Kelly Moss
- Company typePrivate
- Founded1988
- HeadquartersMadison, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Kelly Moss firmographics
Firmographics- Name
- Kelly Moss
- Legal name
- Kellymoss Inc
- Website
- https://kellymoss.com
- Company type
- Private
- Founded year
- 1988
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Kelly Moss industry classification
Industry- Product category
- Motorsports Services
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)
Keywords
Where Kelly Moss is headquartered
LocationHeadquarters
- HQ city
- Madison
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Kelly Moss business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Professional Racing Services: Participation in professional racing series including Porsche Carrera Cup North America, Porsche Sprint Challenge, Porsche Endurance Challenge, Pirelli GT4 America, and IMSA WeatherTech SportsCar Championship GTD class
- Arrive & Drive Programs: Full-service racing experience for amateur racers including car maintenance, track days, coaching, catering, and event logistics
- Custom Porsche Builds: Bespoke restoration, Safari, street, and performance builds for road cars at 88,000 sq. ft. facility
- Service and Maintenance: Expert maintenance, repairs, and performance work for Porsche road cars using race-derived expertise
- Race Car Sales: Sale of Porsche race cars including GT3 Cup cars, vintage Porsche 550 Spyder, and custom builds
- KLÜB Membership: Lifestyle membership offering exclusive Porsche experiences and content for enthusiasts
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | 2022 Porsche GT3 Cup Race Car |
| Unit Pricing | Pay-as-you-go | 2012 Porsche 997 Cup |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Kelly Moss product offering
Product offeringCore offering
Kellymoss is a Porsche-focused motorsports company that delivers professional racing programs (Arrive & Drive, Driver Academy, GT4R), full-service Porsche road car care (maintenance, custom builds, detailing, engine builds), and a members-only KLÜB lifestyle community. With 53 national championships, the firm is the winningest Porsche race team in North America and operates an 88,000 sq. ft. facility in Fitchburg, Wisconsin.
Product overview
Kellymoss is a Porsche-focused motorsports company offering a unified portfolio of road and race services. The core offerings consist of Road Services (maintenance, custom builds, detailing, engine work) and Race Services (racing programs, driver development, Arrive & Drive). Supporting products include the KLÜB membership community and a Cars for Sale marketplace. Subsidiary brands under the Race Forward diversity initiative include Be Your Own Hero (women in motorsports visibility), Motorsports Mastery (youth career education), and Screen to Speed (all-female esports pathway). The company also offers specific Porsche vehicles including GT3 Cup race cars, vintage models like the 997 Cup and 550 Spyder, and the GT4R racing program.
Differentiator
Problem solved
Functional benefit
Brands
- Race Forward: Diversity-centered platform designed to grow the motorsports industry by expanding its reach to fans from all walks of life. Includes Be Your Own Hero program and Motorsports Mastery program.
- Be Your Own Hero
- Motorsports Mastery
- The KLÜB
- Kellymoss GT4R
Products and services
- Road Services Full-service Porsche road car care including scheduled maintenance, repair, detailing, track-day prep, custom builds, Safari builds, engine builds, and project fabrication. Serves individual Porsche owners seeking factory-quality service and bespoke vehicle work.
- Race Services End-to-end professional Porsche racing program including Arrive & Drive race packages, Driver Academy, driver development, race-day engineering support, and race-prep shop services. Designed for amateur enthusiasts seeking to enter sanctioned Porsche racing as well as developing professional drivers.
- Cars for Sale Online inventory of prepared Porsche race cars and road cars from the Kellymoss paddock available for purchase, including Porsche 911 GT3 Cup 992, Porsche 997 Cup, and Porsche 550 Spyder replicas. Targets drivers and collectors seeking turn-key competitive or collectible vehicles.
- KLÜB Membership Members-only Porsche lifestyle community offering exclusive experiences, road and track events, concierge services, and access to the Kellymoss brand universe. Designed for Porsche owners and enthusiasts seeking an elevated brand relationship.
- Kellymoss GT4R Program GT4-class racing program unveiled at SEMA 2025 as a purpose-built turn-key platform for customer drivers to compete in GT4-spec Porsche racing with full factory-aligned support from Kellymoss.
Quantifiable outcome
- 53 National Championships
- +3 more outcomes
Companies that use Kelly Moss
Customer profileNamed customers7 records
Segments4 records
Ideal customer profiles3 records
Kelly Moss technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Kelly Moss partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship, core and minor.
- Riley TechnologiesflagshipKellymoss and Riley Technologies joined forces for a planned two-car GTD entry into the IMSA WeatherTech SportsCar Championship. The partnership runs Porsche 911 GT3 R race cars, with one confirmed for Michelin Endurance Cup and another for full-season effort. Extended into GTD Pro class for 2024 season.
- VICCI BrandscoreKellymoss is a legacy motorsports brand in the VICCI Brands portfolio. VICCI represents a strategic alliance combining racing expertise across brands.
- Porsche AG / Porsche Motorsports North AmericacoreKellymoss maintains close relationship with Porsche factory, having received factory support including cars, parts, and technology. Historically received the last fully-supported Porsche Factory deal in 1994.
- Women in Motorsports North America (WIMNA)coreKellymoss partners with WIMNA for diversity initiatives. Victoria Thomas co-founded Screen to Speed with WIMNA co-founder Lyn St. James. The partnership supports women entering motorsports careers.
- PenFed Credit UnioncorePenFed announced corporate partnership with Kellymoss for 2025, including sponsorship of driver Loni Unser to promote women's representation in motorsports.
- Girl Scouts of the USAminorKellymoss partnered with Girl Scouts councils across the country to offer the first-ever Motorsports Mastery badge to middle and high school girls, introducing them to motorsports careers.
- Init EsportscoreCo-founded Screen to Speed by Pennzoil with Init Esports founder Stefy Bau and Kellymoss co-owner Victoria Thomas. An all-female esports competition offering $15,000 prize and Las Vegas final to discover female racing talent.
- PennzoilminorPennzoil sponsors Screen to Speed program, an all-female esports competition created to discover and develop female talent in motorsports.
- Elephant MotorsportsminorWisconsin-based Porsche suspension specialist that worked on early Safari/off-road 911 builds alongside Kellymoss in the early 2000s.
- Porsche Club of AmericaminorKellymoss supports PCA events and driver education programs, engaging with the broader Porsche enthusiast community.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Kelly Moss competitors and assessment
Company assessmentDirect peers
- TPC Racing: Porsche-focused motorsports team and service shop running customer racing programs and offering road car services. Closely comparable as a Porsche-only racing and service specialist.
- Wright Motorsports: Long-standing Porsche customer racing team competing across Carrera Cup, IMSA, and GT3-class events with similar Arrive & Drive programs. Most direct competitor for Porsche championships, drivers, and amateur customers in North America.
- Magnus Racing: Independent sports car team competing in IMSA with Porsche and other GT platforms. Comparable in scale and customer racing orientation, competing for similar amateur driver and sponsorship dollars.
- BGB Motorsports: Porsche customer racing team operating in Pirelli GT4 America and other Porsche series with professional and amateur driver programs. Direct rival in the GT4 and Porsche customer racing market where Kellymoss now competes with the GT4R.
- Pfaff Motorsports: Canadian-based Porsche racing team running multi-car programs in IMSA WeatherTech and Porsche series. Competes head-to-head with Kellymoss for Porsche customer entries, championship titles, and sponsor attention.
- Riley Technologies: Race car constructor and motorsports operator that partners with Kellymoss on IMSA GTD/GTD Pro Porsche programs. Closely aligned operationally and a strategic ally in the Porsche racing ecosystem.
- GMG Racing: Porsche customer racing team competing in Pirelli GT4 America, SRO GT World Challenge, and other series with amateur and professional driver programs. Direct competitor in the same Porsche racing customer market.
Broad incumbents
- Porsche Motorsport North America: Porsche AG's direct North American motorsports arm, which oversees factory entries and supports customer teams like Kellymoss. Serves as both key partner and overarching incumbent governing the series in which Kellymoss competes.
- Andretti Autosport: Multi-series motorsports organization running IndyCar, IMSA, and other programs with diverse OEM partnerships. Comparable as a major professional racing operation but at significantly larger scale and with broader OEM exposure.
- Hendrick Motorsports: Premier NASCAR team with extensive chassis, engine, and fabrication capabilities. Relevant comparable for the operational scale, in-house engine shop, and carbon fiber/fabrication depth that Kellymoss deploys in its Porsche programs.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Kelly Moss social profiles
Digital presenceKelly Moss financial estimates
Financial estimateRevenue estimate
Valuation estimate
Kelly Moss leadership team
Management profileNumber of profiles
Profiles7 records
Kelly Moss funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Kelly Moss 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 Kelly Moss
What does Kelly Moss do?
Kellymoss is a Porsche-focused motorsports company that delivers professional racing programs (Arrive & Drive, Driver Academy, GT4R), full-service Porsche road car care (maintenance, custom builds, detailing, engine builds), and a members-only KLÜB lifestyle community. With 53 national championships, the firm is the winningest Porsche race team in North America and operates an 88,000 sq. ft. facility in Fitchburg, Wisconsin.
Is Kelly Moss a public or private company?
Kelly Moss is a private company. It is classified as corporate owned and is currently operating.
When was Kelly Moss founded?
Kelly Moss was founded in 1988. It employs 11 to 50 people.
Where is Kelly Moss based?
Kelly Moss is headquartered in Madison, United States, in the North America region.
How does Kelly Moss make money?
Six revenue lines are on record. Professional Racing Services are the primary driver. The others are arrive & Drive Programs, custom Porsche Builds, service and Maintenance, race Car Sales and KLÜB Membership.
Who are Kelly Moss's main competitors?
Direct peers on record are TPC Racing, Wright Motorsports, Magnus Racing, BGB Motorsports, Pfaff Motorsports, Riley Technologies and GMG Racing. Broad incumbents are Porsche Motorsport North America, Andretti Autosport and Hendrick Motorsports.
Does Kelly Moss have an API?
No public API is recorded for Kelly Moss.
What industry is Kelly Moss in?
Kelly Moss's product category is Motorsports Services. Its primary akta.pro industry code is MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent). Its SIC code is 7948.