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Louisville-based VIA Studio is working with Thoroughbred Source to launch a new online thoroughbred auction site.

The site,, launched in late September, according to a news release.

Since the launch, 45 horses have been listed and 7 have been sold by Thoroughbred Source President Morgan Franklin, according to the release.

Asking prices range currently from about $2,000 to $125,000.

Unlike conventional auctions, the site lists horses until they sell, charging $99 per transaction, and no commission.

“We’ve got great momentum going and are getting lots of traffic to the site,” Franklin stated in the release.

His background is in finance, where he held management positions at General Electric, and at Coolmore’s renowned North American thoroughbred farm, Ashford Stud, according to the release.

Franklin holds degrees in Business Administration and Agricultural Economics, with a Master’s degree from the University of Kentucky.

Here’s the backstory from the release:

It started with a love of horses and a dream of a better way to link buyers and sellers through the Internet. Morgan Franklin grew up on a horse farm and later worked as an accountant at Coolmore’s America Farm, Ashford Stud in Versailles, Kentucky. “As I paid the commissions on sales, I kept thinking there has to be a better way for owners to market and sell their horses,” explained Franklin. Uniquely, the site provides more opportunities for thoroughbred agents, farms, and consignors to put the right horse in front of the right buyers. The site has been labeled as “classy”, “appealing”, and “easy to maneuver through” by blood stockers and buyers alike, with access to photographs, pedigrees, and even veterinarian reports, all for a nominal fee..

Starting next month, a portion of the Thorughbred Souce auction sale fees will go to thoroughbred charities.

In January, Franklin also plans to roll out a section of the site for retired horses in hopes of placing them and reduce the number of horses sent to the slaughter houses.

Owners would be able to list these for free.

“Working on a project like this was fantastic,” Jason Clark, president and creative director at VIA Studio, stated in the release. “The challenge of creating advanced functionality while making the site simple to use was great for our programming team and I feel they did an outstanding job.”

About VIA Studio: VIA Studio specializes in websites and web/mobile applications, marketing, graphic design and branding, e-commerce solutions, and creating advertising programs to drive online traffic. This includes combining traditional marketing tactics with new media like search engine optimization, social media, and mobile media. Celebrating 15 years in business this year, VIA Studio has been recognized regionally, nationally and internationally for its creative web-based design and marketing.

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