Felicity 'Fliss' Barnard, CEO of Ascot Racecourse, joins Georgie Ainslie on the Performance People podcast for a rare behind-the-scenes look at Royal Ascot, the business of horse racing, and the pressure of leading one of Britain’s most iconic sporting institutions.
Fliss explains what it really takes to run Royal Ascot, from protecting a 300-year-old brand to managing reputation, revenue, relevance, horse welfare, jockey welfare, international growth and the expectations that come with hosting one of the most famous events in world sport.
She talks about her first Royal Ascot as CEO, the challenge of modernising Ascot without losing what makes it special, and why she believes the future of racing depends on better storytelling, stronger content, international expansion and a deeper connection with casual sports fans.
Fliss also discusses the wider horse racing industry, why racing is often misunderstood, how Royal Ascot compares with other major sporting events, and what racing can learn from football, tennis, Formula 1 and global sports entertainment.
There is also a powerful conversation about leadership in sport, including Fliss’s experience as a female CEO, what she learned from working in football, the importance of preparation under pressure, and why she sees her role simply: “I’m the CEO.”
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Felicity 'Fliss' Barnard FAQs
Who is Fliss Barnard?
Fliss Barnard is the CEO of Ascot Racecourse, responsible for leading one of the most famous racecourses and sporting brands in the world.
What is Fliss Barnard’s role at Ascot Racecourse?
As CEO, Fliss Barnard oversees the business, brand, operations and long-term strategy of Ascot Racecourse, including Royal Ascot.
What does Fliss Barnard say about Royal Ascot?
Fliss describes Royal Ascot as a world-class sporting event built on history, detail and reputation, but also as a brand with huge international growth potential.
How much of Ascot’s revenue comes from Royal Ascot?
In the episode, Fliss says Royal Ascot accounts for around 70% of Ascot’s revenue.
How does Ascot balance tradition and modernisation?
Fliss says the aim is not to reinvent Royal Ascot, but to preserve almost everything that makes it special while using ideas from other sports to grow the brand.
Why does Fliss Barnard think horse racing is misunderstood?
She says many people underestimate the scale, complexity and commercial importance of racing, which she describes as a multi-billion-pound sports entertainment industry.
Does the episode discuss horse and jockey welfare?
Yes. Fliss talks about the importance of horse welfare, jockey welfare, safety, medical support and the physical and psychological demands placed on jockeys.
What does Fliss Barnard say about being a female CEO in sport?
Fliss says she is proud of her position but does not want to be defined only as a female CEO. Her line is simple: “I’m the CEO.”
What is this Performance People episode about?
This episode is about the pressure of running Royal Ascot, the future of horse racing, leadership in sport, protecting a historic brand and modernising without losing tradition.
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The Performance People podcast, in partnership with J.P. Morgan Private Bank, talks to high-performers in the world of sport and beyond, to bring defining moments, hard-earned insights and expert advice to everyday performance. New episodes every Tuesday.
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The views and opinions expressed on Performance People are those of the guests and hosts, and do not necessarily represent the views of ainslie + ainslie, J.P. Morgan Private Bank, or any affiliated organisations.
This podcast is produced by Gameface Limited and is intended for general information and entertainment purposes only.
© Gameface Limited 2026. All rights reserved.
Connect with Performance People
Hit subscribe today for the latest.
🎧 Spotify/Apple Music
http://www.performancepeoplepodcast.com/
https://www.instagram.com/performance.people/
________________________________
The views and opinions expressed on Performance People are those of the guests and hosts, and do not necessarily represent the views of ainslie + ainslie, J.P. Morgan Private Bank, or any affiliated organisations.
This podcast is produced by Gameface Limited and is intended for general information and entertainment purposes only.
© Gameface Limited 2026. All rights reserved.
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