Racing Industry leaders have an opportunity to unite in developing the next generation of fans, owners, and workforce through strategic youth investment — a model already proven successful in other major sports.
In 1997, golf’s governing bodies including the USGA, LPGA, Masters Tournament, PGA of America, and PGA TOUR collaborated to launch First Tee, a youth development non-profit making golf accessible to all children. The USGA alone committed $3 million in the program’s first three years, 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 build character, promote healthy choices, and foster lifelong connections to the sport. A 2015 survey revealed 90% of First Tee alums remain lifelong golfers — demonstrating the power of unified investment in education.
Major sports leagues have already embraced this approach. The NHL and NHLPA operate Future Goals, a STEM program using hockey to teach science and math. NBA supports Jr. NBA and Math Hoops, blending basketball with life skills and academic learning. The NFL runs Character Playbook, NFL FLAG, and Youth Education Towns, promoting these initiatives during Super Bowl commercials.
Even other equine sports are making significant investments. This spring, the United States Polo Association awarded a $1 million grant to Work to Ride, a Philadelphia non-profit using equine sports to create education and opportunity for youth. The grant will fund facility expansion to serve more students and broaden polo’s reach.
The Thoroughbred industry — fragmented without a national governing body — has yet to fully embrace youth education as a funding priority. Many leading organizations take the stance that “it’s not our job” or believe minimal contributions are sufficient.
Since early 2023, Amplify Horse Racing has served as the national youth arm of the Thoroughbred industry. The Kentucky-based 501(c)(3) non-profit provides opportunities for young people nationwide through education, mentorship, and career development. The organization pairs students with mentors, hosts immersive events, visits classrooms, and creates behind-the-scenes experiences making racing careers tangible and attainable.
Amplify’s virtual outreach includes educational social media, a podcast, a content-rich website with industry resources, and an upcoming video series. The organization is developing a high school curriculum aligned with Next Generation Science Standards and Career & Technical Education requirements.
In 2024 alone, Amplify’s team of three paid employees — with support from volunteers — reached over 28,000 people through school presentations, mentorship, community outreach, and racetrack events. This was accomplished on a modest budget, with staff using personal vehicles to transport equipment and materials across multiple states.
While several organizations conduct essential youth engagement work regionally, Amplify Horse Racing stands as the only organization taking a unified, national approach to educate young people about entry-level pathways into the sport. What’s needed now is coordinated investment from industry stakeholders.
To enhance programming efficiency and accessibility nationwide, Amplify launched the IMPACT Campaign. This initiative supports curriculum development and creation of classroom-ready materials for educators. It will enable regional chapter establishment and partnership growth, offering localized opportunities for youth industry engagement.
The campaign aims to deliver consistent, high-quality programming to urban and rural communities — including those without direct access to racetracks or farms — while expanding reach and providing educators with better tools to bring horse racing into classrooms.
Horses and racing won’t automatically appear in schools. Amplify’s team writes curriculum, coordinates tours, attends career fairs, and builds educator relationships. With proper industry support, the organization could achieve success comparable to First Tee.
If the industry wants young people to choose futures in racing — as stewards, veterinarians, grooms, owners, fans and more — meeting them where they are is essential.
Supporting Amplify represents strategic investment rather than charity. Without engaging the next generation, the sport’s future remains uncertain.
Those interested in learning more about Amplify’s programming can contact the Executive Director directly at annise@amplifyhorseracing.org.
