Grassroots Motorsports

What Grassroots Motorsports does

Grassroots Motorsports, legally operated under Motorsport Marketing, is a niche automotive media company founded in 1984 and headquartered in Daytona Beach, Florida. The company publishes a print and digital magazine covering grassroots motorsports, project car builds, track tests, tire tests, new car reviews, and buyer's guides, targeting automotive enthusiasts interested in track driving, autocross, budget-friendly performance modifications, and DIY car culture. Its editorial product is anchored by a proprietary track testing database (with searchable lap times at FIRM and Circuit Florida) and a comprehensive tire testing program (the Ultimate Track Tire Guide). Beyond editorial, the company operates signature events including the annual $2000 Challenge at Gainesville Raceway and the Tire Rack Ultimate Track Car Challenge in Decatur, Texas, alongside road tours and the Classic Motorsports Mitty partnership.

The business operates a multi-channel content and commerce platform spanning grassrootsmotorsports.com (articles, videos, podcast, forums, event registration, merchandise store), a semi-biweekly podcast, a YouTube video program, an email newsletter, and physical event activations. Revenue is generated through a hybrid model combining magazine subscriptions (annual), the GRM+ premium membership tier (recurring subscription with exclusive content and forum benefits), event registrations, merchandise sales, individual digital issue purchases, and advertising/sponsorship from automotive aftermarket partners. Core sponsors include Tire Rack as the presenting $2000 Challenge sponsor, CRC Industries, AutoBidMaster, Carlyle Tools, BimmerWorld, Falken, and SCCA. The company is family-operated under co-owners Tim Suddard and Marjorie Suddard, with an editorial team of approximately ten staff covering editorial, video production, art, and reader services. Operations remain US-focused with no disclosed expansion outside North America.

Name

Grassroots Motorsports

Legal name

Motorsport Marketing

Website

https://grassrootsmotorsports.com

Company type

Private

Founded year

1984

Operating status

Operating

Short description

Grassroots Motorsports is a US-based niche automotive media company, founded 1984, publishing a print and digital magazine, website, podcast, and video content on project cars, track tests, and tire tests. It serves motorsport enthusiasts and earns revenue via subscriptions, events, advertising, and merchandise.

Ownership category

akta.pro rank

Product category

Automotive Media & Publishing

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Motorsport Event Promoters & Race Organizers (MPAKADAE)

akta.pro secondary industry

Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Automotive publishing
• Motorsports magazine
• Track testing
• Tire testing
• Grassroots racing

Headquarters

HQ city

Daytona Beach

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Magazine Subscriptions: Print and digital magazine subscriptions providing automotive enthusiast content, track tests, and project car coverage
2. GRM+ Membership: Premium subscription tier offering exclusive content, early access to articles, and forum benefits
3. Merchandise Store: Online store selling water bottles, travel mugs, and other branded merchandise
4. Event Registrations: Registration fees for $2000 Challenge and other motorsport events; early bird discounts and college team discounts available
5. Digital Issues: Individual digital magazine issues available for purchase/reading
6. Advertising: Display advertising on website and in publications from automotive aftermarket partners and sponsors

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

Grassroots Motorsports publishes a print and digital magazine plus extensive web content covering project cars, track tests, tire tests, and motorsport events aimed at automotive enthusiasts. The company also operates signature competitive events such as the $2000 Challenge and Tire Rack Ultimate Track Car Challenge, and sells branded merchandise through its online store.

Product overview

Grassroots Motorsports is a media company publishing a print and digital magazine focused on grassroots motorsports and automotive DIY culture. The portfolio centers on the Grassroots Motorsports Magazine (available in print and digital editions), supplemented by extensive project car coverage, track and tire testing programs, and event properties including the $2000 Challenge and Tire Rack Ultimate Track Car Challenge. Additional offerings include a video platform, semi-biweekly podcast, community forum, and GRM+ premium subscription. The company's digital presence includes buyers guides and new car reviews, forming a comprehensive resource for automotive enthusiasts interested in budget-friendly racing and project car builds.

Differentiator

Problem solved

Functional benefit

Brands

• GRM+: Premium subscription membership program offering exclusive content, early access to articles, and member benefits.

Products and services

• Grassroots Motorsports Magazine Print and digital automotive magazine covering project cars, track tests, tire tests, features, reviews, and motorsports events for enthusiasts, available via annual subscription.
• GRM+ Subscription Premium membership offering early access to magazine content, exclusive articles, and subscriber-only features including forum access.
• Project Cars Coverage Editorial coverage of automotive build projects including current builds, completed projects, and reader-submitted rides documenting real-world build costs and lessons learned.
• Track Tests Performance testing of vehicles at Florida International Rally & Motorsport Park (FIRM) and Circuit Florida, with searchable lap time databases across dozens of tested vehicles.
• Tire Tests and Buyer's Guide Comprehensive tire testing and buying guides covering track tires, autocross tires, endurance tires, R-compound tires, and budget UHP options with detailed performance analysis.
• $2000 Challenge Annual automotive festival challenging competitors to build and race cars for under $2000, featuring autocross, drag racing, and concours judging at Gainesville Raceway, with early bird and college team discounts.
• Tire Rack Ultimate Track Car Challenge Annual no-holds-barred track competition held in Decatur, TX, presented with Tire Rack, seeking the fastest machines on four wheels.
• Grassroots Motorsports Podcast Semi-biweekly podcast featuring interviews with motorsports personalities, tech discussions, and industry coverage.
• Video Content Video content including track tests, project car updates, tech tips, and event coverage posted by video producer Chris Tropea and editorial staff.
• Community Forum Community discussion forum for motorsports enthusiasts to discuss builds, events, and automotive topics, with thousands of posts across multiple years.
• GRM Merchandise Store Online store selling branded merchandise including water bottles, travel mugs, and other Grassroots Motorsports branded items.

