What HEROS Charity does

HEROS Charity (Homing Ex-Racehorses Organisation Scheme) is a UK-registered nonprofit (Charity No. 1115174, Company No. 5679136) founded in July 2006 by Grace Muir MBE and headquartered at North Farm Stud near Wantage, Oxfordshire. The charity operates two integrated programmes: (1) the retraining and rehoming of former racehorses into new equestrian careers — including eventing, dressage, showjumping, polo, hacking, and companion roles — through permanent lifetime leases, sales, and ongoing owner support, with 500+ horses rehomed cumulatively and a target of approximately 100 horses per year; and (2) education and training programmes for young people aged 11-24, comprising the HEROS Enrichment Programme (alternative provision for 11-16 year olds, particularly SEN students, supported by Godolphin), Level 1 Certificate/Diploma in Horse Care, Traineeships, and Apprenticeships (Levels 2-3) delivered in partnership with KEITS Training Ltd and recognised by the British Horseracing Authority as a bespoke Route to Racing.

The charity's operating model relies on a diversified funding base rather than fees for service: horse rehoming is provided at no charge with voluntary donations requested on placement, while the education arm is largely government-funded for students with an EHCP. Revenue is assembled from individual donations (online via JustGiving, text-to-donate, telephone, postal standing orders), the HEROS Club monthly subscription programme (£3/month+ for ~10-12 permanent resident horses), corporate sponsorships from over 20 named partners across the UK racing industry (Ariat, Ascot Racecourse, Boodles, Connolly's RED MILLS, Godolphin, Shires, Tattersalls, Racesafe), grant funding from the Racing Foundation, John Pearce Foundation, Berkshire Community Foundation, and other charitable trusts, and event-based fundraising at racecourses including Royal Ascot and Newbury. The technical stack is intentionally minimal — the charity uses standard donation platforms and social channels rather than proprietary technology, with operational differentiation resting on Grace Muir's 35+ years of thoroughbred expertise, the 84-year-old North Farm Stud facilities, and embedded relationships with RoR, the BHA, and the wider British racing community.

Go-to-market is hybrid: community-led fundraising, event-driven engagement (Amateur Riders' Sweepstake at Newbury, National Racehorse Week, celebrity golf days), direct-to-consumer donation channels, and a B2B component in corporate 'Charity of the Year' partnerships and event sponsorships. Since 2022 HEROS has accelerated organisational capacity-building — obtaining VAT registration in May 2023, securing the £321,000 Racing Foundation/John Pearce Foundation grant in 2025, the HEIR Kitemark accreditation for 2025-26, the MBE for the CEO in January 2026, and an international collaboration with the Jockey Club of Saudi Arabia announced in February 2026 — signalling a moderate growth trajectory from a small base.

Name

HEROS Charity

Legal name

HEROS Charity

Website

https://heroscharity.org

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

1–10 employees

Short description

HEROS Charity is a UK-registered nonprofit founded in 2006 that retrains and rehomes former racehorses and delivers alternative education programmes for SEN students aged 11-16 plus post-16 vocational qualifications, operating from North Farm Stud in Oxfordshire.

Ownership category

akta.pro rank

Headquarters

HQ city

Fawley, Wantage

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: HEROS relies heavily on public donations through various channels including one-time and recurring gifts, event fundraising, Amazon Smile, Easy Fundraising, and West Berkshire Lottery. The charity does not charge for horse rehoming services.
2. HEROS Club Membership: Monthly membership donations starting from £3 per month. Members support approximately 10-12 permanent resident horses (HEROS Club horses) who remain at the charity due to age, injury, or behavioural issues. Members receive a member's pack, regular newsletters, and 10% discount on annual fundraising events.
3. Corporate Sponsorship: Multiple corporate sponsors provide financial and in-kind support including Ariat, Ascot Racecourse, Boodles, Connolly's RED MILLS, Godolphin, Shires, Tattersalls, Racesafe, and many others. Sponsorship ranges from event sponsorship to charity of the year partnerships.
4. Education Programme Fees: Level 1 Certificate/Diploma in Horse Care courses are government funded for 16-24 year olds with an EHCP (Education, Health and Care Plan). The charity delivers programmes in partnership with KEITS Training Ltd for traineeships, diplomas, and apprenticeships.
5. Grants and Charitable Trusts: Regular grants received from Racing Foundation, John Pearce Foundation, Berkshire Community Foundation (£5,000 for electric blind), and other charitable trusts. The RoR (Retraining of Racehorses) provides ongoing financial support.
6. Horse Rehoming (Leasing): Horses are rehomed via permanent lifetime leases. While a donation is requested when taking on a horse, this is not a purchase price but a contribution to the charity's work. Horses may also be sold with previous owner agreement.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

