What Road America does

Road America is a privately held motorsports entertainment company founded in 1955 and headquartered in Plymouth, Wisconsin, operating a 640-acre facility anchored by a 4.048-mile, 14-turn road racing circuit branded 'America's National Park of Speed' and the 1-mile Briggs & Stratton Motorplex for karting, autocross, and SuperMoto events. The venue hosts more than 50 on-track days per year across professional championships (IndyCar, IMSA, MotoAmerica, GT World Challenge America, SCCA National Championship Runoffs, Trans Am, SVRA, VSCDA) and a layered portfolio of driver and motorcycle education programs including Teen Driving, Performance Driving 1 and 2, Winter Driving, Basic Rider Course, Street Skills I and II, and Dirt Bike courses, plus on-track experiences such as Track Days, the RUSH-SR Experience, Sunset Cruise, Morning Drive, Street Legal Drags, the Kart Racing School, and 4 Miles of Fitness community programming.

The company's monetization mixes one-time event tickets (e.g., 2027 INDYCAR full weekend at $140, MotoAmerica at $80), subscription products (Season Pass and the $5,500/year 4 Mile Drivers Club membership), professional services revenue from driving and motorcycle schools ($185-$495), corporate hospitality anchored by the transferable Corporate Fast Pass, on-site amenities including 1,000+ campsites, golf cart rentals, garage rentals, concessions, and Paddock Shop merchandise, plus title-sponsorship fees from flagship partners WeatherTech, Motul, and XPEL. Distribution is direct-to-consumer via the roadamerica.tixonlinenow.com ticketing platform, on-site gate sales (Main Gate, Gates 3-6), and direct sales for corporate hospitality and track rentals.

Road America serves four primary customer segments: racing enthusiasts and amateur racers (Track Days, 4 Mile Drivers Club), spectators and event attendees (Season Pass, day-of-event tickets), corporate groups seeking hospitality and entertainment (Corporate Fast Pass, group packages), and learning drivers plus motorcycle riders in MSF-certified programs. The Tier 1 customer base consists of premier racing series organizers (IMSA, SCCA, INDYCAR, MotoAmerica, SRO, Trans Am, SVRA), title sponsors (WeatherTech, Motul, XPEL, Briggs & Stratton), and OEM/training partners (Yamaha, Chevrolet, Hagerty, Pirelli, West Bend Insurance).

Name

Road America

Legal name

Road America

Website

https://roadamerica.com

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

51–100 employees

Short description

Road America is a privately held motorsports entertainment venue in Elkhart Lake, Wisconsin, operating a 640-acre, 4.048-mile road course that hosts IndyCar, IMSA, and amateur racing plus driving and motorcycle schools for enthusiasts, spectators, and corporate clients.

Ownership category

akta.pro rank

Product category

Motorsports Venue / Road Racing Circuit

NAICS

Racetracks (711212)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

Race Tracks, Circuits & Motorsport Venues (MPAKAGAE), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports & Racing Experiences (THAJAFAF), Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Motorsports venue
• Road racing circuit
• Driving school
• Motorcycle training
• Corporate hospitality

Headquarters

HQ city

Elkhart Lake

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Tickets and Admissions: Revenue from general admission tickets, VIP hospitality upgrades, and spectator access to major race weekends including IndyCar, IMSA, GT World Challenge, MotoAmerica, SCCA events, and vintage racing weekends. Kids 16 and under receive free general admission with paying adult.
2. Season Passes: Annual passes providing general admission to all public race weekends, preferred parking, half-price entry for Sunset Cruise and Morning Drive events, and spectator access to select private track rentals. Corporate Fast Pass option includes transferable hard cards for two people per day at every public event.
3. Track Day Programs: Revenue from Track Days (multiple experience levels), Test Days for registered race competitors, and 4 Mile Drivers Club membership ($5,500/year) with exclusive track access including The Kink.
4. Driving and Motorcycle Schools: Revenue from Teen Driving ($185), Performance Driving 1 and 2 ($385), Winter Driving ($195), Basic Rider Course ($310), Street Skills courses, Dirt Bike courses, and Kart Racing School ($495).
5. Recreational Programs: Revenue from Street Legal Drags, Morning Drive events ($25-$40), Sunset Cruise experiences, 4 Miles of Fitness (passes from $5 to $60), and track rentals for car/motorcycle clubs and private events.
6. On-Site Services: Revenue from camping site rentals (1,000+ sites across the 640-acre property), golf cart rentals, garage rentals, concessions, and merchandise from Paddock Shop.
7. Corporate Hospitality: Premium revenue stream from Corporate Fast Passes, VIP hospitality upgrades (Finish Line Tower, Turn 14, Tufte Center), paddock access packages, and event sponsorship.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Road America is a motorsports entertainment venue operating a 4.048-mile, 14-turn permanent road racing circuit and a 1-mile motorsports facility (Briggs & Stratton Motorplex) across a 640-acre campus in Elkhart Lake, Wisconsin. The company sells spectator event admissions (INDYCAR, IMSA, MotoAmerica, SCCA, GT World Challenge, vintage weekends), season passes, driving and motorcycle schools, track-day experiences, exclusive driver club memberships, corporate hospitality packages, on-site camping, and branded merchandise.

Product overview

Road America is a motorsports entertainment venue offering a diversified portfolio of racing events and experiential programs at its 640-acre facility in Elkhart Lake, Wisconsin. The company operates a 4.048-mile road course and the 1-mile Briggs & Stratton Motorplex, hosting major racing championships including IMSA, INDYCAR, MotoAmerica, SCCA, GT World Challenge America, and multiple vintage racing events. Beyond spectator events, Road America offers driver and rider education programs through its Driving Schools (Teen Driving, Performance Driving 1 & 2, Winter Driving) and Motorcycle Schools (Basic Rider Course, Street Skills I & II, Dirt Bike Courses 1 & 2), as well as exclusive membership programs like the 4 Mile Drivers Club. The company also provides on-track experiences including Track Days, Rush-SR Experience, Sunset Cruise, Morning Drive, Street Legal Drags, 4 Miles of Fitness, and Kart Racing School. The Season Pass and Corporate Fast Pass provide recurring access products, while on-site camping and the Paddock Shop retail operation round out the customer offerings.

Differentiator

Problem solved

Functional benefit

Brands

• Paddock Shop: The official retail store of Road America selling merchandise and memorabilia
• Road America Studios
• Briggs & Stratton Motorplex
• 4 Mile Drivers Club
• Road America Kart Racing School

Products and services

• WeatherTech Vintage Weekend with Brian Redman Premier vintage racing event held at Road America featuring over 400 vintage and historic racecars competing across several days, including a Concours d'Elegance in downtown Elkhart Lake. Targeted at racing fans, vintage car owners, and family spectators.
• Motul SportsCar Endurance Grand Prix Featuring IMSA Six-hour IMSA endurance race weekend featuring elite sportscars from nearly 20 manufacturers including Mercedes, Ferrari, Chevrolet, and Aston Martin. Targeted at professional teams, manufacturers, and sportscar racing spectators.
• GT World Challenge America All-sportscar racing weekend with GT3, GT4, and Touring Car machinery from luxury brands including Acura, Aston Martin, Audi, BMW, Ferrari, Lamborghini, McLaren, Mercedes-AMG, and Porsche. Targeted at luxury sports car enthusiasts and race spectators.
• XPEL Grand Prix Presented by AMR (INDYCAR) INDYCAR SERIES race weekend featuring international drivers and the world's premier open-wheel racing, supported by INDY NXT, USF Pro 2000, USF 2000, and Radical Cup North America. Targeted at open-wheel racing fans and family spectators.
• SCCA National Championship Runoffs Annual gathering where top SCCA amateur racers compete head-to-head, widely known as the pinnacle of U.S. amateur road racing. Targeted at amateur racers, SCCA members, and motorsports fans.
• MotoAmerica Superbikes & Vintage MotoFest Motorcycle racing weekend with five classes of road racing (Superbike, Supersport, Mission King Of The Baggers, Twins Cup, Royal Enfield Build.Train.Race) plus a Vintage MotoFest and ride-in bike show. Targeted at motorcycle enthusiasts and racing fans.
• Track Days Non-competitive driving experience allowing participants to drive their own street or track-prepared car on Road America's road course in a safe environment, grouped by skill level (Novice $425, Intermediate $395, Advanced $395). Targeted at sports car owners and amateur drivers.
• 4 Mile Drivers Club Premium annual membership ($5,500/year) offering advanced drivers curated benefits and exclusive track days on the full 4-mile course including The Kink, with VIP upgrade discounts, Trackside Studio access, and apparel discounts. Targeted at advanced amateur racers and wealthy driving enthusiasts.
• RUSH SR Experience Adrenaline-filled experience putting participants behind the wheel of the RUSH SR race car with 11,800 RPM redline, no-lift and auto-blip paddle shifting, and a strong power-to-weight ratio. Targeted at driving enthusiasts seeking a turn-key race-car experience.
• Teen Driving Program Nationally recognized course teaching teens defensive driving techniques including emergency braking, hazard recognition, and collision avoidance in a safe, controlled, off-street environment ($185 per driver). Targeted at teen drivers and their parents.
• Performance Driving 1 & 2 Two-tier precision driving school. Performance Driving 1 ($385) teaches braking, cornering, and autocross fundamentals; Performance Driving 2 ($385) builds on those with lead/follow sessions on the 4-mile road course. Targeted at sportscar owners and enthusiast drivers.
• Winter Driving Program Hands-on winter driving course teaching car control and safe driving in real winter conditions, covering skid control, emergency braking, and lane changes on slippery surfaces ($195). Targeted at drivers in cold-weather states.
• Basic Rider Course MSF-designed beginning rider course with ~11 hours of motorcycle riding instruction on state-certified training ranges, including e-course and skills test ($310). Targeted at new motorcycle riders seeking licensure.
• Street Skills Course I & II Two-level motorcycle training program: Street Skills I builds confidence for developing riders; Street Skills II enhances control for intermediate and experienced riders. Targeted at licensed riders seeking skill development.
• Dirt Bike Course 1 & 2 Two-tier off-road motorcycle training program teaching basic to intermediate off-road riding techniques, risk management, and environmental awareness using Yamaha TT-R125 dirt bikes. Targeted at off-road motorcycle riders and youth learners.
• Road America Kart Racing School Half-day karting experience covering safe practices, competitive driving lines, and braking exercises, powered by Franklin Motorsports using Briggs & Stratton racing karts ($495, ages 8+). Targeted at aspiring young racers and family groups.
• Season Pass Annual pass providing general admission to all public race weekends (50+ days of on-track action), preferred parking, half-price entry for Sunset Cruise and Morning Drive events, and spectator access to select private track rentals. Targeted at repeat spectators and racing fans.
• Sunset Cruise Relaxed, low-speed driving experience offering three scenic laps of Road America's 4-mile road course as the sun sets, with reduced-rate entry for Season Pass holders. Targeted at non-competitive drivers and families.
• Morning Drive Exclusive morning event offering behind-the-scenes facility access, track laps, and guest speakers including drivers and race team personnel ($25 advance, $40 gate). Targeted at motorsports fans seeking premium insights.
• 4 Miles of Fitness Community fitness event allowing participants to bike, walk, or run Road America's 4-mile, 14-turn course every Monday and Wednesday evening from May through September (passes $5-$60). Targeted at local fitness enthusiasts and casual visitors.
• Street Legal Drags Drag racing experience allowing participants to run their own street-legal car, truck, or motorcycle down a 330-foot drag strip on the Front Straight; spectator admission $15, ages 16 and under free. Targeted at street performance car owners and drag-racing fans.
• On-Site Camping Over 1,000 campsites throughout the 640-acre property across multiple zones supporting tents, motorhomes, and electrical hookups with 50 amp service. Targeted at multi-day event attendees and motorsports travelers.
• Paddock Shop On-site and online merchandise store selling Road America branded apparel, racing memorabilia, and collectibles, including repurposed historic track materials like guardrail sections. Targeted at fans, alumni of driving programs, and gift buyers.
• Corporate Fast Pass Annual subscription providing two transferable hard card passes, good for two-person daily access at every public race weekend. Targeted at corporate clients needing flexible, recurring client entertainment and employee reward credentials.

Quantifiable outcome

• Over 50 days of on-track action annually with Season Pass access
• +3 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

