Hooked On Driving
- Company typePrivate
- Founded2004
- HeadquartersPark City, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
Hooked On Driving firmographics
Firmographics- Name
- Hooked On Driving
- Legal name
- Hooked On Driving
- Website
- https://hookedondriving.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Hooked On Driving industry classification
Industry- Product category
- Motorsports Event Services
- NAICS
- Racetracks (711212), Automobile Driving Schools (611692)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Race Promoters & Event Organizers (Race Weekend Operations) (MPAKAGAC)
- akta.pro secondary industry
- Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)
Keywords
Where Hooked On Driving is headquartered
LocationHeadquarters
- HQ city
- Park City
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Hooked On Driving business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales
Revenue model
- HPDE Event Registration Fees: HOD's primary revenue stream is charging participants to register for track day events. Registrations are sold per driver per event day through MotorsportReg.com. The company emphasizes premium pricing relative to competitors, justified by smaller run groups, 1:1 coaching for beginners, and less downtime on track.
- Private Event Management: HOD offers white-label event management services for corporate clients, car clubs, and organizations seeking to host custom HPDE events. This includes fully managed HPDE event coordination, coaching staff, and integrated registration reporting.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Per-event HPDE registration |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Hooked On Driving product offering
Product offeringCore offering
Hooked On Driving organizes structured High Performance Driving Events (HPDE) at racetracks across the United States, segmenting drivers into tiered run groups (Intro, Novice, Intermediate, Advanced, Expert, Time Trial) and providing 1:1 in-car coaching, time trials, road tours, track car rentals, and corporate/private event management. The company serves automotive enthusiasts from beginners through advanced racers as well as corporate clients seeking white-label track experiences.
Product overview
Hooked On Driving operates as a nationwide provider of High Performance Driving Experiences (HPDE), offering a portfolio of track day services across five regions (Pacific Northwest, California, Midwest, Mid-Atlantic, Northeast). The core product is structured HPDE track days with run groups for all skill levels (A-Novice through D-Expert), supplemented by 1:1 in-car coaching, track car rentals, time trials, and private events. The company also offers adventure experiences including international trips (Nürburgring), road tours/rallies, and white-glove auto transport. As of 2024, HOD is owned by Everyday Driver and operates at over 27 motorsports venues nationwide, with no membership requirement since 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- HPDE Track Days Structured two- to three-day High Performance Driving Events held at racetracks across the U.S., organized into tiered run groups (Intro, Novice, Intermediate, Advanced, Expert, Time Trial) and led by certified in-car coaches. Designed for automotive enthusiasts from first-timers through advanced drivers who want to learn and practice car-control skills in a controlled environment.
- 1:1 In-Car Coaching Program Mandatory one-on-one in-car instruction for every Novice group driver, delivered by experienced HPDE coaches using two-way radio communication. Targeted at first-time and beginner track drivers who need guided instruction to learn fundamentals safely.
- Time Trials Timed lap-format competition for advanced drivers within the HOD event structure, allowing participants to benchmark their performance against other drivers under controlled, safety-supervised conditions.
- Road Tours Guided multi-day driving tours on public roads, offering enthusiasts a structured group-driving experience beyond the racetrack environment.
- Adventures (International Track Trips) Multi-day international track-driving trips organized by HOD, offering participants the opportunity to drive iconic circuits abroad with HOD-managed logistics, coaching, and travel coordination.
- Private Events / Corporate Outings White-label private HPDE and track-event management for corporate clients, automotive OEMs, dealerships, and car clubs. HOD handles event planning, logistics, coaching, and on-site execution end-to-end, branded to the client. Targeted at companies seeking turn-key corporate experiential events or brand/customer-experience activations.
- Track Car Rental Rental of prepared track-ready vehicles for HOD event participants who do not own a suitable car or who want to drive a different platform at a track day. Available through HOD's regional operations.
- Arrive & Drive End-to-end track-day participation package in which HOD provides the vehicle, preparation, coaching, and on-site support so participants can attend a track day without bringing their own car.
- White Glove Auto Transport Coordinated vehicle transport service offered through HOD's partner network, allowing customers to have their car delivered to and from HOD track events rather than driving or trailering it themselves.
Quantifiable outcome
- 100-120 minutes of average track time per driver per event day
- +2 more outcomes
Companies that use Hooked On Driving
Customer profileSegments3 records
Ideal customer profiles2 records
Hooked On Driving technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hooked On Driving partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor, core and flagship.
- Griot's GarageminorLong-term exclusive car care partner for HOD and Everyday Driver. Griot's Garage has offered car care products since 1990 with all liquid products made in their U.S. facility. HOD members receive 10% off their order with code HOD10.
- BWH Hotels / Best WesternminorExclusive booking portal offering 10% off flex-rate at all Best Western properties worldwide. BWH Hotels is a global hospitality enterprise with approximately 4,300 hotels in over 100 countries and territories.
- Toyo Tire U.S.A. Corp.minorToyo Tires is headquartered in Costa Mesa, California, founded in 1966. Global brand recognized for innovation in engineering and design. Partners with HOD for track-day tire needs.
- OpenTrackcoreOpenTrack provides top-tier track-day insurance so drivers can focus on fun rather than worrying about risks. HOD has used OpenTrack for years. Region-specific partner referral links available. Industry leading and provides the best value in track day insurance.
- Track Day TireminorHOD partners with Track Day Tire for coaches and drivers. Toyo Bucks certificates can be submitted by coaches for account credit. Drivers receive discount codes for tire purchases.
