What SimCraft does

SimCraft, legally Apex Industries, LLC, is a U.S. manufacturer of premium motion racing simulators founded in 1997 by William Dexter MacDonald and headquartered in Kennesaw, Georgia. The company designs and builds high-fidelity motion platforms for professional motorsport teams, elite drivers, racing schools, museums, and research institutions, with documented deployments supporting championships across NASCAR, IMSA, IndyCar, WEC, and karting disciplines — clients include Legacy Motor Club, Wayne Taylor Racing, Joe Gibbs Racing, Jimmie Johnson, Scott Pruett, Skip Barber, and the Indianapolis Motor Speedway Museum.

The product stack spans three hardware tiers — the flagship APEX GT (3DOF–6DOF, $49,900–$149,900), the mid-tier APEX CT (2DOF/4DOF, $29,900–$99,900), and the entry-level GRID1 (1DOF yaw, $12,900–$34,900) — all built around a proprietary "center of mass" motion architecture with sub-millisecond command intervals, 6DOF independent axis control, and TIG-welded steel chassis backed by a lifetime warranty. The platform is supported by 350,000+ lines of custom C++ code developed over 25+ years, alongside the CraftCon operating environment, Craftware API, and a published Motion Simulator SDK that enable third-party integration and content development.

SimCraft generates revenue primarily through direct sales of premium hardware systems, white-glove installation and integration services, and ancillary software/SDK licensing. The business is privately held and described as profitable year-over-year, with an installed base of approximately 1,000 motion simulator products shipped since 2005 and a customer base concentrated in high-value enterprise and HNW transactions. Go-to-market combines direct engagement with professional teams and drivers, institutional sales to schools and museums, and emerging consumer-electronics channels (notably an LG Electronics partnership for CES 2026).

Name

SimCraft

Legal name

Apex Industries, LLC

Website

https://simcraft.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

SimCraft (Apex Industries, LLC) is a Kennesaw, Georgia-based manufacturer of premium motion racing simulators serving professional motorsport teams, elite drivers, racing schools, museums, and research institutions through proprietary center-of-mass hardware and the CraftCon software platform.

Ownership category

akta.pro rank

Product category

Professional Motion Racing Simulators

NAICS

Sporting and Athletic Goods Manufacturing (33992)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Simulation & Specialty Peripherals (Cockpits, Rigs, Motion Platforms, Accessibility Controllers) (MPAFAGAI)

akta.pro secondary industry

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

Keywords

• Motion racing simulators
• Professional driver training equipment
• Sim racing hardware
• Six degrees of freedom simulators
• Motorsports simulation systems

Headquarters

HQ city

Marietta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Motion Racing Simulator Hardware Sales: Primary revenue stream from selling premium motion racing simulators (APEX GT, APEX CT, GRID1) in three editions (BUILDER, STANDARD, ELITE) ranging from $12,900 to $149,900. One-time capital purchase model with multi-year support included.
2. White-Glove Installation Services: Professional on-site installation, calibration, software tuning, and driver training services delivered by in-house SimCraft technicians with motorsports expertise.
3. Software Integration and Customization: Integration services for third-party sim racing software (iRacing, Assetto Corsa, rFactor, etc.) and custom software development through Craftware API and Motion Simulator SDK for OEM manufacturers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

SimCraft designs, manufactures, and sells professional-grade motion racing simulators (APEX GT, APEX CT, GRID1) based on proprietary center-of-mass rigid body dynamics architecture with up to six independent degrees of freedom. It provides these systems in BUILDER, STANDARD, and ELITE editions ($12,900–$149,900), complemented by CraftCon control software, Craftware API/Motion Simulator SDK, white-glove installation, and ongoing technical support for professional racing teams, drivers, racing schools, museums, and research institutions.

Product overview

SimCraft offers a portfolio of professional-grade motion racing simulators built on proprietary center of mass architecture and rigid body dynamics technology. The product line comprises three distinct models: the APEX GT (flagship full motion simulator with up to 6DOF in an 8' x 6' footprint for professional driver development), the APEX CT (compact precision simulator with up to 4DOF in a 5' x 5' footprint for home and tight installations), and the GRID1 (entry-level 1DOF yaw simulator with 3' x 4.5' footprint for esports). Each model is available in BUILDER, STANDARD, or ELITE editions offering varying levels of component customization. The portfolio is unified by the proprietary CraftCon control panel software and Craftware API/Motion Simulator SDK for developer integration. SimCraft's systems are officially approved for NASCAR Cup Series use and are trusted by championship-winning drivers and professional racing teams.

