A conversation with HRNZ CEO Brad Steele

When Brad Steele became CEO of Harness Racing New Zealand six months ago, he hit the ground running, taking a road trip and speaking to clubs and racing personel throughout the country to hear about the issues within the industry and to share his vision for the future of the sport.

Significant changes have already been made. In answering the questions I put to him below, Steele reflects on the past six months and outlines plans for the next twelve months and beyond.

How close are we to confirming that Kaikoura will host this season’s New Zealand Junior Drivers Championship?

“We should have a final view here within the next 30 days but after weighing up the idea, it has been decided against for 2025. HRNZ are working with the Kaikoura club to reinvigorate their two day meeting for 2025 in line with their centenary, which will be run later this year. This will include several potential changes to their programmes.”

To prevent young trainers heading to Australia or getting out of the industry, what is HRNZ doing to help young people establish stables?

“HRNZ has launched several initiatives to further support the emerging participants. The innovative Next Gen program has been launched in the past 30 days. HRNZ has also just reinstated the Youth Development Package. Importantly HRNZ has on it’s 5-year strategic growth roadmap the need to have in place a number of Training Centres and preliminary work has already commenced around possible funding sources. Stakes have also been significantly increased as well as the number of races being conducted, further increasing opportunities.”

Is this one of the KPIs that clubs with venues may be able to earn some additional money from?

“HRNZ are seeking to reimagine the current club funding model by introducing an incentive component whereby clubs can be rewarded for growing some commercial measures, ensuring risk and compliance is adhered to and a few other important deliverables. At this stage HRNZ is working through a consultation process with several club representatives with a view to finalising this work by March 2025.”

New Zealand had been confirmed as host of the World Drivers Championship in 2026. Where will these heats be run?

“The WDC will be co-hosted by New Zealand and Australia in 2025 and we are working with our key stakeholders to hold the NZ heats at Cambridge, Addington and Winton pre-Cup, but yet to be confirmed with HRA.”

Show Day was amped up this year with two slot races and a later start time. You’ve had a debrief with Addington, what are some of the learnings to come out of the race day?

“Following a meeting with the club, the following was arrived at:
• Focus around boosting turnover/engagement in the first two races on Show Day.
• Whilst general admission increased by some 20% YoY, we agreed there is room for further improvement in 2025.
• Show Day time slot. Deemed successful from wagering perspective.
• There is an opportunity to introduce Cup/Show Day Merchandise – NZMTC to look into opportunities for 2025.
• Improvement to Barrier Draw Function – potential for it to be a reveal and cocktail function but investigation to be done into options.”

More Australian trainers raced horses over the Cup carnival and beyond. Do you see that trend continuing?

“It was a deliberate strategy from HRNZ to get more Aussies participating here because probably in the last few years we haven’t seen that. I’d expect the same focus will be applied this year to try and encourage even more Aussies to come across to reinvigorate that trans-Tasman rivalry. It’s good for wagering. That strategy will include the Cambridge Slot Race as well. One of the big carrots that we’re trying to get there is Leap To Fame.”

Harness Racing NZ is looking at an association with the New Zealand Warriors. Can you tell me about that?

“HRNZ and NZ Warriors believe there are exciting opportunities to cross-promote both sports, expand fan engagement, and drive commercial growth. Both organizations share a passionate audience base, an appetite for thrilling competition, and a strong presence in New Zealand’s sporting landscape. A strategic partnership between these two iconic kiwi sports is currently being worked on with the first joint venture possibly held on Anzac Day 2025. The strategy also includes getting them into ownership. I do know that Stacey Jones is a big harness racing fan.”

National Racing Bureau?

“Continues to progress towards an expected launch date of April 7 2025. HRNZ have a meeting with staff in the Bureau in late January. There are some technology changes also being worked on in conjunction.”

It’s been acknowledged that the handicap system needs to be flexible and simple. Is that change happening?

“Yes the change is happening with draft regulations being published around end of January 2025 for handicapping, programming and ratings – consistent with the Horse Utilisation Reference Group recommendations adopted by the HRNZ Board September 2024. Importantly there needs to be an effective education program rolled out prior to introduction.”

There’s been talk for a number of years of getting our product into Scandinavia. Is this getting any closer?

“HRNZ continues to work with Tabcorp’s International team to arrive at new opportunities for NZ Harness which includes Scandinavia but also other emerging markets such as the Brazilian, which is undergoing regulatory change and opening up for sports betting. Sky (Tabcorp) began distributing NZ Harness content into Stake.com in August 2024. Stake.com is one of the quickest growing wagering companies globally and there is potential for growth here.”

Has the number of horses being exported to Australia and America slowed down?

