It’s a Horse of a Different Color

Share Article

New digital marketplace for thoroughbreds launched in Kentucky by VIA Studio achieves success within first two months.

We've gotten lots of compliments on the site, but better yet we've sold 7 horses and listed 45.

It started with a love of horses and a dream of a better way to link buyers and sellers through the Internet. Morgan Franklin grew up on a horse farm and later worked as an accountant at Coolmore’s America Farm, Ashford Stud in Versailles, Kentucky. “As I paid the commissions on sales, I kept thinking there has to be a better way for owners to market and sell their horses,” explained Franklin.

As he formulated his dream business, he enlisted the services of VIA Studio, to create the branding and develop the platform on which this dream could become reality. Thoroughbred Source Inc. launched their innovative digital marketplace for thoroughbreds,, on September 27, 2011.

Since that time, 45 horses have been listed and 7 have been sold. “We’ve got great momentum going and are getting lots of traffic to the site,” said Franklin.

Uniquely, the site provides more opportunities for thoroughbred agents, farms, and consignors to put the right horse in front of the right buyers. The site has been labeled as “classy”, “appealing”, and “easy to maneuver through” by blood stockers and buyers alike, with access to photographs, pedigrees, and even veterinarian reports, all for a nominal fee..

Another unique feature of the site is that a portion of the fees go to thoroughbred charities. In January, Franklin also plans to roll out a section of the site for retired horses in hopes to find new homes for them and reduce the number of horses sent to the slaughter houses. Owners would be able to list these for free.

“Working on a project like this was fantastic,” says Jason Clark, President and Creative Director at VIA Studio. “We enjoyed being involved from start to finish. The challenge of creating advanced functionality while making the site simple to use was great for our programming team and I feel they did an outstanding job.”

About the Companies

The president of Thoroughbred Source is Morgan Franklin. Mr. Franklin's background is in finance, where he held management positions at General Electric, and Coolmore's renowned North American thoroughbred farm, Ashford Stud. He holds degrees in Business Administration and Agricultural Economics, with a Master's degree from the University of Kentucky.

VIA Studio specializes in websites and web/mobile applications, marketing, graphic design and branding, e-commerce solutions, and creating advertising programs to drive online traffic. This includes combining traditional marketing tactics with new media like search engine optimization, social media, and mobile media. Celebrating 15 years in business this year, VIA Studio has been recognized regionally, nationally and internationally for its creative web-based design and marketing. For more, visi t


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Julie Garrison
VIA Studio
(502) 438-8879
Email >
Visit website