Brussels Stephex Masters blends elite show jumping with free public access
The Brussels Stephex Masters offers free admission to spectators, featuring top-level show jumping, entertainment, and an auction of promising foals. The event, now in its 12th edition, attracts over 50,000 visitors from 40 countries. Founder Stephan Conter aims to grow the sport by making it accessible to all.
The event's scale is considerable: roughly 340 riders and more than 850 horses compete across five days for a prize purse of €1.1 million. While hospitality packages command thousands of euros, the public gates remain open at no cost, a deliberate strategy by founder Stephan Conter, who began as a young horse dealer and built the Stephex Group into an international equestrian business. The auction of ten foals from Stephex bloodlines highlights the commercial side, with one colt fetching €121,000.
The competition draws elite talent, including 27 riders ranked among the world's top 50, with five inside the top ten. Notable participants include reigning Olympic individual champion Ben Maher and newly crowned world champion Steve Guerdat. Beyond sport, the grounds feature a lifestyle village with luxury brands, children's mini-jumping activities, and nightly entertainment such as aerial performances and fireworks, all set within the landscaped Stephex headquarters in Meise.
By removing the admission barrier, the event could broaden show jumping's audience beyond traditional equestrian circles, potentially inspiring new participants from varied economic backgrounds. The free-access model may also pressure other premium sporting events to reconsider exclusivity, though its viability depends on sponsorship and hospitality revenue. Families and casual sports fans gain low-cost exposure to elite competition, while the sport itself may benefit from a wider talent pipeline and increased grassroots engagement over time.