HEROS Charity retrains and rehomes former racehorses into new careers and homes via lifetime leases, sales, and companion placements, while also delivering alternative education and vocational training programmes for young people, including SEN students aged 11-16 and post-16 learners pursuing equine industry careers. Services are funded entirely through donations, sponsorships, grants, and membership fees, with no fees charged for rehoming and government funding available for EHCP-eligible education students.

Product overview

HEROS Charity operates as a dual-purpose charitable organization offering ex-racehorse retraining and rehoming services alongside comprehensive education programmes. The core offerings include the Ex-Racehorse Retraining & Rehoming service, which matches former racehorses to new careers or homes through sale, lease, or permanent loan arrangements. The education division provides alternative provision for SEN students aged 11-16 through the HEROS Enrichment Programme, followed by accredited diploma courses, traineeships, and apprenticeships (Levels 1-3) in partnership with KEITS Training Ltd, recognised by the British Horseracing Authority as a bespoke Route to Racing. Additional services include the HEROS Club for permanent resident horses and Forest School outdoor education. Since 2006, the charity has successfully rehomed hundreds of ex-racehorses while providing educational pathways for young people struggling in mainstream settings.

Differentiator

Problem solved

Functional benefit

Products and services

• Ex-Racehorse Retraining & Rehoming
• HEROS Enrichment Programme (supported by Godolphin)
• Level 1 Certificate/Diploma in Horse Care
• Traineeships
• Apprenticeships
• HEROS Club (Monthly Membership)
• Forest School Programme

Quantifiable outcome

• 500+ ex-racehorses successfully rehomed since 2006
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• The Jockey Club of Saudi ArabiacoreStrategic or Co-development Partner · 1 February 2026HEROS announces collaboration with Saudi Arabia's recently established Retraining and Riding Academy. HEROS will provide expertise and guidance for establishing retraining and rehoming programmes in Saudi Arabia.
• RacesafeminorStrategic or Co-development Partner · 1 January 2024Racesafe is a leading pioneer of body protection in equestrian sport. They have forged a partnership with HEROS to educate people on the importance of equestrian safety. Racesafe has generously supplied Special Educational Needs (SEN) students with body protection equipment.
• Newbury RacecoursecoreGTM or Marketing Partner · 1 January 2024Partner with HEROS for the annual HEROS Charity Amateur Riders' Sweepstake race event held at Newbury Racecourse. Racecourse hosts fundraising events and provides venue for charity visibility.
• Amateur Jockey's Association (AJA)minorGTM or Marketing Partner · 1 January 2024HEROS Charity along with Newbury Racecourse and AJA present the HEROS Charity Amateur Riders' Sweepstake at Newbury Racecourse.
• Harry RedknappcoreOthers · 1 January 2023Football legend and former 'King of the Jungle' (I'm a Celebrity Get Me Out of Here 2018 winner) Harry Redknapp joined HEROS as Patron in October 2023 after visiting the charity. As a racehorse owner and racing fan, Harry supports fundraising events and raises profile through his celebrity status.
• Connolly's RED MILLSminorGTM or Marketing Partner · 1 January 2023Global equine nutrition company Connolly's RED MILLS joined forces with HEROS Charity in a partnership dedicated to supporting ex-racehorse retraining and education. RED MILLS supplies feed products and supports the charity's work.
• GodolphincoreStrategic or Co-development Partner · 1 January 2022Godolphin supports the HEROS Enrichment Programme which provides alternative education for 11-16 year olds not coping in mainstream school. Godolphin is a leading global thoroughbred racing and breeding operation.
• North Farm StudcoreStrategic or Co-development Partner · 1 January 2022HEROS Charity operates from North Farm Stud near Wantage, Oxfordshire. North Farm Stud is a separate commercial enterprise owned by the Muir family. HEROS pays rent and operates as a completely separate entity despite sharing the site. The relationship provides HEROS with excellent facilities including outdoor school, indoor arena, and lunge ring.
• KEITS Training LtdcoreStrategic or Co-development Partner · 1 January 2022HEROS works in partnership with KEITS Training Ltd to deliver Traineeships, Diploma Courses, and Apprenticeships. The partnership combines KEITS's proven success as a training provider with HEROS's knowledge and expertise in thoroughbred retraining.
• British Horseracing Authority (BHA)coreStrategic or Co-development Partner · 1 January 2022The BHA recognises HEROS as a bespoke 'Route to Racing' education provider. This recognition validates the quality of HEROS's education programmes for those wishing to work in the equine industry, particularly racing.
• RoR (Retraining of Racehorses)coreStrategic or Co-development Partner · 1 January 2006RoR is British Horseracing's official charity for the welfare of racehorses leaving training. RoR gave financial support in the setup of HEROS in 2006 and continues to work in partnership. HEROS is part of the Homing Ex-Racehorses Organisation Scheme registered with RoR.

