The Heartbeat of Horse Racing: Racing's Real Influencers Have Been Here All Along
On July 31, The Jockey Club hosted a roundtable on racing’s future. On the agenda: “Racing’s Most Influential Marketing Campaign”. The seat went to a Gen Z social media influencer, new to the sport.
Fresh perspectives are valuable, of course, but I couldn’t help but notice what and who was missing: the voices of people who have shaped, marketed, and lived this sport for decades. Too often, racing chases outside trends while overlooking the blueprint that has always worked.
I know because I’ve lived it, as a fan and a professional.
Rasi Harper co-founded The Real Players Inside the Backstretch, shining a spotlight on the unsung heroes of the sport.
Photo by Stephanie Cowser.
Growing up in Georgia without a nearby racetrack, my window into racing came through ABC and ESPN broadcasts and stacks of The Blood-Horse and Thoroughbred Times magazines. I loved the horses—they're the ultimate gateway and will always be the focal point—but what truly hooked me were the stories of the people behind them.
Television didn't just show races, it told stories about larger-than-life characters and made-for-Hollywood storylines. You had D. Wayne Lukas in his sharp suits and sunglasses, exuding confidence, often going head-to-head in racing's most prestigious races with Bob Baffert and his white hair, California cockiness, and razor-sharp wit. Nick Zito provided the perfect contrast—a true New Yorker whose blue-collar relatability you could feel through the screen.
From L to R, some of today’s top jockeys: Manny Franco, Irad Ortiz, Jr., Javier Castellano, Jose Ortiz, and John Velazquez have established personas of their own, much like the legendary jockeys who came before them.
Photo by Stephanie Cowser.
The jockeys had just as much personality: Angel Cordero Jr.'s aggressive riding style versus Jerry Bailey's ice-cool tactics, then "Patient Pat" Day with his soft hands and deep faith, alongside up-and-coming Louisiana riders like Kent Desormeaux bringing their own flair to the major circuits.
Owners ranged from blue-blood dynasties like Calumet Farm to bold newcomers unafraid to spend big at sales, like Bob and Beverly Lewis, Bob McNair. These weren't just participants; they were characters in an ongoing drama that offered relatability to racing fans.
Today's racing is filled with equally compelling personalities—fiery rivalries between billionaire owners like Mike Repole and John Stewart that play out online and on the racetrack; generational training battles featuring former assistants of yesteryear's legends like D. Wayne Lukas and Bobby Frankel, and jockey rivalries that span seasons and racetracks. You have contrasting dynamics like the Ortiz brothers—Jose and the more controversial Irad Jr.—going up against stoic Frenchman Flavien Prat and bubbly Louisiana-born Kendrick Carmouche.
And now there's a new dimension: everyday fans becoming owners through claiming partnerships and microshares, bringing fresh blue-collar voices to a sport once seen as exclusive.
The horses are brilliant, but the personalities endure—and these people and their stories led me to a career in horse racing I've been privileged to call my own for more than 20 years.
The game has evolved, but that human connection is racing's blueprint for success, and it still works today.
AUTHENTICITY BEATS HYPE EVERY TIME
41-year veteran employee of the Bill Mott Stable, Erma Scott is known for her gentleness and bond with horses, including 2025 Kentucky Derby (G1) winner Sovereignty.
Photo by Stephanie Cowser.
When I worked with NBC Sports on Kentucky Derby (G1) broadcasts in the early 2000s, telling human stories was still the priority, woven into the coverage as naturally as the racing action. Somewhere along the way, the industry strayed—trading away air time once devoted to behind-the-scenes storytelling and season-long narratives for celebrity cameos and race-day gimmicks that spark fleeting attention but rarely build lasting loyalty.
The truth is, racing’s best marketing assets aren’t outside the sport, they’re already here: in the shedrow, at the farms, in the sales ring, on the road with the horses. The people who live this game every day are the ones whose stories resonate because they’re real. Other equestrian sports rarely offer that kind of insider access, and that’s exactly what once set racing apart. It can again, if the industry chooses to put its own voices back at the center.
