The Motorsport Lab
The Motorsport Lab is a privately-held experiential travel consultancy that designs bespoke multi-day motorsport experiences for corporate clients and high-net-worth individuals, offering behind-the-scenes factory and track access to Ferrari, Lamborghini, Aston Martin, and other iconic motorsport brands across the US and Europe.
- Company typePrivate
- Founded2010
- HeadquartersBoston, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What The Motorsport Lab does
The Motorsport Lab is a privately-held experiential travel consultancy founded in 2010 by Ray Chang, operating as Motorsport Lab, LLC with operational presence in Boston, Portland (ME), and Southern California. The company designs and delivers bespoke multi-day motorsport experiences for two primary customer segments: B2B enterprise clients (Nike, Dell, PEF Group, HiWay Paving, IAMBIC Sneakers) using motorsport-themed activations for client entertainment, pipeline acceleration, and brand engagement; and high-net-worth individual travelers seeking exclusive access to iconic motorsport brands. Geographically it operates across the United States and seven European markets (Italy, France, Spain, Germany, Austria, the United Kingdom, and Monaco), with regional excursion products anchored in Motor Valley (Ferrari, Lamborghini, Pagani, Ducati, Maserati), Monaco F1 access, Austrian ice driving, and English motorsport heritage tours.
The company operates as a service-based experience design and travel coordination firm without a proprietary technology platform. Its core offering, branded "Supercar-As-A-Service," packages behind-the-scenes factory and collection access, track driving experiences on iconic circuits, curated cultural immersion, and luxury accommodations. Distribution occurs through direct website bookings ("Book a Meeting" CTAs), B2B partner channels (travel agencies, cruise lines such as Regent Cruise Lines, hotels, airlines, corporate event planners), and content marketing via an active blog, Instagram, LinkedIn, and email newsletter. Pricing is quote-based and not publicly disclosed, reflecting the bespoke project nature of each engagement.
Revenue is generated through three professional service streams: luxury motorsport tours for HNW travelers, B2B corporate activation packages, and consulting/partner programs for travel intermediaries. The firm holds TripAdvisor Certificate of Excellence and Travelers' Choice recognition and self-describes as an "award-winning agency," though it remains bootstrapped with no evidence of institutional funding, M&A activity, or outside investors. Ray Chang continues to serve as owner-operator and lead tour host alongside motorsport experience host Joel Winsor, while the cumulative "100,000+ drivers served since 2010" figure signals long-tenured operational reach rather than current annual volume.
The Motorsport Lab firmographics
Firmographics- Name
- The Motorsport Lab
- Legal name
- Motorsport Lab, LLC
- Website
- https://motorsportlab.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Motorsport Lab is a privately-held experiential travel consultancy that designs bespoke multi-day motorsport experiences for corporate clients and high-net-worth individuals, offering behind-the-scenes factory and track access to Ferrari, Lamborghini, Aston Martin, and other iconic motorsport brands across the US and Europe.
- Ownership category
- akta.pro rank
The Motorsport Lab industry classification
Industry- Product category
- Luxury Motorsport Experience Services
- NAICS
- Racetracks (711212)
- SIC
- Services-Racing, Including Track Operation (7948)
- akta.pro primary industry
- Motorsports & Racing Experiences (THAJAFAF)
- akta.pro secondary industry
- Motorsports Fan Engagement & Membership Programs (Series/Team-Owned) (MPAKAGAI)
Keywords
Where The Motorsport Lab is headquartered
LocationHeadquarters
- HQ city
- Boston
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
The Motorsport Lab business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Luxury Motorsport Tours: Bespoke multi-day motorsport experience programs combining executive access, immersive motorsport environments, and curated cultural experiences. Revenue generated through tour fees for high-net-worth travelers.
- B2B Corporate Activations: Custom motorsport experiences designed for corporate clients to drive revenue, relationships, and reputations. Packages tailored for brand activations and client engagement.
- Consulting Partnerships: Partner programs for travel agencies, hotels, airlines, cruise lines, and event planners to integrate motorsport experiences into their offerings.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
The Motorsport Lab product offering
Product offeringCore offering
The Motorsport Lab is a luxury motorsport and experiential travel agency that designs bespoke, multi-day motorsport experience programs combining exclusive behind-the-scenes access to iconic motorsport brands (Ferrari, Lamborghini, Pagani, Aston Martin, Red Bull, Porsche) with immersive driving experiences and curated cultural/dining components. The company serves both high-net-worth individual travelers seeking premium motorsport tourism and corporate brands seeking experiential marketing activations for client engagement and revenue growth.
