripAdvisor Excellent rating based on 480+ verified reviews
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

18 partnerships are on record, tiered minor and core.

• Dandelion CateringminorImplementation/ SI/ Consulting Partner · 24 June 2026Dandelion Catering partnered with The National Stud to operate The Lodge café facility, offering seasonal food and drink within the stud grounds. This partnership supports the visitor experience at the National Stud.
• Watt to WearcoreGTM or Marketing PartnerWatt to Wear has been the official sponsor of Discover Newmarket's tour guides and vehicles for over 30 years, providing bespoke equestrian clothing and team kits that ensure Discover Newmarket's team is instantly recognizable while delivering tours to thousands of visitors annually.
• GodolphincoreStrategic or Co-development PartnerGodolphin is HH Sheikh Mohammed bin Rashid Al Maktoum's global thoroughbred breeding operation with headquarters at Dalham Hall Stud, Newmarket. Discover Newmarket offers exclusive tours to this location including Dalham Hall Stud Tour and Life After Racing rehabilitation yard tours.
• The National StudcoreStrategic or Co-development PartnerFounded in 1916, The National Stud is the only commercial stud farm in the UK offering public behind-the-scenes access. Discover Newmarket operates all public tours of this 500-acre facility, including access to stallion units and nursery paddocks.
• JuddmontecoreStrategic or Co-development PartnerJuddmonte is one of the world's leading thoroughbred breeders, having bred over 100 individual Group/Grade 1 winners. Discover Newmarket offers Frankel tours to Juddmonte's Banstead Manor Stud where the champion racehorse Frankel stands.
• TattersallscoreStrategic or Co-development PartnerFounded in 1766, Tattersalls is the oldest bloodstock auctioneers in the world and largest in Europe. Discover Newmarket offers tours of Tattersalls sales facilities, providing insight into the famous sale ring.
• ShadwellcoreStrategic or Co-development PartnerShadwell is a major thoroughbred breeding operation with Beech House Stud in Newmarket. Discover Newmarket offers exclusive Shadwell Stud Tours featuring stallion parades and access to the historic stud facilities.
• LanwadesminorStrategic or Co-development PartnerLanwades Stud is home to stallions including Bobby's Kitten, Sea The Moon, and Study of Man. Discover Newmarket offers annual limited tours to this facility, home of champion Alpinista.
• The Jockey Club / Jockey Club EstatescoreStrategic or Co-development PartnerJockey Club Estates manages racing facilities in Newmarket including the Jockey Club Rooms and training grounds. Discover Newmarket partners for Champagne Afternoon Tea & Tour experiences at the prestigious Jockey Club Rooms.
• Newmarket RacecoursescoreStrategic or Co-development PartnerNewmarket Racecourses hosts major racing events including the Guineas Festival and July Festival. Discover Newmarket offers Race Day Tours combining behind-the-scenes access with racecourse experiences.
• Crown CateringminorImplementation/ SI/ Consulting PartnerCrown Catering operates The Tack Room restaurant at the National Horseracing Museum, providing dining options for visitors to the five-acre museum site.
• Visit SuffolkminorStrategic or Co-development PartnerVisit Suffolk promotes tourism across Suffolk county. Discover Newmarket participates in regional initiatives including the Suffolk Wine Trail and Suffolk Day celebrations.
• BookingHoundcoreTechnology or IntegrationBookingHound provides the ticketing and booking platform infrastructure for Discover Newmarket's tour reservations, enabling online booking management.
• AccessAbleminorStrategic or Co-development PartnerAccessAble provides accessibility information and guides for tourism venues in Newmarket, helping ensure the destination is accessible to visitors with disabilities.
• Newmarket BIDcoreStrategic or Co-development PartnerNewmarket Business Improvement District works collaboratively on town promotion and economic development initiatives alongside Discover Newmarket.
• Newmarket Charitable FoundationminorStrategic or Co-development PartnerCharitable foundation supporting community initiatives in Newmarket, partnered with Discover Newmarket on the UK Town of Culture bid.
• Newmarket Town CouncilcoreStrategic or Co-development PartnerLocal government council collaborating on town events, heritage initiatives (including Railway 200 celebrations), and tourism development.
• Greater AngliaminorStrategic or Co-development PartnerRailway operator partnered with Discover Newmarket and Newmarket Town Council on the Railway 200 interpretation board project at Newmarket train station.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Curragh Racecourse: Ireland's premier flat racecourse offering tours and visitor experiences in County Kildare — comparable as a national racing-tourism venue but operating in a different geography.
• Visit Suffolk: Official tourism body for Suffolk, operating as a regional destination marketing organization that partners with Discover Newmarket on initiatives such as the Suffolk Wine Trail and Suffolk Day — comparable as a UK regional DMO with overlapping remit.
• Cheltenham Racecourse: UK jump-racing venue that markets destination tourism around the Cheltenham Festival — comparable as a racing-led destination marketing operation but primarily focused on jump racing and the Cotswolds.

Direct peers

• Kentucky Horse Park: US working horse farm and theme park offering public tours, museums, and equine experiences — the most directly comparable international equine tourism destination and the closest analog to Newmarket's tour-based racing-heritage model.
• National Horseracing Museum: Newmarket-based museum on a five-acre site that Discover Newmarket tours include as part of multi-stop experiences — comparable as an adjacent heritage/racing visitor attraction in the same destination.
• Newmarket Racecourses: Operates the Rowley Mile and July Course racecourses in Newmarket and is a direct strategic partner of Discover Newmarket for Race Day Tours — comparable as a racing-tourism operator in the same destination.

Broad incumbents

• GetYourGuide: Global tours and activities marketplace — comparable as a tour distribution channel that both competes for and could distribute Discover Newmarket's tour inventory.
• VisitBritain: National tourism agency for Great Britain, comparable as a destination marketing organization promoting UK tourism at scale; provides the broader umbrella within which Discover Newmarket operates regionally.
• The Jockey Club: UK's largest commercial horse racing group and partner of Discover Newmarket via the Jockey Club Rooms and Champagne Afternoon Tea experience — comparable as a broader racing-industry player with overlapping experience and hospitality offerings.
• Viator: Tripadvisor-owned tours and experiences marketplace — comparable as a global tour-booking platform whose TripAdvisor reviews also drive Discover Newmarket's discovery and direct bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/DiscoverNKT
• Facebookfacebook.com/discovernewmarket
• LinkedInlinkedin.com/company/discover-newmarket
• Instagraminstagram.com/discovernkt

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Discover Newmarket