It's tempting to think racing's popularity problem can be solved by the next influencer or viral moment. But the data tells a different story: Nielsen reports 92% of consumers trust authentic voices over celebrities, while brands built on genuine storytelling grow customer loyalty two to three times faster than those chasing short-term promotional campaigns.
Racing doesn't need gimmicks—it has storytellers everywhere: grooms brushing horses at 4 a.m., exercise riders grinding through dawn, trainers enduring crushing losses yet returning out of love for the game. These relatable stories don't need scripts or glossy filters. They need a spotlight, because nothing builds loyalty like the raw triumphs and struggles of the people who make racing what it is.
COMMUNITY FIRST, MARKETING SECOND
Modern marketing isn’t about pushing product, it’s about building community. And racing has one of the most diverse, engaging communities in all of sports—something most brands would pay millions to cultivate.
So why aren’t we using it to its full potential?
We’ve seen trainers go viral just walking their barns and sharing horse personalities. We’ve seen jockeys win fans by answering comments or posting post-race debriefs from the jocks’ room. These aren’t gimmicks. They’re windows into a world most people never get to see. And when people see it, they engage.
And for the trainers, owners, and jockeys looking to grow their business: you are your own best PR agent. Don’t wait for a stakes win or a tragedy to tell your story. Control the narrative now. The media needs your voice. The public does too.
Jockey Kendrick Carmouche is known for his Louisiana pride and upbeat personality.
Photo by Stephanie Cowser.
WHY RACING LOOKED OUTSIDE (AND WHY IT’S TIME TO LOOK BACK IN)
I understand the impulse to seek fresh perspectives. Racing has long struggled with perceptions of being insular or tradition-bound. Outside voices can bring valuable insights about reaching new audiences and modern marketing techniques.
But here's what we've learned: credibility can't be outsourced. The most successful campaigns in any industry combine outside strategic thinking with authentic insider voices. Racing's mistake wasn't seeking external expertise, it was replacing the voices of insiders instead of amplifying them. The solution isn't choosing between one or the other; it's putting our people front and center while leveraging external knowledge to help them shine.
FROM BARN TO BRAND: SMALL ACTIONS, BIG IMPACT
Jockey Ramon Moya has built a substantial audience by taking viewers along for the ride as he exercises horses.
Photo courtesy of Ramon Moya.
For many in racing, where your day is already packed with caring for horses and running a business, social media can feel overwhelming, like trying to learn a foreign language—algorithms, hashtags, timing, oh my!—but it doesn’t have to be complicated.
Small, consistent actions make a real difference: respond to comments, share behind-the-scenes moments, keep conversations going. The payoff? Visibility, loyalty, and stronger connections between racing and its fans.
The data proves it works: Sprout Social reports brands responding to at least 25% of comments see triple the engagement, while HubSpot shows active conversations boost visibility by 67% or more. On Facebook and Instagram, comments alone drive up to 30% of reach. The sweet spot? Respond to 50–70% of comments within 24–48 hours. On TikTok and YouTube Shorts, comments are a top ranking factor, while X (Twitter)—the infamous "Horse Racing Twitter"—rewards replies with algorithmic points, with Owlead reporting 84% of posts being conversations, not broadcasts. That small effort extends your post's lifespan and can turn a casual fan into a bettor, an owner, or a lifelong ambassador.
WHAT WORKS AND WHAT’S MISSING
We know what works because we’ve seen it: videos of barn life, trainers answering fan questions, jockeys sharing race-day prep, behind-the-scenes footage of horses traveling to races. These moments outperform polished ads because they carry authenticity money can’t buy.
What’s missing is consistency.
Media coverage is often reactive, triggered by a big race, tragedy, or controversy. Outside influencers can add buzz, but they should complement, not replace, the voices of a horse’s connections. A 2023 McKinsey study shows brands built on authentic storytelling grow customer loyalty two to three times faster than those relying on short-term promotional campaigns.
INDUSTRY VOICES LEADING THE WAY
Trainer Ron Moquett has built a platform for racing fans where transparency, honesty, and open dialogue are equally weighted, while keeping ‘horses first’ as his first rule of conduct.
Photo by Tom Ferry.