“We are certainly seeing a “cooling off” in terms of export volumes to Australia but an increase in exports to China; 6 in 2022, 77 in 2023, and 81 in 2024. We feel as NZ stakes and local sentiment continue to accelerate coupled with wagering headwinds in Australia, these numbers should continue to moderate through 2025.”

Only half of our foals get to the races compared to 60 per cent in Australia. What’s being done to improve our numbers?

“Colts and geldings are at 55%, with fillies and mares at 46%. Clearly room for improvement. We also race our horses fewer times than in Australia – an average of 10 times per year, compared to 15 over there. Through the Horse Utilisation Group we are currently surveying participants that have horses who have qualified in the past 18 months but haven’t raced, with an aim of getting as many into the system as possible. This work is ongoing.”

Will qualifying times be totally dropped? And if so, when is this likely to happen?

“This change had been considered but is currently on hold pending further consultation with the RIB which is to be revisited during 2025.”

When will the 2025-2026 racing calendar be finalised and how does it look for harness racing?

“Work here has been underway for some weeks with a final due date being mid-April 2025. Any new and increased race dates are subject to gaining appropriate funding. We are planning for a consolidation on current year, filling some gaps at Cambridge and Addington, and some other date swaps/movements based on optimising turnover.”

Many of the smaller clubs rely of an aging group of volunteers. Moving forward, how are we going to retain the volunteer base?

“New Zealand harness racing club volunteers play an invaluable role in the racing industry, contributing their time, skills, and passion to ensure the smooth operation of race meetings, club events, and overall community engagement. Their dedication helps maintain the sport’s integrity, fosters a welcoming environment for participants and fans, and supports the financial sustainability of clubs across the country. We are seeing an increase in the younger volunteers entering harness administration which is needed and HRNZ have introduced a new and increased recognition and appreciation program through the annual harness racing awards. There is also enhanced engagement with HRNZ management and inclusion. The formation of the National Forums will also assist here.”

Community attachment and engagement is also important. It’s extremely hard to get in major cities, but are you happy with the engagement smaller communities achieve in harness racing?

“Community engagement is crucial to the long-term success and sustainability of New Zealand harness racing, particularly in regional communities where the sport is deeply ingrained in local culture and heritage. Regional race meetings provide an opportunity for communities to come together, celebrate their local identity, and support an industry that contributes significantly to regional economies. With the 2025 Summer harness racing circuit well underway we have seen strong race day attendances in the regions that demonstrate the enduring appeal of harness racing, especially in regional areas where events often double as major social and economic occasions.”

New Zealand has a rich history in harness racing. Do we celebrate that history enough?

“Celebrating New Zealand’s rich harness racing history is crucial for fostering a deeper connection with current stakeholders and attracting new fans and investors. From my observations and whilst the NZ industry does acknowledge its heritage through events and publications, there is always room to enhance these efforts and HRNZ are working on a few potential initiatives to better celebrate and leverage New Zealand’s harness racing legacy. Some of these initiatives include the inclusion of seven new industry awards starting from 2025, increased storytelling through our digital and social media, a NZ National Hall of Fame to name a few.”

Over the last 12 months has the average start per horse increased?

“With some of the initiatives introduced by the Horse Utilisation Group we have seen the average field size (AFS) increase from 9.2 to 9.7 between 2023 v 2024 which is a credit to our industry participants for getting behind this needed uplift. As at today the AFS is 9.8. We will continue to seek opportunities to modify programmes and dates to enhance utilisation.”

Friday Night Lights – are we still seeing betting growth from this strategy? Is it expected to slow down over winter?

“One of the keys to this strategy is to increase the number of active punters wagering on these events. At this early stage we have seen over 20% increase in active punters wagering during FNL. Whilst wagering can be a little seasonal due to less product to wager on, gaining more active punters will assist in smoothing out any reductions. This is a very promising outcome, especially looking forward to an improving economy.”

Is the bet size up?

“The average bet size on NZ harness races is up some 12.2% at $8.70 as at 12/01/25. Given the current economic circumstances there is a very strong result.”

In the last twelve months some New Zealand breeders have imported Australian and American mares. Are you excited about that?

“This is a significant development and one that I am incredibly excited by in terms of its prospect for New Zealand harness. It will win back more of that uniqueness to our pedigrees.
I feel that the New Zealand harness racing industry will experience an exciting transformation with the increasing importation of high-quality American broodmares. This trend presents significant opportunities for both current and prospective owners, breeders, and investors, as the infusion of top-tier bloodlines from the U.S. enhances the local breeding stock and elevates the overall competitiveness of New Zealand harness racing. Not only are local New Zealand buyers investing on American bred broodmares and exporting to New Zealand, but we also have the USA powerhouse Diamond Creek Farm also sending their mares to be bred from in NZ and are already important sponsors of feature races as well.”

Next Gen is one of HRNZ’s key initiatives which aims to get new young owners, trainers and drivers into the sport. What has the feedback been like?

