Alpha Timing

What Alpha Timing does

Alpha Timing (legal entity Alpha Business Systems Limited) is a UK-based software company founded in 2013 and headquartered in Ashton Keynes, Wiltshire, that builds motorsport timing and championship management software. The platform is used by karting circuits, race organizers, club-level motorsport sanctioning bodies, and activity centres to run entries, race timing, live results, membership, club administration, and live streaming from a single integrated stack. Flagship products include Alpha Race Pro (integrated entry-to-results platform), Alpha Flow (activity-centre and arrive-and-drive venue management), Alpha Live Timing, Alpha Results, the Racehub mobile app, the Club Management System, the Online Entry System, and the Alpha Scanning System for barcode-based competitor tracking.

The technology stack is hybrid, combining locally installed timing applications at circuits with cloud-delivered web and mobile surfaces. Frontend and backend codebases span Ruby on Rails, JavaScript, React, TypeScript, C# on .NET, and PostgreSQL, hosted on Heroku and DigitalOcean, with Stripe used for payments and SendGrid for transactional email. An integrated transponder/barcode scanning layer connects on-circuit hardware to the cloud platform, enabling real-time lap timing, championship points, and live spectator feeds. The platform supports both individual event organizers and end-to-end championship operations for national bodies (e.g., Motorsport UK's British Kart Championships).

The business model is B2B SaaS plus adjacent services, monetized through recurring software subscriptions (no public pricing disclosed) and professional services for implementation, hardware integration, and championship configuration. Go-to-market is direct to organizers and venues in the UK, with an active sales presence now extended into North America (USA and Canada). The customer base is described as "thousands of organizers" and "tens of thousands of competitors," anchored by marquee long-tenured accounts such as Club100, Thruxton Circuit, Teesside Autodrome, Buckmore Park Karting, Whilton Mill, and series including the Daniel Ricciardo Series and F100UK. The company is privately held and bootstrapped, with no external funding disclosed and an estimated headcount of 8-10.

Name

Alpha Timing

Legal name

Alpha Business Systems Limited

Website

https://alphatiming.co.uk

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Alpha Timing (Alpha Business Systems Limited) provides cloud-based motorsport timing and championship management software for karting circuits, race organizers, and sanctioning bodies in the UK and North America, offering integrated entries, live timing, results, and venue management.

Ownership category

akta.pro rank

Product category

Motorsport Timing Software

NAICS

Racetracks (711212), Spectator Sports (71121)

SIC

Services-Racing, Including Track Operation (7948), Services-Prepackaged Software (7372)

akta.pro primary industry

Racing Technology & Timing/Tracking Infrastructure (MPAEADAN)

akta.pro secondary industry

Conference & Trade Show Registration Platforms (THAHAFAB)

Keywords

• Motorsport timing software
• Event management platform
• Activity centre bookings
• Live race timing
• Karting venue software

Headquarters

HQ city

Ashton Keynes

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions: Recurring subscription fees for access to Alpha Race Pro, Alpha Flow, and other software platforms. Clients include motorsport clubs, championships, and activity centres paying for ongoing software access.
2. Professional Services: Implementation, configuration, and support services for setting up and maintaining the software systems.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Alpha Timing develops and sells an integrated suite of software products for motorsport events and activity centres. Its core platforms — Alpha Flow for go-karting and leisure venue bookings, and Alpha Race Pro for entry, timing, membership, live timing, and results — combine cloud-based web applications with on-premise timing and scanning clients to replace fragmented Excel- and print-based event operations for clubs, championships, and venues.

Product overview

Alpha Timing is a UK-based software company founded in 2013 by Will Alderson and Will Tew, operating as Alpha Business Systems Limited. The company offers a suite of software products serving both the motorsport and leisure industries. Its core products include Alpha Race Pro — a fully integrated entry system, timing system, membership database, live timing, and results package for motorsport events — and Alpha Flow — comprehensive booking and management software for go-karting and activity centres. Supporting products include the Alpha Timing System (the core timing engine), the Alpha Scanning System (barcode-based tyre and equipment tracking), Alpha Live Timing (real-time web timing), Alpha Results (web-based event results publishing), Alpha Race Hub (mobile competitor app), and Alpha Live Streaming (event broadcast). The Club Management System ties together event administration for motorsport clubs and championships. Alpha Timing serves clients ranging from local kart clubs and national championships (including the British Kart Championships under Motorsport UK) to go-karting activity centres across the UK and North America.

