What Allstar Performance does

Allstar Performance is a privately held specialty retailer of aftermarket motorsport components and safety equipment, founded in 1997 and headquartered at 8300 Lane Drive, Watervliet, Michigan. The company sells precision-engineered racing parts and safety gear across seven disciplines — drag racing, circle track (asphalt and dirt), road racing, open-wheel sprint car, off-road/tractor pulling, and hot rod/street — through both a direct-to-consumer BigCommerce e-commerce storefront and a U.S. dealer network accessed via a 'Dealer Near You' locator.

Its product portfolio spans hundreds of SKUs, with certified offerings including Snell SA2025-rated full-face helmets (fiber-reinforced polymer composite shells with fiberglass/Kevlar blend, HANS/HNR inserts, Nomex inner liners), SFI 29.1/29.2 certified flexplates (billet forged steel with precision balancing), HEI performance distributors (CNC-machined 6061-T6 aluminum housings), and pre-cut/formed mild steel roll cage kits designed for specific vehicle applications. Pricing is published MSRP per unit, ranging from approximately $15 for small accessories (seat belt bars, wall brackets) to $399.99 for premium helmets and $549.99 for roll cage kits.

The company serves individual racing enthusiasts, amateur racers, semi-professional race teams, and hot rod/street builders under a horizontal segmentation strategy, with no third-party certifications, M&A activity, funding rounds, or leadership changes disclosed in the source data. Revenue, headcount, ownership structure, and formal company history are not publicly disclosed. The marketing mix is conventional for long-tail DTC specialty retail: owned e-commerce site, social sharing widgets, email newsletter, blog-driven product spotlights, and channel dealer relationships.

Name

Allstar Performance

Legal name

Allstar Performance

Website

https://allstarperformance.com

Company type

Private

Founded year

1997

Operating status

Operating

Short description

Allstar Performance is a privately held U.S. aftermarket retailer founded in 1997, selling certified racing components and safety equipment across seven motorsport disciplines via direct e-commerce and a national dealer network.

Ownership category

akta.pro rank

Product category

Motorsport / Racing Parts

NAICS

Motor Vehicle Parts Manufacturing (3363), Automotive Parts and Accessories Retailers (44133), Motor Vehicle Electrical and Electronic Equipment Manufacturing (336320), Motor Vehicle Steering and Suspension Components (except Spring) Manufacturing (33633)

SIC

Motor Vehicle Parts & Accessories (3714), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Aftermarket Performance & Tuning Products Manufacturing (Intakes/Turbos/ECU Tuners/Superchargers) (IMACANAN)

akta.pro secondary industries

Powersports Safety, Helmets & Protective Gear Manufacturing (IMACAEAN), Aftermarket Suspension & Steering Components Manufacturing (Shocks/Struts/Bushings/Tie Rods) (IMACANAC)

Keywords

• Motorsport parts
• Racing safety equipment
• Aftermarket performance parts
• Drag race components
• Circle track parts

Headquarters

HQ city

Watervliet

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail Sales: Direct-to-consumer sales of aftermarket performance racing parts and safety equipment through their e-commerce website, with MSRP pricing for individual products.
2. Dealer/Reseller Distribution: Wholesale distribution through a network of dealers, as indicated by their 'Dealer Near You' locator feature on the website.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Allstar Performance manufactures, distributes, and retails aftermarket racing components and certified safety equipment for multiple motorsport disciplines including drag racing, circle track (asphalt and dirt), road racing, open wheel sprint car, off-road, tractor pulling, and hot rod/street. Products span SFI-certified flexplates, Snell-rated helmets, pre-cut roll cage kits, HEI distributors, brake cooling, seating, and chassis hardware, sold direct via e-commerce and through a U.S. dealer network.

Differentiator

Problem solved

Functional benefit

Products and services

• Drag Race Parts Aftermarket parts and components for drag racing vehicles, sold through the Allstar Performance e-commerce catalog under the Drag Race Parts category.
• Racing Safety Equipment Certified safety gear for racers including Snell SA2025 full-face helmets, seat belts, seat mounts/brackets, and related fire-retardant equipment.
• Pre-Cut and Formed Roll Cage Kits Vehicle-specific mild steel tubing roll cage kits including main hoop, halo, windshield posts, door bars, and gussets, sold at MSRP $419.99–$549.99.
• SFI-Certified Flexplates SFI 29.1/29.2 certified flexplates built from premium billet forged steel with precision balancing for high-performance racing applications, priced $44.99–$379.99 MSRP.
• Snell SA2025 Rated Racing Helmets Full-face auto racing helmets rated to Snell SA2025 with fiber-reinforced polymer composite shell (fiberglass/Kevlar blend), reinforced HANS/HNR inserts, EPS liner, Nomex interior, and anti-fog shields, priced $279.99–$399.99 MSRP.
• HEI Distributors with Rev Limiter Performance electronic ignition distributors with CNC-machined 6061-T6 aluminum housing, sealed upper bearing, bronze lower bushing, soft-touch rev limiter, and adjustable vacuum advance, priced $184.99–$334.99 MSRP.
• Circle Track Parts (Asphalt & Dirt) Aftermarket parts and components specifically engineered for asphalt and dirt circle track racing vehicles.
• Road Race Parts Aftermarket parts and components for road racing vehicles sold through the Road Race category of the Allstar Performance e-commerce site.
• Open Wheel Sprint Car Parts Aftermarket parts for open wheel sprint car racing vehicles offered through the dedicated Open Wheel - Sprint Car category.
• Off-Road and Tractor Pulling Parts Aftermarket components for off-road racing and tractor pulling vehicles, including chassis, driveline, and hardware.
• Hot Rod and Street Performance Parts Aftermarket parts and accessories for custom hot rod builds, restorations, and high-performance street vehicles.
• Racing Seating and Mounting Hardware Seat belt bars, seat mounts, seat spacers, and related hardware for installing racing seats and restraint systems, with individual SKUs such as ALL98135 ($17.99 MSRP) and ALL98134 ($17.99 MSRP).
• Brake Cooling and Chassis Hardware Aluminum directional brake cooling fans (e.g., ALL42176 at $64.99 MSRP) and related chassis hardware including coil-over tops and wall brackets.
• Engine and Electrical Accessories Miscellaneous engine and electrical accessories including PTFE braided gauge line kits (e.g., ALL46110-36 at $24.99 MSRP) and battery charging posts (ALL76140 at $14.99 MSRP).

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves3 records

Expansion highlights4 records

Direct peers

• COMP Cams: COMP Cams designs and markets performance camshafts, valvetrain, and ignition components used across drag, circle track, and street performance. Matches Allstar's engine-component portfolio and racing-customer segments.
• Summit Racing Equipment: Summit Racing is the largest direct-to-consumer motorsport aftermarket retailer in the US with broad catalog coverage spanning drag, circle track, road race, and hot rod categories. It is the most direct competitor to Allstar given overlapping product breadth, pricing model, and customer base.
• Wilwood Engineering: Wilwood designs and manufactures high-performance brake systems and components including calipers, rotors, and brake cooling for racing and street performance. Overlaps directly with Allstar's brake cooling fan product family and braking-segment customers.
• Speedway Motors: Speedway Motors is a long-established D2C retailer of circle track, hot rod, and street performance parts with comparable cross-discipline coverage and a similar blend of direct e-commerce and dealer/catalog distribution. It overlaps Allstar most directly in chassis, roll cage, and hot rod product lines.
• Moroso: Moroso manufactures specialty racing products including oil pans, valve covers, electrical hardware, and safety accessories; its motorsport-channel distribution and product breadth mirror Allstar's standing in circle-track and drag racing.
• Simpson Race Products: Simpson manufactures and sells helmets, restraints, suits, and other motorsport safety equipment with certification comparable to Allstar's Snell SA-rated products. It is the closest peer in the safety-equipment vertical where Allstar's Helmet range competes.
• Jegs: Jegs is a direct-to-consumer motorsport aftermarket retailer offering parts, tools, and accessories across drag racing, circle track, and street performance. It competes head-to-head with Allstar on pricing, catalog breadth, and racer-targeted branding.
• Bell Racing Helmets: Bell Racing is a globally recognized motorsport helmet manufacturer with FIA, Snell, and SFI certifications; directly comparable to Allstar's full-face auto racing helmet category and overlapping channels into the US dealer and race team market.
• Edelbrock: Edelbrock manufactures and sells performance intake, ignition, and exhaust components targeting drag, street, and circle track enthusiasts. Comparable to Allstar in engine-component manufacturing depth and racing-customer focus.

Broad incumbents

• Holley Performance Products: Holley is a broad-portfolio performance and motorsport brand encompassing fuel systems, EFI, exhaust, and multiple aftermarket sub-brands. It competes with Allstar in HEI distributors, EFI components, and broader performance categories but operates at materially larger scale and portfolio breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AllstarPerf

Revenue estimate

Valuation estimate

Number of profiles

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 Allstar Performance