ButlerBuilt

Name

ButlerBuilt

Legal name

Butler Built Performance

Website

https://butlerbuilt.net

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Motorsports Equipment / Racing Seats

NAICS

Motor Vehicle Seating and Interior Trim Manufacturing (33636)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro industry

PRIMARYIMACAKAA

Automotive Seating Systems Manufacturing (Frames/Mechanisms/Foam/Complete Seats)

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Interior & Exterior Components Manufacturing (Seats/Trim/Glazing)

SECONDARYCRAMANAB

Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow)

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Motorsports & Powersports Gear Retail

SECONDARYIMACAMAC

Seatbelt Assemblies & Webbing Hardware Manufacturing

Industrials, Manufacturing & Construction/Automotive & Mobility Manufacturing/Automotive Safety & Restraint Systems Manufacturing (Airbags/Belts/ADAS Hardware)

Keywords

• Custom racing seats
• Motorsports safety equipment
• Aluminum race seats
• SFI certified seats
• Aftermarket racing parts

Headquarters

HQ city

Concord

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Custom Racing Seats: Custom aluminum race car seats sold directly to consumers with 8-10 week production time for Advantage and Custom seats, 4-6 weeks for EZ Seats. Powder coat finish adds 2-3 weeks.
2. Performance Parts and Accessories: Wide range of racing performance parts including brakes, suspension, engine components, electrical systems, and safety gear. Products sold at various price points from in-stock inventory.
3. Safety Products: Authorized dealer for racing safety products including helmets, suits, gloves, shoes, head and neck restraints, seat belts, and window nets from brands like ZAMP, Simpson, NecksGen, and Hooker Harness.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

ButlerBuilt manufactures custom aluminum race car seats with full containment design and SFI-certified safety features for asphalt, dirt, road, and drag racing applications. The company sells its proprietary Butlerbuilt-branded seats, support accessories, harnesses, and tether systems directly to consumers, while also operating as an authorized dealer for aftermarket performance parts and safety gear from brands such as Wilwood, AFCO, Tilton, Simpson, ZAMP, and NecksGen. Custom seat orders are made-to-order with 8-10 week lead times for Advantage and Custom seats, and 4-6 weeks for EZ Series seats.

Product overview

Butler Built Performance is a manufacturer and retailer of custom aluminum race car seats and racing safety equipment, established in 1981. The company operates two primary business lines: (1) proprietary Butlerbuilt-branded products including full containment racing seats available in multiple series (Factory Advantage, EZ Seats, SFI 39.1 All-Belt Advantage), seat support accessories (head, shoulder, leg supports), seat belts/harnesses, gloves, and tether/safety systems; and (2) a broad aftermarket performance parts catalog featuring brakes, suspension, engine components, driveline, electrical/ignition, fuel systems, and safety gear from third-party brands (Wilwood, AFCO, Tilton, Simpson, ZAMP, NecksGen, HANS). The company also resells pit and shop equipment including chassis setup tools and measurement instruments. Lead times for custom seats range from 8-10 weeks, with EZ Seats available in 4-6 weeks.

Differentiator

Problem solved

Functional benefit

Products and services

• Butlerbuilt Full Containment Racing Seats Custom aluminum race car seats designed for asphalt, dirt, road racing, and drag racing applications, featuring full containment design for driver safety and support.
• Factory Advantage Series Seats Factory-produced full containment racing seats available in multiple sizes (14.5in to 18in) and recline angles (10 and 20 degree), priced from $1,695 to $1,795.
• Butlerbuilt EZ Series Seats Quick-turn full containment seats with shorter lead times (4-6 weeks) compared to custom seats.
• SFI 39.1 All-Belt Advantage Series Seats Racing seats meeting SFI 39.1 specification with all-belt design for enhanced driver protection.
• Butlerbuilt Performance Seat Belts Racing harnesses and restraints including 2-inch and 3-inch Latch & Link and Cam-Lock systems rated SFI 16.1.
• Butlerbuilt Tether Systems Front axle tether systems and kingpin-to-kingpin tether systems designed to keep axle assemblies attached during accidents. Available in multiple clamp sizes (2-1/4", 2-3/8", 2-1/2").
• Seat Support Accessories Head supports, shoulder supports, leg supports, seat pads and insert kits for customizing seat fit and driver comfort.
• Seat Pour Kits E-Z Sert urethane seat insert pour kits engineered to provide racers with a seamlessly snug fit, reducing driver fatigue and increasing concentration on the track.
• Aftermarket Performance Parts Broad catalog of aftermarket racing parts including brakes, suspension, engine components, driveline, electrical systems, fuel systems, and cooling from brands like Wilwood, AFCO, Tilton, and Performance Friction.
• Racing Safety Gear Authorized dealer for safety equipment including helmets (Simpson, ZAMP), gloves, shoes, driving suits, head and neck restraints (HANS, Hybrid, NecksGen, ZAMP), and window nets.
• Pit and Shop Equipment Chassis setup equipment, engine cradles, fluid management, hand tools, lifts/jacks, pyrometers, tire changing tools, and measurement gauges from brands like Intercomp and Longacre.

