Atlanta Motorsports Park

What Atlanta Motorsports Park does

Atlanta Motorsports Park (AMP) operates a private motorsports country club on a 288,000+ sq ft campus at 20 Duck Thurmond Road in Dawsonville, Georgia, near the Blue Ridge Mountains. The facility, founded in 2012, is anchored by a 2-mile, 16-turn Hermann Tilke-designed F1-style road course (one of only two such Tilke-designed road circuits in America) with up to 98 feet of elevation change, alongside a nearly mile-long CIK Level A/1 certified kart circuit featuring 43 feet of elevation change, and a 115,000 sq ft Driver Development Center with a 7.5-degree ice hill and dual-circle Evertz skidpad. Road & Track has named AMP among the Top 10 Tracks in North America.

AMP monetizes the facility through a layered revenue model. The core engine is tiered membership subscriptions: main circuit memberships include Platinum ($25,000 initiation / $299 monthly dues), Diamond ($50,000), and Corporate ($100,000 / $899 monthly, up to four reassignable Diamond members), while karting memberships range from Standard ($3,500 initiation / $95 monthly) to a no-dues $10,000 Lifetime tier. Adjacent revenue streams include public karting ($39.99 per 8-minute session), racing schools (Junior Discovery $249, Kart Racing School $549, Primal Two Day Performance $7,495 and Advanced $7,750 issuing SCCA licenses), corporate and group events ($175-$250 per person packages), The Club at AMP member lounge, Fuel Kitchen restaurant, Octane Wellness memberships ($159-$499/month), AMP Kartwerks kart parts/service (exclusive BirelART dealer), luxury garages, trailer/RV storage, race fuel and EV charging, and trackside real estate (Motor Club Circuit Villas from $649,999, with prior Trackside Condos phases 1-3 sold out). Distribution is direct-to-consumer via membership sales teams, online booking for public karting, dedicated corporate event planners, and reciprocal access through the Member Track Network of 9+ private facilities across North America.

The company is led by CEO Jeremy Porter and counts Jason Perry as Executive Chef of Fuel Kitchen. Named enterprise clients include Ford (via Campbell Marketing), Chevrolet, Motor Trend, Gratus Capital, and BB&T Home Mortgage Lending. A 2026 Atlanta Falcons associate partnership extends its brand footprint. In February 2026, AMP appointed its first in-house AI Specialist, internally titled 'AI Czar,' to automate administrative work and refocus staff on member experience.

Name

Atlanta Motorsports Park

Legal name

Atlanta Motorsports Park

Website

https://atlantamotorsportspark.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

51–100 employees

Short description

Atlanta Motorsports Park is a private motorsports country club in Dawsonville, Georgia, operating a Hermann Tilke-designed 2-mile F1-style road course and a CIK Level A/1 certified kart circuit, serving affluent driving enthusiasts, corporate clients, and racers through tiered memberships, racing schools, and on-site hospitality.

Ownership category

akta.pro rank

Product category

Private Motorsports Country Club

NAICS

Racetracks (711212), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Racing, Including Track Operation (7948), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Motorsports Tracks & Racing Facilities (MPAKAEAC)

akta.pro secondary industries

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

Keywords

• Private motorsports club
• Racing track rentals
• Corporate event venues
• Driver training schools
• Go-kart racing

