DirtFish

Rally Driving Schooldirtfish.com

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

Rally driving school
Motorsport training
Corporate driving events
Rally media coverage
Branded motorsport merchandise

Where DirtFish is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers4 records

Segments5 records

Ideal customer profiles4 records

DirtFish technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

DirtFish partnerships and signals

Strategic signal

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

DirtFish competitors and assessment

Company assessment

Others

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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

DirtFish leadership team

Management profile

Number of profiles

Profiles2 records

DirtFish funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

DirtFish M&A and investment

M&A and investment

M&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?

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.