The Stable

Dena Arstall
Dena Merson

Founder of Simply Racing, has extensive experience in coaching and mentoring in the racing industry working with CEOs and Boards, as well as with executives across the sport. She devised and developed the Women In Racing mentoring programme and runs courses for senior and aspiring managers. A former Managing Director at Credit Suisse, Dena grew a breeding and bloodstock business before starting her own executive coaching business working in the City and with the military. She sat on the ROA Executive and Council, various racing committees and was on the Board of Thoroughbred Owner and Breeder. Dena blends a keen understanding of horseracing politics with business expertise and specialisation in leadership

Sean O'Connor
Sean O’Connor

Sean has a passionate interest in people development; using coaching, mentoring and the power of sport as a social good. He was the CEO for The Racing Centre until October 2017, having spent a year at the BHA spearheading Racing Together, the British Racing Community’s engagement programme. Sean brings his 17 year’s commercial acumen and experience of the financial world as a leading bank’s Client Asset Officer to racing community development projects.

Christine Scholes

A former lawyer, Christine is an experienced and passionate coach, a strategic HR expert and commercial and employment mediator and brings over 25 years’ experience of working with international businesses to help them and their people get the very best out of themselves. Clients say her empathy, a result of an earlier career as an intensive care nurse, creates trust which enables them to achieve remarkable results.

Belinda Schofield
Belinda Schofield

Non- executive director of Ed Broking and Chair of Appeal Pool of Chartered Insurance Institute; former City law firm Partner and leading insurance lawyer. Belinda focuses on risk exposure analysis, regulation and corporate governance. She has expertise in commercial mediation, run seminars on various governance, commercial and legal topics and has chaired committees and panels based on her extensive understanding of workplace diversity.

Michael Armstrong

Michael runs a Digital Marketing and Social Media Management Company called Parade Ring Marketing. Following his graduation from University, he took a place on the highly regarded British Horseracing Graduate Development Programme where he worked for the British Horseracing Authority. Following this placement, he moved into Racecourse Marketing and Sponsorship where he gained experience in managing the delivery of brand sponsorship contracts. Today, he works directly with and on behalf of businesses and public services in order to help develop, improve, maintain and manage their marketing, communications and public relations.


The Simply Racing team’s helpful mentoring, coaching and advice services combine an understanding of the racing industry with practical insight for people adapting to new roles or promotions.

Senior Executive in the Racing Industry