New Cohort of Jockeys Undertake Ambassador Training
Eleven Jump jockeys have taken advantage of the latest Jockey Ambassador training programme provided by JETS (Jockeys Education & Training Scheme) in collaboration with the Professional Jockeys Association (PJA) and supported by Great British Racing (GBR) and the Jockey Training & Development programme.
Now in its third year, the two day programme, held at Warwick Racecourse on June 30th and July 1st, offered a mixture of practical skills workshops, presentations and discussion groups in which jockeys were able to develop new skills and gain knowledge to enhance their profile, engage successfully with a range of media and maximise commercial opportunities.
2025 Champion Hurdle winning jockey Lorcan Williams said:
“The whole experience has been fantastic and I’d love to do another one as it’s really refreshing doing something different. I enjoyed it all in particular the branding and media training sessions and would definitely recommend to others.”
With a media training session led by ITV Racing Presenter Richard Hoiles as well as Personal Branding, Social Media, Inclusion & Commercial Opportunities from speakers across sport, the programme culminated with a conversation between Grand National winning jockey Daryl Jacob and Eventing World Number One Harry Meade who offered advice on a range of areas such as how to establish long lasting sponsorship relationships, developing a performance mindset and how to manage important equine welfare messages in the media.
JETS Manager, Lisa Delany said:
“This training programme is now in its third year and has increasingly attracted a greater number of jockeys who realise how important it is to develop their profile and understand the ways they can enhance their personal brand to boost opportunities both in and out of the saddle. We were delighted to see all the jockeys who attended really engaging with the speakers and taking on board a lot of different advice across a range of areas which will help them to better embrace opportunities and broaden their horizons, not only for their own benefit but also for the wider sport.”
Great British Racing ran a session focusing on welfare messaging and Gabi Whitfield, GBR Head of Welfare Communications said:
“It’s never been more important for the sport to be on the front foot with welfare communications and jockeys are integral to that as they are able to bring a unique perspective to such an important area of our sport. Through the training, it was obvious what natural storytellers jockeys are when it comes to talking about horses and the behind the scenes care they are given so we’re looking forward to seeing the approach they take to spread these positive messages to the wider public.”
The jockeys who took part are Ellis Collier, Charlie Hammond, Bruce Lynn, Charlie Maggs, William Maggs, Jack Power, Leah Noreci, Callum Pritchard, Conor Rabbitt, Lorcan Williams and Toby Wynne (pictured above with Harry Meade, Daryl Jacob and Alan Johns who all presented during the training)