Kelly Moss

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

Product category

Motorsports Services

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB)

Keywords

• Porsche racing services
• Race car preparation
• Custom vehicle builds
• Arrive and drive programs
• Motorsports engineering

Headquarters

HQ city

Madison

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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
2. Arrive & Drive Programs: Full-service racing experience for amateur racers including car maintenance, track days, coaching, catering, and event logistics
3. Custom Porsche Builds: Bespoke restoration, Safari, street, and performance builds for road cars at 88,000 sq. ft. facility
4. Service and Maintenance: Expert maintenance, repairs, and performance work for Porsche road cars using race-derived expertise
5. Race Car Sales: Sale of Porsche race cars including GT3 Cup cars, vintage Porsche 550 Spyder, and custom builds
6. KLÜB Membership: Lifestyle membership offering exclusive Porsche experiences and content for enthusiasts

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered flagship, core and minor.

• Riley TechnologiesflagshipStrategic or Co-development PartnerKellymoss 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 BrandscoreStrategic or Co-development PartnerKellymoss 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 AmericacoreStrategic or Co-development PartnerKellymoss 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)coreGTM or Marketing PartnerKellymoss 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 UnioncoreGTM or Marketing PartnerPenFed announced corporate partnership with Kellymoss for 2025, including sponsorship of driver Loni Unser to promote women's representation in motorsports.
• Girl Scouts of the USAminorGTM or Marketing PartnerKellymoss 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 EsportscoreStrategic or Co-development PartnerCo-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.
• PennzoilminorGTM or Marketing PartnerPennzoil sponsors Screen to Speed program, an all-female esports competition created to discover and develop female talent in motorsports.
• Elephant MotorsportsminorOthersWisconsin-based Porsche suspension specialist that worked on early Safari/off-road 911 builds alongside Kellymoss in the early 2000s.
• Porsche Club of AmericaminorGTM or Marketing PartnerKellymoss supports PCA events and driver education programs, engaging with the broader Porsche enthusiast community.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/kellymossracing
• Facebookfacebook.com/kellymossroadandrace
• LinkedInlinkedin.com/company/kelly-moss-motorsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Kelly Moss