- Spicy Cat RacingminorGear and services provider helping HOD drivers. SCR offers helmets, HANS devices, shoes, gloves, data collectors, and more, plus virtual coaching, sim coaching, and trackside support at select events. HOD members get up to 12% off most items.
- LVRY / DRVR ClubminorLVRY provides access to the DRVR Club for HOD participants. Members earn 30 points per qualifying HOD HPDE event (up to 2 days per event) to shop for driver safety gear, accessories, and equipment.
- RSR Spa and RSR NurburgcoreLong-term partners for HOD's European driving adventures. RSR offers international tracking opportunities with track-ready rental cars, entry, car prep, fuel, coaching, and refreshments. Key enabler of HOD's special international events including The Pilgrimage to Nürburgring.
- Motorsport Safety FoundationminorEducation-focused nonprofit standardizing education and safety guidelines for the non-racing driving community. Provides a unified voice for the HPDE community to share experiences and collaborate on improving the sport.
- Everyday DriverflagshipHOD was acquired in 2024 by Everyday Driver, a popular car show co-hosted by Todd Deeken and Paul Schmucker. They continue HOD's existing operations while adding new features, venues, and experiences.
Scale indicators5 records
Expansion highlights6 records
Hooked On Driving competitors and assessment
Company assessmentDirect peers
- Apex Driving Events: Apex is a regional HPDE and time-trial operator running events at multiple U.S. tracks with structured run groups. It directly competes with HOD for enthusiast participation and instructor talent in overlapping regions.
- Chin Motorsports Track Days: Chin Motorsports is a long-running Northeast-based HPDE operator with a dense track-day calendar. It directly competes with HOD in the Northeast region and is comparable in event-format and coach-led structure.
- Porsche Club of America (PCA) — Driver Education: PCA's Driver Education program is one of the largest marque-specific HPDE networks in the U.S. with regional DE schools at premier tracks. It overlaps HOD's premium-track, multi-skill-level event model, though gated to Porsche owners.
- BMW Car Club of America (BMW CCA) — HPDE: BMW CCA's HPDE/Driver Schools are marque-specific track-day programs with strong coaching infrastructure. Comparable to HOD in instructor-led, multi-run-group format, though limited to BMW owners.
- Sports Car Club of America (SCCA) — Track Night in America: SCCA's Track Night in America is a low-barrier entry-level HPDE-format program targeting novice enthusiasts across the U.S. It competes directly with HOD's beginner-friendly run groups and 1:1 coaching positioning.
- National Auto Sport Association (NASA): NASA runs one of the largest HPDE and time-trial programs in the U.S. with multi-region event calendars. It is the most direct non-competitive track-day peer to Hooked On Driving and competes for the same enthusiast driver and venue relationships.
Broad incumbents
- Porsche Experience Center: Porsche Experience Centers offer paid performance driving programs at dedicated facilities (LA, Atlanta, etc.). They are a broader incumbent in the premium paid driving-instruction category, with venue ownership advantages HOD does not have.
- Skip Barber Racing School: Skip Barber is a long-established, broader motorsport driving school (racing and performance driving) operating nationwide. It is a larger incumbent in the same instruction-led track-day category as HOD, but with a more competition-oriented positioning.
- Bondurant High Performance Driving School: Bondurant is a large, established performance driving school with a fixed facility in Arizona. Comparable to HOD in driving instruction focus, but operates as a destination school rather than a multi-region HPDE event series.
Others
- Everyday Driver: Everyday Driver is the parent media brand that acquired HOD in 2024. It is an automotive YouTube show/podcast and the source of HOD's content distribution and audience pipeline rather than a direct HPDE competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hooked On Driving social profiles
Digital presenceHooked On Driving financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hooked On Driving leadership team
Management profileNumber of profiles
Profiles11 records
Hooked On Driving funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hooked On Driving 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 Hooked On Driving
What does Hooked On Driving do?
Hooked On Driving organizes structured High Performance Driving Events (HPDE) at racetracks across the United States, segmenting drivers into tiered run groups (Intro, Novice, Intermediate, Advanced, Expert, Time Trial) and providing 1:1 in-car coaching, time trials, road tours, track car rentals, and corporate/private event management. The company serves automotive enthusiasts from beginners through advanced racers as well as corporate clients seeking white-label track experiences.
Is Hooked On Driving a public or private company?
Hooked On Driving is a private company. It is classified as corporate owned and is currently operating.
When was Hooked On Driving founded?
Hooked On Driving was founded in 2004. It employs 11 to 50 people.
Where is Hooked On Driving based?
Hooked On Driving is headquartered in Park City, United States, in the North America region.
How does Hooked On Driving make money?
Two revenue lines are on record. HPDE Event Registration Fees are the primary driver. The others are private Event Management.
Who are Hooked On Driving's main competitors?
Direct peers on record are Apex Driving Events, Chin Motorsports Track Days, Porsche Club of America (PCA) — Driver Education, BMW Car Club of America (BMW CCA) — HPDE, Sports Car Club of America (SCCA) — Track Night in America and National Auto Sport Association (NASA). Broad incumbents are Porsche Experience Center, Skip Barber Racing School and Bondurant High Performance Driving School. Everyday Driver is listed as an others.
Does Hooked On Driving have an API?
No public API is recorded for Hooked On Driving.
What industry is Hooked On Driving in?
Hooked On Driving's product category is Motorsports Event Services. Its primary akta.pro industry code is MPAKAGAC, Race Promoters & Event Organizers (Race Weekend Operations), with a secondary code of MPAGAMAD, Motorsports Events (F1, NASCAR, Rally, Moto). Its NAICS code is 711212 and its SIC code is 7948.