Eclipse Thoroughbred Partners – Digital Partner Experience
Thoroughbred Racing & Sports
Digital Products
Strategy + Transformation
Client
Eclipse Thoroughbred Partners
Timeline
DECADE-PLUS PARTNERSHIP
Services
Experience Strategy + Digital Platform Design
Challenge
Hundreds of partners. Dozens of horses. One extraordinarily complex relationship to manage.
Eclipse Thoroughbred Partners operates in a business where the product is anything but ordinary. Thoroughbred racehorses are fractionally owned by partners around the world, with each horse generating an ongoing stream of racing information, training updates, news, financial activity and ownership communication. At the time of the original engagement, Eclipse was managing roughly 100 horses for more than 300 partners.
What began as a conversation about marketing support and a website refresh revealed a much larger opportunity. Eclipse needed a digital experience built around the realities of its business; one capable of serving prospective owners and racing enthusiasts publicly while giving existing partners personalized access to the horses, information and account activity that defined their ownership experience.
Strategic Insight
The website wasn’t separate from the partner experience. Increasingly, it was where that experience came together.
Fluence began with research: studying the category and competitive landscape, conducting extensive interviews with Eclipse stakeholders and partners, developing an understanding of distinct user needs, and defining the experience from the outside in. The opportunity wasn’t simply to organize pages. It was to connect an ownership journey, from discovering Eclipse and understanding the opportunity to following a horse, receiving updates and managing the ongoing relationship.
That research led to a remarkably simple organizing principle: start with the horse. Instead of forcing partners to navigate Eclipse’s internal structure, the experience could organize information around what they actually cared about: the horses they owned, what was happening with them, and what required their attention.
What We Created
One connected experience spanning discovery, ownership and the work behind both.
Fluence designed and built Eclipse’s digital experience from the ground up, connecting the public website with a personalized partner environment designed around the ownership relationship.
At its center was Personal Stable, where partners could see their horses, access public and private updates, and manage financial activity associated with ownership. The public experience gave prospective partners and racing enthusiasts a richer way to understand Eclipse, its horses and the ownership opportunity. Behind both, clearer information structures, content systems and digital workflows helped Eclipse manage a highly personalized relationship at scale.
More than a decade later, Fluence continues to support Eclipse’s digital presence as the business and experience evolve.
Stakeholder and partner interviews, competitive research, personas and experience studies helped define distinct audience needs and establish a partner-first strategy for the platform.
The experience connected discovery, horse information, racing activity, partner communication and ownership services around the way prospective and existing partners actually engaged with Eclipse.
A personalized ownership environment brought each partner’s horses, private and public news, financial activity and essential account information together in one place.
A responsive public platform gave prospective owners and racing enthusiasts a richer way to explore Eclipse, understand Thoroughbred ownership, follow horses and engage with the brand.
A structured approach to highly personalized partner communication brought greater consistency, voice and intent to the information surrounding horses, ownership and the broader stable.
Connected workflows simplified transactions and information management for Eclipse’s team, while a decade-plus Fluence relationship has allowed the digital experience to continue evolving alongside the business.
RESULTS + SIGNALS
What success looked like.
Eclipse gained a connected digital experience that made a complex ownership model easier to navigate for partners, more compelling for prospective owners and more manageable for the team supporting both. More than a decade later, the partner experience remains central to Eclipse’s digital ecosystem.
PARTNER EXPERIENCE AT SCALE
The original experience was designed to support a geographically distributed ownership community managing personalized relationships around roughly 100 Thoroughbreds.
PERSONALIZED OWNERSHIP
Horse information, private and public news, winnings, billing and ownership activity came together around each partner’s individual relationship with the stable.
ENDURING PARTNERSHIP
Fluence continues to support Eclipse’s digital presence as the organization, its partner community and the ownership experience evolve.
WHAT THIS PROVES
Digital Products
Strategy + Transformation
Related Work