Across the sport, many are already stepping up, sharing their stories with fans in ways that feel fresh, honest, and relatable. These voices remind us what’s possible: story-first, emotionally driven content that connects people. Fans respond to the behind-the-scenes moments, the triumphs, the struggles—content that makes them feel part of the sport.
Here’s a look at a few standout examples and why they work. This is only a snapshot; countless others are quietly building audiences, proving that racing already has the voices, stories, and talent it needs to engage fans and grow the fanbase.
The Real Players Inside The Backstretch (Facebook, Instagram, TikTok, X, YouTube)
This grassroots outlet started by Rasi Harper and Maurice Davis has 418,000 followers on Facebook, 31,000 followers on Instagram, over 10,000 followers on X, and nearly 7,000 subscribers and 960+ uploads on YouTube featuring intimate interviews with exercise riders, grooms, jockeys, trainers, and hotwalkers—capturing the heartbeat of the backstretch. Videos like “Backstretch Chronicles: Unsung Heroes of the Racetrack” are authentic, spontaneous, and often emotional, contrasting sharply with mainstream promotional and media content.
Why it works:
Raw, unscripted content outperforms polished reels by 80%. Weekly uploads retain 60% more subscribers over time. Fans respond when the sport’s people tell their stories. It’s also one of the few racing platforms where underdogs and up-and-comers get equal narrative weight—something that resonates especially well with newer and younger fans.
Trainer Cherie DeVaux gives fans a look behind the curtain to daily life in her barn and her life, and has built a fanbase from showing raw emotion from the highs and the lows of racing.
Photo courtesy of Cherie DeVaux.
Ron Moquett (Facebook, X)
Trainer Ron Moquett brings fans – and around 7,400 followers on each platform - directly into his stable. From photos celebrating wins to video of candid barn moments, his conversational, warm tone is never corporate. He tackles industry issues openly while highlighting peers and encouraging the sport to evolve. He also simplifies complex topics in layman's terms, offering the kind of transparency fans say the sport is missing.
Why it works:
Posts in a personal voice see 3× more engagement. In a time where 88% of consumers say authenticity is a key factor in deciding which brands they support (Stackla), Moquett’s direct interactions with his fan base deepens trust and creates a true community, showing that transparency and emotional connection drive long-term loyalty.
Cherie DeVaux (Facebook, Instagram, X)
When trainer Cherie DeVaux stepped into the legendary Barn 83 at Saratoga—previously home to the late D. Wayne Lukas—she didn’t just share a milestone. She offered reverence, reflection, and a sense of occasion that brought fans into the moment with her. Her posts, which are followed by nearly 13,000 on X, 3,500 on Instagram, and 6,500 on Facebook, frequently offer glimpses into both high-profile stable stars and personal downtime with friends and family. It’s that multidimensionality that gives followers something deeper than race results.
Why it works:
Cherie’s content supports research showing that 52% of social audiences prefer insiders who share life beyond work. Posts blending personal achievement and industry heritage see a 45% increase in saves and shares. Cherie’s calm, thoughtful presence fills the void for audiences craving authenticity without theatrics.
Ramon Moya (Facebook, Instagram, TikTok, YouTube)
Jockey Ramon Moya has built a loyal fanbase by putting viewers right in the saddle with him. Using body-mounted cameras, he films morning workouts from a first-person perspective, complete with a speedometer, giving fans an authentic look at the daily grind of a rider, as well as riding tips. With over 106,000 followers and 2.4 million likes on TikTok, over 33,000 followers on Instagram, 53,000 on Facebook, and over 2,000 on YouTube, Moya’s unfiltered and visually compelling content consistently reaches thousands, and sometimes hundreds of thousands, of viewers. He is maximizing his reach as good as any content creator by developing followings on the most prominent social media platforms available for video content.
Trainer Kenny McPeek took social media to the next level with his creation of a racing app, which provides racing data and a platform for his podcast.
Photo by Tom Ferry.
Why it works:
First-person point-of-view content taps into the rising demand for experiential, authentic storytelling. Moya posts consistently and speaks in a style that feels more like a friend than a brand. Behind-the-scenes access drives up to 3× more engagement than polished content. Moya demonstrates the untapped value of riders and backstretch workers as content creators and a growing desire for fans wanting to be closer to the action in real time.
