EXECUTIVE SUMMARY 

Magic Millions has an unprecedented opportunity to differentiate itself as the world's most welfare-focused thoroughbred auction house while generating substantial ongoing revenue at zero development cost.

This proposal presents the Magic Millions Training Passport - a lifetime support system for every horse sold through Magic Millions sales. The initiative positions Magic Millions as the global leader in full life-cycle welfare, creates a competitive advantage over other auction houses, and generates over $1.8 million over a 2-year pilot period.

The Value Proposition for Magic Millions

ZERO DEVELOPMENT COST, MAXIMUM BRAND VALUE:

• You invest NOTHING in development - platform and content already exist
• The 2-year global amnesty builds critical mass at $197/horse for  horses already off the track
• Introduction of the compulsory passport for all horses sold at MM sales from the start of the pilot ($497)
• Magic Millions keeps 25% of the profit for the 2-year pilot
• Unique competitive advantage: only auction house offering lifetime support
• Premium positioning: "From our sales ring to their forever homes"
• Extends Racing Women's legacy to whole-of-life care
• Platform ready to launch by April 2026 
• Choice of three clear pathways at the end of the pilot study
  
  

THE MAGIC MILLIONS OPPORTUNITY

Magic Millions can lead thoroughbred welfare independently of racing authorities:

• Current welfare programs end after 6-12 months, leaving a 20-30-year gap
• Horses sold through your sales ring change hands 3-4 times post-racing
• No continuity of support for owners who buy Magic Millions horses
• Ethical buyers are increasingly concerned about whole-of-life care
• Competitive auction houses offer no post-sale welfare support
• Magic Millions already demonstrates a welfare commitment through its partnership with the QOTT Program 

The Magic Millions Difference: "When you buy through Magic Millions, that horse has lifetime support - no matter who owns them, no matter where they go."

This creates an unprecedented value proposition for Magic Millions buyers and positions Magic Millions as the world's most welfare-focused auction house.

THE SOLUTION: MAGIC MILLIONS TRAINING PASSPORT

A digital training passport providing lifetime support for every Magic Millions horse:

How It Works

• Years 1-2: $197 amnesty enrollment for all retired racehorses to build critical mass
• Years 1-2: Automatic enrollment for all MM sales horses ($497 paid by seller)
• Years 3-5: Direct purchase available for non-MM horses ($997)
• Linked to the horse's microchip number - belongs to the horse, not the owner
• Transfers automatically through unlimited ownership changes over a 20-30 year lifespan
• Provides lifetime access to training modules, weekly expert sessions, and a supportive community
• Evidence-based methodology (based on the International Society for Equitation Science Training Principles)
• Branded Magic Millions platform

"From our sales ring to their forever homes - Magic Millions cares for life"

What Horse Owners Receive (Lifetime)

• Comprehensive video training modules: foundations through advanced disciplines
• Weekly live Q&A sessions with Dr Kate Fenner and certified regional trainers 
• Video analysis and personalised feedback on their horses
• Supportive national community of OTT horse owners
• Breed and training history-specific content 
• Crisis support when welfare concerns arise
• Access continues automatically when the horse is sold or rehomed - forever
• Magic Millions branded certificates and owner recognition

WHY MAGIC MILLIONS SHOULD LEAD

This is Magic Millions' opportunity to differentiate from all other auction houses globally:

COMPETITIVE ADVANTAGE: Only auction house in the world offering lifetime support. Premium positioning that justifies premium prices.

ZERO DEVELOPMENT COST: Platform and content already exist. You add Magic Millions branding and integrate at sales.

BUYER VALUE PROPOSITION: Buyers know horses from Magic Millions come with lifetime support - a unique selling point.

RACING WOMEN SYNERGY: Extends the legacy beyond racing into whole-of-life care for the 90% female OTT owner demographic.

BRAND STORYTELLING: Powerful marketing narrative: "We don't just sell horses, we support them for life."

INTERNATIONAL CREDIBILITY: Evidence-based and reinforcement-focused training

QOTT INTEGRATION: Complements existing QOTT Cup and polo initiatives, creating a complete welfare ecosystem.

