Penske Racing Shocks
- Company typePrivate
- Founded1985
- HeadquartersReading, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Penske Racing Shocks firmographics
Firmographics- Name
- Penske Racing Shocks
- Legal name
- Penske Racing Shocks
- Website
- https://penskeshocks.com
- Company type
- Private
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Penske Racing Shocks industry classification
Industry- Product category
- Racing Suspension Systems
- NAICS
- Motorcycle, Bicycle, and Parts Manufacturing (336991), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (336330)
- SIC
- Motorcycles, Bicycles & Parts (3751)
- akta.pro primary industry
- Powersports Chassis, Suspension, Steering & Braking Systems Manufacturing (IMACAEAK)
Keywords
Where Penske Racing Shocks is headquartered
LocationHeadquarters
- HQ city
- Reading
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Penske Racing Shocks business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Racing Shock Hardware Sales: Primary revenue stream from manufacturing and selling premium, custom-built racing shock absorbers and suspension components. Products are sold directly through e-commerce and dealer network across automotive, motorcycle, and off-road racing segments. Each shock is custom-built for specific applications with certifiable quality.
- Racing Support Services: Revenue generated from dyno testing services, racing shock rebuilds and re-valving, suspension setup consulting, and custom manufacturing services. Includes on-site track support and facility-based services.
- New & Certified Pre-Owned Parts: Sale of factory new, certified pre-owned, and rebuilt shock units along with parts and accessories. Used shocks are fully inspected and rebuilt to factory specifications, providing quality Penske shocks at various price points.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom-built shocks for various racing disciplines |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Penske Racing Shocks product offering
Product offeringCore offering
Penske Racing Shocks manufactures custom-built, billet-machined, hand-assembled racing shock absorbers and suspension components for automotive, motorcycle, and off-road racing applications. The company complements its hardware with the S3 (Shock + Setup + Support) optimization program, dyno testing, shock rebuilds and re-valving, custom manufacturing, and special projects for defense, aerospace, and industrial customers. All shocks are produced in-house at the Reading, Pennsylvania headquarters with no offshore manufacturing.
Product overview
Penske Racing Shocks is a manufacturer of premium, custom-built racing shock absorbers and suspension products. The company offers billet machined, hand-assembled monotube and twin-tube shocks across three main product categories: Automotive Racing Shocks (including Penske 7300 and 8300 Series), Motorcycle Racing Suspension, and Off-Road Suspension Systems. The portfolio includes specialized components like Air Springs and Bump Rubbers. Penske provides complementary services including the S3 Program (Shock + Setup + Support), Dyno Services, Racing Shock Services, Custom Manufacturing, Special Projects, and Pull Down Rig Services. Educational offerings include the Shock 101 Training Course and free downloadable tools like the Spring Curve Calculator and Damper Tuning Guide. The company serves racing disciplines from Formula 1 to grassroots, operating from Reading, PA.
Differentiator
Problem solved
Functional benefit
Brands
- Custom Axis: Specialized division providing off-road suspension solutions including shocks for ATV, Motocross, and Snowmobile applications.
Products and services
- Penske 7300 Series Shock Single-adjustable monotube shock designed for dirt late model racing. Features aluminum components, 80 clicks of adjustment through the shaft configurable for compression, rebound, or bypass, and increased nitrogen volume for repeatability at variable running temperatures.
- Penske 8300 Series Shock Double-adjustable canister shock providing independent compression and rebound adjustment with a wide tuning range for changing track conditions, used in professional sports car racing.
- Automotive Racing Shocks Professional-grade, custom-built suspension components for automotive racing disciplines including drag racing, late model, modified, open wheel, sports car, sprint car, stock car, and street car applications.
- Motorcycle Racing Suspension Precision-engineered suspension systems for motorcycles spanning cruiser, drag racing, road racing, and touring applications.
- Off-Road Suspension Systems Shocks built for harsh off-road conditions spanning ATV, motocross, snowmobile, and UTV applications, delivered through the Custom Axis division for specialized off-road expertise.
- New & Certified Pre-Owned Shocks Quality Penske shocks sold at various price points including factory new, certified pre-owned, and fully inspected rebuilt units along with parts and accessories. Used shocks are rebuilt to factory specifications.
- S3 Program (Shock + Setup + Support) Personalized performance optimization process combining optimal hardware selection, personalized setup guidance, and ongoing backend support for customers across automotive, motorcycle, and off-road racing.
- Dyno Services State-of-the-art dynamometer testing to ensure shocks perform exactly as designed, including comprehensive performance analysis, custom valve tuning, and detailed performance reports.
- Racing Shock Services Technician services that replicate track demands to fine-tune shock setups for maximum competitive advantage, including race-condition simulation, shock rebuilds, re-valving, and trackside support.
- Custom Manufacturing Engineering team creates custom machine-built solutions from prototype to production for unique applications not addressed by standard products.
- Special Projects Custom high-performance damping solutions for specialized applications including defense, aerospace, and industrial systems such as occupant shock mitigation, miniature actuators, and vehicle suspension systems.
- Pull Down Rig Services Testing service that simulates attitude and vertical forces generated on track to improve speed and consistency, evaluating clearances, alignment, and compliance of chassis components.
- Shock 101 Training Course Online on-demand course with over two hours of education and training on shock technology, including direct access to ask Penske shock specialists questions.
Quantifiable outcome
- Customers report improved launch consistency in drag racing through custom valving
- +2 more outcomes
Companies that use Penske Racing Shocks
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Penske Racing Shocks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Penske Racing Shocks partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Cambridge Enterprise (Cambridge University)coreCambridge Enterprise signed a license agreement with Penske Racing Shocks in 2008 enabling Penske to design, develop, and produce inerters (J-damper technology) for Formula 1 teams. The inerter technology, originally developed at Cambridge University and brought into F1 by McLaren, was licensed for use in professional motorsport applications. This partnership allowed Penske to offer advanced damping solutions that were restricted by Formula 1 regulations in subsequent years.
- Custom Axis Racing ShockscoreCustom Axis Racing Shocks is an internal division of Penske Racing Shocks specializing in off-road suspension solutions including ATV, Motocross, Snowmobile, and UTV applications. The division provides specialized off-road expertise and products integrated into the Penske brand portfolio.
- Lucas Oil Late Model Dirt SeriescoreOfficial sponsorship of the Lucas Oil Late Model Dirt Series, one of the premier dirt late model racing series in North America. Penske Racing Shocks sponsors this series to support the growth and success of late model racing while building brand visibility among racing professionals.
- World of OutlawscoreOfficial sponsorship of the World of Outlaws sprint car series, supporting one of the most competitive sprint car racing organizations. This sponsorship reinforces Penske's commitment to grassroots and professional dirt track racing.
- NASCAR MexicominorPartnership with NASCAR Mexico racing series, extending Penske Racing Shocks' presence into Mexican motorsport and supporting regional racing development.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Penske Racing Shocks competitors and assessment
Company assessmentDirect peers
- Öhlins Racing: Swedish premium manufacturer of shock absorbers and suspension for motorcycle, automotive, and powersports racing. Most direct global competitor to Penske in the high-end custom damper market.
- KW Automotive (KW Suspensions / ST Suspensions): German premium aftermarket and motorsport suspension manufacturer. Directly comparable to Penske in coilovers, race dampers, and high-end tunable suspension for street and track.
- Multimatic: Engineering and motorsport supplier that designs and builds advanced suspension systems (e.g., DSSV) for professional racing and high-performance road cars. A direct competitor in the top-tier motorsport damping space.
- JRZ Suspension: Niche manufacturer of high-end motorsport and high-performance street suspension. Directly comparable to Penske's billet, custom-built, track-focused dampers.
- Reiger Suspension: Dutch high-end motorsport suspension specialist used in WRC, rallycross, and GT racing. Comparable niche custom damper business with strong rally and pro-racing credentials.
Broad incumbents
- Fox Factory (Fox Shox): Public US-listed manufacturer of high-performance suspension (FOX, Race Tech) for mountain bikes, motorcycles, automotive, and off-road. A much larger incumbent that overlaps directly with Penske's motorcycle, off-road, and auto racing product lines.
- Bilstein (ThyssenKrupp Bilstein): Tier 1 manufacturer of monotube and twin-tube shock absorbers for OEM and aftermarket. Overlaps with Penske in motorsport dampers and OE-adjacent ride-control technology, but at a much larger scale.
- Koni (ITT Koni): Established global manufacturer of premium and OEM shock absorbers across automotive and motorsport. A broader incumbent that competes with Penske in selected motorsport and high-performance applications.
Regional players
- Ohlins Automotive (US distribution / race support): Regional race support and distribution arm of Öhlins serving the US motorsport market, directly head-to-head with Penske in NASCAR, IMSA, and grassroots racing.
Emerging players
- AST Suspension: Smaller specialty manufacturer of motorsport and high-performance street suspension. Comparable product philosophy (tunable, premium dampers) at a smaller scale than Penske.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Penske Racing Shocks social profiles
Digital presencePenske Racing Shocks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Penske Racing Shocks leadership team
Management profileNumber of profiles
Profiles1 record
Penske Racing Shocks subsidiaries and ownership
Company hierarchySubsidiaries1 record
Penske Racing Shocks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Penske Racing Shocks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Penske Racing Shocks
What does Penske Racing Shocks do?
Penske Racing Shocks manufactures custom-built, billet-machined, hand-assembled racing shock absorbers and suspension components for automotive, motorcycle, and off-road racing applications. The company complements its hardware with the S3 (Shock + Setup + Support) optimization program, dyno testing, shock rebuilds and re-valving, custom manufacturing, and special projects for defense, aerospace, and industrial customers. All shocks are produced in-house at the Reading, Pennsylvania headquarters with no offshore manufacturing.
Is Penske Racing Shocks a public or private company?
Penske Racing Shocks is a private company. It is classified as unknown and is currently operating.
When was Penske Racing Shocks founded?
Penske Racing Shocks was founded in 1985. It employs 11 to 50 people.
Where is Penske Racing Shocks based?
Penske Racing Shocks is headquartered in Reading, United States, in the North America region.
How does Penske Racing Shocks make money?
Three revenue lines are on record. Racing Shock Hardware Sales are the primary driver. The others are racing Support Services and new & Certified Pre-Owned Parts.
Who are Penske Racing Shocks's main competitors?
Direct peers on record are Öhlins Racing, KW Automotive (KW Suspensions / ST Suspensions), Multimatic, JRZ Suspension and Reiger Suspension. Broad incumbents are Fox Factory (Fox Shox), Bilstein (ThyssenKrupp Bilstein) and Koni (ITT Koni). Ohlins Automotive (US distribution / race support) is listed as a regional player. AST Suspension is listed as an emerging player.
Does Penske Racing Shocks have an API?
No public API is recorded for Penske Racing Shocks.
What industry is Penske Racing Shocks in?
Penske Racing Shocks's product category is Racing Suspension Systems. Its primary akta.pro industry code is IMACAEAK, Powersports Chassis, Suspension, Steering & Braking Systems Manufacturing. Its NAICS code is 336991 and its SIC code is 3751.