Setting the Pace for Spring – Why Smart Owners Comms Start in Winter

Author: Andrew Holmes

Spring is the biggest season in Australian racing, but the trainers who win off the track are already laying the groundwork now.

It’s not just horses that need to prepare. In today’s owner-driven landscape, communication is no longer a nice-to-have. It’s a strategic advantage.

Owners Are Watching, Even in Winter

Australian racehorse ownership is growing rapidly, with over 140,000 registered owners, outpacing countries like the UK and USA. Many of these are syndicate-based or part of new ownership models that attract people from outside the traditional racing community.

This new generation of owners brings high digital expectations.

They’re used to streamline experiences, clear updates, and real-time insights in other parts of their lives, and they’re starting to expect the same from their stables.

We’re not just investors, we’re fans. We want to know the journey, not just the result.

Owner, NSW

The Winter Advantage

With quieter race calendars in the colder months, winter gives trainers a golden window to strengthen owner relationships before the spring rush.

This is when forward-thinking stables are:

Sharing training insights and updates from the paddock to the trial
Building trust by keeping communication regular and relevant
Laying the digital groundwork for a seamless, professional owner experience during high-pressure periods

Owner engagement doesn’t start on race day. It starts with inclusion, even when the horse is
months out from a run.

Communication Is a Performance Metric

Recent feedback from Ciaron Maher Racing’s owner base showed 81% of owners rated communication 8/10 or higher, but many still called for more consistency and deeper insights.

That’s not just a pat on the back, it’s a call to action.

Great communication builds loyalty.

Poor communication opens the door for churn.

And the biggest barrier? Time.

Trainers are under the pump. Between gallops, feeds, staffing, stewards and everything in between, carving out time for thoughtful communication isn’t easy. That’s where technology needs to step in. Not to replace the personal touch, but to make it easier to deliver at scale.

Where Technology Comes In

Platforms like Stablfy are changing the game. Built by racing insiders and powered by real data from Punting Form, Stablfy helps stables deliver branded, insightful owner updates in seconds.

With smart templates, generative AI, and form-driven logic, trainers can:
Send tailored race previews, post-race analysis, or weekly summaries
Maintain stable branding and voice
Automate routine updates while keeping control over the message
Save 3–5 hours per week, based on early adopter feedback

The goal isn’t just efficiency. It’s creating better touchpoints that keep owners invested,
emotionally and financially.

It feels like we’ve stepped five years ahead overnight in using Stablify for our owner comms.

Mid-Size Trainer, VIC

Heading Into Spring, Don’t Just Focus on the Horse

As the countdown to Group 1 season begins, smart trainers are thinking about more than just form and fitness. They’re thinking about the owner experience.

Because the owners you impress in winter are the ones who stick around in spring, and come back next season.