Don’t Fight The Critics – Invite Them to Learn

As the Melbourne Cup looms, it’s not uncommon for the Thoroughbred racing industry to come under fire. If you’re passionate about racing, hearing those same negative or misinformed opinions can be, well, exhausting. But here’s the key: instead of jumping straight to defence mode, what if we responded with curiosity and a little know-how?

One of the biggest challenges we face is the spread of misinformation. Sensationalised stories catch fire quickly, often overshadowing the facts. A prime example is the persistent belief that horses are constantly dying on the track—a narrative fuelled by both traditional and social media, even though it’s far from the truth. 

In reality, Australia holds the title as the safest racing jurisdiction in the world, boasting a 99.94% safety rate. This means that nearly every horse finishes its race safely, yet this important fact is often drowned out by the noise.

As Vicky Leonard, founder of Kick Up for Racing, suggests: “Don’t get defensive. Ask questions.” When someone says, “Horse racing is cruel,” instead of firing back, try something simple like, “What makes you think that?” This approach turns a potential argument into a conversation—an opportunity to understand their concerns and respond meaningfully, backed by real facts.

Being prepared is half the battle. That’s why Kick Up has put together a database of common concerns, from horse welfare to breakdowns to aftercare, arming you with the facts before you even step into the ring (or comment section). Take this for example: many people don’t realise the level of care top racehorses receive. We’re talking chiropractors, vets, farriers—the works. A horse that isn’t healthy and cared for won’t perform, plain and simple. That’s a powerful way to shift perceptions, especially for those who have only ever heard the negative side.

Another key? Transparency. The industry has made huge strides in areas like veterinary care, aftercare programs, and horse soundness—but these successes don’t always get the spotlight they deserve. “We’ve come a long way, and that progress needs to be shouted from the rooftops,” Vicky says. If more businesses made welfare a part of their marketing strategy, we’d see a positive shift in how the industry is perceived.

Welfare marketing doesn’t have to be a snooze-fest either. In fact, showing people what really goes on behind the scenes—like how meticulously horses are cared for—can be an eye-opener for those outside the industry. Social media is the perfect platform to share this, giving audiences a glimpse into the dedication and passion that keeps the sport alive and well.

The goal here isn’t to win over critics in a single conversation. It’s about planting a seed—inviting curiosity, and encouraging them to explore more. Sometimes, that might even mean extending an invitation to visit a farm or stable, where they can see for themselves how well these horses are treated. As Vicky points out, “People don’t need to see that we’re perfect. They just need to see that we’re making progress and are committed to doing right by the horse.”

The Melbourne Cup is a golden opportunity to flip the script. By leading conversations with well-researched facts and a calm, curious approach, we can tackle concerns head-on. More importantly, we can showcase how much the industry is doing to prioritise the welfare of both horses and riders.

Changing public perception requires a team effort. It’s not just up to industry leaders—everyone involved in racing plays a part. That’s why Kick Up is building a community of informed advocates, equipped to counter misinformation and share the positives. Whether it’s attending training workshops, liking and sharing fact-checked posts, or simply being part of the conversation, we can all contribute to changing the narrative.

So, as the Melbourne Cup season gets underway, let’s use our collective voice. Lead with curiosity, arm yourself with the facts, and embrace transparency. Let’s celebrate the sport we love, showcasing the dedication and care that runs through the Thoroughbred racing industry—all while keeping horse welfare front and centre.