TWO-PHASE PRICING STRUCTURE

Simple, strategic pricing that builds critical mass, then transitions to sustainable revenue:

PHASE 1: Years 1-2 - Universal Amnesty (Build Critical Mass)

WHO: ANY retired racehorse globally (Magic Millions or not)

FEE: $197 one-time enrollment

EXPECTED ENROLLMENT: 2,000-4,000 horses per year

ANNUAL REVENUE: $394,000-$788,000

2-YEAR TOTAL: $788,000-$1,576,000

PURPOSE: Build critical mass quickly. Generate testimonials and success stories. Prove the methodology works. Create market demand for Years 3-5.

MARKETING: "Limited time: Get lifetime support for just $197 - offer ends after 2 years"

PHASE 2: Years 3-5 - Premium Pricing (Sustainable Revenue) 

Pathway A: Through Magic Millions Sales (Automatic Enrollment)

WHO: All horses sold through any Magic Millions sale

FEE: $497 added to seller's commission/fees at point of sale

IMPLEMENTATION: Seller pays as part of the sale costs. The buyer receives the passport certificate with the sale documents.

EXPECTED ENROLLMENT: ~2,500 horses annually

ANNUAL REVENUE: $1,242,500

3-YEAR TOTAL (Years 3-5): $3,727,500 (+ any additional sales to non-MM horses at $997)

VALUE PROPOSITION: "Every Magic Millions horse comes with lifetime training support - included in sale"

Pathway B: Racing Australia Integration

HOW: Use our pilot data to propose a national compulsory program covering all foals registered and amnesty for those that do not yet have Training Passports

FEE: $497-997 compulsory purchase at foal registration

EXPECTED ENROLLMENT: 14,000-15,000 horses annually

ANNUAL REVENUE: $$6.9M-$14.9M

Pathway C: Hybrid model 

WHY: To maintain MM for the premium marketing and implement a national program via Racing Australia for maximum coverage.

24-MONTH  PILOT PROJECTIONS

Two-Tier Pricing Strategy:

24-Month Financial Projections

WHAT DR FENNER DELIVERS FOR 75%:

• Platform access (already developed and operational)
• 50+ training modules with Magic Millions co-branding
• 104 (weekly for 2 years) live sessions annually (Q&A, video analysis, expert guidance)
• Community management (forums, moderation, crisis support)
• Regional leader recruitment, training, and management (10-15 nationally)
• Magic Millions sales integration and staff training
• Crisis support protocols and welfare intervention
• Comprehensive data collection and welfare outcome analysis
• Annual evaluation reports for Magic Millions
• Marketing content and testimonials
• Ongoing platform maintenance and content updates
• IP development during 2 years

WHAT MAGIC MILLIONS RECEIVES FOR 25%:

• 25% total profit over 2 years with zero development costs
• Unique competitive advantage over all other auction houses globally
• Premium brand positioning as the world's most welfare-focused auction house
• Buyer value proposition: "Lifetime support comes with every Magic Millions horse"
• Extension of the Racing Women legacy into whole-of-life care
• Comprehensive welfare data on Magic Millions horses
• Marketing content and success stories for ongoing promotion
• International credibility through Racing Women's patronage
• Seamless integration into existing sales processes
• Potential for full IP ownership - becomes Magic Millions asset
• Option to license system to racing authorities for additional revenue post-ownership discussion

IMPLEMENTATION TIMELINE 

The Horse's Journey Doesn't End When Racing Does

Every year, thousands of Thoroughbreds transition from racing to new careers. These talented, athletic horses have been bred and trained for one specific job, racing, and now they need to learn a completely different way of life. Whether the horse is destined for dressage, show jumping, trail riding, or simply being a beloved companion, the transition from track to a new career presents unique challenges.

The Race-2-Ride Training Passport provides evidence-based, lifetime support for off-the-track horses and their owners. Developed by Dr Kate Fenner, an equitation scientist and experienced horse trainer, this program gives owners and their horses access to comprehensive training resources, expert guidance, and a supportive community; from the day you enrol until the day your horse retires from riding altogether.

What Makes This Different?

Lifetime Access, Not Just a Course

Unlike traditional training courses that end after a few weeks or months, your Training Passport stays with your horse for life. The support is linked to your horse's microchip number, which means even if your horse changes hands, the new owner inherits the same comprehensive support system. This creates a safety net that follows your horse through multiple owners, careers, and life stages.