Product overview
The Motorsport Lab is a luxury motorsport and experiential travel agency offering bespoke, multi-day programs centered on behind-the-scenes access to iconic motorsport brands. The core offering is its Supercar-As-A-Service (SaaS) platform, which provides rare journeys to Ferrari, Lamborghini, Pagani, Aston Martin, Red Bull, and Porsche brands. This is complemented by regional excursion products including Italy Motor Valley tours, Monaco experiences, Austria winter ice driving, England motorsport tours, and United States driving tours. B2B consulting services enable corporate brands to leverage motorsport experiences for client engagement. The company serves high-net-worth individuals and corporate clients seeking premium experiential travel.
Differentiator
Problem solved
Functional benefit
Products and services
- Beyond-the-Race-Day Motorsport Experiences & Activations Award-winning agency designing bespoke, multi-day motorsport experience programs combining executive access, immersive motorsport environments, and curated cultural experiences for B2B engagement and premium consumer experiences.
- Supercar-As-A-Service (SaaS) A distinctive platform offering rare, behind-the-scenes journeys to iconic motorsport brands including Ferrari, Lamborghini, Pagani, Aston Martin, Red Bull, and Porsche.
- B2B Consulting Services Corporate activation packages and travel partnerships for brands seeking to leverage motorsport experiences for client engagement and revenue growth.
- Racetrack Experiences Premium track-day experiences allowing guests to drive exotic supercars on legendary racing circuits.
- Boston-Street Track Experience Street-level driving experience bringing track magic to the streets of Boston, part of the Street Tour Series.
- Italy Excursions Motor Valley tours featuring Ferrari, Lamborghini, Pagani, Ducati, and Maserati factory visits, museum tours, and driving experiences in the Emilia-Romagna region.
- Monaco Experience High-luxury Monaco trip including helicopter tours, F1 track driving, Prince Rainier III Car Collection access, Cafe de Paris dining, and Grande Corniche Road classic car cruise.
- Austria Winter Ice Driving Experience Salzburg winter experience pairing Aston Martin ice driving on frozen lakes with five-star hotels, Red Bull Hangar-7 access, and Michelin-rated dining.
- England Motorsport Tours British heritage motorsport tours featuring Red Bull F1 factory access, Aston Martin factory tours, Lotus factory visits, and Goodwood experiences.
- United States Driving Tours Iconic American road journeys including Tail of the Dragon, Blue Ridge Parkway, Pacific Coast Highway, and Texas Hill Country driving routes.
Quantifiable outcome
- Luxury travelers willing to spend up to 50% more for exclusive, premium experiences
- +2 more outcomes
Companies that use The Motorsport Lab
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
The Motorsport Lab technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Motorsport Lab partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Regent Cruise LinescorePartnership with Regent Cruise Lines offering Aston Martin F1 x Regent Cruise Lines x Motorsport Lab experiences. Combines luxury cruise travel with exclusive supercar tours and motorsport access at port destinations.
- Travel AgenciescorePartner program allowing travel agencies to integrate Motorsport Lab experiences into luxury travel packages. Offers Ferrari and Lamborghini Factory Tours and Driving Experiences.
- HotelsminorPartnership with hotels to offer motorsport experience packages to guests, enhancing luxury accommodation offerings.
- Cruise LinescorePartnerships with cruise lines to provide exclusive supercar tours and motorsport experiences at various port destinations.
- Event PlannersminorPartner program for event planners to incorporate motorsport experiences into corporate events and incentives.
- AirlinesminorPartnership with airlines to offer integrated travel and motorsport experience packages.
- FIAminorFIA (Fédération Internationale de l'Automobile) featured in partner logos section, indicating affiliation or event access.
- Formula EminorFormula E featured in partner logos section, indicating access to Formula E events and experiences.
- PEF GroupminorPEF Group case study partner featured on website.
- DuPont RegistryminorLuxury automotive marketplace partner with co-branded presence on website.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
The Motorsport Lab competitors and assessment
Company assessmentBroad incumbents
- QuintEvents: Established premium event hospitality and corporate experience provider with strong sports partnership portfolio. Comparable to Motorsport Lab's B2B corporate activation business model, though broader across multiple sports categories.
