Dan is currently the Head of Programme Delivery at the BHA and has been leading on Project Beacon which is British racing’s most in depth piece of customer research to date. It has gathered the views of the British public in order to help the sport develop a customer strategy based on a deep understanding of our fans, both present and future. Prior to this Dan spent 25 years leading business change and transformation programmes across a variety of sectors.
Sessions
Jun 23
12:25 PM - 12:45 PM GMT+2
Blue Stage
Behavioral Research
Consumer Behavior
Customer Experience
Stakeholder Alignment
Horseracing Reimagined: From Insight to Action
British Racing launched its most comprehensive customer research — a nationally representative study combining 7,500 surveys, interviews and competitor analysis to understand today’s and tomorrow’s fans. As perceptions shift and welfare concerns grow, we’ll unpack how insight is driving a movement that’s reshaping a centuries-old sport. Key Takeaways: 1. How 7,500+ interviews informed a customer strategy built on behavioral understanding 2. How the sport addresses welfare, accessibility and emotion to attract new fans and drive change 3. How cross-sector and stakeholder collaboration led to a joint vision for the future
