Force Indy

What Force Indy does

Force Indy, Inc. is a privately held, African American-owned motorsports racing organization founded in 2020 in Concord, United States, operating as part of IndyCar's Race for Equality & Change initiative. The company identifies and develops racing talent from underrepresented communities through the IndyCar Road to Indy ladder, running the #99 car from USF2000 through INDY NXT by Firestone. It is co-founded by Team Principal Rod Reid and Roger Penske, with strategic alliances spanning Team Penske, Indianapolis Motor Speedway, INDY NXT by Firestone, IndyCar, NXG Youth Motorsports, and rotating race-team partnerships including HMD Motorsports (2024) and ABEL Motorsports (2025-2026). The technical stack consists of Dallara chassis operated by partner teams rather than proprietary Force Indy technology; the organization's core capability is talent identification, sponsorship facilitation, and brand-positioning rather than race-engineering ownership.

The business model is a hybrid of corporate sponsorship (including Lear Corporation's Detroit Grand Prix backing and other undisclosed partners) and direct-to-consumer merchandise through an owned e-commerce storefront (forceindy.com/store), which sells branded apparel and headwear priced from $20 to $40 per unit, with US-only shipping via USPS and a 30-day return policy. The customer base is bifurcated: the primary "user" segment is a narrow set of development drivers (most prominently Myles Rowe, with Ernie Francis Jr. as an alumnus), while sponsors, fans, and merchandise buyers constitute the commercial base. The team has posted headline operational milestones including the first Black driver to win an INDYCAR-sanctioned race (2021, USF2000) and the first Black driver to win in INDY NXT (2025). All merchandise revenue is domestic and no international shipping is offered, indicating a deliberately U.S.-centric commercial footprint.

Name

Force Indy

Legal name

Force Indy, Inc.

Website

https://forceindy.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Force Indy is an African American-owned motorsports racing organization founded in 2020 that develops underrepresented racing talent through the IndyCar Road to Indy ladder, from USF2000 to INDY NXT, funded by corporate sponsorships and direct-to-consumer merchandise.

Ownership category

akta.pro rank

Product category

Motorsports Racing Services

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

akta.pro secondary industry

Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)

Keywords

• Motorsports racing team
• Driver development
• IndyCar ladder series
• Racing diversity initiative
• Branded motorsport merchandise

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Merchandise Sales: Force Indy operates an e-commerce fan store selling branded merchandise including apparel and accessories, processed within 2-5 business days with domestic U.S. shipping via USPS.
2. Sponsorship: Corporate sponsorship from companies like Lear Corporation and other partners provides funding in exchange for brand visibility and association with the diversity initiative.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Force Indy operates a motorsports racing team competing in the IndyCar development ladder (USF2000, USF Pro 2000, and INDY NXT by Firestone) with the goal of identifying and developing racing talent from underrepresented communities. The organization also sells branded team merchandise (t-shirts and caps) through its own Fan Store e-commerce site. Force Indy runs the #99 car as a tribute to open-wheel pioneer Rajo Jack and the Tuskegee Airmen.

Product overview

Force Indy is a motorsports racing organization focused on diversity and talent development in racing. The company operates a racing team competing in the INDY NXT by Firestone Championship Series (the developmental ladder to IndyCar), and sells merchandise including apparel and accessories through its Force Indy Fan Store. The organization was founded as part of IndyCar's Race for Equality & Change initiative and is led by an alliance between Rod Reid and Roger Penske. The racing program develops drivers from typically under-considered communities, while the merchandise line features team-branded products including t-shirts, caps, and youth apparel.

Differentiator

Problem solved

Functional benefit

Products and services

• Myles Rowe 99 T-Shirt Adult-size branded team t-shirt featuring driver Myles Rowe and the #99 car number, priced at $40.00, sold through the Force Indy Fan Store to motorsports fans and supporters.
• Youth T-Shirt Next Level 4.3 oz. 60/40 combed ringspun cotton/polyester youth t-shirt in black, priced at $20.00, sold through the Force Indy Fan Store.
• White Adjustable Cap FITMAX70 White Adjustable Cap made of 93% Polyester and 7% Spandex, priced at $30.00, sold through the Force Indy Fan Store (currently sold out at time of source).
• Black Adjustable Cap New Era structured 100% cotton mid-profile black adjustable cap with hook and loop closure, priced at $40.00, sold through the Force Indy Fan Store (currently sold out at time of source).
• Black Fitted Cap 93% Polyester and 7% Spandex fitted hat in M/L size, priced at $30.00, sold through the Force Indy Fan Store (currently sold out at time of source).

Quantifiable outcome

• First Black driver to win an INDYCAR-sanctioned race (2021 USF2000 at New Jersey Motorsports Park)
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• ABEL MotorsportscoreStrategic or Co-development Partner · 1 January 2025ABEL Motorsports partners with Force Indy for INDY NXT competition. Driver Myles Rowe drives the #99 car for ABEL Motorsports with Force Indy support for the 2025 and 2026 seasons.
• HMD MotorsportscoreStrategic or Co-development Partner · 1 January 2024HMD Motorsports partnered with Force Indy for the 2024 INDY NXT by Firestone season. Newly crowned USF Pro 2000 Champion Myles Rowe joined HMD Motorsports with Force Indy backing.
• Pabst RacingcoreStrategic or Co-development Partner · 1 January 2023Pabst Racing partnered with Force Indy for USF Pro 2000 competition, with Myles Rowe driving the Pabst Racing with Force Indy entry in the 2023 season.
• Lear CorporationminorGTM or Marketing Partner · 1 June 2022Lear Corporation was the 2022 Detroit Grand Prix sponsor for Force Indy, providing corporate sponsorship support for the African American-owned race team.
• Tuskegee Airmen Historical AssociationminorStrategic or Co-development Partner · 1 January 2021Force Indy's red-tailed car design honors the Tuskegee Airmen, the pioneering Black aviators of WWII. The partnership represents the organization's commitment to honoring historical pioneers who overcame discrimination.
• Team Penske / Roger PenskecoreStrategic or Co-development Partner · 3 December 2020Roger Penske, the most accomplished individual in racing history, co-founded Force Indy with Rod Reid as part of IndyCar's Race for Equality & Change initiative. Team Penske provides mentorship, infrastructure support, and operational expertise to the organization.
• NXG Youth MotorsportscoreStrategic or Co-development Partner · 1 January 2019NXG Youth Motorsports is a nonprofit 501(c)(3) organization offering experiential learning programs to students from under-represented communities. Force Indy partners with NXG to foster love of motorsport and develop future talent pipelines.
• INDY NXT by FirestonecoreStrategic or Co-development Partner · 1 January 2019INDY NXT by Firestone is the development series for IndyCar where Force Indy competes. The series provides the competitive platform and Road to Indy ladder pathway for driver development.
• Indianapolis Motor SpeedwaycoreStrategic or Co-development Partner · 1 January 2019Indianapolis Motor Speedway is the home of American open-wheel racing and Force Indy's operational base. The partnership provides access to premier racing facilities and the IndyCar ecosystem.
• IndyCarcoreStrategic or Co-development Partner · 1 January 2019IndyCar is the governing body for the top level of American open-wheel racing. Force Indy's mission is part of IndyCar's Race for Equality & Change diversity initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• HMD Motorsports: HMD Motorsports is an INDY NXT and USF Pro 2000 team that partnered directly with Force Indy for the 2024 INDY NXT season, fielding Myles Rowe with Force Indy backing. Operates in the same development ladder as Force Indy.
• ABEL Motorsports: ABEL Motorsports is an independent INDY NXT team that partnered with Force Indy for the 2025 and 2026 INDY NXT seasons with Myles Rowe. Closely comparable as a small-budget team operating at the same level of the IndyCar ladder.
• Andretti Global: Andretti Global is a major IndyCar and INDY NXT team that fields entries across the IndyCar development ladder. Compares to Force Indy as a team running drivers from USF2000 through INDY NXT/IndyCar, though at significantly greater scale.
• Juncos Hollinger Racing: Juncos Hollinger Racing is an IndyCar team with a recognized driver development pathway originating from the Road to Indy ladder. Comparable to Force Indy as an independent team developing drivers from grassroots toward the top level.
• Pabst Racing: Pabst Racing is a multi-time USF2000 and USF Pro 2000 championship team that partnered with Force Indy in 2023. Direct peer in the entry-level IndyCar ladder with comparable grassroots developmental focus.
• Cape Motorsports: Cape Motorsports is a long-running USF2000 and USF Pro 2000 championship team with a strong track record of developing ladder talent. Direct peer as a small, independent team focused on driver development through the lower rungs of the IndyCar pathway.

Broad incumbents

• Team Penske: Team Penske is the most established multi-series motorsports operation in North America and Force Indy's co-founding partner through Roger Penske. Operates at the top of IndyCar as well as NASCAR and IMSA, providing infrastructure, mentorship, and brand association.
• Chip Ganassi Racing: Chip Ganassi Racing is a major multi-series motorsports team competing in IndyCar, NASCAR, and IMSA. Comparable as a high-profile North American open-wheel team operating within the same IndyCar ecosystem.
• Arrow McLaren: Arrow McLaren is a leading IndyCar team competing at the top of the North American open-wheel series. Comparable as a large incumbent IndyCar team with a brand-aligned sponsorship and racing operations model.

Emerging players

• DEForce Racing: DEForce Racing is an emerging independent team competing in the USF and INDY NXT ladder series. Comparable as a small, focused development team operating at similar tiers of the Road to Indy pathway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/forceindy99
• Facebookfacebook.com/Force-Indy-99-107180014569217
• Instagraminstagram.com/ForceIndy99

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Force Indy