This is precisely the opposite of what I said.

"That is, trying to squeeze people into a category then market to that category.
Sit in an office trying to debate what category greyhound owners fit into will only empty the till and stuff up the whole game."

You don't sit in an office and guess. What you should do is find out why more people are not taking part. There must be specific reasons so find out what they are and address them.

Separately, you and I know it is exciting but we don't count here. You may well find folk who have a completely different approach and end up spending millions.

As always, the first thing to do is explain to the public the great history and capabilities of the greyhound. GAP is good but multiply that by a thousand.