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

• WeatherTechflagshipGTM or Marketing PartnerTitle sponsor of WeatherTech Vintage Weekend with Brian Redman, one of the largest vintage racing events in the United States featuring over 400 vintage and historic racecars.
• MotulflagshipGTM or Marketing PartnerTitle sponsor of Motul SportsCar Endurance Grand Prix Featuring IMSA, a premier six-hour endurance racing event.
• XPELflagshipGTM or Marketing PartnerTitle sponsor of XPEL Grand Prix Presented by AMR featuring INDYCAR SERIES racing.
• SargentocoreGTM or Marketing PartnerMajor Wisconsin-based sponsor with naming rights to Sargento Bridge and ongoing event sponsorship throughout the venue.
• Bank FirstcoreGTM or Marketing PartnerSponsor of Bank First Family Fun Zone offering free activities and entertainment for children age 12 and younger at major events.
• Kwik TripcoreGTM or Marketing PartnerRegional convenience store chain sponsor supporting Road America events and programming.
• PepsiminorGTM or Marketing PartnerBeverage sponsor for concessions and event refreshments.
• ChevroletcoreGTM or Marketing PartnerMajor automotive manufacturer sponsor with brand presence throughout the venue and events.
• YamahacoreGTM or Marketing PartnerProvider of training motorcycles for Basic Rider Course, Scooter Basic Rider, Dirt Bike courses including V Star 250, MT-03, TW 200, XT 250, Zuma 125, and TT-R125. Includes reimbursement programs and promotional support.
• HagertycoreGTM or Marketing PartnerInsurance partner offering on-track insurance products and Hagerty Garage access for 4 Mile Drivers Club members.
• Franklin MotorsportscoreStrategic or Co-development PartnerPartner powering the Road America Kart Racing School with Briggs & Stratton powered racing karts and professional coaching.
• Diversion MotorsportscoreGTM or Marketing PartnerProvider of RUSH SR purpose-built race cars for rental during Track Days and driving experiences.
• West Bend Insurance CompanycoreGTM or Marketing PartnerOfficial Insurance Company of the Teen Driving Program for over 12 years, providing discounts for customers on Teen Driving and Winter Driving programs.
• Kohler Credit UnioncoreGTM or Marketing PartnerSponsor of Performance Driving 1 and Performance Driving 2 programs.
• Torke CoffeeminorGTM or Marketing PartnerSponsor of Morning Drive events providing coffee and donuts for participants.
• Auto SelectminorGTM or Marketing PartnerSponsor of Motorplex Track Days and 206 Karting Endurance events.
• Bring a TrailercoreGTM or Marketing PartnerPresenting sponsor of Road America Concours d'Elegance featuring vintage racecars and sports cars in downtown Elkhart Lake.
• Briggs & StrattoncoreGTM or Marketing PartnerNaming sponsor of Briggs & Stratton Motorplex (formerly Road America Motorplex) for autocross, karting, and SuperMoto events.
• PirellicoreGTM or Marketing PartnerOfficial tire sponsor of Trans Am Series races at Road America.
• Entech SolutionsminorGTM or Marketing PartnerEnergy solutions sponsor providing sustainable energy services.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Barber Motorsports Park: Alabama road course and home of the Barber Vintage Motorsports Museum. Comparable as a premium motorsports facility hosting IndyCar, MotoAmerica, and Porsche series events with driving schools and corporate hospitality.
• Lime Rock Park: Connecticut road course hosting IMSA, SCCA, and vintage racing. Comparable as a private road racing venue offering track days, driving schools, and motorsports enthusiast experiences in the northeastern US.
• WeatherTech Raceway Laguna Seca: California road course famous for the Corkscrew turn. Directly comparable as a premium motorsports facility hosting IMSA, SCCA, vintage racing, and track day programs with strong corporate hospitality operations.
• Watkins Glen International: Historic New York road course hosting NASCAR Cup, IMSA, and SCCA events. Directly comparable as a multi-purpose road racing venue offering public race weekends, track day programs, and motorsports experiences.
• Sebring International Raceway: Florida-based road course hosting the legendary 12 Hours of Sebring (IMSA). Comparable as a permanent road racing circuit offering track days, driving schools, and endurance racing events to motorsports enthusiasts and corporate clients.
• Sonoma Raceway: California road course hosting NASCAR, IndyCar, and NHRA drag racing events. Comparable as a multi-format motorsports venue offering track days, driving schools, and corporate experiences with similar GTM and revenue models.
• Indianapolis Motor Speedway: Iconic US motorsport venue and home of the Indy 500. Directly comparable to Road America as a premier road/oval racing facility hosting IndyCar, IMSA, and MotoAmerica events with comparable spectator and corporate hospitality revenue models.
• Mid-Ohio Sports Car Course: Lexington, Ohio road course hosting IndyCar, IMSA, and SCCA events. Closely comparable to Road America as a regional road racing venue offering spectator racing, track days, driving schools, and corporate hospitality.
• Virginia International Raceway (VIR): Virginia road course with resort-style amenities, hosting IMSA, SCCA, and vintage events. Comparable premium road racing facility with track day programs, driving schools, and on-site lodging/camping.
• Circuit of the Americas (COTA): Texas-based F1, MotoGP, and IMSA venue. Comparable as a major road course hosting international racing series with significant concert/event revenue diversification and corporate hospitality infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/roadamerica
• YouTubeyoutube.com/user/raceroadamerica
• Facebookfacebook.com/RoadAmerica
• Instagraminstagram.com/roadamerica

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

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 Road America