We Set the Pace
1/ST (1st.com) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Sports & Fitness brands, Media & Entertainment brands, Travel & Hospitality brands, in the 81st percentile of 2158 Sports & Fitness brands.
1/ST is a North American entertainment and real estate company founded in 1999 and headquartered in Aurora. It operates in Thoroughbred horse racing, combining elite racing, luxury hospitality, and digital wagering technology. The company states a mission to reinvent the sport while achieving world-class safety standards for horses and riders. Its offerings target horse racing fans, online wagerers, luxury event attendees, and industry professionals such as owners and trainers, spanning sports, media, entertainment, travel, and technology categories.
| Brand Name | 1/ST |
|---|---|
| Domain | 1st.com |
| Industry | Sports & Fitness, Media & Entertainment |
| Founded | 1999 |
| Headquarters | Aurora |
| Main Competitors | Churchill Downs Incorporated, TwinSpires (84/100), TVG Network (78/100), New York Racing Association (85/100), Woodbine Entertainment |
Moz Domain Authority 39/100 vs category average 45 / leader 93 - limited third-party links, so AI systems rarely encounter mentions of the brand.
Ranked #361,760 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
1/ST has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "1ST is reinventing the sport of Thoroughbred horse racing, while achieving a world-class level of safety for horses and riders. We provide a unique and fully engaging entertainment…" (Meta description: 35 words. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, og:title, og:description, og:image, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Next.js, Vercel, HubSpot.
Social footprint: verified profiles on YouTube, Facebook, Instagram, GitHub; no detected presence on X (Twitter), LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is 1/ST?", Claude could identify the brand as of September 2026. 1/ST (pronounced 'First') is a horse racing and real estate company owned by Stronach Group, operating thoroughbred racetracks like Santa Anita Park, Gulfstream Park, and Pimlico, and running the 1/ST BET wagering platform for horse racing fans. Best known for Owning and operating major American horse racing tracks including Santa Anita and Gulfstream Park.
When asked "Best brands similar to 1/ST?", Claude would recommend 1/ST as of September 2026. It's a major, well-known name in horse racing and race wagering, so it fits naturally if someone asks about similar brands in that niche.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
1/ST's main competitors in Sports & Fitness: TwinSpires (84/100), TVG Network (78/100), New York Racing Association (85/100).
Sources: Brand Analyzer scan
1/ST has moderate AI-search visibility, scoring 59/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 42, recommendation 58). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: 1/ST official site
1/ST was founded in 1999. 1/ST operates in the Sports & Fitness category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
1/ST is headquartered in Aurora. 1/ST operates in the Sports & Fitness category.
Sources: Wikidata
1/ST scores 58/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Sports & Fitness options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: 1/ST official site
1/ST can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: 1/ST official site
1/ST offers Thoroughbred horse racing events, luxury hospitality and entertainment experiences at its venues, and online wagering platforms that use digital and technology-driven tools for bettors.
Sources: 1/ST official site
1/ST is a North American entertainment and real estate company focused on Thoroughbred horse racing. Founded in 1999 and headquartered in Aurora, it operates racing venues and related businesses, combining sports, hospitality, and wagering technology under one group.
Sources: 1/ST official site
1/ST operates in the Thoroughbred horse racing industry, running racing events and venues, providing luxury hospitality experiences for guests, and offering digital and online wagering platforms for bettors. It also emphasizes safety initiatives for horses and riders as part of its operations.
Sources: 1/ST official site
1/ST's audience includes horse racing fans, online wagerers, luxury event attendees, celebrities, fashion and lifestyle enthusiasts, and Thoroughbred owners and trainers who engage with its racing events, hospitality offerings, and wagering platforms.
Sources: 1/ST official site
1/ST scores 59/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
1/ST has a limited AI-visibility profile at 59/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is visibility (70/100) and its weakest is trust (42/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #361,760 (Tranco). The main gaps holding it back: a low Moz Domain Authority of 39/100 and no llms.txt to steer AI to its best pages. In a live check, Claude could already identify 1/ST from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to 1/ST: Zoon.ru (85/100), Zen Planner (85/100), adidas (84/100), Adventure Rider (84/100).
A step up - brands to learn from: theSkimm (91/100), Vivid Seats (91/100).
Category leader: Complex (97/100).
Brand Analyzer is built by DataEase AI. Track your brand in ChatGPT, Gemini and Perplexity.