About Us
Our Mission
Hendriks & Associates delivers strategic guidance, data-driven insights, and modern solutions to support performance, efficiency, and growth across the horse racing, breeding, and equine industry. From racetracks and breeding farms to state organizations and private enterprises, we help forward-thinking teams strengthen operations and capture new opportunities.
Our mission is to bridge the gap between tradition and innovation, equipping industry leaders with actionable strategies and smart tools to thrive in a rapidly evolving landscape.
Liza Hendriks
Liza is the founder of Hendriks & Associates, specializing in AI and data analytics for horse racing and other industries. She previously founded Wanamaker's, a pioneering online auction platform acquired by Inglis. A graduate of the Godolphin Flying Start program, Liza brings expertise from roles with Starlight Racing and The New York Racing Association.
Through Hendriks & Associates, Liza leverages cutting-edge AI tools to enhance performance, efficiency, and profitability for clients. Her deep industry knowledge and innovative approach drive measurable results across diverse sectors.