Headquarters

HQ city

Dawsonville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Private country club memberships for car/motorcycle track access and karting. Multiple tiers with initiation fees ($12,500-$100,000) and monthly dues ($0-$899). Includes access to club amenities, events, and track time.
2. Public Karting Sessions: Pay-per-session karting open to public. Sessions start at $39.99 for 8 minutes. Packages available for multiple sessions.
3. Racing Schools: Instructional programs including Kart Racing School ($549 full-day), Junior Discovery Experience ($249), Primal Racing School ($7,495-$7,750 two-day courses), and Teen Driving School.
4. Corporate & Private Events: Group events including corporate outings, team-building, birthday parties, bachelor/bachelorette parties. Packages starting at $175 per person for Grand Prix Karting.
5. Fuel Kitchen Restaurant: On-site chef-driven restaurant open to public Wednesday through Sunday. Full menu with upscale comfort food, cocktails, wine, and beer.
6. Motorsports Real Estate: Trackside Condos (sold out) and Motor Club Circuit Villas for sale starting at $649,999. Includes exclusive Owner’s Club membership with premium amenities.
7. Driving Instruction: Personalized one-on-one coaching for members including 90-minute focused lessons and half-day private lessons with pre/post-session briefings.
8. Kart Storage & Concierge: Kart storage solutions including rack/storage service and kart garage leases. Concierge service for pulling, fueling, and preparing karts.
9. Endurance Karting Events: Ironman Enduro solo challenges and Team Enduro races. Includes practice sessions, qualifying, and endurance racing formats.
10. AMP Kartwerks - Parts & Service: On-site karting parts, service, and sales. Exclusive dealer of BirelART chassis. Sells racing karts from BirelArt, Charles Leclerc, and Kubica brands. Kart frames range from $2,995-$6,550.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels9 records

Core offering

Atlanta Motorsports Park operates a private motorsports country club built around a Hermann Tilke-designed 2-mile F1-style road course and a CIK Level A/1 certified kart circuit. Its core offering is tiered membership access to track time, supported by public karting, racing schools, corporate events, an on-site restaurant (Fuel Kitchen), wellness services (Octane Wellness), and trackside real estate.

Product overview

Atlanta Motorsports Park (AMP) operates as a private motorsports country club and resort featuring a unified platform-plus-modules architecture. The core offering centers on two Hermann Tilke-designed tracks: a 2-mile F1-style road circuit and a CIK Level A/1 certified kart circuit with 43+ feet of elevation change. These are supported by tiered membership programs (Main Track, Karting, Corporate) that provide track access, coaching, and club amenities. Adjacent modules include racing schools (Primal Racing School, Kart Racing School, Junior Discovery Experience), member driving instruction, endurance karting events, and the AMP Kartwerks retail/service shop. Hospitality extensions include The Club at AMP lounge, Fuel Kitchen restaurant, and Octane Wellness center. Real estate offerings (Motor Club Circuit Villas, Trackside Condos) enable trackside living. Additional services span event hosting (corporate events, group karting, conference center), racing series (road course and kart championships, autocross, time attack), fleet training, trailer storage, and luxury garage rentals. The product ecosystem is designed to serve motorsports enthusiasts from first-time drivers through competitive racers, with offerings spanning the full lifestyle spectrum from recreation to competition to residential living.

Differentiator

Problem solved

Functional benefit

Brands

• Fuel Kitchen: On-site restaurant at Atlanta Motorsports Park offering chef-crafted meals, locally inspired dishes, and trackside dining.
• Octane Wellness
• AMP Kartwerks
• AMP Academy
• Primal Racing School

