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Can $1-a-day racehorse membership unlock racing's next 50,000 participants?

Ebony Bunz Creative on behalf of TruShare

Key Facts:

• Membership, not ownership: TruShare gives everyday Australians access to the racehorse experience without purchasing an ownership interest.
• Built to scale: Launched in July 2026, with an ambition to reach 50,000 Australian members and $15m+ annual revenue.
• Growth phase: Currently self-funded and preparing for its first external capital raise, with New Zealand and the UK identified as future markets.
• Welfare built in: 12 cents from every membership dollar goes to TruFund to support thoroughbred rehabilitation, retraining and rehoming.
• Experienced founder: Co-Founder & CEO Briana Cicchelli-Nelson brings two decades of business experience and 15 years in brand strategy and commercial growth.

FOR IMMEDIATE RELEASE 

TruShare launches new membership model designed to welcome more Australians into thoroughbred racing

21 August 2026 - Australia is home to one of the world's largest racehorse ownership communities, with more than 140,000 registered owners according to Aushorse and Racing Australia. Yet while millions of Australians enjoy racing each year only a fraction ever experience the sport beyond race day. New racehorse membership platform TruShare is looking to change that by creating another pathway into racing for a new generation of Australians.

Developed by the team behind EDGE Thoroughbreds, TruShare introduces a membership model from an initial joining fee and just $1 a day, giving members the opportunity to follow premium thoroughbreds while enjoying behind the scenes stable access, trainer updates, race day experiences, exclusive rewards and a genuine connection to the sport.

Rather than replacing traditional ownership, TruShare has been designed to complement it by creating another pathway into racing. The long term ambition is to welcome an additional 50,000 Australians into the sport through the platform, one of the industries most significant participation initiatives if achieved. 

Co-Founder and CEO Briana Cicchelli-Nelson said the inspiration for TruShare came from a simple idea.

"Australian racing has one of the strongest ownership cultures anywhere in the world, and that's something we should be incredibly proud of,” says Cicchelli-Nelson.

“Our vision has never been to replace ownership. It's to create another pathway for people who want to experience the sport and become part of its future."

"Behind every race is an incredible story:  the horses, trainers, stable staff and owners. We wanted to make those stories more accessible to everyday Australians."

Ms Cicchelli-Nelson said the platform was built with long term industry growth in mind.

"There are around 140,000 racehorse owners across Australia today. If we can help welcome another 50,000 people into racing through a completely new participation model, that's more than growth for TruShare. That's meaningful growth for our industry."

Rather than purchasing an ownership interest, members join a racing membership that provides ongoing access to trainer updates, exclusive content, stable visits and race day experiences. Regular fortnightly cash and prize rewards, along with larger rewards when their horse wins prize money, keep members engaged throughout the entire racing journey, creating an experience that extends well beyond race day.

The platform launches with two carefully selected thoroughbreds sourced by the EDGE Thoroughbreds bloodstock team: Diacon, a lightly-raced filly by Tassort, has already won almost $70,000 and continues to impress early in her racing career under Bjorn Baker. Joining her is Zendarina, a quality filly by Trapeze Artist, prepared by Group 1-winning trainer Phillip Stokes and selected for her pedigree, athleticism and long term racing potential.

"Quality has always been non-negotiable," EDGE Co-Founder Brendan Nelson says.

"Every horse selected for TruShare has been chosen using the same bloodstock philosophy that’s guided EDGE Thoroughbreds. If people are going to build a connection with racing, it starts with giving them horses they can get excited about. Horse welfare also sits at the centre of the model through the TRUFund, with 12 cents from every membership dollar dedicated to supporting retired thoroughbreds through rehabilitation, retraining and rehoming.

"If we're serious about growing participation, we also have a responsibility to strengthen the future of the horses that make our sport possible," Ms Cicchelli-Nelson said.

"We wanted welfare embedded into the business from day one because trust, transparency and care are fundamental to the future of racing."

Ms Cicchelli-Nelson believes the opportunity extends well beyond Australia.

“If we can introduce thousands more Australians to racing, strengthen confidence in horse welfare and create lifelong fans of the sport, then we’ve achieved exactly what we set out to do.”

For more information, visit www.trushare.com.au.

Media assets can be downloaded here.

About us:

About TruShare

TruShare is Australia's racehorse membership platform, designed to make thoroughbred racing more accessible to everyday Australians. Built on the philosophy of membership, not ownership, the platform enables members to follow professionally managed thoroughbreds through behind-the-scenes content, race day experiences, trainer updates and exclusive member rewards. Founded by the team behind EDGE Thoroughbreds, TruShare combines a consumer-first membership model with a commitment to long-term horse welfare through TruFund, which allocates 12 cents from every membership dollar to supporting the retirement, rehabilitation and retraining of thoroughbreds beyond their racing careers.

Contact details:

For media enquiries, interview requests or additional information, please contact:

Ebony Bunz
PR & Communications Partner for TruShare

[email protected]
0423 826 202