Differentiator

Problem solved

Functional benefit

Products and services

• APEX GT Motion Racing Simulator Flagship full motion racing simulator available in 3DOF to 6DOF configurations with independent axis control, center of mass architecture, and active visual systems. Expands to an 8' x 6' footprint with full-frame steel tube construction and TIG-welded chassis. For professional racing teams, drivers, racing schools, and high-net-worth individual enthusiasts. Priced $49,900 to $149,900 across BUILDER, STANDARD, and ELITE editions.
• APEX CT Compact Motion Racing Simulator Compact precision motion racing simulator with a 5' x 5' footprint, designed for tighter installations and home use. Available in 2DOF and 4DOF configurations while maintaining SimCraft's center of mass motion technology. Priced $29,900 to $99,900. For home enthusiasts, driver coaches, and race shops with space constraints.
• GRID1 Yaw Motion Racing Simulator Entry-level esports motion racing simulator with 1DOF yaw motion simulation. Features a 3' x 4.5' footprint, simulating oversteer and understeer. Available in multiple racing discipline configurations including karting and GT, including an ADA-compliant configuration. Priced $12,900 to $34,900. For esports competitors, karting programs, museums, and entry-level enthusiasts.
• CraftCon Motion Simulation Control Panel Software Proprietary motion simulation control panel software serving as the operating system for SimCraft simulators. Manages interactions between motion systems and over 85 different simulation applications with over 50 customizable settings per simulation. Bundled with SimCraft hardware systems.
• White-Glove Installation Service Professional on-location installation, calibration, and training service delivered by SimCraft's in-house racing professionals with motorsports expertise. Includes motion calibration, software stack optimization, force feedback tuning, and personalized driver coaching. Standard with STANDARD and ELITE editions; available globally with travel fees.

