What APEX Pro does

APEX Pro (APEX PRO LLC) is a motorsports performance technology company founded in 2016 and operating from Birmingham, Alabama (Terms of Service jurisdiction is Santa Clara, California). The company designs and sells a hardware-software ecosystem for racing drivers, anchored by the APEX Pro Unit Gen II — a compact, dash-mounted device combining a 2000Hz 9-axis IMU and 10Hz GPS+GLONASS receiver that streams sensor data via Bluetooth to iOS and Android apps at 12,000 samples per second with self-calibrating FIR and IIR filtering. Its proprietary APEX Score algorithm quantifies how close a driver is operating to the vehicle's friction-circle limit, and the CrewView feature enables real-time lap-time sharing among teammates; the OBDII Interface ($99) extends the platform with engine telemetry such as throttle position, RPM, MAP pressure, and coolant temperature.

The company serves track day enthusiasts, amateur and professional racers, and driver-education organizations through direct e-commerce (apextrackcoach.com), mobile app stores, and partnerships with groups such as NASA, BMW CCA, and Porsche Track Experience. Revenue is generated primarily through one-time hardware sales (APEX Pro Unit at $489, OBDII Interface at $99, plus accessories priced $12-$59), supplemented by professional coaching services at $1,500-$1,750 per day with co-founder Andrew Rains and educational webinar content at $39 each. The operating model is product-led and community-driven, leveraging a Facebook group, YouTube channel, and Instagram presence rather than paid advertising, and supported by BNPL options (Klarna, Affirm, Afterpay, Cash App Pay) at checkout. To date, APEX Pro has raised approximately $406,000 across three small funding rounds (DEFT in 2016, Alabama Launchpad in 2018, and an undisclosed round in 2020) and remains founder-owned with 1-10 employees.

Name

APEX Pro

Legal name

APEX PRO LLC

Website

https://apextrackcoach.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

APEX Pro designs and sells a machine-learning-enabled motorsports data acquisition system — combining a 2000Hz IMU/GPS hardware unit with mobile software — for amateur and professional racing drivers, driver-education organizations, and track day enthusiasts worldwide.

Ownership category

akta.pro rank

Product category

Motorsports Performance Hardware

NAICS

Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451), Computer Terminal and Other Computer Peripheral Equipment Manufacturing (334118), Educational Support Services (61171)

SIC

Sporting & Athletic Goods, Nec (3949), Computer Peripheral Equipment, Nec (3577), Instruments For Meas & Testing Of Electricity & Elec Signals (3825)

akta.pro primary industry

Driver Behavior Scoring & Coaching Platforms (TLAEANAB)

akta.pro secondary industries

Video Telematics, ADAS & AI Dashcams (TLAEAFAG), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB)

Keywords

• Motorsports performance tracking
• Racing data acquisition
• GPS lap timer
• Driver coaching services
• IMU performance hardware

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Hardware Sales: One-time sale of the APEX Pro Unit Gen II ($489), OBDII Interface ($99), and accessories (phone mount $59, suction cup mount $40, baseplate $12). Revenue recognized at point of sale with no recurring hardware costs.
2. Coaching Services: Professional one-on-one and small group coaching with Andrew Rains at $1,500/day (single driver) or $1,750/day (two drivers). Additional convenience fee may apply for travel. Revenue recognized per session booked.
3. Educational Content/Webinars: Recorded webinar content sold as one-time purchases ($39 each) covering topics like Speed Trace analysis and APEX Score interpretation. Revenue recognized per transaction.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

APEX Pro sells a hardware-software performance tracking system for motorsports drivers. The flagship is the APEX Pro Unit (Gen II), a dash-mounted device that combines a 2000 Hz 9-axis IMU and 10 Hz GPS+GLONASS receiver to deliver real-time lap timing and driving feedback via an RGB LED display and a paired iOS/Android app. The company also sells an OBDII engine-data add-on, mounting accessories, paid coaching and classroom education services, and on-demand webinar recordings.

Product overview

APEX Pro is a motorsports performance technology company offering a hardware-software ecosystem for racing drivers. The core product is the APEX Pro Unit (Gen II), a dash-mounted device with 9-axis IMU and GPS that provides real-time performance feedback via LED lights and connects via BLE to the mobile app. The product portfolio includes the APEX OBDII Interface for enhanced engine data logging, accessories (phone mount, suction cup mount, baseplate), digital education content (webinar recordings), and services (coaching, classroom programs). Key differentiators include the APEX Score system, CrewView live streaming for team sharing, and a track database of hundreds of global racing circuits.

