OFF THE RECORD #144
Equora Aims to Take Ownership to Another Level
4Racing has established Equora, a division tasked with and dedicated to the quality and continued development of the overall racing experience offered to racehorse owners. Equora will be headed by Natalie Turner, CEO of the existing Racehorse Owners Association (ROA).
Most ROA members completed the documentation required for the transition to Equora in September, with a deadline of 31 October to formally register and qualify for recognition as Founding Members.
The ROA will continue as a representative body for racehorse owners with a governance responsibility, while Equora will focus exclusively on race day hospitality, concierge services, exclusive events, communications, lifestyle offerings and other premium services.
This is not a case of ‘same old’. Over the past year, the ROA and 4Racing have collaborated with comprehensive planning to enhance the owner experience, and Equora is the natural evolution of that collaboration.
Turner’s division will include her experienced team of Caroline Burns, Catherine Phillips and Laiken Martin, and will allow greater investment in owner services.
She said: “We are now, for the first time, able to devote ourselves entirely to ensuring a seamless experience for both our established owners and those who have joined more recently, while also reaching into new areas to attract and bring more owners on board.”
Turner said that most ROA members had registered for Equora, adding: “We’ve had an excellent response. Existing ROA Life Members will retain their Life Member status with the Racehorse Owners Association. They will also be invited to become Honorary Equora Members, at no cost, by completing a simple registration process.”
Registered Equora members will receive a welcoming pack including their membership badges, parking access tokens and premium promotional material.
Equora is being introduced through a phased approach, with an expanding range of benefits and privileges planned for members. These will include access to designated member lounges and hospitality areas, preferential pricing on food and beverages, and other exclusive owner experiences, with further details to be announced as the rollout progresses.
Away from the racetrack, membership also offers breakfast events on selected mornings at 4Racing’s training facilities at Randjesfontein, Turffontein, the Vaal and Fairview. These include exclusive stable visits, giving guests an insight into how thoroughbreds are stabled, groomed and trained.
Recent promotional breakfast events have been held at Randjesfontein and the three racetracks, with Turner reporting very good turnouts. She said: “So far, we’ve hosted friends and acquaintances of trainers and existing owners, many of whom have brought along friends of their own.
“These social events give those who are interested in getting involved an opportunity to dip their toes in the water and gain first-hand experience. They enjoy the chance to engage with some of the industry’s prominent horsemen and women, and to ask questions about the horses and the sport.
“The stable visits are always educational and entertaining. All of us have so much to learn about thoroughbreds, the care and attention they require, and the hard work it takes to get them to the racetrack.
Fractional ownership is an important marketing tool in racing worldwide and, as a way of making ownership more affordable, will be equally important to Equora. Surprisingly, however, many people are still unfamiliar with the concept and have shied away from getting involved, believing it to be beyond their financial reach.
“We’ve had people asking trainers about available share options and expressing surprise at how easy it is to get involved,” Turner said. “Recently, for example, a new fan took a share in a runner trained by Xander and Corne Spies after a stable visit at the Randjesfontein breakfast. On the day we also had Alec Laird, Grant Maroun and Roy Magner in attendance. They generously gave of their time.”
One issue that sometimes arises when newcomers to racing become involved is disagreement over shareholding, nominations and fees. We have touched on this in previous editions of Off The Record, noting that most stables operating syndicates have a dedicated person responsible for managing accounts and communications. Even so, disputes between shareholders do arise from time to time.
Turner reminded trainers that the ROA drew up a comprehensive Standard Training Agreement in 2024, aligned with the NHRA Rules of Racing. It includes important provisions covering dispute resolution, force majeure, notice and severability, as well as detailed definitions designed to remove ambiguity and reduce the risk of differing interpretations.
The agreement will form part of Equora’s efforts to ensure that newcomers to ownership, and their trainers, are properly informed and protected as they enter the exciting world of racing.
ROA Chairman Xander Spies said: “Racing is built on dreams. But it’s sustained by structure. Legal certainty is not something you only need in a crisis, and it makes good relationships even better.”
The rollout of Equora will take place in two phases. The first involved introducing the new division and registering existing ROA members. The second will focus on an extensive marketing and promotional drive, including amongst others, using the TAB’s mailing list to reach a wider audience and introduce Equora’s Social Membership offering to racing fans.
The campaign will also extend into the equestrian sector, where there is considerable potential to attract new participants through the natural synergies between equestrian activities and the horseracing industry.
Turner noted: “Equora will be a work in progress, developing all the time. Our long-term objectives include close cooperation with the marketing teams of Race Coast, working together to ensure owners across the country enjoy the same level of support.”
Also in the pipeline is an Equora digital tool, which will provide immediate access to race-day and related information, while allowing each owner to create a personal profile reflecting their individual preferences, ownership interests and areas of focus. The aim is to make communication more relevant and ensure owners are kept informed about the aspects of racing that matter most to them.
“Ultimately, we’d like to establish Equora as a lifestyle brand, encompassing everything associated with racing and working in partnership with a variety of leading lifestyle brands.”
For more information on Equora, and its various membership tiers or for an application to join this new and exciting proposition please contact: