What Flagger does

Flagger, operated by East Coast Racing Technologies, Inc. and headquartered in Gainesville, Georgia, builds a patented digital in-car flagging platform for road-course motorsport. The system replaces traditional visual corner-worker flagging with a wireless network that delivers location-specific flags, custom messages, and automatic incident alerts directly to a driver's in-car display. The platform comprises four interoperating modules — the Flagger In-Car Alert unit (a portable color-touchscreen device with GPS, dual accelerometers, a 3-axis gyro, Bluetooth, WiFi, and an 8-hour battery), the FlagStation handheld corner-worker controller (24+ hour battery, live track status), the browser-based Linux Race Control server, and the Flagger Corner Lights add-on — all linked by a proprietary self-healing RF mesh network that operates entirely offline without cellular or track Wi-Fi coverage. Onboard accelerometer and gyro data enable automatic flagging when a vehicle stops on track, alerting Race Control and broadcasting a full-course flag to all in-car units.

The company's go-to-market is event-driven and segmented across sanctioning bodies, private race tracks, and individual drivers. Tracks and series obtain quote-based permanent installations of the full system (VIR, Atlanta Motorsports Park, Summit Point, Palmer Motorsports Park, and all NASA Mid Atlantic tracks are deployed), while sanctioning bodies such as American Endurance Racing mandated Flagger In-Car for all series entrants from July 15, 2021. Individual drivers and teams purchase the In-Car Alert unit at $250 with a $75 first-year and $100/year annual software and hardware support subscription, or rent units through partner tracks and series such as AER and AMP, with on-site retail available at TMI Racing Products inside VIR. Flagger has been recognized with the 2018 PRI Global Media Award and holds granted patents in the USA, UK, and Australia.

The company ceased operations on December 31, 2024. During its operating life it raised a single disclosed funding round of $500,000 in May 2019, supported a sub-ten-person team led by CEO and co-founder Matt Eastling, and built a niche but defensible footprint in US club and endurance road-course racing.

Name

Flagger

Legal name

East Coast Racing Technologies, Inc.

Website

https://nevermissaflag.com

Company type

Private

Founded year

2015

Operating status

Closed

Headcount range

1–10 employees

Short description

Flagger builds a patented digital in-car flagging platform for road-course motorsport, replacing corner-worker flags with GPS-targeted alerts over a proprietary RF mesh. It served US sanctioning bodies (AER, NASA Mid Atlantic), private tracks (VIR, AMP, Summit Point, Palmer), and individual drivers before ceasing operations on December 31, 2024.

Ownership category

akta.pro rank

Product category

Motorsport Safety Equipment

NAICS

Racetracks (711212), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320)

SIC

Services-Racing, Including Track Operation (7948), Electronic & Other Electrical Equipment (No Computer Equip) (3600)

akta.pro primary industry

Powersports Safety, Helmets & Protective Gear Manufacturing (IMACAEAN)

akta.pro secondary industry

Driver Behavior Scoring & Coaching Platforms (TLAEANAB)

Keywords

• In-car flagging systems
• Wireless race control
• Motorsport safety equipment
• Trackside flagging solutions
• Endurance racing technology

Headquarters

HQ city

Winston Salem

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Unit Sales (Flagger In-Car Alert): One-time sale of the In-Car Alert hardware unit to drivers. Originally priced at $250 per unit per the Grassroots Motorsports coverage.
2. Annual Software and Hardware Support Subscription: Recurring annual fee covering firmware updates, future functionality upgrades, and a no-questions-asked hardware support program. Pricing: $75 in year 1 and $100/year thereafter per the Grassroots Motorsports coverage.
3. Track and Series System Installations: Quote-based permanent installations and rentals of the full Flagger System (FlagStations, In-Car units, Race Control server, Corner Lights) for tracks and racing series; customers can also rent rather than buy In-Car units (e.g., AMP, AER rental programs).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Flagger manufactures and sells a wireless digital in-car flagging platform for motorsport road courses, consisting of portable In-Car Alert hardware units for drivers, FlagStation handheld controllers for corner workers, remote-controllable Corner Lights, and a browser-based Linux Race Control server. The system operates over a proprietary self-healing RF mesh network with no need for cellular or track-wide Wi-Fi, and uses GPS, accelerometers, and a gyroscope to deliver location-specific flags and automate incident-based alerts. Revenue is generated from one-time hardware unit sales, annual software/hardware support subscriptions, and quote-based permanent installations for race tracks and racing series.