Quantifiable outcome

• 78+ championships won by SimCraft clients since 2017
• +5 more outcomes

Named customers24 records

Segments7 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature7 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Wayne Taylor RacingcoreStrategic or Co-development PartnerIMSA and Lamborghini SuperTrofeo team partnership since 2015. Wayne Taylor Racing uses SimCraft for driver development and engineering validation with Jordan Taylor as driver ambassador.
• Legacy Motor ClubcoreStrategic or Co-development PartnerNASCAR Cup Series team co-owned by Jimmie Johnson. Racing simulator partner providing hardware for driver development.
• Skip Barber Racing SchoolcoreStrategic or Co-development PartnerPremier U.S. racing school installed 10 SimCraft systems for student driver development curriculum. Co-founded by SimCraft co-founder Sean Patrick MacDonald. Integral to SimCraft technology development.
• Alpha Prime RacingcoreStrategic or Co-development PartnerNASCAR Xfinity team focused on developing talent uses SimCraft for driver development. Partnership announced 2025.
• Riley TechnologiescoreStrategic or Co-development PartnerOfficial racing simulator partner. Multidisciplinary team in LMP2 and GT racing uses SimCraft for engineering work.
• ThorSport RacingminorStrategic or Co-development PartnerNASCAR Truck Series team, race team partner.
• Austin Hatcher FoundationcoreStrategic or Co-development PartnerNonprofit supporting families affected by pediatric cancer. IRB-approved research study using SimCraft for executive function development in childhood cancer survivors.
• International Council of Motorsport Sciences (ICMS)coreStrategic or Co-development Partner501(c)(4) organization advancing scientific, medical, and educational aspects of motorsport. SimCraft contributes motion data and clinical research to global safety and recovery standards.
• Indianapolis Motor Speedway MuseumcoreStrategic or Co-development PartnerInstalled 6 GRID1 motion simulators including one ADA-accessible configuration. First ADA-accessible motion simulator installation.
• ROK Cup USAminorChannel Partner/ Reseller/ DistributorInternational kart racing series focused on promoting competitive karting across various age and skill levels.
• iRacingcoreTechnology or IntegrationIndustry-leading sim racing platform. SimCraft products are compatible with iRacing, supporting professional and consumer use cases.
• Tilton EngineeringcoreTechnology or IntegrationLeader in top-tier race components. Preferred platform for pedal sets that SimCraft produces, developed since 2011.
• SimucubecoreTechnology or IntegrationMarket leader in Direct Drive Force Feedback Technology. Preferred wheel base provider for SimCraft simulators.
• Michigan State University - Spartan Motorsport Performance LaboratorycoreStrategic or Co-development PartnerIndependent research comparing SimCraft APEX GT to seat mover and actual track laps. Found drivers in APEX held concentration and attentional focus while seat mover lost both.
• University of Pittsburgh Medical Center - RACE StudycoreStrategic or Co-development PartnerResearch study using APEX CT for post-concussion driving assessment. Simulator provides controlled environment to measure deficits that surface when integrating motion, vision, and decision-making.
• Joe Gibbs RacingcoreStrategic or Co-development PartnerNASCAR team that bought SimCraft APEX for Ty Gibbs' driver development in 2017.
• Abel MotorsportscoreStrategic or Co-development PartnerPro INDY NXT team making SimCraft APEX 6 GT the center of their 2026 racing program for driver training and engineering validation.
• Pinnacle Racing GroupminorStrategic or Co-development PartnerMotorsports team in ARCA Menards Series, NASCAR Weekly Series, and zMAX CARS Tour focused on driver development.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• VI-grade: VI-grade supplies professional driving simulators (DiM solutions) and tire/suspension modeling software for automotive OEMs and motorsports engineering. Competes with SimCraft in the professional driving simulation market, though with greater emphasis on engineering/OEM customers.
• D-BOX: D-BOX designs and manufactures motion platforms and haptic systems used in professional simulation, home entertainment, and sim racing. Competes with SimCraft's motion platform offerings across both professional training installations and consumer/enthusiast segments.
• Cruden: Cruden (Netherlands) is a long-established professional driving simulator supplier serving automotive OEMs, F1 teams, and motorsport engineering customers. Direct competitor in the professional motion simulator market, particularly for engineering and driver-in-the-loop applications.
• Simumak: Simumak (Spain) designs and manufactures professional driving simulators for motorsports teams, automotive OEMs, and research institutions. Direct competitor in the professional motion racing simulator category with comparable professional customer focus.
• Ansible Motion: Ansible Motion (UK) manufactures professional driving simulators (curved-screen, hexapod motion) for automotive OEMs, motorsport teams, and research institutions. Direct competitor in the high-end professional driving simulation category.
• CXC Simulations: CXC Simulations manufactures professional motion racing simulators (the Simulator CXC-Motion Pro) targeted at professional drivers, racing teams, and high-end enthusiasts. Direct competitor to SimCraft in the premium motion platform category with similar professional racing team customer base.

Broad incumbents

• Trak Racer: Trak Racer designs and manufactures sim racing cockpits, monitor stands, and flight sim rigs for enthusiast and semi-professional users. Broader incumbent in the sim cockpit/rig category serving a lower price tier than SimCraft's professional full-motion systems.
• Asetek SimSports: Asetek (Denmark) extends its liquid cooling and simulation heritage into the SimSports line of sim racing pedals, wheels, and rigs. Broader incumbent in the consumer/enthusiast sim racing hardware category rather than the professional full-motion cockpit niche.
• Fanatec (Endor AG): Fanatec is a leading consumer sim racing peripherals brand (wheels, pedals, cockpits) serving enthusiasts and esports. Broader incumbent covering the lower-priced consumer side of sim racing rather than professional full-motion simulation.

Emerging players

• MOZA Racing: MOZA Racing is a fast-growing sim racing peripherals brand (direct drive wheel bases, pedals, shifters) targeting enthusiasts and sim racers. Emerging player in the consumer sim racing space with partial overlap to SimCraft's GRID1 entry-level offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SimCraft
• Facebookfacebook.com/simcraft
• LinkedInlinkedin.com/company/simcraft
• Instagraminstagram.com/simcraft
• Xx.com/simcraft

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 SimCraft