Retired Racehorse Project

What Retired Racehorse Project does

Retired Racehorse Project (RRP) is a 501(c)(3) charitable nonprofit founded in 2013 and headquartered in Shady Side, Maryland, with a secondary office in Lexington, Kentucky. Its mission is to facilitate placement of Thoroughbred ex-racehorses into second careers by increasing demand for them in equestrian sports and serving the farms, trainers, and aftercare organizations that transition them. The organization's flagship program is the Thoroughbred Makeover, held annually at the Kentucky Horse Park, which in 2025 featured 290 horses competing across ten disciplines (Barrel Racing, Competitive Trail, Dressage, Eventing, Field Hunter, Polo, Ranch Work, Show Hunter, Show Jumper, and Freestyle) alongside a National Symposium with seminars and a vendor fair.

RRP operates a portfolio of interconnected programs rather than a single technology product. Core offerings include the Horse Listings online marketplace for buying, selling, or adopting Thoroughbreds; a Makeover Marketplace integrated with the annual competition (with printed catalogues, special bridle numbers, and on-site pre-purchase veterinary exams); an Education Library of articles, webinars, podcasts, and videos on OTTB care and training; the RRP Shop for branded merchandise; Master Class demonstrations; a Makeover Scholarship Program; and a donations platform. The technical stack is intentionally lightweight: a marketplace platform, an event management system, and an e-commerce storefront, with no API, AI, or technical integrations offered.

The business model is that of a charitable nonprofit. Revenue is generated through individual and corporate donations, event-related income (vendor fees, spectator attendance), merchandise sales (currently shipping only to the US and Canada), and corporate sponsorships. Sponsors include Thoroughbred Charities of America (a decade-long presenting sponsor), Buckland Sales Agency, New Vocations, and major farms and industry organizations such as Godolphin Lifetime Care, Claiborne Farm, Lane's End, Keeneland, and Airdrie Stud. RRP's GTM is event-driven, centered on the annual Makeover, supplemented by digital content marketing, email, podcast, and YouTube channels that drive trainer applications, horse listings, and donations. Since inception, RRP reports 5,157 horses directly impacted, 3,564 unique trainers accepted, $46M+ invested in Makeover horses, a 94% increase in value of horses upon retirement from racing, and an average $10,400 makeover graduate sale price.

Name

Retired Racehorse Project

Legal name

Retired Racehorse Project

Website

https://therrp.org

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Retired Racehorse Project is a 501(c)(3) nonprofit that facilitates second careers for Thoroughbred ex-racehorses through its annual Thoroughbred Makeover competition, an online Horse Listings marketplace, and education programs for trainers, aftercare organizations, and buyers.

Ownership category

akta.pro rank

Product category

Equestrian Aftercare Services

NAICS

Support Activities for Animal Production (11521), Support Activities for Animal Production (115210)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Training, Stables & Equine Services (MPAEADAI)

akta.pro secondary industries

Equestrian Teams & Stables (Racing/Show Jumping/Eventing) (MPAKABAG), Sport/Show Horse Training & Performance Programs (AFAEAGAF), Racehorse Ownership, Syndication & Investment Platforms (MPAEADAG)

Keywords

• Thoroughbred aftercare
• Horse listings marketplace
• Equestrian retraining competition
• Horse training education
• Retired racehorse adoption

Headquarters

HQ city

Shady Side

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Donations and Charitable Contributions: As a 501(c)(3) charitable organization, RRP relies heavily on donations from individuals and organizations supporting Thoroughbred aftercare.
2. Event Revenue: Revenue generated from the Thoroughbred Makeover event including vendor fair fees, spectator attendance, and related activities.
3. Shop Merchandise: Sale of OTTB-themed merchandise including apparel and accessories through the online store.
4. Sponsorship: Corporate sponsorships from racing and equestrian industry organizations including Thoroughbred Charities of America, farms, and industry partners.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Retired Racehorse Project (RRP) operates programs that facilitate placement of Thoroughbred ex-racehorses into second careers through an annual retraining competition (the Thoroughbred Makeover) at the Kentucky Horse Park, an online horse listings marketplace for buying, selling, or adopting Thoroughbreds, an Education Library of articles, webinars, and Master Class demonstrations, and a branded merchandise shop. The organization connects individual trainers, aftercare organizations, and horse buyers, serving the farms, trainers, and organizations that transition off-track Thoroughbreds into equestrian sport careers.