Product overview

Flagger is a unified wireless in-car flagging platform composed of multiple interoperating modules rather than a single monolithic product. The core is the Flagger In-Car Alert unit (a portable, GPS-and-accelerometer-equipped in-car device with a color touch screen that delivers flag information to drivers), which is paired with FlagStation handheld controllers carried by corner workers and with the Race Control server/software in the tower. Flagger Corner Lights is an add-on module that integrates with FlagStations to provide visual flagging at corners, the Flagger Service Plan provides ongoing software, firmware, and hardware support, and Automatic Flagging is an optional add-on capability for automated incident-based flagging. All modules communicate over Flagger's own proprietary, self-healing RF network and do not require cellular or track Wi-Fi. Note: Flagger (and parent East Coast Racing Technologies, Inc.) ceased operations on December 31, 2024.

Differentiator

Problem solved

Functional benefit

Brands

• Flagger In-Car Alert: In-car digital flagging display unit with LCD screen, LEDs, GPS, accelerometers, and radio telemetry for drivers
• Flagger FlagStation
• Flagger RaceControl
• Flagger Corner Lights

Products and services

• Flagger In-Car Alert A portable in-car flagging device with a full-color touch screen, bright status LEDs, an 8-hour rechargeable battery, GPS, dual accelerometers, Bluetooth, and WiFi. Receives location-specific flags, custom messages, and Automatic Flagging alerts directly in the driver's line of sight, for amateur and professional drivers competing in club racing, endurance racing, and track days.
• FlagStation A portable wireless handheld controller used by corner workers at race tracks to electronically set local flags that are instantly relayed to on-track vehicles, with a 24+ hour rechargeable battery and live track status display. Designed for corner workers and race control staff at road-course tracks.
• Flagger Corner Lights Rugged, simple, portable corner LED lights that can be battery- or AC-powered, mounted almost anywhere, combined to run tracks in either direction, and fully controlled locally or remotely or set automatically. They integrate with FlagStations to give corner workers and drivers additional visual confirmation of displayed flags.
• Race Control A browser-based, Linux-powered race-control server providing full track visualization, full-course and per-corner flag control, incident logging with notes, custom track tools, multi-level access control, and direct driver/group messaging, all without requiring internet access. For race directors and race control operators at tracks and series.
• Flagger Service Plan An annual support subscription covering firmware updates, future feature releases, and a no-questions-asked hardware support program for the in-car Flagger unit. Priced at $75 for the first year and $100 per year thereafter. For Flagger In-Car Alert owners.
• Automatic Flagging An optional add-on capability that automatically throws a full-course flag in-car and notifies Race Control the moment a vehicle stops on track, helping club-day safety and reducing marshal response time (not intended for full race applications). For tracks running club day and HPDE events, purchased via quote-based sales.

