John Stewart’s meteoric entrance into Thoroughbred ownership has been well documented in the year following his big splash at the 2023 Keeneland September Yearling Sale. With his multitude of high-dollar purchases, both privately and at auction, he has shown that Resolute Racing is here to stay, looking to breed and race the very best.

However, Stewart is not on the journey alone. Instead, he is bringing the racing fans with him on every step of his journey. A fan of the sport for 30 years, Stewart has not forgotten that initial passion developed as an outsider that has helped lead to success once he decided to dive in.

“I’m just having fun and I’m trying to share that with people and give them the same experience,” Stewart said. “It can be intimidating to try and get into the sport. We’re trying to be more transparent so we can attract more people in.”

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In the bio at the top of his profile on the social media platform X, he states what he believes to be his role in the industry: “Thoroughbred racehorse fan and horse player first! Racehorse owner/breeder second.” That stance has pushed Stewart to spend time interacting with fans both online and in person.

“The sport is too mysterious,” Stewart said. “We need to embrace the fans because the fans are the key to the sport. Without the horseplayer, horse racing doesn’t exist.”

Prior to this year’s Keeneland September Yearling Sale, which began Sept. 9, Stewart and Resolute held a VIP Sweepstakes on X that invited five lucky winners to join Stewart, Chelsey Stone, Gavin O’Connor, and the rest of the Resolute team in their preparations.

The winners, who were selected through a random generator after following their accounts and reposting the sweepstakes, got to sit in on sale planning meetings and yearling inspections at the sale grounds. Furthermore, they got to tour the farm and attend Stewart’s private club ‘Olives’ in downtown Lexington while interacting with Stewart and members of Resolute.

They received a full experience as Stewart came through at the ring, purchasing six yearlings on the opening Monday at Keeneland September for a total of $3,775,000, including a $1 million purchase of a Maxfield filly.

More importantly, they got to see how much planning goes into identifying horses to purchase and how the farm prepares, even before the purchase, for the yearlings’ arrival.

Although receiving a more in-depth experience, the sweepstakes winners were not the only fans who got to join in on the fun. Through livestreams on X, Resolute was able to bring thousands of viewers at home into the Keeneland sales ring. In addition to livestreaming at sales, Resolute and Stewart have also livestreamed from the paddock of major races like the Belmont Stakes and events like the Kentucky Derby Presented by Woodford Reserve post-position draw.

“The things that I do that are exciting, I try to think right away let’s livestream,” Stewart said. “How many fans get to experience what it’s like to be in a Grade 1 stakes race at Saratoga?”

Goodnight Olive at Keeneland. (Anne M. Eberhardt/BloodHorse)

One of Stewart’s most popular livestreams was after 2021 Breeders’ Cup Juvenile Fillies Turf winner Pizza Bianca foaled an Into Mischief filly this spring. Stewart said more than 3,000 people were watching to see the foal take its first steps.

“When that foal runs (in a race) for the first time, there are going to be people like, ‘I saw that horse when it first stood up.’ That’s pretty cool,” Stewart said.

Resolute has been present at the track for many of their starts and at the biggest race days in the world over the last year. Fans can often find them handing out branded hats and other merchandise, a market Stewart believes is underutilized by the racing industry. Now, there are Resolute fans sporting their logo in grandstands across the world.

“It’s so awesome, we see them everywhere we go now,” Stewart said.

Merchandise is not the only presence Stewart wants to have in the grandstands. He also has spent time negotiating more access for fans at racing’s top events. For the upcoming Keeneland fall meet, Stewart has had meetings with the track to arrange additional space for Resolute fans, since tickets to one of America’s most popular meets tend to sell out quickly.

Stewart also purchased a 150-person-capacity venue at Del Mar for the Breeders’ Cup World Championships Nov. 1-2, planning to charge a nominal fee to give fans that may get outpriced on normal tickets an opportunity to experience an owner-type experience for a much lower cost. Stewart will provide catered food and drink and famous jockeys and trainers will make guest appearances. All proceeds will be donated to Thoroughbred aftercare.

“We’re trying to build a fanbase, make the game and the experience that we as owners have accessible to people,” Stewart said. “If one new owner comes out of the engagement that we do with fans, it’s worth it.”