Behind The Bridle

Beating the Bookie or Feeding the Tipster? An Insight into Social Media Horse Racing Tipsters

  • How flashy lifestyles, selective results, and social media hype are reshaping the world of paid horse racing tips—and what it really means for punters.

    With bookmakers reporting record profits year after year, the age-old question lingers: can punters really find an edge, or are they simply funding an ever-growing gambling industry?

    For many, horse racing remains a favourite market to bet on, even as crowds at major festivals like Cheltenham and Royal Ascot have steadily declined over the last five years. That ongoing interest is likely fuelled by the constant marketing efforts of big betting brands like Paddy Power, Sky Bet and Bet365. These days, it’s hard to watch a sporting event without being bombarded by betting ads.

    To keep punters engaged, most bookmakers offer free blogs and tips written by ex-jockeys or seasoned racing writers. The reasoning often makes sense, and it’s delivered in a way that sounds authoritative. That helps build trust and gives punters a feeling that they’re betting smarter, even if the long-term odds still lean heavily in the bookie’s favour.

    But recently, another player has entered the scene: the social media tipster. These are self-styled betting experts who claim to offer deep form analysis or access to insider info from the stables. Their language is persuasive, especially to younger or less experienced punters, and the image they project is one of exclusive access and sharp insight. But how much of it can actually be trusted?

    Curated Success: The Image Behind Pro Sports Advice

    One of the biggest names in this space is Pro Sports Advice, a tipster brand that sells access via the platform Whop. The person behind the account claims over a decade of experience in sports betting and analysis. According to their site, more than 15,000 people subscribe monthly, paying anywhere from €19 to €149. Even at the lowest tier, that’s over €3.4 million a year in revenue.

    But the real hook isn’t just the tips. It’s the lifestyle. Rob Heneghan, the man behind the brand, regularly posts videos of himself flying to races by helicopter, sunning himself in Dubai, or stepping out of luxury cars in designer gear. The suggestion is clear: this is the lifestyle betting with Pro Sports Advice can buy. For a lot of young punters, that kind of marketing is extremely effective.

    Behind the scenes, though, everything is tightly managed. Across social media, the brand seems to employ moderators who quickly remove negative comments or reviews. Positive testimonials are highlighted, while criticism rarely sticks around. It all creates a carefully controlled public image.

    Transparency is also questionable. While PSA does publish profit and loss breakdowns, these are usually based on advised prices rather than starting prices. That means only the fastest followers will have a shot at the advertised odds. For everyone else, especially those in different time zones or working day jobs, the returns are likely lower.

    Metrics like average odds and strike rate are often presented in ways that flatter the service. Longshot losers are included in the average odds, making it seem like big prices are regularly landed. At the same time, a steady stream of short-priced winners helps to boost the strike rate. Together, these numbers paint a picture of consistent success, even if the real story is more mixed.

    Behind the Paywall: Discord and the Business of Influence

    A major part of the Pro Sports Advice operation takes place on Discord, where subscribers get access to private tip channels. Access is tiered by subscription level, with higher-paying members promised more tips and deeper analysis.

    But inside the server, it’s clear that much more than tipping is going on. Channels are dedicated to selling merchandise, sharing winning bet screenshots, and posting positive testimonials. In some cases, members have been offered discounts or rebates in exchange for sending in proof of winning bets or favourable messages. These are then shared publicly as evidence of success.

    There have also been claims that certain insights or tips were only shared with members who purchased merchandise, though these remain unverified. Still, the focus seems to lean more toward building brand loyalty and driving sales than helping punters profit.

    In short, what looks like a tipping service from the outside often operates more like a brand-building and marketing engine on the inside.

    Behind the Persona: Livestreams, Loyalty and Loose Discipline

    In a recent TikTok livestream, Rob Heneghan came across as confident and personable. He highlighted positive comments from fans and reinforced the community’s trust in him. But there were moments that revealed cracks in the image.

    At one point, despite regularly advising discipline and sticking to a staking plan, Heneghan admitted he doesn’t always follow his own rules. That alone raises doubts about the consistency of the advice his subscribers are paying for.

    He also spoke about placing a €10,000 bet on Jasmin De Vaux at Punchestown, only to change it entirely and back Galopin Des Champs instead. He made this switch after realising Jasmin might struggle with the ground. It begs the question of why such a large bet was placed before checking conditions properly in the first place.

    Both horses did go on to win, but that feels beside the point. The story, if anything, shows a lack of preparation. But because it ended in profit, the moment was repackaged as an example of instinct and experience rather than carelessness. It’s a common pattern: when things go well, they’re presented as proof of genius. When they don’t, they’re quietly brushed aside.