Evidence-Based Training Methods

Every module, technique, and recommendation in the Training Passport is grounded in equitation science - the systematic study of how horses learn and what training methods work best for their welfare. You won't find quick fixes or dominance-based training here. Instead, you'll discover approaches that are proven through peer-reviewed research to create confident, willing horses who understand what you're asking and are relaxed in their work.

Expert Support When You Need It

You're not alone in this journey. The program includes weekly live Q&A sessions with Dr Kate Fenner and other regional leaders, where you can ask questions about your specific horse and situation. Whether you're dealing with a behavioural challenge, planning your next training step, or want reassurance that you're on the right track, you'll have access to expert guidance throughout your horse's life. The platform contains comprehensive video lessons, written guides, and step-by-step training plans covering everything from the first weeks off the track through to advanced riding disciplines. You'll find modules on groundwork, mounting, habituation, introducing new environments, developing balance under saddle, and progressing to your chosen discipline - whether that's jumping, dressage, eventing, or pleasure riding.

Two Ways to Enrol

Magic Millions Sales Horses - $497

If you purchase your horse through a Magic Millions auction, your Training Passport comes with your horse. This lifetime investment, $497 paid by the seller in years one and two, represents less than 1% of the purchase price and provides comprehensive support for the entire life of your horse. Magic Millions is proud to be the only auction house offering this level of post-sale support, demonstrating its commitment to welfare beyond the sales ring.

Global Amnesty Enrollment - $197

For any existing off-the-track horse - whether you bought privately, adopted from a rehoming organisation, or already own an OTT horse - you can enrol through our global amnesty program for just $197. This 24-month enrollment window (running through April 2028) offers the same lifetime access and comprehensive support as the premium enrollment, making professional training guidance accessible to every off-the-track horse owner.

The amnesty program recognises that many wonderful OTT horses need support regardless of how they entered their post-racing career. Whether your horse raced in Australia, New Zealand, the UK, or anywhere in the world, if they're a former racehorse transitioning to a new career, they qualify for the amnesty enrollment.

Why This Matters for Your Horse's Welfare

Off-the-track horses face unique challenges. They've been selected for speed and bred for high energy. They've learned to associate equipment, routines, and environments with racing. They may have physical soundness issues from their racing career. They're often young - many OTT horses are just 3-5 years old, and have limited experience with the varied situations they'll encounter in their new lives.

Without correct retraining, these challenges can lead to behavioural problems, dangerous situations, or horses being passed from owner to owner, never finding the right fit. The statistics are sobering: many off-the-track horses change hands 3-4 times before either finding a permanent home or ending up in rescue situations.

The Training Passport addresses this by ensuring that whoever owns the horse has access to expert guidance on how to bring out the best in them. The support doesn't disappear when ownership changes. The new owner inherits the same comprehensive resource library, access to live sessions, and community support. This creates continuity of care that dramatically improves outcomes for horses.

RACING WOMEN SYNERGY

The Training Passport extends Magic Millions' Racing Women legacy into whole-of-life care:

TARGET DEMOGRAPHIC: Over 90% of recreational OTT horse owners are female - Racing Women's core constituency.

NATURAL EXTENSION: Racing Women supports female ownership during a racing career. Training Passport supports them through the horse's entire post-racing life.

MARKETING STORY: "Racing Women: From the sales ring, through racing, to retirement and beyond - we support women and their horses for life."

ZARA TINDALL ENDORSEMENT: As Racing Women Patron and Olympic eventer, Zara's involvement promotes the ownership pathway.

SPECIAL OFFER OPTION: Consider free or discounted passports for Racing Women Bonus eligible horses (all-female ownership).

BRAND COHERENCE: Training Passport becomes a natural evolution of Magic Millions' existing commitment to women in the industry.

SUCCESS METRICS

Comprehensive data collection to measure program effectiveness:

Annual evaluation reports provide Magic Millions with a comprehensive analysis of program effectiveness, welfare improvements, and brand value.