Product overview

Retired Racehorse Project (RRP) operates a nonprofit platform centered on Thoroughbred aftercare, consisting of a portfolio of interconnected programs and services. The flagship offering is the Thoroughbred Makeover competition, the world's largest Thoroughbred retraining competition held annually at the Kentucky Horse Park. Supporting this are the Horse Listings marketplace (for buying, selling, or adopting Thoroughbreds), the Education Library (comprehensive training and care resources), the RRP Shop (merchandise), and donation capabilities. The Makeover Marketplace facilitates private sales during the competition, while Master Class & Demos and the Makeover Scholarship Program provide educational and financial support. The organization does not operate as a technology/SaaS company and does not offer APIs, AI capabilities, or technical integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Thoroughbred Makeover and National Symposium The largest Thoroughbred retraining competition in the world, held annually at the Kentucky Horse Park (October 7-10, 2026). Features ten competitive disciplines: Barrel Racing, Competitive Trail, Dressage, Eventing, Field Hunter, Polo, Ranch Work, Show Hunter, Show Jumper, and Freestyle. The accompanying National Symposium includes educational seminars, a vendor fair, Master Class demonstrations, and the Makeover Marketplace. Intended for professional and amateur trainers applying with recently-retired Thoroughbreds.
• Horse Listings Online Marketplace
• Makeover Marketplace Special marketplace integrated with the Thoroughbred Makeover competition at the Kentucky Horse Park. Trainers list sale horses during the competition, receiving unique bridle numbers, website advertising, and printed sale catalogue distribution to spectators. Includes on-site pre-purchase veterinary exams. Designed for trainers selling retrained OTTBs to sport horse buyers at the event.
• Education Library Resource library covering Thoroughbred care, training, soundness, buying/selling, conformation, and discipline-specific guidance. Includes articles, webinars, videos, and expert-authored content organized by topic. Available to OTTB owners, trainers, aftercare organizations, and equestrian sport participants.
• RRP Shop E-commerce store at therrp.org/shop selling branded apparel and accessories promoting OTTB (Off-Track Thoroughbred) awareness and supporting the RRP aftercare mission. Ships to US and Canada addresses only. Proceeds support Thoroughbred aftercare initiatives.
• Master Class and Demos Educational programming featuring demonstrations and classes on Thoroughbred training, care, and transition techniques, delivered as part of the National Symposium at the annual Thoroughbred Makeover. Includes wellness expo presentations and discipline-specific training demonstrations for trainers and OTTB owners.
• Makeover Scholarship Program
• Charitable Donations Program Charitable donation platform enabling individuals, organizations, and corporate sponsors to support the RRP's mission of facilitating placement of Thoroughbred ex-racehorses in second careers and promoting Thoroughbred aftercare. Includes general donations, Make the Makeover campaign, Legacy Giving, and Makeover Champions Program contributions.

Quantifiable outcome

• 94% increase in value of horses upon retirement from racing
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Thoroughbred Charities of America (TCA)coreGTM or Marketing PartnerMajor presenting sponsor of the Thoroughbred Makeover and National Symposium. TCA has supported RRP for a decade, recognizing the organization's work in creating market demand for former racehorses as an integral part of Thoroughbred aftercare.
• Buckland Sales AgencycoreStrategic or Co-development PartnerProud supporter of RRP and the important role they play in aftercare. Buckland Sales Agency recognizes the organization's work to expand the market for off-track Thoroughbreds.
• The Plaid HorseminorGTM or Marketing PartnerEquestrian media outlet that features RRP content including podcast appearances and editorial coverage.
• Godolphin Lifetime CareminorGTM or Marketing PartnerAdvertising sponsor supporting RRP's aftercare mission and programs.
• Claiborne FarmminorGTM or Marketing PartnerMajor breeding farm advertising sponsor supporting Thoroughbred aftercare initiatives.
• Lane's End FarmminorGTM or Marketing PartnerBreeding farm advertising sponsor on the RRP website.
• KeenelandminorGTM or Marketing PartnerRacing venue and sales company advertising sponsor supporting RRP programs.
• Airdrie StudminorGTM or Marketing PartnerBreeding farm advertising sponsor on the RRP website.
• New VocationscoreStrategic or Co-development PartnerAftercare organization providing horse listings and rehabilitation for retired Thoroughbreds. Partnership in horse placement marketplace.
• Pennsylvania Horse Breeders Association (PHBA)minorGTM or Marketing PartnerState breed association advertising sponsor supporting Thoroughbred aftercare.
• Florida Thoroughbred Breeders and Owners Association (FTBOA)minorGTM or Marketing PartnerState racing and breeding association advertising sponsor.
• Jones Walker LLPminorGTM or Marketing PartnerLaw firm specializing in equine law advertising sponsor on the RRP website.
• MagnaWaveminorGTM or Marketing PartnerEquine therapy equipment company advertising sponsor.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• New Vocations Racehorse Adoption Program: National Thoroughbred aftercare nonprofit that rehabs, retrains, and rehomes retired racehorses. Directly comparable to RRP in mission (OTTB second careers) and is already listed as a strategic marketplace partner.
• Old Friends Thoroughbred Retirement: Retired racehorse sanctuary and aftercare nonprofit. Comparable nonprofit mission supporting Thoroughbreds post-racing, with overlapping donor base and sponsorship ecosystem.
• After the Finish Line: Nonprofit providing funding for retired Thoroughbreds transitioning to second careers. Comparable aftercare mission and reliance on racing-industry and individual donors.
• CANTER (Communication Alliance to Network Thoroughbred Ex-Racehorses): National nonprofit that transitions ex-racehorses into second careers through a network of regional affiliates and listings. Directly comparable OTTB rehoming/listing platform with similar donor-funded model.
• Thoroughbred Charities of America (TCA): Industry-supported nonprofit that grants funds to aftercare organizations and operates the Thoroughbred Makeover as a presenting sponsor. Comparable mission, donor base, and event-funding model; long-term RRP sponsor.

Broad incumbents

• US Equestrian Federation: National governing body for equestrian sports in the U.S. RRP's 10 Makeover disciplines sit within USEF-regulated disciplines, making USEF a broad incumbent operating in the same sport-horse ecosystem RRP depends on.
• The Jockey Club: Breed registry and industry organization for North American Thoroughbred racing. Comparable as a broad industry incumbent whose data, foal crop trends, and aftercare initiatives directly affect RRP's addressable market.
• ASPCA Equine Fund: Animal welfare nonprofit with a dedicated equine program funding rescue, rehabilitation, and welfare. Broader incumbent with overlapping horse-welfare mission and donor base.

Others

• Horse Radio Network: Equestrian podcast/media network that hosts Retired Racehorse Radio. Comparable as a content-distribution peer operating in the OTTB/equestrian media niche where RRP produces content.
• Kentucky Horse Park: State-run equestrian venue that hosts the Thoroughbred Makeover. Functionally an infrastructure partner/venue enabling RRP's flagship event rather than a direct competitor.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@RetiredRacehorse
• LinkedInlinkedin.com/company/remembrance-rescue-project

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 Retired Racehorse Project