As costs escalate in all spheres and prize money lags far off the pace, many trainers are finding times extremely tough. We spoke to three professionals—Jedd O’Keeffe (Britain), David Marnane (Ireland), and Didier Prod’homme (France)—to discuss how they have adapted their businesses to the current economic climate.

The appeal of sporting events now extends beyond competition. Audiences have evolved, expecting experiences that combine sport with atmosphere, engagement, and involvement. This shift has prompted organisers to create more immersive environments. Racecourses are no exception. As Laurent Dupont, Commercial and Marketing Director of France Galop, notes, "we cannot propose only horses nowadays... people, when they buy a ticket, want more, they want to be surprised and have a wonderful day". To stay relevant, racecourses must modernise their offerings and craft experiences that are dynamic, intriguing, and aligned with contemporary audiences.

ISSUE 90 – JULY-SEPTEMER 2025