What Cube Controls does

Cube Controls S.R.L. is an Italian private limited company headquartered in Sassari, Sardinia, founded in 2016, that designs and manufactures high-end sim racing steering wheels and related hardware for the global sim racing and motorsport simulation market. The company operates as Cube Controls S.R.L. (Società a responsabilità limitata) and serves professional sim racers, esports athletes, enthusiast hobbyists, and motorsport teams, with a flagship co-development partnership with Mercedes-AMG authenticating the brand in genuine motorsport-grade paddle shifters, ergal/carbon construction, and official Mercedes-Benz badging.

The core product portfolio centers on Formula-style wheels (F-PRO at €905, CSX-3, F-CORE EVO at €419), GT-style wheels (GT-X2 at €1,387, GT PRO V2, Mercedes-AMG GT Edition), the entry-level ASTRA at €399, SP01 Core pedals with 200kg load cells, QRX magnetic quick-release systems, Direct Drive hubs, and the Reparto Corse premium Italian-made rim line. Notable proprietary technology includes the Q-CONN magnetic connection, QRX conical self-centering quick release with integrated gold-plated USB, full-metal encoders, native SimHub and RaceHub telemetry integration, and bundle partnerships with Asetek (La Prima/Forte/Invicta wheelbases) and VNM Simulation (Elite 18Nm/Supreme 25Nm/Xtreme 32Nm direct drives). In 2025, the company expanded into the wheelbase category via the VNM collaboration and broadened accessibility via the ASTRA entry-level wheel.

The business model is primarily direct-to-consumer e-commerce at cubecontrols.com with worldwide DHL shipping (free over €799), supplemented by a B2B reseller program for global distribution and Klarna installment financing (6-36 months). Pricing is positioned at the premium tier across the steering wheel category, with revenue concentrated in one-time hardware sales plus accessories, bundles, and BStock discounted units. Marketing is digital-first across Instagram, Facebook, LinkedIn, Discord, and a multilingual EN/IT website, with the team lean at 1-10 employees as of the most recent data point.

Name

Cube Controls

Legal name

Cube Controls S.R.L.

Website

https://cubecontrols.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Cube Controls is an Italian manufacturer of premium sim racing steering wheels, pedals, and direct drive ecosystems, serving professional esports racers, enthusiast hobbyists, and motorsport teams via direct e-commerce, B2B resellers, and co-branded bundles with Asetek and VNM.

Ownership category

akta.pro rank

Product category

Sim Racing Hardware

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Racing & Flight Simulation Hardware (Wheels, Pedals, HOTAS) (HDACANAE)

akta.pro secondary industry

Game Controllers, Joysticks & Flight/Driving Sim Controls (HDACAFAC)

Keywords

• Sim racing hardware
• Formula steering wheels
• Gt steering wheels
• Sim racing pedals
• Direct drive wheelbases

Headquarters

HQ city

Sassari

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Hardware Sales: One-time sales of steering wheels, wheel bases, pedals, and accessories. Premium pricing targeting professional and enthusiast sim racers. Bundle options with third-party wheelbases.
2. Bundle Packages: Pre-configured bundles combining Cube Controls wheels with Asetek or VNM wheelbases. Higher average order value through bundled product combinations.
3. Financing Revenue: Klarna installment payment integration enabling 6-36 month financing in select markets, potentially increasing average order values through payment flexibility.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Cube Controls designs and manufactures high-end sim racing steering wheels and related hardware, including Formula and GT-style wheels, direct drive wheelbases, pedals, quick-release systems, and accessories. The products use carbon fiber, machined aluminum, and genuine leather/suede with motorsport-derived engineering, and integrate with SimHub and third-party wheelbase ecosystems via proprietary magnetic connectors and wireless modules.

Product overview

Cube Controls is a manufacturer of high-end sim racing hardware, primarily steering wheels and related accessories. Their product portfolio centers on premium Formula-style wheels (F-PRO, CSX-3, F-CORE EVO), GT-style wheels (GT-X2, GT PRO V2, Mercedes-AMG GT Edition), and the entry-level ASTRA. They offer bundled solutions with VNM Direct Drive wheel bases (18-32Nm torque variants) and Asetek wheel bases (La Prima, Forte, Invicta). The ecosystem includes SP01 Core pedals, QRX magnetic quick release systems, Direct Drive hubs, and the Reparto Corse premium rim line. Products integrate natively with SimHub and RaceHub software platforms. Their steering wheels feature carbon fiber construction, wireless connectivity, customizable RGB lighting, and motorsport-derived components.