    Hype Horses and Tipster Misfires

    The 2025 Cheltenham and Aintree festivals were a tough watch for favourite backers, and a wake-up call for many social media tipsters. Big names like Constitution Hill, Sixandahalf and Teahupoo were pushed hard online, particularly by accounts like Pro Sports Advice. These horses were sold as near-certainties, often backed up by vague claims of “strong word from the yard” or “confidence in the camp.”

    Despite tipping in nearly every race, PSA only posted about a handful of their losing selections. The odd failed favourite was shown to imply transparency, but most other losers weren’t mentioned at all. There was no full performance breakdown and no proper accountability.

    Elsewhere, Marc Hryhorskyi took the opposite approach, tipping against Constitution Hill and claiming after the race that he had “seen it coming.” When I questioned him on Instagram about whether he’d actually tipped the two winners he was celebrating as a double, he blocked me. I never got the answer, and the post vanished.

    Both styles tell you something. Whether they’re pushing the popular picks or trying to be the clever contrarian, most tipsters are still playing the same game. They highlight wins, bury losses, and reshape stories to suit the narrative.

    The Resistance: Twitter Accounts Taking on the Tipster Industry

    While tipsters try to control their image, a growing number of voices on Twitter (now X) are pushing back. These are accounts dedicated to exposing poor performance, false claims, and shady sales tactics.

    One of the loudest was @Icyestretro, who put out a detailed three-part exposé on Pro Sports Advice and regularly joined Twitter Spaces to talk about the wider tipster scene. His criticism was relentless. Eventually, his account disappeared. According to him, PSA said they had someone on the inside who helped get it removed. That can’t be confirmed, but it adds to the feeling that criticism isn’t just ignored, it’s actively removed.

    Another account, The Tipster Exposer, takes a more data-driven approach. They post regular screenshots showing losses across a range of tipster services, offering the kind of transparency most paid groups avoid.

    One recurring target is The Gucci Fella, a horse racing tipster whose paid subscriber base has been shrinking steadily. Whether it’s due to poor performance or a shift in public trust, it’s another sign that punters might be getting wise to the game.

    Final Thoughts: What Are We Really Being Sold?

    This piece has focused on a few high-profile names, but the reality is there are hundreds of tipsters out there running similar operations. From slick Instagram stories to paid Telegram groups, most follow the same pattern: selective results, aggressive branding and questionable ethics.

    The big question isn’t just whether they’re worth the money. It’s whether these services are hurting the very communities they claim to help. If you’re thinking about paying for tips, ask questions. Demand proof. And remember: no matter how flashy the Instagram posts are, no one can guarantee success in a game as unpredictable as horse racing.

    Disclaimer:

    The content of this article is based on publicly available information, community commentary, and the author’s analysis. Any opinions expressed are those of the author, and all individuals named are presumed innocent of any wrongdoing unless proven otherwise. Allegations or claims attributed to external sources have not been independently verified. This piece is intended for informational and editorial purposes only and does not constitute legal, financial, or gambling advice.

    Footnote References

    1. Icy, ‘Point Blank: The Pro Sports Advice Files – Threats, Lies, and a Trail of Silence’ (Substack, April 2025) https://icyestretro.substack.com/p/point-blank-the-pro-sports-advice accessed 15 May 2025.
    2. Icy, ‘Point Blank: You Can Kill the Account, Not the Truth’ (Substack, April 2025) https://icyestretro.substack.com/p/point-blank-you-can-kill-the-account accessed 15 May 2025.
    3. Tipster Exposer, ‘The Gucci Fella was up 3.5 Points today and the shamelessness is unmatched’ (X, 15 January 2024) https://twitter.com/TipsterExposer/status/1746952332393242641 accessed 15 May 2025.
    4. Tipster Exposer, ‘The Gucci Fella Results 22/02/24 8/13 4/6 8…’ (X, 22 February 2024) https://twitter.com/TipsterExposer/status/1760720416392294468 accessed 15 May 2025.
    5. Tipster Exposer, ‘The Gucci Fella is deleting losers from his VIP today & leaving up the winners’ (X, 15 April 2025) https://x.com/TipsterExposer/status/1913623768917746052 accessed 15 May 2025.
    6. Reddit user caramelo420, ‘The Gucci Fella- horse tipster’ (Reddit, 15 January 2024) https://www.reddit.com/r/galway/comments/1963b51/the_gucci_fella_horse_tipster/ accessed 15 May 2025.

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