Differentiator

Problem solved

Functional benefit

Products and services

• APEX Pro Unit – Gen II Dash-mounted hardware device for motorsports performance tracking. Combines a 2000 Hz 9-axis IMU, 10 Hz GPS+GLONASS receiver, and 12,000 samples/second sensor processing with an RGB LED display, BLE pairing to iOS/Android, and self-calibrating FIR and IIR filtering for individual drivers.
• APEX OBDII Interface Bluetooth-enabled OBDII module that streams and logs engine data (throttle position, RPM, MAP pressure, coolant temperature) from 1996-and-newer OBDII-compliant vehicles for APEX Pro users seeking deeper engine analytics.
• Motorsports Phone Mount Mounting accessory designed to securely hold a smartphone inside a vehicle during motorsports use.
• Suction Cup Mount Suction-based mounting solution for securing APEX Pro hardware to vehicle interior surfaces.
• Extra Baseplate (Gen II) Additional magnetic baseplate compatible with the Gen II APEX Pro Unit, enabling mounting in multiple vehicles or positions.
• The Speed Trace (Webinar Recording) Paid on-demand webinar recording that teaches motorsports drivers how to analyze speed-vs-distance graphs, including curvy tops, sawtooth patterns, and lap comparison techniques.
• Using APEX Score to Analyze Entry Speed (Webinar Recording) Paid on-demand webinar recording teaching drivers how to interpret APEX Score and LED feedback on corner entry, including friction circles and braking-zone analysis.
• APEX Pro Mobile App Companion iOS (v13+) and Android (OS 8+) mobile application that connects to APEX Pro hardware via BLE to record sessions with 0.01-second lap timing accuracy, configure the LED display, and visualize data including rainbow road overlays.
• Professional Coaching Services One-on-one or small-group performance driving coaching delivered by APEX Pro President Andrew Rains at $1,500 per day for a single driver and $1,750 per day for two or three drivers, with travel expenses billed separately.
• Classroom Education Programs Organizational classroom programs covering novice/intermediate sessions, advanced driver training, and an Introduction to Data course for driver education organizations and their students.

Quantifiable outcome

• 12,000 samples per second processing speed for precise performance tracking
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Garmin: Garmin's Catalyst and other GPS lap-timing products directly compete with APEX Pro in the consumer motorsports data acquisition category. Garmin is a far larger, broad-incumbent consumer electronics and wearable company with deeper R&D budgets, retail distribution, and brand recognition, making it APEX Pro's most significant competitive threat.
• MoTeC: MoTeC is a long-established motorsports electronics company whose data loggers, displays, and ECUs are widely used in professional and semi-professional racing. While typically more expensive and complex than APEX Pro, MoTeC is the incumbent standard that APEX Pro's APEX Score and ease-of-use positioning implicitly challenge at the amateur end.

Direct peers

• Racelogic (VBOX): Racelogic's VBOX product line is a long-standing motorsports data acquisition system with high-accuracy GPS and IMU. The VBOX Sport and related products target the same track day and club racing segments as APEX Pro, with comparable lap timing accuracy claims and a similar hardware-plus-software bundle.
• RaceLogic Performance Box: RaceLogic's Performance Box and Performance Box Touch are GPS-based lap timers and accelerometers positioned for track day enthusiasts. They target the same HPDE and club racing buyer as APEX Pro, with comparable dash-top form factors and accuracy claims.
• AiM Sport: AiM Sport's Solo 2, MXG, and MXL data loggers are among the most established motorsports data acquisition systems used by amateur and professional racers. They overlap directly with APEX Pro in target customer (track day and club racers), core functionality (lap timing plus IMU/GPS-based performance analysis), and form factor (dash-top display plus mobile app).
• Harry's Lap Timer: Harry's Lap Timer is a leading smartphone-based lap timing app used by track day enthusiasts and HPDE participants. It overlaps with APEX Pro on the software/data analysis side and is a primary alternative for cost-sensitive drivers who already have a smartphone GPS and a separate OBD-II adapter.

Emerging players

• Circuit Tools: Circuit Tools is a smartphone- and tablet-based data acquisition and video overlay app for track day users, with strong adoption in the HPDE community. It competes with APEX Pro on the analysis and video side and represents a more software-led alternative for drivers who want minimal hardware.
• Track Attack (TrackAddict) by HP Tuners: HP Tuners' TrackAddict app combines smartphone-based lap timing, video overlay, and OBD-II data logging for track day users. It competes with APEX Pro's mobile app and OBDII Interface combination and is often used as a lower-cost alternative, especially by drivers already in the HP Tuners ecosystem.
• Traqmate: Traqmate offers GPS and accelerometer-based data loggers targeted at club racers, autocrossers, and HPDE drivers. It overlaps with APEX Pro in offering purpose-built hardware plus analysis software, but with a more technical, enthusiast user base and a smaller community footprint.
• Stack (Race Technology): Stack (Race Technology) makes professional motorsport data loggers, dash displays, and lap timing devices used in club and professional racing. Its dash-top displays and data acquisition modules overlap with APEX Pro's hardware positioning, particularly for users who want a more traditional, gauge-based experience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCp1gjrm-7rAKen3KN70HBFw
• Facebookfacebook.com/officialapexpro
• Instagraminstagram.com/officialapexpro
• LinkedInlinkedin.com/company/apex-pro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about APEX Pro