Differentiator

Problem solved

Functional benefit

Products and services

• F-PRO Steering Wheel High-end Formula-style steering wheel with CNC-machined aluminum and carbon fiber construction, USB+Bluetooth dual-mode wireless connectivity, customizable RGB backlit buttons, magnetic switchless shifter paddles, and 4 front plus 2 thumb rotary encoders integrated into the grips. Targets professional and advanced sim racers.
• F-CORE EVO Steering Wheel Professional-grade Formula/GT-style steering wheel with full metal encoders for enhanced tactile feedback, pure carbon-fiber front plate, die-cast aluminum main body, and improved silicon and rubber handgrips. Targets serious sim racers.
• CSX-3 Steering Wheel Premium Formula steering wheel with a 4-inch 800x480 LCD touchscreen, 17 customizable RGB LEDs, native SimHub compatibility, carbon fiber front plate, and redesigned magnetic shift paddles. Targets professional and high-end enthusiast sim racers.
• GT-X2 Steering Wheel GT-style steering wheel with 5-inch 854x480 touchscreen, 10 RGB momentary buttons, 15 RGB RPM LED bar, interchangeable grip diameter (300mm or 320mm), and full aluminum PRO shifters and clutches. Targets GT racing enthusiasts.
• GT PRO V2 Button Box / Steering Wheel GT-style button box / steering wheel with 6 momentary buttons, 2 on/off toggle switches with status LEDs, 2 front rotary encoders with RGB, magnetic switchless shifter paddles, and launch control clutch system. Available in multiple rim variants including Sport, Cube, Zero, and Reparto Corse.
• Mercedes-AMG GT Edition Sim Wheel Licensed Mercedes-AMG GT-style steering wheel with motorsport-driven grips ergonomically identical to real Track Series and GT2 cars, 10 momentary buttons, 2 front and 2 thumb rotary encoders with RGB labels, and authentic paddle shifters used on actual Mercedes-AMG Track Series and GT2 vehicles. Includes carbon badge and genuine Mercedes-Benz logo.
• ASTRA Steering Wheel Entry-level steering wheel priced at €399, designed to bring Cube Controls quality to new and budget-conscious sim racers.
• SP01 Core Pedals High-performance sim racing pedals featuring a CNC machined aluminum main structure, 200kg precision load cell, 16-bit resolution hall sensors, and customizable springs and damper compression elements. Targets professional and serious enthusiast sim racers.
• VNM x Cube Controls Direct Drive Wheel Bases Collaborative direct drive wheel bases with VNM Simulation, available in Elite (18Nm), Supreme (25Nm), and Xtreme (32Nm) torque variants featuring absolute 23-bit encoders and integrated controllers. Compatible with Simucube and other 70mm systems.
• Asetek x Cube Controls Bundle Pre-configured bundles combining Cube Controls steering wheels (CSX-3, F-PRO, F-CORE, GT-X2, GT PRO V2, Mercedes-AMG GT Edition) with Asetek wheelbases (La Prima 12Nm, Forte 18Nm, Invicta 27Nm) and Invicta Quick Release Adapter. Customer support for wheelbases handled by Asetek.
• QRX Full Set Magnetic Quick Release Proprietary conical self-centering quick release system with spring-loaded locking steel rods, integrated USB electrical connector with gold-plated contacts, and no-play adjustable wedge system. Built from 7075 aircraft-grade ergal. Compatible with 50.8mm and 70mm systems.
• Direct Drive Hub Machined aluminum quick release hub claimed to be 60% lighter than competitors, available in Purple, Black, Red, and Blue. Compatible with VNM and Simucube bases.
• Q-CONN Magnetic USB Cable Proprietary magnetic USB cable system providing a secure connection for steering wheels while protecting against stress on power cables during charging and racing sessions.
• Universal Quick Release Full Set Universal quick release system with base-side and wheel-side components supporting 50mm and 70mm bolt patterns for broad compatibility across different wheelbases.
• GTPROV2 Button BOX Wireless/wired button box with 2 or 4 paddles, RGB backlit buttons, and up to 40 hours battery life via 1500mAh LiPo battery. Designed as an add-on module for the GT PRO V2.

