What 6th Gear Experience does

6th Gear Experience is a UK-based operator of supercar driving experiences, trading as a DBA of Supreme Trackdays Ltd, a private limited company registered in England (company number 12497171). The business sells tiered track-day packages — Drive 1 Supercar (£59) through Drive 5 Supercars (£169) — that allow paying customers to drive multiple high-performance vehicles for three miles each on professional UK circuits. A fleet of more than 40 vehicles spans Ferrari, Lamborghini, McLaren, Aston Martin, Audi, Porsche, Nissan, BMW, and American muscle marques, with themed variants such as a Fast & Furious GT-R and a Herbie Beetle used for marketing differentiation.

The company operates across 23 UK circuits from Anglesey (Wales) to Fife (Scotland), including premium venues such as Dunsfold and Castle Combe. Distribution is primarily direct-to-consumer through the company's own e-commerce website and a telephone call centre (01675 433 800), with secondary reach via third-party voucher resellers Buyagift Ltd and Virgin Ltd. Payment processing is split across Klarna (online), Stripe (online card), and Squareup (telephone and on-site). The product surface has been extended beyond core supercar experiences to include junior driver training (ages 10+), HGV articulated lorry experiences, passenger thrill rides, and a range of add-ons (Collision Damage Waiver, Booking Amendment Cover, Peace of Mind Package, Double Distance upgrades).

The customer base consists of individual gift buyers and self-direct car enthusiasts purchasing one-time experiences, with no enterprise/B2B customer logos disclosed. The founder and CEO is Simon George. The business has no disclosed external funding, operates on standard e-commerce infrastructure without proprietary technology, and reports no AI/ML capabilities. The financial profile is unstated; headcount is in the 11–50 range, consistent with a small UK services operator.

Name

6th Gear Experience

Legal name

Supreme Trackdays Ltd

Website

https://6thgearexperience.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

6th Gear Experience, trading as Supreme Trackdays Ltd, is a UK-based operator selling tiered supercar driving experiences (£59–£169) across 23 circuits, serving individual gift buyers and car enthusiasts through direct-to-consumer channels and reseller partnerships.

Ownership category

akta.pro rank

Product category

Supercar Driving Experiences

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsports & Racing Experiences (THAJAFAF)

Keywords

• Supercar driving experiences
• Track day experiences
• Driving gift vouchers
• Passenger thrill rides
• Junior driver training

Headquarters

HQ city

Birmingham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Supercar Driving Experiences: One-time purchase driving experiences where customers pay to drive supercars at UK circuits. Packages range from single car experiences (£59) to multi-car packages (up to £169+). Revenue is generated through direct ticket sales, experience add-ons, and vehicle/venue upgrades.
2. Gift Vouchers and Packs: Sale of gift vouchers and premium gift packs (£7 upgrade) for supercar driving experiences. Vouchers are valid for 12 months from purchase with extension options available for £20.
3. Experience Add-ons: Additional revenue streams including Collision Damage Waiver (from £34), Booking Amendment Cover (£19), Peace of Mind Package (from £49), Double Distance upgrades (£29), Family High Speed Rides (£39), and premium car/venue upgrades (£29).

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

6th Gear Experience (operated by Supreme Trackdays Ltd) sells tiered supercar driving experiences at UK race circuits, where participants drive 1 to 5 supercars (Ferrari, Lamborghini, McLaren, Aston Martin, Audi, Porsche, Nissan) for three miles each under instructor supervision. Packages range from £59 (Drive 1 Supercar) to £169 (Drive 5 Supercars), supplemented by gift vouchers, passenger rides, junior driver training, HGV experiences, and add-ons such as Collision Damage Waiver and a Peace of Mind Package.

Product overview

6th Gear Experience is a UK-based supercar driving experience company operated by Supreme Trackdays Ltd, offering consumers the opportunity to drive high-performance vehicles on professional race circuits across the UK. The core product is a tiered driving experience programme where participants can drive 1-5 supercars depending on package level, with experiences priced from £59 to £169. The vehicle fleet spans over 40 cars including Ferraris (458 Italia, F430), Lamborghinis (Huracán, Gallardo), Audis (R8 V10 Spyder), McLaren 570S, Aston Martins (DBS V12, V8 Vantage), Nissan GT-Rs, Porsches (911 Turbo, 911), and American muscle cars (Ford Mustang GT, Dodge Challenger, Chevrolet Camaro). Additional products include passenger ride experiences, junior driver training for ages 10+, HGV driving experiences, and various add-ons such as Collision Damage Waiver, Booking Amendment Cover, and the Peace of Mind Package. Experiences are available at 23 venues across the UK including circuits like Dunsfold (Top Gear venue), Anglesey, and Blyton Park.

