The New Zealand Thoroughbred Breeders’ Association (NZTBA), in collaboration with Kick Collective, has launched a new initiative that’s set to reshape how the public understands the care and commitment behind thoroughbred breeding in New Zealand.
The Breeding Hub is a purpose-built digital resource designed to explain the breeding process in clear, accessible language. From conception to foaling and early development, the Hub offers a transparent look at the practices, people, and principles that underpin the industry.
For those within the industry, the level of care provided to thoroughbreds is second nature. But for the wider public, many of whom are increasingly interested in animal welfare, these practices are often misunderstood or simply unknown.
NZTBA CEO Nick Johnson sees the initiative as a commitment to improving education and trust in the thoroughbred breeding sector.
“The Breeding Hub bridges that gap by offering a factual, easy-to-understand guide that demystifies the breeding process and highlights the high standards of welfare that define it,” Johnson said.
“This isn’t about PR or spin. It’s about showing people what actually happens and trusting that the truth speaks for itself.”
The initiative is also a proactive step in a world where industries are being asked to show, not just tell, how they care for animals. With growing public scrutiny across all animal-based sectors, the Breeding Hub positions New Zealand’s thoroughbred community as a leader in transparency and welfare education.
The content, developed by Kick Collective and supported by contributions from breeders, veterinarians, and stud farms, includes videos, infographics, and plain-English explanations. It’s designed to be shared with curious friends, potential investors, or anyone interested in how the industry works behind the scenes.
Importantly, the project was made possible through a co-investment model, with NZTBA matching contributions from a group of leading stud farms. Their support reflects a shared commitment to lifting the curtain and building public confidence in the industry’s practices.
This initiative also aligns with broader goals across the racing and breeding sectors: to strengthen social licence, attract new participants, and ensure long-term sustainability.
“By putting facts front and centre, the Breeding Hub helps lay the groundwork for a more informed and supportive public conversation,” Johnson added.
“In a time when perception matters more than ever, this is a welcome and timely step forward.”
You can explore the Breeding Hub online at nzthoroughbred.co.nz/the-breeding-hub