Quantifiable outcome

• Products used by some of the best drivers in the world

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Four partnerships are on record, tiered flagship and core.

• Mercedes-AMGflagshipStrategic or Co-development PartnerCo-development partnership for Mercedes-AMG GT Edition Sim Wheel. Motorsport-driven grips ergonomics identical to real Track Series and GT2 cars. Motorsport-grade paddle shifters used on actual Mercedes-AMG Track Series and GT2 vehicles. Carbon badge and genuine Mercedes-Benz logo matching GT2 cars.
• AsetekcoreTechnology or IntegrationProduct bundle partnerships combining Asetek wheelbases (La Prima, Forte, Invicta) with Cube Controls steering wheels. Customers contact Asetek for wheelbase support. Products ship in separate boxes.
• VNM SimulationcoreTechnology or IntegrationVNM x Cube Controls Direct Drive ecosystem. Bundles combine VNM DD bases (Elite 18Nm, Supreme 25Nm, Xtreme 32Nm) with Cube Controls wheels and QRX quick release. Compatible with Simucube and other 70mm systems.
• SimHubcoreTechnology or IntegrationNative SimHub compatibility across steering wheel range. Custom plugin for RGB LEDs, dials, and LED bars. Real-time dashboard telemetry with display integration. Custom dashboard templates available for download.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fanatec (Endor AG): Endor AG's flagship brand and the dominant player in consumer sim racing hardware — wheels, pedals, wheelbases (DD), shifters, and full ecosystems. Most directly comparable to Cube Controls across formula/GT wheel categories, but at vastly larger scale.
• Moza Racing: Vertically integrated sim racing hardware maker offering DD wheelbases, steering wheels (Formula and GT), pedals, and shifters at premium price points. Directly comparable to Cube Controls on wheel design philosophy and motorsport-inspired ergonomics.
• Simucube: Premium direct-drive wheelbase specialist for the high-end sim racing market. Cube Controls' QRX quick release and Direct Drive Hub are explicitly compatible with Simucube systems, making them adjacent ecosystem peers in the same enthusiast/professional segment.
• Asetek: Direct-drive wheelbase maker (La Prima/Forte/Invicta) and active bundle partner with Cube Controls. Targets the same enthusiast/professional sim racing customer with complementary — rather than overlapping — product lines.
• VNM Simulation: Direct-drive wheelbase specialist (Elite/Supreme/Xtreme 18–32 Nm) and joint product partner via the VNM x Cube Controls Direct Drive line. Closely aligned on the high-end enthusiast segment and shared ecosystem.
• Simagic: Premium sim racing hardware maker offering DD bases, formula/GT wheels, and pedals. Competes head-to-head with Cube Controls in the Formula-style premium wheel category.
• Heusinkveld Engineering: Dutch manufacturer of high-end sim racing pedals and handbrakes, used in the same professional and enthusiast rigs as Cube Controls products. Comparable on premium positioning and motorsport-grade engineering.

Broad incumbents

• Thrustmaster (Guillemot Corporation): Large, established maker of consumer and entry-to-mid sim racing wheels, pedals, and joysticks under the Guillemot parent. Overlaps Cube Controls on steering wheels but at much lower price points and broader (non-pro) customer focus.
• Logitech G: Mass-market gaming peripheral brand with a sim racing line (TRUEFORCE wheels, pedals). Not premium-direct, but the dominant mainstream competitor for entry-level and aspirational sim racers.

Emerging players

• Conspit: Newer entrant in the premium sim racing hardware space with carbon fiber wheels and DD bases. Competes with Cube Controls in the Formula-style premium niche but with a smaller installed base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cubecontrolswheels
• LinkedInlinkedin.com/company/cube-controls
• Instagraminstagram.com/cube.controls
• Xx.com/Cube_Controls

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Cube Controls