aushorse

What aushorse does

Aushorse Marketing Pty. Ltd. is the dedicated marketing body of the Australian thoroughbred industry, structured as an independent not-for-profit company registered in New South Wales, Australia. The organization promotes Australian thoroughbred racing, breeding, ownership, and investment to four primary constituencies: international investors (Japan, UK, USA, Hong Kong), first-time domestic owners, accredited bloodstock agents, and international breeding operations such as Godolphin, Coolmore, Juddmonte, China Horse Club, and Northern Farm. Its service portfolio is organized around five pillars — Buying, Owning, Racing, Breeding, and Investing — supported by two flagship annual publications (the Aushorse Investor's Guide, accessed by 55,000+ readers, and Aushorse Magazine) and a calendar of Racing Connections Masterclasses delivered in partnership with state racing authorities at major yearling sales. Distribution is event- and content-led rather than technology-led, with physical presence at Magic Millions and Inglis sales, online educational assets, and referral pipelines into the FBAA bloodstock agent network.

The business model is levy-based rather than transactional: Aushorse charges no fees to prospective investors, owners, or buyers for its marketing and advisory services. Instead, it is funded by breeders through a small levy applied to every horse sold at public auction by Australia's two dominant auction houses, Inglis and Magic Millions. Governance is provided by an industry board (Chairman Antony Thompson, with directors from major breeding operations including Tom Magnier of Coolmore) and the organization shares its CEO, marketing lead, communications lead, and finance lead with sister organization Thoroughbred Breeders Australia. There is no proprietary technology platform, no software product, and no AI capability; Aushorse operates as a traditional industry-marketing organization whose 'product' is content, education, and buyer facilitation rather than software.

Name

aushorse

Legal name

Aushorse Marketing Pty. Ltd.

Website

https://aushorse.com.au

Company type

Private

Operating status

Operating

Short description

Aushorse is the Australian thoroughbred industry's independent not-for-profit marketing body, funded by breeder levies, that promotes Australian racing, breeding, and ownership to international investors, bloodstock agents, and new domestic owners.

Ownership category

akta.pro rank

Product category

Thoroughbred Industry Marketing & Promotion

NAICS

Horses and Other Equine Production (112920), Support Activities for Animal Production (11521)

SIC

Services-Racing, Including Track Operation (7948), Agricultural Prod-Livestock & Animal Specialties (200)

akta.pro primary industry

Racehorse Ownership, Syndication & Investment Platforms (MPAEADAG)

akta.pro secondary industries

Equine Sales, Auctions & Bloodstock Agencies (AFAEAGAH), Racecourse Hospitality, Sponsorship & On-Track Experiences (MPAEADAM), Sport/Show Horse Training & Performance Programs (AFAEAGAF)

Keywords

• Thoroughbred industry marketing
• Horse racing promotion
• Thoroughbred breeding services
• Racehorse ownership advisory
• Investor attraction racing

Headquarters

HQ city

Chippendale

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Industry Funding: Aushorse is an independent, not-for-profit company funded by breeders through a small levy on all horses sold at public auction by Inglis and Magic Millions.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Aushorse is the marketing body of the Australian thoroughbred industry, providing guidance, education, and promotional services to attract international and domestic buyers to Australian racing, breeding, and ownership. It distributes the annual Aushorse Investor's Guide and Aushorse Magazine, runs the Racing Connections educational masterclass program, and facilitates connections between prospective buyers, bloodstock agents, and the Inglis and Magic Millions auction houses.

Product overview

Aushorse is the marketing body of the Australian thoroughbred industry, operating as an independent not-for-profit company. The organization provides a portfolio of services centered around five core areas: Buying (access to yearling and breeding stock sales), Owning (racehorse ownership guidance), Racing (industry information and race schedules), Breeding (bloodstock marketing), and Investing (investment opportunity promotion). Supporting these core services are publications including the annual Aushorse Investor's Guide and Aushorse Magazine, as well as educational programs such as Racing Connections Masterclasses. The organization connects international and domestic buyers with Australian thoroughbred sales companies Inglis and Magic Millions, promoting Australia as a leading source of high-quality thoroughbreds worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Aushorse Investor's Guide
• Aushorse Magazine
• Buying Services
• Owning Services
• Racing Services
• Breeding Services
• Investing Services
• Racing Connections Masterclass

Named customers9 records

Segments4 records

Ideal customer profiles3 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 supporting.