“Since the launch of HRNZ Next Gen initiative four weeks ago, the program has garnered significant attention and momentum and sparked discussions among industry participants. There have been many questions regarding specific aspects of the program and these discussions highlight the participants engagement and interest in the program’s potential impact on the sport.”

Do you see this strategy being primarily driven by young people already in the industry?

“The HRNZ Next Gen initiative has been designed with a strong focus on attracting participants under the age of 40, aiming to bring fresh energy and perspectives into the industry. However, it’s important to note that while the initiative has a youth-oriented approach, it is open to everyone, regardless of age. This inclusive approach ensures that individuals of all ages who have a passion for harness racing can engage with the program, whether they are looking to own horses, participate in syndicates, or simply immerse themselves in the harness racing community.”

Are there any plans to showcase the stars of our sport and get mainstream media to cover some of these stories?

“Over the past few months, the number of stories published on our industry stars has increased significantly but there is always more that can and should be done. A strategic review is about to commence on how best to achieve this. Looking ahead, we plan to leverage major events such as the World Harness Racing Drivers Championships to put our stars in the spotlight and create media moments that attract national and international attention.”

With the greyhound racing disappearing from the New Zealand Racing calendar in the 2026-2027 season, are there any opportunities for harness racing to gain additional dates?

“It’s still unclear how the landscape will look post August 2026, but you would expect there will be need for both equine codes to provide an increased number of races and race meetings. Funding for this extra product would also need to be resolved at that time.”

Greyhound suffered from a number of bad animal welfare stories. Should we be wary about our own industry?

“New Zealand harness racing participants are committed to maintaining the highest standards of animal welfare, ensuring the health, safety, and well-being of their horses both on and off the track. The industry has taken a proactive approach by implementing world-leading best practices and strict regulatory oversight. (HRNZ) has established a comprehensive set of welfare policies and guidelines aligned with international standards. These policies cover all aspects of horse care, including nutrition, training, racing conditions, and post-racing retirement. These ongoing efforts demonstrate our code’s unwavering commitment to ensuring harness racing remains a sport of integrity, where the welfare of horses is paramount. By adhering to best practices and continuously evolving with scientific advancements, the industry is setting a benchmark for responsible and ethical horse racing.”

What is the industry statical analysis telling us?

• Increased wagering turnover
• Increased wagering market share
• Increased average starters per race
• Increased active punters
• Great attendances over summer circuit
• Breeding numbers continue to fall

In general terms are sponsors looked after well enough to help get repeat business and long term contracts?

“Many NZ clubs do an outstanding job attracting and looking after their sponsors, ensuring they receive value and recognition, which in turn fosters long-term relationships and repeat business. From my observations the successful NZ clubs offer comprehensive sponsorship packages that include branding opportunities, corporate hospitality, networking events, and digital exposure to a wider audience of punters and racing enthusiasts. These clubs often have a waiting list of potential sponsors eager to get involved, demonstrating the strength of their engagement strategies. However, there are gaps in sponsor servicing across the industry that need to be addressed by some clubs. Inconsistent communication, limited activation opportunities, and a lack of personalized sponsor experiences can lead to dissatisfaction and a decline in sponsorship renewals. Ultimately, sponsorship management is an area where individual clubs must take responsibility. Each club needs to assess its approach to sponsor care, ensuring it aligns with best practices to maximize retention and attract new partners.”

What new wagering and promotional initiatives are on the horizon?

Entain/TAB recently updated the industry (December) with their 2025 On Course Strategy:

 Replace the existing networks of copper that are no longer fit for purpose. The benefits here should be increased network strength at remote/regional venues – completion June 2025
 New wagering terminals – full replacement of on course wagering terminals with market leading terminal software and hardware experience. These new terminals will also expand bet type offerings and rapidly improve bank note acceptor times. There will also be the inclusion of EFTPOS and payWave onto the self-service terminals – completion date June 2025
 Odds Display – there will be an update to the current racing odds display templates with a cleaner, more modern display and a refreshed look and feel. This will also see inclusion of additional content such as betting fluctuations
 In Venue Exclusives – will provide customers with exclusive offers and generosity only redeemable when in a TAB retail venue

On a personal level how do you feel things are going after having to make a lot of changes?

“I’ve had 6 months in the role and my fuel tank is running on full. I’m even more excited about the next six to twelve months now that we’ve laid down a bit of a platform.”

What’s your read on license holders and how they are feeling now, compared to when you first arrived?

“People are much more optimistic, much more confident around where we’re heading and how we’re going to get there. That’s the feedback that I get from Club Administrators, trainers, drivers and owners. They like the fact that we now have a plan. I definitely get a sense that the sentiment has changed in the last six months.”

by Bruce Stewart, for Harnesslink