The World Trotting Conference kicked off on Monday, Aug. 14 in Berlin, Germany. Representatives from International Trotting Associations gathered to discuss a number of issues facing the sport globally.
Five committees will meet throughout the week: Constitution and Regulation; Breeding; Equine Health and Integrity; Marketing and Business Development; and Racing and Wagering. In addition, numerous plenary sessions are to be held.
On Monday, speaker Ilkka Halava (Futurist, Foresight Coach and CEO of Prime Frontier Oy) talked about “Looking to the Future.”
Halava asked, "What do we know about the future and what can we anticipate? What kind of attitudes do people have towards the future? Can the future be influenced? How are the trends of the future known? And what do people want from the future?"
Halava spoke extensively about how the industry should determine what the future looks like and be ready for it.
Saara Livari, head of communications and marketing chef, Suomen Hippos, spoke about attitudes within the industry and the need for change. Livari looked at the different needs, wants and values of different generations, and how horse racing can cater to the needs of the younger generations, and become "future proof."
Livari also spoke about how racing's social license is not only being challenged from the outside, but also from the inside. "People within the industry understand it is about their reputation and also about horse welfare."
The delegation from France also spoke about how their work with a winter racing marketing and promotional campaign was successful at reaching a new audience this past year.