Differentiator

Problem solved

Functional benefit

Brands

• Alpha Flow: Activity centre management and booking software for go-karting and leisure venues.
• Alpha Race Pro
• Alpha Racehub
• Alpha Scanning System
• Alpha Timing System

Products and services

• Alpha Flow Comprehensive software platform for go-karting and activity centre management, handling online booking, session management, customer management, marketing campaigns, vouchers, kiosk integration, and real-time live timing for UK and North American leisure venues.
• Alpha Race Pro Fully integrated entry system, timing system, membership database, live timing, and results package for motorsport events, consolidating multiple functions that previously required separate systems or manual Excel-based workflows for clubs, championships, and event organisers.
• Alpha Timing System Modern, flexible, and user-friendly timing system built by timekeepers for timekeepers, used for lap timing and race event management at motorsport venues.
• Alpha Scanning System

Quantifiable outcome

• Saved over 100 hours of manual processes per month for Club100 after implementing online entry system
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Motorsport UKcoreStrategic or Co-development Partner · 1 January 2019Motorsport UK selected Alpha Timing as the software provider for the British Kart Championships starting in 2019. Alpha provides comprehensive event management including timing, entry systems, and results for all championship events. The system manages every element of running multiple championship events and has been a success for both the governing body and competitors.
• Club100coreStrategic or Co-development PartnerClub100 is a high-performance arrive-and-drive karting series that was instrumental in Alpha's founding. Will Alderson ran timekeeping at Club100 events and built the original timing software for them in 2009. Will Tew developed the online entry and booking system for Club100 in 2012, which saved over 100 hours of manual processes monthly. Club100 has been with Alpha since day one.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MyLaps: Global leader in motorsport timing systems, transponders, and event software (Speedhive). Competes directly with Alpha in lap-timing and event management for motorsport venues, but its hardware-centric stack anchors professional tiers while Alpha focuses on grassroots, club, and karting segments.
• Speedhive: MyLaps' consumer- and organizer-facing platform for live timing, results, and event registration. Direct functional overlap with Alpha Live Timing and the Alpha Racehub app for both organizers and competitors.
• Chronelec: Swiss provider of motor sport timing and live timing solutions used in motorcycle and car racing. Comparable product scope (lap timing, event management) and similar focus on smaller series, karting, and club racing — directly overlapping with Alpha Race Pro's positioning.
• RaceAmerica: US-based timing systems and scoring solutions for amateur and professional motorsports, including karting and car clubs. Direct overlap in club-level event timing and scoring, particularly across the North American market Alpha is targeting.

Emerging players

• BookingLive: UK-based booking system provider for leisure, sport, and activity operators. Competes with Alpha Flow in the activity-centre booking and management layer, particularly for UK leisure venues.
• Rezgo: Cloud booking and reservation platform for tours, activities, and attractions. Comparable to Alpha Flow's booking, voucher, and customer-management functionality for activity centres, though with a broader tourism rather than karting focus.
• Skedda: Venue and space booking platform used by sports and leisure facilities. Adjacent overlap with Alpha Flow's booking and resource-management capabilities for activity and leisure venues.
• Klipboard: Booking and operations platform for activity and experience providers. Competes in the same activity-centre SaaS category as Alpha Flow, with comparable booking, payments, and customer-management features.

Broad incumbents

• TAG Heuer Timing: Heritage motorsport timing brand (now within LVMH) with timing hardware and event solutions used in major series. Operates at a higher tier of professional motorsport than Alpha but addresses the same fundamental use case of precision race timing.

Regional players

• Tourism Technology: Provider of booking and management software for leisure and tourism operators in specific geographies. Adjacent competitor to Alpha Flow for activity-centre and leisure venue management, useful as a regional comparator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/alphatiminguk
• Facebookfacebook.com/alphatiming
• LinkedInlinkedin.com/company/alphatiming

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Alpha Timing