Steriline Racing Case Study
The leading equipment supplier to the local and international horse and dog racing industry, Mount Barker based Steriline Racing has grown to be become the world’s leading manufacturer of horse racing gates.
With its beginnings in the 1950s, the company supplies more than 50 countries with clients including the world’s best known racing clubs and major equestrian events at the Sydney, Athens and Beijing Olympic Games.
Employing 20 staff and operating under Quality Assurance Audit Standards, Steriline’s product offering includes starting gates, running rails, horse and custom made spectator fencing, steward towers, greyhound starting boxes and specialist racetrack products.
Key issue
Exploring new markets
An established leader in the category, Steriline wanted to diversify their product offering and was seeking business growth assistance as it looked to expand international and domestic markets.
In 2010 for the 150th Melbourne Cup, Steriline Racing delivered the world’s largest 25 stall racing gates. The gate combined Steriline Racing’s new innovations, which is a result of working closely with the Hong Kong Jockey Club to redesign the existing starting gates to solve a long standing problem.
When horses are ‘scratched’ from a race, the racing club involved repays the bets already placed. Thanks to Steriline’s wider gates the starting process is now faster, safer and has provided significant financial benefits as fewer horses are withdrawn as ‘late scratchings’ from the starting gates.
Key outcomes
Developing business skills
Innovate SA provided Steriline Racing with strategic, targeted training and mentoring to help them grow and develop their client base overseas.
An example of this in recent times has seen Steriline work with the Royal West India Turf Club in Mumbai to design new racing gates after the Club had seen the results of the new wider gate model.
Steriline staff members have taken part in Innovate SA’s Strategic Sales & Marketing for CEOs and 90 Day Cycle Planning programs as well as ongoing mentoring and networking opportunities.
Innovate SA has also facilitated discussions and introductions with potential suppliers and customers and provided product commercialisation support for the development of their new product. Duraline, a PVC fencing product from Europe that Steriline has embarked on in a joint venture has applications for councils, schools, sporting organisations, parks and gardens and to the general public.
Next on the list for the company is a continued focus on international markets while diversifying into greyhound racing project management and the exploration of Solar Technology.
Feedback
“There’s no question that Innovate SA has helped us win projects adding hundreds of thousands of dollars to our bottom line.
“Innovate SA programs add value because they help develop areas of our business that are important for us in gaining new clients.
“We have faced communication challenges especially when exporting. Taking part in the Strategic Sales & Marketing for CEOs workshop was invaluable in understanding the methodologies available."