Harness racing does not get mainstream media coverage in NA Kev as quite a few commentators were lamenting when Lazarus featured in the nightly news in NZ so I doubt that "the stable" achieved success for its fractional ownership model via advertising in the papers or other mainstream media. I suspect utilising social media effectively had a great deal to do with getting their message across to prospective owners, and then those owners themselves continued to spread the message.
And it seems that in this day and age, in Canada at least, love the horse first and the sport second maybe a more effective message to sell the public an interest in what we do.
Australia does have very strict consumer protection laws and that's certainly not a bad thing but perhaps racing administrators, gallops and harness, need to work with ASIC and the government to exempt racehorses and racehorse shares of a limited value from these laws.
In other words horses of a value no greater then a predetermined set limit, and/or shares of a similar predetermined limited value are not considered an investment purchase but are purchased for the purposes of entertainment and can be bought and sold more freely then shares in higher value animals which remain an "investment" and subject to ASIC requirements, whilst horses purchased for "entertainment" are governed by rules determined and administered by racing's integrity departments.
Conceivably that could improve returns to more "grass roots" breeders in both codes and bolster sales in the lower to mid price bracket at the sales.