Royal, Reimagined: the Royal Windsor Horse Show Finds Its Stride with Tixr

Britain’s most prestigious outdoor equestrian event paired heritage with innovation in 2025, embracing modern ticketing to streamline operations and sell more than admission tickets.

The Royal Windsor Horse Show (RWHS) is one of the most cherished fixtures in British sport and culture. Founded in 1943 as a local wartime fundraiser, it has grown into a defining event of the British summer season—uniting international competition, royal tradition, and a devoted community of fans. 

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Drawing more than 50,000 guests to Windsor Castle each spring, RWHS partnered with us for its 2025 event to bring modern technology to a historic institution—simplifying complex ticketing and expanding its product offerings. The Show is managed by HPower Group, the event and venue management company behind several of the UK’s most prestigious equestrian and ceremonial events.

An Event Fit for Royalty

Often called the “Wimbledon of the Equestrian World,” RWHS has long been a highlight of British culture beloved by generations of passionate fans. The four-day event showcases international competition in Show Jumping, Carriage Driving, and Showing alongside ceremonial displays and family-friendly programming. 

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The late Queen Elizabeth II was a lifelong supporter and the Show’s Patron for many years, and this year, His Majesty King Charles III attended as the newly appointed Patron, joined by the Duke and Duchess of Edinburgh.

Balancing Innovation with Tradition

RWHS 2025 was among the Show’s most complex yet, with over 150 ticket types spanning reserved seating, single vs. multi-day, and more. Studio became the team’s command centre, offering full visibility into ticket creation, inventory, and performance.

“Tixr’s platform made it seamless; their backend tools allowed us to build and monitor ticketing in real time, while their support team ensured smooth onboarding and troubleshooting. The platform’s flexibility enabled us to offer a wide range of options while maintaining clarity and control.” – Loreta Boka, Marketing Executive at HPower Group

Because RWHS attracts a uniquely loyal audience that values tradition and consistency, introducing new tools required thoughtful execution. Our flexible features—like fan transfers, and easy mobile ticket access—offered more convenience without disrupting the experience they know and love.

“Overall, Tixr played a key role in delivering a smooth, scalable, and guest-friendly ticketing experience.” – Jemima Haydon, Communications Manager at HPower Group

Selling the Complete Experience

In 2025, RWHS unified its commerce strategy, selling everything from Souvenir Programmes and parking to official merchandise and charitable donations through one cohesive platform.

“Having everything in one platform with Tixr transformed our sales strategy. It allowed the team to manage all revenue streams in one place, track performance in real time, and offer a seamless guest experience” – Wiggy Bamforth Evans, Marketing and Communications Director at HPower Group

This unified approach created a more connected guest experience and improved RWHS’s operational efficiency by consolidating revenue streams.

On Course for 2026

Building on a successful 2025, RWHS is riding into 2026 with greater ticketing confidence and wonderful programme for competitors and attendees alike.

Tickets for the 2026 Royal Windsor Horse Show are on sale now.

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