DirtFish
DirtFish, LLC operates a rally driving school in Snoqualmie, Washington, and a motorsport media platform covering WRC, ERC, ARA and Dakar, serving individual driving enthusiasts, corporate groups, and a Women in Motorsport community with classes, content, merchandise, and memberships.
- Company typePrivate
- Founded2010
- HeadquartersSnoqualmie, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What DirtFish does
DirtFish, LLC is a privately held rally-focused experiential and media company headquartered in Snoqualmie, Washington. Founded in 2010 by Steve Rimmer and now in its fifteenth year of operation, DirtFish operates the DirtFish Rally School, a professional rally driving instruction facility at 7001 396th Drive SE that delivers hands-on driving programs ranging from beginner experiences (e.g., "The Basics") to advanced training, corporate and group events, and gift cards. Programs are sold direct-to-consumer through drive.dirtfish.com on a pay-as-you-go, quote-based pricing model with tiered reschedule fees and no monetary refunds; a separately branded merchandise e-commerce store at shop.dirtfish.com sells apparel and accessories.
Beyond the driving school, DirtFish operates a comprehensive rally motorsport media platform covering the WRC, ERC, ARA and Dakar championships, supported by podcasts (SPIN, The Rally Pod), video content, a newsletter, and social channels including Facebook, Twitter/X, Instagram and Patreon. The company has also built sub-brands and community programs — most notably Women in Motorsport (WiM), with its annual WiM Summit, and Club DirtFish, a paid membership offering ad-free podcasts, driver columns and behind-the-scenes content. DirtFish is bootstrapped and founder-owned, with 11–50 employees, no parent company, no disclosed institutional capital, and an LLC legal structure domiciled in Washington, USA.
DirtFish firmographics
Firmographics- Name
- DirtFish
- Legal name
- DirtFish, LLC
- Website
- https://dirtfish.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- DirtFish, LLC operates a rally driving school in Snoqualmie, Washington, and a motorsport media platform covering WRC, ERC, ARA and Dakar, serving individual driving enthusiasts, corporate groups, and a Women in Motorsport community with classes, content, merchandise, and memberships.
- Ownership category
- akta.pro rank
DirtFish industry classification
Industry- Product category
- Rally Driving School
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports Series & Championships (Sanctioned Racing Calendars) (MPAKAGAA)
Keywords
Where DirtFish is headquartered
LocationHeadquarters
- HQ city
- Snoqualmie
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
DirtFish business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- Rally School Programs: Revenue from offering rally driving experiences including entry-level programs, advanced training, corporate/group events, and gift cards. Programs are sold directly through the DirtFish website with tiered pricing based on program type and booking timing.
- Merchandise Sales: Revenue from branded merchandise including apparel (hoodies, t-shirts), accessories (hats, lanyards), and other branded gear sold through the DirtFish shop.
- Media Content: Revenue generated through digital media content including rally news coverage, podcasts (SPIN, The Rally Pod), videos, and features. Content drives audience engagement and brand awareness for the rally school business.
- Women in Motorsport Program: DirtFish operates a Women in Motorsport initiative that supports female drivers through training programs, summits, and competitions. This includes organizing events, auctions, and partnerships to fund opportunities for women in rallying.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Standard Customer Driving Programs with tiered rescheduling fees |
| Other | Pay-as-you-go | Custom, Corporate and Group Programs with higher rescheduling fees |
| Other | Pay-as-you-go | Merchandise Refund Policy |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
DirtFish product offering
Product offeringCore offering
DirtFish fundamentally sells professional rally driving instruction at its Snoqualmie, Washington facility, ranging from beginner entry-level courses to advanced and corporate group programs. It also operates a rally motorsport media platform (news, podcasts, videos), a Women in Motorsport program, a Club DirtFish paid membership, and a branded merchandise store.
Product overview
DirtFish is a rally-focused motorsport media company and rally school offering a unified platform for rally enthusiasts. The core offerings include the DirtFish Rally School (providing professional driving instruction across skill levels), comprehensive rally news coverage (WRC, ERC, ARA, Dakar), the Women in Motorsport program for female drivers, podcasts, video content, and a merchandise shop. The company operates primarily from Snoqualmie, Washington, and serves as both an educational institution and media outlet for the rally community.
Differentiator
Problem solved
Functional benefit
Brands
- DirtFish Rally School: The company's rally driving school offering programs for all skill levels, including beginner, advanced, group, and gift card options.