Quantifiable outcome

• 50 cars simultaneously using Flagger during two 8-hour AER endurance races at Summit Point
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature7 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Virginia International Raceway (VIR)flagshipStrategic or Co-development Partner · 8 January 2022Starting with the 2022 season, VIR became one of the first tracks in the country with a permanent Flagger In-Car Alert System, available for members and visitors. VIR and the Flagger development team work closely together on future enhancements. Quote from Connie Nyholm, VIR Co-Owner and CEO: "We recognize the importance of continuing to invest in and support technologies that help drivers, corner marshals and event organizers communicate with each other more quickly and effectively."
• American Endurance Racing (AER)flagshipStrategic or Co-development Partner · 2 August 2021Flagger In-Car system, developed by East Coast Racing Technologies, Inc., is used at all AER events; on July 15, 2021 AER mandated the Flagger In-Car for all cars racing in the series. Flagger is the Official System of American Endurance Racing. Some rental units are available from AER. Co-founder Justin Stone publicly endorses the system for on-track communication management.
• Atlanta Motorsports Park (AMP)flagshipStrategic or Co-development Partner · 29 July 2021AMP adopted the Flagger In-Car Driver Alert System for the AMP Racing Series and club member days starting in 2021. The Flagger System was developed and tested at AMP by AMP founding member Glenn Stephens. AMP is officially designated as using Flagger, with drivers able to Buy or Rent an Alert System.
• Summit Point Motorsports ParkcoreStrategic or Co-development PartnerSummit Point Motorsports Park and Universally Modified Performance partnered to bring the Flagger In-Car Alert System to drivers in 2022. Summit Point staff were the first to use the Flagger System during an 8-hour AER event in 2020, with 50 cars running Flagger. Quote from Edwin Pardue, Director of Motorsports: "We are very excited to add this new technology to Summit Point's offerings." The on-site Xator Summit Point Training Facility is exploring options to use the system for training.
• NASA Mid AtlanticcoreStrategic or Co-development PartnerAll NASA Mid Atlantic tracks have the Flagger In-Car Alert System permanently installed at the track. Purchase is not mandatory to run in NASA Mid Atlantic events; units are available for purchase or rent at the pro shops and tracks on the schedule. Flagger CEO Matt Eastling was personally available at all NASA Mid Atlantic events in 2022.
• Palmer Motorsports ParkcoreStrategic or Co-development PartnerFlagger introduced its automatic flagging feature for Palmer Motorsports Park. When a vehicle stops on track, each driver is immediately notified in-car and the Palmer Race Control team can see the exact spot where the vehicle has stopped, helping keep club day drivers safe and improving the Palmer team's response time.
• TMI Racing ProductsminorChannel Partner/ Reseller/ DistributorTMI Racing Products is the on-site retail shop at VIR where rental and retail Flagger In-Car units are available to drivers and visitors.
• Universally Modified PerformanceminorImplementation/ SI/ Consulting PartnerPerformance, restoration, fabrication, and welding shop partnering with Summit Point Motorsports Park to deploy the permanent Flagger In-Car Alert System installation at Summit Point in 2022. Factory Trained and Master ASE Certified.
• RacecieverminorGTM or Marketing PartnerCo-located with Flagger at booth 452 at the 2019 PRI Trade Show (December 12-14, 2019, Indianapolis) for the 32nd Annual Performance Racing Industry Trade Show.
• Sports Car Club of America (SCCA)minorGTM or Marketing PartnerFlagger conducted a test event with the SCCA at Carolina Motorsports Park in 2021, giving many drivers the opportunity to experience Flagger. Corner workers loved the system and it helped reduce incidents. Flagger also exhibited at the 2019 SCCA National Championship Runoffs at VIR.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AiM Sports: AiM is a leading motorsport electronics vendor offering data loggers, dash displays, and in-car telemetry hardware used by amateur and professional racers. It overlaps with Flagger in the in-car hardware category and shares the same club/professional racing buyer.
• Racing Electronics: Racing Electronics supplies in-car radio scanners, two-way radios, and trackside communication used by NASCAR, IMSA, and grassroots racing. Its scanner/radio products serve the same driver flagging-and-awareness workflow that Flagger addresses digitally.
• MoTeC: MoTeC builds professional-grade motorsport electronics — ECUs, data acquisition, and display systems — used across club, pro, and endurance racing globally. It competes for the same in-car electronics budget that Flagger targets, particularly in the AER/endurance segment.
• Stack: Stack manufactures motorsport instrumentation, digital dashes, and data logging systems used across club racing and professional motorsport. It competes for in-car electronics wallet share in the same endurance and club racing segments where Flagger sells.
• Raceceiver: Raceceiver is the most direct comparable — it sells in-car radio receivers that broadcast race control audio (including flagging calls) to amateur and club racing drivers. Like Flagger, it targets the same grassroots endurance and club racing customer base with portable hardware, and the two were co-located at the 2019 PRI Trade Show.
• Traqmate: Traqmate provides GPS-based data acquisition and lap-timing hardware for club and HPDE track-day drivers. It targets the same amateur motorsport buyer as Flagger's In-Car Alert with a similarly priced, portable, self-contained hardware unit.

Broad incumbents

• Pi Research: Pi Research (now part of Cosworth) historically supplied professional motorsport data acquisition and display systems. It represents the incumbent tier of motorsport electronics that Flagger would have competed against as it pushed up-market from club racing.
• Garmin Catalyst: Garmin's Catalyst is a track-day performance tool that gives amateur drivers real-time in-car coaching and track visualization. It is not a flagging system but competes for the same in-car hardware purchase from HPDE and club-day drivers.
• Cosworth: Cosworth is a long-established motorsport electronics and engine supplier with broad product lines spanning professional racing. While it does not specialize in amateur in-car flagging, it competes for the same motorsport electronics procurement budgets at larger series and tracks.

Emerging players

• Unipro: Unipro develops motorsport electronics including steering wheels, displays, and in-car telemetry used in club and pro racing. It is an emerging vendor with partial overlap on Flagger's in-car hardware concept.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/AndyLally
• Facebookfacebook.com/flaggerincaralert
• Instagraminstagram.com/flaggerincaralert

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors

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 Flagger