- F1 Experiences: Official Formula 1 hospitality and travel package provider offering grandstand, paddock club, and F1-specific tours. Comparable to Motorsport Lab's F1-anchored luxury experiences, but with exclusive official F1 rights that limit Motorsport Lab's positioning.
- Aston Martin Driving Experiences: OEM-direct driving experience programs operated by Aston Martin at partner circuits. Comparable supply-side actor to Motorsport Lab (OEM access), but as the brand itself rather than as an independent curator.
Direct peers
- SpeedVegas: Las Vegas supercar driving experience operator on a private track, with strong tourism-channel exposure. Comparable in product (supercar track experiences) and overlapping customer with Motorsport Lab's Las Vegas-anchored programming.
- Exotics Racing: Las Vegas-based operator of supercar driving experiences on a private racetrack, with multiple exotic-car fleet options. Closest functional competitor to Motorsport Lab's Racetrack Experiences product line, though without the multi-country travel curation layer.
- Radford Racing School (formerly Dream Racing): Premium Las Vegas supercar and racing school operator offering track-based driving experiences and F1-style programs. Comparable to Motorsport Lab's Racetrack Experiences but more venue-centric and less travel-led.
- Bondurant Racing School: Phoenix-based high-performance driving school, now part of the Lucas Oil ecosystem. Overlaps with Motorsport Lab in motorsport driving experiences, particularly for corporate activations and aspirational consumers.
- Xtreme Xperience: US-based operator of supercar driving experiences at multiple track locations nationwide, focused on consumer track-day bookings. Comparable to Motorsport Lab's driving-experience offering and overlapping HNW/enthusiast customer.
- Skip Barber Racing School: Long-established US driving and racing school offering professional-style instruction on multiple tracks. Comparable to Motorsport Lab in motorsport-driven driving experiences, with greater emphasis on formal training rather than luxury travel curation.
Emerging players
- Monticello Motor Club: Members-only private motorsport country club in New York State with on-site track and amenities. Comparable in motorsport-driven experiential luxury and HNW audience, with a different operating model (membership vs. curated travel).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
The Motorsport Lab social profiles
Digital presenceThe Motorsport Lab financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Motorsport Lab leadership team
Management profileNumber of profiles
Profiles2 records
The Motorsport Lab funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Motorsport Lab 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 The Motorsport Lab
What does The Motorsport Lab do?
The Motorsport Lab is a luxury motorsport and experiential travel agency that designs bespoke, multi-day motorsport experience programs combining exclusive behind-the-scenes access to iconic motorsport brands (Ferrari, Lamborghini, Pagani, Aston Martin, Red Bull, Porsche) with immersive driving experiences and curated cultural/dining components. The company serves both high-net-worth individual travelers seeking premium motorsport tourism and corporate brands seeking experiential marketing activations for client engagement and revenue growth.
Is The Motorsport Lab a public or private company?
The Motorsport Lab is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Motorsport Lab founded?
The Motorsport Lab was founded in 2010. It employs 11 to 50 people.
Where is The Motorsport Lab based?
The Motorsport Lab is headquartered in Boston, United States, in the North America region.
How does The Motorsport Lab make money?
Three revenue lines are on record. Luxury Motorsport Tours are the primary driver. The others are B2B Corporate Activations and consulting Partnerships.
Who are The Motorsport Lab's main competitors?
Broad incumbents on record are QuintEvents, F1 Experiences and Aston Martin Driving Experiences. Direct peers are SpeedVegas, Exotics Racing, Radford Racing School (formerly Dream Racing), Bondurant Racing School, Xtreme Xperience and Skip Barber Racing School. Monticello Motor Club is listed as an emerging player.
Does The Motorsport Lab have an API?
No public API is recorded for The Motorsport Lab.
What industry is The Motorsport Lab in?
The Motorsport Lab's product category is Luxury Motorsport Experience Services. Its primary akta.pro industry code is THAJAFAF, Motorsports & Racing Experiences, with a secondary code of MPAKAGAI, Motorsports Fan Engagement & Membership Programs (Series/Team-Owned). Its NAICS code is 711212 and its SIC code is 7948.