MUSTR
The client
MUSTR, is the creation of three Australian brothers: Michael, Tom, and Cameron Hay. Each with a background in business finance, the Hay brothers combine their expertise with a long-standing passion for horse racing. Having been actively involved in the sport for years, they’ve gained a deep understanding of its nuances and appeal. Their experience in both business and horse racing has equipped them with the insights needed to bring a fresh, innovative approach to the industry, ultimately inspiring them to create MUSTR.
The challenge
The Hay brothers recognized that while horse racing in Australia is an exciting and prestigious sport, it is often exclusive, and backwards with participation largely limited to the wealthy and done manually. High costs associated with horse ownership, race attendance, and other aspects of the sport have created a barrier that prevents the average person from actively participating. This exclusivity has left a significant portion of potential fans and participants as mere spectators. The challenge for the brothers was clear: to find a way to expand participation to a broader audience without compromising the sport's elite image. They sought to bridge the gap by making horse racing more accessible and engaging for a wider audience, while still preserving the allure and exclusivity that make it so captivating.
Our solution
To turn this vision into reality, the Hay brothers collaborated with Lizard Global, who played a crucial role in transforming their concept into a functional, secure web app. The development team worked closely with MUSTR to ensure a seamless user experience, creating features for secure share purchases, account management, and ongoing updates on users' horse shares. With this platform, MUSTR not only offers a way for fans to be involved in horse racing but also builds a vibrant community through exclusive events, updates, and connections with the horses and their caregivers. This innovative approach opens up horse racing to a younger audience, especially those in their early 30s, and offers an exciting new way to engage with the sport.
Our Involvement
Software Development
UI/UX Design
MUSTR opens the gates of this prestigious industry to a new generation—creating a community where anyone can experience the thrill of horse racing without the financial hurdles.
Increased Accessibility and Democratization
By significantly lowering the cost of entry, MUSTR opens up horse racing ownership to a much broader audience.
Sustainable Revenue Model
Micro-share purchases generate revenue for MUSTR, which can be reinvested in acquiring more horses, enhancing the platform, and creating more engagement opportunities for shareholders.
Enhanced Engagement and Community
Through the platform’s event offerings and real-time updates, users feel connected to their investments and each other, fostering loyalty and interest in horse racing.
New Audience Segment
By targeting younger audiences, MUSTR helps introduce a fresh demographic to horse racing, which can have long-term benefits for the industry by rejuvenating its fanbase and expanding its reach.
Down the line
MUSTR is set to launch by the end of the year, opening the gates to a wider audience just in time for the excitement of the new racing season. For those in Australia who have always wanted to experience the thrill of horse ownership but have been held back by financial barriers, MUSTR presents an unprecedented opportunity.
Conclusion
With MUSTR, the Hay brothers have created a bridge between tradition and innovation, making the exclusive world of horse racing accessible to all who wish to join in Australia. Whether you’re a horse racing aficionado or a curious newcomer, MUSTR is set to redefine how people connect with and participate in this timeless sport.
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