Scale indicators8 records

Recent moves8 records

Expansion highlights3 records

Others

• KEITS Training Ltd: KEITS Training is HEROS's direct delivery partner for Level 1 Horse Care diplomas, traineeships, and apprenticeships. As an independent training provider, KEITS represents the B2B counterpart HEROS depends on to access government apprenticeship levy and Diploma funding streams.

Direct peers

• Bransby Horses: Bransby Horses is a UK equine welfare charity rescuing and rehoming horses (including ex-racehorses), operating visitor facilities, education outreach, and rehoming services. It is functionally comparable to HEROS in single-site rescue/rehome operation, though with a broader intake (not racehorse-specific).
• Retraining of Racehorses (RoR): RoR is British horseracing's official welfare charity for horses leaving training and is the core partner of HEROS. RoR operates the national horse listing and accreditation scheme that HEROS uses for rehoming, making it both collaborator and the closest comparable welfare/rehoming organisation in the same UK market.
• Greatwood Charity: Greatwood is a UK charity that retrains and rehomes ex-racehorses for use in its education and therapeutic programmes for disadvantaged young people. It is the most direct functional peer to HEROS, operating the same dual horse-welfare-plus-education model, though with a stronger therapeutic riding focus.
• Hillside Animal Sanctuary: Hillside is a UK animal welfare charity providing lifetime sanctuary, rehoming, and advocacy for rescued animals including horses. Comparable to HEROS in the lifetime-care and rehoming philosophy, with a donation-funded, single-site operating model.
• Racing Welfare: Racing Welfare supports people across the British racing industry with health, education, and financial assistance. While its primary beneficiary is the human workforce rather than the horses, it shares HEROS's racing-industry funding base, education delivery role, and network of racecourse and trainer relationships.

Broad incumbents

• British Horse Society (BHS): The BHS is the UK's largest equine membership charity, awarding welfare qualifications (BHS Welfare Award granted to HEROS's founder in 2015) and running welfare, access, and education programmes nationally. It is a broader incumbent operating welfare standards-setting and accreditation that HEROS operates within.
• The Horse Trust: The Horse Trust is a long-established UK equine welfare charity providing rescue, rehabilitation, retirement, and rehoming services, plus vocational training pathways. Comparable to HEROS in welfare and education remit but at significantly larger scale and with a broader equine (not just ex-racehorse) focus.
• World Horse Welfare: World Horse Welfare is one of the UK's largest equine welfare charities, operating rescue, rehabilitation, and rehoming services. It is a much larger incumbent with multiple facilities, broader welfare scope (not racing-specific), and an established policy and campaigning function that overshadows specialist racehorse charities like HEROS.

Emerging players

• HARC (Horses and Activities Riding Centre) / Forest School-style alternative provision providers: Riding for the Disabled Association (RDA) and similar alternative-provision equine centres compete for the same SEN student cohort and government EHCP funding that HEROS's Enrichment Programme targets. They overlap in the alternative education / equine engagement niche HEROS occupies for 11-16 year olds.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/heros-charity

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 HEROS Charity