Differentiator

Problem solved

Functional benefit

Products and services

• Drive 1 Supercar Experience Entry-level supercar driving experience allowing participants to drive one supercar for three miles on a UK circuit under expert coaching. Starting price £59.
• Drive 2 Supercars Experience
• Drive 3 Supercars Experience
• Drive 4 Supercars Experience
• Drive 5 Supercars Experience
• Driving Gift Vouchers
• Sports Car Passenger Ride
• Ariel Atom Passenger Ride
• Junior Driver Training
• Articulated Lorry Experience
• 6th Gear Experience Gift Pack
• Double Distance Add-On
• Family High Speed Ride Add-On
• Collision Damage Waiver
• Booking Amendment Cover
• Peace of Mind Package

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered minor.

• Buyagift LtdminorChannel Partner/ Reseller/ DistributorThird-party voucher reseller partner. Buyagift Ltd purchases vouchers from 6th Gear Experience and resells them to end consumers through their own marketplace platform. Purchasers must contact Buyagift directly for refunds as Supreme Trackdays cannot authorise or guarantee refunds through third-party agents.
• Virgin LtdminorChannel Partner/ Reseller/ DistributorThird-party voucher reseller partner. Virgin Ltd sells 6th Gear Experience vouchers through their own retail channels. Standard third-party voucher terms and conditions apply, with refunds requiring direct engagement with Virgin.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Thruxton Motorsport Centre: Race circuit operator offering supercar and sports car driving experiences at its Hampshire venue. Comparable in product (driving experiences with supercars) and customer base, though anchored to a single venue rather than a nationwide network.
• Trackdays.co.uk: One of the largest UK track-day operators offering supercar and sports car driving experiences at UK circuits. Directly comparable in product offering (tiered drive experiences, gift vouchers), venue footprint, and target customer (gift buyers and self-purchase enthusiasts).
• Everyman Racing: UK supercar driving experience provider with a similar multi-car tier structure and gift voucher focus. Competes for the same gift-buyer segment and operates at overlapping UK circuits.

Emerging players

• Activity Superstore: UK experience gift retailer offering supercar driving experiences alongside a wide range of other experience categories. Overlaps in the same gift-voucher distribution channel but offers a broader portfolio.
• WonderDays: UK experience-day aggregator and retailer offering driving experiences alongside many other gift categories. Competes in the same gift-buyer channel and carries some of the same supercar experience products, though their catalogue is broader.
• Speed Week UK: UK-based supercar and motorsport event operator offering driving experiences at UK circuits. Smaller-scale peer with overlapping product offering and customer base.

Broad incumbents

• Red Letter Days: Established UK experience day retailer with a long-standing catalogue that includes supercar and driving experiences. Competes for the same gift-buyer wallet but operates as a multi-category aggregator rather than a venue operator.
• Silverstone (Silverstone Experience): Iconic UK motor racing venue offering driving experiences alongside its broader motorsport business. Comparable in offering supercar track experiences but operates at much larger scale and as part of a broader motorsport and events portfolio.
• Brooklands (Mercedes-Benz World / Porsche Centre): OEM-affiliated driving experience venues in Surrey offering manufacturer-backed track experiences. Comparable product category (luxury/sports car track experiences), though anchored to a single venue and tied to specific OEM brands.

Others

• Buyagift: Major UK gift voucher marketplace and existing reseller partner of 6th Gear Experience. Comparable as a distribution channel but operates as a multi-category gift retailer rather than a track-day operator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/6gearexperience
• Facebookfacebook.com/6thgearexperience
• Instagraminstagram.com/6thgearexperience
• LinkedInlinkedin.com/company/6th-gear-experience-ltd

Compliance2 records

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 6th Gear Experience