• IngliscoreStrategic or Co-development PartnerMajor Australian auction house conducting yearling sales including Premier Sale, Australian Easter Yearling Sale, and Australian Weanling Sale. Runs Inglis Race Series with bonus opportunities for graduates, with over $34 million in auction house bonuses.
• Magic MillionscoreStrategic or Co-development PartnerMajor Australian auction house conducting yearling sales including Gold Coast Yearling Sale and Perth Yearling Sale. Offers graduate bonus schemes and travel reimbursements for buyers attending sales.
• Thoroughbred Breeders Australia (TBA)coreStrategic or Co-development PartnerAushorse's sister organization representing Australian thoroughbred breeders. Both organizations share leadership (Andrew Hore-Lacy serves as CEO of both) and are jointly funded by breeders through auction sale levies.
• Federation of Bloodstock Agents Australia (FBAA)supportingChannel Partner/ Reseller/ DistributorNetwork of accredited bloodstock agents across Australia providing advice to buyers at sales. All members are bound by a code of conduct. Aushorse directs potential buyers to FBAA members.
• Racing ConnectionssupportingGTM or Marketing PartnerProgram powered by Aushorse to educate and connect people with opportunities in Australian racing and breeding. Partners with state racing bodies like Racing & Wagering Western Australia to host educational events.
• Racing NSWsupportingStrategic or Co-development PartnerPrincipal Racing Authority for New South Wales, regulating the sport and managing racing programs in the state.
• Racing VictoriasupportingStrategic or Co-development PartnerPrincipal Racing Authority for Victoria, overseeing the racing program and regulation in Victoria.
• Racing QueenslandsupportingStrategic or Co-development PartnerPrincipal Racing Authority for Queensland, managing the racing program in Queensland including the Magic Millions Raceday.
• Racing SAsupportingStrategic or Co-development PartnerPrincipal Racing Authority for South Australia, overseeing Adelaide Racing Carnival and other SA racing events.
• Racing & Wagering Western AustraliasupportingStrategic or Co-development PartnerPrincipal Racing Authority for Western Australia, partnering with Racing Connections for educational masterclass events.
• TasRacingsupportingStrategic or Co-development PartnerPrincipal Racing Authority for Tasmania, one of the six state racing authorities in the Australian racing industry.

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Thoroughbred Breeders Australia: Sister organization to Aushorse, sharing the same CEO, senior staff, and levy-based funding mechanism from auction sales. TBA represents breeders domestically while Aushorse markets internationally — the two operate as a single integrated marketing and advocacy platform for the Australian thoroughbred industry.
• Racing Australia: The national industry body for thoroughbred racing in Australia, providing governance, registration, and ratings services. As the umbrella body that Aushorse and the six state racing authorities operate within, it is the closest functional peer in promoting and structuring Australian racing.
• Keeneland Association: Non-profit Thoroughbred auction house and sales company in Kentucky that promotes North American bloodstock to global buyers. Comparable to Aushorse as a non-profit marketing organization tied to the sales ecosystem, though Keeneland also operates its own auctions.
• Thoroughbred Breeders' Association (UK): UK equivalent to Thoroughbred Breeders Australia, representing British breeders and promoting British bloodstock to international buyers. Directly comparable in mandate, structure, and stakeholder constituency to Aushorse and its sister TBA.

Broad incumbents

• The Jockey Club (US): US-based non-profit organization that promotes thoroughbred racing and breeding, including the Breeders' Cup and the National Museum of Racing. Comparable to Aushorse in its role as an industry marketing body, but operates at significantly larger scale across North America.
• British Horseracing Authority: UK regulator and industry body for British racing, combining governance with strategic promotion of the British racing industry. Comparable to Aushorse in promoting UK thoroughbred racing and breeding to international investors, though with combined regulatory function.

Regional players

• Hong Kong Jockey Club: Sole operator of horse racing in Hong Kong and one of the world's largest racing organizations by betting turnover. Comparable as a racing marketing and operating body, but operates a fully integrated wagering-led model in a single jurisdiction versus Aushorse's marketing-only mandate.
• Japan Racing Association: Japan's official body operating thoroughbred racing and promoting Japanese bloodstock internationally. Highly relevant given Japanese buyers are a key target segment for Aushorse — comparable function of promoting national racing and breeding investment.
• New Zealand Thoroughbred Breeders' Association: Industry body representing New Zealand thoroughbred breeders and marketing NZ bloodstock internationally. Comparable in structure and function, though smaller scale and focused on the Australasian market with significant overlap with Australian sales.
• France Galop: French governing body for flat and jump racing, promoting French thoroughbred breeding and racing. Comparable as a national racing and breeding marketing organization, with overlap in promoting European bloodstock to international buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

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 aushorse