The Smartest Investment in Horse Racing? Youth!
By Annise Montplaisir
Horse racing frequently talks about the importance of fan building, ownership development, and growing our workforce. But imagine if the leading organizations in Thoroughbred racing truly joined forces to invest in tomorrow's fans, workforce, and owners.
That's exactly what the golf industry did in 1997. The USGA, LPGA, Masters Tournament, PGA of America, and PGA TOUR collaborated to launch First Tee, a youth development nonprofit with a mission to make golf accessible and affordable for all children. The USGA alone committed $3 million in the program's first three years––an amount equivalent to $6 million today.
First Tee now reaches over 3.1 million youth annually through 150 U.S. chapters and international affiliates. Their programs don't just teach golf—they build character, promote healthy choices, and foster lifelong connections to the sport. A 2015 survey found that 90% of First Tee alums are lifelong golfers. That's what strategic, unified investment in education looks like—and why it works.
Most major sports are already doing this:
The NHL and NHLPA run Future Goals, a STEM program that uses hockey to teach science and math.
The NBA supports Jr. NBA and Math Hoops, blending basketball with life skills and academic learning.
The NFL runs programs like Character Playbook, NFL FLAG, and Youth Education Towns—and promotes this work to millions during Super Bowl commercials.
It's time racing caught up. Other equine sports are getting the message.
This spring, the United States Polo Association awarded a $1 million grant to Work to Ride, a Philadelphia nonprofit that uses equine sports to create education and opportunity for youth. The grant will fund a major facility expansion, helping the program serve more students and broaden the reach of the sport of polo.
Meanwhile, the Thoroughbred industry—fragmented and without a national governing body—has yet to fully embrace youth education as a funding priority. Even for leading organizations, it's easy to take the stance of "it's not our job" or to believe that giving a little is enough.
Since early 2023, I've served full-time as the Executive Director of Amplify Horse Racing, a Kentucky-based 501(c)(3) nonprofit founded as the national youth arm of the Thoroughbred industry. We provide opportunities for young people from all states to engage through education, mentorship, and career development. We pair students with mentors both virtually and in person, host immersive events, visit classrooms, and create behind-the-scenes experiences that make careers in racing tangible and attainable. Our virtual outreach includes educational social media, a podcast, a website rich with blog content and industry resources, and an upcoming video series. We're developing a high school curriculum aligned with Next Generation Science Standards and Career & Technical Education. We strive to make the Thoroughbred industry as accessible and inclusive as possible for all youth, regardless of where they live or their prior experience with horses.
In 2024 alone, our tiny team of three paid employees—along with incredible support from passionate individuals who volunteer their time—reached over 28,000 people through school presentations, mentorship, community outreach, and racetrack events. We accomplished this on a modest budget, using our personal vehicles to transport equipment, signage, and all the tools needed to deliver programming across multiple states.
Several organizations are doing essential work to engage youth and young adults at the regional level. But the reality is this: Amplify Horse Racing is the only organization taking a unified, national approach to educate and connect young people with entry-level pathways into the sport. What’s needed now is coordinated investment. We're doing the work, but we can't do it alone.
To make our programming more efficient and accessible as we expand nationwide, we launched the IMPACT Campaign. This campaign supports curriculum development and the creation of classroom-ready materials that educators can easily integrate into their teaching. It will also enable us to establish regional chapters and grow partnerships, offering more localized opportunities for youth to engage with the industry and access valuable resources.
Ultimately, the campaign will allow us to deliver consistent, high-quality programming to urban and rural communities—including those without direct access to racetracks or farms. It will expand our reach, increase efficiency, and provide educators with better tools to bring horse racing to life in their classrooms.
Let's be clear: horses and horse racing are not going to magically appear in schools. Someone has to write the curriculum, make the calls, coordinate the tours, attend the career fairs, and build the trust of educators. That someone is Amplify. And we need your help to ensure we are as successful as First Tee.
If we want young people to choose a future in horse racing—as stewards, veterinarians, grooms, owners, fans, and more—we must meet them where they are.
Supporting Amplify isn't charity—it's strategy. Because without the next generation, there is no future.
So, do something for youth today. Share this message with industry organizations and their boards. Introduce us to someone who should hear it. I’d love to connect and share more about our programming and the impact Amplify is making—you can reach me directly at annise@amplifyhorseracing.org.
Let’s amplify the future of horse racing—together.