Quantifiable outcome

• Track test database covering dozens of vehicles at multiple facilities
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• Tire RackcoreGTM or Marketing PartnerPrimary presenting sponsor of the $2000 Challenge and sponsor of GRM magazine content. Tire Rack GRM logo featured prominently on preferred partners section of website with deep integration into event branding and tire testing editorial content.
• CRC IndustriescoreGTM or Marketing PartnerSponsor of the $2000 Challenge automotive festival event. Provides product support and brand visibility at one of Grassroots Motorsports' flagship annual events.
• Knight's AutomotiveminorGTM or Marketing PartnerSponsor of the $2000 Challenge motorsport event, contributing to budget racing community event support.
• BendPakminorGTM or Marketing PartnerSponsor of the $2000 Challenge automotive festival, providing equipment support for event operations.
• AutoBidMastercoreGTM or Marketing PartnerPowered by sponsor for $2000 Challenge and integrated into event branding. Provides salvage/auction vehicle sourcing platform utilized by budget racing build participants.
• Carlyle ToolscoreGTM or Marketing PartnerBuilt by sponsor for $2000 Challenge event branding. Provides tools and equipment support for participants building cars under the $2000 budget constraint.
• HMS MotorsportminorGTM or Marketing PartnerPreferred partner with logo displayed on Grassroots Motorsports website, indicating ongoing marketing and content relationship in motorsport equipment space.
• HolleyminorGTM or Marketing PartnerPreferred partner with logo displayed on Grassroots Motorsports website, representing automotive performance parts manufacturer with shared enthusiast audience.
• Intercity LinesminorGTM or Marketing PartnerPreferred partner providing vehicle transport services for motorsport events and track day logistics. Logo displayed on Grassroots Motorsports website.
• BFGoodrich TiresminorGTM or Marketing PartnerProject car sponsorship for GRM builds, providing tires for various project car builds documented in editorial content.
• Georgia Tech Wreck RacingminorStrategic or Co-development PartnerCollegiate racing team referenced as past participant in $2000 Challenge. Represents grassroots racing community involvement and educational institution partnership.
• Kennesaw State University Night Owl RacingminorStrategic or Co-development PartnerCollegiate racing team past participant in $2000 Challenge. Represents student-led motorsport education through practical build and competition experience.
• BimmerWorldminorGTM or Marketing PartnerBMW aftermarket parts specialist sponsoring GRM's $2000 Challenge BMW 325i project car with parts support. Editorial coverage includes BimmerWorld product integration.
• Falken TireminorGTM or Marketing PartnerTire manufacturer providing product support for GRM $2000 Challenge BMW 325i project car build, with editorial content integration.
• SCCAcoreStrategic or Co-development PartnerSports Car Club of America partnership for driver training content and event promotion. GRM Tech Editor JG Pasterjak featured on SCCA-sponsored The Racing Line radio show. SCCA Foundation Porsche 911 sweepstakes partnership for fundraising.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Road & Track: Performance and motorsport-focused enthusiast magazine in print and digital form, covering track tests, racing content, and project cars. Highly comparable to GRM's editorial mix of track testing, performance coverage, and grassroots racing focus.
• Bring a Trailer: Online enthusiast automotive platform combining daily editorial content, auction listings, and a deeply engaged user community. Directly comparable to GRM in combining enthusiast content publishing with a participatory enthusiast community, though monetized primarily through auctions rather than subscriptions.
• MotorTrend: Long-running automotive enthusiast media brand operating print magazine, digital site, video programming, and event properties (including roadkill-related motorsports content). Closely comparable to Grassroots Motorsports in combining periodical publishing with motorsports-focused event and community activations.
• AutoWeek: Automotive enthusiast news and features publication covering motorsports, new cars, and enthusiast community. Directly comparable print + digital editorial model serving motorsport-engaged readers.
• Car and Driver: Print and digital automotive enthusiast magazine covering reviews, comparison tests, and motorsports editorial. Directly comparable to GRM's print/digital periodical model serving enthusiast readers with reviews and test-driven content.
• Petrolicious: Automotive enthusiast content brand producing long-form video, editorial features, and a podcast about car culture. Directly comparable to GRM's editorial-plus-multimedia approach serving enthusiast audiences with high-production-value storytelling.

Emerging players

• Speedhunters: Digital-first motorsports and car culture content brand covering track day, time attack, grassroots racing, and feature builds worldwide. Partial overlap with GRM in motorsports editorial and grassroots racing coverage, with a more global digital-only footprint.
• The Smoking Tire: Independent automotive enthusiast media brand centered on long-form video reviews, podcasts, and YouTube content. Partially comparable to GRM in multimedia motorsports editorial, though focused more on road cars and consumer reviews than grassroots racing and events.

Broad incumbents

• Hagerty: Large automotive enthusiast platform spanning media (Hagerty Media), live events (Radical Cup, festivals, Cars & Coffee), and collector car insurance. Overlaps with GRM in enthusiast media and event properties but at materially larger scale and broader scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/grm_mag
• LinkedInlinkedin.com/company/grassroots-motorsports-magazine

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Grassroots Motorsports