Kenny McPeek (Facebook, Instagram, X, YouTube, Podcast)
Trainer Kenny McPeek has leaned into multimedia, hosting his own podcast and developing an app called Horse Races Now, and using his personal social media to share insights about his horses, the sport, and life on the road. Across these social media platforms, with a combined audience of nearly 40,000, he discusses horse health, training theories, ownership education, and breeding, while also using his reach to organize fan meet and greets—all from a place of passion and accessibility. He’s an example of a trainer using multiple platforms to scale visibility and reinforce his brand with both casual and hardcore fans.
Why it works:
Fans who follow across multiple platforms are 42% more likely to become brand advocates. His podcast also feeds into the data that long-form content, especially when educational, encourages a deeper connection.
Jose Santos, Jr. is a pioneering voice for jockey’s agents in the social media landscpe, providing daily behind-the-scenes looks into the role they play in the sport.
Photo by Stephanie Cowser.
Jose Santos Jr. (Facebook, Instagram, X)
As a jockey agent and son of Hall of Fame jockey, Jose Santos, Santos Jr. has carved out a unique digital presence, posting daily updates that spotlight both his riders and the realities of his work. On X, where he has nearly 10,000 followers, on Instagram with about 4,000, and on Facebook with nearly 5,000, he shares a steady stream of content: where his eight riders are booked to mount, race results, post-win clips, and the occasional glimpse into his own life. He breaks down the ins and outs of a jockey’s calendar in terms fans can easily grasp, while openly addressing booking challenges, career growth, and even racing politics. In doing so, Santos Jr. humanizes the often-overlooked role of the agent.
Why it works:
Brand posts with personal tone drive up to 3× more interaction, and his daily presence reinforces algorithmic favorability. Audiences treat agents and behind‑the‑scenes professionals as trusted sources when their messaging is direct and honest.
Melanie Giddings (Facebook)
After the devastating loss of her undefeated stakes-winning filly Maple Leaf Mel, owned by retired National Football League (NFL) coach Bill Parcells' August Dawn Farm, on a national stage in 2023, trainer Melanie Giddings made a courageous choice: to grieve in the open. Rather than retreat, she shared her heartbreak—and later, her healing—through updates about Mel’s Little Sister, a full sister to the late filly with the same connections, with emotional and symbolic weight with her 6,000 followers. She gave fans a reason to continue following, even through the hard parts.
Why it works:
Narratives involving emotional arcs—grief, recovery, redemption—generate the most engagement across all platforms. Findings from Sprout Social that show 70% of people feel more connected to brands that publicly show empathy and vulnerability. Melanie’s updates resonate not just because of what happened, but because of how she invited fans into the aftermath, proving vulnerability can be a form of leadership.
Trainer Melanie Giddings captured the hearts of racing fans everywhere, overcoming public tragedy to reveal the backside of the racetrack for what it truly is: a resilient family that stands together through triumphs and hardships alike.
Photo by Stephanie Cowser.
A CALL TO THE RACING COMMUNITY: THREE STEPS FORWARD
Racing’s fastest path to growth is reinvesting in the people already here. Now racing needs institutional support to scale it.
Here's what decision-makers can do immediately:
Establish industry-sponsored education programs. Racetracks and media outlets should sponsor quarterly workshops and online courses created and led by racing-savvy marketing professionals, offering track-specific content strategy sessions and hands-on training. Create preferred vendor networks of marketing pros who understand the sport's unique dynamics, and develop certification programs for professionals wanting to specialize in racing marketing.
Build strategic media partnerships that go beyond the usual suspects. Racing organizations should actively connect traditional and emerging media outlets with the industry professionals already creating compelling content—the trainers, jockeys, owners, grooms, agents, etc. building audiences organically. Introduce media to creators beyond the big names, showcasing the diverse storytellers across all levels of the sport.
Develop scalable resource systems. Industry associations should provide content creation toolkits, mentorship matching between marketing professionals and racing practitioners, and basic infrastructure support that makes digital storytelling more accessible without requiring each operation to start from scratch.