Richard Phillips, trainer
Racing should be proud of both its history and its heritage, yet too often, the sport doesn’t make enough of either. The National Horseracing Museum in Newmarket offers a fascinating insight into
the story of racing, but as we know, Newmarket is not the easiest place to reach for many around Britain.
So why not take racing’s history on the road? Imagine a travelling exhibition, perhaps an interactive bus, that celebrates the sport’s past while promoting the museum at the same time. We often underestimate how much young people enjoy history when it’s made engaging and hands-on. Picture children trying on famous winning silks or exploring how the Darley Arabian shaped the modern thoroughbred.
From the greats like Sir Gordon and Sir Anthony, Sir Noel and Sir Mark to iconic owners from Edward VII to Engelhard, the characters and achievements are a worthy story to tell.
The racegoer’s experience can still capture the glamour of My Fair Lady at Royal Ascot or the vintage charm of Goodwood. Perhaps racecourses can go further in encouraging certain styles and dress codes.
Britain is a world leader in both horseracing and fashion and combining these two pillars of style and sport could bring a fresh energy to racedays, appealing to a new audience, both young and old.
At a time when our industry is striving to strengthen its social licence, we also have a chance to showcase how horse and human welfare have evolved. Racing’s story is not just about its past glory, but also about progress and care.
As we know, the Epsom Derby has been struggling to hold its place in the sporting calendar, coming up against football and many other sports on a Saturday afternoon.
Our blue riband event has faced challenges in recent years competing with football and other sports for attention. Perhaps it’s here that a renewed focus on heritage could begin. The Derby’s royal connections, its influence on the breed and even its link to the Suffragette movement make it a rich part of British culture. By bringing these stories to life and involving the local community, we can help the Epsom Classic – and racing itself – to reclaim its rightful place in the national conversation.
Ella McNeil, racing presenter
I believe British racing’s heritage is one of its most powerful assets for attracting new racegoers. Take Royal Ascot – its enduring popularity isn’t just about world-class racing; it’s about the theatre of tradition. The royal procession, car park picnics, the bandstand and dress codes are all part of the show’s fabric. People love playing up to the occasion. For many, it’s a rare chance to step into something completely and utterly uniquely British. While some criticise the formality, I’d argue these protocols are exactly what make it special.
Racing’s rich traditions give the sport its soul and the more we embrace them, the more powerful the experience becomes.
Look at events like the Goodwood Revival – people enjoy feeling transported and racecourses could lean into this idea. Imagine themed racedays that bring a decade to life, complete with vintage
dress codes, old style bookmakers, historic race replays, and pop-up storytelling zones. Or even digital experiences where fans meet past legends, human and equine, through virtual reality. There
are many ways to bring racing’s history alive, but the key is to reimagine heritage as entertainment, not something to view behind glass.
That said, younger generations don’t all come for tradition alone; most come for atmosphere and immersive experiences. In a world dominated by screens, algorithms and endless scrolling, it’s striking that social media use among Gen Z has declined in recent years. People crave tangible, real-world experiences, particularly post-Covid. They want to dress up, go out, and belong to something.
In an age of digital noise, people are seeking depth and meaning more than ever. Racing, with its rich heritage, offers exactly that. The sport’s history isn’t dusty or dull, it’s full of colour, style and
characters who have shaped our culture as well as our sport. Heritage isn’t a hurdle to attracting new fans; it’s a gift that could propel the sport forward.
Tony Wells, owner
I believe racing does a good job in promoting its heritage and history, particularly the racing media. ITV Racing, Racing TV and Sky Sports Racing frequently run features on past champions, be they equine or human. On a big race day, they will often open the show with footage of previous editions of the day’s big race to set the scene.
Racecourses similarly do a good job in promoting the heritage and history, with races run in the names of former champions and often including information about former winners of the feature race in the racecard. But is this enough to attract a new audience?
When I first became interested in racing in the 1970s, I was fascinated to hear or read about the recent champions, the likes of Arkle, Mill Reef and Brigadier Gerard. I used to wonder what it must have been like to have been there when they won a major race. I guess new racing fans may feel similarly about the likes of Frankel, Sea The Stars or Kauto Star.
What is great about our sport is you never know when you are going to witness history in the making. So, while we can all look back and wish we were there on those special days, the opportunity to witness something unique could happen on your next racecourse visit. It’s those ‘I was there’ moments that stay with you. I was at Cheltenham to see Dawn Run win the Gold Cup and become the first (and only) horse to win the Champion Hurdle and Gold Cup. I remember waking up the following day and thinking ‘I witnessed something historic yesterday’.
Maybe racing could do more in promoting its heritage and history and it’s not just down to the media and the racecourses, it’s all of us. We’ve all got great memories of those special days. Let’s share them to encourage new racing fans to join us.
Harriet Rochester, communications consultant
In September, I found myself as a newcomer at Goodwood Revival, ticket in hand, hair set in victory rolls, dressed as a 1940s horsewoman. I’ll admit, I went for the dressing up, but it was the wonderful theatre and roar of the engines that hooked me. Suddenly, the nostalgia became real: history and heritage brought vividly to life, with the crowd as much a part of the show as the beautiful and historic cars themselves.
It made me wonder, does racing do enough to showcase its own extraordinary history in such an immersive way? We have centuries of stories and heroes, equine and human, and moments that shaped sport and society. Yet we rarely invite people to step inside that history on the racecourse.
Through my own involvement working in horseracing, I know there is a great deal of work happening centrally to attract and retain new audiences. I also appreciate there are operational realities, costs, and practicalities that come with any new initiative. But for a moment, I am putting that aside with a free hand to imagine.
In an age when audiences crave escapism and experience, perhaps this is an untapped opportunity. People love a reason to dress up, to play a part, to feel they belong to something bigger. Could racecourses bring racing’s past to life in a way that captures imaginations far beyond the traditional fanbase?
Imagine re-creations of famous races, with original commentaries echoing around the track as legends of the saddle step back into their silks or are brought back once more by today’s top jockeys.
With 2026 marking 250 years of the St Leger, how inspiring would it be to see a re-enactment of one of its great renewals on Town Moor – the horses parading, jockeys in vintage silks, the crowd dressed for the era, the bookmakers chalking odds on blackboards, the air thick with nostalgia and excitement. History could gallop again, not in a museum, but in motion, alive and thrilling for a new generation to feel part of.
From King James I’s discovery of Newmarket in 1605 to Queen Anne’s vision for Ascot, centuries later racing’s story is Britain’s story – rich, layered, and theatrical. Perhaps, with the help of the National Horseracing Museum, racecourses could turn heritage into a stage and would be something you don’t just watch but become part of.
Because what Goodwood Revival showed me is this: people don’t just want to watch sport or history, they also want to step into it and become part of the cast and the performance.