WHY THIS WORKS FOR EVERYONE

For Magic Millions:

• Zero development investment - platform exists and is ready to launch
• Substantial profit 
• Unique competitive advantage - only auction house offering lifetime support globally
• Premium brand positioning as world leader in Thoroughbred welfare
• Buyer value proposition that differentiates MM from all competitors
• Extension of the Racing Women legacy into whole-of-life care
• Option for full IP ownership after Year 5 - long-term asset
• Option to license to racing authorities post-Year 5 for additional revenue
• Marketing content and success stories for ongoing promotion

For Dr Kate Fenner:

• Fair compensation for 2-year pilot
• Platform to demonstrate evidence-based methodology at scale
• Magic Millions brand association and credibility
• Collaboration with Katie Page and Racing Women initiatives
• Data to support global welfare research
• Legacy project: evidence-based welfare becomes industry standard
• Potential for racing authority adoption after MM proof-of-concept

For Magic Millions Buyers:

• Amnesty years: Affordable $197 entry to lifetime support
• Premium buyers: Lifetime support automatically included with MM purchase
• Peace of mind about the horse's welfare throughout its entire life
• Access to evidence-based training from leading experts
• Community of fellow MM horse owners
• Crisis support if welfare concerns arise
• Value retention - horses with passports are more attractive for resale
• Magic Millions certificate demonstrating commitment to welfare

For OTT Horses:

• Lifetime support that follows them through all ownership changes
• Evidence-based training reducing stress and improving welfare
• Crisis intervention when welfare concerns arise
• Higher quality of life throughout a 20-30 year post-racing lifespan
• Better matching with the appropriate owners
• Reduced risk of neglect or abandonment
• Genuine whole-of-life care from the auction house that sold them

ABOUT DR. KATE FENNER

Dr Kate Fenner brings exceptional qualifications and a proven platform ready for immediate launch:

• Honorary President, International Society for Equitation Science (ISES): Global leadership in evidence-based horse training and welfare; International scientific credibility
• Board Member, Pony Club Australia: Youth equestrian education, horse welfare, and safety expertise
• PhD (Horse Behaviour & Training), University of Sydney: Academic rigour in learning theory and training methodology
• 27+ years specialising in OTT Thoroughbred retraining: Deep expertise in racehorse-specific challenges and solutions
• Published researcher on racehorse welfare and retraining outcomes: Evidence-based approach backed by peer-reviewed research
• Founder, Kandoo Equine: 1,000+ active members globally on existing platform; Proven online training delivery model; Platform operational and ready to scale; Content library already developed
• John & Josh Lyons Certified Trainer: Professional training credentials

CRITICAL ADVANTAGE: Platform and content already exist. No development phase needed. Can launch April 2026 with Magic Millions co-branding.

MEET THE TEAM

CLIENT TESTIMONIALS

Kandoo GOLD members who have retrained off-track horses using Dr Fenner's evidence-based methodology: 

OTT Mare Owner, Thoroughbred:

"Standing still for mounting (Kandoo's 'Hips to the Fence' lesson) was a game-changer right from the beginning. My OTT mare was used to being mounted 'on the move' - as a result, she learned to stand calmly, making mounting much safer. The Kandoo method of long reining and short reining helped her learn to bend laterally through her body before having a novice rider on board. This was also a great way to assess whether the horse was ready to ride or needed more groundwork."

Adopter of 8-Year-Old OTT Gelding:

"My horse, Beau, had osteoarthritis joints and some behaviours such as trying to bite humans and a fearful disposition. The groundwork on giving to the bit and shoulder control has been a blessing for him. He is now safe to be around. Due to the research-driven wisdom and the program, I can keep Beau. I let all my horse friends know of her program."

5-Year Kandoo GOLD Member:

"Kate is always so approachable, and her sensible approach makes her relatable to everyone - you never feel awkward asking a question. Kate's step-by-step guide is easy to follow and makes perfect sense, which gives clarity. This is such a benefit to educating OTT horses who have experienced such a different and sometimes frenetic training regime. The benefits of measuring their emotional level to help educate are imperative - I have found that some of my OTTs zone out and become robotic. Increasing their emotional level and then giving them the chance to self-regulate and learn has been a game-changer for my horses and me. It never dates, and it's comforting to know I can always reach out if I hit a stumbling block."

