A Full Moon – Puissance de Lune’s book closes

Media Release - Wednesday September 23

Swettenham engage digital booking platform Breedr to manage stallion’s roster.

Swettenham Stud today announced that demand for Puissance De Lune has forced them to declare the book for the striking son of Shamardal, now full for this season.

Puissance de Lune - Click to watch him parade.

In an industry first, to ensure breeders are given the best opportunity to capitalise on any last-minute mare cancellations, Swettenham Stud will utilise Breedr, a new digital end-to-end booking platform, to instantly notify interested breeders of an available slot.

Swettenham Stud Principal Adam Sangster stated "We have been overwhelmed by the demand for PDL but given what we are seeing from the likes of undefeated, dual stakes winner CHANTREA and Edward Manifold winner MOONLIGHT MAID are doing, we are not surprised. We acknowledge that during the season there are inevitably last-minute cancellations, so to ensure we give breeders the best opportunity to fill a slot at the 11th hour, we needed to streamline the existing booking process.

"Breedr’s new technology will allow us to digitise and automate the whole booking process. This creates a level playing field for all breeders and minimises missed revenue to our shareholders in the stallion. We are confident the concept will be well received and believe the online booking model is a great innovative way to complement our more traditional sales methods.”

Tom Seymour, Founder of Breedr commented. “We are delighted to align ourselves with such a progressive and innovative brand like Swettenham Stud. Breedr’s charter is to help the entire breeding ecosystem, providing free access to digital solutions that make their enterprises more efficient and commercially sustainable.

Advertisement

"This latest initiative (with PDL), is a perfect example of the type of win-win scenarios we are striving for. By providing a waitlist of mares, Studs can now move immediately to fill slots and minimise the opportunity cost of an empty slot. Studs can tap into Breedr’s eSignature contract feature, reducing the entire booking process down to just a couple of minutes. On the other hand, Breeders now have far greater agility on where to send their mares. We applaud Adam for embracing the innovation and are confident this streamlined approach will appeal to more studs as the season progresses.”

To sweeten the deal, Swettenham Stud will reward those who engage in the concept by offering any last minute booking to PDL at $18,700 incl GST, a saving of $1,100.

To register your interest in this PDL offer, please follow the following steps or click here to watch a 60sec tutorial.

  1. Go to www.breedr.horse
  2. Register (new users) or Login (existing users) as a Breeder/Mare Owner *new users will receive a verification email that needs to be acknowledged (pls check Junk inbox if not immediately received)
  3. Once logged in, Click ‘Add Mare’ and create a mare profile. *allow the auto mare search system to recognise your mare and pre-populate her details.
  4. Within the mare profile, click Yes to ‘Accept Invitations’ field
  5. Click the ‘Book’ tab and within the ‘Stallion Search’ function, enter Puissance De Lune in the ‘Preferred Stallion(s)’ field
  6. Click on ‘Apply for Nomination’ for Puissance De Lune - this completes the process and Swettenham will now have your mare waitlisted for any cancellations.

For further information on any of Swettenham Stud stallions, please don’t hesitate to contact Adam Sangster or Sam Matthews at Swettenham Stud. If anyone requires technical support using Breedr, please contact Tom Seymour on +61 (0) 414 896988 or email support@breedr.horse.

Advertisment
More Reading...
2025 G1 Cox Plate Field and Barrier Draw
A field of nine has been finalised for the 2025 Cox Plate with favourite Via Sistina drawing gate seven for Chris Waller and James McDonald, while one three-year-old has accepted to run in Nepotism.
Magic Millions - The Book
The famous US sports journo, Red Smith, once proclaimed that : “writing is easy … I just sit down at my typewriter and open a vein”.
Inglis Digital - Darby Swoop on Amazing Eagle for $310,000
Scott Darby believes today’s Inglis Digital sale-topper Amazing Eagle (Capitalist) can continue along the same successful mould as the likes of former online Darby acquisitions Robusto, Caballus and Imperial Force and progress on to become a future racetrack star.
Bold Showing Tipped for Yes Yes Yes 2YO
Speed Demon will be given every opportunity to live up to his name when he makes his debut at Ellerslie.
Henry Longfellow Pedigree Gets an Update
Group I winning Dubawi stallion Henry Longfellow (IRE) is covering his first Australian book of mares at Rosemont Stud this spring and overnight in Ireland his two year-old sister-in-blood landed her first Group race win.
TBA Mourn Passing of So You Think
Thoroughbred Breeders Australia (TBA) and Aushorse join the wider industry in mourning the passing of So You Think, one of the modern greats of the Australian turf and a truly elite sire.
G1 Champions Mile Next for Ceolwulf
Trainer Joe Pride will likely keep stable star Ceolwulf to a mile as he looks to round off his spring campaign with a first trip away.
One To Watch – Belmont
We look far and wide to highlight Breednet’s ‘One To Watch’ and today’s winner of the first race at Belmont, 3yo D’Argento filly Ladies Pro, won in the manner of a horse with a nice future and in the process shone a spotlight on her sire who recorded his ninth winner so far this month.
First Win for $2.1million Magic Millions Sale-Topper
It was a full-circle moment for Te Akau Racing at Te Aroha on Wednesday when Avantaggia, the filly that topped the 2024 Magic Millions Yearling Sale, broke through for her maiden win in the Donaghys Moxipor (1150m).
Sires With Winners - Tuesday October 21
Here is the full list of 15 stallions which had winners throughout Australasia today with winners and result details.