- Women in Motorsport (WiM)
- Club DirtFish
- SPIN, The Rally Pod
Products and services
- DirtFish Rally School Programs Professional rally driving instruction offered at the Snoqualmie, Washington facility, including entry-level 'The Basics' programs, advanced training, women's programs, corporate and group events, and gift cards. Designed for individual enthusiasts, corporate groups, and aspiring professional drivers.
- Women in Motorsport (WiM) Program
- DirtFish Merchandise Shop
- Club DirtFish Membership
Companies that use DirtFish
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles4 records
DirtFish technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
DirtFish partnerships and signals
Strategic signalScale indicators1 record
Recent moves5 records
Expansion highlights5 records
DirtFish competitors and assessment
Company assessmentOthers
- M-Sport: UK-based rally team and engineering company running Ford programs in WRC. Not a driving school, but a rally ecosystem participant (team, car builder, event operator) adjacent to DirtFish's training and media focus on rally.
- Porsche Experience Center: OEM-backed premium driving experience facilities (LA, Atlanta, Leipzig, etc.) offering track-based instruction in Porsche vehicles. Adjacent rather than direct competitor — comparable consumer experience but capitalized by an OEM rather than an independent operator.
Broad incumbents
- Radford Racing School: Long-established high-performance driving school in Arizona (formerly the Bob Bondurant School). Offers similar experiential driving instruction but spans broader motorsport disciplines (open-wheel, sports cars) rather than specializing in rally like DirtFish.
- Skip Barber Racing School: Iconic U.S.-based racing and driving school with a global alumni network, focused on circuit racing and open-wheel development. Comparable experiential driving-school business model, though serving a different motorsport segment than rally.
- Motorsport Network: Global motorsport media company operating Motorsport.com, Autosport, and related titles covering F1, WRC, and other series. Directly comparable to DirtFish's media/content arm in audience and category coverage, but at a much larger, multi-series scale.
- NASCAR Racing Experience: Consumer-facing stock-car driving experience and school operated on real NASCAR tracks across the U.S. Same experiential-driving-school model as DirtFish but with a NASCAR/oval focus and broader multi-track footprint.
Direct peers
- Team O'Neil Rally School: Team O'Neil is the other leading dedicated rally driving school in North America, based in Dalton, New Hampshire. It offers multi-day rally and car-control programs aimed at the same enthusiast and corporate segments as DirtFish, making it the closest head-to-head competitor in the U.S. rally school category.
Regional players
- Richard Burns Rally School: UK-based rally driving school offering stage-rally tuition on purpose-built surfaces. Direct comparable in product (rally instruction), but operates exclusively in the United Kingdom and does not compete with DirtFish in North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
DirtFish social profiles
Digital presenceDirtFish financial estimates
Financial estimateRevenue estimate
Valuation estimate
DirtFish leadership team
Management profileNumber of profiles
Profiles2 records
DirtFish funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
DirtFish 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 DirtFish
What does DirtFish do?
DirtFish fundamentally sells professional rally driving instruction at its Snoqualmie, Washington facility, ranging from beginner entry-level courses to advanced and corporate group programs. It also operates a rally motorsport media platform (news, podcasts, videos), a Women in Motorsport program, a Club DirtFish paid membership, and a branded merchandise store.
Is DirtFish a public or private company?
DirtFish is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was DirtFish founded?
DirtFish was founded in 2010. It employs 11 to 50 people.
Where is DirtFish based?
DirtFish is headquartered in Snoqualmie, United States, in the North America region.
How does DirtFish make money?
Four revenue lines are on record. Rally School Programs are the primary driver. The others are merchandise Sales, media Content and women in Motorsport Program.
Who are DirtFish's main competitors?
Others on record are M-Sport and Porsche Experience Center. Broad incumbents are Radford Racing School, Skip Barber Racing School, Motorsport Network and NASCAR Racing Experience. Team O'Neil Rally School is listed as a direct peer. Richard Burns Rally School is listed as a regional player.
Does DirtFish have an API?
No public API is recorded for DirtFish.
What industry is DirtFish in?
DirtFish's product category is Rally Driving School. Its primary akta.pro industry code is MPAKAGAA, Motorsports Series & Championships (Sanctioned Racing Calendars). Its SIC code is 7948.