Quantifiable outcome

• 8-10 weeks production time for custom Advantage seats, 4-6 weeks for EZ Seats
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and major.

• Simpson Race ProductscoreChannel Partner/ Reseller/ DistributorButlerBuilt is an authorized dealer for Simpson Race Products, offering their helmets, gloves, shoes, underwear, and seat belts. Products are stocked and ready to ship.
• NecksGencoreChannel Partner/ Reseller/ DistributorAuthorized dealer for NecksGen head and neck restraint devices, providing critical safety equipment for racing customers.
• Hooker HarnesscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hooker Harness racing seat belts, offering SFI-rated safety harnesses for racing applications.
• ZAMPmajorChannel Partner/ Reseller/ DistributorExtensive authorized dealer relationship for ZAMP safety gear including helmets, head restraints, racing suits, gloves, shoes, and accessories. Major product category with full ZAMP product line available.
• Alpine StarscoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Alpine Stars racing safety products, offering additional brand options for racing suits and safety gear.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sparco: Sparco is a major global manufacturer of FIA-homologated racing seats, harnesses, and safety equipment serving circuit, rally, and oval racing — overlapping ButlerBuilt on full-containment seats, harnesses, and racing accessories across similar customer segments.
• Racetech: Racetech designs and manufactures FIA-approved racing seats and harness components — a direct competitor in the custom aluminum racing-seat category with comparable SFI/FIA safety certifications and similar motorsports distribution.
• Cobra Racing Seats: Cobra Racing Seats is a U.K.-based manufacturer of bespoke aluminum race seats with FIA homologation — directly comparable to ButlerBuilt on custom-fit racing seat manufacturing for amateur and club-level motorsport customers.
• Kirkey Racing Seats: Kirkey manufactures custom aluminum racing seats for oval, dirt, drag, and sprint cars — directly competing with ButlerBuilt's core product line on the same North American grassroots racing customer base with comparable SFI-certified offerings.
• Status Racing Seats: Status Racing produces custom aluminum racing seats for circle-track, drag, and road racing — a direct North American competitor to ButlerBuilt serving similar grassroots and club-level racers with SFI-certified full-containment designs.

Broad incumbents

• Jegs: Jegs is a large U.S. racing/performance parts retailer and distributor with broad catalog coverage — directly competing with ButlerBuilt's aftermarket parts resale leg across most product categories sold by ButlerBuilt.
• Speedway Motors: Speedway Motors is a major direct-to-consumer racing parts retailer specializing in circle-track and hot rod components — competing with ButlerBuilt's catalog resale business on performance parts, safety gear, and shop equipment.
• Momo: Momo produces racing seats, steering wheels, and safety harnesses — a broad motorsports incumbent with overlapping FIA-certified seat and accessory product lines sold to amateur and professional racers worldwide.
• Summit Racing Equipment: Summit Racing is the largest U.S. mail-order and online retailer of performance/racing parts — directly competing with ButlerBuilt's parts and accessories resale business across nearly all SKUs (brakes, suspension, engine, safety gear).
• Recaro: Recaro manufactures automotive and motorsport seats including FIA-certified racing shells — a broader incumbent with a wider portfolio (passenger car, child safety, aircraft) overlapping ButlerBuilt in the racing-seating category.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/butlerbuilt

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 ButlerBuilt