Products and services

• Car & Motorcycle Track Membership

Quantifiable outcome

• Up to 153 days per year track access for Diamond members
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Member Track NetworkcoreChannel Partner/ Reseller/ DistributorAMP is a proud affiliate of the Member Track Network - a nonprofit reciprocal program connecting private club racetracks across North America. Members gain access to track days at participating facilities across the U.S. and Canada. Nine tracks currently participating with expansion ongoing.
• Sodi World Series (SWS)minorStrategic or Co-development PartnerAMP Kart Racing is an official Sodi World Series track. When racing with AMP, participants become part of the world's largest leisure karting ranking system operated by Sodikart.
• BirelARTcoreTechnology or IntegrationAMP Kartwerks is an exclusive dealer of BirelART - a leading Italian kart manufacturer. Provides access to high-performance kart chassis and engine packages for sale and service.
• Primal RacingcoreStrategic or Co-development PartnerPrimal Racing partners with AMP for official racing school accredited by Radical Sportscars. Offers Two Day Performance and Two Day Advanced racing schools. Full service speed shop on-site for maintenance, dyno tuning, trackside support, coaching, rentals, and custom builds.
• Discovery PartsminorChannel Partner/ Reseller/ DistributorDiscovery Parts is an on-site racing safety gear and fluids supplier at AMP. Leading supplier of racing safety equipment providing gear and advice for racers at the facility.
• Primal CarsminorChannel Partner/ Reseller/ DistributorRace car dealership on-site selling Radical, KTM, Ultima, and Rush vehicles along with parts and service. Located at Atlanta Motorsports Park for convenient access.
• SCCAcoreStrategic or Co-development PartnerSCCA (Sports Car Club of America) licensing through Primal Racing School. Two Day Performance earns SCCA Novice License, Two Day Advanced earns SCCA Full Competition License.
• Octane WellnesscoreStrategic or Co-development PartnerOn-site wellness center inside AMP offering IV therapy, vitamin injections, oxygen bar, red light therapy, and leg compression services. Open to members, guests, and public.
• Fuel KitchencoreStrategic or Co-development PartnerOn-site chef-driven restaurant operated at AMP. Executive Chef Jason Perry leads kitchen with farm-to-table cuisine. Exclusive caterer for all AMP-hosted events.
• FastSignsminorOthersFastSigns Norcross, GA provides signage services for AMP karting events and programs.
• Atlanta FalconsminorGTM or Marketing PartnerAtlanta Falcons Official 2026 Associate Partner. NFL team partnership providing cross-promotional opportunities.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• High Hampton Motorsport Club: Private motorsports club in Cashiers, NC with Hermann Tilke-designed circuit, member amenities, and event hosting. Closest direct competitor on Tilke-design + Southeast/mid-Atlantic location overlap.
• Thermal Club: Private motorsports club in Palm Desert, CA with 4.5-mile track, villa real estate, and country-club amenities. Directly comparable on luxury membership + trackside real estate flywheel and tiered pricing model.
• NCM Motorsports Park: Multi-config road course in Bowling Green, KY supporting both walk-on and member access plus driver education. Comparable track operator running a mix of public, member, and event usage.
• Autobahn Country Club: Private motorsports club near Joliet, IL operating road course and kart circuit with member tiers, event hosting, and driver training. Strong comparability on the motorsports country club model in the Midwest.
• Monticello Motor Club: Private motorsports country club in Thompson, NY offering multi-config track access, member amenities, and racing schools. Closest direct comparable in business model (membership + events + amenities) and pricing structure to AMP.
• Palmer Motorsports Park: Newly opened private motorsports park in Palmer, MA built from an existing track base with member access and event programming. Comparable private-track business model in the Northeast.
• Apex Motor Club: Private motorsports club in Maricopa, AZ with road course access, member tiers, and event programming. Comparable private-club motorsports model competing for the same enthusiast member wallet.
• Motorsport Ranch: Private motorsports facility in Cresson, TX offering multi-config road course access via membership with shared track and event programs. Directly comparable membership-driven Texas alternative.

Broad incumbents

• VIRginia International Raceway: Established road racing circuit in Alton, VA with member programs, track rentals, racing schools, and on-site lodging. Comparable track operator with deeper commercial track-day, school, and lodging mix.
• Lime Rock Park: Long-established road racing circuit in Lakeville, CT combining public race events, member programs, and driving schools. Comparable racing-venue operator with broader public-event orientation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/atlmotorpark
• YouTubeyoutube.com/user/AMPDriveFast
• Facebookfacebook.com/atlantamotorsportspark
• Instagraminstagram.com/atlantamotorsportspark
• LinkedInlinkedin.com/company/atlanta-motorsports-park

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 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 Atlanta Motorsports Park