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The Jockey Club

At the Races with the Jockey Club

Under Starter's Orders

Britain loves its horse racing and The Jockey Club is the biggest name in the sport. It owns 16 leading race courses including the iconic Aintree, Cheltenham and Newmarket. Previously, all of its courses had individual websites that only promoted that course. The Jockey Club wanted to join things up, reach more sports fans, enhance its brand and sell more tickets.

Creating a new set of fans and a better experience through one platform

The Jockey Club website on a phone display

All bets were off

The old site was hard to navigate and pretty inconsistent. There was a separate section for events and the customer journey was more old nag than thoroughbred. Who really wanted to go through a 12-step process to buy a ticket?

We got underway by leading a new digital approach and looking at what The Jockey Club was trying to achieve in terms of getting more people to the races.

Whipping into shape 

We took on the clunky customer journey and reduced commercial opportunities by:

  • Simplifying the ticket buying process to just 5-clicks
  • Offering more opportunities for upselling (parking at events, upgrading to better seats etc) and cross-sell
  • Creating extra commercial opportunities for sponsors

Operational costs were also driven down whilst flexibility was ramped up. An Episerver DXC platform allowed us create improved, tailored journeys and personalised content. 

Regular users of the site will find a familiar but enhanced experience that lets them discover more events. There are also focused areas for key stakeholders such as owners and trainers.

Editor friendly

Easy to update templates plus drag and drop editing make changing the site so much simpler for The Jockey Club. And we have a 24/7 support team in place to make sure no-one falls at the first.

The Results 


The new website has transformed The Jockey Club into a leading lifestyle brand. It talks to fans and creates demand for a wider range of events for families, music enthusiasts or those simply looking for a great day out. There is one platform and one consistent flow of data across the ecosystem.

The results have been brilliant so far: 

15% increase in online sales revenue

22% increase in sales conversion

34% increase in shopping cart conversion rate

Our overall goal is to get more people going to the races and engaging with The Jockey Club on a more regular basis. AmazeRealise’s experience in implementing large-scale digital transformation, and its expertise in multi-site platform projects, is a great help to us on this journey.

— Tom Manners, Group Sales and Marketing Director at The Jockey Club