Pegasus Auto Racing Supplies

What Pegasus Auto Racing Supplies does

Pegasus Auto Racing Supplies, Inc. is a privately held, 100% employee-owned specialty e-commerce retailer of auto racing parts, equipment, and consumables, headquartered in New Berlin, Wisconsin. The firm was founded in 1975 according to firmographic data (though its website copyright begins in 2004), and serves both amateur and professional racing customers in formula cars, sports cars, vintage racing, and karting across North America and select international markets including Canada and Australia. Its catalog spans racing batteries (Braille, Varley, Antigravity), synthetic lubricants (Red Line), helmets and safety equipment (Stilo), car care (Mothers), tools (Beta), data acquisition (AiM/MyChron), turbo components (Turbosmart), and approximately 1,000 silicone hose SKUs, with products ranging from $0.15 hardware to $1,500+ specialty batteries.

The company's go-to-market is direct-to-consumer via its e-commerce storefront, supplemented by a small physical showroom at the New Berlin warehouse and direct phone/email technical support. Pricing follows unit pricing with quantity discounts and free shipping on most domestic orders above $199. Order-before-5:00 PM Central same-day shipping on in-stock items and a 30-day return policy function as the operational backbone of the value proposition. International orders, with negotiated reduced expedited rates, are described as a significant portion of sales. Marketing channels include the website, email, YouTube, Facebook, Instagram, and contingency sponsorships of motorsport sanctioning bodies and racing series (SCCA Runoffs since 2004 through 2026, Vintage Sports 2000 since 2012, Formula 600 Challenge since 2014, plus VSCDA and NSSCC driver's schools). No proprietary technology platform, patents, or AI/ML capabilities are documented; the business is an inventory-velocity-driven specialty retailer rather than a technology company.

Name

Pegasus Auto Racing Supplies

Legal name

Pegasus Auto Racing Supplies, Inc.

Website

https://pegasusautoracing.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Pegasus Auto Racing Supplies is a 100% employee-owned, U.S.-based e-commerce and catalog retailer of specialty auto racing parts, safety gear, batteries, lubricants, and tools, serving amateur and professional racing teams and individual racers across North America and select international markets.

Ownership category

akta.pro rank

Product category

Motorsport Parts and Supplies Retail

NAICS

Automotive Parts and Accessories Retailers (44133), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

akta.pro secondary industries

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD), Helmets & Protective Headgear Retail (Motorcycle/ATV/Snow) (CRAMANAB), Riding Jackets, Pants & Suits Retail (Leather/Textile) (CRAMANAF)

Keywords

• Auto racing parts
• Motorsport safety equipment
• Racing brake components
• Racing data acquisition
• Silicone hose fittings

Headquarters

HQ city

New Berlin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Pegasus generates revenue through direct retail sales of auto racing supplies, parts, tools, and equipment via their e-commerce website and physical showroom. Products include racing batteries (Braille, Varley, Antigravity), lubricants (Red Line), helmets (Stilo), safety equipment, plumbing parts, tools, and various racing consumables. The company offers quantity-based pricing discounts and free shipping on orders over $199 in the continental USA.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Pegasus Auto Racing Supplies is a 100% employee-owned e-commerce and catalog retailer selling third-party branded auto racing supplies, parts, safety equipment, and consumables. The catalog spans racing batteries, synthetic lubricants, helmets, plumbing and silicone hoses, brakes, engine and drivetrain components, data acquisition systems, and professional tools, with same-day shipping on in-stock orders and free shipping on most orders over $199 in the continental United States.

Product overview

Pegasus Auto Racing Supplies is a 100% employee-owned company operating as an e-commerce platform and catalog retailer specializing in auto racing supplies and equipment. The product portfolio centers on racing batteries (Braille, Varley, Antigravity brands), synthetic lubricants (Red Line), auto racing helmets (Stilo), car care products (Mothers), and a comprehensive range of racing parts including silicone hose/plumbing, safety equipment, engine components, data acquisition systems, and professional tools. The company positions itself as a specialty retailer with same-day shipping on in-stock items, serving both amateur and professional racing customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Racing Batteries Complete range of 12-volt racing batteries including Braille AGM and lithium-ion batteries, Varley lead-acid batteries, sealed RG (Recombinant Gas) lead-acid batteries, and Antigravity lithium-ferrous batteries in various sizes and configurations, intended for racing teams and individual racers needing reliable competition starting power.
• Red Line Synthetic Lubricants & Additives Full line of Red Line synthetic lubricants and additives including 4-stroke and 2-stroke engine oils, gear oils, automatic transmission fluids, shock oils, CV joint grease, manual transmission lubricants, and fuel and coolant additives for street and race car applications.
• Stilo Auto Racing Helmets Italian-made Stilo auto racing helmets featuring modular designs for forced air, drink tubes, or radio systems; includes ST5 and ST6 series approved to Snell SA2025 and FIA 8859-2024 standards, plus visors, face shields, and accessories for drivers and crew.
• Mothers Car Care Products Complete Mothers car care line for race and street vehicles including polishes, waxes, surface cleaners, leather and vinyl care, chrome polish, clay bar systems, microfiber towels, and complete interior and exterior detailing kits.
• Beta Tools Professional Tools Beta Tools professional hand tools, diagnostic equipment, tool sets, and pit equipment offered in-stock and via special order for racing teams, mechanics, and individual racers maintaining competition vehicles.
• AiM Data Acquisition and Gauges AiM data loggers, MyChron series auto dashes, LCU-One lambda controllers with Bosch LSU 4.9 wideband sensors, and related sensors for motorsports data acquisition, lap timing, and air-fuel ratio monitoring.
• Silicone Hose and Plumbing Parts Approximately 1,000 different silicone hose part numbers from 1/2 inch to 6 inch inside diameter, including straight hoses, elbows, reducers, high-temperature air duct hose, barbed fittings, and AN swivel fittings for coolant, intake, brake cooling, and turbo plumbing.
• Racing Safety Equipment Racing safety equipment including auto racing helmets, FIA-approved harnesses, on-board fire suppression systems, roll bars and cages, racing seats, mirrors, and related protective gear for drivers and crew members.
• Engine and Drivetrain Components Engine parts, transaxles, racing clutches, exhaust components, oiling systems, electrical and ignition components for racing applications, including Tilton OT-2 clutches, Setrab oil coolers, and facet fuel pumps.
• Brakes and Brake Pads Competition brake parts including brake pads and brake balance gauges for formula, sports car, vintage, and karting racing disciplines.

