Ever since acquiring the status of a professional sport in early 18th century, horse racing has been a source of sustenance for hundreds and thousands of families around the world. But as of now, it seems, it is struggling to keep up the pace with rapidly evolving dynamics of the sporting world. USA equine industry is still reeling from the tremors of global fiscal crunch of 2008 while at the same time trying to grapple with on the wane numbers of race-goers. In 2015 a horse named American Pharaoh landed triple-crown triumph becoming first winner in 37 years, by winning each race by several lengths. His resplendent tour de force infused a new life into the ailing industry, inhibited the decline in revenue, brought younger lot to the course whereas the following year saw an upsurge in dividends after a long while. Still the horse racing industry around the planet is craving for innovations to entice young and fresh wagerers to the racing circuit. Most punters one comes across in the racing clubs are elderly men while there aren’t enough juvenile race fans on hand to take up the baton from the aging race lovers. In 70s and 80s people were seen lined up in long queues to place their bets on their favourite horses. But the modern bettors found it easier and far more appealing to gamble on internet, from the comfort of home, on wide range of sports than visiting some race course. They, to all appearances, don’t have time to fathom the intricacies of the art of horse race betting hence putting money on cricket or soccer stands out as the most convenient option for them. Government taxes and levies, despite steep declines in profits, remain in place to strain the already languid industry even further. Racing administrations across the globe failed to dope out plans to reinvigorate public interest in the sport. Every era has its own set of fascinations and attractions but very little or no effort at all was made to adapt to the present day requirements, by the horse racing authorities. Situation in Pakistan isn’t entirely different at all and all three clubs here are mired in a very similar type of imbroglio. Lahore Race Club, the most sophisticated racing course in Pakistan, was brought to life by Mr Tariq Aziz, the incumbent chairman, when he took over the charge of the club 15 years ago. He lead Pakistani equine industry into modern era through introduction of floodlight races, electronic score-boards, complete renovation of the club building and many more such unprecedented steps. He is the one who brought live races to virtually every household in Pakistan, which perhaps seemed inconceivable even couple of decades ago. Such projection of the sport took it to the crest of popularity which in turn offered bread and butter to hundreds of families. But in 2008 the Punjab government bore down on the racing sector by slapping 200 percent increase in tax on the club collections which put enormous amount of strain on the rickety industry. Inflation took its toll on the horse owners and it became doubly hard for them to keep horses as the prices of horse feed and other essentials sky-rocketed. Lack of promotion and projection of the races is yet another set-back because you can’t expand fan-base without televising the activity in the modern world. Another stumbling block is the taboo associated with this sport throughout Asian continent and one remembers how hard it was for PTV to find sponsor for horse race coverage. Coming to the solutions, there are few steps which could assist to brush up the racing culture. Open air concerts are a wonderful way to lure youth into the clubs as these music concerts are extremely popular amongst the youngsters. Holding monthly farmers’ markets alongside horse fairs would ignite the spark of interest in potential horse owners. Race management committees must organise stable tours for the families and young children and also hold seminars to educate general public on complexities of horse race betting. Published in Daily Times, July 30th , 2017.