RECOMMENDATION AND NEXT STEPS

Magic Millions has an extraordinary opportunity to lead global thoroughbred welfare:

ZERO DEVELOPMENT COST. COMPETITIVE ADVANTAGE. GENUINE WELFARE LEADERSHIP.

This initiative:

• Requires no development investment - platform ready for MM branding
• Creates a unique competitive advantage over all other auction houses
• Positions Magic Millions as a global welfare leader
• Extends Racing Women's legacy into whole-of-life care
• Simple two-phase pricing: amnesty builds community, premium generates sustainable revenue
• Provides measurable welfare improvements for all OTT horses
• Option to transfer full IP ownership to Magic Millions 
• Can launch in April 2026 

The Thoroughbred industry needs genuine, comprehensive welfare solutions. Magic Millions can lead independently of racing authorities while generating substantial profit and unprecedented brand differentiation.

Proposed Next Steps:

1. The Magic Millions Team reviews this implementation proposal
2. Schedule a meeting with Dr Kate Fenner (30-45 minutes)
3. Review detailed partnership agreement terms (revenue split, IP ownership, 2-year pilot timeline)
4. Internal Magic Millions approval process
5. Finalise partnership agreement and legal documentation
6. Sales system integration planning (weeks 3-4)
7. Launch April 2026 
8. Comprehensive evaluation after pilot
9. Option to transfer IP in year 3

This is Magic Millions' opportunity to differentiate itself globally as the auction house that genuinely cares for horses throughout their entire lives. The platform is ready. The methodology is proven. The timing is perfect.

"From our sales ring to their forever homes - Magic Millions cares for life"

The Welfare Mismatch:
Where the money goes vs where horses are left behind

The racing industry is investing millions into animal welfare, yet a significant "welfare cliff" remains. While the intentions are good, the current spending model is inefficient, short-term, and leaves the most vulnerable horses completely unsupported.

The Financial Reality: High Cost, Low Impact

In FY25, Racing Queensland’s animal welfare expenditure reached $4.525 million. However, when we look at where that money actually goes, the "mismatch" becomes clear:

• The Rehoming "Lottery": 40% of the budget (~$1.81M) is dedicated to Acknowledged Retrainers. In FY25, this pathway successfully rehomed only 119 horses.

• The $15,000 Efficiency Gap: This means the current industry model is spending approximately $15,210 per horse to rehome just a tiny fraction of the population.

• The Education Mirage: While 442 lesson packages were "approved" for owners, only 6% of the welfare budget was actually spent on redeemed lessons. This confirms that novice owners are not getting the hands-on support they likely need. 

The Gaps We Must Fill

Despite a $4.5M budget, three critical areas remain a massive reputational liability for the industry:

1. The "Abandoned" 3,500: More than 34% of horses registered annually never make it to the track. Because they never raced, they currently receive zero industry support.

2. The 6-Month Cliff: Most industry programs only support a horse for its first 6 to 12 months post-racing. With a lifespan of 20–30 years, the industry currently ignores the remaining 75% of the horse's life.

3. The Subsequent Owner Gap: Support is currently tied to the first owner. When an OTT horse is sold to a second or third home - often where novice owners need help most - the industry’s safety net disappears.

The Race-2-Ride Solution: Scalable, Lifetime, and Profitable

The Race-2-Ride Training Passport isn't another grant program; it is a systemic shift from reactive spending to proactive leadership.

• 100% Coverage: We support every horse the industry registers (or Magic Millions sells - for our pilot program), including the "non-racers" and those in their 2nd, 3rd, or 4th homes.

• Lifetime Accountability: The Passport is linked to the horse’s microchip and transfers with every ownership change for its entire life.

• Revenue-Positive: Instead of costing the industry $15,000 per horse, our model is projected to generate $78,000 - $1.576M+ in profit for Magic Millions during the first two-year pilot. Phase two, years 3-5, is expected to generate $2.99-$3.49M annually. Later, the Magic Millions' Race-2-Ride Training Passport will provide a "Gold Standard" safety net for the entire population if we decide to roll the program out to Racing Australia.

"If we sell you, we support you - for life, Magic Millions"