Named customers3 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Formula 600 Challenge SeriescoreStrategic or Co-development Partner · 1 January 2014Formula 600 Challenge Series Sponsor since 2014 through 2026. Supports the formula 600 racing series for open-wheel competition.
• Vintage Sports 2000 SeriescoreStrategic or Co-development Partner · 1 January 2012Vintage Sports 2000 Series Sponsor since 2012 through 2026 (Sports 2000, N.A.). Sponsorship includes support for the vintage formula car racing series.
• SCCA (Sports Car Club of America)coreStrategic or Co-development Partner · 1 January 2004SCCA Runoffs Contingency Sponsor since 2004 through 2026. Pegasus provides contingency awards and support to competitors at the SCCA National Championship Runoffs, one of the premier amateur racing events in the United States.
• VSCDA (Vintage Sports Car Drivers Association)minorStrategic or Co-development Partner · 1 January 2004VSCDA Driver's School Sponsor. Supports vintage racing driver education and training programs.
• NSSCC (Northwest Vintage Sports Car Club)minorStrategic or Co-development Partner · 1 January 2004NSSCC Driver's School Sponsor. Supports vintage racing driver education and training programs.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Summit Racing Equipment: The largest US-based direct retailer of racing and performance auto parts, with a comparable product catalog (brakes, plumbing, batteries, safety gear) and direct-to-consumer e-commerce model. Summit is the dominant scaled competitor against which Pegasus competes for both amateur and professional racers.
• RockAuto: Online-only auto parts retailer with a vast catalog and price-competitive positioning. Overlaps with Pegasus on general racing and performance parts, and represents the e-commerce-first, low-overhead competitive archetype.
• Speedway Motors: Specialty retailer of racing parts and hot rod components, with strong overlap in plumbing, fittings, and fabrication supplies sold by Pegasus. Targets a similar racing/hobbyist customer base through direct e-commerce and catalog channels.
• Jegs: Major US mail-order and e-commerce retailer of racing and high-performance auto parts with a comparable SKU breadth across engines, drivetrain, brakes, and safety. Direct competitor for the same amateur and professional racing customer base.

Emerging players

• AiM Sports: Manufacturer of motorsport data loggers, dashes, and sensors (MyChron series) that Pegasus distributes. Pegasus claims to be North America's top Aim/MyChron dealer; AiM is the upstream brand whose direct-to-consumer strategy is a key structural risk to Pegasus.
• Braille Battery: Manufacturer of the racing batteries Pegasus resells (Green-Lite, Intensity, Micro-Lite, Fleet-Lite series). Comparable in that it is racing-focused, but operates as a brand/supplier to Pegasus rather than a retailer; could disintermediate via direct-to-consumer.
• Red Line Synthetic Oil: Manufacturer of the synthetic lubricants Pegasus sells across engine oils, gear oils, and additives. Comparable in motorsport positioning and product depth, and is one of the most strategic brand relationships in Pegasus' catalog.

Broad incumbents

• Amazon (Automotive Parts & Accessories): Dominant e-commerce marketplace carrying most racing parts brands Pegasus resells (Braille, Stilo, Red Line, Antigravity). Represents the primary structural disintermediation risk and pricing benchmark for the entire category.
• Tire Rack: Large e-commerce retailer of tires and performance auto parts with a strong motorsport enthusiast customer base. Overlaps in target customer (enthusiast/racer) and e-commerce fulfillment model, though product mix is broader and less motorsport-specific.
• Holley Performance: Large publicly-traded performance auto parts manufacturer and retailer (Holley, MSD, Aeroquip, Earl's). Overlaps heavily with Pegasus' plumbing and fittings category and competes across multiple racing segments; broader portfolio but overlapping end-customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCavMEymJLkVrGqN6W_Ts8mA
• Facebookfacebook.com/PegasusAutoRacing
• Instagraminstagram.com/pegasusautoracing
• LinkedInlinkedin.com/company/pegasus-auto-racing-supplies

Revenue estimate

Valuation estimate

Number of profiles

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 Pegasus Auto Racing Supplies